Measure Your Work, Get a Raise. PR Measurement: Google Analytics, Facebook, Twitter and Instagram

Transcription

1 Measure Your Work, Get a Raise PR Measurement: Google Analytics, Facebook, Twitter and Instagram

2 Everything You Need to Know About Google Analytics Making Data Work for You Determine your audience Determine your goal Create goals trackers Distribute compelling content Include calls to action with trackable links Integrate your data with other platforms Analyze results Make changes

3 Everything You Need to Know About Google Analytics First! Use a URL Builder/UTM Link 1. Pull up URL Builder/UTM Link Creation Site 2. Add in source, medium, content, terms and name 3. Save link(s) 4. Add as a hyperlink behind your standard URL(s)

4 Everything You Need to Know About Google Analytics Tracking Traffic Patterns 1. URL destination goals track URL activity Exact match Head match 2. Add in goal value if tracking revenue 3. Use Funnels for specific series of actions 4. Use multiple goals when actions warrant it 5. Exclude your IP so you don t track internal audiences

5 Everything You Need to Know About Google Analytics Segmenting Your Analytics 1. Traffic source 2. Time of site activity 3. Web/mobile device 4. Browser 5. Landing page vs. # of pages visited 6. Page views vs. page depth 7. Unique vs. returning visitors 8. Bounce rate vs. time on site 9. Conversions pages vs. nonconversion 10.Prospects (for Google Display remarketing) 11.Actions of existing customers

6 Everything You Need to Know About Google Analytics Google Analytics + Data = Road Map for Internal Actions Did your targets visit your site? What generated the inbound traffic? Where did they come in from? What devices did they use? First time to site? Third time? Did they complete the action? Where did they go within the site? Actions Include A/B testing Revise landing pages Modify existing content Craft new content Identify and act on sales leads

7 Everything You Need to Know About Twitter Analytics What To Measure on Twitter 1. Profile Views 2. Follower Growth 3. Tweet Impressions 4. Engagement 5. Inbound Tweets 6. Retweets 7. Likes 8. Hashtag usage 9. Inbound traffic 10.Conversion

8 Everything You Need to Know About Twitter Analytics Getting Started: Elements of a Perfect Tweet Test 1. Determine goal 2. Determine timing / frequency 3. Create 3-4 test tweets Length Verbs 4. Round out your tweet Add multimedia Add Calls to Action Add hashtags 5. Add UTM links 6. Track results Source:

9 Everything You Need to Know About Twitter Analytics Understanding the Twitter Analytics Dashboard: Activity

10 Everything You Need to Know About Twitter Analytics Understanding the Twitter Analytics Dashboard: Followers

11 Everything You Need to Know About Twitter Analytics Timing Maximum exposure? Frequency of tweets Messaging Did it resonate? Permeate? Calls to action Did it activate? Multimedia Views? Hashtags Increase contextual activity? Reach decision makers? UTM links Drive traffic? Convert? Analyzing Results

12 Everything You Need to Know About Twitter Analytics 1. Promote existing tweets 2. Modify timing to match audience type 3. Modify language to match audience type 4. Mix up multimedia assets that resonate 5. Revise landing page for increased impact Taking Action

13 Everything You Need to Know About Facebook Analytics Going beyond the Basics: How to Maximize Facebook Metrics

14 Everything You Need to Know About Facebook Analytics Understanding Facebook Metrics: What They Provide Likes: Likes your page or posts received Reach: People your post was served to, reactions, comments, shares, hides, spam reports, unlikes Page Views: Total views, views by demographic breakdown, views by source Actions Clicks for CTA (call, visit site, view video) by CTA and demographic Posts: Reactions, comments, shares and clicks of published posts by content type, demographic and time Events: Awareness, engagement tickets and audience of any FB event Videos: View count (3, 10 second), average completion rate People: Your fans, people reached, people engaged by demographic Local: Audiences close to your location demographic, time of day Messages: Overview of all messaging communications

15 Everything You Need to Know About Facebook Analytics Understanding Facebook Metrics: Export For Deeper Data True fan reach (lifetime post reach by people who liked your page) How long was each video watched How many likes per day did content receive Increase effectiveness by importing into existing analytics program

16 Everything You Need to Know About Facebook Analytics Going beyond the Basics: How to Maximize Facebook Metrics Who are your fans? Fan count increasing? Like count increasing? Activating target audiences? Posting at the right time? Is the content connecting? Garnering useful engagement? Driving the actions you want? Getting inbound traffic? How are your competitors doing?

17 Everything You Need to Know About Facebook Analytics Going beyond the Basics: Best Practices for Facebook Engagement Know your goal Know your page demographics Use free demographic post tools Follow content trends

18 Everything You Need to Know About Facebook Analytics Going beyond the Basics: Best Practices for Facebook Engagement Test your content Post when your fans are online Re-share top performing content Use UTM links

19 Everything You Need to Know About Instagram Analytics Instagram Analytics: Follower Growth, Engagement, Alignment

20 Everything You Need to Know About Instagram Analytics Instagram Analytics: Best Time to Post

21 Everything You Need to Know About Instagram Analytics Instagram Analytics: Tracking Success of Content Pieces

22 Everything You Need to Know About Instagram Analytics Instagram Analytics: Tracking Engagement: Posts, Comments, Likes Likes + Comments / Followers = % Engaged Followers Likes + Comments / Posts = Engagement per Post

23 Everything You Need to Know About Instagram Analytics Instagram Analytics: Hashtag Inclusion and Impact

24 Everything You Need to Know About Instagram Analytics Instagram Analytics: Mentions, Inbound Traffic, Actions

25 Everything You Need to Know About Instagram Analytics Instagram Analytics: How do You Compare?

26 Everything You Need to Know About Instagram Analytics Instagram Analytics: Tools!