One advantage online marketing provides is the ability to measure the performance of your website and marketing campaigns. Collecting website statistics is important but must be in the context of what you are trying to do, e.g. site traffic does not necessarily equal success. This workshop covered the basics on how to capture website and social media statistics and what they can tell you to inform future campaigns and online improvements. Online feedback is another great avenue to evaluate your business both on and offline. This workshop explained to participants how to set up channels to support and encourage open online customer service and provided tips to respond to good and bad feedback through tools such as Trip Advisor and Facebook. This session is part of the Capital Region Digital Enterprise program. For more information visit www.crde.com.au This workshop was presented by Threesides Marketing www.threesides.com.au

1. Capital Region
Online Marketing: Measuring your Success
and managing Online Feedback
Presented by Threesides Marketing

2. Housekeeping

3. Our Mission
To provide energised leadership,
share innovative solutions, broker
positive relationships and deliver
valued projects to the region.
Regional Priorities
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Regional Development Planning
Education, Employment &
Investment
Transport – Infrastructure &
Services
Regional Food
Digital Economy Transition
Living & Working Sustainably

4. Key Initiatives
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•
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South East Region of Renewable Energy Excellence
Regional Sponsored Migration Scheme
Southern NSW Harvest Association
Capital Region Digital Enterprise Program
How We Can Help
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•
•
•
•
You
Access to government programs
Advice and training
Sourcing skilled labour
Grants - support and data
Networks and contacts

5. Find out
More
Richard Everson
Project Officer
Mob. 0427 27 27 54
richard@rdasi.org.au
www.rdasi.org.au

6. www.threesides.com.au
www.Facebook.com/threesides
www.Twitter.com/threesides
www.slideshare.net/threesides

7. We help these businesses with their online marketing:
Old Bus Depot Markets
National Parks NSW
Yass Valley Council - Tourism
Lantern Apartments Thredbo
Destination Marketing Store
Saphire Coast Tourism
DDCS Lawyers
(and more…)

8. What can we achieve today?
Inform
Inspire
Direct

9. Your name,
business, and
how do you
currently
evaluate your
online marketing
activities?

10. Learning outcomes
1. Understand how to measure and evaluate
online marketing success
2. Develop channels to support and encourage
open online customer service
3. The Social Do’s and Don'ts of feedback

11. Basic measurement steps
3. Focus on
marketing
improvement
1. Establish
Goals
2. Create Measurable
programs
http://www.slideshare.net/SamCapra1/definitive-guide-to-marketing-metrics-marketing-analytics-22390251?from_search=4

12. Why should we measure?
1. Stop doing things that aren’t working
2. Increase accountability
3. Reduce fear and confusion
4. Make better decisions
5. Provide better customer experiences
6. Pull the right levers in your business

13. Establish goals

15. What do you want to achieve?
1. Build an engaged community of fans
2. Drive email opt-ins
3. Convert interest
4. Increase the potential for word of mouth
5. Better engagement and improved messaging.
6. Gain customer service efficiencies
7. Engage with customers on all available channels
8. Make money?

17. Create
measurable
programs

18. MEASURE,
MEASURE,
MEASURE.

19. SEM – Clicks
+ Conversion
What areas can you measure online?
Email – click
throughs,
actions
Search - Page
views,
keywords
Ecommerce –
direct sales,
trends
Reviews –
Sentiment +
issues resolved
Social Media
– Engagement
+ Reach+
Sentiment
Website
analytics –
conversions,
behaviour
Contact forms –
leads, contacts
Downloads –
content that
converts
Digital
Customer
Value
Landing pages conversions
ROI of activities
– influence
your budget

20. Focus on
Improvement

21. Website analytics –
conversions, behaviour
Contact forms – leads,
contacts
Email – click
throughs, actions
Social Media –
Engagement +
Reach+ Sentiment

22. Measuring website analytics
Website
analytics –
conversions,
behaviour
Create content on your website and then your
online Analytic measures can include:




Unique Visitors / Returning Visitors
Page Views, Total time spent on the site
Sales Conversions, Actions and Events
Site Behaviour
Improvements: New content, Site structure, Clear call to
action, forms and landing pages

