• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Measuring Digital Marketing Success
 

Measuring Digital Marketing Success

on

  • 429 views

In May 2013 I presented two workshops at the South Australian Tourism Industry Council Conference about how to measure the success of your digital marketing endeavours.

In May 2013 I presented two workshops at the South Australian Tourism Industry Council Conference about how to measure the success of your digital marketing endeavours.

Statistics

Views

Total Views
429
Views on SlideShare
230
Embed Views
199

Actions

Likes
0
Downloads
0
Comments
0

2 Embeds 199

http://scoutdigitalmarketing.com.au 174
http://dmpmm.com 25

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Friend once said to me “everyone seems to be travelling more”.We’re also sharing more, which is in turn encouraging more…
  • Refine Aims and Objectives, and Audiences based on results
  • Webmaster Tools, useful for managing sitemaps and issuesAlso, AddThis or ShareThis sharing analytics
  • Also mention “Events”
  • Example of retail client reaching teenagers as posting early in afternoon before knocking off work, not reaching 24-36 year old womenUse scheduling to post at best time for your target audience
  • Negative feedback, e.g. hidden posts

Measuring Digital Marketing Success Measuring Digital Marketing Success Presentation Transcript

  • Measuring Digital Marketing Success Erica Nistico Scout Digital Marketing @enistico @ScoutSocial
  • 92% of global consumers say they trust earned media – such as word-of-mouth and recommendations from friends and family – above all other forms of advertising. Increase of 18% since 2007.
  • 72% post holiday photos on a social network while still on holiday. 46% check in to a location (e.g. Facebook and FourSquare) while on holiday. 70% update their Facebook status while on holiday.
  • Of those who used social media to research travel, only 48% stuck with their original plans. Source: http://www.stikkymedia.com/blog/2012-social-media-and-tourism-industry-statistics
  • Session Overview • 4 pillars of digital marketing • Website analytics • Facebook Page Insights • Twitter • Email marketing • Geo-location channels and Directories • Questions
  • 4 Pillars of Digital Marketing* • Aims and Objectives • Audiences • Activities • Analytics *My 4 pillars…
  • Aims Broad and general. The foundation of a digital marketing strategy, what you want to achieve e.g. • Build brand awareness • Build brand loyalty • Increase enquiries • Increase bookings/sales
  • Objectives Specific and measurable. • Build brand awareness - Increase website traffic - Increase Facebook Page likes - Increase Twitter followers - Increase email database • Build brand loyalty - Increase Facebook Page post likes, comments, shares - Increase Twitter conversations • Increase enquiries • Increase bookings/sales
  • Audiences • Be specific • Look at sales records • Demographics; age, gender, location • Psychographics; interests, purchase habits • Ideal customers and buyer personas
  • Activities • Aims and Audiences provide focus • Relevant digital marketing activities • Budget, investment per booking/sale
  • Analytics • Targets based on aims and objectives • What can be measured on each channel • What is most important? • What other KPIs need to be considered?
  • Aims and Objectives Audiences ActivitiesAnalytics
  • Analytics • Website • Facebook Page • Twitter • Email marketing • Geo-location channels
  • Website Analytics Essential tools: • Google Analytics • Webmaster Tools Also consider heatmaps, e.g. Clickdensity, Crazy Egg
  • Google Analytics • Look beyond the Overview • Use Aims, Objectives and Audiences and work back • Explore, but keep it relevant • Use IP address filters to focus on “real” visitors • Create automated email reports
  • Segments • Create audience segments e.g. by location • Navigate through Google Analytics as segment
  • Traffic Sources • Direct; type URL directly into browser • Referral; click links from other sites • Search; via search engines, organic or paid • Other; enewsletters and campaign
  • Social media visitors • Social media referrals • Social visitor flow • Where are your most engaged social visitors from?
  • Mobile devices • Visitors via mobile devices • Specific types of mobile devices (user personas) • Different browsing habits, content, time of week etc
  • Goals Tracking and measuring website conversions
  • Lags to goal conversion • Time lag • Path lag
  • In-Page Analytics • Beta feature • Provides indication of clicks
  • Google Analytics summary • Work back from aims etc • Filters, e.g. internal IP • Locations, create segments for target areas • Languages, for international audiences • Traffic sources • Social media referrals • Mobile devices, visitor trends • Goals and Events • Conversions • Multi-channel funnels • A/B split testing
  • Facebook Page Insights • Likes • People Talking About This (PTAT or TAT)
  • Engagement Ratio = Likes / People Talking About This
  • Likes and Reach • Quality over quantity • Do demographics of fans match target audience? • Are you reaching your target audiences?
  • Review detailed Post Insights
  • Facebook Edgerank The Edgerank algorithm is based on: • Affinity; between user and creator • Weight; likes, comments, shares • Time Decay; since content produced
  • Export Full Data • Page Level Data • Post Level Data • Time sensitive
  • Facebook Page summary • People Talking About This • Engagement Rate: PTAT/Likes • Audience demographics • Reach • Insights details, e.g. clicks • Export detailed data, e.g. negative feedback • Check ins (for Places) • Key influencers and “super fans” • Facebook Advertising, conversion tracking
  • Twitter Quality over quantity
  • Twitter summary • Followers • Follower stats: gender, age, location • Conversations • Mentions and @replies (also untagged) • Retweets • Link clicks (social media tool or Bit.ly) • Klout, Kred, Twopcharts
  • Email marketing • Valuable complement to social media • Data and audience are owned • Segments; locations, age, gender, purchase habits • Targeted emails more effective
  • Campaign Reporting • Opens • Clicks, track flow through to enquiry/purchase • Bounces
  • Campaign Reporting • Opens over time • Test different days and time of days • Test subject lines • A/B split testing
  • Email marketing summary • Segment database • Targeted mail outs • Campaign reporting • Subscriber reporting • Social media shares, forwards • Clicks, track flow to enquiry/purchase
  • Geo-location and Directories • Google+ Local reviews • TripAdvisor • Facebook Places check-ins • Foursquare check-ins and comments • Yelp check-ins and reviews • Specific app check-ins and comments
  • In Summary • Aims and Objectives • Target Audiences • Business objectives and KPIs • Relevant activities, that are measurable • Focus on relevant statistics • Automate where possible • Review and refine
  • Thank you! Any questions? Erica Nistico Scout Digital Marketing @enistico @ScoutSocial