E metrics social outreach strat (slideshare)
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E metrics social outreach strat (slideshare)
- 1. Niche market: Social outreach strategy Thursday, March 21st, 2013 Judi Samuels @chieflemonhead
- 2. Who is Our Kids Media Inc? Family owned & operated since 1997 Print magazines Camps & programs guide (1998) Private & independent schools and education alternatives (1999) Challenging people to think big, and helping them along the way @chieflemonhead
- 3. #1 Trusted Source @chieflemonhead
- 4. Complement We wanted to complement our print Replace guides w/ a robust suite of resources on line. (Not replace.) @chieflemonhead
- 5. #1 Trusted Source @chieflemonhead
- 6. Challenge #1 @chieflemonhead
- 7. Are we driving traffic? @chieflemonhead
- 8. Understanding traffic Bots vs. Humans “In 2012, approx 10% of all web traffic came from bots” (Solve Media) Bots aren’t bad Increase real visits Branding - People need to know you Distribution – People need to find you @chieflemonhead
- 9. Do people know you? 93% of online experiences start with a search engine 92% of people trust word-of- mouth @chieflemonhead
- 10. Do people know where to find you? The Marketing Mix is REAL @chieflemonhead
- 11. Challenge #2 @chieflemonhead
- 12. Are we inviting the right visitors? @chieflemonhead
- 13. The right visitors Bounce rate (Blast Analytics & Marketing) On a content website, 40-60% of the traffic will bounce. On a blog site, 70-98% of the traffic will bounce Reduce bounce rate Ensure the content responds to the search Ensure calls-to-action draw the audience deeper
- 14. Content You only have :20 seconds to capture & hold your audience’s attention. Does the content respond to the search? @chieflemonhead
- 15. Call-to-action Two words: Business. Objective. Connect your audience’s path to achieving your goals. @chieflemonhead
- 16. Challenge #3 @chieflemonhead
- 17. Do they @chieflemonhead know what we’re talking about?
- 18. Educate 58% of Americans conduct an online research before buying 21% of Americans say they conduct this type of research every day @chieflemonhead
- 19. Communicate Communication is the activity of conveying information through the exchange of thoughts, messages, or information, as by speech, visuals, signals, writing, or behaviour. Wikipedia, 2013 @chieflemonhead
- 21. Goal - 500 families @chieflemonhead
- 22. Challenge #1: Traffic Brand: 15 years 200+ camps, activities and programs 14th issue of the Camp & Program Guide in 2013 3rd annual Camp Expo in 2013 30% repeat online visits @chieflemonhead
- 23. Advertising Unique URLs to track all activity!
- 25. SEO content – responds to search
- 26. Challenge #2: Visits CTA: front & centre @chieflemonhead
- 27. Google Analytics: www.ourkids.net/campexp o @chieflemonhead
- 29. Challenge #3: Understanding Leverage members Over 200 members Empower ambassadors Recruited local ambassadors Engage communities 5,200 Twitter followers 2,700 Facebook page likes 140 Pinterest followers Tell the story Website Daily blog @chieflemonhead
- 30. Results
- 31. Full 1st page of results
- 32. Get Squeeze Beyond URL shortener: connect digital content value to business performance Connect w/ me for more info www.getsqueeze.com
- 33. Complete understanding of the value provided by each partner & comms activity.
- 34. Results 332 families attended 66% of goal (500), but 33% of registered families 3% increase year-over-year (322 families in 2011) 58 exhibitors 19 new exhibitors (33% new) 39 repeat exhibitors (67% repeat) 50% of visits to the Camp Expo site came from partnerships Positioned as premier event in the field @chieflemonhead
- 35. Testimonials “Getting 3 registrations onsite was quite a proud moment for us, and thank you for hosting such a qualified event.” Camp Member “It was so nice to be able to speak directly to Camp and Program directors. We’ve shortlisted our selection to two options and will make a decision tonight.” Parent @chieflemonhead
- 36. What did we learn? The Camp Memory ambassador blogging did not deliver what we had expected, but we solidified some valuable partnerships. The larger population of our market socializes on Facebook and reads blogs. We would like to drive web traffic deeper into our web content, to explore other resources. We had over 1,000 families register but only 332 attended. @chieflemonhead
- 37. The 140
- 38. In short… Your brand is what tells people they are dealing with a real business. Do they know you? Your marketing mix is not single-channeled. Consider your audience, your message and your distribution. You have 20 seconds to capture your audience’s attention on your website. What’s the first thing your audience sees? @chieflemonhead
- 39. In short… ROI is not a dirty term. You’re in business; be clear about your objective, and make sure you’re guiding your audience. Seize the opportunity to educate. Not everyone knows your business, even if they need it. They’re looking for information. Communication is a 2-way street. Social channels empower 2-way communications. Engage, engage, engage. @chieflemonhead
- 40. Last, but not least MEASURE, ANALYZE, MODIFY @chieflemonhead
- 41. Niche market: Social outreach strategy Thursday, March 21st, 2013 Judi Samuels @chieflemonhead
Notes de l'éditeur
- INTRO PARAGRAPH
- I’d like to introduce you to Our Kids Media Inc. Some of you may be familiar with the name, and may have even seen our guides (SHOW GUIDES).Our Kids Media was founded in 1997 by Polish immigrants (to Canada). While raising two daughters and expecting a son, the founders of Our Kids Media were wading through complex information in terms of making education and program choices for their children. Was private school accessible? Would camp be worthwhile? What other activities could the children participate in to develop and grow their strengths?Our Kids Media was first created with Canada’s Camp & Program guide, the first of its kind at the time; followed by the Private School Guide. The impetus being the family’s own struggles in finding the right information to make the right decisions, their motivation – to ensure that other families would have a trusted place to go to find answers and connect.click
