SlideShare uma empresa Scribd logo
1 de 34
Baixar para ler offline
02
Applying Social Media
Measurement to the
Sales Funnel




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




                                                         www.hootsuite.com   www.fullfrontalroi.com
02                  Applying Social Media
                                                                                             Measurement to the
                                                                                             Sales Funnel




Introduction
For many, social media measurement feels like an uphill battle; the
challenge of tying social media results to traditional metrics is        Increased budgets for
increasingly important to overcome. Recently, Marketing Sherpa           social media came
released a report that showed that 53% of marketers said their           at a cost marketers
budgets in social media increased for 2011. According to the report      weren’t prepared for...
from Bazaarvoice                                                         accountability.
efforts to hard ROI this year. That’s great news, but for many it came
at a cost they weren’t prepared for; accountability. The metrics                              — Nichole Kelly
associated with social measurement are a language seemingly
separate from that of traditional metrics such as cost, sales and
revenue. This misalignment of expectations between marketers
and executives will cause issues as we move forward. Now it isn’t
a question of whether you need to measure social media; it’s a
question of how.




                                                                         www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      1
Introduction




HootSuite recognized the need for real social metrics and released
the new Custom Social Analytics Reports in their social media
dashboard. This platform provides a new level of insight on how
social media impacts your business. Social Analytics provides metrics
beyond those available anywhere, like fans and followers, but gives
you metrics that help you make better decisions. These include
the number of site visits generated by social media campaigns
and conversion rates from those delivered to your site from social
channels. Combining this data with basic executive measurement
philosophies will provide concrete reports on what is and what isn’t
delivering in your social strategy.




                                                                        www.hootsuite.com   www.fullfrontalroi.com

                                                                                                                2
02                  Applying Social Media
                                                                                             Measurement to the
                                                                                             Sales Funnel




Review of Core
Measurement
Philosophies
                                                  An Introduction to
Social Media Measurement with HootSuite
that are important to note. The three core marketing goals that show
where social media adds value are: Brand Awareness, Customer
Retention and Lead Generation.


  1. Brand Awareness focuses on measuring how many people saw
     your message and aligns nicely with metrics commonly used for
     public relations and TV/radio/banner advertisements.

  2. Customer Retention concentrates on the ability to keep
     customers, either by length of time, frequency of purchase, or
     increased dollars spent at each visit.

  3. Lead Generation is built upon the ability to deliver two types of
     leads; the lead forms and sales.




metrics commonly used to gauge the success of a campaign: sales,
revenue and cost. The new language of social media does not directly
connect to the value of social media against the bottom line. For more
detail on this topic,                                          .




the sales funnel.

                                                                         www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      3
02                  Applying Social Media
                                                                                                 Measurement to the
                                                                                                 Sales Funnel




Applying Social
Media Metrics to the
Sales Funnel
The sales funnel is an important point of reference by which most
executives understand sales, revenue and cost in relation to marketing
activities. You can leverage the sales funnel to create a visual
representation of where social media provides value to the organization.




within the sales funnel. It’s important to recognize that philosophically
people start at the top of the funnel and work their way down. Ideally, an
individual shouldn’t be represented in multiple categories.




                                                                             www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                          4
Applying Social Media Metrics to
                                                                             the Sales Funnel




!"#$%&'(

Exposure is a measurement of brand reach. This level of measurement
rests at the top of the sales funnel. By putting more people in the top of
the sales funnel, it is assumed that more people will convert or buy at
the bottom.




brand? HootSuite provides Klout scores which determine follower




their credibility and therefore convert at a higher rate. Those who were


the funnel.


!)*+*(,()-

To move to the next stage in the funnel a person must actually engage
with your brand. If they mentioned your brand, ReTweeted your
message, clicked on your link, visited your site, commented on your
status or took any other action as a result of being exposed to your
brand, they move to the third step in the funnel.


.$)/('%0$)

Often, conversion measurement is spread out over two phases. The


acquisition of the lead’s contact details.
                                                                             www.hootsuite.com   www.fullfrontalroi.com

                                                                                                                     5
Applying Social Media Metrics to
                                                                                the Sales Funnel




This opens the door to direct communication in order to generate a
sale. The second phase is the actual sale of your product or service.


stage in the sales funnel and results in revenue for your company.


