DEFINE

SociMediaStrateg

y

DEVELOPü Create+Curateü Incentivise

DEFINEü Objectives&Metricsü STEPPSforvirality

DISCOVERü Customersü Competitors

ContentStrategy

Zoominonyourcontentmarketingobjectivesandtellyourstory

Whatyouneedtodo• Determinemarketing

objectivesandmetrics• Maptoyourdigitalmarketing

funnel• DefinetheSTEPPSofviralityTOOLS:GoogleAnalytics,GoogleURLBuilder

FourTypesofMarketingObjectives

Awareness Engagement(orConsideration)

Conversion Loyalty

ExamplesofAwarenessKPIsBrandAwarenessIndicators

Measurements TypesofContent

Total reachofsocialmediaefforts

Reach(Facebook) SocialMediaPosts

SocialNetworkSize No offans/followers Page LikeAds

Overallimpressionsofads

Impressions (organic andpaid)

Google AdWordsFacebookAds

Websitevisitors Webpageviewsorvisits WebPage DesignandCopy

Buzzonsocialmedia Brand mentions (egBuzzSumoorGoogle)

Influencer Posts,PublicRelations

ExamplesofEngagementKPIsCommunityEngagement Measurements Types ofContent

Growthofnewfans/followers

NewFans/Followerpermonth

Page “Like”Ads,Contests

Number ofcontentreaders Page Duration Blog Posts

Bounce rateonwebsite(lowerisbetter)

BounceRate Design ofWebPages,Copy,LoadingSpeed

Durationofvideoviews Lengthofvideoviewed Videos

Numberof likesperpost Averagelikes perpost Social MediaPost

Numberofcommentsperpost

Averagecommentsperpost

SocialMediaPost

ExamplesofConversionKPIsExamplesofConversion Measurements TypesofContent

Numberof subscriberstoemaillists

Subscriberspermonth Lead Pages(opt-in form)

Numberofdownloads (egeBook)

Downloadspermonth LeadPages(opt-in form)

Numberofappinstallations App installspermonth Appdevelopment

Promotion redemptions (viacouponcodes)

Redemptionspermonth Promotional Content+RedemptionMechanics

Numberofnewleadsgenerated

Leadspermonth LeadPages

Numberof salesmade Salespermonth E-Commerce Product/Emails/AdCopy

Valueofsalesmade Revenuepermonth E-Commerce Product/Emails/AdCopy

ExamplesofLoyalty/AdvocacyKPIsExamplesofCustomer Loyalty/Advocacy

Measurements TypesofContent

Increaseincustomerretention Noofrepeatcustomers

Customer FAQs,LoyaltyRewardsemail

Growthinnumberoffans/followers No offans(“likes”)orfollowers

Promotions

Numberof sharesandretweets Shares;retweets;reposts

ViralContent(STEPPS)

Numberofexternal blogposts Blogposts InfluencerPosts

Numberofhashtaggedposts Hashtagged posts InfluencerPosts

Increase incustomerLifeTimeValue(LTV)

Value ofLTV(more insection5)

Emails, E-Newsletter,LoyaltyRewards

Map To Digital Marketing Funnel

Digital Funnel (Objectives + Content)

Website Optimization

Social Media Fan Content

Sales Offer

Lead Magnet + Landing Page

Customer FAQs, Forums

Emails

Blogging Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Social Media Posts

Online AdsSocial Media + SEO

Digital Funnel (Objectives + Content)

Website Optimization

Social Media Fan Content

Sales Offer

Lead Magnet + Landing Page

Customer FAQs, Forums

Emails

Blogging Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Social Media Posts

Online AdsSocial Media + SEO

MIDDL

EOFFU

NNEL

(MO

FU)

BOTTOM

OFFU

NNEL

(BO

FU)

TOP

OFFU

NNEL

(TO

FU)

Digital Funnel (Analytics)MIDDL

EOFFU

NNEL

(MO

FU)

BOTTOM

OFFU

NNEL

(BO

FU)

TOP

OFFU

NNEL

(TO

FU) 100,000 Reach, Ad Impressions,

Views, Visits

10,000 (10% CTR)

Engaged Fans, Followers(Like, Comment)

-5,000 (50% bounce rate)

Percentage which immediately leaves

= 5,000 readers Blog readers

1,000 leads(20% of readers) Leads (opt-in via form)

500 prospects(50% of leads)

Prospects (respond to email call to actions)

100 sales conversions (20%)

Customers (ie actual sales)

40 repeats (40% of customers) Loyal Customers

33 advocates (33% of customers) Advocates

Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ Visitor

Digital Funnel (Example)

Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

Digital Funnel (Example)

Content Reader

Fan/ Follower

Click Throughs

Subscriber

Repeat Customer

Customer

Prospect

Brand Advocate

Viewer/ VisitorAWARENESS

CONVERSION

ENGAGEMENT

LOYALTY

ContentTrackingMatrixAwareness Engagement/

ConsiderationConversion Loyalty Advocacy

Objectives Increasefancount

Improveengagement

Increaseleads/Grow sales

ImproveCustomerRetention

Increaseshares

ContentTypes

SocialmediapostsFB Ads

BlogarticlesSocial mediaposts

Lead magnet(egeBook)SocialpromotionOffers

MemberbenefitsCustomerservice

“Viral”contentCustomerstories

Channels SocialMediaFacebookAdsGoogleAdWords

Website/BlogSocialMedia

LandingPageE-CommerceEmails

EmailsOnlineCommunity

SocialMediaEmails

KPIs Cost perclickSocialmediafansWebvisitors

EngagementrateBlogviewers

MembershipSignupsSales(qty)Sales(value)

