At #SMDayADL I presented on the topic of social media reporting, sharing tips on establishing suitable goals, aligning them to relevant metrics, and employing reporting best practices.
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and ...Brian Alpert
UPDATED social media and website measurement workshop as presented by Sarah Banks, Erin Blasco, Effie Kapsalis and Brian Alpert, at Museums and the Web 2016, 4/6/16, Los Angeles California.
You'd like to be more rational and data-driven in your decision making. You know that your museum has been collecting web traffic metrics using Google Analytics, but you've never fully understood what those reports mean for you or your department. How can you use this popular software to find actionable data that helps you do your job better? In this session you will get a practical tutorial, led by two Google Analytics veterans at the Smithsonian, who will provide an overview of the current Google Analytics, including some of its newest, most powerful features. The presenters will also discuss the step-by-step process for moving beyond measurement just for measurement's sake, using real-life museum case studies as examples.
Presenters: Sara Snyder, Smithsonian American Art Museum; Brian Alpert, Smithsonian Institution.
Presented at the American Alliance of Museums 2016 Annual Meeting & MuseumExpo, 5/27/2016.
Metrics, Metrics, Everywhere! Choosing the Right Ones for Your Website and ...Brian Alpert
UPDATED social media and website measurement workshop as presented by Sarah Banks, Erin Blasco, Effie Kapsalis and Brian Alpert, at Museums and the Web 2016, 4/6/16, Los Angeles California.
There's a new breed of digital marketers who are employing data science practices to achieve better results more efficiently. Whether it's SEO, email marketing, marketing automation, response conversion, funnel optimization, or web analytics, these hybrid data scientists / data driven digital markets are using advanced mathematics, machine learning, predictive analytics, statistical modeling, and data mining in conjunction with marketing savvy to drive better results and grow companies faster. We'll discuss some case studies, best practices, and simple pseudo-data-science actions that even the non-data scientist can put to use immediately.
Predictive Modelling, not magic - FOM Jam slidesRedEye
It doesn't require magic to make Predictive Analytics work. Flick through our slides from Festival of Marketing on how key data is to making Predictive Marketing work.
Subscribers are raising the bar on relevance. They’re tired of being treated the same as everyone else and they’re tuning out “one size fits all” messaging. They want brands to prove they’re paying attention by delivering the right content at the right time. In short, they expect smarter emails.
In this presentation, Chad White, Lead Research Analyst at Salesforce Marketing Cloud, presents a framework for gradually turning up the IQ of your emails in several manageable steps by improving the (1) design, (2) personalization, and (3) journeys. Along the way, tactics are illustrated with examples from Salesforce’s award-winning Email Swipe File. Get inspired and take the next step toward building smarter emails.
This is the presentation from the online keynote I did for Social Media Tools Week. The presentation addresses what ROI is and isn't, the social business process, the business and technology challenges for enterprise companies, and requirements for enterprise companies that want to get involved in the social business space.
MCN2017 Workshop: Web Analytics and SEOBrian Alpert
"Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff... Declare Victory!" - MCN2017 workshop conducted by Brian Alpert and Elena Villaespesa Cantalapiedra. A workshop designed to make Web Analytics and SEO both understandable, manageable and actionable. Recognizing that most practitioners don't have much time yet need to show measurable results, a common sense, multi-stepped web analytics process is introduced. Tool-specific highlights are largely oriented toward the world's most popular web analytics tool, Google Analytics. Automation tools to lighten the load are presented as well as Google’s new powerful dashboard tool Data Studio. The conversation then shifts to today's SEO landscape, and safe, effective steps practitioners may take to improve findability. The metrics focus continues with a discussion of search-specific free tools and specialized metrics that are effective in demonstrating whether or not website findability is improving.
For retailers, the holiday season is omnipresent. You’re either neck deep in it or you’re preparing for it. In this presentation, Chad White, the Salesforce Marketing Cloud’s Lead Research Analyst and author of “Email Marketing Rules,” discusses the 6 things retailers need to work on before the upcoming holiday season: (1) Reassessing program goals, (2) Getting mobile-friendly, (3) Optimizing snippet text, (4) Increasing targeting and personalization, (5) Building out triggered emails, and (6) Keeping inactivity in check. This slide deck includes links to research reports, articles, and real-world examples so you can go in depth on the topics that are most important to you.
