Posts Tagged "ivey"

Google URL Tool

Posted by on Oct 27, 2010 in howto, iveywebteam, pseweb

The Google URL Tool is an amazing resource for tracking where your traffic is coming from, and how various marketing strategies are performing. Using the tool, I can input any URL that I will be linking to and then fill in what source, campaign and medium I will be using this link for, and Google URL Tool will generate a longer version of my original URL that now includes tracking tags tacked onto the end.  Google Analytics understands these tags and knows to mark each visit as coming from the source, campaign and medium specified by each tag.

Email delivery services such as Campaigner, Campaign Monitor and Mail Chimp typically provide detailed data on how many recipients opened your email, and which links within the email were clicked.  We hit a disconnect, however, when we look at our websites via an analytics engine such as Google Analytics. Yes I can tell that 82 of the 200 recipients of my email clicked the link to our NEW PAGE, but it’s nice to be able to go into Google Analytics, look up NEW PAGE and see that 15% of its traffic came from that email you sent back in the Spring.

Yes, you could definitely take the 82 clicks reported by your email service and then divide it by the total number of visits that NEW PAGE received according to your analytics software, but wouldn’t it be nice to just be able to see the percentage rather than having to do the math? Also, sometimes you may have access to the web analytics, but you were not the sender of the email campaign and do not have access to the statistics provided by the email service. It would also be nice to see a clear report on how much of our 2009 traffic came from the various email campaigns that we sent out.

The Google URL Tool helps us in these situations.  The tool takes the web address that you would like to link to and adds tags onto the end of the URL.  These tags mark the campaign, medium and source of the link.

Example 1: Link to your homepage on your Facebook Page

Campaign: Social Media Strategy

Medium: Facebook

Source: Facebook

Example 2: Link to your event registration page from an email campaign

Campaign: Monthly eNewsletter

Medium: Email

Source: September Issue of the eNewsletter

Example 3: An online ad that links to your homepage

Campaign: Digital Ad Buys

Medium: Banner Advertisement

Source: YouTube (or whatever site your ad was placed on)

I also find this tool useful to test which links on my website are performing successful conversions for me.  For example, on my homepage I might have multiple links to a sign up page.  I can use the Google URL Tool to mark one link as having a source of “left menu,” another with source “page banner” and another “sign up box in the right column.” When I go to the analytics of my sign up page, I will be able to see exactly how many visits came from each link – which could help me realize that maybe my left navigation is not visible enough, or that maybe asking people to register in the main page banner is a little too early, or that including a sign up box right on the page was incredibly effective.

You can apply this approach to external websites as well.  Google Analytics provides you with a list of referring websites that sent traffic to your site.  While it is great to know that I received 100 hits from Facebook, how do I know which visits came from my Facebook Profile, how many came from my Facebook Page and how many came from that status update I posted last week? I can use the Google URL Tool to generate unique URLs to use in each of these places so that I can look back and see which performed the most effectively.

Learn More

Google Analytics Terms

Posted by on Oct 27, 2010 in howto, iveywebteam, pseweb

Here are a few definitions from the Google Analytics Glossary that I often refer to:

BOUNCE RATE

Bounce rate is the percentage of single-page visits or visits in which the person left your site from the entrance (landing) page.

If your bounce rate is significantly higher than 40%, it is a sign that the content or presentation of your page may be causing people to leave the website.

LANDING PAGE

The first page that a user views during a session. This is also known as the ‘entrance page.’

See the ‘Top Landing Pages’ report to see where your visitors are entering from and which landing pages are most effective.

NEW VISITOR

Google Analytics records a visitor as new when any page on your site has been accessed for the first time by a web browser. This is accomplished by setting a first-party cookie on that browser. Thus, new visitors are not identified by the personal information they provide on your site, but are rather uniquely identified by the web browser they used.

DIRECT TRAFFIC

The “(no referral)” entry appears in various Referrals reports in the cases when the visitor to the site got there by typing the URL directly into the browser window or using a bookmark/favorite. In other words, the visitor did not click on a link to get to the site, so there was no referral, technically speaking.

PAGEVIEW

A pageview is an instance of a page being loaded by a browser.

Google Analytics logs a pageview each time the tracking code is executed. This can be an HTML or similar page with tracking code being loaded by a browser, or a call to _trackPageview() to simulate a pageview.

UNIQUE PAGEVIEW

A unique pageview, as seen in the Top Content report, aggregates pageviews that are generated by the same user during the same session. A unique view represents the number of sessions during which that page was viewed one or more times.

VISITOR

A Visitor is a construct designed to come as close as possible to defining the number of actual, distinct people who visited a website. There is of course no way to know if two people are sharing a computer from the website’s perspective, but a good visitor-tracking system can come close to the actual number. The most accurate visitor-tracking systems generally employ cookies to maintain tallies of distinct visitors.

