If tracking social media is new territory for you, this is a presentation you must see. Learn two practical ways to track traffic on your own with Webtrends Analytics, including referrers and how to tag, shrink and share social media campaign links.

1. Social Referrers & LinksJune Dershewitz

3. Web Analytics Association Board Member

4. Experience: 12 yrs in web analytics, 6 yrs as Webtrends user

5. Webtrends Certified Professional, 2010

6. Semphonic is a leading web analytics consultancy

7. Based in SF, with offices in Boston, NYC, DC and Portland

8. Clients include American Express, Charles Schwab, Genentech, Intuit, Kohler, NCI, Nokia, Turner Broadcasting and many other top U.S. and global companies

9. Learn more: www.semphonic.comHi, I’m June Dershewitz

10. About This Workshop I’ll cover two practical ways to track social media traffic on your own site using Webtrends Analytics: Part 1: Social Referrers Referring domains, traffic sources and why some social traffic is direct Part 2: Social Campaigns How to tag, shrink, share and analyze social media campaign links

11. Part 1: Social Referrers

12. Social Referrers: Domain-Level Reporting Use the Referring Domains report as a starting point for understanding social media traffic to your site - no configuration needed

14. Paid Search

15. Organic Search

16. Campaigns

17. Direct Traffic

18. Other Referrers

19. And custom values passed by you using WT.tsrc (e.g. Social Media)

23. People that use Facebook on their mobile devices are twice as active on Facebook than non-mobile users. Source: Facebook PR direct your web site

25. Example: TweetDeckyour web site direct

28. Other social activity winds up as Direct Traffic

31. Measure different variations or placements of social links, and compare to other marketing channels

32. So you can say, “Here’s a Twitter campaign we ran last month that generated $23,000 in revenue.” How to do it? Tag: apply campaign codes to URLs Shrink: pass URLs through a link shortener Post: deploy short links on social sites Analyze: match campaigns with goal behaviors

34. Treat social media just like traditional channels such as email

37. Using Hootsuite (or similar) you can tag, shrink and post within a single interface, since campaign coding and URL shortening are built directly into the tool

39. Social Campaigns: Step 4 of 4: Analyze View your Campaign reports in Webtrends Analytics For better reporting, put social campaign metadata in your campaigns.csv translation file

41. Bit.ly tracks clicks but it does not tie to downstream goal behaviors

42. To connect social media efforts to outcomes, you must track links as campaigns

44. Thank you! June Dershewitz june@semphonic.com http://june.typepad.com @jdersh