Tag: social ROI

Track Social Success: Unified Integrates awe.sm with Hootsuite

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Normally, we like to shake things up in the social space — giving you new approaches to understanding and tracking the success of your social strategies.

Today, we’d like to focus on keeping things simple.

Rather than disrupt the tools and processes you’ve put in place to execute a killer social strategy, we’d like to shed some light on a recent integration we’ve set up to compliment them.

We know that much of the work that goes into your social strategy is the distribution of your content. We understand the time that goes into this portion of the process and the fact that the processes used here must scale as you increase your distribution. If you’re lucky, you’ve created a well oiled machine — with a team that’s innovative but also consistent. And in this case, incorporating new technology into the flow can be daunting… We hear you and as a result, we’re making it a point to integrate and deploy Unified’s technology throughout the social marketing landscape.

Our most recent integration is Hootsuite.

As one of the most popular social platforms used to distribute content, we put a focus on partnering with Hootsuite so that social teams are able to leverage Unified’s awe.sm technology to understand what content is driving results. The ability to learn and optimize is key when marketers are looking to take their owned marketing strategy to the next level.

Enterprise Hootsuite users will now be able to create awe.sm short links within their Hootsuite account — without interrupting their flow or adding any new steps.

The integration allows users to expand their social marketing activity by providing a holistic view of their social funnel, tracking analytics from the post to the on-site conversion. With the awe.sm integration, customers can optimize the return of their social media marketing investments by attributing real business results to their social activity.

Through the awe.sm integration in HootSuite, you can:

  • Create awe.sm links: Shorten, customize, and track social activity on the links you share across your social media channels.
  • Track conversions: Bridge the gap between social engagement and web analytics with awe.sm’s closed-looped system.
  • Identify content that resonates: Determine which of your posts make the most impact, what drives the most traffic and engagement, and what messaging starts the most conversations.
  • Discover top performers: Find out who is amplifying your message and sharing it with their followers. Gain visibility on what content they share, measure the impact they create, and connect with them directly.

For more on the integration, we invite you to check out the recording of our recent webinar:

The $65,000 Tweet: How to track social to offline and digital sales

 

Want to know when to post for maximum ROI? Now, awe.sm tells you.

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You likely remember that last week we introduced Insights, an experiment-in-progress to help marketers more easily understand what’s working and why. We’re still looking for help — get in touch to try it out, see what optimizations it recommends for maximizing your ROI, and share your feedback with us.

awe.sm uses sophisticated visualization techniques to indicate good and bad performance

This week we begin a deep dive into some of Insights’ current features and what they can do for you. First up: when to post.

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Little boxes, on the desktop

As features go, this one is pretty difficult to miss: a gigantic heat-map in the middle of your Insights screen.

What is it?

This Insights feature makes recommendations on when to make social posts, based on your previous posts’ performance.

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How does it work?

We’re able to make recommendations based specifically on whether you care most about trafficon-site conversion activity, or transaction values.

The default view, Clicks, shows the day and time when your posts are likely to receive the most clicks. The more colorful squares indicate periods whose posts received high click activity; the lighter colors indicate less.

  • This doesn’t show when clicks happened — it shows when you made the posts which got clicks.

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Use the pulldown to switch to Conversion counts to see when you ought to make posts which receive the greatest on-site activity. Depending on what custom conversion goals you’ve defined, this activity could be pageviews, downloads of your app, people submitting a form … whatever they are, in this mode, the heat-map will show darker colors for periods when you made posts which led to the greatest quantity of these taking place.

  • Bears repeating: remember, this doesn’t show when those conversions took place — it shows when you made posts which led to those conversions.

If your site includes conversions with dollar values attached — for example, shopping-cart transactions — then the third pulldown option, Conversion values, is probably the most exciting. See at a glance when to make posts which lead to the highest revenue. We think this is pretty much the holy grail of social media optimization.

Why does it matter?

If you’ve given this a whirl, you’ve almost certainly noticed something peculiar: the best time to post to maximize clicks isn’t the best time to post to maximize conversions.

This may seem illogical at first, but it makes sense when you consider the various personas of visitors to your site. During the workday, a follower may be willing to click more links in her social streams, and browse more page content — sure beats writing those TPS reports… — but Sunday night may be when she has the wallet out and she’s ready to buy.

Knowing exactly when your posts lead to each desired outcome is necessary if you want to understand how your marketing works and how to improve it. Savvy marketers have used this level of scrutiny to optimize their web marketing for years; now awe.sm is helping to optimize social media marketing too.

Keep in touch

Remember, we warned you: all of this is an experiment, so we’ll be continuing to tweak our algorithms to improve accuracy based on what insights are most useful to you. At the same time, the more you post, the more data we crunch; and the more feedback you provide, the more we’ll learn. So:

  • Current awe.sm customers: Keep plugging and chugging and use the feedback button with frequency and fervor.
  • Future awe.sms: We need your help too. Get in touch and we’ll add you to the experiment posthaste.

Stay tuned

Next week, we learn how to identify and engage top amplifiers. Are you excited? We’re excited.

*Originally published on the awe.sm blog

Track social ROI across multiple channels

*Content originally written by Fred McIntyre and published on awe.sm blog

When I joined as awe.sm’s CEO a few months ago, I outlined the excitement within the social marketing landscape, and the incredible opportunity to help business better navigate and understand the growing global social media audience.

By the end of this year, there will be over 1.8 billion people using social media — and the dollars brands are budgeting in outbound social marketing are growing at a fast clip too.

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In July, we rolled out awe.sm for marketers, which built on the capabilities of awe.sm’s excellent developer platform to equip marketers with easy-to-use social media analytics tools. Uptake in the market has exceeded our expectations.

Brands are looking for ways to connect outbound social marketing efforts with real, dollars-and-cents, consumer actions. Marketers today — 85% in a recent CMO study — either don’t know or have only a “qualitative feel” for how the dollars they spend on social marketing deliver performance against real business goals like purchases or newsletter sign-ups. Finding ways to measure the ROI of the dollars being spent on social media marketing, and using this intelligence to reach business goals, has eluded most marketers.

Today, awe.sm is taking the wraps off a solution. What we’ve built gives marketers a single source — think of it as a powerful telescope — to get a clear picture of what had been a murky “dark social” universe. It’s an all-in-one dashboard within awe.sm that gives brands and agencies a very precise view of how different social channels drive conversions — sales, registrations, or other consumer actions — in direct comparison. I’ll be demonstrating it today at the iMedia Breakthrough Summit’s Next Wave Competition & Showcase in Austin. You cancheck out our media announcement here.

We’re big believers in social media’s potential and influence. Helping business more effectively navigate and measure this world will drive innovation and growth. I’m really excited about what the team here at awe.sm has built and can’t wait to show you how well it works.

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