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Applying Social Media Measurement to the Sales Funnel

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This is the 2nd White Paper in the 5-part series on social media measurement from HootSuite and co-author Nichole Kelly of FullFrontalROI.com. This paper discusses how to align the three core social media metrics of Brand Awareness, Lead Generation and Customer Retention to the traditional sales funnel.
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  • Applying Social MediaMeasurement to theSales Funnel

    02

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

    www.fullfrontalroi.comwww.hootsuite.com

  • www.fullfrontalroi.comwww.hootsuite.com

    1

    For many, social media measurement feels like an uphill battle; the

    challenge of tying social media results to traditional metrics is

    increasingly important to overcome. Recently, Marketing Sherpa

    released a report that showed that 53% of marketers said their

    budgets in social media increased for 2011. According to the report

    from BazaarvoiceVM*46ZWYLKPJ[[OL`^PSSUHSS`[PLZVJPHSefforts to hard ROI this year. Thats great news, but for many it came

    at a cost they werent prepared for; accountability. The metrics

    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 isnt

    a question of whether you need to measure social media; its a

    question of how.

    Increased budgets for social media came at a cost marketers werent prepared for...accountability.

    Nichole Kelly

    Introduction

    Applying Social MediaMeasurement to theSales Funnel02

  • www.fullfrontalroi.comwww.hootsuite.com

    2

    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 isnt

    delivering in your social strategy.

  • www.fullfrontalroi.comwww.hootsuite.com

    3

    0M`V\TPZZLK[OLYZ[>OP[L7HWLYPU[OPZZLYPLZAn Introduction to Social Media Measurement with HootSuiteOLYLHYLZVTLRL`WVPU[Zthat 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.

    0[ZPTWVY[HU[[V[YHUZSH[L[OLZLZVJPHSZWLJPJTLHZ\YLTLU[ZPU[Vmetrics 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, KV^USVHK[OLYZ[>OP[L7HWLYPU[OPZZLYPLZ.

    ;OPZWHWLY^PSSL_WHUKVU[OLZLUKPUNZI`[YHUZSH[PUN`V\YTL[YPJZ[Vthe sales funnel.

    Review of Core Measurement Philosophies

    Applying Social MediaMeasurement to theSales Funnel02

  • www.fullfrontalroi.comwww.hootsuite.com

    4

    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.

    ;OLYLHYLTHPUJH[LNVYPLZVMZVJPHSTLKPHTL[YPJZ[OH[JHUILPKLU[PLKwithin the sales funnel. Its important to recognize that philosophically

    people start at the top of the funnel and work their way down. Ideally, an

    individual shouldnt be represented in multiple categories.

    Applying Social Media Metrics to the Sales Funnel

    Applying Social MediaMeasurement to theSales Funnel02

  • www.fullfrontalroi.comwww.hootsuite.com

    5

    !"#$%&'(

    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.

    ,QXHQFH

    >OH[ZPNUPJHUJLKVLZLHJO3PRLVYMVSSV^OH]LVU`V\Ybrand? HootSuite provides Klout scores which determine follower

    PU\LUJL)LPUNTLU[PVULKI`HUPU\LUJLYJHUILJVTWHYLK[VHYLJVTTLUKH[PVUI`HMYPLUK[OL`[LUK[VOH]LSV`HSMHUZ[OH[[Y\Z[their credibility and therefore convert at a higher rate. Those who were

    L_WVZLK[V`V\YIYHUKI`HUPU\LUJLYTV]LVULZ[LWM\Y[OLYKV^Uthe 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

    YZ[WOHZL\Z\HSS`PU]VS]LZHSLHKMVYTVMZVTLRPUKHUKYLZ\S[ZPU[OLacquisition of the leads contact details.

    Applying Social Media Metrics to the Sales Funnel

  • www.fullfrontalroi.comwww.hootsuite.com

    6

    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.

    ;OPZJHUOHWWLU^P[OVY^P[OV\[[OLYZ[WOHZL;OLZHSLPZ[OLUHSstage 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

    JVTTVUS`V]LYSVVRLKHZHUVWWVY[\UP[`[VPUJYLHZLWYV[HIPSP[ `

    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.fullfrontalroi.comwww.hootsuite.com

    7

    The three social media goals can be aligned with the buying cycle:

    1.,_WVZ\YL0U\LUJLHUK,UNHNLTLU[HYL[OLYLZ\S[VM Brand Awareness activities.

