SlideShare a Scribd company logo
01
               Introduction
               to Social Media
               Measurement
               with HootSuite




               By: Nichole Kelly - Social Media Measurement Coach
               In Partnership with HootSuite - Social Media Dashboard




www.fullfrontalroi.com
01
                                                                                  Introduction to
                                                                                  Social Media
                                                                                  Measurement
                                                                                  with HootSuite




Introduction
Measuring social media is now an expectation that marketers need
to deliver on. Marketing Sherpa released a report that showed 53%      As a marketer who
of marketers have increased social media budgets in 2011. That’s       has successfully
great news but for many it came at a cost they weren’t prepared        measured social
for; accountability. According to the report from Bazaarvoice, 74%     media ROI, I can tell
                                                                       you it isn’t as easy as
year. 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 Kelly


marketers, but it is something that can be overcome.




                                                                               www.fullfrontalroi.com

                                                                                                        1
Introduction




The makers of HootSuite, the social media dashboard, recognized
the 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 decision
making metrics like how many site visits your social media activities
                                                                           Get a better view
                                                                           of your social
generated and how many of your social media contacts converted
                                                                           campaigns with
on your site. Combining this data with basic executive measurement
                                                                           new, more powerful
philosophies will provide concrete reports on what is and what isn’t
                                                                           analytics tools, more
delivering in your social strategy.
                                                                           ways to measure, and
                                                                           customizable reports
The following pages outline some core measurement strategies that
                                                                           that will give you a
will transform your conversation about social media measurement.
                                                                           more complete and
                                                                           comprehensive picture
                                                                           of your participation in
                                                                           social spaces.




                                                                                      www.fullfrontalroi.com

                                                                                                               2
01
                                                                                       Introduction to
                                                                                       Social Media
                                                                                       Measurement
                                                                                       with HootSuite




The Challenges
to Social Media
Measurement
With all the various metrics available, why has social media

                                                                            By focusing on
down to a disconnect between new social metrics and those that
                                                                            new social metrics
companies have relied on for years. Comparing social metrics with           we have diluted
other 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 Kelly
created products they thought would solve the measurement
conundrum. Marketers were trying to understand how the metrics in
their social media listening platform connected to the metrics in their
social media engagement platform and how that would connect to
the metrics in their social media reporting platform. It didn’t take long
for the process to become very convoluted. With the emergence of
these “new” metrics we have created a huge problem for marketers
who simply need to understand how social media activities perform in
relation to the rest of their marketing activities. When Executives ask




                                                                                    www.fullfrontalroi.com

                                                                                                             3
01
                                                                                        Introduction to
                                                                                        Social Media
                                                                                        Measurement
                                                                                        with HootSuite




Aligning Social
Measurement with
Executive Needs
Social media metrics can’t be a language of their own because they
have to speak to executive needs. The C-Suite wants to understand
                                                                              Executives look at
how social media contributes to the bottom line. Therefore, marketers
                                                                              sales, revenue and
need to be able to differentiate the metrics that matter to them from
                                                                              cost EVERY DAY to
the metrics that matter to an executive.
                                                                              put social media into
                                                                              the context of what
Metrics that Matter to Marketers
                                                                              executives care about.
                                                                              You need to connect
The new social media metrics do have a purpose and deliver value to
                                                                              it to their three core
the conversation. Metrics such as likes/followers, retweets, comments,
                                                                              metrics.
mentions, and @replies show us how our social media strategy is
                                                                                         — Nichole Kelly
progressing and whether or not we are building a community that is
engaged. While this is directional for us, it’s important that we recognize
they aren’t important to the average executive.


Metrics that Matter to Executives

There are three key metrics that determine how the company is doing:
sales (units sold), revenue and cost. This is important and worth


To put social media into the context of what executives care about
you need to connect it to their three core metrics.




                                                                                     www.fullfrontalroi.com

                                                                                                              4
Aligning Social Measurements
                                                                       with Executive Needs




Transforming your Dialogue with Executives

Sales, revenue and cost are the Holy Grail for social media
measurement. 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 is


truly transform your conversations with executives. Imagine being
able to show that social media delivers customers at a lower cost
than other marketing channels or converts at a much higher rate than
any other channel or even that social media customers spend more
over their lifetime than other customers. These are game changing
conversations 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 Google
Analytics. The data is available for you if you know how to get it.




                                                                                  www.fullfrontalroi.com

                                                                                                           5
01
                                                                                Introduction to
                                                                                Social Media
                                                                                Measurement
                                                                                with HootSuite




Understanding
What Needs To Be
Measured
There’s just no way around it. In order to measure sales, revenue and
cost in a meaningful way, you have to understand what you are trying
to accomplish with social media. There are three primary goals with
any marketing activity: brand awareness, customer retention and lead
generation. Each of these goals comes with a unique set of metrics
that tie to sales, revenue and cost.




                                                                             www.fullfrontalroi.com

                                                                                                      6
Understanding What Needs
                                                                       To Be Measured




!"#$%&'(#")$)**

If your goal is to generate more awareness of your brand with social
media then you are essentially measuring eyeballs and the actions


existed for years. Just look at public relations and TV/radio/banner
advertising 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 better


encourage customers to stay longer and possibly buy more at every
transaction, or buy more often, depending on what service or product
you 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
Understanding What Needs
                                                                               To Be Measured




2)#%&3)$)"#-1.$

While you may not be actively selling products in social media
channels, it is likely that the relationships you build will result in sales
for your company. Can you show where social media contributed to


in lead generation: lead forms and sales. The following metrics show
how 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
01
                                                                             Introduction to
                                                                             Social Media
                                                                             Measurement
                                                                             with HootSuite




How HootSuite
Can Help

the metrics you need to apply these measurement strategies. The
                                                                   HootSuite Social
following 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
01
                                                                                                Introduction to
                                                                                                Social Media
                                                                                                Measurement
                                                                                                with HootSuite




Summary
The ability to align social measurement with the same metrics
you use to measure your other marketing channels will give you a


empowered to transform your dialogue with executives and deliver
the results they are looking for. Finally, you will have insight into which
social media strategies are actually delivering and which ones aren’t
so you can optimize your efforts.




'4.,-&5167.8)&9)88:

Nichole Kelly is a social media measurement coach and the publisher


accountable marketing teams, she used her talents to create a
systematic way to measure social media and put it into the context of
where it is delivering value to your organization and show bottom-line


they need and with the right language and the right strategy to put the       Nichole Kelly - Social Media Measurement Coach

pieces together, they can deliver results.




                                                                                             www.fullfrontalroi.com

                                                                                                                        10
Summary




'4.,-&;..-<,1-)

HootSuite helps consumer brands, global enterprises, SMBs and
agencies spread messages, monitor conversations and track results
across multiple networks from one centralized dashboard.