- In addition to the guides, Our Kids Media grew to offer a suite of products and services to support and empower families to be informed, and be in position to make the right decisions. The Expos are unique, one-of-a-kind tradeshows: connecting schools or camps directly with the families seeking them out. Websites were launched – covering everything from the benefits of these alternatives, to how you can afford them! Our online directory mirrors our print directory, but has a few additional options, agate listings and offers the user direct access to emailing, calling or visiting the member’s website.The Marketing Academy is a service we offer our members… to support them in their marketing initiatives. Some members are sales people and marketers by trade, but many are small businesses following their passion. For the founders of Our Kids Media, supporting the member community in better reaching and communicating with their audience helps those families by offering them better information for decision-making.Click
- As the online world grew in importance and Our Kids wanted to continue engaging our audience with a complete suite of resources, Our Kids didn’t want to lose our print readership; this audience still really really likes the full guide. We have only decreased our print distribution by 20% over the past 5 years (from 250K to 200K copies), but the overall distribution increased by 4% as we launched the guide in digital format with more than 60,000 full downloads per guide per year (totaling a delivery of 260K copies – both in print and digital).So, what we wanted to do was create tools and resources that would complement the guides, not replace them. We wanted to make sure that Canadian families had the information they needed, in the format they wanted to make these complex decisions.Click
- So we’ve enhanced an already robust website with personal experiences, tips and advice in a daily blog, and social outreach via Facebook and Twitter. We also use Pinterest and Google+; and for our members, we are increasing our use of LinkedIn.These resources, together, reach over 1.5 million Canadians each year. 1.5 million is a tally of monthly web visits, blog visits, social community, Expo attendance and magazine delivery. Could be a “repeat” number.There is nothing small about these numbers; but we are always keeping a strategic eye on what we do, how we do it and most importantly – allowing why we do it to guide us.With that in mind, we have 3 business challenges we always keep an eye on, plan for and measure to make sure we are delivering! Let’s focus on our digital space:Click
- Our first challenge?click
- Are we even driving traffic to this digital suite of resources?Are we driving real people to the website?Is the traffic staying on the website?click
- In 2012, Solve Media – an advertising agency out of the US – released a study announcing that approximately 10% of all web traffic came from bots.A bot is essentially a piece of technology that runs a task over the Internet. It’s not necessarily a bad thing… Bots can crawl your website to make sure they are properly indexed for search engines. You actually want those bots to visit your site… and, you need to make sure you are giving them the right information so that you can rank in search engines.And although we are thrilled when bots are indexing our website properly, we need real people to actually make us a business. So, how do we get people to us?click
- Branding is criticalI don’t want to spend a ton of time on branding; but I just want to reinforce the value of a solid brand. You really have to have this squared away internally:Who are you?What do you stand for?Why do you get up in the morning?Why should people care?What do you offer?This is critical because people want to do business with people they trust. They’ll hear or read about you, and over 9/10 times, they’ll search for you. For your website, for your reviews, for what you offer. If, and this happens a lot, people get information about you online and it isn’t favourable, it won’t really be beneficial, now will it.So, yes – Branding is critical. And it should be the first thing you build, you understand, you share and you train for.click
- If people know you, and you have a website (or online content), it’s not enough! You must drive traffic to your site!How are you sharing your content?Offline advertising?SEO?Social outreach?Never forget that you are looking at all channels within a marketing mix. Channels don’t change, don’t die and don’t go away – they evolve and work differently with new, integrated channels to create a stronger call-to-action and value for your audience.SEO is so pivotal to the success of your online identity – remember that 93% of online experiences start with search. People are starting to get savvy – as are the search engines. Organic is viewed as stronger than paid, and to strengthen organic SEO, your content must be robust, the links that drive to your site should be organic, and the more people (online) talk about you, the better you rank. And remember: be real! Don’t stuff keywords or artificially create backlinks to your site. The engines do not like that!And, with 92% of people trusting word of mouth over traditional advertising, the power of social platforms has never been stronger! Word of mouth doesn’t have to come from people you know “IRL”; it has to come from people you trust! People are confirming that they have friends online that they have never met “live”.Are you optimizing your use of these channels and strategies?click
- Next challenge:click
- Are we inviting the right visitors? Making them feel welcome? Are they real?Are they staying on the website?click
