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Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02 Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02 Document Transcript

  • 04MeasuringSocial Media forCustomer RetentionBy: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 04 Measuring Social Media for Customer RetentionIntroductionIncreasingly, we’re seeing case studies of brands who use socialmedia to help develop better relationships with their customers. Socialmedia pioneers recognized early on that social media has the ability toprovide answers to customers in real-time to mitigate problems anddiscontent. The challenge is in measuring what impact social mediahas on customer relationships. From a measurement perspective,customer service has a long-standing history of metrics that areused to evaluate performance based on operational objectives. Now,social media marketers with increased social media budgets1 needto provide accountability for social media dollars and show howsocial media performs against the bottom line. Recently Bazaarvoicehard ROI this year. 1 Marketing Sherpa released a report that showed that 53% of marketers said their budgets in social media increased for 2011. www.hootsuite.com www.fullfrontalroi.com 1
  • IntroductionFor marketers, this signals a need to change the social mediameasurement dialogue from fans and followers to true businessmetrics which show our impact on customer retention. This WhitePaper will show how to leverage existing metrics and build astrategy for a more robust customer service report that includessocial media tactics.HootSuite released Custom Social Analytics Reports within thedashboard to help marketers and businesses understand the metrics,of their social media campaigns. This platform provides a streamlinedview of social media performance for your business. Beyond theAnalytics from HootSuite can be tailored to provide a granular analysisof campaign elements, regional and demographic diagnostics, or anoverview of all social channels. These metrics combined with basicexecutive measurement philosophies result in a powerful indication ofwhat is and isn’t working in your social media strategy, giving you theability to adjust and increase value for your organization. www.hootsuite.com www.fullfrontalroi.com 2
  • 04 Measuring Social Media for Customer RetentionReview of CoreMeasurementPhilosophiesExecutives want to understand how social media delivers value to thebottom line. Unfortunately, the new language of social media metricscompare with traditional marketing channels. To translate social mediainto commonly used metrics, you need to convert social metrics tosales, revenue and cost.measurement for ROI. We will focus on showing how your strategyof customer retention is delivering more than your executive team orclients realize.Papers, An Introduction to Social Media Measurement with HootSuite,Applying Social Media to the Sales Funnel and Measuring SocialMedia for Brand Awarenessthe conversation with your executive team. www.hootsuite.com www.fullfrontalroi.com 3
  • 04 Measuring Social Media for Customer RetentionUnderstandingWhere CustomerRetention FitsThe business case for great customer service is consistent acrossmost organizations; it is less expensive to keep your existingcustomers than it is to cultivate new ones. The cost to acquire newcustomers is high and the value in keeping them is even higher.Social media provides us with a valuable forum for connecting andresponding to customers in real-time, extending the customer serviceexperience and providing us with the opportunity to immediatelyaddress customer complaints or misconceptions posted online, asthese may not necessarily make it to your company through traditionalchannels. This allows your company to participate in conversationsabout your brand, products or services, giving you the opportunity toaddress negative perceptions and illuminate positive ones.As you can see in the graphic above, customer retention is a resultof follow-up marketing efforts after a sale is completed, thus cyclingcustomers back into the top of the sales funnel. It is what we do to www.hootsuite.com www.fullfrontalroi.comattract our customers and keep them coming back. 4
