Comments on:

Is there a way to reduce call center costs while improving the quality of customer experience?

n this episode, former Forrester Analyst Natalie Petouhoff (@DrNatalie) discusses her ROI model for social customer service and the recent videos she produced for Salesforce.com on building the business case for integrating social into customer service.

Can social customer service protect brands against perceived and systemic product failures?

In markets dominated by companies that are too big to fail, do customer opinions matter?

Dr. Nat also discusses he method of calculating the ROI of social customer service interactions, the value of direct and indirect call deflection and why companies should align with their super users to lower their call center costs while improving customer experience quality.

Google Analytics can show your ROI of your online and offline marketing efforts, as long as you know how to use it. Welcome to the second half part of our two part series on Google Analytics with Justin Cutroni.

From paid search, to display advertising, to social media, to email, marketers are working in a variety of different channels. In this episode, we discuss how to use your web analytics to get actionable business intelligence beyond just the last page visited before the conversion.

We also discuss segmenting direct traffic by geographic region to correlate offline marketing with web traffic, analyzing conversions based on referring domains, filtering reports in real time using Advanced Segmentation to identify which segments are performing best, using the “Visits with Conversions” and “Visits with Transactions” default Advanced Segments to see the effectiveness of your web content, looking beyond last click attribution modeling with the Google Analytics v5 multi channel funnels, now in limited beta release, to see what combination of channels work best together and understand every touch point on the path to conversion, campaign tracking or link tracking to identify traffic from individual tweets and Facebook status updates, Justin’s appearance on “Beyond Web Analytics 44” podcast hosted by Adam Greco and Rudi Shumpert, the significance of the release of Google Analytics v5, custom dashboards and custom reports, event tracking on page interactions and advanced visualizations with word clouds.

Justin Cutroni is Director of Digital intelligence at Cardinal Path, an online marketing and analytics firm based in Phoenix. Justin prefers the term Digital Intelligence to web analytics, because he believes we need to focus on drawing actionable business intelligence from web data. That’s the direction he says web analytics is moving.

Justin has written two books on web analytics:

Google Analytics published by O’Reilly, June 2010. This book is for the advanced GA user. It dives into many advanced topics, like custom variables, that Performance Marketing does not cover. This book is all about GA.

Performance Marketing with Google Analytics, Wiley 2010. This book was written for those just getting started with web analytics and Google analytics. It’s for the beginner that needs to understand how to do a basic setup of GA and how to do basic analysis.

And his firm Cardinal Path is certified by Google to teach a series of workshop in using Google Analytics called Seminars for Success.

Related Content:

Google Analytics with Justin Cutroni - Part One

How Johns Hopkins and Avery Dennison are using Private Social Networks

State of B2B Social Media

Fighting Digital Illiteracy with Boundaries

Subscribe:

iTunes: "On the Record...Online"

twitter.com/ontherecord

Facebook.com/ontherecordonline

Embed this Podcast:

About the Podcaster:

Eric Schwartzman (@EricSchwartzman) provides social marketing services, social marketing research and social media training to businesses, government agencies and nonprofits. He over 15 years experience integrating emerging information technologies into organizational communications programs. He has served Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, US Embassy to Rome, United States Marine Corps and many other small to medium-sized companies and agencies. Eric is also the instructor behind top-rated social media training seminars and the Social Media Boot Camp which are offered monthly in the US and abroad. Visit the social media training calendar for upcoming dates.

Google Analytics can show your ROI of your online and offline marketing efforts, as long as you know how to use it.  

Welcome to the second half part of our two part series on Google Analytics with Justin Cutroni, Director, Education at Google

From paid search, to display advertising, to social media, to email, marketers are working in a variety of different channels.  

In this episode, we discuss how to use your web analytics to get actionable business intelligence beyond just the last page visited before the conversion.

We also discuss segmenting direct traffic by geographic region to correlate offline marketing with web traffic.Analyzing conversions based on referring domains, filtering reports in real time using Advanced Segmentation to identify which segments are performing best.Using the “Visits with Conversions” and “Visits with Transactions” default Advanced Segments to see the effectiveness of your web content.Looking beyond last click attribution modeling with the Google Analytics v5 multi channel funnels, now in limited beta release, to see what combination of channels work best together and understand every touch point on the path to conversionCampaign tracking or link tracking to identify traffic from individual tweets and Facebook status updates.Justin’s appearance on “Beyond Web Analytics 44” podcast hosted by Adam Greco and Rudi Shumpert, the significance of the release of Google Analytics v5, custom dashboards and custom reports, event tracking on page interactions and advanced visualizations with word clouds.

