Pub355: Doing the Math – Online Marketing KPIs

Doing the Math
#%$ or @;-P

Twitter @boxcarmarketing

Online marketing is how we relate to each
other and how we relate to the
organizations that serve us.

• Conversation

• Collaboration

• Community Test
monique@boxcarmarketing.com
twitter: @boxcarmarketing

It’s not the tools,
it’s how we use them


The Culture of the Web


Clay Shirky ...
that the web is a network of people who organize themselves


The Cluetrain Manifesto
• Markets are conversations.

• Markets are networks of people.

• Markets make buying decisions by talking
amongst each other.

• Companies are networks of people.

• Companies should use a human voice instead of
corporate-speak.


Open Brand
• There’s been a relationship shift in the way consumers relate
to products: before, during and after a purchase consumers
are engaging with each other through blogs, peer-reviews
and other interactive ways.

• Consumers are taking control over the messages that
brands once controlled.

• For brands to survive this relationship shift they must
engage with consumers within consumers’ communities.


7-Sentence Marketing Plan
Sentence 1: What is the purpose of your marketing?

Sentence 2: How will you accomplish your purpose?

Sentence 3: Who is your target market?

Sentence 4: What is your niche in the marketplace?

Sentence 5: What tools and tactics will you use to carry out your marketing?

Sentence 6: What is your business identity?

Sentence 7: How will you measure success and allocate time and budget?


Conversation, Collaboration,
Community

test
http://TheConversationPrism.com monique@boxcarmarketing.com

Online Public Relations
PRWeb, PRLeap


Have a look at the GA report for the Festival

There are 2 things businesses like to measure:

Things that lead to sales

Sales

Monique Trottier
@BoxcarMarketing

Monique Trottier
@BoxcarMarketing

Sales

Monique Trottier
@BoxcarMarketing

Google Analytics: Annotations

Monique Trottier
@BoxcarMarketing

KPI #1: Did we make money?
Did we spend our money wisely? Should we continue?

$$$ $$$
Investment Financial
Impact

Marketing Customer Non-ﬁnancial
Actions Reactions Impact

Monique Trottier
@BoxcarMarketing

Some times asked, what is the Conversion Rate?

•Conversion Rate = # of visitors who perform a desired
action / Number of visitors to a page

•At what rate (or %) do customers take our desired
action: buy a product, complete a form, etc.

$$$
Customers Financial
Impact

Calculate Conversion Rate
• If there are 100 visitors to the Purchase Tickets page and 5 people buy tickets,
then the conversation rate is 5%

100 Visitors to 5 Purchase
ticket page tickets

• (5 tickets/100 visits) * 100% = 5%

Test

KPI #2: What things lead to sales?
How can we do more of the things that make money?

$$$ $$$
Investment Financial
Impact

Marketing Customer Non-ﬁnancial
Actions Reactions Impact

Monique Trottier
@BoxcarMarketing


Twitter Followers Customer Feedback

RTs
Facebook Fans
Email Opens
Website Visitors
Press Mentions

Sales
Monique Trottier
@BoxcarMarketing


Acquisition Website Visitors, time on site

Number of pageviews, repeat visits,
Activation subscription (email, blog), account
sign-up (proﬁle data), Fan/Follower

Email Opens, Click-throughs,
Retention Repeat visits

Press Mention, RT,
Referral Refers 1+visitors to the site;
Refers 1+ visitors who activate

Sales
Monique Trottier
@BoxcarMarketing

Pirate Goals

What can we do to acquire
Acquisition Visitors to the site?

Do Visitors take action, like
Activation follow us, friend us,
subscribe?

Retention Can we retain visitors
attention?

Do they like us enough to
Referral recommend us?

Revenue Do they buy something?


Goals > Tools > KPIs
(Sentence #1) (Sentence #5) (Sentence #7)

Website Visitors, time on site,
referral traﬃc from YouTube,
Acquisition Flickr and other social media

Number of pageviews,
repeat visits, subscription
Activation (email, blog), Fan/Follower

Email Opens, Click-throughs,
Retention Repeat visits, Unsubscribes

Press Mention, Likes &
Shares, Retweets,
Referral Refers 1+visitors to the site;
Refers 1+ visitors who
activate

Event tickets, eCommerce
Revenue purchases


A simple Contest

• Reach a new audience or reinforce our connection to an existing audience

Goal Lifecycle Action Reaction KPI

@ / RT / Comment
Reach a new Response Visitors
Acquire Subscriptions
audience Listen Visit to the site
Activate (email/RSS)
(500 new visitors Introduce Subscribe Fan/Follower
during contest period) Retain
Return Account sign-up
Return Visits

@ / RT / Comment
Reinforce our Response Repeat visits
connection to Retain Talk Email opens
Visit the site
existing audience Referral Pitch CTR / Goal Funnel
Act Mentions
(15% of repeat visitors Revenue Thank
enter contest) Refer Referrals
Referrals who convert

A simple campaign to increase Online Sales

• Use Twitter or Facebook to inform prospects about special promotions.
• Exclusive, limited-customer/limited time offers.

Goal KPI

Increase monthly sales from SMM by 10% # monthly sales attributable directly to SMM

# Repeat customers from that group
Retain 80% of new customers
Unsubscribe rates

Test
Terroryaki! 7 Sentence Marketing Plan Draft 3

Goal Lifecycle Action Reaction KPI

How are you
going to
accomplish your Be as detailed as What can you
Be speciﬁc Persona
goal, what tools/ possible measure?
tactics will you
use?

Think about goal
think about
funnels, micro
where in the Summarize #2, Each point along
#, $, % actions, things
lifecycle your #5 the funnel
that inﬂuence a
persona is
sale

Section 7: KPIs

Detail how your costs breakdown. Location Outreach
Food & Drinks Prize
Press Release Ads

7%
8%
35%
10%

11%

29%
Test

How to Prepare for the Test Next Week

8 Questions Based on a Given Scenario. 3 Hours. No computer.

• Calculate Conversion Rate

• What makes a good press release headline, email subject line, tweet, FB status?

• Create 7-Sentence Grid View of a marketing plan

• What tools and tactics to use for a given scenario (and why)?

• Write a persona

• Twitter (@, RT, #)
Monique Trottier
• SPHERE @boxcarmarketing
• Budget

Draft 3: Due December 9 before 5 pm

•Email to monique@boxcarmarketing.com

•Survey: Peer Review

Pub355: Doing the Math – Online Marketing KPIs

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Pub355: Doing the Math – Online Marketing KPIs