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03
Measuring Social Media
for Brand Awareness




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




                                                         www.hootsuite.com   www.fullfrontalroi.com
03                  Measuring Social
                                                                                              Media for Brand
                                                                                              Awareness




Introduction
Brand Awareness is one of the most commonly cited goals of
marketers today. And because social media is recognized as a cost         If you can’t tie your
effective solution for generating Brand Awareness, many marketers         brand awareness
saw their social media budgets increase in 2011. Marketing Sherpa         e orts to sales,
released a report that showed that 53% of marketers said their            revenue and cost, be
budgets in social media went up for 2011. However, delivering a           prepared for some
measured result on social media’s true value has proven to be a           push back from
challenge. According to a report from Bazaarvoice, 74% of CMOs            executives.

agencies committed to delivering Brand Awareness, it is even more                              — Nichole Kelly
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.




                                                                          www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                       1
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.hootsuite.com   www.fullfrontalroi.com

                                                                                                                2
03                  Measuring Social
                                                                                               Media for Brand
                                                                                               Awareness




Review of Core
Measurement
Philosophies
                                         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.
                                                                           www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                        3
03                  Measuring Social
                                                                                                 Media for Brand
                                                                                                 Awareness




Understanding Where
Brand Awareness Fits
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.




                                                                             www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                          4
Understanding Where Brand
                                                                         Awareness Fits




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:




     Cost Per Impression                          Cost Per Click



    Cost Per Engagement                        Cost Per Site Visit




                                                                         www.hootsuite.com   www.fullfrontalroi.com

                                                                                                                 5
03                  Measuring Social
                                                                                                Media for Brand
                                                                                                Awareness




Measuring Social
Media Exposure
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




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.hootsuite.com        www.fullfrontalroi.com

                                                                                                                         6
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.hootsuite.com   www.fullfrontalroi.com

                                                                                                                   7
03                  Measuring Social
                                                                                             Media for Brand
                                                                                             Awareness




Measuring Social
Media Influence

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.                                                             www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      8
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.hootsuite.com   www.fullfrontalroi.com

                                                                                                          9
03                  Measuring Social
                                                                                                   Media for Brand
                                                                                                   Awareness




Measuring Social
Media Engagement
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).




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.hootsuite.com        www.fullfrontalroi.com

                                                                                                                           10
03                  Measuring Social
                                                                                                Media for Brand
                                                                                                Awareness




Case Study:
Whistler Blackcomb
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.                                                       www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                        11
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               Whistler Blackcomb Social
                                                                              Media Analysis
decreased costs in some of the company’s core metrics. The total
cost per impression decreased by 23%, cost per engagement
                                                                               Media:
decreased by 82%, and cost per site visit decreased by 86%. Overall
social media improved Brand Awareness efforts by generating close              Generated close to 500k different forms
to 500,000 different forms of audience engagement.                             of engagement from the audience

                                                                               Generated a 128% lift in total
                                                                               impressions
These results clearly show how social media is contributing to the
                                                                               Decreased cost per impressions by 23%
efforts of the entire marketing team. Social media is not an isolated
function within your organization. Establishing cooperation amongst            Decreased cost per engagement by 82%


                                                                               Decreased cost per website visit by 86%
to overall marketing efforts.




                                                                              www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                          12
03                  Measuring Social
                                                                                               Media for Brand
                                                                                               Awareness




Summary
Social media can greatly contribute to your overall Brand
                                                                           HootSuite Social
and engagement across the entire social web. As our key target             Analytics provide a
audiences continue to adapt to social media channels we can                new level of insight
leverage our activities to show how we are contributing to public          on the impact of
relations and advertising metrics that the company already has a           social media on your
history with, giving us a baseline for our analysis. As you build your     business, providing
measurement strategy for Brand Awareness take a look at what is            deep decision-making
currently being reported to the executive team for public relations and    metrics beyond fans
advertising and put social media into the mix to see where you are         and followers to help
delivering improvements.                                                   you evaluate your
                                                                           strategies.
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.




    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.hootsuite.com        www.fullfrontalroi.com

                                                                                                                       13
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.
                                                                     Free! 30 Day trial of
                                                                     HootSuite Pro
About HootSuite
                                                                     Try HootSuite Pro free for 30

HootSuite helps consumer brands, global enterprises, SMBs and        days and get unlimited Social

agencies spread messages, monitor conversations and track results    Analytics reports. Visit:
                                                                     http://hootsuite.com/Pro to
across multiple networks from one centralized dashboard.
                                                                     sign up today.

Using HootSuite’s business focused tool set, teams can               Or, book a demo of HootSuite
                                                                     Enterprise, visit http://
                                                                     hootsuite.com/enterprise to
or mobile platforms. HootSuite clients track campaign results and    fill out a request.




                                                                     www.hootsuite.com    www.fullfrontalroi.com

                                                                                                             14
About Nichole Kelly




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                                                  Nichole Kelly - Social Media Measurement Coach




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.




                                                                          www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                      15
01     HOW-
       TO

Overview of
Social Reporting
with HootSuite




                   www.hootsuite.com   www.fullfrontalroi.com
01
                                                                                               HOW-TO
                                                                                               Overview of
                                                                                               Social Reporting
                                                                                               with HootSuite




Overview of Social Reporting with                                          HootSuite Social Analytics
HootSuite
It’s important for marketers to show how social media activities are       HootSuite’s Social Analytics
                                                                           capabilities allow businesses and
impacting corporate goals. To answer this need HootSuite launched
                                                                           organizations to customize social
Custom Social Analytics to track and measure activities across various
                                                                           media reports and measure all
social networks against website conversions. The reporting suite           aspects of social initiatives – from
combines the power of Ow.ly statistics with Google Analytics and           granular campaign elements to
                                                                           an overview of entire campaigns.
Facebook Insights to provide information on almost all social activities
without leaving the HootSuite dashboard. This level of insight provides    Social Analytics includes over
marketers with the overviews they need to truly understand the value       30 report metrics – including
of their online efforts.                                                   Google Analytics and Facebook
                                                                           Insights – each of which can be
                                                                           plugged into dynamic reports to
This How-To guide is one of many that demonstrate the enhanced             share with team members, clients
reporting and measurement tools in the HootSuite dashboard.                and colleagues on a daily, weekly
                                                                           or monthly basis.




