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SMPS Pacific Regional Conference 2016

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My presentation from the 2016 SMPS Pacific Regional Conference that was held in Palm Springs, CA in February. Discusses digital touchpoints, analysis of digital communications, and actionable items for firms just starting out.

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SMPS Pacific Regional Conference 2016

  1. 1. Seek Refuge in Cool Data Julie Huval, CPSM @juliehuvalcpsm
  2. 2. Key Performance Indicators (KPIs) Validate initiatives Constant feedback
  3. 3. TOUCHPOINTS? What are
  4. 4. webinars emails conferences phone calls office visits tangible
  5. 5. DIGITAL TOUCHPOINTS? What are
  6. 6. websites Twitter LinkedIn YouTube blog digital
  7. 7. 90% of users listen to recommendations shared from friends. Clicks from shared content are 5 times more likely to result in a purchase. Voltier Digital (2012)
  8. 8. Demand Metric (2013) Per dollar spent, content marketing generates approximately 3 times as many leads as traditional marketing.
  9. 9. People want to be in control of the content they receive: • 86% of people skip TV commercials • 44% of direct mail is never opened • 91% of email users have unsubscribed from a company email they previously opted into Content Marketing Institute (2012)
  10. 10. ANALYTICS? What can we learn from
  11. 11. Don’t just look at one.
  12. 12. Combine several to get a better picture.
  13. 13. Sessions % New Sessions New Users Bounce Rate Pages / Session Avg. Session Duration 8,522 % of Total: 65.95% (12,922) 64.80% Site Avg: 67.92% (-4.60%) 5,522 % of Total: 62.91% (8,777) 47.96% Site Avg: 48.67% (-1.46%) 2.85 Site Avg: 2.79 (2.16%) 00:02:33 Site Avg: 00:02:35 (-1.22%)
  14. 14. Acquisition State New Users # of customer locations Region Economy Strength (#of new construction jobs) Ranking of new construction jobs Rank within region Florida 331(4.98%) 11 E 38,900 1 1 Texas 1,433(21.58%) 21 C 38,500 2 1 California 791(11.91%) 16 W 34,300 3 1 Illinois 242(3.64%) 8 C 14,800 4 2 Colorado 162(2.44%) 6 W 9,000 7 2 North Carolina 169(2.54%) 12 E 7,200 10 2 Washington 125(1.88%) 5 W 9,900 6 3 Georgia 245(3.69%) 8 E 8,500 8 3 Michigan 255(3.84%) 8 C 4,300 18 3 Utah 37(0.56%) 0 W 11,000 5 4 Minnesota 92(1.39%) 4 C 7,400 9 4 Tennessee 91(1.37%) 8 E 6,700 12 4 New York 242(3.64%) 4 E 5,600 13 5 Indiana 111(1.67%) 7 C 3,500 21 5 Nevada 72(1.08%) 5 W 2,100 26 5
  15. 15. 57.4% of B2B businesses say SEO has the biggest impact on lead generation goals. MDG Advertising (2013)
  16. 16. Google’s PageRank Algorithm
  17. 17. MARKETING? How do analytics help
  18. 18. Sales trips Construction hot spots Event planning Event ROI Relevant content Social media traffic Effect of sponsorships Sales process Focus on warm leads Qualify prospects Tailored presentations Regional approach References Publications
  19. 19. PROCESS Follow the
  20. 20. 1. Know your company objectives 2. Build marketing campaigns around objectives 3. What does success look like? 4. Quantify success (KPIs) 5. Put campaign into action 6. Track data on a consistent basis 7. Schedule team communication/collaboration on results/activities 8. Improve
  21. 21. REAL BUSINESS Touchpoints for
  22. 22. Karen Okerlund Louise Le Lisa S Whittier, CA 84 years in business
  23. 23. Objective: Track traffic on new careers page Marketing campaign: Work with web designer to get new page updated and promote positions on social media Success?: See traffic increase on careers page KPIs: Set goals in Google Analytics to track conversions
  24. 24. Campaign Action: Get careers page live at the beginning of 2016 Track Data: 4 weeks between meetings Team Effort: Visit with web designer and setup goals in Google Analytics Improve: Create marketing campaigns for specific positions
  25. 25. Outcome: • Saw a lot of traffic coming in from LinkedIn. • Able to see which positions are getting more notice. • Will work with HR to combine the data from applicants with the data from Google Analytics to get a good idea of how ideal candidates are finding the positions. “There is so much to explore in the analytics! I’m excited to see what happens long term and how we can use this analytical thought process on other initiatives like our email campaigns.”
  26. 26. Stacey Schexnayder New Orleans, LA $100 million per year
  27. 27. Objective: Quality new hires for hard to fill positions: estimator and Sr. Superintendent Marketing campaign: Promote senior level positions on social media Success?: Fill positions within 2 months and repeatable campaign KPIs: Set goals in Google Analytics to track conversions
