hootsuite sm roi 5 part series
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Introductionto Social Media Measurementwith HootSuite
01
By: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard
www.fullfrontalroi.com
www.fullfrontalroi.com
1
Measuring social media is now an expectation that marketers need
to deliver on. Marketing Sherpa released a report that showed 53%
of marketers have increased social media budgets in 2011. That’s
great news but for many it came at a cost they weren’t prepared
for; accountability. According to the report from Bazaarvoice, 74%
year. Many marketers have found that the reality of measuring social
the expectations for the ability to measure have risen dramatically.
marketers, but it is something that can be overcome.
As a marketer whohas successfully measured social media ROI, I can tell you it isn’t as easy as everyone thinks, but it is possible.
— Nichole Kelly
Introduction
Introduction to Social MediaMeasurementwith HootSuite01
www.fullfrontalroi.com
2
Customize. Automate. Simplify.
Get a better view of your social campaigns with new, more powerful analytics tools, more ways to measure, and customizable reports that will give you a more complete and comprehensive picture of your participation in social spaces.
Introduction
The makers of HootSuite, the social media dashboard, recognized
the need for real social metrics and released the new Custom Social
. This platform provides a new level of insight for how
social media is impacting your business. It provides metrics beyond
those available anywhere, like fans and followers, and gives decision
making metrics like how many site visits your social media activities
generated and how many of your social media contacts converted
on your site. Combining this data with basic executive measurement
philosophies will provide concrete reports on what is and what isn’t
delivering in your social strategy.
The following pages outline some core measurement strategies that
will transform your conversation about social media measurement.
www.fullfrontalroi.com
3
With all the various metrics available, why has social media
down to a disconnect between new social metrics and those that
companies have relied on for years. Comparing social metrics with
other marketing channels is challenging because social media
Too Many Tools & Misalignment of Needs
We witnessed a massive rush to market as social software companies
created products they thought would solve the measurement
conundrum. Marketers were trying to understand how the metrics in
their social media listening platform connected to the metrics in their
social media engagement platform and how that would connect to
the metrics in their social media reporting platform. It didn’t take long
for the process to become very convoluted. With the emergence of
these “new” metrics we have created a huge problem for marketers
who simply need to understand how social media activities perform in
relation to the rest of their marketing activities. When Executives ask
The Challenges to Social Media Measurement
Introduction to Social MediaMeasurementwith HootSuite01
By focusing on new social metrics we have diluted the conversation of where social media adds value to the core business. Fortunately, it’s an easy adjustment.
— Nichole Kelly
www.fullfrontalroi.com
4
Social media metrics can’t be a language of their own because they
have to speak to executive needs. The C-Suite wants to understand
how social media contributes to the bottom line. Therefore, marketers
need to be able to differentiate the metrics that matter to them from
the metrics that matter to an executive.
Metrics that Matter to Marketers
The new social media metrics do have a purpose and deliver value to
the conversation. Metrics such as likes/followers, retweets, comments,
mentions, and @replies show us how our social media strategy is
progressing and whether or not we are building a community that is
engaged. While this is directional for us, it’s important that we recognize
they aren’t important to the average executive.
Metrics that Matter to Executives
There are three key metrics that determine how the company is doing:
sales (units sold), revenue and cost. This is important and worth
To put social media into the context of what executives care about
you need to connect it to their three core metrics.
Aligning Social Measurement with Executive Needs
Introduction to Social MediaMeasurementwith HootSuite01
Executives look at sales, revenue and cost EVERY DAY to put social media into the context of what executives care about. You need to connect it to their three core metrics.
— Nichole Kelly
www.fullfrontalroi.com
5
Transforming your Dialogue with Executives
Sales, revenue and cost are the Holy Grail for social media
measurement. As you saw from the results in the Bazaarvoice study,
the three metrics you need to provide and answer. Unfortunately,
just because you have the info won’t mean that social media is
truly transform your conversations with executives. Imagine being
able to show that social media delivers customers at a lower cost
than other marketing channels or converts at a much higher rate than
any other channel or even that social media customers spend more
over their lifetime than other customers. These are game changing
conversations and you can get the data you need to have them.
Achieving positive results requires integration with some familiar
(maybe even “old school”) online analytics packages like Google
Analytics. The data is available for you if you know how to get it.
Aligning Social Measurements with Executive Needs
www.fullfrontalroi.com
6
There’s just no way around it. In order to measure sales, revenue and
cost in a meaningful way, you have to understand what you are trying
to accomplish with social media. There are three primary goals with
any marketing activity: brand awareness, customer retention and lead
generation. Each of these goals comes with a unique set of metrics
that tie to sales, revenue and cost.
Understanding What Needs To Be Measured
Introduction to Social MediaMeasurementwith HootSuite01
www.fullfrontalroi.com
7
Understanding What NeedsTo Be Measured
!"#$%&'(#")$)**
If your goal is to generate more awareness of your brand with social
media then you are essentially measuring eyeballs and the actions
existed for years. Just look at public relations and TV/radio/banner
advertising for the list you need:
Cost Per Impression
Customer RetentionRates
Average UnitsPer Purchase
Lifetime Valueof a Customer
Average RevenuePer Purchase
Average Transactions Per Customer
Cost Per Engagement
Cost Per Click
Cost Per Site Visit
+,*-./)"&0)-)$-1.$
For those of you who are trying to serve your customers in a better
encourage customers to stay longer and possibly buy more at every
transaction, or buy more often, depending on what service or product
you provide. There are a few metrics that demonstrate this clearly:
www.fullfrontalroi.com
8
Understanding What NeedsTo Be Measured
2)#%&3)$)"#-1.$
While you may not be actively selling products in social media
channels, it is likely that the relationships you build will result in sales
for your company. Can you show where social media contributed to
in lead generation: lead forms and sales. The following metrics show
how to demonstrate social media’s role in the sales process:
Cost Per Lead
Cost Per Sale
Average UnitsPer Sale
Cost Per Subscriber
Average RevenuePer Sale
Conversion Rateof Leads
www.fullfrontalroi.com
9
the metrics you need to apply these measurement strategies. The
following How-To guides will get you started.
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.
05.
How HootSuiteCan Help
Introduction to Social MediaMeasurementwith HootSuite01
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.com
10
The ability to align social measurement with the same metrics
you use to measure your other marketing channels will give you a
empowered to transform your dialogue with executives and deliver
the results they are looking for. Finally, you will have insight into which
social media strategies are actually delivering and which ones aren’t
so you can optimize your efforts.
