Beyond the Dashboard and Under the Hood

Beyond the Dashboard and Under the HoodLance KisslerSenior Community Development OfficerSTCU#SMBC5Whats yoursocial hub?#SMBC5

Lets start off with a question: Whats your social hub? Write it down on a piece of paper.Now lets take a look at some examples and see if your social hub has any similarities.2

#SMBC5It can be a blog.3

#SMBC5It can be a microsite4

#SMBC5Or it can just be your regular website (or even a specific page on your website).5Whatever it ismake sure its

#SMBC5Whatever your social hub ismake sure its owned by you.6Why have ownership?Keywords and meta tagsOriginal contentFresh contentLinkingSEO#SMBC5

Why is having ownership important?Well, for startersit lets you control these items, which all contribute to? SEOWhy else should you have ownership? Because Facebook, Twitter and LinkedIn could go up for sale on the social media market at any time. There goes all your content.7SEO ApproachesProactiveDefensiveGoogle Keyword(AdWords and Analytics)Google SearchGoogle InsightsTwitter trendingBuild content on owned site; drive visits to it from external sites (FB, Twitter, etc.)Include search terms in posts, titles, and contentTarget reporters/bloggers with high traffic sitesFollow trends#SMBC5Lets go back to SEO.There are two approaches you can take: Proactive and Defensive (such as during a crisis).For both approaches, the tactics are the same. Its the tools that may be different.8Information TheoryRedundancyNoveltyLearning#SMBC5Why else should you have a hub? Because people receive messages via different mediums. And its okay to share that message across multiple mediums. Multiple times. Now, theres a fine line between making sure you followers see what you post and spamming them. But, there is a scientific reason behind repetition. Its called Information Theory. You see, when theres enough redundancy or repetition of a message, and the message is delivered in a novel way (think images, videos, questions, etc. for the different mediums) or it has a novel storyline to it, then its more likely to be learnedrememberedand acted upon. And isnt that ROI? People engaging and taking action with your posts?9Dashboards#SMBC5

Now, we could go with something as elegant as Ducksboardbut instead, were going to take a look at some options that you probably already have available.Disclaimer: I do not work for Ducksboard, nor have they provided me any compensation for mentioning their product. In fact, I havent even touched yet myselfbut I am going to try out the free 30-day trial.10Facebook#SMBC5

My Facebook Dashboard

#SMBC5Lets start with Facebook. All of this is for the cost ofwhat PR people love to hearfree. Your admin panel provides you with a brief glimpse into activity, including a badge alerting you to notifications, your direct message inbox, and the performance of your posts.12Notifications

#SMBC5Shows you what you need to respond to.Modify your Notification Settings.Notice the RSS option?13Unwanted Content

More negative feedback = unwanted content from your fans.#SMBC5By digging into post level detail, you can actually determine which posts received negative feedback from your followers. An example of this is people hiding the posts or marking them as spam.14Popular Content

Top Talking About This = popular content you might want to promote or repeat.#SMBC5I like to sort by Talking About This.What Talking About This measures is how many stories have been generated by people interacting with your content. Stories are generated by likes, comments, shares, etc.15Facebook Content

#SMBC5And if you are in the business of tracking other Facebook pages, whether it be for shareable content or scoping out your competitors, utilizing the Interest Lists feature is very worthwhile. You can even make these lists private.16

Twitter#SMBC5Twitter Dashboard

Lists help you quickly find content to share and stay on top of trends.#SMBC5Twitter ListsOn to Twitterand more specifically, Hootsuite. Yes, Hootsuite is available for free, which includes all of the options Im about to cover.In this screenshot, I have a tab for all of my lists, both public and private ones. I strongly recommend lists.18Twitter Dashboard

Keyword searches = more likely to find people talking about you or relevant content.#SMBC5Keyword SearchesOn this tab, Im tracking keyword searches that are relevant to my brand and business.19Google Analytics#SMBC5

My Google Dashboard

#SMBC5Heres a screenshot of my Google Analytics dashboard.Seems a little daunting, doesnt it? Dont worry, well break it down, part by part.21Google Analytics

A high percentage after launching a campaign = its probably worked.#SMBC5How many people are visiting your site compared to how many are new visits (%).New visitors are a good thing, right? Not if they're dominating the percentages. The percentage of new visits metric helps you determine both how effective your marketing strategies have been in piquing visitor interest and whether they're converting or becoming brand loyalists.A high percentage of new visitors immediately after you've launched a marketing campaign? That's a very good thing, but several months after you'll want the numbers to have evened out, with returning visitors engaging by doing things like commenting and sharing.A visit is the distinct number of times someone interacts with your site. However, there's actually one more part to this definition. If the person is inactive for more than 30 minutes, that visit is over. For example, say you go to lunch and leave www.hotdogs.com open and you're gone for 30 minutes, your visit is over. If you come back and click on another page, that becomes a whole new visit.22Google Analytics High number of referrals = successfully driving traffic via social media.

