Livebookings Academy

Analyse That! What tools are out there Analyse That! What tools are out there

to help you measure your business?

25 February 2010

Tracking your online success

Livebookings Academy February 2010, David Norris

Tracking your online success

• Why measure

• What to measure

• Free tracking tools

• How to get started

Why measure?

Tracking your online success

What do YOU measure?

• Newsletter subscribers

• Website visitors

Tracking your online success

• Website visitors

• Source of visits

• Conversion of traffic to bookings

• Online mentions

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Why measure?

Tracking your online success

Promote£ £

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Manage

Analyse

Learn£

££

Online tracking – part of business “KPIs”

Key Performance Indicators

Tracking your online success

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What to measure – start tracking KPIs

Tracking your online success

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Tracking your online success

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Free tools

Tracking your online success

Twitter link tracking

Free tools

Tracking your online success

Website activity

Facebook fan page

Twitter reputation

News alerts

Google Analytics

Tracking your online success

• Free service to deliver you news articles relating to your business

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• View online, save as PDF or set up regular reports to be sent to you by email

• http://www.google.com/analytics

Google Analytics

Presentation title

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Analytics: metrics that matter

Tracking your online success

• Visits

• Unique Visitors

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• Unique Visitors

• Page Views

• Pages Per Visit

• Bounce Rate

• Average Time Spent on Site

Analytics: visitors, traffic, content

Tracking your online success

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Measure: conversion

Week 1 Week 2 Difference

1,500 visits 2,000 visits + 33%

Tracking your online success

1,500 visits 2,000 visits + 33%

220 bookings 250 bookings + 14%

15% conversion 13% conversion -13%

then ask “why?”

Measure: how much search traffic?

Tracking your online success

Measure: what keywords are working?

Tracking your online success

Tip: Set up an email summary to be delivered once a month

Google Alerts

Free service to deliver you news articles

Tracking your online success

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• Free service to deliver you news articles relating to your business

• http://www.google.com/alerts

Tracking Twitter

« How many followers »

is the wrong question!

Tracking your online success

The right questions...

• How influencial are they?

• Which tweets create a click on a link?

• How engaging are we?

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Hootsuite: tracking Twitter links

• Free web-based Twitter tool

• Also available on iPhone

Tracking your online success

• Use to shorten web links in tweets

• « Stats » feature will tell you how many clicks you received from each tweet

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Hootsuite: Tracking Twitter Links

• One Bullet point lorum eta dolar puis et

• Two Bullet point ditiis praesentium delen

• Three Bullet point iti atque corrupti quos

Tracking Your Online Success

• Four Bullet point iusto odio qui atque

• Five Bullet point iusto odio qui atque

• Six Bullet point iusto odio qui atque

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Klout: your Twitter reputation

Tracking your online success

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Klout: Your Twitter Reputation

Tracking Your Online Success

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Klout: Your Twitter Reputation

Tracking your online success

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Klout: Your Twitter Reputation

Tracking your online success

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Klout: Your Twitter Reputation

Tracking your online success

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Facebook Insights for fan pages

« How many fans »

is the wrong question!

The right questions...

Tracking your online success

• Who are they?

• What are they like?

• How often do they interact with us?

• How engaging are we?

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“Page Insights” feature

Facebook Insights for fan pages

Tracking your online success

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Facebook

Tracking Your Online Success

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Getting started

Tracking your online success

Getting started

Make a list of what you want to measure

Decide: what does success

Tracking your online success

Decide: what does success look like to you?

Ask for advice – what is achievable?

Select your toolkit, implement

Track, learn, modify

Follow up

This presentation will be emailed to you all this week

Tracking your online success

Leave us your details afterwards if you would like us to send you:

- Our sample KPI spreadsheet

- Our free guide to getting started on Twitter

NetTrackz: How is your restaurant found and represented on the internet?

Phil Geraghty, Product Director, Nettrackz

What is NetTrackz?

Nettrackz is a new online presence tool, that allows

businesses to easily monitor how they appear online

on various sites.

Nettrackz is provided by TouchLocal.com, who have

350,000 UK businesses signed up, 3.5 million

Monthly Unique Users, and are leading the way in

online Video in the UK

We are 130 people, and are purely focused on

helping businesses market themselves online in new

and innovative ways.

A User’s JourneyA User’s Journey

Your business is online – but how do

you keep control?

5 Years AgoYou controlled your advertising. You

controlled what was written about you and

where you were listed.

TodayYou are listed in 100s of places, people are

talking about you and you have little control

over this.

