THE IDEAL DIGITAL AGENCY
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- Cynthia Ward
- 5 years ago
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Transcription
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2 HO E RE THE IDEAL DIGITAL AGENCY We create ideas, nurture them, prove them and put them into action. But we don t stop there. We measure stats. We analyze patterns. And we constantly fine tune the experience for continued growth. At Ready Set Rocket, we never stop making good ideas better.
3 CREATING A DIGITAL STRATEGY The Art of Analytics, Measurement and Success
4 WHAT IS THE AVERAGE TENURE OF A CMO?
5 23 MONTHS!
6 5 CMO s IN 7 YEARS
7 4 CMO s IN 6 YEARS
8 3 CMO s IN 5 YEARS
9 Recovering Economy WHY HIGH TURNOVER? New Technologies or Engagement Channels Emerging Issues & Challenges Facing Marketers in 2011 Internet Influence and Voice SOURCE: CMO COUNCIL New Talent and Skill Set Requirements
10 Social Media & Web 2.0 Strategy WHY HIGH TURNOVER? Continuing Education: Where CMOs look to add skills or competencies SOURCE: CMO COUNCIL Customer Data Analytics Competitive Strategy Development Global Strategy Market Entry and Market Development Web Metrics and Measurement
11 Growth Dollars and Cents Budgets shift from traditional to digital Q: What % of your overall marketing budget was invested in digital channels in 2011 vs 2012 Significantly decreasing Somewhat decreasing Staying the Same Somewhat increasing Significantly increasing Paid Digital Media Paid Traditional Media Earned/Owned Media
12 Growth Adoption Industries showing strongest growth in use of digital technology Source: SoDA Digital Marketing Outlook Report % 41% 38% 30% 30% Retail Travel/Tourism Financial CPG Medical 29% Automotive 19% Non-profit/arts 15% Government
13 Opportunity The Evolution of Digital s Role Digital now defines strategy Source: SoDA Digital Marketing Outlook Report 2012
14 ATTRIBUTE SUCCESS HY BUDGET, ALLOCATE & DEFEND RESOURCES FORECAST DEMAND OPTIMIZE PERFORMANCE EASURE?
15 Best efforts will not substitute for knowledge. - Gordon Bethune CEO, Continental Airlines
16 9 STEPS TO A SUCCESSFUL DIGITAL STRATEGY
17 STEP 1 DO AN INTERNAL DISCOVERY
18 WHAT IS SUCCESS?
19 Sell More Product Drive More Leads EFINE Create More Brand Awareness Increase Advocacy Increase Donations UCCESS
20 ASK YOURSELF What is the reason for this initiative? What do you hope to accomplish? How will you judge its success? What are the 3 most important actions a customer should take? What is your fundamental point of differentiation? What is the maximum $ you can spend to acquire a customer?
21 BUSINESS OBJECTIVES Increase online sales Increase customer retention Attract prospects / new customers Increase Frequency of Purchase Lower inbound call volume Increase share of voice Share Business Value Proposition Drive Offline Action
22 STEP 2 DEFINE MEASURABLE KPIs
23 MEASURE AWARENESS
24 MEASURE ENGAGEMENT
25 MEASURE CONVERSION
26 MEASURE LOYALTY
27 KPI s Key Performance Indicators Defining measurable KPIs is foundational to digital marketing programs Awareness Visits from search engines Referrals from social media Blog & online news mentions Engagement Content downloads Content shares Visit services page Conversion Lead submission via Lead submission via phone Download White Paper Loyalty Engagement with s RSVPs for seminars Retweets
28 WHAT ARE YOUR KPI s
29 INDUSTRY SPECIFIC KPI s
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31 Purchase Product Add to Cart Use Store Locator Share via Facebook Like on Facebook Sign up for Newsletter Add to Wishlist Check Shipping & Return Info Engage with Live Chat Request Catalog
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33 Download Media Kit Contact Sales Share via Twitter Share via LinkedIn Download Press Release Download White Paper View Case Study Call Sales via Tracked Number Sign up for Newsletter Follow Brand on Twitter
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35 Donate Share via Facebook Share via Twitter Share via Sign up for Newsletter Advocacy/Take Action FB Like Page Subscribe via RSS Become a Member Volunteer
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37 Reserve Storage Room Contact Sales Share via Facebook Share via Twitter Sign up for Newsletter Use Live Chat Call via Tracking Number Like on FB Order Supplies Get a Quote
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39 Get a Quote Share via Share via Facebook Share via Twitter Sign up for Newsletter Request Call Back Use Planning Tools Engage with Career Center Learn about a Product Line Consult an Agent
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41 Download Prospectus Find an Adviser Near Your Share via Facebook Share via Twitter Download White Paper View Case Study Submit Lead Gen Form Sign up for Newsletter Contact Us Download a Resource
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43 Sign up for Newsletter Share via Facebook Share via Twitter Like Site on FB Like Article on FB Comment on Article View > X Pages/Visit Be a Return Visitor Advertise with Us Avg. Time on Site > X
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45 Join our Team Contact Us Share via Facebook Share via Twitter Share via LinkedIn Download Case Study View our Work Sign up for Newsletter Like Us on Facebook Follow Us on Twitter
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47 ?