Using HootSuite’s business focused tool set, teams can


Wordpress and other social networks securely via web, desktop
or mobile platforms. HootSuite clients track campaign results and
industry 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
01        HOW-
                         TO

               Overview of
               Social Reporting
               with HootSuite




www.fullfrontalroi.com
01
                                                                                         HOW-TO
                                                                                         Overview of
                                                                                         Social Reporting
                                                                                         with HootSuite




Overview of Social Reporting with                                          HootSuite Social Analytics
HootSuite
It’s important for marketers to show how social media activities are       HootSuite’s Social Analytics
                                                                           capabilities allow businesses and
impacting corporate goals. To answer this need HootSuite launched
                                                                           organizations to customize social
Custom Social Analytics to track and measure activities across various
                                                                           media reports and measure all
social networks against website conversions. The reporting suite           aspects of social initiatives – from
combines 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 activities
without leaving the HootSuite dashboard. This level of insight provides    Social Analytics includes over
marketers with the overviews they need to truly understand the value       30 report metrics – including
of their online efforts.                                                   Google Analytics and Facebook
                                                                           Insights – each of which can be
                                                                           plugged into dynamic reports to
This How-To guide is one of many that demonstrate the enhanced             share with team members, clients
reporting and measurement tools in the HootSuite dashboard.                and colleagues on a daily, weekly
                                                                           or monthly basis.




identifying revenue sources.
                                                                           To learn more about using
Within HootSuite’s native Social Analytics Reports you can select the      HootSuite Social Analytics,
                                                                           including how to access the
pre-made Google Analytics Report Template or plug individual Google
                                                                           reports from the dashboard, visit
Analytics modules into a custom report. Both give you the statistics       http://hootsuite.com/social-
you need to accurately analyze social media engagement against             analytics




The following Google Analytics features are built into HootSuite for
organizations to measure and share results without leaving
the dashboard:                                                                         www.fullfrontalroi.com

                                                                                                                1
01
                                                              HOW-TO
                                                              Overview of
                                                              Social Reporting
                                                              with HootSuite




Twitter to Web Conversion - Measure the
effectiveness of tactics on the front-line and   To find out more about
see immediately which messages resonate          integrating Google Analytics
                                                 with your campaigns, you can
                                                 read our next How -To document
approach accordingly.
                                                 entitled How -To Integrate
                                                 Google Analytics and HootSuite.
Spark Lines: A statistical overview to
quickly see how campaign elements are


areas that need the most attention.




                          Learn which areas
produce 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 in
Top Content: Measure page view
                                                 HootSuite, and Facebook Insights
statistics – including absolute and relative     which monitor activity on your
percentages – to determine which content         Facebook Page including daily
best attracts audience.                          “Likes”, posts, demographics and
                                                 more. Together, these reports
                                                 give you an end-to-end picture of
                                                 your social e orts.
                    Determine which channels


efforts using the Top Referrer report in
Google Analytics.

                                                            www.fullfrontalroi.com

                                                                                     2
01
                                                                                     HOW-TO
                                                                                     Overview of
                                                                                     Social Reporting
                                                                                     with HootSuite




                                                                        About HootSuite
Learn More

There are additional articles available to help your team utilize the   HootSuite helps consumer
enhanced 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 results

Getting Started                                                         and industry trends to rapidly
                                                                        adjust engagement tactics and
                                                                        increase social media ROI.
HootSuite has two business-level plans available for teams engaging
in social media campaigns and tactics to improve their business – Pro
                                                                        More Resources
and Enterprise.


                                                                        There are a number of ways to
                                                                        use the advanced, business-
                                                                        savvy tools in the HootSuite
a 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
02
              Integrate
                         HOW-
                         TO


              Google Analytics
              and HootSuite




www.fullfrontalroi.com
02
                                                                                         HOW-TO
                                                                                         Integrate
                                                                                         Google Analytics
                                                                                         and HootSuite




The Value of Integrating Google                                            HootSuite Social Analytics
Analytics
Marketers want to understand whether or not social media activities        HootSuite’s Social Analytics
                                                                           capabilities allow businesses and
                                                                           organizations to customize social
and conversion activities. By integrating Google Analytics into a site’s
                                                                           media reports and measure all
                                                                           aspects of social initiatives – from
managers 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 over
your website.                                                              30 report metrics – including
                                                                           Google Analytics and Facebook
                                                                           Insights – each of which can be
How to Add Google Analytics to Your                                        plugged into dynamic reports to
Website                                                                    share with team members, clients
                                                                           and colleagues on a daily, weekly
                                                                           or monthly basis.
By adding Google Analytics to your website and HootSuite




account 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
02
                                                                                HOW-TO
                                                                                Integrate
                                                                                Google Analytics
                                                                                and HootSuite




2.                                                                  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-analytics



3.

Now you can access Google Analytics without leaving the HootSuite
dashboard. The next step is to add goal tracking and campaigns.
                                                         Overview
of Social Reporting with HootSuite




                                                                              www.fullfrontalroi.com

                                                                                                       2
02
                                                                                     HOW-TO
                                                                                     Integrate
                                                                                     Google Analytics
                                                                                     and HootSuite




                                                                        About HootSuite
Learn More

There are additional articles available to help your team utilize the   HootSuite helps consumer
enhanced 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 results

Getting 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 Resources
and Enterprise.


                                                                        There are a number of ways to
                                                                        use the advanced, business-
                                                                        savvy tools in the HootSuite
a 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
03        HOW-
                         TO

              Add Goal Tracking
              and Campaigns to
              Google Analytics




www.fullfrontalroi.com
03
                                                                                        HOW-TO
                                                                                        Add Goal Tracking
                                                                                        and Campaigns to
                                                                                        Google Analytics




Goal Tracking for End to End                                              HootSuite Social Analytics
Reporting Capability
Show how social activities contribute to corporate goals. By utilizing    HootSuite’s Social Analytics
                                                                          capabilities allow businesses and
the combination of Ow.ly URLs, campaign tracking, Facebook
                                                                          organizations to customize social
Insights, and Google Analytics you can accurately report on the
                                                                          media reports and measure all
results 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 – including

How to Add Goal Tracking and                                              Google Analytics and Facebook
                                                                          Insights – each of which can be
Campaigns to Google Analytics                                             plugged into dynamic reports to
                                                                          share with team members, clients
Adding 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 Facebook
Page 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 one
in your reports. For more detailed information, visit these Google        To learn more about using
Analytics 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
03
                                                                            HOW-TO
                                                                            Add Goal Tracking
                                                                            and Campaigns to
                                                                            Google Analytics




2. 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 to




Social Analytics.


These are the three levels of variables recommended for social media




Once you’ve completed these steps, add your campaign to your
shortened Ow.ly links using custom parameters for Google Analytics.
To learn more about this step, view our How-To document entitled
How-To Shorten URLs in HootSuite and Append Campaigns.




                                                                        www.fullfrontalroi.com

                                                                                                 2
03
                                                                                        HOW-TO
                                                                                        Add Goal Tracking
                                                                                        and Campaigns to
                                                                                        Google Analytics




                                                                           About HootSuite
Learn More

There are additional articles available to help your team utilize the      HootSuite helps consumer
enhanced 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 results

Getting Started                                                            and industry trends to rapidly
                                                                           adjust engagement tactics and
                                                                           increase social media ROI.
HootSuite has two business-level plans available for teams engaging
in social media campaigns and tactics to improve their business – Pro
                                                                           More Resources
and 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
04        HOW-
                         TO

              Shorten URLs in
              HootSuite and Append
              Campaign Parameters




www.fullfrontalroi.com
04
                                                                                         HOW-TO
                                                                                         Shorten URLS in
                                                                                         HootSuite and
                                                                                         Append Campaign
                                                                                         Parameters




Why Campaign Tracking is Critical to                                       HootSuite Social Analytics
Social Reporting
It’s important to understand how social media campaigns impact             HootSuite’s Social Analytics
                                                                           capabilities allow businesses
company goals. Utilizing the Google Analytics integration with
                                                                           and organizations to customize
HootSuite will give insight and data on campaign success, from Tweet
                                                                           social media reports and
to sale. Marketers can add Google Analytics campaign parameters            measure all aspects of social
to each custom shortened Ow.ly URL within HootSuite in order to            initiatives – from granular
                                                                           campaign elements to an
determine 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 reports
Ow.ly URLs.                                                                include over 30 individual
                                                                           report modules for tracking and
                                                                           measuring success, including
Shortening URLs in HootSuite                                               free Ow.ly summary stats and
                                                                           Ow.ly individual click-stats so
                                                                           you can also see the success of
Short URLs help you share your links within space-constrained
                                                                           your campaigns using Ow.ly
mediums like Twitter or even email. Plus, by shrinking web addresses,      links — HootSuite’s built-in
you can track clicks as well as referral sources and more.                 URL shortener.