1(-()-0$)

The cycle does not end with a sale. You continue to nurture the
relationship and hope to generate future sales and/or keep them as a
customer for as long as possible. This is an area of the relationship that is




For example, imagine a Twitter follower who has traveled through
each phase in the buying cycle. Measurement will determine how
quickly he or she moves through the phases, how much and how
often he or she bought, and how long he or she remains a customer.
These details will position social media leads against other marketing
channels to determine if the results are better, worse or the same,
allowing you to adjust your tactics accordingly.




                                                                                www.hootsuite.com   www.fullfrontalroi.com

                                                                                                                        6
02                  Applying Social Media
                                                                                         Measurement to the
                                                                                         Sales Funnel




Translating Social
Media Goals to the
Sales Funnel
The three social media goals can be aligned with the buying cycle:



  1.
       Brand Awareness activities.
  2. Conversion is a result of Lead Generation activities.
  3. Retention is a result of Customer Retention activities.




                                                                     www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                  7
02                  Applying Social Media
                                                                                             Measurement to the
                                                                                             Sales Funnel




Using Campaigns to
Track Leads through
the Funnel
The hardest part of measuring through the sales funnel is knowing how


science, campaign tracking provides a clearer picture.




In sum, campaign tracking allows you to follow a person from a source
to a conversion. Marketers use campaigns to segregate different
marketing activities and correlate the cost of those activities to the
return they provide.




                          1. Using custom URL                            2. Because Google Analytics is
                               parameters in Ow.ly                          built into your campaign links,
                               links you can track                          you’ll follow the customer from
                               click-thrus                                  source to conversion page




                                                                         4. Conversion will show up in
                          3.                                                your report telling you which
                               attached you see if                          sources were most successful
                               they convert (or buy)                        (Facebook, Twitter, email etc.)




                                                                         www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      8
Using Campaigns to Track Leads
                                                                        through the Funnel




2(+%&'(,()-

In order to determine which sources are most successful (and which
aren’t) you need to be able to identify leads by the source that
generated them. This requires that you attach a campaign to each
lead; a small technical effort, but by adding a piece of code to your
conversion pages, you will gather measurable results.




You can append campaign tracking to every shortened link by using
the Ow.ly shortener. HootSuite has integrated Ow.ly with Google
Analytics campaign tracking technology to track your social leads
through to conversion.




                                                                        TIP: You can use
                                                                        Ow.ly to add a
                                                                        campaign and
                                                                        shorten any link,
                                                                        even if the link is
                                                                        not sent through the
                                                                        HootSuite interface.




                                                                        www.hootsuite.com   www.fullfrontalroi.com

                                                                                                                9
02                  Applying Social Media
                                                                                              Measurement to the
                                                                                              Sales Funnel




Summary
Utilizing the sales funnel to explain social media results will more
clearly demonstrate how your actions are measuring up against goals.      HootSuite Social
Campaign tracking will allow you to identify where leads are within       Analytics provide a
the process and correlated numbers with each stage in the funnel.         new level of insight
                                                                          on the impact of
                                                                          social media on your
time is now…your data is waiting.                                         business, providing
                                                                          deep decision-making
This white paper is the second in a series dedicated to understanding     metrics beyond fans
social media measurement. An Introduction to Social Media                 and followers to help
Measurement began the series. Stay tuned for future topics:               you evaluate your
Measuring Social Media for Brand Awareness, Measuring Social              strategies.
Media for Lead Generation and Measuring Social Media for Customer
Retention. The entire series will include tutorials for how you can use
HootSuite to accomplish these measurement strategies.


3$453$$-6&0-(5.+)53(7#5

HootSuite’s new social analytics dashboard can help you get there.
Check out these How-To guides so you can start gathering the
metrics you need to apply these measurement strategies.




   01. How-To Integrate Google Analytics and HootSuite
   02. How-To Add Google Analytics to your web site
   03. How-To Add Goal Tracking and Campaigns to Google Analytics
   04. How-To Shorten URLs in HootSuite and Append Campaigns
   05. Creating a Custom Social Analytics Overview Report
                                                                          www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      10
About HootSuite




89$&-53$$-6&0-(

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


Using HootSuite’s business focused tool set, teams can
collaboratively schedule updates to Twitter, Facebook, Linkedin,


or mobile platforms. HootSuite clients track campaign results and
industry trends to rapidly adjust engagement tactics and increase
social media ROI.




