online marketing: phase iv - measurement
DESCRIPTION
How to measure your online marketing investments, including Social MediaTRANSCRIPT
Online MarketingSession IV: Measurement
Our Flight Plan
Our Flight Plan
1:00 - 1:15 Review
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?
Our Flight Plan
1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK
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
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
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
The Road AheadIn 4 Classes
The Road AheadIn 4 Classes
Research
The Road AheadIn 4 Classes
Research Strategy
The Road AheadIn 4 Classes
Research Strategy Execution
The Road AheadIn 4 Classes
Research Strategy Execution Measure
review
review
Research
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Research
Strategy
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Research
Strategy
Execution
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Research
Strategy
Execution
Measure
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Research
Strategy
Execution
Measure
Version 2.0 Adapt
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Research
Strategy
Execution
Measure
Version 2.0 Adapt
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review Research
review Research
1. Develop a Persona (We Are Not The Target Market)
review Research
1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine
review Research
1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine
• Forrester Social Technographics
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
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)
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
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
review
review1. Persona provides a tight target market
review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology
review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phrases - Persona’s pain points
review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phrases - Persona’s pain points4. Identify What to Measure
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
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
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
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Execution
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Execution
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Execution
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Execution
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Execution
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email search
Execution
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email search
Execution
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email search adwords
Execution
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email search adwords
Execution
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email search adwords
video
Execution
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email search adwords
video
Execution
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email search adwords
video updates
Execution
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email search adwords
video updates
Execution
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email search adwords
video updates podcast
exerciseLet’s Audit a Site
Measure
Measure
Measure
MeasureExampleTraffic on your Website
MeasureExampleTraffic on your Website
Google Analytics
MeasureExampleTraffic on your Website
Google Analytics• Free
MeasureExampleTraffic on your Website
Google Analytics• Free• Must embed code
MeasureExampleTraffic on your Website
Google Analytics• Free• Must embed code • Can be tied to AdWords
MeasureExamplePaid Search
MeasureExamplePaid Search
Google AdWords
MeasureExamplePaid Search
Google AdWords• Bid system
MeasureExamplePaid Search
Google AdWords• Bid system• Ties into Analtyics
MeasureExamplePaid Search
Google AdWords• Bid system• Ties into Analtyics • Set a Daily Budget
MeasureExampleFacebook Insights
MeasureExampleFacebook Insights
Facebook Insights
MeasureExampleFacebook Insights
Facebook Insights• Set up a FB Page
MeasureExampleFacebook Insights
Facebook Insights• Set up a FB Page• Get 30 Users to “Like”
MeasureExampleFacebook Insights
Facebook Insights• Set up a FB Page• Get 30 Users to “Like” • Analyze
MeasureExampleManaging Social Media
MeasureExampleManaging Social Media
Hootsuite
MeasureExampleManaging Social Media
Hootsuite• Manage Social Media
MeasureExampleManaging Social Media
Hootsuite• Manage Social Media• See what Tweets work
MeasureExampleManaging Social Media
Hootsuite• Manage Social Media• See what Tweets work • Schedule updates
MeasureExampleListening Online
MeasureExampleListening Online
Google Alerts
MeasureExampleListening Online
Google Alerts• Instant Updates
MeasureExampleListening Online
Google Alerts• Instant Updates• Enter your name, brand, competitors, keywords
MeasureExampleListening Online
Google Alerts• Instant Updates• Enter your name, brand, competitors, keywords • Respond in real-time
PrinciplesCheat Sheet
Measure
www.DigitalWaxWorks.com/MSU