'4.,-&5167.8)&9)88:
Nichole Kelly is a social media measurement coach and the publisher
accountable marketing teams, she used her talents to create a
systematic way to measure social media and put it into the context of
where it is delivering value to your organization and show bottom-line
they need and with the right language and the right strategy to put the
pieces together, they can deliver results.
Nichole Kelly - Social Media Measurement Coach
Summary
Introduction to Social MediaMeasurementwith HootSuite01
www.fullfrontalroi.com
11
Summary
'4.,-&;..-<,1-)
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
Wordpress and other social networks securely via web, desktop
or mobile platforms. HootSuite clients track campaign results and
industry trends to rapidly adjust engagement tactics and increase
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.
Overview ofSocial Reportingwith HootSuite
01
www.fullfrontalroi.com
HOW-TO
www.fullfrontalroi.com
1
01HOW-TOOverview ofSocial Reportingwith HootSuite
It’s 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.
identifying revenue sources.
Within HootSuite’s native Social Analytics Reports you can select the
pre-made Google Analytics Report Template or plug individual Google
Analytics modules into a custom report. Both give you the statistics
you need to accurately analyze social media engagement against
The following Google Analytics features are built into HootSuite for
organizations to measure and share results without leaving
the dashboard:
HootSuite Social Analytics
HootSuite’s 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
Overview of Social Reporting with HootSuite
www.fullfrontalroi.com
2
01HOW-TOOverview ofSocial Reportingwith HootSuite
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
approach accordingly.
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.
Top Content: Measure page view
statistics – including absolute and relative
percentages – to determine which content
best attracts audience.
Determine which channels
efforts using the Top Referrer report in
Google Analytics.
www.fullfrontalroi.com
3
01HOW-TOOverview ofSocial Reportingwith HootSuite
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.
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
02
www.fullfrontalroi.com
HOW-TO
www.fullfrontalroi.com
1
02HOW-TOIntegrate Google Analyticsand HootSuite
Marketers want to understand whether or not social media activities
and conversion activities. By integrating Google Analytics into a site’s
managers 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
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?
HootSuite Social Analytics
HootSuite’s 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.
www.fullfrontalroi.com
2
02HOW-TOIntegrate Google Analyticsand HootSuite
requesting permission to access your Google account.” Select
an active Google Analytics account. When you’ve selected the
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
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
www.fullfrontalroi.com
3
02HOW-TOIntegrate Google Analyticsand HootSuite
Learn More
There are additional articles available to help your team utilize the
enhanced features in HootSuite dashboard:
Overview of Social Reporting with HootSuite
Getting Started
in social media campaigns and tactics to improve their business – Pro
and Enterprise.
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.
Add Goal Trackingand Campaigns toGoogle Analytics
03
www.fullfrontalroi.com
HOW-TO
www.fullfrontalroi.com
1
03 HOW-TOAdd Goal Tracking and Campaigns to Google Analytics
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
converting, giving you an end-to-end view of what is happening to
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/
Remember 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 you’ll be tracking conversions from.
Goal Tracking for End to End Reporting Capability
HootSuite Social Analytics
HootSuite’s 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.
www.fullfrontalroi.com
2
03 HOW-TOAdd Goal Tracking and Campaigns to Google Analytics
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.
To report on drop off, set the goal and put the code on the
landing page as well as the thank you page. This will show you
your funnel, and where you’re losing customers, allowing you to
pinpoint areas and hopefully draw more of your audience further
down the funnel.
Be sure to tag Tweets and status updates with campaign URLs to
Social Analytics.
These are the three levels of variables recommended for social media
Once you’ve completed these steps, add your campaign to your
shortened Ow.ly links using custom parameters for Google Analytics.
To learn more about this step, view our How-To document entitled
How-To Shorten URLs in HootSuite and Append Campaigns.
2.
3.
www.fullfrontalroi.com
3
03 HOW-TOAdd Goal Tracking and Campaigns to Google Analytics
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
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
04
www.fullfrontalroi.com
HOW-TO
www.fullfrontalroi.com
1
04 HOW-TOShorten URLS in HootSuite and Append Campaign Parameters
It’s 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 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.
Why Campaign Tracking is Critical to Social Reporting
HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s built-in
URL shortener.
www.fullfrontalroi.com
2
04 HOW-TOShorten URLS in HootSuite and Append Campaign Parameters
Appending URL Parameters
After connecting Google Analytics to HootSuite, you can compare site
analytics to HootSuite’s social reports at a very granular level using
provide you with three levels of tracking for each URL you shorten.
Here’s how to add custom URL parameters in HootSuite:
window called, “Add custom URL parameters.”
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.)
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.
1.
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
www.fullfrontalroi.com
3
04 HOW-TOShorten 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.fullfrontalroi.com
4
04 HOW-TOShorten URLS in HootSuite and Append Campaign Parameters
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
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
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.
Create A Custom Social Analytics Overview Report
05
www.fullfrontalroi.com
HOW-TO
www.fullfrontalroi.com
1
05 HOW-TOCreate A Custom Social Analytics Overview Report
Marketers want to understand how social media efforts impact
corporate goals. HootSuite’s Social Analytics provide the data to track
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
changes. Then, by utilizing the deeper report modules, you can dive
when you want to track your campaign results.
The Power of Social Analytics HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s built-in
URL shortener.
www.fullfrontalroi.com
2
05 HOW-TOCreate A Custom Social Analytics Overview Report
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
users and increase/decrease increments.
!&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.fullfrontalroi.com
3
05 HOW-TOCreate A Custom Social Analytics Overview Report
Learn More
There are additional articles available to help your team utilize the
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
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
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.
HootSuite Coupon!
Restrictions:One coupon per userMust 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.
Value:
$25 credit towards Analytics PointsRedeem code: HOOTROI
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 Bazaarvoice
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
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.
Increased budgets for social media came at a cost marketers weren’t prepared for...accountability.
— Nichole Kelly
Introduction
Applying Social MediaMeasurement to theSales Funnel02
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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 isn’t
delivering in your social strategy.
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3
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.
Review of Core Measurement Philosophies
Applying Social MediaMeasurement to theSales Funnel02
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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.
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.
Applying Social Media Metrics to the Sales Funnel
Applying Social MediaMeasurement to theSales Funnel02
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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.
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.
Applying Social Media Metrics to the Sales Funnel
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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.
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.
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7
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.
Translating Social Media Goals to the Sales Funnel
Applying Social MediaMeasurement to theSales Funnel02
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Applying Social MediaMeasurement to theSales Funnel02
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.