23. Online evaluation and tracking
Tracking:
•Unique Visitors
•Returning Visitors
•Visitation growth
•Page Views
•conversions
•Pay per click visitors
•Keywords
•Popular pages
•Referring sites
•Actions
http://analytics.google.com

25. Set up Checklist
 Signup up for a Google analytics
account
 Embed the code into your site
 Login and check your stats
 Review the trends and changes
 Create conversion goals
 Update your site and marketing
based on analytics feedback

26. Email direct marketing
Email – click
throughs,
actions
1. Acquisition – building the list, developing good
data,
2. Action – creating offers, stories, relevant info to
act on
3. Conversion – click through and view, buy,
download
Improvements: Experiment with content, send
time, offers, segmenting the lists

29. Contact Forms
Contact forms –
leads, contacts
1. Create a form on the website and capture data
2. Link to specific marketing campaigns – eg. Adwords
3. Track:
1.
2.
3.
4.
number of leads captured
conversion %
Value per conversion
Questions being asked
Improvements: Form layout, placement on
website, response time, response message

30. Contact forms
• Sent to an email in the office
• Prequalified with form and then
contacted back
• Record the success rate
• Follow up on the non-starters
• Different contact form for adwords
to record paid conversions

31. Landing pages
www.unbounce.com

32. Social Media
1.
2.
3.
4.
5.
Social Media
– Engagement
+ Reach+
Sentiment
Track your social media analytics / insights
What reach are you achieving
What % of engagement is being reached
What is resonating with your users
What isn’t working
Improvements: Experiment with content, post
timing, test offers and competitions, content
themes

35. ONLINE
CUSTOMER
SERVICE

37. Multi channel digital customer support
Closed channels
• Email (zendesk)
• Phone (total track)
• Livechat (zopim)
• Website forms
• Help desk software
• Self Serve – FAQ’s, documentation, content
Open channels
• Social media
• User forums / Review sites

38. Call
Tracking
https://www.reachlocal.com.au/call-tracking

39. Help
Desk
and Email
Ticketing
http://www.zendesk.com/product/tour

40. Live Chat
https://www.zopim.com

41. Self Serve
FAQ’s
Content
Video

42. USER REVIEW
SITES

44. User review sites
1.
2.
3.
4.
5.
6.
7.
8.
Identify relevant sites (google search)
Claim listings
Respond to old reviews
Update profiles and correct any outdated info
Check back weekly / fortnightly
Promote and ask for reviews from customers
Share feedback with staff
Create list of sites to check back with

45. Popular review sites
1.
2.
3.
4.
Google+ Local business
Facebook Page reviews
Trip Advisor
Yelp + Urban Spoon (Food)

51. RESPONSE
STRATEGIES

52. Respond to everything?
Should you
respond to every
review you get?

53. BE REAL
BE NICE
BE HELPFUL

54. GET YOURSELF
INVOLVED
GET YOUR
CUSTOMERS
INVOLVED

56. Negative response options
Type of issue
Response
Straight Problems –issue with your
product or service and person has laid
out exactly what went wrong.
Respond directly and quickly
Constructive Criticism - when the
comment comes with a suggestion
attached.
Respond and take on board
Merited Attack –Essentially, you or your
company did something wrong, and
someone is angry.
Respond , follow up, move offline if
necessary
Trolling/Spam –no valid reason for
being angry at you
Ignore, block, ban
Adapted from http://mashable.com/2010/02/21/deal-with-negative-feedback/

57. Social + Review Do’s
1. Ensure a good balance between reactive and proactive
messaging
2. Respond quickly to customer posts – good or bad
3. Leverage existing relationships to start conversations
4. Build up influences and engage with leaders in your
industry
5. Measure whenever possible

58. Social + Review Don’ts
1. Selling in every post
2. Negativity
3. Getting angry – being an A#*hole
4. Starting Arguments
5. Slow responses
6. Asking questions without replying
7. Over posting
8. Talking about yourself
9. Not setting a time budget
10. Fake answers

60. Consultations
One on One - Digital Consultations and Training
• 4 hour digital business consultations and
training
• Identify 3 get started now actions
• Help you start in the right digital direction
Sign up now

61. Workshop feedback
https://forms.communications.gov.au/
enterprisegroupfeedback
Verification word: summer

63. Stay in touch
Website:
www.crde.com.au
Call the office:
62970933
Stay on our email list
Tell a friend!