beautiful bytes – People Talking About Real-Time
Google releases Real-Time Analytics
Late last week, Google announced some important changes to its analytics tool (not to be confused with the release of the unrealistically-priced-for-charities Google Analytics Premium, which was also last week) that will make tracking more immediate and specific.
Real-Time Analytics is a new feature of the popular traffic measurement site. It is able to determine how social media has impacted on a site’s performance in actual time. Google Analytics has added in a more social media measuring tools recently, but none that have shown a direct impact as clearly as Real-Time. With the new feature, if you send out a tweet about some exciting new content on your site, Real-Time will be able to measure the immediate effect of that tweet. It will show you how much traffic is driven to the site from the tweet, and when the tweet stopped receiving visits from users. Testing the immediate impact of tweets and updates will be hugely useful for testing; seeing what copy and media your followers and Likers respond to and when they like to do it.
Real-Time has also been created to ensure that the reporting and tracking process for a campaign or website has been correctly implemented before the campaign is actually launched. A safety net to make sure that what you’ll be tracking is relevant and works in a way that is useful to you.
Google is planning to give every Google Analytics user access to Real-Time in the next few weeks, and if you’re really keen, then you can sign up for early access.
Facebook metrics changes
Rosa Birch from Facebook mentioned in her presentation at last week’s NFPtweetup that Facebook is keen to take steps helping brands to be better at using Pages. It’s striving for a better standard of Page. This is despite Facebook making no money on Pages and having no intention to start charging for them.
Todd Wasserman, Mashable’s business and marketing editor, thinks that this is a smart move from our favourite social networking site.
“As a marketer, you could do quite well for yourself by running a brand Page and never buying a single ad. But you could only do so well. The reason you will have to buy ads on Facebook goes to the heart of why you need to advertise in the first place.”
This stands to reason. If Facebook Pages are successful at connecting with an audience, brands will be more inclined to advertise and bring more people to their hub of communicative prosperity.
Facebook has had another overhaul, but this time to Pages Insights analytics tool. There is a new metric to gauge the engagement on a Page: ‘People Talking About’.
The important thing to note about this feature is that it’s public and will be shown below the total number of Likes at the top of each Page. The metric is based on not only comments and Likes, but also mentions, wall posts and picture and video comments. This puts extra pressure on Page owners to create updates that are interesting, useful and relevant enough to share. Users will understand that a Page with a high ‘People Talking About’ rating is one that has compelling content.
NB Facebook is going to remove the ‘discussion’ tab on Pages at the end of this month. It hasn’t been a hugely popular feature, but if you were using it regularly to talk to beneficiaries or have more in-depth conversations with supporters then you need to migrate users over to another forum. Also, if you have any valuable feedback or interesting comments it’s worth saving them now.
ReTargeter follows your followers
ReTargeter is a company that allows brands to serve ads to their audience after they leave their website or landing page without converting. Organisations place one line of code on their website and ReTargeter shows ads to the would-be customers across a number of high profile sites like Yahoo and YouTube.
Retargeting has been around for a while, but ReTargeter has recently released a new product allowing brands to “encourage and reward” their top social influencers. It tracks the people who have a high level of engagement with the brand on Facebook and Twitter and allows them to be targeted with unique ads. Samir from ReTargeter claims:
“Social retargeting can increase conversions by up to 50% and increase efficiency of retargeting by up to 10 times. In addition, targeted social users are 4 times more likely to click on shared links.”
Retargeting could be likened to looking round a shop where a pushy sales assistant follows you around asking if they can help or continually tries to persuade you to buy items you may only have been casually browsing. The company does claim that customers won’t feel bombarded with messages, and there’s no doubt it can be annoying being followed around the web by marketing messages you’ve decided you’re not interested in, but it’s likely that the majority of people won’t make the link that some of the ads they are seeing are as a result of their use of social media. What do you think? Annoying and salesy or an acceptable evil to uplift conversion to donation for your online fundraising campaigns?