How to Measure Communications (90 min)

Questions

Why Do They Communicate?

Who do companies communicate with?

Not Harder

Work Smarter

Be Different! Define the Holy Smokes Factor

Know how you will measure the goal

Know where you will communicate

Know who you are communicating with

Know the goal of communications

Media

Conclusion

Create a Summary Dashboard

Prospective Customers

Why Does This Matter

The report says that many CEOs have marketing departments “purely out of tradition” and have “made the conscious decision not to expect more from marketing than branding, look/feel good ads and promotions”.

More than a third (69%) of CEOs say they have stopped enforcing key business objectives and indicators on marketers because they have “continuously failed” to prove marketing strategies and campaigns delivered business growth - Marketing Week / Fournaise Report

Customers

CEOs think you are a cost of doing business

CEOs think you lack credibility

CEOs don't expect much from you

CEOs think you are fluff stealing from the bottom-line

CEOs think you don't understand business

CEOs think you are failing

Employees

CEOs don't think you have influence

Just 20 per cent of CEOs consider their top marketers to be ROI marketers but those that do believe they have a “solid influence” within the organization and could go on to senior management.

CEOs don't want you in senior management

Public Relations

TV

Radio

SEO

Online Advertising

Who sends communications?

Link to Success

Where Do We Communicate?

Custom URL Parameters

How To

Public Relations

Marketing

How to Measure Communications

Customer Service

Sales

Level Up

Community Management

Business Objectives

Metrics

Advertising

Website

Email

@Nichole_Kelly

Media

Challenge

Social media

• Drive Awareness
• Drive Bookings
• Engage Ski Audience

Direct Mail

Mobile

Twitter: @Nichole_Kelly

Print

Solution

live

eat

• Begin Engaging skiers on Twitter and Facebook
• Provide Updates on Ski Conditions
• Show influential skiers at resort

Align Communications

to Business Goals

breathe

Executives

sales funnel

With 1% of the Marketing Budget Social Media:

Sales

Revenue

Cost

• Generated almost 500k different forms of engagement
• Generated a 128% lift in total impressions
• Decreased cost per impression by 23%
• Decreased cost per engagement by 82%
• Decreased cost per website visit by 86%

Three Goals

How to Develop

Measurable Communications

Challenge

How do we measure these Goals?

• Purchase habits are shifting from TV to the web
• BeachBody needed to shift to where the conversation was happening...social networks
• But needed to measure results

Solution

• Created strategy to engage online customers
• Selected Facebook, YouTube, Twitter, and Flickr as channels
• Established a blogger outreach program

What does this REALLY mean for businesses?

Easy Metrics

Beach Body Metrics

• 26,000 mentions
• Reach over 1 million with a tweet

Step1: Define the Business Objective

Step 2: Determine the Metrics to Measure Achievement of the Business Objective

Step 3: Define the Key Message for the Content

Step 4: Determine the Action You Want the Audience to Take

Step 5: Define the Holy Smokes Factor

Step 6: Determine Where Piece will be Promoted

Step 7: Determine How You Will Track in Each Channel

Step 8: Create Content

Step 9: Distribute Content

Step 10: Measure Results

cost per

Beach Body

Engagement

impression

Cost per

Units Sold

click

Brand Awareness

Click

site visitor

Revenue Generated

Engagement

Wowy Upgrades

Impressions

engagement

Site Visit

Revenue by Influencer

inbound

link

Wowy Sign Ups

Reach

Subscriber

subscriber

Sale

Holy Smokes Factor

lead

Sales

Holy Smokes...That's ______

Lead Generation

Awesome

Leads

Amazing

Useful

Conversions

Smart

Hilarious

Path to Conversion

Shocking

Customer Retention

Cost to Service

Retention Rate

Net Promoter Score

What Was the Goal of the Video?

It's Your Turn!

Revenue

• Social Channel
• Website
• Opt-in Form
• Lead Form
• Purchase

1: Pick a brand

2: Go through steps 1-6

3: Discuss step 7

4: Review with class

How Would You Measure Success?

Is 10.9 million views success?

What's the Holy Smokes Factor?