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Measuring Digital Marketing Success

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In May 2013 I presented two workshops at the South Australian Tourism Industry Council Conference about how to measure the success of your digital marketing endeavours.

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Measuring Digital Marketing Success

  1. 1. Measuring Digital Marketing Success Erica Nistico Scout Digital Marketing @enistico @ScoutSocial
  2. 2. 92% of global consumers say they trust earned media – such as word-of-mouth and recommendations from friends and family – above all other forms of advertising. Increase of 18% since 2007.
  3. 3. 72% post holiday photos on a social network while still on holiday. 46% check in to a location (e.g. Facebook and FourSquare) while on holiday. 70% update their Facebook status while on holiday.
  4. 4. Of those who used social media to research travel, only 48% stuck with their original plans. Source: http://www.stikkymedia.com/blog/2012-social-media-and-tourism-industry-statistics
  5. 5. Session Overview • 4 pillars of digital marketing • Website analytics • Facebook Page Insights • Twitter • Email marketing • Geo-location channels and Directories • Questions
  6. 6. 4 Pillars of Digital Marketing* • Aims and Objectives • Audiences • Activities • Analytics *My 4 pillars…
  7. 7. Aims Broad and general. The foundation of a digital marketing strategy, what you want to achieve e.g. • Build brand awareness • Build brand loyalty • Increase enquiries • Increase bookings/sales
  8. 8. Objectives Specific and measurable. • Build brand awareness - Increase website traffic - Increase Facebook Page likes - Increase Twitter followers - Increase email database • Build brand loyalty - Increase Facebook Page post likes, comments, shares - Increase Twitter conversations • Increase enquiries • Increase bookings/sales
  9. 9. Audiences • Be specific • Look at sales records • Demographics; age, gender, location • Psychographics; interests, purchase habits • Ideal customers and buyer personas
  10. 10. Activities • Aims and Audiences provide focus • Relevant digital marketing activities • Budget, investment per booking/sale
  11. 11. Analytics • Targets based on aims and objectives • What can be measured on each channel • What is most important? • What other KPIs need to be considered?
  12. 12. Aims and Objectives Audiences ActivitiesAnalytics
  13. 13. Analytics • Website • Facebook Page • Twitter • Email marketing • Geo-location channels
  14. 14. Website Analytics Essential tools: • Google Analytics • Webmaster Tools Also consider heatmaps, e.g. Clickdensity, Crazy Egg
  15. 15. Google Analytics • Look beyond the Overview • Use Aims, Objectives and Audiences and work back • Explore, but keep it relevant • Use IP address filters to focus on “real” visitors • Create automated email reports
  16. 16. Segments • Create audience segments e.g. by location • Navigate through Google Analytics as segment
  17. 17. Traffic Sources • Direct; type URL directly into browser • Referral; click links from other sites • Search; via search engines, organic or paid • Other; enewsletters and campaign
  18. 18. Social media visitors • Social media referrals • Social visitor flow • Where are your most engaged social visitors from?
  19. 19. Mobile devices • Visitors via mobile devices • Specific types of mobile devices (user personas) • Different browsing habits, content, time of week etc
  20. 20. Goals Tracking and measuring website conversions
  21. 21. Lags to goal conversion • Time lag • Path lag
  22. 22. In-Page Analytics • Beta feature • Provides indication of clicks
  23. 23. Google Analytics summary • Work back from aims etc • Filters, e.g. internal IP • Locations, create segments for target areas • Languages, for international audiences • Traffic sources • Social media referrals • Mobile devices, visitor trends • Goals and Events • Conversions • Multi-channel funnels • A/B split testing
  24. 24. Facebook Page Insights • Likes • People Talking About This (PTAT or TAT)
  25. 25. Engagement Ratio = Likes / People Talking About This
  26. 26. Likes and Reach • Quality over quantity • Do demographics of fans match target audience? • Are you reaching your target audiences?
  27. 27. Review detailed Post Insights
  28. 28. Facebook Edgerank The Edgerank algorithm is based on: • Affinity; between user and creator • Weight; likes, comments, shares • Time Decay; since content produced
  29. 29. Export Full Data • Page Level Data • Post Level Data • Time sensitive
  30. 30. Facebook Page summary • People Talking About This • Engagement Rate: PTAT/Likes • Audience demographics • Reach • Insights details, e.g. clicks • Export detailed data, e.g. negative feedback • Check ins (for Places) • Key influencers and “super fans” • Facebook Advertising, conversion tracking
  31. 31. Twitter Quality over quantity
  32. 32. Twitter summary • Followers • Follower stats: gender, age, location • Conversations • Mentions and @replies (also untagged) • Retweets • Link clicks (social media tool or Bit.ly) • Klout, Kred, Twopcharts
  33. 33. Email marketing • Valuable complement to social media • Data and audience are owned • Segments; locations, age, gender, purchase habits • Targeted emails more effective
  34. 34. Campaign Reporting • Opens • Clicks, track flow through to enquiry/purchase • Bounces
  35. 35. Campaign Reporting • Opens over time • Test different days and time of days • Test subject lines • A/B split testing
  36. 36. Email marketing summary • Segment database • Targeted mail outs • Campaign reporting • Subscriber reporting • Social media shares, forwards • Clicks, track flow to enquiry/purchase
  37. 37. Geo-location and Directories • Google+ Local reviews • TripAdvisor • Facebook Places check-ins • Foursquare check-ins and comments • Yelp check-ins and reviews • Specific app check-ins and comments
  38. 38. In Summary • Aims and Objectives • Target Audiences • Business objectives and KPIs • Relevant activities, that are measurable • Focus on relevant statistics • Automate where possible • Review and refine
  39. 39. Thank you! Any questions? Erica Nistico Scout Digital Marketing @enistico @ScoutSocial

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