55. MORE SALES
MORE IPAD SALES
IN BELGIUM
MORE ENGAGEMENT
15% MORE
ENGAGEMENT
DOUBLE THE SALES
INCREASE SALES
BY 10%
MORE FACEBOOK FANS
5% MORE LEADS
VIA SOCIAL
MORE INBOUND LEADS
INCREASE INBOUND LEADS
BY 25% BY 2017
56. BY INCREASING RETENTION
BY INCREASING DAILY ACTIVE USERS
GROW MY COMPANY
Example actionable goals
INCREASE CONTENT CREATION BY MEMBERS BY 15% BY END 2016
EDUCATE MEMBERS ABOUT
CONTENT CREATION VIA
MAIL
SHOW CONTENT FEATURES ON
THE HOMEPAGE
INCLUDE CONTENT CREATION IN
ON BOARDING EXPERIENCE
59. Email marketing Social media Paid search Display
advertising
VANITY METRICS VS ACTIONABLE METRICS
OPEN RATE
LEADS GENERATED
# FANS
REFERRAL RATE
AD POSITION
COST PER
ACQUISITION
IMPRESSIONS
COST PER LEAD
60. Trying to find
interesting insights
and unexpected
learnings
Keeping you up to
date with predictable,
managerial insights
Do ads with pictures
of cats work better?
How many clicks will
our ad budget get us?
EXPLORATORY REPORTING
61. If you’re busy
explaining the
data, you wont
can’t act upon it
UNDERSTANDABLE COMPARATIVE A RATIO OR RATE BEHAVIOUR CHANGING
A GOOD METRIC IS
Comparison
gives you
context
The only way to
measure
change
What will you
do differently
based on the
results?
63. BAD LANGUAGE
1000 EMAILS SENT 1000 EMAILS SENT
10% CONVERSION
= 100 RESPONSES
0,1% CONVERSION
= 1 OR 2 RESPONSES
1 FOOL & THEIR MONEY1 FOOL & THEIR MONEY
PROPER ENGLISH
SCALABLE NOT SCALABLE
65. GET IN THE HEADS OF YOUR CUSTOMERS
MAP OUT THE STAGES IN BUYER BEHAVIOUR
COMPLETE THE BRIEFING
8 steps to a content strategy
framework: checklist
DEFINE THE CUSTOMER JOURNEY
BE CREATIVE WITH CONTENT FORMATS
THINK ABOUT THE CONTEXT TOO
CHOOSE YOUR CHANNELS
TRACK THE RIGHT KPI’S
