1. How to Produce and Measure
Effective Online Communications
Steven Shattuck
VP, Marketing - Bloomerang
@StevenShattuck

2. About Steven »
• VP, Marketing at Bloomerang
• Published in: Nonprofit Hub, Search
Engine Journal, Content Marketing
Institute, Social Media Today,
Business2Community, ExactTarget,
Inside INdiana Business, Raven
Internet Marketing Tools, Yahoo!
Small Business, BBC News, NBC
News, The Build Network, Ragan
• Amazon eBook co-author
• NPO Communications Director
• Serves on NPO
marketing/communications
committees
@StevenShattuck

3. Agenda »
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Campaign creation and deployment
Analytics and measurement
How to get started / examples
Q&A
@StevenShattuck

4. Steps to Success »
0. Create an Offer
1.
2.
3.
4.
5.
Set Goals
Create/Deploy Campaign
Measure
Debrief
Repeat
@StevenShattuck

5. The Offer »
What are you promoting?
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•
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General information
An event
A capital campaign
Call for volunteers
(the less, the better)
@StevenShattuck

6. Steps to Success »
Once the offer is created:
1. Set Goals
2. Create/Deploy Campaign
3. Measure
4. Debrief
5. Repeat
@StevenShattuck

7. Goals Come First »
Ask yourself:
• What do I want people to do?
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receive important information
visit a webpage / fill out a web form
register for a webinar / luncheon
engage on social media
• What does success look like?
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3% email open rate
1,000 visits
100 registrations
50 Facebook “likes”
@StevenShattuck

8. Steps to Success »
Once the offer is created:
1. Set Goals
2. Create/Deploy Campaign
3. Measure
4. Debrief
5. Repeat
@StevenShattuck

9. Campaign Process »
Offer
Measure
Promote
Goals
Landing
Page
@StevenShattuck

10. Campaign Process »
Offer
Webinar, event, seminar,
membership discount,
white paper, etc.
Website analytics,
email analytics, etc.
Measure
Promote
Email, social, blog,
Traditional/web ads, PR, etc.
Goals
Registrations,
downloads, etc.
Landing
Page
The page on your website
where you are sending people
@StevenShattuck

11. Promotional vehicles »
Online:
• Email
• Web pages
• Blog posts
• Social media
updates
• Videos
Offline:
• Snail mail
• TV/Radio/Print
• Telephone
@StevenShattuck

12. How to decide »
Ask yourself:
• What do I know about my target audience?
– Do they use social media?
– Do they visit our website regularly?
– Do we have their email address?
• What are they most likely to respond to?
– A tweet?
– An email?
– A phone call?
@StevenShattuck

13. Steps to Success »
Once the offer is created:
1. Set Goals
2. Create/Deploy Campaign
3. Measure
4. Debrief
5. Repeat
@StevenShattuck

14. Key Performance Indicators (KPIs) »
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Email Open Rates
Email Click-Through Rates
Social Shares
Website Visits
Website Conversions
(sign-ups)
Conversion rate
(visits vs conversions)
Cost per acquisition
Purchases
Registrations/Attendance
@StevenShattuck

15. @StevenShattuck

16. Steps to Success »
Once the offer is created:
1. Set Goals
2. Create/Deploy Campaign
3. Measure
4. Debrief
5. Repeat
@StevenShattuck

17. How do you know if you did well? »
• Compare to historical data
• Compare to benchmarks
– http://mailchimp.com/resources/research/emailmarketing-benchmarks/
• Compare to your goals
• Ask colleagues
@StevenShattuck

18. Sample Campaign Promotion »
• Create offer
• Create landing page w/ registration form
– optional: video promo
• Email blast
– direct recipients to landing page
• Publish a blog post
– for website visitors to see
– blog post links to landing page
• Promote regularly on social media
@StevenShattuck

19. What we do at Bloomerang »
Offer: free webinar
1.
2.
3.
Set Goals (200 registrants, 125 attendees)
Create landing page / registration form
Promote via email:
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4.
First email 7 days out
Second email 3 days out
Third email 1 day out
Promote via social media:
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At least one tweet per day in 7 days leading up
At least one Facebook post in 7 days leading up
@StevenShattuck

20. What we do at Bloomerang »
After the webinar:
1.
2.
3.
4.
Count registration and attendee counts
Count traffic to landing page
Divide traffic by registrations (conversion rate)
Count social shares
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5.
Poll attendees
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6.
Count referral traffic from social media to landing page
Which social updates sent the most traffic? Which got re-shared?
Were they satisfied by the content / broadcast?
Are they interested in learning more about Bloomerang?
Make necessary adjustments for next webinar
@StevenShattuck

21. Questions?
slides: http://slidesha.re/1a6SSIw
steven.shattuck@bloomerang.co
https://bloomerang.co/blog/how-nonprofits-can-produce-and-measure-effective-digital-campaigns/
@StevenShattuck