Measuring Social Media Leads

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.


1

Introduction

dashboard are designed to measure all aspects of social media

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


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


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


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

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


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?


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


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.


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


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


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


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


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


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.


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.


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


17

01 HOW-
TO

Overview of
Social Reporting
with HootSuite


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.


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.


3

02 HOW-
TO

Integrate
Google Analytics
and HootSuite


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
and conversion activities. By integrating Google Analytics into a site’s
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
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.

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,
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


02
HOW-TO
Integrate
Google Analytics
and HootSuite

About HootSuite
Learn More

enhanced features in HootSuite dashboard: brands, global enterprises, SMBs
networks from a centralized web

Using the native business-
focused tool set, HootSuite


More Resources
and Enterprise.

There are a number of ways to


03 HOW-
TO

Add Goal Tracking
and Campaigns to
Google Analytics


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
the combination of Ow.ly URLs, campaign tracking, Facebook
Insights, and Google Analytics you can accurately report on the
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
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,
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.


2

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

About HootSuite
Learn More

How-To Shorten URLs in HootSuite and Append Campaigns Using the native business-

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
Enterprises or larger teams, visit HootSuite.com/Enterprise to request
dashboard to translate social


3

04 HOW-
TO

Shorten URLs in
HootSuite and Append
Campaign Parameters


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.


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
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.

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


3

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

About HootSuite
Learn More


focused tool set, HootSuite

More Resources
and Enterprise.



4

05 HOW-
TO

Create A Custom
Social Analytics
Overview Report


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.


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
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


2

05
HOW-TO
Create A Custom
Social Analytics
Overview Report

About HootSuite
Learn More

brands, global enterprises, SMBs


More Resources
and Enterprise.

HootSuite Coupon! Sheets and White Papers which
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.

3

Measuring Social Media Leads

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