#SMBC5How many people are coming from your social networks.23Google Analytics

Low bounce rate = users are finding the content they want.#SMBC5To understand the difference between exit and bounce rates for a particular page in your site, keep in mind three things:For all pageviews to the page, the exit rate is the percentage that were the last in the session.For all sessions that start with the page, bounce rate is the percentage that were the only one of the session.The bounce rate calculation for a page is based only on visits that start with that page.Put simply, bounce rate is when auser visits only one page on your site before heading to another site altogether, i.e., "bouncing" off your site.However, marketers and site owners alike often misinterpret the reason behind a bounce. Although a bounce might mean that a user isn't finding the information or products he or she had hoped for, it's often an indication of a poorly optimized landing page that lacks clear calls to action.The site may, for example, have the best content in the world, but unless there's an easy-to-spot Web form right above the fold or a service to buy at the end of that long sales page, the user will have no motivation to explore the site, let alone move further down the conversion funnel.Clarify those calls to action with a good copywriter and Web designer, and that bounce rate should go down.One common misconception about avoiding bounce rates is that sites should avoid linking to other pages, as that will send visitors away. True, if you provide too many, but a few helpful links here and there position your site as a resource that has the authority to recommend other helpful resources. Plus, you'd do well by linking to internal content or products that drive visitors deeper into the site.If you're providing valuable content, you needn't worry about losing them.24Google Analytics

Low pages/visit = your site may not be mobile-friendly (consider responsive design).#SMBC5How many people are using mobile devices to view your sitewhat devices are they usingand are they visiting more than one page? 25Google Analytics

Helps you determine what to share more of.#SMBC5Which pages are the most popular and what are their bounce rates (only page visited during one visit)?A high bounce rate in this chart might identify pages that folks come directly to (such as via search), find what they are looking for, and then exit.Consider sharing the most popular content (because its good) and re-sharing not as popular content (folks may have missed it).26Google Analytics

Highest visits = most successful campaigns.#SMBC5If you have campaigns that are running (e.g., newsletters), which ones are driving the most visits to your site?27Google Analytics

Optimize your site to be friendly for top search engines.#SMBC5Where are people coming from (search engines and referring websites).28Google Analytics

Top keywords = those you should consider using in metadata, SEM and online ads.#SMBC5What keywords are people using to find your site when they are searching.29Google Analytics

Top search terms = popular content you should promote or make easier to find.#SMBC5What are people searching for once they get to your site?30DucksboardMy new favorite dashboard#SMBC5

#SMBC5PR Toolbox

#SMBC5Also, Hootsuite has a free mobile app, should you decide to use it on the go as well.332013Social Media Trends#SMBC5SOURCE | www.fastcompany.com/3004604/social-media-trends-cant-be-ignored-2013By having data available at our fingertips, we can not only make decisions about our own content, but we can also analyze trends to stay ahead of the curve.34Last year, social media overtook porn as the number one internet activity.#SMBC5

Well, its simple. No, seriouslyit is.35

Get the picture?Pinterest usage grew by over 1000% last year.Google+ grew 80%.Facebook is still the most used, but Pinterests marketing opportunities have seen success.According to a recent study, fifty brands who did a Pinterest promotion found that it caused a 150% jump in followers.#SMBC5

Your new ambassadors.#SMBC5

92% of consumers listen to people they personally know, while 70% of them also trust online consumer reviews. Fans/Followers + Likes + Shares/Retweets = more positive brand experience.Social isnt just external.Many companies are creating their own internal social media networks to boost morale, share news, gain feedback and solicit ideas for improvement.Increase efficiency and create user-generated content.Appeals to the next generation of your workforce.#SMBC5

Everyone counts.92% of people under age 30 are on Facebook, Twitter, etc.57% of those 50 to 64 years of age and even 38% of those over 65 are also engaged on at least one social network.#SMBC5

If you know who your target audience is, knowing the demographics of the different social media sites will tell you where to be.39Were mobile.According to NBC News, tablet and smartphone Facebook users of their site jumped 24% from June to September of 2012and is now well over 30 million.Mobile social media marketing requires a different approach that respects consumers that are on the go.Total number of Facebook users: 1.11 billionTotal number of Facebook mobile users: 751 million #SMBC5

Facebook stats as of May 2013.40No really, were mobile.#SMBC5

There are over 1 million more mobile devices activated every day across the world than there are babies born.41Shiny object syndrome.SOURCE | www.statisticbrain.com/attention-span-statistics/#SMBC5Our attention span has dropped by four seconds in just 12 years.42Shiny object syndrome.SOURCE | www.statisticbrain.com/attention-span-statistics/#SMBC5Peoples attention spans for viewing pages: about 4 seconds.43Questions?lancek@stcu.org509-344-2152someprtips.wordpress.com@lkissler / @someprtips#SMBC5