Using Campaigns to Track Leads through the Funnel
1. Using custom URL
parameters in Ow.ly
links you can track
click-thrus
3.
attached you see if
they convert (or buy)
2. Because Google Analytics is
built into your campaign links,
you’ll 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.)
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9
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.
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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.
time is now…your 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$$-6&0-(5.+)53(7#5
HootSuite’s new social analytics dashboard can help you get there.
Check out these How-To guides so you can start gathering the
metrics you need to apply these measurement strategies.
01. How-To Integrate Google Analytics and HootSuite
02. How-To Add Google Analytics to your web site
03. How-To Add Goal Tracking and Campaigns to Google Analytics
04. How-To Shorten URLs in HootSuite and Append Campaigns
05. Creating a Custom Social Analytics Overview Report
Summary
Applying Social MediaMeasurement to theSales Funnel02
HootSuite Social Analytics provide a new level of insight on the impact of social media on your business, providing deep decision-making metrics beyond fans and followers to help you evaluate your strategies.
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11
About HootSuite
89$&-53$$-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 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.
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12
Nichole Kelly - Social Media Measurement Coach
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
It’s 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.
identifying revenue sources.
Within HootSuite’s native Social Analytics Reports you can select the
pre-made Google Analytics Report Template or plug individual Google
Analytics modules into a custom report. Both give you the statistics
you need to accurately analyze social media engagement against
The following Google Analytics features are built into HootSuite for
organizations to measure and share results without leaving
the dashboard:
HootSuite Social Analytics
HootSuite’s 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
Overview of Social Reporting with HootSuite
2
01HOW-TOOverview ofSocial Reportingwith HootSuite
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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
approach accordingly.
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.
Top Content: Measure page view
statistics – including absolute and relative
percentages – to determine which content
best attracts audience.
Determine which channels
efforts 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.
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
and conversion activities. By integrating Google Analytics into a site’s
managers 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
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?
HootSuite Social Analytics
HootSuite’s 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
requesting permission to access your Google account.” Select
an active Google Analytics account. When you’ve selected the
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
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
Getting Started
in social media campaigns and tactics to improve their business – Pro
and Enterprise.
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.
Add Goal Trackingand Campaigns toGoogle Analytics
03 HOW-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
converting, giving you an end-to-end view of what is happening to
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/
Remember 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 you’ll be tracking conversions from.
Goal Tracking for End to End Reporting Capability
HootSuite Social Analytics
HootSuite’s 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, 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.
To report on drop off, set the goal and put the code on the
landing page as well as the thank you page. This will show you
your funnel, and where you’re losing customers, allowing you to
pinpoint areas and hopefully draw more of your audience further
down the funnel.
Be sure to tag Tweets and status updates with campaign URLs to
Social Analytics.
These are the three levels of variables recommended for social media
Once you’ve completed these steps, add your campaign to your
shortened Ow.ly links using custom parameters for Google Analytics.
To learn more about this step, view our How-To document entitled
How-To Shorten URLs in HootSuite and Append Campaigns.
2.
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
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
It’s 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 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.
Why Campaign Tracking is Critical to Social Reporting
HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s 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 HootSuite’s social reports at a very granular level using
provide you with three levels of tracking for each URL you shorten.
Here’s how to add custom URL parameters in HootSuite:
window called, “Add custom URL parameters.”
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.)
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.
1.
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
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.
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
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
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
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.
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. HootSuite’s Social Analytics provide the data to track
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
changes. Then, by utilizing the deeper report modules, you can dive
when you want to track your campaign results.
The Power of Social Analytics HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s 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
users and increase/decrease increments.
!&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
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
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
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
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.
HootSuite Coupon!
Restrictions:One coupon per userMust 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.
Value:
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Measuring Social Media for Brand Awareness
03
By: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard
www.fullfrontalroi.comwww.hootsuite.com
www.fullfrontalroi.comwww.hootsuite.com
1
Brand Awareness is one of the most commonly cited goals of
marketers today. And because social media is recognized as a cost
effective solution for generating Brand Awareness, many marketers
saw their social media budgets increase in 2011. Marketing Sherpa
released a report that showed that 53% of marketers said their
budgets in social media went up for 2011. However, delivering a
measured result on social media’s true value has proven to be a
challenge. According to a report from Bazaarvoice, 74% of CMOs
agencies committed to delivering Brand Awareness, it is even more
critical to substantiate fees by delivering results. As you build your
measurement strategy, it is important to recognize you may not be on
the same page as your executive team. If your plan is to use a top line
report of social metrics like fans and followers to make your case, be
prepared for some push back; executives are looking for more.
If you can’t tie your brand awareness e!orts to sales, revenue and cost, be prepared for some push back from executives.
— Nichole Kelly
Introduction
Measuring Social Media for Brand Awareness03
www.fullfrontalroi.comwww.hootsuite.com
2
Introduction
HootSuite recognized the need for real social metrics and released
the new in the 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, and 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.fullfrontalroi.comwww.hootsuite.com
3
An Introduction to Social
Media Measurement with HootSuite and Applying Social Media to the
with your executive team.
In brief, they provided insight on the challenge of showing how social
media delivers value to the bottom line; a very different conversation
from that of social audience growth using the newly created language
of social metrics. To demonstrate the value of social media, you need to
tie results to the commonly used metrics of sales, revenue and cost.
how deep the impact of your Brand Awareness efforts are.
Review of Core Measurement Philosophies
Measuring Social Media for Brand Awareness03
www.fullfrontalroi.comwww.hootsuite.com
4
Brand Awareness is a decades-old marketing challenge. It started
Coke, Pepsi, Johnson & Johnson and countless others in hundreds
of different consumer product categories. Brand Awareness is still the
impetus behind much of the advertising we still see on TV today. And
while Brand Awareness was born out of the Business to Consumer
marketing world, it is also a hugely successful initiative for Business to
Business marketers.
, we showed
that Brand Awareness is at the top of the sales funnel and generates
interest at the highest level, providing marketers with an opportunity to
turn Brand Awareness into consumer engagement and ultimately sales.
Understanding Where Brand Awareness Fits
Measuring Social Media for Brand Awareness03
www.fullfrontalroi.comwww.hootsuite.com
5
that exist in order to generate more Brand Awareness; public relations
metrics we can use to gauge its impact.
Note: If your company still struggles to connect Brand
Awareness campaigns to sales, you won’t be able to talk in
to measure your performance and demonstrate value.