    2. Conversion is a result of Lead Generation activities.

    3. Retention is a result of Customer Retention activities.

    Translating Social Media Goals to the Sales Funnel

    Applying Social MediaMeasurement to theSales Funnel02

  • www.fullfrontalroi.comwww.hootsuite.com

    8

    Applying Social MediaMeasurement to theSales Funnel02

    The hardest part of measuring through the sales funnel is knowing how

    THU`SLHKZHYLH[LHJOZ[HNLH[HU`NP]LU[PTL>OPSLP[PZU[HWLYMLJ[science, campaign tracking provides a clearer picture.

    :KDWLVFDPSDLJQWUDFNLQJ"

    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.

    Using Campaigns to Track Leads through the Funnel

    1. Using custom URL

    parameters in Ow.ly

    links you can track

    click-thrus

    3.>P[O[OLJVVRPLattached you see if

    they convert (or buy)

    2. Because Google Analytics is

    built into your campaign links,

    youll follow the customer from

    source to conversion page

    4. Conversion will show up in

    your report telling you which

    sources were most successful

    (Facebook, Twitter, email etc.)

  • www.fullfrontalroi.comwww.hootsuite.com

    9

    Using Campaigns to Track Leads through the Funnel

    &DPSDLJQ7UDFNLQJLVD5HTXLUHPHQWIRU2(+%&'(,()-

    In order to determine which sources are most successful (and which

    arent) 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.

    +RRW6XLWHKDV%XLOW,Q&DPSDLJQ7UDFNLQJ

    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.fullfrontalroi.comwww.hootsuite.com

    10

    Utilizing the sales funnel to explain social media results will more

    clearly demonstrate how your actions are measuring up against goals.

    Campaign tracking will allow you to identify where leads are within

    the process and correlated numbers with each stage in the funnel.

    >OLU`V\JVTIPUL^P[OZHSLZYL]LU\LHUKJVZ[KH[H`V\^PSSILHU\UZ[VWWHISLMVYJLVM960HUKWYV[NLULYH[PVUPU[OLJVTWHU `;OLtime is nowyour data is waiting.

    This white paper is the second in a series dedicated to understanding

    social media measurement. An Introduction to Social Media

    Measurement began the series. Stay tuned for future topics:

    Measuring Social Media for Brand Awareness, Measuring Social

    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

    HootSuites 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

    Summary

    Applying Social MediaMeasurement to theSales Funnel02

    HootSuite Social Analytics provide a new level of insight on the impact of social media on your business, providing deep decision-making metrics beyond fans and followers to help you evaluate your strategies.

  • www.fullfrontalroi.comwww.hootsuite.com

    11

    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 HootSuites business focused tool set, teams can

    collaboratively schedule updates to Twitter, Facebook, Linkedin,

    >VYKWYLZZHUKV[OLYZVJPHSUL[^VYRZZLJ\YLS`]PH^LIKLZR[VWor 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 HootSuites 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 HootSuites Enterprise capabilities, visit http://hootsuite.com/enterprise to fill out a request.

  • www.fullfrontalroi.comwww.hootsuite.com

    12

    Nichole Kelly - Social Media Measurement Coach

    $ERXW1LFKROH.HOO\

    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.

    About Nichole Kelly

  • Overview ofSocial Reportingwith HootSuite

    01HOW-TO

    www.fullfrontalroi.comwww.hootsuite.com

  • 1

    01HOW-TOOverview ofSocial Reportingwith HootSuite

    www.fullfrontalroi.comwww.hootsuite.com

    Its important for marketers to show how social media activities are

    impacting corporate goals. To answer this need HootSuite launched

    Custom Social Analytics to track and measure activities across various

    social networks against website conversions. The reporting suite

    combines the power of Ow.ly statistics with Google Analytics and

    Facebook Insights to provide information on almost all social activities

    without leaving the HootSuite dashboard. This level of insight provides

    marketers with the overviews they need to truly understand the value

    of their online efforts.

    This How-To guide is one of many that demonstrate the enhanced

    reporting and measurement tools in the HootSuite dashboard.

    .VVNSL(UHS` [PJZ[V4LHZ\YL>LI;YHMJ

    .VVNSL(UHS`[PJZWYV]PKLZPUZPNO[PU[V^LI[YHMJHUKJHTWHPNUYLZ\S[Z

  • 2

    01HOW-TOOverview ofSocial Reportingwith HootSuite

    www.fullfrontalroi.comwww.hootsuite.com

    In addition to the Google

    Analytics Reports, HootSuite also

    provides Ow.ly stats, to show

    summary and individual click

    statistics from URLs shortened in

    HootSuite, and Facebook Insights

    which monitor activity on your

    Facebook Page including daily

    Likes, posts, demographics and

    more. Together, these reports

    give you an end-to-end picture of

    your social e!orts.

