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@MACKFOGELSON
http://www.pinterest.com/pin/18295942211066038/
Integrated
an
approach to video
by Mack Fogelson
for #Wistia...
Today
I’m going
to tell you
a story.
@MACKFOGELSON
An integrated
marketing
story.
!
With video.
!
And llamas.
http://www.pinterest.com/pin/18295942211056268/
@MACKFOGELSON
@MACKFOGELSON
This story
is a case study that will do

3 important things…
@MACKFOGELSON
1
Provide you with 

a process so that you can
develop your own integrated
marketing strategy.
!
With video.
2
Supply you with some KPIs
that you can use to measure
your integrated efforts.
!
Because bosses 

like numbers.
@MACKFOG...
3
Remind you that it takes
more than one video to build
your brand and your
community.
!
Unless you’re 

Phil Nottingham.
...
@MACKFOGELSON
http://wistia.com/blog/distilled-phil-nottingham-interview
@MACKFOGELSON
It takes many channels 

and a whole lot of effort
in addition to video to accomplish the
goals you’ve set f...
@MACKFOGELSON
integrated
marketing
video &
other
content
search
email
offline
paid &
other stuff
social
media &
community
@MACKFOGELSON
alrighty then
let’s get started
we’ve got some work to do.
@MACKFOGELSON
Mack Web had never
used video in our
marketing strategy.
The Story
http://www.pinterest.com/pin/182959422110...
@MACKFOGELSON
We were getting ready
to launch our community
building guide.
The Idea
http://www.pinterest.com/pin/18295942...
@MACKFOGELSON
We thought we’d give
video a shot to
promote the launch.
The Plan
http://www.pinterest.com/pin/1829594221105...
@MACKFOGELSON
For some reason, we
pet-named the guide
Arthur. We like llamas.
The Llama
http://www.pinterest.com/pin/18295...
@MACKFOGELSON
@MACKFOGELSON
@MACKFOGELSON
The videos alone helped us

earn 176 guide sign-ups.
@MACKFOGELSON
The videos combined with 

integrated efforts earned 350.
@MACKFOGELSON
And there was a whole lot
more success than that.
@MACKFOGELSON
we started
the conversation
with the videos…
@MACKFOGELSON
and we used
other channels
to get more from those efforts.
This is what we actually
did:
!
The goals we set.
!
The strategy we followed.
!
And how we measured our
efforts.
!
!
@MACK...
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
we started
with goals
and not just for the videos.
@MACKFOGELSON
Goals
1
Visionary
Business & Brand
Campaigns
@MACKFOGELSON
This is what we really
wanted to accomplish
over the next 3-5 years.
Visionary
http://www.pinterest.com/pin/...
@MACKFOGELSON
Mack Web wants to become

the integrated web marketing
company in the west 

within the next 3-5 years.
Visi...
@MACKFOGELSON
Goals
1
Visionary
Business & Brand
Campaigns
@MACKFOGELSON
What we would work
toward over the next
24 months.
Business & Brand
http://www.pinterest.com/pin/18295942211...
@MACKFOGELSON
Increase the number of
qualified leads Mack Web
receives over the next

