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Feedback & Surveys - How to use the Constant Contact Toolkit Part 2

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Take Marketing To the Next Level with the Constant Contact Toolkit

Finally, with a single login you can engage and grow your audience in all the places that matter: the inbox, mobile, social media, and the web. The Constant Contact Toolkit has beautiful, customizable templates to create your campaign fast. Integrated contact management and real-time reporting insights help you see results with each campaign.

This webinar series introduces all the awesome new Constant Contact tools. With one click you can sign up and take part in all free sessions.

Newsletters and Announcements
Surveys and Feedback
Event Promo & Registration
Deals and Promotions
Auto responders

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Feedback & Surveys - How to use the Constant Contact Toolkit Part 2

  1. 1. Halfmoon Yoga B•B•Q Feedback and Surveys Get valuable insights to help drive your success. © 2014
  2. 2. Frithjof Petscheleit Accredited Local Expert, Constant Contact 2 frith@bluebirdbc.com facebook.com/BusinessBlueBird @BlueBirdBC
  3. 3. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations 3 Newsletters & Announcements Feedback & Surveys
  4. 4. 4 At its core, marketing is about eliciting a physical and measureable response marketing
  5. 5. Pull response SURVEY 5 What is a 2 SUBMIT 1 campaign? Push content
  6. 6. SURVEY 6 What is a 2 SUBMIT 1 campaign? Push questions Pull insights
  7. 7. 7 Agenda What are surveys, polls, reviews…and why should you do them? How to structure your survey and how to plan “good” questions When? & Who? – two important questions Results and follow-up What’s next?
  8. 8. What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps
  9. 9. What & Why The importance of listening “I’d spend more if the customer service was better.” “If I have a good experience, I definitely tell my friends.” “I don’t worry as much about the prices if the experience is great.” 9
  10. 10. What & Why Know your objective What do you need to know to help you take action or to make your business more successful? Pick one thing and ask questions about that thing…be focused. Every question you ask should already have a possible action associated with it. 10
  11. 11. What & Why Know your objective Do they like our product? (i.e. Do you like our orange juice?) Find out if our Facebook fans prefer pictures or links to articles Do you think our Homestyle OJ is more or less bitter than other brands? Did they like our event? Did they like the layout of our event venue? Was the program too short, too long, or just right? Do you prefer a plated dinner or a buffet? Find out if people read our Facebook posts 11
  12. 12. What & Why Scenario #1 Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.) Objective (Better): Identify how I could use social media to better engage with my customers. Sample question (answer choices) What social platforms do you use? (Facebook, Twitter, LinkedIn, Google+, Pinterest) Possible actions based on response Re-focus social media strategy on most popular channel. 12
  13. 13. What & Why Scenario #1 Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.) Objective (Better): Identify how I could use social media to better engage with my customers. Sample question (answer choices) Possible actions based on response 13 What kind of content do you look for on social media? (articles, pictures of friends or organizations you follow, deals/coupons, jokes, quick tips, other) Develop desired content and feature in our social posts…also use results to build content for newsletter.
  14. 14. What & Why Objective (OK): Learn if my customers/supporters/clients are using social media. (Good for a single poll question, but not so much for a survey.) Objective (Better): Identify how I could use social media to better engage with my customers. Sample question (answer choices) Possible actions based on response How often do you expect to see new content posted? (daily, 2-3x per week, weekly, 2x per month, monthly) Develop posting schedule to match desired frequency. newsletter. Scenario #1 14
  15. 15. What & Why Scenario #2 Objective (OK): I want to figure out how to get more people to my events. Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend. 15 Sample question (answer choices) To which area would you most likely travel to attend an event? (in the city, western suburbs, our store, dinner cruise) Possible actions based on response Start investigating venues in the area of the greatest response.
  16. 16. What & Why Objective (OK): I want to figure out how to get more people to my events. Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend. Sample question (answer choices) Possible actions based on response What kind of entertainment would you be most interested to see? (comedian, musician, performance artist, other) Leverage local network to find talent based on responses. Scenario #2 16
  17. 17. What & Why Scenario #2 Objective (OK): I want to figure out how to get more people to my events. Objective (Better): Survey past registrants that didn’t show up, and figure out what would encourage them to attend. Sample question (answer choices) Possible actions based on response 17 At what time of day are you most likely to attend? (morning, afternoon, early evening, late evening) Develop venue strategy and pricing based on responses.
  18. 18. 18 What & Why Types of Surveys • Sent through email and/or social media • Get feedback, segment your audience by interest • Can be longer, but don’t have to be Surveys • Good for quick insight on one question • Pushed out through email, on your website or through social media Polls • Ask for feedback on a specific product or experience • Ask readers to rate your organization (directly or on a review site) Reviews
  19. 19. What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps
  20. 20. Structure & Questions Reasons for Surveys Employee needs Customer profiles All about events Relevance Customer experience Customer satisfaction 20
  21. 21. Structure & Questions Got questions? Response rate # of questions 21
