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05
Measuring
Social Media for
Lead Generation




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




                                                         www.hootsuite.com   www.fullfrontalroi.com
05                  Measuring
                                                                                             Social Media for
                                                                                             Lead Generation




Introduction
How do we calculate the ROI of social media to understand how
it affects the bottom line? Many companies are trying to track


as social marketing budgets increase [1] so too does the need for


Increased budgets indicate that executives recognize there is value
in social media, but this faith in social needs to be substantiated by
                        Bazaarvoice reported that 74% of CMOs


be wishful thinking as measuring ROI isn’t as easy as picking up a


However, there are proven measurement tactics which can provide


provides streamlined ways to deliver better data to show where social




                                                                         1
                                                                          Marketing Sherpa released a report that
                                                                         showed that 53% of marketers said their
                                                                         budgets in social media increased for 2011.

                                                                         www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                       1
Introduction




dashboard are designed to measure all aspects of social media




efforts are generating and how many of these convert to sales once




                                                                     www.hootsuite.com   www.fullfrontalroi.com

                                                                                                             2
05                  Measuring
                                                                                               Social Media for
                                                                                               Lead Generation




Review of Core
Measurement
Philosophies
If you missed the last four white papers,
Media Measurement with HootSuite,
the Sales Funnel,                                                 ,
and Measuring Social Media for Customer Retention it is highly




In review, executives want to understand how social media delivers
value to the bottom line, a very different conversation from that of the
growth of your social audience using the newly created language of




                                                                           www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                        3
05                  Measuring
                                                                                           Social Media for
                                                                                           Lead Generation




Understanding
Where Lead
Generation Fits
We understand that social media is about building relationships
and dialogue with our prospects with the hope that when they are


makes sense to have social media channels dedicated to “deals” and


in social media channels and “pushing the sale” would be unnatural




Unfortunately, because of this, attributing sales to long-cultivated


(discussed in previous white papers) driving the prospect to action




Ultimately, measuring the lifecycle of the sale will help us to




                                                                       www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                    4
05                  Measuring
                                                                                               Social Media for
                                                                                               Lead Generation




Creating Space for the
"Soft" Lead
                                                                           What is a soft lead?
Social media opens the door to another type of lead called the “soft”      A soft lead is a lead
                                                                           that has provided you
with their basic contact information when we offer them something          with their contact
                                                                           information and
prospects helps to generate “soft” leads which can be very valuable        shown interest in
                                                                           your products, but
                                                                           has not purchased a
                                                                           product yet.

                                                                                                   — Nichole Kelly




Offering “special content” in exchange for email contact information




develop an email strategy around converting soft leads it can lead


acquire “soft” leads with very little cost, leaving you a nice buffer to
                                                                           www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                        5
Creating Space for the “Soft“ Lead




continue to spend marketing dollars to convert them before you hit




yet, we measure the value relative to the cost of the lead:


Pay Per Click Advertising
    $12 cost per click
    $85 cost per lead
    $150 cost per sale

                                                                        Example of content designed to generate
Social Media Campaigns                                                  soft-leads from HubSpot

    $6 cost per click
    $15 cost per lead


    $15 = $70




order to convert them into customers and they would still be $65 less




         Cost Metrics                        Cost per Click



      Cost per Site Visit                    Cost per Lead



    Cost per Impression


                                                                        www.hootsuite.com       www.fullfrontalroi.com

                                                                                                                    6
Creating Space for the “Soft“ Lead




kind of content do we have that prospects are willing to provide an
email address to receive? When someone comes to our website from
a social media channel is there a clear call to action for this content?


we receive their email address what do we do with it? How can we
develop an email marketing strategy that will help convert these leads
into customers?




