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How do we calculate the ROI of social media to understand how it affects the bottom line? Many companies are trying to track sales from social media and find it is not as easy as it looks. And as ...

How do we calculate the ROI of social media to understand how it affects the bottom line? Many companies are trying to track sales from social media and find it is not as easy as it looks. And as social marketing budgets increase so too does the need for accountability, putting greater emphases on accurate measurement. Increased budgets indicate that executives recognize there is value in social media, but this faith in social needs to be substantiated by real numbers.

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Measuring Social Media for Lead Generation Document Transcript

  • 1. 05MeasuringSocial Media forLead GenerationBy: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 2. 05 Measuring Social Media for Lead GenerationIntroductionHow do we calculate the ROI of social media to understand howit affects the bottom line? Many companies are trying to trackas social marketing budgets increase [1] so too does the need forIncreased budgets indicate that executives recognize there is valuein social media, but this faith in social needs to be substantiated by Bazaarvoice reported that 74% of CMOsbe wishful thinking as measuring ROI isn’t as easy as picking up aHowever, there are proven measurement tactics which can provideprovides streamlined ways to deliver better data to show where social 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
  • 3. Introductiondashboard are designed to measure all aspects of social mediaefforts are generating and how many of these convert to sales once www.hootsuite.com www.fullfrontalroi.com 2
  • 4. 05 Measuring Social Media for Lead GenerationReview of CoreMeasurementPhilosophiesIf you missed the last four white papers,Media Measurement with HootSuite,the Sales Funnel, ,and Measuring Social Media for Customer Retention it is highlyIn review, executives want to understand how social media deliversvalue to the bottom line, a very different conversation from that of thegrowth of your social audience using the newly created language of www.hootsuite.com www.fullfrontalroi.com 3
  • 5. 05 Measuring Social Media for Lead GenerationUnderstandingWhere LeadGeneration FitsWe understand that social media is about building relationshipsand dialogue with our prospects with the hope that when they aremakes sense to have social media channels dedicated to “deals” andin social media channels and “pushing the sale” would be unnaturalUnfortunately, because of this, attributing sales to long-cultivated(discussed in previous white papers) driving the prospect to actionUltimately, measuring the lifecycle of the sale will help us to www.hootsuite.com www.fullfrontalroi.com 4
  • 6. 05 Measuring Social Media for Lead GenerationCreating Space for the"Soft" Lead What is a soft lead?Social media opens the door to another type of lead called the “soft” A soft lead is a lead that has provided youwith their basic contact information when we offer them something with their contact information andprospects helps to generate “soft” leads which can be very valuable shown interest in your products, but has not purchased a product yet. — Nichole KellyOffering “special content” in exchange for email contact informationdevelop an email strategy around converting soft leads it can leadacquire “soft” leads with very little cost, leaving you a nice buffer to www.hootsuite.com www.fullfrontalroi.com 5
  • 7. Creating Space for the “Soft“ Leadcontinue to spend marketing dollars to convert them before you hityet, we measure the value relative to the cost of the lead:Pay Per Click Advertising $12 cost per click $85 cost per lead $150 cost per sale Example of content designed to generateSocial Media Campaigns soft-leads from HubSpot $6 cost per click $15 cost per lead $15 = $70order to convert them into customers and they would still be $65 less Cost Metrics Cost per Click Cost per Site Visit Cost per Lead Cost per Impression www.hootsuite.com www.fullfrontalroi.com 6
  • 8. Creating Space for the “Soft“ Leadkind of content do we have that prospects are willing to provide anemail address to receive? When someone comes to our website froma social media channel is there a clear call to action for this content?we receive their email address what do we do with it? How can wedevelop an email marketing strategy that will help convert these leadsinto customers? www.hootsuite.com www.fullfrontalroi.com 7
  • 9. 05 Measuring Social Media for Lead GenerationMeasuring ProspectConversiondeveloped a successful soft lead generation and follow-up strategyWhen measuring prospect conversion you also want to use traditionalCOST METRICS REVENUE METRICS SALES METRICSCost per social media campaign Revenue per social media channel Units per social media channelCost per social media channel Revenue per social media Units per social media campaign campaignCost per conversion Revenue per customer Units per customerCost per customer www.hootsuite.com www.fullfrontalroi.com 8
  • 10. 05 Measuring Social Media for Lead GenerationMeasuring aControl Groupcompare social media lead generation activities with a “control group”Unfortunately, it isn’t as simple as turning on a light switch andis to be able to compare what is happening with your social mediaprospects against what is happening with traditional advertising leads TIP: Measuring a control group allows you to show early results of growth and improvement giving your lead generation strategies time to begin delivering. www.hootsuite.com www.fullfrontalroi.com 9
