Social media tools: Google Analytics, URL Shortener & Klout (Social Influence Measurement Tool) at SES Shanghai 2012 - by Gordon Choi (www.gordonchoi.com)

1. Social Media Tracking
Gordon Choi
April 2012
www.gordonchoi.com
http://www.gordonchoi.com/

2. Social Media Tracking
Tools to Track Social Media:
1. Google Analytics (GA)
2. URL Shorteners
3. Social Influence Measurement Tools
http://www.gordonchoi.com/

3. GA Real-time Report
Measure Social Media in REAL TIME! Top referrals,
top locations, top active pages, new vs. returning
visitors - All in REAL TIME!
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4. GA Multi Channel Funnels
Social media’s assisted conversions must be
attributed to the total conversion numbers.
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5. Social Media Tracking
Track the social media button clicks through GA:
1. Facebook Like button
2. Facebook Share button
3. Twitter Tweet button
4. Google +1 button
http://www.gordonchoi.com/

6. Social Media Tracking
Add customized GA codes to your buttons
Track Facebook Like button clicks on your site:
_gaq.push(['_trackSocial', 'facebook', 'like', 'http://www.your-
website.com/social.php']);
Track Facebook Share button clicks on your site:
_gaq.push(['_trackSocial', 'facebook', ‘share', 'http://www.your-
website.com/social.php']);
Track Twitter Tweet button clicks on your site:
_gaq.push(['_trackSocial', ‘twitter', ‘tweet', 'http://www.your-
website.com/social.php']);
Click tracking for Google +1 is built-in to GA
http://www.gordonchoi.com/

7. Social Media Tracking
Tag your all your Twitter Tweet URLs:
utm_source=twitter
utm_medium=social
utm_term=web+analytics+2.0
utm_campaign =analytics+books
http://www.example.com/?utm_source=twitter&utm_medium=social&utm_term=web%2Banalytics%2B2.0&ut
Use Google’s URL Builder to generate the tagged
URL (or just use Excel):
http://support.google.com/googleanalytics/bin/answer.py?hl=en&answer=55578
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8. URL Shorteners
1. Reduce URL length, 2. Track Clicks
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9. URL Shorteners
Examples:
Bit.ly
http://bit.ly/HHDK8f
Hootsuite
http://ow.ly/5U7Yc
Goo.gl
http://goo.gl/QHQmw
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10. Social Influence Measurement - Klout
Klout Score measures social influence from:
1. Twitter Retweets & Mentions
2. Facebook Comments, Wall-Posts, Likes
3. Google+ Comments, Reshares, +1
4. LinkedIn Comments, Likes
5. Many more social networks
http://www.gordonchoi.com/

11. Social Influence Measurement - Klout
http://www.gordonchoi.com/

12. Social Influence Measurement - Klout
1. True Reach, 2. Amplification, 3. Network Impact
http://www.gordonchoi.com/

13. Thank you!
gordonppc@gmail.com
http://www.gordonchoi.com/