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TFEA Online Marketing Measurement

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President of Saffire Events, Kendra Wright's, TFEA Presentation on Measuring your Online Marketing.

President of Saffire Events, Kendra Wright's, TFEA Presentation on Measuring your Online Marketing.

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    TFEA Online Marketing Measurement TFEA Online Marketing Measurement Presentation Transcript

    • saffireevents © 2013 – Saffire Events® Kendra Wright President, Saffire Events® Online Marketing Measurement
    • saffireevents
    • saffireevents © 2013 – Saffire Events® Corporate Portfolio
    • saffireevents © 2013 – Saffire Events® Event Portfolio Rodeo Austin SouthTexas State Fair Rodeo Belton/ 4th of July Celebration BrazosValley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair FortBend CountyFair Central Texas State Fair Comal CountyFair Okeechobee CountyFair Amador CountyFair Chowchilla Fair Palomino Fest Lea County CoorsCowboy Club WashingtonCountyFair Texas State ForestFestival American Royal Colorado State Fair Napa CountyFair DodgeCity RoundUp Brazoria CountyFair SanAngelo Rogers CountyFair Greater Baton RougeState Fair Central States Black Hills StockShow/Rodeo Los Fresnos Twas the Lights Reno Rodeo Redding Rodeo NorthwestWashingtonFair SikestonRodeo Delaware State Fair SangamonCountyFair East Texas Park of East Texas Laramie CountyFair Benton-FranklinFair Carroll CountyFair Pendleton Round-Up PonyExpress Days Arizona National Livestock Show YoloCountyFair California Rodeo Salinas Rio Grande Valley Livestock Show Old Sorehead Trade Days Cuero TurkeyFest Fiesta San Antonio GlennCountyFair State Fair of Louisiana FourStates Fair MontgomeryCountyFair AgriculturalLearning Center GrantCountyFair NorthTexas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge Recreation Complex Kitsap Rodeo Cowpokes Refugio CountyFair Rockdale Fair & Rodeo
    • saffireevents © 2013 – Saffire Events® Saffire Association Partners
    • saffireevents © 2013 – Saffire Events® WE’RE HIRING.
    • saffireevents Poll
    • saffireevents No Fear How Do I Start?
    • saffireevents YOU’RE NOT MARKETING! If you’re not measuring,
    • saffireevents AWARENESS INTEREST DESIRE ACTIO N
    • saffireevents •Social media/ WOM/Offli ne mktg AWARENES S •Social media/ email INTERES T •Email/ website DESI RE •Website ACT ION
    • saffireevents But this is changing…
    • saffireevents AWARENESS INTEREST DESIRE ACTION
    • saffireevents Action onFacebook • Sign up for email • Email signup formon tab • Contest • Buy tickets • View event schedule • Linkto purchase page
    • saffireevents 1 2 3 Measuring Measuring Measuring Website Email Social
    • saffireevents Let’s start at the bottom. YOUR WEBSITE
    • saffireevents © 2013 – Saffire Events® Google Analytics
    • saffireevents © 2013 – Saffire Events® This isthe Nerdy Part
    • saffireevents © 2013 – Saffire Events® You are Big Brother
    • saffireevents © 2013 – Saffire Events® Where They Live
    • saffireevents © 2013 – Saffire Events® What Sites They Came From
    • saffireevents © 2013 – Saffire Events® Where They Go On Your Site
    • saffireevents © 2013 – Saffire Events® How Long They Stay
    • saffireevents © 2013 – Saffire Events® How Many Times They’ve Visited
    • saffireevents © 2013 – Saffire Events® What Browser They Use
    • saffireevents © 2013 – Saffire Events® What Devices They Use
    • saffireevents © 2013 – Saffire Events® What they typed in Google
    • saffireevents © 2013 – Saffire Events® What Social Impact Was
    • saffireevents © 2013 – Saffire Events® You Can See ItGraphically
    • saffireevents © 2013 – Saffire Events® 4 Important Things To Watch site visits
    • saffireevents © 2013 – Saffire Events® Site Visits
    • saffireevents © 2013 – Saffire Events® 4 Important Things To Watch •Low visits? Improve SEO and/oronline marketing of your site site visits
