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Developing a cross media
  communication plan

           David Loreto
 Associate Director of Admissions
        D’Youville College
Customer Relationship Management
Web                VIP portal
                                         www.dyc.edu/vip
              PURL
              www.daveloreto.mydyc.com
Traditional
www.dyc.edu
Email
Direct Mail
Social Networks
Call Center
Inquiry Communication Plan
     Student inquiries
     • Interest page, college search sites, college fairs


     Mailed personalized viewbook
     • Call-to-action: drive them to PURL


     PURL
     • Call-to-action: Complete profile, visit, apply


     8 emails, 70 days
     • Call-to-action apply, visit campus, like us on
       Facebook
Applicant Communication Plan
       Completed Applicants

       Decision Letter
       • Acceptance packet  Rejection letter


       8 emails, 60 days
       • Call-to-action: visit, deposit, FAFSA, like us on
         Facebook, register

       4 call center projects
       • Call-to-action: congrats, visit, deposit, register


       VIP portal
       • Call-to-action: connect on Facebook, join Spartan
         Central, FAFSA, Orientation

       Spartan Central – Ning network
       • Student led discussion centered on residence life,
         roommates, orientation
Event Communication Plan
     Direct mail invitation

     Email invitation
     • Confirmation, reminder, thank you, missed you

     VIP portal
     • Reminder of upcoming events

     Call-Center
     • Drive registration, reminder for registered guests

     Facebook, Spartan Central, SCVNGR
     • Register, reminder, contest, tell us about it
Communication Plan
•   Defined goals
•   Targeted audience
•   Multiple channels
•   Sequenced efforts across channels
•   Measurable results
Strategy         Plan      Execute


Developing your plan
  • Define goals
  • Establish benchmarks
Strategy         Plan           Execute


Identify target population(s)
  • Basic plan
  • Intermediate plan
  • Advanced plan
Strategy         Plan      Execute


Identify channels for your message
  • Consider your audience
  • Consider your brand
  • Consider your resources
Strategy        Plan        Execute


Obtain content
  • Delegate content development
  • Outsource
Strategy       Plan         Execute


• Know your data
• Personalize the connection
Strategy          Plan   Execute


Sequence your plan
   • Time based
   • Date based
   • Action based
   • Mix it up
Communication plan: Incomplete applicants
                Audience: 2012 freshmen Physician Assistant program

                                • Title: Application Checklist
                                • Channel: VIP
                  + 1 day after • Call to action: Identify missing items
                   application


                                 • Title: Complete your application!
Time based                       • Channel: Dynamic Email
communication                    • Call to action: Priority scholarship
                   +30 days        consideration, identify missing items


                                 • Title: Application reminder
                                 • Channel: Call center
                                 • Call to action: Encourage application
                   +60 days        completion, identify missing items



                             • Title: Application deadline approaching
                             • Channel: Facebook fan page, Twitter
                 November 15 • Call to action: VIP login, application checklist


                                 • Title: Application Complete!
                                 • Channel: Email
                  Application    • Call to action: Join our network, Spartan
                  completed        Central
Strategy        Plan   Execute


