It’s all about ROI

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Measuring your Social Media and Online Efforts

Table of Contents

Focus – Organic / Social

Who Are We Talking To

SEOmoz 2012

Do I GA Installed

What Are Analytics

Audience Overview

New–vs-Returning

Visitor Flow

Traffic Source

Traffic Source Social Visitor Flow

Content

Real Time-Beta

Channels

How The Game Is Played

Valuation

Sea Turtles

Goal Conversion (How To)

Discuss Goal Results

Goal Funnel Visualization

Inspiration-Advice-Caution

Today’s Focus will be on Valuation of Organic Content & Social Media Channel Influence

Who Are We Talking To Today?

Tourism Related Industries

• Lodging

•Attractions

•Restaurants

•CVB’s

(Today we are -NOT- focusing on Retail / E-commerce)

How Accurate is Google Analytics So, is Google Analytics 100% accurate?

100% No it is not. Is it useful? … Absolutely.

Google Analytics as well as other web analytics programs rely on Javascript tags to track visitors. Some people choose not to be tracked roughly estimated around 10% of today’s internet/ web users browse with Javascript disabled. Thus they are invisible to any analytic program.

If your Google Analytic Reports estimate that visitors are 20% greater than they were last month, it is safe to say that your traffic has increased by approximately 20%. That is not an exact measurement , however it is very reliable.

SEOmoz -2012 Report Google Analytics

Locating Google Code Onsite

Right Click on any web page, select “View Source”

Locating Google Code Onsite

Google Analytics Has Undergone Massive Updates

Through the Looking-Glass & What Alice Found There

What Are Analytics?

• Analytics = The study of online behavior in order to improve it.

• Analytics are a NECESSARY part of your business plan.

• Analytics are Free: Just need a Google Account.

• Analytics are your Online P&L Statement.

Why Are Analytics Important?

Analytics are an extension of your

•Marketing Plan

•Marketing Budget

• Sales Report

•P&L Statement

GA Opens In Standard Reporting

Audience / Visitor Overview

Audience / Visitor Overview

Custom Dates

Audience / Visitor Overview

Audience / Visitor Overview

Audience / Visitor Overview

New -vs- Returning

• NEW VISITOR - Google Analytics records a visitor as new when any page on your site has been accessed for the first time by a web browser. This is accomplished by setting a first-party cookie on that browser. NEW is GOOD!

• RETURNING VISITOR - Google Analytics records a visitor as 'returning' when the Google cookie for your domain exists on the browser accessing your site.

• *Google DOES count you as a returning visitor to your own site.

• Returning Visitors are HOT Prospects… That’s GREAT!

New-vs- Returning by City

Audience / Visitor Flow

Something New & Special

When It Comes To Management - A Picture Is Worth A 1,000 Words!

Traffic Source

Traffic Source

What is a Search Engine?

• SEARCH ENGINE - A Search Engine is a program that searches documents for specified keywords and returns a list of the documents in which those keywords were found, often ranked according to relevance.

Traffic Source – All Traffic

Traffic Source – Referral

Traffic Source – Social Visitor Flow

Content

Content Overview – Direct Traffic

Content - All Pages

What Is A Landing Page?

• LANDING PAGE- The first page that a user views during a session. This is also known as the 'entrance page.' See the 'Top Landing Pages' report to see where your visitors are entering.

Pay Attention to Bounce Rates

BOUNCE RATE - Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.

• Bounce Rates will vary - Depending on how you plan to use your website. For instance, I use “The Richest Web.com” as a publishing platform. Therefore my bounce rate is high because I publish one article at a time, people read the article and leave the site. My main concern is time on page or post. To lower my bounce rate I should offer “Read More Articles Like This” buttons, tabs or links.

• As a Rule of Thumb on a tourism site; I do not like to see a bounce rate above 30%.

Content - In-Page Analytics

Google Home Tab - Real Time Beta

Real Time Beta - Overview

Real Time Beta – Traffic Source

Through the Looking-Glass & What Alice Found There

What Was It We Said Earlier?

Marketing Plan & Budget

1. Marketing PLAN

2. Marketing BUDGET

• Seriously if you do not have those elements in place you will not be able to determine ROI on paid placement of listings when we are done.

BEFORE you can effectively define success or measure and valuate any ROI, you must have two elements clearly defined and in effect.

WHAT is the GOAL of a WEBSITE

• What are the goals of your web site? What is the purpose of your web site?

• Rent a Hotel Room?

