01               Introduction               to Social Media               Measurement               with HootSuite        ...
01                                                                                  Introduction to                       ...
IntroductionThe makers of HootSuite, the social media dashboard, recognizedthe need for real social metrics and released t...
01                                                                                       Introduction to                  ...
01                                                                                        Introduction to                 ...
Aligning Social Measurements                                                                       with Executive NeedsTra...
01                                                                                Introduction to                         ...
Understanding What Needs                                                                       To Be Measured!"#$%&(#")$)*...
Understanding What Needs                                                                               To Be Measured2)#%&...
01                                                                             Introduction to                            ...
01                                                                                                Introduction to         ...
Summary4.,-&;..-<,1-)HootSuite helps consumer brands, global enterprises, SMBs andagencies spread messages, monitor conver...
01        HOW-                         TO               Overview of               Social Reporting               with Hoot...
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02              Integrate                         HOW-                         TO              Google Analytics           ...
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03        HOW-                         TO              Add Goal Tracking              and Campaigns to              Google...
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04        HOW-                         TO              Shorten URLs in              HootSuite and Append              Camp...
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05        HOW-                         TO              Create A Custom              Social Analytics              Overview...
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02Applying Social MediaMeasurement to theSales FunnelBy: Nichole Kelly - Social Media Measurement CoachIn Partnership with...
02                  Applying Social Media                                                                                 ...
IntroductionHootSuite recognized the need for real social metrics and releasedthe new Custom Social Analytics Reports in t...
02                  Applying Social Media                                                                                 ...
02                  Applying Social Media                                                                                 ...
Applying Social Media Metrics to                                                                             the Sales Fun...
Applying Social Media Metrics to                                                                                the Sales ...
02                  Applying Social Media                                                                                 ...
02                  Applying Social Media                                                                                 ...
Using Campaigns to Track Leads                                                                        through the Funnel2(...
02                  Applying Social Media                                                                                 ...
About HootSuite89$&-53$$-6&0-(HootSuite helps consumer brands, global enterprises, SMBs andagencies spread messages, monit...
About Nichole KellyNichole Kelly is a social media measurement coach and the publisherof FullFrontalROI.com. After 12 year...
01     HOW-       TOOverview ofSocial Reportingwith HootSuite                   www.hootsuite.com   www.fullfrontalroi.com
01                                                                                               HOW-TO                   ...
01                                                                     HOW-TO                                             ...
01                                                                                            HOW-TO                      ...
02      HOW-        TOIntegrateGoogle Analyticsand HootSuite                   www.hootsuite.com   www.fullfrontalroi.com
02                                                                                               HOW-TO                   ...
02                                                                                        HOW-TO                          ...
Hootsuite sm roi 5 part series
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Transcript of "Hootsuite sm roi 5 part series"

  1. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 13. 01 HOW- TO Overview of Social Reporting with HootSuitewww.fullfrontalroi.com
  14. 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. 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. 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. 17. 02 Integrate HOW- TO Google Analytics and HootSuitewww.fullfrontalroi.com
  18. 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. 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. 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. 21. 03 HOW- TO Add Goal Tracking and Campaigns to Google Analyticswww.fullfrontalroi.com
  22. 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. 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. 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. 25. 04 HOW- TO Shorten URLs in HootSuite and Append Campaign Parameterswww.fullfrontalroi.com
  26. 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. 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. 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. 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. 30. 05 HOW- TO Create A Custom Social Analytics Overview Reportwww.fullfrontalroi.com
  31. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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$$-6&0-(5.+)53(7#5HootSuite’s new social analytics dashboard can help you get there.Check out these How-To guides so you can start gathering themetrics you need to apply these measurement strategies. 01. How-To Integrate Google Analytics and HootSuite 02. How-To Add Google Analytics to your web site 03. How-To Add Goal Tracking and Campaigns to Google Analytics 04. How-To Shorten URLs in HootSuite and Append Campaigns 05. Creating a Custom Social Analytics Overview Report www.hootsuite.com www.fullfrontalroi.com 10
  45. 45. About HootSuite89$&-53$$-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. 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. 47. 01 HOW- TOOverview ofSocial Reportingwith HootSuite www.hootsuite.com www.fullfrontalroi.com
  48. 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. 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. 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. 51. 02 HOW- TOIntegrateGoogle Analyticsand HootSuite www.hootsuite.com www.fullfrontalroi.com
  52. 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. 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

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