That’s the direction he says web analytics is moving. Justin has written two books on web analytics:

Google Analytics published by O’Reilly, June 2010. This book is for the advanced GA user. It dives into many advanced topics, like custom variables, that Performance Marketing does not cover. This book is all about GA. Performance Marketing with Google Analytics, Wiley 2010. This book was written for those just getting started with web analytics and Google analytics. It’s for the beginner that needs to understand how to do a basic setup of GA and how to do basic analysis.And his firm Cardinal Path is certified by Google to teach a series of workshop in using Google Analytics called Seminars for Success.

Want to launch a custom mobile app at your next event? Nervous about having to develop it from scratch? In this podcast Pankaj Prasad (@therealpankaj) from DoubleDutch, which has built apps for TED, Cisco Events and HP Events, shares best practices for creating branded mobile apps for live events.

Double Dutch has skinnable geolocation apps for mobile devices that bring the functionality of Facebook, Twitter and FourSquare in a closed community, to the mobile device.

The Double Dutch mobile app includes a portfolio of micro apps that can be branded and combined on the mobile desktop. It can be used to provide event attendees with the ability to social network with other event attendees in an exclusive environment without spamming or alienating their Facebook friends or Twitter followers.

Mobile apps give event organizers a way to port their paper schedule or conference program to a mobile device so that attendees can search it by time of day, proximity, keyword or track and automatically add sessions to their iCal or Google Calendar.

The activity feed in the Double Dutch mobile app can segmented to meet the needs of a particular event, so people can network around different topics, and this is important because the company believes that people are more responsive to focused feeds than broad ones, which is why they typically check email, Facebook and Twitter in that order from their mobile devices.

The better an activity stream can give you social information from people from your community that are around you at that time, the more useful it is, which is why they built feed segmentation into their app.

The Double Dutch app provides event organizers will a web dashboard that they can use to publish and edit the information in the app on the fly. Cisco uses DoubleDutch to power their Cisco Events app, which iPhone users can download and play with.

Related Content:

Mobile Search Strategy - Part One

Mobile Search Strategy - Part Two

Google Analytics with Justin Cutroni - Part One

Google Analytics with Justin Cutroni - Part Two

State of B2B Social Media

Subscribe:

iTunes: "On the Record...Online"

twitter.com/ontherecord

Facebook.com/ontherecordonline

Embed this Podcast:

About the Podcaster:

Eric Schwartzman (@EricSchwartzman) provides social marketing services, social marketing research and social media training to businesses, government agencies and nonprofits. He over 15 years experience integrating emerging information technologies into organizational communications programs. He has served Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, US Embassy to Rome, United States Marine Corps and many other small to medium-sized companies and agencies. Eric is also the instructor behind top-rated social media training seminars and the Social Media Boot Camp which are offered monthly in the US and abroad. Visit the social media training calendar for upcoming dates.

Want to launch a custom mobile app to build excitement before and accelerate connections at your next event? Nervous about having to develop it from scratch?  

If you've already read my blog post on HOW TO: Social Media Market B2B Events -- which gives a punch list of things you can do to promote real world B2B events in online social spheres -- this podcast is a deep-dive on designing and deploying mobile apps for use at live events.  

In this podcast, new biz dev guy Pankaj Prasad (@therealpankaj) from DoubleDutch, which has built mobile apps for TED, Cisco Events and HP Events, shares best practices for creating branded mobile apps for live events. DoubleDutch has skinnable geolocation apps for mobile devices that bring the functionality of Facebook, Twitter and FourSquare in a closed community, to the mobile device.

The Double Dutch mobile app (pictured left) includes a portfolio of micro apps that can be branded and combined on the mobile desktop.  

It can be used to provide event attendees with the ability to social network with other event attendees in an exclusive environment without spamming or alienating their Facebook friends or Twitter followers.

Mobile apps give event organizers a way to port their paper schedule or conference program to a mobile device so that attendees can search it by time of day, proximity, keyword or track and automatically add sessions to their iCal or Google Calendar.

The activity feed in the Double Dutch mobile app can segmented to meet the needs of a particular event, so people can network around different topics, and this is important because the company believes that people are more responsive to focused feeds than broad ones, which is why they typically check email, Facebook and Twitter in that order from their mobile devices.  

The better an activity stream can give you social information from people from your community that are around you at that time, the more useful it is, which is why they built feed segmentation into their app.

The Double Dutch app provides event organizers will a web dashboard that they can use to publish and edit the information in the app on the fly.

Cisco uses DoubleDutch to power their Cisco Events app, which iPhone users can download and play with.

