Michael Stelzner - How to Measure Your Social Media Activities Using Google Analytics
Transcript of Michael Stelzner - How to Measure Your Social Media Activities Using Google Analytics
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How to Measure Your Social Activities Using Google Analytics
Michael StelznerFounder, Social Media Examiner
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Are you a marketer?
Can you prove your social media
activities are driving business
objectives?
@mike_stelzner
Plan on taking pictures of key slides!
Getting to know you…
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The struggle of social media marketers
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Where should we focus our
efforts?
How can prove our value?
Should we stop focusing on a
platform?
Is it all working?
Can you relate?
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What Google tells you out of the box
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How much traffic comes from your activities vs. organic?– False assumptionsAre your social media updates helping drive business goals?Are your actions improving or declining?What types of updates:– Drive most traffic– Lead to conversions
What it doesn’t tell you
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What is Google UTM tracking
How to track social traffic and conversions
How to interpret the data and act
What we’ll cover
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You’ll know how your efforts
contribute to traffic and goals
You’ll be able to spot trends
You’ll be able to test
You can prove your investment
in social is worth it!
Benefits of UTM tracking
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2 Before you can get started
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Setup: google.com/analytics
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Need access from client?
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Want more basics?
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Setting up goals
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Step 1
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Step 2
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Step 3
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3 UTM tracking: setup
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Google Analytics CAN BE
crazy complicated
We’ll focus on what you
need to know to fly and
land
It’s really ALL you need to
know
Just what you need to know
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UTM = Urchin Traffic Monitor
Secret sauce that connects any activity into Google Analytics
Does so by providing extra code on the end of a URL
Google UTM tracking
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Example
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Helps us know what is working!!
We can now track the following for ANY shared:
– Number of sessions– New users– Time on site– Conversions (goal)!– How your efforts impact an articles page views– Can track over time
What UTM tracking does
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Example: Traffic analysis
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Example: Conversions from our Tweets
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Link to Google’s UTM builder:
SocialMediaExaminer.com/utm
How to build a tracking URL
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Standardize on your UTM parameters– Upper and lower case are different
• Facebookpage, FacebookPage, facebookpage
– Create something unique to you!!• Others may use the same
Have a UTM librarian
Important factors
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Source:– Twitter, Facebook, Pinterest, Google, LinkedIn
Medium:– TwitterPage, FacebookPage, PinterestPage, GooglePage, LinkedInPage
Campaign:– New, Evergreen, Paid
Content (used rarely):– BigImage, SmallImage, SquareImage
UTM parameters we use for social
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4 What to do with the data
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Start using UTM for
ALL updates
UTM tracked traffic is
no longer classified
under Social in Google
Analytics
Important factors
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Examine trends– Traffic from our social increasing or decreasing, on channel X?– Why?
What’s happening on the organic side?– Up or down, why?
Testing– Evergreen vs. new– Type of posts: topic x, topic y– Image type…
Here’s what you can do
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Getting your data
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Date analysis
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Secondary dimensions
Landing page will reveal popular content
from that particular medium
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Secondary dimensions
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Secondary dimensions
Search by campaign to explore “types” of
content that performs best
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Secondary dimensions
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Social team’s contributionNetwork Organic Social Team TOTAL
Facebook 28,973 87,769 (75%) 116,742
Twitter 35,761 16,658 (31%) 52,419
LinkedIn 8,166 5,752 (41%) 13,918
Google+ 3,061 5,620 (65%) 8,681
Pinterest 5,256 1,973 (27%) 7,229
Snip.ly 5,168 5,168
SumoMe 9,518 9,518
Total 90,735 122,940 (58%) 213,675
Our efforts (total sessions)
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Month over month changesNetwork May June Change
Facebook 100,050 87,769 Down 12%
Twitter 16,080 16,658 Up 3%
LinkedIn 7,660 5,752 Down 25%
Google+ 5,922 5,620 Down 5%
Pinterest 1,307 1,973 Up 51%
TOTAL 131,019 117,772 Down 10%
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What content worksNetwork May
NEWMayEvergreen
JuneNEW
June Evergreen
33,673 66,289 30,497 57,227
Twitter 8,924 7,154 9,212 7,443
LinkedIn 4,759 2,900 5,032 720
Google+ 2,074 3,896 2,769 2,851
Pinterest 1,125 182 1,830 142
Total: 50,555 80,421 49,340 68,383
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Data gives you power!
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There’s a lot it can do – You can focus on what I showed you
You know how your efforts contribute to traffic
and goals
You can spot trends
You can test
You can prove your investment in social is worth
it!
Now you can prove it!
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Thank you!@mike_stelzner