Measuring Social Media for Brand Awareness
 

Measuring Social Media for Brand Awareness

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HootSuite and Nichole Kelly present the latest White Paper in our series on measuring social media for ROI.

HootSuite and Nichole Kelly present the latest White Paper in our series on measuring social media for ROI.
This one is titled Measuring Social Media for Brand Awareness.

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Measuring Social Media for Brand Awareness Measuring Social Media for Brand Awareness Document Transcript

  • 03Measuring Social Mediafor Brand AwarenessBy: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 03 Measuring Social Media for Brand AwarenessIntroductionBrand Awareness is one of the most commonly cited goals ofmarketers today. And because social media is recognized as a cost If you can’t tie youreffective solution for generating Brand Awareness, many marketers brand awarenesssaw their social media budgets increase in 2011. Marketing Sherpa e orts to sales,released a report that showed that 53% of marketers said their revenue and cost, bebudgets in social media went up for 2011. However, delivering a prepared for somemeasured result on social media’s true value has proven to be a push back fromchallenge. According to a report from Bazaarvoice, 74% of CMOs executives.agencies committed to delivering Brand Awareness, it is even more — Nichole Kellycritical to substantiate fees by delivering results. As you build yourmeasurement strategy, it is important to recognize you may not be onthe same page as your executive team. If your plan is to use a top linereport of social metrics like fans and followers to make your case, beprepared for some push back; executives are looking for more. www.hootsuite.com www.fullfrontalroi.com 1
  • IntroductionHootSuite recognized the need for real social metrics and releasedthe new in the social mediadashboard. This platform provides a new level of insight on howsocial media impacts your business. Social Analytics provides metricsbeyond those available anywhere, like fans and followers, and givesyou metrics that help you make better decisions. These includethe number of site visits generated by social media campaignsand conversion rates from those delivered to your site from socialchannels. Combining this data with basic executive measurementphilosophies will provide concrete reports on what is and what isn’tdelivering in your social strategy. www.hootsuite.com www.fullfrontalroi.com 2
  • 03 Measuring Social Media for Brand AwarenessReview of CoreMeasurementPhilosophies An Introduction to SocialMedia Measurement with HootSuite and Applying Social Media to thewith your executive team.In brief, they provided insight on the challenge of showing how socialmedia delivers value to the bottom line; a very different conversationfrom that of social audience growth using the newly created languageof social metrics. To demonstrate the value of social media, you need totie results to the commonly used metrics of sales, revenue and cost.how deep the impact of your Brand Awareness efforts are. www.hootsuite.com www.fullfrontalroi.com 3
  • 03 Measuring Social Media for Brand AwarenessUnderstanding WhereBrand Awareness FitsBrand Awareness is a decades-old marketing challenge. It startedCoke, Pepsi, Johnson & Johnson and countless others in hundredsof different consumer product categories. Brand Awareness is still theimpetus behind much of the advertising we still see on TV today. Andwhile Brand Awareness was born out of the Business to Consumermarketing world, it is also a hugely successful initiative for Business toBusiness marketers. , we showedthat Brand Awareness is at the top of the sales funnel and generatesinterest at the highest level, providing marketers with an opportunity toturn Brand Awareness into consumer engagement and ultimately sales. www.hootsuite.com www.fullfrontalroi.com 4
  • Understanding Where Brand Awareness Fitsthat exist in order to generate more Brand Awareness; public relationsmetrics we can use to gauge its impact. Note: If your company still struggles to connect Brand Awareness campaigns to sales, you won’t be able to talk in to measure your performance and demonstrate value.At the end of the day, your goal is to measure eyeballs. You want toknow how many people you reached and their actions as a directresult of your efforts. There are four common metrics you can leverageto tell your story: Cost Per Impression Cost Per Click Cost Per Engagement Cost Per Site Visit www.hootsuite.com www.fullfrontalroi.com 5
  • 03 Measuring Social Media for Brand AwarenessMeasuring SocialMedia ExposureIn order to connect social media to public relations and advertisingyou need to establish a set of core metrics across all three marketingchannels. It’s not a perfect comparison, but it will yield data that willpaint an accurate picture of how each channel performs in relation tothe others. In taking a look at the sales funnel again, we see whichachieved with your efforts. Metrics that can be aggregated to createyour total social media exposure number are impressions, fans,followers, subscribers and any other mass “audience” you havegenerated through a social media channel. www.hootsuite.com www.fullfrontalroi.com 6
  • Measuring Social Media ExposureYou can’t necessarily guarantee all of these people saw yourrelations and print advertising standpoint this would tie into thecirculation of the publications you were mentioned in and for onlineadvertising this is shown as a metric for impressions. Note: Ideally we would be able to measure only those who actually saw your message. If you don’t have the tools to do this, then you can estimate based on audience size.Exposure Test: The language for these metrics will vary acrossthe different marketing channels. To determine if something is anexposure metric, ask yourself if a person had the potential to see yourmessage. If a person took action, like clicking on a link, or ReTweetingit, the metric should be categorized under engagement not exposure. TIP: How do you know if a metric is exposure or engagement? Ask yourself if the user had to take action for the metric to be calculated. www.hootsuite.com www.fullfrontalroi.com 7
  • 03 Measuring Social Media for Brand AwarenessMeasuring SocialMedia Influencebut it is an important metric in the sales funnel for understandingthat messaging in some way than if they had seen your messaging asa result of general exposure. These people move down one level inthe funnel.recommended your product in a blog post you would report thisreaders you estimate they typically have in a day. According toCompete.com, they have 5,008,518 site visitors a month, divided byan average of 30 days and you would use 166,950 as the numberof estimated impressions for that mention. If they Tweet the articleyou would add an additional 2,316,733 potential impressions basedon their number of followers. This level of exposure is more likely togenerate “engagement” which is the next stage in the sales funnel thecategory of Brand Awareness metrics. It’s still considered an exposureyour report. www.hootsuite.com www.fullfrontalroi.com 8
