Whitepaper02hsfullfrontalroifunnel 110524180235-phpapp01

02
Applying Social Media
Measurement to the
Sales Funnel

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

www.hootsuite.com www.fullfrontalroi.com

02 Applying Social Media
Measurement to the
Sales Funnel

Introduction
For many, social media measurement feels like an uphill battle; the
challenge of tying social media results to traditional metrics is Increased budgets for
increasingly important to overcome. Recently, Marketing Sherpa social media came
released a report that showed that 53% of marketers said their at a cost marketers
budgets in social media increased for 2011. According to the report weren’t prepared for...
from Bazaarvoice accountability.
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 — Nichole Kelly
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.


1

Introduction

HootSuite recognized the need for real social metrics and released
the new Custom Social Analytics Reports in their social media
dashboard. This platform provides a new level of insight on how
social media impacts your business. Social Analytics provides metrics
beyond those available anywhere, like fans and followers, but gives
you metrics that help you make better decisions. These include
the number of site visits generated by social media campaigns
and conversion rates from those delivered to your site from social
channels. Combining this data with basic executive measurement
philosophies will provide concrete reports on what is and what isn’t
delivering in your social strategy.


2

Measurement to the
Sales Funnel

Review of Core
Measurement
Philosophies
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.


3

Measurement to the
Sales Funnel

Applying Social
Media Metrics to the
Sales Funnel
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.


4

Applying Social Media Metrics to
the Sales Funnel

!"#$%&'(

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.

5

Applying Social Media Metrics to
the Sales Funnel

This opens the door to direct communication in order to generate a
sale. The second phase is the actual sale of your product or service.

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

1(-()-0$)

The cycle does not end with a sale. You continue to nurture the
relationship and hope to generate future sales and/or keep them as a
customer for as long as possible. This is an area of the relationship that is

For example, imagine a Twitter follower who has traveled through
each phase in the buying cycle. Measurement will determine how
quickly he or she moves through the phases, how much and how
often he or she bought, and how long he or she remains a customer.
These details will position social media leads against other marketing
channels to determine if the results are better, worse or the same,
allowing you to adjust your tactics accordingly.


6

Measurement to the
Sales Funnel

Translating Social
Media Goals to the
Sales Funnel
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.


7

Measurement to the
Sales Funnel

Using Campaigns to
Track Leads through
the Funnel
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.

1. Using custom URL 2. Because Google Analytics is
parameters in Ow.ly built into your campaign links,
links you can track you’ll follow the customer from
click-thrus source to conversion page

4. Conversion will show up in
3. your report telling you which
attached you see if sources were most successful
they convert (or buy) (Facebook, Twitter, email etc.)


8

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.


9

Measurement to the
Sales Funnel

Summary
Utilizing the sales funnel to explain social media results will more
clearly demonstrate how your actions are measuring up against goals. HootSuite Social
Campaign tracking will allow you to identify where leads are within Analytics provide a
the process and correlated numbers with each stage in the funnel. new level of insight
on the impact of
social media on your
time is now…your data is waiting. business, providing
deep decision-making
This white paper is the second in a series dedicated to understanding metrics beyond fans
social media measurement. An Introduction to Social Media and followers to help
Measurement began the series. Stay tuned for future topics: you evaluate your
Measuring Social Media for Brand Awareness, Measuring Social strategies.
Media for Lead Generation and Measuring Social Media for Customer
Retention. The entire series will include tutorials for how you can use
HootSuite to accomplish these measurement strategies.

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

HootSuite’s new social analytics dashboard can help you get there.
Check out these How-To guides so you can start gathering the
metrics you need to apply these measurement strategies.

01. How-To Integrate Google Analytics and HootSuite
02. How-To Add Google Analytics to your web site
03. How-To Add Goal Tracking and Campaigns to Google Analytics
04. How-To Shorten URLs in HootSuite and Append Campaigns
05. Creating a Custom Social Analytics Overview Report

10

About HootSuite

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

HootSuite helps consumer brands, global enterprises, SMBs and
agencies spread messages, monitor conversations and track results
across multiple networks from one centralized dashboard.

Using HootSuite’s business focused tool set, teams can
collaboratively schedule updates to Twitter, Facebook, Linkedin,

or mobile platforms. HootSuite clients track campaign results and
industry trends to rapidly adjust engagement tactics and increase
social media ROI.

Free! 30 Day trial of HootSuite Pro

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

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


11

About Nichole Kelly

Nichole Kelly is a social media measurement coach and the publisher
of FullFrontalROI.com. After 12 years in corporate marketing creating
accountable marketing teams, she used her talents to create a
systematic way to measure social media and put it into the context of
where it is delivering value to your organization and show bottom-line
ROI. She has found that most marketers have the measurement tools
they need and with the right language and the right strategy to put the
pieces together, they can deliver results.

Nichole Kelly - Social Media Measurement Coach


12

01 HOW-
TO

Overview of
Social Reporting
with HootSuite


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.


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.


3

02 HOW-
TO

Integrate
Google Analytics
and HootSuite


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

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,
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


02
HOW-TO
Integrate
Google Analytics
and HootSuite

About HootSuite
Learn More

enhanced features in HootSuite dashboard: brands, global enterprises, SMBs
networks from a centralized web

Using the native business-
focused tool set, HootSuite


More Resources
and Enterprise.

There are a number of ways to


03 HOW-
TO

Add Goal Tracking
and Campaigns to
Google Analytics


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
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 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
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,
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.


2

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

About HootSuite
Learn More

How-To Shorten URLs in HootSuite and Append Campaigns Using the native business-

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


3

04 HOW-
TO

Shorten URLs in
HootSuite and Append
Campaign Parameters


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.


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
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.

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


3

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

About HootSuite
Learn More


focused tool set, HootSuite

More Resources
and Enterprise.



4

05 HOW-
TO

Create A Custom
Social Analytics
Overview Report


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.


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
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


2

05
HOW-TO
Create A Custom
Social Analytics
Overview Report

About HootSuite
Learn More

brands, global enterprises, SMBs


More Resources
and Enterprise.

HootSuite Coupon! Sheets and White Papers which
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.

3

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Whitepaper02hsfullfrontalroifunnel 110524180235-phpapp01