Presenter: Kat Liendgens Chief Operating Officer

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Presenter: Kat Liendgens

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@katliendgens #Interlab2011 - p.2

Who am I?

Kat Liendgens, Chief Operating Officer at Hannon Hill Corporation

@katliendgens | kat.liendgens@hannonhill.com Specialties

• Content Management

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What are we going to talk about?

• Content Strategy: what, why and how

• Web Analytics: measuring actionable data and setting goals • Agility in communications, marketing and PR

• Social Media: Pros & Cons, Best Practices and ROI

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You’ve got it all …

People • Communication department • Content managers • Content contributors • IT staff Technology • CMS • Social media • Analytics

Content Strategy?

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What is a Content Strategy, anyway?

Content Strategy determines…

• What type of content will be created on which topics • Who is in charge of each piece of content

• What the key message is and what the purpose of the content is • Which goals the content is meant to support

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@katliendgens #Interlab2011 - p.6 Content Strategy also determines…

• How the content will be promoted • When and where it will be published

• Optional: which keywords will be used and which campaigns the content

will be associated with

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A good Content Strategy…

• Ensures commitment

• Helps you produce better quality content • Improves your SEO

• Optimizes the promotion of content

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@katliendgens #Interlab2011 - p.8 A good Content Strategy also…

• Helps you identify what works best

• Ensures that you provide the answers people are looking for • Allows you to repurpose your content where it makes sense • Leads to better consistency of your overall message

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• Build your team

• Define your audience

• Determine your key messages • Audit your existing content • Analyze content gaps

• Brainstorm types of content delivery • Assess frequency and feasibility

Create an editorial calendar

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• Create regular features • Expand your channels

• Re-build/expand your team

• Allow and encourage feedback/comments • Respond

• Listen

• Inspect and adjust

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Web Analytics…

• Start small by defining just a few measurable goals • Measure conversions

• Focus on trends, not just raw data • Segment data as much as possible

• Based on stated objectives, analyze the data to make content

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Goals and Objectives are S.M.A.R.T.

S

pecific – “Apples” not just fruit

M

easurable – “Double” apple yield not just “a lot”

A

ttainable – “100%” apple yield, not “500%”

R

elevant – “Apples” not “bananas”

T

ime-bound – By next harvest

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Analytics and KPIs …Dig Deeper

Average time per page visited:

• If you notice a visitor with lots of page views but short time/page

this likely means they’re having trouble finding what they really want.

• If a visitor has fewer page views, but is on each page for a relatively

long time (let’s say 1-2 minutes) this means they’re probably getting to relevant pages easily.

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Agile Communications

• Shorter, smaller campaigns

• Measure everything and measure frequently • Inspect and adjust

• Focus on actionable data • Focus on fresh content

• Social media to promote your content • Calculate your ROI

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• Everybody’s doing it! • It’s so much fun!

• To improve our Klout score • Do we have a choice?

• Support web marketing Goals,

Objectives, Outcomes

• Engage stakeholders

• Utilize another medium for your

quality content

Bad Reasons Good Reasons

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The pros

• Easy to use

• Great way to drive traffic to your site • Effective way to increase your rankings • Can increase employee satisfaction

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The pros

• Allows you to update content and interact quickly • Quickly counteract negative publicity

• Measures public sentiment • Saves money

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The challenges

• Lack of workflow/approval processes • Risk

• Unrealistic expectations • Measuring the ROI

• Social media used as a CMS  no alignment with key

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So what can I do?

• Educate team members on your key message and on social

media etiquette

• Always emphasize: social media is a tool to promote your web

content

• Take a leap of faith • Inspect and adjust

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Social Media ROI…

• Naysayers

"What's the ROI on social media? I don't know, what's the ROI on our phone system?”

• Bean-counters

“People who say you cannot measure social media are lazy.”

• Explorers

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• S.M.A.R.T. rules still apply

• Segment and measure specific social media goals

– # of followers on Twitter or # of fans on Facebook – # of comments per blog post

– % of unique website visitors attributed to social media post or tweet

referral link

– # of subscribers to specified RSS feeds

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Let’s Recap

• Develop a content strategy • Set goals and objectives

• Use social media as a communication tool and to promote

your content

• Use web analytics and social analytics • Track as much as you can

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Thank you

Kat Liendgens

Chief Operating Offer Hannon Hill Corporation

kat.liendgens@hannonhill.com @katliendgens