LCS Summit - September 2015

1. Defining & Monitoring Success

2. Imagery Content

3. = Success

4. ...Or does it?

5. You must define success
Before you can declare success

6. Set Goals, Both Big & Small
Value depends on the contribution
towards organizational priorities, and the
LOE required from the user.
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Goals Define the Value of a Visitor
More visitors is not a goal.
More engaged visitors is.

8. Ratio of Success!
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Users Engagement

9. Not Resonating with the Users Reach
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High visitors
Low Engagement

10. Preaching to the Choir
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Low visitors
High average
engagement value

11. Identify Your Goals
PEACE
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Strategic Plan

12. Activity: Map Your Goals
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13. Tools to
Measure
Surround
Sound

14. Campaign Tags
Example: Clearlung.org/keepitup
Use: Email, Print, Social Media
Benefits:
- Compare success of various campaigns
- Segment by target audience

15. Campaign Tags
Public Campaign URL:
Clearlung.com/keepitup
Redirects to:
clearlung.com/detailpage?utm_source
=Printad&utm_medium=Bus&utm_ca
mpaign=keepitup

16. Dissecting Campaign Codes
Source = Printad
Medium = Bus
Campaign = Keepitup

17. Branded Hashtags
Use: Print, Social Media
Benefits:
- Build/grow networks
- Encourages sharing experiences

18. Social Success, Murky Conversions
- Builds awareness
- Adds depth to your story
- Primes audiences for future calls to action

19. Now That We Can See the Whole Data Pie...

20. We Can Slice Up the Data!
- How many users does each channel attract?
- What’s the overall value of the segment?
- What’s the value of the average visitor
attracted via that channel?

21. Next Steps for Your Data
1.Identify gaps in your research
Better understand the trends
2.Optimize
Try multiple variables in A/B testing
3.Refocus your resources
Bet the biggest bang for your buck