Social Sharing and Tracking in CV3
I don’t need to tell you how many people experience the web primarily through social networks. Facebook reports that there are 750 million active users and 50% of them login to Facebook on any given day. (http://www.facebook.com/press/info.php?statistics) The average user has 130 friends. How can you as an eCommerce retailer is to find ways to get these users to tell their social networks about you?
For this week’s post I sat with Deb Brisson to learn about the integration work she has done to integrate social sharing icons on CV3 shopping carts. She reviews the latest development for integrating Twitter Tweet, Google Plus 1, Facebook Like , and Facebook Send buttons on CV3 product pages. The integrations can be tracked with Google Analytics to provide information on which social buttons are being clicked, on which pages, when and by what sort of site visitor.
Eric: Can you give a 30 second summary of the Social Sharing and Tracking functionality you’ve developed?
Deb: We figured out an efficient way to get “social share” buttons on CV3 product pages and to integrate click data on these buttons into Google Analytics.
Deb: There are a lot of people who share everything with their friends. We wanted to find a way to make that easy.
Deb: The power of social is that the interaction promotes the product and company to the person’s friends. It’s free advertising. It’s especially valuable advertising too, since the advertisement comes from a trusted source – a person’s friend.
Eric: Can we look at an example?
Deb: Here’s an example of what we did for April Cornell (http://www.aprilcornell.com/). April Cornell does Facebook, Twitter and Google Plus One, so we added the icons on their product pages.
Eric: OK. Let’s look at the Facebook “Like”.
Deb: OK, if I click on that. I get a little popup.
I type in what I want to say and submit.
Eric: That was easy.
Deb: You’re a shill, but yes.
Eric: Now, since we are Facebook friends, let me see. Yes, there it is on my stream. “Deb Brisson likes the Vintage Harvest Tablecloth.” I never knew.
Deb: This is the sort of thing that I would do around the holidays or … ahem…, my upcoming birthday.
Eric: Ah… I get it.
Deb: As part of setup we define the little blurb that goes with the comment that will get posted on Facebook.
Deb: Now let me show the cool part on Analytics. I can go into Google Analytics and, since we have tagged each of the icons with a distinct “event” label, I can see what buttons got clicked.
And on what pages
We integrate with Facebook and Twitter APIs too and can show, for example, not only that the Twitter Tweet link was clicked, but that a tweet was actually sent.
Eric: Once the data is in GA as an event, you can slice and dice as you want in terms of time periods, user types, etc.
Deb: Of course. You can use all of the tools of GA. You can use “Secondary Dimensions” in the reports or advance searches to dissect the user data.
Eric: “Advanced Segments” in the old interface.
Deb: Yes, if you’re still using that.
Eric: How well is it working?
Deb: We just launched. Stay tuned.
Eric: Well it looks like a good launch with the right set of features. It looks easy to use and I like the visibility you get. I’ll check back later to see how the data looks.
Deb: Sounds good. One last point: It’s pretty configurable about how you deploy it, i.e. which buttons and where on the page they go.
Eric: Any caveats? What is required and what does it cost to do?
Deb: Caveats: You need to have accounts on the social networks for the icons you want to support, i.e. a Facebook account, a Twitter account, etc. For the analytics, you need to have the Asynchronous Google Snippets to support the event labels. Without those, the icons would still work, but the tracking won’t be as robust.
Eric: OK. Costs?
Deb: Between $500 and $750 depending on the features included and the current tags on the site.
Eric: Nice. Thanks, Deb.
Deb: No problem. At your service.