How to Produce and Measure Effective Online Communications
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@StevenShattu ck How to Produce and Measure Effective Online Communications Steven Shattuck VP, Marketing - Bloomerang
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Transcript of How to Produce and Measure Effective Online Communications
@StevenShattuck
How to Produce and Measure Effective Online Communications
Steven ShattuckVP, Marketing - Bloomerang
About Steven »
@StevenShattuck
• VP, Marketing at Bloomerang• Published in: Nonprofit Hub, Search
Engine Journal, Content Marketing Institute, Social Media Today, Business2Community, ExactTarget, Inside INdiana Business, Raven Internet Marketing Tools, Yahoo! Small Business, BBC News, NBC News, The Build Network, Ragan
• Amazon eBook co-author• NPO Communications Director• Serves on NPO
marketing/communications committees
Agenda »
@StevenShattuck
• Campaign creation and deployment• Analytics and measurement• How to get started / examples• Q&A
Steps to Success »
@StevenShattuck
0. Create an Offer
1. Set Goals2. Create/Deploy Campaign3. Measure4. Debrief5. Repeat
The Offer »
@StevenShattuck
What are you promoting?
• General information• An event• A capital campaign• Call for volunteers
(the less, the better)
Steps to Success »
@StevenShattuck
Once the offer is created:1. Set Goals2. Create/Deploy Campaign3. Measure4. Debrief5. Repeat
Goals Come First »
@StevenShattuck
Ask yourself:• What do I want people to do?
– receive important information– visit a webpage / fill out a web form– register for a webinar / luncheon– engage on social media
• What does success look like?– 3% email open rate– 1,000 visits– 100 registrations– 50 Facebook “likes”
Steps to Success »
@StevenShattuck
Once the offer is created:1. Set Goals2. Create/Deploy Campaign3. Measure4. Debrief5. Repeat
Campaign Process »
@StevenShattuck
Offer
Goals
Landing PagePromote
Measure
Campaign Process »
@StevenShattuck
Offer
Goals
Landing PagePromote
Measure
The page on your website where you are sending people
Email, social, blog, Traditional/web ads, PR, etc.
Website analytics, email analytics, etc.
Webinar, event, seminar, membership discount, white paper, etc.
Registrations, downloads, etc.
Promotional vehicles »
@StevenShattuck
Online:• Email• Web pages• Blog posts• Social media
updates• Videos
Offline:• Snail mail• TV/Radio/Print• Telephone
How to decide »
@StevenShattuck
Ask yourself:• What do I know about my target audience?– Do they use social media?– Do they visit our website regularly?– Do we have their email address?
• What are they most likely to respond to?– A tweet?– An email?– A phone call?
Steps to Success »
@StevenShattuck
Once the offer is created:1. Set Goals2. Create/Deploy Campaign3. Measure4. Debrief5. Repeat
Key Performance Indicators (KPIs) »
@StevenShattuck
• Email Open Rates• Email Click-Through Rates• Social Shares• Website Visits• Website Conversions
(sign-ups)• Conversion rate
(visits vs conversions)• Cost per acquisition• Purchases• Registrations/Attendance
@StevenShattuck
Steps to Success »
@StevenShattuck
Once the offer is created:1. Set Goals2. Create/Deploy Campaign3. Measure4. Debrief5. Repeat
How do you know if you did well? »
@StevenShattuck
• Compare to historical data• Compare to benchmarks– http://mailchimp.com/resources/research/email-m
arketing-benchmarks/
• Compare to your goals• Ask colleagues
Sample Campaign Promotion »
@StevenShattuck
• Create offer• Create landing page w/ registration form– optional: video promo
• Email blast– direct recipients to landing page
• Publish a blog post– for website visitors to see– blog post links to landing page
• Promote regularly on social media
What we do at Bloomerang »
@StevenShattuck
Offer: free webinar1. Set Goals (200 registrants, 125 attendees)2. Create landing page / registration form3. Promote via email:– First email 7 days out– Second email 3 days out– Third email 1 day out
4. Promote via social media:– At least one tweet per day in 7 days leading up– At least one Facebook post in 7 days leading up
What we do at Bloomerang »
@StevenShattuck
After the webinar:1. Count registration and attendee counts2. Count traffic to landing page3. Divide traffic by registrations (conversion rate)4. Count social shares
– Count referral traffic from social media to landing page– Which social updates sent the most traffic? Which got re-shared?
5. Poll attendees– Were they satisfied by the content / broadcast?– Are they interested in learning more about Bloomerang?
6. Make necessary adjustments for next webinar
@StevenShattuck
Questions?
slides: http://slidesha.re/1a6SSIw
https://bloomerang.co/blog/how-nonprofits-can-produce-and-measure-effective-digital-campaigns/
