goal driven web strategy
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GOAL-DRIVEN WEB STRATEGY �Implementing Technology with an Eye on ROI
Return on Investment:
the magic number that will make you look like a golden god
Photo Credit: http://www.flickr.com/photos/andyfitz
What is the difference between MARKETING and COMMUNICATIONS ?
Communications makes
marketing tactics tangible “
”
Cartoon
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?
SET STRATEGY
⇒ What does success look like?
⇒ Marketing goals should relate
back to the business goals
of the institution
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?
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
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
EXECUTE YOUR COMMUNICATIONS
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?
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.
SET UP TRACKING
Two Key Tools:
⇒ Goals
⇒ URL Builder
STEP ONE: SET UP�A GOAL / FUNNEL
http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578 STEP TWO: BUILD A CAMPAIGN URL
STEP THREE: PUT THE TWO TOGETHER
Goal Conversion STEP THREE: PUT THE TWO TOGETHER
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
ROI CALCULATOR http://www.marketingtoday.com/tools/roi_calculator.htm
DOLLARIZE EVERYTHING
Assigning a monetary
value to your results
gives you a common
denominator to compare costs to
outcomes
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”
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
ROI Results
SHARE YOUR SUCCESS
⇒ Make it tangible
⇒ Give it context
⇒ Offer recommendations
BREAKING DOWN TACTICS
THE DIRTY LITTLE SECRET OF
E-MARKETING
EMAIL MARKETING: WHAT IT’S GOOD FOR
⇒ Increase online
applications
⇒ Register online for an
event
⇒ Bring in online gifts
⇒ Start a conversation
FACEBOOK ADS
FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
FACEBOOK ADS: WHAT ARE THEY GOOD FOR?
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.
⇒ 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
FACEBOOK ADS: HOW YOU MEASURE ROI
BLOGS
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
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
SOCIAL NETWORKS
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
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?
BOTTOM LINE ON MEASUREMENT
How much did
achieving your goals relate directly back to
the bottom line of my institution?
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
Karlyn Morissette www.dojo-web.com DoJo Web Strategy www.karlynmorissette.com
karlyn@dojo-web.com www.doteduguru.com www.linkedin.com/in/karlynmorissette www.twitter.com/KarlynM
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