Livebookings Academy Full Presentation - Analyse That

Livebookings Academy
Analyse That! What tools are out there
to help you measure your business?

25 February 2010

Tracking your online success
Livebookings Academy February 2010, David Norris

• Why measure
• What to measure
• Free tracking tools
• How to get started


Why measure?


What do YOU measure?

• Newsletter subscribers
• Website visitors
• Source of visits
• Conversion of traffic to bookings
• Online mentions

5


Why measure?
£ Promote £

£
Learn
£ Manage
£

Analyse
6


Online tracking – part of business “KPIs”

Key Performance Indicators

7


What to measure – start tracking KPIs

8


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Free tools


Free tools

Twitter link tracking

Website activity

Twitter reputation

News alerts

Facebook fan page


Google Analytics

• Free service to deliver you news articles
relating to your business
• View online, save as PDF or set up regular
reports to be sent to you by email
• http://www.google.com/analytics

12

Presentation title

Google Analytics

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Analytics: metrics that matter

• Visits
• Unique Visitors
• Page Views
• Pages Per Visit
• Bounce Rate
• Average Time Spent on Site

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Analytics: visitors, traffic, content

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Measure: conversion

Week 1 Week 2 Difference

1,500 visits 2,000 visits + 33%

220 bookings 250 bookings + 14%

15% conversion 13% conversion -13%

then ask “why?”


Measure: how much search traffic?


Measure: what keywords are working?

Tip: Set up an email
summary to be
delivered once a
month


Google Alerts

• Free service to deliver you news articles
relating to your business
• http://www.google.com/alerts

19


Tracking Twitter

« How many followers »
is the wrong question!
The right questions...
• How influencial are they?
• Which tweets create a click on a link?
• How engaging are we?

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Hootsuite: tracking Twitter links

• Free web-based Twitter tool
• Also available on iPhone
• Use to shorten web links in tweets
• « Stats » feature will tell you how many
clicks you received from each tweet

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Tracking Your Online Success

Hootsuite: Tracking Twitter Links
• One Bullet point lorum eta dolar puis et
• Two Bullet point ditiis praesentium delen
• Three Bullet point iti atque corrupti quos
• Four Bullet point iusto odio qui atque
• Five Bullet point iusto odio qui atque
• Six Bullet point iusto odio qui atque

22


Klout: your Twitter reputation

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Klout: Your Twitter Reputation

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Facebook Insights for fan pages
« How many fans »
is the wrong question!
The right questions...
• Who are they?
• What are they like?
• How often do they interact with us?
• How engaging are we?

“Page Insights” feature

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Facebook Insights for fan pages

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Facebook

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Getting started


Getting started

Make a list of what you want to measure

Decide: what does success
look like to you?

Ask for advice – what is achievable?

Select your toolkit, implement

Track, learn, modify


Follow up

This presentation will be emailed to you all this week

Leave us your details afterwards if you would like us to
send you:
- Our sample KPI spreadsheet
- Our free guide to getting started on Twitter

NetTrackz: How is your restaurant found and
represented on the internet?
Phil Geraghty, Product Director, Nettrackz

What is NetTrackz?
Nettrackz is a new online presence tool, that allows
businesses to easily monitor how they appear online
on various sites.

Nettrackz is provided by TouchLocal.com, who have
350,000 UK businesses signed up, 3.5 million
Monthly Unique Users, and are leading the way in
online Video in the UK

We are 130 people, and are purely focused on
helping businesses market themselves online in new
and innovative ways.

Your business is online – but how do
you keep control?
5 Years Ago
You controlled your advertising. You
controlled what was written about you and
where you were listed.

Today
You are listed in 100s of places, people are
talking about you and you have little control
over this.

Tomorrow
As a business owner you will embrace this
feedback and control it through engaging
online with your customers.

Step 1 :
Check all these sites to see how you are listed
What’s the scale of the problem?

85% of the businesses we have tested are missing from more
than 50% of the directories they should be listed on

72% of the information held across these sites has some kind
of errors. Address, phone numbers, web addresses etc.

This information is essential if you want customers to find
you. Google also loves consistent information about your
business.

Step 2 :
Update all the sites to ensure you are making
the most of your free listings
How long does this take?

Finding the correct sites to be listed on can take a long time
and includes many factors:
- Can I update my details on this site?
- Is it going to help my web presence?

Once you have decided you want to add yourself, it can take
anywhere from 20 – 60 minutes to complete your profile.

You may have to do this for up to 20 profiles.

Getting started – request the free report

Restaurant owner completes
required fields and clicks on:

‘Generate my report now’

You receive your free report
in a matter of seconds

The free report – simple version
Detail Includes:

•Overall web presence
summary/score

•Search position score
based on search terms

•Directory presence score
across key local directory
sites

The free report – full version
Presence by directory (based on details submitted)

Presence on major search engines
(based on search terms submitted)

Details the businesses current status
per site, including:

• What’s correct?
• What’s incorrect?
• What’s missing?
• What’s unavailable?

Live example:
Rules – web presence report

Outcome
Not listed on two directories – this is
often far worse

Phone number is incorrect on 6
directories.

Address is wrong on 5 directories

Website is wrong on 3 directories

What does the free report tell
restaurant owners?
• Your overall score based on your current web
presence across business directory sites and local
search engines
• The details that UK business directories hold on your
restaurant
• How well your restaurant is found across local search
engines
• Ultimately, what information is correct, what is
incorrect, what is missing and what is unavailable

The NetTrackz website
www.nettrackz.co.uk

The key points to remember
1. You are listed everywhere – you need to take control
of your information

2. Your information is most likely incorrect – and not
representing your business in the best light

3. NetTrackz is a tool for telling you how you are doing
and also improving this

What we want to do for you
• Visit www.nettrackz.co.uk

• Fill out your basic report

• We will then send you your full report, for free, usually
only available to paying clients

• This will tell you how your business is listed online

• We will then also give you a no obligation telephone
consultancy on how this could be improved

Livebookings Barometer
A new complimentary service for our customers

Olivia FitzGerald, General Manager UK & Ireland
Livebookings


A question for you...

Do you know what your guests
think about your restaurant?

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What is Livebookings Barometer?

• Enables your guests to tell you about their experience
at your restaurant by answering a few simple
questions

• Each month you will be sent a summary report of
your guests’ feedback, so you can ‘benchmark’ your
restaurant’s performance with the rest of the industry

• Information to help you implement changes and
boost your restaurant’s performance

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Helping to fine tune your business
The summary report will help you to:

• Listen to your guests
• Identify highs and lows in performance at your restaurant
day-to-day and week-to-week
• Spot key service issues that your guests have identified,
enabling you to resolve them swiftly
• Compare your performance with the UK restaurant industry
• Rate your restaurant alongside your most relevant
competitors – anonymously
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What do your guests experience?
• On the day after dining, your guests will receive an email asking
4 simple questions about their experience:

1. Overall dining experience
2. Food, drink, service, ambience
3. Would you recommend?
4. Online booking service

• It takes just a few seconds
to complete

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Response rates

33% of guests want to give
you their feedback

- the industry response rate for direct marketing can be up to 10%

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Your feedback reports

• A report with the survey
results will be emailed to you
at the end of every month

• Basic report is free of
charge, more detailed
options are available including
benchmarking

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Launch date

1 March
Post dining surveys emails to your guests

1st Week in April
You will receive your first summary report

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Coming soon...

• Add your own questions

• Telephone and walk-in guests

• For more Livebookings Barometer news:
www.livebookings.co.uk

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