• Launch your campaign
• Measure your results
Lessons learned
• Keep it simple
• Integrate message
• Be flexible
Email metrics
•   Conversions
•   Click rate
•   Links clicked
•   Open rate
•   Unsubscribe rate
•   Bounce rate
VIP Metrics
•   Links Clicked
•   Total Visits
•   Active Visitors
•   Engaged Visitors
•   Average Login Time
•   Average Clicks Per Visit
Social Media Engagement
Facebook pages                  SCVNGR
• Likes                         • Challenges completed
• Check ins                     • Visits
• Page Views                    • Unique visitors
• Tab Views                     • Visitors per person
• External Referrers
• Media Consumption
• Additional insights through
  graph API
100 ways to measure social media
1.     Volume of consumer-created buzz for a brand based on number of posts                                  51. Method of content discovery (search, pass-along, discovery engines, etc)
2.     Amount of buzz based on number of impressions                                                         52. Clicks
3.     Shift in buzz over time                                                                               53. Percentage of traffic generated from earned media
4.     Buzz by time of day / daypart                                                                         54. View-throughs
5.     Seasonality of buzz                                                                                   55. Number of interactions
6.     Competitive buzz                                                                                      56. Interaction/engagement rate
7.     Buzz by category / topic                                                                              57. Frequency of social interactions per consumer
8.     Buzz by social channel (forums, social networks, blogs, Twitter, etc)                                 58. Percentage of videos viewed
9.     Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase)     59. Polls taken / votes received
10.   Asset popularity (e.g., if several videos are available to embed, which is used more)                  60. Brand association
11.   Mainstream media mentions                                                                              61. Purchase consideration
12.   Fans                                                                                                   62. Number of user-generated submissions received
13.   Followers                                                                                              63. Exposures of virtual gifts
14.   Friends                                                                                                64. Number of virtual gifts given
15.   Growth rate of fans, followers, and friends                                                            65. Relative popularity of content
16.   Rate of virality / pass-along                                                                          66. Tags added
17.   Change in virality rates over time                                                                     67. Attributes of tags (e.g., how well they match the brand's perception of itself)
18.   Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions)   68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth)
19.   Embeds / Installs                                                                                      69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)
20.   Downloads                                                                                              70. Contest entries
21.   Uploads                                                                                                71. Number of chat room participants
22.   User-initiated views (e.g., for videos)                                                                72. Wiki contributors
23.   Ratio of embeds or favoriting to views                                                                 73. Impact of offline marketing/events on social marketing programs or buzz
24.   Likes / favorites                                                                                      74. User-generated content created that can be used by the marketer in other channels
25.   Comments                                                                                               75. Customers assisted
26.   Ratings                                                                                                76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-
27.   Social bookmarks                                                                                                   store)
28.   Subscriptions (RSS, podcasts, video series)                                                            77. Savings generated by enabling customers to connect with each other
29.   Pageviews (for blogs, micro sites, etc)                                                                78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one)
30.   Effective CPM based on spend per impressions received                                                  79. Customer satisfaction
31.   Change in search engine rankings for the site linked to through social media                           80. Volume of customer feedback generated
32.   Change in search engine share of voice for all social sites promoting the brand                        81. Research & development time saved based on feedback from social media
33.   Increase in searches due to social activity                                                            82. Suggestions implemented from social feedback
34.   Percentage of buzz containing links                                                                    83. Costs saved from not spending on traditional research
35.   Links ranked by influence of publishers                                                                84. Impact on online sales
36.   Percentage of buzz containing multimedia (images, video, audio)                                        85. Impact on offline sales
37.   Share of voice on social sites when running earned and paid media in same environment                  86. Discount redemption rate
38.   Influence of consumers reached                                                                         87. Impact on other offline behavior (e.g., TV tune-in)
39.   Influence of publishers reached (e.g., blogs)                                                          88. Leads generated
40.   Influence of brands participating in social channels                                                   89. Products sampled
41.   Demographics of target audience engaged with social channels                                           90. Visits to store locator pages
42.   Demographics of audience reached through social media                                                  91. Conversion change due to user ratings, reviews
43.   Social media habits/interests of target audience                                                       92. Rate of customer/visitor retention
44.   Geography of participating consumers                                                                   93. Impact on customer lifetime value
45.   Sentiment by volume of posts                                                                           94. Customer acquisition / retention costs through social media
46.   Sentiment by volume of impressions                                                                     95. Change in market share
47.   Shift in sentiment before, during, and after social marketing programs                                 96. Earned media's impact on results from paid media
48.   Languages spoken by participating consumers                                                            97. Responses to socially posted events
49.   Time spent with distributed content                                                                    98. Attendance generated at in-person events
50.   Time spent on site through social media referrals                                                      99. Employees reached (for internal programs)
                                                                                                             100. Job applications received