• Sell Online Tickets?

• Distribute Coupons for In-house Use?

• E-Newsletter Signups?

• Brochure Requests?

• Our GOAL is to Convert a Visitor to a Follower, a Lead, and Ultimately a Customer

Channels

Roles - Channels - Play

1. First Interaction is the first referral on the conversion path; it’s a kind of assist interaction.

2. Assist Interaction is any referral that is on the conversion path, but is not the last interaction.

3. Last Interaction is the referral that immediately precedes the conversion.

A channel can play three roles in a conversion path:

How The Channel Game Is Played

Valuating Paid Ads - Bought Links

Have you paid for an ad to be placed on another website, such as your city website, a portal site, a business partner site?

• How do you judge Success or Failure of the ad placement?

• Money Goes out faster than it Comes in

• How do you determine ROI?

How to Figure Clicks – (CTR) • CLICKS- The 'Clicks' metric is the number of clicks on your

search ads. This metric can be found on the Clicks tab of reports in the Traffic Sources --> AdWords section.

• CLICK THROUGH RATE - (CTR) The number of times an ad is clicked on, divided by the number of impressions it receives. For example, if an ad is shown 20 times and receives 3 clicks, the click through rate is 3/20, or 15%.

E-mail sent to 379 recipients 129 opens = 33% open rate

12 clicks to site from newsletter = 10% CTR

Keywords & Content

• KEY WORD - A significant word or phrase, relevant to the web page or document in question. Keyword searching is the most common form of text search on the internet.

• Web content is the textual, visual or aural content that is encountered as part of the user experience on websites. It may include, text, images, sounds, videos and animations.

Referrals & Links • REFFERAL - In Google Analytics, a site that refers traffic to the site

you are tracking. A referral occurs when any hyperlink is clicked that takes a user to a new page of file in any website - the originating site is the referrer.

• REFERRER- The URL of an HTML page that refers visitors to a site. http://www.cabinsusa.com/?referrer=Skyscraper2011.mypigeonforge.com

• REFERRING SOURCE – MyPigeonForge.com is the referring source to Cabins USA by means of a Paid placement or link.

Valuating Referral Traffic

If You Can Not Count Conversions, Count Clicks & Assign A Valuation

First begin by getting to know GA paid listing Traffic and compare it against referral traffic from partner sites.

Do Not Get Discouraged That click is the first step in a long journey --- it is the first micro conversion on its way to a sale but like all things in this world, there is a cycle of life; not all will survive the journey

Average nest = 125 eggs. Of that, it is estimated that only one (1) will survive to maturity. How do Turtles Survive?

Simple: Mom lays between 3 & 7 nests a year, 3x125 = 375 – 7x125 = 875

Goal Conversions

STRAIGHT FROM GOOGLE • You must define goals in order to track goal conversions. Goal

conversions are the primary metric for measuring how well your site fulfills business objectives.

• A goal conversion occurs once a visitor completes a desired action on your site, such as a registration or download. You'll be able to see the conversion rates and number of completions for each goal you have set up.

• If you set a monetary value for each goal, you'll also see the value of your conversions.

Setting Goal (Step # 1) Log-In

Are You An Administrator?

1 2

Step (1) Click on Admin - Step (2) Click Users (If you are not an Administrator, you will not be able to set goals.) Solution = Have (Current Admin) assign you Administrative rights.

Newsletter Goal Setting

Our website & Mailchimp are each setup to track newsletter signups and confirmed email addresses. Now we must setup Google analytics to record and report this information.

1. Login your analytics account and select the profile for the domain you wish to track.

2. Click on the Admin button on the right side of the top navigation bar.

Under Goals (set 1) Click the + Goal link

1. Give Your goal a name like Mailchimp Unconfirmed Signups

2. Make sure the goal type is URL Destination

3. Under Goal Details, enter the unconfirmed signup url, ie. http://smokiesphotoblog.com/mailchimp-please-confirm-your-account/

4. Make sure match type is “Exact Match”

5. Then click save and your screen will look like this

Setting Goal (Step # 1) Log-In

Under Goals (set 1) Click the + Goal

1. Give Your goal a name like Mailchimp Confirmed Signups

2. Make sure the goal type is URL Destination

3. Under Goal Details, enter the unconfirmed signup url, ie. http://smokiesphotoblog.com/confirmed-newsletter-signup/

4. Make sure match type is “Exact Match”

5. We have determined that each newsletter signup is worth $1.50. Under Goal value, we enter an amount that each newsletter signup is worth to us.