identifying revenue sources.
                                                                           To learn more about using
Within HootSuite’s native Social Analytics Reports you can select the      HootSuite Social Analytics,
                                                                           including how to access the
pre-made Google Analytics Report Template or plug individual Google
                                                                           reports from the dashboard, visit
Analytics modules into a custom report. Both give you the statistics       http://hootsuite.com/social-
you need to accurately analyze social media engagement against             analytics




The following Google Analytics features are built into HootSuite for
organizations to measure and share results without leaving
the dashboard:                                                             www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                        1
01
                                                                     HOW-TO
                                                                     Overview of
                                                                     Social Reporting
                                                                     with HootSuite




Twitter to Web Conversion - Measure the
effectiveness of tactics on the front-line and   To find out more about
see immediately which messages resonate          integrating Google Analytics
                                                 with your campaigns, you can
                                                 read our next How -To document
approach accordingly.
                                                 entitled How -To Integrate
                                                 Google Analytics and HootSuite.
Spark Lines: A statistical overview to
quickly see how campaign elements are


areas that need the most attention.




                          Learn which areas
produce campaign results so you can geo-
target your outreach.                            In addition to the Google
                                                 Analytics Reports, HootSuite also
                                                 provides Ow.ly stats, to show
                                                 summary and individual click
                                                 statistics from URLs shortened in
Top Content: Measure page view
                                                 HootSuite, and Facebook Insights
statistics – including absolute and relative     which monitor activity on your
percentages – to determine which content         Facebook Page including daily
best attracts audience.                          “Likes”, posts, demographics and
                                                 more. Together, these reports
                                                 give you an end-to-end picture of
                                                 your social e orts.
                    Determine which channels


efforts using the Top Referrer report in
Google Analytics.

                                                 www.hootsuite.com        www.fullfrontalroi.com

                                                                                              2
01
                                                                                            HOW-TO
                                                                                            Overview of
                                                                                            Social Reporting
                                                                                            with HootSuite




                                                                        About HootSuite
Learn More

There are additional articles available to help your team utilize the   HootSuite helps consumer
enhanced features in the HootSuite dashboard:                           brands, global enterprises, SMBs
                                                                        and agencies spread messages,
                                                                        monitor conversations and
    Overview of Social Reporting with HootSuite                         track results across multiple
    How-To Add Google Analytics to your Web Site                        networks from a centralized web
                                                                        or mobile dashboard.
    How-To Add Goal Tracking and Campaigns to Google Analytics
    How-To Shorten URLs in HootSuite and Append Campaigns               Using the native business-
    Creating a Custom Social Analytics Overview Report                  focused tool set, HootSuite
                                                                        clients track campaign results

Getting Started                                                         and industry trends to rapidly
                                                                        adjust engagement tactics and
                                                                        increase social media ROI.
HootSuite has two business-level plans available for teams engaging
in social media campaigns and tactics to improve their business – Pro
                                                                        More Resources
and Enterprise.


                                                                        There are a number of ways to
                                                                        use the advanced, business-
                                                                        savvy tools in the HootSuite
a demo from an Account Executive.                                       dashboard to translate social
                                                                        initiatives into results for your
                                                                        business. Visit the HootSuite
                                                                        Library to find Case Studies, Info
                                                                        Sheets and White Papers which
                                                                        explore ways these features can
                                                                        be applied in the workplace.




                                                                        www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                     3
02      HOW-
        TO

Integrate
Google Analytics
and HootSuite




                   www.hootsuite.com   www.fullfrontalroi.com
02
                                                                                               HOW-TO
                                                                                               Integrate
                                                                                               Google Analytics
                                                                                               and HootSuite




The Value of Integrating Google                                            HootSuite Social Analytics
Analytics
Marketers want to understand whether or not social media activities        HootSuite’s Social Analytics
                                                                           capabilities allow businesses and
                                                                           organizations to customize social
and conversion activities. By integrating Google Analytics into a site’s
                                                                           media reports and measure all
                                                                           aspects of social initiatives – from
managers can truly understand how outreach translates into results.        granular campaign elements to
                                                                           an overview of all activities.

This document will demonstrate how you can add Google Analytics to         Social Analytics includes over
your website.                                                              30 report metrics – including
                                                                           Google Analytics and Facebook
                                                                           Insights – each of which can be
How to Add Google Analytics to Your                                        plugged into dynamic reports to
Website                                                                    share with team members, clients
                                                                           and colleagues on a daily, weekly
                                                                           or monthly basis.
By adding Google Analytics to your website and HootSuite




account using your website’s URL(s) at http://google.com/analytics.




additional resources:


  How does campaign tracking work?
  How do I tag my links?




1.
                                                                           www.hootsuite.com        www.fullfrontalroi.com
02
                                                                                        HOW-TO
                                                                                        Integrate
                                                                                        Google Analytics
                                                                                        and HootSuite




2.                                                                  To learn more about using
     requesting permission to access your Google account.” Select   HootSuite Social Analytics,
                                                                    including how to access the
                                                                    reports from the dashboard,
     an active Google Analytics account. When you’ve selected the   visit http://hootsuite.com/
                                                                    social-analytics



3.

Now you can access Google Analytics without leaving the HootSuite
dashboard. The next step is to add goal tracking and campaigns.
                                                         Overview
of Social Reporting with HootSuite




                                                                    www.hootsuite.com        www.fullfrontalroi.com
02
                                                                                            HOW-TO
                                                                                            Integrate
                                                                                            Google Analytics
                                                                                            and HootSuite




                                                                        About HootSuite
Learn More

There are additional articles available to help your team utilize the   HootSuite helps consumer
enhanced features in HootSuite dashboard:                               brands, global enterprises, SMBs
                                                                        and agencies spread messages,
                                                                        monitor conversations and
    Overview of Social Reporting with HootSuite                         track results across multiple
                                                                        networks from a centralized web
                                                                        or mobile dashboard.


                                                                        Using the native business-
                                                                        focused tool set, HootSuite
                                                                        clients track campaign results

Getting Started                                                         and industry trends to rapidly
                                                                        adjust engagement tactics and
                                                                        increase social media ROI.


in social media campaigns and tactics to improve their business – Pro
                                                                        More Resources
and Enterprise.


