Universal ROI for Digital Marketing
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As social media becomes a more integral part of marketing, the ability to validate your effort will become critical to sustainability in an organization's bottom line. In this presentation, we will cover actual proven tactics that validate budgets for the C-Suite. Keeping the ROI answers top of mind will benefit any marketing professional in social media, mobile and digital marketing. A back to basics presentation with out of the box approaches. Takeaways from this presentation: 1. How to quickly validate participation on specific social media channels by your customers. 2. Demonstrate ROI of social paid media through simple tactics. 3. Leveraging the customer voice for internal decision making.
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Universal ROI for Digital Marketing
- 1. UNIVERSAL ROI FOR DIGITAL MARKETING Joseph Heinl Digital Marketing Manager – Donor Marketing & Communications May 2018
- 3. ABOUT ME Early Adopter for Band Promotion B2B • B2C • Social Gaming Facebook Ad Team
- 4. WHY? Make deeper impact with experience Cause Based Marketing Non Profit Org | For Profit Approach
- 5. One of nations oldest & largest blood suppliers. 10% of U.S. Blood Supply. 1000 hospital customers in 30 states. Blood Service Division - 11 Brands.
- 6. ABOUT US?
- 7. YOU HAVE THE KEYS!
- 8. • DEMOGRAPHIC / GEO • CONSUMER BEHAVIOUR • TYPES OF ENGAGEMENT • DEVICE USAGE & PREFERENCE
- 9. KNOWLEDGE IS POWERFUL • ANTICIPATE ACTION • PREDICTIVE ANALYTICS • BUSINESS INTEL • INFLUENCE MARKETS
- 10. THINK AT 35k FT
- 11. BALANCE SHEET ACCOUNTABILITY OPERATING MARGINS NET REVENUE
- 12. SPEAK & SHOW ROI • HOW MUCH COST INVOLVED? • WHY SPEND EFFORT ON SPECIFIC CHANNELS? • WHAT DID EFFORTS PRODUCE?
- 13. • KNOW YOUR INTERNAL CPA? • DID IT LOWER COST TO ACQUIRE A NEW DONOR? • MEASURE & ROLL UP KEEP TOP OF MIND
- 14. • Google Analytics + Conversion Goal Events • Social Media Targeting + Insight Data + Pixels • Link Shortener (Bitly.com + Goo.gl). SET UP FOR SUCCESS
- 15. 1st RULE OF DIGITAL MARKETING TRACK EVERYTHING!
- 16. • Effort Effects – Net Results • Targeting the right audience • What to change – ABO | ABC TRACKING VALIDATES EFFORT
- 17. But First…. Understand Market Challenge + Opportunity < 6% donate ~35% population eligible to donate
- 18. MARKET NUMBERS U.S. Population = 324m 35% Eligible = 113m 6% Donors = 7m POTENTIAL Audience: 106,000,000
- 19. • Facebook/Instagram = Custom Audiences • LinkedIn = Contact Targeting • Twitter = Tailored Audiences • Google = Custom Match AUDIENCE TARGETING TOOLS
- 21. HOW IT WORKS Current Data Base + Social Ad Platforms Example
- 22. 75%
- 23. • EMAIL ADDRESSES • PHONE #’s • MAILING ADDRESSES • USER ID’s SOURCES TO USE
- 24. But Wait… There is MORE!
- 25. DONORS OR POSERS? Hashed Database Social Media Profiles
- 26. LETS SEE
- 27. HOW MANY PEOPLE ARE FANS BUT NOT DONORS? HOW MANY DONORS ARE NOT FANS?
- 28. PRACTICAL INSIGHT C-Suite Sound Bytes • “3 out of 4 of our donors use social media daily” • Typically lower cost to engage audience • Measure accurately & be accountable to effort
- 29. ROI INSIGHT Channel / Market Validation ✓ Zero cost to prove ✓ Data warrants expanded effort ✓ WE MUST BE WITH OUR DONORS
- 30. RE-ENGAGE | RETARGET | REPEAT Engage Lapsed Donors + Geo Proximity + Attract New Ones
- 31. RE-ENGAGE LAPSED DONORS • Pull Lapsed Donor Lists • Custom Target for Accuracy • Micro-Budgets • Content specific messaging
- 33. PRACTICAL INSIGHT2 C-Suite Sound Bytes • Delivering Right Message + Right Place + Right Time • Low cost engagement • Measure with Analytics & Pixels
- 34. BUILDING OFF BASE • Identify New Audiences Based On Your Data • Large Scale Data Sorting • 1% of U.S. – Net down to specific region
- 35. LOOKALIKE LISTS
- 36. LET THE DATA DO THE WORK • Record Audience Sizes • Employer matches • Age Segments
- 37. GOALS & PIXELS Google Conversion Events = Goals Social Media Conversions = Pixels EASY TO INSTALL & FREE TO USE
- 38. ROI TRACKING What % of people who visit make an appointment? From which channel? (social, email, search) Amount it cost to convert a user to donor?
- 39. GOALS & PIXELS Google Conversion Events = Goals Social Media Conversions = Pixels EASY TO INSTALL & FREE TO USE RESOURCES Google.com/analytics – Website 1-10 Facebook.com/business Search: “PIXEL” – Campaign tracking Business.Facebook.com – Insight Data + Audience Business.Twitter.com – Insight Data + Audience Business.LinkedIn.com – Data + Audience Bitly.com – Tracking Links
- 40. YOU HAVE THE KEYS!
- 41. THANK YOU!
Notas del editor
- Context into ROI – Understanding the actual market is a good place to begin. This is mine at a 35k foot level. Define our role – remember your purpose. – Resonates with the C-Suite and other leaders.
- All Social and GOogle