SearchLove London | Mackenzie Fogelson, 'The Measurement Behind Your Integrated Marketing Strategy'

Transcript

• 1. [FE Your Integrated Marketing Strategy MACK FOGELSON Founder & CEO I Mack Web @mackfoge| son
• 2. BEHOLD the mountain of success. @mackfoge| son
• 3. L«3HWd(’| '<fOgU1§OH
• 4. // ‘I . --‘5'. '.'’'‘. ‘ THE MOUNTAIN OF SUCCESS
• 5. j _ @mackfoge| son
• 6. ‘Yeah, and monkeys might fly out of my butt. Q VVIAGECREDH l7(tp. i/it L)HKEVE$‘COrI/ DUL 24629747069909‘? 1/
• 7. V ' - - w « -. ~ ’ . ‘ . . w , ._‘. . * . ‘. -_. .-‘V xx; -. LC; “:: £IA. ?«>Esm-a“n2££: ;'u: oaur; i»‘; lze!4¢1': r-. - NEWS FLASH YOU DON'T HAVE TOEMMLDA BRAN J I -YOUCANT Qimackfogeison
• 8. ARE YOUR EFFORTS moving the business forward? Qmackfogelson
• 9. i an integrated approach wo"‘ <. ? @mackfoge| son
• 10. An integrated approach is about a better business. IMAGE CREDlT- hum ii/ in mm mmnn (om «:62»: zmozsvamu7bu372sb7224723/numb r n9vvh(71QUu’|1(yimn| )lIm1 500 ms N1i'lWJ(’i<iOgl, ‘iOH
• 11. An integrated approach is about a better business. This is a transformation that happens from the inside out. IMAGE CREDlT- hum i/ /DU mm mmnn (om vozaeziuozsvaum I7b4i372Sb722472.'! /tumb r n9vvh(71QUu’|1(yimn| )nm 500 [pg
• 12. An integrated approach promotes and improves the business.
• 13. I I L) 3| . .. Ii ‘ r i I /2t. Ii! ‘ni f"-“V . . I_‘. :.. -5 I 2 - ' ’ r‘‘ ‘lliliiti-Km m i'. 'ii7’i, i" :3,‘ "‘ i i = -w . I‘. “i - __ iii lilii . ‘- E _7:V<: t‘''‘/ _ ’ g Emit. 3;‘ Z‘! ‘ {if An integrated approach promottes : in<. pre. ves the business. A variety of channels work together over time not just to grow the company but to advance it.
• 14. Honjigg l'10l‘f'll€S. /: |‘«"v‘3}'S. .7. L‘ ' 7- ''7’'>' ‘J 713"‘ - s’. .'. ‘.z* 1:57;. " ink-In . _. An integrated approach builds an experience and a relationship. iMM3E<. REmr min-r31memammnlummia21¢3o5M1RA'7MusA2aMMVS2752;Shimmhlv, uBq7h7Mx>0lr1M2Ak 1 sm) 1 . <'2JI. nr, =.x-lt1io);4=Il-<4-xui
• 15. Honjigg l'10l‘f'll€S. /: |‘«"v‘3}'S. .7. L‘ ' 7- ''7’'>' ‘J 713"‘ - s’. .'. ‘.z* If-; 7". ‘ An integrated approach builds an experience and a relationship. Companies don’t have to be perfect, but they must be real, authentic, transparent, and human. iMM3E<. REmr min-r31memammnlummia21¢3o5M1RA'7MusA2aMMVS2752;Shimmhlv, uBq7h7Mx>0lr1M2Ak 1 sm) 1 . <'2JI. nr, =.x-lt1io);4=Il-<4-xui
• 16. _ —~_ _ , ' — ; ' ‘ 7.1 .72’-’"—"_. fi‘; ' " . — _ —-_f -/ . ~_~ 7 - . . / —: :“*-. / ’<__. .-_ _ ‘ ; __ ___ ’ '-—". >,x‘ An integrated approach honors community and revenue.