                                                                        There are a number of ways to
                                                                        use the advanced, business-
                                                                        savvy tools in the HootSuite
a demo from an Account Executive.                                       dashboard to translate social
                                                                        initiatives into results for your
                                                                        business. Visit the HootSuite
                                                                        Library to find Case Studies, Info
                                                                        Sheets and White Papers which
                                                                        explore ways these features can
                                                                        be applied in the workplace.




                                                                        www.hootsuite.com        www.fullfrontalroi.com
03      HOW-
        TO

Add Goal Tracking
and Campaigns to
Google Analytics




               www.hootsuite.com   www.fullfrontalroi.com
03
                                                                                              HOW-TO
                                                                                              Add Goal Tracking
                                                                                              and Campaigns to
                                                                                              Google Analytics




Goal Tracking for End to End                                              HootSuite Social Analytics
Reporting Capability
Show how social activities contribute to corporate goals. By utilizing    HootSuite’s Social Analytics
                                                                          capabilities allow businesses and
the combination of Ow.ly URLs, campaign tracking, Facebook
                                                                          organizations to customize social
Insights, and Google Analytics you can accurately report on the
                                                                          media reports and measure all
results of your efforts. To enhance Google Analytics reporting, add       aspects of social initiatives – from
                                                                          granular campaign elements to
                                                                          an overview of entire campaigns.
converting, giving you an end-to-end view of what is happening to

                                                                          Social Analytics includes over
                                                                          30 report metrics – including

How to Add Goal Tracking and                                              Google Analytics and Facebook
                                                                          Insights – each of which can be
Campaigns to Google Analytics                                             plugged into dynamic reports to
                                                                          share with team members, clients
Adding Goal tracking to your Google Analytics campaign will provide       and colleagues on a daily, weekly
                                                                          or monthly basis.
accurate conversion numbers from the links you create in HootSuite.
You can track visitors from the source, such as a Tweet or Facebook
Page link, to sign-ups or transactions on your site.


To begin, sign in to your Google Analytics account at http://www.
google.com/analytics/
Remember to enter goal names so you can easily identify each one
in your reports. For more detailed information, visit these Google        To learn more about using
Analytics pages:                                                          HootSuite Social Analytics,
                                                                          including how to access the
                                                                          reports from the dashboard, visit
  How do I set up goals and funnels?                                      http://hootsuite.com/social-
  How does campaign tracking work?                                        analytics


  Here are some recommendations for getting started with Goal Tracking:


1. Decide one of the three types of goals you want: URL Destination,
    Time on Site, or Pages/Visit, and add the conversion code to the      www.hootsuite.com        www.fullfrontalroi.com


    pages you’ll be tracking conversions from.                                                                         1
03
                                                                                           HOW-TO
                                                                                           Add Goal Tracking
                                                                                           and Campaigns to
                                                                                           Google Analytics




2. For tracking Lead Forms, it’s best to select the thank you page
    that follows once customers enter information. This provides
    clear conversion numbers because visitors will only land on this
    page if they clicked submit. This thank you page will need the
    code provided in Google when you set up the goal.


3. To report on drop off, set the goal and put the code on the
    landing page as well as the thank you page. This will show you
    your funnel, and where you’re losing customers, allowing you to
    pinpoint areas and hopefully draw more of your audience further
    down the funnel.


Be sure to tag Tweets and status updates with campaign URLs to




Social Analytics.


These are the three levels of variables recommended for social media




Once you’ve completed these steps, add your campaign to your
shortened Ow.ly links using custom parameters for Google Analytics.
To learn more about this step, view our How-To document entitled
How-To Shorten URLs in HootSuite and Append Campaigns.




                                                                       www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                    2
03
                                                                                               HOW-TO
                                                                                               Add Goal Tracking
                                                                                               and Campaigns to
                                                                                               Google Analytics




                                                                           About HootSuite
Learn More

There are additional articles available to help your team utilize the      HootSuite helps consumer
enhanced features in HootSuite dashboard:                                  brands, global enterprises, SMBs
                                                                           and agencies spread messages,
                                                                           monitor conversations and
    Overview of Social Reporting with HootSuite                            track results across multiple
    How-To Add Google Analytics to your Web Site                           networks from a centralized web
                                                                           or mobile dashboard.
    How-To Add Goal Tracking and Campaigns to Google Analytics
    How-To Shorten URLs in HootSuite and Append Campaigns                  Using the native business-
    Creating a Custom Social Analytics Overview Report                     focused tool set, HootSuite
                                                                           clients track campaign results

Getting Started                                                            and industry trends to rapidly
                                                                           adjust engagement tactics and
                                                                           increase social media ROI.
HootSuite has two business-level plans available for teams engaging
in social media campaigns and tactics to improve their business – Pro
                                                                           More Resources
and Enterprise.


Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for   There are a number of ways to
                                                                           use the advanced, business-
Enterprises or larger teams, visit HootSuite.com/Enterprise to request
                                                                           savvy tools in the HootSuite
                                                                           dashboard to translate social
                                                                           initiatives into results for your
                                                                           business. Visit the HootSuite
                                                                           Library to find Case Studies, Info
                                                                           Sheets and White Papers which
                                                                           explore ways these features can
                                                                           be applied in the workplace.




                                                                           www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                        3
04     HOW-
       TO

Shorten URLs in
HootSuite and Append
Campaign Parameters




               www.hootsuite.com   www.fullfrontalroi.com
04
                                                                                               HOW-TO
                                                                                               Shorten URLS in
                                                                                               HootSuite and
                                                                                               Append Campaign
                                                                                               Parameters




Why Campaign Tracking is Critical to                                       HootSuite Social Analytics
Social Reporting
It’s important to understand how social media campaigns impact             HootSuite’s Social Analytics
                                                                           capabilities allow businesses
company goals. Utilizing the Google Analytics integration with
                                                                           and organizations to customize
HootSuite will give insight and data on campaign success, from Tweet
                                                                           social media reports and
to sale. Marketers can add Google Analytics campaign parameters            measure all aspects of social
to each custom shortened Ow.ly URL within HootSuite in order to            initiatives – from granular
                                                                           campaign elements to an
determine which social activities are driving web conversions.
                                                                           overview of all activities.