- A bounce rate simply means that whomever visited your site either backed out, closed the page or immediately typed in another URL. This actually happens a lot with blogs – people come to read the daily article, and then they leave. You should always want to reduce that bounce rate and engage your audience to read deeper. But the bounce rate isn’t always bad, especially as a product of the nature of the platform. If people – for example – enjoyed your post and then told all their friends (even though they “bounced”), they still had a great experience.There are ways to reduce the bounce rate – on your website and on your blog, though, and you should take as many steps as you can to make your guests feel welcome, and want to stay.First, remember that 98% of online experiences start with a search: you need to be familiar with what searches are drawing people to your site, then make sure your content is delivering the response your audience wants! Second, you need to lead your audience a bit deeper; let them know what you’re about. Without being intrusive or invasive, you need intelligent and valuable calls-to-action to pull your audience deeper. When it comes to online activity – people respond a bit more to “being told”, so don’t be afraid to use words like: click here, register now, download today.click
- Even more importantly… sometimes, all you HAVE is :20 seconds. In fact, that’s about all the time you have to capture your audience’s attention online.You need to know what you stand for… your content absolutely must be on brand.But, you also need to know how people find you: what are the search terms that lead them to you? What are the conversations that lead them to you? Make sure your content responds…Using SEO strategies and tools – even using simple tools like Google’s Keyword Tool & Google Trends can help you start – provides insight to what people are looking for within your industry. And using your analytics program should also provide you with information on how people are searching for your content. Pay attention, strengthen and enhance your content to respond.If your content doesn’t clearly and quickly respond to the search query, you’ve lost the visitor.click
- Once you have your audience’s attention, it’s time to pull them in deeper and get to your business objectives. In the end, we are still reaching for the ROI – that metric never goes away. For us, it is imperative to deliver a captive audience to our members (the schools and camps who list with us), and one who is visiting their profiles, and ideally connecting with them. That’s the ROI for our members.When it comes to online activities, people need to be led… it’s ok to ask your audience to do exactly what you want them to: “Check out our schools”, “watch our alumni video”, “download our latest ebook”.click
- And finally…click
- And, this is perhaps the most important piece of the puzzle… our audiences are looking for the best alternatives for their children. This is complex stuff!What is private school anyways? Is it a better option for my child than public school? Is camp really worthwhile?These are very serious questions, with very serious implications for a family… click
- In fact, 58% of American Internet users (according to Pew Research) are conducting online research prior to buying… they are looking to be educated. There is a huge opportunity through social channels: twitter, facebook, linkedin, google+ and blogs to share and educate.Your website should be crystal clear – when people get to your site, they want to find what they want, quickly. If people are exploring your social channels, they are likely looking to be educated. Take advantage of those channels to showcase your expertise, to teach, to educate, to communicate… but:click
- Always remember the real definition of communication… the notion of exchange is central to the value of communication.Today, more than at any other time, people want to be communicated WITH, not communicated TO. And, the merits of social media platforms are hotly debated, but what cannot be denied is the very real fact that they have been very quickly adopted and are consistently used – by both professionals and consumers, world-wide.click
- Those are the 3 questions we are always trying to solve – no matter what we do. It’s important to note that over the past 6-8 months, Our Kids has emphasized focus on analytics and insights. This year, we were able to start looking more deeply at what we’re doing and how it’s impacting the outcome of our business.So, we’ll look at our 3rd annual Camp Expo was held this past February at Roy Thomson Hall, here in Toronto. We dug a little deeper into our results to set benchmarks for our future events: school expos in the fall and the 4th annual camp expo next Feb.Let’s take a look:click
- We had taken some lessons, of course, from the previous years… We’ve always hosted the Expo at Roy Thomson Hall – in the area around the auditorium, so the layout is circular – like a donut.For optimal logistics: traffic, time spent with each camp, optimal number of families that each camp can meet. The formula has led us to a top end of 500 families – approximately 1000 people. This, in theory, would allow each family to spend about 2min with each of our 50 exhibiting camps; and within 5 minutes, the key messages can be picked up. So, we set out to get 500 families registered AND attending the 3rd annual Camp Expo.click
- So, we went through the 3 challenges we always seek to overcome…First, our brand – in this space, our audience knows us. We are lucky in that sense; but we can never rest. So, combining our existing strength…click
- We set out to remind people of the brand they knew… we advertised in local papers, on the radio, on partner websites. Each ad had a unique tracking URL or promo code embedded in the call-to-action. The idea is to make sure we could evaluate the value of each advertising activity.click