• 17. — n» _-_ ' -~. . An integrated approach honors community and revenue. Communities form and grow around companies that have something meaningful at the core of the business beyond money. ,3 H U W M M
• 18. LET'S LOOK AT an example in real life.
• 19. Authenticity works its way from the Inside out Here’s to a business you’ll love! Become an Independent Wine Consultant and Work From Unoork Your Inner Entrepreneur "Seriously, anybody can do this. You don 'I need to be an expert. The wine sells itself. It's so muchfim and I'm getting paid to do it! " Kierslen, The Traveling Vineyard We Consultant Check it Out Perfect tor Anyone Who Needs A Flexible schedule Upside Potential for Experienced Direct Sellers "Uniike some direct sales wrnpanies. our rnarkel is not sururuled with reps. Plus we get in market our products In both men and women, rial just in women. " Easy to Start Your Own Home Bend Business "I lave iheflexibiiity. No more juggling schedules bemuse 1 make my own and I get rnprouidr an amazing inmme while 1 work / mm home. " "It is so easy. I didn't know anything ubuul wine when 1 slarleI1.Afier the firstfew parties you reulin: you don't have in be an expert to do lhis. " Tricll. Consulilnl learn more KIIIIIIII. Cnnsultlnl learn More lllcllllll, Conlillllni learn More @mackfoge| son
• 20. ‘ . 'ere’s to a business you’l1 lo" '2 Become an In; wendent Wine Consultant and V Jrk From Home Uncork Your Ir , r Entrepreneur "Seriously, anybodv . do this. You don't need to be an expert. ; The wine sells it It's so muchfiln and I'm getting paid to do it! " . .~ 2- ~‘ . ; . Kierslen. The ' Jing Vneysrd Whs Consultant Hlivlfildlwllll . , . ——. —,_ Easy to Start Your Own gside Potential for Home Based Business Perfect for Anyone Who Needs A Flexible Schedule experienced Direct Sellers "Unlike some direct sales mnipanies, our market is not samraled with "1: is so easy. 1 diim knuw aiiyniing will mine when I started. After the "w parties you realize you don't "I love lhefluxibilily. No more juggling schedules hemuse I makr my num and I gel to provide :1" reps. Plus we get In market our J: amazing inmmc while 1 um‘ Jill products In imui men and women, 71!)! lluln »- an expert to do this. " hume. " jusl lu wnmm. " Michelle. Consultant Tfl mnsultnnl Klerslen, Consultnnl I'M: lzu-"iii ‘! lIiI'l‘ll . . -e wsrickfogeison
• 21. THEIR COMPA doesrft just sell wine. . Qmackfogelson
• 22. THEIR COMPANY doesrftjust sell wine. @mackfoge| son
• 23. The Perfect Career ForThe Stay at Home mom. .. I lil ‘ 4 A 4‘/ ’ 7 l . . I, at V°'r/ hair in: mnckfogelson
• 24. ii Fear ls te rary but regret is er. So when you start out little scary, but d ive up. Don't let the fear make you regret It.
