TFEA Online Marketing Measurement

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President of Saffire Events, Kendra Wright's, TFEA Presentation on Measuring your Online Marketing.

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TFEA Online Marketing Measurement

  1. 1. saffireevents © 2013 – Saffire Events® Kendra Wright President, Saffire Events® Online Marketing Measurement
  2. 2. saffireevents
  3. 3. saffireevents © 2013 – Saffire Events® Corporate Portfolio
  4. 4. saffireevents © 2013 – Saffire Events® Event Portfolio Rodeo Austin SouthTexas State Fair Rodeo Belton/ 4th of July Celebration BrazosValley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair FortBend CountyFair Central Texas State Fair Comal CountyFair Okeechobee CountyFair Amador CountyFair Chowchilla Fair Palomino Fest Lea County CoorsCowboy Club WashingtonCountyFair Texas State ForestFestival American Royal Colorado State Fair Napa CountyFair DodgeCity RoundUp Brazoria CountyFair SanAngelo Rogers CountyFair Greater Baton RougeState Fair Central States Black Hills StockShow/Rodeo Los Fresnos Twas the Lights Reno Rodeo Redding Rodeo NorthwestWashingtonFair SikestonRodeo Delaware State Fair SangamonCountyFair East Texas Park of East Texas Laramie CountyFair Benton-FranklinFair Carroll CountyFair Pendleton Round-Up PonyExpress Days Arizona National Livestock Show YoloCountyFair California Rodeo Salinas Rio Grande Valley Livestock Show Old Sorehead Trade Days Cuero TurkeyFest Fiesta San Antonio GlennCountyFair State Fair of Louisiana FourStates Fair MontgomeryCountyFair AgriculturalLearning Center GrantCountyFair NorthTexas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge Recreation Complex Kitsap Rodeo Cowpokes Refugio CountyFair Rockdale Fair & Rodeo
  5. 5. saffireevents © 2013 – Saffire Events® Saffire Association Partners
  6. 6. saffireevents © 2013 – Saffire Events® WE’RE HIRING.
  7. 7. saffireevents Poll
  8. 8. saffireevents No Fear How Do I Start?
  9. 9. saffireevents YOU’RE NOT MARKETING! If you’re not measuring,
  10. 10. saffireevents AWARENESS INTEREST DESIRE ACTIO N
  11. 11. saffireevents •Social media/ WOM/Offli ne mktg AWARENES S •Social media/ email INTERES T •Email/ website DESI RE •Website ACT ION
  12. 12. saffireevents But this is changing…
  13. 13. saffireevents AWARENESS INTEREST DESIRE ACTION
  14. 14. saffireevents Action onFacebook • Sign up for email • Email signup formon tab • Contest • Buy tickets • View event schedule • Linkto purchase page
  15. 15. saffireevents 1 2 3 Measuring Measuring Measuring Website Email Social
  16. 16. saffireevents Let’s start at the bottom. YOUR WEBSITE
  17. 17. saffireevents © 2013 – Saffire Events® Google Analytics
  18. 18. saffireevents © 2013 – Saffire Events® This isthe Nerdy Part
  19. 19. saffireevents © 2013 – Saffire Events® You are Big Brother
  20. 20. saffireevents © 2013 – Saffire Events® Where They Live
  21. 21. saffireevents © 2013 – Saffire Events® What Sites They Came From
  22. 22. saffireevents © 2013 – Saffire Events® Where They Go On Your Site
  23. 23. saffireevents © 2013 – Saffire Events® How Long They Stay
  24. 24. saffireevents © 2013 – Saffire Events® How Many Times They’ve Visited
  25. 25. saffireevents © 2013 – Saffire Events® What Browser They Use
  26. 26. saffireevents © 2013 – Saffire Events® What Devices They Use
  27. 27. saffireevents © 2013 – Saffire Events® What they typed in Google
  28. 28. saffireevents © 2013 – Saffire Events® What Social Impact Was
  29. 29. saffireevents © 2013 – Saffire Events® You Can See ItGraphically
  30. 30. saffireevents © 2013 – Saffire Events® 4 Important Things To Watch site visits
  31. 31. saffireevents © 2013 – Saffire Events® Site Visits
  32. 32. saffireevents © 2013 – Saffire Events® 4 Important Things To Watch •Low visits? Improve SEO and/oronline marketing of your site site visits
  33. 33. saffireevents © 2013 – Saffire Events® 4 Important Things To Watch bounce rate
  34. 34. saffireevents © 2013 – Saffire Events® Bounce Rate
  35. 35. saffireevents © 2013 – Saffire Events® 4 Important Things To Watch •High bounce rate? Improve your homepage bounce rate
  36. 36. saffireevents © 2013 – Saffire Events® 4 Important Things To Watch Actions/ conversion rate
  37. 37. saffireevents © 2013 – Saffire Events® Conversion Rate (Number ofpeoplewho take action ÷ Number of site visitors) * 100 to convert to %
  38. 38. saffireevents © 2013 – Saffire Events® 4 Important Things To Watch •Not enough action? Make your websitemore compelling (good rate: 2%) Actions/ conversion rate
  39. 39. saffireevents © 2013 – Saffire Events® Setting Goals-EmailSignup
  40. 40. saffireevents © 2013 – Saffire Events® Setting Goals-EmailSignup
  41. 41. saffireevents © 2013 – Saffire Events® Setting Goals-EmailSignup
  42. 42. saffireevents © 2013 – Saffire Events® Setting Goals
  43. 43. saffireevents © 2013 – Saffire Events® Ecommerce Tracking • Put a snippet of GAcode in your cartthat tracks purchases • If you sell online, you MUST put this code on your site. • If you have 3rd party shopping cart (e.g., ExtremeTix),you should insist they put it onyour shopping cart pages.