                                                                           www.hootsuite.com   www.fullfrontalroi.com

                                                                                                                   7
05                  Measuring
                                                                                            Social Media for
                                                                                            Lead Generation




Measuring Prospect
Conversion

developed a successful soft lead generation and follow-up strategy




When measuring prospect conversion you also want to use traditional




COST METRICS                        REVENUE METRICS                   SALES METRICS

Cost per social media campaign      Revenue per social media channel Units per social media channel


Cost per social media channel       Revenue per social media          Units per social media campaign
                                    campaign

Cost per conversion                 Revenue per customer              Units per customer


Cost per customer




                                                                        www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                     8
05                  Measuring
                                                                                             Social Media for
                                                                                             Lead Generation




Measuring a
Control Group

compare social media lead generation activities with a “control group”




Unfortunately, it isn’t as simple as turning on a light switch and


is to be able to compare what is happening with your social media
prospects against what is happening with traditional advertising leads




                                                                         TIP: Measuring a
                                                                         control group allows
                                                                         you to show early
                                                                         results of growth and
                                                                         improvement giving
                                                                         your lead generation
                                                                         strategies time to
                                                                         begin delivering.




                                                                         www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      9
05                  Measuring
                                                                                    Social Media for
                                                                                    Lead Generation




Tracking Social
Media Campaigns
You can track social media campaigns by utilizing HootSuite’s




                                                                Combining Google
                                                                Analytics’ goals
                                                                and funnels with
                                                                HootSuite’s ow.ly
                                                                shortener gives you
                                                                insight into what
                                                                is working to drive
                                                                prospect conversion.

                                                                                        — Nichole Kelly




                                                                www.hootsuite.com        www.fullfrontalroi.com

                                                                                                            10
05                  Measuring
                                                                                              Social Media for
                                                                                              Lead Generation




Challenges with
Tracking



Campaign History



at the lifecycle of the social media lead, it is likely that the social
media lead interacted with your social media channels early in the


the customer may actually convert through a traditional advertising




solve the problem, however at the end of the day they aren’t tying


understand a little more about the campaign history, you are missing




Tying to Revenue


you will need to pass the campaign history into your revenue tracking



                                                                          www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      11
05                  Measuring
                                                                                           Social Media for
                                                                                           Lead Generation




Case Study:
RS Components
RS Components is the world’s largest supplier of electronic and




are primarily a business to business focused company providing
electronic components to well known consumer brands who create


operating companies based in over 25 countries, including France,




campaign involved supporting the launch of an iPad app to view their




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                                                                                                                   12
Case Study: RS Components




history as a traditional print publication with hundreds of thousands




Ultimately, if there was an audience for an electronic version of the
publication it could help expand the reach of the publication and




The RS Components Road to Conversion




RS utilized the iPad app as a soft-lead conversion strategy, similar
to what was discussed earlier in the white paper, and it delivered




                                                                        www.hootsuite.com   www.fullfrontalroi.com

                                                                                                               13
Case Study: RS Components




When compared to a similar pay-per-click advertising campaign for
Designspark, a free software application offered by RS Components,




      289% increase in total impressions
      169% increase in engagement
      1453% increase in leads generated
      44% decrease in cost per soft lead




      In the top 10 most downloaded apps in the UK within the




                                                                     www.hootsuite.com   www.fullfrontalroi.com

                                                                                                            14
05                  Measuring
                                                                                              Social Media for
                                                                                              Lead Generation




Summary
Measuring lead generation in social media still has its challenges, but

                                                                          HootSuite Social
                                                                          Analytics provide a
                                                                          new level of insight
                                                                          on the impact of
                                                                          social media on your
                                                                          business, providing
    Want more on measuring lead generation? Check out the                 deep decision-making
    Full Frontal ROI social media measurement boot camp                   metrics beyond fans
    course “3 Steps for Measuring Social Media’s Impact on
                                                                          and followers to help
    Lead Generation” with almost 40 pages of step by step
                                                                          you evaluate your
    instructions for collecting lead generation data including
                                                                          strategies.
    hands-on activities and worksheets at http://fullfrontalroi.
    com/social-media-measurement-bootcamp/




This white paper is the last in a series dedicated to understanding
social media measurement. An Introduction to Social Media
Measurement with HootSuite, Applying Social Media to the Sales
Funnel, Measuring Social Media for Brand Awareness and Measuring
Social Media for Customer Retention began the series. The entire
series includes tutorials for how you can use HootSuite to accomplish
these measurement strategies.




                                                                          www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      15
About HootSuite




How HootSuite Can Help




  01.
  02.
  03.
  04.
  05.
                                                                    Free! 30 Day trial of
                                                                    HootSuite Pro
About HootSuite
                                                                    Try HootSuite Pro free for 30

HootSuite helps consumer brands, global enterprises, SMBs and       days and get unlimited Social

agencies spread messages, monitor conversations and track results   Analytics reports. Visit:
                                                                    http://hootsuite.com/Pro to
                                                                    sign up today.

