How to Produce and Measure
Effective Online Communications
Steven Shattuck
VP, Marketing - Bloomerang

@StevenShattuck
About Steven »
• VP, Marketing at Bloomerang
• Published in: Nonprofit Hub, Search
Engine Journal, Content Marketing
Insti...
Agenda »
•
•
•
•

Campaign creation and deployment
Analytics and measurement
How to get started / examples
Q&A

@StevenSha...
Steps to Success »
0. Create an Offer
1.
2.
3.
4.
5.

Set Goals
Create/Deploy Campaign
Measure
Debrief
Repeat
@StevenShatt...
The Offer »
What are you promoting?
•
•
•
•

General information
An event
A capital campaign
Call for volunteers

(the les...
Steps to Success »
Once the offer is created:
1. Set Goals
2. Create/Deploy Campaign
3. Measure
4. Debrief
5. Repeat
@Stev...
Goals Come First »
Ask yourself:
• What do I want people to do?
–
–
–
–

receive important information
visit a webpage / f...
Steps to Success »
Once the offer is created:
1. Set Goals
2. Create/Deploy Campaign
3. Measure
4. Debrief
5. Repeat
@Stev...
Campaign Process »
Offer

Measure

Promote

Goals

Landing
Page

@StevenShattuck
Campaign Process »
Offer

Webinar, event, seminar,
membership discount,
white paper, etc.

Website analytics,
email analyt...
Promotional vehicles »
Online:
• Email
• Web pages
• Blog posts
• Social media
updates
• Videos

Offline:
• Snail mail
• T...
How to decide »
Ask yourself:
• What do I know about my target audience?
– Do they use social media?
– Do they visit our w...
Steps to Success »
Once the offer is created:
1. Set Goals
2. Create/Deploy Campaign
3. Measure
4. Debrief
5. Repeat
@Stev...
Key Performance Indicators (KPIs) »
•
•
•
•
•
•
•
•
•

Email Open Rates
Email Click-Through Rates
Social Shares
Website Vi...
@StevenShattuck
Steps to Success »
Once the offer is created:
1. Set Goals
2. Create/Deploy Campaign
3. Measure
4. Debrief
5. Repeat
@Stev...
How do you know if you did well? »
• Compare to historical data
• Compare to benchmarks
– http://mailchimp.com/resources/r...
Sample Campaign Promotion »
• Create offer
• Create landing page w/ registration form
– optional: video promo

• Email bla...
What we do at Bloomerang »
Offer: free webinar
1.
2.
3.

Set Goals (200 registrants, 125 attendees)
Create landing page / ...
What we do at Bloomerang »
After the webinar:
1.
2.
3.
4.

Count registration and attendee counts
Count traffic to landing...
Questions?
slides: http://slidesha.re/1a6SSIw
steven.shattuck@bloomerang.co
https://bloomerang.co/blog/how-nonprofits-can-...
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How to Produce and Measure Effective Online Communications

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How to Produce and Measure Effective Online Communications

