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Hootsuite sm roi 5 part series

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  • 1. 01 Introduction to Social Media Measurement with HootSuite By: Nichole Kelly - Social Media Measurement Coach In Partnership with HootSuite - Social Media Dashboardwww.fullfrontalroi.com
  • 2. 01 Introduction to Social Media Measurement with HootSuiteIntroductionMeasuring social media is now an expectation that marketers needto deliver on. Marketing Sherpa released a report that showed 53% As a marketer whoof marketers have increased social media budgets in 2011. That’s has successfullygreat news but for many it came at a cost they weren’t prepared measured socialfor; accountability. According to the report from Bazaarvoice, 74% media ROI, I can tell you it isn’t as easy asyear. Many marketers have found that the reality of measuring social everyone thinks, but it is possible.the expectations for the ability to measure have risen dramatically. — Nichole Kellymarketers, but it is something that can be overcome. www.fullfrontalroi.com 1
  • 3. IntroductionThe makers of HootSuite, the social media dashboard, recognizedthe need for real social metrics and released the new Custom Social . This platform provides a new level of insight for how Customize. Automate.social media is impacting your business. It provides metrics beyond Simplify.those available anywhere, like fans and followers, and gives decisionmaking metrics like how many site visits your social media activities Get a better view of your socialgenerated and how many of your social media contacts converted campaigns withon your site. Combining this data with basic executive measurement new, more powerfulphilosophies will provide concrete reports on what is and what isn’t analytics tools, moredelivering in your social strategy. ways to measure, and customizable reportsThe following pages outline some core measurement strategies that that will give you awill transform your conversation about social media measurement. more complete and comprehensive picture of your participation in social spaces. www.fullfrontalroi.com 2
  • 4. 01 Introduction to Social Media Measurement with HootSuiteThe Challengesto Social MediaMeasurementWith all the various metrics available, why has social media By focusing ondown to a disconnect between new social metrics and those that new social metricscompanies have relied on for years. Comparing social metrics with we have dilutedother marketing channels is challenging because social media the conversation of where social media adds value to the core business.Too Many Tools & Misalignment of Needs Fortunately, it’s an easy adjustment.We witnessed a massive rush to market as social software companies — Nichole Kellycreated products they thought would solve the measurementconundrum. Marketers were trying to understand how the metrics intheir social media listening platform connected to the metrics in theirsocial media engagement platform and how that would connect tothe metrics in their social media reporting platform. It didn’t take longfor the process to become very convoluted. With the emergence ofthese “new” metrics we have created a huge problem for marketerswho simply need to understand how social media activities perform inrelation to the rest of their marketing activities. When Executives ask www.fullfrontalroi.com 3
  • 5. 01 Introduction to Social Media Measurement with HootSuiteAligning SocialMeasurement withExecutive NeedsSocial media metrics can’t be a language of their own because theyhave to speak to executive needs. The C-Suite wants to understand Executives look athow social media contributes to the bottom line. Therefore, marketers sales, revenue andneed to be able to differentiate the metrics that matter to them from cost EVERY DAY tothe metrics that matter to an executive. put social media into the context of whatMetrics that Matter to Marketers executives care about. You need to connectThe new social media metrics do have a purpose and deliver value to it to their three corethe conversation. Metrics such as likes/followers, retweets, comments, metrics.mentions, and @replies show us how our social media strategy is — Nichole Kellyprogressing and whether or not we are building a community that isengaged. While this is directional for us, it’s important that we recognizethey aren’t important to the average executive.Metrics that Matter to ExecutivesThere are three key metrics that determine how the company is doing:sales (units sold), revenue and cost. This is important and worthTo put social media into the context of what executives care aboutyou need to connect it to their three core metrics. www.fullfrontalroi.com 4
  • 6. Aligning Social Measurements with Executive NeedsTransforming your Dialogue with ExecutivesSales, revenue and cost are the Holy Grail for social mediameasurement. As you saw from the results in the Bazaarvoice study,the three metrics you need to provide and answer. Unfortunately,just because you have the info won’t mean that social media istruly transform your conversations with executives. Imagine beingable to show that social media delivers customers at a lower costthan other marketing channels or converts at a much higher rate thanany other channel or even that social media customers spend moreover their lifetime than other customers. These are game changingconversations and you can get the data you need to have them.Achieving positive results requires integration with some familiar(maybe even “old school”) online analytics packages like GoogleAnalytics. The data is available for you if you know how to get it. www.fullfrontalroi.com 5
