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.


Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.