Professional Documents
Culture Documents
Introduction
to Social Media
Measurement
with HootSuite
www.fullfrontalroi.com
01
Introduction to
Social Media
Measurement
with HootSuite
Introduction
Measuring social media is now an expectation that marketers need
to deliver on. Marketing Sherpa released a report that showed 53% As a marketer who
of marketers have increased social media budgets in 2011. Thats has successfully
great news but for many it came at a cost they werent prepared measured social
for; accountability. According to the report from Bazaarvoice, 74% media ROI, I can tell
VM*46ZWYLKPJ[[OL`^PSSUHSS`[PLZVJPHSLMMVY[Z[VOHYK960[OPZ you it isnt as easy as
year. Many marketers have found that the reality of measuring social everyone thinks, but it
TLKPH[VL_LJ\[P]LTL[YPJZOHZWYV]LU[VILL_[YLTLS`KPMJ\S[I\[ is possible.
the expectations for the ability to measure have risen dramatically. Nichole Kelly
;OPZTPZHSPNUTLU[VML_WLJ[H[PVUZJYLH[LZZPNUPJHU[JOHSSLUNLZMVY
marketers, but it is something that can be overcome.
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1
Introduction
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2
01
Introduction to
Social Media
Measurement
with HootSuite
The Challenges
to Social Media
Measurement
With all the various metrics available, why has social media
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By focusing on
down to a disconnect between new social metrics and those that
new social metrics
companies have relied on for years. Comparing social metrics with we have diluted
other marketing channels is challenging because social media the conversation
TLHZ\YLTLU[PZZ[PSSPUP[ZPUMHUJ`(UKMVYTHU`THYRL[LYZP[ZKPMJ\S[ of where social
[VUK[VVSZ[OH[^PSSKLSP]LYYLSPHISLHUK\ZLM\STLHZ\YLTLU[Z media adds value to
the core business.
Too Many Tools & Misalignment of Needs Fortunately, its an
easy adjustment.
We witnessed a massive rush to market as social software companies Nichole Kelly
created products they thought would solve the measurement
conundrum. Marketers were trying to understand how the metrics in
their social media listening platform connected to the metrics in their
social media engagement platform and how that would connect to
the metrics in their social media reporting platform. It didnt take long
for the process to become very convoluted. With the emergence of
these new metrics we have created a huge problem for marketers
who simply need to understand how social media activities perform in
relation to the rest of their marketing activities. When Executives ask
HIV\[960THYRL[LYZULLK[VWYV]PKLHUZ^LYZ
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3
01
Introduction to
Social Media
Measurement
with HootSuite
Aligning Social
Measurement with
Executive Needs
Social media metrics cant be a language of their own because they
have to speak to executive needs. The C-Suite wants to understand
Executives look at
how social media contributes to the bottom line. Therefore, marketers
sales, revenue and
need to be able to differentiate the metrics that matter to them from
cost EVERY DAY to
the metrics that matter to an executive.
put social media into
the context of what
Metrics that Matter to Marketers
executives care about.
You need to connect
The new social media metrics do have a purpose and deliver value to
it to their three core
the conversation. Metrics such as likes/followers, retweets, comments,
metrics.
mentions, and @replies show us how our social media strategy is
Nichole Kelly
progressing and whether or not we are building a community that is
engaged. While this is directional for us, its important that we recognize
they arent important to the average executive.
There are three key metrics that determine how the company is doing:
sales (units sold), revenue and cost. This is important and worth
YLWLH[PUNL_LJ\[P]LZSVVRH[ZHSLZYL]LU\LHUKJVZ[,=,9@+(@
To put social media into the context of what executives care about
you need to connect it to their three core metrics.
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4
Aligning Social Measurements
with Executive Needs
Sales, revenue and cost are the Holy Grail for social media
measurement. As you saw from the results in the Bazaarvoice study,
L_LJ\[P]LZ^HU[[V\UKLYZ[HUKZVJPHSTLKPHZ960HUK[OLZLHYL
the three metrics you need to provide and answer. Unfortunately,
just because you have the info wont mean that social media is
KLSP]LYPUNHWVZP[P]L960/V^L]LY`V\JHU\[PSPaL[OLZLTL[YPJZ[V
truly transform your conversations with executives. Imagine being
able to show that social media delivers customers at a lower cost
than other marketing channels or converts at a much higher rate than
any other channel or even that social media customers spend more
over their lifetime than other customers. These are game changing
conversations and you can get the data you need to have them.
