online marketing metrics v1
TRANSCRIPT
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On-Line Marketing Trends&Marketing Metrics
TheBoardRoomAdvisors, LLC Ahead of the Curve Advisory Services For Executive Leaders
Presents
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Before We BeginPlease Take Our 5 Minute
Survey
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http://www.youtube.com/watch?v=ypmfs3z8esI&hd=1
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How Did You Compare?
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• 55 %of Respondents Cannot Effectively Measure Marketing ROI• 14 % of Respondents Utilize Video, Mobile and Social Media in Their
Marketing Mix• ROI
• 80% believe ROI from online marketing activities is important tomeasure
• 31% of marketers can effectively measure it.• Conversion
• 86% of respondents think conversion rates from online marketingactivities is important to measure
• 75% can effectively measure it.• Social Media
• 69.1% of respondents are using social media in their marketing efforts.• 41% of those using social media lack a mechanism to measure social
media conversion.
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How Did You Compare?
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• Mobile• 22.7%, are currently using mobile in their marketing efforts.• Of the 22.7% that are using mobile
• 73% can measure it, if website visitors are coming from a mobile
device• Only 30% are able to measure their mobile app conversions.
• Video
• 42.9%, are using online video in their overall marketing efforts.• Of the 42.9%
• 59% feel that post-video conversion is one of the most importantvideo metrics
• 70% are unable to measure post-video conversion.• 40% of respondents who are using online video lack a mechanism
to measure video starts.Results are from the Omniture 2010 Online Analytics
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The Top 5 Online Marketing
Trends for 2011
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1. It's no longer about the web, its about connecting on the Internet2. Social Media is no longer an option
3.
More people will be connected online using Mobile Devices (SmartPhones & iPads, etc) vs. desktops and laptops4. Search will begin to incorporate Social Media as Searchers will no
longer just want to find your web site they also want to know why theyshould conduct business with you.
5. Data integration becomes mission critical. Marketers must look beyond
traditional sources as the process of integrating online and offline databecome increasingly complex.5.5 Marketing Analytics are not an option. The avalanche of data requires
advanced analytical capabilities to identify, analyze and describe thepatterns to filter through it all. Accountability and ROI will all be rolledinto one solution.
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Traditional vs Online
Marketing
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1. How many agree that internet marketingeffectiveness is real?
2. How many of you understand the potential ofinternet marketing?
3. How many of you know what the internet could doto your business?
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Traditional vs Online
Marketing
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1. The effectiveness of internet marketing is taking over the way we'vebeen accustomed to doing business.
2. Internet marketing hasn't replaced traditional methods, it's an added
addition that sends some businesses soaring in sales.
Traditional Online
Footwork (placing ads/brochureson doors/cars, etc. to hundreds)
Electronic Distribution to millions,SEO, SEM, SMO
Radio, TV, Billboard, etc YouTube, Flicker, Videos
Networking Social Media
Talking (Face to Face & Phone) Interactive Communications
Negotiating ??
Metrics/Analytics ???? Detailed, Targeted, Real-time
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Web Metrics and Analytics
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The Issue• What should you measure?
• How do you measure it?• What do you do with the data once you have it?
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Web-Site Metrics
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Top Key Metrics
1. Page Ranking2. Number of web site visitors
3. Number of pages visited4. Pages viewed per visit5. Bounce Rate6. Average Time on the site7. Conversion Rate
KeyMetrics
AccessSpeed
BrowserType
VisitorSegments
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Social Media Metrics
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Top 5 Key Metrics
1. Number of Views (User
Brand Exposure)2. Number of Connections (#
of Conversations)3. Audience Engagements
(Actively Promoting Your Brand or Company)
4. Social Media Referrals(Visitor Conversions)
5. Your Engagements (# ofPosts, RTs, External BlogPosts)
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Social Media Metrics
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How Much Time Does IT Take?• 56.0% of marketers spend 6 hours or more
each week
• 30.0% spend 11 or more hours weekly• 12.5% of marketers spend more than 20 hours
each
What are the Benefits?• #1 benefit of social media marketing is gaining the
all-important eyeball.
• 85% indicated increased exposure for their businesses.