  • 11. 05 Measuring Social Media for Lead GenerationTracking SocialMedia CampaignsYou can track social media campaigns by utilizing HootSuite’s Combining Google Analytics’ goals and funnels with HootSuite’s ow.ly shortener gives you insight into what is working to drive prospect conversion. — Nichole Kelly www.hootsuite.com www.fullfrontalroi.com 10
  • 12. 05 Measuring Social Media for Lead GenerationChallenges withTrackingCampaign Historyat the lifecycle of the social media lead, it is likely that the socialmedia lead interacted with your social media channels early in thethe customer may actually convert through a traditional advertisingsolve the problem, however at the end of the day they aren’t tyingunderstand a little more about the campaign history, you are missingTying to Revenueyou will need to pass the campaign history into your revenue tracking www.hootsuite.com www.fullfrontalroi.com 11
  • 13. 05 Measuring Social Media for Lead GenerationCase Study:RS ComponentsRS Components is the world’s largest supplier of electronic andare primarily a business to business focused company providingelectronic components to well known consumer brands who createoperating companies based in over 25 countries, including France,campaign involved supporting the launch of an iPad app to view their www.hootsuite.com www.fullfrontalroi.com 12
  • 14. Case Study: RS Componentshistory as a traditional print publication with hundreds of thousandsUltimately, if there was an audience for an electronic version of thepublication it could help expand the reach of the publication andThe RS Components Road to ConversionRS utilized the iPad app as a soft-lead conversion strategy, similarto what was discussed earlier in the white paper, and it delivered www.hootsuite.com www.fullfrontalroi.com 13
  • 15. Case Study: RS ComponentsWhen compared to a similar pay-per-click advertising campaign forDesignspark, a free software application offered by RS Components, 289% increase in total impressions 169% increase in engagement 1453% increase in leads generated 44% decrease in cost per soft lead In the top 10 most downloaded apps in the UK within the www.hootsuite.com www.fullfrontalroi.com 14
  • 16. 05 Measuring Social Media for Lead GenerationSummaryMeasuring lead generation in social media still has its challenges, but HootSuite Social Analytics provide a new level of insight on the impact of social media on your business, providing Want more on measuring lead generation? Check out the deep decision-making Full Frontal ROI social media measurement boot camp metrics beyond fans course “3 Steps for Measuring Social Media’s Impact on and followers to help Lead Generation” with almost 40 pages of step by step you evaluate your instructions for collecting lead generation data including strategies. hands-on activities and worksheets at http://fullfrontalroi. com/social-media-measurement-bootcamp/This white paper is the last in a series dedicated to understandingsocial media measurement. An Introduction to Social MediaMeasurement with HootSuite, Applying Social Media to the SalesFunnel, Measuring Social Media for Brand Awareness and MeasuringSocial Media for Customer Retention began the series. The entireseries includes tutorials for how you can use HootSuite to accomplishthese measurement strategies. www.hootsuite.com www.fullfrontalroi.com 15
  • 17. About HootSuiteHow HootSuite Can Help 01. 02. 03. 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 to sign up today.Using HootSuite’s business focused tool set, teams can Or, book a demo of HootSuite Enterprise, visit http://WordPress and other social networks securely via web, desktop hootsuite.com/enterprise to fill out a request. www.hootsuite.com www.fullfrontalroi.com 16
  • 18. About Nichole KellyAbout Nichole KellyNichole Kelly is a social media measurement coach and the publisherofaccountable 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 theAbout RS Components Nichole Kelly - Social Media Measurement CoachRS Components is the world’s leading high service distributor ofthe Group distributes 550,000 products ranging from semiconductorsproduct and service portfolio supports the entire product lifecyclefrom R&D through pre-production to maintenance and repair, shipping www.hootsuite.com www.fullfrontalroi.com 17
  • 19. 01 HOW- TOOverview ofSocial Reportingwith HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 02 HOW- TOIntegrateGoogle Analyticsand HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 24. 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
  • 25. 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
  • 26. 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
  • 27. 03 HOW- TOAdd Goal Trackingand Campaigns toGoogle Analytics www.hootsuite.com www.fullfrontalroi.com
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 04 HOW- TOShorten URLs inHootSuite and AppendCampaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 32. 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
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 05 HOW- TOCreate A CustomSocial AnalyticsOverview Report www.hootsuite.com www.fullfrontalroi.com
  • 37. 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
  • 38. 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
  • 39. 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