goal driven web strategy
DESCRIPTION
You can't measure online marketing initiatives if you don't build them out correctly from the start. This presentation shows you how to put your online initiatives into a marketing framework and then measure their return on investment. Specifically geared towards higher education.TRANSCRIPT
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GOAL-DRIVEN WEB STRATEGY �Implementing Technology with an Eye on ROI
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Return on Investment:
the magic number that will make you look like a golden god
Photo Credit: http://www.flickr.com/photos/andyfitz
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What is the difference between MARKETING and COMMUNICATIONS ?
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Communications makes
marketing tactics tangible “
”
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Cartoon
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MARKETING FRAMEWORK
1. SET STRATEGY: What are your higher level goals? What does success look like?
2. PLAN TACTICS: What types of communications will we use to achieve our goals and how will we measure results?
3. EXECUTE COMMUNICATION: Communicate with your audience using planned tactics.
4. ASSESS RESULTS: Did we achieve our goals? What can we do better next time?
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SET STRATEGY
⇒ What does success look like?
⇒ Marketing goals should relate
back to the business goals
of the institution
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PLAN TACTICS
⇒ What medium is the best way to
articulate your message?
⇒ What is the strategy for the
communication?
⇒ How are you going to measure it?
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TIME IS MONEY
Planning not only includes
strategy, but also infrastructure.
Will an in-house solution or an
outsourced one be more cost
effective?
Photo Credit: http://www.flickr.com/photos/8011986@N02
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STEP ONE: �Employee’s Salary�+ 1/3 Salary (benefits)�==================�Total Salary STEP TWO: Total Salary / 2080 =============== Hourly Wage
STEP THREE: �Hourly Wage�X Number of Staff Hours�==================�Internal Cost
Photo Credit: http://www.flickr.com/photos/8011986@N02
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EXECUTE YOUR COMMUNICATIONS
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ASSESS YOUR RESULTS
⇒ What was achieved as a direct result of the communication?
⇒ Did that conversion result in a return?
⇒ What can I do better next time?
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EXAMPLE: EMAIL MARKETING
Set up tracking for an email that is
sent out to prospects, encouraging
them to fill out an online
application for admissions.
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SET UP TRACKING
Two Key Tools:
⇒ Goals
⇒ URL Builder
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STEP ONE: SET UP�A GOAL / FUNNEL
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http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578 STEP TWO: BUILD A CAMPAIGN URL
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STEP THREE: PUT THE TWO TOGETHER
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Goal Conversion STEP THREE: PUT THE TWO TOGETHER
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Figure out ROI on an email
campaign that sent out 3,000
emails, had 358 click throughs,
resulting in 130 applications. The
email took 2 hours to complete, at
the cost of $40/hr staff time and
$0.015/per email.
EXAMPLE: EMAIL MARKETING
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ROI CALCULATOR http://www.marketingtoday.com/tools/roi_calculator.htm
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DOLLARIZE EVERYTHING
Assigning a monetary
value to your results
gives you a common
denominator to compare costs to
outcomes
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ASSIGNING VALUE
Average Tuition Paid: $20,000/year
Conversion rate from application to enroll: 20%
20% of $20,000 is $4,000
$4,000 IS OUR “AVERAGE PROFIT PER SALE”
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VALUES FOR THE CALCULATOR
⇒ Number of Pieces: 3,000
⇒ Total Program Costs: ($0.015 X 3,000) + ($40 X 2) = $125
⇒ Response Rate: 358 clicks/3,000 = 11.93%
⇒ Conversion Rate: 130 apps/358 = 36.31%
⇒ Average Profit Per Sale: $4,000
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ROI Results
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SHARE YOUR SUCCESS
⇒ Make it tangible
⇒ Give it context
⇒ Offer recommendations
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BREAKING DOWN TACTICS
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THE DIRTY LITTLE SECRET OF
E-MARKETING
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EMAIL MARKETING: WHAT IT’S GOOD FOR
⇒ Increase online
applications
⇒ Register online for an
event
⇒ Bring in online gifts
⇒ Start a conversation
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FACEBOOK ADS
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FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
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FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
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FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
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FACEBOOK ADS: HOW YOU MEASURE ROI
⇒ Use a Google Analytics campaign URL
⇒ Set up a goal or create a unique landing page to track
conversion.
⇒ Assign a value and use the ROI
calculator.
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⇒ Number of pieces: The total number of impressions
⇒ Program costs: The total amount paid for the ads, plus staff time.
⇒ Response rate: The percent of people who clicked on the ad
⇒ Conversion rate: The percent of people fulfilled the call-to-action
⇒ Average profit per sale: The value you assign to them fulfilling the action
FACEBOOK ADS: HOW YOU MEASURE ROI
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FACEBOOK ADS: HOW YOU MEASURE ROI
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BLOGS
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BLOGS: WHAT ARE THEY GOOD FOR? ⇒ Provide authentic stories of
the student experience
⇒ An opportunity for
interaction with current
students
⇒ Make institutional announcements and
calls-to-action
⇒ Gain insight into the minds
of your audience
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BLOGS: HOW CAN YOU MEASURE ROI?
⇒ Conversion, if you have a call to action
⇒ Readers: Cost of advertising in a similar
content channel
⇒ Comments: Cost of a focus group, if it
provides insight
⇒ Anecdotal: Take it on a case-by-case basis
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SOCIAL NETWORKS
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SOCIAL NETWORKS: WHAT ARE THEY GOOD FOR?
⇒ Allowing your audience to become a friend/fan/follower of your institution
⇒ Engaging incoming students over the summer to prevent “sugar off ”
⇒ Giving alumni volunteers a way to interact with each other and share tips
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SOCIAL NETWORKS: HOW YOU MEASURE ROI
⇒ Easy dissemination of information: What would it
cost you in over mediums? What was your
conversion rate with calls-to-action?
⇒ Ease sugar off: Did the percentage of summer sugar off go
down? How much value does that translate into?
⇒ Support alumni volunteers: Where your volunteers more
successful as a result? What value does that translate into?
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BOTTOM LINE ON MEASUREMENT
How much did
achieving your goals relate directly back to
the bottom line of my institution?
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KEY TAKEAWAYS
⇒ Start with bottom-line
related goals, not with
the technology
⇒ Measure everything
⇒ Dollarize your results to
calculate ROI
⇒ Always ask what you can
do better next time
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Karlyn Morissette www.dojo-web.com DoJo Web Strategy www.karlynmorissette.com
[email protected] www.doteduguru.com www.linkedin.com/in/karlynmorissette www.twitter.com/KarlynM