10 Easy Ways to Measure the Impact of Your ContenteTailing India
Marketers have in many instances become adept at producing content, measuring the effectiveness of B2B content remains a challenge.How do you know if your content initiatives are effective? With this in mind, here are a few important metrics that can help determine whether your content marketing efforts are being effective, as well as some tips to improve their effectiveness.
Social seems to be everywhere, everywhere besides in the enterprise. These 11 trends will show you what is happening to your enterprise in the upcoming years and how you can apply it to initiate cost reductions, increase innovation, increase customer satisfaction and enable top line growth.
There's a new breed of digital marketers who are employing data science practices to achieve better results more efficiently. Whether it's SEO, email marketing, marketing automation, response conversion, funnel optimization, or web analytics, these hybrid data scientists / data driven digital markets are using advanced mathematics, machine learning, predictive analytics, statistical modeling, and data mining in conjunction with marketing savvy to drive better results and grow companies faster. We'll discuss some case studies, best practices, and simple pseudo-data-science actions that even the non-data scientist can put to use immediately.
Predictive Modelling, not magic - FOM Jam slidesRedEye
It doesn't require magic to make Predictive Analytics work. Flick through our slides from Festival of Marketing on how key data is to making Predictive Marketing work.
Subscribers are raising the bar on relevance. They’re tired of being treated the same as everyone else and they’re tuning out “one size fits all” messaging. They want brands to prove they’re paying attention by delivering the right content at the right time. In short, they expect smarter emails.
In this presentation, Chad White, Lead Research Analyst at Salesforce Marketing Cloud, presents a framework for gradually turning up the IQ of your emails in several manageable steps by improving the (1) design, (2) personalization, and (3) journeys. Along the way, tactics are illustrated with examples from Salesforce’s award-winning Email Swipe File. Get inspired and take the next step toward building smarter emails.
This is the presentation from the online keynote I did for Social Media Tools Week. The presentation addresses what ROI is and isn't, the social business process, the business and technology challenges for enterprise companies, and requirements for enterprise companies that want to get involved in the social business space.
MCN2017 Workshop: Web Analytics and SEOBrian Alpert
"Web Analytics and SEO: Learn the Ropes, Work a Plan, Measure the Right Stuff... Declare Victory!" - MCN2017 workshop conducted by Brian Alpert and Elena Villaespesa Cantalapiedra. A workshop designed to make Web Analytics and SEO both understandable, manageable and actionable. Recognizing that most practitioners don't have much time yet need to show measurable results, a common sense, multi-stepped web analytics process is introduced. Tool-specific highlights are largely oriented toward the world's most popular web analytics tool, Google Analytics. Automation tools to lighten the load are presented as well as Google’s new powerful dashboard tool Data Studio. The conversation then shifts to today's SEO landscape, and safe, effective steps practitioners may take to improve findability. The metrics focus continues with a discussion of search-specific free tools and specialized metrics that are effective in demonstrating whether or not website findability is improving.
For retailers, the holiday season is omnipresent. You’re either neck deep in it or you’re preparing for it. In this presentation, Chad White, the Salesforce Marketing Cloud’s Lead Research Analyst and author of “Email Marketing Rules,” discusses the 6 things retailers need to work on before the upcoming holiday season: (1) Reassessing program goals, (2) Getting mobile-friendly, (3) Optimizing snippet text, (4) Increasing targeting and personalization, (5) Building out triggered emails, and (6) Keeping inactivity in check. This slide deck includes links to research reports, articles, and real-world examples so you can go in depth on the topics that are most important to you.
10 Easy Ways to Measure the Impact of Your ContenteTailing India
Marketers have in many instances become adept at producing content, measuring the effectiveness of B2B content remains a challenge.How do you know if your content initiatives are effective? With this in mind, here are a few important metrics that can help determine whether your content marketing efforts are being effective, as well as some tips to improve their effectiveness.
Social seems to be everywhere, everywhere besides in the enterprise. These 11 trends will show you what is happening to your enterprise in the upcoming years and how you can apply it to initiate cost reductions, increase innovation, increase customer satisfaction and enable top line growth.