    To find out more about

    integrating Google Analytics

    with your campaigns, you can

    read our next How -To document

    entitled How -To Integrate

    Google Analytics and HootSuite.

    Twitter to Web Conversion - Measure the

    effectiveness of tactics on the front-line and

    see immediately which messages resonate

    ^P[O`V\YH\KPLUJLZV`V\JHUHKQ\Z[`V\Yapproach accordingly.

    Spark Lines: A statistical overview to

    quickly see how campaign elements are

    WLYMVYTPUNLUHISPUN`V\[VWYPVYP[PaL[OLareas that need the most attention.

    9LNPVUHS:P[L;YHMJ!Learn which areas produce campaign results so you can geo-

    target your outreach.

    Top Content: Measure page view

    statistics including absolute and relative

    percentages to determine which content

    best attracts audience.

    ;YHMJ:V\YJLZ!Determine which channels WYV]PKL[YHMJHUKUL[\UL`V\YV\[YLHJOefforts using the Top Referrer report in

    Google Analytics.

  • 3

    01HOW-TOOverview ofSocial Reportingwith HootSuite

    www.fullfrontalroi.comwww.hootsuite.com

    Learn More

    There are additional articles available to help your team utilize the

    enhanced features in the HootSuite dashboard:

    Overview of Social Reporting with HootSuite

    How-To Add Google Analytics to your Web Site

    How-To Add Goal Tracking and Campaigns to Google Analytics

    How-To Shorten URLs in HootSuite and Append Campaigns

    Creating a Custom Social Analytics Overview Report

    Getting Started

    HootSuite has two business-level plans available for teams engaging

    in social media campaigns and tactics to improve their business Pro

    and Enterprise.

    =PZP[/VV[:\P[LJVTWYV[VNL[Z[HY[LK^P[OHKH`MYLL[YPHS6YMVY,U[LYWYPZLZVYSHYNLY[LHTZ]PZP[/VV[:\P[LJVT,U[LYWYPZL[VYLX\LZ[a demo from an Account Executive.

    About HootSuite

    HootSuite helps consumer

    brands, global enterprises, SMBs

    and agencies spread messages,

    monitor conversations and

    track results across multiple

    networks from a centralized web

    or mobile dashboard.

    Using the native business-

    focused tool set, HootSuite

    clients track campaign results

    and industry trends to rapidly

    adjust engagement tactics and

    increase social media ROI.

    More Resources

    There are a number of ways to

    use the advanced, business-

    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.

  • Integrate Google Analyticsand HootSuite

    02HOW-TO

    www.fullfrontalroi.comwww.hootsuite.com

  • 02HOW-TOIntegrate Google Analyticsand HootSuite

    www.fullfrontalroi.comwww.hootsuite.com

    Marketers want to understand whether or not social media activities

    HYLOH]PUNHUPTWHJ[VU[OLJVTWHU`ZZP[L[YHMJSLHKNLULYH[PVUand conversion activities. By integrating Google Analytics into a sites

    JVU]LYZPVUWHNLZHUK\ZPUN/VV[:\P[LZ.VVNSL(UHS`[PJZJHTWHPNUmanagers can truly understand how outreach translates into results.

    This document will demonstrate how you can add Google Analytics to

    your website.

    How to Add Google Analytics to Your Website

    By adding Google Analytics to your website and HootSuite

    KHZOIVHYK`V\JHU[HWPU[V[OL]P[HSZ[H[PZ[PJZILOPUK`V\YJHTWHPNU

    -PYZ[`V\SSULLK[VZL[\W.VVNSL(UHS`[PJZPU`V\Y^LIZP[L*YLH[LHMYLLaccount using your websites URL(s) at http://google.com/analytics.

    ;VZL[\W.VVNSL(UHS`[PJZJHTWHPNU[YHJRPUNOLYLHYLZVTLadditional resources:

    How does campaign tracking work?

    How do I tag my links?

    6UJLZL[\WJVUULJ[.VVNSL(UHS`[PJZ[V/VV[:\P[L;VKV[OPZ!