This How-To guide will demonstrate how to add campaign tracking to         The Social Analytic reports
Ow.ly URLs.                                                                include over 30 individual
                                                                           report modules for tracking and
                                                                           measuring success, including
Shortening URLs in HootSuite                                               free Ow.ly summary stats and
                                                                           Ow.ly individual click-stats so
                                                                           you can also see the success of
Short URLs help you share your links within space-constrained
                                                                           your campaigns using Ow.ly
mediums like Twitter or even email. Plus, by shrinking web addresses,      links — HootSuite’s built-in
you can track clicks as well as referral sources and more.                 URL shortener.


HootSuite has a number of options for shortening URLs which create
a trackable link to learn which follower clicks result in conversions on
your website.


“Ow.ly” is HootSuite’s custom URL shortener and is built into
the dashboard. This means a long web address like: !""#$%%
&'()"!*+,&-#)./'+,01'(%('.)!2&!'3).!).)4can turn into
!""#$%%'50/6%2718.


Along with the easy sharing by any channel, you can learn exactly
how your link was shared, and what results it produced.


                                                                           www.hootsuite.com       www.fullfrontalroi.com

                                                                                                                       1
04
                                                                                                HOW-TO
                                                                                                Shorten URLS in
                                                                                                HootSuite and
                                                                                                Append Campaign
                                                                                                Parameters




Appending URL Parameters

After connecting Google Analytics to HootSuite, you can compare site        To learn more about using
                                                                            HootSuite Social Analytics,
analytics to HootSuite’s social reports at a very granular level using
                                                                            including how to access the
                                                                            reports from the dashboard, visit
provide you with three levels of tracking for each URL you shorten.         http://hootsuite.com/social-
                                                                            analytics

Here’s how to add custom URL parameters in HootSuite:


1.
     window called, “Add custom URL parameters.”


2. Within this new window, choose to “Select a preset” of which
     Google Analytics is already included. Enter in the value for each
     unique parameter, including:


     utm_source = referral source (i.e. Facebook, Twitter, Linkedin etc.)
     utm_medium = the delivery method or social media account(Tweet,
     blog post, email, banner ad, or @HootSuite, @HootSuite_Help etc)
     utm_campaign = the campaign you’re tracking (e.g. Spring
     promotion, new customer discount, or general campaigns like
     promotion of others or promotion of self etc.)


3.
     very long) URL will shrink to a manageable size, ready for sharing.


Setting up your campaign names is something that should be done
strategically. Ideally you should create a standard methodology for
campaign naming and have a master list that all of your HootSuite
users have access to.
                                                                            www.hootsuite.com       www.fullfrontalroi.com

                                                                                                                        2
04
                                                                                             HOW-TO
                                                                                             Shorten URLS in
                                                                                             HootSuite and
                                                                                             Append Campaign
                                                                                             Parameters




This will prevent different users creating different campaigns for the
same activities and diluting results.




simple A/B testing.


Viewing Reports

Once your parameters are set, the Ow.ly link information will be
tracked in Google Analytics reports as a single line-item for each
custom link. This saves time from manually adding data, and
eliminates guesswork about campaign performance. With this


medium worked best for each campaign. This is a powerful way to
improve your tactics based on your audience’s tendencies.




document




                                                                         www.hootsuite.com       www.fullfrontalroi.com

                                                                                                                     3
04
                                                                                               HOW-TO
                                                                                               Shorten URLS in
                                                                                               HootSuite and
                                                                                               Append Campaign
                                                                                               Parameters




                                                                           About HootSuite
Learn More

There are additional articles available to help your team utilize the      HootSuite helps consumer
enhanced features in HootSuite dashboard:                                  brands, global enterprises, SMBs
                                                                           and agencies spread messages,
                                                                           monitor conversations and
    Overview of Social Reporting with HootSuite                            track results across multiple
    How-To Add Google Analytics to your Web Site                           networks from a centralized web
                                                                           or mobile dashboard.


                                                                           Using the native business-
                                                                           focused tool set, HootSuite
                                                                           clients track campaign results

Getting Started                                                            and industry trends to rapidly
                                                                           adjust engagement tactics and
                                                                           increase social media ROI.
HootSuite has two business-level plans available for teams engaging
in social media campaigns and tactics to improve their business – Pro
                                                                           More Resources
and Enterprise.


Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for   There are a number of ways to
                                                                           use the advanced, business-
Enterprises or larger teams, visit HootSuite.com/Enterprise to request
                                                                           savvy tools in the HootSuite
a demo from an Account Executive.                                          dashboard to translate social
                                                                           initiatives into results for your
                                                                           business. Visit the HootSuite
                                                                           Library to find Case Studies, Info
                                                                           Sheets and White Papers which
                                                                           explore ways these features can
                                                                           be applied in the workplace.




                                                                           www.hootsuite.com       www.fullfrontalroi.com

                                                                                                                       4
05      HOW-
        TO

Create A Custom
Social Analytics
Overview Report




                   www.hootsuite.com   www.fullfrontalroi.com
05
                                                                                               HOW-TO
                                                                                               Create A Custom
                                                                                               Social Analytics
                                                                                               Overview Report




The Power of Social Analytics                                              HootSuite Social Analytics

Marketers want to understand how social media efforts impact
                                                                           HootSuite’s Social Analytics
corporate goals. HootSuite’s Social Analytics provide the data to track    capabilities allow businesses
                                                                           and organizations to customize
resource for the most important metrics by creating a custom report that   social media reports and
                                                                           measure all aspects of social
combines Ow.ly click stats, Facebook Insights, and Google Analytics.
                                                                           initiatives – from granular
                                                                           campaign elements to an
This How-To guide is one of many dedicated to teaching you how to          overview of all activities.
get the most out of HootSuite.
                                                                           The Social Analytic reports
                                                                           include over 30 individual

Creating a Resource for Your Most                                          report modules for tracking and
                                                                           measuring success, including
Important Metrics                                                          free Ow.ly summary stats and
                                                                           Ow.ly individual click-stats so
Social Analytics includes over 30 report metrics – including Google        you can also see the success of
                                                                           your campaigns using Ow.ly
Analytics and Facebook Insights – each of which can be plugged into
                                                                           links — HootSuite’s built-in
dynamic reports to share with team members, clients and colleagues         URL shortener.
on a daily, weekly or monthly basis.