• 25. Telling real stories of real people DREAM JOBS START HERE Meet Christi Many cl our Wine Guides started out Just looking Ior a llexlble. easy wormiomniome job. What they found was way mom than that. Along the way thcy‘vc found new adventures. made Iilelong friendships and enjoyed some great perks (4 mean. we share wine with the wand). But don‘t take our word for it. Hear how 2 career in wine marketing could mange your world from the people who have changed theirs. @macl<foge| son
• 26. BUILD ABETTER BUSINESS
• 27. BUHI) / BETTER BUSINESS AWTRACT ASTRONGER COMMUNITY
• 28. BUILD ABETTER BUSINESS @macI<fogcIson
• 29. nae Low ['74 Int: hit! III in . , 1 Ln am L-L-J
• 30. Growing Your Business Through Community and Integrated Marketing bit. |y/ c3—ma<: kweb
• 31. liar -. ,m-m1 3:«= mift-)-I Si! in kw} GOALS Catapult llanlli-~nrl3:<= iuIIim| Sin: kL':3r Visionary Business & Brand Campaign lian= mu. rA: ;mnrim- “(huh V59‘
• 32. lremtiorn . autiov I I30 days) Business £4 Brarui Campaign Iif: ‘I ail-, )I‘ E><E, ‘CII[IUI1 It? ! i[IOI]"E>E(I IIIUII <'3I‘. dr1v>I I'$OaI.7IysI @mackfoge| son
• 33. K‘ / Pd‘) V5 0 <7 fin Iteration/ Execution (30 days) ’I‘-I< VIIIII x Business :5 Bmnd Campaign Iteration/ Execution Iteration/ Execution G I (30 days) (30 days) 0% “no <9 04 S’ tr bgo Qmackfogelson
• 34. |'(’= m,liI-invl,5:«aqIifta1m 8I0Ic! =v; -1 GOALS Ii: i’o: iI'(-I-rA5:<*-iii-xii’-nu; 81¢-arm Visionary BUSINESS & Brand C: xiiIur: |gr 3i6lriiIiillVl:3Z(éi'_lIIlii)Iu (tin-. I=v» I
• 35. Iiacelar-I-rA: ‘:<= (4-ill-iju kit! -ffwi-‘SI Visionary Business Sr Brand Cavv1paJ»; }n “= lP: IflOllYl5i(=11I|3iOIII kionuksw
• 36. GOALS Visionary BUSIHGS5 & Brand Carnpaiun I<= m=rit-urA_3:4.a: uiit-u ‘ | ‘(ar’= Iii'-i: vl,5:<é: 'uil1-xii t= I0--r-v»r ‘ 810.1-kgdl
• 37. Carnpaign Iteration/ Execution (30 days) Iteration/ Execution (30 days)
• 38. liar -. jltu-VA 3:«= ruift-)-I Si! in kw} GOALS Catapult llanlli-~nrl3:<= iuIIim| Sin: kL':3r Visionary Business & Brand Campaign Ki€l! =l3YI}IYl3I(= IqIiiillI “(huh V59‘
• 39. HOW no You communicate ; “II. ; with A an integrated approach? @macI<fogeIson
• 40. HOLD ON, KIDS this is the part that can be kind of tricky.
• 41. I interact I interact THE PATH TO CONVERSION @mackfoge| son
• 42. THE REAL PATH TO CONVERSION
• 43. YOU CAN’T ALWAYS directly measure everything that you do.
• 44. I II I " is value always starts with goals. @mackfoge| son
• 45. Iteration/ Execution (30 days) / islormvy Busin ’s 254 Brand Campaign Iteration/ Execution I I Iteration/ Execution (30 (lays) (30 days) @mackfoge| son
• 46. SO LET'S SAY these are the goals you want to accomplish.
• 47. VISIONARY GOALS
• 48. BUSINESS & BRAND VISIONARY GOALS
• 49. CAMPAIGN BUSINESS & BRAND GOALS VISIONARY
• 50. VISIONARY 1) Become a $50 million dollar company 2) Become a household name II"i/ L. [1PLl‘iIlI‘iI(; 'r‘«‘»~’. IIILI'Iuliil. iI4UiL)5 ' I- mg. -I rm : ;1": :7'_; I‘3> @mackfoge| son
• 51. BUSINESS 8: BRAND 1) Attract more of the right leads 2) Earn their trust
• 52. CAMPAIGN 1) Increase organic traffic by 30% 2) Increase lead conversions by 5% 3) Increase community conversation by 35% @mackfoge| son
• 53. @mackfoge| son
• 54. CAMPAIGN BUSINESS & BRAND GOALS
• 55. CAMPAIGN BUSINESS & BRAND GOALS VISIONARY
• 56. YOUR GOALS break down into tactics that you can measure.
• 57. YOUR TACTICS will build the integrated experience.
