Chad Hadley presented the results of his marketing internship. He exceeded goals for increasing social media clicks, interactions, and conversion path metrics. The Snip.ly content curation strategy met its conversion rate goal. While the "Smarticles" email campaign met its click rate goal, it did not meet the open rate goal. The "Challenges" email promotions met entrant goals but left room for improvement. Overall, the results showed increases across key performance indicators.

1. Post-Internship Presentation
Chad Hadley
Marketing

2. Table of Contents
1. Social Media - Clicks
2. Social Media - Interactions
3. Snip.ly Content Curation Strategy
4. “Smarticles”
5. “Challenges” Email Campaign
6. Conversion Paths
7. Conclusion

3. Post-Internship Presentation
Chad Hadley
1. Social Media - Clicks

4. Social Media - Clicks by Channel Analysis
GOAL: Double previous period’s clicks
from 1,566 clicks to 3,132 clicks.
RESULTS: More than doubled (127%
increase) the previous period’s clicks to
3,774 clicks.
Analysis:
● Accomplished this by:
○ Increasing the amount of postings
per day on all social media sites
○ Increased use of hashtags
○ Always including images and CTA’s
What’s Next: Double this period’s clicks from
3,774 to 7,548 in the next period.

5. Social Media - Clicks by Channel
Previous Period
6/1/2018 - 8/31/2017
● Twitter: 556 Clicks
● FB: 293 Clicks
● Li: 717 Clicks
● TOTAL: 1,566 Clicks
Vs.
Current Period
9/1/2017 - 11/20/2017
● Twitter: 2,213 Clicks (298% increase)
● FB: 995 Clicks (240% increase)
● Li: 455 Clicks (36% decrease)
● TOTAL: 3,774 Clicks
○ 127% increase

6. Post-Internship Presentation
Chad Hadley
2. Social Media - Interactions

7. Social Media - Interactions by Channel
Analysis
GOAL: Double previous period’s
Interactions from 412 interactions to 824
interactions.
RESULTS: More than doubled (147%
increase) previous period’s interactions to
1,141 interactions
Analysis:
● Accomplished by:
○ Increasing the amount of postings
per day on all social media channels
○ Increased use of hashtags
○ Always including images and CTA’s
What’s Next: Double this period’s interactions from
1,141 to 2,282 in the next period.

8. Social Media - Interactions by Channel
Previous Period
6/1/2018 - 8/31/2017
● Li: 141 Interactions
● FB: 139 Interactions
● Twitter: 132 Interactions
● TOTAL: 412 Interactions
Current Period
9/1/2017 - 11/20/2017
● Li: 512 Interactions (263% increase)
● FB: 287 Interactions (106 % increase)
● Twitter: 191 Interactions (45% increase)
● TOTAL: 1,141 Interactions
○ 147% increase

9. Post-Internship Presentation
Chad Hadley
3. Snip.ly content curation strategy

10. Snip.ly Content Curation Strategy - Example
Background: Snip.ly adds a CTA to 3rd-party
content to drive traffic back to our website.
How it works:
● Uniquely created Snip.ly modifiers are added
to shared content URLs, thereby adding a
CTA to the bottom of the page.
● This CTA, when clicked, would take the
reader to a related Portfolium landing page.
● The reader would then, ideally, input their
information into a form to receive Portfolium
content
This exchange is mutually beneficial: Reader gains
valuable information, Portfolium gains a potential
new lead.

11. Snip.ly Content Curation Strategy - Analysis
Goal: 1% Conversion Rate
Results: 1.08% Conversion Rate
Top Performers
1. “Webinar: Connecting…” [Badges CTA]
a. 38% Conversion Rate
2. “Leverage Portfolium...” [Employer CTA]
a. 27% Conversion Rate
3. “The ePortfolio…” [Student CTA]
a. 3% Conversion Rate
4. “Assessment Software…” [Educator/CAO CTA]
a. 2.5% Conversion Rate
Analysis: Snip.ly CTAs that are more directly correlated to article
topics gain higher conversion rates.
What’s Next: Create more targeted Snip.ly CTAs that apply more
directly to popular persona interests i.e. blockchain, AI, etc.