12-24 months.
Business Goal
@MACKFOGELSON
Establish Mack Web as 

a resource for a forward thinking,
collaborative, human-centric approach
to integrat...
@MACKFOGELSON
Goals
1
Visionary
Business & Brand
Campaigns
@MACKFOGELSON
This goal was unique to
our 5-week Arthur
Video Campaign.
Campaign
http://www.pinterest.com/pin/182959422110...
@MACKFOGELSON
Campaign Goal
In its 5 week run, we want the
Arthur video series to earn 350
signups for our community
build...
@MACKFOGELSON
Campaign Goal
Specific
In its 5 week run, we want the
Arthur video series to earn 350
signups for our communi...
@MACKFOGELSON
Campaign Goal
SpecificMeasurable
In its 5 week run, we want the
Arthur video series to earn 350
signups for o...
@MACKFOGELSON
Campaign Goal
Attainable & Realistic
SpecificMeasurable
In its 5 week run, we want the
Arthur video series to...
@MACKFOGELSON
Campaign Goal
Attainable & Realistic
SpecificMeasurable
Time-sensitive
In its 5 week run, we want the
Arthur ...
@MACKFOGELSON
Goals
1
Visionary
Business & Brand
Campaigns
@MACKFOGELSON
all efforts were
working toward
our Visionary goal.
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
we developed
a creative strategy
for the Arthur Video Campaign.
@MACKFOGELSON
this strategy
ran alongside
our Business & Brand strategy.
The Arthur Video
strategy
would focus
on three things
@MACKFOGELSON
@MACKFOGELSON
1
Build Awareness
!
First for our community
building guide.
!
And also awareness for
Mack Web as a brand.
2
Build a Connection
!
We really wanted to 

show our personality.
!
We knew that videos would
allow us to build a connect...
3
Broaden our Reach
!
We wanted to use several
channels in addition to video.
!
All in an effort to accomplish
our goals.
...
@MACKFOGELSON
OK let’s move
on to tactics
for this 5 week Video Campaign.
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
we went from
strategy to tactics
so we knew who was doing what.
Distilling into
actionable
chewable
pieces.
@MACKFOGELSON
@MACKFOGELSON
We would build a series of videos that 

would lead up to the launch of the guide.
@MACKFOGELSON
The videos would include calls to action 

making it easy to sign up for the guide.
@MACKFOGELSON
We would collect emails using a 

Launchrock landing page.
@MACKFOGELSON
We would embed the videos on our blog 

and optimize each post.
@MACKFOGELSON
We would use email marketing
to tell our existing audience.
@MACKFOGELSON
We would hold a Google+ Hangout with 

community building experts.
@MACKFOGELSON
We would use social media to share value 

and build awareness.
@MACKFOGELSON
all of these
tactics
would help us accomplish our
Campaign goals….
@MACKFOGELSON
as we worked
simultaneously
on the tactics for our 

Business & Brand goals.
@MACKFOGELSON
Ongoing Business & Brand Efforts 2013
writing guide & stuff
Mar April July Sept Oct 15June Aug
Launchrock
pa...
@MACKFOGELSON
Arthur Video Campaign 2013
9/1 9/16 9/17-20 9/25 10/1 10/2 10/7 10/10 10/15
Friends Not
Followers Hangout
5t...
@MACKFOGELSON
Integrating All the Things in 2013
B=Our Blog | Em=email | GB=Guest Blog | S=social | V=video
writing guide ...
@MACKFOGELSON
tactics are
part of strategy
that actively work to 

accomplish goals.
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
we had
already assigned
KPIs to Business & Brand goals.
@MACKFOGELSON
Business Goal
Increase the number of
qualified leads Mack Web
receives over the next
12-24 months.
@MACKFOGELSON
Business KPIs
The stuff we were measuring:
• Leads
• Revenue
@MACKFOGELSON
Brand Goal
Establish Mack Web as a resource
for a forward thinking, collaborative, 

human-centric approach ...
@MACKFOGELSON
Brand KPIs
The stuff we were measuring:
• New & Returning Visits
• Visit Duration
• Organic Search Traffic
@MACKFOGELSON
Brand KPIs
The stuff we were measuring:
• Social Referral Traffic
- Number of Sessions
- Page Depth
- Average...
@MACKFOGELSON
Brand KPIs
More stuff we were measuring:
• E-news sign-ups
• Speaking & Blogging Gigs
• Guide Downloads
@MACKFOGELSON
then we
assigned KPIs
to our Campaign goal.
@MACKFOGELSON
Campaign Goal
In its 5 week run, we want the
Arthur video series to earn 