      Free! 30 Day trial of HootSuite Pro


      Find out how HootSuite’s Social Analytics
      Reports can help your campaigns. Sign up for
      a free 30 day trial of HootSuite Pro and receive
      unlimited Report credits for the length of
      your trial. Visit http://hootsuite.com/Pro to
      sign up today.

      Or, book a free demo of HootSuite’s Enterprise
      capabilities, visit http://hootsuite.com/
      enterprise to fill out a request.



                                                                    www.hootsuite.com   www.fullfrontalroi.com

                                                                                                           11
About Nichole Kelly




Nichole Kelly is a social media measurement coach and the publisher
of FullFrontalROI.com. After 12 years in corporate marketing creating
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
ROI. She has found that most marketers have the measurement tools
they need and with the right language and the right strategy to put the
pieces together, they can deliver results.


                                                                          Nichole Kelly - Social Media Measurement Coach




                                                                          www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      12
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

Mais conteúdo relacionado

Mais de Hootsuite

Social CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRMSocial CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRMHootsuite
 
Social Selling: Comment des opportunités commerciales au travers des médias s...
Social Selling: Comment des opportunités commerciales au travers des médias s...Social Selling: Comment des opportunités commerciales au travers des médias s...
Social Selling: Comment des opportunités commerciales au travers des médias s...Hootsuite
 
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)Hootsuite
 
The Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROIThe Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROIHootsuite
 
Digital Transformation: The Role of Social in the Enterprise
Digital Transformation: The Role of Social in the EnterpriseDigital Transformation: The Role of Social in the Enterprise
Digital Transformation: The Role of Social in the EnterpriseHootsuite
 
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskDebunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskHootsuite
 
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...Hootsuite
 
[Infographic] How social media can help you build #BrandLove
[Infographic] How social media can help you build #BrandLove[Infographic] How social media can help you build #BrandLove
[Infographic] How social media can help you build #BrandLoveHootsuite
 
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016 Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016 Hootsuite
 
Webinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media PlanWebinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media PlanHootsuite
 
A 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment IndustryA 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment IndustryHootsuite
 
The Next 3 Billion People on Social
The Next 3 Billion People on SocialThe Next 3 Billion People on Social
The Next 3 Billion People on SocialHootsuite
 
The Troll Who Stole Christmas
The Troll Who Stole ChristmasThe Troll Who Stole Christmas
The Troll Who Stole ChristmasHootsuite
 
Instagram Strategy Guide with Hootsuite
Instagram Strategy Guide with HootsuiteInstagram Strategy Guide with Hootsuite
Instagram Strategy Guide with HootsuiteHootsuite
 
Spectrum Health System Case Study
Spectrum Health System Case StudySpectrum Health System Case Study
Spectrum Health System Case StudyHootsuite
 
The Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand PlaybookThe Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand PlaybookHootsuite
 
Best Practices on Instagram and Hootsuite
Best Practices on Instagram and Hootsuite Best Practices on Instagram and Hootsuite
Best Practices on Instagram and Hootsuite Hootsuite
 
10 Productivity Tips From Hootsuite & Evernote
10 Productivity Tips From Hootsuite & Evernote10 Productivity Tips From Hootsuite & Evernote
10 Productivity Tips From Hootsuite & EvernoteHootsuite
 
A Global Recruiting Report for Executives (Template)
A Global Recruiting Report for Executives (Template)A Global Recruiting Report for Executives (Template)
A Global Recruiting Report for Executives (Template)Hootsuite
 
When the next 3 billion join social media
When the next 3 billion join social mediaWhen the next 3 billion join social media
When the next 3 billion join social mediaHootsuite
 

Mais de Hootsuite (20)

Social CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRMSocial CRM : Intégrez les réseaux sociaux à votre stratégie CRM
Social CRM : Intégrez les réseaux sociaux à votre stratégie CRM
 
Social Selling: Comment des opportunités commerciales au travers des médias s...
Social Selling: Comment des opportunités commerciales au travers des médias s...Social Selling: Comment des opportunités commerciales au travers des médias s...
Social Selling: Comment des opportunités commerciales au travers des médias s...
 
