Hootsuite sm roi 5 part series

Introductionto Social Media Measurementwith HootSuite

01

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

www.fullfrontalroi.com


1

Measuring social media is now an expectation that marketers need

to deliver on. Marketing Sherpa released a report that showed 53%

of marketers have increased social media budgets in 2011. That’s

great news but for many it came at a cost they weren’t prepared

for; accountability. According to the report from Bazaarvoice, 74%

year. Many marketers have found that the reality of measuring social

the expectations for the ability to measure have risen dramatically.

marketers, but it is something that can be overcome.

As a marketer whohas successfully measured social media ROI, I can tell you it isn’t as easy as everyone thinks, but it is possible.

— Nichole Kelly

Introduction

Introduction to Social MediaMeasurementwith HootSuite01


2

Customize. Automate. Simplify.

Get a better view of your social campaigns with new, more powerful analytics tools, more ways to measure, and customizable reports that will give you a more complete and comprehensive picture of your participation in social spaces.

Introduction

The makers of HootSuite, the social media dashboard, recognized

the need for real social metrics and released the new Custom Social

. This platform provides a new level of insight for how

social media is impacting your business. It provides metrics beyond

those available anywhere, like fans and followers, and gives decision

making metrics like how many site visits your social media activities

generated and how many of your social media contacts converted

on your site. Combining this data with basic executive measurement

philosophies will provide concrete reports on what is and what isn’t

delivering in your social strategy.

The following pages outline some core measurement strategies that

will transform your conversation about social media measurement.


3

With all the various metrics available, why has social media

down to a disconnect between new social metrics and those that

companies have relied on for years. Comparing social metrics with

other marketing channels is challenging because social media

Too Many Tools & Misalignment of Needs

We witnessed a massive rush to market as social software companies

created products they thought would solve the measurement

conundrum. Marketers were trying to understand how the metrics in

their social media listening platform connected to the metrics in their

social media engagement platform and how that would connect to

the metrics in their social media reporting platform. It didn’t take long

for the process to become very convoluted. With the emergence of

these “new” metrics we have created a huge problem for marketers

who simply need to understand how social media activities perform in

relation to the rest of their marketing activities. When Executives ask

The Challenges to Social Media Measurement


By focusing on new social metrics we have diluted the conversation of where social media adds value to the core business. Fortunately, it’s an easy adjustment.

— Nichole Kelly


4

Social media metrics can’t be a language of their own because they

have to speak to executive needs. The C-Suite wants to understand

how social media contributes to the bottom line. Therefore, marketers

need to be able to differentiate the metrics that matter to them from

the metrics that matter to an executive.

Metrics that Matter to Marketers

The new social media metrics do have a purpose and deliver value to

the conversation. Metrics such as likes/followers, retweets, comments,

mentions, and @replies show us how our social media strategy is

progressing and whether or not we are building a community that is

engaged. While this is directional for us, it’s important that we recognize

they aren’t important to the average executive.

Metrics that Matter to Executives

There are three key metrics that determine how the company is doing:

sales (units sold), revenue and cost. This is important and worth

To put social media into the context of what executives care about

you need to connect it to their three core metrics.

Aligning Social Measurement with Executive Needs


Executives look at sales, revenue and cost EVERY DAY to put social media into the context of what executives care about. You need to connect it to their three core metrics.

— Nichole Kelly


5

Transforming your Dialogue with Executives

Sales, revenue and cost are the Holy Grail for social media

measurement. As you saw from the results in the Bazaarvoice study,

the three metrics you need to provide and answer. Unfortunately,

just because you have the info won’t mean that social media is

truly transform your conversations with executives. Imagine being

able to show that social media delivers customers at a lower cost

than other marketing channels or converts at a much higher rate than

any other channel or even that social media customers spend more

over their lifetime than other customers. These are game changing

conversations and you can get the data you need to have them.

Achieving positive results requires integration with some familiar

(maybe even “old school”) online analytics packages like Google

Analytics. The data is available for you if you know how to get it.

Aligning Social Measurements with Executive Needs


6

There’s just no way around it. In order to measure sales, revenue and

cost in a meaningful way, you have to understand what you are trying

to accomplish with social media. There are three primary goals with

any marketing activity: brand awareness, customer retention and lead

generation. Each of these goals comes with a unique set of metrics

that tie to sales, revenue and cost.

Understanding What Needs To Be Measured



7

Understanding What NeedsTo Be Measured

!"#$%&'(#")$)**

If your goal is to generate more awareness of your brand with social

media then you are essentially measuring eyeballs and the actions

existed for years. Just look at public relations and TV/radio/banner

advertising for the list you need:

Cost Per Impression

Customer RetentionRates

Average UnitsPer Purchase

Lifetime Valueof a Customer

Average RevenuePer Purchase

Average Transactions Per Customer

Cost Per Engagement

Cost Per Click

Cost Per Site Visit

+,*-./)"&0)-)$-1.$

For those of you who are trying to serve your customers in a better

encourage customers to stay longer and possibly buy more at every

transaction, or buy more often, depending on what service or product

you provide. There are a few metrics that demonstrate this clearly:


8

Understanding What NeedsTo Be Measured

2)#%&3)$)"#-1.$

While you may not be actively selling products in social media

channels, it is likely that the relationships you build will result in sales

for your company. Can you show where social media contributed to

in lead generation: lead forms and sales. The following metrics show

how to demonstrate social media’s role in the sales process:

Cost Per Lead

Cost Per Sale

Average UnitsPer Sale

Cost Per Subscriber

Average RevenuePer Sale

Conversion Rateof Leads


9

the metrics you need to apply these measurement strategies. The

following How-To guides will get you started.

01. How-To Integrate Google Analytics and HootSuite

02. How-To Add Google Analytics to your web site

03. How-To Add Goal Tracking and Campaigns to Google Analytics

04.

05.

How HootSuiteCan Help


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


10

The ability to align social measurement with the same metrics

you use to measure your other marketing channels will give you a

empowered to transform your dialogue with executives and deliver

the results they are looking for. Finally, you will have insight into which

social media strategies are actually delivering and which ones aren’t

so you can optimize your efforts.