350 signups for our community
bui...
@MACKFOGELSON
Campaign KPIs
The stuff we wanted to measure:
• Play Rate
• Average Engagement
• Guide Sign-ups (prior to la...
@MACKFOGELSON
we track
Brand & Business
KPIs over an

extended period of time.
@MACKFOGELSON
and compare
apples to apples
when assessing Campaigns.
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
so then we
did all the stuff
and we were very tired.
@MACKFOGELSON
http://www.pinterest.com/pin/18295942211060545/
@MACKFOGELSON
Goals
1
Strategy
2
Tactics
3
KPIs
4
Action
5
Results
6
@MACKFOGELSON
results for
Campaign
key performance indicators.
@MACKFOGELSON
Campaign KPIs
The stuff we wanted to measure:
• Play Rate
• Average Engagement
• Guide Sign-ups (prior to la...
@MACKFOGELSON
Campaign KPI 

Play Rate
54%
22%
39%
26%
47%
@MACKFOGELSON
Campaign KPI 

Average Engagement
@MACKFOGELSON
Campaign KPI 

Average Engagement
@MACKFOGELSON
Campaign KPI 

Guide Sign-Ups (prior to launch)
176

Signups
@MACKFOGELSON
results for
Business & Brand
key performance indicators.
@MACKFOGELSON
Business KPIs
The stuff we were measuring:
• Leads
• Revenue
@MACKFOGELSON
Business KPI 

Revenue
0
5
10
15
20
25
Pre-Arthur Post-Arthur
3-5 / month
20-25 / month
14 month period
@MACKFOGELSON
Business KPI 

Revenue
@MACKFOGELSON
Brand KPIs
The stuff we were measuring:
• New & Returning Visits
• Visit Duration
• Organic Search Traffic
@MACKFOGELSON
Brand KPI 

New & Returning Visits
0
1000
2000
3000
4000
New Visitors
3,174
801
0
500
1000
1500
2000
Returni...
@MACKFOGELSON
Brand KPI 

Visit Duration
90% increase
year/year
@MACKFOGELSON
Brand KPI 

Organic Search Traffic
283%
increase
year/year
@MACKFOGELSON
Brand KPIs
The stuff we were measuring:
• Social Referral Traffic
- Number of Sessions
- Page Depth
- Average...
0
220
440
660
Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013
652
112
Twitter Google + LinkedIn
195
49
153
@MACKFOGELSON
Brand...
@MACKFOGELSON
Brand KPI 

Social Referral Traffic - Page Depth
0
3
6
Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013
5.11
1.40
...
@MACKFOGELSON
Brand KPI 

Social Referral Traffic - Average Session Duration
0
4
8
12
Sep 20 - Oct 20, 2012 Sep 20 - Oct 20...
@MACKFOGELSON
Brand KPI 

Conversation/Amplification/Applause
+1,000%
conversation
on Twitter
0
75
150
225
300
Conversation...
@MACKFOGELSON
Brand KPIs
More stuff we were measuring:
• E-news Sign-ups
• Speaking & Blogging Gigs
• Guide Downloads
@MACKFOGELSON
Brand KPI 

E-News Sign-ups
50%
increase
year/year
@MACKFOGELSON
Business KPI 

Speaking & Blogging Gigs
0
1
2
3
4
5
6
7
2012 2013 2014
0
4
7
@MACKFOGELSON
Brand KPI 

Guide Downloads to Date
44,600
to date
1,250
first 30 days
@MACKFOGELSON
all of this stuff
has been helping
us reach our Visionary goal.
@MACKFOGELSON
Goals
1
Visionary
Business & Brand
Campaigns
@MACKFOGELSON
Visionary Goal
Mack Web wants to become