HootSuite has a number of options for shortening URLs which create
a trackable link to learn which follower clicks result in conversions on
your website.


“Ow.ly” is HootSuite’s custom URL shortener and is built into
the 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 exactly
how your link was shared, and what results it produced.


                                                                                      www.fullfrontalroi.com

                                                                                                               1
04
                                                                                           HOW-TO
                                                                                           Shorten URLS in
                                                                                           HootSuite and
                                                                                           Append Campaign
                                                                                           Parameters




Appending URL Parameters

After 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, visit
provide you with three levels of tracking for each URL you shorten.         http://hootsuite.com/social-
                                                                            analytics

Here’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 done
strategically. Ideally you should create a standard methodology for
campaign naming and have a master list that all of your HootSuite
users have access to.
                                                                                        www.fullfrontalroi.com

                                                                                                                 2
04
                                                                              HOW-TO
                                                                              Shorten URLS in
                                                                              HootSuite and
                                                                              Append Campaign
                                                                              Parameters




This will prevent different users creating different campaigns for the
same activities and diluting results.




simple A/B testing.


Viewing Reports

Once your parameters are set, the Ow.ly link information will be
tracked in Google Analytics reports as a single line-item for each
custom link. This saves time from manually adding data, and
eliminates guesswork about campaign performance. With this


medium worked best for each campaign. This is a powerful way to
improve your tactics based on your audience’s tendencies.




document




                                                                          www.fullfrontalroi.com

                                                                                                   3
04
                                                                                         HOW-TO
                                                                                         Shorten URLS in
                                                                                         HootSuite and
                                                                                         Append Campaign
                                                                                         Parameters




                                                                           About HootSuite
Learn More

There are additional articles available to help your team utilize the      HootSuite helps consumer
enhanced 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 results

Getting Started                                                            and industry trends to rapidly
                                                                           adjust engagement tactics and
                                                                           increase social media ROI.
HootSuite has two business-level plans available for teams engaging
in social media campaigns and tactics to improve their business – Pro
                                                                           More Resources
and 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
a 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
05        HOW-
                         TO

              Create A Custom
              Social Analytics
              Overview Report




www.fullfrontalroi.com
05
                                                                                         HOW-TO
                                                                                         Create A Custom
                                                                                         Social Analytics
                                                                                         Overview Report




The Power of Social Analytics                                              HootSuite Social Analytics

Marketers want to understand how social media efforts impact
                                                                           HootSuite’s Social Analytics
corporate goals. HootSuite’s Social Analytics provide the data to track    capabilities allow businesses
                                                                           and organizations to customize
resource for the most important metrics by creating a custom report that   social media reports and
                                                                           measure all aspects of social
combines Ow.ly click stats, Facebook Insights, and Google Analytics.
                                                                           initiatives – from granular
                                                                           campaign elements to an
This 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 individual

Creating a Resource for Your Most                                          report modules for tracking and
                                                                           measuring success, including
Important Metrics                                                          free Ow.ly summary stats and
                                                                           Ow.ly individual click-stats so
Social Analytics includes over 30 report metrics – including Google        you can also see the success of
                                                                           your campaigns using Ow.ly
Analytics and Facebook Insights – each of which can be plugged into
                                                                           links — HootSuite’s built-in
dynamic 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 the
ability to facilitate and streamline reporting actions. By setting up a
custom overview report, you will have a starting point to view all of


changes. Then, by utilizing the deeper report modules, you can dive


when you want to track your campaign results.




                                                                                      www.fullfrontalroi.com

                                                                                                               1
05
                                                               HOW-TO
                                                               Create A Custom
                                                               Social Analytics
                                                               Overview Report




                                                To learn more about using
!"#$%&&'()*+,-./+(0*"1+.&/2(Start with a        HootSuite Social Analytics,
summary of Facebook Page activity during a      including how to access the
                                                reports from the dashboard, visit
                                                http://hootsuite.com/social-
users and increase/decrease increments.         analytics




!&33&4$5(0/"/+2( Track Twitter follower




64738(93,#'(0/"/+2 Measure the total clicks
from all shortened links sent from a Twitter




01"5'(:,*$+2 View vital stats including
page views, visitors, bounce rate etc. for an




;4,//$5(/&(<$%(9&*=$5+,&*+2(See how your


data overlaid on Google Analytics charts.



;&1(9&*/$*/2(Statistics for the most


                                                            www.fullfrontalroi.com

                                                                                     2
05
                                                                                                     HOW-TO
                                                                                                     Create A Custom
                                                                                                     Social Analytics
                                                                                                     Overview Report




                                                                                       About HootSuite
Learn More

There 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 results

Getting Started                                                                        and industry trends to rapidly
                                                                                       adjust engagement tactics and
                                                                                       increase social media ROI.
HootSuite has two business-level plans available for teams engaging
in social media campaigns and tactics to improve their business – Pro
                                                                                       More Resources
and 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
a 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

More Related Content

What's hot

50 Social Insights From Real Marketers
50 Social Insights From Real Marketers50 Social Insights From Real Marketers
50 Social Insights From Real Marketers
MediaZ - Digital Marketing Agency
 
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditStand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Mike Lewis
 
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...
Mohamed Mahdy
 
Social Media Solutions
Social  Media  SolutionsSocial  Media  Solutions
Social Media Solutions
Ariel Dagan
 
Social Media Communications for Nonprofit
Social Media Communications for NonprofitSocial Media Communications for Nonprofit
Social Media Communications for Nonprofit
AdCMO
 
Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02
Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02
Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02
evebould
 
Analyzing socialmedia pr
Analyzing socialmedia prAnalyzing socialmedia pr
Analyzing socialmedia pr
Amanda Snyder
 
Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Social Media Management Systems: How to Build a Case for Adoption and Choose ...Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Shoutlet, a Spredfast Company
 
2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media
2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media
2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media
Spredfast
 
The Five Steps of an Integrated Social Media Campaign
The Five Steps of an Integrated Social Media CampaignThe Five Steps of an Integrated Social Media Campaign
The Five Steps of an Integrated Social Media Campaign
Connie Bensen Lund
 
Developing your social media strategy in 7 steps
Developing your social media strategy in 7 stepsDeveloping your social media strategy in 7 steps
Developing your social media strategy in 7 steps
Audacious Leap
 
Pinterest SEO Sydney
Pinterest SEO SydneyPinterest SEO Sydney
Pinterest SEO Sydney
George Phillip
 
Social media marketing project
Social media marketing  projectSocial media marketing  project
Social media marketing project
niraj joshi
 
Laying the Foundation
Laying the FoundationLaying the Foundation
Laying the Foundation
Kwesi Joseph
 
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPTSocial Media Marketing (Tuten & Solomon) - Chapter 2 PPT
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
Tracy Tuten
 
SOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETINGSOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETING
vikramkr3116
 
Hootsuite sm roi 5 part series
Hootsuite sm roi 5 part seriesHootsuite sm roi 5 part series
Hootsuite sm roi 5 part series
Ryan Green
 
The B2B Marketer's Buyer's Guide to a Social Media Management Platform
The B2B Marketer's Buyer's Guide to a Social Media Management PlatformThe B2B Marketer's Buyer's Guide to a Social Media Management Platform
The B2B Marketer's Buyer's Guide to a Social Media Management Platform
Sapir Segal
 
Social and Cloud Marketing Impact on Businesses
Social and Cloud Marketing Impact on BusinessesSocial and Cloud Marketing Impact on Businesses
Social and Cloud Marketing Impact on Businesses
Saumya Verma
 

What's hot (19)

50 Social Insights From Real Marketers
50 Social Insights From Real Marketers50 Social Insights From Real Marketers
50 Social Insights From Real Marketers
 
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing AuditStand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
Stand Out SOcial Marketing - 4 Steps for a Social Marketing Audit
 
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...
LISTEN, PUBLISH, ANALYZE : The Intelligent Guide to Social Media Management P...
 
Social Media Solutions
Social  Media  SolutionsSocial  Media  Solutions
Social Media Solutions
 
Social Media Communications for Nonprofit
Social Media Communications for NonprofitSocial Media Communications for Nonprofit
Social Media Communications for Nonprofit
 
Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02
Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02
Whitepaper04hsfullfrontalroicustomerretention 110626114048-phpapp02
 
Analyzing socialmedia pr
Analyzing socialmedia prAnalyzing socialmedia pr
Analyzing socialmedia pr
 
Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Social Media Management Systems: How to Build a Case for Adoption and Choose ...Social Media Management Systems: How to Build a Case for Adoption and Choose ...
Social Media Management Systems: How to Build a Case for Adoption and Choose ...
 
2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media
2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media
2010 TASSCC CONFERENCE: Good, Bad Ugly: Truth About Social Media
 
The Five Steps of an Integrated Social Media Campaign
The Five Steps of an Integrated Social Media CampaignThe Five Steps of an Integrated Social Media Campaign
The Five Steps of an Integrated Social Media Campaign
 
Developing your social media strategy in 7 steps
Developing your social media strategy in 7 stepsDeveloping your social media strategy in 7 steps
Developing your social media strategy in 7 steps
 
Pinterest SEO Sydney
Pinterest SEO SydneyPinterest SEO Sydney
Pinterest SEO Sydney
 
Social media marketing project
Social media marketing  projectSocial media marketing  project
Social media marketing project
 
Laying the Foundation
Laying the FoundationLaying the Foundation
Laying the Foundation
 
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPTSocial Media Marketing (Tuten & Solomon) - Chapter 2 PPT
Social Media Marketing (Tuten & Solomon) - Chapter 2 PPT
 
SOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETINGSOCIAL MEDIA AS A TOOL OF MARKETING
SOCIAL MEDIA AS A TOOL OF MARKETING
 
Hootsuite sm roi 5 part series
Hootsuite sm roi 5 part seriesHootsuite sm roi 5 part series
Hootsuite sm roi 5 part series
 
The B2B Marketer's Buyer's Guide to a Social Media Management Platform
The B2B Marketer's Buyer's Guide to a Social Media Management PlatformThe B2B Marketer's Buyer's Guide to a Social Media Management Platform
The B2B Marketer's Buyer's Guide to a Social Media Management Platform
 
Social and Cloud Marketing Impact on Businesses
Social and Cloud Marketing Impact on BusinessesSocial and Cloud Marketing Impact on Businesses
Social and Cloud Marketing Impact on Businesses
 

Similar to Introduction to Social Media Measurement with HootSuite

Jumpstart Measurement Guide
Jumpstart Measurement GuideJumpstart Measurement Guide
Jumpstart Measurement Guide
Digital Chameleon
 
Lovett & owyang social marketing analytics demystified
Lovett & owyang social marketing analytics demystifiedLovett & owyang social marketing analytics demystified
Lovett & owyang social marketing analytics demystified
ad_crystal
 
Social Marketing Analytics: A New Framework for Measuring Results in Social M...
Social Marketing Analytics: A New Framework for Measuring Results in Social M...Social Marketing Analytics: A New Framework for Measuring Results in Social M...
Social Marketing Analytics: A New Framework for Measuring Results in Social M...
John Lovett
 
Roi series-10th-whitepaper
Roi series-10th-whitepaperRoi series-10th-whitepaper
Roi series-10th-whitepaper
khibinite
 
Jumpstart Strategy Guide
Jumpstart Strategy GuideJumpstart Strategy Guide
Jumpstart Strategy Guide
Digital Chameleon
 
socialmediacsc-101215181913-phpapp01.pdf
socialmediacsc-101215181913-phpapp01.pdfsocialmediacsc-101215181913-phpapp01.pdf
socialmediacsc-101215181913-phpapp01.pdf
Anjanette Delgado
 
It implement-a-social-media-program-storyboard-ver3
It implement-a-social-media-program-storyboard-ver3It implement-a-social-media-program-storyboard-ver3
It implement-a-social-media-program-storyboard-ver3
hmmaestas
 
It implement-a-social-media-program-storyboard-ver3
It implement-a-social-media-program-storyboard-ver3It implement-a-social-media-program-storyboard-ver3
It implement-a-social-media-program-storyboard-ver3
hmmaestas
 
Marketing 101 for MSPs: Social Media
Marketing 101 for MSPs: Social MediaMarketing 101 for MSPs: Social Media
Marketing 101 for MSPs: Social Media
CA Nimsoft
 
Uploads are up!
Uploads are up!Uploads are up!
Uploads are up!
Chris Brownlee
 
Social Media and Customer Service
Social Media and Customer ServiceSocial Media and Customer Service
Social Media and Customer Service
Paul Scott
 
Tracking Social Media ROI with SocialEye
Tracking Social Media ROI with SocialEyeTracking Social Media ROI with SocialEye
Tracking Social Media ROI with SocialEye
Overdrive Interactive
 
Jumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideJumpstart Campaign Planning Guide
Jumpstart Campaign Planning Guide
Digital Chameleon
 
The Power Of Social Media
The Power Of Social MediaThe Power Of Social Media
The Power Of Social Media
Katie McCurry
 
Social Media Interconnect With Plm System
 Social Media Interconnect With Plm System Social Media Interconnect With Plm System
Social Media Interconnect With Plm System
ITC Infotech
 
Ines Mergel - Designing Social Media Strategies - IBM - 2012
Ines Mergel - Designing Social Media Strategies - IBM - 2012Ines Mergel - Designing Social Media Strategies - IBM - 2012
Ines Mergel - Designing Social Media Strategies - IBM - 2012
Ines Mergel
 
Social Market Trends Study
Social Market Trends StudySocial Market Trends Study
Social Market Trends Study
HDS - Hotel Digital Strategy
 
Social media whitepaper
Social media whitepaperSocial media whitepaper
Social media whitepaper
Karthik Kumar
 
[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterpris...
[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterpris...[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterpris...
[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterpris...
Altimeter, a Prophet Company
 
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...
Susan Etlinger
 

Similar to Introduction to Social Media Measurement with HootSuite (20)

Jumpstart Measurement Guide
Jumpstart Measurement GuideJumpstart Measurement Guide
Jumpstart Measurement Guide
 
Lovett & owyang social marketing analytics demystified
Lovett & owyang social marketing analytics demystifiedLovett & owyang social marketing analytics demystified
Lovett & owyang social marketing analytics demystified
 
Social Marketing Analytics: A New Framework for Measuring Results in Social M...
Social Marketing Analytics: A New Framework for Measuring Results in Social M...Social Marketing Analytics: A New Framework for Measuring Results in Social M...
Social Marketing Analytics: A New Framework for Measuring Results in Social M...
 
