Min online webinar-montizecontent-markohurst-2011
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The webinar discusses monetizing online content through selling on-brand and measuring relevant metrics, emphasizing the importance of goal definition in choosing appropriate metrics. It outlines a vendor selection process that involves defining goals, assessing available resources, and selecting the best-fitting vendor. Key strategies include maintaining alignment with brand reputation and audience expectations while utilizing balanced scorecards for effective goal management.
Min online webinar-montizecontent-markohurst-2011
- 1. March 24th, 2011minOnline Webinar – Monetizing Your Online Content45 Main Street #220, Brooklyn, NY 11222Phone. +1 718 625 4843info@hugeinc.com
- 2. Agenda.Selling On-brandMeasure What MattersVendor Selection Q&A
- 3. Marko Hurst.Author, Speaker, & ConsultantContent Strategy
- 6. User ExperienceBackgroundContent Strategy Director @ HUGE
- 8. Statistics & Brain Cognitive Science
- 9. Practice lead: National & regional levels
- 10. Industries: Government, Media, Ecommerce, Financial Services, Automotive, Technology, Mobile, CPGContactMarko Hurst: mhurst@hugeinc.com
- 11. Read my blog: MarkoHurst.com “Insightful Analytics”
- 12. Follow me on Twitter: MarkoHurstSelling on-brand
- 14. Direct.
- 15. Referral.Product website URL with referral codehttp://www.albeebaby.com/quinny-zapp-strollers.html?refid=12063&id=40471
- 16. Affiliate.
- 17. Selling on-brand.Align your sales program with your brand, reputation, and audience expectations.
- 18. Off-brand example.Imagine if the New York Times ‘sold’ condoms from an article on birth control.+
- 19. On-brand referral example from print.+www.crest.com/parentingmag
- 21. Metrics are everywhere, so how do you choose the right metrics? *Far from a complete list of metrics to choose from
- 22. Metric Selection Is A Counterintuitive Process:Many begin their measurement programs fretting over what metrics to track.Instead, if clearly define your goals first the right metrics will often fall into place.
- 23. How to define goals.Keep it simple – choose what you want to achieve and by when.
- 24. Goals are specific, quantifiable, & time-boxed.NoIncrease Average Order Rate
- 25. Increase traffic by 5%
- 26. Decrease Bounce Rate in next six monthsYesIncrease Average Order Rate by $3 in six months
- 27. Increase Traffic on Top 20 keywords by 5% by end of next quarter
- 28. Decrease site-wide Bounce Rate by 10% within 30 days of next design updateThe right metrics are those that directly affect your goal.Goal: increase “Average Order Value” by $3 in six monthsKey Performance Indicator (KPI): Current AOV* = $17* AOV (Average Order Value) = Sum of Revenue Generated / Number of Orders Taken
- 29. Balanced Scorecards help you easily manage your goals.Example: Ecommerce Balanced Scorecard
- 30. Vendor selection
- 31. Vendors are everywhere, so how do you choose the right vendor? Commerce EngineOnsite SearchWeb Analytics*Vendors listed does not imply endorsement by Marko Hurst
- 32. Vendor Selection Is A Counterintuitive Process:Most organization typically begin vendor selection by engaging with vendors from the beginning. Instead, if you define your goals, identify the time and resources necessary to achieve those goals the right vendor often becomes evident very quickly.
- 33. 3-step vendor selection process. PeopleProcessVendor
- 34. Step 1: Define goals & best case usage of the “product”. PeopleProcessVendor Create desired outcome(s)Define KPIsCapture current process (if any)Perform gap analysisCreate desired process
- 35. Step 2: Capture available resources, skills, and time needed to use the “product”. PeopleProcessVendor Create desired outcome(s)Define KPIsCapture current process (if any)Perform gap analysisCreate desired processCapture current resourcesCapture current resource:skill-sets
- 36. skill level
- 37. time allocatedExternal resourcesPerform gap analysisPerform ROI analysis
- 38. Step 3: Select a vendor that best fits your Process & People. PeopleProcessVendor Create desired outcome(s)Define KPIsCapture current process (if any)Perform gap analysisCreate desired processCapture current resourcesCapture current resource:skill-sets
- 39. skill level
- 40. time allocatedExternal resourcesPerform gap analysisROI analysisPricing model / costTechnologyplatform
- 41. features
- 42. out of the box
- 43. customization TrainingResourcesRelationship / program type
- 44. Q&A
- 45. Thank you!www.hugeinc.com45 Main Street, 2nd floorBrooklyn, NY 11201Call us.Phone: +1 718 625 4843Fax: +1 718 625 5157info@hugeinc.com
Editor's Notes
- #2: Presentation: I was on a panel (webinar) for minOnline and the presentation itself was directed towards the publishers & media industries. Updated deck version.
- #5: This section was to set a baseline for a few common ecommerce solutions with give examples. The story behind this section is that as a publisher you need to be aware that the type of products you “sell” and how you sell them needs to be consistent with your brand.
- #13: Goals not the individual metrics are what will make you successful with measurement.
- #20: This is the process I have successfully used for years for myself and my clients when selecting a vendor. The process is NOT limited to types and companies displayed.