The document discusses measuring the return on investment (ROI) of social media marketing. It provides tips and tools for analyzing social media results using Google Analytics and HubSpot reports. Google Analytics allows measuring network referrals, conversions, landing pages, and social plugins to understand social impact. HubSpot reports like Sources and Campaigns reports also provide data on traffic sources and conversions from social media. Both tools can track which social channels and content drive the most traffic and conversions to optimize social media strategy.

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HUG News
• Inbound Marketing Week: April 11th - April 15th
• INBOUND 2016 (Boston, MA): November 8th - 11th
• INBOUND 2016 HUG Contest: More info coming soon!
HubSpot Software Updates
• Smart content by language – smart content rules based on preferred
language
• New blog dashboard – manage view and analyze view
• Inline content editing – note: old views are going away on April 8th
• Multiple deal pipelines – now in HubSpot CRM
• Set featured images – add a featured image that does not appear within
your blog post, or select an image from the post.

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HUG News: Upcoming Meetups
• Q2 Meetup 5/24/16
• Q3 Meetup 8/23/16
• Q4 Meetup 10/25/16

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Meet Our Guest Speaker
Gavin Baker, Principal
Gavin Baker, Principal of Baker Labs, has taught literally
thousands of people about social media over the years.
Baker Labs provides social media and digital marketing training
and consulting to growing businesses.

6. Enhancing Social Media
Strategy
New Ideas About Inbound and Digital
Marketing in 2016

7. Hi, I’m Gavin.
Gavin Baker
Principal
gavin@bakerlabs.co
@gavinbaker
bakerlabs.co
@bakerlabs

8. Do you remember
when you started
posting on social?

9. All Smiles.

10. Lack of an overall strategy is the
biggest issue a business can have.
.

11. No Strategy
- Why am I doing this?
- Is what I’m doing
effective?

12. Goals will force you to answer the questions you
need to create a successful strategy.
Determining your goals is the first step on your
business’s journey to success.
Setting Smart Goals helps you Avoid Vanity Metrics
Getting Started

13. Curse of Up and To
the Right

14. S.M.A.R.T Goals
FRAMEWORK

15. • Specific. Singular, focused and well-defined
• Measurable. Uses numbers.
• Attainable. Realistic for your timeframe.
• Relevant. Impacts current business or
challenges.
•Time-Based. The goal has a deadline.

16. S.M.A.R.T Goals
EXAMPLES

17. Increase website traffic by 33% within three months
by blogging weekly and daily Facebook posting.
Grow Twitter followers by 100 over the next month by
posting valuable content and promoting existing
followers content.
S.M.A.R.T Goals
EXAMPLES

18. Social media content for SMART goals should
be created with Buyer Persona’s in mind and stage
of the Buyer’s Journey.
S.M.A.R.T Goals
Notes

19. Your prospects are interested in reading
relevant content on social media.
S.M.A.R.T Goals
Notes

20. But they are not on social media for YOUR content.
S.M.A.R.T Goals
Notes

21. The Top 5 Reasons For
Using Social Media
1. To stay in touch with what friends are doing
2. To stay up-to-date with news and current events
3. To fill up spare time
4. To find funny or entertaining content
5. To share opinions

22. SWAG TIME!

23. FOMO(Fear Of Missing Out)

24. Frequency of Social Media
Site Use

25. • Post specific content intended to
increase awareness, build authority, and
convert into new customers
How Should You Social?

26. BUT WHAT
DO I DO?

27. INFORMATIONAL
EDUCATIONAL
ASPIRATIONAL
HUMOROUS
TYPES OF CONTENT
4
(and babies or puppies)

28. (…or babies
that
look like
animals)

29. One of the most common, who, what,
when, where and why types of posts.
INFORMATIONAL

30. Content that we learn from, how to,
explainer videos, and more.
EDUCATIONAL

31. Stories about who we want to be, or things
we want to do.
ASPIRATIONAL

32. Jokes, memes, funny videos or images.
HUMOROUS

33. WHEN DO I
POST?

34. Every audience is different
In HubSpot you can set
your times
Consistently!
Post Scheduling

35. source: HubSpot
Facebook to website traffic, is the early afternoon,
ideally between 1pm and 3pm on Thursdays and
Fridays.
Twitter for retweets is 5pm. The best time to post for
maximizing click-through rates is
between 12pm and 6pm.
LinkedIn to maximize clicks and shares is in the
morning on Tuesday, Wednesday, and Thursday.
Scheduling