• 58. An integrated approach goes deeper than optimizing a Ready for your dream job? lead form :0: YOUR NAM E YOUR PHONE YOUR EMAIL STATE V I Haveyou been in cnntad witI1aTrave| ingViney: rd Wine Guide? LII SGILI SIARIID @mackfoge| son
• 59. We assessed communication 1. Please briefly describe how Traveling Vineyard leads are generated Il"ll gaps 2. What happens after someone fills out the form on the website? How does. lead get assigned to you? 3. What steps do you take to follow up with that lead? 4. What has been the most effective mode of communication between a lead and yourself’? 5. Do you experience any barriers that might prevent effective or timely follow- ups? ll 50. what are they? 6. What are the most frequently asked questions (including any concerns) you get from leads? 7. Do you have a wish list of resources that you frequently wish you had when following up with leads? If so, what would those be? @mackfoge| son
• 60. We identified persona A E C D E F . Phase One Phase Two Phase Three Phase Four Phase Five touch pomts Gual(s) in each phase — Questions ii'i each phase — Toughpginls Website: Website: Website: Website: Website: Website: Biog Blog: Blog: Biog Biog: slog: Social: Social: Social: Social: Social: Social: Email: Email: Email: Email: Email: Email: Oflilne (or on Website): Oflline (or of! Website): Offline (or off Website): Offline (or on Website): Offline (or oi‘! Website): Oflline (or oil Websit ' @mackfoge| son
• 61. Meet Kirby STAY AT HOM E MOM What success looks like in real life Name: Kirby Mmgufla Years with Traveling Vineyard: 15 Favorite Wine: Bentgate So what does Kirby think about becoming a Wine Guide superstar? A New Life Wih @macl<foge| son
• 62. #FINDYOURZlN iii Find Your Zin: Celebrating Perfect Wine . 1omems wnmw BVTPlAVEt. lNGViNEVARDO MAV 2: ma Enjoying the moments With the recent release or our Small News Lodi ziniennei weal the Tiaveiingviiieyam are (elahialmg Du! lmrite wines zinraiieei and the Ie5LTher2 are any number erwavsu: honor and eniav a lavmiie wine. umereiit settings, aiueient pairings. ailment moments. Persoriawwe lind the last one to be; i . Food 8. Wine Pa‘ ings Pinning Party in. .. to «in. M16 am . . la ii. sin. i Wlrn ». n.a- awn inn. on n. i. ... = Ml’ DJ n. .e. e vn. ,.= tennis. .. : . P— in uywaa l. 4-. i. n. tmdd . n , .i i. ..l-. n.. ma -ma aiuivi v. ... i 3.. ML-NW i. i. .., ., iinwewi. ti. .. . .. -rlua lMu FM: nn. ,4, n Vince li 'O( 5.. inl. Pluz. in. n we. aim iinn. in. win. ‘E Wvwm Culrun-on nil» - flout on. .. Cmllim i i We built content for the biog and social media . ll()l‘(‘, than Wine: Ma from ll()m(‘ Svtpuroma iniVlfl4liVflH7ifll"rVr‘7ilvlVitilE Nmaili iniiel [two but Q10‘ n7~<VllI auliflufiiavnllhd iiiiiim lravviiylflViy¢VJVflWlr((w¢¢<Iiriui likIIVJIWirIi7t. I|Vrlav€ EDA . . Perwrziilv inc ii-aim win 4 fluent "RV! dillevrrlt dflafllt inn dllltrrlit iiiizi awry VVVVK‘ Guide RI‘tilM tlrvowvl lratoflilol txI(o’I Vmpiltni UK lIavr: liIl[/ irlruruiamlly Chvlttv iii. mniil. was l'l| l' to n. i.. I in. ..» Sm l 1 hard WOVIIHL E-tlrrl flvlvvi woman Eelfltr the beam: )7! Wvtnflflent nuiiem MD ilk. ‘ win‘ Culdei nlin