6. Click Save

Are You An Administrator?

1 2

Step (1) Click on Admin - Step (2) Click Users (If you are not an Administrator you will not be able to set goals.) Solution = Have (Current Admin) assign you Administrative rights.

Goal Setting With Valuation

Steps To Goal Setting W/ Value

Check Your Work!

View Conversion Goal Results

Tracking Starts When?

Gap Before Goal Set

Funnel Visualization

INSPIRATION ADVICE

& Caution.

INSPIRATION “I know I could grow my business if I could just get ________ as a customer.”

Have You Ever Said?

“Narrowcasting – learning as much as possible about your target audience, however small that audience may be, and communicating with them frequently ,richly and relevantly.”

Narrowcasting -vs- Broadcasting Marketer & Author Kelly McDonald has a vision for the future. In an age when TV- Radio & Newspaper “Broadcasting” influence are shrinking, Kelly turns the tables on how you view business.

Narrowcasting – is the perfect principle to apply in web/social marketing efforts.

Narrowcasting allows, encourages businesses to be creative, make unique offerings to niche markets.

Google Analytics Goal Setting & Conversions are the ideal way to track these efforts.

ADVICE

How Did All of These Attractions Get FREE Advertising Online? • Adventure Golf • Adventure Park at Five

Oaks • Believe it or Not • Cirque de Chine • Comedy Barn • Dixie Stampede • Dollywood • Dollywood's Splash

Country • Elvis Museum • Fantasy Golf • Flyaway • Foxfire Mountain

Adventures • Hatfield & McCoy Dinner

Theater • Hilbilly Golf • Hollywood Star Cars • Hypnotized Comedy Show • Lumberjack Feud

• Mysterious Mansion • NASCAR Speedpark • Ober Gatlinburg • Ole Smoky Moonshine

Distillery • Parrot Mountain • Rainforest Adventures • Ripley's Aquarium • Ripley's Haunted

Adventure • Ripley's Moving Theater • Ripley's Old MacDonald's

Farm Mini Golf • Salt & Pepper Shaker

Museum • Scenic Helicopter Tours • Shadrack's Christmas lights • Sky Lift • Smokies Baseball • Smoky Mountain Deer

Farm

• Smoky Mountain Opry • Space Needle • Sweet Fanny Adams

Theater • The Track • Titanic Museum • Tomb • Wahoo Adrenaline Park • Wahoo Ziplines • Wonders of Magic • WonderWorks • Zorb Smoky Mountains

And These Lodging Choices Get FREE Advertising On-line?

• Bearskin Lodge

• Berry Springs Lodge

• Buckhorn Inn

• Gatlinburg Inn

• Hilton Garden Inn

• Hippensteal's Mountain Inn

• Inn at Christmas Place

• LeConte Lodge

• Park Vista Resort

• RiverStone Resort

• Wilderness at the Smokies Waterpark Resort

And All of These Restaurants Get FREE Advertising Online? • Alamo Steakhouse • Applewood Farmhouse • Bennett's Pit Bar-B-Que • Best Italian Cafe • Blue Moose • Buckhorn Inn • Cheesecake Cafe • Clint's BBQ • Coffee & Company • Dixie Stampede • English Mountain Trout Farm • Fox & Parrot • Frank Allen's Market & Grill • Glades Soda Fountain • Breenbrier Restaurant • Hatfield & McCoy Dinner Theater

• La Carreta • Lumberjack Feud • Mama's Farmhouse • Old Mill Restaurant • Pancake Pantry • Partridge & Pear Restaurant • Peddler Steakhouse • Pottery House Cafe • Smoky Mountain Trout House • Taste of India • The Diner • Tony Gore's BBQ • Wild Plum Tearoom

Innovative Travel Writers

Smoky Mountain Travel Guide ( I-Phone App.) By Katy Koontz

But I am not from The Smoky Mountains How will this help me???

Always find out who the other guy is.

Caution

Beware of Pandas & Penguins

Beware Of The Penguins!!!

This is what Google’s Penguin Algorithm can do to your traffic if your content is “Sketchy”- stuffed full of Keywords & Black Hat SEO tricks.

Panda Eats Bamboo & Spammy Links

Like your mom always said, “CHOOSE your friends carefully!” This is a real persons business who got HAMMERED because of friends with Poor Reputations.

Thank You for Your Time

I Invite you to Follow Me

rich@therichestweb.com (865) 242-1700

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