C3 2014 Breakout Brian Pasch

1. BUILDING CUSTOM
EXPERIENCES WITH THE
CONDUCTOR API
Brian Pasch
PCG Consulting

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CREATING A COMPREHENSIVE WPM DISCUSSION
What could your agency do with the Conductor API to educate clients?
• WPM Expands Data Collection Requirements
• Could Your Client Facing Reports Be Diminishing Your Value?
• Empowering Your WPM Manager
• Creating A Collaborative Discussion
• Using The Conductor API
• Demonstrating An Integrated Dashboard
• Final Notes

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“Marketers know that consumers
are having conversations online on
their own terms. They know
they’ve got to be involved in those
conversations.
But rather than earning their way
into them by appearing in natural
search and social where the
majority of clicks occur, they
throw money at advertisements.”
EMBRACING WEB PRESENCE MANAGEMENT
Consumer conversations are happening on multiple platforms and channels
Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

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CONTENT PUBLISHING CHOICES
New platforms & strategies are available connect your content with consumers

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THE MANY MOVING PIECES
Collecting the KPIs across a multi-vendor operating environment is challenging
• Website Traffic
• Chat Sessions
• Lead Submissions
• Ecommerce Transactions
• Phone Calls
• Content Engagement & Sharing
• Social Media Engagement
• Image Views and Shares
• Video Views & Channel Subscriptions
• Backlinks

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ELEMENTS OF WPM ARE STRONGLY LINKED
Organic web traffic is directly associated with Google “My Business” Reviews
When reviews
dropped, they lost
2,700 organic visits a
month!

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WE RELY ON REPORTING TO EVOLVE OUR STRATEGY
The agency and the client benefit from the reporting process
• Reporting helps marketers find trends they can use to tweak
campaigns
• Reporting helps marketers come up with strategies and tactics
they can try out on other clients as well
• Reporting helps improve your ability to make educated guesses
• Reporting gives you the ability to tie your work to ROI and
validate your job
• Reporting helps you come up with areas of opportunity that
could improve the marketing mix which might otherwise go
unnoticed forever
“Making Better SEO Reports For Your Clients” by Bill Sebald August 2014

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Our Current Reports Don’t Seem To Be Working

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THE STRUGGLE TO DEFINE ROI
7 out of 10 Marketing Executives Struggle to Measure Marketing Impact
Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

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MORE IS NOT BETTER
It’s time to rethink our reporting strategy to connect with our clients
“Embrace and optimize your SEO reports, but make sure
you’re keeping the goals of these reports in mind all along.
Once completed, the time should be spent analyzing the
data and creating strategies, not creating the reports
themselves. If your goals aren’t to empower your clients and
empower yourselves, while holding your own feet to the fire
to achieve results, you’re probably doing it wrong.
Creating the right reports should be for educating both you
and your clients, thus helping you really learn your chops as
a marketer, while allowing the client to see the benefits of
your great work.”
“Making Better SEO Reports For Your Clients” by Bill Sebald August 2014

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HOW WE COMMUNICATE ROI HAS TO CHANGE
Agency: "What would you change
about the way we communicate with
your business?”
Client: "Stop emailing me reports I
don't understand."

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Your agency’s SEO report is
squeezed in here

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INTERACTIVE REPORTS INCREASE CLIENT RETENTION

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We believe that the future marketing
team breaks the silo between
creativity and analysis, and inbound
marketers can work together even if
they’re not in the same room: sharing
metrics, insight, and ideas in
collaborative digital workspaces.
Rather than separate the search,
social, content and analysis teams, we
believe the most successful companies
will pull their inbound marketers
together into a web presence team.
BREAKING DOWN SILOS TO SPUR COLLABORATION
The collaboration is not just inside your agency, it’s with your clients
Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

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• To effectively manage their
client’s needs, WPM Managers
need access to a host of
different data sets that are
all housed in their own silos.
• Having everyone work off the
same “playbook” accelerates
collaboration within the web
presence management team.
MANAGERS NEEDS BETTER VISIBILITY
Instant inspection of multiple marketing channels, including Conductor SEO
Graphic from Conductor’s “The Ultimate Guide to Web Presence Management”

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SEO
SOCIAL
BUDGETS
CALLS &
CHATS
CRM
WPM
Team Console REVIEWS
GA/WMT
PAID
Placing your earned
media strategy
(WPM) in context
with the client’s
broader marketing
investments, brings
value and relevance
to your team.

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WE NEED TO TO REDUCE DATA OVERLOAD
Agencies must define the KPIs that really matter and focus on them with clients
• Creating a clear list of KPIs for
each client helps to facilitate a
monthly marketing review
• Showing how your WPM strategy
impacts related business’s KPIs are
critical for client retention
• Automating this review is not only
possible, but a requirement to stay
relevant.

