Marshall SponderCEO/Founder of WebMetricsGuru Inc.

Author: "Social Media Analytics: Effective Tools for Building, Interpreting, and Using Metrics", published by McGraw-Hill, 2012.

Teacher: Rutgers University and UCI Irvine

Demystifying Data for Small Businesses

What to cover in this 20 minute Session …….

1. Go from 0 to 60 MPH with Social Analytics

2. Choosing the right tools that can supercharge your business.

Why are Analytics Important to your Business?

BETTER UNDERSAND YOUR CUSTOMERS Where your visitors came from (how they heard about you) What your visitors are doing in your store. Why they are leaving with out buying. What your customers are saying about you.

BETTER UNDERSTAND YOUR BUSINESS Optimal path to complete a sale. Which campaigns are most effective. How you compare to your competition

“You can’t improve what you can't measure”W. Edwards Deming

ANALYTICS – The discover & communication of meaningful patterns in data

OPTIMIZATION - The process of making something as fully perfect, functional, or effective as possible.

Where to Start?

Choosing the best solutions for your business

Exposure: Google Analytics, Compete.com, Social Mention and HowSocialable.com.

Influence: Facebook Insights,Edgerank, Klout, PeerIndex, etc.

Engagement: Infinigraph, Monitoring tools such as YourBuzz and Radian6.

Conversion – Google Analytics and Campalyst.

Tracking where you customers are coming from

Streamlined Solution Example for Social Media

Example – Google Analytics & Campalyst – get ROI of a piece of social media.

Original Post Google Analytics Social Reporting

Find out “who” and “what” that drove results on your site

Campalyst shows the tweet I made that generated the 10 visits to my site, as well as any Goals (and Goal Values) triggered; ecommerce would be tracked as well, were I selling anything on my site (if tracking is set up properly).

Campalyst - Posts of others that lead to traffic on my site

Reward influencers who send traffic, so they do more of it

Facebook Edgerank

EdgerankTips:

Photos & Videos best

SharableContent

PromoteComments

Infinigraph helps Improve Your Edgerank

Drive engagement by identifying & republishing compelling content in your feed.

Making sure your Prepared for Success

Google Analytics Basics

Use Google Analytics to find the Data Story

Mostly Local traffic

Not using Mobile as effectively as it could, large drop-off, no clear conversions

Goals were set up, not updated and no longer working

In relation to Social Media Traffic this small business is ..

not converting Social Media traffic to sales (basic conversion tracking is also missing)

Tips for Google Analytics Success

Track Every Page & Action on Your Site

Ecommerce - Sales

Set Goals – Not Just SalesSign upsForm FillsShare info with others

Adwords Integration – What campaigns convert in to successful Goals

Small Businesses need relevant metrics for their industry.

Benchmarks – How do you compare to your competition?

Streamlined Solutions for Industry Vertical

Example of a Vertical Solution – Revinate (Hotels) & Restaurants

There are many vertical solutions, depending on your industry, that could provide most of the workflow and analytics you need.

Some Great Analytics Tools for your business:

Parse.ly Dash – Find Right content to write aboutMobile Commons – Run efficient mobile campaignsYourBuzz – Measurement and Engagement provided free by American Express

Additional tools like Compete.com can provide benchmarking information to set up your initial traffic goals.

Social Media requires great, timely content to spread, especially if your interested in Viral Marketing.

Openforum readers

Source: Netbase

1. GA site analytics, ecommerce tracking2. HootSuite, North Social - Content Distribution3. Facebook Insights (fan management, Ads)4. Optimizer.ly for A/B Content Testing5. GoSuite for Cloud Management6. Roost for CRM Management

Summary:

• Don't be intimidated• Simple & scalable solutions Exist for

most industries• Learn how to interpret the data• Take action on what you learn • If you can't do this yourself get help

from somebody who can

Marshall SponderWebMetricsGuru INC.

www.webmetricsguru.comwww.smabook.com

now.seo@gmail.com@webmetricsguru@smanalyticsbook

WebMetricsGuru INC.

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