    *SPJR[OL3H\UJOIHY[OLU(UHS`[PJZHUKZLSLJ[8\PJR(UHS`[PJZ*SPJR[OL.VVNSL(UHS`[PJZVW[PVUHUKZLSLJ[(KK.VVNSL7YVSL[VILNPU

    HootSuite Social Analytics

    HootSuites Social Analytics

    capabilities allow businesses and

    organizations to customize social

    media reports and measure all

    aspects of social initiatives from

    granular campaign elements to

    an overview of all activities.

    Social Analytics includes over

    30 report metrics including

    Google Analytics and Facebook

    Insights each of which can be

    plugged into dynamic reports to

    share with team members, clients

    and colleagues on a daily, weekly

    or monthly basis.

    The Value of Integrating Google Analytics

    1.

  • 02HOW-TOIntegrate Google Analyticsand HootSuite

    www.fullfrontalroi.comwww.hootsuite.com

    (^PUKV^MYVT.VVNSL^PSSWVW\WZH`PUN([OPYKWHY[`PZrequesting permission to access your Google account. Select

    `V\YWYLMLYYLKZVJPHSUL[^VYRWYVSL^OPJOPZHZZVJPH[LK^P[Oan active Google Analytics account. When youve selected the

    WYVSLJSPJR*VU[PU\L

    .VVNSL^PSSZLUK`V\[VHUV[OLYWHNL*SPJR.YHU[HJJLZZ[VUPZOJVUULJ[PUN.VVNSL(UHS`[PJZ[V/VV[:\P[L

    Now you can access Google Analytics without leaving the HootSuite

    dashboard. The next step is to add goal tracking and campaigns.

    ;HRLHSVVRH[[OLUL_[/V^;VHY[PJSLPU[OPZZLYPLZLU[P[SLK!Overview of Social Reporting with HootSuite

    2.

    3.

    To learn more about using

    HootSuite Social Analytics,

    including how to access the

    reports from the dashboard,

    visit http://hootsuite.com/

    social-analytics

  • 02HOW-TOIntegrate Google Analyticsand HootSuite

    www.fullfrontalroi.comwww.hootsuite.com

    Learn More

    There are additional articles available to help your team utilize the

    enhanced features in HootSuite dashboard:

    Overview of Social Reporting with HootSuite

    /V^;V(KK.VVNSL(UHS`[PJZ[V`V\Y>LI:P[L/V^;V(KK.VHS;YHJRPUNHUK*HTWHPNUZ[V.VVNSL(UHS`[PJZ/V^;V:OVY[LU

  • Add Goal Trackingand Campaigns toGoogle Analytics

    03HOW-TO

    www.fullfrontalroi.comwww.hootsuite.com

  • 1

    03 HOW-TOAdd Goal Tracking and Campaigns to Google Analytics

    www.fullfrontalroi.comwww.hootsuite.com

    Show how social activities contribute to corporate goals. By utilizing

    the combination of Ow.ly URLs, campaign tracking, Facebook

    Insights, and Google Analytics you can accurately report on the

    results of your efforts. To enhance Google Analytics reporting, add

    NVHS[YHJRPUNPUVYKLY[VSLHYUOV^HUK^OLYLZVJPHSTLKPH[YHMJPZconverting, giving you an end-to-end view of what is happening to

    ZVJPHS[YHMJVU`V\Y^LIZP[L

    How to Add Goal Tracking and Campaigns to Google Analytics

    Adding Goal tracking to your Google Analytics campaign will provide

    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/HUKHKKNVHSZ[V`V\YZLSLJ[LKWYVSLZRemember to enter goal names so you can easily identify each one

    in your reports. For more detailed information, visit these Google

    Analytics pages:

    How do I set up goals and funnels?

    How does campaign tracking work?

    Here are some recommendations for getting started with Goal Tracking:

    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

    pages youll be tracking conversions from.

    Goal Tracking for End to End Reporting Capability

    HootSuite Social Analytics

    HootSuites Social Analytics

    capabilities allow businesses and

    organizations to customize social

    media reports and measure all

    aspects of social initiatives from

    granular campaign elements to

    an overview of entire campaigns.

    Social Analytics includes over

    30 report metrics including

    Google Analytics and Facebook

    Insights each of which can be

    plugged into dynamic reports to

    share with team members, clients

    and colleagues on a daily, weekly

    or monthly basis.

    To learn more about using

    HootSuite Social Analytics,

    including how to access the

    reports from the dashboard, visit

    http://hootsuite.com/social-

    analytics

    1.

  • 2

    03 HOW-TOAdd Goal Tracking and Campaigns to Google Analytics

    www.fullfrontalroi.comwww.hootsuite.com

    For tracking Lead Forms, its 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.

