Optimise your online audience engagement
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Transcript of Optimise your online audience engagement
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/