the integrated web marketing
company in the west within the
next 3-...
And the most
important
thing to
remember…
@MACKFOGELSON
Or social.
Or email.
Or search.
Or offline.
!
It was all of it.
!
Working together to
accomplish goals.
!
@MACKFOGELSON
It
...
@MACKFOGELSON
Final Stuff
that would be good to take
away with you today…
@MACKFOGELSON
It’s really important to
start with goals. Goals
will keep you focused.
Goals
http://www.pinterest.com/pin/1...
@MACKFOGELSON
It takes all kinds of stuff,
including video to make
your efforts a success.
Integration
http://www.pinteres...
@MACKFOGELSON
It’s important to
measure Campaign as
well as Business &
Brand KPIs.
Data
http://www.pinterest.com/pin/18295...
@MACKFOGELSON
If you want your boss to
say yes, you’ve got to
have a plan. Try this one.
Roadmap
http://www.pinterest.com/...
@MACKFOGELSON
Get the Link Bundle
http://bitly.com/bundles/mackwebsolutions/9
!
Read the Mack Web blog
http://mackwebsolut...
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An Integrated Approach to Video

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Published on

It takes more than one video to build your brand and your community. You’ve got to integrate video with all kinds of other channels like content, social, search, email and offline in order to accomplish your goals and build your business.

Published in: Marketing

Transcript of "An Integrated Approach to Video "