Using HootSuite’s business focused tool set, teams can              Or, book a demo of HootSuite
                                                                    Enterprise, visit http://
WordPress and other social networks securely via web, desktop       hootsuite.com/enterprise to
                                                                    fill out a request.




                                                                    www.hootsuite.com    www.fullfrontalroi.com

                                                                                                            16
About Nichole Kelly




About Nichole Kelly

Nichole Kelly is a social media measurement coach and the publisher
of
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




About RS Components                                                       Nichole Kelly - Social Media Measurement Coach




RS Components is the world’s leading high service distributor of




the Group distributes 550,000 products ranging from semiconductors


product and service portfolio supports the entire product lifecycle
from R&D through pre-production to maintenance and repair, shipping




                                                                          www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      17
01     HOW-
       TO

Overview of
Social Reporting
with HootSuite




                   www.hootsuite.com   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.hootsuite.com        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.hootsuite.com        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.hootsuite.com        www.fullfrontalroi.com

                                                                                                                     3
02      HOW-
        TO

Integrate
Google Analytics
and HootSuite




                   www.hootsuite.com   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.hootsuite.com        www.fullfrontalroi.com
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.hootsuite.com        www.fullfrontalroi.com
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.hootsuite.com        www.fullfrontalroi.com
03      HOW-
        TO

Add Goal Tracking
and Campaigns to
Google Analytics




               www.hootsuite.com   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.hootsuite.com        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.hootsuite.com        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.hootsuite.com        www.fullfrontalroi.com

                                                                                                                        3
04     HOW-
       TO

Shorten URLs in
HootSuite and Append
Campaign Parameters




               www.hootsuite.com   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.hootsuite.com       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.hootsuite.com       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.hootsuite.com       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.hootsuite.com       www.fullfrontalroi.com

                                                                                                                       4
05      HOW-
        TO

Create A Custom
Social Analytics
Overview Report




                   www.hootsuite.com   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.hootsuite.com        www.fullfrontalroi.com

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




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




!&33&4$5(0/"/+2( Track Twitter 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.hootsuite.com        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.hootsuite.com        www.fullfrontalroi.com

                                                                                                                                    3

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Measuring Social Media for Lead Generation

