Online & New Media Marketing

SNC-MKTG350November 6, 2013

Tonight’s Agenda: Engagement• Class Discussion:

– Measuring Engagement• Blog Post Reviews:

– Goal setting is Success Setting for your online marketing efforts. 7 things to know about Google Analytics Goals. (Alden)

– My social media account is private: privacy online is important. (Damon)

– Dealing with Censorship as a Business Owner: 7 Tips for Checking Digital Self (Jake)

– Is open source important or just creating a generation of software welfare babies? (Christian)

What is Engagement?

• Getting someone to talk about your product• Getting someone to talk BACK to you

– Surveys– Comment on Facebook, Twitter– Come to events

• Multi-dimensional– Online, offline, direct one-to-one or one-to-many

Why do you want engagement?

• People feel good• Interact with your product• Tell others about your product• Customers learn from each other• Widen your sales force• Start predicting what customers need/want• Sell more stuff

Selling stuff vs. engaging customers

Good engagers

Key Measurements

• The amount of time being spent on your site (or individual pages).

• Social media following and retention.• Responses to your blog posts and other

content.• Referrals, re-tweets, and social sharing.• Sales opportunities.

Time on Site

• Where do you look for this?– Site analytics

• What to look out for?– Bounce rates going up– Overall average time on site– Do those who stay longer buy?

• Use your funnel

Social media following

• Likes and Follows• How many followers• Is fanbase growing or shrinking?

Responses to your blog posts and other content• How much feedback

in comments?• Quality of

comments?

Referrals, re-tweets, and social sharing• It’s not enough to interest your clients,

but how often do they tell other people about it?

When someone sends your digital content to others, they are giving it their own stamp of approval: "worth your time."

Posting + Sharing = Reach

• Your Likes can see a post• If they share it, their friends can see the post

• Reach = that combination of # of “see-ers”• Engagement = ratio of combined # of “Likes

and comments and shares”, compared to fans

Calculating Engagement

• Reach is more than your specific fanbase, it’s their friends, too.

• Calculate Engagement:

Example

1 post to 25000 Followers generated:•2500 Likes•135 Comments•345 Shares

2500+135+345 25000 X 100

= 11.92% Engagement

Compare over time

Daily Engagement Rate

Engagement by Day

Sales opportunities.

• Does this effort create sales?• How do you know?

– Use your funnel

What people “Like”

Engagement will be different for every Page, but…•Facebook Offers: discounts and promotions to get the attention of new and existing customers. •Photos and videos: photos of a seasonal menu, in-store event, new products arriving or people enjoying your product or service.•Questions: Asking questions encourages interaction and tells people their opinions matter. When you ask for feedback or thoughts, make sure to respond in the comments so people know you're listening.

What undermines engagement?

• Time of users• Negative reviews• Apathetic response from company• Peer pressure

Blog Topics:

• Blog criteria: 300-500 words Has 1-4 imagesHas links to other articlesTakes a position/opinionTagged the post with relevant categoriesUsed a systematic research process?What did you learn?

Next session:

• No class on Monday: quiz on Wednesday• Discussion:

– Ethics• Sharing Circle: Bring an example of unethical or

questionable ethics you’ve seen online.

• Blog Posts:– All done?