  • 7. 01 Introduction to Social Media Measurement with HootSuiteUnderstandingWhat Needs To BeMeasuredThere’s just no way around it. In order to measure sales, revenue andcost in a meaningful way, you have to understand what you are tryingto accomplish with social media. There are three primary goals withany marketing activity: brand awareness, customer retention and leadgeneration. Each of these goals comes with a unique set of metricsthat tie to sales, revenue and cost. www.fullfrontalroi.com 6
  • 8. Understanding What Needs To Be Measured!"#$%&(#")$)**If your goal is to generate more awareness of your brand with socialmedia then you are essentially measuring eyeballs and the actionsexisted for years. Just look at public relations and TV/radio/banneradvertising for the list you need: Cost Per Impression Cost Per Click Cost Per Engagement Cost Per Site Visit+,*-./)"&0)-)$-1.$For those of you who are trying to serve your customers in a betterencourage customers to stay longer and possibly buy more at everytransaction, or buy more often, depending on what service or productyou provide. There are a few metrics that demonstrate this clearly: Customer Retention Average Revenue Rates Per Purchase Average Units Average Transactions Per Purchase Per Customer Lifetime Value of a Customer www.fullfrontalroi.com 7
  • 9. Understanding What Needs To Be Measured2)#%&3)$)"#-1.$While you may not be actively selling products in social mediachannels, it is likely that the relationships you build will result in salesfor your company. Can you show where social media contributed toin lead generation: lead forms and sales. The following metrics showhow to demonstrate social media’s role in the sales process: Cost Per Lead Cost Per Subscriber Average Revenue Cost Per Sale Per Sale Average Units Conversion Rate Per Sale of Leads www.fullfrontalroi.com 8
  • 10. 01 Introduction to Social Media Measurement with HootSuiteHow HootSuiteCan Helpthe metrics you need to apply these measurement strategies. The HootSuite Socialfollowing How-To guides will get you started. Analytics provide a new level of insight on the impact of 01. How-To Integrate Google Analytics and HootSuite social media on your 02. How-To Add Google Analytics to your web site business, providing 03. How-To Add Goal Tracking and Campaigns to Google Analytics deep decision-making 04. metrics beyond fans 05. and followers to help you evaluate your strategies. www.fullfrontalroi.com 9
  • 11. 01 Introduction to Social Media Measurement with HootSuiteSummaryThe ability to align social measurement with the same metricsyou use to measure your other marketing channels will give you aempowered to transform your dialogue with executives and deliverthe results they are looking for. Finally, you will have insight into whichsocial media strategies are actually delivering and which ones aren’tso you can optimize your efforts.4.,-&5167.8)&9)88:Nichole Kelly is a social media measurement coach and the publisheraccountable 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 the Nichole Kelly - Social Media Measurement Coachpieces together, they can deliver results. www.fullfrontalroi.com 10
  • 12. Summary4.,-&;..-<,1-)HootSuite helps consumer brands, global enterprises, SMBs andagencies spread messages, monitor conversations and track resultsacross multiple networks from one centralized dashboard.Using HootSuite’s business focused tool set, teams canWordpress and other social networks securely via web, desktopor mobile platforms. HootSuite clients track campaign results andindustry trends to rapidly adjust engagement tactics and increase Free! 30 Day trial of HootSuite Pro Find out how HootSuite’s Social Analytics Reports can help your campaigns. Sign up for a free 30 day trial of HootSuite Pro and receive unlimited Report credits for the length of your trial. Visit http://hootsuite.com/Pro to sign up today. Or, book a free demo of HootSuite’s Enterprise capabilities, visit http://hootsuite.com/ enterprise to fill out a request. www.fullfrontalroi.com 11
  • 13. 01 HOW- TO Overview of Social Reporting with HootSuitewww.fullfrontalroi.com
  • 14. 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.fullfrontalroi.com 1
  • 15. 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 efforts. Determine which channelsefforts using the Top Referrer report inGoogle Analytics. www.fullfrontalroi.com 2
  • 16. 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.fullfrontalroi.com 3
  • 17. 02 Integrate HOW- TO Google Analytics and HootSuitewww.fullfrontalroi.com
  • 18. 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.fullfrontalroi.com 1
  • 19. 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.fullfrontalroi.com 2
  • 20. 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.fullfrontalroi.com 3
  • 21. 03 HOW- TO Add Goal Tracking and Campaigns to Google Analyticswww.fullfrontalroi.com