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• How is my content ranking in SRPs? (Conductor)
• How is my web presence vs. competitors (Conductor)
• How many times was the page visited (GA)
• What was the average TOS and Number of Page Views (GA)
• Where were they from and what devices were they using? (GA)
• How many phone calls were generated? (Call Tracking)
• How many chat sessions were initiated? (Chat Reports)
• How many lead forms were submitted (CRM Reports or GA)
• How much did they spend? (Ecommerce Platform)
• How many coupons were redeemed? (HookLogic)
EXAMPLE: OPTIMIZED CONTENT FOR WEBSITE
Content is created to position client’s website for a high value keyword

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• How many impressions did my post receive? (Facebook)
• Which post attracted the click? (Facebook and GA)
• What were those visitors doing on the website? (GA)
• Did they view the video(s)? YouTube
• Where were they from and what device were they using? (GA)
• How many phone calls were generated? (Call Tracking)
• How many chat sessions were initiated? (Chat Reports)
• How many lead forms were submitted (CRM Reports or GA)
• How much did they spend? (Ecommerce Platform)
EXAMPLE: FACEBOOK SOCIAL MEDIA ROI REPORT
Earned social media campaigns are driving traffic to client website

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CHARTER MEDIA TARGETED CONTENT
6 hours of customized automotive video content: massive library.
• The ability to share videos on social
media or enhance website landing
pages is great, however…
• We need additional data to get a
better ROI from these 300+ videos!
• Reasonable ROI Questions:
• Where did the videos play?
• What happened to TOS?
• How has the introduction of
videos on landing pages
impacted leads, calls, and chats.

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• Marketing reports have been
focused on Cost per Click (CPC),
Cost per Impression (CPM), and
Cost per Lead (CPL).
• A more accurate predictor of future
car sales in the number of vehicle
Detail Page Views (VDP) and time
on VDP.
• This KPI also applies to earned
traffic, so bring the discussion to
the client
RETHINKING PAID SEARCH KPI
The automotive industry has been looking at the wrong metrics

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INTERACTIVE REPORTING WITH NEW KPI
What happens when your agency creates integrated reports with real value?
With integrated data
your agency can present
a holistic summary of
how your WPM strategy
is impacting the KPIs
that are most directly
related to sales.

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INSPECT REFERRAL TRAFFIC BASED ON CUSTOM KPI
Is your offsite published content generating quality visitor traffic?
Referring URL of Content Visit
s
Page
Views
TOS SRP
Views
VDP
Views
Goal
Completes
Linkedin.com/article/content1 174 3.21 1:67 3 3 0
YouTube.com/video1 77 4.5 2:45 6 8 3
Facebook.com/post1 763 1.74 1:35 0 0 0
Pinterest.com/photo1 66 3.6 2:75 4 20 6

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MARKETING HEALTH SCORE
A unified marketing dashboard will
allow your agency to set KPIs for
each marketing investments and
have the data graded automatically
to allow your team to focus on
actionable tasks.
Like a Blood Test For Your
Marketing Strategy

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PROACTIVE ALERTS
A unified marketing dashboard
will allow your agency to email
alerts to your team when KPI
exceed accepted limits, turning
your agency into a PROACTIVE
partner instead of a REACTIVE
help desk.

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CONDUCTOR API CAN ENHANCE DATA DASHBOARDS
Select the KPIs that are most helpful to clients and simplify reporting
• Keyword Rankings
• Relative Keyword Changes
• Competitor Rankings
• Linking Reports*
• Content Insights*
* Not currently in the production release of the Conductor API.

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COMPETITOR TRENDING
Clients are competitive
and the trending charts
available through the
Conductor API are a
popular tab to view
when on a call with
clients.

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KEYWORD PIPELINE
The keyword pipeline
report was one of the
elements that we
brought into the
dashboard because it
was easy for everyone to
discuss results over time.

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KEYWORD CHANGES
The “Biggest Winners”
and “Highest Ranking”
keyword lists are also
helpful with discussions
with clients regarding
progress reports.

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Direct API
WHAT DO YOU DO WHEN AN API IS NOT AVAILABLE?
File Loader
The key is to store the data
centrally so that your WPM
team can work
collaboratively.
Even custom reports should be loaded into the dashboard
to unify the “eyeballs” looking at the simplified data

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LIVE DEMONSTRATION
A quick look at the API integration of marketing data in ROI-BOT
Empowering Better Decisions

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• Avoid becoming a silo of SEO reporting that confuses your
clients and most likely will be ignored.
• Web Presence Management reporting can be enhanced with
Conductor Searchlight software and API
• Integrate SEO data into an optimized KPI dashboard that
reflects the complete online and offline marketing strategies
used by your clients.
• Dashboards allow for your team to collaborate with each
other and your clients regardless of their physical location.
WORKSHOP TAKEAWAYS
Throw those standalone PDF reports in the garbage

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• An integrated dashboard will alert your Web Presence
Management (WPM) team when any KPI is off track.
• By looking at data not DIRECTLY involved with your services,
you add value as a true partner that is looking after the ROI
of all marketing investments.
• Proactive insights gets your team out of the SEO doghouse
and into a much richer conversation of paid and earned
media strategies.
• Simplifying your reports and making them interactive is
smart.
WORKSHOP TAKEAWAYS
Become more proactive and engaged

40. BRIAN PASCH
Cell: 732.672.2356
brian.pasch@me.com
@automotiveseo
www.linkedin.com/in/brianpasch