e metrics social outreach strat (slideshare)
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Niche market: Social outreach strategyThursday, March 21st, 2013Judi Samuels
@chieflemonhead
Who is Our Kids Media Inc?Family owned & operated since 1997
Print magazines Camps & programs guide (1998) Private & independent schools and education
alternatives (1999)
Challenging people to think big, and helping them along the way
@chieflemonhead
#1 Trusted Source
@chieflemonhead
Complement
Replace
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We wanted to complement our print guides w/ a robust suite of resources on line. (Not replace.)
#1 Trusted Source
@chieflemonhead
Challenge #1
@chieflemonhead
Are we driving traffic?
@chieflemonhead
Understanding trafficBots vs. Humans
“In 2012, approx 10% of all web traffic came from bots” (Solve Media)
Bots aren’t bad
Increase real visits Branding - People need to know you Distribution – People need to find you
@chieflemonhead
Do people know you?
93% of online experiences start with a search engine
92% of people trust word-of-mouth
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Do people know where to find you?
The Marketing Mix is REAL
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Challenge #2
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Are we inviting the
right visitors?
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The right visitorsBounce rate (Blast Analytics & Marketing)
On a content website, 40-60% of the traffic will bounce.
On a blog site, 70-98% of the traffic will bounce
Reduce bounce rate Ensure the content responds to the search Ensure calls-to-action draw the audience deeper
Content
You only have :20 seconds to capture & hold your audience’s attention.
Does the content respond to the search?
@chieflemonhead
Call-to-action
Two words:
Business. Objective.
Connect your audience’s path to achieving your goals.
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Challenge #3
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Do they know what we’re talking about?
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Educate
58% of Americans conduct an online research before buying
21% of Americans say they conduct this type of research every day
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Communicate
Communication is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behaviour.
Wikipedia, 2013
@chieflemonhead
Goal - 500 families
@chieflemonhead
Challenge #1: TrafficBrand:
15 years 200+ camps, activities and programs 14th issue of the Camp & Program Guide in 2013 3rd annual Camp Expo in 2013 30% repeat online visits
@chieflemonhead
Advertising
Unique URLs to track all activity!
Google Analytics:Referral traffic
SEO content – responds to search
Challenge #2: Visits
@chieflemonhead
CTA: front & centre
Google Analytics:www.ourkids.net/campexpo
@chieflemonhead
Google Analytics:www.ourkids.net/campexpo
Challenge #3: Understanding Leverage members
Over 200 members
Empower ambassadors Recruited local ambassadors
Engage communities 5,200 Twitter followers 2,700 Facebook page likes 140 Pinterest followers
Tell the story Website Daily blog @chieflemonhead
Results
Full 1st page of results
Get Squeeze
Beyond URL shortener: connect digital content value to business performance
www.getsqueeze.com
Connect w/ me for more info
Complete understanding of the value provided by each partner & comms activity.
Results 332 families attended
66% of goal (500), but 33% of registered families 3% increase year-over-year (322 families in 2011)
58 exhibitors 19 new exhibitors (33% new) 39 repeat exhibitors (67% repeat)
50% of visits to the Camp Expo site came from partnerships
Positioned as premier event in the field
@chieflemonhead
Testimonials“Getting 3 registrations onsite was quite a proud moment for us, and thank you for hosting such a qualified event.”
Camp Member
“It was so nice to be able to speak directly to Camp and Program directors. We’ve shortlisted our selection to two options and will make a decision tonight.”
Parent
@chieflemonhead
What did we learn?The Camp Memory ambassador blogging did
not deliver what we had expected, but we solidified some valuable partnerships.
The larger population of our market socializes on Facebook and reads blogs.
We would like to drive web traffic deeper into our web content, to explore other resources.
We had over 1,000 families register but only 332 attended.
@chieflemonhead
The 140
In short…Your brand is what tells people they are dealing
with a real business. Do they know you?
Your marketing mix is not single-channeled. Consider your audience, your message and your distribution.
You have 20 seconds to capture your audience’s attention on your website. What’s the first thing your audience sees?
@chieflemonhead
In short…ROI is not a dirty term. You’re in business; be
clear about your objective, and make sure you’re guiding your audience.
Seize the opportunity to educate. Not everyone knows your business, even if they need it. They’re looking for information.
Communication is a 2-way street. Social channels empower 2-way communications. Engage, engage, engage.
@chieflemonhead
Last, but not least
MEASURE, ANALYZE, MODIFY
@chieflemonhead
Niche market: Social outreach strategyThursday, March 21st, 2013Judi Samuels
@chieflemonhead
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