Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

  • Published on
    07-Nov-2014

  • View
    593

  • Download
    0

Embed Size (px)

DESCRIPTION

One advantage online marketing provides is the ability to measure the performance of your website and marketing campaigns. Collecting website statistics is important but must be in the context of what you are trying to do, e.g. site traffic does not necessarily equal success. This workshop covered the basics on how to capture website and social media statistics and what they can tell you to inform future campaigns and online improvements. Online feedback is another great avenue to evaluate your business both on and offline. This workshop explained to participants how to set up channels to support and encourage open online customer service and provided tips to respond to good and bad feedback through tools such as Trip Advisor and Facebook. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.au

Transcript

<ul><li> 1. Capital Region Online Marketing: Measuring your Success and managing Online Feedback Presented by Threesides Marketing </li> <li> 2. Housekeeping </li> <li> 3. Our Mission To provide energised leadership, share innovative solutions, broker positive relationships and deliver valued projects to the region. Regional Priorities Regional Development Planning Education, Employment &amp; Investment Transport Infrastructure &amp; Services Regional Food Digital Economy Transition Living &amp; Working Sustainably </li> <li> 4. Key Initiatives South East Region of Renewable Energy Excellence Regional Sponsored Migration Scheme Southern NSW Harvest Association Capital Region Digital Enterprise Program How We Can Help You Access to government programs Advice and training Sourcing skilled labour Grants - support and data Networks and contacts </li> <li> 5. Find out More Richard Everson Project Officer Mob. 0427 27 27 54 richard@rdasi.org.au www.rdasi.org.au </li> <li> 6. www.threesides.com.au www.Facebook.com/threesides www.Twitter.com/threesides www.slideshare.net/threesides </li> <li> 7. We help these businesses with their online marketing: Old Bus Depot Markets National Parks NSW Yass Valley Council - Tourism Lantern Apartments Thredbo Destination Marketing Store Saphire Coast Tourism DDCS Lawyers (and more) </li> <li> 8. What can we achieve today? Inform Inspire Direct </li> <li> 9. Your name, business, and how do you currently evaluate your online marketing activities? </li> <li> 10. Learning outcomes 1. Understand how to measure and evaluate online marketing success 2. Develop channels to support and encourage open online customer service 3. The Social Dos and Don'ts of feedback </li> <li> 11. Basic measurement steps 3. Focus on marketing improvement 1. Establish Goals 2. Create Measurable programs http://www.slideshare.net/SamCapra1/definitive-guide-to-marketing-metrics-marketing-analytics-22390251?from_search=4 </li> <li> 12. Why should we measure? 1. Stop doing things that arent working 2. Increase accountability 3. Reduce fear and confusion 4. Make better decisions 5. Provide better customer experiences 6. Pull the right levers in your business </li> <li> 13. Establish goals </li> <li> 14. What do you want to achieve? 1. Build an engaged community of fans 2. Drive email opt-ins 3. Convert interest 4. Increase the potential for word of mouth 5. Better engagement and improved messaging. 6. Gain customer service efficiencies 7. Engage with customers on all available channels 8. Make money? </li> <li> 15. Create measurable programs </li> <li> 16. MEASURE, MEASURE, MEASURE. </li> <li> 17. SEM Clicks + Conversion What areas can you measure online? Email click throughs, actions Search - Page views, keywords Ecommerce direct sales, trends Reviews Sentiment + issues resolved Social Media Engagement + Reach+ Sentiment Website analytics conversions, behaviour Contact forms leads, contacts Downloads content that converts Digital Customer Value Landing pages conversions ROI of activities influence your budget </li> <li> 18. Focus on Improvement </li> <li> 19. Website analytics conversions, behaviour Contact forms leads, contacts Email click throughs, actions Social Media Engagement + Reach+ Sentiment </li> <li> 20. Measuring website analytics Website analytics conversions, behaviour Create content on your website and then your online Analytic measures can include: Unique Visitors / Returning Visitors Page Views, Total time spent on the site Sales Conversions, Actions and Events Site Behaviour Improvements: New content, Site structure, Clear call to action, forms and landing pages </li> <li> 