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Measuring Google+ Guide

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24 pages

How would you like to learn about Measuring Google+? Do you learn from reading a guide at once or in smaller, more digestible chunks? Or would you prefer to learn through a slide deck or video?

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Ajouté le : 08 novembre 2013
Lecture(s) : 48
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©2013JeffSauer
www.jeffalytics.com
jeff@jeffalytics.com



-1–

TableofContents
MeasuringSuccesswithGoogle+........................................................................................................................................................3
Background...................................................................3
MeasuringActivityWithinGooglePlus............................................................................................................4
1)WhohasYouinGooglePlusCircles?.............4
2)EngagementwithYourGooglePlusPosts..................................................................................................................................5
3)FindingRipplesinGooglePlus.........................................................8
MeasuringActivitySurroundingYourWebsiteinGooglePlus...........................11
4)TotalPlus+1'sforaBlogPost......................................................................................................................11
5)FollowersofYourGoogle+BusinessPage...............................12
6)GoogleAuthorStats...........................................................................................................................................................................14
7)SocialDataHubActivity..16
MeasuringActivityOnYourWebsiteDrivenbyGooglePlus...............................18
8)GoogleAnalyticsSocialMediaReports.....................................................................................................................................18
9)TrafficSourcesReportinGoogleAnalytics.............................20
10)Google+PoweredBlogComments............21
YourTurn:MeasuretheImpactofGooglePlusonYourBottomLine.............................................................................23


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MeasuringSuccesswithGoogle+
HowdoImeasuremysuccesswithGoogle+?WhatMetricsandKPI’sareavailableforthis
measurement?
Background
SometimesIfeellikeIampartofthesilentminoritywhenIsaythatIloveGoogle+,butIcan’thelpit!
Asaregularuser,IfindthatGooglePlusisthemostinnovativesocialnetworkinexistencetodayand
theexperiencejustkeepsongettingbetter.MyfavoritepartofG+isthetransparencythatyoucan
gainintotheactivitysurroundingyourposts.Thistransparencycombinedwithahostoftoolsprovided
byGoogletoanalyzeactivitycreatesanopportunitytomeasuresocialnetworkactivityinawaythat
hasneverbeenavailabletowebsiteowners.
ButhowdoyougetstartedandhowdoesonekeepupwithalloftheadvancesinGoogle+
measurement?Thispostisagreatstartingpoint,becauseitwillintroduceyouto:
• Acomprehensive360viewofwhatyoucanmeasureinGoogle+,including:
o MeasuringActivityWithinGooglePlus
o MeasuringActivitySurroundingYourWebsiteinGooglePlus
o MeasuringActivityOnYourWebsiteDrivenbyGooglePlus
o MeasuringtheImpactofGooglePlusonYourBottomLine
• 14ActivitiesYouCanMeasurefromGooglePlus
• 26MetricsYouNeedtoPayAttentionTo
• 10KPIsThatYouCanUseforYourOwnMeasurement
• Linksto31resourcesyoucanreferenceatyourconvenience
ThisguidewascreatedbecauseIhaveyettoseeacomprehensivelistingofthemeasurement
capabilitiesavailableinGooglePlus–andtherearesomanyreportingfeatures,metricsandultimately
KPIsthatacomprehensiveguideisneededtoconsolidateourknowledgeintooneplace.
Asyoureadthisdocument,youmayfindthatsomeoftheconceptscoveredherehavebeenaround
foraslongasGoogle+hasbeenavailable,whileothersmaybeentirelynewtoyou.Mygoalisto
-3–

provideacomprehensiveguidethatwillliveonintothefutureandgrowasGoogle+addsmore
featuresandwaystomeasureperformance.
PleasenotethatmanyofthesemetricsareequallyvaluableforbothyourindividualGoogle+account
aswellasyourGoogle+businesspage.Forthosefeaturesthatareonlyavailableforindividualsor
businesses,Ihavedistinguishedbelow.
MeasuringActivityWithinGooglePlus
AtthispointinthedevelopmentofGooglePlus,themetricsavailablewithinGoogle+arefairly
straightforward.Thesesurfacelevelmetricshelpusersunderstandwheretheystackupvs.the
competitionandalsogiveindicatorsforhowwelltheyareengagingwiththeiraudience.
WhenreviewingyouractivityinGooglePlus,besuretopayattentiontothefollowingmetrics,KPI's
andtacticstocontinuetoimproveyourresults.
1)WhohasYouinGooglePlusCircles?

