Driving social campaigns is one of the key objectives for Rocketseed email media clients. Through Rocketseed analytics we enable our customers to measure campaign performance from their social media messaging, giving valuable insights into their audience and helping them to increase social engagement.
Rocketseed also integrates with Google Analytics, and with this integration you can dig even deeper into your social media presence and engagement, to really understand the value and reach of your branding.
You can attribute Email Media results to your marketing efforts to a certain extent through the Rocketseed analytics, but looking beyond the click and insights, brands also need to understand that traffic Is it effective enough? What content is being shared more frequently? Which social media platform drives referrals? What insight can be fed back into your Email Media strategy to improve results?
In this guest blog post Gemma Holloway, Digital Marketing Executive at Koozai takes a deeper look into each of the reports offered by Google Analytics. Understanding how you can use these reports to analyse your brand engagement is reporting gold. Gemma has even thrown in a few freebies to get you started. So let’s dive in!
Google Analytics provides a host of social media reports to help you analyse the impact of social on your business. Found under the ‘Traffic Sources’ section, these reports allow you to look at the activity of social sharing buttons on your website, where your social traffic is arriving from and what activity is happening on other social sites with regards to your business and brand.
The first report under the ‘Social Section’ is the overview report. As with the other sections in Google Analytics, this provides you with a quick summary of all of the report within this section. Therefore, this report will allow you to see the key statistics from the following 7 reports.
This report allows you to see how much traffic was sent to your site via social media and by which social networks. At the top of this report you will see two graphs: one shows social referrals, the other shows all traffic to your site. This allows you to see where spikes in your traffic may have been caused by an influx of social traffic. It is worth annotating this graph anytime a new social campaign is run so that you can determine the impact this campaign has on your social and overall traffic. For example, you can see on the graph below, an annotation where a social campaign was set live.
This report consolidates referral sites by social platform to allow you to easily determine which platforms are referring the highest levels of traffic. For example, both facebook.com and m.facebook.com will be consolidated to appear as Facebook.
This allows you to see which social networks drive the most engagement when delivering traffic to your website allowing you to determine where most of your efforts should be driven.
You will notice from the image above that some of the social networks have a black symbol to the right of them. This indicates that this network is a data hub and therefore more data is available for this platform.
All of the social platforms can be clicked on, allowing you to see which URLs were shared on this network and the key statistics relating to that page. This allows you to determine which pieces of content were most engaging for users.
Data Hub Activity
As mentioned above, a data hub is a platform where more data is available. These platforms are either owned by Google or Google has full access to their data. This allows you to see the actual conversations and actions which took place when your content was being shared.
As a default the table will show you the actual posts which took place whilst sharing your content. Analysing this data will allow you to understand the trends which take place when engaging with your brand online. By being aware of the posts which are shared more frequently and the tone with which you brand is addressed in, you can communicate with users by supplying content they will find engaging in a tone they will find familiar.
To view the social actions which have taken place in relation to your site, simply select the ‘Events’ option just above the table.
This will then allow you to see any Google +1’s, Pocket’s saves and other social actions which have taken place.
A really cool feature with this report is that you can view the ripples your content has made – A ripple refers to the way a post has spread through a social network. To view this information, you can select ‘view ripple’ from the ‘more drop down next the various posts within the conversations table.
This will then present you with a diagram showing the impact various people have had on the post. It also provides a video so that you can see how the content spread over time.
The Data Hub Activity report is a fantastic source for identifying social trends surrounding your brand. This will allow you to understand how your brand is seen by your customers and determine whether or not your brand is seen in a positive or negative light.
This report will also allow you to identify your brand advocates. Using the link to their profile, you can begin engaging with them on a one to one basis and further driving the influence they have upon those in their surrounding network.
This is also good for identifying any users which see you in a negative light. Contacting these users and aiming to resolve their issues can have a very positive impact on your brand – Especially if they are strong influencers.
This report is similar to the Network Referrals report after clicking into a specific social network, however, this report shows data from all social networks combined. It is worth noting that although this report is called ‘Landing Pages’ it does contain pages which have been shared but haven’t necessarily delivered traffic to your site.
This report allows you to determine which are your top landing pages from social referrals, if used in conjunction with the Data Hub Activity report you can ensure the top landing pages are tailored to the tone of users on the top referring social network.
This website shows other sites which have linked to your website. This report is really useful for identifying where there are spikes in the number of links from other sites so that you can determine what content/campaign may have generated this influx in interest.
Each link provides visit data allowing you to see which sources are providing you with the highest levels of referral traffic. Identifying sites which link to your often opens the opportunity to develop engagement, particularly if this is an influential blogger within your industry, this can have some very positive effects for your brand.
This report provides data on the quantity and value of conversions which have been, in one way or another, impacted by social media. This report is extremely important from a business perspective as it allows you to calculate the ROI of social media; both overall and per platform. This will then allow you to determine in which platforms you need to be investing more time and money.
Within this report is the option to look at an assisted vs. last interaction analysis. Assisted refers to when social media has played a role within the user journey to conversion, whereas last interaction refers to when social media was the last touch point prior to a conversion.
The final column shows ‘assisted/last interaction conversions’. This shows the ratio of assisted conversions to last interaction conversions for each platform so that you can determine where each platform is most likely to fit in terms of the buying cycle. Where the number is above 1 then the platform is more likely to be involved in assists, where it is less than one the platform is more commonly the final touch point.
Looking at the assisted vs. last interaction data allows you to determine where in the buying cycle your potential customers are on each platform so that you can tailor posts/offers etc. accordingly.
Using this report in conjunction with the shared URLs by social network can help you to determine platforms which have a low level of engagement but a high conversion rate. Your concentration can then be driven towards boasting your presence and consequently engagement on these social networks.
This report relates to the social sharing buttons on your website. Whilst the Google Plus button is automatically tracked, other social sharing buttons will require additional code.
Using the information will allow you to determine how users interact with your brand on site, which social sharing buttons are the most effective and which ones should be removed. From this information you may discover that different social sharing buttons are more effective for varying types of content. For example, Twitter may be the most used sharing option for blog posts, whereas Facebook may be more effective for videos. This will then give you an indication of which platforms are best to share certain type of content to drive the most engagement.
This report offers a visual diagram to show you how users flow through your website after being referred via social media. Please note, this data is based on a segment of overall data and therefore, is not 100% accurate.
This data coupled with information from other reports can be used to help optimise the pages of your website to suit specific users. For example, let’s take a page which receives a large amount of referrals from Twitter but has a drop off rate of 70%. We can use the Data Hub Activity report to determine the tone users on that platform have and ensure that the landing page is tailored to reflect that tone.
Let’s get you started..
So as promised in the introduction, I did say I would give you some freebies to get you started on analysing your brand engagement on social media. Here’s a few dashboards that have been created for social engagement analysis, brand monitoring and social media activity. Enjoy!
Social Engagement Analysis – Click here
Social Media Activity – Click here
Brand Monitoring Dashboard which was created by Koozai’s Sam Noble