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Thoughts from Module09 Midwest Digital Conference – Morning Sessions #module09

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Adrian Pittman

  • All the technologies in development today will be available as a platform for the future generations.
  • When you hire an expert, make sure you give them the resources (and the freedom) to do their job.

Ken Burbary

  • 93% of customers expect your brand to have a social media presence
  • customers want your brand to be involved
  • include consumers i how you make your products better
  • everyone is an influencer – every interaction counts

Amber Naslund

  • The Five Faces of Community Management
    • Anthropologist – figure out who customers are, and how we should interact with them, and how to help them make connections with people that matter to them
    • Bridge Building – liason for customers to connect with anyone inside the company plus internal bridge building of tearing down silos between departments
    • Diplomat – knowing how to edit, handling crisis
    • Director – Setting the scene, figuring out what the story is and helping actors to figure out their parts
    • Builder – need bricklayers and carpenters, figure out what works and what doesn’t, bring feedback to company and results back to community

Damian Rintelmann

  • Your website is not a mousetrap – its for interacting with visitors
  • Offline customer engagement just as important as online
  • Visitors need to be able to take your content and share it outside your website walls
  • Opportunities to share, focus on goals, measure and make small adjustments.

Marcel Lebrun

  • Marshal McLuhan – “media itself has a social effect because it changes things”
  • Community manager is about adding personality to your brand
  • There’s no single owner of social media – it has a more broad set of purposes and uses
  • Social media is more measureable than traditional media

At the Module09 conference or watching online?  What are your thoughts?

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All Your Tweet Belong To Us

allyourtweetAll Your Tweet is a free service (currently in beta) that aims to aggregate various Twitter services into one place.  Fairly basic functions such as follow, unfollow are offered, along with basic analytics (followers, friends, favorites, status updates) for multiple accounts.  A web-based twitter client integrates all accounts into one dashboard, with URL shortening and tracking, and the ability to integrate RSS feeds into Tweets.  Scheduling future tweets is also a really nice addition.

When I demoed All Your Tweet, the interface seemed a bit confusing with links at the top and Action links along the left.  Some of the links are only available from the dashboard, which makes changing between “Actions” difficult.  The web-based Twitter client is nice, but while it constantly updates times, it didn’t seem to always update tweets (those were in batches).  So the time updates are a confusing illusion that it is actually constantly refreshing.  Having analytics on the side was nice, but not something that was needed while tweeting.  Most disappointing, I couldn’t get the RSS feed to work properly – although this may be due to recent problems with Twitter.

All Your Tweet has some really nice functions and I’d like to see them make the interface more robust and easy-to-use.  It has the potential to be a pretty useful social marketing tool.

Have you tried All Your Tweet? What are your thoughts?

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Important Metrics for Your Pay-Per-Click Campaign

advertisingtheancientbritMany businesses run pay-per-click (PPC) campaigns in order to increase traffic and sales to to their websites. However, many are not looking at how effective those campaigns are.  I’ve run across several websites which thought they were doing ok with their PPC campaigns, but upon closer examination, we found they were spending more than they were getting out of the advertising.

Conversions

A conversion is when an action that you’re advertising is actually taken on your website.  So if you’re advertising a product, it’s when someone actually purchases that product.  This is usually tracked by putting a script tag from your PPC ad on your thank you page that happens after a purchase is made. Conversions are the whole reason you’re advertising, so they are very important to track.

Cost Per Conversion

For the number of conversions you get in any time period, how much are you spending on advertising? Taking the total amount spent and dividing it by the number of conversions will give you how much you’re spending per conversion – or cost per conversion.  This metric is extremely important for knowing whether you’re spending too much on your advertising for what you’re getting out of it.  If this number is too high, it’s time to look at optimizing your ads, website and landing pages.  (As an aside, sometimes people will click on an ad and purchase a product much later – days or weeks – this is not tracked with this metric).

Conversion Rate

How many clicks do you have to get before someone purchases from you?  How effective is the path the visitor takes to purchase the product?  The number of conversions divided by the number of ad clicks gives you the conversion rate.

Clicks

How many times people are clicking on your ad- how much interest and traffic it is generating.  If you are using advertising for branding or just for traffic, and are not tracking conversions or sales, this is an important metric.

Cost Per Click

How much each click costs – or how much you’re paying for each person that your ad brings to your website.  Taking the total amount spent and dividing it by the number of clicks will give you this metric.

Click Through Rate (CTR)

How effective your ad is – in message and targeting (keywords, placements, etc.)  Measured by the number of clicks on an ad divided by the number of impressions (number of times it is shown).  A low CTR can indicate poor messaging or targeting (keywords, placements, etc.).

(photo by The Ancient Brit @ Flickr CC)

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