Measuring Value in the Social Funnel New  Repor)ng  for  Social  Media  

Justin Cutroni Analytics Advocate at Google +Justin Cutroni @JustinCutroni

Social Media…

… it’s not just conversations.

Blah  Blah  Blah  

Complaint…    Complaint…  

Blah  Blah  Blah  

Blah  Blah  Blah  

Complaint…    Complaint…  

Complaint…    Complaint…  

Conversion

Acquisition

Engagement

Return The Focus to The Business

•  Social Sources

•  Social Conversions

•  Social Pages

•  Social Plugins •  Social Visitor Flow

Return The Focus to The Business

•  Where did they come from?

•  How do they interact with my content?

Social Visits

Total Visits

NEW! Social Data Hub partners!

Social Networks

What’s Happening off site?

Social  Data  Hub  partners  send    off-­‐site  ac5vi5es  to  Google  Analy5cs  

…Grouped by social content (URL)

Count of data hub activities…

Social actions are specific to each social network.

Activity Stream: Detailed information from a data hub.

Conversations: Any activity that involves a long text entry.

Events: Any activity that does not include a long text entry.

Del.icio.us Data: bookmark

BECAUSE  EACH  SOCIAL  NETWORK  IS  DIFFERENT.  

Social Hub data is different from one partner to another.

By the way…

Link to ripples, pages, etc. to learn more about who these people are.

•  What do they do on the site?

•  Which content do people share?

Standard On-Site Behavior Metrics

Tracking On-site Social Activities

_gaq.push([ '_trackSocial', network, socialAction, opt_target, opt_pagePath ]);

How often do people use these things?

Website Content On-site Actions

Segment by Social Source & Action

How do people, from social media sources, navigate my site?

Traffic Flow Insights

~40% Start on these pages… but don’t get very far

•  What is the impact of social? •  Do people convert now? •  Do people convert later?

Direct Conversion from Social

Goal

Conversions & value from social sources

Multi-touch data

Use Assisted Conversions to get a multi-session view of social sources.

> 1.5 Upper Funnel ~ 0 Lower Funnel

Look for Social Data Hub Partners. What actions happen on their network?

Traffic Sources > Social > Overview Report

One more thing… Customiza)ons  using  Social  

Leverage Social Customizations

Leverage Social in Customization

Key Takeaways

•  Use the Social Conversions Report to measure the direct, and assisted value from social.

•  Analyze behavior of socially engaged visitors.

Are they different? •  Learn what content is popular on various

social networks. Can you create more content and share?

Thank you. Please  keep  in  touch.  

Justin Cutroni +Justin Cutroni @JustinCutroni