Monitoring Your Web Presence

#RSAWebinar

Hello!I am Kevin EkmarkPresident/CEO of TrustWorkz

You can find me at:Twitter/Instagram: @KevinEkmarkSnapchat: kekmarkLinkedIn: linkedin/in/kevinekmarkTrade Show: Tall Red Head

You can’t improve what you don’t measure and monitor.

1.Why Monitor Your

Web Presence?

“The ROI of social media is that your business will still exist in 5 years.” - Erik Qualman

➜ Your website➜ Blog➜ Social media➜ Email marketing➜ Everywhere and anywhere that

your brand is mentioned.

There are things you can control, and things you can’t. But you can monitor.

Your Web Presence (a quick review)

➜ What’s working, what’s not➜ Adjust strategy, or go all in➜ Defend your rink/FEC ➜ Provide customer support➜ Make $$$ with the Internet

You have to be in it for the long game. NO SHORTCUTS ALLOWED.

Offense wins games, Defense wins championships

Slide #7, but #1 asset to monitor.

2.Monitoring Your

Website

“Content marketing is the only marketing left.” - Seth Godin

➜ You control everything➜ Find how guests find you➜ Where do they go?➜ Are you missing the sale?➜ How can you make it better?➜ Are you providing value?➜ Do they feel special?

Your website, your foundation

Know your numbers

➔ Who are they?➔ Where do they

come from?➔ What are they

doing?➔ Are they doing what

you want them to do?

Here’s the first place to find holes in your marketing. Your site.

Place your screenshot here

Where does your traffic go vs where you want them to go?

A. Book partiesB. SpecialsC. EventsD. Engage more (more

data too!)

You want to track all of these things. Are they converting to customers? Going back to Google (competition)?

Place your screenshot here

AB

C

D

Don’t forget your mobile visitors!

➔ What are your guests using?➔ Should you adjust graphics?➔ Announcement placement?➔ Where do they spend time?

Place your screenshot here

AKA: Digital Gold Mine

3.Social Media Monitoring

➜ Know your target audience➜ Who you are actually reaching➜ Content that’s engaging➜ What monetizes➜ Measure Ad strategy, PR,

customer service, brand building, etc

➜ Measure customer experience

Measure and Monetize

Know your audience

➔ Target market➔ Actual market➔ Are they engaged?➔ What are they

engaging with?

Facebook Insights as a wealth of information. Find what’s working, what’s not.

Place your screenshot here

99% moms & dads are engaging! Only 50% of 18-24*

3rd Party Measurement- Guest sentiment - Build complex

reports to show big picture

- Measure multiple accounts

- Some automation perks

We use Raven Tools, but Buffer & Hootsuite are also great options!

Tools for Measuring Social Media

Native Measurement- Best for sharing

content/posting- Access to more

data- Easily tie in

paid/unpaid campaign data

- Free & supported by the social co.

Raven Tools

Hootsuite

➜ Raven Tools - All Internet Marketing

➜ *Yext - reputation management➜ Google Analytics - site traffic➜ Google Web Master Tools - site

health➜ Facebook - Post and advertise

natively

Recommended Tools and Purpose

Additional Measurements

➔ Hashtags (events, brand name, etc)

➔ Location checkins (Instagram, Facebook, Twitter)

➔ Sentiment (3rd party tools)

➔ Google Trends (new shopping feature)

110k <3 & 803 comments!

2k <3

➜ Spend energy to reply - Don’t be lazy

➜ Acknowledge the love and the hate - BOTH MATTER

➜ Show gratitude - they could have chosen someone else

Show them the LOVE

When I hear people debate the ROI of social media, it makes me remember why so many business fail. Most businesses are not playing the marathon. They're playing the sprint.

They're not worried about lifetime value and retention. They're worried about short-term goals.

- Gary Vaynerchuk

Thanks!Any questions?You can find me at:Instagram/Twitter: @KevinEkmark or @TrustWorkz

Kevin@TrustWorkz.com