How Does Your Garden Grow?: With
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  • This slide is about the main goals and purpose of the website
  • This slide is about the main goals and purpose of the social media communities
  • This slide is about the main goals and purpose of the email campaign
  • You may have noticed that the goals of each overlapped in some places, but with each outlet having a slightly different emphasis, or strength compared to the other two. Now that we’ve identified each individual outlet’s purpose and goal – we needed to make sure they worked together in a cohesive and effective way.
  • How they all need to wrap together and then with each component: SM+email, Website+SM, Email+Website, SM+Email+Website

How Does Your Garden Grow?: With Presentation Transcript

  • 1. How Does Your Garden Grow:
    with Social Media, Email Marketing and a Website All in a Row
    Katie Van Domelen (@ktvan)
    Social Media Manager at Off Madison Ave (@offmadisonave)
  • 2. The Integration Problem
  • 3. Possible Brand Touch Points
  • 4. Brands Think Like This
    Digital Media
    Social Media
  • 5. Consumers See It Like This
  • 6. Brand Interactions Look Like This
  • 7. Forget Website Design – we need Webpresence design
  • 8. Background
  • 9. The Desert Botanical Garden’s mission is to provide the community with education, exhibition and conservation of desert plants of the world with emphasis on the southwestern United States.
  • 10. Goals and Objectives
    The Garden’s main support comes from attendance, membership and donations. To that end their goals were to:
    Grow attendance and membership in order to support Garden programs
    Extend the mission of the Garden beyond the limits of the physical location using digital channels
  • 11. Three Part Approach
  • 12. The Website
    Conversions and calls to action
    Information about the Garden: conservation, research, exhibits
  • 13. Social Media Communities
    Create relationships with visitors and members
    Increase reach for the Garden’s mission with information and reminders:
    Exhibits (photos/videos)
    Some conversion and calls to action
  • 14. Email Campaign
    Reconnect with current members and past visitors to encourage them to continue their support of the Garden
    Create relationships with visitors and members
    Information about the Garden: conservation, research, exhibits
  • 15.
  • 16. Repetitive, not adding value for customers who engage across channels.
  • 17. Exclusive, customers who don’t use all channels may miss out on something.
  • 18. Optimal, allows for some cross-over and mirrors the way customers may view it.
  • 19. Use information, links, content, etc to connect each piece into both other pieces.
  • 20. What We Did
  • 21. Website Redesign
    Restructured content to emphasize main calls to action – become a member, purchase tickets
    Made most frequently searched for or viewed pages easier to find
    Made sure to answer questions that were asked in other channels
  • 22.
  • 23. Highlighted Our Other Channels
    Most popular content, republished
  • 24. Social Media Community Management
    Content Calendar
    Conversation and response
    Encourage engagement
    “Thank you” for photos and video
    Respond to questions
  • 25.
  • 26.
  • 27. Connect To The Other Channels
  • 28. Email Campaign
    Lead with calls to action
    Invite members and visitors to return to the Garden for special events
    Event reminders
    Games in the Garden to encourage attendance
  • 29. Share From the Other Two
  • 30. Results
  • 31. Results: Web
    Social networks consistently one of top 10 referring sources
    Click-through rate on social network links increased month over month
    Visitors are spending more time on the site and average page views are up
    Visitor loyalty has increased (visitors returning to the site 2 or more times)
  • 32. Results: Social Media
    Community Growth:
    Twitter: 79% follower increase
    Facebook: 283% total fan increase
    YouTube: 23% increase in subscribers
    Data reflects Sep 09 – Jul 10
  • 33. Results: Social Media
    Interactions/Fan Posts
    134% increase in average monthly interactions
    128% increase in @replies and mentions on Twitter
    Site click-throughs
    40% increase in clicks to website (event pages, information and membership)
    Data reflects Sep 09 – Jul 10
  • 34. Results: Email
    Facebook most popular link in July by more than double of the second most popular link
    Render (open) rate up 13%
    2% increase in click through rate
    SMS list showing consistent growth
    *Adding tracking code to measure social referrals to the newsletter
  • 35. Getting Started
  • 36. #1: Know Your Audience
    How do your customers connect with you?
    Use tools like Rapleaf or FlowTown to find out what social networks they use
    Prioritize efforts
    Segment audience
    Ask for social information in forms
    Use analytics to determine their mobile use
  • 37. #2: Make the Connection
    Did you know:
    ExactTarget reports that 61% of companies that send email AND have social programs do not even mention their social networks via email?
    Prominently link to your main channels on each web property
    Keep a consistent message
    Branded look
    Similar imagery
    Don’t lose the thread
  • 38. #3: Rank Content
    Measure what is most popular on social media sites or in email newsletters:
    Retweets / Shares
    Track what pages and/or website functions are used most often
    The top tier of content should be available across channels
    Second tier can be linked from channel to channel
    Third tier is specialized to each channel
  • 39. Tier 1: Most popular/important content
    Tier 2: Content that’s more popular in one outlet and can be linked to from another
    Tier 3: Content that’s really only relevant on that channel
    Other considerations for this may include:
    • Usability
    • 40. Search optimization
    • 41. Results of testing
  • #4: Give Directions
    Calls to action work!
    Tell your customers where they should go for what types of connections
    ASK customers to sign up for your newsletter and explain the value
    SEND them to your social networks to interact
    LINK them to your website to purchase, sign up, request information, etc.
  • 42. #5: Measure
    Measure referrals and traffic across channels
    Test variations on messaging
    Track conversions as accurately as possible
    Offer codes
    Purchase form
  • 43. Q&A