A strategic framework for digital measurementPeter Isaksson
Presentationen innehåller ett övergripande synsätt om hur man bör hantera mätning av den digitala kanalen. Ofta fastnar organisationer i frågor kring verktyg eller hur man ska mäta den enskilda webbplatsen/-erna. Insikten kring vad målgruppen anser viktigt har på senare tid uppmärksammats genom att "Consumer decision Journey" har blivit ett begrepp och arbetssätt som ligger till grund för hur företag ska möta sin målgrupp. Svårigheten där är för många att skifta synsätt från att se ur ett företagsperspektiv till ett målgruppsperspektiv. Kommer vi till mätning så blir det än svårare för många att översätta och få något vettig ur sina analyser av målgruppens agerande och hur detta knyter an till den egna verksamheten. Lättare är då att falla tillbaka på att optimera mätning av flöden och KPI:r på den egna webbplatsen eller appen. Med detta material vill jag bidra till att belysa diskussionen och synsättet genom att introducera en ny indikator bredvid KPI:n som jag gett namnet SPI. SPI står för "Story Performance Indicator" och ska reflektera målgruppens agerande i den digitala kanalen. En "story" kan vara det mest diskuterade ämnet, mest nedladdade appen inom ert verksamhetsområde eller ett beteende. Idén är att man genom att mäta detta kontinuerligt och sätta det i ett sammanhang där man i slutändan knyter det till företagets KPI kan identifiera företagets totala potential (SPI) och utnyttjandegrad (KPI). En KPI mäter den sista delen i en beslutsresa medans en SPI mäter början.
Kommentera och dela gärna materialet. Materialet är på intet sätt statiskt utan kommer att utvecklas med nya erfarenheter och kommentarer.
// Peter Isaksson, PI Exponent AB
__________________________________________________________________________________
Peter Isaksson har arbetat med digitala frågeställningar i 14 år. Bland erfarenheterna kan följande företag och organisationer räknas in; SSAB, Postnord, Stora Enso, Riskpolisstyrelsen, Hero AG, AFA Försäkring, SJ, Lantmäteriet, Stockholms Läns Landsting, SEB, Folksam, Skandia, PRV, Statens Fastighetsverk, INCF, Kläppen, Ostnor, Electrolux och ett flertal andra uppdragsgivare.
Inbound marketing metrics are a major struggle for marketers. Since every organization is like a snowflake, what metrics are right for you. The following SlideShare contains three universal B2B inbound marketing metrics to use as a starting point.
Organic Masterclass: How to Measure & ReportFalcon.io
“Sounds good, but what’s the ROI?” We’re so used to this question it could form part of a drinking game in marketing meetings. Since paid digital media is so transparent in the way it reports returns, it’s easy to question the ROI on organic content. Organic content doesn’t always spit out a neat little graph that marries up with how many leads, clicks and sales came from your content. But just because you can’t (always) print a picture-perfect report, doesn’t mean ROI doesn’t exist. Now that the theory got squared away in the previous session, let’s get our hands dirty. In this organic social masterclass let us take you through how you can measure ROI from organic content and the metrics that matter. You'll learn:
Organic vs. paid: why both formats are essential and how companies can use organic content to build your brand.
The ROI of organic content: How can you measure success.
The ROI of organic content: Which tools to use to measure your success.
Watch On-Demand: https://www.falcon.io/cmp/roi-resources/
Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten S...Kate O'Neill
From search and social media to analytics and optimization, marketing has really gotten geeky. It's nearly impossible to keep up, so what should business owners know about online marketing in order to make good decisions about their web presence? This presentation is both a broad overview of key web marketing disciplines as well as a quick dive into some of the concepts and vocabulary behind them.
Presented on Wednesday, August 18th to the Women Business Owners Special Interest Group of the Nashville Area Chamber of Commerce.
Brent Summers, Director of Marketing at Digital Telepathy Using Data and Design toDrive Your Business June 25, 2015
Data is All Around You 1
Quantitative Data Sales Reports Data is All Around
Quantitative Data Application Performance Data Data is All Around You Quantitative Data Search Engine Optimization Data is All Around
Quantitative Web Analytics Data is All Around You
Qualitative Data Customer Surveys Data is All Around You Qualitative Data Customer Interviews Data is All Around You Get more info at: goo.gl/Jeol7v
Qualitative Data Personas Data is All Around You Get more info at: goo.gl/UW8mgQ
Observation Heat Mapping & Scroll Mapping Data is All Around You Observation User Behavior Data is All Around You
Data Already 
 Informs Design 2
A/B Testing Optimize for conversions. Data Already Informs Design
Eye Tracking People read in F-Shaped Pa erns Data Already Informs Design
Eye Tracking People look where people look. Data Already Informs Design h
Vertical Rhythm There’s a reason paper is ruled. Data Already Informs Design
Color Psychology What does your brand color say about your business?
