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Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Date post: 07-Nov-2014
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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
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Capital Region Online Marketing: Measuring your Success and managing Online Feedback Presented by Threesides Marketing
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Page 1: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Capital Region

Online Marketing: Measuring your Success and managing Online Feedback

Presented by Threesides Marketing

Page 2: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Housekeeping

Page 3: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Our MissionTo provide energised leadership,

share innovative solutions, broker

positive relationships and deliver

valued projects to the region.

Regional Priorities• Regional Development Planning

• Education, Employment &

Investment

• Transport – Infrastructure &

Services

• Regional Food

• Digital Economy Transition

• Living & Working Sustainably

Page 4: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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

Page 5: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Find out More

Richard Everson

Project Officer

Mob. 0427 27 27 54

[email protected]

www.rdasi.org.au

Page 6: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

www.threesides.com.au

www.Facebook.com/threesides

www.Twitter.com/threesides

www.slideshare.net/threesides

Page 7: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

We help these businesses with their online marketing:

Old Bus Depot MarketsNational Parks NSW

Yass Valley Council - TourismLantern Apartments ThredboDestination Marketing Store

Saphire Coast TourismDDCS Lawyers(and more…)

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What can we achieve today?

Inspire

Direct

Inform

Page 9: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Your name,

business, and

how do you

currently

evaluate your

online marketing

activities?

Page 10: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

1. Understand how to measure and evaluate

online marketing success

2. Develop channels to support and encourage

open online customer service

3. The Social Do’s and Don'ts of feedback

Learning outcomes

Page 11: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

1. Establish Goals

2. Create Measurable programs

3. Focus on marketing

improvement

Basic measurement steps

http://www.slideshare.net/SamCapra1/definitive-guide-to-marketing-metrics-marketing-analytics-22390251?from_search=4

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Why should we measure?

1. Stop doing things that aren’t 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

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Establish goals

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Page 15: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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?

What do you want to achieve?

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Page 17: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Create measurable programs

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MEASURE,

MEASURE,

MEASURE.

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What areas can you measure online?

Digital Customer

ValueWebsite analytics –

conversions, behaviour

Social Media – Engagement

+ Reach+ Sentiment

Reviews –Sentiment +

issues resolved

Email – click throughs,

actions

Search - Page views,

keywords

SEM – Clicks + Conversion Contact forms –

leads, contacts

Ecommerce –direct sales,

trends

Downloads –content that

converts

Landing pages -conversions

ROI of activities – influence

your budget

Page 20: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Focus on Improvement

Page 21: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Website analytics –conversions, behaviour

Email – click throughs, actions

Contact forms – leads, contacts

Social Media –Engagement +

Reach+ Sentiment

Page 22: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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

Measuring website analytics Website

analytics –conversions,

behaviour

Page 23: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Online evaluation and trackingTracking:

•Unique Visitors

•Returning Visitors

•Visitation growth

•Page Views

•conversions

•Pay per click visitors

•Keywords

•Popular pages

•Referring sites

•Actions

http://analytics.google.com

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Page 25: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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

Set up Checklist

Page 26: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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

Email direct marketingEmail – click

throughs, actions

Page 27: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 28: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 29: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

1. Create a form on the website and capture data

2. Link to specific marketing campaigns – eg. Adwords

3. Track:

1. number of leads captured

2. conversion %

3. Value per conversion

4. Questions being asked

Contact FormsContact forms –leads, contacts

Improvements: Form layout, placement on

website, response time, response message

Page 30: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

• 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

Contact forms

Page 31: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

www.unbounce.com

Landing pages

Page 32: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

1. Track your social media analytics / insights

2. What reach are you achieving

3. What % of engagement is being reached

4. What is resonating with your users

5. What isn’t working

Social MediaSocial Media

– Engagement + Reach+

Sentiment

Improvements: Experiment with content, post

timing, test offers and competitions, content

themes

Page 33: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 34: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 35: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

ONLINE CUSTOMER

SERVICE

Page 36: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 37: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Closed channels

• Email (zendesk)

• Phone (total track)

• Livechat (zopim)

• Website forms

• Help desk software

• Self Serve – FAQ’s, documentation, content

Open channels

• Social media

• User forums / Review sites

Multi channel digital customer support

Page 38: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

https://www.reachlocal.com.au/call-tracking

Call

Tracking

Page 39: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

http://www.zendesk.com/product/tour

Help

Desk

and Email

Ticketing

Page 40: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

https://www.zopim.com

Live Chat

Page 41: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Self Serve

FAQ’s

Content

Video

Page 42: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

USER REVIEW SITES

Page 43: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 44: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

1. Identify relevant sites (google search)

2. Claim listings

3. Respond to old reviews

4. Update profiles and correct any outdated info

5. Check back weekly / fortnightly

6. Promote and ask for reviews from customers

7. Share feedback with staff

8. Create list of sites to check back with

User review sites

Page 45: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

1. Google+ Local business

2. Facebook Page reviews

3. Trip Advisor

4. Yelp + Urban Spoon (Food)

Popular review sites

Page 46: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 47: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
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Page 51: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

RESPONSE STRATEGIES

Page 52: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Should you

respond to every

review you get?

Respond to everything?

Page 53: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

BE REAL

BE NICE

BE HELPFUL

Page 54: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

GET YOUR CUSTOMERS INVOLVED

GET YOURSELF

INVOLVED

Page 55: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 56: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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

Negative response options

Adapted from http://mashable.com/2010/02/21/deal-with-negative-feedback/

Page 57: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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

Social + Review Do’s

Page 58: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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

Social + Review Don’ts

Page 59: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 60: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

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

Page 61: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

https://forms.communications.gov.au/

enterprisegroupfeedback

Verification word: summer

Workshop feedback

Page 62: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan
Page 63: Online Marketing: Online Feedback and Measuring Online Success - Queanbeyan

Website:

www.crde.com.au

Call the office:

62970933

Stay on our email list

Tell a friend!

Stay in touch


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