  1. 1. @MACKFOGELSON http://www.pinterest.com/pin/18295942211066038/ Integrated an approach to video by Mack Fogelson for #WistiaFest
  2. 2. Today I’m going to tell you a story. @MACKFOGELSON
  3. 3. An integrated marketing story. ! With video. ! And llamas. http://www.pinterest.com/pin/18295942211056268/ @MACKFOGELSON
  4. 4. @MACKFOGELSON This story is a case study that will do
 3 important things…
  5. 5. @MACKFOGELSON 1 Provide you with 
 a process so that you can develop your own integrated marketing strategy. ! With video.
  6. 6. 2 Supply you with some KPIs that you can use to measure your integrated efforts. ! Because bosses 
 like numbers. @MACKFOGELSON
  7. 7. 3 Remind you that it takes more than one video to build your brand and your community. ! Unless you’re 
 Phil Nottingham. @MACKFOGELSON
  8. 8. @MACKFOGELSON http://wistia.com/blog/distilled-phil-nottingham-interview
  9. 9. @MACKFOGELSON It takes many channels 
 and a whole lot of effort in addition to video to accomplish the goals you’ve set for your business.
  10. 10. @MACKFOGELSON integrated marketing video & other content search email offline paid & other stuff social media & community
  11. 11. @MACKFOGELSON alrighty then let’s get started we’ve got some work to do.
  12. 12. @MACKFOGELSON Mack Web had never used video in our marketing strategy. The Story http://www.pinterest.com/pin/18295942211056283/
  13. 13. @MACKFOGELSON We were getting ready to launch our community building guide. The Idea http://www.pinterest.com/pin/18295942211056286/
  14. 14. @MACKFOGELSON We thought we’d give video a shot to promote the launch. The Plan http://www.pinterest.com/pin/18295942211056304/
  15. 15. @MACKFOGELSON For some reason, we pet-named the guide Arthur. We like llamas. The Llama http://www.pinterest.com/pin/18295942211056312/
  16. 16. @MACKFOGELSON
  17. 17. @MACKFOGELSON
  18. 18. @MACKFOGELSON The videos alone helped us
 earn 176 guide sign-ups.
  19. 19. @MACKFOGELSON The videos combined with 
 integrated efforts earned 350.
  20. 20. @MACKFOGELSON And there was a whole lot more success than that.
  21. 21. @MACKFOGELSON we started the conversation with the videos…
  22. 22. @MACKFOGELSON and we used other channels to get more from those efforts.
  23. 23. This is what we actually did: ! The goals we set. ! The strategy we followed. ! And how we measured our efforts. ! ! @MACKFOGELSON Here’s our Roadmap. http://www.pinterest.com/pin/152066924892415094/
  24. 24. @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  25. 25. @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  26. 26. @MACKFOGELSON we started with goals and not just for the videos.
  27. 27. @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  28. 28. @MACKFOGELSON This is what we really wanted to accomplish over the next 3-5 years. Visionary http://www.pinterest.com/pin/18295942211056316/
  29. 29. @MACKFOGELSON Mack Web wants to become
 the integrated web marketing company in the west 
 within the next 3-5 years. Visionary Goal
  30. 30. @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  31. 31. @MACKFOGELSON What we would work toward over the next 24 months. Business & Brand http://www.pinterest.com/pin/18295942211056329/
  32. 32. @MACKFOGELSON Increase the number of qualified leads Mack Web receives over the next
 12-24 months. Business Goal
  33. 33. @MACKFOGELSON Establish Mack Web as 
 a resource for a forward thinking, collaborative, human-centric approach to integrated marketing. Brand Goal
  34. 34. @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  35. 35. @MACKFOGELSON This goal was unique to our 5-week Arthur Video Campaign. Campaign http://www.pinterest.com/pin/18295942211056358/
  36. 36. @MACKFOGELSON Campaign Goal In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  37. 37. @MACKFOGELSON Campaign Goal Specific In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  38. 38. @MACKFOGELSON Campaign Goal SpecificMeasurable In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  39. 39. @MACKFOGELSON Campaign Goal Attainable & Realistic SpecificMeasurable In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  40. 40. @MACKFOGELSON Campaign Goal Attainable & Realistic SpecificMeasurable Time-sensitive In its 5 week run, we want the Arthur video series to earn 350 signups for our community building guide.
  41. 41. @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  42. 42. @MACKFOGELSON all efforts were working toward our Visionary goal.
