Online MarketingSession IV: Measurement
Our Flight Plan
Our Flight Plan1:00 - 1:15 Review
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basi...
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basi...
Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basi...
The Road Ahead         In 4 Classes
The Road Ahead                    In 4 ClassesResearch
The Road Ahead                       In 4 ClassesResearch   Strategy
The Road Ahead                                  In 4 ClassesResearch   Strategy   Execution
The Road Ahead                                  In 4 ClassesResearch   Strategy   Execution         Measure
review
reviewResearch
reviewStrategyResearch
reviewExecutionStrategyResearch
reviewMeasureExecutionStrategyResearch
review            Version 2.0              AdaptMeasureExecutionStrategyResearch
review            Version 2.0              AdaptMeasureExecutionStrategyResearch
review
review   Research
review                    Research1. Develop a Persona (We Are Not The Target Market)
review                    Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine
review                    Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine   • Forrester S...
review                    Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine   • Forrester S...
review                    Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine   • Forrester S...
review                    Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine   • Forrester S...
review                    Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine   • Forrester S...
review
review1. Persona provides a tight target market
review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology
review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phras...
review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phras...
review                      Strategy1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Techno...
review      Occupation: CEO of mid-size company.      Company: Apartment Renovations Inc.      Clients: Landlords, Real es...
review      Occupation: CEO of mid-size company.                                                            Execution     ...
(Great Content)
Execution(Great Content)
Execution(Great Content)
Execution        (Great Content)email
Execution        (Great Content)email
Execution        (Great Content)email       search
Execution        (Great Content)email       search
Execution        (Great Content)email       search        adwords
Execution        (Great Content)email       search        adwords
Execution        (Great Content)email       search        adwordsvideo
Execution        (Great Content)email       search        adwordsvideo
Execution        (Great Content)email       search        adwordsvideo       updates
Execution        (Great Content)email       search        adwordsvideo       updates
Execution        (Great Content)email       search        adwordsvideo       updates       podcast
Measureexercise    Let’s Audit a Site
MeasureMeasure
Example                  MeasureTraffic on your Website
Example                 Measure             Traffic on your WebsiteGoogle Analytics
Example                 Measure             Traffic on your WebsiteGoogle Analytics • Free
Example                 Measure            Traffic on your WebsiteGoogle Analytics • Free • Must embed code
Example                  Measure             Traffic on your WebsiteGoogle Analytics • Free • Must embed code • Can be tied...
Example          Measure   Paid Search
Example             Measure                 Paid SearchGoogle AdWords
Example             Measure                 Paid SearchGoogle AdWords • Bid system
Example             Measure                     Paid SearchGoogle AdWords • Bid system • Ties into Analtyics
Example             Measure                     Paid SearchGoogle AdWords • Bid system • Ties into Analtyics • Set a Daily...
Example              Measure Facebook Insights
Example                  Measure                    Facebook InsightsFacebook Insights
Example               Measure                 Facebook InsightsFacebook Insights • Set up a FB Page
Example               Measure                 Facebook InsightsFacebook Insights • Set up a FB Page • Get 30 Users to “Like”
Example               Measure                 Facebook InsightsFacebook Insights • Set up a FB Page • Get 30 Users to “Lik...
Example                 MeasureManaging Social Media
Example                 Measure            Managing Social MediaHootsuite
Example                  Measure               Managing Social MediaHootsuite • Manage Social Media
Example                 Measure              Managing Social MediaHootsuite • Manage Social Media • See what Tweets work
Example                 Measure              Managing Social MediaHootsuite • Manage Social Media • See what Tweets work •...
Example             Measure Listening Online
Example             Measure                 Listening OnlineGoogle Alerts
Example                  Measure                     Listening OnlineGoogle Alerts • Instant Updates
Example               Measure                  Listening OnlineGoogle Alerts • Instant Updates • Enter your name, brand, c...
Example               Measure                  Listening OnlineGoogle Alerts • Instant Updates • Enter your name, brand, c...
Principles          Measure                 Cheat Sheetwww.DigitalWaxWorks.com/MSU
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Online Marketing: Phase IV - Measurement

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How to measure your online marketing investments, including Social Media

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Online Marketing: Phase IV - Measurement