Vlavviihi Vmiv-ltd Mfulter ieni V‘(Ilw1ylVoWi n. i iarvllw ». w.. n. in. am me well niii (M nlini Her flaulhltv im Dom and cnliiil we n. ii. il ii i in, i.ii. iei how zouifi SN: Kbflllfltlt iii In‘ 1u((l. ‘§ltAi wltllaul utnlizlng nil lamiiy’ SIM invtd azlu i bt. yl'<§v~GM24 But Mecca lnklttl bliilhtt nu mm and iam iv illt id-d aleiin-i-temnmnilii nan '1vld lhtwlnewtlnnswiilulxe ivunlrd low‘ inl7t€Vl. ‘lI£iv(t xlicloincd Vvavei n[ViV~¢1:'d ii. mm the bliilmt VI. ‘ Wl)>QQKlVi[llII wl'ihtVl(lV! uuDu4Lcw. ‘ll -i . .l -- vl. l. l'tN'>i. “V7lr1'("L"il lll‘rK“l7r'K'tl rLv}R(' an—-31-}- _. :€——j-4» @mackfoge| son
• 63. Ymveling Vineyard Yrlzvaimg Vineyard we're aboul much more man wlne. Check Du! Cnnsl ‘/ curse” what we mean. mm Hm iv/ ISCWKBW Go! a liexlhia work schedule’ may II ya do’) Get me masl out at in Here are 5 ways to make wolkmq hum home wum iov you Now lo Make Wovlmg Flam Hume Work For Van uvv VAV ' Ill: 1» ytv it Hug I I )"r‘- Ill )3 ; xrla V 271‘ 'I‘+: .Ir': ‘I II: I I, .. .u -{v I'm'2~ "W: ‘N l": (“i. ‘ ) . 1!’. Tilii:1i'. lo: ma! iiI15"VII-lagml--"'AVll-1:«-‘Bil’! I: he canllnenl Slime amw ; vJ. Sh.1lr~5 : , 32 Jeanie IIKE ms w. ... ,u~. m.«-y. .a 'Tis the season. right? 4 wine—pairing rules tor your roasts: bit. iy/ ‘maissv ioodandwlne rm-«ma vluvvu How the expens wash a wine glass: bluy/1 yNx2qU ioodandwlrle rum-llng Vineyard ink Friday Fun. What type oi wine lover are you’? Do. wllh US! hlwll’/ bll iy/ IVUZDOV Are You a Win: Snoh 0! Wine A. Wlne Fully Lke cammenl Share Elmer . {,3snams ,5 l5 aeople llke INS Top commems - l. l'I 1 Dclpome Have a w-ne lasung event be'ore1he holldays vwne always as a great gm and peoule who love we aiways Vememhei a glee! one us a lal-lei, 5 lree Dollies oi wlne, good iood nairzngs. great lime um your menus. le wan: IS done to! you Remy :3 1 is: Foster Dannay I am -‘wlne awesome‘ lmeresmq Repiy .3‘ Ina Bmgalena-Simmons Amber L Lawlasn Whllaker Reply in Belson M2100‘ Remy r'lE’l l in €'II«’. f ; i', Lv'1
• 64. We helped their sales team adapt to a new approach -’I Kirby Wine > The Traveling Vineyard " lam Lr. -y NJ Lama 7‘ While I am sad to see her start Kindargardan, whole new social circlel I created a group just : class on Faoabook. It serves two purposes, 1. parents and share intormatlon and ideas 2. To c. community (moms! ) to build my business. I will ne. inlormation, no host specials JPGS, no book a tasting , comment about wine at appropriate places and working no. .4!“ to build my network oi local people who may someday in the tuture book A Hgamay wgsg ; ; my il ya; ., tasting or join my team. What types at similar groups can you create? Meet one ot my wine BFF's Christi! bitty/1 OW8rBa tome/6VxgGSVOy 1 3:13‘ .137 no.4, 1.1”». --l. :-: -v ~ l l l l . l> Patrice Whitzar (rm - . RT @WineTastng Eysuz. Vou guys Know I love this gig - thought you might like to read the story at one of my tellow Wine Guides, Chnstl. htt. ha . Susan McDonald (1~' You guys know I love this gig - thought you might like to read the story at one at my tellow Wine Guides, Chnsti. tb. me/1driBePneq I — a yr yam Corns find out what it's like to be a Wine Guide and why its about more than wine. Listen to chrlstrs story: Traveling Vineyard —, ::v blt. Iy/1sghhnE I x . :)S zoo @mackfoge| son