- Using Google Analytics referral traffic information, we were able to look at each advertising investment and determine the value provided by each. This enables us to consider where we would advertise again for our School Expos in the fall, and for next year’s Camp Expo. We can also see what dates were getting more pick up, and can determine the combination of activity: the week of the 18th saw add’l radio ads as it was the last push to the Expo, which was on Feb 24th.It’s critical to track and evaluate; to tweak and modify campaigns. Hard dollars aren’t easy to come by – and we shouldn’t always do what we’ve always done. We know what that gets us. So, when it comes to advertising, we were looking for specific costs per registration to determine whether or not we would repeat advertising through this channel for our future events.click
- Next, to be found, we spent – and continue to spend – a lot of time on optimizing our site.With thorough SEO research, we’ve enhance our website, and in particular the Camp Expo section of our site to make sure that people searching for camps, day camps, overnight camps, or other programs can come to our site and get the information they need. We engage a community to support us by sharing their experiences, and we provide families with information they need to get prepared.click
- Next, we wanted to make sure we were getting the right visitors.We knew we only had :20 to get someone’s attention AND to drive to our ROI – we made it bright, we made it clear, and we made it easy!Explain why “free” – how is that ROI?How did we know they were the right visitors?click
- Based on our analytics, we can see that our visitors (to this specific area of the website) are spending – on average – a minute on our site; and take a look at that bounce rate. That’s some good traction on the Expo landing page.To make matters more interesting…click
- 10% of pageviews to the Camp Expo landing page converted to a full registration… otherwise they wouldn’t have seen this page (thank you page).And, if we look at the “unique pageviews” number, assuming these are unique visitors, which it should be considering this is the “thank you” page, that number is over 500 registrations more than our initial goal of 500 families.click
- Last, but surely not least… we explored how to solve our 3rd challenge. And, this challenge is particularly of interest to us because as we generate understanding for the services our members offer, we also generate loyalty for our content, and for those services.Our strategy here is critical:First, we want to leverage our members. We have over 200 Camps and Programs who work with us, and for whom we want to drive traffic. They each have their own marketing efforts, and we know – all together – that we have a stronger voice as one. So, we take advantage of our blog platform, and our social outreach. We invite our members to guest post on our blog, and we network our social presences together to increase our social reach.This year, we also recruited ambassadors. As our Camp Expo also raises funds for the “Kids in Camp” charity, we asked our ambassadors to share their Camp memories (via blog post) and to share them with us. Those posts were meant to live on the ambassadors’ blog, be linked to ours and be communicated via our social platforms.Through our twitter hashtags, #campexpo & #campmemories, we encouraged our communities to share their comments, and thoughts about camps.And, finally, the thread to tie it all together, it was our job to tell the story of camp… not just the fun and games, and there’s lots of that, but also the value and skills it brings to both the campers and their families.click
- And, did it work?Click
- Let’s start with awareness: If you Google #campmemories, the complete results of the first page are the activities surrounding our ambassador program.click
- Next – we need to understand the value of our activities, and for us – the particular effort we input to building partnerships and developing content needed to really be understood.Squeeze is a new URL shortener that gives you really robust back end tracking. You can shrink a single URL multiple times for each of the channels which you will use to communicate. You can go further and shrink a URL for a form – you’ll receive a HTML code to paste to your site, then what you’ll see is the number of people, from a specific channels, who delivered on your objective. And even more – you can squeeze a paht of conversions to identify your drop off points! How’s that for tracking social ROI?Click
- So, we assigned a unique shortened URL to each of our partners. This allowed us to evaluate which partnerships drove the most traffic and registrations.This information allowed us to determine the most valuable partnerships we were able to create. We can determine which partnerships we should prioritize for our School Expos in the fall, and next year’s Camp Expo.click
- And, in the end, what we want to drive are registrations for our members… so, what was the ultimate ROI? Walk through results.I’ll come back to the lessons learned from these results.click
- What did our exhibitors and visitors have to say?click
- We picked up some very important lessons for our next campaigns… Review lessons…I’d like to particular draw your attention to the last point here… What we learned here is that we have a consistent year-over-year drop off of about 65-66% between the number of families registered and those who attend. With the insight we’ve garnered, we have now set some benchmarks. We can establish value of each activity, we can reduce activity (or eliminate altogether) in certain channels, while increasing use and volume on others.We will continue to measure results and track conversions during our next events so we can continue to make the right decisions as we grow our show… Even if we have to change venues to grow beyond 500 families and 60 exhibitors attending, that is how we will make the right decisions to continue growing the value of our show for our members and our attendees.click
- I enjoy wrapping up with a summary in tweetable bites… So, here we go:click
- INTRO PARAGRAPH