Top Analytic Tools For Social Media Marketing

As social media plays a larger and larger role in modern digital marketing practices, firms should begin looking towards analytic tools to help monitor the lead generation and return on investment of their social media strategies. The goal here is to discover which social media campaigns were successful and why. So without further here is a list of the top analytic tools for measuring social media productivity.

  1. Hootsuite: Though typically looked at as a social media management platform the web application features several different customizable reports and analytic tools to help clients track lead generation and sale conversion. Hootsuite is of some serious interest these days particularly after the company recently purchased social analytics leader uberVU. But regardless of this recent acquirement, Hootsuite offers Facebook insights, click statistics, organization analytics, and all around analytic reports.

  1. SproutSocial: Founded in 2010 this analytic tool allows its’ users to monitor their brand engagement through keyword usage statistics and competitive evaluations. Both allow companies to see how their user engagement is prospering and how they are performing against their top competitors.

  1. Klout: More focused on a micro level rather than a macro, Klout allows its’ users to view a collective score stemming from the entirety of their social activity. The score ranges from 1-100 and lets users track their popularity on some of the most popular social media channels. A few months ago the company released Klout for Business which applies the same individual characteristics of Klout to firms across the world.

  1. SimplyMeasured: Specializing in full social reports, SimplyMeasured has a great design to go with its’ great data and, offers its’ data in Excel format. Another great aspect is their competitive benchmark tool which allows businesses to set goals for themselves while maintaining a well rounded idea of the competition.
  2. Google Analytics: Of course Google has a social analytics program–what don’t they offer really? Anyways Google Analytics is a great web application and although it may look a little plain in comparison with the designs of the other sites, it displays great statistics on social web behavior. A really great feature is an “Activity Feature” which allows users to view who is talking about their company on social media in real time.

Social Media Marketing to Promote Hunger Games

Many are looking to see how Hunger Games, Catching Fire does this weekend at the box office. In 2012, Hunger Games set a record that would be hard to beat with a $155m weekend opening.  Hunger Games was an runaway hit and became the center of conversations among many. The Lionsgate film broke all Fandango records for movie pre-sales, selling out more than 1200 showings.

So the question remains how did this move become such a phenomenon? The answer lies in its social media marketing using accounts like YouTube and Facebook. A start-up called thismoment, created the social infrastructure that helped catapult Hunger Games into  an international sensation. “They started their social program way back in summer 2011.  Lionsgate adopted a ongoing continuous process for  improvement based upon user data from their social channels. This is part of a trend where smart marketers are adopting a new approach, one that leverages dynamic customer input instead of the old style of phased, programatic marketing campaigns.” says Vince Broady, CEO of thismoment.

Lionsgate and thismoment launched a campaign with a series of social promotions on YouTube, Facebook, and other social sites a year before the movie’s release in order to begin building interest and buzz. Part of the campaign was the development and dissemination of engaging videos about the characters in the Hunger Games as well as partnerships with brands like MTV. By exposing their audiences to the stories beforehand, Lionsgate and thismoment got viewers interested and excited for the release. Large portion of the campaigns included user-generated content like video submissions, one of the popular trends in social media marketing.

“In the past just getting a social media campaign up and running took all the resources and creative was limited.  Now it’s not a problem to execute the mechanics of a social campaign so the creative is becoming a much more critical factor” according to CEO of thismoment Vince Broady.

New Social Media Marketing Tactic: Twitter Cards

Marketers have been struggling to find what tactics can generate the most leads from their social media platforms. Usually, social media is used to increase awareness and engage the community, but now Twitter has introduced a new feature to capture data, find leads and (hopefully) convert customers. I gladly introduce you to Twitter Cards, but before I show you how to use them, let me give you some context. According to recent IPO documentation, 500 million tweets are sent each day. Thus, the competition is steep and cutting through the noise becomes more and more difficult as new accounts are created each day. The beauty of lead generation cards is that you can collect users’ information right on their timeline and they don’t have to click-through to your website and interrupt the timeline scrolling.

World, I’d like you to meet Twitter Cards. Twitter Lead Generation Cards are easy-to-use mini landing pages that are embedded into your promoted tweets. This new feature will increase conversion rates.

Here’s an example from The Barista Bar.

Twitter Lead Generation Card
consistent message example
featured image example

Make sure your have a system in place to track your incoming leads

It is important that you have some way to organize the information that you are collecting through Twitter whether it be with an email service provider or a customer relationship management program. Currently, the following providers integrate with Twitter lead generation cards: Eloqua, ExactTarget, HubSpot, Infusionsoft, LoopFuse, MailChimp, Marketo, Optify, Pardot, Sailthru, Salesforce and Silverpop.

To begin using Twitter for lead generation, sign up for Twitter Ads.