How to measure your online marketing investments, including Social Media

1. Online Marketing
Session IV: Measurement

2. Our Flight Plan

3. Our Flight Plan
1:00 - 1:15 Review

4. Our Flight Plan
1:00 - 1:15 Review
1:15 - 1:45 Exercise: Site Audit

5. Our Flight Plan
1:00 - 1:15 Review
1:15 - 1:45 Exercise: Site Audit
1:45 - 2:30 Why Measure?

6. Our Flight Plan
1:00 - 1:15 Review
1:15 - 1:45 Exercise: Site Audit
1:45 - 2:30 Why Measure?
2:30 - 2:40 BREAK

7. Our Flight Plan
1:00 - 1:15 Review
1:15 - 1:45 Exercise: Site Audit
1:45 - 2:30 Why Measure?
2:30 - 2:40 BREAK
2:40 - 3:30 Basic Overview of Tools

8. Our Flight Plan
1:00 - 1:15 Review
1:15 - 1:45 Exercise: Site Audit
1:45 - 2:30 Why Measure?
2:30 - 2:40 BREAK
2:40 - 3:30 Basic Overview of Tools
3:30 - 3:45 Exercise: Pick 2 Tools

9. Our Flight Plan
1:00 - 1:15 Review
1:15 - 1:45 Exercise: Site Audit
1:45 - 2:30 Why Measure?
2:30 - 2:40 BREAK
2:40 - 3:30 Basic Overview of Tools
3:30 - 3:45 Exercise: Pick 2 Tools
3:45 - 4:00 Cheat Sheet

10. The Road Ahead
In 4 Classes

11. The Road Ahead
In 4 Classes
Research

12. The Road Ahead
In 4 Classes
Research Strategy

13. The Road Ahead
In 4 Classes
Research Strategy Execution

14. The Road Ahead
In 4 Classes
Research Strategy Execution Measure

15. review

16. review
Research

17. review
Strategy
Research

18. review
Execution
Strategy
Research

19. review
Measure
Execution
Strategy
Research

20. review
Version 2.0
Adapt
Measure
Execution
Strategy
Research

21. review
Version 2.0
Adapt
Measure
Execution
Strategy
Research

22. review

23. review Research

24. review Research
1. Develop a Persona (We Are Not The Target Market)

25. review Research
1. Develop a Persona (We Are Not The Target Market)
2. Use Tools to Refine

26. review Research
1. Develop a Persona (We Are Not The Target Market)
2. Use Tools to Refine
• Forrester Social Technographics

27. 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

28. 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)

29. 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

30. 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

31. review

32. review
1. Persona provides a tight target market

33. review
1. Persona provides a tight target market
2. POST: People, Objectives, Strategy, Technology

34. review
1. Persona provides a tight target market
2. POST: People, Objectives, Strategy, Technology
3. Know your Keyword phrases - Persona’s pain points

35. review
1. Persona provides a tight target market
2. POST: People, Objectives, Strategy, Technology
3. Know your Keyword phrases - Persona’s pain points
4. Identify What to Measure

36. review Strategy
1. Persona provides a tight target market
2. POST: People, Objectives, Strategy, Technology
3. Know your Keyword phrases - Persona’s pain points
4. Identify What to Measure

37. review
Occupation: CEO of mid-size company.
Company: Apartment Renovations Inc.
Clients: Landlords, Real estate investors
Culture: 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

38. review
Occupation: CEO of mid-size company.
Execution
Company: Apartment Renovations Inc.
Clients: Landlords, Real estate investors
Culture: 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

39. (Great Content)

40. Execution
(Great Content)

41. Execution
(Great Content)

42. Execution
(Great Content)
email

43. Execution
(Great Content)
email

44. Execution
(Great Content)
email search

45. Execution
(Great Content)
email search

46. Execution
(Great Content)
email search adwords

47. Execution
(Great Content)
email search adwords

48. Execution
(Great Content)
email search adwords
video

49. Execution
(Great Content)
email search adwords
video

50. Execution
(Great Content)
email search adwords
video updates

51. Execution
(Great Content)
email search adwords
video updates

52. Execution
(Great Content)
email search adwords
video updates podcast

53. Measure
exercise
Let’s Audit a Site

54. Measure
Measure

55. Example Measure
Traffic on your Website

56. Example Measure
Traffic on your Website
Google Analytics

57. Example Measure
Traffic on your Website
Google Analytics
• Free

58. Example Measure
Traffic on your Website
Google Analytics
• Free
• Must embed code

59. Example Measure
Traffic on your Website
Google Analytics
• Free
• Must embed code
• Can be tied to AdWords

60. Example Measure
Paid Search

61. Example Measure
Paid Search
Google AdWords

62. Example Measure
Paid Search
Google AdWords
• Bid system

63. Example Measure
Paid Search
Google AdWords
• Bid system
• Ties into Analtyics

64. Example Measure
Paid Search
Google AdWords
• Bid system
• Ties into Analtyics
• Set a Daily Budget

65. Example Measure
Facebook Insights

66. Example Measure
Facebook Insights
Facebook Insights

67. Example Measure
Facebook Insights
Facebook Insights
• Set up a FB Page

68. Example Measure
Facebook Insights
Facebook Insights
• Set up a FB Page
• Get 30 Users to “Like”

69. Example Measure
Facebook Insights
Facebook Insights
• Set up a FB Page
• Get 30 Users to “Like”
• Analyze

70. Example Measure
Managing Social Media

71. Example Measure
Managing Social Media
Hootsuite

72. Example Measure
Managing Social Media
Hootsuite
• Manage Social Media

73. Example Measure
Managing Social Media
Hootsuite
• Manage Social Media
• See what Tweets work

74. Example Measure
Managing Social Media
Hootsuite
• Manage Social Media
• See what Tweets work
• Schedule updates

75. Example Measure
Listening Online

76. Example Measure
Listening Online
Google Alerts

77. Example Measure
Listening Online
Google Alerts
• Instant Updates

78. Example Measure
Listening Online
Google Alerts
• Instant Updates
• Enter your name, brand,
competitors, keywords

79. Example Measure
Listening Online
Google Alerts
• Instant Updates
• Enter your name, brand,
competitors, keywords
• Respond in real-time

80. Principles Measure
Cheat Sheet
www.DigitalWaxWorks.com/MSU