'4.,-&5167.8)&9)88:

Nichole Kelly is a social media measurement coach and the publisher

accountable marketing teams, she used her talents to create a

systematic way to measure social media and put it into the context of

where it is delivering value to your organization and show bottom-line

they need and with the right language and the right strategy to put the

pieces together, they can deliver results.

Nichole Kelly - Social Media Measurement Coach

Summary


http://fullfrontalroi.com/social-media-measurement-bootcamp

http://www.fullfrontalroi.com


11

Summary

'4.,-&;..-<,1-)

HootSuite helps consumer brands, global enterprises, SMBs and

agencies spread messages, monitor conversations and track results

across multiple networks from one centralized dashboard.

Using HootSuite’s business focused tool set, teams can

Wordpress and other social networks securely via web, desktop

or mobile platforms. HootSuite clients track campaign results and

industry trends to rapidly adjust engagement tactics and increase

Free! 30 Day trial of HootSuite Pro

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

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

http://hootsuite.com/enterprise


Overview ofSocial Reportingwith HootSuite

01


HOW-TO


1

01HOW-TOOverview ofSocial Reportingwith HootSuite

It’s important for marketers to show how social media activities are

impacting corporate goals. To answer this need HootSuite launched

Custom Social Analytics to track and measure activities across various

social networks against website conversions. The reporting suite

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

Facebook Insights to provide information on almost all social activities

without leaving the HootSuite dashboard. This level of insight provides

marketers with the overviews they need to truly understand the value

of their online efforts.

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

reporting and measurement tools in the HootSuite dashboard.

identifying revenue sources.

Within HootSuite’s native Social Analytics Reports you can select the

pre-made Google Analytics Report Template or plug individual Google

Analytics modules into a custom report. Both give you the statistics

you need to accurately analyze social media engagement against

The following Google Analytics features are built into HootSuite for

organizations to measure and share results without leaving

the dashboard:

HootSuite Social Analytics

HootSuite’s Social Analytics

capabilities allow businesses and

organizations to customize social

media reports and measure all

aspects of social initiatives – from

granular campaign elements to

an overview of entire campaigns.

Social Analytics includes over

30 report metrics – including

Google Analytics and Facebook

Insights – each of which can be

plugged into dynamic reports to

share with team members, clients

and colleagues on a daily, weekly

or monthly basis.

To learn more about using

HootSuite Social Analytics,

including how to access the

reports from the dashboard, visit

http://hootsuite.com/social-

analytics

Overview of Social Reporting with HootSuite

http://hootsuite.com/social-analytics



2


In addition to the Google

Analytics Reports, HootSuite also

provides Ow.ly stats, to show

summary and individual click

statistics from URLs shortened in

HootSuite, and Facebook Insights

which monitor activity on your

Facebook Page including daily

“Likes”, posts, demographics and

more. Together, these reports

give you an end-to-end picture of

your social e!orts.

To find out more about

integrating Google Analytics

with your campaigns, you can

read our next How -To document

entitled How -To Integrate

Google Analytics and HootSuite.

Twitter to Web Conversion - Measure the

effectiveness of tactics on the front-line and

see immediately which messages resonate

approach accordingly.

Spark Lines: A statistical overview to

quickly see how campaign elements are

areas that need the most attention.

Learn which areas

produce campaign results so you can geo-

target your outreach.

Top Content: Measure page view

statistics – including absolute and relative

percentages – to determine which content

best attracts audience.

Determine which channels

efforts using the Top Referrer report in

Google Analytics.

http://blog.hootsuite.com/library/white-papers/social-media-ROI-introduction



3


Learn More

There are additional articles available to help your team utilize the

enhanced features in the HootSuite dashboard:


How-To Add Google Analytics to your Web Site

How-To Add Goal Tracking and Campaigns to Google Analytics

How-To Shorten URLs in HootSuite and Append Campaigns

Creating a Custom Social Analytics Overview Report

Getting Started

HootSuite has two business-level plans available for teams engaging

in social media campaigns and tactics to improve their business – Pro

and Enterprise.

a demo from an Account Executive.

About HootSuite

HootSuite helps consumer

brands, global enterprises, SMBs

and agencies spread messages,

monitor conversations and

track results across multiple

networks from a centralized web

or mobile dashboard.

Using the native business-

focused tool set, HootSuite

clients track campaign results

and industry trends to rapidly

adjust engagement tactics and

increase social media ROI.

More Resources

There are a number of ways to

use the advanced, business-

savvy tools in the HootSuite

dashboard to translate social

initiatives into results for your

business. Visit the HootSuite

Library to find Case Studies, Info

Sheets and White Papers which

explore ways these features can

be applied in the workplace.

http://blog.hootsuite.com/library


Integrate Google Analyticsand HootSuite

02


HOW-TO


1

02HOW-TOIntegrate Google Analyticsand HootSuite

Marketers want to understand whether or not social media activities

and conversion activities. By integrating Google Analytics into a site’s

managers can truly understand how outreach translates into results.

This document will demonstrate how you can add Google Analytics to

your website.

How to Add Google Analytics to Your Website

By adding Google Analytics to your website and HootSuite

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

additional resources:

How does campaign tracking work?

How do I tag my links?








an overview of all activities.








or monthly basis.

The Value of Integrating Google Analytics

1.

http://google.com/analytics

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55540%20

http://www.google.com/support/analytics/bin/answer.py?answer=55518&hl=en

http://www.google.com/support/analytics/bin/answer.py?hl=en&answer=55540



2


requesting permission to access your Google account.” Select

an active Google Analytics account. When you’ve selected the

Now you can access Google Analytics without leaving the HootSuite

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

Overview

of Social Reporting with HootSuite

2.

3.




reports from the dashboard,

visit http://hootsuite.com/

social-analytics







3


Learn More


enhanced features in HootSuite dashboard:


Getting Started


and Enterprise.