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
Baromètre des Médias Sociaux 2017 (Webinar Hootsuite)
 
The Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROIThe Digital Champion Breakfast: How to Prove Social ROI
The Digital Champion Breakfast: How to Prove Social ROI
 
Digital Transformation: The Role of Social in the Enterprise
Digital Transformation: The Role of Social in the EnterpriseDigital Transformation: The Role of Social in the Enterprise
Digital Transformation: The Role of Social in the Enterprise
 
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskDebunking the Myths of Social Customer Care by Hootsuite & Zendesk
Debunking the Myths of Social Customer Care by Hootsuite & Zendesk
 
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
Harnessing Digital Transformation to Create Business Growth—Hootsuite CMO Pen...
 
[Infographic] How social media can help you build #BrandLove
[Infographic] How social media can help you build #BrandLove[Infographic] How social media can help you build #BrandLove
[Infographic] How social media can help you build #BrandLove
 
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016 Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
Médias Sociaux - Tendances et Enjeux pour les entreprises en 2016
 
Webinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media PlanWebinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media Plan
 
A 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment IndustryA 5-Step Guide to Social Media for the Entertainment Industry
A 5-Step Guide to Social Media for the Entertainment Industry
 
The Next 3 Billion People on Social
The Next 3 Billion People on SocialThe Next 3 Billion People on Social
The Next 3 Billion People on Social
 
The Troll Who Stole Christmas
The Troll Who Stole ChristmasThe Troll Who Stole Christmas
The Troll Who Stole Christmas
 
Instagram Strategy Guide with Hootsuite
Instagram Strategy Guide with HootsuiteInstagram Strategy Guide with Hootsuite
Instagram Strategy Guide with Hootsuite
 
Spectrum Health System Case Study
Spectrum Health System Case StudySpectrum Health System Case Study
Spectrum Health System Case Study
 
The Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand PlaybookThe Hootsuite Employer Brand Playbook
The Hootsuite Employer Brand Playbook
 
Best Practices on Instagram and Hootsuite
Best Practices on Instagram and Hootsuite Best Practices on Instagram and Hootsuite
Best Practices on Instagram and Hootsuite
 
10 Productivity Tips From Hootsuite & Evernote
10 Productivity Tips From Hootsuite & Evernote10 Productivity Tips From Hootsuite & Evernote
10 Productivity Tips From Hootsuite & Evernote
 
A Global Recruiting Report for Executives (Template)
A Global Recruiting Report for Executives (Template)A Global Recruiting Report for Executives (Template)
A Global Recruiting Report for Executives (Template)
 
When the next 3 billion join social media
When the next 3 billion join social mediaWhen the next 3 billion join social media
When the next 3 billion join social media
 

Último

.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptxHansamali Gamage
 
My key hands-on projects in Quantum, and QAI
My key hands-on projects in Quantum, and QAIMy key hands-on projects in Quantum, and QAI
My key hands-on projects in Quantum, and QAIVijayananda Mohire
 
EMEA What is ThousandEyes? Webinar
EMEA What is ThousandEyes? WebinarEMEA What is ThousandEyes? Webinar
EMEA What is ThousandEyes? WebinarThousandEyes
 
Oracle Database 23c Security New Features.pptx
Oracle Database 23c Security New Features.pptxOracle Database 23c Security New Features.pptx
Oracle Database 23c Security New Features.pptxSatishbabu Gunukula
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameKapil Thakar
 
Introduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationIntroduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationKnoldus Inc.
 
How to release an Open Source Dataweave Library
How to release an Open Source Dataweave LibraryHow to release an Open Source Dataweave Library
How to release an Open Source Dataweave Libraryshyamraj55
 
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptxGraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptxNeo4j
 
20140402 - Smart house demo kit
20140402 - Smart house demo kit20140402 - Smart house demo kit
20140402 - Smart house demo kitJamie (Taka) Wang
 
CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024Brian Pichman
 
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc
 
Novo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNovo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNeo4j
 
LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0DanBrown980551
 
Top 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTop 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTopCSSGallery
 
From the origin to the future of Open Source model and business
From the origin to the future of  Open Source model and businessFrom the origin to the future of  Open Source model and business
From the origin to the future of Open Source model and businessFrancesco Corti
 
Planetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl
 
UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3DianaGray10
 
Graphene Quantum Dots-Based Composites for Biomedical Applications
Graphene Quantum Dots-Based Composites for  Biomedical ApplicationsGraphene Quantum Dots-Based Composites for  Biomedical Applications
Graphene Quantum Dots-Based Composites for Biomedical Applicationsnooralam814309
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveIES VE
 

Último (20)

SheDev 2024
SheDev 2024SheDev 2024
SheDev 2024
 
.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx.NET 8 ChatBot with Azure OpenAI Services.pptx
.NET 8 ChatBot with Azure OpenAI Services.pptx
 
My key hands-on projects in Quantum, and QAI
My key hands-on projects in Quantum, and QAIMy key hands-on projects in Quantum, and QAI
My key hands-on projects in Quantum, and QAI
 
EMEA What is ThousandEyes? Webinar
EMEA What is ThousandEyes? WebinarEMEA What is ThousandEyes? Webinar
EMEA What is ThousandEyes? Webinar
 
Oracle Database 23c Security New Features.pptx
Oracle Database 23c Security New Features.pptxOracle Database 23c Security New Features.pptx
Oracle Database 23c Security New Features.pptx
 
Flow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First FrameFlow Control | Block Size | ST Min | First Frame
Flow Control | Block Size | ST Min | First Frame
 
Introduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its applicationIntroduction to RAG (Retrieval Augmented Generation) and its application
Introduction to RAG (Retrieval Augmented Generation) and its application
 
How to release an Open Source Dataweave Library
How to release an Open Source Dataweave LibraryHow to release an Open Source Dataweave Library
How to release an Open Source Dataweave Library
 
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptxGraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
GraphSummit Copenhagen 2024 - Neo4j Vision and Roadmap.pptx
 
20140402 - Smart house demo kit
20140402 - Smart house demo kit20140402 - Smart house demo kit
20140402 - Smart house demo kit
 
CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024CyberSecurity - Computers In Libraries 2024
CyberSecurity - Computers In Libraries 2024
 
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie WorldTrustArc Webinar - How to Live in a Post Third-Party Cookie World
TrustArc Webinar - How to Live in a Post Third-Party Cookie World
 
Novo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4jNovo Nordisk's journey in developing an open-source application on Neo4j
Novo Nordisk's journey in developing an open-source application on Neo4j
 
LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0LF Energy Webinar - Unveiling OpenEEMeter 4.0
LF Energy Webinar - Unveiling OpenEEMeter 4.0
 
Top 10 Squarespace Development Companies
Top 10 Squarespace Development CompaniesTop 10 Squarespace Development Companies
Top 10 Squarespace Development Companies
 
From the origin to the future of Open Source model and business
From the origin to the future of  Open Source model and businessFrom the origin to the future of  Open Source model and business
From the origin to the future of Open Source model and business
 
Planetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile BrochurePlanetek Italia Srl - Corporate Profile Brochure
Planetek Italia Srl - Corporate Profile Brochure
 
UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3UiPath Studio Web workshop Series - Day 3
UiPath Studio Web workshop Series - Day 3
 
Graphene Quantum Dots-Based Composites for Biomedical Applications
Graphene Quantum Dots-Based Composites for  Biomedical ApplicationsGraphene Quantum Dots-Based Composites for  Biomedical Applications
Graphene Quantum Dots-Based Composites for Biomedical Applications
 
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES LiveKeep Your Finger on the Pulse of Your Building's Performance with IES Live
Keep Your Finger on the Pulse of Your Building's Performance with IES Live
 

