Digital Insights

What are some of the wrong things people are looking at ?

Jim Sterne: They don't have goals so social media is the bright shinning new thing,everyone jumped in and let's have one because all the competition has one too.

Point to ponder:  

• Have you think through why are you going to establish a presence ?
• If Yes - What is your strategy or approach ? 
• If Yes - What is your end goals and objectives ? 
• And how are you going to measure the success or failure ?

Points to Ponder:

How are you measuring customer centricity success ? Or are you even measuring it at all ?

Measure Awareness

• How do you define the success of your message reaching to the right people to propel it others like themselves ?
• And How do you match that back to your revenue and cost for the particular activities ?

Measure Attitude

• How do you define what's a positive sentiment - from your customer prospective ?
• How do you define what's a negative sentiment - from your customer prospective ?

Measure Influence

• Have you identify who are the key influencer amongst your potential customers ?
• Have you identify who are the key influencer amongst your current customers ?
• What makes them tick - amongst your potential and current influencers ?
• Have you identiy which are the other relevant influential topics amongst potential, new and current customers ?
  

Measure Competition

• How are you faring against your competition ?
• More visibility ? or Less ? - Why and Why not ?
• What makes them more visible ?
• What triggers their prospects and customers which leads to the visibility ?

Measure Outcomes

• How do you link your end business goals through the defined social actions ?
• And How do you match that defined social actions with you quantitative data (web analytics / crm) ?

Measure Value

• How much is a defined social media participant worth ?
• What is the lifetime value of a new customer to your business ?
• What percentage of your potential / new customers whom joined in the conversation leads to a desired response ?
• And What is the percentage of those whom remain loyal ?

Points to ponder: 

1.  Communicating your unique value or campaign proposition (USP)

• Why does your visitors want to do business with you via your website ? 
• What's in for them when they land on your web page ? 
• And why they shouldn't click onto the back button or tab to visit your competitors instead ?

2.  Be Data Driven

• Are you basing decisions through your site metrics ?
• Are you taking action to execute the insights and learning ?
• Or Are you working on endless reporting which doesn't correlate to your end business goals and objectives ?
• If Yes - Do you have a "to-do" list to prioritize areas for improvement and experiment with ?
• Have you identify areas of experiments / tests which are working and which are not ?
• If Yes - Have you tried segmenting your traffic to test your experiments ? For organic search / paid search / referral traffic / eDMs ? (Here's a great post from Avinash on advanced segmentation )
  

3.  Leveraging the voice of your customers

• Are you rethinking your communication strategies based on the customer insights found on social media networks ? through your sales individuals ? through your help desks / customer service ? emails from customers ? mailers from customers ?
  

Points to ponder

Organic Search

• Which landing pages are they landing on ?
• Which of these top landing pages has a high bounce rate ? And Why ?
• What is the conversion rate for the top landing pages ? And Why ?
• Which keywords drives more conversion ? Which Doesn't - Why ?
• Are your keywords traffic relevant or targeted ? If not - Why not ?

Paid Search

• Which long tail keywords could you possibly tapped into for your paid search campagins ?
• What are the key driving factors for paid search customers to successfully convert ?
• Which page / section of your conversion page does your customers dropped off ? And Why ?
• What percentage (%) of your paid search customers are repeated ?

Points To Ponder:

• How are you tying your revenue events to the web analytics data ?
• How do you define a successful revenue event ?
• Have you set up persistent cookies to identify repeat visitors whom has successfully completed the defined revenue event ?
• How do you attribute a campaign success ?

• Context - Do you understand the underlying motivations of your on site visitors ? Do you understand why ?
  
• Comparison - What are the factors that lead to success or failure ?
  
• Contrast

Have you identiy your key peformance indicators (KPIs) ?

• What are the actions that lead to business goals and objectives ?
• What are the actions that lead to revenue ?
• What are the actions that reinforce branding ?
• What are the actions that lead to site bounce ?