Roi series-10th-whitepaper
Roi series-10th-whitepaperRoi series-10th-whitepaper
Roi series-10th-whitepaper
 
Jumpstart Strategy Guide
Jumpstart Strategy GuideJumpstart Strategy Guide
Jumpstart Strategy Guide
 
socialmediacsc-101215181913-phpapp01.pdf
socialmediacsc-101215181913-phpapp01.pdfsocialmediacsc-101215181913-phpapp01.pdf
socialmediacsc-101215181913-phpapp01.pdf
 
It implement-a-social-media-program-storyboard-ver3
It implement-a-social-media-program-storyboard-ver3It implement-a-social-media-program-storyboard-ver3
It implement-a-social-media-program-storyboard-ver3
 
It implement-a-social-media-program-storyboard-ver3
It implement-a-social-media-program-storyboard-ver3It implement-a-social-media-program-storyboard-ver3
It implement-a-social-media-program-storyboard-ver3
 
Marketing 101 for MSPs: Social Media
Marketing 101 for MSPs: Social MediaMarketing 101 for MSPs: Social Media
Marketing 101 for MSPs: Social Media
 
Uploads are up!
Uploads are up!Uploads are up!
Uploads are up!
 
Social Media and Customer Service
Social Media and Customer ServiceSocial Media and Customer Service
Social Media and Customer Service
 
Tracking Social Media ROI with SocialEye
Tracking Social Media ROI with SocialEyeTracking Social Media ROI with SocialEye
Tracking Social Media ROI with SocialEye
 
Jumpstart Campaign Planning Guide
Jumpstart Campaign Planning GuideJumpstart Campaign Planning Guide
Jumpstart Campaign Planning Guide
 
The Power Of Social Media
The Power Of Social MediaThe Power Of Social Media
The Power Of Social Media
 
Social Media Interconnect With Plm System
 Social Media Interconnect With Plm System Social Media Interconnect With Plm System
Social Media Interconnect With Plm System
 
Ines Mergel - Designing Social Media Strategies - IBM - 2012
Ines Mergel - Designing Social Media Strategies - IBM - 2012Ines Mergel - Designing Social Media Strategies - IBM - 2012
Ines Mergel - Designing Social Media Strategies - IBM - 2012
 
Social Market Trends Study
Social Market Trends StudySocial Market Trends Study
Social Market Trends Study
 
Social media whitepaper
Social media whitepaperSocial media whitepaper
Social media whitepaper
 
[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterpris...
[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterpris...[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterpris...
[Report] Shiny Object or Digital Intelligence Hub? Evolution of the Enterpris...
 
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...
Shiny Object or Digital Intelligence Hub? Evolution of the Social Media Comma...
 

More from Hootsuite

The Social CEO: Empowering a Human Business
The Social CEO: Empowering a Human BusinessThe Social CEO: Empowering a Human Business
The Social CEO: Empowering a Human Business
Hootsuite
 
Digital et Social Media - Quelles tendances & enjeux pour 2018
Digital et Social Media - Quelles tendances & enjeux pour 2018Digital et Social Media - Quelles tendances & enjeux pour 2018
Digital et Social Media - Quelles tendances & enjeux pour 2018
Hootsuite
 
Hootsuite Ambassador Yearbook 2017
Hootsuite Ambassador Yearbook 2017Hootsuite Ambassador Yearbook 2017
Hootsuite Ambassador Yearbook 2017
Hootsuite
 
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRMSocial CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Hootsuite
 
Social Selling: Comment des opportunités commerciales au travers des médias s...
Social Selling: Comment des opportunités commerciales au travers des médias s...Social Selling: Comment des opportunités commerciales au travers des médias s...
Social Selling: Comment des opportunités commerciales au travers des médias s...
Hootsuite
 
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Hootsuite
 
The Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROIThe Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROI
Hootsuite
 
Digital Transformation: The Role of Social in the Enterprise
Digital Transformation: The Role of Social in the EnterpriseDigital Transformation: The Role of Social in the Enterprise
Digital Transformation: The Role of Social in the Enterprise
Hootsuite
 
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskDebunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
Hootsuite
 
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Hootsuite
 
[Infographic] How social media can help you build #BrandLove
[Infographic] How social media can help you build #BrandLove[Infographic] How social media can help you build #BrandLove
[Infographic] How social media can help you build #BrandLove
Hootsuite
 
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016 Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Hootsuite
 
Webinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media PlanWebinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media Plan
Hootsuite
 
A 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment IndustryA 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment Industry
Hootsuite
 
The Next 3 Billion People on Social
The Next 3 Billion People on SocialThe Next 3 Billion People on Social
The Next 3 Billion People on Social
Hootsuite
 
The Troll Who Stole Christmas
The Troll Who Stole ChristmasThe Troll Who Stole Christmas
The Troll Who Stole Christmas
Hootsuite
 
Instagram Strategy Guide with Hootsuite
Instagram Strategy Guide with HootsuiteInstagram Strategy Guide with Hootsuite
Instagram Strategy Guide with Hootsuite
Hootsuite
 
Spectrum Health System Case Study
Spectrum Health System Case StudySpectrum Health System Case Study
Spectrum Health System Case Study
Hootsuite
 
The Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand PlaybookThe Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand Playbook
Hootsuite
 
Best Practices on Instagram and Hootsuite
Best Practices on Instagram and Hootsuite Best Practices on Instagram and Hootsuite
Best Practices on Instagram and Hootsuite
Hootsuite
 

More from Hootsuite (20)

The Social CEO: Empowering a Human Business
The Social CEO: Empowering a Human BusinessThe Social CEO: Empowering a Human Business
The Social CEO: Empowering a Human Business
 
Digital et Social Media - Quelles tendances & enjeux pour 2018
Digital et Social Media - Quelles tendances & enjeux pour 2018Digital et Social Media - Quelles tendances & enjeux pour 2018
Digital et Social Media - Quelles tendances & enjeux pour 2018
 
Hootsuite Ambassador Yearbook 2017
Hootsuite Ambassador Yearbook 2017Hootsuite Ambassador Yearbook 2017
Hootsuite Ambassador Yearbook 2017
 
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRMSocial CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRM
 
Social Selling: Comment des opportunités commerciales au travers des médias s...
Social Selling: Comment des opportunités commerciales au travers des médias s...Social Selling: Comment des opportunités commerciales au travers des médias s...
Social Selling: Comment des opportunités commerciales au travers des médias s...
 