  • 04 Measuring Social Media for Customer RetentionMeasuring CustomerRevenue There is a tremendousWhile new customers are often the focus of marketing efforts, existing revenue growthcustomers offer a great opportunity to increase revenue for your opportunity with yourorganization. There are two ways companies can increase revenue existing customers. Oftenfrom existing customers each year: we try to locate “new” sources for revenue and fail to see that most revenue 1. Increase the amount customers spend at each transaction growth goals could be 2. Increase the frequency of purchases made by each customer met if we maximized the potential of getting our existing customers to spend more with us.These two methods are straightforward for companies who selltangible products. For service providers they can be viewed as the — Nichole Kellynumber of hours contracted and the rate billed for those hours.For those providing a recurring service for a monthly fee we wouldlook at upgrade or add-on options and renewal rates. This thinkingspearheaded marketing innovations like loyalty programs andcustomer-based email marketing programs and can easily transitioninto social media.customers spend more — is it your social media customers or thosefrom traditional channels?In order to show how social media contributes, you’ll need tocompare social media customers against a control group who haven’tinteracted with your social channels. www.hootsuite.com www.fullfrontalroi.com 5
  • Measuring Customer RevenueThese metrics will provide insight into the buying habits of socialmedia customers: Average revenue per Average transactions customer per customer Average cost per saleHowever, the conversation is not only about increased revenue, it is alsoThe next section, Measuring Customer Loyalty, will go into further detailon this subject. www.hootsuite.com www.fullfrontalroi.com 6
  • 04 Measuring Social Media for Customer RetentionMeasuring CustomerLoyaltyHow can you tell if social media customers are more loyal than othercustomers? Utilizing customer satisfaction surveys to measure loyaltyis one option. While customer surveys may provide some insight,you learn only what the customer wants to tell you about his or herpurchase, which may not indicate that customer’s loyalty to yourbrand. It’s ideal to use surveys as directional data and rely on hardnumbers for decision making data.It is actually fairly easy to measure customer loyalty based on behaviorafter the sale. The revenue metrics shown in the previous section arealso measures of loyalty. If the customer continues to spend moneywith your organization, it is clear that they are showing loyalty andchoosing you time and time again over your competition.These begin with the frequency of customer engagement online and Average number of website visits Average time on site Average number of Customer website referrals per retention rate customer Average number of online mentions per Lifetime value of a customer social media customer www.hootsuite.com www.fullfrontalroi.com 7
  • Measuring Customer LoyaltyBeing able to show that customers who interact with you throughsocial media have higher retention, greater lifetime value and morereferrals will give you the business case you need to increase socialmarketing outreach and encourage customers to use social media fortheir service related questions. TIP: It is critical to set up a control group of non-social media users and compare them to your social media users so you can accurately determine incremental gains that can be isolated against all other customer service factors www.hootsuite.com www.fullfrontalroi.com 8
  • 04 Measuring Social Media for Customer RetentionMeasuringOrganizational ImpactThe methods of providing customer service vary drastically from oneorganization to the next, but there are a few commonalities we canreview in order to discuss the impact of social media.Many organizations operate a call center to manage customer servicerequests. In order to show social media’s role in assisting a call center,here are a few measurements that social media has an impact on: Cost per customer Percentage of issues serviced Cost per resolution resolved online versus Rate of complaints Cancellation rate Rate of online self-service Average number of Average time to reported issues per resolution customerAgain, the key to understanding these metrics is in the comparisonof customers who have interacted with the social media team againstthose who haven’t. Essentially, we want to take core operationalmetrics that are used to gauge the effectiveness of your call centerand compare them to social media. Regardless of your customerservice set up these metrics can be used to illustrate everything fromphone support to chat support and most types of support in between. www.hootsuite.com www.fullfrontalroi.com 9
  • Measuring Organizational ImpactThe purpose of this measurement is to determine if customer servicevia social media channels reduces cost and leads to faster resolutionthan traditional customer service methods; you want to show howsocial media helps the organization decrease overall operationalsupport costs. www.hootsuite.com www.fullfrontalroi.com 10