At the end of the day, your goal is to measure eyeballs. You want to
know how many people you reached and their actions as a direct
result of your efforts. There are four common metrics you can leverage
to tell your story:
Understanding Where Brand Awareness Fits
Cost Per Impression
Cost Per Engagement
Cost Per Click
Cost Per Site Visit
www.fullfrontalroi.comwww.hootsuite.com
6
In order to connect social media to public relations and advertising
you need to establish a set of core metrics across all three marketing
channels. It’s not a perfect comparison, but it will yield data that will
paint an accurate picture of how each channel performs in relation to
the others. In taking a look at the sales funnel again, we see which
Measuring Social Media Exposure
Measuring Social Media for Brand Awareness03
achieved with your efforts. Metrics that can be aggregated to create
your total social media exposure number are impressions, fans,
followers, subscribers and any other mass “audience” you have
generated through a social media channel.
www.fullfrontalroi.comwww.hootsuite.com
7
Measuring Social Media Exposure
You can’t necessarily guarantee all of these people saw your
relations and print advertising standpoint this would tie into the
circulation of the publications you were mentioned in and for online
advertising this is shown as a metric for impressions.
Note: Ideally we would be able to measure only those who
actually saw your message. If you don’t have the tools to do
this, then you can estimate based on audience size.
Exposure Test: The language for these metrics will vary across
the different marketing channels. To determine if something is an
exposure metric, ask yourself if a person had the potential to see your
message. If a person took action, like clicking on a link, or ReTweeting
it, the metric should be categorized under engagement not exposure.
TIP: How do you know if a metric is exposure or engagement? Ask yourself if the user had to take action for the metric to be calculated.
www.fullfrontalroi.comwww.hootsuite.com
8
but it is an important metric in the sales funnel for understanding
that messaging in some way than if they had seen your messaging as
a result of general exposure. These people move down one level in
the funnel.
recommended your product in a blog post you would report this
readers you estimate they typically have in a day. According to
Compete.com, they have 5,008,518 site visitors a month, divided by
an average of 30 days and you would use 166,950 as the number
of estimated impressions for that mention. If they Tweet the article
you would add an additional 2,316,733 potential impressions based
on their number of followers. This level of exposure is more likely to
generate “engagement” which is the next stage in the sales funnel the
category of Brand Awareness metrics. It’s still considered an exposure
your report.
Measuring Social Media Influence
Measuring Social Media for Brand Awareness03
www.fullfrontalroi.comwww.hootsuite.com
9
Measuring Social Media Influence
manually by whoever monitors your social channels. They can
status and then have them measure your audience for mentions
above that threshold when the mention occurs. If you don’t, the
data becomes less reliable as audience size changes over time.
www.fullfrontalroi.comwww.hootsuite.com
10
Engagement is the last stage in the funnel that relates to Brand
Awareness. These powerful metrics tie social media to audience
action, demonstrating its true value. Additionally, social media offers
so many ways for the audience to engage that aren’t available in
traditional public relations and advertising channels, that it almost
feels unfair to compare them against each other. But that’s where the
beauty of social media really starts to shine through and the ability
social media channel including blogs and include them).
Measuring Social Media Engagement
Measuring Social Media for Brand Awareness03
FACEBOOK ENGAGEMENT TWITTER ENGAGEMENT
New Page Likes
Posted Link Clicks Posted Link Clicks
Site Visits Site Visits
Comments Mentions
Content Likes
Photo/Video Views Direct Messages
articles, and letters to the editor about your story if you can get them.
www.fullfrontalroi.comwww.hootsuite.com
11
To illustrate the above, here is an example from ,
and Paralympic Games. They lead the industry in social media efforts.
Their presence began in 2007 and they have generated over 17,000
followers on Twitter and over 69,000 fans on . Amber
they are using social media,
“Our goal is to drive awareness of Whistler Blackcomb and
generate engagement with our audience. HootSuite helps us
engage with our audience in a consistent way and measure
our results.”
who are responsible for monitoring and engaging in their social media
a combination of traditional marketing channels to drive their audience
including public relations and advertising.
Currently, each member of the marketing team is responsible to
produce reports for their executive team that shows their progress in
driving Brand Awareness and skier visits.
understanding where social media is delivering value to their
organization and reporting is typically done in isolation from other
marketing activities.
Case Study: Whistler Blackcomb
Measuring Social Media for Brand Awareness03
www.fullfrontalroi.comwww.hootsuite.com
12
Case Study: Whistler Blackcomb
found that when shown together it painted a very different picture
from their earlier expectation about performance. As a portion of the
total marketing budget, social media represented slightly over 1%
of budget expenditures. Despite the smaller budget, the analysis
showed that social media supported Brand Awareness efforts by
contributing a 128% lift in the total number of impressions generated
through public relations. That is a huge lift for an effort at the scale of
impact of social media on costs.
revenue and cost. The overall analysis showed that social media
decreased costs in some of the company’s core metrics. The total
cost per impression decreased by 23%, cost per engagement
decreased by 82%, and cost per site visit decreased by 86%. Overall
social media improved Brand Awareness efforts by generating close
to 500,000 different forms of audience engagement.
These results clearly show how social media is contributing to the
efforts of the entire marketing team. Social media is not an isolated
function within your organization. Establishing cooperation amongst
to overall marketing efforts.
Generated close to 500k different forms of engagement from the audience
Generated a 128% lift in total impressions
Decreased cost per impressions by 23%
Decreased cost per engagement by 82%
Decreased cost per website visit by 86%
Whistler Blackcomb Social Media Analysis
Media:
www.fullfrontalroi.comwww.hootsuite.com
13
Social media can greatly contribute to your overall Brand
and engagement across the entire social web. As our key target
audiences continue to adapt to social media channels we can
leverage our activities to show how we are contributing to public
relations and advertising metrics that the company already has a
history with, giving us a baseline for our analysis. As you build your
measurement strategy for Brand Awareness take a look at what is
currently being reported to the executive team for public relations and
advertising and put social media into the mix to see where you are
delivering improvements.
This white paper is the third in a series dedicated to understanding
social media measurement. An Introduction to Social Media
Measurement with HootSuite and Applying Social Media to the Sales
Funnel began the series. Stay tuned for future topics: 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.
Summary
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.
Measuring Social Media for Brand Awareness03
Check out the Full Frontal ROI social media measurement
boot camp course “3 Steps for Measuring Brand
Awareness” with over 33 pages of step by step
instructions, hands-on activities and worksheets at http://
fullfrontalroi.com/social-media-measurement-bootcamp/
www.fullfrontalroi.comwww.hootsuite.com
14
About HootSuite
How HootSuite Can Help
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.
