Chris Bennett, Co-Founder, BLVD Status
What should you track?
- Traditional metrics
- Micro conversions (non traditional)
– Outgoing clicks
– RSS subscribers
- Indirect results (aftermath)
- Referring traffic
- Brand and search type
- Google Analytics
– Visits and page views
– Compare to average traffic for day/week/month previous
– Visitor loyalty/time on site
- Referring sites/sources
– new? (leveraging future campaigns)
- Conversions occurring more?
- Identify top referring sources
- Surge in brand queries
- Increases in direct traffic
- Outgoing link clicks (RSS subscribers, Twitter, Facebook fans)
- Newsletters, opt-in list
- Google Analytics > Profiles settings> Goal settings > Head match, put onclick: java code in WordPress code
- Total search traffic
- Search keywords
- Conversions that come with search
- Keyword vitals – tool to keep track of stats
David Berkowitz, Director of Emerging Media & Client Strategy, 360i
David’s got a lot of great pictures and case studies, so here’s the presentation.
Augustin Vasquez, Analytics specialist, NVI
Case Study: Client Description
- Major men’s magazine, Cosmo for women
- Received over 10 million visits/month
- Target men 18-35
- Increase page view visits
- Increase incoming links
Other client info
- Multi-page articles= 3 x more average page views per visit
- Multi-page articles containing 2-11 pges
Problem? The social mob: negative comments on longer multi-page articles
Luckily, backlinks weren’t harmed because of negative comments.
Social Traffic vs. All Traffic
- All traffic drops off after 2nd page of article
- Social traffic to articles is much more steady than the rest of the traffic
Long term success threatened?
- Recruitement of new readers
- Brand perception and promotion of site: seen of drop of natural submissions to social plaforms
To calm the mob
- Find a reasonable length without compromising page views (3-4 pages for a normally 10 page article)
- Introduce existing fans to social media sites
Be creative with metrics
- Vertical of the article: sports, finance, science, etc. Benchmark with each other
- If pushed on a particular platform, try segmenting by submitter
- Effects on different platforms
- Helpful tools for social analytics? Twitalyzer, URL shorteners, Twitter metrics on followers, Omniture Twitter monitoring tool, Social Media Firefox plugin, Scout Labs, Radiant 6, People Browsr
- Determine sentiment on blogs? Very subjective, best done manually.
- Watch live what’s going on with Analytics if you’re in the middle of a campaign.
- Reddit likes business, world news, finance; Digg likes sports, science, health; StumbleUpon anything works in a moderate way