Embed Size (px)
Citation preview
digital agency of record...
6
text
7
text
8
text
9
10
4 hours
11
What are we going to do?1. Concept of Identity and Reputation
2. Content: Where to put it and how to do it
3. Content Exercise
4. A Mobile Moment
5. Tracking: Where to put it and how to do it
6. Tracking Exercise
7. If we have time (or need to kill time): Myth Busting
12
Concept of Identity and Reputation
13
identity
14
other people define us
15
troubled
16
responsible
smartfun
shymusical
kind
lazyabsent-minded
meticulous
athleticbookish
skinny
fat funny
stylish
artsysparkle
chip off the old block
bossy
follower
troubled
messyneatcompulsive
16
17
18
I was the responsible one
19
20
21
You know, your sister
thinks you’re beautiful...
22
But everybody always
thought she was the pretty
one in the family.
23
24
identity = who you are
25
reputation - what others
think of you
26
27
28
shaped by 2 things:
28
shaped by 2 things:
What you put out there
28
shaped by 2 things:
What you put out there
How other people respond to you
28
12-step classes
29
Stuck on the 1st step
30
31
admitted we were powerless
over __________
and that our lives had become
unmanageable
31
admitted we were powerless
over my ex’s alcoholism
and that our lives had become
unmanageable
32
admitted we were powerless
over my children’s choices
and that our lives had become
unmanageable
33
admitted we were powerless
over taxes
and that our lives had become
unmanageable
34
admitted we were powerless
over my past
and that our lives had become
unmanageable
35
admitted we were powerless
over the future
and that our lives had become
unmanageable
36
admitted we were powerless
over the natural disaster
and that has impacted
our community
37
admitted we were powerless
over the budget that limits our
ability to do all the marketing
stuff I want to do
38
and the Internet
39
40
text
41
text
42
text
42
text
42
text
43
“A brand is no longer what
we tell the consumer it is - it is
what the consumer tells each
other it is.”Scott Cook | Intuit
44
Action: Focus on interesting,
compelling, up-to-date content
45
46
47
text
48
text
brag
48
text
brag
spy
48
text
brag
spy
gossip
48
text
brag
spy
gossip
emote
48
text
brag
spy
gossip
emote
remember birthdays
48
text
49
text
50
text
51
text
52
53
Facebook’s Graph Search
54
why do I care?
55
text
56
text
56
text
57
text
57
textMy friends who like Carnegie Hall WV
58
textMy friends who like Carnegie Hall WV
58
Prediction: More focus on engagement
59
Action: Increase engagement by putting content where
engagement is top-of-mind
60
61
Where’s Your Content?
62
Where’s Your Content?
On Your Website?
63
Where’s Your Content?
On Your Website?
But is it HERE?!?
64
get your content off your site and out to where people are spending their time
65
66
text
67
text
68
text
69
text
69
text
70
text
70
71
Break and then an exercise
72
Small Budget Content Ideas
73
Big Budget Content Ideas
74
a mobile moment
75
mobile = devices
76
77
78
79
text
80
text
81
text
82
text
83
by 2014 more than half of web traffic will come from a
mobile device
84
text
85
email open rates on smartphones +34%
86
on desktops?down 9.5%
87
88
So...think mobile first
88
89
Action: Think responsive design
89
text
90
text
91
text
92
text
93
This is what happens when you use images without web text.
1Thursday, April 25, 13
94
text
95
text
96
text
97
tracking
98
99
email open rate
click-through-rate
cost-per-impression
conversion rate
phone calls
guide requests
99
your goal is not an open rate
100
your goal is heads in beds
101
your goal is heads in bedticket sales
102
your goal is heads in bedticket sales to make money
103
your goal is heads in bedticket sales _____________
104
realisticmeasurable
key performance indicators
a good goal
105
universally acceptedkey-performance-indicators
106
• Increased number of brand mentions for a specific product and/or phrase
• Increased sales and or buzz during off-season time• Increased share of voice in the market place • Number of Facebook fans• Number of Twitter followers• Increase in check-ins• Influence of followers and fans• Number of YouTube video views• Comments on posts (blog, Facebook updates)• Retweets• Change in search engine rankings
Key Performance Indicators
• Change in sentiment• Time spent with distributed content• Increase in website traffic • Increase in website referral traffic from social sites to
your website• Surveys taken, polls taken• Contest entries• Increase in customer satisfaction• Research and development time saved• Cost savings from traditional advertising• Change in conversion rate• Increased attendance
107
be realistic
108
analytics
109
Look at Your Flowchart
1. Online = $50,000
2. Offline = $50,000
110
Remember Those KPIs?
1. Online = $50,000- 20,000 heads in beds | $2.50 per head
111
Remember Those KPIs?
1. Online = $50,000- 20,000 heads in beds | $2.50 per head
how much is a head worth?there’s your ROI
112
Remember Those KPIs?
1. Online = $50,000- 20,000 heads in beds | $2.50 per head
how much is a head worth?there’s your ROI
113
Remember Those KPIs?
1. Online = $50,000- 40,000 email addresses | $1.25 per email
what’s the average value of an email address?
114
Remember Those KPIs?
1. Online = $50,000- 40,000 email addresses | $1.25 per email
what’s the average value of an email address?
115
Remember Those KPIs?
1. Online = $50,000- 40,000 email addresses | $1.25 per email
what’s the average value of an email address?
116
determine what your KPI’s are worth
117
then get granular with your analysis
118
Dig Deeper
1. Online = $50,000- Paid Search Media = $20,000
- Email Marketing = $15,000- Display Media = $10,000- Online Creative = $5,000
2. Offline = $50,000- Print = $20,000- TV = $30,000
119
Dig Deeper
1. Online = $50,000- Paid Search Media = $20,000
- Bing = $5,000- Google = $15,000
120
Get Granular
1. Online = $50,000- Paid Search Media = $20,000
- Bing = $5,000- Branded keyword = $2,500- Summer keyword = $2,500
- Google = $15,000- Branded keyword = $2,500- Summer keyword = $2,500
121
Your Tracking Exercise
122
what are your KPIs that you can associate a
value to?
123
124
text
125
text
126
text
127
text
128
text
129
text
130
Action: Use behavioral analytics before AND after you
build your new site
131
The promise of the internet:You can know more about your
customer than ever.
132
Action: Make a searching and fearless moral inventory of
ourselves...
133
ummm...of our digital
134
and be entirely ready to have somebody remove all defects of
character...
135
I mean...effectiveness
136
then practice these principles in all of your affairs
137
138
My website is a dynamic marketing tool, and as such, it
will never be finished, and that’s ok.
138
Thank you.
139
