Google Analytics Unveils a Set of Social Reports

281_google-analytics-logoWhen working with social media, the prime challenge is to measure its value, through different parameters. Since customers engage with social media at a very nascent or initial stage of their purchase decision, it is difficult to quantify the value it drives to business, through the different channels as well as website.

With the rapid growth in the use of social media by brands, there is a need to analyse the returns and benefits of going “social”.  Therefore, Google has recently released a new set of Social Reports within Google Analytics.

The new Social Reports will be available from a new “social” tab, when you log in to Google Analytics.

Announcing the changes on Google Analytics blog, Group project manager Phil Mui said that the three main factors that Analytics will help with are:

  • Identify the full value of traffic coming from social sites and measure how they lead to direct conversions or assist in future conversions
  • Understand social activities happening both on and off of your site to help you optimize user engagement and increase social key performance indicators (KPIs)
  • Make better, more efficient data-driven decisions in your social media marketing program

Social Value Report:

The highlight of this new announcement is an overview report for social value, which allows users to measure the conversation value generated by the different social media channels.

social-overview

Conversion Report:

It compares the real number and monetary value of all your goal completions against those that resulted from social referrals, highlighting them as assisted social conversations and last interaction social conversations.

The conversations report allows users to see exactly the number of conversions that have originated from the different social media sites.

It is also possible to see the monetary value they drive to your business, provided you have defined goals in Analytics itself.

social-conversions

Social Sources Report:

Another addition is the social sources report that shows engagement and conversion statistics for each social network. This helps in keeping a tab on the interaction and circulation of the content. This is also an effective way of analyzing the effectiveness of your campaigns.

Social-Sources

Social Plugin Report:

Also the social plugins report effectively does the same as social value report except it shows you exactly how many times a page was shared via the Google +1 button or via Twitter.

social-plugins

Activity Stream:

The final addition is the activity stream which allows users to view exactly what people are saying when they link to articles or pages.

Currently this is limited to Google+ and those signed up to the company’s Social Data Hub such as Disqus, Blogger, Digg, Reddit and TypePad.

Google-Analytics-Activity-Stream

These new additions will be rolled out for all users over the coming weeks, so if you don’t have it now, expect the additions to arrive some time around mid-April at the latest.


Video is The New King of Content Marketing

PrintVideo content is taking over. New stats from Cisco have revealed that by 2017, video will account for 69% of all consumer internet traffic.

The path to video supremacy is well underway with Nielsen revealing that 64% of marketers expect video to be a key part of their content strategies. It’s not just the blue chips and consumer giants that need to get behind this trend; SMEs need to embrace the possi-bilities of video content marketing as well.

As with anything, if the majority of brands and your competitors are doing the same thing, then it becomes noticeable and potentially damaging to any businesses that don’t keep up. This is particularly true of social media content, which has become the latest and most brutal marketing battleground. Get something right and your fans will love you. Get it wrong and you’ll either fade away or become a viral sensation – for all the wrong reasons.

Your timeline is there to be noticed and video content could be just what you need to elevate your brand and engage your customers and fans.

If you’re unsure about introducing video and other types of motion content into your marketing mix then a quick scan through Twitter, Facebook, YouTube or Instagram will quickly show you how widespread video content marketing has become.

 

It’s a proven medium that is only going to increase in popularity as consumer technology continues to improve. Superfast fibre broadband at home and 4G on the go means loading video is no longer a buffering nightmare. With HD screens on the latest smartphones and tablets, there’s never been a better time to access and watch videos.

Because of these improvements in how your customers access the internet, over a tenth of all videos are played on mobile phones and tablets – and this percentage is set to continue rising sharply.

YouTube racks up over one billion unique visitors a month. No other channel can match this except for the ubiquitous Facebook. Understanding that your audience wants content that speaks to them is the key to achieving viewing figures.

You want your content to be:

  • Watchable
  • Commentable
  • Shareable

All content has to resonate with its intended audience. Whether you want to go emotional, funny or practical, it needs to capture interest to stimulate engagement.

 

This doesn’t just happen randomly! It’s essential to have the following to make it work:

  • Clear campaign goal
  • Content strategy
  • Creative content

If you put time and effort into planning and producing videos then visitors will stay longer on your site and be more inclined to evangelise your brand. 7/10 people view brands more positively after watching engaging video content from them.

Finally, remember this fact: recent research has revealed that one-minute of video is worth 1.8 million words. Don’t think this makes it easier though!

 

At Mindjumpers we’ve got a dedicated video production team, ready and waiting to help kick-start your video production and content marketing output. Get in touch with us today to find out more about how we can help you.