About HootSuite














More Resources











http://hootsuite.com/pro




Add Goal Trackingand Campaigns toGoogle Analytics

03


HOW-TO


1

03 HOW-TOAdd Goal Tracking and Campaigns to Google Analytics

Show how social activities contribute to corporate goals. By utilizing

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

Insights, and Google Analytics you can accurately report on the

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

converting, giving you an end-to-end view of what is happening to

How to Add Goal Tracking and Campaigns to Google Analytics

Adding Goal tracking to your Google Analytics campaign will provide

accurate conversion numbers from the links you create in HootSuite.

You can track visitors from the source, such as a Tweet or Facebook

Page link, to sign-ups or transactions on your site.

To begin, sign in to your Google Analytics account at http://www.

google.com/analytics/

Remember to enter goal names so you can easily identify each one

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

Analytics pages:

How do I set up goals and funnels?


Here are some recommendations for getting started with Goal Tracking:

Decide one of the three types of goals you want: URL Destination,

Time on Site, or Pages/Visit, and add the conversion code to the

pages you’ll be tracking conversions from.

Goal Tracking for End to End Reporting Capability
















or monthly basis.






analytics

1.

https://www.google.com/analytics/


http://www.google.com/support/analytics/bin/answer.py?answer=55515





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.

To report on drop off, set the goal and put the code on the

landing page as well as the thank you page. This will show you

your funnel, and where you’re losing customers, allowing you to

pinpoint areas and hopefully draw more of your audience further

down the funnel.

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

Social Analytics.

These are the three levels of variables recommended for social media

Once you’ve completed these steps, add your campaign to your

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

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

How-To Shorten URLs in HootSuite and Append Campaigns.

2.

3.




3


Learn More








Getting Started



and Enterprise.

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

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

About HootSuite














More Resources















Shorten URLs in HootSuite and Append Campaign Parameters

04


HOW-TO



1

04 HOW-TOShorten URLS in HootSuite and Append Campaign Parameters

It’s important to understand how social media campaigns impact

company goals. Utilizing the Google Analytics integration with

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

to sale. Marketers can add Google Analytics campaign parameters

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

determine which social activities are driving web conversions.

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

Ow.ly URLs.

Shortening URLs in HootSuite

Short URLs help you share your links within space-constrained

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

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

HootSuite has a number of options for shortening URLs which create

a trackable link to learn which follower clicks result in conversions on

your website.

“Ow.ly” is HootSuite’s custom URL shortener and is built into

the dashboard. This means a long web address like: !""#$%%

&'()"!*+,&-#)./'+,01'(%('.)!2&!'3).!).)4can turn into

!""#$%%'50/6%2718.

Along with the easy sharing by any channel, you can learn exactly

how your link was shared, and what results it produced.

Why Campaign Tracking is Critical to Social Reporting



capabilities allow businesses

and organizations to customize

social media reports and

measure all aspects of social

initiatives – from granular

campaign elements to an

overview of all activities.

The Social Analytic reports

include over 30 individual

report modules for tracking and

measuring success, including

free Ow.ly summary stats and

Ow.ly individual click-stats so

you can also see the success of

your campaigns using Ow.ly

links — HootSuite’s built-in

URL shortener.



2


Appending URL Parameters

After connecting Google Analytics to HootSuite, you can compare site

analytics to HootSuite’s social reports at a very granular level using

provide you with three levels of tracking for each URL you shorten.

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

window called, “Add custom URL parameters.”

Within this new window, choose to “Select a preset” of which

Google Analytics is already included. Enter in the value for each

unique parameter, including:

utm_source = referral source (i.e. Facebook, Twitter, Linkedin etc.)

utm_medium = the delivery method or social media account(Tweet,

blog post, email, banner ad, or @HootSuite, @HootSuite_Help etc)

utm_campaign = the campaign you’re tracking (e.g. Spring

promotion, new customer discount, or general campaigns like

promotion of others or promotion of self etc.)

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

Setting up your campaign names is something that should be done

strategically. Ideally you should create a standard methodology for

campaign naming and have a master list that all of your HootSuite

users have access to.

1.

2.

3.






analytics





3


This will prevent different users creating different campaigns for the

same activities and diluting results.

simple A/B testing.

Viewing Reports

Once your parameters are set, the Ow.ly link information will be

tracked in Google Analytics reports as a single line-item for each

custom link. This saves time from manually adding data, and

eliminates guesswork about campaign performance. With this

medium worked best for each campaign. This is a powerful way to

improve your tactics based on your audience’s tendencies.

document




4


Learn More





Getting Started



and Enterprise.




About HootSuite














More Resources















Create A Custom Social Analytics Overview Report

05


HOW-TO


1

05 HOW-TOCreate A Custom Social Analytics Overview Report

Marketers want to understand how social media efforts impact

corporate goals. HootSuite’s Social Analytics provide the data to track

resource for the most important metrics by creating a custom report that

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

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

get the most out of HootSuite.

Creating a Resource for Your Most Important Metrics

Social Analytics includes over 30 report metrics – including Google

Analytics and Facebook Insights – each of which can be plugged into

dynamic reports to share with team members, clients and colleagues

on a daily, weekly or monthly basis.

The greatest advantage of the Social Analytics reporting tools is the

ability to facilitate and streamline reporting actions. By setting up a

custom overview report, you will have a starting point to view all of

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

when you want to track your campaign results.

The Power of Social Analytics HootSuite Social Analytics


















URL shortener.


2







analytics

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

summary of Facebook Page activity during a

users and increase/decrease increments.

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

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

from all shortened links sent from a Twitter

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

page views, visitors, bounce rate etc. for an

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

data overlaid on Google Analytics charts.

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





3


Learn More






Getting Started



and Enterprise.




About HootSuite














More Resources











HootSuite Coupon!

Restrictions:One coupon per userMust be redeemed before October 31, 2011

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

Value:

$25 credit towards Analytics PointsRedeem code: HOOTROI




https://hootsuite.com/billing-history


Applying Social MediaMeasurement to theSales Funnel

02


www.fullfrontalroi.comwww.hootsuite.com


http://www.hootsuite.com


1

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

challenge of tying social media results to traditional metrics is

increasingly important to overcome. Recently, Marketing Sherpa

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

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

from Bazaarvoice

efforts to hard ROI this year. That’s great news, but for many it came

at a cost they weren’t prepared for; accountability. The metrics

associated with social measurement are a language seemingly

separate from that of traditional metrics such as cost, sales and

revenue. This misalignment of expectations between marketers

and executives will cause issues as we move forward. Now it isn’t

a question of whether you need to measure social media; it’s a

question of how.

