online marketing: online feedback and measuring online success - queanbeyan

Capital Region

Online Marketing: Measuring your Success and managing Online Feedback

Presented by Threesides Marketing

Housekeeping

Our MissionTo provide energised leadership,

share innovative solutions, broker

positive relationships and deliver

valued projects to the region.

Regional Priorities• Regional Development Planning

• Education, Employment &

Investment

• Transport – Infrastructure &

Services

• Regional Food

• Digital Economy Transition

• Living & Working Sustainably

Key Initiatives• South East Region of Renewable Energy Excellence

• Regional Sponsored Migration Scheme

• Southern NSW Harvest Association

• Capital Region Digital Enterprise Program

How We Can Help You• Access to government programs

• Advice and training

• Sourcing skilled labour

• Grants - support and data

• Networks and contacts

Find out More

Richard Everson

Project Officer

Mob. 0427 27 27 54

richard@rdasi.org.au

www.rdasi.org.au

www.threesides.com.au

www.Facebook.com/threesides

www.Twitter.com/threesides

www.slideshare.net/threesides

We help these businesses with their online marketing:

Old Bus Depot MarketsNational Parks NSW

Yass Valley Council - TourismLantern Apartments ThredboDestination Marketing Store

Saphire Coast TourismDDCS Lawyers(and more…)

What can we achieve today?

Inspire

Direct

Inform

Your name,

business, and

how do you

currently

evaluate your

online marketing

activities?

1. Understand how to measure and evaluate

online marketing success

2. Develop channels to support and encourage

open online customer service

3. The Social Do’s and Don'ts of feedback

Learning outcomes

1. Establish Goals

2. Create Measurable programs

3. Focus on marketing

improvement

Basic measurement steps

http://www.slideshare.net/SamCapra1/definitive-guide-to-marketing-metrics-marketing-analytics-22390251?from_search=4

Why should we measure?

1. Stop doing things that aren’t working

2. Increase accountability

3. Reduce fear and confusion

4. Make better decisions

5. Provide better customer experiences

6. Pull the right levers in your business

Establish goals

1. Build an engaged community of fans

2. Drive email opt-ins

3. Convert interest

4. Increase the potential for word of mouth

5. Better engagement and improved messaging.

6. Gain customer service efficiencies

7. Engage with customers on all available channels

8. Make money?

What do you want to achieve?

Create measurable programs

MEASURE,

MEASURE,

MEASURE.

What areas can you measure online?

Digital Customer

ValueWebsite analytics –

conversions, behaviour

Social Media – Engagement

+ Reach+ Sentiment

Reviews –Sentiment +

issues resolved

Email – click throughs,

actions

Search - Page views,

keywords

SEM – Clicks + Conversion Contact forms –

leads, contacts

Ecommerce –direct sales,

trends

Downloads –content that

converts

Landing pages -conversions

ROI of activities – influence

your budget

Focus on Improvement

Website analytics –conversions, behaviour

Email – click throughs, actions

Contact forms – leads, contacts

Social Media –Engagement +

Reach+ Sentiment

Create content on your website and then your online Analytic measures can include:

Unique Visitors / Returning Visitors Page Views, Total time spent on the site Sales Conversions, Actions and Events Site Behaviour

Improvements: New content, Site structure, Clear call to action, forms and landing pages

Measuring website analytics Website

analytics –conversions,

behaviour

Online evaluation and trackingTracking:

•Unique Visitors

•Returning Visitors

•Visitation growth

•Page Views

•conversions

•Pay per click visitors

•Keywords

•Popular pages

•Referring sites

•Actions

http://analytics.google.com

Signup up for a Google analytics

account

Embed the code into your site

Login and check your stats

Review the trends and changes

Create conversion goals

Update your site and marketing

based on analytics feedback

Set up Checklist

1. Acquisition – building the list, developing good

data,

2. Action – creating offers, stories, relevant info to

act on

3. Conversion – click through and view, buy,

download

Improvements: Experiment with content, send

time, offers, segmenting the lists

Email direct marketingEmail – click

throughs, actions

1. Create a form on the website and capture data

2. Link to specific marketing campaigns – eg. Adwords

3. Track:

1. number of leads captured

2. conversion %

3. Value per conversion

4. Questions being asked

Contact FormsContact forms –leads, contacts

Improvements: Form layout, placement on

website, response time, response message

• Sent to an email in the office

• Prequalified with form and then

contacted back

• Record the success rate

• Follow up on the non-starters

• Different contact form for adwords

to record paid conversions

Contact forms

www.unbounce.com

Landing pages

1. Track your social media analytics / insights

2. What reach are you achieving

3. What % of engagement is being reached

4. What is resonating with your users

5. What isn’t working

Social MediaSocial Media

– Engagement + Reach+

Sentiment

Improvements: Experiment with content, post

timing, test offers and competitions, content

themes

ONLINE CUSTOMER

SERVICE

Closed channels

• Email (zendesk)

• Phone (total track)

• Livechat (zopim)

• Website forms

• Help desk software

• Self Serve – FAQ’s, documentation, content

Open channels

• Social media

• User forums / Review sites

Multi channel digital customer support

https://www.reachlocal.com.au/call-tracking

Call

Tracking

http://www.zendesk.com/product/tour

Help

Desk

and Email

Ticketing

https://www.zopim.com

Live Chat

Self Serve

FAQ’s

Content

Video

USER REVIEW SITES

1. Identify relevant sites (google search)

2. Claim listings

3. Respond to old reviews

4. Update profiles and correct any outdated info

5. Check back weekly / fortnightly

6. Promote and ask for reviews from customers

7. Share feedback with staff

8. Create list of sites to check back with

User review sites

1. Google+ Local business

2. Facebook Page reviews

3. Trip Advisor

4. Yelp + Urban Spoon (Food)

Popular review sites

RESPONSE STRATEGIES

Should you

respond to every

review you get?

Respond to everything?

BE REAL

BE NICE

BE HELPFUL

GET YOUR CUSTOMERS INVOLVED

GET YOURSELF

INVOLVED

Type of issue Response

Straight Problems –issue with your product or service and person has laid out exactly what went wrong.

Respond directly and quickly

Constructive Criticism - when the comment comes with a suggestion attached.

Respond and take on board

Merited Attack –Essentially, you or your company did something wrong, and someone is angry.

Respond , follow up, move offline if necessary

Trolling/Spam –no valid reason for being angry at you

Ignore, block, ban

Negative response options

Adapted from http://mashable.com/2010/02/21/deal-with-negative-feedback/

1. Ensure a good balance between reactive and proactive

messaging

2. Respond quickly to customer posts – good or bad

3. Leverage existing relationships to start conversations

4. Build up influences and engage with leaders in your

industry

5. Measure whenever possible

Social + Review Do’s

1. Selling in every post

2. Negativity

3. Getting angry – being an A#*hole

4. Starting Arguments

5. Slow responses

6. Asking questions without replying

7. Over posting

8. Talking about yourself

9. Not setting a time budget

10.Fake answers

Social + Review Don’ts

Consultations

One on One - Digital Consultations and Training

• 4 hour digital business consultations and

training

• Identify 3 get started now actions

• Help you start in the right digital direction

Sign up now

https://forms.communications.gov.au/

enterprisegroupfeedback

Verification word: summer

Workshop feedback

Website:

www.crde.com.au

Call the office:

62970933

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