The greatest advantage of the Social Analytics reporting tools is the
ability to facilitate and streamline reporting actions. By setting up a
custom overview report, you will have a starting point to view all of


changes. Then, by utilizing the deeper report modules, you can dive


when you want to track your campaign results.




                                                                           www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                        1
05
                                                                    HOW-TO
                                                                    Create A Custom
                                                                    Social Analytics
                                                                    Overview Report




                                                To learn more about using
!"#$%&&'()*+,-./+(0*"1+.&/2(Start with a        HootSuite Social Analytics,
summary of Facebook Page activity during a      including how to access the
                                                reports from the dashboard, visit
                                                http://hootsuite.com/social-
users and increase/decrease increments.         analytics




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




64738(93,#'(0/"/+2 Measure the total clicks
from all shortened links sent from a Twitter




01"5'(:,*$+2 View vital stats including
page views, visitors, bounce rate etc. for an




;4,//$5(/&(<$%(9&*=$5+,&*+2(See how your


data overlaid on Google Analytics charts.



;&1(9&*/$*/2(Statistics for the most


                                                www.hootsuite.com        www.fullfrontalroi.com

                                                                                             2
05
                                                                                                           HOW-TO
                                                                                                           Create A Custom
                                                                                                           Social Analytics
                                                                                                           Overview Report




                                                                                       About HootSuite
Learn More

There are additional articles available to help your team utilize the                  HootSuite helps consumer
                                                                                       brands, global enterprises, SMBs
                                                                                       and agencies spread messages,
                                                                                       monitor conversations and
    Overview of Social Reporting with HootSuite                                        track results across multiple
    How-To Add Google Analytics to your Web Site                                       networks from a centralized web
                                                                                       or mobile dashboard.
    How-To Add Goal Tracking and Campaigns to Google Analytics

                                                                                       Using the native business-
    Creating a Custom Social Analytics Overview Report                                 focused tool set, HootSuite
                                                                                       clients track campaign results

Getting Started                                                                        and industry trends to rapidly
                                                                                       adjust engagement tactics and
                                                                                       increase social media ROI.
HootSuite has two business-level plans available for teams engaging
in social media campaigns and tactics to improve their business – Pro
                                                                                       More Resources
and Enterprise.


Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for               There are a number of ways to
                                                                                       use the advanced, business-
Enterprises or larger teams, visit HootSuite.com/Enterprise to request
                                                                                       savvy tools in the HootSuite
a demo from an Account Executive.                                                      dashboard to translate social
                                                                                       initiatives into results for your
                                                                                       business. Visit the HootSuite
                                                                                       Library to find Case Studies, Info
       HootSuite Coupon!                                                               Sheets and White Papers which
                                                                                       explore ways these features can
                                                                                       be applied in the workplace.
  Value:
  $25 credit towards Analytics Points
                                                     Redeem code: HOOTROI
  Restrictions:
  One coupon per user
  Must be redeemed before October 31, 2011

  You will be charged a pro-rated amount on your next billing date if you decide not
  to remove your analytics points. Your billing date can be found here
  https://hootsuite.com/billing-history.
                                                                                       www.hootsuite.com        www.fullfrontalroi.com

                                                                                                                                    3

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Measuring Social Media for Brand Awareness