The Golden Ratio 1.618 —
Consider the Entire 
 User Journey 3
Identify the Friction Evaluate sentiment/friction at each stage of the user journey. Consider the Entire User Journey
Designing for
 Business Objectives 4
Identify the Friction Where can you make the biggest impact? Designing for Business Objectives
User Journey Consideration
Landing Pages Incremental improvements can drive exponential results.
Be er Social Sharing Social sharing + content performance insights.
Animations Scroll is the new click.
Change Language Try different value proposition, calls to action, etc.
Change Layout Use behavior patterns to drive decisions.
User Journey Conversion: The act of purchasing a product or service through self service or a sales process.
Content Marketing Share knowledge to establish trust. Onboarding Step-by-step walkthroughs for new users.
Get the First Click Break through psychological barriers. User Journey Retention: Post-purchase. Activities that drive further product engagement, adoption and upgrades. Designing for Business Objectives
Reduce cognitive load: hide data until a user requests it.
Simplify your user interface for experienced users
Testimonials “Who doesn’t love social proof?” - Brent Summers
Prioritizing Your Backlog
Keep Track of Experiments Practical Advice Use a formula to assess which experiments to do first.
Sample Experiments Which of these experiments should be implemented Paid conversions
What does the data tell you? Identify where can design make the biggest impact.
Rounding Out the Process Your implementation method is unique. Measure the results. Repeat.
Measuring Success 6
Good Design is Great for Business Design lead firms out-perform the S&P 500 by 228%. Measuring Success
Similar to Fantastic Metrics (and where to find them) (20)
This is an abridged version of a presentation I gave to a national real estate organisation outlining the opportunities for social media marketing from an office and individual agent perspective.
Slides from the Connecting Up Conference 2015 / Social Media Tools Session.
A 101 on three of the top social media channels you can use for your NFP organisation.
Recently I was one of three presenters at a Talk Technology event in Adelaide, on the topic Connexions.
As well as hearing from industry and personal use, I was given the task of giving a brief overview of use of technology for businesses from a marketing perspective.
I've found that most businesses are scared of using digital marketing and social media when they don't understand it, so I broached the presentation by busting 3 major social media myths…
In August 2013 I represented the Digital Media career at the Barossa Pathways to Employment careers expo and provided attendees (mainly high school students) with an overview of the many, varied, and ever-changing career options.
In May 2013 I presented two workshops at the South Australian Tourism Industry Council Conference about how to measure the success of your digital marketing endeavours.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
3. We need to consider where we put all this content and data we’re creating…
Microsoft is exploring this; experimenting with underwater data centres:
https://www.citylab.com/life/2016/02/microsoft-cloud-ocean-project-natick/459318/
4. The role of data is changing. It’s value is increasing, along with the ability to
interpret data and make informed decisions. It’s a skill that is growing in demand.
5. The internet isn’t as simple as diagrams
like this would have you believe though…
7. Don’t just look at data. Chase the metrics that are most valuable to you…
8. Why report?
Regularly review historical and real-time
data
Better understand how people are really
interacting with us online
Make informed, strategic, results-focused
decisions
10. Effective reporting relies on
Knowing what to track (having a strategy)
Using appropriate tools
Having a regular process
Making people want to read our reports…
Implementing relevant results-based actions
11. Don’t put the cart before the horse.
It’s easy to focus on "sexy" metrics, however
business goals should drive online goals,
which then relate to relevant metrics.
Dig deep to find the real, underlying goals;
what is really important to the organisation
and its key stakeholders.
16. Context is key though. In the HBO TV series Silicon Valley, Pied Piper’s funders
didn’t care when they hit half a million app installs…
17. The metric they care about is Daily Active Users. People who regularly use the
app, not just download it once.
18. However DAU’s is a metric that can be gamed by click farms, so other metrics like
time in app are also incredibly important.