• 65. Want to learn more? While you're waiting, get to know a little more about Traveling Vineyard Wine Guide opgrtunities. You can also use the time to meet a few of our Vlfine Guides whose joumeys to Traveling Vineyard might sound familiar: o Are you a full-time mom looking for a little extra Income and a lot more flexibility in your schedule? Go hear Kirby's stom. 0 Are you ready to take a new direction with your life. career, and family? Find out how Christi did the same. a Are you looking for a challenge and a means to excel and grow? Discover, how Traveling Wneyard has helped Debbie do_1ust that. Want to learn more? While you're waiting. gel is know a little more about Travehm onmgunilles Youurialsouaalrietimeto meetalewolourwlne ousdesu Truvelirig Wneyard might sound lamiliar. Meet Kirby An you a lull-time mom looking lot a little extra mt '1 g’ 1 income nor: . in more flexibility in your Ichedu| e‘I ‘ 1 ’ Q9 Hear Kivg_y‘§ flag . =1.. . '. t2 Meet Christi Are you may to take a new dirnaiorr with your lilo. career. and lamily? F no go now Christi did he same «x w Meet Debbie . ; 3 r Areyoulookingloradiallengeandameansto ‘ ‘ excel and grwfl i Eisgver how Tavel ng Vineyagj has heiggg Qeggre — do usl that C. ‘ I . igjmnckfogeison
• 66. MEASURING TACTICS to KPIS one—to—one) doesn't communicate value. @mackfogelson l
• 67. EMAIL SOCIAL SEO Campaign Delivery Rate. impressions, Organic Traffic, Historical Open Ram Followers, Amplification, Sessions, Page Depth, C“Cl< t0 Delivery Rate. 5€S5i0nS. Applause, Conversation, Time on Page, Goals, Bounce B0UnC€ Rate» P8885/Visit. Avg Engagement Rate, Rate, Branded Mentions AV8. ViSit Duration. Sign UPS Total Clicks, Click Through Rate CONTENT 5°“-5 Total Goal Completions for Goals (segmented by marketing channels), Landing Pages for Conversions (top 10) Landing Pages (sessions, bounce rate, goals, page depth) Pageviews by Channel MULTI-CHANNEL FUNNELS Goals by first click, last click, and assists segmented by marketing channels Goals from all last click interactions, assists and total segmented by marketing channels. Time Lag (days to conversions), Path Length @mackfoge| son
• 68. rl all sl L about the story your data is telling. @mackfoge| son
• 69. COMMUNICATE the power of | Sll : RiSUl_ H D N Am | _)Rl/ <5 AS A 4'j‘lT1ZiCl<fOg€lSOfl
• 70. KEEP THE FOCUS ON THE LONG TERM ANDTHE G“ BIG PICTURE TO STRESS PROGRESS TOWARD GOALS @mackfoge| son
• 71. ‘ at of Form Submissions Social Media E ngagcment O T. lfel/ x; 0 Tut. ) , *iiiiii'i. ,-iw o T_‘§‘lC<iIiy”‘T‘i§l ll 1 8% increase in G _ h Converslm-on 91 0 increase C ange Quality of Visit I Feb « Sep 2013 I Feb - Sep 2014 I I I I Jan Feb Mar Apr May June July Aug Sen Returning Visitors Page Depth Time on Page Goals Bounce Rate 1100 l"'CV€“55 56% increase 0 Form Submissions (2013) 0 Form Submissions (2014) 4 1 0 I O O + O D I 0 Feb Mar Apr May June July Aug Sep Feb Mar Apr May June July Aug Sep @mackfoge| son
• 72. EM PHASIZE PROGRESS MADE FOR THE BUSINESS AS WELL AS FOR THE BRAND @mackfoge| son
