online marketing: phase iv - measurement

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Online Marketing Session IV: Measurement

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How to measure your online marketing investments, including Social Media

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Page 1: Online Marketing: Phase IV - Measurement

Online MarketingSession IV: Measurement

Page 2: Online Marketing: Phase IV - Measurement

Our Flight Plan

Page 3: Online Marketing: Phase IV - Measurement

Our Flight Plan

1:00 - 1:15 Review

Page 4: Online Marketing: Phase IV - Measurement

Our Flight Plan

1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit

Page 5: Online Marketing: Phase IV - Measurement

Our Flight Plan

1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?

Page 6: Online Marketing: Phase IV - Measurement

Our Flight Plan

1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK

Page 7: Online Marketing: Phase IV - Measurement

Our Flight Plan

1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basic Overview of Tools

Page 8: Online Marketing: Phase IV - Measurement

Our Flight Plan

1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basic Overview of Tools3:30 - 3:45 Exercise: Pick 2 Tools

Page 9: Online Marketing: Phase IV - Measurement

Our Flight Plan

1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basic Overview of Tools3:30 - 3:45 Exercise: Pick 2 Tools3:45 - 4:00 Cheat Sheet

Page 10: Online Marketing: Phase IV - Measurement

The Road AheadIn 4 Classes

Page 11: Online Marketing: Phase IV - Measurement

The Road AheadIn 4 Classes

Research

Page 12: Online Marketing: Phase IV - Measurement

The Road AheadIn 4 Classes

Research Strategy

Page 13: Online Marketing: Phase IV - Measurement

The Road AheadIn 4 Classes

Research Strategy Execution

Page 14: Online Marketing: Phase IV - Measurement

The Road AheadIn 4 Classes

Research Strategy Execution Measure

Page 15: Online Marketing: Phase IV - Measurement

review

Page 16: Online Marketing: Phase IV - Measurement

review

Research

Page 17: Online Marketing: Phase IV - Measurement

review

Research

Strategy

Page 18: Online Marketing: Phase IV - Measurement

review

Research

Strategy

Execution

Page 19: Online Marketing: Phase IV - Measurement

review

Research

Strategy

Execution

Measure

Page 20: Online Marketing: Phase IV - Measurement

review

Research

Strategy

Execution

Measure

Version 2.0 Adapt

Page 21: Online Marketing: Phase IV - Measurement

review

Research

Strategy

Execution

Measure

Version 2.0 Adapt

Page 22: Online Marketing: Phase IV - Measurement

review

Page 23: Online Marketing: Phase IV - Measurement

review Research

Page 24: Online Marketing: Phase IV - Measurement

review Research

1. Develop a Persona (We Are Not The Target Market)

Page 25: Online Marketing: Phase IV - Measurement

review Research

1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine

Page 26: Online Marketing: Phase IV - Measurement

review Research

1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine

• Forrester Social Technographics

Page 27: Online Marketing: Phase IV - Measurement

review Research

1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine

• Forrester Social Technographics• Google AdWords and Trends Tools

Page 28: Online Marketing: Phase IV - Measurement

review Research

1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine

• Forrester Social Technographics• Google AdWords and Trends Tools• Research databases (Federal, EBSCO Host, Hoovers)

Page 29: Online Marketing: Phase IV - Measurement

review Research

1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine

• Forrester Social Technographics• Google AdWords and Trends Tools• Research databases (Federal, EBSCO Host, Hoovers)• Press websites

Page 30: Online Marketing: Phase IV - Measurement

review Research

1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine

• Forrester Social Technographics• Google AdWords and Trends Tools• Research databases (Federal, EBSCO Host, Hoovers)• Press websites

3. Talk to existing customers and tweak Persona

Page 31: Online Marketing: Phase IV - Measurement

review

Page 32: Online Marketing: Phase IV - Measurement

review1. Persona provides a tight target market

Page 33: Online Marketing: Phase IV - Measurement

review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology

Page 34: Online Marketing: Phase IV - Measurement

review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phrases - Persona’s pain points

Page 35: Online Marketing: Phase IV - Measurement

review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phrases - Persona’s pain points4. Identify What to Measure

Page 36: Online Marketing: Phase IV - Measurement

review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phrases - Persona’s pain points4. Identify What to Measure

Strategy

Page 37: Online Marketing: Phase IV - Measurement

reviewOccupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

MEASURABLE:• Increase web traffic from this geography by 30%• Develop a blog around ways to increase profitability• Grow opt-ins for monthly newsletter to 200• Create videos on “Pain Points” and post to YouTube