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
 
The Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROIThe Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROI
 
Digital Transformation: The Role of Social in the Enterprise
Digital Transformation: The Role of Social in the EnterpriseDigital Transformation: The Role of Social in the Enterprise
Digital Transformation: The Role of Social in the Enterprise
 
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskDebunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
 
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
 
[Infographic] How social media can help you build #BrandLove
[Infographic] How social media can help you build #BrandLove[Infographic] How social media can help you build #BrandLove
[Infographic] How social media can help you build #BrandLove
 
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016 Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
 
Webinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media PlanWebinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media Plan
 
A 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment IndustryA 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment Industry
 
The Next 3 Billion People on Social
The Next 3 Billion People on SocialThe Next 3 Billion People on Social
The Next 3 Billion People on Social
 
The Troll Who Stole Christmas
The Troll Who Stole ChristmasThe Troll Who Stole Christmas
The Troll Who Stole Christmas
 
Instagram Strategy Guide with Hootsuite
Instagram Strategy Guide with HootsuiteInstagram Strategy Guide with Hootsuite
Instagram Strategy Guide with Hootsuite
 
Spectrum Health System Case Study
Spectrum Health System Case StudySpectrum Health System Case Study
Spectrum Health System Case Study
 
The Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand PlaybookThe Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand Playbook
 
Best Practices on Instagram and Hootsuite
Best Practices on Instagram and Hootsuite Best Practices on Instagram and Hootsuite
Best Practices on Instagram and Hootsuite
 

Recently uploaded

UX Webinar Series: Drive Revenue and Decrease Costs with Passkeys for Consume...
UX Webinar Series: Drive Revenue and Decrease Costs with Passkeys for Consume...UX Webinar Series: Drive Revenue and Decrease Costs with Passkeys for Consume...
UX Webinar Series: Drive Revenue and Decrease Costs with Passkeys for Consume...
FIDO Alliance
 
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Zilliz
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
SAI KAILASH R
 
Vulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive OverviewVulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive Overview
Steven Carlson
 
Retrieval Augmented Generation Evaluation with Ragas
Retrieval Augmented Generation Evaluation with RagasRetrieval Augmented Generation Evaluation with Ragas
Retrieval Augmented Generation Evaluation with Ragas
Zilliz
 
UX Webinar Series: Essentials for Adopting Passkeys as the Foundation of your...
UX Webinar Series: Essentials for Adopting Passkeys as the Foundation of your...UX Webinar Series: Essentials for Adopting Passkeys as the Foundation of your...
UX Webinar Series: Essentials for Adopting Passkeys as the Foundation of your...
FIDO Alliance
 
kk vathada _digital transformation frameworks_2024.pdf
kk vathada _digital transformation frameworks_2024.pdfkk vathada _digital transformation frameworks_2024.pdf
kk vathada _digital transformation frameworks_2024.pdf
KIRAN KV
 
Acumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptxAcumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptx
BrainSell Technologies
 
The Impact of the Internet of Things (IoT) on Smart Homes and Cities
The Impact of the Internet of Things (IoT) on Smart Homes and CitiesThe Impact of the Internet of Things (IoT) on Smart Homes and Cities
The Impact of the Internet of Things (IoT) on Smart Homes and Cities
Arpan Buwa
 
Using LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and MilvusUsing LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and Milvus
Zilliz
 
Sonkoloniya documentation - ONEprojukti.pdf
Sonkoloniya documentation - ONEprojukti.pdfSonkoloniya documentation - ONEprojukti.pdf
Sonkoloniya documentation - ONEprojukti.pdf
SubhamMandal40
 
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
sunilverma7884
 
Communications Mining Series - Zero to Hero - Session 3
Communications Mining Series - Zero to Hero - Session 3Communications Mining Series - Zero to Hero - Session 3
Communications Mining Series - Zero to Hero - Session 3
DianaGray10
 
Patch Tuesday de julio
Patch Tuesday de julioPatch Tuesday de julio
Patch Tuesday de julio
Ivanti
 
Vertex AI Agent Builder - GDG Alicante - Julio 2024
Vertex AI Agent Builder - GDG Alicante - Julio 2024Vertex AI Agent Builder - GDG Alicante - Julio 2024
Vertex AI Agent Builder - GDG Alicante - Julio 2024
Nicolás Lopéz
 
Semantic-Aware Code Model: Elevating the Future of Software Development
Semantic-Aware Code Model: Elevating the Future of Software DevelopmentSemantic-Aware Code Model: Elevating the Future of Software Development
Semantic-Aware Code Model: Elevating the Future of Software Development
Baishakhi Ray
 
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
alexjohnson7307
 
The History of Embeddings & Multimodal Embeddings
The History of Embeddings & Multimodal EmbeddingsThe History of Embeddings & Multimodal Embeddings
The History of Embeddings & Multimodal Embeddings
Zilliz
 
Redefining Cybersecurity with AI Capabilities
Redefining Cybersecurity with AI CapabilitiesRedefining Cybersecurity with AI Capabilities
Redefining Cybersecurity with AI Capabilities
Priyanka Aash
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
BrainSell Technologies
 

Recently uploaded (20)

UX Webinar Series: Drive Revenue and Decrease Costs with Passkeys for Consume...
UX Webinar Series: Drive Revenue and Decrease Costs with Passkeys for Consume...UX Webinar Series: Drive Revenue and Decrease Costs with Passkeys for Consume...
UX Webinar Series: Drive Revenue and Decrease Costs with Passkeys for Consume...
 
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
Garbage In, Garbage Out: Why poor data curation is killing your AI models (an...
 
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and DisadvantagesBLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
BLOCKCHAIN TECHNOLOGY - Advantages and Disadvantages
 
Vulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive OverviewVulnerability Management: A Comprehensive Overview
Vulnerability Management: A Comprehensive Overview
 
Retrieval Augmented Generation Evaluation with Ragas
Retrieval Augmented Generation Evaluation with RagasRetrieval Augmented Generation Evaluation with Ragas
Retrieval Augmented Generation Evaluation with Ragas
 
UX Webinar Series: Essentials for Adopting Passkeys as the Foundation of your...
UX Webinar Series: Essentials for Adopting Passkeys as the Foundation of your...UX Webinar Series: Essentials for Adopting Passkeys as the Foundation of your...
UX Webinar Series: Essentials for Adopting Passkeys as the Foundation of your...
 
kk vathada _digital transformation frameworks_2024.pdf
kk vathada _digital transformation frameworks_2024.pdfkk vathada _digital transformation frameworks_2024.pdf
kk vathada _digital transformation frameworks_2024.pdf
 
Acumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptxAcumatica vs. Sage Intacct _Construction_July (1).pptx
Acumatica vs. Sage Intacct _Construction_July (1).pptx
 
The Impact of the Internet of Things (IoT) on Smart Homes and Cities
The Impact of the Internet of Things (IoT) on Smart Homes and CitiesThe Impact of the Internet of Things (IoT) on Smart Homes and Cities
The Impact of the Internet of Things (IoT) on Smart Homes and Cities
 
Using LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and MilvusUsing LLM Agents with Llama 3, LangGraph and Milvus
Using LLM Agents with Llama 3, LangGraph and Milvus
 
Sonkoloniya documentation - ONEprojukti.pdf
Sonkoloniya documentation - ONEprojukti.pdfSonkoloniya documentation - ONEprojukti.pdf
Sonkoloniya documentation - ONEprojukti.pdf
 
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
Girls call Kolkata 👀 XXXXXXXXXXX 👀 Rs.9.5 K Cash Payment With Room Delivery
 
Communications Mining Series - Zero to Hero - Session 3
Communications Mining Series - Zero to Hero - Session 3Communications Mining Series - Zero to Hero - Session 3
Communications Mining Series - Zero to Hero - Session 3
 
Patch Tuesday de julio
Patch Tuesday de julioPatch Tuesday de julio
Patch Tuesday de julio
 
Vertex AI Agent Builder - GDG Alicante - Julio 2024
Vertex AI Agent Builder - GDG Alicante - Julio 2024Vertex AI Agent Builder - GDG Alicante - Julio 2024
Vertex AI Agent Builder - GDG Alicante - Julio 2024
 
Semantic-Aware Code Model: Elevating the Future of Software Development
Semantic-Aware Code Model: Elevating the Future of Software DevelopmentSemantic-Aware Code Model: Elevating the Future of Software Development
Semantic-Aware Code Model: Elevating the Future of Software Development
 
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
leewayhertz.com-AI agents for healthcare Applications benefits and implementa...
 
