measuring social media for lead generation

www.fullfrontalroi.comwww.hootsuite.com

MeasuringSocial Media forLead Generation

05

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

http://www.fullfrontalroi.com

http://www.hootsuite.com


1

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

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

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

Increased budgets indicate that executives recognize there is value

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

Bazaarvoice reported that 74% of CMOs

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

However, there are proven measurement tactics which can provide

provides streamlined ways to deliver better data to show where social

Introduction

MeasuringSocial Media forLead Generation05

1Marketing Sherpa released a report that

showed that 53% of marketers said their

budgets in social media increased for 2011.



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

Review of Core Measurement Philosophies




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


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


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

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


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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





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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




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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




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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




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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.




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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





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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




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

Summary

Want more on measuring lead generation? Check out the

Full Frontal ROI social media measurement boot camp

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

Lead Generation” with almost 40 pages of step by step

instructions for collecting lead generation data including

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

com/social-media-measurement-bootcamp/

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

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

social media measurement. An Introduction to Social Media

Measurement with HootSuite, Applying Social Media to the Sales

Funnel, Measuring Social Media for Brand Awareness and Measuring

Social Media for Customer Retention began the series. The entire

series includes tutorials for how you can use HootSuite to accomplish

these measurement strategies.




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









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

HootSuite helps consumer brands, global enterprises, SMBs and

agencies spread messages, monitor conversations and track results

Using HootSuite’s business focused tool set, teams can

WordPress and other social networks securely via web, desktop

Free! 30 Day trial of HootSuite Pro

Try HootSuite Pro free for 30

days and get unlimited Social

Analytics reports. Visit:

http://hootsuite.com/Pro to

sign up today.

Or, book a demo of HootSuite

Enterprise, visit http://

hootsuite.com/enterprise to

fill out a request.



http://hootsuite.com/enterprise%20

http://hootsuite.com/Pro

http://hootsuite.com/enterprise



17

Nichole Kelly - Social Media Measurement Coach

About Nichole Kelly

Nichole Kelly is a social media measurement coach and the publisher

of

accountable marketing teams, she used her talents to create a

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

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

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

About RS Components

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

the Group distributes 550,000 products ranging from semiconductors

product and service portfolio supports the entire product lifecycle

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

About Nichole Kelly



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

http://FullFrontalROI.com

http://www.rs-components.com

Overview ofSocial Reportingwith HootSuite

01HOW-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.




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://fullfrontalroi.com


http://blog.hootsuite.com/library

Integrate Google Analyticsand HootSuite

02HOW-TO



http://hootsuite.com

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

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





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

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






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?

How does campaign tracking work?

Here are some recommendations for getting started with Goal Tracking:

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

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

pages you’ll be tracking conversions from.

Goal Tracking for End to End Reporting Capability








an overview of entire campaigns.








or monthly basis.






analytics

1.



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

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

http://www.google.com/support/analytics/bin/answer.py?answer=55515%20



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

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






How-To Shorten URLs in HootSuite and Append Campaigns


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

04HOW-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

http://hootsuite.com/social-analytics%20

http://hootsuite.com/social-analytics%20

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

05HOW-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


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








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











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Value:

$25 credit towards Analytics PointsRedeem code: HOOTROI






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measuring social media for lead generation

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