                                               Source: David Berkowitz's Marketing Blog “100 ways to measure social media”
Call Center Metrics
   Team                                                    Individual
   • Conversion                                            • Number of calls
   • Calls by result                                       • Time on calls
   • Completed vs. incomplete                              • Time on prepare
     calls                                                 • Time idle
   • Total hours                                           • Contacts per hour
                                                           • Call completes per hour
Conversion
Deposited students who have not registered:        74
Students contacted through call center:            57
Students registered for event after call:          16
Conversion:              (16/57) * 100 = 28% call to action
Total hours spent on campaign:                     2.6 hours @ $7.25/hour= $18.85
Resources
eBooks
Social Media Metrics – Jim Sterne
Brand Media Strategy – Antony Young

Blogs
Marketers Studio - David Berkowitz's Marketing Blog “100 ways
to measure social media”

Blue Sky Factory Blog

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Developing a cross media communication plan dave loreto

  • 1. Developing a cross media communication plan David Loreto Associate Director of Admissions D’Youville College
  • 3. Web VIP portal www.dyc.edu/vip PURL www.daveloreto.mydyc.com Traditional www.dyc.edu
  • 8. Inquiry Communication Plan Student inquiries • Interest page, college search sites, college fairs Mailed personalized viewbook • Call-to-action: drive them to PURL PURL • Call-to-action: Complete profile, visit, apply 8 emails, 70 days • Call-to-action apply, visit campus, like us on Facebook
  • 9. Applicant Communication Plan Completed Applicants Decision Letter • Acceptance packet  Rejection letter 8 emails, 60 days • Call-to-action: visit, deposit, FAFSA, like us on Facebook, register 4 call center projects • Call-to-action: congrats, visit, deposit, register VIP portal • Call-to-action: connect on Facebook, join Spartan Central, FAFSA, Orientation Spartan Central – Ning network • Student led discussion centered on residence life, roommates, orientation
  • 10. Event Communication Plan Direct mail invitation Email invitation • Confirmation, reminder, thank you, missed you VIP portal • Reminder of upcoming events Call-Center • Drive registration, reminder for registered guests Facebook, Spartan Central, SCVNGR • Register, reminder, contest, tell us about it
  • 11. Communication Plan • Defined goals • Targeted audience • Multiple channels • Sequenced efforts across channels • Measurable results
  • 12. Strategy Plan Execute Developing your plan • Define goals • Establish benchmarks
  • 13. Strategy Plan Execute Identify target population(s) • Basic plan • Intermediate plan • Advanced plan
  • 14. Strategy Plan Execute Identify channels for your message • Consider your audience • Consider your brand • Consider your resources
  • 15. Strategy Plan Execute Obtain content • Delegate content development • Outsource
  • 16. Strategy Plan Execute • Know your data • Personalize the connection
  • 17. Strategy Plan Execute Sequence your plan • Time based • Date based • Action based • Mix it up
  • 18. Communication plan: Incomplete applicants Audience: 2012 freshmen Physician Assistant program • Title: Application Checklist • Channel: VIP + 1 day after • Call to action: Identify missing items application • Title: Complete your application! Time based • Channel: Dynamic Email communication • Call to action: Priority scholarship +30 days consideration, identify missing items • Title: Application reminder • Channel: Call center • Call to action: Encourage application +60 days completion, identify missing items • Title: Application deadline approaching • Channel: Facebook fan page, Twitter November 15 • Call to action: VIP login, application checklist • Title: Application Complete! • Channel: Email Application • Call to action: Join our network, Spartan completed Central
  • 19. Strategy Plan Execute • Launch your campaign • Measure your results
  • 20. Lessons learned • Keep it simple • Integrate message • Be flexible
  • 21. Email metrics • Conversions • Click rate • Links clicked • Open rate • Unsubscribe rate • Bounce rate
  • 22. VIP Metrics • Links Clicked • Total Visits • Active Visitors • Engaged Visitors • Average Login Time • Average Clicks Per Visit
  • 23. Social Media Engagement Facebook pages SCVNGR • Likes • Challenges completed • Check ins • Visits • Page Views • Unique visitors • Tab Views • Visitors per person • External Referrers • Media Consumption • Additional insights through graph API