21. Online evaluation and tracking Tracking: Unique Visitors Returning Visitors Visitation growth Page Views conversions Pay per click visitors Keywords Popular pages Referring sites Actions http://analytics.google.com </li> <li> 22. Set up Checklist Signup up for a Google analytics account Embed the code into your site Login and check your stats Review the trends and changes Create conversion goals Update your site and marketing based on analytics feedback </li> <li> 23. Email direct marketing Email click throughs, actions 1. Acquisition building the list, developing good data, 2. Action creating offers, stories, relevant info to act on 3. Conversion click through and view, buy, download Improvements: Experiment with content, send time, offers, segmenting the lists </li> <li> 24. Contact Forms Contact forms leads, contacts 1. Create a form on the website and capture data 2. Link to specific marketing campaigns eg. Adwords 3. Track: 1. 2. 3. 4. number of leads captured conversion % Value per conversion Questions being asked Improvements: Form layout, placement on website, response time, response message </li> <li> 25. Contact forms Sent to an email in the office Prequalified with form and then contacted back Record the success rate Follow up on the non-starters Different contact form for adwords to record paid conversions </li> <li> 26. Landing pages www.unbounce.com </li> <li> 27. Social Media 1. 2. 3. 4. 5. Social Media Engagement + Reach+ Sentiment Track your social media analytics / insights What reach are you achieving What % of engagement is being reached What is resonating with your users What isnt working Improvements: Experiment with content, post timing, test offers and competitions, content themes </li> <li> 28. ONLINE CUSTOMER SERVICE </li> <li> 29. Multi channel digital customer support Closed channels Email (zendesk) Phone (total track) Livechat (zopim) Website forms Help desk software Self Serve FAQs, documentation, content Open channels Social media User forums / Review sites </li> <li> 30. Call Tracking https://www.reachlocal.com.au/call-tracking </li> <li> 31. Help Desk and Email Ticketing http://www.zendesk.com/product/tour </li> <li> 32. Live Chat https://www.zopim.com </li> <li> 33. Self Serve FAQs Content Video </li> <li> 34. USER REVIEW SITES </li> <li> 35. User review sites 1. 2. 3. 4. 5. 6. 7. 8. Identify relevant sites (google search) Claim listings Respond to old reviews Update profiles and correct any outdated info Check back weekly / fortnightly Promote and ask for reviews from customers Share feedback with staff Create list of sites to check back with </li> <li> 36. Popular review sites 1. 2. 3. 4. Google+ Local business Facebook Page reviews Trip Advisor Yelp + Urban Spoon (Food) </li> <li> 37. RESPONSE STRATEGIES </li> <li> 38. Respond to everything? Should you respond to every review you get? </li> <li> 39. BE REAL BE NICE BE HELPFUL </li> <li> 40. GET YOURSELF INVOLVED GET YOUR CUSTOMERS INVOLVED </li> <li> 41. Negative response options Type of issue Response Straight Problems issue with your product or service and person has laid out exactly what went wrong. Respond directly and quickly Constructive Criticism - when the comment comes with a suggestion attached. Respond and take on board Merited Attack Essentially, you or your company did something wrong, and someone is angry. Respond , follow up, move offline if necessary Trolling/Spam no valid reason for being angry at you Ignore, block, ban Adapted from http://mashable.com/2010/02/21/deal-with-negative-feedback/ </li> <li> 42. Social + Review Dos 1. Ensure a good balance between reactive and proactive messaging 2. Respond quickly to customer posts good or bad 3. Leverage existing relationships to start conversations 4. Build up influences and engage with leaders in your industry 5. Measure whenever possible </li> <li> 43. Social + Review Donts 1. Selling in every post 2. Negativity 3. Getting angry being an A#*hole 4. Starting Arguments 5. Slow responses 6. Asking questions without replying 7. Over posting 8. Talking about yourself 9. Not setting a time budget 10. Fake answers </li> <li> 44. Consultations One on One - Digital Consultations and Training 4 hour digital business consultations and training Identify 3 get started now actions Help you start in the right digital direction Sign up now </li> <li> 45. Workshop feedback https://forms.communications.gov.au/ enterprisegroupfeedback Verification word: summer </li> <li> 46. Stay in touch Website: www.crde.com.au Call the office: 62970933 Stay on our email list Tell a friend! </li> </ul>

Recommended

View more >