BEN IS A MARKETING STRATEGIST. WITH A CMA. WHO LOVES THE INTERNET.

HE LOVES THEM AND THEY LOVE HIM BACK:

@mrbenjohnson

WHAT DO YOU WANT TO UNDERSTAND?

Digital Strategy

Before charging off to build sites or tools or Facebook pages, institutions need a reality check on their purpose. They need alignment of internal efforts, and they need focus on a credible goal.

-Jason Mogus, CEO & Senior

StrategistCommunicopia

“

donate.

online adtweetlike view email direct mailprint ad radiobillboard| | | | || | |

sign up for emails.

donate.

absorb engaging content.

absorb engaging content.follow us.

talk about us.

get others to donate.

kick the tires.

Disclaimer: The internet is not a series of tubes or arrows.

Sifting through the data.

HEATMAPS

Test

Typ

es

Case #1

Control Version 1

Case #2

• See interactivity by region

• Sad contact us button

• Several top page links popular

Case #3

• Users click along a horizontal plane

• Popularity is easily seen

• We discovered that job opportunities were very popular

A B

Testing.

A/B ideas: • embedding a form or newsletter signup• adding or removing questions in a form • add or remove social media links• add or remove a “click here” button from images• testing colours• long text vs. short text

How?

VisualWebsiteOptimizer.com~great heatmaps

(Also) Optimizely.com~great A/B testing

~very low cost!

Adwords

• Test your creative• Test new ideas or concepts• Segment location,

interest…

Google Analytics

• Advanced Segments• Visitor Flow• Multi-Channel funnels

Advanced Segments

• Use all the google reporting, but only see subsets of the entire audience (or compare to total)

• Some sample advanced segments:– Social referrals (Facebook, Linkedin,

Twitter)–Mobile traffic– Your eblast visitors– Those who’ve seen a certain page, from

a certain city, completed a specific goal

Vis

itor

Flo

w

Vis

itor

Flo

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My Blog

OpenMedia.ca