  • 04 Measuring Social Media for Customer RetentionSummaryMeasuring social media’s impact on customer retention is a long-term strategy — it requires measurement over time to properly HootSuite Socialdemonstrate its impact. Building a framework now will set the Analytics provide aprocess in motion so soon you will be able to monitor your progress new level of insightand deliver a business case for how social media contributes to on the impact ofthe bottom-line. Social media can be a great channel to expand social media on yourcustomer service touch points and lower customer service costs. business, providingThe challenge for marketers is to make it a core function of the deep decision-makingcustomer service team rather than a task to be managed by a select metrics beyond fansgroup of individuals in order to scale with demand. We’ve seen that and followers to helpsocial media customers are more likely to be loyal, evangelize more you evaluate your strategies. !"#$%&()%#%&)"*+(,#-%.+*$&)(%()$)#$,#/%01).2% +$%$1)%3+44%3(#$"4%567%*.,"4%&)8,"%&)"*+()&)#$%9$% ."&:%.+(*)%;<%=$):*%>(%?)"*+(,#-%0+*$&)(%5)$)#$,#@% A,$1%B)(%CD%:"-)*%>%*$):%9E%*$):%,#*$(+.$,#*%>(% .44).$,#-%.+*$&)(%()$)#$,#%8"$"F%1"#8*G#%".$,B,$,)*% "#8%A(2*1))$*%"$%1$$:HII>+44>(#$"4(,J.&I*.,"4G&)8,"G &)"*+()&)#$G9$."&:IJThis white paper is the fourth in a series dedicated to understandingsocial media measurement. An Introduction to Social MediaMeasurement with HootSuite, Applying Social Media to the SalesFunnel and Measuring Social Media for Brand Awareness began theMedia for Lead Generation. The entire series includes tutorials for how www.hootsuite.com www.fullfrontalroi.comyou can use HootSuite to accomplish these measurement strategies. 11
  • About HootSuiteKA%K$=+,$)%0"#%K)4:%HootSuite’s new social analytics dashboard can help you get there.Check out these How-To guides so you can start gathering themetrics you need to apply these measurement strategies. 01. How-To Integrate Google Analytics and HootSuite 02. How-To Add Google Analytics to your web site 03. How-To Add Goal Tracking and Campaigns to Google Analytics 04. How-To Shorten URLs in HootSuite and Append Campaigns 05. Creating a Custom Social Analytics Overview Report Free! 30 Day trial of HootSuite ProL9+$%K$=+,$) Try HootSuite Pro free for 30HootSuite helps consumer brands, global enterprises, SMBs and days and get unlimited Socialagencies spread messages, monitor conversations and track results Analytics reports. Visit: http://hootsuite.com/Pro toacross multiple networks from one centralized dashboard. sign up today.Using HootSuite’s business focused tool set, teams can Or, book a demo of HootSuitecollaboratively schedule updates to Twitter, Facebook, LinkedIn, Enterprise, visit http://WordPress and other social networks securely via web, desktop hootsuite.com/enterprise toor mobile platforms. HootSuite clients track campaign results and fill out a request.industry trends to rapidly adjust engagement tactics and increasesocial media ROI. www.hootsuite.com www.fullfrontalroi.com 12
  • About Nichole KellyL9+$%M,.14)%N)44ENichole Kelly is a social media measurement coach and the publisherof FullFrontalROI.com. After 12 years in corporate marketing creatingaccountable marketing teams, she used her talents to create asystematic way to measure social media and put it into the context ofwhere it is delivering value to your organization and show bottom-lineROI. She has found that most marketers have the measurement toolsthey need and with the right language and the right strategy to put thepieces together, they can deliver results. Nichole Kelly - Social Media Measurement Coach www.hootsuite.com www.fullfrontalroi.com 13
  • 01 HOW- TOOverview ofSocial Reportingwith HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 01 HOW-TO Overview of Social Reporting with HootSuiteOverview of Social Reporting with HootSuite Social AnalyticsHootSuiteIt’s important for marketers to show how social media activities are HootSuite’s Social Analytics capabilities allow businesses andimpacting corporate goals. To answer this need HootSuite launched organizations to customize socialCustom Social Analytics to track and measure activities across various media reports and measure allsocial networks against website conversions. The reporting suite aspects of social initiatives – fromcombines the power of Ow.ly statistics with Google Analytics and granular campaign elements to an overview of entire campaigns.Facebook Insights to provide information on almost all social activitieswithout leaving the HootSuite dashboard. This level of insight provides Social Analytics includes overmarketers with the overviews they need to truly understand the value 30 report metrics – includingof their online efforts. Google Analytics and Facebook Insights – each of which can be plugged into dynamic reports toThis How-To guide is one of many that demonstrate the enhanced share with team members, clientsreporting and measurement tools in the HootSuite dashboard. and colleagues on a daily, weekly or monthly basis.identifying revenue sources. To learn more about usingWithin HootSuite’s native Social Analytics Reports you can select the HootSuite Social Analytics, including how to access thepre-made Google Analytics Report Template or plug individual Google reports from the dashboard, visitAnalytics modules into a custom report. Both give you the statistics http://hootsuite.com/social-you need to accurately analyze social media engagement against analyticsThe following Google Analytics features are built into HootSuite fororganizations to measure and share results without leavingthe dashboard: www.hootsuite.com www.fullfrontalroi.com 1
