6. Getting results means Being audience-focus Entering a conversation Building community Following best practice Having a clear focus Being ‘on brand’ Using the right tools Tracking real data
7. Today’s workshop Planning your online marketing Maximizing online marketing opportunities Measuring the outputs of your online marketing
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9. Planning your online marketing How to go from “we’re a bit ad hoc” to knowing what you are doing, when, and why.
10. Planning your online marketing The importance of planning Integrating online with offline Elements of a strategy The planning process Getting started
11. Planning your online marketing The importance of planning Creates logical steps Disciplines your thinking Everything is captured The hard work is done Maximizes the impact
12. Planning your online marketing Integrating online with offline Why are you differentiating? Different strokes, different folks Distinct approaches Feed off each other Consistent customer experience
13. Everett Rogers (1931 - 2004)The study of the diffusion of innovation is the study of how, why, and at what rate new ideas and technology spread through cultures.
14. Planning your online marketing Elements of an online strategy Website & CMS Database integration Online sales channels & products Online marketing tactics & tools Social media policies Online publishing In-house capability Analytics and ROI
15. Planning your online marketing The planning process Where are we now? What are we aiming for? Who are we targeting? What are our high level strategies? Which tools and tactics will we use? How will we resource it? What is the timeframe?
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18. Planning your online marketing Getting started Identify champions Brainstorm with the best ones Gather data and evidence Prioritise what will have most impact Set clear milestones Don’t over-complicate
20. Best practice websites User able to easily achieve desired tasks Navigation is clear & user knows where they are Consistent look & feel Text is readable and easy to scan for headers & links Content is showcased Accessibility is considered Site is ‘search-engine-optimized’
21. “If a website is difficult to use, people leave…” Jakob Nielsen
22. Best practice email Permission based Respects the recipient Is relevant & provides value Deployed via professional email management system’ Has the right ‘tone of voice’ Is conversion-focused Delivers on expectation Measured & tracked
23. Best practice online social networking Conversation not monologue Build relationships Be where customers are Distinct approach for each channel Honest & real Maintained & updated Clear internal policy Measured & tracked
24. Measuring the outputs of your online marketing How to know what’s working and what’s not
25. Measuring the outputs of your online marketing The importance of metrics What can you measure? Deciding what to focus on Using the information Getting started
26. The importance of metrics Online marketing is completely measurable Data now accessible to us We can know what’s working and what’s not Fine-tune activity Improve results Provide evidence
27. Funders—ranging from government agencies to corporations, foundations, and individuals—are now demanding proof that their past support has been effective. Without generally accepted metrics, arts organizations will have more and more trouble making a case for themselves. Metrics of Success in Art MuseumsThe Getty Leadership Institute
28. What can you measure? Website – visitors, traffic, content, goal conversion, ecommerce Campaigns – response rates, cost per response, cost per acquisition, conversion Email – deliverability, open rates, CTR, unsubscribe rates, conversion Social media – acquisition, interactions (number & quality), CTR, conversion
29. Deciding what to focus on Crucial to ask the right questions Seek the information that enables you to improve effectiveness, find new opportunities and increase revenue from tickets, donations or merchandise Remember to look at trends Set your own targets, KPIS & benchmarks
30. “The systems had given us the answers – but we didn’t know what our questions were…” Beth Aplin - Strike Gold: Mining Box Office Knowledge, Ticketing Professionals Conference 2009
31. Using the information Make educated decisions about your website Improve web visitor numbers & conversion rates Change marketing channels, tools, messages or design Know where to best focus your staff and budget resources Be persuasive with informed ammunition
32. Getting started “What is your job?” “How does it intersect with our online marketing/website?” “What do you most want to know about our online marketing/website?” Talk to key people on your team Determine the questions Locate the answers – find/develop the right reports Delegate responsibilities Set up templates/regular dates for disseminating reports Don’t get overwhelmed by the data & start small
IndistinguishableActual examples of online and offline working perfectly together
Website – functionality, content, developmentContent management & maintenanceDatabase integrationOnline sales channels & productsOnline marketing tactics & toolsSocial media communities & other online spacesIn-house capability – technology & expertiseAnalytics and Return on Investment (ROI)
Show AAA planThe importance of starting with a solid foundation.Talk about specific examples
Show AAA plan
Linen cupboard analogyPoints and examples for each
What to define:Type of email (newsletter, e-flyer, reminder, reviews, surveys)Format of email (HTML, Plain text etc)Frequency of email (Monthly, 2-weekly, quarterly etc)Timing (What day of week, what time of day etc)Editorial policy (e-newsletters)Tone of voice/ personalityDesign/ look and feelContent and offersallocate time for:Preparing of a content outline, researching and writing editorial, finding and formatting images, producing audio or video, getting any permissions for content, selecting and deduping the list of recipients, briefing the box office staff and preparing for responses, testing
Detail and examples for each one
What real-life organizations have chosen to measure and why
e.g. a few of you said you track “visits” or “hits”.Conversion, conversion, conversionDiscussion re how they might use the information – ask someone to contribute, have example up sleeve eg X company can measure this. What might they do with this?Some screenshotsinformed
Start small – people in your tam will be so excited by anything you can tell them.
