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AMA 17th Annual Cause conference: Results Matter Cases

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San Diego American Marketing Association
Cause Conference presentation 5/8/2015
Results Matter: Cases
National University
San Diego, CA, USA

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AMA 17th Annual Cause conference: Results Matter Cases

  1. 1. RESULTSTHAT MATTER: CASES HOWTO MEASURE? WHATTO REPORT? Dr. Mary Beth McCabe, National University May 8, 2014 SDAMA 17th Annual CauseConference
  2. 2. WHY DO RESULTS MATTER?
  3. 3. TOP PRIORITIES FOR DIGITAL MARKETERS IN 2015  Customer Experience  Internet ofThings  Big Data in Marketing  Moving Software to the Cloud  Crowdsourcing Marketing Content What about getting results? Source: Millward Brown, 2015
  4. 4. WHATTO MEASURE?  Customer retention  New customer inquiries  Customer returns  Social sharing/mentions  Email click thru rates  KLOUT scores  Net Promoter scores  Google Analytics  other
  5. 5. How do YOU measure results?
  6. 6. CASE STUDIES:  Solar energy program  Beach clean up promotion  Association/Event marketing  Retail  Social Media Platform
  7. 7. SOLAR: NON-PROFIT CASE STUDY  Goal: Introduce ‘Reduce then Produce’ as a Group Savings Program to San Diego homeowners.  Promote brand encouraging Energy Efficiency, as part of Energy Upgrade California™.  Benefit: Get access to an exclusive “best” solar deal. But before you do that, find out how efficient is your home.  Total upfront cost to homeowner< $199. Get up to $4,000 in incentives for upgrades. Goal provided a way to finance solar through a credit union with a group buying incentive.  Limited time offer only for San Diego residents.
  8. 8. MAYOR SANDERS ‘REDUCETHEN PRODUCE’ July 26, 2011
  9. 9. WHAT IS DIFFERENT ABOUT REDUCETHEN PRODUCE?  Simple ad copy  Contacts solar company  Gets solar  Very complex process  Contacts CCSE  Contacts contractor(s)  Gets bids to reduce energy use/pays <$199.  Purchases some needed items  Gets higher HERS rating  Possibly gets solar with savings
  10. 10. WHATTHE DASHBOARDTELLS US….ABOUT NEW BRANDS ¾ of traffic from ad partners New brand and not known yet
  11. 11. High bounce rate Half new visits Spike after blackout
  12. 12. Let’s look at the difference between “search” for ‘Reduce then Produce’ in July vs. Nov 2011. Before…. July 26, 2011 Nothing about Reduce then produce
  13. 13. After…. Nov 2011 Three full pages + of relevance, including those From Sun Marketing
  14. 14. Blogs by Sun Marketing about Reduce then Produce Sunmarketingsolar.blogspot.com (1521 click thrus)
  15. 15. SDH&G MAG. AND POWAY PAPERS Rancho Bernardo News Journal, Poway News Chieftain, Ramona Sentinel Four weeks, 1/8 page plus web ads
  16. 16. Web only traffic from banners on local newspaper Circulation to every homeowner in neighborhood.
  17. 17. TV Promo and Research
  18. 18. 9631 visits to our site from radio campaign How much traffic did we draw? Nearly 10,000 visits in a month from radio.
  19. 19. KPBS Metrics: 91,220 impressions for $2500 74 Click throughs
  20. 20. News metrics from KPBS Nov.
  21. 21. With the UT’s digital, we hadVery high click through rate in direct e-mail blast!
  22. 22. ASI Hastings on a RtP evaluation: Posted on Facebook
  23. 23. From the Jack FM website. Road Show Promo: 20 spots ran. 374,000 people aged 18+. 196,000 gross impressions.
  24. 24. SOLAR SUMMARY: KPI’S Key Performance Indicators: web visits, click and measured media  5,647,176 measured impressions (not counting social media)  11,781 measured clicks  Nearly $100,000 in measured media value for 5.6 million measured impressions, and nearly 12,000 clicks in <90 days.
  25. 25. Beach Cleanup 2015 $18.00 reach 2,650 on Facebook, 97% mobile
  26. 26. And more metrics…..
  27. 27. Spanish vs. English campaign on Facebook for InternationalTea Masters Association, Training in Spanish had double the paid click in English, 6 times the likes/shares in Spanish
  28. 28. Retail engagement with existing SpanishTV commercial, extended audience for pennies.
  29. 29. No Fee MeasurementTools: Linkedin, Klout, Google Analytics
  30. 30. Source: Google AdWords, 2015
  31. 31. 4 TAKEAWAYS ON MEASURING  What you measure will be the focus of your results.  Plan ahead for best kpi’s.  Set goals but be flexible as needed.  Build partnerships with local publishers/vendors for incremental value and ROI.
  32. 32. 5TAKEAWAYS ON REPORTING  Tell the story along with the metrics.  Relate to sharing our experiences.  Remember that we are all connected customers.  Share the success as well as the failure.  Improvements will result in the future as you adapt.

Editor's Notes

  • Profit or non profit, you want to be measuring results, and getting considered is a first step in that process.
  • California Center for Sustainable Energy is a non profit organization.
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