• #2 was Improving traffic• #3 was building new partnerships.• Over 50% saw a rise in search engine rankings
2010 Social Media Marketing Industry Report © 2010 MichaelA. Stelzner SocialMediaExaminer.com
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Social Media and Email
Usage
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Social Media Users Surpassed Email Usage in 7/09
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Email Metrics
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Top 5 Key Metrics
1. Number Sent
2. Number Opened3. Number Clicked Through4. Number Forwarded5. Number Bounced
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Email Marketing ROI
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The following table has been compiled from the DMA’s (Direct Marketing Association) annualpublication, DMA: The Power of Direct Marketing. It breaks down expected ROI for variousmedia for 2008 through 2010.
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Mobile Internet vs Desktop
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By 2012 There Will Be More Mobile Internet Users Then Desktop Uses
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Design Metrics
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The Power of Language / Key Words
• I’m on Twitter
• Follow me on Twitter
• You should follow me on Twitter
• You should follow me on Twitter here
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Design Metrics
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The Impact of Color In the study below the more blue, the higher the click through rate, whilemore green resulted in a lower click through rate.
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Design Metrics
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The Impact of Color Which Performed Better?
Red outperformed green by 21%.
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Keywords and Search (SEO)
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Google Search Results – Cost Per Click
Podiatrists – 12,800,0000 –Avg CPC $1.20
Podiatrists in CT – 343,000 - Avg CPC .05Podiatrists in Orange CT – 68,500 – Avg CPC .05
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Key Words and Search
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Google Search Results – Key Word - Podiatrists
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Your Campaign and Metrics
Strategy
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DEVELOPING A SUCCESSFUL ONLINE CAMPAIGN
1. Begin with a clear definition of your goals and objectives and end withhow sales leads are going to be fulfilled and turned into long-termcustomers.
2. Every component and step of your online campaign can be managedusing just one medium: The Internet.
3. Define Your Objectives--These can include generating leads, increasingsales, increasing store traffic, reducing customer service costs or
improving brand awareness. Always answer the question, "Why are weon the Internet?” and what metrics do we need to manage?1. Examples:
• Generate qualified sales leads• Develop a profitable online sales channel• Build brand and product awareness through the Internet.
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Your Campaign and Metrics
Strategy
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DEVELOPING A SUCCESSFUL ONLINE CAMPAIGN
4. Define Your Goals--Each objective should have a clear andquantifiable goal attached to it. This could be:• The number of leads to be generated• The sales level to be reached
• The traffic to drive into stores• The level of brand awareness to increaseJust like a traditional media goal, set the baseline for each of your
online goals, make them attainable and use them as an ongoingmeasure of your Web site's success.
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Your Campaign and Metrics
Strategy
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DEVELOPING A SUCCESSFUL ONLINE CAMPAIGN
5. Strategies--Think big picture. How are you going to reach each of your goasl? Is it by:• Creating a series of promotions?• Developing compelling content?
• Giving away coupons or promoting content?• Developing online giveaways to drive consumers to your product?• Building strategic links from similar but noncompetitive Web sites to
your products?
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Your Campaign and Metrics
Strategy
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DEVELOPING A SUCCESSFUL ONLINE CAMPAIGN
6. Tactics - The who, what, when and how of the strategy.Examples:• Establish ongoing monthly contests giving away sample products
to 10 lucky winners. To enter, consumers must complete a datasheet, providing demographic information.
• Winners will be announced in the product category of the Website to ensure consumers see your product line.