  • 22. 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.fullfrontalroi.com pages you’ll be tracking conversions from. 1
  • 23. 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.fullfrontalroi.com 2
  • 24. 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.fullfrontalroi.com 3
  • 25. 04 HOW- TO Shorten URLs in HootSuite and Append Campaign Parameterswww.fullfrontalroi.com
  • 26. 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.fullfrontalroi.com 1
  • 27. 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.fullfrontalroi.com 2
  • 28. 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.fullfrontalroi.com 3
  • 29. 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.fullfrontalroi.com 4
  • 30. 05 HOW- TO Create A Custom Social Analytics Overview Reportwww.fullfrontalroi.com
  • 31. 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.fullfrontalroi.com 1
  • 32. 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.fullfrontalroi.com 2
  • 33. 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.fullfrontalroi.com 3
  • 34. 02Applying Social MediaMeasurement to theSales FunnelBy: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 35. 02 Applying Social Media Measurement to the Sales FunnelIntroductionFor many, social media measurement feels like an uphill battle; thechallenge of tying social media results to traditional metrics is Increased budgets forincreasingly important to overcome. Recently, Marketing Sherpa social media camereleased a report that showed that 53% of marketers said their at a cost marketersbudgets in social media increased for 2011. According to the report weren’t prepared for...from Bazaarvoice accountability.efforts to hard ROI this year. That’s great news, but for many it cameat a cost they weren’t prepared for; accountability. The metrics — Nichole Kellyassociated with social measurement are a language seeminglyseparate from that of traditional metrics such as cost, sales andrevenue. This misalignment of expectations between marketersand executives will cause issues as we move forward. Now it isn’ta question of whether you need to measure social media; it’s aquestion of how. www.hootsuite.com www.fullfrontalroi.com 1
  • 36. IntroductionHootSuite recognized the need for real social metrics and releasedthe new Custom Social Analytics Reports in their 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, but 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
  • 37. 02 Applying Social Media Measurement to the Sales FunnelReview of CoreMeasurementPhilosophies An Introduction toSocial Media Measurement with HootSuitethat are important to note. The three core marketing goals that showwhere social media adds value are: Brand Awareness, CustomerRetention and Lead Generation. 1. Brand Awareness focuses on measuring how many people saw your message and aligns nicely with metrics commonly used for public relations and TV/radio/banner advertisements. 2. Customer Retention concentrates on the ability to keep customers, either by length of time, frequency of purchase, or increased dollars spent at each visit. 3. Lead Generation is built upon the ability to deliver two types of leads; the lead forms and sales.metrics commonly used to gauge the success of a campaign: sales,revenue and cost. The new language of social media does not directlyconnect to the value of social media against the bottom line. For moredetail on this topic, .the sales funnel. www.hootsuite.com www.fullfrontalroi.com 3
  • 38. 02 Applying Social Media Measurement to the Sales FunnelApplying SocialMedia Metrics to theSales FunnelThe sales funnel is an important point of reference by which mostexecutives understand sales, revenue and cost in relation to marketingactivities. You can leverage the sales funnel to create a visualrepresentation of where social media provides value to the organization.within the sales funnel. It’s important to recognize that philosophicallypeople start at the top of the funnel and work their way down. Ideally, anindividual shouldn’t be represented in multiple categories. www.hootsuite.com www.fullfrontalroi.com 4
  • 39. Applying Social Media Metrics to the Sales Funnel!"#$%&(Exposure is a measurement of brand reach. This level of measurementrests at the top of the sales funnel. By putting more people in the top ofthe sales funnel, it is assumed that more people will convert or buy atthe bottom.brand? HootSuite provides Klout scores which determine followertheir credibility and therefore convert at a higher rate. Those who werethe funnel.!)*+*(,()-To move to the next stage in the funnel a person must actually engagewith your brand. If they mentioned your brand, ReTweeted yourmessage, clicked on your link, visited your site, commented on yourstatus or took any other action as a result of being exposed to yourbrand, they move to the third step in the funnel..$)/(%0$)Often, conversion measurement is spread out over two phases. Theacquisition of the lead’s contact details. www.hootsuite.com www.fullfrontalroi.com 5