• 73. it of Form Submissions 2 znmiuiqiixs ' '1-r= iI£'x, +=ii 0 Form Submissions (2013) 0 Form Submissions (2014) I I I 0 I 0 1 Feb Mar Apr May June July Aug Sep 37% increase in lead form submissions over the last three months (Jul-Sep) compared to the previous three months (Apr-Jun) @mackfoge| son
• 74. BUSINESS 0‘ i‘i“‘v 56% increase Mar Apr May June July Aug Sep @mackfoge| son
• 75. Social Media Engagement o I ~ ' I 0 ii iii « o l I . . T : l0I: V/-liuiqtmixami , - qmivtaisxlfll a. i W11-imeim, ‘ -wsiiilliii-iiIi'iiv I ""t’""“*" Feb -Sep 2013 l ' Feb-5ep2014 i QC Jan Feb Mar Apr May June July Aug Sep . . Returning Visitors iéiinackfogelson
• 76. BUSINESS & BRAND 1:1 relationship Working Mother retweeted you pr°3’e55 ’ , v.ori« ll’ * ' Yrlvollng viiioymi * i . I - , ~NataJisHaage Hey Natalie. we were wnndenng i we could ask you a ceiipie quatinns as an expert mnrn A blogger? W Pea’ y'r)uri‘. r,»x . ,i, Stzt Narziia H — maveiininnyaru sure. Natalisdhaagefigmailcom 9 -iineconversazan - iv . .-. .. » . , ~ 2'” " ': N"'a"e"°a“e Donafla Crlgger Jr Win . m»i~. - 0., ‘ ii mm, “ “Mm” _ U y , g “ tFF Some interesting and amazing folks: mWorkingMomMagic Lz: ListProducer ’ enaiaiieueage Hi Natalie, Ayelet will be erriailing you mis morning. Thank you so uABCClothing uiTrave| inVinyard t. '3CityGirlsNYC mucnii Expand § i-I @mackfoge| son
• 77. THESE EFFORTS are the stepping stones toward visionary goals. Qmackfogelson I
• 78. “BUT WE DON'T WINK #1 FOR [ENTER KEYWORD HEREI. ” ~ YOUR CLIENT
• 79. "AND RS. WE REALLY WANT TO INCREASE OUR FOLLOWER COUNT. ” - THAT SAME CLIENT _. ,., —<; '%_e—e__. _. , cw . _, _. , W ~. .,_. .; . ,7, V73 _ —— . ,_, _. , e, . we", _ , ,,. sE= ._, ,". ,_, ._, , . ..—_N. w, _ , ,.. ,__ , ... .~u%ar, .,, "_. . I
• 80. “ ‘. . 75%; ,‘ _"° 2,’ ‘ 54,- 1114 l . 'al. ’ll-,4. ir. ..i: :.-. -ritvii ‘ii)JCl<iOgE‘lSOi1
• 81. BRING THE CONVERSATION Back to Goals
• 82. VISIONARY 1) Become a $50 million dollar company 2) Become a household name ivm. L cwuuii lil', u- an/ .i! iii-i it-in L}il. r'Ll‘; ‘. 'lLlLL‘ iuim, -,. r:11_’1i‘_‘; »,‘: L. @mackfoge| son
• 83. BUSINESS 8: BRAND 1) Attract more of the right leads 2) Earn their trust
• 84. ‘ # of Form Submissions Social Media E ngagement o T. lfel/ i; 0 Tim / uiiiii'i. ,-iii» o T. iZ‘lC<iIiy"‘f‘~§l ii 1 8% increase in G _ I , Convemm-on 91 0 increase c iange ovei Quality of Visit I Feb « Sep 2013 I Feb - Sep 2014 I I I I Jan Feb Mar Apr May June July Aug Sen Returning Visitors Page Depth Time on Page Goals Bounce Rate 1100 ll'lCV€“55 56% increase 0 Form Submissions (2013) 0 Form Submissions (2014) 4 1 4 I O I I O I I 9 Feb Mar Apr May June July Aug Sep Feb Mar Apr May June July Aug Sep @mackfoge| son
• 85. // ‘I . --‘5'. '.'’'‘. ‘ THE MOUNTAIN OF SUCCESS
• 86. or HOW DO YOU seize fiti in the data? @macl<fogelson
• 87. "DON'T MEASUREANYTHING UNLESS THE DATA HELPS YOU IVIAKEA BETTER DECISION OR CHANGE YOUR ACTIONS. " - SETH GODIN
• 88. Iteration/ Execution (30 days) i/ isioiiéiiv Business 84 Brand Campaign Iteration/ Execution Iteration/ Execution (30 days) (30 days) (Y J‘ 0.3 9% 0 ‘O 041 R J‘ bQO Qmackfogelson
