the measurement behind your integrated marketing strategy

@mackfogelson

THE MEASUREMENT BEHINDYour Integrated Marketing Strategy

MACK FOGELSON Founder & CEO | Mack Web

BEHOLDthe mountain

@mackfogelson

of success.

@mackfogelson

THE MOUNTAIN OF SUCCESS

@mackfogelson

THE MOUNTAIN OF SUCCESS

@mackfogelson

THE MOUNTAIN OF SUCCESS

@mackfogelson

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@mackfogelson

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@mackfogelson

NEWS FLASH !

YOU DON’T HAVE

2-3 YEARS TO BUILD A BRAND IF YOU CAN’T

PROVE VALUE !

http://www.refinery29.com/the-dodo/47#slide-1

ARE YOUR EFFORTSmoving the business

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forward?

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an integrated approach work?WHY DOES

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An integrated approach is about building a better business.

IMAGE CREDIT: https://40.media.tumblr.com/962ac2fd067df67f17bd3725b7224723/tumblr_n9nh01QUu11qlmppmo1_500.jpg

@mackfogelson

An integrated approach is about building a better business. This is a transformation that happens from the inside out.

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@mackfogelson

An integrated approach promotes and improves the business.

IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg

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An integrated approach promotes and improves the business. A variety of channels work together over time not just to grow the company but to advance it.

IMAGE CREDIT: http://www.hejorama.com/wp/wp-content/uploads/2012/10/Berlin-Towers.jpg

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An integrated approach builds an experience and a relationship.

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@mackfogelson

An integrated approach builds an experience and a relationship. Companies don’t have to be perfect, but they must be real, authentic, transparent, and human.

IMAGE CREDIT: http://31.media.tumblr.com/a2163656f18496b862a3dad95a782a3b/tumblr_n8q7h7Mge01qh424ko1_500.jpg

@mackfogelson

An integrated approach honors community and revenue.

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An integrated approach honors community and revenue. Communities form and grow around companies that have something meaningful at the core of the business beyond money. IMAGE CREDIT: http://33.media.tumblr.com/eb41d1b34861536c2884788c08d9ea24/tumblr_ncrx0zoqPr1rcrcdeo1_500.jpg

LET’S LOOK ATan example

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in real life.

@mackfogelson

Authenticity works its way from

the inside out

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@mackfogelson

doesn’t just sell wine.THEIR COMPANY

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doesn’t just sell wine.THEIR COMPANY

Their company changes women’s lives.

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Before

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After

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Telling real stories of real

people

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BUILD A BETTER BUSINESS

@mackfogelson

BUILD A BETTER BUSINESS

ATTRACT A STRONGER COMMUNITY

@mackfogelson

BUILD A BETTER BUSINESS

ATTRACT A STRONGER COMMUNITY

GROW YOUR AUDIENCE

& BRAND

@mackfogelson

integrated process work?HOW DOES AN

Growing Your Business

@mackfogelson

bit.ly/c3-mackweb

Through Community and Integrated Marketing

@mackfogelson

@mackfogelson

@mackfogelson

@mackfogelson

@mackfogelson

@mackfogelson

@mackfogelson

@mackfogelson

@mackfogelson

scommunicate value with an integrated approach?

HOW DO YOU

HOLD ON, KIDSthis is the part that

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can be kind of tricky.

@mackfogelson

I’m a leadI submit a form

I become a consultant

I interact

website

social

blog

offline

mobile

I interact

email

social

blog

offline

mobile

THE PATH TO CONVERSION

@mackfogelson

Start Finish

THE REAL PATH TO CONVERSION

YOU CAN’T ALWAYSdirectly measure

@mackfogelson

everything that you do.

COMMUNICATINGvalue always starts

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with goals.

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SO LET’S SAYthese are the goals

@mackfogelson

you want to accomplish.

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VISIONARY

GOALS

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BUSINESS & BRAND

GOALS

VISIONARY

GOALS

@mackfogelson

BUSINESS & BRAND

GOALS

VISIONARY

GOALSCAMPAIGN

GOALS

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VISIONARY1) Become a $50 million dollar company 2) Become a household name

IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735

@mackfogelson

BUSINESS & BRAND1) Attract more of the right leads 2) Earn their trust

IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/

@mackfogelson

1) Increase organic traffic by 30% 2) Increase lead conversions by 5% 3) Increase community conversation by 35%

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CAMPAIGN

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CAMPAIGN GOALS

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CAMPAIGN GOALS

BUSINESS & BRAND

GOALS

@mackfogelson

BUSINESS & BRAND

GOALS

VISIONARY

GOALSCAMPAIGN

GOALS

YOUR GOALSbreak down into tactics

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that you can measure.

YOUR TACTICSwill build

@mackfogelson

the integrated experience.

@mackfogelson

An integrated approach goes

deeper than optimizing a

lead form

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We assessed communication

gaps

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We identified persona

touch points

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We built persona pages

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We built content for the blog and social

media

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We curated content and

fostered community

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We helped their sales team adapt to a new

approach

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A

We conducted A/B Tests

B

MEASURING TACTICSto KPIs (one-to-one)

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doesn’t communicate value.

