Slides from Google Analytics workshop held at Derbyshire Dales CVS on 7th May 2013.

1. Google Analytics
Paul Webster (Twitter : @watfordgap)
7th May 2013

3. How are you currently marketing what you do now?
Attracting people to your online space is an essential part of your
comms strategy. Visitors inspired → more likely to be followers.
Message is clear and unambiguous, your web site is your shop window,
often it will be the first public face supporters and donors see.
Mobile is now a very significant way that people will reach your website.
Tell stories as an authentic picture of what you are doing.
Engage in frequent updates & blogs to keep donors informed and
involved in what you are doing.
Conversations with supporters, build relationships and give them space
to say why they care … and Thank them.
Include website and social networks on all communications.
It's Social media, not Selling media!
Make the Call To Action as plain to see and unambiguous on a social
network as you would in printed copy.

4. So, how to take some steps - have a plan
• Know your objectives and what you want to say
• Come and volunteer with us!
• Research where your audience are – do you know?
• Survey and find out, work in spaces where your target audience are
• Plan how to use the tools – have a strategy
• An opening event?, e-bulletin update? Do ‘as well as’ what you do
• Choose tool to match audience and implement
• Look at what other organisations have done, what works elsewhere?
• Sustain the conversation and say thank you
• Encourage people to return, keep it new, links from websites
• Engage with people on line, be receptive, respond, react

5. Stop and think. Before you measure or analyse ...
What objectives is your organisation trying to achieve?
How does it fit with the communications plan
Have you got a website that you can update yourself?
Can be simple as Google Sites, Weebly, Flavors or Wordpress
Who is your target audience? Are you speaking their language?
What is your call to action? What do you want visitors do next?
Consider how you describe and convey your messages
Have you got the time? (To do, To monitor, To thank)
Are you ready and prepared for change & to release some control?
THEN Look at Google Analytics, SocialBro, Facebook Insights etc.

6. Give your website a spring clean
Replace 'Thin' content – less than 15 page views, low content
interest, could indicate to Google Search a poor quality site
Keep adverts 'below the fold' – people visit for content not adverts
Tidy up – remove dead or blank pages, check for broken links
(Use http://home.snafu.de/tilman/xenulink.html)
Simple – Create quality content! Better the quality the more
people will link to the site, the more page views the site will get,
the more visibility on a Google Search
Purchased links and advert heavy websites not 'liked' by Google
Can visitors understand your homepage in 8 seconds?

7. Pulling it all together
• Consistency across all websites & social networks
• Social media sites are only part of the picture
–Make sure your core website is current
–Don't forget the offline
• Add organisation to Google Places or Foursquare
• Share links ...
–With all your social networking sites
–With 'Like' buttons and 'Share This' links
–With everyone!

8. Consistency across all websites
& social networks

9. Show all the
channels on your
main home page
'Add This' (e.g. NAVCA)
for sharing and
tracking links with
others on line ...

10. Include one-click direct 'Follow' and 'Tweet' buttons on your website, but also the link
to your Twitter page for visitors not already on Twitter.
Visitors can share and tweet about individual stories as they read them.
http://www.thewishcentre.org.uk

11. New way to interact – a Quick
Response from visitors – QR Codes
Letting people know how to get involved
Works well for ...
- Direct to difficult web address
- Print media & flyers
- FREE to create and use
- Current 'buzz'
Create with - http://qrcode.kaywa.com/ : Read with - http://redlaser.com/ (app)
Bear in mind …
- No major benefit on a web page
- Check location has connection
- Needs smart phone
- Check link hasn't changed
http://www.nottinghamcvs.co.uk/files/Get%20involved%20-%20volunteer.doc
14.5% of Smartphone users have scanned one.
What for? Magazine/Paper (51%), Product
(38%), Poster/Flyer (28%), Business Card (12%)
(Comscore - EU5 Jan-Mar 2012)