EXIT RATE

The percentage of site exits that occurred from a page or set of pages.

Learn More
Tips, Apps & Services for Facebook Page Creation & Management 1

Tips, Apps & Services for Facebook Page Creation & Management

Posted by on Oct 27, 2010 in howto, iveywebteam, marketing, pseweb, socialmedia

CREATING YOUR FACEBOOK PAGE

The first step to creating your Facebook Page is to decide on the name/title of the page.  Once you create the page, the title is permanent and cannot be changed.  You will want to consider how the title will look a) on the Facebook Page, b) in the newsfeed of fans, and c) in search results.  There is usually more than one way that people will search for you.  They may search by a full name of your brand, or they may use an acronym.  The name of your brand may not include major keywords that your audience is likely to search on (i.e. “Melissa Cheater” is only going to work as a title if people already know my name – I would get better reach if I included words such as social media, higher education, consultant somewhere in the page title).  When possible while still ending up with a name that will look professional as a title and in newsfeeds, try to include as many key terms as you can in your Facebook Page Title


Screenshot of contact information in left column of Facebook Page


CONTACT INFORMATION

Individual Facebook users are able to send private messages to each other.  Facebook has not yet added the ability for users to send private messages to Pages.

In order to make sure you are as accessible as possible to your audience, I recommend including your email and phone number prominently on your Facebook Page.

I usually include contact information on the Info tab, as well as in the text/quote box in the left column of the page.



USERNAME

Facebook allows pages to set up facebook.com/customtext short URL’s.  For example, Ivey’s main Facebook Page can be found at facebook.com/iveybusiness – rather than the long numerical URL that Facebook gives it by default.  In order to set up your short URL (Facebook calls these usernames), your page needs to be published and have a minimum of 25 fans. A strong argument for jumping into Facebook and getting your page set up and published would be to reserve this short URL for your brand (similar to protecting a domain name).

When you are ready, visit http://www.facebook.com/username/ to set up your Facebook Short URL.


HOOTSUITE

Hootsuite.com is a service that allows multiple people to maintain and monitor multiple social media profiles.  I use Hootsuite to:

  • Post updates to my brand’s twitter and facebook profiles (at the same time, or separately)
  • Monitor keyword terms related to my brand
  • Set up automatic updates from RSS feeds to my brand’s twitter and facebook profiles
  • Track whether the links in my social network updates are clicked by my audience.

You can add other staff/team members and give them access to update accounts as well.  Doing this through Hootsuite (or a similar service such as cotweet) allows you to work as a team to monitor social media properties, with less chance of tripping over each other.

Hootsuite is available on your computer as an HTML5 powered website, as well as an iPhone application.


AGGREGATE YOUR FEEDS

Facebook is great about allowing you to set up automatic updates to your page via an RSS feed.  Unfortunately, only one RSS feed is allowed and sometimes you will want to have items from multiple feeds pushed through.  Yahoo! Pipes and ChimpFeedr are two services that allow you to combine RSS feeds into a single feed.  Key differences between the two are that once you create your combined feed with ChimpFeedr, you cannot go back and edit the source feeds – while on Yahoo! Pipes, you can edit the source and much more.  Yahoo! Pipes is an incredibly powerful system (pro) and can be a bit overwhelming/complicated (con).  If all you need to do is smash two or more feeds together, ChimpFeedr will do the trick nicely.


Hootsuite.com will allow you to link multiple RSS feeds to your social media profiles.  Thanks to this, I no longer aggregate feeds in order to push them to Facebook and Twitter.


MONITOR PAGE CHANGES

Sometimes you will want to know each time a page somewhere on the Internet is updated.  There are a few services that will let you drop in the URL of the page and then will email you each time the page is changed – here is one: watchthatpage.com


These last two are applications that can be added to your Facebook Page. You can add these by logging in, navigating to the page, going to Edit Page, and then scrolling to the base of the edit screen and clicking Browse More Applications and searching for the application that you would like to add.  It’s a bit awkward and clunky, but that’s just how Facebook seems to do things.


FBML

This application lets you add tabs to your page that you can populate with your own custom HTML content.

Example: http://www.facebook.com/pages/London-ON/Ivey-Undergraduate-Business-HBA-AEO/133643100013958?v=app_4949752878&ref=ts

http://www.facebook.com/apps/application.php?id=4949752878&ref=ts


DEFENSIO

This application is designed to monitor your page for offensive content posted by users onto your page.  While Facebook allows users to be notified by email when there are new comments on their profiles, it does not offer the same notification service for pages.  I use Defensio to provide this sort of notification.  The application asks you what words you would like it to watch for and notify you about. I entered common punctuation as the words I want to monitor (.,-!?).  The end result is that any time anyone posts anything to the page with one of these punctuation characters, I receive an email letting me know that there is new user content posted onto my page.

http://apps.facebook.com/defensio/




Learn More