Marketing and Communications Metrics Nick Mattar Director of Marketing Detroit Regional Chamber

“The marketing of products or services using digital channels to reach consumers, including channels that do NOT require the use of the internet.”

Social Media Web

Web Marketing

Current Trends Referral/Search Traffic vs Organic Traffic Mobile web browsing The Google impact

Referral/Search Traffic Organic Traffic

Mobile Web Now 60% of all web traffic Mobile web usage is growing twice as fast as apps Google does not care for unresponsive websites

2.3 billion searches are made on Google each second 100 billion searches every month 75% of all searches in the U.S. are on Google 60 trillion pages are indexed on Google 40% dip in web traffic when Google goes down for 5 mins Source: Expanded Ramblings The Google Impact

Business Growth Metrics Exit rate : Percentage of people who left your site from that page

Business Growth Metrics Exit rate : Percentage of people who left your site from that page Bounce rate: Percentage of people who only visited a single page

Business Growth Metrics Exit rate : Percentage of people who left your site from that page Bounce rate: Percentage of people who only visited a single page Average time on page : How long visitors spend on the page

Business Growth Metrics Exit rate : Percentage of people who left your site from that page Bounce rate: Percentage of people who only visited a single page Average time on page : How long visitors spend on the page Organic search : How many people found the page via search engine

Reporting Metrics to Stakeholders Unique visitors : How many different people visited

Reporting Metrics to Stakeholders Unique visitors : How many different people visited New visitors : How many new people visited

Reporting Metrics to Stakeholders Unique visitors : How many different people visited New visitors : How many new people visited Average time on page : How long visitors spend on the page

Reporting Metrics to Stakeholders Unique visitors : How many different people visited New visitors : How many new people visited Average time on page : How long visitors spend on the page Mobile visitors : How many different people visited via mobile devices

Key Takeaway: Content Marketing What exactly is content marketing? Why does it matter? How can it help my chamber? Photo: Rival IQ

Marketing

Current Trends Design vs Deliverability Nurture campaigns Mobile

DesignDeliverability

Nurture Campaigns Good way to save time and increase leads Need content to bring in organic leads Marketing automation can be expensive Photo: business2community.com

Mobile is opened just under 60% on phones Browsers and clients display s differently (Screen) size matters

Business Growth Metrics Unique open rate : How many different people open an

Business Growth Metrics Unique open rate : How many different people open an Time and day of sends : How open and click rates differ based on timing or date

Business Growth Metrics Unique open rate : How many different people open an Time and day of sends : How open and click rates differ based on timing or date Conversions : Number of recipients who actually took the desired action from an

Reporting Metrics to Stakeholders Benchmarked open rate : How your unique open rate compares to others in the industry

Reporting Metrics to Stakeholders Benchmarked open rate : How your unique open rate compares to others in the industry Unsubscribes : How many people remove themselves from your list

Reporting Metrics to Stakeholders Benchmarked open rate : How your unique open rate compares to others in the industry Unsubscribes : How many people remove themselves from your list New subscribers : New people who have signed up to receive s

’s Statistical Shortcomings How long did an individual view an ? What is my true open rate? Is A/B testing all that it is cracked up to be?

Social Media

Current Trends The King: Facebook Rising Star: Snapchat Falling Fast: Twitter What’s the deal with LinkedIn and Instagram?

Facebook 30% of Facebook users are between the ages of 25 and 34 Engagement is highest on Thursday and Friday Total monthly active users increased 15% from 2015 to 2016 Source: Zephoria

Snapchat 4-6 billion video views daily 100 million daily active users 60% of all smartphone users ages use Snapchat Source: Noble Mouse

Twitter 1.3 billion accounts created 550 million have sent a tweet 391 million accounts have no followers 79% of accounts are outside the U.S. Source: Brandwatch

LinkedIn and Instagram 80% of LinkedIn members want to connect with a company for professional development LinkedIn company/group posts are only seen by 20% of followers 70% of Instagram user feed photos are missed Instagram now has more monthly active users than Twitter (400 million) Source: B2B News Network and ClickZ

Business Growth Metrics Click rates : How often users click on your social media posts to a third-party (often your own) site

Business Growth Metrics Click rates : How often users click on your social media posts to a third-party (often your own) site Follower loss : Can be difficult to measure, but is just as important as follower growth

Business Growth Metrics Click rates : How often users click on your social media posts to a third-party (often your own) site Follower loss : Can be difficult to measure, but is just as important as follower growth Conversations : How often users comment or share your posts and how/if your chamber responds

Reporting Metrics to Stakeholders Follower growth : Vanity metric, yet still the most widely- accepted statistic across all social media platforms

Reporting Metrics to Stakeholders Follower growth : Vanity metric, yet still the most widely- accepted statistic across all social media platforms Click rate : Far and away the most important metric when trying to grow business, so it should be reported to stakeholders as well

Staying Relevant on Social Media Digital marketing blogs Mergers and acquisitions

Digital Marketing Blogs Jeff Bullas Chris Ducker eMarketer HubSpot Internet Marketing Ninjas John Loomer Marketing Profs Occam’s Razor Social Media Examiner

Other Topics to Consider The rise of video Wikipedia Native advertising