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

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Research

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Research

Strategy

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Research

Strategy

Execution

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Research

Strategy

Execution

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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

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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

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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

(Great Content)

Execution

(Great Content)

Execution

(Great Content)

Execution

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email

Execution

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email

Execution

(Great Content)

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

(Great Content)

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

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