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KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.
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KPI’s, Data, Reporting and Communication. Stop Pandering to Clients, Start Maximising Your Relationships.

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Whether it's your startup 3-man band, a supplier, the day-to-day account manager or the HiPPOs of this industry - communication is always key. In the world of search marketing, we can often get so …

Whether it's your startup 3-man band, a supplier, the day-to-day account manager or the HiPPOs of this industry - communication is always key. In the world of search marketing, we can often get so caught up with the nitty gritty, we forget just how to communicate on a wider level. Great work is undermined because nobody realises how great it really is, business is lost because we didn't realise until it was too late. Here we'll look at how to manage expectations, build on existing relationships, making sure you set the KPIs that make sense, how to report back without losing hours of your life and reporting back on the things that matter. Underutilised yet powerful tools.

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  • Use Virgin tech brief as an exampleBasecamp – email function
  • As it’s all a bit theoretical, here’s some practical tips to implement..Entire hour on “which kpis” alone so have focused on top 3 bucket areas,
  • Highlight: Not mutually exclusive! Just if you have minimal time to focus on things.
  • e.g. Cc every possible related personIf they categories, it won’t bother them!
  • State of search post + commentsAlmeida theatre link buildingPR most common example of this.Tools: training material, popular quiz
  • Transcript

    • 1. KPIs, Data, Reporting & Communication
      Stop Pandering to Others.Start Maximising your Relationships.
    • 2. Who am I?
      Annabel Hodges (@SearchPanda)
      SEO, search & analytics bod
      Oddly obsessed with pandas
      Advocate of integrated traffic generation strategies
      Former translator & lover of multilingual projects
      Blogger at State of Search
      SEO Associate Director at OMD
      @SearchPanda
    • 3. The Panda Update
      Kicking out Crap Content
    • 4. What am I banging on about?
      ERR..
      YOU KNOW THIS IS A conference about website Money-making things
      ..RIGHT annabel?
    • 5. MAKE MORE MONEY!
      • Understanding what your peers or clients are thinking will help you function more efficiently
      • 6. Less time spent rehashing the same is time spent on actually ‘getting shit done’
      • 7. Educate clients & partners – they’ll help do the work for you
      TIME IS MONEY
    • 8. The Talk
      The Bigger Picture
      KPIs
      Reporting
      Maximising Relationships
      + PRO TIPS...
    • 9. The bigger picture
      Forget about those rankings
    • 10. Think Bigger
    • 11. Pro Tip: Brainstorms
      Put aside a whole afternoon
      Collect a team of relevant people – not related to the project (bring cake)
      Present to them and get feedback
      Issues/Opportunities/Implementation
    • 12. Delegation
      Project management tools such as Basecamp do have their uses
      You can never cc too much.
      Learn to let go – you might do it ‘better’ but you just don’t have time!
      Be CLEAR & SPECIFIC
    • 13. Pro Tip: Inbox Categorisation
    • 14. KPIs
      What are they really all about?
    • 15. What really matters?
    • 16. Do rankings matter in modern SEO?
      So what should we be focusing on?
      Source: SEO Dojo Poll 2010
    • 17. What should my KPIs be?
      A KPI is not only something that can be measured with Analytics or a ranking tool
      Differentiate between qualitative and quantitative KPIs
      Don’t forget personal/team development goals
      Don’t hide it because it isn’t pretty
    • 18. Keywords
      Non-branded vs. branded
      Brand to Non-Brand comparison
      Returning visitors on a brand term
      • Click-through Rate
      • 19. Webmaster tools
      • 20. Not ideal but an area to consider
      • 21. Think PPC
    • Traffic
      Percentage increase in organic traffic
      Top pages generating organic traffic
      Top entrance pages : total entry pages
      Search landscape visibility - % of times site is visible for top keywords /ranking position
    • 22. Links
      Quality vs quantity of links
      Speed of link growth
      Anchor text data (internal & external)
      Link Churn
      Link Diversity
      Geographical Link Location
    • 23. Common KPI: Measure the number of pages of your site now indexed in Google
      Common KPI: Measure traffic generated by new content pages
      Pro Tip: Look beyond the obvious
    • 24. Reporting
      It doesn’t have to be a chore
    • 25. FESS UP!
      Stop trying to paint a rosy picture
      Shit happens
      Working on favourable KPIs now is more likely to make life difficult tomorrow
    • 26. What’s in a report?
      • Why am I producing this?
      • 27. Who is it for?
      • 28. What do they want from their report?
      • 29. What do they NOT want from their report?
      • 30. Have I actually asked them?
    • Making reports meaningful
      Keep it simple
      Executive summaries
      Highlight trends
      It’s not just about numbers
      Consider the rest of the market
      Get feedback!
    • 31. Simple Tools
      Use a traffic light system
      Use comparisons – areas improved AND areas dropped
      Summarise in your email – don’t just attach the report
      Use a NEXT STEPS approach.
    • 32. Bigger Tools
      Understand what you need & get it however necessary
      Automate &/or build your own!
      Google Analytics API = A gift
    • 33. Pro Tip: Appendices
      Main report should be kept simple
      BUT
      Don’t underestimate power of transparency
      Use your appendices to lay everything out fully.
    • 34. Maximising Relationships
      Getting more for everyone
    • 35. The Holy Trinity
    • 36. Information
      Speak to people in person
      Clearly differentiate between ACTUAL & OPINION
      Collate information from other sources – offline, social
    • 37. Education
      Why have one person doing your job when you can have 10?
      Offer training even if it is not asked for
      Hold Training Days/Immersion Sessions
      Spare the time
      TEST THEIR KNOWLEDGE
    • 38. Communication
      Kill with kindness – deal with things even when you don’t want to
      Nothing is too obvious
      You can never over CC
      Don’t abandon face-to-face
    • 39. Straw Poll: Common Complaints
    • 40. What to do?
      Remember: YOU ARE THE SPECIALIST
      If in doubt: SUMMARISE
      Pick up the phone
      Push back on things with valid explanations
      SUMMARISE
    • 41. Straw Poll: The solution?
      “Realise these things will happen and don’t worry too much!”
      “The difference it makes in saying THANK YOU within the business environment is endless and bountiful. APPRECIATE YOUR DEVS.”
      “Scratch a back…”
    • 42. Pro Tip: Partnerships
      Discuss internal partnerships with all new clients
      The easiest place to leverage content/link/commercial potential
      Keep a list of possible interest areas for each client & be forward about it
    • 43. Nothing is too obvious...
      I had a client who raised a support call with us because their printer was printing on PINK paper...
      The same client called to say their site was making a tune they hadn’t asked for.
      On investigation it appears someone had left their mobile phone on charge behind the monitor and it was receiving texts.
    • 44. That’s me done
      Thanks!
      @SearchPanda
      Annabel.Hodges@omd.com
      www.annabelhodges.com
    • 45. PLEASE DONATE
      www.thinkvisibility.com/jaamit

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