Slides for week 3 DANA-

1. ANALYTICS, SEO/SEM AND
THE ZERO MOMENT OF
TRUTH

2. What We’ve Covered So Far
✦ Intro to the Most Popular Social Networks
✦ Branding- Finding your voice and communicating that to
others
✦ Looking at your organization in a “customer-centric” way
✦ Make your website your hub and marketing (including
social) as the spokes into the hub
✦ Understand how best to deliver on your “promise” to your
community
✦ Social and digital are ingredients in an overall organization
communication & marketing strategy

3. Session 3
Where’s my Return on Investment?
Understanding Search and Analytics
✦ Google’s Zero Moment of Truth- when do ‘customers’ make decisions?
✦ Customer feedback loops- why ‘after the sale/transaction’ is as
important as conversion
✦ Using Google tools to help you time your content and check on your
competition
✦ Keywords, Tagging, Pay Per Click and the ever-changing SEO
landscape- Fish where the Fish are
✦ Numbers are helpful, insight is better

4. Analytics In a Nutshell
✦ If you are doing something on the web, you can probably measure it
✦ Just because you can measure it, doesn’t make it relevant (necessarily) to
your goals
✦ Data trends are probably more important than any one data point- know
your starting point before pulling the levers
✦ Data is great: Analysis and Insight gained from the data is much more
useful
✦ Know what you want to accomplish (strategy) so you can measure the
right thing

5. What Are Metrics?
Reasons to track the numbers include:
✦ Sales/Conversions
✦ Qualified Leads
✦ Focus Groups/Community
✦ Competitive intelligence
✦ Customer service
✦ Influence

6. Common Services
✦ Website analysis tools: Marketing Grader-
Hubspot; SEO MOZ tools
✦ URL Shorteners: Bit.ly, Hootsuite (owl.ly)
✦ Audio metrics- blubrry.com, libsyn.com
Podtrac.com
✦ Video: Tubemogul ($)

7. What are “good” Numbers?
✦ Don’t worry about first blush numbers, look
for trends
✦ Benchmark competitors
✦ Impressions does not equal engagement (PPC
ads, etc)
✦ Look for growth over time, trends

8. Understanding Your Target Audience
DE? 900,000
DE w/ Computer
Your email list
Social Media Audience
What can you reasonably expect?

9. The Whole World, or Local?

11. Attention Battle = Information War

13. Information is
everywhere

15. Knowledge & Wisdom

22. Google Analytics

32. Other Google Tools

33. Google Keyword Tools

41. SEO/SEM:
Using Search to gain
Marketshare

42. Elements of Search
• Keywords for industry; Create an SEO
Dictionary for your Business
• Look at Google Trends for seasonality,
location
• Tag content, pictures, etc. with
keywords and work into posts as
frequently as possible

43. SEO rich topics, aka
Linkbait
• Lists- 10 things I Hate About _____, 25
ideas for the New Year
• Great Titles
• Advice
• Workflow
• Help for your customer/audience

44. Example
• http://www.whitneyhoffman.com/
2011/12/05/5-things-that-drive-me-
crazy/
• Picked up by NYT business blog
• Asked to reprint with credit and bio in
his newsletter

45. Social Media ROI
✦ Efficiency ✦ Grow Trust
✦ Reputation ✦ Client Education
✦ Differentiation ✦ New Opportunities
✦ Client Service/Retention ✦ Flexibility, Timeliness
✦ PR & Exposure
✦ Increase network

58. Creating
Communities
This is a long term versus short term strategy
People come to you because of content and
added value
Grows network, fans, evangelists
Must give them something to do- keep it fresh
or it dies

59. Content Rules

74. Session 4
Putting it all Together :
Social Media Management and Measurement
• Integrating Your Channels- To Cross Post or Not-
Making the most of your content
• Editorial Calendars- Making Your Brand
Consistent
• How do I define Success? When do I know if it’s
working?
• To Do’s
• Q&A

75. The End

98. Contact Info:
Whitney Hoffman
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com

109. “Social media changes the relationship
between companies and customers from
master and servant, to peer to peer.”

110. “In the long history of humankind those who
learned to collaborate and improvise most
effectively have prevailed.”
~ Charles Darwin

111. Let’s get Beyond
“Oooh, Shiny!”

113. What’s Your Time
Worth?

114. Income /2080 =
Hourly Rate

115. $40,000/ yr =
$19.23/hr

118. Looking for the Sweet Spot

119. I like to say Twitter is like a bar, Facebook
is your living room, and LinkedIn is your
local Chamber of Commerce.
-BS Stoltz

120. Influence
Liking
Reciprocity
Social Proof
Consistency
Authority
Scarcity

121. Session 2
Using Social Media to Connect Your
Brand to Your Customers
Who to connect to and why? Inbound and
Outbound Marketing in a Nutshell
Killer content: Engaging Your Audience
Elements of making your messages memorable
How to Listen as well as Broadcast

122. “If you make customers unhappy in the physical
world, they might each tell 6 friends. If you make
customers unhappy on the Internet, they can each
tell 6,000 friends.”
-Jeff Bezos, CEO of Amazon.com

123. Lifetime Value of a Customer
Formula includes:
Average number of years a customer does
business with you
Average revenue per customer per year
Estimated costs to deliver products/services

124. Consider
Cost of a lost customer in terms of lost revenue
and-
Loss of additional customers due to word of
mouth
Cost of Retention- what do you have to do to
keep existing customers happy?
Churn rate- how many customers leave? And
what does it cost to replace them?

125. Do The Math
Cost Per Lead* = (Total Ad Costs) / (# Leads
Generated)
Total Ad Costs = Direct Ad Costs + Indirect Ad Costs
Direct Ad Costs = All Ad Fees + Design Costs + Tracking Costs + Agency Fees
Indirect Ad Costs = Administrative Overhead = ($/hr) x (# hrs)
Marketing ROI = (Revenue – Marketing Cost) /
Marketing Cost

127. Don’t Be This Guy

128. Strategy

130. Contact Info:
Whitney Hoffman
Hoffmandigitalmedia@gmail.com
Twitter: @whitneyhoffman, @ldpodcast
Facebook: Whitney Hoffman
Google Voice: (302) 482-4599
Mobile: (302) 562-6507
URL: www.whitneyhoffman.com

132. Cautions

139. Top Social Networks
LinkedIn
Twitter
Facebook
Plus, we’ll talk mobile- Foursquare

144. RSS- Really Simple Syndication
Subscription- Let Them Come to You