    • saffireevents © 2013 – Saffire Events® 4 Important Things To Watch bounce rate
    • saffireevents © 2013 – Saffire Events® Bounce Rate
    • saffireevents © 2013 – Saffire Events® 4 Important Things To Watch •High bounce rate? Improve your homepage bounce rate
    • saffireevents © 2013 – Saffire Events® 4 Important Things To Watch Actions/ conversion rate
    • saffireevents © 2013 – Saffire Events® Conversion Rate (Number ofpeoplewho take action ÷ Number of site visitors) * 100 to convert to %
    • saffireevents © 2013 – Saffire Events® 4 Important Things To Watch •Not enough action? Make your websitemore compelling (good rate: 2%) Actions/ conversion rate
    • saffireevents © 2013 – Saffire Events® Setting Goals-EmailSignup
    • saffireevents © 2013 – Saffire Events® Setting Goals-EmailSignup
    • saffireevents © 2013 – Saffire Events® Setting Goals-EmailSignup
    • saffireevents © 2013 – Saffire Events® Setting Goals
    • saffireevents © 2013 – Saffire Events® Ecommerce Tracking • Put a snippet of GAcode in your cartthat tracks purchases • If you sell online, you MUST put this code on your site. • If you have 3rd party shopping cart (e.g., ExtremeTix),you should insist they put it onyour shopping cart pages.
    • saffireevents © 2013 – Saffire Events® 4 Important Things To Watch time on site
    • saffireevents © 2013 – Saffire Events® Average Visit Duration
    • saffireevents © 2013 – Saffire Events® 4 Important Things To Watch •Low time? Add interactivity and other “stickiness” time on site
    • saffireevents © 2013 – Saffire Events® Automating GoogleAnalytics
    • saffireevents © 2013 – Saffire Events® Automating GoogleAnalytics
    • saffireevents © 2013 – Saffire Events® Tracking Social
    • saffireevents © 2013 – Saffire Events® Tracking Social
    • saffireevents © 2013 – Saffire Events® Tracking Social
    • saffireevents © 2013 – Saffire Events® Tracking Social
    • saffireevents Now your biggestrevenue producer. YOUR EMAIL
    • saffireevents 1 Track PER EMAIL
    • saffireevents Open Rate
    • saffireevents Click-Through Rate (CTR)
    • saffireevents Conversion rate = revenue
    • saffireevents 2 Track OVER TIME
    • saffireevents House File Size
    • saffireevents Churn (% who leave your list)
    • saffireevents Cost/Email
    • saffireevents Revenue/Email
    • saffireevents & Sample OPEN RATESVaries a lot by client 9-15% on low end 30-35% on high end
    • saffireevents © 2013 – Saffire Events® Highest open rates Good subject line Clients who sell online Clients with a strong brand Sent at the right time/day Tuesday mid-morning, evenings & weekends
    • saffireevents & Sample CLICK RATESNot as much variance by client Around 10-20%
    • saffireevents © 2013 – Saffire Events® Calls to Action = Clicks Use action words Get MoreInfo! Sign Up! Buy Now! MorePhotos! Be conversational. (take a look, check it out,etc.) Don’t tell the whole story!
    • saffireevents And lastly the top of the funnel SOCIALMEDIA
    • saffireevents Poll
    • saffireevents Advice for socialanalytics Tryto get away from social-specificterminology • Likes • Shares • Fans • Followers
    • saffireevents Advice for socialanalytics Use terminologythat can be applied (&compared)to all marketing. • Demographics- Compareto othermedia • Reach (pagereach &post reach) – like marketshare/impressions • Engagement(Likes,Shares,Comments,EmailSignups) • For email, track how many signed up for email list ÷ total email revenue • Count that day’s revenue as email (won’t be exact) • Acquisition – What is the value of getting a customer • Number of attendees ÷ attendee revenue = Customer Value
    • saffireevents SOCIAL MEDIA The goal is to make an item in the overall marketing plan.
    • saffireevents
    • saffireevents © 2013 – Saffire Events® Facebook Insights
    • saffireevents © 2013 – Saffire Events® Insights-PageOverview
    • saffireevents © 2013 – Saffire Events® Export-Page Level Data
    • saffireevents © 2013 – Saffire Events® Now let’stalk about measuring posts.