  • 24. 100 ways to measure social media 1. Volume of consumer-created buzz for a brand based on number of posts 51. Method of content discovery (search, pass-along, discovery engines, etc) 2. Amount of buzz based on number of impressions 52. Clicks 3. Shift in buzz over time 53. Percentage of traffic generated from earned media 4. Buzz by time of day / daypart 54. View-throughs 5. Seasonality of buzz 55. Number of interactions 6. Competitive buzz 56. Interaction/engagement rate 7. Buzz by category / topic 57. Frequency of social interactions per consumer 8. Buzz by social channel (forums, social networks, blogs, Twitter, etc) 58. Percentage of videos viewed 9. Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) 59. Polls taken / votes received 10. Asset popularity (e.g., if several videos are available to embed, which is used more) 60. Brand association 11. Mainstream media mentions 61. Purchase consideration 12. Fans 62. Number of user-generated submissions received 13. Followers 63. Exposures of virtual gifts 14. Friends 64. Number of virtual gifts given 15. Growth rate of fans, followers, and friends 65. Relative popularity of content 16. Rate of virality / pass-along 66. Tags added 17. Change in virality rates over time 67. Attributes of tags (e.g., how well they match the brand's perception of itself) 18. Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) 68. Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) 19. Embeds / Installs 69. Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc) 20. Downloads 70. Contest entries 21. Uploads 71. Number of chat room participants 22. User-initiated views (e.g., for videos) 72. Wiki contributors 23. Ratio of embeds or favoriting to views 73. Impact of offline marketing/events on social marketing programs or buzz 24. Likes / favorites 74. User-generated content created that can be used by the marketer in other channels 25. Comments 75. Customers assisted 26. Ratings 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in- 27. Social bookmarks store) 28. Subscriptions (RSS, podcasts, video series) 77. Savings generated by enabling customers to connect with each other 29. Pageviews (for blogs, micro sites, etc) 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) 30. Effective CPM based on spend per impressions received 79. Customer satisfaction 31. Change in search engine rankings for the site linked to through social media 80. Volume of customer feedback generated 32. Change in search engine share of voice for all social sites promoting the brand 81. Research & development time saved based on feedback from social media 33. Increase in searches due to social activity 82. Suggestions implemented from social feedback 34. Percentage of buzz containing links 83. Costs saved from not spending on traditional research 35. Links ranked by influence of publishers 84. Impact on online sales 36. Percentage of buzz containing multimedia (images, video, audio) 85. Impact on offline sales 37. Share of voice on social sites when running earned and paid media in same environment 86. Discount redemption rate 38. Influence of consumers reached 87. Impact on other offline behavior (e.g., TV tune-in) 39. Influence of publishers reached (e.g., blogs) 88. Leads generated 40. Influence of brands participating in social channels 89. Products sampled 41. Demographics of target audience engaged with social channels 90. Visits to store locator pages 42. Demographics of audience reached through social media 91. Conversion change due to user ratings, reviews 43. Social media habits/interests of target audience 92. Rate of customer/visitor retention 44. Geography of participating consumers 93. Impact on customer lifetime value 45. Sentiment by volume of posts 94. Customer acquisition / retention costs through social media 46. Sentiment by volume of impressions 95. Change in market share 47. Shift in sentiment before, during, and after social marketing programs 96. Earned media's impact on results from paid media 48. Languages spoken by participating consumers 97. Responses to socially posted events 49. Time spent with distributed content 98. Attendance generated at in-person events 50. Time spent on site through social media referrals 99. Employees reached (for internal programs) 100. Job applications received Source: David Berkowitz's Marketing Blog “100 ways to measure social media”
  • 25. Call Center Metrics Team Individual • Conversion • Number of calls • Calls by result • Time on calls • Completed vs. incomplete • Time on prepare calls • Time idle • Total hours • Contacts per hour • Call completes per hour Conversion Deposited students who have not registered: 74 Students contacted through call center: 57 Students registered for event after call: 16 Conversion: (16/57) * 100 = 28% call to action Total hours spent on campaign: 2.6 hours @ $7.25/hour= $18.85
  • 26. Resources eBooks Social Media Metrics – Jim Sterne Brand Media Strategy – Antony Young Blogs Marketers Studio - David Berkowitz's Marketing Blog “100 ways to measure social media” Blue Sky Factory Blog