  44. 44. saffireevents © 2013 – Saffire Events® 4 Important Things To Watch time on site
  45. 45. saffireevents © 2013 – Saffire Events® Average Visit Duration
  46. 46. saffireevents © 2013 – Saffire Events® 4 Important Things To Watch •Low time? Add interactivity and other “stickiness” time on site
  47. 47. saffireevents © 2013 – Saffire Events® Automating GoogleAnalytics
  48. 48. saffireevents © 2013 – Saffire Events® Automating GoogleAnalytics
  49. 49. saffireevents © 2013 – Saffire Events® Tracking Social
  50. 50. saffireevents © 2013 – Saffire Events® Tracking Social
  51. 51. saffireevents © 2013 – Saffire Events® Tracking Social
  52. 52. saffireevents © 2013 – Saffire Events® Tracking Social
  53. 53. saffireevents Now your biggestrevenue producer. YOUR EMAIL
  54. 54. saffireevents 1 Track PER EMAIL
  55. 55. saffireevents Open Rate
  56. 56. saffireevents Click-Through Rate (CTR)
  57. 57. saffireevents Conversion rate = revenue
  58. 58. saffireevents 2 Track OVER TIME
  59. 59. saffireevents House File Size
  60. 60. saffireevents Churn (% who leave your list)
  61. 61. saffireevents Cost/Email
  62. 62. saffireevents Revenue/Email
  63. 63. saffireevents & Sample OPEN RATESVaries a lot by client 9-15% on low end 30-35% on high end
  64. 64. saffireevents © 2013 – Saffire Events® Highest open rates Good subject line Clients who sell online Clients with a strong brand Sent at the right time/day Tuesday mid-morning, evenings & weekends
  65. 65. saffireevents & Sample CLICK RATESNot as much variance by client Around 10-20%
  66. 66. saffireevents © 2013 – Saffire Events® Calls to Action = Clicks Use action words Get MoreInfo! Sign Up! Buy Now! MorePhotos! Be conversational. (take a look, check it out,etc.) Don’t tell the whole story!
  67. 67. saffireevents And lastly the top of the funnel SOCIALMEDIA
  68. 68. saffireevents Poll
  69. 69. saffireevents Advice for socialanalytics Tryto get away from social-specificterminology • Likes • Shares • Fans • Followers
  70. 70. saffireevents Advice for socialanalytics Use terminologythat can be applied (&compared)to all marketing. • Demographics- Compareto othermedia • Reach (pagereach &post reach) – like marketshare/impressions • Engagement(Likes,Shares,Comments,EmailSignups) • For email, track how many signed up for email list ÷ total email revenue • Count that day’s revenue as email (won’t be exact) • Acquisition – What is the value of getting a customer • Number of attendees ÷ attendee revenue = Customer Value
  71. 71. saffireevents SOCIAL MEDIA The goal is to make an item in the overall marketing plan.
  72. 72. saffireevents
  73. 73. saffireevents © 2013 – Saffire Events® Facebook Insights
  74. 74. saffireevents © 2013 – Saffire Events® Insights-PageOverview
  75. 75. saffireevents © 2013 – Saffire Events® Export-Page Level Data
  76. 76. saffireevents © 2013 – Saffire Events® Now let’stalk about measuring posts.