Applying Social Media Measurement to the Sales Funnel

  • 1. 02 Applying Social Media Measurement to the Sales Funnel By: Nichole Kelly - Social Media Measurement Coach In Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 2. 02 Applying Social Media Measurement to the Sales Funnel Introduction For many, social media measurement feels like an uphill battle; the challenge of tying social media results to traditional metrics is Increased budgets for increasingly important to overcome. Recently, Marketing Sherpa social media came released a report that showed that 53% of marketers said their at a cost marketers budgets in social media increased for 2011. According to the report weren’t prepared for... from Bazaarvoice accountability. efforts to hard ROI this year. That’s great news, but for many it came at a cost they weren’t prepared for; accountability. The metrics — Nichole Kelly associated with social measurement are a language seemingly separate from that of traditional metrics such as cost, sales and revenue. This misalignment of expectations between marketers and executives will cause issues as we move forward. Now it isn’t a question of whether you need to measure social media; it’s a question of how. www.hootsuite.com www.fullfrontalroi.com 1
  • 3. Introduction HootSuite recognized the need for real social metrics and released the new Custom Social Analytics Reports in their social media dashboard. This platform provides a new level of insight on how social media impacts your business. Social Analytics provides metrics beyond those available anywhere, like fans and followers, but gives you metrics that help you make better decisions. These include the number of site visits generated by social media campaigns and conversion rates from those delivered to your site from social channels. Combining this data with basic executive measurement philosophies will provide concrete reports on what is and what isn’t delivering in your social strategy. www.hootsuite.com www.fullfrontalroi.com 2
  • 4. 02 Applying Social Media Measurement to the Sales Funnel Review of Core Measurement Philosophies An Introduction to Social Media Measurement with HootSuite that are important to note. The three core marketing goals that show where social media adds value are: Brand Awareness, Customer Retention and Lead Generation. 1. Brand Awareness focuses on measuring how many people saw your message and aligns nicely with metrics commonly used for public relations and TV/radio/banner advertisements. 2. Customer Retention concentrates on the ability to keep customers, either by length of time, frequency of purchase, or increased dollars spent at each visit. 3. Lead Generation is built upon the ability to deliver two types of leads; the lead forms and sales. metrics commonly used to gauge the success of a campaign: sales, revenue and cost. The new language of social media does not directly connect to the value of social media against the bottom line. For more detail on this topic, . the sales funnel. www.hootsuite.com www.fullfrontalroi.com 3
  • 5. 02 Applying Social Media Measurement to the Sales Funnel Applying Social Media Metrics to the Sales Funnel The sales funnel is an important point of reference by which most executives understand sales, revenue and cost in relation to marketing activities. You can leverage the sales funnel to create a visual representation of where social media provides value to the organization. within the sales funnel. It’s important to recognize that philosophically people start at the top of the funnel and work their way down. Ideally, an individual shouldn’t be represented in multiple categories. www.hootsuite.com www.fullfrontalroi.com 4
  • 6. Applying Social Media Metrics to the Sales Funnel !"#$%&'( Exposure is a measurement of brand reach. This level of measurement rests at the top of the sales funnel. By putting more people in the top of the sales funnel, it is assumed that more people will convert or buy at the bottom. brand? HootSuite provides Klout scores which determine follower their credibility and therefore convert at a higher rate. Those who were the funnel. !)*+*(,()- To move to the next stage in the funnel a person must actually engage with your brand. If they mentioned your brand, ReTweeted your message, clicked on your link, visited your site, commented on your status or took any other action as a result of being exposed to your brand, they move to the third step in the funnel. .$)/('%0$) Often, conversion measurement is spread out over two phases. The acquisition of the lead’s contact details. www.hootsuite.com www.fullfrontalroi.com 5
  • 7. Applying Social Media Metrics to the Sales Funnel This opens the door to direct communication in order to generate a sale. The second phase is the actual sale of your product or service. stage in the sales funnel and results in revenue for your company. 1(-()-0$) The cycle does not end with a sale. You continue to nurture the relationship and hope to generate future sales and/or keep them as a customer for as long as possible. This is an area of the relationship that is For example, imagine a Twitter follower who has traveled through each phase in the buying cycle. Measurement will determine how quickly he or she moves through the phases, how much and how often he or she bought, and how long he or she remains a customer. These details will position social media leads against other marketing channels to determine if the results are better, worse or the same, allowing you to adjust your tactics accordingly. www.hootsuite.com www.fullfrontalroi.com 6
  • 8. 02 Applying Social Media Measurement to the Sales Funnel Translating Social Media Goals to the Sales Funnel The three social media goals can be aligned with the buying cycle: 1. Brand Awareness activities. 2. Conversion is a result of Lead Generation activities. 3. Retention is a result of Customer Retention activities. www.hootsuite.com www.fullfrontalroi.com 7