  • 40. Applying Social Media Metrics to the Sales FunnelThis opens the door to direct communication in order to generate asale. The second phase is the actual sale of your product or service.stage in the sales funnel and results in revenue for your company.1(-()-0$)The cycle does not end with a sale. You continue to nurture therelationship and hope to generate future sales and/or keep them as acustomer for as long as possible. This is an area of the relationship that isFor example, imagine a Twitter follower who has traveled througheach phase in the buying cycle. Measurement will determine howquickly he or she moves through the phases, how much and howoften he or she bought, and how long he or she remains a customer.These details will position social media leads against other marketingchannels to determine if the results are better, worse or the same,allowing you to adjust your tactics accordingly. www.hootsuite.com www.fullfrontalroi.com 6
  • 41. 02 Applying Social Media Measurement to the Sales FunnelTranslating SocialMedia Goals to theSales FunnelThe three social media goals can be aligned with the buying cycle: 1. Brand Awareness activities. 2. Conversion is a result of Lead Generation activities. 3. Retention is a result of Customer Retention activities. www.hootsuite.com www.fullfrontalroi.com 7
  • 42. 02 Applying Social Media Measurement to the Sales FunnelUsing Campaigns toTrack Leads throughthe FunnelThe hardest part of measuring through the sales funnel is knowing howscience, campaign tracking provides a clearer picture.In sum, campaign tracking allows you to follow a person from a sourceto a conversion. Marketers use campaigns to segregate differentmarketing activities and correlate the cost of those activities to thereturn they provide. 1. Using custom URL 2. Because Google Analytics is parameters in Ow.ly built into your campaign links, links you can track you’ll follow the customer from click-thrus source to conversion page 4. Conversion will show up in 3. your report telling you which attached you see if sources were most successful they convert (or buy) (Facebook, Twitter, email etc.) www.hootsuite.com www.fullfrontalroi.com 8
  • 43. Using Campaigns to Track Leads through the Funnel2(+%&(,()-In order to determine which sources are most successful (and whicharen’t) you need to be able to identify leads by the source thatgenerated them. This requires that you attach a campaign to eachlead; a small technical effort, but by adding a piece of code to yourconversion pages, you will gather measurable results.You can append campaign tracking to every shortened link by usingthe Ow.ly shortener. HootSuite has integrated Ow.ly with GoogleAnalytics campaign tracking technology to track your social leadsthrough to conversion. TIP: You can use Ow.ly to add a campaign and shorten any link, even if the link is not sent through the HootSuite interface. www.hootsuite.com www.fullfrontalroi.com 9
  • 44. 02 Applying Social Media Measurement to the Sales FunnelSummaryUtilizing the sales funnel to explain social media results will moreclearly demonstrate how your actions are measuring up against goals. HootSuite SocialCampaign tracking will allow you to identify where leads are within Analytics provide athe process and correlated numbers with each stage in the funnel. new level of insight on the impact of social media on yourtime is now…your data is waiting. business, providing deep decision-makingThis white paper is the second in a series dedicated to understanding metrics beyond fanssocial media measurement. An Introduction to Social Media and followers to helpMeasurement began the series. Stay tuned for future topics: you evaluate yourMeasuring Social Media for Brand Awareness, Measuring Social strategies.Media for Lead Generation and Measuring Social Media for CustomerRetention. The entire series will include tutorials for how you can useHootSuite to accomplish these measurement strategies.3$453$$-6&0-(5.+)53(7#5HootSuite’s new social analytics dashboard can help you get there.Check out these How-To guides so you can start gathering themetrics you need to apply these measurement strategies. 01. How-To Integrate Google Analytics and HootSuite 02. How-To Add Google Analytics to your web site 03. How-To Add Goal Tracking and Campaigns to Google Analytics 04. How-To Shorten URLs in HootSuite and Append Campaigns 05. Creating a Custom Social Analytics Overview Report www.hootsuite.com www.fullfrontalroi.com 10
  • 45. About HootSuite89$&-53$$-6&0-(HootSuite helps consumer brands, global enterprises, SMBs andagencies spread messages, monitor conversations and track resultsacross multiple networks from one centralized dashboard.Using HootSuite’s business focused tool set, teams cancollaboratively schedule updates to Twitter, Facebook, Linkedin,or mobile platforms. HootSuite clients track campaign results andindustry trends to rapidly adjust engagement tactics and increasesocial media ROI. Free! 30 Day trial of HootSuite Pro Find out how HootSuite’s Social Analytics Reports can help your campaigns. Sign up for a free 30 day trial of HootSuite Pro and receive unlimited Report credits for the length of your trial. Visit http://hootsuite.com/Pro to sign up today. Or, book a free demo of HootSuite’s Enterprise capabilities, visit http://hootsuite.com/ enterprise to fill out a request. www.hootsuite.com www.fullfrontalroi.com 11
  • 46. About Nichole KellyNichole 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 12
  • 47. 01 HOW- TOOverview ofSocial Reportingwith HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 48. 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