05.
About HootSuite
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
or mobile platforms. HootSuite clients track campaign results and
Free! 30 Day trial of HootSuite Pro
Try HootSuite Pro free for 30
days and get unlimited Social
Analytics reports. Visit:
http://hootsuite.com/Pro to
sign up today.
Or, book a demo of HootSuite
Enterprise, visit http://
hootsuite.com/enterprise to
fill out a request.
www.fullfrontalroi.comwww.hootsuite.com
15
Nichole Kelly - Social Media Measurement Coach
About Nichole Kelly
Nichole Kelly is a social media measurement coach and the publisher
of . 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
they need and with the right language and the right strategy to put the
pieces together, they can deliver results.
About Whistler Blackcomb
and Blackcomb are two side-by-side mountains which combined
offer over 200 marked runs, over 8,000 acres of terrain, 14 alpine
bowls, three glaciers, receives on average over 1,090 centimeters
information, visit whistlerblackcomb.com.
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
It’s 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.
identifying revenue sources.
Within HootSuite’s native Social Analytics Reports you can select the
pre-made Google Analytics Report Template or plug individual Google
Analytics modules into a custom report. Both give you the statistics
you need to accurately analyze social media engagement against
The following Google Analytics features are built into HootSuite for
organizations to measure and share results without leaving
the dashboard:
HootSuite Social Analytics
HootSuite’s 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
Overview of Social Reporting with HootSuite
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
approach accordingly.
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.
Top Content: Measure page view
statistics – including absolute and relative
percentages – to determine which content
best attracts audience.
Determine which channels
efforts 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.
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
and conversion activities. By integrating Google Analytics into a site’s
managers 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
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?
HootSuite Social Analytics
HootSuite’s 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
requesting permission to access your Google account.” Select
an active Google Analytics account. When you’ve selected the
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
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
Getting Started
in social media campaigns and tactics to improve their business – Pro
and Enterprise.
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.
Add Goal Trackingand Campaigns toGoogle Analytics
03 HOW-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
converting, giving you an end-to-end view of what is happening to
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/
Remember 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 you’ll be tracking conversions from.
Goal Tracking for End to End Reporting Capability
HootSuite Social Analytics
HootSuite’s 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, 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.
To report on drop off, set the goal and put the code on the
landing page as well as the thank you page. This will show you
your funnel, and where you’re losing customers, allowing you to
pinpoint areas and hopefully draw more of your audience further
down the funnel.
Be sure to tag Tweets and status updates with campaign URLs to
Social Analytics.
These are the three levels of variables recommended for social media
Once you’ve completed these steps, add your campaign to your
shortened Ow.ly links using custom parameters for Google Analytics.
To learn more about this step, view our How-To document entitled
How-To Shorten URLs in HootSuite and Append Campaigns.
2.
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
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
It’s 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 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.
Why Campaign Tracking is Critical to Social Reporting
HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s 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 HootSuite’s social reports at a very granular level using
provide you with three levels of tracking for each URL you shorten.
Here’s how to add custom URL parameters in HootSuite:
window called, “Add custom URL parameters.”
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.)
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.
1.
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
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.
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
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
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
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.
Create A Custom Social Analytics Overview Report
05HOW-TO
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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. HootSuite’s Social Analytics provide the data to track
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
changes. Then, by utilizing the deeper report modules, you can dive
when you want to track your campaign results.
The Power of Social Analytics HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s 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
users and increase/decrease increments.
!&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
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
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
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
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.
HootSuite Coupon!
Restrictions:One coupon per userMust 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.
Value:
$25 credit towards Analytics PointsRedeem code: HOOTROI
By: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard
www.fullfrontalroi.comwww.hootsuite.com
MeasuringSocial Media forCustomer Retention
04
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1
Increasingly, we’re seeing case studies of brands who use social
media to help develop better relationships with their customers. Social
media pioneers recognized early on that social media has the ability to
provide answers to customers in real-time to mitigate problems and
discontent. The challenge is in measuring what impact social media
has on customer relationships. From a measurement perspective,
customer service has a long-standing history of metrics that are
used to evaluate performance based on operational objectives. Now,
social media marketers with increased social media budgets1 need
to provide accountability for social media dollars and show how
social media performs against the bottom line. Recently Bazaarvoice
hard ROI this year.
Introduction
MeasuringSocial Media forCustomer Retention04
1Marketing Sherpa released a report that showed that 53% of marketers said their budgets in social media increased for 2011.
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2
Introduction
For marketers, this signals a need to change the social media
measurement dialogue from fans and followers to true business
metrics which show our impact on customer retention. This White
Paper will show how to leverage existing metrics and build a
strategy for a more robust customer service report that includes
social media tactics.
HootSuite released Custom Social Analytics Reports within the
dashboard to help marketers and businesses understand the metrics,
of their social media campaigns. This platform provides a streamlined
view of social media performance for your business. Beyond the
Analytics from HootSuite can be tailored to provide a granular analysis
of campaign elements, regional and demographic diagnostics, or an
overview of all social channels. These metrics combined with basic
executive measurement philosophies result in a powerful indication of
what is and isn’t working in your social media strategy, giving you the
ability to adjust and increase value for your organization.
www.fullfrontalroi.comwww.hootsuite.com
3
Executives want to understand how social media delivers value to the
bottom line. Unfortunately, the new language of social media metrics
compare with traditional marketing channels. To translate social media
into commonly used metrics, you need to convert social metrics to
sales, revenue and cost.
measurement for ROI. We will focus on showing how your strategy
of customer retention is delivering more than your executive team or
clients realize.
Papers, An Introduction to Social Media Measurement with HootSuite,
Applying Social Media to the Sales Funnel and Measuring Social
Media for Brand Awareness
the conversation with your executive team.
Review of Core Measurement Philosophies
MeasuringSocial Media forCustomer Retention04
www.fullfrontalroi.comwww.hootsuite.com
4
The business case for great customer service is consistent across
most organizations; it is less expensive to keep your existing
customers than it is to cultivate new ones. The cost to acquire new
customers is high and the value in keeping them is even higher.
Social media provides us with a valuable forum for connecting and
responding to customers in real-time, extending the customer service
experience and providing us with the opportunity to immediately
address customer complaints or misconceptions posted online, as
these may not necessarily make it to your company through traditional
channels. This allows your company to participate in conversations
about your brand, products or services, giving you the opportunity to
address negative perceptions and illuminate positive ones.
