DEFINE
DISCOVER ü Customers ü Competitors Soci Media Content Strateg Strategy y DEVELOP ü Create + Curate ü Incentivise DEFINE ü Objectives & Metrics ü STEPPS for virality
Zoom in on your content marketing objectives and tell your story What you need to do Determine marketing objectives and metrics Map to your digital marketing funnel Define the STEPPS of virality TOOLS: Google Analytics, Google URL Builder
Four Types of Marketing Objectives Awareness Engagement (or Consideration) Conversion Loyalty
Examples of Awareness KPIs Brand Awareness Indicators Total reach of social media efforts Measurements Reach (Facebook) Types of Content Social Media Posts Social Network Size No of fans/ followers Page Like Ads Overall impressions of ads Impressions (organic and paid) Google AdWords Facebook Ads Website visitors Web page views or visits Web Page Design and Copy Buzz on social media Brand mentions (eg BuzzSumo or Google) Influencer Posts, Public Relations
Examples of Engagement KPIs Community Engagement Measurements Types of Content Growth of new fans/followers New Fans/Follower per month Page Like Ads, Contests Number of content readers Page Duration Blog Posts Bounce rate on website (lower is better) Bounce Rate Design of Web Pages, Copy, Loading Speed Duration of video views Length of video viewed Videos Number of likes per post Average likes per post Social Media Post Number of comments per post Average comments per post Social Media Post
Examples of Conversion KPIs Examples of Conversion Measurements Types of Content Number of subscribers to email lists Number of downloads (eg ebook) Subscribers per month Downloads per month LeadPages (opt-in form) Lead Pages (opt-in form) Number of app installations App installs per month App development Promotion redemptions (via coupon codes) Number of new leads generated Redemptions per month Promotional Content + Redemption Mechanics Leads per month Lead Pages Number of sales made Sales per month E-Commerce Product/ Emails/ Ad Copy Value of sales made Revenue per month E-Commerce Product/ Emails/ Ad Copy
Examples of Loyalty/ Advocacy KPIs Examples of Customer Loyalty/ Advocacy Increase in customer retention Growth in number of fans/ followers Number of shares and retweets Measurements No of repeat customers No of fans ( likes ) or followers Shares; retweets; reposts Types of Content Customer FAQs, Loyalty Rewards email Promotions Viral Content (STEPPS) Number of external blog posts Blog posts Influencer Posts Number of hashtagged posts Hashtagged posts Influencer Posts Increase in customer Life Time Value (LTV) Value of LTV (more in section 5) Emails, E-Newsletter, Loyalty Rewards
Map To Digital Marketing Funnel
Digital Funnel (Objectives + Content) AWARENESS ENGAGEMENT CONVERSION LOYALTY Online Ads Social Media + SEO Social Media Posts Website Optimization Blogging Lead Magnet + Landing Page Emails Sales Offer Customer FAQs, Forums Social Media Fan Content Viewer/ Visitor Fan/ Follower Click Throughs Content Reader Subscriber Prospect Customer Repeat Customer Brand Advocate
Digital Funnel (Objectives + Content) AWARENESS Online Ads Social Media + SEO Social Media Posts TOP OF FUNNEL (TOFU) Viewer/ Visitor Fan/ Follower ENGAGEMENT Website Optimization Blogging Lead Magnet + Landing Page MIDDLE OF FUNNEL (MOFU) Click Throughs Content Reader Subscriber CONVERSION Emails Prospect LOYALTY Sales Offer Customer FAQs, Forums BOTTOM OF FUNNEL (BOFU) Customer Repeat Customer Social Media Fan Content Brand Advocate
Digital Funnel (Analytics) TOP OF FUNNEL (TOFU) 100,000 10,000 (10% CTR) Reach, Ad Impressions, Views, Visits Engaged Fans, Followers (Like, Comment) Viewer/ Visitor Fan/ Follower MIDDLE OF FUNNEL (MOFU) -5,000 (50% bounce rate) Percentage which immediately leaves = 5,000 readers Blog readers 1,000 leads (20% of readers) Leads (opt-in via form) Click Throughs Content Reader Subscriber 500 prospects (50% of leads) Prospects (respond to email call to actions) Prospect BOTTOM OF FUNNEL (BOFU) 100 sales conversions (20%) 40 repeats (40% of customers) Customers (ie actual sales) Loyal Customers Customer Repeat Customer 33 advocates (33% of customers) Advocates Brand Advocate
Digital Funnel (Example) AWARENESS Viewer/ Visitor Fan/ Follower ENGAGEMENT Click Throughs Content Reader Subscriber CONVERSION Prospect Customer LOYALTY Repeat Customer Brand Advocate
Digital Funnel (Example) AWARENESS Viewer/ Visitor Fan/ Follower ENGAGEMENT Click Throughs Content Reader Subscriber CONVERSION Prospect Customer LOYALTY Repeat Customer Brand Advocate
Content Tracking Matrix Awareness Engagement/ Consideration Conversion Loyalty Advocacy Objectives Increase fan count Improve engagement Increase leads/ Grow sales Improve Customer Retention Increase shares Content Types Social media posts FB Ads Blog articles Social media posts Lead magnet (eg ebook) Social promotion Offers Member benefits Customer service Viral content Customer stories Channels Social Media Facebook Ads Google AdWords Website/ Blog Social Media Landing Page E-Commerce Emails Emails Online Community Social Media Emails KPIs Cost per click Social media fans Web visitors Engagement rate Blog viewers Membership Sign ups Sales (qty) Sales (value) Customer LTV Repeat customers Shares/ retweets/ Hashtags
Create Content Matrix Each team to choose a brand/ product Choose one of the 5 funnel objectives Discuss and come up with the following: Objectives Content Types Channel KPIs Share with the class 20 mins
Create Content Matrix Objectives Awareness Engagement/ Consideration Conversion Loyalty Advocacy Content Types Channels KPIs 20 mins
Tracking Content Performance: Google Analytics + URL-Builder (Source: https://www.shopify.com.sg/blog/14759449-how-to-track-your-marketing-campaigns-in-google-analytics)
Basic Terms in Google Analytics Visits Unique visitors No of pages viewed Time spent on website Single page visits %tage new visits
Acquisition + Behavior + Conversion (ABCs) 1. Which channel is most effective for Acquisition? 2. Which channel has the best User Behavior? 3. Which channel scores best for Conversions?