Increased budgets for social media came at a cost marketers weren’t prepared for...accountability.

— Nichole Kelly

Introduction

Applying Social MediaMeasurement to theSales Funnel02



http://www.marketingsherpa.com/

http://www.bazaarvoice.com/about/press-room/bazaarvoice-and-cmo-club-survey-cmos-focused-strong-insight-strategic-use-social-2011


2

Introduction

HootSuite recognized the need for real social metrics and released

the new Custom Social Analytics Reports in their social media

dashboard. This platform provides a new level of insight on how

social media impacts your business. Social Analytics provides metrics

beyond those available anywhere, like fans and followers, but gives

you metrics that help you make better decisions. These include

the number of site visits generated by social media campaigns

and conversion rates from those delivered to your site from social

channels. Combining this data with basic executive measurement







3

An Introduction to

Social Media Measurement with HootSuite

that are important to note. The three core marketing goals that show

where social media adds value are: Brand Awareness, Customer

Retention and Lead Generation.

1. Brand Awareness focuses on measuring how many people saw

your message and aligns nicely with metrics commonly used for

public relations and TV/radio/banner advertisements.

2. Customer Retention concentrates on the ability to keep

customers, either by length of time, frequency of purchase, or

increased dollars spent at each visit.

3. Lead Generation is built upon the ability to deliver two types of

leads; the lead forms and sales.

metrics commonly used to gauge the success of a campaign: sales,

revenue and cost. The new language of social media does not directly

connect to the value of social media against the bottom line. For more

detail on this topic, .

the sales funnel.

Review of Core Measurement Philosophies




http://blog.hootsuite.com/library/white-papers/social-media-roi-introduction/





4

The sales funnel is an important point of reference by which most

executives understand sales, revenue and cost in relation to marketing

activities. You can leverage the sales funnel to create a visual

representation of where social media provides value to the organization.

within the sales funnel. It’s important to recognize that philosophically

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

individual shouldn’t be represented in multiple categories.

Applying Social Media Metrics to the Sales Funnel





5

!"#$%&'(

Exposure is a measurement of brand reach. This level of measurement

rests at the top of the sales funnel. By putting more people in the top of

the sales funnel, it is assumed that more people will convert or buy at

the bottom.

brand? HootSuite provides Klout scores which determine follower

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

the funnel.

!)*+*(,()-

To move to the next stage in the funnel a person must actually engage

with your brand. If they mentioned your brand, ReTweeted your

message, clicked on your link, visited your site, commented on your

status or took any other action as a result of being exposed to your

brand, they move to the third step in the funnel.

.$)/('%0$)

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

acquisition of the lead’s contact details.





6


This opens the door to direct communication in order to generate a

sale. The second phase is the actual sale of your product or service.

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

1(-()-0$)

The cycle does not end with a sale. You continue to nurture the

relationship and hope to generate future sales and/or keep them as a

customer for as long as possible. This is an area of the relationship that is

For example, imagine a Twitter follower who has traveled through

each phase in the buying cycle. Measurement will determine how

quickly he or she moves through the phases, how much and how

often he or she bought, and how long he or she remains a customer.

These details will position social media leads against other marketing

channels to determine if the results are better, worse or the same,

allowing you to adjust your tactics accordingly.




7

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

1.

Brand Awareness activities.

2. Conversion is a result of Lead Generation activities.

3. Retention is a result of Customer Retention activities.

Translating Social Media Goals to the Sales Funnel





8


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

science, campaign tracking provides a clearer picture.

In sum, campaign tracking allows you to follow a person from a source

to a conversion. Marketers use campaigns to segregate different

marketing activities and correlate the cost of those activities to the

return they provide.

Using Campaigns to Track Leads through the Funnel

1. Using custom URL

parameters in Ow.ly

links you can track

click-thrus

3.

attached you see if

they convert (or buy)

2. Because Google Analytics is

built into your campaign links,

you’ll follow the customer from

source to conversion page

4. Conversion will show up in

your report telling you which

sources were most successful

(Facebook, Twitter, email etc.)




9

Using Campaigns to Track Leads through the Funnel

2(+%&'(,()-

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

aren’t) you need to be able to identify leads by the source that

generated them. This requires that you attach a campaign to each

lead; a small technical effort, but by adding a piece of code to your

conversion pages, you will gather measurable results.

You can append campaign tracking to every shortened link by using

the Ow.ly shortener. HootSuite has integrated Ow.ly with Google

Analytics campaign tracking technology to track your social leads

through to conversion.

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




10

Utilizing the sales funnel to explain social media results will more

clearly demonstrate how your actions are measuring up against goals.

Campaign tracking will allow you to identify where leads are within

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

time is now…your data is waiting.

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

social media measurement. An Introduction to Social Media

Measurement began the series. Stay tuned for future topics:

Measuring Social Media for Brand Awareness, Measuring Social

Media for Lead Generation and Measuring Social Media for Customer

Retention. The entire series will include tutorials for how you can use

HootSuite to accomplish these measurement strategies.

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

HootSuite’s new social analytics dashboard can help you get there.

Check out these How-To guides so you can start gathering the

metrics you need to apply these measurement strategies.




04. How-To Shorten URLs in HootSuite and Append Campaigns

05. Creating a Custom Social Analytics Overview Report

Summary








11

About HootSuite

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





collaboratively schedule updates to Twitter, Facebook, Linkedin,



social media ROI.


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

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








12



of FullFrontalROI.com. After 12 years in corporate marketing creating




ROI. She has found that most marketers have the measurement tools



About Nichole Kelly




http://FullFrontalROI.com


01HOW-TO




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HootSuite Coupon!