12. ..even just to be noticed by a wider
audience - get your organisation
listed with 'Google Place' page
e.g. Voluntary
Action Rotherham
Derwentside
CVS & VB here
- Verified
- Add Photos
- List Offers
- Streetview Maps
- Show Ratings
- Comments

13. Step 2 – Pick one goal to pursue
1 Social network use similar to use of phone or newsletters
2 Digital space is now the place where people communicate, seek, read,
share, purchase & network. Can't ignore any more
3 Have Purpose – WHAT, Audience – WHO, Aims – WHERE
4 Have Champion/s who can steer, update & reply, allocate time
5 Get full organisation buy-in to social media usage guidelines
6 Be clear, honest and credible. Build Trust. What you say is traceable &
on internet for ever, so if you'd not want it in the local paper (or your
mother to hear!) don't put it on the web
7 Social media tools are part of your overall resources but with added
dimension they enable of social actions & conversations
8 Main website is your hub with many linked social media spokes
9 Your social media presence is active the moment it goes live.
Be prepared!
Summary - Your social networking strategy

14. Not Just Document Sharing (Google Drive)
- Browser (Chrome)
- Calendar (Embeddable collaborative calendar)
- Mail (Very popular and versatile on-line e-mail system)
- Reader (Keep up to date with RSS newsfeeds you subscribe to)
- Maps and Streetview (Find an organisation and see the building)
- Places (Enhanced search result listing & map integration)
- Alerts (Instant e-mail notifications when search term mentioned)
- Custom Search (Embeddable search for your site or selected range)
- Wallet (Secure money transactions)
- Adwords (Advertising and keyword promotion)
- Sites (Build simple webpages)
- Play (Google App store for Andriod phones)
- Plus (Social network, share content in 'Circles' & video 'Hangouts')
Even
- Hardware (Chromebook)
- Augmented Reality (Glass)
Google Analytics – Part of a large family

15. Google Analytics – Get set up
●
Sign up for free Google Analytics account
●
What it enables you to do
●
Track activity to & within your website
from the date you add the Tracking Code
●
Easy to follow Tables & Graphs
●
Create Custom Reports
●
Show Audience, Traffic Sources, Content
●
Helps you Improve website structure, Marketing information
●
Add New Account (from Admin → New Account)
●
Get the Tracking Code to insert into each page of your website
●
Can be added to any website you have control of the CMS / HTML
●
Set Goals
●
Monitor Metrics
●
Visualize and analyse traffic – in a Real Time view
●
It does A Lot!

16. Google Analytics – Fundamentals
Unique Visitors vs Visits
●
John visits your website 12 times from his laptop
●
Shows as 1 Visitor and 12 Visits
●
It's good to see returning Visits
Pageviews vs Unique Pageviews
●
Janet visits the news page on your website, clicks a link to visit an external
events website and then clicks back to your news page
●
Shows as 2 Pageviews and 1 Unique Pageview
●
Unique Pageviews gives best indication of reach
Bounce rate - % of visitors who viewed just entry page & didn't explore
●
A high bounce rate on a blog or website front page is OK, but should be low
on web pages as visitors will be captivated by content and browse
Check how long people stay on your site browsing
●
You want people to dwell, but not too long as you want them to find
information quickly (Good web usability sheet)

17. Google Analytics – Tour
Dashboard – can have Multiple Dashboards
Add, Edit, Delete Reports & Charts
Customise look and format & add widgets
Add in Custom reports
Include Real Time Widgets too for a dynamic dashboard
Adjust Date Range (even to Hourly) in any report or chart to suit / compare results
Remains set until changed again
Real Time – see visitors and popular content live & last 30 mins
Track their progress round the website in real time … can be addictive!
Audience – visitors - who, where from, what device/browser, frequency etc.
Compare multiple statistics from visitors by superimposing a 'vs' metric
– e.g. 'Visits' vs 'Avg. Visit Duration' – spot the trends or exceptions
Look at increasing number of visitors from Mobile & Tablets
Visitor Flow shows where people go next on your website
– Monitor where people 'drop off' - is it where you'd like them to exit?