  • 01 HOW-TO Overview of Social Reporting with HootSuiteTwitter to Web Conversion - Measure theeffectiveness of tactics on the front-line and To find out more aboutsee immediately which messages resonate integrating Google Analytics with your campaigns, you can read our next How -To documentapproach accordingly. entitled How -To Integrate Google Analytics and HootSuite.Spark Lines: A statistical overview toquickly see how campaign elements areareas that need the most attention. Learn which areasproduce campaign results so you can geo-target your outreach. In addition to the Google Analytics Reports, HootSuite also provides Ow.ly stats, to show summary and individual click statistics from URLs shortened inTop Content: Measure page view HootSuite, and Facebook Insightsstatistics – including absolute and relative which monitor activity on yourpercentages – to determine which content Facebook Page including dailybest attracts audience. “Likes”, posts, demographics and more. Together, these reports give you an end-to-end picture of your social e orts. Determine which channelsefforts using the Top Referrer report inGoogle Analytics. www.hootsuite.com www.fullfrontalroi.com 2
  • 01 HOW-TO Overview of Social Reporting with HootSuite About HootSuiteLearn MoreThere are additional articles available to help your team utilize the HootSuite helps consumerenhanced features in the HootSuite dashboard: brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple How-To Add Google Analytics to your Web Site networks from a centralized web or mobile dashboard. How-To Add Goal Tracking and Campaigns to Google Analytics How-To Shorten URLs in HootSuite and Append Campaigns Using the native business- Creating a Custom Social Analytics Overview Report focused tool set, HootSuite clients track campaign resultsGetting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI.HootSuite has two business-level plans available for teams engagingin social media campaigns and tactics to improve their business – Pro More Resourcesand Enterprise. There are a number of ways to use the advanced, business- savvy tools in the HootSuitea demo from an Account Executive. dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info Sheets and White Papers which explore ways these features can be applied in the workplace. www.hootsuite.com www.fullfrontalroi.com 3
  • 02 HOW- TOIntegrateGoogle Analyticsand HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 02 HOW-TO Integrate Google Analytics and HootSuiteThe Value of Integrating Google HootSuite Social AnalyticsAnalyticsMarketers want to understand whether or not social media activities HootSuite’s Social Analytics capabilities allow businesses and organizations to customize socialand conversion activities. By integrating Google Analytics into a site’s media reports and measure all aspects of social initiatives – frommanagers can truly understand how outreach translates into results. granular campaign elements to an overview of all activities.This document will demonstrate how you can add Google Analytics to Social Analytics includes overyour website. 30 report metrics – including Google Analytics and Facebook Insights – each of which can beHow to Add Google Analytics to Your plugged into dynamic reports toWebsite share with team members, clients and colleagues on a daily, weekly or monthly basis.By adding Google Analytics to your website and HootSuiteaccount using your website’s URL(s) at http://google.com/analytics.additional resources: How does campaign tracking work? How do I tag my links?1. www.hootsuite.com www.fullfrontalroi.com