As you can see in the graphic above, customer retention is a result
of follow-up marketing efforts after a sale is completed, thus cycling
customers back into the top of the sales funnel. It is what we do to
attract our customers and keep them coming back.
Understanding Where Customer Retention Fits
MeasuringSocial Media forCustomer Retention04
www.fullfrontalroi.comwww.hootsuite.com
5
While new customers are often the focus of marketing efforts, existing
customers offer a great opportunity to increase revenue for your
organization. There are two ways companies can increase revenue
from existing customers each year:
1. Increase the amount customers spend at each transaction
2. Increase the frequency of purchases made by each customer
These two methods are straightforward for companies who sell
tangible products. For service providers they can be viewed as the
number of hours contracted and the rate billed for those hours.
For those providing a recurring service for a monthly fee we would
look at upgrade or add-on options and renewal rates. This thinking
spearheaded marketing innovations like loyalty programs and
customer-based email marketing programs and can easily transition
into social media.
customers spend more — is it your social media customers or those
from traditional channels?
In order to show how social media contributes, you’ll need to
compare social media customers against a control group who haven’t
interacted with your social channels.
Measuring Customer Revenue
MeasuringSocial Media forCustomer Retention04
There is a tremendous
revenue growth
opportunity with your
existing customers. Often
we try to locate “new”
sources for revenue and fail
to see that most revenue
growth goals could be
met if we maximized the
potential of getting our
existing customers to spend
more with us.
— Nichole Kelly
www.fullfrontalroi.comwww.hootsuite.com
6
These metrics will provide insight into the buying habits of social
media customers:
However, the conversation is not only about increased revenue, it is also
The next section, Measuring Customer Loyalty, will go into further detail
on this subject.
Average revenue per customer
Average cost per sale
Average transactions per customer
Measuring Customer Revenue
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7
How can you tell if social media customers are more loyal than other
customers? Utilizing customer satisfaction surveys to measure loyalty
is one option. While customer surveys may provide some insight,
you learn only what the customer wants to tell you about his or her
purchase, which may not indicate that customer’s loyalty to your
brand. It’s ideal to use surveys as directional data and rely on hard
numbers for decision making data.
It is actually fairly easy to measure customer loyalty based on behavior
after the sale. The revenue metrics shown in the previous section are
also measures of loyalty. If the customer continues to spend money
with your organization, it is clear that they are showing loyalty and
choosing you time and time again over your competition.
These begin with the frequency of customer engagement online and
Measuring Customer Loyalty
MeasuringSocial Media forCustomer Retention04
Average number of website visits
Average number of website referrals per
customer
Average time on site
Average number of online mentions per
customer
Customer retention rate
Lifetime value of a social media customer
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8
Measuring Customer Loyalty
Being able to show that customers who interact with you through
social media have higher retention, greater lifetime value and more
referrals will give you the business case you need to increase social
marketing outreach and encourage customers to use social media for
their service related questions.
TIP: It is critical to set up a control group of non-social media users and compare them to your social media users so you can accurately determine incremental gains that can be isolated against all other customer service factors
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9
The methods of providing customer service vary drastically from one
organization to the next, but there are a few commonalities we can
review in order to discuss the impact of social media.
Many organizations operate a call center to manage customer service
requests. In order to show social media’s role in assisting a call center,
here are a few measurements that social media has an impact on:
Again, the key to understanding these metrics is in the comparison
of customers who have interacted with the social media team against
those who haven’t. Essentially, we want to take core operational
metrics that are used to gauge the effectiveness of your call center
and compare them to social media. Regardless of your customer
service set up these metrics can be used to illustrate everything from
phone support to chat support and most types of support in between.
Measuring Organizational Impact
MeasuringSocial Media forCustomer Retention04
Cost per customer serviced
Rate of complaints
Cost per resolutionPercentage of issues
resolved online versus
Average number of reported issues per
customer
Cancellation rate Rate of online self-service
Average time to resolution
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10
Measuring Organizational Impact
The purpose of this measurement is to determine if customer service
via social media channels reduces cost and leads to faster resolution
than traditional customer service methods; you want to show how
social media helps the organization decrease overall operational
support costs.
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11
Measuring social media’s impact on customer retention is a long-
term strategy — it requires measurement over time to properly
demonstrate its impact. Building a framework now will set the
process in motion so soon you will be able to monitor your progress
and deliver a business case for how social media contributes to
the bottom-line. Social media can be a great channel to expand
customer service touch points and lower customer service costs.
The challenge for marketers is to make it a core function of the
customer service team rather than a task to be managed by a select
group of individuals in order to scale with demand. We’ve seen that
social media customers are more likely to be loyal, evangelize more
Summary
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MeasuringSocial Media forCustomer Retention04
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.
This white paper is the fourth in a series dedicated to understanding
social media measurement. An Introduction to Social Media
Measurement with HootSuite, Applying Social Media to the Sales
Funnel and Measuring Social Media for Brand Awareness began the
Media for Lead Generation. The entire series includes tutorials for how
you can use HootSuite to accomplish these measurement strategies.
www.fullfrontalroi.comwww.hootsuite.com
12
About HootSuite
K'A%K''$=+,$)%0"#%K)4:%
HootSuite’s new social analytics dashboard can help you get there.
Check out these How-To guides so you can start gathering the
metrics you need to apply these measurement strategies.
01. How-To Integrate Google Analytics and HootSuite
02. How-To Add Google Analytics to your web site
03. How-To Add Goal Tracking and Campaigns to Google Analytics
04. How-To Shorten URLs in HootSuite and Append Campaigns
05. Creating a Custom Social Analytics Overview Report
L9'+$%K''$=+,$)
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,
WordPress and other social networks securely via web, desktop
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
Try HootSuite Pro free for 30
days and get unlimited Social
Analytics reports. Visit:
http://hootsuite.com/Pro to
sign up today.
Or, book a demo of HootSuite
Enterprise, visit http://
hootsuite.com/enterprise to
fill out a request.
www.fullfrontalroi.comwww.hootsuite.com
13
Nichole Kelly - Social Media Measurement Coach
L9'+$%M,.1'4)%N)44E
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
It’s 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.
identifying revenue sources.
Within HootSuite’s native Social Analytics Reports you can select the
pre-made Google Analytics Report Template or plug individual Google
Analytics modules into a custom report. Both give you the statistics
you need to accurately analyze social media engagement against
The following Google Analytics features are built into HootSuite for
organizations to measure and share results without leaving
the dashboard:
HootSuite Social Analytics
HootSuite’s 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
Overview of Social Reporting with HootSuite
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
approach accordingly.
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.
