3. TOP PRIORITIES FOR DIGITAL
MARKETERS IN 2015
Customer Experience
Internet ofThings
Big Data in Marketing
Moving Software to the Cloud
Crowdsourcing Marketing Content
What about getting results?
Source: Millward Brown, 2015
4. WHATTO MEASURE?
Customer retention
New customer inquiries
Customer returns
Social sharing/mentions
Email click thru rates
KLOUT scores
Net Promoter scores
Google Analytics
other
7. CASE STUDIES:
Solar energy program
Beach clean up promotion
Association/Event marketing
Retail
Social Media Platform
8. SOLAR: NON-PROFIT CASE STUDY
Goal: Introduce ‘Reduce then Produce’ as a Group Savings
Program to San Diego homeowners.
Promote brand encouraging Energy Efficiency, as part of
Energy Upgrade California™.
Benefit: Get access to an exclusive “best” solar deal. But
before you do that, find out how efficient is your home.
Total upfront cost to homeowner< $199. Get up to $4,000 in
incentives for upgrades. Goal provided a way to finance solar
through a credit union with a group buying incentive.
Limited time offer only for San Diego residents.
11. WHAT IS DIFFERENT ABOUT
REDUCETHEN PRODUCE?
Simple ad copy
Contacts solar company
Gets solar
Very complex process
Contacts CCSE
Contacts contractor(s)
Gets bids to reduce energy
use/pays <$199.
Purchases some needed
items
Gets higher HERS rating
Possibly gets solar with
savings
14. Let’s look at
the difference
between
“search” for
‘Reduce then
Produce’ in
July vs. Nov
2011.
Before….
July 26, 2011
Nothing
about
Reduce then
produce
34. From the Jack FM website.
Road Show Promo: 20 spots ran. 374,000 people aged 18+.
196,000 gross impressions.
35.
36. SOLAR SUMMARY: KPI’S
Key Performance Indicators: web visits, click and measured media
5,647,176 measured impressions (not counting social media)
11,781 measured clicks
Nearly $100,000 in measured media value for 5.6 million
measured impressions, and nearly 12,000 clicks in <90 days.
39. Spanish vs. English campaign on Facebook for InternationalTea Masters Association,
Training in Spanish had double the paid click in English, 6 times the likes/shares in Spanish
47. 4 TAKEAWAYS ON MEASURING
What you measure will be the focus of your results.
Plan ahead for best kpi’s.
Set goals but be flexible as needed.
Build partnerships with local publishers/vendors for incremental
value and ROI.
48. 5TAKEAWAYS ON REPORTING
Tell the story along with the metrics.
Relate to sharing our experiences.
Remember that we are all connected customers.
Share the success as well as the failure.
Improvements will result in the future as you adapt.
Notes de l'éditeur
Profit or non profit, you want to be measuring results, and getting considered is a first step in that process.
California Center for Sustainable Energy is a non profit organization.