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Social Media, Optimization: Why Has Marketing Gotten So Geeky? presented by: Kate O’Neill CEO & Founding Partner, [meta]marketer

Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

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From search and social media to analytics and optimization, marketing has really gotten geeky. It's nearly impossible to keep up, so what should business owners know about online marketing in order to make good decisions about their web presence? This presentation is both a broad overview of key web marketing disciplines as well as a quick dive into some of the concepts and vocabulary behind them. Presented on Wednesday, August 18th to the Women Business Owners Special Interest Group of the Nashville Area Chamber of Commerce.

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Page 1: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Analytics, Search, Social Media, Optimization:

Why Has Marketing Gotten So Geeky?

presented by: Kate O’Neill

CEO & Founding Partner, [meta]marketer

Page 2: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Paging Dr. Drucker:

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”

“Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation.Marketing and innovation produce results; all the rest are costs.”

Page 3: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Traditional Marketing Path

AwarenessAwareness PreferencePreference PurchasePurchase LoyaltyLoyalty

Page 4: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

What’s changed?SearchSocialAnalyticsTechnologies

not to mention…customer expectations of

relevance, usability,

portability, etc.

Let’s look at the landscape >

Page 5: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

How do you plan for all this?

Page 6: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
Page 7: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Let’s Talk About Search.

Page 8: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

What’s changing in

the Web landscape?

Page 9: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Remember the Pre-Search Web?

Page 10: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
Page 11: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

And then...

Page 12: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
Page 13: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Google changed

everything.

Page 14: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

The Consequences of Google

Emphasis on ranking high in the ‘One True Search’

led to Emphasis on inbound links at any cost

which led to Creation of web litter, spam sites, bogus articles, spam blog comments, questionable endorsements, an industry of “experts”, etc

Page 15: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

The Audacity of Google

Facebook

Page 16: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Facebook Moving In On Google’s Turf

Page 17: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

It’s (Almost) a Post-Search World,

Baby

But we’re a changed user baseBringing the mindset of shady SEO to social media (unfortunately) - manipulate results, rank high, add junkWe’ve got hundreds of “experts” early in the game. Really?

Page 18: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

How Many ‘Experts’

Are There Really?13,00013,000

??

36,00036,000??

Page 19: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

It All Comes Around Eventually

Twitter lists take us right back to the

manual link-building,

curation modelEmphasis on

“friendsourcing” vs

“crowdsourcing”

Page 20: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

So: what’s changing in the Web landscape?Google > FacebookSearch > SpontaneityFindability > Trustability

Page 21: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

And let’s not forget “the Cloud”

Data portabilityMobile apps & mobile webLocation-based apps & gamesAugmented realityContext relevance takes on geography and proximity

Page 22: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

The “Burden of Proof”

In a digital world, everything is potentially measurable

Business insights need data and validation

Marketing has the opportunity to move from the hot seat to the driver’s seat with the tools to inform the business

Page 23: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Analytics: With Great Power Comes Great

Accountability.

Page 24: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Analytics Process at a Glance

Determine KPIsWhat factors will determine success? What’s actionable?

Establish a baselineWhere are the pain points?What’s the range?

PrioritizeWhat’s most critical?What’s easiest?

ValidateForm a hypothesisTest

AnalyzeCompare with baselineExtrapolate to ROI

source: Omniture SiteCatalyst Basic User Training Workbook

Page 25: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

What’s measurable?Traffic

Sources (finding methods)Composition (visitor profile)

EngagementNavigationContent

Conversion

"Not everything that can be counted counts, and not

everything that counts can be counted."

- Albert Einstein

Page 26: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

What’s meaningful?

“Where in the site are visitors most often deciding to leave?”

“Where do visitors most often go after using the internal search?”

“Do visitors who come in on blog posts actually visit the rest of the

site?”

“What search terms are used by the people who are most likely to

purchase?”

In other words:

start with a good question.

Page 27: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Planning is Key to Analysis

Anticipate

Implement

Modify

Data collection begins!

Incremental data only

Page 28: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Conversion Metrics

Conversion Rate (Orders or Leads per Visit)OrdersRevenueLeads Generated Offline Sales Completed

Page 29: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Model the Siteidentify actions / events, content hierarchies, products

(e-commerce), and potentially interesting characteristics

Page 30: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Types of Reports

Metrics TrendingPathing

Next Page / Previous PageFall-out

Dashboards

Page 31: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Trending

helpful in spotting anomalies in patterns

Page 32: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Funnels

helpful with path fall-out visualization

Page 33: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Page Flow

helpful in spotting

content & navigation problems

Page 34: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Dashboards

helpful in reviewing KPIs at a glance

Page 35: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Traffic: Who’s coming to

the site?

Page 36: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Examples of Traffic Metrics

VisitsPage ViewsTraffic SourcesUnique Visitors

Wait... what’s the difference between ‘absolute unique’ and ‘daily/weekly unique’?

Page 37: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Visitors: aren’t we all unique?