    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 youre 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

    TLHZ\YL^OLYL[YHMJPZVYPNPUH[PUNMYVT-VYL_HTWSL[OLJOHUULSJV\SKIL;^ P[[LY[OLWYVSL/VV[:\P[LHUK[OLJHTWHPNUTPNO[ILSocial Analytics.

    These are the three levels of variables recommended for social media

    JHTWHPNU[YHJRPUN!JOHUULS\ZLYWYVSLJHTWHPNUUHTL

    Once youve completed these steps, add your campaign to your

    shortened Ow.ly links using custom parameters for Google Analytics.

    To learn more about this step, view our How-To document entitled

    How-To Shorten URLs in HootSuite and Append Campaigns.

    2.

    3.

  • 3

    03 HOW-TOAdd Goal Tracking and Campaigns to Google Analytics

    www.fullfrontalroi.comwww.hootsuite.com

    Learn More

    There are additional articles available to help your team utilize the

    enhanced features in HootSuite dashboard:

    Overview of Social Reporting with HootSuite

    How-To Add Google Analytics to your Web Site

    How-To Add Goal Tracking and Campaigns to Google Analytics

    How-To Shorten URLs in HootSuite and Append Campaigns

    Creating a Custom Social Analytics Overview Report

    Getting Started

    HootSuite has two business-level plans available for teams engaging

    in social media campaigns and tactics to improve their business Pro

    and Enterprise.

    Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for

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

    HKLTVMYVTHU(JJV\U[,_LJ\[P]L

    About HootSuite

    HootSuite helps consumer

    brands, global enterprises, SMBs

    and agencies spread messages,

    monitor conversations and

    track results across multiple

    networks from a centralized web

    or mobile dashboard.

    Using the native business-

    focused tool set, HootSuite

    clients track campaign results

    and industry trends to rapidly

    adjust engagement tactics and

    increase social media ROI.

    More Resources

    There are a number of ways to

    use the advanced, business-

    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.

  • Shorten URLs in HootSuite and Append Campaign Parameters

    04HOW-TO

    www.fullfrontalroi.comwww.hootsuite.com

  • 1

    04 HOW-TOShorten URLS in HootSuite and Append Campaign Parameters

    www.fullfrontalroi.comwww.hootsuite.com

    Its important to understand how social media campaigns impact

    company goals. Utilizing the Google Analytics integration with

    HootSuite will give insight and data on campaign success, from Tweet

    to sale. Marketers can add Google Analytics campaign parameters

    to each custom shortened Ow.ly URL within HootSuite in order to

    determine which social activities are driving web conversions.

    This How-To guide will demonstrate how to add campaign tracking to

    Ow.ly URLs.

    Shortening URLs in HootSuite

    Short URLs help you share your links within space-constrained

    mediums like Twitter or even email. Plus, by shrinking web addresses,

    you can track clicks as well as referral sources and more.

    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 HootSuites 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.

    Why Campaign Tracking is Critical to Social Reporting

    HootSuite Social Analytics

    HootSuites Social Analytics

    capabilities allow businesses

    and organizations to customize

    social media reports and

    measure all aspects of social

    initiatives from granular

    campaign elements to an

    overview of all activities.

    The Social Analytic reports

    include over 30 individual

    report modules for tracking and

    measuring success, including

    free Ow.ly summary stats and

    Ow.ly individual click-stats so

    you can also see the success of

    your campaigns using Ow.ly

    links HootSuites built-in

    URL shortener.

  • 2

    04 HOW-TOShorten URLS in HootSuite and Append Campaign Parameters

    www.fullfrontalroi.comwww.hootsuite.com

    Appending URL Parameters

    After connecting Google Analytics to HootSuite, you can compare site

    analytics to HootSuites social reports at a very granular level using

    JHTWHPNUZWLJPJ

  • 3

    04 HOW-TOShorten URLS in HootSuite and Append Campaign Parameters

    www.fullfrontalroi.comwww.hootsuite.com

    This will prevent different users creating different campaigns for the

    same activities and diluting results.

    *VUZPKLYZH]PUN[OLZLJHYLM\SS`JVUZ[Y\J[LKSPURZHZKYHM[TLZZHNLZ[V\ZL[OYV\NOV\[[OLJHTWHPNU[VNH[OLYHSSZ[H[ZLMJPLU[S `5V[L[OH[`V\JHUHKKV[OLYWHYHTL[LYZ[VM\Y[OLYKLSPULH[LZWLJPJZMVYsimple 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

    PUMVYTH[PVU`V\JHUZLLZWLJPJHSS`^OPJOJOHUULSZJVW`^YP[PUNHUKmedium worked best for each campaign. This is a powerful way to

    improve your tactics based on your audiences tendencies.

