Optimise yo ur o nline a udie nc e e ng a g e me nt Vic ki Allpre - - PowerPoint PPT Presentation

Optimise yo ur o nline a udie nc e e ng a g e me nt

Vic ki Allpre ss Hill – T he Audie nc e Co nne c tio n www.a udie nc e c o nne c tio n.c o m

a udie nc e n

1) the a sse mb le d spe c ta to rs o r liste ne rs a t a pub lic e ve nt 2) T he re a de rship o f a b o o k, ma g a zine o r ne wspa pe r

e ng a g e v

1) a ttra c t o r invo lve (so me o ne ’ s inte re st o r a tte ntio n) 2) pa rtic ipa te o r b e c o me invo lve d with

I n 90 minute s time , yo u’ ll ha ve so me ide a s a b o ut…

 …wa ys to e ng a g e with a udie nc e s o nline  …ho w to a sse ss ho w we ll yo u a re do ing  …ho w the pilo t Optimise pro je c t we nt (vide o )  …wo rking thro ug h the c ha lle ng e s (g ro up disc ussio n)  …ho w to a ppro a c h writing a n o nline ma rke ting pla n  …a nd yo u’ ll ta ke a wa y a T

ip She e t plus T he Audie nc e Conne c tion dig ita l ma rke ting pla nning fra me works

E ng a g ing a udie nc e s o nline

Using o nline to o ls to b uild a c lo se r a nd stro ng e r re la tio nship with yo ur a udie nc e

4 ke y wa ys to e ng a g e with yo ur a udie nc e o nline

1. F a c ilita te a n initia l c o nne c tio n 2. E nc o ura g e a nd e na b le a c o nve rsa tio n to sta rt 3. E nha nc e the ir unde rsta nd ing a nd e njo yme nt 4. E nc o ura g e the le a p to b e c o ming a c usto me r

F a c ilita te a n initia l c onne c tion

Whic h q ue stio ns a re yo u the a nswe r to ?

I nc re a se the c ha nc e s o f pe o ple finding yo u

Pro a c tive ly ta rg e t ve ry spe c ific se g me nts

Cre a te c le a r pa thwa ys o n yo ur we b site

E nc oura g e a nd e na ble a c onve rsa tion to sta rt

I nvite pe o ple to sig n up fo r e ma il c o mmunic a tio ns a t e ve ry e ntry po int

Re mo ve a ny b a rrie rs fro m sig n-up

Whe n the y ta lk to yo u, re spo nd pe rso na lly

E nha nc e unde rsta nding a nd e njoyme nt

Antic ipa te wha t the y ne e d to kno w

I nvite the m in

Pro vide insig hts

F a c ilita te c o nne c tio ns

E nc oura g e the le a p to purc ha se

Sho w the m wha t the ir pe e rs think

Give the m the to o ls to invite o the rs

Sha re o wne rship

Cre a te b uzz & c a lls to a c tio n

E nc o ura g e pe e r re vie w

Ho w we ll a re we do ing ?

Ge tting me a ning fro m o nline ma rke ting a na lytic s

I ndic a to rs o f we b site e ng a g e me nt

Wha t is the c o nve rsio n ra te ?

E ffe c tive ne ss o f yo ur c o mmunic a tio ns a nd o ffe rs

Wha t’ s g e tting the rig ht re spo nse ?

Wha t’ s yo ur re turn o n inve stme nt?

Ho w wide is yo ur re a c h?

Wha t’ s impo rta nt to me a sure

 Visib ility, a wa re ne ss a nd re a c h  L

e ve l o f e ng a g e me nt

 Co nve rsio n ra te s  Re ve nue g e ne ra te d  I

nflue nc e a nd se ntime nt

E va lua tio n c rite ria

 Org a nisa tio n missio n/ g o a ls  Audie nc e de ve lo pme nt o b je c tive s  Custo me r ne e ds  Co mpe tito r po sitio ning  I

ndustry b e nc hma rks

ANZT RUC 2011

T he impo rta nc e o f re le va nt b e nc hma rks

Yo ur me a sure me nt to o l kit

 Goog le Ale rts – wha t’ s b e ing sa id a b o ut yo u o n the we b  Klout – yo ur re a c h a nd influe nc e o n T

witte r

 F

a c e book Insig hts – fa n g ro wth, de mo g ra phic s &

e ng a g e me nt

 T

we e tre a c h – ho w ma ny pe o ple yo ur twe e ts a re re a c hing

 T

witte rCounte r– a na lysis o f yo ur T

witte r a c tivity o ve r time

 Goog le Ana lytic s – we b site a c tivity a nd c o nve rsio n  Ca mpa ig n re sults – e ffe c tive ne ss/ c o nve rsio n o f c a mpa ig ns  Soc ia lMe ntion – yo ur b ra nd’ s se ntime nt a nd re a c h  Blog Pulse – Wha t’ s b e ing sa id a b o ut yo u & o the rs

Vic ki Allpre ss Hill 2011

Ma king a pla n

Pulling it a ll the dispa ra te e le me nts to g e the r into a n inte g ra te d a nd do c ume nte d stra te g y.

Stra te g y vs T a c tic s

T a c tic a l a ppro a c h

 “L

e t’ s sta rt a b lo g – Austra lia n Ba lle t ha s a g o o d o ne .”

Stra te g ic a ppro a c h

 “I

n wha t wa y c a n we mo st e ffe c tive ly b re a k do wn the b a rrie rs to o ur a rt fo rm a nd whic h pe o ple a re mo st impo rta nt to re a c h? ”

Vic ki Allpre ss Hill 2011

www.mindto o ls.c o m

T he Audie nc e Co nne c tio n www.a udie nc e c o nne c tio n.c o m

www.mindto o ls.c o m

Use ma tric e s to unde rsta nd po sitio ning

T hre e re so urc e s I c a n’ t do witho ut

 Ma sha b le – http:/ / ma sha b le .c o m  T

e c hno lo g y in the Arts - http:/ / www.te c hno lo g yinthe a rts.o rg /

 Se b Cha n - F

re sh a nd Ne w(e r) - http:/ / www.po we rho use muse um.c o m/ dmsb lo g /

vic ki@ a udie nc e c o nne c tio n.c o m @ a udie nc e c o nne c t

Vic ki Allpre ss Hill 2011