    • saffireevents MOST SUCCESSFUL? Which ones have been DO MORE! LEAST SUCCESSFUL? Which ones have been TWEAK THEM! Deep Thought
    • saffireevents © 2013 – Saffire Events® Insights – PostReach
    • saffireevents © 2013 – Saffire Events® Insights – Organic Reach
    • saffireevents © 2013 – Saffire Events® Insights – Organic Reach
    • saffireevents © 2013 – Saffire Events® Insights – MostReach
    • saffireevents © 2013 – Saffire Events® Engagement
    • saffireevents © 2013 – Saffire Events® Engagement includes: Likes Comments Shares Video views Link clicks Photo clicks Clicked commenter’s name Liked a comment Clicked your page name Gave negative feedback Engagement IS A SIGN OF INTEREST IN YOUR
    • saffireevents © 2013 – Saffire Events® Engagement CTR
    • saffireevents © 2013 – Saffire Events® Negative Feedback
    • saffireevents © 2013 – Saffire Events® Talking AboutThis
    • saffireevents © 2013 – Saffire Events® Talking Aboutincludes: Likes Comments Shares Video views Link clicks Photo clicks Clicked commenter’s name Liked a comment Clicked your page name Gave negative feedback Talking About MEASURES HOW MANY PEOPLE ARE WILLING TO SPREAD THE
    • saffireevents © 2013 – Saffire Events® Insights –PostVirality
    • saffireevents © 2013 – Saffire Events® Insights – #3 MostVirality
    • saffireevents © 2013 – Saffire Events® Insights – #2 MostVirality
    • saffireevents © 2013 – Saffire Events® Insights – #1 MostVirality
    • saffireevents © 2013 – Saffire Events® Facebook Insights
    • saffireevents © 2013 – Saffire Events® Twitter 2nd priority forsocial media Over530million accounts Adding1 million accountseveryday Over340 million tweetsa day NOW TWITTERVINE!
    • saffireevents © 2013 – Saffire Events® Manage & Analyze-Buffer
    • saffireevents © 2013 – Saffire Events® Take it a step further
    • saffireevents © 2013 – Saffire Events® Analyze - Twitonomy
    • saffireevents © 2013 – Saffire Events® Analyze - Twitonomy
    • saffireevents Poll
    • saffireevents © 2013 – Saffire Events® YouTube 3rd in your social priorities Morethan 1 Billion unique usersvisit each month Over4 Billion hours ofvideo 72 hoursof video uploaded everyminute 2nd largest search engine
    • saffireevents © 2013 – Saffire Events® YouTube Analytics
    • saffireevents © 2013 – Saffire Events® Instagram 100Million usersper month 4 Billion photos posted 40 Million postedperday AverageTimeSpent permonth – 257 minutes Now Instagram Video! Becominga higherpriority,especially with youngeraudiences.
    • saffireevents Statigram (statigr.am) Simply Measured (simplymeasured.com) Quick Instagram Tools
    • saffireevents © 2013 – Saffire Events® Pinterest 49 Million users 1st site toget to 10 million unique visitorsin a month AverageTimeSpent pervisit – 14.2 minutes Not your highest priority, but now offersinsights about activity on your website
    • saffireevents © 2013 – Saffire Events® Pinterest
    • saffireevents © 2013 – Saffire Events® You can find out a lot! Pins from your website Repins from your website Reach # of Visitors/Visits to your site Most Repinned MostClicked Why? Determine content strategy and audience interest
    • saffireevents
    • saffireevents © 2013 – Saffire Events® To review The numbers are your friends – just find an easy tool Think about tracking value (and cost, if youcan) for: • Reach/Impressions – how many peoplesaw it • Engagement/Conversions – how many did something • Revenue – how many bought Use analytics to market smarter. Start somewhere.
    • saffireevents Kendra Wright WWW.SAFFIREEVENTS.COM @SAFFIREEVENTS SAFFIREEVENT
    • saffireevents © 2013 – Saffire Events® Page-Analyzer.dk
    • saffireevents SimplyMeasured.com
    • saffireevents © 2013 – Saffire Events® 4 Key Metrics Connections Performance Shareability Engagement Why? Determinecontentstrategyand audience retention