  22. 22. Close-ended Easy to answer Easy to analyze and allow for great comparison Ensure scales are balanced and clear Structure & Questions Got questions? SURVEY 22
  23. 23. Open-ended Not limited by options Provide deeper insights Harder to answer = respondent fatigue Harder to analyze, time-consuming to evaluate Limits comparison Structure & Questions Got questions? SURVEY “Do you have any suggestions for improving our products?” Answer up to 1,000 characters Avoid a common mistake: Using too many open-ended questions. 23
  24. 24. Structure & Questions Question tips How would you rate Joe Dimaggio’s career? Are you very satisfied or very dissatisfied with us? (limits evaluation) Overall, how satisfied are you with us? What suggestions do you have for improving Tom’s Tomato Juice? (too general) What suggestions do you have for improving the taste of Tom’s Tomato Juice? How would you rate the career of legendary outfielder Joe Dimaggio? (leading question) 24
  25. 25. Structure & Questions Question tips You found the service to be _____ (provide 3-4 choices) How would you rate the food and the entertainment at the event? (double-barreled question) How would you rate the food? How would you rate the entertainment? How well did the RDD explain the use of CTAs to drive CTs? (jargon, abbreviations) How effectively did the speaker explain calls to action? What did you think of the service? (harder to compare results) 25
  26. 26. Structure & Questions Question tips Make your first question easy to answer. Place your most important questions up front. Ask for profile and demographic information at the end. Explain why you need the information. Keep it simple…don’t get too personal. Don’t make these questions mandatory. 26
  27. 27. How long is long enough? 27 203 ? 204 ? 205 ? 206 ? 207 ? 208 ? 209 ? 210 ? 211 ? 212 ? 213 ? 214 ? • Don’t ask questions that aren’t relevant • Don’t ask two questions if one question is enough • Don’t ask too many open-ended questions (which feel longer) • Don’t ask too many demographic questions…
  28. 28. How long is long enough? • Do have no more than 10-12 questions. • Do ask multiple-choice questions (feels shorter). • Do limit open-ended questions to no more than 3. • Do target a 5-8 minute completion time. • Take it yourself! 28
  29. 29. What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps
  30. 30. On the fly (as you need to know something) When & Who When to survey? ? ? ? 30
  31. 31. After an interaction When & Who When to survey? Event Survey 31
  32. 32. Regularly scheduled When & Who When to survey? 32
  33. 33. 33 When & Who Categorize your audience Seasonal customers or supporters VIPs New! Regular customers or donors
  34. 34. September 34 When & Who Segment your audience January Longer survey of entire group May Short survey of small segment of group Short survey of small segment of group
  35. 35. What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps
  36. 36. Results & Follow-up Get the word out TXT 36
  37. 37. Results & Follow-up Hurry up and wait! 50% or more of survey responses come back the first day. 88% of responses will be submitted in the first week. 2 weeks is generally enough time to leave the survey open to maximize responses. 37
  38. 38. Results & Follow-up I’m finished. Now what? Send respondents to a website where they can access an incentive, register for your next event, review testimonials, etc. 38 Send respondents to a closing page where you can thank them, provide access to an incentive, share info on distribution of results
  39. 39. Results & Follow-up Results should inspire action 39 1 Review and analyze 2 Spot trends 3 Create an action plan 4 Follow up with people 5 Survey again!
  40. 40. Results & Follow-up Review statistics and data 40 % • Ensure staff is trained to redeem or honor offers and coupons. • Collect list sign-ups at redemption. • Collect information about their experience with the deal. • Use the same tools to follow up: email, social media and surveys.
  41. 41. Results & Follow-up Create an action plan from results Introduce new services, products, programs Improve your website Make communications more relevant Attract new customers, clients, donors Segment your audience for better targeting 41
  42. 42. Engage in conversation SURVEY 42 2 SUBMIT 1 Pull insights THANK YOU! Push questions RESULTS Share results
  43. 43. What & Why | Structure & Questions | When & Who | Results & Follow-up | Next Steps
  44. 44. 44 Use consistent branding. Personalize it. Clearly state the purpose. Clearly state any incentives. Specify time involved. Next Steps Practical advice
  45. 45. Inform of confidentiality. Clearly display call to action. Include a closing date. Include a thank you upon completion. 45 Next Steps Practical advice Make people feel like they are part of helping your organization improve!
  46. 46. Next Steps Start small SURVEY 2 2 of 10 1 • Start with a single-item poll on your website or via social media. • Grow to 2-3 questions and start delivering them via your newsletter. • Eventually build to 10-12 questions, use different question types. • Share results with respondents. • Send out additional pulse surveys to smaller segments throughout the year. 46
  47. 47. Q&A Strategies for a digital world Frithjof Petscheleit BlueBird Business Consulting YOUR PHOTO HERE YOUR LOGO HERE
  48. 48. 49
  49. 49. SPECIAL OFFER Sign up for your Constant Contact Account Today • Free Campaign Design($199 value) • Free Initial Account Set-Up( $120) • 30 Minute Consultation • List upload • List segmentation • Free Webinar or Quickstart workshop For Existing Customers • 30 Minute Review of your last campaign($65) • Review content • Review subject • Review results metrics • Discuss possible improvements Frithjof Petscheleit BlueBird Business Consulting YOUR PHOTO HERE YOUR LOGO HERE
  50. 50. Grow with Constant Contact Get results fast, with affordable, easy-to-use engagement marketing tools and free coaching. Offers & Promotions Events & Registrations 51 Newsletters & Announcements Feedback & Surveys
  51. 51. Frithjof Petscheleit BlueBird Business Consulting •Constant Contact Authorized Local Expert http://businessbluebird.com @BlueBirdBC Frith@bluebirdbc.com YOUR PHOTO HERE YOUR LOGO HERE

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