Value:








Measuring Social Media for Brand Awareness

03






1

Brand Awareness is one of the most commonly cited goals of

marketers today. And because social media is recognized as a cost

effective solution for generating Brand Awareness, many marketers

saw their social media budgets increase in 2011. Marketing Sherpa

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

budgets in social media went up for 2011. However, delivering a

measured result on social media’s true value has proven to be a

challenge. According to a report from Bazaarvoice, 74% of CMOs

agencies committed to delivering Brand Awareness, it is even more

critical to substantiate fees by delivering results. As you build your

measurement strategy, it is important to recognize you may not be on

the same page as your executive team. If your plan is to use a top line

report of social metrics like fans and followers to make your case, be

prepared for some push back; executives are looking for more.

If you can’t tie your brand awareness e!orts to sales, revenue and cost, be prepared for some push back from executives.

— Nichole Kelly

Introduction

Measuring Social Media for Brand Awareness03



http://www.marketingsherpa.com/



2

Introduction

HootSuite recognized the need for real social metrics and released

the new in the social media

dashboard. This platform provides a new level of insight on how

social media impacts your business. Social Analytics provides metrics

beyond those available anywhere, like fans and followers, and gives

you metrics that help you make better decisions. These include

the number of site visits generated by social media campaigns

and conversion rates from those delivered to your site from social

channels. Combining this data with basic executive measurement







3

An Introduction to Social

Media Measurement with HootSuite and Applying Social Media to the

with your executive team.

In brief, they provided insight on the challenge of showing how social

media delivers value to the bottom line; a very different conversation

from that of social audience growth using the newly created language

of social metrics. To demonstrate the value of social media, you need to

tie results to the commonly used metrics of sales, revenue and cost.

how deep the impact of your Brand Awareness efforts are.







http://blog.hootsuite.com/library/white-papers/social-media-roi-sales-funnel/%20

http://blog.hootsuite.com/library/white-papers/social-media-roi-sales-funnel/%20


http://blog.hootsuite.com/library/white-papers/social-media-roi-sales-funnel


4

Brand Awareness is a decades-old marketing challenge. It started

Coke, Pepsi, Johnson & Johnson and countless others in hundreds

of different consumer product categories. Brand Awareness is still the

impetus behind much of the advertising we still see on TV today. And

while Brand Awareness was born out of the Business to Consumer

marketing world, it is also a hugely successful initiative for Business to

Business marketers.

, we showed

that Brand Awareness is at the top of the sales funnel and generates

interest at the highest level, providing marketers with an opportunity to

turn Brand Awareness into consumer engagement and ultimately sales.

Understanding Where Brand Awareness Fits




http://blog.hootsuite.com/library/white-papers/social-media-roi-sales-funnel/


5

that exist in order to generate more Brand Awareness; public relations

metrics we can use to gauge its impact.

Note: If your company still struggles to connect Brand

Awareness campaigns to sales, you won’t be able to talk in

to measure your performance and demonstrate value.

At the end of the day, your goal is to measure eyeballs. You want to

know how many people you reached and their actions as a direct

result of your efforts. There are four common metrics you can leverage

to tell your story:

Understanding Where Brand Awareness Fits

Cost Per Impression

Cost Per Engagement

Cost Per Click

Cost Per Site Visit




6

In order to connect social media to public relations and advertising

you need to establish a set of core metrics across all three marketing

channels. It’s not a perfect comparison, but it will yield data that will

paint an accurate picture of how each channel performs in relation to

the others. In taking a look at the sales funnel again, we see which

Measuring Social Media Exposure


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.




7

Measuring Social Media Exposure

You can’t necessarily guarantee all of these people saw your

relations and print advertising standpoint this would tie into the

circulation of the publications you were mentioned in and for online

advertising this is shown as a metric for impressions.

Note: Ideally we would be able to measure only those who

actually saw your message. If you don’t have the tools to do

this, then you can estimate based on audience size.

Exposure Test: The language for these metrics will vary across

the different marketing channels. To determine if something is an

exposure metric, ask yourself if a person had the potential to see your

message. If a person took action, like clicking on a link, or ReTweeting

it, the metric should be categorized under engagement not exposure.

TIP: How do you know if a metric is exposure or engagement? Ask yourself if the user had to take action for the metric to be calculated.




8

but it is an important metric in the sales funnel for understanding

that messaging in some way than if they had seen your messaging as

a result of general exposure. These people move down one level in

the funnel.

recommended your product in a blog post you would report this

readers you estimate they typically have in a day. According to

Compete.com, they have 5,008,518 site visitors a month, divided by

an average of 30 days and you would use 166,950 as the number

of estimated impressions for that mention. If they Tweet the article

you would add an additional 2,316,733 potential impressions based

on their number of followers. This level of exposure is more likely to

generate “engagement” which is the next stage in the sales funnel the

category of Brand Awareness metrics. It’s still considered an exposure

your report.

Measuring Social Media Influence





9

Measuring Social Media Influence

manually by whoever monitors your social channels. They can

status and then have them measure your audience for mentions

above that threshold when the mention occurs. If you don’t, the

data becomes less reliable as audience size changes over time.




10

Engagement is the last stage in the funnel that relates to Brand

Awareness. These powerful metrics tie social media to audience

action, demonstrating its true value. Additionally, social media offers

so many ways for the audience to engage that aren’t available in

traditional public relations and advertising channels, that it almost

feels unfair to compare them against each other. But that’s where the

beauty of social media really starts to shine through and the ability

social media channel including blogs and include them).

Measuring Social Media Engagement


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.




11

To illustrate the above, here is an example from ,

and Paralympic Games. They lead the industry in social media efforts.

Their presence began in 2007 and they have generated over 17,000

followers on Twitter and over 69,000 fans on . Amber

they are using social media,

“Our goal is to drive awareness of Whistler Blackcomb and

generate engagement with our audience. HootSuite helps us

engage with our audience in a consistent way and measure

our results.”

who are responsible for monitoring and engaging in their social media

a combination of traditional marketing channels to drive their audience

including public relations and advertising.

