How Does Your Garden Grow?: With


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  • This slide is about the main goals and purpose of the website
  • This slide is about the main goals and purpose of the social media communities
  • This slide is about the main goals and purpose of the email campaign
  • You may have noticed that the goals of each overlapped in some places, but with each outlet having a slightly different emphasis, or strength compared to the other two. Now that we’ve identified each individual outlet’s purpose and goal – we needed to make sure they worked together in a cohesive and effective way.
  • How they all need to wrap together and then with each component: SM+email, Website+SM, Email+Website, SM+Email+Website
  • How Does Your Garden Grow?: With

    1. 1. How Does Your Garden Grow:<br />with Social Media, Email Marketing and a Website All in a Row<br />Katie Van Domelen (@ktvan)<br />Social Media Manager at Off Madison Ave (@offmadisonave)<br />
    2. 2. The Integration Problem<br />
    3. 3. Possible Brand Touch Points<br />
    4. 4. Brands Think Like This<br />Digital Media<br />Traditional<br />Social Media<br />Website<br />PR<br />Mobile<br />Email<br />
    5. 5. Consumers See It Like This<br />
    6. 6. Brand Interactions Look Like This<br />
    7. 7. Forget Website Design – we need Webpresence design<br />
    8. 8. Background<br />
    9. 9. The Desert Botanical Garden’s mission is to provide the community with education, exhibition and conservation of desert plants of the world with emphasis on the southwestern United States.<br />
    10. 10. Goals and Objectives<br />The Garden’s main support comes from attendance, membership and donations. To that end their goals were to:<br />Grow attendance and membership in order to support Garden programs<br />Extend the mission of the Garden beyond the limits of the physical location using digital channels<br />
    11. 11. Three Part Approach<br />
    12. 12. The Website<br />Conversions and calls to action<br />Information about the Garden: conservation, research, exhibits<br />Membership<br />Attendance<br />Events<br />Classes<br />
    13. 13. Social Media Communities<br />Create relationships with visitors and members<br />Increase reach for the Garden’s mission with information and reminders:<br />Education/Information<br />Exhibits (photos/videos)<br />Events<br />Some conversion and calls to action<br />
    14. 14. Email Campaign<br />Reconnect with current members and past visitors to encourage them to continue their support of the Garden<br />Create relationships with visitors and members<br />Information about the Garden: conservation, research, exhibits<br />
    15. 15.
    16. 16. Repetitive, not adding value for customers who engage across channels.<br />
    17. 17. Exclusive, customers who don’t use all channels may miss out on something.<br />
    18. 18. Optimal, allows for some cross-over and mirrors the way customers may view it.<br />
    19. 19. Use information, links, content, etc to connect each piece into both other pieces.<br />
    20. 20. What We Did<br />
    21. 21. Website Redesign<br />Restructured content to emphasize main calls to action – become a member, purchase tickets<br />Made most frequently searched for or viewed pages easier to find<br />Made sure to answer questions that were asked in other channels<br />
    22. 22.
    23. 23. Highlighted Our Other Channels<br />Links<br />Most popular content, republished<br />Sign-up<br />
    24. 24. Social Media Community Management<br />Content Calendar<br />Events/Exhibits<br />Information<br />Photos/Videos<br />Conversation and response<br />Encourage engagement<br />“Thank you” for photos and video<br />Respond to questions<br />
    25. 25.
    26. 26.
    27. 27. Connect To The Other Channels<br />
    28. 28. Email Campaign<br />Lead with calls to action<br />Invite members and visitors to return to the Garden for special events<br />SMS:<br />Event reminders<br />Games in the Garden to encourage attendance<br />
    29. 29. Share From the Other Two<br />
    30. 30. Results<br />
    31. 31. Results: Web<br />Social networks consistently one of top 10 referring sources<br />Click-through rate on social network links increased month over month<br />Visitors are spending more time on the site and average page views are up<br />Visitor loyalty has increased (visitors returning to the site 2 or more times)<br />
    32. 32. Results: Social Media<br />Community Growth:<br />Twitter: 79% follower increase<br />Facebook: 283% total fan increase<br />YouTube: 23% increase in subscribers<br />Data reflects Sep 09 – Jul 10<br />
    33. 33. Results: Social Media<br />Interactions/Fan Posts<br />134% increase in average monthly interactions<br />128% increase in @replies and mentions on Twitter <br />Site click-throughs<br />40% increase in clicks to website (event pages, information and membership)<br />Data reflects Sep 09 – Jul 10<br />
    34. 34. Results: Email<br />Facebook most popular link in July by more than double of the second most popular link<br />Render (open) rate up 13%<br />2% increase in click through rate<br />SMS list showing consistent growth<br />*Adding tracking code to measure social referrals to the newsletter<br />
    35. 35. Getting Started<br />
    36. 36. #1: Know Your Audience<br />How do your customers connect with you?<br />Use tools like Rapleaf or FlowTown to find out what social networks they use<br />Prioritize efforts<br />Segment audience<br />Ask for social information in forms<br />Use analytics to determine their mobile use<br />
    37. 37. #2: Make the Connection<br />Did you know:<br />ExactTarget reports that 61% of companies that send email AND have social programs do not even mention their social networks via email?<br />Prominently link to your main channels on each web property<br />Keep a consistent message<br />Branded look<br />Similar imagery<br />Don’t lose the thread<br />
    38. 38. #3: Rank Content<br />Measure what is most popular on social media sites or in email newsletters:<br />Likes<br />Comments<br />Retweets / Shares<br />Clicks<br />Track what pages and/or website functions are used most often<br />The top tier of content should be available across channels<br />Second tier can be linked from channel to channel<br />Third tier is specialized to each channel<br />
    39. 39. Tier 1: Most popular/important content<br />Tier 2: Content that’s more popular in one outlet and can be linked to from another<br />Tier 3: Content that’s really only relevant on that channel<br />2.<br />3.<br />1.<br />3.<br />2.<br />2.<br />3.<br />Other considerations for this may include:<br /><ul><li> Usability
    40. 40. Search optimization
    41. 41. Results of testing</li></li></ul><li>#4: Give Directions<br />Calls to action work!<br />Tell your customers where they should go for what types of connections<br />ASK customers to sign up for your newsletter and explain the value<br />SEND them to your social networks to interact<br />LINK them to your website to purchase, sign up, request information, etc.<br />
    42. 42. #5: Measure<br />Measure referrals and traffic across channels<br /><br />Analytics<br />Test variations on messaging<br />Track conversions as accurately as possible<br />Analytics<br />Offer codes<br />Purchase form<br />
    43. 43. Q&A<br />