  77. 77. saffireevents MOST SUCCESSFUL? Which ones have been DO MORE! LEAST SUCCESSFUL? Which ones have been TWEAK THEM! Deep Thought
  78. 78. saffireevents © 2013 – Saffire Events® Insights – PostReach
  79. 79. saffireevents © 2013 – Saffire Events® Insights – Organic Reach
  80. 80. saffireevents © 2013 – Saffire Events® Insights – Organic Reach
  81. 81. saffireevents © 2013 – Saffire Events® Insights – MostReach
  82. 82. saffireevents © 2013 – Saffire Events® Engagement
  83. 83. saffireevents © 2013 – Saffire Events® Engagement includes: Likes Comments Shares Video views Link clicks Photo clicks Clicked commenter’s name Liked a comment Clicked your page name Gave negative feedback Engagement IS A SIGN OF INTEREST IN YOUR
  84. 84. saffireevents © 2013 – Saffire Events® Engagement CTR
  85. 85. saffireevents © 2013 – Saffire Events® Negative Feedback
  86. 86. saffireevents © 2013 – Saffire Events® Talking AboutThis
  87. 87. saffireevents © 2013 – Saffire Events® Talking Aboutincludes: Likes Comments Shares Video views Link clicks Photo clicks Clicked commenter’s name Liked a comment Clicked your page name Gave negative feedback Talking About MEASURES HOW MANY PEOPLE ARE WILLING TO SPREAD THE
  88. 88. saffireevents © 2013 – Saffire Events® Insights –PostVirality
  89. 89. saffireevents © 2013 – Saffire Events® Insights – #3 MostVirality
  90. 90. saffireevents © 2013 – Saffire Events® Insights – #2 MostVirality
  91. 91. saffireevents © 2013 – Saffire Events® Insights – #1 MostVirality
  92. 92. saffireevents © 2013 – Saffire Events® Facebook Insights
  93. 93. saffireevents © 2013 – Saffire Events® Twitter 2nd priority forsocial media Over530million accounts Adding1 million accountseveryday Over340 million tweetsa day NOW TWITTERVINE!
  94. 94. saffireevents © 2013 – Saffire Events® Manage & Analyze-Buffer
  95. 95. saffireevents © 2013 – Saffire Events® Take it a step further
  96. 96. saffireevents © 2013 – Saffire Events® Analyze - Twitonomy
  97. 97. saffireevents © 2013 – Saffire Events® Analyze - Twitonomy
  98. 98. saffireevents Poll
  99. 99. saffireevents © 2013 – Saffire Events® YouTube 3rd in your social priorities Morethan 1 Billion unique usersvisit each month Over4 Billion hours ofvideo 72 hoursof video uploaded everyminute 2nd largest search engine
  100. 100. saffireevents © 2013 – Saffire Events® YouTube Analytics
  101. 101. saffireevents © 2013 – Saffire Events® Instagram 100Million usersper month 4 Billion photos posted 40 Million postedperday AverageTimeSpent permonth – 257 minutes Now Instagram Video! Becominga higherpriority,especially with youngeraudiences.
  102. 102. saffireevents Statigram (statigr.am) Simply Measured (simplymeasured.com) Quick Instagram Tools
  103. 103. saffireevents © 2013 – Saffire Events® Pinterest 49 Million users 1st site toget to 10 million unique visitorsin a month AverageTimeSpent pervisit – 14.2 minutes Not your highest priority, but now offersinsights about activity on your website
  104. 104. saffireevents © 2013 – Saffire Events® Pinterest
  105. 105. saffireevents © 2013 – Saffire Events® You can find out a lot! Pins from your website Repins from your website Reach # of Visitors/Visits to your site Most Repinned MostClicked Why? Determine content strategy and audience interest
  106. 106. saffireevents
  107. 107. saffireevents © 2013 – Saffire Events® To review The numbers are your friends – just find an easy tool Think about tracking value (and cost, if youcan) for: • Reach/Impressions – how many peoplesaw it • Engagement/Conversions – how many did something • Revenue – how many bought Use analytics to market smarter. Start somewhere.
  108. 108. saffireevents Kendra Wright WWW.SAFFIREEVENTS.COM @SAFFIREEVENTS SAFFIREEVENT
  109. 109. saffireevents © 2013 – Saffire Events® Page-Analyzer.dk
  110. 110. saffireevents SimplyMeasured.com
  111. 111. saffireevents © 2013 – Saffire Events® 4 Key Metrics Connections Performance Shareability Engagement Why? Determinecontentstrategyand audience retention

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