Currently, each member of the marketing team is responsible to

produce reports for their executive team that shows their progress in

driving Brand Awareness and skier visits.

understanding where social media is delivering value to their

organization and reporting is typically done in isolation from other

marketing activities.

Case Study: Whistler Blackcomb




http://www.whistlerblackcomb.com

http://twitter.com/whistlerblckcmb

http://www.facebook.com/whistlerblackcomb

http://www.slideshare.net/hootsuite/hootsuite-casestudy-whistler-blackcomb


12

Case Study: Whistler Blackcomb

found that when shown together it painted a very different picture

from their earlier expectation about performance. As a portion of the

total marketing budget, social media represented slightly over 1%

of budget expenditures. Despite the smaller budget, the analysis

showed that social media supported Brand Awareness efforts by

contributing a 128% lift in the total number of impressions generated

through public relations. That is a huge lift for an effort at the scale of

impact of social media on costs.

revenue and cost. The overall analysis showed that social media

decreased costs in some of the company’s core metrics. The total

cost per impression decreased by 23%, cost per engagement

decreased by 82%, and cost per site visit decreased by 86%. Overall

social media improved Brand Awareness efforts by generating close

to 500,000 different forms of audience engagement.

These results clearly show how social media is contributing to the

efforts of the entire marketing team. Social media is not an isolated

function within your organization. Establishing cooperation amongst

to overall marketing efforts.

Generated close to 500k different forms of engagement from the audience

Generated a 128% lift in total impressions

Decreased cost per impressions by 23%

Decreased cost per engagement by 82%

Decreased cost per website visit by 86%

Whistler Blackcomb Social Media Analysis

Media:




13

Social media can greatly contribute to your overall Brand

and engagement across the entire social web. As our key target

audiences continue to adapt to social media channels we can

leverage our activities to show how we are contributing to public

relations and advertising metrics that the company already has a

history with, giving us a baseline for our analysis. As you build your

measurement strategy for Brand Awareness take a look at what is

currently being reported to the executive team for public relations and

advertising and put social media into the mix to see where you are

delivering improvements.

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


Measurement with HootSuite and Applying Social Media to the Sales

Funnel began the series. Stay tuned for future topics: Measuring

Social Media for Lead Generation and Measuring Social Media for

Customer Retention. The entire series will include tutorials for how you

can use HootSuite to accomplish these measurement strategies.

Summary



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/







http://fullfrontalroi.com/social-media-measurement-bootcamp/





14

About HootSuite

How HootSuite Can Help







04.

05.

About HootSuite







Try HootSuite Pro free for 30

days and get unlimited Social

Analytics reports. Visit:

http://hootsuite.com/Pro to

sign up today.

Or, book a demo of HootSuite

Enterprise, visit http://

hootsuite.com/enterprise to

fill out a request.




http://hootsuite.com/Pro




15


About Nichole Kelly


of . After 12 years in corporate marketing creating






About Whistler Blackcomb

and Blackcomb are two side-by-side mountains which combined

offer over 200 marked runs, over 8,000 acres of terrain, 14 alpine

bowls, three glaciers, receives on average over 1,090 centimeters

information, visit whistlerblackcomb.com.

About Nichole Kelly



http://fullfrontalroi.com/3-steps-to-measure-social-media-impact-on-brand-awareness


http://whistlerblackcomb.com


01HOW-TO




1





















the dashboard:
















or monthly basis.






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2














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Google Analytics.




3



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Getting Started



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About HootSuite














More Resources















02HOW-TO










your website.






















or monthly basis.


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04HOW-TO


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HootSuite Coupon!



Value:










MeasuringSocial Media forCustomer Retention

04




1

Increasingly, we’re seeing case studies of brands who use social

media to help develop better relationships with their customers. Social

media pioneers recognized early on that social media has the ability to

provide answers to customers in real-time to mitigate problems and

discontent. The challenge is in measuring what impact social media

has on customer relationships. From a measurement perspective,

customer service has a long-standing history of metrics that are

used to evaluate performance based on operational objectives. Now,

social media marketers with increased social media budgets1 need

to provide accountability for social media dollars and show how

social media performs against the bottom line. Recently Bazaarvoice

hard ROI this year.

Introduction

MeasuringSocial Media forCustomer Retention04

1Marketing Sherpa released a report that showed that 53% of marketers said their budgets in social media increased for 2011.





2

Introduction

For marketers, this signals a need to change the social media

measurement dialogue from fans and followers to true business

metrics which show our impact on customer retention. This White

Paper will show how to leverage existing metrics and build a

strategy for a more robust customer service report that includes

social media tactics.

HootSuite released Custom Social Analytics Reports within the

dashboard to help marketers and businesses understand the metrics,

of their social media campaigns. This platform provides a streamlined

view of social media performance for your business. Beyond the

Analytics from HootSuite can be tailored to provide a granular analysis

of campaign elements, regional and demographic diagnostics, or an

overview of all social channels. These metrics combined with basic

executive measurement philosophies result in a powerful indication of

what is and isn’t working in your social media strategy, giving you the

ability to adjust and increase value for your organization.





3

Executives want to understand how social media delivers value to the

bottom line. Unfortunately, the new language of social media metrics

compare with traditional marketing channels. To translate social media

into commonly used metrics, you need to convert social metrics to

sales, revenue and cost.

measurement for ROI. We will focus on showing how your strategy

of customer retention is delivering more than your executive team or

clients realize.

Papers, An Introduction to Social Media Measurement with HootSuite,

Applying Social Media to the Sales Funnel and Measuring Social

Media for Brand Awareness

the conversation with your executive team.





http://blog.hootsuite.com/library/white-papers/social-media-roi-introduction/%20


http://blog.hootsuite.com/library/white-papers/social-media-roi-brand-awareness/



http://blog.hootsuite.com/library/white-papers/social-media-roi-sales-funnel/?utm_source=facebook&utm_campaign=hootpapers%20



4

The business case for great customer service is consistent across

most organizations; it is less expensive to keep your existing

customers than it is to cultivate new ones. The cost to acquire new

customers is high and the value in keeping them is even higher.