Top Content: Measure page view
statistics – including absolute and relative
percentages – to determine which content
best attracts audience.
Determine which channels
efforts 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.
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
and conversion activities. By integrating Google Analytics into a site’s
managers 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
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?
HootSuite Social Analytics
HootSuite’s 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
requesting permission to access your Google account.” Select
an active Google Analytics account. When you’ve selected the
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
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
Getting Started
in social media campaigns and tactics to improve their business – Pro
and Enterprise.
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.
Add Goal Trackingand Campaigns toGoogle Analytics
03 HOW-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
converting, giving you an end-to-end view of what is happening to
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/
Remember 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 you’ll be tracking conversions from.
Goal Tracking for End to End Reporting Capability
HootSuite Social Analytics
HootSuite’s 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, 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.
To report on drop off, set the goal and put the code on the
landing page as well as the thank you page. This will show you
your funnel, and where you’re losing customers, allowing you to
pinpoint areas and hopefully draw more of your audience further
down the funnel.
Be sure to tag Tweets and status updates with campaign URLs to
Social Analytics.
These are the three levels of variables recommended for social media
Once you’ve completed these steps, add your campaign to your
shortened Ow.ly links using custom parameters for Google Analytics.
To learn more about this step, view our How-To document entitled
How-To Shorten URLs in HootSuite and Append Campaigns.
2.
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
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
It’s 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 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.
Why Campaign Tracking is Critical to Social Reporting
HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s 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 HootSuite’s social reports at a very granular level using
provide you with three levels of tracking for each URL you shorten.
Here’s how to add custom URL parameters in HootSuite:
window called, “Add custom URL parameters.”
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.)
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.
1.
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
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.
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
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
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
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.
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. HootSuite’s Social Analytics provide the data to track
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
changes. Then, by utilizing the deeper report modules, you can dive
when you want to track your campaign results.
The Power of Social Analytics HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s 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
users and increase/decrease increments.
!&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
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
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
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
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.
HootSuite Coupon!
Restrictions:One coupon per userMust 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.
Value:
$25 credit towards Analytics PointsRedeem code: HOOTROI
www.fullfrontalroi.comwww.hootsuite.com
MeasuringSocial Media forLead Generation
05
By: Nichole Kelly - Social Media Measurement CoachIn Partnership with HootSuite - Social Media Dashboard
www.fullfrontalroi.comwww.hootsuite.com
1
How do we calculate the ROI of social media to understand how
it affects the bottom line? Many companies are trying to track
as social marketing budgets increase [1] so too does the need for
Increased budgets indicate that executives recognize there is value
in social media, but this faith in social needs to be substantiated by
Bazaarvoice reported that 74% of CMOs
be wishful thinking as measuring ROI isn’t as easy as picking up a
However, there are proven measurement tactics which can provide
provides streamlined ways to deliver better data to show where social
Introduction
MeasuringSocial Media forLead Generation05
1Marketing Sherpa released a report that
showed that 53% of marketers said their
budgets in social media increased for 2011.
www.fullfrontalroi.comwww.hootsuite.com
2
Introduction
dashboard are designed to measure all aspects of social media
efforts are generating and how many of these convert to sales once
www.fullfrontalroi.comwww.hootsuite.com
3
If you missed the last four white papers,
Media Measurement with HootSuite,
the Sales Funnel, ,
and Measuring Social Media for Customer Retention it is highly
In review, executives want to understand how social media delivers
value to the bottom line, a very different conversation from that of the
growth of your social audience using the newly created language of
Review of Core Measurement Philosophies
MeasuringSocial Media forLead Generation05
www.fullfrontalroi.comwww.hootsuite.com
4
We understand that social media is about building relationships
and dialogue with our prospects with the hope that when they are
makes sense to have social media channels dedicated to “deals” and
in social media channels and “pushing the sale” would be unnatural
Unfortunately, because of this, attributing sales to long-cultivated
(discussed in previous white papers) driving the prospect to action
Ultimately, measuring the lifecycle of the sale will help us to
Understanding Where Lead Generation Fits
MeasuringSocial Media forLead Generation05
www.fullfrontalroi.comwww.hootsuite.com
5
Social media opens the door to another type of lead called the “soft”
with their basic contact information when we offer them something
prospects helps to generate “soft” leads which can be very valuable
Creating Space for the "Soft" Lead
What is a soft lead?A soft lead is a lead that has provided you with their contact information and shown interest in your products, but has not purchased a product yet.
— Nichole Kelly
MeasuringSocial Media forLead Generation05
Offering “special content” in exchange for email contact information
develop an email strategy around converting soft leads it can lead
acquire “soft” leads with very little cost, leaving you a nice buffer to
www.fullfrontalroi.comwww.hootsuite.com
6
Creating Space for the “Soft“ Lead
continue to spend marketing dollars to convert them before you hit
yet, we measure the value relative to the cost of the lead:
Pay Per Click Advertising
$12 cost per click
$85 cost per lead
$150 cost per sale
Social Media Campaigns
$6 cost per click
$15 cost per lead
$15 = $70
order to convert them into customers and they would still be $65 less
Cost Metrics
Cost per Site Visit
Cost per Impression
Cost per Click
Cost per Lead
Example of content designed to generate
soft-leads from HubSpot
www.fullfrontalroi.comwww.hootsuite.com
7
kind of content do we have that prospects are willing to provide an
email address to receive? When someone comes to our website from
a social media channel is there a clear call to action for this content?
we receive their email address what do we do with it? How can we
develop an email marketing strategy that will help convert these leads
into customers?
Creating Space for the “Soft“ Lead
www.fullfrontalroi.comwww.hootsuite.com
8
developed a successful soft lead generation and follow-up strategy
When measuring prospect conversion you also want to use traditional
Measuring Prospect Conversion
MeasuringSocial Media forLead Generation05
COST METRICS REVENUE METRICS SALES METRICS
Cost per social media campaign Revenue per social media channel Units per social media channel
Cost per social media channel Revenue per social media campaign
Units per social media campaign
Cost per conversion Revenue per customer Units per customer
Cost per customer
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9
compare social media lead generation activities with a “control group”
Unfortunately, it isn’t as simple as turning on a light switch and
is to be able to compare what is happening with your social media
prospects against what is happening with traditional advertising leads
Measuring aControl Group
MeasuringSocial Media forLead Generation05
TIP: Measuring a control group allows you to show early results of growth and improvement giving your lead generation strategies time to begin delivering.
www.fullfrontalroi.comwww.hootsuite.com
10
You can track social media campaigns by utilizing HootSuite’s
Tracking Social Media Campaigns
Combining Google Analytics’ goals and funnels with HootSuite’s ow.ly shortener gives you insight into what is working to drive prospect conversion.
