Digital Marketing Analytics talk given at Southern New Hampshire University

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Talk about digital marketing given at SNHU. It was much better when I discussed it in person - the slides don't do it justice. Discussed Twitter, Facebook, Google Adwords, LinkedIn, Hubspot, Radian6, and other tools. Not to mention a slew of cat photos and dogshaming. Really, something for everyone.

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  • 2:30
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Interesting structure truly integrates sales and marketing – they go together.Data is king in this world – student acquisition can be achieved with intelligent technology use for marketing – QR Codes, PURLs, social media Apps & phone Apps.No one is doing everything we are.
  • Digital Marketing Analytics talk given at Southern New Hampshire University

    1. 1. PNC BankCOM-310-03528 Social MediaFebruary 11, 2013Jon Boroshok
    2. 2. PNC BankToday’s Agenda Introduction Me You Why Analytics? Goals Tools Potential Pitfalls/Flaws Reputation Management
    3. 3. What’s wedü?Staff of 25 full-time employeesOperating offices in New York City and New HampshireUnique agency structure with full line of servicesIntegration of technology to fully realize cross-platformbenefits of traditional, new media and digitalenvironments.Five distinctly qualified yet interdependent operatingdivisions:• Interactive Media• Digital Strategy and PR/Social Media• Advertising, Marketing, and Creative Strategy• Experiential Marketing• Print Communications Copyright 2010 wedü,inc. PNC BankCreative GroupPrint GroupPublic Relations GroupExperiential GroupInteractive Group
    4. 4. Who am I?Depends where you look…LinkedIn:Passionate, self-motivated sales professional with a history of success in diverse fields.Extremely fast learner who is able to build strong and lasting relationships quickly.Tremendous networker with an ability to rapidly integrate into a community.Licensed CPA with heavy sales experience.Employment experience with multiple Fortune 500 companies.Specialties: Sports, accounting, sales, play-by-play, analysis, sideline reporting, graphic design, problem-solving, relationship building, financial analysis, growth of business.Twitter:father, husband, advertising & marketing guy, game show champ, nut case, cpa, writer, idea cultivator(@weduinc), trivia king, sports broadcaster, NH resident.Facebook… “it’s complicated” Copyright 2010 wedü,inc. PNC Bank
    5. 5. Why Analytics?• Resource allocation• Cost/benefit analysis• Content analysis• Proper time to post content• What’s the impact?• How are people finding me?• Does it even make sense for me to be in this space? Copyright 2010 wedü,inc. PNC Bank
    6. 6. Goals Copyright 2010 wedü,inc. PNC Bank
    7. 7. Goals, for real• Vary depending on the campaign and the company• Doesn’t make sense to talk metrics without knowing goals• Examples:• Likes• Engagement• Traffic to Site• ROI Copyright 2010 wedü,inc. PNC Bank
    8. 8. Measuring the Impact• Anecdotally• Correlation• Multivariate Testing• Linking and Tagging• Integrated• Direct Commerce (Conversions) Copyright 2010 wedü,inc. PNC Bank
    9. 9. Tools We Use• Facebook Insights• Short URLs• Google Analytics / Webmaster Tools / Adwords• Hubspot• Radian6• Other stats packages• Email reporting Copyright 2010 wedü,inc. PNC Bank
    10. 10. Gratuitous Cat Picture Copyright 2010 wedü,inc. PNC Bank
    11. 11. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
    12. 12. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
    13. 13. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
    14. 14. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
    15. 15. Facebook Insights Copyright 2010 wedü,inc. PNC Bank
    16. 16. Dogshaming Copyright 2010 wedü,inc. PNC Bank
    17. 17. Short URLs Copyright 2010 wedü,inc. PNC Bank
    18. 18. Short URLs Copyright 2010 wedü,inc. PNC Bank
    19. 19. Baseball Blooper Copyright 2010 wedü,inc. PNC Bank
    20. 20. Google Analytics Copyright 2010 wedü,inc. PNC Bank
    21. 21. Google Analytics Copyright 2010 wedü,inc. PNC Bank
    22. 22. Google Analytics Copyright 2010 wedü,inc. PNC Bank
    23. 23. Google Analytics (Seriously?) Copyright 2010 wedü,inc. PNC Bank
    24. 24. Google Analytics Copyright 2010 wedü,inc. PNC Bank
    25. 25. Google Analytics Copyright 2010 wedü,inc. PNC Bank
    26. 26. Google Analytics Copyright 2010 wedü,inc. PNC Bank
    27. 27. Google Analytics Copyright 2010 wedü,inc. PNC Bank
    28. 28. Premature Fumbleitis Copyright 2010 wedü,inc. PNC Bank
    29. 29. Hubspot Copyright 2010 wedü,inc. PNC Bank
    30. 30. Radian6 Copyright 2010 wedü,inc. PNC Bank
    31. 31. Other Stats Packages• Unique Visitors• Popular Pages• Referral Sources• Time on Site• Bounce Rate• Conversions (Google Adwords) Copyright 2010 wedü,inc. PNC Bank
    32. 32. Email Marketing• Open Rate (Uniques vs. Total)• Click Rate• Click/Open Rate• Most Popular Clicks• A/B Testing• Segmentation• Appropriate Time/Date to Send• Tools to Use? Copyright 2010 wedü,inc. PNC Bank
    33. 33. Reputation Management• What is it?• Why is it important?• How can you keep an eye on it? Copyright 2010 wedü,inc. PNC Bank
    34. 34. Reputation Management• Social Channels• HootSuite• Google Alerts• Google Copyright 2010 wedü,inc. PNC Bank
    35. 35.  Copyright 2010 wedü,inc. PNC Bank

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