Social media provides us with a valuable forum for connecting and

responding to customers in real-time, extending the customer service

experience and providing us with the opportunity to immediately

address customer complaints or misconceptions posted online, as

these may not necessarily make it to your company through traditional

channels. This allows your company to participate in conversations

about your brand, products or services, giving you the opportunity to

address negative perceptions and illuminate positive ones.

As you can see in the graphic above, customer retention is a result

of follow-up marketing efforts after a sale is completed, thus cycling

customers back into the top of the sales funnel. It is what we do to

attract our customers and keep them coming back.

Understanding Where Customer Retention Fits





5

While new customers are often the focus of marketing efforts, existing

customers offer a great opportunity to increase revenue for your

organization. There are two ways companies can increase revenue

from existing customers each year:

1. Increase the amount customers spend at each transaction

2. Increase the frequency of purchases made by each customer

These two methods are straightforward for companies who sell

tangible products. For service providers they can be viewed as the

number of hours contracted and the rate billed for those hours.

For those providing a recurring service for a monthly fee we would

look at upgrade or add-on options and renewal rates. This thinking

spearheaded marketing innovations like loyalty programs and

customer-based email marketing programs and can easily transition

into social media.

customers spend more — is it your social media customers or those

from traditional channels?

In order to show how social media contributes, you’ll need to

compare social media customers against a control group who haven’t

interacted with your social channels.

Measuring Customer Revenue


There is a tremendous

revenue growth

opportunity with your

existing customers. Often

we try to locate “new”

sources for revenue and fail

to see that most revenue

growth goals could be

met if we maximized the

potential of getting our

existing customers to spend

more with us.

— Nichole Kelly




6

These metrics will provide insight into the buying habits of social

media customers:

However, the conversation is not only about increased revenue, it is also

The next section, Measuring Customer Loyalty, will go into further detail

on this subject.

Average revenue per customer

Average cost per sale

Average transactions per customer

Measuring Customer Revenue




7

How can you tell if social media customers are more loyal than other

customers? Utilizing customer satisfaction surveys to measure loyalty

is one option. While customer surveys may provide some insight,

you learn only what the customer wants to tell you about his or her

purchase, which may not indicate that customer’s loyalty to your

brand. It’s ideal to use surveys as directional data and rely on hard

numbers for decision making data.

It is actually fairly easy to measure customer loyalty based on behavior

after the sale. The revenue metrics shown in the previous section are

also measures of loyalty. If the customer continues to spend money

with your organization, it is clear that they are showing loyalty and

choosing you time and time again over your competition.

These begin with the frequency of customer engagement online and

Measuring Customer Loyalty


Average number of website visits

Average number of website referrals per

customer

Average time on site

Average number of online mentions per

customer

Customer retention rate

Lifetime value of a social media customer




8

Measuring Customer Loyalty

Being able to show that customers who interact with you through

social media have higher retention, greater lifetime value and more

referrals will give you the business case you need to increase social

marketing outreach and encourage customers to use social media for

their service related questions.

TIP: It is critical to set up a control group of non-social media users and compare them to your social media users so you can accurately determine incremental gains that can be isolated against all other customer service factors




9

The methods of providing customer service vary drastically from one

organization to the next, but there are a few commonalities we can

review in order to discuss the impact of social media.

Many organizations operate a call center to manage customer service

requests. In order to show social media’s role in assisting a call center,

here are a few measurements that social media has an impact on:

Again, the key to understanding these metrics is in the comparison

of customers who have interacted with the social media team against

those who haven’t. Essentially, we want to take core operational

metrics that are used to gauge the effectiveness of your call center

and compare them to social media. Regardless of your customer

service set up these metrics can be used to illustrate everything from

phone support to chat support and most types of support in between.

Measuring Organizational Impact


Cost per customer serviced

Rate of complaints

Cost per resolutionPercentage of issues

resolved online versus

Average number of reported issues per

customer

Cancellation rate Rate of online self-service

Average time to resolution




10

Measuring Organizational Impact

The purpose of this measurement is to determine if customer service

via social media channels reduces cost and leads to faster resolution

than traditional customer service methods; you want to show how

social media helps the organization decrease overall operational

support costs.




11

Measuring social media’s impact on customer retention is a long-

term strategy — it requires measurement over time to properly

demonstrate its impact. Building a framework now will set the

process in motion so soon you will be able to monitor your progress

and deliver a business case for how social media contributes to

the bottom-line. Social media can be a great channel to expand

customer service touch points and lower customer service costs.

The challenge for marketers is to make it a core function of the

customer service team rather than a task to be managed by a select

group of individuals in order to scale with demand. We’ve seen that

social media customers are more likely to be loyal, evangelize more

Summary

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


Measurement with HootSuite, Applying Social Media to the Sales

Funnel and Measuring Social Media for Brand Awareness began the

Media for Lead Generation. The entire series includes tutorials for how

you can use HootSuite to accomplish these measurement strategies.












12

About HootSuite

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social media ROI.






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13


L9'+$%M,.1'4)%N)44E


of FullFrontalROI.com. After 12 years in corporate marketing creating




ROI. She has found that most marketers have the measurement tools



About Nichole Kelly






01HOW-TO




1





















the dashboard:
















or monthly basis.






analytics






2














your social e!orts.














Learn which areas









Google Analytics.




3



Learn More








Getting Started



and Enterprise.


About HootSuite














More Resources















02HOW-TO










your website.






















or monthly basis.


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HootSuite Coupon!



Value:









MeasuringSocial Media forLead Generation

05





1

How do we calculate the ROI of social media to understand how

it affects the bottom line? Many companies are trying to track

as social marketing budgets increase [1] so too does the need for

Increased budgets indicate that executives recognize there is value

in social media, but this faith in social needs to be substantiated by

Bazaarvoice reported that 74% of CMOs

be wishful thinking as measuring ROI isn’t as easy as picking up a

However, there are proven measurement tactics which can provide

provides streamlined ways to deliver better data to show where social

Introduction

MeasuringSocial Media forLead Generation05

1Marketing Sherpa released a report that

showed that 53% of marketers said their

budgets in social media increased for 2011.





