8 Tips for Social Business Part 7

Measure ROI

Written by Evan LePage. Originally posted on HootSource.

It’s important for social data to be relevant to stakeholders within organization, but often they speak only to the practitioners. This makes it difficult to communicate value, or to make important decisions related to the use or investment in social media for the organization. It does not need to be so. Tie social to the big picture by linking it to organizational and departmental goals. Users can start with tracking the Like, @mention, Retweet or Follow, but tap in to the power to go much further and deeper. Build the capacity for measurement into every social action. Use URL shorteners, like our own ow.ly links, to track your click-throughs. Integrate Google Analytics and Facebook Insights to track on-site conversions or drill in to geographic disparities in data.

One of the more powerful, recent integrations at Hootsuite is our partnership with Adobe SiteCatalyst. For the first time ever, you’re able to track the path from social message to conversion and attach a dollar value to individual social messages against Key Performance Indicators. You’re able to see which social platform performs best against certain kinds of messaging, analyze which of your Social Advocates is driving more revenue per message and understand what times of day work best for which kinds of communication. MediaLeaders, working on behalf of The Palms Hotel in Las Vegas, ran a compelling pilot study of this capability in 2011 where they were able to directly link room reservations to individual tweets.

Reporting is important. With Hootsuite you can use data gained from Adobe SiteCatalyst, Webtrends, Facebook Insights, Google Analytics, Google+ Pages Analytics, Twitter Profile Stats, our own custom ow.ly Click Stats to generate easy, drag and drop social analytics reports shared easily by email. More importantly, you can analyze that data to optimize future programs and messaging.


Engaged Employees Engage Your Customers

Written by Matt Foulger. Originally posted on HootSource.

Connecting to a New Generation of Employees

A desire to see the company succeed is crucial for advocates, and this cannot be created by corporate mandate. Compulsory advocacy negates the entire point of bringing employees onto social media: creating a transparent and authentic business environment that resonates with customers.

So what motivates an employee to advocate on behalf of her company? The same factors that motivate her to do anything more than go through the daily motions at work. In other words, if she feels engaged in her work, she’s far more likely to engage customers. In Germany, Gallup found that 81% of engaged workers are willing to provide positive recommendations of their employer’s products and services, compared to 18% of actively disengaged workers.

The 2012 Global Workforce Study (GWS), conducted by Towers Watson, an HR consultancy, measured the extent of engagement in more than 32,000 workers in 29 countries. Employees are categorized as “highly engaged” in the GWS if they commit discretionary effort to achieving work goals, work in an environment that supports productivity in multiple ways, and feel energized by a work experience that promotes well- being. Disconcertingly, only 35% of respondents fit this description. But this year’s study, like previous editions of the GWS, indicates that employees want to be engaged. Generally, a lack of incentives is not the issue. Instead of relying exclusively on reward- oriented programs, companies can attract, motivate and retain talent by changing the texture of everyday work life:

“First… the drivers of sustainable engagement focus almost entirely on the culture and the relational aspects of the work experience. These include the nature, style and quality of organizational life… Second, the impact of these drivers is felt through thousands of interactions — positive and negative, large and small — that play out daily across an organization.”

From Towers Watson Workforce Study – 2012

If corporate leaders want a passionate, stimulated workforce, they should focus on the culture and technology that define how people interact within their enterprise.

8 Tips for Social Business Part 6


Written by Evan LePage. Originally posted on HootSource.

Fear over losing control is an understandable barrier to implementing social media across an organization. It is important to note that mistakes are preventable. In many popular cases the missteps were handled well and the damage to each organization was more along the lines of temporary embarrassment than anything permanent, but why not stop them before they occur?

Hootsuite developed Secure Profiles specifically in response to instances like these to put a solid measure of prevention in place. This provides an extra prompt when publishing to important branded accounts, preventing errant posts intended for personal accounts.

Limited Permissions is another unique security feature. Hootsuite offers multiple levels of account access and places limits on which team members can participate in outbound social conversation directly. The Limited Permissions puts control over publishing firmly in the hands of those who are most trusted. Your social tools should too.

Team members are also easily added and removed as organizations expand and contract. Removal is instantaneous in the event that a team member isn’t exiting on good terms. The now infamous @MarcJacobsintl intern meltdown where CEO, Robert Duffy was described as a “tyrant” by an over- worked intern would have been prevented by using Hootsuite’s Limited Permissions setting to limit his access to publish without approval.

All About Ads: Facebook Ads 101

Facebook marketing has revolutionized the way digital marketing is done, in many ways possible. What used to be just banner ads on the internet can now be done in many forms, especially in this vast social media platform. Here are some of the types of Facebook ads you need to know:

Creating a public page
You can always start with the conventional type of Facebook Marketing, which is setting up a public page for free. All you need to do is to maintain posts and update the page regularly. It comes with all the necessary tools and self-service interface that is easy to use, even for beginners. This is cost-effective, and very easy to manage.

Sponsored Ads: Domain Ads
Domain ads are the most common type of paid ads that you would often see, and when you click, would take you to an external site. These ads are normally done to increase site traffic and improve customer interaction. Domain ads can also illustrate social context like for instance, a certain friend “likes this page/site.” For this to take place, Facebook should be able to go with the target URL of your domain ad with a relevant Facebook public page.

Event Ads
Event ads are very helpful if you need total exposure for the publicity of your events. It is also shown on the right hand side of the desktop, with a maximum of 90 character description.

Mobile app ads
As the name suggests, this kind of ad only shows up when a user is on mobile view. Once the ad is clicked, the ad directly leads the user to AppStore or Google Play to install the mobile app. The effectiveness of the ad is measure by the number of downloads, while being integrated with Facebook.

Page post ads
The easiest and widely used type of ad is the page post ad, in which your Facebook page can be posted as ‘sponsored’ or ‘promoted’. Once the user clicks on the link, Facebook will direct it to the public page.

Offer ads
Offer ads are useful and enticing, especially when written well. The key to a successful offer ad is to include the important details, the number of people who previously accepted the offer and the expiration date. The photo should also speak a lot, because it’s what the users would notice at first glance.

Sponsored Stories

Besides the usual ads, sponsored stories can also be purchased through Facebook Marketing. These are frequently the most interactive type of ads. They are, in reality, support and endorsement made by the user’s friends, and thus tend to get higher click-through and rates of engagement.
Once a person likes a certain page, it becomes an ad that appears onto other user’s new feed. This is more effective in some cases because the credibility of a recommendation from friends is likely to be higher.

There are certain types of stories ad. Some include page or place ad, which was mentioned earlier, the app story, game played or even event RSVP sponsored story. All of which work similarly, by showing who among your friends list are using the same app or going to the same event.

We have a new program that we are rolling out geared towards business owners new to Facebook and their advertising options.

August’s Quick Tips

We made this awesome infographic how-to on creating an Optimized Email Campaign. What are your tips for email campaigns?

Optimized Email from Simplified VA, virtual assistant office