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Reputation and Analytics - WBDC Chicago webinar 2012 02
 

Reputation and Analytics - WBDC Chicago webinar 2012 02

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Slides from the Women's Business Development Center (WBDC) Chicago webinar on Assessing and Managing Your Online Reputation

Slides from the Women's Business Development Center (WBDC) Chicago webinar on Assessing and Managing Your Online Reputation

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    Reputation and Analytics - WBDC Chicago webinar 2012 02 Reputation and Analytics - WBDC Chicago webinar 2012 02 Presentation Transcript

    • WBDC Webinar Series #4Reputation Management and Analytics Presented by Avery Cohen Metrist Partners Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Is Your Web Site a Slacker? Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Web AnalyticsAnalytics will enable you toset online marketing goals,so you can createnew initiatives andmeasure results,providing stakeholderswith actionable insightsinto your customers needs. Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Social Media Analytics Influence Metrics: • Audience Size • Conversation • Amplification • Applause • Economic Outcome Social media metrics definitions from Avinash Kaushik Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Poll #1What social media do you use? – Facebook – Twitter – LinkedIn – Pintrest – Google+ – Other niche social sites – Other niche “groups” (email) Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Reputation Management • What are people saying about you and your business? • Where are people talking about you and your business? • What can you do about it? Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Poll #2Have you reviewed products orservices online in the past 90 days? – Yes, positive reviews only – Yes, some positive, some negative – Yes, negative reviews only – No, I have not used review sites or features in the past 90 days Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Monitor Your Reputation• Google Search• Google Alerts• Google Analytics• Twitter – Hootsuite or Tweetdeck• Review Sites – Yelp• Community (niche) Sites Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Monitor: Google Search Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Monitor: Google Alerts Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Monitor: Google Analytics• Visit Sources – Websites – Search Keywords• Visit Outcomes – Bounce (view only one page) – Engage with important content – Make a purchase – Sign up for email Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Poll #3Do you have Google Analytics on yourwebsite? – Yes, and I check it regularly – Yes, but I don’t use it (much) – Not yet Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Online Marketing Strategy (Context) Word of Mouth Your Web Site Search TV i informati on Social Media Radio Print Calls to Your Email Action Buy Newsletters DM Blogs & Outdoor Other Web Sites Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • How are People Finding Your Site? Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Referring Sites Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Search Keywords Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Filtering Search Keywords Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Landing Pages Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Campaign Traffic Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Campaign Traffic Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • http://www.timelinetheatre.com/not_enough_air/index.htm?utm_source=Pre-opening&utm_medium=email&utm_campaign=Not%2BEnough%2BAir Campaign Tagging link URLs Google Analytics URL Builder Campaign Name Utm_campaign Season Tickets Medium Utm_medium Email Source Utm_source Newsletter Term Utm_term Content Utm_content Footer Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Navigation Summary for a page Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Setting Goals Goals Jan Feb Mar Revenue Profit % from web Number ofTransactions Avg Transaction Value % Transactions over $100 New Customers Returning Customers Email List Size New Email Registrations Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Poll #4What are your website’s goals? – Sell products or services online – Generate new business leads • email newsletter signups • download information – Have people call us – Support trade show or other sales efforts – Reduce customer service costs Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Optimize Your SiteFocus on conversions – Views more than one page – Reaches specific “value-add” content – Opts in for email – Fills out a “contact” form – Makes a phone call – Makes a purchaseSegment and test Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Business Goals
    • Conversions are your guests’ goals Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Your Online Reputation Search Volume Google Sites Yahoo! Sites Microsoft Sites Ask Network AOL LLC Network Source: Comscore.com December, 2010 Search Engine Rankings Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Your Online ReputationWomen’s Business Development Chicago Google’s brand promise (as described by Avery Cohen): We will deliver the best, most relevant content on the web instantaneously and for free. Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • The first rule of Google… Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Inbound Link Initiatives• Press Releases• Your Blog – RSS Feed + Feedburner• Social Media – Bloggers are on Twitter• Ask for Links – What is on your site that would benefit a site’s constituents?• Duplicate Content Policy Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Create Compelling Content Establish an emotional connection• Images and Words people will click on to see more• Stories people will want to share with others Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Your Online Identity Copyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280
    • Thank you. Avery Cohen Metrist Partners Chicago, Illinois USA 312-772-5945 | avery@metrist.com @averycohen on TwitterCopyright ©2012 Metrist Partners - http://www.metristpartners.com – 847-926-8280