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Workshop 2
Digital Destinations: Measuring the impact, outcomes and success
Philip AlfordBournemouth Universitywww.budigitalhub.com
www.pinterest.com/digitaldest [email protected]
@PhilipAlford | @SchoolofTourism#DDBU
Project update
• Profile on www.budigitalhub.com and join LinkedIn group
• Memorandum of understanding• Digital Visitor app – March-June• Next seminar – March 19-21• Student report due in w/c 25th March• Webinars – dates to be confirmed
Customer Engagement
Customer engagement:“Repeated interactions that strengthen the emotional,
psychological or physical investment a customer has in a brand”
Customer engagement strategy:“A strategy to encourage interaction and participation of consumers with a brand through developing content and
experiences with the aim of meeting commercial objectives. It is closely related to the development of content marketing and
social media strategy.”
Developing the strategy
Situation: where are we now?
Objectives: where do we want to be?
Strategy: how do we get there?
Tactics: how exactly do we get there?
Action: what is our plan?
Control: did we get there?
Situation analysis• Customer Insight: Identify distinct customer segments and
why they buy from you• Product Insight: What is your unique offer and is it clearly
communicated online? Think about this in terms of specific customers rather than in general
• Internal Resources: for example customer database that isn’t being used effectively
• Identify issues, weaknesses, challenges, opportunities which could inform objective-setting
• Competitor analysis – points of differentiation?• Your digital marketing analytics should inform this stage
Google Analytics Basics: Essential Stats
Advanced segments
• Introductory Video: Advanced Segmentation | Google Analytics IQ Lessons
• Default advanced segments– Non-bounce visits– Mobile and tablet visits
• Custom advanced segments– Visitors who viewed 3 pages and more– US visitors– German visitors
Outcomes – strategic business level
• Outcomes as articulated in November• How have they progressed?• What further clarification is needed?
The Marketing Objectives ChecklistNavigate your way to an effective objectives-led marketing mindset
Understand who you need to talk to...
Identify the biggest growth opportunities for your business...
get people to buy more often
get people to buy more
increase prices
those unaware of the brand
with new customers:
speak to more people
with existing customers:
NB: segmentation simplified for the purposes of the checklist
Seek options to increase distribution
Seek activities to drive
awareness
Seek activities to drive trial
Seek activities to drive
frequency
Seek activities to fuel weight of purchase
Seek ways to add product
value
Our core objective is to get ........... customers who are ................... to ...........................i.e. Our core objective is to get new customers who are unaware to be aware of our brand
Output:
reach more people
get more people to try
those aware but not yet
buying
those buying but not very
often
those buying but not very
loyal
those buying regularly
those who only buy your brand
Business goals - examples
• Increase Level 2 sales by those students that have completed the Level 1 course
• Target the London market for Jurassic Coast day trips
• Target the stag/hen parties, kid’s parties and team building clients within the groups market
Digital Plan – GoalsEmail marketing
• Aims: – Re-engage past customers– Test what content works most
effectively – Drive traffic to webpage with
specific offer– Drive traffic to Facebook to
build community engagement– Drive traffic from FB to
website
• KPIs:– Open rates– CTR– Referrals– Unsubscribes– Behaviour on website– No. conversions– Likes on Facebook– Shares on FB– UGC on FB
Tactics – how are we going to get there?
• Multi channel:– Email– Social media– SEO– Adwords – Website– Referral sites– Etc.
Developing the on-line strategy – important questions
Where does this fit with your current work? Have a plan – don’t bite off more than you can chew.
What do you want to say? Clear messages, fully prepared – to give and receive.
Who do you want to say it to? Which channels do your customers use?
When are you going to say it? Sending your message when people want to, and can, read them.
Developing the strategy
Where can you say it? How many can you manage and where are your consumers likely to be?
How often should you do it? Be regular, but not all at once – time your messages, have breathing space between your updates, blogs and discussions.
What do you want customers to do once they have heard you? Make sure you have a clear call to action. Be prepared to target them directly and to respond to them directly – good or bad.
Developing the strategy
Make your customers your championsThe importance of user generated content and ‘social media’ word of mouth. Be visible, be relevant and stay on messageMake sure you are part of the place, time and conversation.
How long can you keep going? Don’t start out on the social media/marketing route if you can’t sustain it!
Digital Plan – GoalsEmail marketing
• Aims: – Re-engage past customers– Test what content works most
effectively – Drive traffic to webpage with
specific offer– Drive traffic to Facebook to
build community engagement– Drive traffic from FB to
website
• KPIs:– Open rates– CTR– Referrals– Unsubscribes– Behaviour on website– No. conversions– Likes on Facebook– Shares on FB– UGC on FB
Measurement is key
‘Not everything that can be counted counts, and not everything that counts can be counted”
Set targets for KPIs
• Open rate and CTR (what percentage?) – base against past performance (time period), industry average, or what would expect (informed guesswork)? You need a start point
• Engagement with web content: number of visits, pages viewed, bounce rate, conversions (goal-setting)
• Engagement with FB: number of posts, Likes, shares, traffic to website from FB
Useful links and articles
• http://www.smartinsights.com/google-analytics/google-analytics-segmentation/segmenting-google-analytics/
• http://www.kaushik.net• http://www.google.com/analytics/customers/
index.html
Contact details
[email protected] Tel: 01202 961646
Twitter: @philipalfordWeb: www.budigitalhub.co.uk
Facebook: http://www.facebook.com/BUDigitalHub