Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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One advantage online marketing provides is the ability to measure the performance of your website and marketing campaigns. Collecting website statistics is important but must be in the context of what you are trying to do, e.g. site traffic does not necessarily equal success. This workshop covered the basics on how to capture website and social media statistics and what they can tell you to inform future campaigns and online improvements.

Online feedback is another great avenue to evaluate your business both on and offline. This workshop explained to participants how to set up channels to support and encourage open online customer service and provided tips to respond to good and bad feedback through tools such as Trip Advisor and Facebook.

This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au

This workshop was presented by Threesides Marketing www.threesides.com.au

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Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

  1. 1. Capital Region Online Marketing: Measuring your Success and managing Online Feedback Presented by Threesides Marketing
  2. 2. Housekeeping
  3. 3. Our Mission To provide energised leadership, share innovative solutions, broker positive relationships and deliver valued projects to the region. Regional Priorities • • • • • • Regional Development Planning Education, Employment & Investment Transport – Infrastructure & Services Regional Food Digital Economy Transition Living & Working Sustainably
  4. 4. Key Initiatives • • • • South East Region of Renewable Energy Excellence Regional Sponsored Migration Scheme Southern NSW Harvest Association Capital Region Digital Enterprise Program How We Can Help • • • • • You Access to government programs Advice and training Sourcing skilled labour Grants - support and data Networks and contacts
  5. 5. Find out More Richard Everson Project Officer Mob. 0427 27 27 54 richard@rdasi.org.au www.rdasi.org.au
  6. 6. www.threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.slideshare.net/threesides
  7. 7. We help these businesses with their online marketing: Old Bus Depot Markets National Parks NSW Yass Valley Council - Tourism Lantern Apartments Thredbo Destination Marketing Store Saphire Coast Tourism DDCS Lawyers (and more…)
  8. 8. What can we achieve today? Inform Inspire Direct
  9. 9. Your name, business, and how do you currently evaluate your online marketing activities?
  10. 10. Learning outcomes 1. Understand how to measure and evaluate online marketing success 2. Develop channels to support and encourage open online customer service 3. The Social Do’s and Don'ts of feedback
  11. 11. Basic measurement steps 3. Focus on marketing improvement 1. Establish Goals 2. Create Measurable programs http://www.slideshare.net/SamCapra1/definitive-guide-to-marketing-metrics-marketing-analytics-22390251?from_search=4
  12. 12. Why should we measure? 1. Stop doing things that aren’t working 2. Increase accountability 3. Reduce fear and confusion 4. Make better decisions 5. Provide better customer experiences 6. Pull the right levers in your business
  13. 13. Establish goals
  14. 14. What do you want to achieve? 1. Build an engaged community of fans 2. Drive email opt-ins 3. Convert interest 4. Increase the potential for word of mouth 5. Better engagement and improved messaging. 6. Gain customer service efficiencies 7. Engage with customers on all available channels 8. Make money?
  15. 15. Create measurable programs
  16. 16. MEASURE, MEASURE, MEASURE.
  17. 17. SEM – Clicks + Conversion What areas can you measure online? Email – click throughs, actions Search - Page views, keywords Ecommerce – direct sales, trends Reviews – Sentiment + issues resolved Social Media – Engagement + Reach+ Sentiment Website analytics – conversions, behaviour Contact forms – leads, contacts Downloads – content that converts Digital Customer Value Landing pages conversions ROI of activities – influence your budget
  18. 18. Focus on Improvement
  19. 19. Website analytics – conversions, behaviour Contact forms – leads, contacts Email – click throughs, actions Social Media – Engagement + Reach+ Sentiment
  20. 20. Measuring website analytics Website analytics – conversions, behaviour Create content on your website and then your online Analytic measures can include:     Unique Visitors / Returning Visitors Page Views, Total time spent on the site Sales Conversions, Actions and Events Site Behaviour Improvements: New content, Site structure, Clear call to action, forms and landing pages