ThisisprobablythemostbasicunitofmeasurementinGoogle+,butitalsoprovidesimportant
informationthatmaybeworthnoting.ThenumbertimesthataGoogle+profileshowsupinacircleis
anindicatorofhowengagedaprofileiswiththeGoogle+network.Whilequantitydoesnotnecessarily
trumpqualityonGoogle+,youcanbeassuredthatprofileswithahundredthousandfollowerswillsee
moreengagementthanthosewith100followers.
WhyCirclesareImportant
Google+userswillonlyseeyourpostsaftertheyproactivelyaddyoutooneoftheircircles.Themore
timesthatyourprofileshowsupincircles,thegreaterthechanceofyourpostsbeingnoticedbyan
audience.Inaddition,beinginalargenumberofcirclesonGoogle+willgiveyourprofileahigher
PageRankwithGoogle.ThisprovidestremendousSEObenefitstopagesthataresharedbyaGoogle+
profilethathasachievedahighPageRankthroughcontinuousengagement.
-4–

MetricsAvailable
• TotalCircleFollowers
• PageRankofyourGoogle+Page
KPI
• TotalCircles>1,000:WhenIwasfirstgettingstartedwithGooglePlus,Isetagoaltobe
followedby1,000people.NowthatIhavehitthatgoalandcrossedthe2,000circlesmark,my
goalistoreach5,000circles.
TacticsforReachingGoals
ThereareseveralthingsthatyoucandotoincreaseyourcirclecountonGoogle+.Thesimplestformis
tointeractwithpeoplewhoarealreadyonGoogle+.Youcanmentionsomeoneusinga+signonyour
posts,givetheirpostsa+1,comment,etc.Enoughactivitywillhelpgrowyourcirclecountorganically.
Youcanalsoworkoncreatingsharedcirclesthatlistseveralpeoplewhosharethingsincommonwith
yourprofileandpromotethesharedcircletoyourpeers.Whendoneright,thesharedcirclewillbere-
sharedbymanyandmass-followedbyevenmore.
Lastly,youcangainseveralfollowersifyoutalkaboutGoogle+inyourposts!Thatiswhathasgained
methemostfollowersrecently.PeopleonGoogle+lovetoreadcontentaboutGoogle+.
ResourcesforCountingCircles
CircleCounttracksmostfollowedprofilesandpages,aswellasengagementwithcontent.
TheirChromeextensionisalsoquitehandy.CheckthePageRankofyourGoogle+profile
withprchecker.net.
2)EngagementwithYourGooglePlusPosts
EachtimeyoupostsomethingonGoogle+,thegoalismostlikelytogetvisitorstoengagewiththe
contentthatisposted.Thesimplestformofinteractionwithapostistogiveita+1whenyoulikethe
contentthatyousee.
Whenyoureallylikethecontentandwanttosharewithyourcircles,youusethesharebutton.When
severalotherpeoplebegintoshareyourGoogle+post,westarttoseearippleeffect,whichhelpsyour
postspreadtobroaderaudiencesthanyoucouldeverimagineonyourown(moreonripplesshortly).
Engagingcontentalsotendstodrawmorecommentsfrompeoplewhoread.Thiscanbeanything
fromcontinueddiscussionaboutthepost,questionsandclarificationsorconstructivecriticism.
-5–

Viewingpostengagementisveryeasy.Atthebottomofeachpost,youcanseehowmanypeoplehave
givenita+1aswellashowmanytimesitwassharedbyothers.Inaddition,commentsaredisplayed
directlybelowthepost.

Toviewallpostactivityinonehandyplace,youcanalsoclickonaviewpostactivitylinktoanypost.