  • 1. 05 Measuring Social Media for Lead Generation By: Nichole Kelly - Social Media Measurement Coach In Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 2. 05 Measuring Social Media for Lead Generation Introduction How do we calculate the ROI of social media to understand how it affects the bottom line? Many companies are trying to track as social marketing budgets increase [1] so too does the need for Increased budgets indicate that executives recognize there is value in social media, but this faith in social needs to be substantiated by Bazaarvoice reported that 74% of CMOs be wishful thinking as measuring ROI isn’t as easy as picking up a However, there are proven measurement tactics which can provide provides streamlined ways to deliver better data to show where social 1 Marketing Sherpa released a report that showed that 53% of marketers said their budgets in social media increased for 2011. www.hootsuite.com www.fullfrontalroi.com 1
  • 3. Introduction dashboard are designed to measure all aspects of social media efforts are generating and how many of these convert to sales once www.hootsuite.com www.fullfrontalroi.com 2
  • 4. 05 Measuring Social Media for Lead Generation Review of Core Measurement Philosophies If you missed the last four white papers, Media Measurement with HootSuite, the Sales Funnel, , and Measuring Social Media for Customer Retention it is highly In review, executives want to understand how social media delivers value to the bottom line, a very different conversation from that of the growth of your social audience using the newly created language of www.hootsuite.com www.fullfrontalroi.com 3
  • 5. 05 Measuring Social Media for Lead Generation Understanding Where Lead Generation Fits We understand that social media is about building relationships and dialogue with our prospects with the hope that when they are makes sense to have social media channels dedicated to “deals” and in social media channels and “pushing the sale” would be unnatural Unfortunately, because of this, attributing sales to long-cultivated (discussed in previous white papers) driving the prospect to action Ultimately, measuring the lifecycle of the sale will help us to www.hootsuite.com www.fullfrontalroi.com 4
  • 6. 05 Measuring Social Media for Lead Generation Creating Space for the "Soft" Lead What is a soft lead? Social media opens the door to another type of lead called the “soft” A soft lead is a lead that has provided you with their basic contact information when we offer them something with their contact information and prospects helps to generate “soft” leads which can be very valuable shown interest in your products, but has not purchased a product yet. — Nichole Kelly Offering “special content” in exchange for email contact information develop an email strategy around converting soft leads it can lead acquire “soft” leads with very little cost, leaving you a nice buffer to www.hootsuite.com www.fullfrontalroi.com 5
  • 7. Creating Space for the “Soft“ Lead continue to spend marketing dollars to convert them before you hit yet, we measure the value relative to the cost of the lead: Pay Per Click Advertising $12 cost per click $85 cost per lead $150 cost per sale Example of content designed to generate Social Media Campaigns soft-leads from HubSpot $6 cost per click $15 cost per lead $15 = $70 order to convert them into customers and they would still be $65 less Cost Metrics Cost per Click Cost per Site Visit Cost per Lead Cost per Impression www.hootsuite.com www.fullfrontalroi.com 6
  • 8. Creating Space for the “Soft“ Lead kind of content do we have that prospects are willing to provide an email address to receive? When someone comes to our website from a social media channel is there a clear call to action for this content? we receive their email address what do we do with it? How can we develop an email marketing strategy that will help convert these leads into customers? www.hootsuite.com www.fullfrontalroi.com 7
  • 9. 05 Measuring Social Media for Lead Generation Measuring Prospect Conversion developed a successful soft lead generation and follow-up strategy When measuring prospect conversion you also want to use traditional COST METRICS REVENUE METRICS SALES METRICS Cost per social media campaign Revenue per social media channel Units per social media channel Cost per social media channel Revenue per social media Units per social media campaign campaign Cost per conversion Revenue per customer Units per customer Cost per customer www.hootsuite.com www.fullfrontalroi.com 8
  • 10. 05 Measuring Social Media for Lead Generation Measuring a Control Group compare social media lead generation activities with a “control group” Unfortunately, it isn’t as simple as turning on a light switch and is to be able to compare what is happening with your social media prospects against what is happening with traditional advertising leads TIP: Measuring a control group allows you to show early results of growth and improvement giving your lead generation strategies time to begin delivering. www.hootsuite.com www.fullfrontalroi.com 9
  • 11. 05 Measuring Social Media for Lead Generation Tracking Social Media Campaigns You can track social media campaigns by utilizing HootSuite’s Combining Google Analytics’ goals and funnels with HootSuite’s ow.ly shortener gives you insight into what is working to drive prospect conversion. — Nichole Kelly www.hootsuite.com www.fullfrontalroi.com 10
  • 12. 05 Measuring Social Media for Lead Generation Challenges with Tracking Campaign History at the lifecycle of the social media lead, it is likely that the social media lead interacted with your social media channels early in the the customer may actually convert through a traditional advertising solve the problem, however at the end of the day they aren’t tying understand a little more about the campaign history, you are missing Tying to Revenue you will need to pass the campaign history into your revenue tracking www.hootsuite.com www.fullfrontalroi.com 11