@mackfogelson

EMAIL Campaign Delivery Rate,

Open Rate, Click to Delivery Rate, Sessions,

Bounce Rate, Pages/Visit, Avg. Visit Duration, Sign ups

CONTENT Landing Pages (sessions, bounce rate, goals, page depth)

Pageviews by Channel

SOCIAL Impressions,

Followers, Amplification, Applause, Conversation,

Avg Engagement Rate, Total Clicks, Click Through Rate

SEO Organic Traffic, Historical

Sessions, Page Depth, Time on Page, Goals, Bounce

Rate, Branded Mentions

GOALSTotal Goal Completions for Goals

(segmented by marketing channels), Landing Pages for Conversions (top 10)

MULTI-CHANNEL FUNNELS Goals by first click, last click, and assists segmented by marketing channels

Goals from all last click interactions, assists and total segmented by marketing channels. Time Lag (days to conversions), Path Length

BE THOUGHTFULabout the story

@mackfogelson

your data is telling.

@mackfogelson

COMMUNICATE !

the power of

INTEGRATION AND THE RESULTS IT DRIVES AS A

WHOLE !

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KEEP THE FOCUS !

ON THE LONG TERM AND THE

BIG PICTURE TO STRESS PROGRESS TOWARD

GOALS !

IMAGE CREDIT: https://www.flickr.com/photos/jdhancock/4896996561

56% increase year/year

@mackfogelson

change over 8 months

91% increase year/year

108% increase in conversation

over 8 months

11% increase year/year

@mackfogelson

EMPHASIZE !

PROGRESS MADE FOR THE

BUSINESS AS WELL AS FOR THE

BRAND !

IMAGE CREDIT: http://www.pinterest.com/pin/545991154796612383/

@mackfogelson

11% increase year/yearBUSINESS

37% increase in lead form submissions over the last three months (Jul-Sep)

compared to the previous three months (Apr-Jun)

@mackfogelson

BUSINESS56% increase

year/year

@mackfogelson

BRAND91% increase

year/year

108% increase in conversation

over 8 months

@mackfogelson

BUSINESS & BRAND1:1 relationship

progress

THESE EFFORTSare the stepping stones

@mackfogelson

toward visionary goals.

“BUT WE DON’T RANK #1 FOR [ENTER KEYWORD HERE].”

!

- YOUR CLIENT

@mackfogelson

@mackfogelson

“AND P.S. WE REALLY WANT TOINCREASE OUR FOLLOWER COUNT.”

!

- THAT SAME CLIENT

@mackfogelson

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BRING THE CONVERSATION !

Back to Goals

IMAGE CREDIT: http://bit.ly/1sji9Dj

@mackfogelson

1) Become a $50 million dollar company 2) Become a household name

IMAGE CREDIT: https://www.flickr.com/photos/thereeljames/11133725735

VISIONARY

@mackfogelson

BUSINESS & BRAND1) Attract more of the right leads 2) Earn their trust

IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/IMAGE CREDIT: http://www.pinterest.com/pin/352547477051416145/

56% increase year/year

@mackfogelson

change over over 8 months

91% increase year/year

108% increase in conversation

over 8 months

11% increase year/year

@mackfogelson

THE MOUNTAIN OF SUCCESS

@mackfogelson

s

seize opportunities in the data?HOW DO YOU

“DON’T MEASURE ANYTHING UNLESS THE DATA HELPS YOU

MAKE A BETTER DECISION OR CHANGE YOUR ACTIONS.”

!

- SETH GODIN

@mackfogelson

@mackfogelson

@mackfogelson

Identify items in your reports

that can be integrated back

into strategy

@mackfogelson

Assign each item to members of your team and

keep track of progress

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Meet monthly to stay

accountable and assign new opportunities

FOCUS ON THEright things not just

@mackfogelson

the shiny things.

@mackfogelson

SHINY THING CHECK1) Does the opportunity align with goals? 2) Does it need to be addressed during

this 90-day iteration?

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CREATE A“future strategy” list

@mackfogelson

to guide your next 90.

@mackfogelson

@mackfogelson

s

these things about integrated.REMEMBER

@mackfogelson

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Nothing works in isolation.

@mackfogelson

Nothing works in isolation. All of your efforts work together to accomplish goals.

Image credit: IMAGE CREDIT: https://www.flickr.com/photos/pedromourapinheiro/5075612989

@mackfogelson

IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg

It’s not just about what you measure.

It’s not just about what you measure. It’s the story you tell.

IMAGE CREDIT: http://40.media.tumblr.com/270fd5dd292cfd18389e0159dc0687fa/tumblr_myy2fjOoMT1ri50lgo1_500.jpg

@mackfogelson

@mackfogelson

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Contrast breeds clarity.

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Contrast breeds clarity. Continually test and modify the KPIs you use to prove your value.

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THE MOUNTAIN OF SUCCESS

@mackfogelson

FOLLOW THESE KIDS@SteveWebb

@AnnieCushing @MSimmonds

@AyeletMackWeb

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