48 STEP 3 DEFINE A DIGITAL A STRATEGY
49 KPI s METRICS DIGITAL STRATEGY ( , SITE, SOCIAL) ROCESS VERVIEW
50 PI s Increase Revenue ETRICS Increase Conversion Rate Increase Avg. Order Value Increase Site Traffic Increase Reorder Rate Increase Per Visitor Value Increase Sharing
51 MORE ABOUT METRICS 1, 2, 3 VS Counter Metrics Visits Page Views Whitepapers Downloaded Ratio Metrics Conversion Rates Newsletter Signup Rate Average Time on Site
52 SITE STRATEGY INCREASE CONVERSION RATE TO X INCREASE DEPTH OF VISIT TO Y INCREASE ONSITE SHARING BY Z
53 SOCIAL STRATEGY INCREASE ENGAGEMENT BY X DECREASE NEGATIVE POST BY Y INCREASE WORD OF MOUTH BY Z
54 STRATEGY INCREASE OPEN RATES BY X INCREASE CTR BY Y INCREASE SIGN UPS BY Z
55 STEP 4 MEASURE
56 TAG IT
57 MEASURE IT
58 STEP 5 FUNNELS
59 SAMPLE CONVERSION FUNNEL VISITORS TO WEBSITE: 10,000 TOTAL VISITORS TO THE SITE 60% Visit Shopping Area 100% of Visitors 30% Place Item in Cart 54 VISITORS COMPLETE GOAL 3% Make a Purchase
60 ACQUISITION Digital Sales Funnel Understanding what it takes to acquire a customer General Head Terms (i.e NY Digital Agencies) Award Sites Industry Blogs / Thought Leadership Editorials or Referral Sites Awareness Category or Specific Terms (i.e Digital Marketing Agencies NY) Targeted Category Campaigns Specific Branded Terms Research & Compare Stage Ready to Buy Stage Mentions on Twitter/Facebook LinkedIn Ad Follow on Twitter/LinkedIn Direct Visits (Bookmarked) Reputation Review through Peers
61 SAMPLE GOAL FLOW
62 STEP 6 ASSIGN VALUE TO ANY GOAL
63 HOW MUCH IS A NEWSLETTER SUBSCRIBER WORTH?
64 NEWSLETTER REVENUE NEWSLETTER SUBSCRIBERS NEWSLETTER SUBSCRIBER
65 HOW MUCH IS A FACEBOOK LIKE WORTH?
66 FACEBOOK REVENUE FACEBOOK LIKES ACEBOOK IKES
67 Join our Team Contact Us Share via Facebook Share via Twitter Share via LinkedIn Download Case Study View our Work Sign up for Newsletter Like Us on Facebook Follow Us on Twitter
68 Join our Team - $100 Contact Us - $5,000 Share via Facebook - $1.11 Share via Twitter - $3.04 Share via LinkedIn - $19.02 Download Case Study - $ View our Work - $14.78 Sign up for Newsletter - $19.66 Download the One Sheet - $ Follow Us on Twitter - $1.08
69 Join our Team - $100 Avg NYC Agency Salary - $100k Avg Recruitment Fee - 20% Avg Recruitment Cost - $20k Avg. Interview Rate - 5% Avg. Cost for Interview - $1000 Avg. Hire Rate - 10% Avg. Cost for Join Our Team - $100
70 WHAT ARE YOU TRYING TO MEASURE?
71 STEP 7 OPTIMIZE YOUR CHANNELS
72 E-COMMERCE CHANNEL ATTRIBUTION Source Visitors Revenue Rev / Visitor Facebook Twitter Pinterest Huffingtonpost $17000 $4000 $9000 $1400 $1.70 $0.80 $1.50 $7.00
73 E-COMMERCE CHANNEL ATTRIBUTION Source E-Com Rev/Visitor Other Goal Value Last Click Total Value Facebook Twitter Pinterest Huffingtonpost $ $ $ $ $4.56 = $0.61 = $3.09 = $4.01 = $6.26 $1.41 $4.59 $11.01
74 MULTI-CHANNEL ATTRIBUTION
75 MULTI-CHANNEL ATTRIBUTION
76 MULTI-CHANNEL ATTRIBUTION
77 MULTI-CHANNEL ATTRIBUTION
78 CHANNEL ATTRIBUTION
79 CHANNEL ATTRIBUTION
80 STEP 8 OPTIMIZE YOUR SEGMENTS
81 CHANNEL ATTRIBUTION
82 SAMPLE SEGMENTS
83 STEP 9 OPTIMIZE YOUR CAMPAIGNS (SOCIAL, NEWSLETTER, SEO)
84 CAMPAIGN ANALYTICS
85 CAMPAIGN ANALYTICS
86 AUTO TAGGING
87 AUTO TAGGING
88 HOW DO I MEASURE SOCIAL ANALYTICS?
89 SOCIAL ANALYTICS
90 WHAT DO ORGANIZATIONS MEASURE?
91 BRAND SENTIMENT
92 BRAND SENTIMENT
93 BRAND SENTIMENT
94 BRAND DEFENSE
95 VALUE OF SOCIAL TRAFFIC
96 NEWSLETTER ANALYTICS
97 NEWSLETTER ANALYTICS
98 NEWSLETTER ANALYTICS
99 SEO ANALYTICS
100 SEO ANALYTICS
101 TOOLS
102 REAL-TIME ANALYTICS
103 REAL-TIME ANALYTICS
104 REAL-TIME ANALYTICS
105 OFFLINE INTEGRATION
106 MOUSE TRACKING ANALYTICS
107 SURVEYS
108 USER TESTS
109 REPORTING
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