  • 02 HOW-TO Integrate Google Analytics and HootSuite2. To learn more about using requesting permission to access your Google account.” Select HootSuite Social Analytics, including how to access the reports from the dashboard, an active Google Analytics account. When you’ve selected the visit http://hootsuite.com/ social-analytics3.Now you can access Google Analytics without leaving the HootSuitedashboard. The next step is to add goal tracking and campaigns. Overviewof Social Reporting with HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 02 HOW-TO Integrate Google Analytics and HootSuite About HootSuiteLearn MoreThere are additional articles available to help your team utilize the HootSuite helps consumerenhanced features in HootSuite dashboard: brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple networks from a centralized web or mobile dashboard. Using the native business- focused tool set, HootSuite clients track campaign resultsGetting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI.in social media campaigns and tactics to improve their business – Pro More Resourcesand Enterprise. There are a number of ways to use the advanced, business- savvy tools in the HootSuitea demo from an Account Executive. dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info Sheets and White Papers which explore ways these features can be applied in the workplace. www.hootsuite.com www.fullfrontalroi.com
  • 03 HOW- TOAdd Goal Trackingand Campaigns toGoogle Analytics www.hootsuite.com www.fullfrontalroi.com
  • 03 HOW-TO Add Goal Tracking and Campaigns to Google AnalyticsGoal Tracking for End to End HootSuite Social AnalyticsReporting CapabilityShow how social activities contribute to corporate goals. By utilizing HootSuite’s Social Analytics capabilities allow businesses andthe combination of Ow.ly URLs, campaign tracking, Facebook organizations to customize socialInsights, and Google Analytics you can accurately report on the media reports and measure allresults of your efforts. To enhance Google Analytics reporting, add aspects of social initiatives – from granular campaign elements to an overview of entire campaigns.converting, giving you an end-to-end view of what is happening to Social Analytics includes over 30 report metrics – includingHow to Add Goal Tracking and Google Analytics and Facebook Insights – each of which can beCampaigns to Google Analytics plugged into dynamic reports to share with team members, clientsAdding Goal tracking to your Google Analytics campaign will provide and colleagues on a daily, weekly or monthly basis.accurate conversion numbers from the links you create in HootSuite.You can track visitors from the source, such as a Tweet or FacebookPage link, to sign-ups or transactions on your site.To begin, sign in to your Google Analytics account at http://www.google.com/analytics/Remember to enter goal names so you can easily identify each onein your reports. For more detailed information, visit these Google To learn more about usingAnalytics pages: HootSuite Social Analytics, including how to access the reports from the dashboard, visit How do I set up goals and funnels? http://hootsuite.com/social- How does campaign tracking work? analytics Here are some recommendations for getting started with Goal Tracking:1. Decide one of the three types of goals you want: URL Destination, Time on Site, or Pages/Visit, and add the conversion code to the www.hootsuite.com www.fullfrontalroi.com pages you’ll be tracking conversions from. 1
  • 03 HOW-TO Add Goal Tracking and Campaigns to Google Analytics2. For tracking Lead Forms, it’s best to select the thank you page that follows once customers enter information. This provides clear conversion numbers because visitors will only land on this page if they clicked submit. This thank you page will need the code provided in Google when you set up the goal.3. To report on drop off, set the goal and put the code on the landing page as well as the thank you page. This will show you your funnel, and where you’re losing customers, allowing you to pinpoint areas and hopefully draw more of your audience further down the funnel.Be sure to tag Tweets and status updates with campaign URLs toSocial Analytics.These are the three levels of variables recommended for social mediaOnce you’ve completed these steps, add your campaign to yourshortened Ow.ly links using custom parameters for Google Analytics.To learn more about this step, view our How-To document entitledHow-To Shorten URLs in HootSuite and Append Campaigns. www.hootsuite.com www.fullfrontalroi.com 2
  • 03 HOW-TO Add Goal Tracking and Campaigns to Google Analytics About HootSuiteLearn MoreThere are additional articles available to help your team utilize the HootSuite helps consumerenhanced features in HootSuite dashboard: brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple How-To Add Google Analytics to your Web Site networks from a centralized web or mobile dashboard. How-To Add Goal Tracking and Campaigns to Google Analytics How-To Shorten URLs in HootSuite and Append Campaigns Using the native business- Creating a Custom Social Analytics Overview Report focused tool set, HootSuite clients track campaign resultsGetting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI.HootSuite has two business-level plans available for teams engagingin social media campaigns and tactics to improve their business – Pro More Resourcesand Enterprise.Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for There are a number of ways to use the advanced, business-Enterprises or larger teams, visit HootSuite.com/Enterprise to request savvy tools in the HootSuite dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info Sheets and White Papers which explore ways these features can be applied in the workplace. www.hootsuite.com www.fullfrontalroi.com 3