36. Creates authority
Creates awareness
Creates engagement
SMART Content
… Creates New
Customers

37. Reports to compare social network performance
to each other.
Measure audience growth, engagement,
activity.
Track and determine which channels are
accomplishing your awareness, and lead growth
goals.
Analyze

39. Match network tone
(casual, professional)
Maintain good ratio
of Me vs We content
Participate:
Engage and respond
Keys to Success

41. “It is not the strongest of a
species that survives, nor
the most intelligent, but the
one most responsive to
change.”
Charles Darwin

42. Q&A
Gavin Baker
Principal
gavin@bakerlabs.co
@gavinbaker
bakerlabs.co
@bakerlabs

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Measuring Social Media’s ROI
Tips & Tools

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Inbound Marketing Methodology Review
Social media supports many parts of the inbound process,
but especially the “Attract” and “Delight” stages.

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Social Media ROI Challenges
Common Business Challenges
• Determining:
• What’s working
• What’s not
• Why
• Knowing which channels and activities are
most valuable (data-backed decisions)
• Reporting ROI

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Measuring Social Media ROI:
Tips & Tools for Analyzing Results
Google Analytics
• Available to anyone with
GA code installed
• Includes social media
impact analytics
• Provides data related to
measuring social ROI

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Measuring Social Media ROI: Google Analytics
These four elements measured by Google Analytics help define your social impact:
• Network Referrals - What social network the visit came from. It's important to
understand how users from different sources engage/behave on your website.
• Conversions - You can set up conversion goals and measure the conversion and
monetary value of social traffic.
• Landing Pages - In Google Analytics, these are the pages visitors land on when
entering your website.
• Social Plugins - Shows data from social plugin buttons on your site (for example,
Google "+1" buttons). These buttons allow your users to share content to social
networks directly from your site. These reports will tell you what content is being
shared, and on which networks.

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Measuring Social Media ROI:
Google Analytics
Which channels drive the most visits? What do they do once they
land?

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Measuring Social Media ROI:
Google Analytics
When on Landing
Pages reports, click
the URL in the table to
see the originating
social networks for
that URL.
Note: GA landing
pages are defined
differently than
HubSpot landing
pages.
Trackbacks reporting
shows which sites are
linking to yours and in
what context.
Look for patterns to
replicate successful
content and build
relationships with those
linking to you.

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Measuring Social Media ROI:
Google Analytics
Make it easy for visitors to share your content to social media sites.
Social Plugins: Work Smarter, Not
Harder
• The Social Plugins report shows data
from social plugin buttons on your site.
• These are the buttons that allow your
users to share content to social networks
directly from your site.
• Social Plugins reporting tells you what
content is being shared, and on which
networks.

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Measuring Social Media ROI: Google Analytics
• Conversions (once set up) can be tracked through Google Analytics.
• Invest time on channels which provide high quality traffic, not just high
volume traffic.

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Measuring Social Media ROI: HubSpot Reports
For the HubSpot customers in the room, there are multiple reports to
help you analyze your social media ROI. Here are a few options...
Sources Reports

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Measuring Social Media ROI: HubSpot Reports
• Google Analytics and HubSpot can both provide conversion data.
• In Sources Reports (HubSpot), contact and customer conversions are
tied to the first way a lead found you.
Sources Reporting

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Measuring Social Media ROI: HubSpot Reports
• Use “Campaigns” to measure the effectiveness of specific content
topics and see what drives the most traffic and conversions from
social media.
• Compare which campaigns are most effective on which social
networks.
Sources Reporting
If no campaign was tagged,
you can go back and
associate posts with a
campaign.

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Measuring Social Media ROI: HubSpot Reports
If no campaign was tagged, you can go back and associate posts with a
campaign…

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Measuring Social Media ROI: HubSpot Reports
• Social Publishing Reports allow you to see what gets the most clicks
and interactions.
• Sort by clicks and engagement to see what’s working best on each
channel and what fell short.
Social Publishing Reports

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Questions?
Q&A Time

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