Measure Your Work, Get a Raise - prnewsonline.com · Measure Your Work, Get a Raise PR Measurement:...

Measure Your Work, Get a Raise

PR Measurement: Google Analytics, Facebook, Twitter and Instagram

Business Wire: For internal Use Only

Everything You Need to Know About Google Analytics

Making Data Work for You

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• 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



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)

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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

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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. non-

conversion 10.Prospects (for Google Display

remarketing) 11.Actions of existing customers

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Google Analytics + Data = Road Map for Internal Actions

Actions Include • A/B testing • Revise landing pages • Modify existing content • Craft new content • Identify and act on sales

leads

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• 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?


Everything You Need to Know About Twitter Analytics

What To Measure on Twitter

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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



Getting Started: Elements of a Perfect Tweet Test

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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: https://marketingthink.com/how-to-write-the-perfect-tweet/



Understanding the Twitter Analytics Dashboard: Activity

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Understanding the Twitter Analytics Dashboard: Followers

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Analyzing Results

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• 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?



Taking Action

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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


Everything You Need to Know About Facebook Analytics

Going beyond the Basics: How to Maximize Facebook Metrics

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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



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



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?



Going beyond the Basics: Best Practices for Facebook Engagement


Know your goal Know your page demographics Use free demographic post tools Follow content trends



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


Everything You Need to Know About Instagram Analytics

Instagram Analytics: Follower Growth, Engagement, Alignment

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Instagram Analytics: Best Time to Post

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Instagram Analytics: Tracking Success of Content Pieces

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Instagram Analytics: Tracking Engagement: Posts, Comments, Likes

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Likes +

Comments /

Followers =

% Engaged Followers

Likes +

Comments /

Posts =

Engagement per Post



Instagram Analytics: Hashtag Inclusion and Impact

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Instagram Analytics: Mentions, Inbound Traffic, Actions

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Instagram Analytics: How do You Compare?

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Instagram Analytics: Tools!

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