Photo by Neil Soni on Unsplash

Google Analytics can give you real business insight into the effectiveness of marketing efforts, if you know what you’re looking for. Welcome to our podcast series on Google Analytics with Justin Cutroni (@JustinCutroni).

In part one of our two part series, Justin talks about his favorite reports for measuring business outcomes (All Traffic Sources, AdWords Campaigns and Funnel Visualization reports), digging deeper with Advanced Segmentation, drawing strategic and tactical business insights from web analytics, using page views per visit, session length and return visits to measure the effectiveness on content marketing campaigns that are designed to inform rather than convert and the new Frequency & Recency and Engagement reports under the “Behavior” tab in Google Analytics v5.

Justin Cutroni is Director of Digital intelligence at Cardinal Path, an online marketing and analytics firm based in Phoenix. Justin prefers the term Digital Intelligence to web analytics, because he believes we need to focus on drawing actionable business intelligence from web data. That’s the direction he says web analytics is moving.

Justin has written two books on web analytics:

Google Analytics published by O’Rielly, June 2010. This book is for the advanced GA user. It dives into many advanced topics, like custom variables, that Performance Marketing does not cover. This book is all about GA.

Performance Marketing with Google Analytics, Wiley 2010. This book was written for those just getting started with web analytics and Google analytics. It’s for the beginner that needs to understand how to do a basic setup of GA and how to do basic analysis.

And his firm Cardinal Path is certified by Google to teach a series of workshop in using Google Analytics called Seminars for Success.

Part two of our series on Google Analytics with Justin Cutroni is coming soon. Subscribe now and don’t miss it.

Related Content:

Mobile Search Strategy

State of B2B Social Media

Fighting Digital Illiteracy with Boundaries

Subscribe:

iTunes: "On the Record...Online"

twitter.com/ontherecord

Facebook.com/ontherecordonline

Embed this Podcast:

About the Podcaster:

Eric Schwartzman (@EricSchwartzman) provides social marketing services, social marketing research and social media training to businesses, government agencies and nonprofits. He over 15 years experience integrating emerging information technologies into organizational communications programs. He has served Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, US Embassy to Rome, United States Marine Corps and many other small to medium-sized companies and agencies. Eric is also the instructor behind top-rated social media training seminars and the Social Media Boot Camp which are offered monthly in the US and abroad. Visit the social media training calendar for upcoming dates.

Google Analytics can give you real business insight into the effectiveness of your content creative, if you know what you’re looking for.  

Welcome to our podcast series on Google Analytics with Justin Cutroni (@JustinCutroni), Director of Education at Google.  

In part one of our two part series, Justin talks about his favorite reports for measuring business outcomes (All Traffic Sources).

AdWords Campaigns and (Funnel Visualization reports)

Digging deeper with Advanced Segmentation

Drawing strategic and tactical business insights from web analytics

Using page views per visit, session length and return visits to measure the effectiveness on content marketing campaigns that are designed to inform rather than convert

Frequency & Recency and Engagement reports under the “Behavior” tab

Justin prefers the term Digital Intelligence to web analytics, because he believes we need to focus on drawing actionable business intelligence from web data.

That’s the direction he says web analytics is moving. Justin has written two books on web analytics:

Google Analytics published by O’Rielly, June 2010. This book is for the advanced GA user. It dives into many advanced topics, like custom variables, that Performance Marketing does not cover. This book is all about GA.

Performance Marketing with Google Analytics, Wiley 2010. This book was written for those just getting started with web analytics and Google analytics. It’s for the beginner that needs to understand how to do a basic setup of GA and how to do basic analysis.

Part Two of our series on Google Analytics with Justin Cutroni is now available too. Subscribe now and don’t miss it.

Despite the wide spread adoption of social media on a global basis, most companies today remain clueless about how digital technology is changing the way people communicate and share information.

How else do explain Burson-Marsteller's email smear campaign against Google for Facebook, a famous British soccer player's lawsuit against Twitter to unmask his anonymous critics, or JC Penny and Overstock.com's decision to employ black hat SEO tactics, resulting in their websites being manually demoted in the search rankings. Chalk it up to digital illiteracy.

In this episode, PR professionals from Martin Waymire Advocacy Communications in Central Michigan discuss overcoming digital illiteracy in the workplace:

Roger Martin, APR, Partner (@advocateman)

Andrea Ness, Director of graphic and new media services (@andrea_ness)

Rose Tantraphol (“PH” is silent – TAN-tra-pole), Senior account executive (@rose101)

Most people go to a few social media conferences and learn just enough to be dangerous. But the fight against digital illiteracy will not be won through keynotes or panel sessions. What's required is practical training and applied knowledge.