TomorrowAs a business owner you will embrace this

feedback and control it through engaging

online with your customers.

Step 1 :

Check all these sites to see how you are listed

What’s the scale of the problem?

85% of the businesses we have tested are missing from more

than 50% of the directories they should be listed onthan 50% of the directories they should be listed on

72% of the information held across these sites has some kind

of errors. Address, phone numbers, web addresses etc.

This information is essential if you want customers to find

you. Google also loves consistent information about your

business.

Step 2 :

Update all the sites to ensure you are making

the most of your free listings

How long does this take?

Finding the correct sites to be listed on can take a long time

and includes many factors:and includes many factors:

- Can I update my details on this site?

- Is it going to help my web presence?

Once you have decided you want to add yourself, it can take

anywhere from 20 – 60 minutes to complete your profile.

You may have to do this for up to 20 profiles.

How can NetTrackz help?

Getting started – request the free report

Restaurant owner completes

required fields and clicks on:

‘Generate my report now’

You receive your free report

in a matter of seconds

The free report – simple version

Detail Includes:

•Overall web presence

summary/score

•Search position score

based on search terms

•Directory presence score

across key local directory

sites

The free report – full versionPresence by directory (based on details submitted)

Presence on major search engines(based on search terms submitted)

Details the businesses current status

per site, including:

• What’s correct?

• What’s incorrect?

• What’s missing?

• What’s unavailable?

Live example:

Rules – web presence report

Outcome

Not listed on two directories – this is

often far worseoften far worse

Phone number is incorrect on 6

directories.

Address is wrong on 5 directories

Website is wrong on 3 directories

What does the free report tell

restaurant owners?

• Your overall score based on your current web

presence across business directory sites and local

search engines

• The details that UK business directories hold on your • The details that UK business directories hold on your

restaurant

• How well your restaurant is found across local search

engines

• Ultimately, what information is correct, what is

incorrect, what is missing and what is unavailable

The NetTrackz websitewww.nettrackz.co.uk

The key points to remember

1. You are listed everywhere – you need to take control

of your information

2. Your information is most likely incorrect – and not 2. Your information is most likely incorrect – and not

representing your business in the best light

3. NetTrackz is a tool for telling you how you are doing

and also improving this

What we want to do for you

• Visit www.nettrackz.co.uk

• Fill out your basic report

• We will then send you your full report, for free, usually• We will then send you your full report, for free, usually

only available to paying clients

• This will tell you how your business is listed online

• We will then also give you a no obligation telephone

consultancy on how this could be improved

Livebookings Barometer

A new complimentary service for our customersA new complimentary service for our customers

Olivia FitzGerald, General Manager UK & Ireland

Livebookings

A question for you...

Do you know what your guests

Livebookings Barometer

Do you know what your guests

think about your restaurant?

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What is Livebookings Barometer?

• Enables your guests to tell you about their experience at your restaurant by answering a few simple questions

Livebookings Barometer

• Each month you will be sent a summary report of your guests’ feedback, so you can ‘benchmark’ your restaurant’s performance with the rest of the industry

• Information to help you implement changes and boost your restaurant’s performance

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Helping to fine tune your business

The summary report will help you to:

• Listen to your guests

• Identify highs and lows in performance at your restaurant

Livebookings Barometer

• Identify highs and lows in performance at your restaurant day-to-day and week-to-week

• Spot key service issues that your guests have identified, enabling you to resolve them swiftly

• Compare your performance with the UK restaurant industry

• Rate your restaurant alongside your most relevant competitors – anonymously

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What do your guests experience?

• On the day after dining, your guests will receive an email asking 4 simple questions about their experience:

1. Overall dining experience

Livebookings Barometer

1. Overall dining experience

2. Food, drink, service, ambience

3. Would you recommend?

4. Online booking service

• It takes just a few seconds

to complete

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Response rates

33% of guests want to give

Livebookings Barometer

33% of guests want to give

you their feedback

- the industry response rate for direct marketing can be up to 10%

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Your feedback reports

• A report with the survey results will be emailed to you

Livebookings Barometer

results will be emailed to you at the end of every month

• Basic report is free of charge, more detailed options are available including benchmarking

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Launch date

1 March

Post dining surveys emails to your guests

Livebookings Barometer

Post dining surveys emails to your guests

1stWeek in April

You will receive your first summary report

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Coming soon...

• Add your own questions

Livebookings Barometer

• Telephone and walk-in guests

• For more Livebookings Barometer news: www.livebookings.co.uk

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