Optimise your online audience engagementVicki Allpress Hill – The Audience Connection www.audienceconnection.com

audience n1) the assembled spectators or listeners at a public event2) The readership of a book, magazine or newspaper

engage v1) attract or involve (someone’s interest or attention)2) participate or become involved with

In 90 minutes time, you’ll have some ideas about…

…ways to engage with audiences online

…how to assess how well you are doing

…how the pilot Optimise project went (video)

…working through the challenges (group discussion)

…how to approach writing an online marketing plan

…and you’ll take away a Tip Sheet plus The Audience Connection digital marketing planning frameworks

Engaging audiences online

Using online tools to build a closer and stronger relationship with your audience

4 key ways to engage with your audience online

1. Facilitate an initial connection

2. Encourage and enable a conversation to start

3. Enhance their understanding and enjoyment

4. Encourage the leap to becoming a customer

Facilitate an initial connection

Which questions are youthe answer to?

Increase the chances of people finding you

Proactively target very specific segments

Create clear pathways on your website

Encourage and enable a conversation to start

Invite people to sign up for email communications at every entry point

Remove any barriers from sign-up

When they talk to you, respond personally

Enhance understanding and enjoyment

Anticipate what they need to know

Invite them in

Provide insights

Facilitate connections

Encourage the leap to purchase

Show them what their peers think

Give them the tools to invite others

Share ownership

Create buzz & calls to action

Encourage peer review

How well are we doing?

Getting meaning from online marketing analytics

Indicators of website engagement

What is the conversion rate?

Effectiveness of your communications and offers

What’s getting the right response?

What’s your return on investment?

How wide is your reach?

What’s important to measure

Visibility, awareness and reach

Level of engagement

Conversion rates

Revenue generated

Influence and sentiment

Evaluation criteria

Organisation mission/goals

Audience development objectives

Customer needs

Competitor positioning

Industry benchmarks

ANZTRUC 2011

The importance of relevant benchmarks

Your measurement tool kit

Google Alerts – what’s being said about you on the web Klout – your reach and influence on Twitter Facebook Insights – fan growth, demographics &

engagement Tweetreach – how many people your tweets are reaching TwitterCounter – analysis of your Twitter activity over time Google Analytics – website activity and conversion Campaign results – effectiveness/conversion of campaigns SocialMention – your brand’s sentiment and reach BlogPulse – What’s being said about you & others

Vicki Allpress Hill 2011

Making a plan

Pulling it all the disparate elements together into an integrated and documented strategy.

Strategy vs TacticsTactical approach

“Let’s start a blog –Australian Ballet has a good one.”

Strategic approach

“In what way can we most effectively break down the barriers to our art form and which people are most important to reach?”

Vicki Allpress Hill 2011

www.mindtools.com

The Audience Connection www.audienceconnection.com

www.mindtools.com

Use matrices to understand positioning

Three resources I can’t do without

Mashable – http://mashable.com

Technology in the Arts -http://www.technologyinthearts.org/

Seb Chan - Fresh and New(er) -http://www.powerhousemuseum.com/dmsblog/

vicki@audienceconnection.com@audienceconnect

Vicki Allpress Hill 2011