Social Search can be used to drive traffic, conversions, and increase ROI by monitoring conversations happening online. This panel is a first for SES with Marshall Sponder, Senior Web Analyst for Monster.com as the Moderator.
Industry leaders Todd Parsons, Co-founder and CPO of Buzz Logic, Rob Key, CEO of Converseon, Edmund Won, Vice President of Strategy for iCrossing along with Breanna Wigle, CRM manager for Military Advantage share insight into monitoring the conversation and best practices to track success.
Marshall kicked off the session making the case for Google to start measuring and reporting user trends in social media.
Categorizing referring traffic from social media is the first step in attributing success. Is your traffic coming from blogs, social network sites, message forums, bookmarking sites, micro media sites and photo sharing sites?
Rob spoke specifically to the expanding social media universe and developing a social media marketing strategy.
With the expanding social media universe, you […]
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Written by on August 21st, 2008 with no comments.
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What is it about web analytics that that intrigues and yet scares companies at the same time? Everyone want to understand analytics, yet once one starts digging in, it can get complicated. In Identify, Analyze, Act: SEM by the Numbers, they gave tips on what you should be looking at and what you should be paying attention to.
Here are a few of the tips & thoughts that were shared:
Craig Danuloff
Invisibility; what can’t we see?
Every search is a question, every ad is an answer. Keywords simply connectors.
ROAS is a ‘feel good’ metric. don’t take it seriously.
Deception - Can you trust what you see?
Accuracy - What’s the margin of error. Is there statistical significance?
Banish brand terms as they throw everything off.
Unlimited power from huge data volumes. Lots of campaigns lots of data and a fluid business environment.
A change is not a test. Test design, test tracking, scoring […]
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Written by on August 19th, 2008 with no comments.
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Google is the Wizard of search marketing’s Oz. The all-powerful being around which our universe orbits, and the all-knowing guru to whom we turn for website advice. While Google, like the wizard, may guard its own secrets, it lifts the curtain and lets us look at the inner workings of websites. In this session, two of Google’s own, Avinash Kaushik and Tom Leung, gave us an insider’s tour of changes in Google Analytics and Google Website Optimizer, two tools of incredible value to search marketers and webmasters alike.
Google Analytics
Avinash, author of Analytics Evangelist, outlined a few key uses of Google Analytics that can make a huge impact on the success of your website.
Bounce Rate
“If you’re not using bounce rate as a filter to fix things really fast…than you are probably committing a crime against humanity,” Avinash asserted.
He recommends looking to bounce rate first and foremost to determine if your website […]
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Written by on August 19th, 2008 with no comments.
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So, you’ve launched a search marketing campaign. You spent time and energy putting it all together and now it is live. So how do you track results of the campaign? The panel this morning at SES San Jose shares their knowledge on measurement and tracking in the communicative world of Web 2.0.
Avinash Kaushik kicked us off this morning by talking about how challenging it can be to track results (traffic, links, visibility) from the content placed online. He gave an example of the BBC creating their own content, then distributing that content on their own web channel where users consume that content on the BBC website. However, when Web 2.0 came out and the sense of community and opinion was created, a random Joe Internet can come onto the BBC site and make comments, sharing his thoughts on the BBC website through forums or comments on news stories. Joe also […]
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Written by on August 19th, 2008 with no comments.
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Social media monitoring and social media measurement are two very different things, but I think many of the searchers and social media taggers using those phrases don’t always make the distinction. For some quick insight from a qualified audience, I turned to Twitter and within an hour had about 40 replies.
It started off with this Tweet: Twitpoll: What’s a better term: “social media monitoring” or “social media measurement”?
Many of the responses were a specific selection of “measurement” or “monitoring” but most pointed out that social media measurement and monitoring are different things. Monitoring is what you do to find information which you can then measure.
It was a pretty neat application of using Twitter for a quick poll with near immediate responses from professionals that might not respond to traditional polling methods. Below are the actual replies:
dantemonteverde @leeodden social media monitoring
jonkelly @leeodden not sure 1 is better, […]
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Written by on August 1st, 2008 with no comments.
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[Editor’s note: We’re excited to share this next guest post from David Alston of Radian6. A fast emerging leader in the field of social media measurement, Radian6 (a TopRank client) provides social media monitoring tools to hundreds of leading PR firms, ad agencies and brand marketers.]
David is VP Marketing at Radian6 in New Brunswick, Canada with previous experience at several tech startups in the interactive advertising and the video over IP space. Most recently, he was partner and VP of Marketing at PR firm, Revolution Strategy.
Social media has simplified the art of the soapbox shout. Information is shared with the masses now using easy-to-use Web 2.0 tools and is recorded and cached for infinity. A shout out loud in social media has no geographic boundaries and is not time-limited. These two points make the non-stop monitoring of social media an important to-do for any brand owner. […]
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Written by on May 8th, 2008 with no comments.
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A full house was in attendance for this SES NY session in which panelists discussed how to squeeze the most out of analytics and turn data into action.
Specifically, Avinash Kaushik, Author, Blogger, Analytics Evangelist from Google shared the following.
3 Tips to Getting More out of Analytics
1. Measure bounce rate
As Avinash described this is essentially when someone comes to your website, vomits and leaves. OR in a less disgusting but not as funny way this is a visitor who having not found what they were looking for left the site immediately.
Be sure to measure bounce rates to understand the number of individuals who are abandoning the website. While some of the traffic will be irrelevant and therefore always likely to bounce, the majority are bouncing because the information they want (while it may be on your website) is not at their fingertips.
Reduce bounce rates by […]
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Written by on March 17th, 2008 with no comments.
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Google Analytics is a great program that can do a lot more than most people realize. Here are a few features that you may not know about:
Filter out domains. Let’s say your Google Analytics code somehow got on another site and your stats were getting tainted with irrelevant data. No problem. You can create a filter to not count anyone from specific domains you add in. Oddly enough, you can also filter out your own domain so your stats flat line. Not a good idea to do that though.
Track document downloads or specific links. Adding a small piece of JavaScript to any link will tell Google to track when someone clicks on that link. This works for PDFs, Word documents, email address’ and external links. It also works if you want to see which two links on the same page are […]
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Written by on February 14th, 2008 with no comments.
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There are a lot of data points that can be meaningful for tracking blog effectiveness. That is, tracking what happens when visitors arrive at and engage with your blog content. It really comes down to the purpose of your blog. Metrics for a blog that’s focused on making a web site more search engine friendly by adding crawlable content and attracting links is quite different than a blog that’s meant to build thought leadership or brand credibility.
Many of the metrics tools used for blogs are also used for basic web site analytics. That makes sense because many blog initiatives do not have the same kind of budget as web site marketing programs do. Therefore, the analytics employed tend to be low(er) or no cost.
Regardless of the purpose, I’ve assembled a list below of the various tools we use, or have tested to report onsite blog metrics. Pick the service or […]
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Written by on January 17th, 2008 with no comments.
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UK based e-consultancy holds periodic round tables meetings with agency and client side search marketers to discuss issues in the industry with a report published afterwards. The most recent September report, which highlights a number of search engine industry developments, SEO challenges and tactics motivated me to write this post. Many of the issues in the report are on the minds of in-house and agency marketers world wide.
Here are a few of the issues discussed and my own thoughts as they relate to each with a nice little rant at the end:
Market trends show that 2/3 of UK companies are planning to increase SEM budgets in the next 12 months.
I know from personal experience this number or something very close to it in the U.S. is true because right about now is when many companies start planning budgets for next year. We’re hearing across the board that […]
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Written by on September 27th, 2007 with no comments.
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