Vicki Allpress Hill Online Web Marketing Presentation


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  • Also, not trying to do everything – do one thing really well – different organisations
  • The biggest opportunity I have seen
  • synergy – 1 + 1 = 3consistencypersistencerelationshipswin-win scenarios
  • IndistinguishableActual examples of online and offline working perfectly together
  • Website – functionality, content, developmentContent management & maintenanceDatabase integrationOnline sales channels & productsOnline marketing tactics & toolsSocial media communities & other online spacesIn-house capability – technology & expertiseAnalytics and Return on Investment (ROI)
  • Show AAA planThe importance of starting with a solid foundation.Talk about specific examples
  • Above: Sample table of contents showing the structure of an online marketing plan.
  • Above: excerpt from the Tate museum’s online strategy document. See the full document at”
  • Linen cupboard analogyPoints and examples for each
  • What to define:Type of email (newsletter, e-flyer, reminder, reviews, surveys)Format of email (HTML, Plain text etc)Frequency of email (Monthly, 2-weekly, quarterly etc)Timing (What day of week, what time of day etc)Editorial policy (e-newsletters)Tone of voice/ personalityDesign/ look and feelContent and offersallocate time for:Preparing of a content outline, researching and writing editorial, finding and formatting images, producing audio or video, getting any permissions for content, selecting and deduping the list of recipients, briefing the box office staff and preparing for responses, testing
  • Detail and examples for each one
  • What real-life organizations have chosen to measure and why
  • e.g. a few of you said you track “visits” or “hits”.Conversion, conversion, conversionDiscussion re how they might use the information – ask someone to contribute, have example up sleeve eg X company can measure this. What might they do with this?Some screenshotsinformed
  • Start small – people in your tam will be so excited by anything you can tell them.
  • Vicki Allpress Hill Online Web Marketing Presentation

    1. 1. Getting results from your online marketing<br />vickiallpress hill the audience connection<br />
    2. 2. Getting results means<br />Being audience-focus<br />Entering a conversation<br />Building community<br />Following best practice<br />Having a clear focus<br />Being ‘on brand’<br />Using the right tools<br />Tracking real data<br />
    3. 3. Today’s workshop<br />Planning your online marketing<br />Maximizing online marketing opportunities<br />Measuring the outputs of your online marketing<br />
    4. 4.
    5. 5. Planning your online marketing<br />How to go from “we’re a bit ad hoc” to knowing what you are doing, when, and why.<br />
    6. 6. Planning your online marketing<br />The importance of planning<br />Integrating online with offline<br />Elements of a strategy<br />The planning process<br />Getting started<br />
    7. 7. Planning your online marketing<br />The importance of planning<br />Creates logical steps<br />Disciplines your thinking<br />Everything is captured<br />The hard work is done<br />Maximizes the impact<br />
    8. 8. Planning your online marketing<br />Integrating online with offline<br />Why are you differentiating?<br />Different strokes, different folks<br />Distinct approaches<br />Feed off each other<br />Consistent customer experience<br />
    9. 9. Everett Rogers (1931 - 2004)The study of the diffusion of innovation is the study of how, why, and at what rate new ideas and technology spread through cultures.<br />
    10. 10. Planning your online marketing<br />Elements of an online strategy<br />Website & CMS<br />Database integration<br />Online sales channels & products<br />Online marketing tactics & tools<br />Social media policies<br />Online publishing<br />In-house capability<br />Analytics and ROI<br />
    11. 11. Planning your online marketing<br />The planning process<br />Where are we now?<br />What are we aiming for?<br />Who are we targeting?<br />What are our high level strategies?<br />Which tools and tactics will we use?<br />How will we resource it?<br />What is the timeframe?<br />
    12. 12.
    13. 13.
    14. 14. Planning your online marketing<br />Getting started<br />Identify champions<br />Brainstorm with the best ones<br />Gather data and evidence<br />Prioritise what will have most impact<br />Set clear milestones<br />Don’t over-complicate<br />
    15. 15. Maximizing online marketing opportunties<br /> Quick tips for best practice<br />
    16. 16. Best practice websites<br />User able to easily achieve desired tasks<br />Navigation is clear & user knows where they are<br />Consistent look & feel<br />Text is readable and easy to scan for headers & links<br />Content is showcased<br />Accessibility is considered<br />Site is ‘search-engine-optimized’<br />
    17. 17. “If a website is difficult to use, people leave…”<br />Jakob Nielsen<br />
    18. 18. Best practice email<br />Permission based<br />Respects the recipient<br />Is relevant & provides value<br />Deployed via professional email management system’<br />Has the right ‘tone of voice’<br />Is conversion-focused<br />Delivers on expectation<br />Measured & tracked<br />
    19. 19. Best practice online social networking<br />Conversation not monologue<br />Build relationships<br />Be where customers are<br />Distinct approach for each channel<br />Honest & real<br />Maintained & updated<br />Clear internal policy<br />Measured & tracked<br />
    20. 20. Measuring the outputs of your online marketing<br /> How to know what’s working and what’s not<br />
    21. 21. Measuring the outputs of your online marketing<br />The importance of metrics<br />What can you measure?<br />Deciding what to focus on<br />Using the information<br />Getting started<br />
    22. 22. The importance of metrics<br />Online marketing is completely measurable<br />Data now accessible to us<br />We can know what’s working and what’s not<br />Fine-tune activity<br />Improve results<br />Provide evidence<br />
    23. 23. Funders—ranging from government agencies to corporations, foundations, and individuals—are now demanding proof that their past support has been effective. Without generally accepted metrics, arts organizations will have more and more trouble making a case for themselves.<br />Metrics of Success in Art MuseumsThe Getty Leadership Institute<br />
    24. 24. What can you measure?<br />Website – visitors, traffic, content, goal conversion, ecommerce <br />Campaigns – response rates, cost per response, cost per acquisition, conversion <br />Email – deliverability, open rates, CTR, unsubscribe rates, conversion<br />Social media – acquisition, interactions (number & quality), CTR, conversion<br />
    25. 25. Deciding what to focus on<br />Crucial to ask the right questions<br />Seek the information that enables you to improve effectiveness, find new opportunities and increase revenue from tickets, donations or merchandise<br />Remember to look at trends<br />Set your own targets, KPIS & benchmarks<br />
    26. 26. “The systems had given us the answers – but we didn’t know what our questions were…”<br />Beth Aplin - Strike Gold: Mining Box Office Knowledge, Ticketing Professionals Conference 2009<br />
    27. 27. Using the information<br />Make educated decisions about your website<br />Improve web visitor numbers & conversion rates<br />Change marketing channels, tools, messages or design<br />Know where to best focus your staff and budget resources<br />Be persuasive with informed ammunition <br />
    28. 28. Getting started<br />“What is your job?” “How does it intersect with our online marketing/website?” “What do you most want to know about our online marketing/website?”<br />Talk to key people on your team<br />Determine the questions<br />Locate the answers – find/develop the right reports<br />Delegate responsibilities<br />Set up templates/regular dates for disseminating reports<br />Don’t get overwhelmed by the data & start small<br />
    29. 29. vickiallpress hill the audience connection<br />