Mon: Joe, Jane, JeffTues: John, JackWeds: James, JillThurs: Jeff, Jason,

JackFri: Jay, Joel, John

How many visits? at least 13How many visitors? 13

How many unique daily visitors? 13How many unique weekly visitors? 10

Page 38: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Engagement: What’s happening once people get

there?

Page 39: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Examples of Engagement

MetricsReturn VisitsTime on Site / Time Spent per VisitBounce Rate

Page 40: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Are You Ready for the Social

Web?

Page 41: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Defining Social Media

•publishing power to the masses

•participation

•conversation

•accountability, transparency, measurability

Page 42: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

What do we mean by social media?

•Twitter, Facebook, MySpace, LinkedIn, blogs

•but also

•YouTube, Ning, Flickr, Vimeo, Bebo, Last.fm, imeem, Plaxo, Tumblr, etc.

Page 43: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
Page 44: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
Page 45: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Social Media Measurements

Page 46: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
Page 47: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Traditional Marketing Path

AwarenessAwareness PreferencePreference PurchasePurchase LoyaltyLoyalty

Page 48: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Social Marketing Path

Reach / Reach / Exposure / Exposure / AwarenessAwareness

EngagemeEngagementnt InfluenceInfluence Goal ActionGoal Action

Page 49: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Social Marketing PathSelect Measures

# of Visits# of Visits# of Visitors# of VisitorsCommentsComments

Click-throughsClick-throughsDurationDuration

Repeat visitsRepeat visitsRegistrationRegistration

RetweetsRetweets

Purchase Purchase ConsiderationConsiderationLikelihood to Likelihood to RecommendRecommend

PurchasePurchaseAttend eventAttend eventTell a friendTell a friend

ContactContact

Reach / Exposure / Awareness

Reach / Exposure / Awareness

EngagementEngagement InfluenceInfluencePerformance

of Goal Action

Performance of

Goal Action

Page 50: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

What are Ideal Measures?

Reach

Clickthroughs

Purchases

Awareness

Page 51: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?
Page 52: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Unprecedented Technologies: A

Look at Optimization

Page 53: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

How are most design decisions

made?

Page 54: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

HPPO

HighestPaidPerson’sOpinion

Not irrelevant, but not comprehensive.

Page 55: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

By Committee

“I need my department to be featured on the home page!”

“Can we use something other than red for the Buy buttons? I hate red.”

Page 56: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Designer’s Aesthetic

Flash!

Prettiness over performance

Page 57: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Finger in the Wind

What seems to be trendy

What someone mentioned at a party

What’s reported in the news

Page 58: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

In other words...

in a vacuum.

Page 59: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

How should design decisions be

made?

Page 60: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

You need user input.

You are not your audience.Even if you are.

Page 61: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

You need data.

Users lie.Aggregate data doesn’t.

Page 62: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

HPPO

Data trumps opinions.

Even highly paid ones.

Use conversion-related metrics to determine executive-relevant

strengths and weaknesses of the site.

Page 63: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Committee

If it isn’t interesting to the user,

ditch it.

Use engagement metrics to determine what keeps users on the site.

Page 64: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Design for Design’s Sake

Think users like your design?

Prove it.

If your creative success can’t be measured, it may not be valued.

Page 65: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Finger in the Wind

“Great idea! I’ll add it to the

testing roadmap.”

Trendy ideas are worth knowing about.But they may not work in your situation.

Page 66: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Balance objective and subjective

input

what people think or feel

versus

what people do

Page 67: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Balance qualitative

and quantitative input

what you can intuit

versus

what you can measure

Page 68: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Gathering Balanced Input

focus groups

A/B or MVT results

usability studies / interviews

surveys

analytics data

Page 69: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

What to do?

‣Balance subjective & objective testing(And know that you may get it wrong)

‣Find the story behind the story(But know that you may get it wrong)

‣Look for a narrative in onsite testing(But know that you may get it wrong)

‣Look for the unobvious AND the obvious(And know that you may get it wrong)

Page 70: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

If you’re still going to get it wrong,

why test?

Because you can not only measure lift when you’re right...

(Woo hoo!)you can also contain risk when you’re wrong.

(And it just might save your job.)

In short, test your way to greatness.

Page 71: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Customer Expectations Are

Changing

Page 72: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

What Customers Have Come to

Expect:Interaction: Through social channels, click to chat

support, etc.Responsiveness: Replies to complaints on Twitter

and elsewhere, fast fast FAST turnaroundCustomization: Ability to set up custom levels of

interactions, or even better, learn without them telling you

Relevance: Specific, targeted messaging and experiences

Respect: Nothing foisted on them, no invasions of privacy or security

Page 73: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Q&A

Page 74: Analytics, Search, Social Media, and Optimization: Why Has Marketing Gotten So Geeky?

Follow me?

•Twitter: @kateo@metamarketer@corpidealist

Facebook: facebook.com/kateoneill

LinkedIn: linkedin.com/in/kateoneill

Blogs: metamarketer.comcorporateidealist.comEmail:

[email protected]

[email protected]@honeybowtie.com