monitoring your web presence - kevin ekmark
TRANSCRIPT
Monitoring Your Web Presence
#RSAWebinar
Hello!I am Kevin EkmarkPresident/CEO of TrustWorkz
You can find me at:Twitter/Instagram: @KevinEkmarkSnapchat: kekmarkLinkedIn: linkedin/in/kevinekmarkTrade Show: Tall Red Head
You can’t improve what you don’t measure and monitor.
1.Why Monitor Your
Web Presence?
“The ROI of social media is that your business will still exist in 5 years.” - Erik Qualman
➜ Your website➜ Blog➜ Social media➜ Email marketing➜ Everywhere and anywhere that
your brand is mentioned.
There are things you can control, and things you can’t. But you can monitor.
Your Web Presence (a quick review)
➜ What’s working, what’s not➜ Adjust strategy, or go all in➜ Defend your rink/FEC ➜ Provide customer support➜ Make $$$ with the Internet
You have to be in it for the long game. NO SHORTCUTS ALLOWED.
Offense wins games, Defense wins championships
Slide #7, but #1 asset to monitor.
2.Monitoring Your
Website
“Content marketing is the only marketing left.” - Seth Godin
➜ You control everything➜ Find how guests find you➜ Where do they go?➜ Are you missing the sale?➜ How can you make it better?➜ Are you providing value?➜ Do they feel special?
Your website, your foundation
Know your numbers
➔ Who are they?➔ Where do they
come from?➔ What are they
doing?➔ Are they doing what
you want them to do?
Here’s the first place to find holes in your marketing. Your site.
Place your screenshot here
Where does your traffic go vs where you want them to go?
A. Book partiesB. SpecialsC. EventsD. Engage more (more
data too!)
You want to track all of these things. Are they converting to customers? Going back to Google (competition)?
Place your screenshot here
AB
C
D
Don’t forget your mobile visitors!
➔ What are your guests using?➔ Should you adjust graphics?➔ Announcement placement?➔ Where do they spend time?
Place your screenshot here
AKA: Digital Gold Mine
3.Social Media Monitoring
➜ Know your target audience➜ Who you are actually reaching➜ Content that’s engaging➜ What monetizes➜ Measure Ad strategy, PR,
customer service, brand building, etc
➜ Measure customer experience
Measure and Monetize
Know your audience
➔ Target market➔ Actual market➔ Are they engaged?➔ What are they
engaging with?
Facebook Insights as a wealth of information. Find what’s working, what’s not.
Place your screenshot here
99% moms & dads are engaging! Only 50% of 18-24*
3rd Party Measurement- Guest sentiment - Build complex
reports to show big picture
- Measure multiple accounts
- Some automation perks
We use Raven Tools, but Buffer & Hootsuite are also great options!
Tools for Measuring Social Media
Native Measurement- Best for sharing
content/posting- Access to more
data- Easily tie in
paid/unpaid campaign data
- Free & supported by the social co.
Raven Tools
Hootsuite
➜ Raven Tools - All Internet Marketing
➜ *Yext - reputation management➜ Google Analytics - site traffic➜ Google Web Master Tools - site
health➜ Facebook - Post and advertise
natively
Recommended Tools and Purpose
Additional Measurements
➔ Hashtags (events, brand name, etc)
➔ Location checkins (Instagram, Facebook, Twitter)
➔ Sentiment (3rd party tools)
➔ Google Trends (new shopping feature)
110k <3 & 803 comments!
2k <3
➜ Spend energy to reply - Don’t be lazy
➜ Acknowledge the love and the hate - BOTH MATTER
➜ Show gratitude - they could have chosen someone else
Show them the LOVE
When I hear people debate the ROI of social media, it makes me remember why so many business fail. Most businesses are not playing the marathon. They're playing the sprint.
They're not worried about lifetime value and retention. They're worried about short-term goals.
- Gary Vaynerchuk
Thanks!Any questions?You can find me at:Instagram/Twitter: @KevinEkmark or @TrustWorkz