Digital Marketing Lunch ’n Learn

Agenda• Welcome!

• Google Analytics

• Social Media Analytics

• Digital Advertising

• Community Management

• Questions

Make New Friends

How To Make New Friends:

• Break into pairs or groups of three

• Introduce yourself

• Who are you?

• What brings you here?

• If you were a vegetable in a salad, which one would you be?

Google Analytics

Four Types of Websites

• Brand

• E-commerce

• Media

• Lead Generation

Google Analytics

• Universal Tracking Code

• Event Tracking Code

• Social Interaction Tracking Code

• Campaign Tracking Code

Tracking Return On Investment• Goals

• Request a Quote

• Pageviews/Visit

• Free Download

• Complete a Purchase

Digital Marketing Measurement Model

Social Media Analytics

Word Of Mouth Marketing

• First time in history that we’ve been able to track this!

• Sentiment Analysis

• Influencer Analysis

• Number and Rate of Shares

Test, Test, Spend

• First time in history that we’ve been able to do this!

• Test marketing campaigns before launching.

• Interact directly with customers at every stage of the sales funnel.

• Get real time feedback from real customers.

Social Media ROI• We can back up the intangible benefits of social media

with cold hard cash.

• Click Through Rate

• Clicks/Impressions

• Conversion Rate

• Conversions/Sessions

• Assisted Conversions

Digital Advertising

Where To Advertise

• Google AdWords

• YouTube

• Facebook

• Twitter

• Pinterest

• Instagram

• LinkedIn

• Digital Media Sites

Dolla Dolla Bills• Cost Per Impression

• Charged every time someone sees your ad

• Cost Per Click

• Charged every time someone clicks on your ad

• Cost Per Conversion

• Charged every time someone completes your desired action

Remarketing & Custom Audiences

• We can create custom audiences to target:

• Email subscribers

• Pregnant women who like Beyonce and Whole Foods

• 25-34 year old men who are engaged

Community Management

ADD VALUE

• Be obsessed with adding value for your community

• Create great content

• Be helpful

• Make them laugh, think, reflect, and smile

TREAT IT LIKE A HOUSE PARTY

• Mingle, be polite, and ask other people about their own interests before sharing yours

• Don’t show up to someone else’s party and then try to get everyone to leave and come to your house

• If you wouldn’t say it in real life, don’t say it online

RULE OF THIRDS

• Break your communication into three parts:

• 1/3 talking about your business

• 1/3 talking about yourself as a human

• 1/3 sharing content

Questions?

• Katie Jeanes

• E: katie@redacademy.com

• T: @katiejeanes | @redacademy