19. Common Business Goals
Increase brand awareness
Increase brand loyalty
Increase enquiries (especially "cold" leads)
Increase sales
20. Look for those unique goals, relevant to your organisation…
21. Examples of Online Goals
Sales/Bookings
Leads
Trial signups
Account creations
Newsletter subscriptions
Downloads e.g. PDFs
Online enquiries
Clicks on telephone number
Clicks to social accounts
Engagement goals
Watching videos
Triggering live chat
23. Return on Investment was simpler to measure when we had a simple Ad/Marketing budget
in, single point of sales out process. Today’s approach is much more complex.
24. Consumption Metrics Sharing Metrics
Lead-Gen Metrics Sales Metrics
How many people viewed,
downloaded, or listened to this
piece of content?
How resonant is this content,
and how often is it shared with
others?
How often does content
consumption result in a lead?
Did we actually make any
money from this content?
By Jay Baer
27. Value Metric
Data points that can be used to take action
e.g. analysing retweet data can help identify
content topics and formats that drive social
sharing and brand reach
However if RTers have small followers or are spam/bot profiles, it’s no longer valuable. Context is everything!
29. Vanity Metric
Data points that indicate engagement but have
limited wider impact
e.g. likes on Twitter may indicate popularity but
increasing likes doesn’t increase content reach like
retweets do
31. It all comes down to one thing:
Does the metric help you make decisions?
When you see the metric, do you know what
you need to do? If not, you’re probably looking
at a vanity metric.
32. You can still use "vanity" metrics such as likes/followers to gain a useful overview
of the spread of your online community though. It’s how you use the data.
38. If you want to know which topics
resonate best with your audience
39. If you want to know which topics
resonate best with your audience
Examine clicks, retweets/shares and other engagement
signals, such as likes and comments
40. If a goal is to increase customer
website retention using social media
41. If a goal is to increase customer
website retention using social media
Monitor Returning Sessions from Social Media sources
in Google Analytics
43. If you have a specific
target demographic
Monitor the growth and engagement of these users
specifically as well as your whole social community
44. Sprout Social
By examining the demographics data for one organisation, we saw a definite split
in gender preference for particular channels. Facebook = Female…
45. Sprout Social
Twitter = Male
We used this to influence the content and tone of our updates on these channels.
46. Minimum metrics to track
Community size (Likes/Followers)
Quantity/types of updates published
Reach/Impressions
Engagement (Clicks, Likes, Comments, Retweets, Shares, @mentions etc)
Conversions
Top Posts
Top New Followers/Likes
Top Engagement
47. Also consider tracking
Averages and trends, e.g. Likes/Comments
per post, new Followers/Likes per day
Engagement Rate % = Total Engagement
Traffic to website from social media
Total Reach
49. The right tools depend on:
Business goals
Online goals
Key metrics
Budget
Personal preference
50.
51. Using the right tools
Native analytics and insights
Learn what insights each tool offers
Link tracking tools, e.g. bit.ly or UTM campaign URLs
Google Analytics, Clicky etc
Social media management tools, e.g. HootSuite, Sprout Social
Real-time tracking/dashboards, e.g. Cyfe, Klipfolio, Dasheroo
Custom tracking tools, e.g. hashtracking
55. Google Analytics
While the proportion of visits from social might be small, they can often be highly
engaged. So a report recommendation would be to try and attract more.
59. Anyone can show the
numbers…
The value comes from interpreting what they mean,
and what relevant actions should then follow.
And again, there’s no magic to improving analysis skills.
It takes time, attention and practice.
60.
61. Analysis questions
Has there been a significant increase or decrease in followers?
Has there been an increase or decrease in engagement with content?
Have we attracted any new "epic" influencers (people with large, engaged
follower bases and major influence on other people)?
Has there been an increase in activity for relevant #hashtags?
Have any of our key competitors had a noticeable shift in key metrics like
followers?
Has there been a shift in brand sentiment e.g. positive to more negative?
63. Report recommendations
Identify important goal-based metrics
Report regularly, e.g. monthly, or quarterly
Extract relevant data into a separate file e.g. XLS
Identify significant changes / spikes / decreases
Delve deeper where required
64. Report recommendations
Highlight key changes, with explanations why
Admit and own any decreases / negative results
Don’t include data you can’t explain
Use data visualisation to complement the numbers
Screenshot top posts and important new followers/
engagement examples
65. Report recommendations
Include a short, useful executive summary (get to the point)
Tie back to business goals
Use results and change trends to influence strategy
Continue regular management and reporting