Assignment 4: Zuum Social Analytics Reporting Platform
Zuum: Social Media Analytics Solution
Introduction
As a social media marketer by trade, I am always interested in tools and add-ons that can assist me in providing a more comprehensive overview of the state and progress of my social media marketing efforts.
Google Analytics provides a relatively comprehensive overview of the Facebook, Instagram, Twitter and Pinterest platforms for ZO Skin Health with the following metrics: contributed sessions, bounce rate, pages per session, average session duration, ecommerce conversion rate, and revenue.
These metrics are valuable in that they provide a report on the status of my social media efforts, and when the data is segmented and compared to previous data, I can observe the progress of our social efforts as well. While Google Analytics provides effective data for measuring our own social media platforms, I am provided with no data or comparison with competitors’ social media platforms, which is valuable for industry positioning.
Zuum: An Introduction
Founded in 2011, Zuum is a social content analytics and reporting tool that coordinates with Google Analytics to provide additional social media details for your business that can direct content efforts in a variety of impactful ways.
Zuum analyzes the following social media platforms: Facebook, Twitter, YouTube, Instagram, Google +, Pinterest, and LinkedIn. To be honest with you (though quite embarrassing), in my social media analytics reporting, I manually create a social media competitive analysis tracking in Excel, monitoring our top competitors Facebook, Instagram, Twitter, YouTube and Pinterest accounts and their numbers. It looks like this:
This tracking, though manual and likely not the best use of my time, really does help me to monitor our standing among competitors, observing an increase or decrease in rankings on a monthly basis. I can gather some data on social media monitoring from Meltwater, a monitoring service that I use to supplement my reporting, but Zuum provides more holistic and focused reporting.
Zuum would prevent me from having to manually pull this data into Excel, and provide me more actionable content analysis and metrics that bode well for social strategy including: Growth Rate % for each social media platform, Growth Rate % for all social media platforms, posts and engagement for all campaigns, posting and engagement by day, frequency of posting and key terms (Zuum, 2017). See the reporting sample, below from the Zuum website:
Zuum. (2017). Full Social Media Competitive Analysis. Retrieved from https://zuumsocial.com/product/social-media-competitive-analysis/
You can also export competitive content reports that include the actual visuals (photos, video snapshots, infographics, etc.) of actual content used from your competitors. This would be helpful when establishing social media strategy to determine what is successful and what is not successful in the market. According to Content Marketing Institute, Zuum “help us understand the kinds of content we can and should be producing to improve upon share volume” (Sietsema, 2016).
Zuum provides an influencer report function, as well, which will allow businesses to “see which brands, celebrities and influencers your competitors are partnering with” (Zuum, 2017) by showcasing their post frequency, their engagement rate, their total likes, total shares, and total comments.
Zuum platform also offers historical data for social media platforms, it works on all devices including your iPad, and you can download PNG files of competitive posts. Zuum offers 5 packages for customers ranging from a free service to $1,299/month for 350 social media profiles.
Zuum + Google Analytics
Zuum and Google Analytics are very compatible platforms, with Zuum providing context for data collected on the Google Analytics platform. You can observe spikes in traffic on your site in correlation to social media content, determining the most effective social media campaigns. On the Zuum platform, you can incorporate ecommerce and goal metrics into your reporting, comparing to your social campaigns to determine which campaigns provide the highest ROI.
While you cannot integrate Zuum into the Google Analytics platform, you can pair the reporting features from both platforms to further explain data, creating a more comprehensive overview on social media referral traffic and leveraging this data for strategic planning.
Real Life Application
Unfortunately, the “free trial” option on Zuum was not working for me, despite trying two different email addresses, so I’m leveraging feature overviews on the Zuum platform cross checking with Google Analytics for this example.
Let’s say I want to run a holiday campaign on social media. This campaign leverages multiple facets of the marketing mix including a GWP or a sales promotion, a hashtag campaign, and advertising. The holiday campaign sounds like this:
Deck the halls with #ZOBlue! What do the holidays mean to you? Post a picture of your favorite holiday activity with the hashtag #ZOlidays on Instagram. Every person who posts using the hashtag #ZOlidays will get a coupon to receive a bottle of Instant Pore Refiner and a limited edition ZO Skin Health + Sugarfina candy box with their next purchase to celebrate the holidays!
The purpose of this campaign would be to seed our new product, raise brand awareness through a hashtag campaign, and drive sales through our ecommerce site.
Google Analytics would provide the following metrics: Instagram traffic, time spent on site, Instagram revenue contributions, Instagram conversion rates, % of new users, bounce rate, and a few other key metrics post campaign.
Zuum, on the other hand, would provide actual engagement rates, hashtag monitoring, likes, and comments (Zuum, 2017) on all posts related to our #ZOlidays campaign, which I could then pair with the Google Analytics report to determine the efficacy of this campaign compared to sales from social media last year during the same time period.
With both reporting platforms, I could determine not only the contributions to our ecommerce site, but also a spike or a stagnancy in our social media engagement rates. We could then determine whether the #ZOliday campaign provided a positive ROI (total revenue from Instagram hashtag campaign - total cost of Instant Pore Refiner + Sugarfina partnership).
References
Sietsema, C. 4 Tools to Help Build a Social Media Analytics Report. Retrieved from http://www.convinceandconvert.com/social-media-measurement/4-tools-to-help-build-a-social-media-analytics-report/
Zuum. (2017). Full Social Media Competitive Analysis. Retrieved from https://zuumsocial.com/product/social-media-competitive-analysis/
Zuum. (2017). The most informative data for the most engaging network. Instagram. Retrieved from https://zuumsocial.com/product/instagram-analytics/
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