How do you know how you’re doing online? Online campaigns rarely run in isolation. Online tactics, such as your website and social media, are only some of the tools in the communicator's tool box. Also, web and social media channels offer unparalleled amounts of data about their performance. This can be both beneficial and problematic. What sort of goals are reasonable for online tactics, and how do you measure them? NikComm worked with CPRS Edmonton members and guests to figure out what’s reasonable to achieve, and then how to figure out if you’re achieving it. Participants received a framework for goal- and objective setting, an overview of measurement tools and data, and then worked on cases to practice their skills. Presented Thursday, January 29, 2014.

1. Setting and measuring
SMART digital media objectives
Data and Insights and Analytics, oh my!
Nikki Van Dusen, President
NikComm Inc.
CPRS Digital Media Workshop

2. How do you know
how you’re doing online?

3. Try it with Case Studies
Case studies on your tables
Work with those
throughout the morning
for most activities
3

4. Communication Plan—Review
Research & Analysis
Organizational overview
Target audience analysis
Problem or issue statement
Communicate
Goals, objectives
Strategy
Tools, Tactics
Budget
Evaluate
4

5. Goals & Objectives
Setting and Evaluating

6. The Relationship between Goals & Objectives
Goal
a description of what
you are trying to
accomplish
6

7. The Relationship between Goals & Objectives
Objectives
Tell you when you have
reached your goal
7

8. The Relationship between Goals & Objectives
Objectives: are “SMART”
Specific
Measurable
Actionable
Realistic
Time-based
8

9. The Relationship between Goals & Objectives
Objectives: are “SMART”
Specific
Measurable
Realistic
Time-based
9

10. “Actionable” objectives evaluate goals around …
Awareness
Consideration
Conversion
Loyalty
10

11. Evaluate goals with specific objectives
Awareness
Search engine result
rankings
First-time visitors
Visits
Social followers
...
11

12. Evaluate goals with specific objectives
Consideraton
Time on site
Bounce rate
Visitors
Social sharing
Sign-ups
Downloads
...
12

13. Evaluate goals with specific objectives
Conversion
Online sales
Subscriptions
Downloads
Completion of campaign
directives
Entries
...
13

14. Evaluate goals with specific objectives
Loyalty
Community policing/
defence
Engagement
Mentions
Tone
Virality
...
14

15. Try it with your Case Study
Create at least one goal for
each of
Awareness
Consideration
Conversion
Loyalty
Develop at least one
SMART objective for each
category
15

16. Strategies,
Tools & Tactics
Evaluating the ROI of Social Media

17. The Relationship between Strategies & Tactics
Strategies for digital
describe
overall process
rationale for social tool/
tactic decisions
17

18. Process Strategies
Proactive
Content marketing &
Community
Management
Social Marketing
Reactive
News-jacking &
opportunity-surfing
Issues & crisis
management
18

19. Different Strategies for Different Goals
Goal Type StrategiesStrategies
Awareness
Consideration Content
Marketing
-
Community
Management
Marketing
Campaign
Conversion
Content
Marketing
-
Community
Management
Marketing
Campaign
Loyalty
Content
Marketing
-
Community
Management Issues
Management
19

20. Evaluating Strategies: How effective are they?
Evaluate a strategy by the
objectives it relates to
Use anecdotes and
correlation
Evaluate the value of the
network
20

21. Evaluate the strategy by its objectives
Goal Type StrategiesStrategies
Awareness
Consideration Content
Marketing
-
Community
Management
Marketing
Campaign
Conversion
Content
Marketing
-
Community
Management
Marketing
Campaign
Loyalty
Content
Marketing
-
Community
Management Issues
Management
21

22. Evaluate the strategy qualitatively
Anecdotes
Manual examples to
measure success
22
Let’s just start with what we have.
What did this do to you? Tell me.
And remember, this is for posterity,
so be honest.

23. Evaluate the strategy qualitatively
Anecdotes
Manual examples to
measure success
23
Anecdotes tell the story
of your objective
measurement.

24. Evaluate the strategy qualitatively
Correlative Measurement
Comparing two data
sets to identify patterns
24

25. Evaluate the strategy qualitatively
Correlative Measurement
Comparing two data
sets to identify patterns
25
Use your objectives to
support your correlations

26. Evaluating the value of the network
Touchpoints
Time
Trust
Sentiment
Income
26
See Jaap Favier’s article on
Calculating the ROI of Social Media

27. Try it
Discuss and analyse Nikki’s
“Awareness and
Consideration” content
marketing strategy
What conclusions (if any)
can you draw?
What questions do you
need answered from the
data?
27

28. Tools & Tactics
What social channels
What content and when
28

29. What are you measuring?
Data lets you evaluate
performance of:
Tool
Post
Part of a post
BE REALISTIC
29
DO ALL THE THINGS!

30. How to measure tactics
Links and tags
Integrated measurement
Multi-variate testing
Conversion tools
30

31. Tracking Links & Tags
Using a piece of code to
identify the source of a
visit, conversion, or sale
bit.ly
ow.ly
UTM tags
native tools
…
31

32. Integrated Measurement
Built-in or added into the
platform you wish to
measure
Twitter Analytics
Facebook Insights
Pinterest Analytics
Google Analytics
...
32

33. Multivariate Testing
Comparing performance of multiple tactics across different
populations
33

34. Conversion tools
E.g.:
e-commerce storefront
forms
buttons
34

35. Try it with your Case Study
What tools or methods
would you need to use
measure your objectives?
35

36. When will you measure?
Beginning, middle, and end Early and often*
36

37. When will you measure?
It depends … the more volatile,
the more frequently

38. The “big guns”
SAAS tools like:
Radian6
Heartbeat (Sysomos)
Hootsuite
Media Miser
38
Remember:
all tools measure,
they don’t evaluate

39. Final questions
Contact me:
@nikkivandusen
ca.linkedin.com/nikkivandusen
facebook.com/nikcomminc