• 89. Identify items in your reports that can be integrated back into strategy Current data suggests that » in terms of longevity ~ your audience still favors practical, educational posts. though they enjoy simply celebrating wine. too, as evidenced bvthe top 5 posts forthe month of July: - Introducing Small Hours, a Corked We-in Lodi Zinfandel . 9 Steps to Running a Fun and Successful Home Business 0 Find Your Zin: Celebrating Perfect Wine Moments - Those Crazy Wine Regulations: Massachusetts I We will caygpuig “em I site on your content performance and. particula nent of the most recent posts and more easily nai De; e(e to linger and explore, We also recommend fl ®r Favorite Posts menu: try out those wine education and regulation posts that retain their popularity despite their | ong—buriecl location. - ' @mackfogelson
• 90. Assign each item to members of your team and keep track of catapult deb Statue Nation by Aulgned to lbln comment: - - progress 1) Rebecm/ Courtney to determine next blog post (update: thlnwlli probablybe " , the llrst persona video blog post) 2) Courtney to create two versions ole- teetlng new: copy (plain text copy vs. designed COPY) 3) Net to create two emails 4) Net to segment email list and test. @mackfogelson Would be good lor the eontentldeslgn team to Net/ Courtney note that long email copy has not been D° s°"'° NB perlorming well. We can test this out more. over next 90 day 6/12/2014 In proqms walegy
• 91. :: Meet monthly to stay accountable and assign new opportunities
• 92. FOCUS ON THE right things not just the shiny things.
• 93. SHINY THING CHECK 1) Does the opportunity align with goals? 2) Does it need to be addressed during this 90-day iteration? @mackfogelson
• 94. iii "future strategy” list to guide your next 90. @mackfogelson
• 95. "‘/ ,3?/ ""0 9a J‘ iteration/ Execution (30 days) i. .« . . Campaign Iteration/ Execution (30 days)
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• 97. Nothing works in . Imago (mm: IMAGE CREDIT httpsz/ /www flickrcom/ photos/ podrernaumplnrieiro/5075512957
• 98. .1. Q -2.’; :. :.'o: P: >‘. v.v; v_>; «7.v'. c . s e‘; Nothing works in isolation. All of your efforts work together to accomplish goals. Image credit: IMAGE CREDIT https: //wwvv. flII: kr. cnm/ photos/ pedrcmeuraplnhelro/5075612939
• 99. IMAGE CREDIT: hup / /40 mediatumbir com/ Z70fd5dd29’2cfd1E33920159d(0687la/ tumblr_myy2f]OeMT1rI50lgo1_5DOjpg a nun l<. ’r: "~_i lwriii
• 100. it's not just about what you . It's the story you tell. IMAGE CREDIT: hup / /40 mediatumbir tom/ Z70fd5dd29’2cfzl1E38920159d(0687la/ tumblr_myy2f]OeMT1rI50lgo1_SDOjpg
• 101. Contrast breeds clarity. lMAGE CREDlT: http5:/ /wwwliIckr. (nin/ photo5/mitikusa/2488309395
• 102. Contrast breeds clarity. Continually test and modify the KPls you use to prove your value. lMAGE CREDlT: http5:/ /wwwliIckr. (nin/ photo5/mitikusa/2488309395
• 103. Xx AAA 4:- _{4__ THE MOUNTAIN OF SUCCESS
• 104. FOLLOW THESE KIDS @SteveWebb @AnrIieCushing @MSimrnonds @AyeletMackWeb
• 105. ‘I ' Get the Link Bundle https: //bit| y.com/ bundles/ mackwebsolutions/ c Connect With Us http: //mackwebsolutions. com/ connect/