50 Tools!50 Slides!50 Minutes?<br />50
Tools!50 Slides!50 Minutes?<br />@douglaskarr @dknewmedia @mktgtechblog @corpblogging<br />Text MKTG to 71813 to Subscribe to our Newsletter<br />

Web Analytics<br />}<br />}<br />Your
Site<br />Many people focus all of their attention on their analytics applications to monitor the performance of their online marketing. The problem is that website analytics only provides a view into a tiny sliver of your visitors’ activities.<br />

Analytics Misses<br /><ul><li>Behavior

Identity

Social

SERP</li></ul>Website analytics miss search engine
result page (SERP) activity, they miss the conversation that led visitors from social sites, and worst... they miss the actual identity of the people visiting your site. They miss....<br />

Analytics Misses<br /><ul><li>Answers!</li></li></ul><li>Paths to Your
Site<br /><ul><li>Search

Ad

Social

Email

Web</li></ul>Analytics paints a picture of
simple paths to our site... but the reality is quite different...<br />

Real Paths to Your Site<br
/><ul><li>Ad

Search

Social

Email

Web</li></li></ul><li>Make Paths<br /><ul><li>Ad</li></ul>Campaign<br /><ul><li>Search</li></ul>Keywords<br /><ul><li>Social</li></ul>URLs<br
/><ul><li>Email</li></ul>Campaign<br /><ul><li>Web</li></ul>Domains<br />It’s the website director’s job to develop those paths and point visitors in the right direction through hierarchy, navigation and design.<br />

Visitor Intent<br />Not everyone visits
your site to make a purchase, so there needs to be multiple strategies deployed that are developed based on the intent of the visitor.<br />

Track Paths<br /><ul><li>Landing Page

Ad</li></ul>http://www.webtrends.com/Products/Analytics?source=display&detail=mktingtechblog<br /><a href="order.html" onclick="javascript:pageTracker._trackPageview('/special/mypage');">Order Now</a>
<br />It’s the website director’s job to ensure that campaign tracking is in use so they can monitor the performance of those paths.<br />

Set Goals<br />http://www.google.com/analytics<br />Those paths
can be realized by implementing Goals within Analytics to monitor the path’s performance.<br />

Funnels<br />Ad<br />Call-to-Action<br />Landing Page<br
/>Confirmation Page<br />http://www.google.com/analytics<br />http://www.clicktale.com/<br />And Funnels within Analytics to visually display the path’s performance.<br />

Webmasters<br />http://www.google.com/webmasters<br />But what about
SERPs? How does your search engine result perform on a SERP? That’s why we need Webmaster’s Tools.<br />

SERP CTR<br />http://www.google.com/webmasters<br />We can
monitor the click-through rate of our entries on a SERP using Google Webmasters... and adjust meta descriptions to improve CTRs.<br />

Monitoring Rank<br />http://www.authoritylabs.com<br />We can
use tools like Authority Labs to monitor our rank over time to see how site and content changes are impacting our search rankings.<br />

User Behavior<br />http://www.reinvigorate.com<br />We can
use tools like Reinvigorate to see if our users are actually using the paths that we build.<br />

User Attention<br />http://www.eyetrackshop.com<br />http://www.clicktales.com<br />We
can use tools to see how users view elements on a page and in what order.<br />

Improving Rank<br />http://www.seomoz.org<br />http://www.gshiftlabs.com<br />http://www.brightedge.com<br
/>We can use SEO monitoring like SEOmoz, gShiftLabs and BrightEdge to help us improve our site’s optimization.<br />

Keywords<br />http://www.semrush.com<br />Do you already
rank on Keywords? Analytics only tells you the keywords that drew traffic, what about the others? SEMRush<br />

Places<br />http://www.google.com/places<br />If we’re location-based,
we can add our business(es) to Google Places and utilize their Analytics to monitor CTRs from geosearches.<br />

Copy<br />http://www.tynt.com<br />We utilize Tynt
to see how many times people copied content from our site and how it impacted visits and search. Tynt.<br />

Social Monitoring<br />Other tools provide
analytics, natural language processing and tools to monitor how your brand is talked about offsite as well as alerts to notify you of mentions.<br />

Social Sharing<br />And offsite sharing
is HUGE when it comes to driving traffic... second only to search (while impacting search).<br />

Social Networks<br />How we think
of networks: <br />The reality of networks:<br /><ul><li>Paul Adams, http://www.thinkoutsidein.com/blog/</li></ul>Networks are evolving and becoming more segmented and complex. It’s necessary to utilize monitoring tools to keep on top of your company’s reputation.<br />

Facebook Pages<br />Facebook insights has
released a new version, supplying more information on reach, audience and content.<br />

