webcast: how to measure construction marketing results

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Webcast: How to Measure Construction Marketing Results

The Newest Rules

November 15, 2010

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Welcome

Moderator/Speaker:

Neil Brown

Chairman

Construction Marketing Association

neil@ConstructionMarketingAssociation.org

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Welcome

Speaker:

Pavel Solyak

Social Media Mgr.

The Chamberlain Group

pavel.solyak@Chamberlain.com

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Agenda – Measuring Marketing

1. Why measuring marketing is important?

1. The three (3) types of marketing measurement

1. Traditional measures

2. Internet measures

3. Social media monitoring

2. How Chamberlain Group Measures marketing

3. Summary: How to measure construction marketing

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Why is Measuring Marketing Important?

1. A recent construction marketing survey identified measuring and reporting marketing results as THE TOP PRIORITY, beating even internet and social media

2. With the lingering construction recession, marketing is being scrutinized more than ever

3. Growing interest in mainstream marketing for metrics, dashboards, marketing automation

4. Depending on scale of company or program, measurement can range from simple to a variety of complex methods and approaches

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

3 Broad Types of Marketing Measurement

1. Traditional methods of measuring, including marketing research

2. Internet-based measures

3. Social media monitoring

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Traditional Marketing Measurement

Some of the traditional methods of measuring marketing results might be the most critical:

1. Financial: sales revenue, unit volume, gross margins

2. New customers

3. Qualify source of exposure (how they found out about company)

4. Inbound telephone calls

5. Trade show/event inquiries

6. Print advertising promo codes

7. Publicity placements (hard copy clips)

8. Customer/prospect database entries (sales, service, CRM, SFA)

9. Customer status: new customer acquisition, customer retention, dormant customer, lost customer

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Traditional Marketing Measurement

Another traditional approach to measuring marketing results is marketing research, in a variety of types and methods:

1. Secondary research (publicly available, e.g., internet, publications, associations

2. Primary research (custom, surveys, interviews, focus groups, etc.)

3. Syndicated research (for fee from research firms, analysts, e.g., Forrester, Frost & Sullivan)

4. Examples of research measures: market sizing/market share, brand awareness, brand preference, customer satisfaction, competitive intelligence, market trends)

5. For specialized markets, research may be the only measures

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Traditional Marketing Measurement

A challenge of traditional measures is relating back to specific campaigns or initiatives:

– Always use direct response offers or promotional codes

Most construction products sell through channels of distribution or retailers

– End user insight must be provided by channel partners or retail POS data (often syndicated research, e.g. IRI, Nielsen)

Traditional measures can be integrated with Internet marketing

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Internet Marketing Measurement

With construction marketing increasingly emphasizing Internet, measures are more often Internet-based:

1. Website statistics (from host provider including traffic, by day and time)

2. Google Analytics (Visits, Page Views, Pages/Visit, Bounce Rate, Average Time (stickiness), Traffic Source (Engines, directories, etc., geography)

3. Search Engine Optimization (SEO) measures: e.g. websitegrader.com measures meta coding, indexed pages, links, RSS conversion, social media integration (Blogs, Twitter)

4. Website registrations via contact forms, registration pages, e-commerce, surveys; registrations for newsletters, warranties, catalog or literature requests, downloads, promotions, events, training programs, webcasts and seminars, RSS feeds (blogs or news), LinkedIn Connections, LinkedIn groups

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Sample Google Analytics Dashboard

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Internet Marketing Measurement

When utilizing an Email Service Provider (ESP) to develop and distribute email campaigns, robust metrics are provided:

1. Deliverability

2. Bounces (bad email addresses, hard vs. soft)

3. Open rates (average 5-20%)

4. Click-through rates (CTR, average 10%)

5. Opt-outs (removal requested)

Examples of ESPs include: iContact, Benchmark, Constant Contact, MailChimp

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Measuring Marketing

Sample Email Dashboard

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Internet Marketing Measurement

When utilizing electronic newswire distribution services like PRNewswire, BusinessWire or PRWeb, each provides placement tracking

Google Alerts identifies keyword mentions, and will be covered in social media monitoring

A new technology call Urchin Tracking Modules or UTMs track website traffic via subdomains and Google Analytics and can be used for print ads, banners and more

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Sample PRWeb Dashboard

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Social Media Monitoring

With the explosion of social media, we are pleased to share some of the features and tools for key platforms, bookmarking and monitoring:

1. YouTube lists total channel views, upload views, launch/join date, subscribers; YouTube metrics system (INSIGHT) has dashboard statistics including view detail and demographics (age, gender, geography++)

2. Facebook has added business-friendly features including fan pages, custom tabs and the “Like” button; Facebook metrics system (INSIGHTS) identifies page interactions and demographics

3. Twitter does not offer metrics directly, but Followers and Tweets can easily be identified. The WeFollow.com directory ranks influence of a Twitter profile via keywords based on relevant Tweets, Retweets and listings. Bit.ly is a link shortening tool that allows measurement of link click-through. TweetDeck and HootSuite are dashboard tools for Twitter+

4. Bookmarking tools build Internet search authority, with several free services measuring and archiving bookmark activity including Digg, Delicious and StumbleUpon

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Sample YouTube Dashboard

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Sample Facebook Dashboard

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Social Media Monitoring

Blogs are monitored via Google analytics, Retweets, Likes, comments, bookmarks, links and more

Social media monitoring tools identify keyword mentions across the social-sphere. Radian6 is one of the most popular, user-friendly and powerful:

1. Monitors keywords across the the entire Internet including blogs, social profiles, forums and more.

2. Monitors company, brand and topic mentions; provides links to specific mentions; excellent graphics for trend analysis

3. Available on a subscription basis

Google Alerts are a simple but powerful tool to have links to keywords or keyword strings delivered to your email

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Measuring Marketing

Blog Measures

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Blog Measures

Measuring Marketing

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Sample Radian6 Dashboard

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Guest Speaker

Pavel Solyak

Social Media Mgr.

The Chamberlain Group

pavel.solyak@Chamberlain.com

Tools for Social Media

Monitoring

Set an Objective

Increase trafficBuild links (SEO)Customer supportCustomer feedback Listen to conversation

Facebook

YouTube

Twitter

Radian6

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Measuring Marketing

Webcast Summary

1. In a soft market, measuring marketing results is critical

2. Measuring marketing results ranked as the highest priority of construction marketers in a recent survey

3. There are 3 broad types of measures: traditional measures, Internet measures and social media monitoring

4. Traditional measures include financial (sales, volume), sales inquiries, market research, news placements and more

5. Internet measures include web stats, Google Analytics, SEO measures, email metrics, news placements and related

6. Social monitoring includes top platforms (YouTube, Facebook, Twitter), social bookmarking, and new tools like Radian6

7. Google Alerts is a simple tool for tracking keyword mentions

©2010 Construction Marketing Advisors. All Rights Reserved.CONFIDENTIAL DOCUMENT

Q&A

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Thank You!

The Construction Marketing Association (CMA) is a network of marketing managers and executives in construction-related fields. CMA provides professional development and training, resources and information, networking and recognition.

Find us:

www.ConstructionMarketingAssociation.org

www.ConstructionMarketingBlog.org

Twitter.com/ConstructMarket

Facebook.com/ConstructMarket

LinkedIn.com (Construction Marketing Association Group)

Next Webcast: Lead Generation Best Practices – Construction

December 15, 2010