Developing a cross media communication plan dave loreto


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Developing a cross media communication plan dave loreto

  1. 1. Developing a cross media communication plan David Loreto Associate Director of Admissions D’Youville College
  2. 2. Customer Relationship Management
  3. 3. Web VIP portal PURL
  4. 4. Email
  5. 5. Direct Mail
  6. 6. Social Networks
  7. 7. Call Center
  8. 8. Inquiry Communication Plan Student inquiries • Interest page, college search sites, college fairs Mailed personalized viewbook • Call-to-action: drive them to PURL PURL • Call-to-action: Complete profile, visit, apply 8 emails, 70 days • Call-to-action apply, visit campus, like us on Facebook
  9. 9. Applicant Communication Plan Completed Applicants Decision Letter • Acceptance packet  Rejection letter 8 emails, 60 days • Call-to-action: visit, deposit, FAFSA, like us on Facebook, register 4 call center projects • Call-to-action: congrats, visit, deposit, register VIP portal • Call-to-action: connect on Facebook, join Spartan Central, FAFSA, Orientation Spartan Central – Ning network • Student led discussion centered on residence life, roommates, orientation
  10. 10. Event Communication Plan Direct mail invitation Email invitation • Confirmation, reminder, thank you, missed you VIP portal • Reminder of upcoming events Call-Center • Drive registration, reminder for registered guests Facebook, Spartan Central, SCVNGR • Register, reminder, contest, tell us about it
  11. 11. Communication Plan• Defined goals• Targeted audience• Multiple channels• Sequenced efforts across channels• Measurable results
  12. 12. Strategy Plan ExecuteDeveloping your plan • Define goals • Establish benchmarks
  13. 13. Strategy Plan ExecuteIdentify target population(s) • Basic plan • Intermediate plan • Advanced plan
  14. 14. Strategy Plan ExecuteIdentify channels for your message • Consider your audience • Consider your brand • Consider your resources
  15. 15. Strategy Plan ExecuteObtain content • Delegate content development • Outsource
  16. 16. Strategy Plan Execute• Know your data• Personalize the connection
  17. 17. Strategy Plan ExecuteSequence your plan • Time based • Date based • Action based • Mix it up
  18. 18. Communication plan: Incomplete applicants Audience: 2012 freshmen Physician Assistant program • Title: Application Checklist • Channel: VIP + 1 day after • Call to action: Identify missing items application • Title: Complete your application!Time based • Channel: Dynamic Emailcommunication • Call to action: Priority scholarship +30 days consideration, identify missing items • Title: Application reminder • Channel: Call center • Call to action: Encourage application +60 days completion, identify missing items • Title: Application deadline approaching • Channel: Facebook fan page, Twitter November 15 • Call to action: VIP login, application checklist • Title: Application Complete! • Channel: Email Application • Call to action: Join our network, Spartan completed Central
  19. 19. Strategy Plan Execute• Launch your campaign• Measure your results
  20. 20. Lessons learned• Keep it simple• Integrate message• Be flexible
  21. 21. Email metrics• Conversions• Click rate• Links clicked• Open rate• Unsubscribe rate• Bounce rate
  22. 22. VIP Metrics• Links Clicked• Total Visits• Active Visitors• Engaged Visitors• Average Login Time• Average Clicks Per Visit
  23. 23. Social Media EngagementFacebook pages SCVNGR• Likes • Challenges completed• Check ins • Visits• Page Views • Unique visitors• Tab Views • Visitors per person• External Referrers• Media Consumption• Additional insights through graph API
  24. 24. 100 ways to measure social media1. Volume of consumer-created buzz for a brand based on number of posts 51. Method of content discovery (search, pass-along, discovery engines, etc)2. Amount of buzz based on number of impressions 52. Clicks3. Shift in buzz over time 53. Percentage of traffic generated from earned media4. Buzz by time of day / daypart 54. View-throughs5. Seasonality of buzz 55. Number of interactions6. Competitive buzz 56. Interaction/engagement rate7. Buzz by category / topic 57. Frequency of social interactions per consumer8. Buzz by social channel (forums, social networks, blogs, Twitter, etc) 58. Percentage of videos viewed9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) 59. Polls taken / votes received10. Asset popularity (e.g., if several videos are available to embed, which is used more) 60. Brand association11. Mainstream media mentions 61. Purchase consideration12. Fans 62. Number of user-generated submissions received13. Followers 63. Exposures of virtual gifts14. Friends 64. Number of virtual gifts given15. Growth rate of fans, followers, and friends 65. Relative popularity of content16. Rate of virality / pass-along 66. Tags added17. Change in virality rates over time 67. Attributes of tags (e.g., how well they match the brands perception of itself)18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) 68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)19. Embeds / Installs 69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)20. Downloads 70. Contest entries21. Uploads 71. Number of chat room participants22. User-initiated views (e.g., for videos) 72. Wiki contributors23. Ratio of embeds or favoriting to views 73. Impact of offline marketing/events on social marketing programs or buzz24. Likes / favorites 74. User-generated content created that can be used by the marketer in other channels25. Comments 75. Customers assisted26. Ratings 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-27. Social bookmarks store)28. Subscriptions (RSS, podcasts, video series) 77. Savings generated by enabling customers to connect with each other29. Pageviews (for blogs, micro sites, etc) 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)30. Effective CPM based on spend per impressions received 79. Customer satisfaction31. Change in search engine rankings for the site linked to through social media 80. Volume of customer feedback generated32. Change in search engine share of voice for all social sites promoting the brand 81. Research & development time saved based on feedback from social media33. Increase in searches due to social activity 82. Suggestions implemented from social feedback34. Percentage of buzz containing links 83. Costs saved from not spending on traditional research35. Links ranked by influence of publishers 84. Impact on online sales36. Percentage of buzz containing multimedia (images, video, audio) 85. Impact on offline sales37. Share of voice on social sites when running earned and paid media in same environment 86. Discount redemption rate38. Influence of consumers reached 87. Impact on other offline behavior (e.g., TV tune-in)39. Influence of publishers reached (e.g., blogs) 88. Leads generated40. Influence of brands participating in social channels 89. Products sampled41. Demographics of target audience engaged with social channels 90. Visits to store locator pages42. Demographics of audience reached through social media 91. Conversion change due to user ratings, reviews43. Social media habits/interests of target audience 92. Rate of customer/visitor retention44. Geography of participating consumers 93. Impact on customer lifetime value45. Sentiment by volume of posts 94. Customer acquisition / retention costs through social media46. Sentiment by volume of impressions 95. Change in market share47. Shift in sentiment before, during, and after social marketing programs 96. Earned medias impact on results from paid media48. Languages spoken by participating consumers 97. Responses to socially posted events49. Time spent with distributed content 98. Attendance generated at in-person events50. Time spent on site through social media referrals 99. Employees reached (for internal programs) 100. Job applications received Source: David Berkowitzs Marketing Blog “100 ways to measure social media”
  25. 25. Call Center Metrics Team Individual • Conversion • Number of calls • Calls by result • Time on calls • Completed vs. incomplete • Time on prepare calls • Time idle • Total hours • Contacts per hour • Call completes per hourConversionDeposited students who have not registered: 74Students contacted through call center: 57Students registered for event after call: 16Conversion: (16/57) * 100 = 28% call to actionTotal hours spent on campaign: 2.6 hours @ $7.25/hour= $18.85
  26. 26. ResourceseBooksSocial Media Metrics – Jim SterneBrand Media Strategy – Antony YoungBlogsMarketers Studio - David Berkowitzs Marketing Blog “100 waysto measure social media”Blue Sky Factory Blog