Social Tracking<br />Most social traffic,
because of URL shorteners and redirects, shows up as Direct Traffic in your Analytics!<br />Use URL Shorteners that provide Analytics<br />Use Campaign Codes<br />http://bit.ly<br />http://www.hootsuite.com<br />Combined with Analytics campaign codes, we can use Bit.ly or Hootsuiteto track how social is impacting our site’s traffic. <br />

Social Management<br />http://www.argylesocial.com<br />http://www.shoutlet.com<br />Social
management suites let you view, report and publish your social activity from a single platform.<br />

Social Influence<br />http://www.klout.com<br />http://www.appinions.com<br />http://www.followerwonk.com<br
/>And now tools are evolving to measure people’s influence and authority in the social space. Klout, Appinions, FollowerWonk<br />

Social Analytics<br />http://www.pagelever.com<br />http://social.webtrends.com<br />Just
as you measure on-site performance with analytics, now you can measure off-site analytics.<br />

Social Segmentation<br /><ul><li>Visitor

Follower

Customer

Fan

Advocate</li></ul>http://www.lithium.com<br />People that follow you
want to be treated differently based on their dedication to you. Are you treating them differently?<br />

Social Conversions<br />http://www.argylesocial.com<br />Tools like
Argyle allow you to embed code on your site to measure actual conversions you’ve received by Social Medium.<br />

Public Relations<br />http://www.marketwire.com<br />Tools like
Marketwire allow you to check the stats of your Press Releases – measuring clicks and SEO visibility.<br />

Email<br />Campaign<br />Content<br />List<br />http://www.delivra.com<br
/>Email and RSS Feeds also provide traffic that is often measured as ‘direct’. Using Analtytics for Email and Feeds is key.<br />

Feed<br />http://www.feedburner.com<br />ERSS Feeds also
provide traffic that is often measured as ‘direct’. Using Analtytics for Feeds is key.<br />

Internal Search<br />Google Site Search<br
/>Turning on internal search and understanding what people are searching for within your site will help you improve your site.<br />

Trends<br />http://www.google.com/trends<br />http://www.hashtracking.com<br />Beware of
measuring day to day, week to week or even month to month. Your site’s traffic will change based on behavior that’s often outside of your control. Watch the trends.<br />

Businesses<br />NameTag<br />Hubspot<br />Businesses can
reveal themselves by identifying the IP address where the page was requested from!<br />

Mobile<br />iPhoney – A mobile
emulator<br />http://www.gomez.com/cross-device-website-compatibility-test/<br />Consumers are using the web on mobile devices more and more. Are you changing the user experience based on their device?<br />

Tablet<br />iPad Peek – http://www.ipadpeek.com<br
/>Consumers are using the web on tablet devices more and more. Are you changing the user experience based on their device?<br />

Segmentation<br />Google Analytics offers basic
segmentation for your reporting. Are you segmenting based on prospects, customers, or your own staff’s interactions with your site?<br />

Custom Reports<br />Google Analytics also
added customer reporting.<br />

Marketing Ecosystem<br />Content Curation<br />

Aggregation<br />Tools like Twylah, Postana
and Trunk.ly allow you to aggregate your own links and share them with others.<br />

Curation Tools<br />Redux, Scoop.it, Curatedby,
Keepstream, Qrait, Pearltrees, Bagtheweb, Storify, Equentia<br />

Centralization<br />Twenty Feet, Webtrends Analytics
10 for centralization <br />

Dashboards<br />Geckoboard integrates with hundreds
of APIs to centralize your business KPIs<br />

Content Optimization<br />http://www.webtrends.com/Products/Optimize<br />And optimization
tools to dynamically change your site based on visitor behavior to improve overall performance.<br />

Feed the Senses<br />Text<br />Audio<br
/>Video<br />Kinesthetic<br />Many people don’t read. Is your messaging paralleled in audio? Video? Are you providing some interactive tools?<br />

Podcasts<br />You can monitor audio
consumption with Analytics on Podcasts (Blog Talk Radio).<br />

Videos<br />You can monitor video
consumption. Vimeo and YouTube all offer video analytics with their packages.<br />

Events<br /><a href="#" onClick="_gaq.push(['_trackEvent', 'Videos',
'Play', 'Baby's First Birthday']);">Play</a><br />Or you can program your own events in Analytics tools like Google.<br />

What do I measure first?<br
/>What is a conversion?<br />

Where do I measure?<br />Where
do those visitors come from?<br />

How do I measure?<br />How
do I measure and monitor THEM?<br />

Can you ask?<br />How do
I really find out?<br />

Thanks to Kevin Mullett for
some tips!We help companies reach their marketing potential.Text MKTG to 71813 to Subscribe to our Newsletter<br />@douglaskarr<br />http://www.dknewmedia.com<br />http://www.marketingtechblog.com<br />http://www.corporatebloggingtips.com<br />doug@douglaskarr.com<br />http://trunk.ly/douglaskarr<br />You can find us on Facebook, too!<br />