On October 23rd, 2014, we updated our
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Brands Think Like This Digital Media Traditional Social Media Website PR Mobile Email
Consumers See It Like This
Brand Interactions Look Like This
Forget Website Design – we need Webpresence design
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.
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
Three Part Approach
The Website Conversions and calls to action Information about the Garden: conservation, research, exhibits Membership Attendance Events Classes
Social Media Communities Create relationships with visitors and members Increase reach for the Garden’s mission with information and reminders: Education/Information Exhibits (photos/videos) Events Some conversion and calls to action
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
Repetitive, not adding value for customers who engage across channels.
Exclusive, customers who don’t use all channels may miss out on something.
Optimal, allows for some cross-over and mirrors the way customers may view it.
Use information, links, content, etc to connect each piece into both other pieces.
What We Did
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
Highlighted Our Other Channels Links Most popular content, republished Sign-up
Social Media Community Management Content Calendar Events/Exhibits Information Photos/Videos Conversation and response Encourage engagement “Thank you” for photos and video Respond to questions
Connect To The Other Channels
Email Campaign Lead with calls to action Invite members and visitors to return to the Garden for special events SMS: Event reminders Games in the Garden to encourage attendance
Share From the Other Two
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)
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
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
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
#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
#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
#3: Rank Content Measure what is most popular on social media sites or in email newsletters: Likes Comments Retweets / Shares Clicks 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
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 2. 3. 1. 3. 2. 2. 3. Other considerations for this may include:
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.
#5: Measure Measure referrals and traffic across channels Bit.ly Analytics Test variations on messaging Track conversions as accurately as possible Analytics Offer codes Purchase form