  • 1. 03 Measuring Social Media for Brand Awareness By: Nichole Kelly - Social Media Measurement Coach In Partnership with HootSuite - Social Media Dashboard www.hootsuite.com www.fullfrontalroi.com
  • 2. 03 Measuring Social Media for Brand Awareness Introduction Brand Awareness is one of the most commonly cited goals of marketers today. And because social media is recognized as a cost If you can’t tie your effective solution for generating Brand Awareness, many marketers brand awareness saw their social media budgets increase in 2011. Marketing Sherpa e orts to sales, released a report that showed that 53% of marketers said their revenue and cost, be budgets in social media went up for 2011. However, delivering a prepared for some measured result on social media’s true value has proven to be a push back from challenge. According to a report from Bazaarvoice, 74% of CMOs executives. agencies committed to delivering Brand Awareness, it is even more — Nichole Kelly 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. www.hootsuite.com www.fullfrontalroi.com 1
  • 3. 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.hootsuite.com www.fullfrontalroi.com 2
  • 4. 03 Measuring Social Media for Brand Awareness Review of Core Measurement Philosophies 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. www.hootsuite.com www.fullfrontalroi.com 3
  • 5. 03 Measuring Social Media for Brand Awareness Understanding Where Brand Awareness Fits 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. www.hootsuite.com www.fullfrontalroi.com 4
  • 6. Understanding Where Brand Awareness Fits 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: Cost Per Impression Cost Per Click Cost Per Engagement Cost Per Site Visit www.hootsuite.com www.fullfrontalroi.com 5
  • 7. 03 Measuring Social Media for Brand Awareness Measuring Social Media Exposure 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 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.hootsuite.com www.fullfrontalroi.com 6
  • 8. 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.hootsuite.com www.fullfrontalroi.com 7
  • 9. 03 Measuring Social Media for Brand Awareness Measuring Social Media Influence 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. www.hootsuite.com www.fullfrontalroi.com 8
  • 10. 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.hootsuite.com www.fullfrontalroi.com 9
  • 11. 03 Measuring Social Media for Brand Awareness Measuring Social Media Engagement 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). 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.hootsuite.com www.fullfrontalroi.com 10
  • 12. 03 Measuring Social Media for Brand Awareness Case Study: Whistler Blackcomb 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. www.hootsuite.com www.fullfrontalroi.com 11
  • 13. 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 Whistler Blackcomb Social Media Analysis decreased costs in some of the company’s core metrics. The total cost per impression decreased by 23%, cost per engagement Media: decreased by 82%, and cost per site visit decreased by 86%. Overall social media improved Brand Awareness efforts by generating close Generated close to 500k different forms to 500,000 different forms of audience engagement. of engagement from the audience Generated a 128% lift in total impressions These results clearly show how social media is contributing to the Decreased cost per impressions by 23% efforts of the entire marketing team. Social media is not an isolated function within your organization. Establishing cooperation amongst Decreased cost per engagement by 82% Decreased cost per website visit by 86% to overall marketing efforts. www.hootsuite.com www.fullfrontalroi.com 12
  • 14. 03 Measuring Social Media for Brand Awareness Summary Social media can greatly contribute to your overall Brand HootSuite Social and engagement across the entire social web. As our key target Analytics provide a audiences continue to adapt to social media channels we can new level of insight leverage our activities to show how we are contributing to public on the impact of relations and advertising metrics that the company already has a social media on your history with, giving us a baseline for our analysis. As you build your business, providing measurement strategy for Brand Awareness take a look at what is deep decision-making currently being reported to the executive team for public relations and metrics beyond fans advertising and put social media into the mix to see where you are and followers to help delivering improvements. you evaluate your strategies. 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. 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.hootsuite.com www.fullfrontalroi.com 13
  • 15. 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. Free! 30 Day trial of HootSuite Pro About HootSuite Try HootSuite Pro free for 30 HootSuite helps consumer brands, global enterprises, SMBs and days and get unlimited Social agencies spread messages, monitor conversations and track results Analytics reports. Visit: http://hootsuite.com/Pro to across multiple networks from one centralized dashboard. sign up today. Using HootSuite’s business focused tool set, teams can Or, book a demo of HootSuite Enterprise, visit http:// hootsuite.com/enterprise to or mobile platforms. HootSuite clients track campaign results and fill out a request. www.hootsuite.com www.fullfrontalroi.com 14
  • 16. About Nichole Kelly 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 Nichole Kelly - Social Media Measurement Coach 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. www.hootsuite.com www.fullfrontalroi.com 15
  • 17. 01 HOW- TO Overview of Social Reporting with HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 18. 01 HOW-TO Overview of Social Reporting with HootSuite Overview of Social Reporting with HootSuite Social Analytics HootSuite It’s important for marketers to show how social media activities are HootSuite’s Social Analytics capabilities allow businesses and impacting corporate goals. To answer this need HootSuite launched organizations to customize social Custom Social Analytics to track and measure activities across various media reports and measure all social networks against website conversions. The reporting suite aspects of social initiatives – from combines the power of Ow.ly statistics with Google Analytics and granular campaign elements to an overview of entire campaigns. Facebook Insights to provide information on almost all social activities without leaving the HootSuite dashboard. This level of insight provides Social Analytics includes over marketers with the overviews they need to truly understand the value 30 report metrics – including of their online efforts. Google Analytics and Facebook Insights – each of which can be plugged into dynamic reports to This How-To guide is one of many that demonstrate the enhanced share with team members, clients reporting and measurement tools in the HootSuite dashboard. and colleagues on a daily, weekly or monthly basis. identifying revenue sources. To learn more about using Within HootSuite’s native Social Analytics Reports you can select the HootSuite Social Analytics, including how to access the pre-made Google Analytics Report Template or plug individual Google reports from the dashboard, visit Analytics modules into a custom report. Both give you the statistics http://hootsuite.com/social- you need to accurately analyze social media engagement against analytics The following Google Analytics features are built into HootSuite for organizations to measure and share results without leaving the dashboard: www.hootsuite.com www.fullfrontalroi.com 1
  • 19. 01 HOW-TO Overview of Social Reporting with HootSuite Twitter to Web Conversion - Measure the effectiveness of tactics on the front-line and To find out more about see immediately which messages resonate integrating Google Analytics with your campaigns, you can read our next How -To document approach accordingly. entitled How -To Integrate Google Analytics and HootSuite. Spark Lines: A statistical overview to quickly see how campaign elements are areas that need the most attention. Learn which areas produce campaign results so you can geo- target your outreach. In addition to the Google Analytics Reports, HootSuite also provides Ow.ly stats, to show summary and individual click statistics from URLs shortened in Top Content: Measure page view HootSuite, and Facebook Insights statistics – including absolute and relative which monitor activity on your percentages – to determine which content Facebook Page including daily best attracts audience. “Likes”, posts, demographics and more. Together, these reports give you an end-to-end picture of your social e orts. Determine which channels efforts using the Top Referrer report in Google Analytics. www.hootsuite.com www.fullfrontalroi.com 2