2

Introduction

dashboard are designed to measure all aspects of social media

efforts are generating and how many of these convert to sales once




3

If you missed the last four white papers,

Media Measurement with HootSuite,

the Sales Funnel, ,

and Measuring Social Media for Customer Retention it is highly

In review, executives want to understand how social media delivers

value to the bottom line, a very different conversation from that of the

growth of your social audience using the newly created language of










http://blog.hootsuite.com/social-media-roi-customer-retention/%20


http://blog.hootsuite.com/library/white-papers/social-media-roi-sales-funnel/?utm_source=facebook&utm_campaign=hootpapers%20


http://blog.hootsuite.com/social-media-roi-customer-retention/%20


4

We understand that social media is about building relationships

and dialogue with our prospects with the hope that when they are

makes sense to have social media channels dedicated to “deals” and

in social media channels and “pushing the sale” would be unnatural

Unfortunately, because of this, attributing sales to long-cultivated

(discussed in previous white papers) driving the prospect to action

Ultimately, measuring the lifecycle of the sale will help us to

Understanding Where Lead Generation Fits





5

Social media opens the door to another type of lead called the “soft”

with their basic contact information when we offer them something

prospects helps to generate “soft” leads which can be very valuable

Creating Space for the "Soft" Lead

What is a soft lead?A soft lead is a lead that has provided you with their contact information and shown interest in your products, but has not purchased a product yet.

— Nichole Kelly


Offering “special content” in exchange for email contact information

develop an email strategy around converting soft leads it can lead

acquire “soft” leads with very little cost, leaving you a nice buffer to




6

Creating Space for the “Soft“ Lead

continue to spend marketing dollars to convert them before you hit

yet, we measure the value relative to the cost of the lead:

Pay Per Click Advertising

$12 cost per click

$85 cost per lead

$150 cost per sale

Social Media Campaigns

$6 cost per click

$15 cost per lead

$15 = $70

order to convert them into customers and they would still be $65 less

Cost Metrics

Cost per Site Visit

Cost per Impression

Cost per Click

Cost per Lead

Example of content designed to generate

soft-leads from HubSpot




7

kind of content do we have that prospects are willing to provide an

email address to receive? When someone comes to our website from

a social media channel is there a clear call to action for this content?

we receive their email address what do we do with it? How can we

develop an email marketing strategy that will help convert these leads

into customers?

Creating Space for the “Soft“ Lead




8

developed a successful soft lead generation and follow-up strategy

When measuring prospect conversion you also want to use traditional

Measuring Prospect Conversion


COST METRICS REVENUE METRICS SALES METRICS

Cost per social media campaign Revenue per social media channel Units per social media channel

Cost per social media channel Revenue per social media campaign

Units per social media campaign

Cost per conversion Revenue per customer Units per customer

Cost per customer




9

compare social media lead generation activities with a “control group”

Unfortunately, it isn’t as simple as turning on a light switch and

is to be able to compare what is happening with your social media

prospects against what is happening with traditional advertising leads

Measuring aControl Group


TIP: Measuring a control group allows you to show early results of growth and improvement giving your lead generation strategies time to begin delivering.




10

You can track social media campaigns by utilizing HootSuite’s

Tracking Social Media Campaigns

Combining Google Analytics’ goals and funnels with HootSuite’s ow.ly shortener gives you insight into what is working to drive prospect conversion.

— Nichole Kelly





11

Campaign History

at the lifecycle of the social media lead, it is likely that the social

media lead interacted with your social media channels early in the

the customer may actually convert through a traditional advertising

solve the problem, however at the end of the day they aren’t tying

understand a little more about the campaign history, you are missing

Tying to Revenue

you will need to pass the campaign history into your revenue tracking

Challenges with Tracking





12

RS Components is the world’s largest supplier of electronic and

are primarily a business to business focused company providing

electronic components to well known consumer brands who create

operating companies based in over 25 countries, including France,

campaign involved supporting the launch of an iPad app to view their

Case Study:RS Components




http://www.youtube.com/watch?v=S3bxQOuvp14&feature=player_embedded


13

Case Study: RS Components

history as a traditional print publication with hundreds of thousands

Ultimately, if there was an audience for an electronic version of the

publication it could help expand the reach of the publication and

The RS Components Road to Conversion

RS utilized the iPad app as a soft-lead conversion strategy, similar

to what was discussed earlier in the white paper, and it delivered




14

When compared to a similar pay-per-click advertising campaign for

Designspark, a free software application offered by RS Components,

289% increase in total impressions

169% increase in engagement

1453% increase in leads generated

44% decrease in cost per soft lead

In the top 10 most downloaded apps in the UK within the

Case Study: RS Components




15

Measuring lead generation in social media still has its challenges, but

Summary

Want more on measuring lead generation? Check out the

Full Frontal ROI social media measurement boot camp

course “3 Steps for Measuring Social Media’s Impact on

Lead Generation” with almost 40 pages of step by step

instructions for collecting lead generation data including

hands-on activities and worksheets at http://fullfrontalroi.

com/social-media-measurement-bootcamp/


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


Measurement with HootSuite, Applying Social Media to the Sales

Funnel, Measuring Social Media for Brand Awareness and Measuring

Social Media for Customer Retention began the series. The entire

series includes tutorials for how you can use HootSuite to accomplish

these measurement strategies.













http://blog.hootsuite.com/social-media-roi-customer-retention/

http://blog.hootsuite.com/social-media-roi-customer-retention/


16

About HootSuite

How HootSuite Can Help

01.

02.

03.

04.

05.

About HootSuite




WordPress and other social networks securely via web, desktop






sign up today.




fill out a request.



http://hootsuite.com/enterprise%20





17


About Nichole Kelly


of





About RS Components

RS Components is the world’s leading high service distributor of

the Group distributes 550,000 products ranging from semiconductors

product and service portfolio supports the entire product lifecycle

from R&D through pre-production to maintenance and repair, shipping

About Nichole Kelly





http://www.rs-components.com


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Hootsuite sm roi 5 part series

Business

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