CustomerLTVRepeatcustomers

Shares/retweets/Hashtags

CreateContentMatrix

20mins

• Eachteamtochooseabrand/product• Chooseoneofthe5funnelobjectives• Discussandcomeupwiththefollowing:

– Objectives– ContentTypes– Channel– KPIs

• Sharewiththeclass

CreateContentMatrixAwareness Engagement/

ConsiderationConversion Loyalty Advocacy

Objectives

ContentTypes

Channels

KPIs

20mins

Tracking Content Performance:Google Analytics + URL-Builder

(Source:https://www.shopify.com.sg/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics)

BasicTermsinGoogleAnalytics

VisitsUniquevisitors

Singlepagevisits

%tage newvisits

Noofpagesviewed

Timespentonwebsite

Acquisition+Behavior+Conversion(ABCs)

1. WhichchannelismosteffectiveforAcquisition?2. WhichchannelhasthebestUserBehavior?3. WhichchannelscoresbestforConversions?

TrackingBehaviorFlowsandDrop-offs

Source:http://www.jwag.biz/newsletters/2014/10/21/google-analytics-users-flow-report.html

Redsectionshowspeopleleavingsite

Showsclickstootherpages

SetUpGoals• ClickontheAdminlinkatthetop• ClickonGoalsunderyourwebsite'sViewcolumn.

LinkGoalstospecificpageGoalswilltellGoogleAnalyticswhensomethingimportanthappened.

Usuallyafinal“thankyou”or“confirmation”pageforvisitorstolandupononcetheyhavecompletedapurchase.ThatURLwilllikelylooksomethinglikethis.

• http://123business.com/thank-you• http://123business.com/thank-you/• http://123business.com/thank-you.html

ClickonNewGoalbutton

ChooseCustomButton

DescribeYourGoal

• Chooseaneasytoremembername

EnterConfirmationPageURL

Youmaywishtoincludeaspecificdollarvalueforthatconversiontocompletesetup.

GoogleAnalyticsURL-Builder

https://ga-dev-tools.appspot.com/campaign-url-builder/

TheUTMParametersParameter Purpose

CampaignSource(utm_source)

Todescribethewebsiteormainsourceinwhichthelinkwillbeplaced.Eg.thenameofthewebsitedisplayingyouradsorifyou'reusingthelinkinanemailnewsletter,youmayuse"newsletter".

CampaignMedium(utm_medium)

Todescribethemarketingactivity.Eg.youmaywanttocallthis"ppc"ifyou'reusingthisforapay-per-clickcampaignor"review"ifyou'reusingthelinktotracktraffic fromaproduct reviewonablogger'ssite.

CampaignName(utm_campaign)

To refertotheoverallcampaignyou'rerunning.Eg.itcouldrefertoaproduct launch,asummercampaignoraparticular sale.

OPTIONALCampaignTerm(utm_term)

This isusedfortrackingparticularkeywords ifyou'rerunning anAdwords campaign.

CampaignContent(utm_content)

This ishelpful ifyou'resplittesting ads.Inthiscaseyoucouldtrackeachadtoseewhichwasmosteffectivefordriving traffic.

GoogleAnalyticsURL-Builder

www.yoursite.com/?utm_source=newsletter&utm_medium=email&utm_campaign=2014%20summer%20sale

BestPracticesCreatingTrackableURLs

UseastandardnamingconventionAnyonecanseetheparameter.Don’twriteanythingyoudon’twantyourcustomertosee.UselowercaselettersUsealinkshortener servicelikebit.lyCreateonlythenecessaryones

ViewingYourCampaignReportsMaytake24Hourstoreceiveandrecorddata

ViewingYourCampaignReports

ViewingYourCampaignReports

Note:CampaignswillonlyshowupinyourGoogleAnalyticsCampaignreports iftheUTMlinksareclickedon.

WhenToUseUTMParameters?

GuestBlogPost Social Email

Features BannerAds

Exercise1)CreateTrackableURLwithfollowingparameters:• CampaignSource:Facebook• CampaignMedium:PPC• CampaignName:SocialPromotion

2)Shortenusingbitly ifnecessary

5minshttps://support.google.com/analytics/answer/1033867?rd=2

Source:http://digitalrezonance.com/building-brand-stories/

#1SocialCurrency

Anythingwesharethatmakesotherslikeus!1. Identifywhat’sremarkableaboutyourbrand2. Usegamemechanics3. Makepeoplefeellikeinsiders

#1SocialCurrency

#2TriggersTriggersareremindersthatsparkoffrelatedthoughtsandideas.1. CulturalNorms2. Seasons3. Phrases/KeyWords4. DailyActivities5. Events

#3Emotions

Source: http://www.marketme.c.uk/the-principles-of-contagious-content-emotion/

#3Emotions

#4PracticalValueValuableinformationandtoolsarealwaystreasuredandshared1. Listicles andtips2. Templates3. Tools4. Guides5. FAQs

BirdsEye Website

https://www.birdseye.co.uk/recipes

#5PublicVisibility

Peoplewillfollowwhattheyseeothersdopublicly(eg takeoffshoeswhenenteringJapaneserestaurant).

http://www.referralcandy.com/blog/monkey-see-monkey-10-examples-public-visibility-used-marketing/

LookAroundYou…

Whatdoyousee?

#6Stories

• Wealllovestories!• Packageyourbrandintoacompellingnarrative

HaveyoumetauntiesliketheseduringCNY?

Source:http://digitalrezonance.com/building-brand-stories/

Exercise

Workinyourgroupstocomeoutwith2ideasforyourcontent:

• Eachideatocoveratleast2STEPPS

• Showtheclassyourideaandexplainwhy

10mins