  • 49. 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 efforts. Determine which channelsefforts using the Top Referrer report inGoogle Analytics. www.hootsuite.com www.fullfrontalroi.com 2
  • 50. 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
  • 51. 02 HOW- TOIntegrateGoogle Analyticsand HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 52. 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
  • 53. 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
  • 54. 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
  • 55. 03 HOW- TOAdd Goal Trackingand Campaigns toGoogle Analytics www.hootsuite.com www.fullfrontalroi.com
  • 56. 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
  • 57. 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
  • 58. 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
  • 59. 04 HOW- TOShorten URLs inHootSuite and AppendCampaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 60. 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
  • 61. 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
  • 62. 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
  • 63. 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
  • 64. 05 HOW- TOCreate A CustomSocial AnalyticsOverview Report www.hootsuite.com www.fullfrontalroi.com
  • 65. 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
  • 66. 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
  • 67. 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
  • 68. 03Measuring Social Mediafor Brand AwarenessBy: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 69. 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 efforts 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
  • 70. 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
  • 71. 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
  • 72. 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
  • 73. 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
  • 74. 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
  • 75. 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
  • 76. 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
  • 77. 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
  • 78. 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
  • 79. 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
  • 80. 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
  • 81. 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
  • 82. 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
  • 83. 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
  • 84. 01 HOW- TOOverview ofSocial Reportingwith HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 85. 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
  • 86. 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 efforts. Determine which channelsefforts using the Top Referrer report inGoogle Analytics. www.hootsuite.com www.fullfrontalroi.com 2
  • 87. 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
  • 88. 02 HOW- TOIntegrateGoogle Analyticsand HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 89. 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
  • 90. 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
  • 91. 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
  • 92. 03 HOW- TOAdd Goal Trackingand Campaigns toGoogle Analytics www.hootsuite.com www.fullfrontalroi.com
  • 93. 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
  • 94. 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
  • 95. 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
  • 96. 04 HOW- TOShorten URLs inHootSuite and AppendCampaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 97. 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
  • 98. 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
  • 99. 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
  • 100. 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
  • 101. 05 HOW- TOCreate A CustomSocial AnalyticsOverview Report www.hootsuite.com www.fullfrontalroi.com
  • 102. 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
  • 103. 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
  • 104. 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
  • 105. 04MeasuringSocial Media forCustomer RetentionBy: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 106. 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
  • 107. 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
  • 108. 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
  • 109. 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
  • 110. 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
  • 111. 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
  • 112. 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
  • 113. 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
  • 114. 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
  • 115. 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
  • 116. 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$."&:IJThis white paper is the fourth in a series dedicated to understandingsocial media measurement. An Introduction to Social MediaMeasurement with HootSuite, Applying Social Media to the SalesFunnel and Measuring Social Media for Brand Awareness began theMedia for Lead Generation. The entire series includes tutorials for how www.hootsuite.com www.fullfrontalroi.comyou can use HootSuite to accomplish these measurement strategies. 11
