Reputation and Analytics - WBDC Chicago webinar 2012 02
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Transcript of Reputation and Analytics - WBDC Chicago webinar 2012 02
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WBDC Webinar Series #4
Reputation Management
and
Analytics
Presented by
Avery Cohen
Metrist Partners
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Is Your Web Site a Slacker?
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Web Analytics
Analytics will enable you to
set online marketing goals,
so you can create new initiatives and
measure results,
providing stakeholders with actionable insights
into your customers' needs.
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Social Media Analytics
Influence Metrics:
• Audience Size
• Conversation
• Amplification
• Applause
• Economic
Outcome
Social media metrics definitions from Avinash Kaushik
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Poll #1
What social media do you use?
– Pintrest
– Google+
– Other niche social sites
– Other niche “groups” (email)
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Reputation Management
• What are people saying
about you and your
business?
• Where are people
talking about you and
your business?
• What can you do about
it?
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Poll #2
Have you reviewed products or
services online in the past 90 days?
– Yes, positive reviews only
– Yes, some positive, some negative
– Yes, negative reviews only
– No, I have not used review sites or
features in the past 90 days
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor Your Reputation
• Google Search
• Google Alerts
• Google Analytics
– Hootsuite or Tweetdeck
• Review Sites
– Yelp
• Community (niche) Sites
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor: Google Search
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor: Google Alerts
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Monitor: Google Analytics
• Visit Sources
– Websites
– Search Keywords
• Visit Outcomes
– Bounce (view only one page)
– Engage with important content
– Make a purchase
– Sign up for email
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Poll #3
Do you have Google Analytics on your
website?
– Yes, and I check it regularly
– Yes, but I don’t use it (much)
– Not yet
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Online Marketing Strategy (Context)
Your Web Site
i TV
Radio
DM
Outdoor
Buy Your Email
Newsletters
Social Media
Search
Blogs &
Other
Web Sites
informati
on
Calls
to
Action
Word of
Mouth
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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How are People Finding Your Site?
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Referring Sites
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Search Keywords
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Filtering Search Keywords
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Landing Pages
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Campaign Traffic
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Campaign Traffic
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Campaign Tagging link URLs
Google Analytics URL Builder
Campaign Name Utm_campaign Season Tickets
Medium Utm_medium Email
Source Utm_source Newsletter
Term Utm_term
Content Utm_content Footer
http://www.timelinetheatre.com/not_enough_air/index.htm?utm_source=Pre-opening&utm_medium=email&utm_campaign=Not%2BEnough%2BAir
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Navigation Summary for a page
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Setting Goals
Goals Jan Feb Mar
Revenue
Profit
% from web
Number ofTransactions
Avg Transaction Value
% Transactions over $100
New Customers
Returning Customers
Email List Size
New Email Registrations
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
Poll #4
What are your website’s goals?
– Sell products or services online
– Generate new business leads
• email newsletter signups
• download information
– Have people call us
– Support trade show or other sales efforts
– Reduce customer service costs
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Optimize Your Site
Focus on conversions
– Views more than one page
– Reaches specific “value-add”
content
– Opts in for email
– Fills out a “contact” form
– Makes a phone call
– Makes a purchase
Segment and test
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Business Goals
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Conversions are your guests’ goals
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Your Online Reputation
Search Volume
Google Sites
Yahoo! Sites
Microsoft Sites
Ask Network
AOL LLC Network
Source: Comscore.com December, 2010 Search Engine Rankings
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Women’s Business Development Chicago
Your Online Reputation
Google’s brand promise (as described by Avery Cohen):
We will deliver the best, most relevant content on the
web instantaneously and for free.
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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The first rule of Google…
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Inbound Link Initiatives
• Press Releases
• Your Blog
– RSS Feed + Feedburner
• Social Media
– Bloggers are on Twitter
• Ask for Links
– What is on your site that would benefit a site’s constituents?
• Duplicate Content Policy
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Create Compelling Content
Establish an
emotional connection
• Images and Words
people will click on to
see more
• Stories people will want
to share with others
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Your Online Identity
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
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Thank you.
Avery Cohen Metrist Partners
Chicago, Illinois USA
312-772-5945 | [email protected]
@averycohen on Twitter
Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280