The History of Embeddings & Multimodal Embeddings
The History of Embeddings & Multimodal EmbeddingsThe History of Embeddings & Multimodal Embeddings
The History of Embeddings & Multimodal Embeddings
 
Redefining Cybersecurity with AI Capabilities
Redefining Cybersecurity with AI CapabilitiesRedefining Cybersecurity with AI Capabilities
Redefining Cybersecurity with AI Capabilities
 
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdfAcumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
Acumatica vs. Sage Intacct vs. NetSuite _ NOW CFO.pdf
 

Introduction to Social Media Measurement with HootSuite

  • 1. 01 Introduction to Social Media Measurement with HootSuite By: Nichole Kelly - Social Media Measurement Coach In Partnership with HootSuite - Social Media Dashboard www.fullfrontalroi.com
  • 2. 01 Introduction to Social Media Measurement with HootSuite Introduction Measuring social media is now an expectation that marketers need to deliver on. Marketing Sherpa released a report that showed 53% As a marketer who of marketers have increased social media budgets in 2011. That’s has successfully great news but for many it came at a cost they weren’t prepared measured social for; accountability. According to the report from Bazaarvoice, 74% media ROI, I can tell you it isn’t as easy as year. 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 Kelly marketers, but it is something that can be overcome. www.fullfrontalroi.com 1
  • 3. Introduction The makers of HootSuite, the social media dashboard, recognized the 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 decision making metrics like how many site visits your social media activities Get a better view of your social generated and how many of your social media contacts converted campaigns with on your site. Combining this data with basic executive measurement new, more powerful philosophies will provide concrete reports on what is and what isn’t analytics tools, more delivering in your social strategy. ways to measure, and customizable reports The following pages outline some core measurement strategies that that will give you a will 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 HootSuite The Challenges to Social Media Measurement With all the various metrics available, why has social media By focusing on down to a disconnect between new social metrics and those that new social metrics companies have relied on for years. Comparing social metrics with we have diluted other 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 Kelly created products they thought would solve the measurement conundrum. Marketers were trying to understand how the metrics in their social media listening platform connected to the metrics in their social media engagement platform and how that would connect to the metrics in their social media reporting platform. It didn’t take long for the process to become very convoluted. With the emergence of these “new” metrics we have created a huge problem for marketers who simply need to understand how social media activities perform in relation to the rest of their marketing activities. When Executives ask www.fullfrontalroi.com 3
  • 5. 01 Introduction to Social Media Measurement with HootSuite Aligning Social Measurement with Executive Needs Social media metrics can’t be a language of their own because they have to speak to executive needs. The C-Suite wants to understand Executives look at how social media contributes to the bottom line. Therefore, marketers sales, revenue and need to be able to differentiate the metrics that matter to them from cost EVERY DAY to the metrics that matter to an executive. put social media into the context of what Metrics that Matter to Marketers executives care about. You need to connect The new social media metrics do have a purpose and deliver value to it to their three core the conversation. Metrics such as likes/followers, retweets, comments, metrics. mentions, and @replies show us how our social media strategy is — Nichole Kelly progressing and whether or not we are building a community that is engaged. While this is directional for us, it’s important that we recognize they aren’t important to the average executive. Metrics that Matter to Executives There are three key metrics that determine how the company is doing: sales (units sold), revenue and cost. This is important and worth To put social media into the context of what executives care about you need to connect it to their three core metrics. www.fullfrontalroi.com 4
  • 6. Aligning Social Measurements with Executive Needs Transforming your Dialogue with Executives Sales, revenue and cost are the Holy Grail for social media measurement. 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 is truly transform your conversations with executives. Imagine being able to show that social media delivers customers at a lower cost than other marketing channels or converts at a much higher rate than any other channel or even that social media customers spend more over their lifetime than other customers. These are game changing conversations 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 Google Analytics. 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 HootSuite Understanding What Needs To Be Measured There’s just no way around it. In order to measure sales, revenue and cost in a meaningful way, you have to understand what you are trying to accomplish with social media. There are three primary goals with any marketing activity: brand awareness, customer retention and lead generation. Each of these goals comes with a unique set of metrics that 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 social media then you are essentially measuring eyeballs and the actions existed for years. Just look at public relations and TV/radio/banner advertising 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 better encourage customers to stay longer and possibly buy more at every transaction, or buy more often, depending on what service or product you 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 Measured 2)#%&3)$)"#-1.$ While you may not be actively selling products in social media channels, it is likely that the relationships you build will result in sales for your company. Can you show where social media contributed to in lead generation: lead forms and sales. The following metrics show how 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 HootSuite How HootSuite Can Help the metrics you need to apply these measurement strategies. The HootSuite Social following 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 HootSuite Summary The ability to align social measurement with the same metrics you use to measure your other marketing channels will give you a empowered to transform your dialogue with executives and deliver the results they are looking for. Finally, you will have insight into which social media strategies are actually delivering and which ones aren’t so you can optimize your efforts. '4.,-&5167.8)&9)88: Nichole Kelly is a social media measurement coach and the publisher accountable marketing teams, she used her talents to create a systematic way to measure social media and put it into the context of where it is delivering value to your organization and show bottom-line they need and with the right language and the right strategy to put the Nichole Kelly - Social Media Measurement Coach pieces together, they can deliver results. www.fullfrontalroi.com 10
  • 12. Summary '4.,-&;..-<,1-) HootSuite helps consumer brands, global enterprises, SMBs and agencies spread messages, monitor conversations and track results across multiple networks from one centralized dashboard. Using HootSuite’s business focused tool set, teams can Wordpress and other social networks securely via web, desktop or mobile platforms. HootSuite clients track campaign results and industry 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 HootSuite www.fullfrontalroi.com
  • 14. 01 HOW-TO Overview of Social Reporting with HootSuite Overview of Social Reporting with HootSuite Social Analytics HootSuite It’s important for marketers to show how social media activities are HootSuite’s Social Analytics capabilities allow businesses and impacting corporate goals. To answer this need HootSuite launched organizations to customize social Custom Social Analytics to track and measure activities across various media reports and measure all social networks against website conversions. The reporting suite aspects of social initiatives – from combines 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 activities without leaving the HootSuite dashboard. This level of insight provides Social Analytics includes over marketers with the overviews they need to truly understand the value 30 report metrics – including of their online efforts. Google Analytics and Facebook Insights – each of which can be plugged into dynamic reports to This How-To guide is one of many that demonstrate the enhanced share with team members, clients reporting and measurement tools in the HootSuite dashboard. and colleagues on a daily, weekly or monthly basis. identifying revenue sources. To learn more about using Within HootSuite’s native Social Analytics Reports you can select the HootSuite Social Analytics, including how to access the pre-made Google Analytics Report Template or plug individual Google reports from the dashboard, visit Analytics modules into a custom report. Both give you the statistics http://hootsuite.com/social- you need to accurately analyze social media engagement against analytics The following Google Analytics features are built into HootSuite for organizations to measure and share results without leaving the dashboard: www.fullfrontalroi.com 1