  • 9. 02 Applying Social Media Measurement to the Sales Funnel Using Campaigns to Track Leads through the Funnel The hardest part of measuring through the sales funnel is knowing how science, campaign tracking provides a clearer picture. In sum, campaign tracking allows you to follow a person from a source to a conversion. Marketers use campaigns to segregate different marketing activities and correlate the cost of those activities to the return they provide. 1. Using custom URL 2. Because Google Analytics is parameters in Ow.ly built into your campaign links, links you can track you’ll follow the customer from click-thrus source to conversion page 4. Conversion will show up in 3. your report telling you which attached you see if sources were most successful they convert (or buy) (Facebook, Twitter, email etc.) www.hootsuite.com www.fullfrontalroi.com 8
  • 10. Using Campaigns to Track Leads through the Funnel 2(+%&'(,()- In order to determine which sources are most successful (and which aren’t) you need to be able to identify leads by the source that generated them. This requires that you attach a campaign to each lead; a small technical effort, but by adding a piece of code to your conversion pages, you will gather measurable results. You can append campaign tracking to every shortened link by using the Ow.ly shortener. HootSuite has integrated Ow.ly with Google Analytics campaign tracking technology to track your social leads through to conversion. TIP: You can use Ow.ly to add a campaign and shorten any link, even if the link is not sent through the HootSuite interface. www.hootsuite.com www.fullfrontalroi.com 9
  • 11. 02 Applying Social Media Measurement to the Sales Funnel Summary Utilizing the sales funnel to explain social media results will more clearly demonstrate how your actions are measuring up against goals. HootSuite Social Campaign tracking will allow you to identify where leads are within Analytics provide a the process and correlated numbers with each stage in the funnel. new level of insight on the impact of social media on your time is now…your data is waiting. business, providing deep decision-making This white paper is the second in a series dedicated to understanding metrics beyond fans social media measurement. An Introduction to Social Media and followers to help Measurement began the series. Stay tuned for future topics: you evaluate your Measuring Social Media for Brand Awareness, Measuring Social strategies. Media for Lead Generation and Measuring Social Media for Customer Retention. The entire series will include tutorials for how you can use HootSuite to accomplish these measurement strategies. 3$453$$-6&0-(5.+)53(7#5 HootSuite’s new social analytics dashboard can help you get there. Check out these How-To guides so you can start gathering the metrics you need to apply these measurement strategies. 01. How-To Integrate Google Analytics and HootSuite 02. How-To Add Google Analytics to your web site 03. How-To Add Goal Tracking and Campaigns to Google Analytics 04. How-To Shorten URLs in HootSuite and Append Campaigns 05. Creating a Custom Social Analytics Overview Report www.hootsuite.com www.fullfrontalroi.com 10
  • 12. About HootSuite 89$&-53$$-6&0-( HootSuite helps consumer brands, global enterprises, SMBs and agencies spread messages, monitor conversations and track results across multiple networks from one centralized dashboard. Using HootSuite’s business focused tool set, teams can collaboratively schedule updates to Twitter, Facebook, Linkedin, or mobile platforms. HootSuite clients track campaign results and industry trends to rapidly adjust engagement tactics and increase social media ROI. Free! 30 Day trial of HootSuite Pro Find out how HootSuite’s Social Analytics Reports can help your campaigns. Sign up for a free 30 day trial of HootSuite Pro and receive unlimited Report credits for the length of your trial. Visit http://hootsuite.com/Pro to sign up today. Or, book a free demo of HootSuite’s Enterprise capabilities, visit http://hootsuite.com/ enterprise to fill out a request. www.hootsuite.com www.fullfrontalroi.com 11
  • 13. About Nichole Kelly Nichole Kelly is a social media measurement coach and the publisher of FullFrontalROI.com. After 12 years in corporate marketing creating 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 ROI. She has found that most marketers have the measurement tools they need and with the right language and the right strategy to put the pieces together, they can deliver results. Nichole Kelly - Social Media Measurement Coach www.hootsuite.com www.fullfrontalroi.com 12
  • 14. 01 HOW- TO Overview of Social Reporting with HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 02 HOW- TO Integrate Google Analytics and HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 03 HOW- TO Add Goal Tracking and Campaigns to Google Analytics www.hootsuite.com www.fullfrontalroi.com
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. 04 HOW- TO Shorten URLs in HootSuite and Append Campaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 27. 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
  • 28. 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
  • 29. 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
  • 30. 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
  • 31. 05 HOW- TO Create A Custom Social Analytics Overview Report www.hootsuite.com www.fullfrontalroi.com
  • 32. 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
  • 33. 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
  • 34. 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