    ;VJYLH[LH*\Z[VT9LWVY[PU/VV[:\P[L[HRLHSVVRH[V\Y/V^;Vdocument /V^;V*YLH[LH*\Z[VT:VJPHS(UHS`[PJZ6]LY]PL^9LWVY[

  • 4

    04 HOW-TOShorten URLS in HootSuite and Append Campaign Parameters

    www.fullfrontalroi.comwww.hootsuite.com

    Learn More

    There are additional articles available to help your team utilize the

    enhanced features in HootSuite dashboard:

    Overview of Social Reporting with HootSuite

    How-To Add Google Analytics to your Web Site

    /V^;V(KK.VHS;YHJRPUNHUK*HTWHPNUZ[V.VVNSL(UHS`[PJZ/V^;V:OVY[LU

  • Create A Custom Social Analytics Overview Report

    05HOW-TO

    www.fullfrontalroi.comwww.hootsuite.com

  • 1

    05 HOW-TOCreate A Custom Social Analytics Overview Report

    www.fullfrontalroi.comwww.hootsuite.com

    Marketers want to understand how social media efforts impact

    corporate goals. HootSuites Social Analytics provide the data to track

    [OLLMMLJ[P]LULZZVMZVJPHSTLKPHJHTWHPNUZ*YLH[LH]HS\HISLYZ[resource for the most important metrics by creating a custom report that

    combines Ow.ly click stats, Facebook Insights, and Google Analytics.

    This How-To guide is one of many dedicated to teaching you how to

    get the most out of HootSuite.

    Creating a Resource for Your Most Important Metrics

    Social Analytics includes over 30 report metrics including Google

    Analytics and Facebook Insights each of which can be plugged into

    dynamic reports to share with team members, clients and colleagues

    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

    `V\Y[VWZVJPHSTLKPHTL[YPJZHUKPKLU[PM`WYVISLTZVYZPNUPJHU[changes. Then, by utilizing the deeper report modules, you can dive

    PU[V[OLKL[HPSZ;OPZV]LY]PL^YLWVY[^PSSIL[OLYZ[WSHJL`V\SVVRwhen you want to track your campaign results.

    The Power of Social Analytics HootSuite Social Analytics

    HootSuites Social Analytics

    capabilities allow businesses

    and organizations to customize

    social media reports and

    measure all aspects of social

    initiatives from granular

    campaign elements to an

    overview of all activities.

    The Social Analytic reports

    include over 30 individual

    report modules for tracking and

    measuring success, including

    free Ow.ly summary stats and

    Ow.ly individual click-stats so

    you can also see the success of

    your campaigns using Ow.ly

    links HootSuites built-in

    URL shortener.

  • 2

    05 HOW-TOCreate A Custom Social Analytics Overview Report

    www.fullfrontalroi.comwww.hootsuite.com

    To learn more about using

    HootSuite Social Analytics,

    including how to access the

    reports from the dashboard, visit

    http://hootsuite.com/social-

    analytics

    !"#$%&&'()*+,-./+(0*"1+.&/2(Start with a

    summary of Facebook Page activity during a

    ZWLJPLKKH[LYHUNLPUJS\KPUN3PRLZHJ[P]Lusers and increase/decrease increments.

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

    NYV^[OMVYHZWLJPLK[PTLWLYPVKMVYHZPUNSLVYT\S[PWSL;^ P[[LYWYVSLZ

    64738(93,#'(0/"/+2 Measure the total clicks

    from all shortened links sent from a Twitter

    WYVSLK\YPUNHZWLJPLKKH[LYHUNL

    01"5'(:,*$+2 View vital stats including

    page views, visitors, bounce rate etc. for an

    PU[LNYH[LK.VVNSL(UHS`[PJZ^LIZP[LWYVSL

    ;4,//$5(/&(

  • 3

    05 HOW-TOCreate A Custom Social Analytics Overview Report

    www.fullfrontalroi.comwww.hootsuite.com

    Learn More

    There are additional articles available to help your team utilize the

    LUOHUJLKMLH[\YLZPU/VV[:\P[LKHZOIVHYK!

    Overview of Social Reporting with HootSuite

    How-To Add Google Analytics to your Web Site

    How-To Add Goal Tracking and Campaigns to Google Analytics

    /V^;V:OVY[LU

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