Tracking Behavior Flows and Drop-offs Shows clicks to other pages Red section shows people leaving site Source: http://www.jwag.biz/newsletters/2014/10/21/google-analytics-users-flow-report.html
Set Up Goals Click on the Admin link at the top Click on Goals under your website's View column.
Link Goals to specific page Goals will tell Google Analytics when something important happened. Usually a final thank you or confirmation page for visitors to land upon once they have completed a purchase. That URL will likely look something like this. http://123business.com/thank-you http://123business.com/thank-you/ http://123business.com/thank-you.html
Click on New Goal button
Choose Custom Button
Describe Your Goal Choose an easy to remember name
Enter Confirmation Page URL You may wish to include a specific dollar value for that conversion to complete set up.
Google Analytics URL-Builder https://ga-devtools.appspot.com/campaign-urlbuilder/
The UTM Parameters Parameter Campaign Source (utm_source) Campaign Medium (utm_medium) Campaign Name (utm_campaign) OPTIONAL Campaign Term (utm_term) Campaign Content (utm_content) Purpose To describe the website or main source in which the link will be placed. Eg. the name of the website displaying your ads or if you're using the link in an email newsletter, you may use "newsletter". To describe the marketing activity. Eg. you may want to call this "ppc" if you're using this for a payper-click campaign or "review" if you're using the link to track traffic from a product review on a blogger's site. To refer to the overall campaign you're running. Eg. it could refer to a product launch, a summer campaign or a particular sale. This is used for tracking particular keywords if you're running an Adwords campaign. This is helpful if you're split testing ads. In this case you could track each ad to see which was most effective for driving traffic.
Google Analytics URL-Builder www.yoursite.com/?utm_source=newsletter&utm_medium= email&utm_campaign=2014%20summer%20sale
Best Practices Creating Trackable URLs Use a standard naming convention Anyone can see the parameter. Don t write anything you don t want your customer to see. Use lowercase letters Use a link shortener service like bit.ly Create only the necessary ones
Viewing Your Campaign Reports May take 24 Hours to receive and record data
Viewing Your Campaign Reports
Viewing Your Campaign Reports Note: Campaigns will only show up in your Google Analytics Campaign reports if the UTM links are clicked on.
When To Use UTM Parameters? Guest Blog Post Social Email Features Banner Ads
5 mins https://support.google.com/analytics/answer/1033867?rd=2 Exercise 1) Create Trackable URL with following parameters: Campaign Source: Facebook Campaign Medium: PPC Campaign Name: Social Promotion 2) Shorten using bitly if necessary
Source: http://digitalrezonance.com/building-brand-stories/
#1 Social Currency Anything we share that makes others like us! 1. Identify what s remarkable about your brand 2. Use game mechanics 3. Make people feel like insiders
#1 Social Currency
#2 Triggers Triggers are reminders that spark off related thoughts and ideas. 1. Cultural Norms 2. Seasons 3. Phrases/ Key Words 4. Daily Activities 5. Events
#3 Emotions Source: http://www.marketme.c.uk/the-principles-of-contagious-content-emotion/
#3 Emotions
#4 Practical Value Valuable information and tools are always treasured and shared 1. Listicles and tips 2. Templates 3. Tools 4. Guides 5. FAQs
BirdsEye Website https://www.birdseye.co.uk/recipes
#5 Public Visibility People will follow what they see others do publicly (eg take off shoes when entering Japanese restaurant). http://www.referralcandy.com/blog/monkey-see-monkey-10-examples-public-visibility-used-marketing/
What do you see? Look Around You
#6 Stories We all love stories! Package your brand into a compelling narrative
Have you met aunties like these during CNY?
Source: http://digitalrezonance.com/building-brand-stories/
Exercise Work in your groups to come out with 2 ideas for your content: Each idea to cover at least 2 STEPPS Show the class your idea and explain why 10 mins