This episode is about what it takes to build digital illiteracy in your company, with your managers and your clients as well.

Andrea and Rose are both alumni of my Social Media Boot Camp, a small monthly workshop that provides hands-on training where you learn real skills and applied knowledge for social marketing. The next Social Marketing Workshop is June 30-July 1, 2011 in Los Angeles.

Related Content:

Three Video and Audio Recording Rigs for Content Marketers

State of B2B Social Media

Fighting Digital Illiteracy with Boundaries

Subscribe:

iTunes: "On the Record...Online"

twitter.com/ontherecord

Facebook.com/ontherecordonline

Embed this Podcast:

About the Podcaster:

Eric Schwartzman (@EricSchwartzman) provides social marketing services, social marketing research and social media training to businesses, government agencies and nonprofits. He over 15 years experience integrating emerging information technologies into organizational communications programs. He has served Boeing, BYU, City National Bank, Environmental Defense Fund, Government of Singapore, Johnson & Johnson, NORAD Northcomm, Southern California Edison, Toyota, UCLA, US Dept. of State, United States Army, US Embassy of Athens, US Embassy to Rome, United States Marine Corps and many other small to medium-sized companies and agencies. Eric is also the instructor behind top-rated social media training seminars and the Social Media Boot Camp which are offered monthly in the US and abroad. Visit the social media training calendar for upcoming dates.

Despite the wide spread adoption of social media on a global basis, most companies today remain clueless about how digital technology is changing the way people communicate and share information.  

How else do explain Burson-Marsteller's email smear campaign against Google for Facebook, a famous British soccer player's lawsuit against Twitter to unmask his anonymous critics, or JC Penny and Overstock.com's decision to employ black hat SEO tactics, resulting in their websites being manually demoted in the search rankings.

Chalk it up to digital illiteracy.  

In this episode, PR professionals from Martin Waymire Advocacy Communications in Central Michigan discuss overcoming digital illiteracy in the workplace:

Roger Martin, APR, Partner (@advocateman)Andrea Ness, Director of graphic and new media services (@andrea_ness)Rose Tantraphol (“PH” is silent – TAN-tra-pole), Senior account executive (@rose101)

Most people go to a few social media conferences and learn just enough to be dangerous.  But the fight against digital illiteracy will not be won through keynotes or panel sessions.

What's required is practical training and applied knowledge.   This episode is about what it takes to build digital illiteracy in your company, with your managers and your clients as well.

Andrea and Rose are both alumni of my Social Media Boot Camp, a workshop that provides hands-on training to transfer applied knowledge for social marketing.  

Photo by Carlos Deleon on Unsplash

When’s the best time to Facebook?  When’s the best time to tweet?    If you're a marketer, it's something you've probably wondered more than once. Until now, there has been very little research conducted to answer that question.

In this podcast on the Science of Timing Facebook status updates tweets, social media scientist Dan Zarrella (@danzarrella) talks about his research on the best times to Facebook and tweet, using two-years of quantitative research as a guide.

Dan, author of The Social Media Marketing Book, studies social media behavior from a data-backed position enabling him to teach marketers scientifically grounded best practices.   Dan's research covers when to tweet, when to Facebook, when to email and when to blog.

This podcast just covers when to Tweet and when to blog.

Originally, we had planned a second episode on when to email and when to blog, but the quality of the interview was unaudible and unfortunately, despite a few too many attempts, we were unable to get Dan to agree to rerecord part two.  

I believe the audio problem stemmed from the fact that the recording was conducted via Skype Out to a VoIP landline in a room was extensive background noise. 

The resulting audio was thin, with the level going in and out, so if you're a podcaster, one more thing to think about when you record interviews over the phone. 

Avoid VoIP landlines. Cell phones are better. 

Even after significant filtering attempts, part two of this podcast was unusable.  

In fact, this episode was recorded under the same circumstances and the audio -- which was filtered as well --  is less than stellar as a result. Still, the information is valuable, and I hope you enjoy it.

Discussion Topics:

The Unicorns and Rainbow’s Myth.Best time of day and day of the week to tweet for retweet and click-throughsWhether or users with @replies get more retweets and click-throughsOptimal number of tweets per dayHow many self-promotional vs. selfless tweets per day is the right mixDan’s tool for when you get the most retweets: https://tweetwhen.comHow many Facebook status updates per day is too manyWhen Facebook status updates are most likely to get “liked”What days of the week, and what time of day are the best times to FacebookDo Facebook status updates with links, photos and videos attract more engagement

Photo by Malvestida Magazine on Unsplash