• Number of Connections (# of Conversations)
• Audience Engagements (Actively Promoting Your Brand or Company)
• Social Media Referrals (Visitor Conversions)• Your Engagements (# of Posts, RTs, External Blog Posts)
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Your Campaign and Metrics
Strategy
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CREATING AN EFFECTIVE ONLINE CAMPAIGN:
1. Systematic Planning:• The power of the Internet is that almost anything you can want is
readily available and this is where most get trapped• It's too easy to get led astray and try to target everything
• Efforts need to be highly targeted vs. reaching out to everyoneand attracting no one
• Advertising on the Internet goes back to marketing basics.•
Identify a specific campaign objective• Develop a focused strategy to reach that objective• Create a systematic plan to implement that strategy• Don’t be afraid to shift it on the fly to meet consumer
reactions
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Your Campaign and Metrics
Strategy
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CREATING AN EFFECTIVE ONLINE CAMPAIGN:
2. Run More Than One Banner Concurrently:• The Internet is a fast-moving medium with new enhancements
being added constantly• Users get bored easily with the average banner graphic usually
wearing out out after apx 200,000 to 400,000 impressions (2-4weeks, depending on overall site traffic based on a recentInfoseek study). In addition, multiple banners reinforce advertising
messages and create renewed interest.• Similar to running television commercials, create several schedules
of banner ads, each with two or three banners that will rotate on agiven site. Then rotate the schedule often to maintain a freshcampaign (every 2-3 weeks)
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Your Campaign and Metrics
Strategy
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CREATING AN EFFECTIVE ONLINE CAMPAIGN:
3. Tactical, Not Brand Marketing:• Banners are an effective means to leverage a brand to generate
sales• Brands that are well-established offline should be extended into
banners, encouraging a user to click for more information or tocomplete a sale
4. Creative:• Developing online creative is similar to developing any creative:• First establish an objective for the ad (i.e., decide what it is you
want your audience to do)• Second, develop an advertising message that supports that
objective and, if appropriate, leverage the established brandequity to support that message
• Third, create an ad that meets the established objectives
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Your Campaign and Metrics
Strategy
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CREATING AN EFFECTIVE ONLINE CAMPAIGN:
5. Targeting:• One of the wonderful benefits of the Internet is the ability to target
users• Advertisers can target by site, by content, even by demographic
profiles• Is your ideal customer surfing or after real information?• How do you know this? Look at the content the ads will be
running on• If it's news, you can be sure that reader is after information• If it's entertainment, the reader is probably there to get away
• The goal is to create and run advertising that consumers respondto. The only way to do that is to understand the consumer
• Social Media Referrals (Visitor Conversions)• Your Engagements (# of Posts, RTs, External Blog Posts)
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What Are the Tools I Need?
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Free ToolsGoogle Insight - http://www.google.com/insights
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What Are the Tools I Need?
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Free ToolsWebSite Grader- http://websitegrader.com
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What Are the Tools I Need?
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Free ToolsBlog Grader- http://blog.grader.com/
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What Are the Tools I Need?
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Free ToolsTwitter Ranking- http://klout.com
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What Are the Tools I Need?
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Free ToolsTweetreach- http://tweetreach.com/
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What Are the Tools I Need?
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EmailVerticalResponse Marketing Blog: Is anaward-winning blog updated 2-3 timesa week.CTA buttons: Get a higher click through
rate on buttons vs. text links, quickly andeasily create your own button with CTACopy writing tips: Copyblogger is chock full of quick articles.Email rendering in different email clients:Send a test mail to Email On Acid and
see how it renders in 48 variations of the
most popular email clients and mobiledevices – it takes 5 minutes and is free!Trying to build a list of subscribers?
VerticalResponse List Building Bank is a“vault” full of ideas to help you growyour list
Social MediaDiscover the impact of your tweets:Tweetreach gives you a detailed reachanalysis for any search term, hashtag, URL,company name or Twitter handle.
Find Twitter trends and more: Trendisticallows you to see trends on twitter withreal-time results.Link shortening service and tracking: Themost important step in an effective socialmedia strategy is tracking your links. Use a
link shortening service like Ow.ly
Social media monitoring & analysis: For themore advanced user, SM2 allows you tomonitor your brand and your competitors
across the web. Monitor by industry term,company name and much more.
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What Are the Tools I Need?
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howsociable.com – Social visibilityscore
knowem.com – Profile buildingtool
Social Media for Firefox – Build apowerful social profile on social
news & bookmarking sites
semrush.com – Find competitororganic search rankings
Page Inlink Analyzer – Analyze
inbound links, their Deliciousbookmarks & keyword tags
majesticseo.com – Historicalback-link tracking
trackur.com – Social mediamonitoring
socialmention.com – Real-timesocial search & scoring, social
keyword research
bit.ly – Search friendly URLshortening with analytics
analytics.postrank.com – Track
social engagement withcombined Google & social
analytics
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In Conclusion..
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• See How You Compare
• Determine What You Need To Improve
• Develop Your Strategy And Plan For An IntegratedOnline Marketing Solution (Social Media should notbe separate)
• Implement Your Plan And Measure The Results
Questions?