Google Analytics Multi-Channel Funnel

If you have dived into the world of Google Analytics (GA) you know you there is an impressive array of features and function to help you better define your reporting goals. One function that I have particularly interesting is the Multi Channel Funnel on the reporting page.

Check out this video on the Multi-Channel Funnel function that gives a great overview:

Without using the Multi-Channel Funnel function in GA all conversions and Ecommerce transactions are credited to the last source used before the user attained a pre-set goal. However, as a marketer it is important to understand the full path of how the user got to your site. It shows how the user came to your site through the various marketing channels, such as starting on a blog, going to a company’s Facebook site, and then arriving at the website.  The Multi-Channel Funnels reports show how previous referrals and searches contributed to sales or goal conversions.

This funnel can really show which media channels are acting as great assists and which media channels are getting the user to the page – all important data! I’d recommend including this report into your data analysis mix in order to get a fuller understanding of your high performing media channels.

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How Twitter Helps SEO

How Twitter Helps SEO

Social media has a strong impact on the rankings for search engines and Google and Bing take note of this activity when putting together the search results. Google and Bing include links that are tweeted when determining the the ranks in the search listings. Google uses multiple signals to determine the rankings, for example the amount and quality of Tweets and re-Tweets will increase or lower the ranks on the page of the search engine.

How Does This Work?
When a tweet includes a link, Google and Bing will determine the subject matter of the tweet. The same process is used as in anchor text on a website, a keyword is better ranked when the keyword is in the anchor text. So, if a tweet has a link to a website where they keywords are similar to the keyword search, then the page results will be higher.

How to Use Twitter to Your SEO Advantage:
1. People with higher reach are the best to Tweet and re-Tweet messages because this will offer a higher reach. “Google and Bing both say they look at the author’s authority or quality when evaluating links that appears in your tweets.”
2. Have an avatar, spammers usually don’t have an avatar
3. Have as many followers and those you are following

Clark, S. (2012). How Twitter Helps Your SEO. SeanClark. Retrieved on May 4, 2014: http://seanclark.com/search-engine-optimisation/how-twitter-helps-your-seo-report/

How Should Marketers Use Social Media? Facebook

I want to create a series of posts that go through the various social media platforms and give an analysis of how marketers are/should be using this platform. As many people as there are online are as many ways you can use user-generated content platforms, but here goes! Believe me, I am feeling a little daunted!

The first platform: Facebook.

Facebook Drives Interaction

Facebook gives a company an opportunity to share group photos, integrate loyalty program deals, feedback, success stories from the booster campaigns, weekly contests, latest news, and new products – its about investing time into the customer. The Facebook page should reflect the interests of the customers and the fans of the company. This can vary from page to page, but the control should be held by the marketer with opportunities for collaboration by the customers. This means the company should allow for comments by the customer in order to build the trust and become brand ambassadors for the company. (Stampler, 2013)

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When to Post to Facebook

  • Peak time for Facebook use occurs mid-week between 1 to 3 pm. This is a great time use Facebook for more important posts.
  • Thursdays and Fridays are the highest two days of the week, the engagement is 18% higher. Again, this is a good time for important times. (Noyes, 2014).

As per usual, social media platform use is dependent on what the company wants out of their marketing plan and what type of company it is. Once the marketing strategies are created, it is up to marketer to customize their page to do that!

How does your business use Facebook? What are your best practices that you would like to share?

Noyes, D. (2014). The Top 20 Valuable Facebok Statistics. Zephoria. Retrieved from: http://zephoria.com/social-media/top-15-valuable-facebook-statistics/

Stampler, Laura.  (2013, February 6).  Why Zappos sees sponsored posts on facebook as the ‘necessary’ evil.  Business Insider.  Retrieved from http://www.businessinsider.com/zappos-on-facebook-and-social-media-2013-2.

Steimle, J. (2013). Should I have a Facebook Page for Business Or Just Use My Personal Profile. Forbes. Retrieved from: http://www.forbes.com/sites/joshsteimle/2013/08/06/should-i-have-a-facebook-page-for-business-or-just-use-my-personal-profile/

 

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GOOGLE GLASS EXPLORER PROGRAM: A LOT OF PRODUCT HYPE!

When I heard Google was coming out with eyewear that had similar functionality with a smart phone, I was very skeptical as it seems is most consumers.

