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How to Measure Communications (90 min)
Transcript of How to Measure Communications (90 min)
Know the goal of communications
Know how you will measure the goal
Be Different! Define the Holy Smokes Factor
to Business Goals
Path to Conversion
Create a Summary Dashboard
Cost to Service
Net Promoter Score
Link to Success
Custom URL Parameters
Wowy Sign Ups
Revenue by Influencer
Beach Body Metrics
Reach over 1 million with a tweet
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
Created strategy to engage online customers
Selected Facebook, YouTube, Twitter, and Flickr as channels
Established a blogger outreach program
Engage Ski Audience
Begin Engaging skiers on Twitter and Facebook
Provide Updates on Ski Conditions
Show influential skiers at resort
With 1% of the Marketing Budget Social Media:
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%
Who do companies communicate with?
Who sends communications?
Why Does This Matter
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
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”.
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 think you lack credibility
CEOs think you don't understand business
CEOs think you are failing
CEOs think you are a cost of doing business
CEOs don't expect much from you
CEOs think you are fluff stealing from the bottom-line
CEOs don't think you have influence
CEOs don't want you in senior management
How to Measure Communications
Why Do They Communicate?
Where Do We Communicate?
How do we measure these Goals?
What does this REALLY mean for businesses?
How to Develop
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
Holy Smokes Factor
Holy Smokes...That's ______
It's Your Turn!
1: Pick a brand
2: Go through steps 1-6
3: Discuss step 7
4: Review with class
What's the Holy Smokes Factor?
What Was the Goal of the Video?
How Would You Measure Success?
Is 10.9 million views success?
Know who you are communicating with
Know where you will communicate