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