  • 117. About HootSuiteKA%K$=+,$)%0"#%K)4:%HootSuite’s new social analytics dashboard can help you get there.Check out these How-To guides so you can start gathering themetrics you need to apply these measurement strategies. 01. How-To Integrate Google Analytics and HootSuite 02. How-To Add Google Analytics to your web site 03. How-To Add Goal Tracking and Campaigns to Google Analytics 04. How-To Shorten URLs in HootSuite and Append Campaigns 05. Creating a Custom Social Analytics Overview Report Free! 30 Day trial of HootSuite ProL9+$%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
  • 118. 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
  • 119. 01 HOW- TOOverview ofSocial Reportingwith HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 120. 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
  • 121. 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 efforts. Determine which channelsefforts using the Top Referrer report inGoogle Analytics. www.hootsuite.com www.fullfrontalroi.com 2
  • 122. 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
  • 123. 02 HOW- TOIntegrateGoogle Analyticsand HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 124. 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
  • 125. 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
  • 126. 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
  • 127. 03 HOW- TOAdd Goal Trackingand Campaigns toGoogle Analytics www.hootsuite.com www.fullfrontalroi.com
  • 128. 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
  • 129. 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
  • 130. 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
  • 131. 04 HOW- TOShorten URLs inHootSuite and AppendCampaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 132. 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
  • 133. 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
  • 134. 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
  • 135. 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
  • 136. 05 HOW- TOCreate A CustomSocial AnalyticsOverview Report www.hootsuite.com www.fullfrontalroi.com
  • 137. 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
  • 138. 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
  • 139. 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
  • 140. 05MeasuringSocial Media forLead GenerationBy: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 141. 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
  • 142. 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
  • 143. 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
  • 144. 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
  • 145. 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
  • 146. 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
  • 147. 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
  • 148. 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
  • 149. 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
  • 150. 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
  • 151. 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
  • 152. 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
  • 153. 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
  • 154. 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
  • 155. 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
  • 156. 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
  • 157. 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
  • 158. 01 HOW- TOOverview ofSocial Reportingwith HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 159. 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
  • 160. 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 efforts. Determine which channelsefforts using the Top Referrer report inGoogle Analytics. www.hootsuite.com www.fullfrontalroi.com 2
  • 161. 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
  • 162. 02 HOW- TOIntegrateGoogle Analyticsand HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 163. 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
  • 164. 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
  • 165. 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
  • 166. 03 HOW- TOAdd Goal Trackingand Campaigns toGoogle Analytics www.hootsuite.com www.fullfrontalroi.com
  • 167. 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
  • 168. 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
  • 169. 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
  • 170. 04 HOW- TOShorten URLs inHootSuite and AppendCampaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 171. 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
  • 172. 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
  • 173. 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
  • 174. 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
  • 175. 05 HOW- TOCreate A CustomSocial AnalyticsOverview Report www.hootsuite.com www.fullfrontalroi.com
  • 176. 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
  • 177. 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
  • 178. 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