Goal Driven Web Strategy Extended

GOAL-DRIVEN WEB STRATEGY Implementing Technology with an Eye on ROI

Return on Investment: the magic number that will make you look like a golden god Photo Credit: http://www.ﬂickr.com/photos/andyﬁtz

What ofﬁce do you work for on campus?  

Do you consider yourself a “marketer”? 

What is the difference between   MARKETING and COMMUNICATIONS ?

“ Communications makes ” marketing tactics tangible

Cartoon

THE DIRTY LITTLE SECRET OF WEB MARKETING

MARKETING FRAMEWORK 1.  SET STRATEGY: What are your higher level goals? What does success look like? 2.  PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results? 3.  EXECUTE COMMUNICATION: Communicate with your audience using planned tactics. 4.  ASSESS RESULTS: Did we achieve our goals? What can we do better next time?

SET STRATEGY o  What does success look like? o  Marketing goals should relate back to the business goals of the institution

What are “marketing goals” that can relate back to “business goals”? 

PLAN TACTICS o  What medium is the best way to articulate your message? o  What is the strategy for the communication? o  How are you going to measure it?

TIME IS MONEY Planning not only includes strategy, but also infrastructure. Will an in-house solution or an outsourced one be more cost effective? Photo Credit: http://www.ﬂickr.com/photos/8011986@N02

STEP ONE: Employee’s Salary + 1/3 Salary (beneﬁts) ================== Total Salary STEP TWO: Total Salary / 2080 =============== Hourly Wage STEP THREE: Hourly Wage X Number of Staff Hours ================== Photo Credit: http://www.ﬂickr.com/photos/8011986@N02 Internal Cost

EXECUTE YOUR COMMUNICATIONS

ASSESS YOUR RESULTS o  What was achieved as a direct result of the communication? o  Did that conversion result in a return? o  What can I do better next time?

EXAMPLE: EMAIL MARKETING Set up tracking for an email that is sent out to prospects, encouraging them to ﬁll out an online application for admissions.

SET UP TRACKING Two Key Tools: o  Goals o  URL Builder

STEP ONE: SET UP A GOAL / FUNNEL

STEP TWO: BUILD A CAMPAIGN URL http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578

STEP THREE: PUT THE TWO TOGETHER

STEP THREE: PUT THE TWO TOGETHER Goal Conversion

EXAMPLE: EMAIL MARKETING Figure out ROI on an email campaign that sent out 3,000 emails, had 358 click throughs, resulting in 130 applications. The email took 2 hours to complete, at the cost of $40/hr staff time and $0.015/per email.

ROI CALCULATOR http://www.marketingtoday.com/tools/roi_calculator.htm

DOLLARIZE EVERYTHING Assigning a monetary value to your results gives you a common denominator to compare costs to outcomes

ASSIGNING VALUE Average Tuition Paid: $20,000/year Conversion rate from application to enroll: 20% 20% of $20,000 is $4,000 $4,000 IS OUR “AVERAGE PROFIT PER SALE”

VALUES FOR THE CALCULATOR o  Number of Pieces: 3,000 o Total Program Costs: ($0.015 X 3,000) + ($40 X 2) = $125 o  Response Rate: 358 clicks/3,000 = 11.93% o  Conversion Rate: 130 apps/358 = 36.31% o  Average Proﬁt Per Sale: $4,000

ROI Results

SHARE YOUR SUCCESS  o  Make it tangible o  Give it context o  Offer recommendations

BREAKING DOWN TACTICS

EMAIL MARKETING: WHAT IT’S GOOD FOR ⇒  Increase online applications ⇒  Register online for an event ⇒  Bring in online gifts ⇒  Start a conversation

FACEBOOK ADS

FACEBOOK ADS: WHAT ARE THEY GOOD FOR?

FACEBOOK ADS: HOW YOU MEASURE ROI ⇒  Use a Google Analytics campaign URL ⇒  Set up a goal or create a unique landing page to track conversion. ⇒  Assign a value and use the ROI calculator.

FACEBOOK ADS: HOW YOU MEASURE ROI ⇒  Number of pieces: The total number of impressions ⇒  Program costs: The total amount paid for the ads, plus staff time. ⇒  Response rate: The percent of people who clicked on the ad ⇒  Conversion rate: The percent of people fulfilled the call-to- action ⇒  Average profit per sale: The value you assign to them fulfilling the action

FACEBOOK ADS: HOW YOU MEASURE ROI

Do Something Different http://norwich.typepad.com/fall2007

SET STRATEGY: –  Keep enrolling students engaged throughout the summer, and convey important information them; reduce summer sugar-off. PLAN TACTICS: –  Blog format selected –  Coordination with admissions counselors for questions, videos and new student proﬁles –  Coordination with Interactive Recruitment Manger and Assistant for updating, copy editing and video editing. –  Marketing plan created –  Measurement Plan created: Number of hits relative to target audience, phone call reduction. EXECUTE COMMUNICATION: –  The blog launched at the beginning of June 2007 and ran through the end of August 2007, with updates running every day as planned. It was marketed on the home page, the admissions main page, and in email communications. ASSESS RESULTS: –  20,000 hits over three months, against a target audience of 650. –  Anecdotal evidence from counseling staff

Updated Daily Information the audience wanted It featured “people like them”

BLOGS: WHAT ARE THEY GOOD FOR? ⇒  Provide authentic stories of the student experience ⇒  An opportunity for interaction with current students ⇒  Make institutional announcements and calls-to-action ⇒  Gain insight into the minds of your audience

BLOGS: HOW CAN YOU MEASURE ROI? ⇒  Conversion, if you have a call to action ⇒  Readers: Cost of advertising in a similar content channel ⇒  Comments: Cost of a focus group, if it provides insight ⇒  Anecdotal: Take it on a case-by-case basis

SOCIAL NETWORKS

Saying “We should have a Facebook page” is not a marketing strategy!!!!!

The Goal: Increase quality of incoming students o  70% of the members who deposited were from the highest admissions selectivity group o  Highest selectivity group jumped from 30% the previous year to 37% http://doteduguru.com/id2947-cafe-new-paltz-a-yielding-success.html

SOCIAL NETWORKS: WHAT ARE THEY GOOD FOR? ⇒  Allowing your audience to become a friend/fan/follower of your institution (and then converting the to meaningful actions!) ⇒  Engaging incoming students over the summer to prevent “sugar off ” ⇒  Giving alumni volunteers a way to interact with each other and share tips

SOCIAL NETWORKS: HOW YOU MEASURE ROI ⇒  Easy dissemination of information: What would it cost you in other mediums? What was your conversion rate with calls-to-action? ⇒  Ease sugar off: Did the percentage of summer sugar off go down? How much value does that translate into? ⇒  Support alumni volunteers: Where your volunteers more successful as a result? What value does that translate into?

BOTTOM LINE ON MEASUREMENT Are you brining in more value to the institution than it is costing to implement your strategies?

KEY TAKEAWAYS ⇒  Start with bottom-line related goals, not with the technology ⇒  Measure everything ⇒  Dollarize your results to calculate ROI ⇒  Always ask what you can do better next time

Karlyn Morissette www.dojo-web.com www.karlynmorissette.com www.ﬁre-engine-red.com www.doteduguru.com www.twitter.com/KarlynM karlynmorissette@gmail.com www.linkedin.com/in/karlynmorissette

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Goal Driven Web Strategy Extended

by Karlyn Borysenko on Nov 15, 2009

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Goal Driven Web Strategy Extended — Presentation Transcript