  1. 1. Online MarketingSession IV: Measurement
  2. 2. Our Flight Plan
  3. 3. Our Flight Plan1:00 - 1:15 Review
  4. 4. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit
  5. 5. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?
  6. 6. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK
  7. 7. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basic Overview of Tools
  8. 8. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basic Overview of Tools3:30 - 3:45 Exercise: Pick 2 Tools
  9. 9. Our Flight Plan1:00 - 1:15 Review1:15 - 1:45 Exercise: Site Audit1:45 - 2:30 Why Measure?2:30 - 2:40 BREAK2:40 - 3:30 Basic Overview of Tools3:30 - 3:45 Exercise: Pick 2 Tools3:45 - 4:00 Cheat Sheet
  10. 10. The Road Ahead In 4 Classes
  11. 11. The Road Ahead In 4 ClassesResearch
  12. 12. The Road Ahead In 4 ClassesResearch Strategy
  13. 13. The Road Ahead In 4 ClassesResearch Strategy Execution
  14. 14. The Road Ahead In 4 ClassesResearch Strategy Execution Measure
  15. 15. review
  16. 16. reviewResearch
  17. 17. reviewStrategyResearch
  18. 18. reviewExecutionStrategyResearch
  19. 19. reviewMeasureExecutionStrategyResearch
  20. 20. review Version 2.0 AdaptMeasureExecutionStrategyResearch
  21. 21. review Version 2.0 AdaptMeasureExecutionStrategyResearch
  22. 22. review
  23. 23. review Research
  24. 24. review Research1. Develop a Persona (We Are Not The Target Market)
  25. 25. review Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine
  26. 26. review Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine • Forrester Social Technographics
  27. 27. review Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine • Forrester Social Technographics • Google AdWords and Trends Tools
  28. 28. review Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine • Forrester Social Technographics • Google AdWords and Trends Tools • Research databases (Federal, EBSCO Host, Hoovers)
  29. 29. review Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine • Forrester Social Technographics • Google AdWords and Trends Tools • Research databases (Federal, EBSCO Host, Hoovers) • Press websites
  30. 30. review Research1. Develop a Persona (We Are Not The Target Market)2. Use Tools to Refine • Forrester Social Technographics • Google AdWords and Trends Tools • Research databases (Federal, EBSCO Host, Hoovers) • Press websites3. Talk to existing customers and tweak Persona
  31. 31. review
  32. 32. review1. Persona provides a tight target market
  33. 33. review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology
  34. 34. review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phrases - Persona’s pain points
  35. 35. review1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phrases - Persona’s pain points4. Identify What to Measure
  36. 36. review Strategy1. Persona provides a tight target market2. POST: People, Objectives, Strategy, Technology3. Know your Keyword phrases - Persona’s pain points4. Identify What to Measure
  37. 37. review Occupation: CEO of mid-size company. Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, qualityMEASURABLE: • Increase web traffic from this geography by 30% • Develop a blog around ways to increase profitability • Grow opt-ins for monthly newsletter to 200 • Create videos on “Pain Points” and post to YouTube
  38. 38. review Occupation: CEO of mid-size company. Execution Company: Apartment Renovations Inc. Clients: Landlords, Real estate investors Culture: Laid back, friendly, professional, qualityMEASURABLE: • Increase web traffic from this geography by 30% • Develop a blog around ways to increase profitability • Grow opt-ins for monthly newsletter to 200 • Create videos on “Pain Points” and post to YouTube
  39. 39. (Great Content)
  40. 40. Execution(Great Content)
  41. 41. Execution(Great Content)
  42. 42. Execution (Great Content)email
  43. 43. Execution (Great Content)email
  44. 44. Execution (Great Content)email search
  45. 45. Execution (Great Content)email search
  46. 46. Execution (Great Content)email search adwords
  47. 47. Execution (Great Content)email search adwords
  48. 48. Execution (Great Content)email search adwordsvideo
  49. 49. Execution (Great Content)email search adwordsvideo
  50. 50. Execution (Great Content)email search adwordsvideo updates
  51. 51. Execution (Great Content)email search adwordsvideo updates
  52. 52. Execution (Great Content)email search adwordsvideo updates podcast
  53. 53. Measureexercise Let’s Audit a Site
  54. 54. MeasureMeasure
  55. 55. Example MeasureTraffic on your Website
  56. 56. Example Measure Traffic on your WebsiteGoogle Analytics
  57. 57. Example Measure Traffic on your WebsiteGoogle Analytics • Free
  58. 58. Example Measure Traffic on your WebsiteGoogle Analytics • Free • Must embed code
  59. 59. Example Measure Traffic on your WebsiteGoogle Analytics • Free • Must embed code • Can be tied to AdWords
  60. 60. Example Measure Paid Search
  61. 61. Example Measure Paid SearchGoogle AdWords
  62. 62. Example Measure Paid SearchGoogle AdWords • Bid system
  63. 63. Example Measure Paid SearchGoogle AdWords • Bid system • Ties into Analtyics
  64. 64. Example Measure Paid SearchGoogle AdWords • Bid system • Ties into Analtyics • Set a Daily Budget
  65. 65. Example Measure Facebook Insights
  66. 66. Example Measure Facebook InsightsFacebook Insights
  67. 67. Example Measure Facebook InsightsFacebook Insights • Set up a FB Page
  68. 68. Example Measure Facebook InsightsFacebook Insights • Set up a FB Page • Get 30 Users to “Like”
  69. 69. Example Measure Facebook InsightsFacebook Insights • Set up a FB Page • Get 30 Users to “Like” • Analyze
  70. 70. Example MeasureManaging Social Media
  71. 71. Example Measure Managing Social MediaHootsuite
  72. 72. Example Measure Managing Social MediaHootsuite • Manage Social Media
  73. 73. Example Measure Managing Social MediaHootsuite • Manage Social Media • See what Tweets work
  74. 74. Example Measure Managing Social MediaHootsuite • Manage Social Media • See what Tweets work • Schedule updates
  75. 75. Example Measure Listening Online
  76. 76. Example Measure Listening OnlineGoogle Alerts
  77. 77. Example Measure Listening OnlineGoogle Alerts • Instant Updates
  78. 78. Example Measure Listening OnlineGoogle Alerts • Instant Updates • Enter your name, brand, competitors, keywords
  79. 79. Example Measure Listening OnlineGoogle Alerts • Instant Updates • Enter your name, brand, competitors, keywords • Respond in real-time
  80. 80. Principles Measure Cheat Sheetwww.DigitalWaxWorks.com/MSU

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