First, what are the functions of Google Glass? It uses an Android operating system built into eye glass frames. It can film, take pictures, search, text, make phone calls and have your online schedule. The screen is positioned in the upper right view in order not to obstruct your view. The wearable devices takes commands via voice command, taps and gestures. If you want to connect Google Glass to your phone, just download My Glass App in order to sync the two systems.

Now that we have an idea of what we are working with, what is Google doing in order to build the hype of Google Glass – the Explorer Program. The Glass Explorer Program allows just a few to pay $1500 to try the device and give feedback. What a lucky few! You get to pay to be a part of market research. Nice Google! Before you can be accepted into the program you must submit an application as to why you wanted to be a part of the program, along with a few other pieces of information:
1. Using Google+ or Twitter, tell us what you would do if you had Glass, starting with the hashtag #ifihadglass.
2. Your application must be 50 words or less
3. You must include #ifihadglass in your application
4. You can include up to 5 photos with your application
5. You can include a short video (15 secs max)
6. Be sure to follow us on Google+ (+ProjectGlass) or Twitter (@projectglass) so that we can contact you directly
7. You must be at least 18 years old and live in the U.S. to apply

http://www.google.com/glass/start/how-to-get-one/

The Explorer Program that you have to be accepted into and pay to get into, is quite an impressive feat by Google. It builds up the feeling exclusivity where people are chosen instead of normal market research where a large cross section of society is used. Not to mention, many of the early beta testers are celebrities who have large followers on Facebook and Twitter which will build the hype and brand of the product.

http://www.theverge.com/2013/3/30/4162862/list-of-googles-if-i-had-glass-winners-reveals-celebrities-and-high-follower-counts

Overall, this type of wearable device is an exciting new step in the evolution of devices and use of devices and with this marketing strategy it may have the same cult like following that is happening with iOS and iDevices.

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Online Advertisement: Past or Future?

Will we see a shift from an ad supported business model to a subscription based model? Could Facebook realize it’s content is so valuable they may ditch the ad supported model and have a yearly/monthly/daily subscription fee? Will this change the value of Facebook and it’s content.

Personally, it is my belief the ad supported business model will continue to grow exponentially and a subscription based model will only continue for copyrighted material.

Why will the ad based business model grow? First, advertisers are becoming savvy enough to create advertisements that seem as valuable as the content that is on the website. This means a creative display, a funny video or an ad that supports what being said on the website. Secondly, the tracking methods and customer data that can be retrieved from link hover rates, scroll reach heatmaps, traceable clicks from/to other websites, etc. Customer data is enticing for marketers to have and therefore, marketers will want to post online advertisements on highly trafficked websites in order to gather more customer data.

Subscription advertisement will only increase for copyrighted images, videos, music, etc. With lawsuits and the landmark case of Napster, content creators, especially artists, do not want to give their art away for free. This is where subscriptions will be beneficial for content creators, but as shown, there will always be a way for consumers to get around this issue. However, the subscription based model does allow for higher value content since advertisements do not take up screen space and the content consumer can focus on the content.

What I think emerging media is and what it can be!

Welcome to my musings on emerging media and the market. This will be an interesting delve into an every evolving topic whose definition and future changes with every new contributor or what I like to call producers of media. Producers of media are those who tweet, like a picture on facebook, create their own app for the family, add a photo to flickr, etc.

social-media-trends-2009jess3

In the definition of media producer is also a part of the definition of what emerging media is (or two-way media as I have coined it!). As I see it, two-way media allows for everyone to be a consumer and a producer of information. Now there are a few exceptions but for the most part it is a two-way street where media can be created by anyone, which means we need a higher level of discernment for truth. However, that is just another element to our society that will evolve as technology evolves… However, that is another conversation, for another class, maybe for another generation! Instead, I will focus on the task at hand – defining emerging media. As mentioned previously, producers are consumers and consumers can be producers. For example, when an ad is posted a person can quickly hop on twitter to re-tweet or to comment on the topic to their followers. Now, if the company or content producer is watching the social media “airwaves” (or through Google Alerts) they will know about this comment and could respond or adjust their future offerings depending on the comment made. This is of course not a direct dialogue, but nonetheless communication is had between two parties with possible subsequent action. All in one the consumer becomes the producers and vice versa – a great way to be heard if that is intended result.

As for the future of two-way media… well we will all decide! It may be more paid subscriptions for media access, more specialization in apps, media and webpages, or just greater consumer/community engagement. It’s for us (producers/consumers) to decide!