  43. 43. @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  44. 44. @MACKFOGELSON we developed a creative strategy for the Arthur Video Campaign.
  45. 45. @MACKFOGELSON this strategy ran alongside our Business & Brand strategy.
  46. 46. The Arthur Video strategy would focus on three things @MACKFOGELSON
  47. 47. @MACKFOGELSON 1 Build Awareness ! First for our community building guide. ! And also awareness for Mack Web as a brand.
  48. 48. 2 Build a Connection ! We really wanted to 
 show our personality. ! We knew that videos would allow us to build a connection. @MACKFOGELSON
  49. 49. 3 Broaden our Reach ! We wanted to use several channels in addition to video. ! All in an effort to accomplish our goals. @MACKFOGELSON
  50. 50. @MACKFOGELSON OK let’s move on to tactics for this 5 week Video Campaign.
  51. 51. @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  52. 52. @MACKFOGELSON we went from strategy to tactics so we knew who was doing what.
  53. 53. Distilling into actionable chewable pieces. @MACKFOGELSON
  54. 54. @MACKFOGELSON We would build a series of videos that 
 would lead up to the launch of the guide.
  55. 55. @MACKFOGELSON The videos would include calls to action 
 making it easy to sign up for the guide.
  56. 56. @MACKFOGELSON We would collect emails using a 
 Launchrock landing page.
  57. 57. @MACKFOGELSON We would embed the videos on our blog 
 and optimize each post.
  58. 58. @MACKFOGELSON We would use email marketing to tell our existing audience.
  59. 59. @MACKFOGELSON We would hold a Google+ Hangout with 
 community building experts.
  60. 60. @MACKFOGELSON We would use social media to share value 
 and build awareness.
  61. 61. @MACKFOGELSON all of these tactics would help us accomplish our Campaign goals….
  62. 62. @MACKFOGELSON as we worked simultaneously on the tactics for our 
 Business & Brand goals.
  63. 63. @MACKFOGELSON Ongoing Business & Brand Efforts 2013 writing guide & stuff Mar April July Sept Oct 15June Aug Launchrock page goes live email social mack web blog email social Guest blog Our blog Speaking Gig email social Guest blog Our blog Speaking Gig Speaking Gig email social Guest blog Our blog email social Guest blog Our blog email social Guest blog Our blog May email social Guest blog Our blog Arthur Launches Our blog social email
  64. 64. @MACKFOGELSON Arthur Video Campaign 2013 9/1 9/16 9/17-20 9/25 10/1 10/2 10/7 10/10 10/15 Friends Not Followers Hangout 5th Video 
 & Arthur Launches 1st 
 Video 2nd 
 Video 3rd Video 4th Video Scripted Videos Filmed Videos Edited
 Videos email social email email email email social social social social social email
  65. 65. @MACKFOGELSON Integrating All the Things in 2013 B=Our Blog | Em=email | GB=Guest Blog | S=social | V=video writing guide & stuff Friends Not Followers Hangout Mar Em S GB B Em S GB B Em S GB B Em S GB B Em S GB B Em S GB B B S Em Apr May June July Aug Sept Scripting Filming Oct 15 Editing V1 Em S Arthur Launches Em S B 1 16 17-20 25 Oct 2 7 10 V2 Em S V3 Em S V4 Em S V5 Em S Speaking Launchrock Speaking Speaking
  66. 66. @MACKFOGELSON tactics are part of strategy that actively work to 
 accomplish goals.
  67. 67. @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  68. 68. @MACKFOGELSON we had already assigned KPIs to Business & Brand goals.
  69. 69. @MACKFOGELSON Business Goal Increase the number of qualified leads Mack Web receives over the next 12-24 months.
  70. 70. @MACKFOGELSON Business KPIs The stuff we were measuring: • Leads • Revenue
  71. 71. @MACKFOGELSON Brand Goal Establish Mack Web as a resource for a forward thinking, collaborative, 
 human-centric approach to
 integrated marketing.
  72. 72. @MACKFOGELSON Brand KPIs The stuff we were measuring: • New & Returning Visits • Visit Duration • Organic Search Traffic
  73. 73. @MACKFOGELSON Brand KPIs The stuff we were measuring: • Social Referral Traffic - Number of Sessions - Page Depth - Average Session Duration •Conversation/Amplification/Applause
  74. 74. @MACKFOGELSON Brand KPIs More stuff we were measuring: • E-news sign-ups • Speaking & Blogging Gigs • Guide Downloads
  75. 75. @MACKFOGELSON then we assigned KPIs to our Campaign goal.
  76. 76. @MACKFOGELSON Campaign Goal In its 5 week run, we want the Arthur video series to earn 
 350 signups for our community building guide.
  77. 77. @MACKFOGELSON Campaign KPIs The stuff we wanted to measure: • Play Rate • Average Engagement • Guide Sign-ups (prior to launch)
  78. 78. @MACKFOGELSON we track Brand & Business KPIs over an
 extended period of time.
  79. 79. @MACKFOGELSON and compare apples to apples when assessing Campaigns.