  • Measuring Social Media Influencemanually by whoever monitors your social channels. They canstatus and then have them measure your audience for mentionsabove that threshold when the mention occurs. If you don’t, thedata becomes less reliable as audience size changes over time. www.hootsuite.com www.fullfrontalroi.com 9
  • 03 Measuring Social Media for Brand AwarenessMeasuring SocialMedia EngagementEngagement is the last stage in the funnel that relates to BrandAwareness. These powerful metrics tie social media to audienceaction, demonstrating its true value. Additionally, social media offersso many ways for the audience to engage that aren’t available intraditional public relations and advertising channels, that it almostfeels unfair to compare them against each other. But that’s where thebeauty of social media really starts to shine through and the abilitysocial media channel including blogs and include them).FACEBOOK ENGAGEMENT TWITTER ENGAGEMENTNew Page LikesPosted Link Clicks Posted Link ClicksSite Visits Site VisitsComments MentionsContent LikesPhoto/Video Views Direct Messagesarticles, and letters to the editor about your story if you can get them. www.hootsuite.com www.fullfrontalroi.com 10
  • 03 Measuring Social Media for Brand AwarenessCase Study:Whistler BlackcombTo illustrate the above, here is an example from ,and Paralympic Games. They lead the industry in social media efforts.Their presence began in 2007 and they have generated over 17,000followers on Twitter and over 69,000 fans on . Amberthey are using social media, “Our goal is to drive awareness of Whistler Blackcomb and generate engagement with our audience. HootSuite helps us engage with our audience in a consistent way and measure our results.”who are responsible for monitoring and engaging in their social mediaa combination of traditional marketing channels to drive their audienceincluding public relations and advertising.Currently, each member of the marketing team is responsible toproduce reports for their executive team that shows their progress indriving Brand Awareness and skier visits.understanding where social media is delivering value to theirorganization and reporting is typically done in isolation from othermarketing activities. www.hootsuite.com www.fullfrontalroi.com 11
  • Case Study: Whistler Blackcombfound that when shown together it painted a very different picturefrom their earlier expectation about performance. As a portion of thetotal marketing budget, social media represented slightly over 1%of budget expenditures. Despite the smaller budget, the analysisshowed that social media supported Brand Awareness efforts bycontributing a 128% lift in the total number of impressions generatedthrough public relations. That is a huge lift for an effort at the scale ofimpact of social media on costs.revenue and cost. The overall analysis showed that social media Whistler Blackcomb Social Media Analysisdecreased costs in some of the company’s core metrics. The totalcost per impression decreased by 23%, cost per engagement Media:decreased by 82%, and cost per site visit decreased by 86%. Overallsocial media improved Brand Awareness efforts by generating close Generated close to 500k different formsto 500,000 different forms of audience engagement. of engagement from the audience Generated a 128% lift in total impressionsThese results clearly show how social media is contributing to the Decreased cost per impressions by 23%efforts of the entire marketing team. Social media is not an isolatedfunction within your organization. Establishing cooperation amongst Decreased cost per engagement by 82% Decreased cost per website visit by 86%to overall marketing efforts. www.hootsuite.com www.fullfrontalroi.com 12
  • 03 Measuring Social Media for Brand AwarenessSummarySocial media can greatly contribute to your overall Brand HootSuite Socialand engagement across the entire social web. As our key target Analytics provide aaudiences continue to adapt to social media channels we can new level of insightleverage our activities to show how we are contributing to public on the impact ofrelations and advertising metrics that the company already has a social media on yourhistory with, giving us a baseline for our analysis. As you build your business, providingmeasurement strategy for Brand Awareness take a look at what is deep decision-makingcurrently being reported to the executive team for public relations and metrics beyond fansadvertising and put social media into the mix to see where you are and followers to helpdelivering improvements. you evaluate your strategies.This white paper is the third in a series dedicated to understandingsocial media measurement. An Introduction to Social MediaMeasurement with HootSuite and Applying Social Media to the SalesFunnel began the series. Stay tuned for future topics: MeasuringSocial Media for Lead Generation and Measuring Social Media forCustomer Retention. The entire series will include tutorials for how youcan use HootSuite to accomplish these measurement strategies. Check out the Full Frontal ROI social media measurement boot camp course “3 Steps for Measuring Brand Awareness” with over 33 pages of step by step instructions, hands-on activities and worksheets at http:// fullfrontalroi.com/social-media-measurement-bootcamp/ www.hootsuite.com www.fullfrontalroi.com 13
  • About HootSuiteHow HootSuite Can HelpHootSuite’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. 05. Free! 30 Day trial of HootSuite ProAbout HootSuite 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 HootSuite Enterprise, visit http:// hootsuite.com/enterprise toor mobile platforms. HootSuite clients track campaign results and fill out a request. www.hootsuite.com www.fullfrontalroi.com 14
  • About Nichole KellyAbout Nichole KellyNichole Kelly is a social media measurement coach and the publisherof . 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-linethey need and with the right language and the right strategy to put thepieces together, they can deliver results.About Whistler Blackcomb Nichole Kelly - Social Media Measurement Coachand Blackcomb are two side-by-side mountains which combinedoffer over 200 marked runs, over 8,000 acres of terrain, 14 alpinebowls, three glaciers, receives on average over 1,090 centimetersinformation, visit whistlerblackcomb.com. www.hootsuite.com www.fullfrontalroi.com 15
  • 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