Reputation and Analytics - WBDC Chicago webinar 2012 02

transcript

WBDC Webinar Series #4

Reputation Management

Analytics

Presented by

Avery Cohen

Metrist Partners

Is Your Web Site a Slacker?

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.

Social Media Analytics

Influence Metrics:

• Audience Size

• Conversation

• Amplification

• Applause

• Economic

Outcome

Social media metrics definitions from Avinash Kaushik

Poll #1

What social media do you use?

– Facebook

– Twitter

– LinkedIn

– Pintrest

– Google+

– Other niche social sites

– Other niche “groups” (email)

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

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

Monitor Your Reputation

• Google Search

• Google Alerts

• Google Analytics

• Twitter

– Hootsuite or Tweetdeck

• Review Sites

– Yelp

• Community (niche) Sites

Monitor: Google Search

Monitor: Google Alerts

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

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

Online Marketing Strategy (Context)

Your Web Site

Outdoor

Buy Your Email

Newsletters

Social Media

Search

Blogs &

Web Sites

informati

Action

Word of

How are People Finding Your Site?

Referring Sites

Search Keywords

Filtering Search Keywords

Landing Pages

Campaign Traffic

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

Navigation Summary for a page

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

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

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

Business Goals

Conversions are your guests’ goals

Your Online Reputation

Search Volume

Google Sites

Yahoo! Sites

Microsoft Sites

Ask Network

AOL LLC Network

Source: Comscore.com December, 2010 Search Engine Rankings

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.

The first rule of Google…

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

Create Compelling Content

Establish an

emotional connection

• Images and Words

people will click on to

• Stories people will want

to share with others

Your Online Identity

Thank you.

Avery Cohen Metrist Partners

Chicago, Illinois USA

312-772-5945 | avery@metrist.com

@averycohen on Twitter

Reputation and Analytics - WBDC Chicago webinar 2012 02

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