  28. 28. Campaign Action: Posted regularly to LinkedIn, Twitter, and Facebook Track Data: 9 weeks between meetings Team Effort: Visit with HR to show results of campaign Improve: Create a HR + marketing approach to fill positions
  29. 29. April 15 Twitter 192 followers 317 following Facebook 217 likes LinkedIn 536 followers June 17 Twitter 212 followers 321 following +20 (9.4%) Facebook 222 likes +5 (2.3%) LinkedIn 601 followers +65 (10.8%)
  30. 30. Outcome (as of June 2015): • Website is not updating outside of company’s servers. • Traffic increase from Twitter and LinkedIn for careers page but high bounce rate. • Will use analytics for future KPIs. “Each department has been tasked with creating and tracking KPIs as they relate to company objectives. Seeing what can be done with analytics has opened up the door for what we can track on the marketing side beyond proposals.”
  31. 31. Outcome (as of January 2016): • Website is updating outside of company’s servers. • Weekly review of analytics and tracking trends. • Setting up new goals in Google Analytics. January 31 Twitter 268 followers 472 following +56 (26.4%) Facebook 270 likes +48 (21.6%) LinkedIn 969 followers +368 (61.2%)
  32. 32. Shawn Barron, CPSM Barb Mahaffey Holly White Lancaster, PA Rank No. 208 in Design Firms
  33. 33. Objective: Drive website traffic around two newsletters Update content where needed/relevant Marketing campaign: Send out newsletters on routine basis Success?: Traffic on website increases KPIs: Set goals in Google Analytics to track conversions Track Mail Chimp analytics
  34. 34. Campaign Action: Emailed to a targeted list Track Data: 9 weeks between meetings Team Effort: Content creation by staff and routine check of analytics Improve: Build on top of hot topics in newsletters and promote content beyond email blasts Update content on site that appeals to traffic
  35. 35. Outcome (as of June 2015): • Team meeting on a monthly basis to review analytics. • Discuss website updates that are supported by analytics. • Explore marketing opportunities with training center. “Seeing this information has totally validated all of the time we have put into our initiatives.”
  36. 36. Outcome (as of January 2016): • Monthly track and analyze: – Audience overview – Queries – Referral traffic – Pages – Channels – Device type – Locations – Goal completions • Seen major traffic to the site when news updates are posted • LinkedIn referrals are significant, so will continue to robustly use that platform
  37. 37. Outcome (as of January 2016): • Also provide a quarterly summary with suggested action steps, such as (From Q3 2015): – More robust content on Safety Consulting page, as it’s a heavily searched topic; also more safety consulting mentions throughout website copy – Updating HR on best recruiting-focused sites for visitors – Add more vides to specific pages as they are developed – brings traffic in – Pages or content to remove – Focus on responsive design in very near future, as percentage for mobile and tablet are slowly increasing • Tracked several email marketing campaigns – An event campaign brought 140 first-time visitors to the site – The last of a four-part campaign in 2015 brought more than 60% of its page views in new visitors – A once-and-done regulatory update email brought 38 new users
  38. 38. “Now that we have our feet under us with ongoing analysis of the analytics, we’re planning to create a quarterly brief that shares select data with higher-level leadership, highlighting changes that will or have been made. “
  39. 39. SMALL Start
  40. 40. Start Small
  41. 41. Start Small
  42. 42. Start Small
  43. 43. • Make it manageable • Make it quantifiable • Share your results and recommendations • Have an action plan moving forward Start Small
  44. 44. Start Small
  45. 45. Start Small
  46. 46. Go Big
  47. 47. Go Big Oops!
  48. 48. BETTER Practice Makes
  49. 49. Scenario 1a: Industry event: American Society for Healthcare Engineering Co-worker attends: Project Manager Write recap article (include 2 quotes) 24 hours to turn in article What do you do with the article and why? Company objective: Increase win rate of integrated projects in healthcare market
  50. 50. Scenario 1b: You posted article to company blog. Now what?
  51. 51. Scenario 2: You attend SMPS Pacific Regional Conference Write recap article (include 2 quotes) 24 hours to turn in article What do you do with the article and why? Objective: Increase company recognition and be a thought leader in industry
  52. 52. THANK YOU Questions?

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