agile marketing with cascade, analytics & spectate
DESCRIPTION
While creating content and using social media seems to be fairly easy, understanding the correlation between your marketing-related actions and the results appears to remain a bit of a challenge. How do you know if your marketing campaigns are successful and produce the desired ROI? Joel Dixon and Kat Liendgens will discuss the characteristics of agile marketing including content strategy and web analyticsTRANSCRIPT
1USER CONFERENCE 2011
Joel Dixon, Solutions Consultant (@joelddixon)Kat Liendgens, COO (@katliendgens)
AGILE MARKETINGWITH CASCADE+
ANALYTICS +SPECTATE
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Marketing team Content managers IT staff
CMS Social media Analytics
People Technology
You’ve Got It All . . .
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What a CMS won’t do . . .
Compensate for bad website info architecture
Create relevant, useful and quality content Resolve politics around web management &
strategy Solve your social media challenges Replace a good CONTENT STRATEGY
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Content Strategy
Post fresh content What? When? Where?
Re-design (or Refine) your website How do you know what works and what doesn’t?
Be all over social media Which channels? How do you calculate your ROI?
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Embracing Web Analytics
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Why Analytics?
Content is King, But WHICH content? And is the RIGHT content being published out?
“We spend a huge amount of time in higher ed maintaining content that has little return on investment.”
- Michael Vedders, Director of Web Services at Bethel University in Minnesota
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The Data is Available
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But Data needs Context
“Where is the wisdom we have lost in knowledge? Where is the knowledge we have lost in information?”
- T. S. Eliot
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Data meet Context . . .
GOALS! OBJECTIVES!
OUTCOMES!#csuc11
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Goals and Objectives are S.M.A.R.T.
Specific Measurable
AttainableRelevant
Time-bound
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Outcomes 101
Outcomes matter, But the RIGHT outcomes matter
most!
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Key Performance Indicators (KPIs)
Page views & unique visitors Campus visit forms completed
online Clicks on admissions form “Apply
Now” button Completed admissions
applications
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Tracking Web Analytics
Start small by defining just a few measurable goals
Measure all conversions—macro and micro
Focus on trends, not just raw data Segment data as much as possible Based on stated objectives, analyze
the data to inform your website content decisions.
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Analytics and KPIs …Dig Deeper
Average time per page vs. # of page views
Mobile device page views vs. Web browser page views
# of comments on blog posts, video or fan page
Segment traffic by social media referral channel
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Agile Marketing
Shorter, smaller campaigns Measure everything, frequently Inspect and adjust Focus on fresh content Use social media to promote your content Calculate your ROI
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Social Media ROI
Naysayers: "What's the ROI on social media? I don't know,
what's the ROI on our phone system?”
Bean-counters “People who say you cannot measure social media
are lazy.”
Explorers “What is the ROI of worrying about ROI of social
media?”
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Q & A
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Thank you
Joel Dixon
Solutions Consultant
@joelddixon
Kat Liendgens
Chief Operating Officer
@katliendgens
Contact Information
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