  1. 1. How to Produce and Measure Effective Online Communications Steven Shattuck VP, Marketing - Bloomerang @StevenShattuck
  2. 2. About Steven » • VP, Marketing at Bloomerang • Published in: Nonprofit Hub, Search Engine Journal, Content Marketing Institute, Social Media Today, Business2Community, ExactTarget, Inside INdiana Business, Raven Internet Marketing Tools, Yahoo! Small Business, BBC News, NBC News, The Build Network, Ragan • Amazon eBook co-author • NPO Communications Director • Serves on NPO marketing/communications committees @StevenShattuck
  3. 3. Agenda » • • • • Campaign creation and deployment Analytics and measurement How to get started / examples Q&A @StevenShattuck
  4. 4. Steps to Success » 0. Create an Offer 1. 2. 3. 4. 5. Set Goals Create/Deploy Campaign Measure Debrief Repeat @StevenShattuck
  5. 5. The Offer » What are you promoting? • • • • General information An event A capital campaign Call for volunteers (the less, the better) @StevenShattuck
  6. 6. Steps to Success » Once the offer is created: 1. Set Goals 2. Create/Deploy Campaign 3. Measure 4. Debrief 5. Repeat @StevenShattuck
  7. 7. Goals Come First » Ask yourself: • What do I want people to do? – – – – receive important information visit a webpage / fill out a web form register for a webinar / luncheon engage on social media • What does success look like? – – – – 3% email open rate 1,000 visits 100 registrations 50 Facebook “likes” @StevenShattuck
  8. 8. Steps to Success » Once the offer is created: 1. Set Goals 2. Create/Deploy Campaign 3. Measure 4. Debrief 5. Repeat @StevenShattuck
  9. 9. Campaign Process » Offer Measure Promote Goals Landing Page @StevenShattuck
  10. 10. Campaign Process » Offer Webinar, event, seminar, membership discount, white paper, etc. Website analytics, email analytics, etc. Measure Promote Email, social, blog, Traditional/web ads, PR, etc. Goals Registrations, downloads, etc. Landing Page The page on your website where you are sending people @StevenShattuck
  11. 11. Promotional vehicles » Online: • Email • Web pages • Blog posts • Social media updates • Videos Offline: • Snail mail • TV/Radio/Print • Telephone @StevenShattuck
  12. 12. How to decide » Ask yourself: • What do I know about my target audience? – Do they use social media? – Do they visit our website regularly? – Do we have their email address? • What are they most likely to respond to? – A tweet? – An email? – A phone call? @StevenShattuck
  13. 13. Steps to Success » Once the offer is created: 1. Set Goals 2. Create/Deploy Campaign 3. Measure 4. Debrief 5. Repeat @StevenShattuck
  14. 14. Key Performance Indicators (KPIs) » • • • • • • • • • Email Open Rates Email Click-Through Rates Social Shares Website Visits Website Conversions (sign-ups) Conversion rate (visits vs conversions) Cost per acquisition Purchases Registrations/Attendance @StevenShattuck
  15. 15. @StevenShattuck
  16. 16. Steps to Success » Once the offer is created: 1. Set Goals 2. Create/Deploy Campaign 3. Measure 4. Debrief 5. Repeat @StevenShattuck
  17. 17. How do you know if you did well? » • Compare to historical data • Compare to benchmarks – http://mailchimp.com/resources/research/emailmarketing-benchmarks/ • Compare to your goals • Ask colleagues @StevenShattuck
  18. 18. Sample Campaign Promotion » • Create offer • Create landing page w/ registration form – optional: video promo • Email blast – direct recipients to landing page • Publish a blog post – for website visitors to see – blog post links to landing page • Promote regularly on social media @StevenShattuck
  19. 19. What we do at Bloomerang » Offer: free webinar 1. 2. 3. Set Goals (200 registrants, 125 attendees) Create landing page / registration form Promote via email: – – – 4. First email 7 days out Second email 3 days out Third email 1 day out Promote via social media: – – At least one tweet per day in 7 days leading up At least one Facebook post in 7 days leading up @StevenShattuck
  20. 20. What we do at Bloomerang » After the webinar: 1. 2. 3. 4. Count registration and attendee counts Count traffic to landing page Divide traffic by registrations (conversion rate) Count social shares – – 5. Poll attendees – – 6. Count referral traffic from social media to landing page Which social updates sent the most traffic? Which got re-shared? Were they satisfied by the content / broadcast? Are they interested in learning more about Bloomerang? Make necessary adjustments for next webinar @StevenShattuck
  21. 21. Questions? slides: http://slidesha.re/1a6SSIw steven.shattuck@bloomerang.co https://bloomerang.co/blog/how-nonprofits-can-produce-and-measure-effective-digital-campaigns/ @StevenShattuck
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