18. Google Analytics – Tour
Content
Experiment with pages
List of pages in your website showing most visited
'In-Page Analytics' shows links clicked & which pages popular & bounces
Set up 'Secondary dimensions' for specific pages – e.g. keyword or source
Location – detailed maps & list of exactly where visitors are coming from
Social – Based on the Goals you have set this shows which social media websites
draw visitors to the website
Goals and Conversions
Getting people to your site & doing something on it
Set up as targets for content or routes to donations or sign-ups
Intelligence Events – Custom Alerts
Instant email notifications when conditions triggers (low / high etc.)

19. Google Analytics – Tour
Traffic Sources – websites, keywords (paid & organic),
referral links to page
Who are your friendly supporters?
What keywords are people putting into search engines to reach you
Direct traffic is from Bookmarks (good) or by visitors typing the URL
Is your Home Page the only Landing Pages – where do you direct to?
Custom Campaign Parameters (e.g. utm_campaign=june set in Mailchimp)
Dynamic - Reports and Views
Create Custom reports & views with own metrics
Add standard reports/views to Dashboard
Reports can be emailed or exported
Filter reports (from Admin settings) to exclude data that might skew results
(e.g. own IP address)

20. Google Analytics – Tour
Set up reports from Dashboard
●
Choose Type for Report Widget (Pie, Bar etc.)
●
Dimension – categories to filter or refine (e.g. By Browser)
●
Metric – measured & counted relative to categories (e.g. visitors, %)
●
Filter – to further refine the report
●
When happy with the data that builds the report save to Dashboard or Email
●
'Site Content' reports can be shown as Line Charts or Motion Charts
●
Dashboards & reports can be shared by email & PDF
●
Reports can be sent out by immediate email alert
●
Report data can be downloaded as Google Spreadsheet, CSV or XLS

21. Google Analytics – Notes
●
It's not possible to use on wordpress.com, which
already has comprehensive statistics built in.
●
Download the Android or iphone apps to instantly
check up on statistics at any time on a Tablet or Smartphone
●
Additional Administrators or Users can be set up for an account being
tracked so that others can see, but not edit the analytic data.
●
(not set) for device or (not provided) for sources means private browsing
●
Add Annotations to Graphs – these short notes can be used to explain to
a colleagues or just remind yourself of reasons for traffic spikes
●
What you get from Google Analytics will vary widely across pages and
even on the same page at different times. Numbers only tell part of the
story, so read reports in the context of other organisational factors.

22. Measuring Marketing Success
- Check how many times links are clicked if using Bit.ly
- Listen what's said about your organisation using Topsy
- Monitor Google Analytics, Facebook Insights, Wordpress visits
- Measure Tweetreach, SocialBro, Twentyfeet, Sparkwi.se
- Visualize Infographics on Visual.y, Infogr.am, My Social Strand
BUT …. real success is not just about the numbers
- Tell stories of real people and real changes
- Find out how people heard about you
- Build relationships & success by joining in conversations
- Social media presence an reflection of your organisation
- Engage press, funders, authorities with pictures and video
Say Thank You!

23. Links
Google Analytics Guides and Websites
1, http://www.houseofkaizen.com/assets/pdf/google-analytics-guide.pdf
2, http://www.grovo.com/google-analytics
3, http://www.growyourcharityonline.com/uk/analytics
4, http://www.youtube.com/googleanalytics
5, https://support.google.com/analytics/?hl=en
6, http://www.analyticstraining.co.uk/2010/01/google-analytics-training-cheat-sheet/
7, http://blog.kissmetrics.com/50-resources-for-getting-the-most-out-of-google-analytics/
8, http://www.epower.com/basics-google-analytics-white-paper.pdf

24. Thank You – My Email & Twitter contacts
Paul Webster
paul @ watfordgapservices.org.uk @watfordgap