There are various approaches to social segmentation. This lesson will show several ways in which analytics can reveal social segments.
- [Instructor] Social segmentation is becoming more important as we track our efforts and results with key social media channels and also as we measure our performance on fostering social media platforms. So let's use an example of a business who intends to allocate a budget towards social media advertising. But first, they want to view visitors of each social network as a segment, in order to determine which segment is already popular with their users. So I'm going to walk you through a few ideas here that you can try out yourself in Google Analytics.
So first of all, we would bring up our Google Analytic account, and we would set it for whichever period we would like to measure, and we're going to set it on Audience and Overview. So that'll be the starting point here. So now what we want is to bring up standard segments that can be an option to apply, so you're going to either have to spend some time creating the segment that you want to apply, or you can just import a segment that another user already created, and that's probably what I'm going to do here.
So if we head up to Segments and I click on that segment, I already have a segment set up that is called All Social Media Visits, so let me just find that. I will type social, and there is the segment that we created. Now you will see, if I mouse over it, it will show you what you have to do when you set up the segment yourself. You will specify at the source that the source needs to contain the name of various social media channels.
So that's how it is set up. So it has been set up, I'm selecting that segment now, and I click on Apply. I will just give Google Analytics a second. And it applied the segment for us now. So now immediately we can see that the data becomes available for the overall segment, which combines all of the social media channels that were specified in that segment. Now this is useful to start out from the perspective of obtaining an overview, but I'm sure you'll agree with me that this is not yet resolving our data need.
To me, this is just a broad overview and not yet a highly effective method, so what else can we do now to zoom into this data more? Let's head over to the Acquisition tab. So we scroll down on the left towards Acquisition. Now under Acquisition, if you scroll down a little bit, you'll see Social. You'll click on Social, and let's just pull up an overview of our social traffic. Now we scroll down a bit, and here you will see Google actually apply the segments automatically, and filtered down all the data of what Google itself would consider to be the key social media channels.
And so here we can see that we've got Facebook first, LinkedIn second, Pinterest and so forth. So now it becomes a bit more clearer what is happening in the account from a social perspective. Now to know how this all happened on the website of the client, we're going to click on Landing Pages. And this is pretty cool because now you can still see the overall traffic presented as a graph versus your social segments of traffic.
And if you scroll down, we can see here how the traffic, the social traffic particularly, how it played out on our landing pages. Now what you can do at this point in time is you can undo the segment that we added earlier. So we'll remove that segment now. And now we scroll down. We're going to add a secondary dimension here. So secondary dimension, and again, Acqusition and Source.
This will make the data pretty interesting. So now if you scroll down, you can compare the most popular landing pages from a social perspective and see which one of the sources were responsible for the traffic. Now for a large website at this point in time, I think that your segmentation task only started now because the next step would be to head up to the export area and to grab a CSV file or an Excel file, and to start sorting through the data file, we'll head over to Export, and I would grab either the CSV or the Excel file late.
If then we evaluate larger sets of data in Excel, it is much easier to find what we need. Now finally, there is also a user flow segment here that you can work with, that's really useful. So if I click on User Flow, you can see the segmented view for each social channel and this can of course be explored further by mousing over various visual elements of the data that you can see here.
- The difference between planned and retroactive segmentation
- Setting up segments for testing in Google Analytics
- Using demographic segmentation to plan future advertising
- Testing the popularity of website content with behavioral segmentation
- How analytics reveal social segments
- Testing segment conversion rate and performance
- Achieving segmentation with conversion segments within multichannel funnels
- The differences between multivariate and A/B testing
- Creating a digital marketing report