-6–

WhyEngagementMetricsareImportant
InteractionwithyourGoogle+postsishowyourcontentgetsnoticed.Postswithmany+1's,Shares
andCommentshaveamuchgreaterchanceofbeingdiscoveredbyotherGoogle+users.Thisishowa
postgoesfrombeinglostintheshuffletoreceivinghundredsofinteractions.
MetricsAvailable
• Total+1's
• TotalShares
• TotalComments
• TotalEngagement(combining+1's,SharesandComments)
KPI
• TotalEngagementof5ActionsPerPost:AgoodKPIforstartersistoaverage5or10total
engagementsperpost.Somepostswillreceivenoengagement,whileothersmayreceive100+
engagementactions,solookingattheaveragewillhelpkeepyousanewhenyourpostsdon't
workaswellasyouhadhoped.
TacticsforReachingGoals
LearnfromotherswhoaredoingGoogle+properlyandseewhatmakesthemengaging.Photosare
oftenthemostengagingcontentonGoogle+becauseoftheirprominenceinthenewsfeed.Eyesare
automaticallydrawntoimageswheneverythingelsethatyouseeistextbasedcontent.
IwillbehonestandsaythatmostofwhatIpostonGoogle+hasminimalengagement(lessthan5total
engagements).ThenIwillhavesomepoststhatreceive1,000+engagementstosignificantlyimpactmy
average.
Self-promotionisoftennecessaryforincreasingengagementonyourposts.Ipersonallytrytospenda
proportionateamountoftimepromotingcontentasIdidcreatingthiscontent.Forexample,ifIspend
40+hoursonapostorcasestudy,ItrytomakesurenostoneisuncoveredwhenIshareonGoogle+.
Forcontentthattakeslesstimetocreate,Ispendlesseffortpromoting.
ResourcesforGoogle+Engagement
StartwithreadingHowtoGrowYourGoogle+EngagementfromSocialMediaExaminerandthenstudy
thelistofPeoplewithHighlyEngagedContentonGoogle+fromCircleCount.

-7–

3)FindingRipplesinGooglePlus

OneoftheoriginalkillerfeaturesofGoogle+wastheabilitytoview"ripples"ofpublicactivity
surroundingaGoogle+post.WhenapostbecomespopularinGoogle+,it'snotonlysharedbythe
originalcontentpublisher,butalsoripplestomanymoreindividuals.Inmanycasesthesepeoplehave
evenlargernetworksthatthecontentpublisheranddrawmoreattentionthepostthroughtheir
influence.
YoucanuseGoogle+Ripplestolearnwhohasbeeninfluentialinpromotingyourpostandthankthem
fortheirhelp.Youmayevenbeabletonetworkwiththemtopromotefuturepostsofasimilartopic,
knowingthattheyarebothinfluentialandwillingtosharegreatcontent.
It'sworthnotingthatIhavefoundtheviewingofripplestobeimperfect.Theexampleaboveisfrom
whenIsharedmyGoogle+andSearchRankingscasestudyanddoesnotincludemanyofthepublic
sharesIreceivedfromotherinfluencersonGoogle+.ThisiswhyIrecommendusingRipplesmainlyasa
discoverytoolandnotasareportingtool.
-8–

WhyRipplesareImportant
Whileweallhavetheoriesastowhatmakesapostgo"viral"andwhoisan"influencer"onour
content,rarelydowehavemorethananecdotalevidencetoproveourpoint.WithRipples,wecan
viewexactlywhowasinfluentialinmakingourcontentspreadacrossthenetwork.Forexample,thisis
howIpersonallydiscoveredtheprofilesofseveralinfluencerswhohelpedoneofmypostsgoviral.

Behindeachlargeripplethatspreadsyourcontentyoucanseethenameofthepersonwhooriginally
sharedthecontentaswellasthecommenttheyusedwhilesharingthecontent.Evenbetter,youcan
viewtheirentirepostandevenseethereactionsandcommentsthatitgenerates.Forexample,whenI
clickonthesharefrom+RandWilson,IcanseethathisshareoftheURLgeneratedfarmoreshares
thanmyoriginalcommentandalsostartedalivelyconversationaboutthetopic.
-9–

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