— Nichole Kelly
MeasuringSocial Media forLead Generation05
www.fullfrontalroi.comwww.hootsuite.com
11
Campaign History
at the lifecycle of the social media lead, it is likely that the social
media lead interacted with your social media channels early in the
the customer may actually convert through a traditional advertising
solve the problem, however at the end of the day they aren’t tying
understand a little more about the campaign history, you are missing
Tying to Revenue
you will need to pass the campaign history into your revenue tracking
Challenges with Tracking
MeasuringSocial Media forLead Generation05
www.fullfrontalroi.comwww.hootsuite.com
12
RS Components is the world’s largest supplier of electronic and
are primarily a business to business focused company providing
electronic components to well known consumer brands who create
operating companies based in over 25 countries, including France,
campaign involved supporting the launch of an iPad app to view their
Case Study:RS Components
MeasuringSocial Media forLead Generation05
www.fullfrontalroi.comwww.hootsuite.com
13
Case Study: RS Components
history as a traditional print publication with hundreds of thousands
Ultimately, if there was an audience for an electronic version of the
publication it could help expand the reach of the publication and
The RS Components Road to Conversion
RS utilized the iPad app as a soft-lead conversion strategy, similar
to what was discussed earlier in the white paper, and it delivered
www.fullfrontalroi.comwww.hootsuite.com
14
When compared to a similar pay-per-click advertising campaign for
Designspark, a free software application offered by RS Components,
289% increase in total impressions
169% increase in engagement
1453% increase in leads generated
44% decrease in cost per soft lead
In the top 10 most downloaded apps in the UK within the
Case Study: RS Components
www.fullfrontalroi.comwww.hootsuite.com
15
Measuring lead generation in social media still has its challenges, but
Summary
Want more on measuring lead generation? Check out the
Full Frontal ROI social media measurement boot camp
course “3 Steps for Measuring Social Media’s Impact on
Lead Generation” with almost 40 pages of step by step
instructions for collecting lead generation data including
hands-on activities and worksheets at http://fullfrontalroi.
com/social-media-measurement-bootcamp/
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.
This white paper is the last in a series dedicated to understanding
social media measurement. An Introduction to Social Media
Measurement with HootSuite, Applying Social Media to the Sales
Funnel, Measuring Social Media for Brand Awareness and Measuring
Social Media for Customer Retention began the series. The entire
series includes tutorials for how you can use HootSuite to accomplish
these measurement strategies.
MeasuringSocial Media forLead Generation05
www.fullfrontalroi.comwww.hootsuite.com
16
About HootSuite
How HootSuite Can Help
01.
02.
03.
04.
05.
About HootSuite
HootSuite helps consumer brands, global enterprises, SMBs and
agencies spread messages, monitor conversations and track results
Using HootSuite’s business focused tool set, teams can
WordPress and other social networks securely via web, desktop
Free! 30 Day trial of HootSuite Pro
Try HootSuite Pro free for 30
days and get unlimited Social
Analytics reports. Visit:
http://hootsuite.com/Pro to
sign up today.
Or, book a demo of HootSuite
Enterprise, visit http://
hootsuite.com/enterprise to
fill out a request.
www.fullfrontalroi.comwww.hootsuite.com
17
Nichole Kelly - Social Media Measurement Coach
About Nichole Kelly
Nichole Kelly is a social media measurement coach and the publisher
of
accountable marketing teams, she used her talents to create a
systematic way to measure social media and put it into the context of
where it is delivering value to your organization and show bottom-line
they need and with the right language and the right strategy to put the
About RS Components
RS Components is the world’s leading high service distributor of
the Group distributes 550,000 products ranging from semiconductors
product and service portfolio supports the entire product lifecycle
from R&D through pre-production to maintenance and repair, shipping
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
It’s 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.
identifying revenue sources.
Within HootSuite’s native Social Analytics Reports you can select the
pre-made Google Analytics Report Template or plug individual Google
Analytics modules into a custom report. Both give you the statistics
you need to accurately analyze social media engagement against
The following Google Analytics features are built into HootSuite for
organizations to measure and share results without leaving
the dashboard:
HootSuite Social Analytics
HootSuite’s 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
Overview of Social Reporting with HootSuite
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
approach accordingly.
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.
Top Content: Measure page view
statistics – including absolute and relative
percentages – to determine which content
best attracts audience.
Determine which channels
efforts 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.
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
and conversion activities. By integrating Google Analytics into a site’s
managers 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
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?
HootSuite Social Analytics
HootSuite’s 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
requesting permission to access your Google account.” Select
an active Google Analytics account. When you’ve selected the
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
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
Getting Started
in social media campaigns and tactics to improve their business – Pro
and Enterprise.
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.
Add Goal Trackingand Campaigns toGoogle Analytics
03 HOW-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
converting, giving you an end-to-end view of what is happening to
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/
Remember 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 you’ll be tracking conversions from.
Goal Tracking for End to End Reporting Capability
HootSuite Social Analytics
HootSuite’s 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, 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.
To report on drop off, set the goal and put the code on the
landing page as well as the thank you page. This will show you
your funnel, and where you’re losing customers, allowing you to
pinpoint areas and hopefully draw more of your audience further
down the funnel.
Be sure to tag Tweets and status updates with campaign URLs to
Social Analytics.
These are the three levels of variables recommended for social media
Once you’ve completed these steps, add your campaign to your
shortened Ow.ly links using custom parameters for Google Analytics.
To learn more about this step, view our How-To document entitled
How-To Shorten URLs in HootSuite and Append Campaigns.
2.
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
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
It’s 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 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.
Why Campaign Tracking is Critical to Social Reporting
HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s 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 HootSuite’s social reports at a very granular level using
provide you with three levels of tracking for each URL you shorten.
Here’s how to add custom URL parameters in HootSuite:
window called, “Add custom URL parameters.”
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.)
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.
1.
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
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.
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
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
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
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.
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. HootSuite’s Social Analytics provide the data to track
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
changes. Then, by utilizing the deeper report modules, you can dive
when you want to track your campaign results.
The Power of Social Analytics HootSuite Social Analytics
HootSuite’s 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 — HootSuite’s 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
users and increase/decrease increments.
!&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
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
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
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
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.
HootSuite Coupon!
Restrictions:One coupon per userMust 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.
Value:
$25 credit towards Analytics PointsRedeem code: HOOTROI