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How to Measure Communications (90 min)

This presentation shows university students how to measure communications from Nichole Kelly, author of How to Measure Social Media
by

Nichole Kelly

on 8 January 2014

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Transcript of How to Measure Communications (90 min)

Three Goals
Metrics
Conclusion
Know the goal of communications
Know how you will measure the goal
Questions
Twitter: @Nichole_Kelly
Be Different! Define the Holy Smokes Factor
Public Relations
Radio
TV
Online Advertising
SEO
cost per
impression
engagement
click
site visitor
inbound
link
subscriber
Executives
live
eat
breathe
Align Communications
to Business Goals
Sales
Revenue
Cost
Path to Conversion
Social Channel
Website
Opt-in Form
Lead Form
Purchase
lead
Create a Summary Dashboard
Brand Awareness
Reach
Impressions
Engagement
Lead Generation
Conversions
Leads
Sales
Customer Retention
Retention Rate
Cost to Service
Revenue
Net Promoter Score
How To
Link to Success
Custom URL Parameters
Level Up
Community Management
Business Objectives
Beach Body
Revenue Generated
Units Sold
Wowy Sign Ups
Wowy Upgrades
Revenue by Influencer
Cost per
Site Visit
Click
Subscriber
Sale
Engagement
Beach Body Metrics
26,000 mentions
Reach over 1 million with a tweet
Challenge
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
Challenge
Drive Awareness
Drive Bookings
Engage Ski Audience
Solution
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?
Media
Customers
Prospective Customers
Who sends communications?
Public Relations
Marketing
Customer Service
sales funnel
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
Work Smarter
Not Harder
How to Measure Communications
@Nichole_Kelly
Employees
Sales
Why Do They Communicate?
Where Do We Communicate?
Social media
Email
Advertising
Website
Media
Direct Mail
Mobile
Print
How do we measure these Goals?
What does this REALLY mean for businesses?
Easy Metrics
How to Develop
Measurable Communications
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 ______
Awesome
Amazing
Useful
Smart
Hilarious
Shocking
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
Full transcript