  • 15. 01 HOW-TO Overview of Social Reporting with HootSuite Twitter to Web Conversion - Measure the effectiveness of tactics on the front-line and To find out more about see immediately which messages resonate integrating Google Analytics with your campaigns, you can read our next How -To document approach accordingly. entitled How -To Integrate Google Analytics and HootSuite. Spark Lines: A statistical overview to quickly see how campaign elements are areas that need the most attention. Learn which areas produce 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 in Top Content: Measure page view HootSuite, and Facebook Insights statistics – including absolute and relative which monitor activity on your percentages – to determine which content Facebook Page including daily best attracts audience. “Likes”, posts, demographics and more. Together, these reports give you an end-to-end picture of your social e orts. Determine which channels efforts using the Top Referrer report in Google Analytics. www.fullfrontalroi.com 2
  • 16. 01 HOW-TO Overview of Social Reporting with HootSuite About HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer enhanced 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 results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. HootSuite has two business-level plans available for teams engaging in social media campaigns and tactics to improve their business – Pro More Resources and Enterprise. There are a number of ways to use the advanced, business- savvy tools in the HootSuite a 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 HootSuite www.fullfrontalroi.com
  • 18. 02 HOW-TO Integrate Google Analytics and HootSuite The Value of Integrating Google HootSuite Social Analytics Analytics Marketers want to understand whether or not social media activities HootSuite’s Social Analytics capabilities allow businesses and organizations to customize social and conversion activities. By integrating Google Analytics into a site’s media reports and measure all aspects of social initiatives – from managers 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 over your website. 30 report metrics – including Google Analytics and Facebook Insights – each of which can be How to Add Google Analytics to Your plugged into dynamic reports to Website share with team members, clients and colleagues on a daily, weekly or monthly basis. By adding Google Analytics to your website and HootSuite account 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 HootSuite 2. 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-analytics 3. Now you can access Google Analytics without leaving the HootSuite dashboard. The next step is to add goal tracking and campaigns. Overview of Social Reporting with HootSuite www.fullfrontalroi.com 2
  • 20. 02 HOW-TO Integrate Google Analytics and HootSuite About HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer enhanced 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 results Getting 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 Resources and Enterprise. There are a number of ways to use the advanced, business- savvy tools in the HootSuite a 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 Analytics www.fullfrontalroi.com
  • 22. 03 HOW-TO Add Goal Tracking and Campaigns to Google Analytics Goal Tracking for End to End HootSuite Social Analytics Reporting Capability Show how social activities contribute to corporate goals. By utilizing HootSuite’s Social Analytics capabilities allow businesses and the combination of Ow.ly URLs, campaign tracking, Facebook organizations to customize social Insights, and Google Analytics you can accurately report on the media reports and measure all results 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 – including How to Add Goal Tracking and Google Analytics and Facebook Insights – each of which can be Campaigns to Google Analytics plugged into dynamic reports to share with team members, clients Adding 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 Facebook Page 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 one in your reports. For more detailed information, visit these Google To learn more about using Analytics 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 Analytics 2. 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 to Social Analytics. These are the three levels of variables recommended for social media Once you’ve completed these steps, add your campaign to your shortened Ow.ly links using custom parameters for Google Analytics. To learn more about this step, view our How-To document entitled How-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 HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer enhanced 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 results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. HootSuite has two business-level plans available for teams engaging in social media campaigns and tactics to improve their business – Pro More Resources and 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 Parameters www.fullfrontalroi.com
  • 26. 04 HOW-TO Shorten URLS in HootSuite and Append Campaign Parameters Why Campaign Tracking is Critical to HootSuite Social Analytics Social Reporting It’s important to understand how social media campaigns impact HootSuite’s Social Analytics capabilities allow businesses company goals. Utilizing the Google Analytics integration with and organizations to customize HootSuite will give insight and data on campaign success, from Tweet social media reports and to sale. Marketers can add Google Analytics campaign parameters measure all aspects of social to each custom shortened Ow.ly URL within HootSuite in order to initiatives – from granular campaign elements to an determine 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 reports Ow.ly URLs. include over 30 individual report modules for tracking and measuring success, including Shortening URLs in HootSuite free Ow.ly summary stats and Ow.ly individual click-stats so you can also see the success of Short URLs help you share your links within space-constrained your campaigns using Ow.ly mediums like Twitter or even email. Plus, by shrinking web addresses, links — HootSuite’s built-in you can track clicks as well as referral sources and more. URL shortener. HootSuite has a number of options for shortening URLs which create a trackable link to learn which follower clicks result in conversions on your website. “Ow.ly” is HootSuite’s custom URL shortener and is built into the 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 exactly how your link was shared, and what results it produced. www.fullfrontalroi.com 1
  • 27. 04 HOW-TO Shorten URLS in HootSuite and Append Campaign Parameters Appending URL Parameters After 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, visit provide you with three levels of tracking for each URL you shorten. http://hootsuite.com/social- analytics Here’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 done strategically. Ideally you should create a standard methodology for campaign naming and have a master list that all of your HootSuite users have access to. www.fullfrontalroi.com 2
  • 28. 04 HOW-TO Shorten URLS in HootSuite and Append Campaign Parameters This will prevent different users creating different campaigns for the same activities and diluting results. simple A/B testing. Viewing Reports Once your parameters are set, the Ow.ly link information will be tracked in Google Analytics reports as a single line-item for each custom link. This saves time from manually adding data, and eliminates guesswork about campaign performance. With this medium worked best for each campaign. This is a powerful way to improve 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 HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer enhanced 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 results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. HootSuite has two business-level plans available for teams engaging in social media campaigns and tactics to improve their business – Pro More Resources and 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 a 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 Report www.fullfrontalroi.com
  • 31. 05 HOW-TO Create A Custom Social Analytics Overview Report The Power of Social Analytics HootSuite Social Analytics Marketers want to understand how social media efforts impact HootSuite’s Social Analytics corporate goals. HootSuite’s Social Analytics provide the data to track capabilities allow businesses and organizations to customize resource for the most important metrics by creating a custom report that social media reports and measure all aspects of social combines Ow.ly click stats, Facebook Insights, and Google Analytics. initiatives – from granular campaign elements to an This 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 individual Creating a Resource for Your Most report modules for tracking and measuring success, including Important Metrics free Ow.ly summary stats and Ow.ly individual click-stats so Social Analytics includes over 30 report metrics – including Google you can also see the success of your campaigns using Ow.ly Analytics and Facebook Insights – each of which can be plugged into links — HootSuite’s built-in dynamic 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 the ability to facilitate and streamline reporting actions. By setting up a custom overview report, you will have a starting point to view all of changes. Then, by utilizing the deeper report modules, you can dive when 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$5(0/"/+2( Track Twitter follower 64738(93,#'(0/"/+2 Measure the total clicks from all shortened links sent from a Twitter 01"5'(:,*$+2 View vital stats including page views, visitors, bounce rate etc. for an ;4,//$5(/&(<$%(9&*=$5+,&*+2(See how your data overlaid on Google Analytics charts. ;&1(9&*/$*/2(Statistics for the most www.fullfrontalroi.com 2
  • 33. 05 HOW-TO Create A Custom Social Analytics Overview Report About HootSuite Learn More There 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 results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. HootSuite has two business-level plans available for teams engaging in social media campaigns and tactics to improve their business – Pro More Resources and 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 a 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