  • 20. 01 HOW-TO Overview of Social Reporting with HootSuite About HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer enhanced features in the HootSuite dashboard: brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple How-To Add Google Analytics to your Web Site networks from a centralized web or mobile dashboard. How-To Add Goal Tracking and Campaigns to Google Analytics How-To Shorten URLs in HootSuite and Append Campaigns Using the native business- Creating a Custom Social Analytics Overview Report focused tool set, HootSuite clients track campaign results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. HootSuite has two business-level plans available for teams engaging in social media campaigns and tactics to improve their business – Pro More Resources and Enterprise. There are a number of ways to use the advanced, business- savvy tools in the HootSuite a demo from an Account Executive. dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info Sheets and White Papers which explore ways these features can be applied in the workplace. www.hootsuite.com www.fullfrontalroi.com 3
  • 21. 02 HOW- TO Integrate Google Analytics and HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 22. 02 HOW-TO Integrate Google Analytics and HootSuite The Value of Integrating Google HootSuite Social Analytics Analytics Marketers want to understand whether or not social media activities HootSuite’s Social Analytics capabilities allow businesses and organizations to customize social and conversion activities. By integrating Google Analytics into a site’s media reports and measure all aspects of social initiatives – from managers can truly understand how outreach translates into results. granular campaign elements to an overview of all activities. This document will demonstrate how you can add Google Analytics to Social Analytics includes over your website. 30 report metrics – including Google Analytics and Facebook Insights – each of which can be How to Add Google Analytics to Your plugged into dynamic reports to Website share with team members, clients and colleagues on a daily, weekly or monthly basis. By adding Google Analytics to your website and HootSuite account using your website’s URL(s) at http://google.com/analytics. additional resources: How does campaign tracking work? How do I tag my links? 1. www.hootsuite.com www.fullfrontalroi.com
  • 23. 02 HOW-TO Integrate Google Analytics and HootSuite 2. To learn more about using requesting permission to access your Google account.” Select HootSuite Social Analytics, including how to access the reports from the dashboard, an active Google Analytics account. When you’ve selected the visit http://hootsuite.com/ social-analytics 3. Now you can access Google Analytics without leaving the HootSuite dashboard. The next step is to add goal tracking and campaigns. Overview of Social Reporting with HootSuite www.hootsuite.com www.fullfrontalroi.com
  • 24. 02 HOW-TO Integrate Google Analytics and HootSuite About HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer enhanced features in HootSuite dashboard: brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple networks from a centralized web or mobile dashboard. Using the native business- focused tool set, HootSuite clients track campaign results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. in social media campaigns and tactics to improve their business – Pro More Resources and Enterprise. There are a number of ways to use the advanced, business- savvy tools in the HootSuite a demo from an Account Executive. dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info Sheets and White Papers which explore ways these features can be applied in the workplace. www.hootsuite.com www.fullfrontalroi.com
  • 25. 03 HOW- TO Add Goal Tracking and Campaigns to Google Analytics www.hootsuite.com www.fullfrontalroi.com
  • 26. 03 HOW-TO Add Goal Tracking and Campaigns to Google Analytics Goal Tracking for End to End HootSuite Social Analytics Reporting Capability Show how social activities contribute to corporate goals. By utilizing HootSuite’s Social Analytics capabilities allow businesses and the combination of Ow.ly URLs, campaign tracking, Facebook organizations to customize social Insights, and Google Analytics you can accurately report on the media reports and measure all results of your efforts. To enhance Google Analytics reporting, add aspects of social initiatives – from granular campaign elements to an overview of entire campaigns. converting, giving you an end-to-end view of what is happening to Social Analytics includes over 30 report metrics – including How to Add Goal Tracking and Google Analytics and Facebook Insights – each of which can be Campaigns to Google Analytics plugged into dynamic reports to share with team members, clients Adding Goal tracking to your Google Analytics campaign will provide and colleagues on a daily, weekly or monthly basis. accurate conversion numbers from the links you create in HootSuite. You can track visitors from the source, such as a Tweet or Facebook Page link, to sign-ups or transactions on your site. To begin, sign in to your Google Analytics account at http://www. google.com/analytics/ Remember to enter goal names so you can easily identify each one in your reports. For more detailed information, visit these Google To learn more about using Analytics pages: HootSuite Social Analytics, including how to access the reports from the dashboard, visit How do I set up goals and funnels? http://hootsuite.com/social- How does campaign tracking work? analytics Here are some recommendations for getting started with Goal Tracking: 1. Decide one of the three types of goals you want: URL Destination, Time on Site, or Pages/Visit, and add the conversion code to the www.hootsuite.com www.fullfrontalroi.com pages you’ll be tracking conversions from. 1
  • 27. 03 HOW-TO Add Goal Tracking and Campaigns to Google Analytics 2. For tracking Lead Forms, it’s best to select the thank you page that follows once customers enter information. This provides clear conversion numbers because visitors will only land on this page if they clicked submit. This thank you page will need the code provided in Google when you set up the goal. 3. To report on drop off, set the goal and put the code on the landing page as well as the thank you page. This will show you your funnel, and where you’re losing customers, allowing you to pinpoint areas and hopefully draw more of your audience further down the funnel. Be sure to tag Tweets and status updates with campaign URLs to Social Analytics. These are the three levels of variables recommended for social media Once you’ve completed these steps, add your campaign to your shortened Ow.ly links using custom parameters for Google Analytics. To learn more about this step, view our How-To document entitled How-To Shorten URLs in HootSuite and Append Campaigns. www.hootsuite.com www.fullfrontalroi.com 2
  • 28. 03 HOW-TO Add Goal Tracking and Campaigns to Google Analytics About HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer enhanced features in HootSuite dashboard: brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple How-To Add Google Analytics to your Web Site networks from a centralized web or mobile dashboard. How-To Add Goal Tracking and Campaigns to Google Analytics How-To Shorten URLs in HootSuite and Append Campaigns Using the native business- Creating a Custom Social Analytics Overview Report focused tool set, HootSuite clients track campaign results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. HootSuite has two business-level plans available for teams engaging in social media campaigns and tactics to improve their business – Pro More Resources and Enterprise. Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for There are a number of ways to use the advanced, business- Enterprises or larger teams, visit HootSuite.com/Enterprise to request savvy tools in the HootSuite dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info Sheets and White Papers which explore ways these features can be applied in the workplace. www.hootsuite.com www.fullfrontalroi.com 3
  • 29. 04 HOW- TO Shorten URLs in HootSuite and Append Campaign Parameters www.hootsuite.com www.fullfrontalroi.com