  • 04 HOW- TOShorten URLs inHootSuite and AppendCampaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 04 HOW-TO Shorten URLS in HootSuite and Append Campaign ParametersWhy Campaign Tracking is Critical to HootSuite Social AnalyticsSocial ReportingIt’s important to understand how social media campaigns impact HootSuite’s Social Analytics capabilities allow businessescompany goals. Utilizing the Google Analytics integration with and organizations to customizeHootSuite will give insight and data on campaign success, from Tweet social media reports andto sale. Marketers can add Google Analytics campaign parameters measure all aspects of socialto each custom shortened Ow.ly URL within HootSuite in order to initiatives – from granular campaign elements to andetermine which social activities are driving web conversions. overview of all activities.This How-To guide will demonstrate how to add campaign tracking to The Social Analytic reportsOw.ly URLs. include over 30 individual report modules for tracking and measuring success, includingShortening URLs in HootSuite free Ow.ly summary stats and Ow.ly individual click-stats so you can also see the success ofShort URLs help you share your links within space-constrained your campaigns using Ow.lymediums like Twitter or even email. Plus, by shrinking web addresses, links — HootSuite’s built-inyou can track clicks as well as referral sources and more. URL shortener.HootSuite has a number of options for shortening URLs which createa trackable link to learn which follower clicks result in conversions onyour website.“Ow.ly” is HootSuite’s custom URL shortener and is built intothe dashboard. This means a long web address like: !""#$%%&()"!*+,&-#)./+,01(%(.)!2&!3).!).)4can turn into!""#$%%50/6%2718.Along with the easy sharing by any channel, you can learn exactlyhow your link was shared, and what results it produced. www.hootsuite.com www.fullfrontalroi.com 1
  • 04 HOW-TO Shorten URLS in HootSuite and Append Campaign ParametersAppending URL ParametersAfter connecting Google Analytics to HootSuite, you can compare site To learn more about using HootSuite Social Analytics,analytics to HootSuite’s social reports at a very granular level using including how to access the reports from the dashboard, visitprovide you with three levels of tracking for each URL you shorten. http://hootsuite.com/social- analyticsHere’s how to add custom URL parameters in HootSuite:1. window called, “Add custom URL parameters.”2. Within this new window, choose to “Select a preset” of which Google Analytics is already included. Enter in the value for each unique parameter, including: utm_source = referral source (i.e. Facebook, Twitter, Linkedin etc.) utm_medium = the delivery method or social media account(Tweet, blog post, email, banner ad, or @HootSuite, @HootSuite_Help etc) utm_campaign = the campaign you’re tracking (e.g. Spring promotion, new customer discount, or general campaigns like promotion of others or promotion of self etc.)3. very long) URL will shrink to a manageable size, ready for sharing.Setting up your campaign names is something that should be donestrategically. Ideally you should create a standard methodology forcampaign naming and have a master list that all of your HootSuiteusers have access to. www.hootsuite.com www.fullfrontalroi.com 2
  • 04 HOW-TO Shorten URLS in HootSuite and Append Campaign ParametersThis will prevent different users creating different campaigns for thesame activities and diluting results.simple A/B testing.Viewing ReportsOnce your parameters are set, the Ow.ly link information will betracked in Google Analytics reports as a single line-item for eachcustom link. This saves time from manually adding data, andeliminates guesswork about campaign performance. With thismedium worked best for each campaign. This is a powerful way toimprove your tactics based on your audience’s tendencies.document www.hootsuite.com www.fullfrontalroi.com 3