12. Post-Internship Presentation
Chad Hadley
4. “Smarticles”

13. “Smarticles” Email Campaign
“Smarticles” 11/10/17
“Smarticles” 11/17/17

14. “Smarticles” Email Campaign - Analysis
● Goals
○ Average Open Rate: 20%
○ Average Click Rate: 15%
● November “Smarticles” Data
○ Average Open Rate: 12%
○ Average Click Rate: 19%
● Compared to Previous Month’s “Smarticles” Data
○ 25% decrease in Open Rate
○ 18.75% increase in Click Rate
● Analysis
○ Open Rate goal was not met, but the Click Rate goal was achieved.
○ Although the Open Rate declined, the Click Rate increased meaning that more readers are migrating
toward 3rd-party content with Snip.ly links, potentially generating new leads.
● What’s Next: Improve Subject Line and Preview Text to gain more opens from email
subscribers.

15. Post-Internship Presentation
Chad Hadley
5. “Challenges” Promotion

16. “Challenges” Promotion - Analysis
● SAE Creativity Challenge
○ GOAL: Gain 50 Challenge Entrants
○ RESULT: Sent out emails to 1,618
students and gained 74 Entrants
● BAH Real-World Problem
Challenge
○ GOAL: Gain 30 Challenge Entrants
○ RESULT: Sent out emails to 36,404
students and gained 30 Entrants
● BAH SVA Cyber Security Challenge
○ GOAL: Gain 30 Challenge Entrants
○ RESULT: Sent out 6,492 emails and
gained 34 Entrants
● Halloween Challenge
○ GOAL: Gain 31 Challenge Entrants
○ RESULT: Sent out 1,059 emails and
gained 33 Entrants
What’s Next: Continue to work on email title, subject line, and copy to attract even more users to
compete in upcoming challenges.

17. Post-Internship Presentation
Chad Hadley
6. Conversion Paths

18. Conversion Path
Step 1: CTA on Article
shared on Social Media
leads to Landing Page
promoting similar Content.
Step-by-Step

19. Conversion Path
Step 2: Landing Page
promotes Content that is
relevant to the article the
reader originally clicked on.
Reader encouraged to fill
out Form to recieve content.
Step-by-Step

20. Conversion Path
Step 3: After completing the
Form, the reader is now sent
an Email with a CTA taking
them to the Thank You
Page containing the
promised Content.
Step-by-Step

21. Conversion Path
Step 4: After opening and
clicking the Email, the
reader is taken to the Thank
You Page, where they’re
given the Content. The
reader is then prompted to
fill out another Form, taking
them further down the
Buyer’s Journey.
Step-by-Step

22. Conversion Path - Analysis
Landing /Thank You Pages’ Performance
Date Range: 9/20 - 11/20
Compared to previous 62 days
GOALS
● Views: Increase by 15%
○ Results: 18.37% increase
● Submissions: Increase by 20%
○ Results: 42.1% increase
● Conversion Rate: Increase by 20%
○ Results: 20.04% increase
● New Contacts: Increase by 25%
○ Results: 51.62% increase
What’s Next: Continue updating Conversion
Paths for older Landing and Thank You Pages.
Increase Social Media promotion of pages to
gain more Views and Submissions.

23. Post-Internship Presentation
Chad Hadley
7. Conclusion

24. #InternChad’s Results
● Social Media
○ More than doubled previous period’s
clicks (127% increase)
○ More than doubled previous period’s
interactions (147% increase)
● Snip.ly
○ 1% Goal achieved(1.08%)
● Smarticles
○ Met goal of increasing click rate to
15% (19%)
○ Failed to raise open rate to 20%
(12%)
● “Challenges” Email Campaign
○ “Challenge” Email Campaign Goals
reached, but there is room for
improvement.
● Conversion Paths
○ 18% increase in Views
■ Exceeded goal of 15%
○ 42% increase in Submissions
■ Exceeded goal of 20%
○ 20% increase in Conversion Rate
■ Met goal of 20%
○ 52% increase in New Contacts
■ Exceeded goal of 25%