  • 30. 04 HOW-TO Shorten URLS in HootSuite and Append Campaign Parameters Why Campaign Tracking is Critical to HootSuite Social Analytics Social Reporting It’s important to understand how social media campaigns impact HootSuite’s Social Analytics capabilities allow businesses company goals. Utilizing the Google Analytics integration with and organizations to customize HootSuite will give insight and data on campaign success, from Tweet social media reports and to sale. Marketers can add Google Analytics campaign parameters measure all aspects of social to each custom shortened Ow.ly URL within HootSuite in order to initiatives – from granular campaign elements to an determine which social activities are driving web conversions. overview of all activities. This How-To guide will demonstrate how to add campaign tracking to The Social Analytic reports Ow.ly URLs. include over 30 individual report modules for tracking and measuring success, including Shortening URLs in HootSuite free Ow.ly summary stats and Ow.ly individual click-stats so you can also see the success of Short URLs help you share your links within space-constrained your campaigns using Ow.ly mediums like Twitter or even email. Plus, by shrinking web addresses, links — HootSuite’s built-in you can track clicks as well as referral sources and more. URL shortener. HootSuite has a number of options for shortening URLs which create a trackable link to learn which follower clicks result in conversions on your website. “Ow.ly” is HootSuite’s custom URL shortener and is built into the dashboard. This means a long web address like: !""#$%% &'()"!*+,&-#)./'+,01'(%('.)!2&!'3).!).)4can turn into !""#$%%'50/6%2718. Along with the easy sharing by any channel, you can learn exactly how your link was shared, and what results it produced. www.hootsuite.com www.fullfrontalroi.com 1
  • 31. 04 HOW-TO Shorten URLS in HootSuite and Append Campaign Parameters Appending URL Parameters After connecting Google Analytics to HootSuite, you can compare site To learn more about using HootSuite Social Analytics, analytics to HootSuite’s social reports at a very granular level using including how to access the reports from the dashboard, visit provide you with three levels of tracking for each URL you shorten. http://hootsuite.com/social- analytics Here’s how to add custom URL parameters in HootSuite: 1. window called, “Add custom URL parameters.” 2. Within this new window, choose to “Select a preset” of which Google Analytics is already included. Enter in the value for each unique parameter, including: utm_source = referral source (i.e. Facebook, Twitter, Linkedin etc.) utm_medium = the delivery method or social media account(Tweet, blog post, email, banner ad, or @HootSuite, @HootSuite_Help etc) utm_campaign = the campaign you’re tracking (e.g. Spring promotion, new customer discount, or general campaigns like promotion of others or promotion of self etc.) 3. very long) URL will shrink to a manageable size, ready for sharing. Setting up your campaign names is something that should be done strategically. Ideally you should create a standard methodology for campaign naming and have a master list that all of your HootSuite users have access to. www.hootsuite.com www.fullfrontalroi.com 2
  • 32. 04 HOW-TO Shorten URLS in HootSuite and Append Campaign Parameters This will prevent different users creating different campaigns for the same activities and diluting results. simple A/B testing. Viewing Reports Once your parameters are set, the Ow.ly link information will be tracked in Google Analytics reports as a single line-item for each custom link. This saves time from manually adding data, and eliminates guesswork about campaign performance. With this medium worked best for each campaign. This is a powerful way to improve your tactics based on your audience’s tendencies. document www.hootsuite.com www.fullfrontalroi.com 3
  • 33. 04 HOW-TO Shorten URLS in HootSuite and Append Campaign Parameters About HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer enhanced features in HootSuite dashboard: brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple How-To Add Google Analytics to your Web Site networks from a centralized web or mobile dashboard. Using the native business- focused tool set, HootSuite clients track campaign results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. HootSuite has two business-level plans available for teams engaging in social media campaigns and tactics to improve their business – Pro More Resources and Enterprise. Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for There are a number of ways to use the advanced, business- Enterprises or larger teams, visit HootSuite.com/Enterprise to request savvy tools in the HootSuite a demo from an Account Executive. dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info Sheets and White Papers which explore ways these features can be applied in the workplace. www.hootsuite.com www.fullfrontalroi.com 4
  • 34. 05 HOW- TO Create A Custom Social Analytics Overview Report www.hootsuite.com www.fullfrontalroi.com
  • 35. 05 HOW-TO Create A Custom Social Analytics Overview Report The Power of Social Analytics HootSuite Social Analytics Marketers want to understand how social media efforts impact HootSuite’s Social Analytics corporate goals. HootSuite’s Social Analytics provide the data to track capabilities allow businesses and organizations to customize resource for the most important metrics by creating a custom report that social media reports and measure all aspects of social combines Ow.ly click stats, Facebook Insights, and Google Analytics. initiatives – from granular campaign elements to an This How-To guide is one of many dedicated to teaching you how to overview of all activities. get the most out of HootSuite. The Social Analytic reports include over 30 individual Creating a Resource for Your Most report modules for tracking and measuring success, including Important Metrics free Ow.ly summary stats and Ow.ly individual click-stats so Social Analytics includes over 30 report metrics – including Google you can also see the success of your campaigns using Ow.ly Analytics and Facebook Insights – each of which can be plugged into links — HootSuite’s built-in dynamic reports to share with team members, clients and colleagues URL shortener. on a daily, weekly or monthly basis. The greatest advantage of the Social Analytics reporting tools is the ability to facilitate and streamline reporting actions. By setting up a custom overview report, you will have a starting point to view all of changes. Then, by utilizing the deeper report modules, you can dive when you want to track your campaign results. www.hootsuite.com www.fullfrontalroi.com 1
  • 36. 05 HOW-TO Create A Custom Social Analytics Overview Report To learn more about using !"#$%&&'()*+,-./+(0*"1+.&/2(Start with a HootSuite Social Analytics, summary of Facebook Page activity during a including how to access the reports from the dashboard, visit http://hootsuite.com/social- users and increase/decrease increments. analytics !&33&4$5(0/"/+2( Track Twitter follower 64738(93,#'(0/"/+2 Measure the total clicks from all shortened links sent from a Twitter 01"5'(:,*$+2 View vital stats including page views, visitors, bounce rate etc. for an ;4,//$5(/&(<$%(9&*=$5+,&*+2(See how your data overlaid on Google Analytics charts. ;&1(9&*/$*/2(Statistics for the most www.hootsuite.com www.fullfrontalroi.com 2
  • 37. 05 HOW-TO Create A Custom Social Analytics Overview Report About HootSuite Learn More There are additional articles available to help your team utilize the HootSuite helps consumer brands, global enterprises, SMBs and agencies spread messages, monitor conversations and Overview of Social Reporting with HootSuite track results across multiple How-To Add Google Analytics to your Web Site networks from a centralized web or mobile dashboard. How-To Add Goal Tracking and Campaigns to Google Analytics Using the native business- Creating a Custom Social Analytics Overview Report focused tool set, HootSuite clients track campaign results Getting Started and industry trends to rapidly adjust engagement tactics and increase social media ROI. HootSuite has two business-level plans available for teams engaging in social media campaigns and tactics to improve their business – Pro More Resources and Enterprise. Visit HootSuite.com/pro to get started with a 30 day free trial. Or, for There are a number of ways to use the advanced, business- Enterprises or larger teams, visit HootSuite.com/Enterprise to request savvy tools in the HootSuite a demo from an Account Executive. dashboard to translate social initiatives into results for your business. Visit the HootSuite Library to find Case Studies, Info HootSuite Coupon! Sheets and White Papers which explore ways these features can be applied in the workplace. Value: $25 credit towards Analytics Points Redeem code: HOOTROI Restrictions: One coupon per user Must be redeemed before October 31, 2011 You will be charged a pro-rated amount on your next billing date if you decide not to remove your analytics points. Your billing date can be found here https://hootsuite.com/billing-history. www.hootsuite.com www.fullfrontalroi.com 3