  80. 80. @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  81. 81. @MACKFOGELSON so then we did all the stuff and we were very tired.
  82. 82. @MACKFOGELSON http://www.pinterest.com/pin/18295942211060545/
  83. 83. @MACKFOGELSON Goals 1 Strategy 2 Tactics 3 KPIs 4 Action 5 Results 6
  84. 84. @MACKFOGELSON results for Campaign key performance indicators.
  85. 85. @MACKFOGELSON Campaign KPIs The stuff we wanted to measure: • Play Rate • Average Engagement • Guide Sign-ups (prior to launch)
  86. 86. @MACKFOGELSON Campaign KPI 
 Play Rate 54% 22% 39% 26% 47%
  87. 87. @MACKFOGELSON Campaign KPI 
 Average Engagement
  88. 88. @MACKFOGELSON Campaign KPI 
 Average Engagement
  89. 89. @MACKFOGELSON Campaign KPI 
 Guide Sign-Ups (prior to launch) 176
 Signups
  90. 90. @MACKFOGELSON results for Business & Brand key performance indicators.
  91. 91. @MACKFOGELSON Business KPIs The stuff we were measuring: • Leads • Revenue
  92. 92. @MACKFOGELSON Business KPI 
 Revenue 0 5 10 15 20 25 Pre-Arthur Post-Arthur 3-5 / month 20-25 / month 14 month period
  93. 93. @MACKFOGELSON Business KPI 
 Revenue
  94. 94. @MACKFOGELSON Brand KPIs The stuff we were measuring: • New & Returning Visits • Visit Duration • Organic Search Traffic
  95. 95. @MACKFOGELSON Brand KPI 
 New & Returning Visits 0 1000 2000 3000 4000 New Visitors 3,174 801 0 500 1000 1500 2000 Returning Visitors 1,352 418 296% increase 223% increase
  96. 96. @MACKFOGELSON Brand KPI 
 Visit Duration 90% increase year/year
  97. 97. @MACKFOGELSON Brand KPI 
 Organic Search Traffic 283% increase year/year
  98. 98. @MACKFOGELSON Brand KPIs The stuff we were measuring: • Social Referral Traffic - Number of Sessions - Page Depth - Average Session Duration • Conversation/Amplification/Applause
  99. 99. 0 220 440 660 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 652 112 Twitter Google + LinkedIn 195 49 153 @MACKFOGELSON Brand KPI 
 Social Referral Traffic - Number of Sessions
  100. 100. @MACKFOGELSON Brand KPI 
 Social Referral Traffic - Page Depth 0 3 6 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 5.11 1.40 1.741.69 1.91 1.71 Twitter Google + LinkedIn
  101. 101. @MACKFOGELSON Brand KPI 
 Social Referral Traffic - Average Session Duration 0 4 8 12 Sep 20 - Oct 20, 2012 Sep 20 - Oct 20, 2013 4.60 2.01 2.36 1.47 Twitter Google + LinkedIn .34 11.26
  102. 102. @MACKFOGELSON Brand KPI 
 Conversation/Amplification/Applause +1,000% conversation on Twitter 0 75 150 225 300 Conversation Amplification Applause Sept 20 - Oct 20, 2012 Sept 20 - Oct 20, 2013
  103. 103. @MACKFOGELSON Brand KPIs More stuff we were measuring: • E-news Sign-ups • Speaking & Blogging Gigs • Guide Downloads
  104. 104. @MACKFOGELSON Brand KPI 
 E-News Sign-ups 50% increase year/year
  105. 105. @MACKFOGELSON Business KPI 
 Speaking & Blogging Gigs 0 1 2 3 4 5 6 7 2012 2013 2014 0 4 7
  106. 106. @MACKFOGELSON Brand KPI 
 Guide Downloads to Date 44,600 to date 1,250 first 30 days
  107. 107. @MACKFOGELSON all of this stuff has been helping us reach our Visionary goal.
  108. 108. @MACKFOGELSON Goals 1 Visionary Business & Brand Campaigns
  109. 109. @MACKFOGELSON Visionary Goal Mack Web wants to become
 the integrated web marketing company in the west within the next 3-5 years.
  110. 110. And the most important thing to remember… @MACKFOGELSON
  111. 111. Or social. Or email. Or search. Or offline. ! It was all of it. ! Working together to accomplish goals. ! @MACKFOGELSON It wasn’t only video. http://www.pinterest.com/pin/418905202810475099/
  112. 112. @MACKFOGELSON Final Stuff that would be good to take away with you today…
  113. 113. @MACKFOGELSON It’s really important to start with goals. Goals will keep you focused. Goals http://www.pinterest.com/pin/18295942211056371/
  114. 114. @MACKFOGELSON It takes all kinds of stuff, including video to make your efforts a success. Integration http://www.pinterest.com/pin/18295942211056381/
  115. 115. @MACKFOGELSON It’s important to measure Campaign as well as Business & Brand KPIs. Data http://www.pinterest.com/pin/18295942211056383/
  116. 116. @MACKFOGELSON If you want your boss to say yes, you’ve got to have a plan. Try this one. Roadmap http://www.pinterest.com/pin/18295942211056391/
  117. 117. @MACKFOGELSON Get the Link Bundle http://bitly.com/bundles/mackwebsolutions/9 ! Read the Mack Web blog http://mackwebsolutions.com/blog ! Download our community building guide http://bit.ly/wistiafest ! Connect with us @mackwebteam
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