  • 04 HOW-TO Shorten URLS in HootSuite and Append Campaign Parameters About HootSuiteLearn MoreThere are additional articles available to help your team utilize the HootSuite helps consumerenhanced features in HootSuite dashboard: brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple How-To Add Google Analytics to your Web Site networks from a centralized web or mobile dashboard. Using the native business- focused tool set, HootSuite clients track campaign resultsGetting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI.HootSuite has two business-level plans available for teams engagingin social media campaigns and tactics to improve their business – Pro More Resourcesand Enterprise.Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for There are a number of ways to use the advanced, business-Enterprises or larger teams, visit HootSuite.com/Enterprise to request savvy tools in the HootSuitea demo from an Account Executive. dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info Sheets and White Papers which explore ways these features can be applied in the workplace. www.hootsuite.com www.fullfrontalroi.com 4
  • 05 HOW- TOCreate A CustomSocial AnalyticsOverview Report www.hootsuite.com www.fullfrontalroi.com
  • 05 HOW-TO Create A Custom Social Analytics Overview ReportThe Power of Social Analytics HootSuite Social AnalyticsMarketers want to understand how social media efforts impact HootSuite’s Social Analyticscorporate goals. HootSuite’s Social Analytics provide the data to track capabilities allow businesses and organizations to customizeresource for the most important metrics by creating a custom report that social media reports and measure all aspects of socialcombines Ow.ly click stats, Facebook Insights, and Google Analytics. initiatives – from granular campaign elements to anThis How-To guide is one of many dedicated to teaching you how to overview of all activities.get the most out of HootSuite. The Social Analytic reports include over 30 individualCreating a Resource for Your Most report modules for tracking and measuring success, includingImportant Metrics free Ow.ly summary stats and Ow.ly individual click-stats soSocial Analytics includes over 30 report metrics – including Google you can also see the success of your campaigns using Ow.lyAnalytics and Facebook Insights – each of which can be plugged into links — HootSuite’s built-indynamic reports to share with team members, clients and colleagues URL shortener.on a daily, weekly or monthly basis.The greatest advantage of the Social Analytics reporting tools is theability to facilitate and streamline reporting actions. By setting up acustom overview report, you will have a starting point to view all ofchanges. Then, by utilizing the deeper report modules, you can divewhen you want to track your campaign results. www.hootsuite.com www.fullfrontalroi.com 1
  • 05 HOW-TO Create A Custom Social Analytics Overview Report To learn more about using!"#$%&&()*+,-./+(0*"1+.&/2(Start with a HootSuite Social Analytics,summary of Facebook Page activity during a including how to access the reports from the dashboard, visit http://hootsuite.com/social-users and increase/decrease increments. analytics!&33&4$5(0/"/+2( Track Twitter follower64738(93,#(0/"/+2 Measure the total clicksfrom all shortened links sent from a Twitter01"5(:,*$+2 View vital stats includingpage views, visitors, bounce rate etc. for an;4,//$5(/&(<$%(9&*=$5+,&*+2(See how yourdata overlaid on Google Analytics charts.;&1(9&*/$*/2(Statistics for the most www.hootsuite.com www.fullfrontalroi.com 2
  • 05 HOW-TO Create A Custom Social Analytics Overview Report About HootSuiteLearn MoreThere are additional articles available to help your team utilize the HootSuite helps consumer brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple How-To Add Google Analytics to your Web Site networks from a centralized web or mobile dashboard. How-To Add Goal Tracking and Campaigns to Google Analytics Using the native business- Creating a Custom Social Analytics Overview Report focused tool set, HootSuite clients track campaign resultsGetting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI.HootSuite has two business-level plans available for teams engagingin social media campaigns and tactics to improve their business – Pro More Resourcesand Enterprise.Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for There are a number of ways to use the advanced, business-Enterprises or larger teams, visit HootSuite.com/Enterprise to request savvy tools in the HootSuitea demo from an Account Executive. dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info HootSuite Coupon! Sheets and White Papers which explore ways these features can be applied in the workplace. Value: $25 credit towards Analytics Points Redeem code: HOOTROI Restrictions: One coupon per user Must be redeemed before October 31, 2011 You will be charged a pro-rated amount on your next billing date if you decide not to remove your analytics points. Your billing date can be found here https://hootsuite.com/billing-history. www.hootsuite.com www.fullfrontalroi.com 3