  • 13. 05 Measuring Social Media for Lead Generation Case Study: RS Components RS Components is the world’s largest supplier of electronic and are primarily a business to business focused company providing electronic components to well known consumer brands who create operating companies based in over 25 countries, including France, campaign involved supporting the launch of an iPad app to view their www.hootsuite.com www.fullfrontalroi.com 12
  • 14. Case Study: RS Components history as a traditional print publication with hundreds of thousands Ultimately, if there was an audience for an electronic version of the publication it could help expand the reach of the publication and The RS Components Road to Conversion RS utilized the iPad app as a soft-lead conversion strategy, similar to what was discussed earlier in the white paper, and it delivered www.hootsuite.com www.fullfrontalroi.com 13
  • 15. Case Study: RS Components When compared to a similar pay-per-click advertising campaign for Designspark, a free software application offered by RS Components, 289% increase in total impressions 169% increase in engagement 1453% increase in leads generated 44% decrease in cost per soft lead In the top 10 most downloaded apps in the UK within the www.hootsuite.com www.fullfrontalroi.com 14
  • 16. 05 Measuring Social Media for Lead Generation Summary Measuring lead generation in social media still has its challenges, but HootSuite Social Analytics provide a new level of insight on the impact of social media on your business, providing Want more on measuring lead generation? Check out the deep decision-making Full Frontal ROI social media measurement boot camp metrics beyond fans course “3 Steps for Measuring Social Media’s Impact on and followers to help Lead Generation” with almost 40 pages of step by step you evaluate your instructions for collecting lead generation data including strategies. hands-on activities and worksheets at http://fullfrontalroi. com/social-media-measurement-bootcamp/ This white paper is the last in a series dedicated to understanding social media measurement. An Introduction to Social Media Measurement with HootSuite, Applying Social Media to the Sales Funnel, Measuring Social Media for Brand Awareness and Measuring Social Media for Customer Retention began the series. The entire series includes tutorials for how you can use HootSuite to accomplish these measurement strategies. www.hootsuite.com www.fullfrontalroi.com 15
  • 17. About HootSuite How HootSuite Can Help 01. 02. 03. 04. 05. Free! 30 Day trial of HootSuite Pro About HootSuite Try HootSuite Pro free for 30 HootSuite helps consumer brands, global enterprises, SMBs and days and get unlimited Social agencies spread messages, monitor conversations and track results Analytics reports. Visit: http://hootsuite.com/Pro to sign up today. Using HootSuite’s business focused tool set, teams can Or, book a demo of HootSuite Enterprise, visit http:// WordPress and other social networks securely via web, desktop hootsuite.com/enterprise to fill out a request. www.hootsuite.com www.fullfrontalroi.com 16
  • 18. About Nichole Kelly About Nichole Kelly Nichole Kelly is a social media measurement coach and the publisher of 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 About RS Components Nichole Kelly - Social Media Measurement Coach RS Components is the world’s leading high service distributor of the Group distributes 550,000 products ranging from semiconductors product and service portfolio supports the entire product lifecycle from R&D through pre-production to maintenance and repair, shipping www.hootsuite.com www.fullfrontalroi.com 17
  • 19. 01 HOW- TO Overview of Social Reporting with HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 20. 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.hootsuite.com www.fullfrontalroi.com 1
  • 21. 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.hootsuite.com www.fullfrontalroi.com 2
  • 22. 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.hootsuite.com www.fullfrontalroi.com 3
  • 23. 02 HOW- TO Integrate Google Analytics and HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 24. 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.hootsuite.com www.fullfrontalroi.com
  • 25. 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.hootsuite.com www.fullfrontalroi.com
  • 26. 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.hootsuite.com www.fullfrontalroi.com
  • 27. 03 HOW- TO Add Goal Tracking and Campaigns to Google Analytics www.hootsuite.com www.fullfrontalroi.com
  • 28. 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.hootsuite.com www.fullfrontalroi.com pages you’ll be tracking conversions from. 1
  • 29. 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.hootsuite.com www.fullfrontalroi.com 2
  • 30. 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.hootsuite.com www.fullfrontalroi.com 3
  • 31. 04 HOW- TO Shorten URLs in HootSuite and Append Campaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 32. 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.hootsuite.com www.fullfrontalroi.com 1
  • 33. 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.hootsuite.com www.fullfrontalroi.com 2
  • 34. 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.hootsuite.com www.fullfrontalroi.com 3
  • 35. 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.hootsuite.com www.fullfrontalroi.com 4
  • 36. 05 HOW- TO Create A Custom Social Analytics Overview Report www.hootsuite.com www.fullfrontalroi.com
  • 37. 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.hootsuite.com www.fullfrontalroi.com 1
  • 38. 05 HOW-TO Create A Custom Social Analytics Overview Report To learn more about using !"#$%&&'()*+,-./+(0*"1+.&/2(Start with a HootSuite Social Analytics, summary of Facebook Page activity during a including how to access the reports from the dashboard, visit http://hootsuite.com/social- users and increase/decrease increments. analytics !&33&4$5(0/"/+2( Track Twitter follower 64738(93,#'(0/"/+2 Measure the total clicks from all shortened links sent from a Twitter 01"5'(:,*$+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.hootsuite.com www.fullfrontalroi.com 2
  • 39. 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.hootsuite.com www.fullfrontalroi.com 3