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5
01
Introduction to
Social Media
Measurement
with HootSuite
Understanding
What Needs To Be
Measured
Theres just no way around it. In order to measure sales, revenue and
cost in a meaningful way, you have to understand what you are trying
to accomplish with social media. There are three primary goals with
any marketing activity: brand awareness, customer retention and lead
generation. Each of these goals comes with a unique set of metrics
that tie to sales, revenue and cost.
www.fullfrontalroi.com
6
Understanding What Needs
To Be Measured
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For those of you who are trying to serve your customers in a better
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encourage customers to stay longer and possibly buy more at every
transaction, or buy more often, depending on what service or product
you provide. There are a few metrics that demonstrate this clearly:
Lifetime Value
of a Customer
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7
Understanding What Needs
To Be Measured
2)#%&3)$)"#-1.$
Average Revenue
Cost Per Sale Per Sale
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8
01
Introduction to
Social Media
Measurement
with HootSuite
How HootSuite
Can Help
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the metrics you need to apply these measurement strategies. The
HootSuite Social
following How-To guides will get you started.
Analytics provide a
new level of insight
on the impact of
01. How-To Integrate Google Analytics and HootSuite social media on your
02. How-To Add Google Analytics to your web site business, providing
03. How-To Add Goal Tracking and Campaigns to Google Analytics deep decision-making
04. /V^;V:OVY[LU<93:PU/VV[:\P[LHUK(WWLUK*HTWHPNUZ metrics beyond fans
05. *YLH[PUNH*\Z[VT:VJPHS(UHS`[PJZ6]LY]PL^9LWVY[ and followers to help
you evaluate your
strategies.
www.fullfrontalroi.com
9
01
Introduction to
Social Media
Measurement
with HootSuite
Summary
The ability to align social measurement with the same metrics
you use to measure your other marketing channels will give you a
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empowered to transform your dialogue with executives and deliver
the results they are looking for. Finally, you will have insight into which
social media strategies are actually delivering and which ones arent
so you can optimize your efforts.
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ZVJPHSTLKPHTLHZ\YLTLU[:[H`[\ULKMVYM\[\YL[VWPJZ!(WWS`PUN
:VJPHS4LKPH4LHZ\YLTLU[[V[OL:HSLZ-\UULS4LHZ\YPUN:VJPHS
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.LULYH[PVUHUK4LHZ\YPUN:VJPHS4LKPHMVY*\Z[VTLY9L[LU[PVU
;OLLU[PYLZLYPLZ^PSSPUJS\KL[\[VYPHSZMVYOV^`V\JHU\ZL/VV[:\P[L
[VHJJVTWSPZO[OLZLTLHZ\YLTLU[Z[YH[LNPLZ
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www.fullfrontalroi.com
10
Summary
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11
01 HOW-
TO
Overview of
Social Reporting
with HootSuite
www.fullfrontalroi.com
01
HOW-TO
Overview of
Social Reporting
with HootSuite
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.VVNSL(UHS`[PJZWYV]PKLZPUZPNO[PU[V^LI[YHMJHUKJHTWHPNU
YLZ\S[Z<ZL[OLKH[H[V[YHJLZHSLZ[VZWLJPJ[HJ[PJZVYRL`^VYKZ
WS\ZNL[TL[YPJZMVYJ\Z[VTLYSV`HS[`HUKYL[LU[PVUPUHKKP[PVU[V
identifying revenue sources.
To learn more about using
Within HootSuites 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
KLZ[PUH[PVUZP[L[YHMJ
The following Google Analytics features are built into HootSuite for
organizations to measure and share results without leaving
the dashboard: www.fullfrontalroi.com
1
01
HOW-TO
Overview of
Social Reporting
with HootSuite
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
www.fullfrontalroi.com
3
02
Integrate
HOW-
TO
Google Analytics
and HootSuite
www.fullfrontalroi.com
02
HOW-TO
Integrate
Google Analytics
and HootSuite
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
KHZOIVHYK`V\JHU[HWPU[V[OL]P[HSZ[H[PZ[PJZILOPUK`V\YJHTWHPNU
-PYZ[`V\SSULLK[VZL[\W.VVNSL(UHS`[PJZPU`V\Y^LIZP[L*YLH[LHMYLL
account using your websites URL(s) at http://google.com/analytics.
;VZL[\W.VVNSL(UHS`[PJZJHTWHPNU[YHJRPUNOLYLHYLZVTL
additional resources:
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1. *SPJR[OL3H\UJOIHY[OLU(UHS`[PJZHUKZLSLJ[8\PJR(UHS`[PJZ*SPJR
[OL.VVNSL(UHS`[PJZVW[PVUHUKZLSLJ[(KK.VVNSL7YVSL[VILNPU
www.fullfrontalroi.com
1
02
HOW-TO
Integrate
Google Analytics
and HootSuite
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UPZOJVUULJ[PUN.VVNSL(UHS`[PJZ[V/VV[:\P[L
Now you can access Google Analytics without leaving the HootSuite
dashboard. The next step is to add goal tracking and campaigns.
;HRLHSVVRH[[OLUL_[/V^;VHY[PJSLPU[OPZZLYPLZLU[P[SLK!Overview
of Social Reporting with HootSuite
www.fullfrontalroi.com
2
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
/V^;V(KK.VVNSL(UHS`[PJZ[V`V\Y>LI:P[L networks from a centralized web
or mobile dashboard.