Page 38: Online Marketing: Phase IV - Measurement

review Execution

Occupation: CEO of mid-size company.Company: Apartment Renovations Inc.Clients: Landlords, Real estate investorsCulture: Laid back, friendly, professional, quality

MEASURABLE:• Increase web traffic from this geography by 30%• Develop a blog around ways to increase profitability• Grow opt-ins for monthly newsletter to 200• Create videos on “Pain Points” and post to YouTube

Page 39: Online Marketing: Phase IV - Measurement

(Great Content)

Page 40: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

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Execution

(Great Content)

Page 42: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email

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Execution

(Great Content)

email

Page 44: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email search

Page 45: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email search

Page 46: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email search adwords

Page 47: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email search adwords

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Execution

(Great Content)

email search adwords

video

Page 49: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email search adwords

video

Page 50: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email search adwords

video updates

Page 51: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email search adwords

video updates

Page 52: Online Marketing: Phase IV - Measurement

Execution

(Great Content)

email search adwords

video updates podcast

Page 53: Online Marketing: Phase IV - Measurement

exerciseLet’s Audit a Site

Measure

Page 54: Online Marketing: Phase IV - Measurement

Measure

Measure

Page 55: Online Marketing: Phase IV - Measurement

MeasureExampleTraffic on your Website

Page 56: Online Marketing: Phase IV - Measurement

MeasureExampleTraffic on your Website

Google Analytics

Page 57: Online Marketing: Phase IV - Measurement

MeasureExampleTraffic on your Website

Google Analytics• Free

Page 58: Online Marketing: Phase IV - Measurement

MeasureExampleTraffic on your Website

Google Analytics• Free• Must embed code

Page 59: Online Marketing: Phase IV - Measurement

MeasureExampleTraffic on your Website

Google Analytics• Free• Must embed code • Can be tied to AdWords

Page 60: Online Marketing: Phase IV - Measurement

MeasureExamplePaid Search

Page 61: Online Marketing: Phase IV - Measurement

MeasureExamplePaid Search

Google AdWords

Page 62: Online Marketing: Phase IV - Measurement

MeasureExamplePaid Search

Google AdWords• Bid system

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MeasureExamplePaid Search

Google AdWords• Bid system• Ties into Analtyics

Page 64: Online Marketing: Phase IV - Measurement

MeasureExamplePaid Search

Google AdWords• Bid system• Ties into Analtyics • Set a Daily Budget

Page 65: Online Marketing: Phase IV - Measurement

MeasureExampleFacebook Insights

Page 66: Online Marketing: Phase IV - Measurement

MeasureExampleFacebook Insights

Facebook Insights

Page 67: Online Marketing: Phase IV - Measurement

MeasureExampleFacebook Insights

Facebook Insights• Set up a FB Page

Page 68: Online Marketing: Phase IV - Measurement

MeasureExampleFacebook Insights

Facebook Insights• Set up a FB Page• Get 30 Users to “Like”

Page 69: Online Marketing: Phase IV - Measurement

MeasureExampleFacebook Insights

Facebook Insights• Set up a FB Page• Get 30 Users to “Like” • Analyze

Page 70: Online Marketing: Phase IV - Measurement

MeasureExampleManaging Social Media

Page 71: Online Marketing: Phase IV - Measurement

MeasureExampleManaging Social Media

Hootsuite

Page 72: Online Marketing: Phase IV - Measurement

MeasureExampleManaging Social Media

Hootsuite• Manage Social Media

Page 73: Online Marketing: Phase IV - Measurement

MeasureExampleManaging Social Media

Hootsuite• Manage Social Media• See what Tweets work

Page 74: Online Marketing: Phase IV - Measurement

MeasureExampleManaging Social Media

Hootsuite• Manage Social Media• See what Tweets work • Schedule updates

Page 75: Online Marketing: Phase IV - Measurement

MeasureExampleListening Online

Page 76: Online Marketing: Phase IV - Measurement

MeasureExampleListening Online

Google Alerts

Page 77: Online Marketing: Phase IV - Measurement

MeasureExampleListening Online

Google Alerts• Instant Updates

Page 78: Online Marketing: Phase IV - Measurement

MeasureExampleListening Online

Google Alerts• Instant Updates• Enter your name, brand, competitors, keywords

Page 79: Online Marketing: Phase IV - Measurement

MeasureExampleListening Online

Google Alerts• Instant Updates• Enter your name, brand, competitors, keywords • Respond in real-time

Page 80: Online Marketing: Phase IV - Measurement

PrinciplesCheat Sheet

Measure

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