The need for new measures of success

THE NEED FOR NEW MEASURES OF SUCCESS

The tools and approaches to run our online campaigns like ninjas

September 8, 2015

Ninjas have purpose.

Ninjas conserve energy.

Ninjas strike with precision.

MeasureConversion

Target Interests

Optimize & Nurture

MY STORYA quick journey through a conversion story

Building my mailing list -> Nurture Leads

74%

74%Less than 40%!

74%Less than 40%!

?

84%Less than 40%!

78.64%

#FAIL STORYA great example of amazing content not put to best use for the organization

I’m just wasting my day away in Facebook

I never went back. And I love Stratford.

Content is not cheap. In time or dollars.

And yet most of it is “thrown away.”

Conversion is your friend.

And your audience’s friend.

1. MEASURE CONVERSION

CTA, Lead Magnets and More Effective Feedback Mechanisms

Facebook, Google and all the rest exist to advertise.

You have to measure the ACTIONS matter to your organization.

A goal is an action we want people to take that matters to our organization.

A conversion is someone taking that desired action.

Jun 26 to Jul 12: $77.77 to send 172 people to an offer.

Jun 26 to Jul 12: Of these, 13 subscribed.

$77.77 / 13 = $6 cost to acquire a subscriber.

Jun 26 to Jul 12: $77.77 to send 172 people to an offer.

Jun 26 to Jul 12: Of these, 0 subscribed.

$77.77 was thrown down the toilet.

Simple. But how many people here have goal and conversion tracking running?

using

spent $$ on

and sold some of these

And let’s not forget the HOLY funnel

I have a video series explains conversion and shows how to build a simple goal in Google Analytics

http://bit.ly/conversions1

RECAP

1. Define actions that MATTER for your organization’s future growth

2. Conversion is a measurable action that accomplishes a goal for the organization

3. You can set up goals for free in Google Analytics

4. Visits are not measures that truly matter to most organizations

2. TARGET INTERESTSThe days of targeting by demographics are long past.

Explore ways to target INTERESTS.

Here is just ONE example.

Facebook asks for Interests to target your ad.

Most people use something generic.

People who like Sean Howard and Orchestras Canada

I use these interests to target my promotions.

Even more powerful with music.

http://bit.ly/likeaninja

3. OPTIMIZE AND NURTURE

Creating content of value to our audiences and members requires ongoing trial and optimization

In what format does a piece of content work best?

Where does a form of content work best?

Where do you get the most engagement?

Increasing value

Share/RT

Comment

Like/Heart/Favourite

View / Reach / Seen

How active is your community? And where?

4. CONTENT NINJA TAKEAWAYS

A summary of a few key takeaways

1. A website visit is not a good conversion

2. Explore ways to chunk one piece of content into multiple experiences

3. Test your content chunks in new places and formats

4. Build your audience where your audience wants to be

5. It’s about RELATIONSHIP BUILDING not “content strategies”

6. Relationship building takes a significant investment of time and money

Get your copy of my book:seanhoward.ca/books

Access this presentation atbit.ly/communitysean2