/V^;V(KK.VHS;YHJRPUNHUK*HTWHPNUZ[V.VVNSL(UHS`[PJZ
/V^;V:OVY[LU<93ZPU/VV[:\P[LHUK(WWLUK*HTWHPNUZ Using the native business-
*YLH[PUNH*\Z[VT:VJPHS(UHS`[PJZ6]LY]PL^9LWVY[ focused tool set, HootSuite
clients track campaign results
www.fullfrontalroi.com
3
03 HOW-
TO
www.fullfrontalroi.com
03
HOW-TO
Add Goal Tracking
and Campaigns to
Google 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.fullfrontalroi.com
2. For tracking Lead Forms, its best to select the thank you page
that follows once customers enter information. This provides
clear conversion numbers because visitors will only land on this
page if they clicked submit. This thank you page will need the
code provided in Google when you set up the goal.
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 youre losing customers, allowing you to
pinpoint areas and hopefully draw more of your audience further
down the funnel.
These are the three levels of variables recommended for social media
JHTWHPNU[YHJRPUN!JOHUULS\ZLYWYVSLJHTWHPNUUHTL
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
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
HKLTVMYVTHU(JJV\U[,_LJ\[P]L 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.fullfrontalroi.com
3
04 HOW-
TO
Shorten URLs in
HootSuite and Append
Campaign Parameters
www.fullfrontalroi.com
04
HOW-TO
Shorten URLS in
HootSuite and
Append Campaign
Parameters
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 HootSuites built-in
you can track clicks as well as referral sources and more. URL shortener.
Along with the easy sharing by any channel, you can learn exactly
how your link was shared, and what results it produced.
www.fullfrontalroi.com
1
04
HOW-TO
Shorten URLS in
HootSuite and
Append Campaign
Parameters
After connecting Google Analytics to HootSuite, you can compare site To learn more about using
HootSuite Social Analytics,
analytics to HootSuites social reports at a very granular level using
including how to access the
JHTWHPNUZWLJPJ<93WHYHTL[LYZ*HTWHPNUZWLJPJ<93WHYHTL[LYZ
reports from the dashboard, visit
provide you with three levels of tracking for each URL you shorten. http://hootsuite.com/social-
analytics
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`V\SSUV[PJLHU(K]HUJLKVW[PVU*SPJRPUN[OPZ^PSSIYPUN\WHUL^
window called, Add custom URL parameters.
3. >OLU`V\HYLUPZOLKHKKPUNWHYHTL[LYZJSPJR+VULHUK`V\YUV^
very long) URL will shrink to a manageable size, ready for sharing.
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.
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[V\ZL[OYV\NOV\[[OLJHTWHPNU[VNH[OLYHSSZ[H[ZLMJPLU[S`5V[L
[OH[`V\JHUHKKV[OLYWHYHTL[LYZ[VM\Y[OLYKLSPULH[LZWLJPJZMVY
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
PUMVYTH[PVU`V\JHUZLLZWLJPJHSS`^OPJOJOHUULSZJVW`^YP[PUNHUK
medium worked best for each campaign. This is a powerful way to
improve your tactics based on your audiences tendencies.
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document /V^;V*YLH[LH*\Z[VT:VJPHS(UHS`[PJZ6]LY]PL^9LWVY[
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.
/V^;V(KK.VHS;YHJRPUNHUK*HTWHPNUZ[V.VVNSL(UHS`[PJZ
/V^;V:OVY[LU<93ZPU/VV[:\P[LHUK(WWLUK*HTWHPNUZ Using the native business-
*YLH[PUNH*\Z[VT:VJPHS(UHS`[PJZ6]LY]PL^9LWVY[ focused tool set, HootSuite
clients track campaign results
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.fullfrontalroi.com
4
05 HOW-
TO
Create A Custom
Social Analytics
Overview Report
www.fullfrontalroi.com
05
HOW-TO
Create A Custom
Social Analytics
Overview Report
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 HootSuites built-in
dynamic reports to share with team members, clients and colleagues URL shortener.
on a daily, weekly or monthly basis.
www.fullfrontalroi.com
1
05
HOW-TO
Create A Custom
Social Analytics
Overview Report
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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
ZWLJPLKKH[LYHUNLPUJS\KPUN3PRLZHJ[P]L
http://hootsuite.com/social-
users and increase/decrease increments. analytics
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
LUOHUJLKMLH[\YLZPU/VV[:\P[LKHZOIVHYK! 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
/V^;V:OVY[LU<93ZPU/VV[:\P[LHUK(WWLUK*HTWHPNUZ Using the native business-
Creating a Custom Social Analytics Overview Report focused tool set, HootSuite
clients track campaign results
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.
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