Webcast: How to Measure Construction Marketing Results

1. Webcast: How to Measure Construction Marketing Results The Newest Rules November 15, 2010

2. Welcome Moderator/Speaker: Neil Brown Chairman Construction Marketing Association neil@ConstructionMarketingAssociation.org

3. Welcome Speaker: Pavel Solyak Social Media Mgr. The Chamberlain Group pavel.solyak@Chamberlain.com

4. Agenda – Measuring Marketing • Why measuring marketing is important? • The three (3) types of marketing measurement • Traditional measures • Internet measures • Social media monitoring • How Chamberlain Group Measures marketing • Summary: How to measure construction marketing

5. Measuring Marketing Why is Measuring Marketing Important? • A recent construction marketing survey identified measuring and reporting marketing results as THE TOP PRIORITY, beating even internet and social media • With the lingering construction recession, marketing is being scrutinized more than ever • Growing interest in mainstream marketing for metrics, dashboards, marketing automation • Depending on scale of company or program, measurement can range from simple to a variety of complex methods and approaches

6. Measuring Marketing 3 Broad Types of Marketing Measurement • Traditional methods of measuring, including marketing research • Internet-based measures • Social media monitoring

7. Measuring Marketing Traditional Marketing Measurement • Some of the traditional methods of measuring marketing results might be the most critical: • Financial: sales revenue, unit volume, gross margins • New customers • Qualify source of exposure (how they found out about company) • Inbound telephone calls • Trade show/event inquiries • Print advertising promo codes • Publicity placements (hard copy clips) • Customer/prospect database entries (sales, service, CRM, SFA) • Customer status: new customer acquisition, customer retention, dormant customer, lost customer

8. Measuring Marketing Traditional Marketing Measurement • Another traditional approach to measuring marketing results is marketing research, in a variety of types and methods: • Secondary research (publicly available, e.g., internet, publications, associations • Primary research (custom, surveys, interviews, focus groups, etc.) • Syndicated research (for fee from research firms, analysts, e.g., Forrester, Frost & Sullivan) • Examples of research measures: market sizing/market share, brand awareness, brand preference, customer satisfaction, competitive intelligence, market trends) • For specialized markets, research may be the only measures

9. Measuring Marketing Traditional Marketing Measurement • A challenge of traditional measures is relating back to specific campaigns or initiatives: • Always use direct response offers or promotional codes • Most construction products sell through channels of distribution or retailers • End user insight must be provided by channel partners or retail POS data (often syndicated research, e.g. IRI, Nielsen) • Traditional measures can be integrated with Internet marketing

10. Measuring Marketing Internet Marketing Measurement • With construction marketing increasingly emphasizing Internet, measures are more often Internet-based: • Website statistics (from host provider including traffic, by day and time) • Google Analytics (Visits, Page Views, Pages/Visit, Bounce Rate, Average Time (stickiness), Traffic Source (Engines, directories, etc., geography) • Search Engine Optimization (SEO) measures: e.g. websitegrader.com measures meta coding, indexed pages, links, RSS conversion, social media integration (Blogs, Twitter) • Website registrations via contact forms, registration pages, e-commerce, surveys; registrations for newsletters, warranties, catalog or literature requests, downloads, promotions, events, training programs, webcasts and seminars, RSS feeds (blogs or news), LinkedIn Connections, LinkedIn groups

11. Measuring Marketing Sample Google Analytics Dashboard

12. Measuring Marketing Internet Marketing Measurement • When utilizing an Email Service Provider (ESP) to develop and distribute email campaigns, robust metrics are provided: • Deliverability • Bounces (bad email addresses, hard vs. soft) • Open rates (average 5-20%) • Click-through rates (CTR, average 10%) • Opt-outs (removal requested) • Examples of ESPs include: iContact, Benchmark, Constant Contact, MailChimp

13. Measuring Marketing Sample Email Dashboard

14. Measuring Marketing Internet Marketing Measurement • When utilizing electronic newswire distribution services like PRNewswire, BusinessWire or PRWeb, each provides placement tracking • Google Alerts identifies keyword mentions, and will be covered in social media monitoring • A new technology call Urchin Tracking Modules or UTMs track website traffic via subdomains and Google Analytics and can be used for print ads, banners and more

15. Measuring Marketing Sample PRWeb Dashboard

16. Measuring Marketing Social Media Monitoring • With the explosion of social media, we are pleased to share some of the features and tools for key platforms, bookmarking and monitoring: • YouTube lists total channel views, upload views, launch/join date, subscribers; YouTube metrics system (INSIGHT) has dashboard statistics including view detail and demographics (age, gender, geography++) • Facebook has added business-friendly features including fan pages, custom tabs and the “Like” button; Facebook metrics system (INSIGHTS) identifies page interactions and demographics • Twitter does not offer metrics directly, but Followers and Tweets can easily be identified. The WeFollow.com directory ranks influence of a Twitter profile via keywords based on relevant Tweets, Retweets and listings. Bit.ly is a link shortening tool that allows measurement of link click-through. TweetDeck and HootSuite are dashboard tools for Twitter+ • Bookmarking tools build Internet search authority, with several free services measuring and archiving bookmark activity including Digg, Delicious and StumbleUpon

17. Measuring Marketing Sample YouTube Dashboard

18. Measuring Marketing Sample Facebook Dashboard

19. Measuring Marketing Social Media Monitoring • Blogs are monitored via Google analytics, Retweets, Likes, comments, bookmarks, links and more • Social media monitoring tools identify keyword mentions across the social-sphere. Radian6 is one of the most popular, user-friendly and powerful: • Monitors keywords across the the entire Internet including blogs, social profiles, forums and more. • Monitors company, brand and topic mentions; provides links to specific mentions; excellent graphics for trend analysis • Available on a subscription basis • Google Alerts are a simple but powerful tool to have links to keywords or keyword strings delivered to your email

20. Measuring Marketing Blog Measures

21. Measuring Marketing Blog Measures

22. Measuring Marketing Sample Radian6 Dashboard

23. Guest Speaker Pavel Solyak Social Media Mgr. The Chamberlain Group pavel.solyak@Chamberlain.com

24. Tools for Social Media Monitoring Pavel N. Solyak pavel.solyak@chamberlain.com

25. Set an Objective • Increase traffic • Build links (SEO) • Customer support • Customer feedback • Listen to conversation

26. Facebook

27. YouTube

28. Twitter

29. Radian6

30. Measuring Marketing Webcast Summary • In a soft market, measuring marketing results is critical • Measuring marketing results ranked as the highest priority of construction marketers in a recent survey • There are 3 broad types of measures: traditional measures, Internet measures and social media monitoring • Traditional measures include financial (sales, volume), sales inquiries, market research, news placements and more • Internet measures include web stats, Google Analytics, SEO measures, email metrics, news placements and related • Social monitoring includes top platforms (YouTube, Facebook, Twitter), social bookmarking, and new tools like Radian6 • Google Alerts is a simple tool for tracking keyword mentions

31. Q&A

32. Thank You! The Construction Marketing Association (CMA) is a network of marketing managers and executives in construction-related fields. CMA provides professional development and training, resources and information, networking and recognition. Find us: www.ConstructionMarketingAssociation.org www.ConstructionMarketingBlog.org Twitter.com/ConstructMarket Facebook.com/ConstructMarket LinkedIn.com (Construction Marketing Association Group) Next Webcast: Lead Generation Best Practices – Construction December 15, 2010