  21. 21. Online evaluation and tracking Tracking: •Unique Visitors •Returning Visitors •Visitation growth •Page Views •conversions •Pay per click visitors •Keywords •Popular pages •Referring sites •Actions http://analytics.google.com
  22. 22. Set up Checklist  Signup up for a Google analytics account  Embed the code into your site  Login and check your stats  Review the trends and changes  Create conversion goals  Update your site and marketing based on analytics feedback
  23. 23. Email direct marketing Email – click throughs, actions 1. Acquisition – building the list, developing good data, 2. Action – creating offers, stories, relevant info to act on 3. Conversion – click through and view, buy, download Improvements: Experiment with content, send time, offers, segmenting the lists
  24. 24. Contact Forms Contact forms – leads, contacts 1. Create a form on the website and capture data 2. Link to specific marketing campaigns – eg. Adwords 3. Track: 1. 2. 3. 4. number of leads captured conversion % Value per conversion Questions being asked Improvements: Form layout, placement on website, response time, response message
  25. 25. Contact forms • Sent to an email in the office • Prequalified with form and then contacted back • Record the success rate • Follow up on the non-starters • Different contact form for adwords to record paid conversions
  26. 26. Landing pages www.unbounce.com
  27. 27. Social Media 1. 2. 3. 4. 5. Social Media – Engagement + Reach+ Sentiment Track your social media analytics / insights What reach are you achieving What % of engagement is being reached What is resonating with your users What isn’t working Improvements: Experiment with content, post timing, test offers and competitions, content themes
  28. 28. ONLINE CUSTOMER SERVICE
  29. 29. Multi channel digital customer support Closed channels • Email (zendesk) • Phone (total track) • Livechat (zopim) • Website forms • Help desk software • Self Serve – FAQ’s, documentation, content Open channels • Social media • User forums / Review sites
  30. 30. Call Tracking https://www.reachlocal.com.au/call-tracking
  31. 31. Help Desk and Email Ticketing http://www.zendesk.com/product/tour
  32. 32. Live Chat https://www.zopim.com
  33. 33. Self Serve FAQ’s Content Video
  34. 34. USER REVIEW SITES
  35. 35. User review sites 1. 2. 3. 4. 5. 6. 7. 8. Identify relevant sites (google search) Claim listings Respond to old reviews Update profiles and correct any outdated info Check back weekly / fortnightly Promote and ask for reviews from customers Share feedback with staff Create list of sites to check back with
  36. 36. Popular review sites 1. 2. 3. 4. Google+ Local business Facebook Page reviews Trip Advisor Yelp + Urban Spoon (Food)
  37. 37. RESPONSE STRATEGIES
  38. 38. Respond to everything? Should you respond to every review you get?
  39. 39. BE REAL BE NICE BE HELPFUL
  40. 40. GET YOURSELF INVOLVED GET YOUR CUSTOMERS INVOLVED
  41. 41. Negative response options Type of issue Response Straight Problems –issue with your product or service and person has laid out exactly what went wrong. Respond directly and quickly Constructive Criticism - when the comment comes with a suggestion attached. Respond and take on board Merited Attack –Essentially, you or your company did something wrong, and someone is angry. Respond , follow up, move offline if necessary Trolling/Spam –no valid reason for being angry at you Ignore, block, ban Adapted from http://mashable.com/2010/02/21/deal-with-negative-feedback/
  42. 42. Social + Review Do’s 1. Ensure a good balance between reactive and proactive messaging 2. Respond quickly to customer posts – good or bad 3. Leverage existing relationships to start conversations 4. Build up influences and engage with leaders in your industry 5. Measure whenever possible
  43. 43. Social + Review Don’ts 1. Selling in every post 2. Negativity 3. Getting angry – being an A#*hole 4. Starting Arguments 5. Slow responses 6. Asking questions without replying 7. Over posting 8. Talking about yourself 9. Not setting a time budget 10. Fake answers
  44. 44. Consultations One on One - Digital Consultations and Training • 4 hour digital business consultations and training • Identify 3 get started now actions • Help you start in the right digital direction Sign up now
  45. 45. Workshop feedback https://forms.communications.gov.au/ enterprisegroupfeedback Verification word: summer
  46. 46. Stay in touch Website: www.crde.com.au Call the office: 62970933 Stay on our email list Tell a friend!

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