POP THE CHAMPAGNE TARA SAYLOR THE MAKING OF

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POP THE CHAMPAGNE! TARA SAYLOR

POP THE CHAMPAGNE! TARA SAYLOR

THE MAKING OF A COMMUNICATIONS NERD • • • Direct marketing before it was

THE MAKING OF A COMMUNICATIONS NERD • • • Direct marketing before it was cool National advertising campaign planning Global employee communication plans Communications operations work Master’s degree in Communications Studies The same concepts apply. Really.

We need to introduce a new product! We need to sell more things! We

We need to introduce a new product! We need to sell more things! We need to build our email list!

Our cafeteria is closing for a week! What do we talk about the #Me.

Our cafeteria is closing for a week! What do we talk about the #Me. Too movement! We’re changing our promotion structure!

A GOOD PLAN STARTS WITH QUESTIONS

A GOOD PLAN STARTS WITH QUESTIONS

SOME QUESTIONS TO GET STARTED • Who are you trying to reach? • What

SOME QUESTIONS TO GET STARTED • Who are you trying to reach? • What is the timeline? • What does success look like? • How will you measure it?

NOTICE SOMETHING MISSING? We need a website! We should email everyone! Let’s do a

NOTICE SOMETHING MISSING? We need a website! We should email everyone! Let’s do a video!

“If we have data, let’s look at data. If all we have are opinions,

“If we have data, let’s look at data. If all we have are opinions, let’s go with mine. ” - Jim Barksdale, President and CEO of Netscape

YOU MAY HAVE TO FIND THE ANSWERS YOURSELF

YOU MAY HAVE TO FIND THE ANSWERS YOURSELF

WHO ARE YOU TRYING TO REACH? Loyal customer s New customer s Potential customer

WHO ARE YOU TRYING TO REACH? Loyal customer s New customer s Potential customer s

uct io Tim n e Pro d nt Eve Re De gistra adl tion

uct io Tim n e Pro d nt Eve Re De gistra adl tion ine Fin Re al min der Firs Re t min der An nt nounc em e WHAT’S YOUR TIMELINE?

We need to introduce a new product! Target customers know about new product and

We need to introduce a new product! Target customers know about new product and its benefits We need to build our email list! List increases by 200 valid addresses We need to sell more things! Sales increase 10% year over year

Associates know about the closing Our cafeteria is closing for a week! Informed recommendations

Associates know about the closing Our cafeteria is closing for a week! Informed recommendations for HR Leaders What do we talk about the #Me. Too movement! We’re changing our promotion structure! Associates understand the new structure

BRING ON THE DATA!

BRING ON THE DATA!

YOU DON’T NEED NUMBERS TO HAVE DATA Quantitative Qualitative Information that can be measured

YOU DON’T NEED NUMBERS TO HAVE DATA Quantitative Qualitative Information that can be measured and written down with numbers Information about the quality of something, usually not a number Answers “what is occurring? ” Answers “why is it occurring? ” Surveys, statistical analysis, data crunching Interviews, focus groups, content analysis Statistical significance Theme saturation Schmoop. com

AND NOW…. SOME SCIENCE Statistical Significance a : the likelihood that a relationship between

AND NOW…. SOME SCIENCE Statistical Significance a : the likelihood that a relationship between two or more variables is caused by something other than chance…in general, a p-value of 5% or lower is considered to be statistically significant. Investopedia

AND NOW…. SOME SCIENCE Causation a : the act or process of causing the

AND NOW…. SOME SCIENCE Causation a : the act or process of causing the role of heredity in the causation of cancer b : the act or agency which produces an effect Merriam Webster

AND NOW…. SOME SCIENCE Correlation a : the state or relation of being correlated;

AND NOW…. SOME SCIENCE Correlation a : the state or relation of being correlated; specifically : a relation existing between phenomena or things or between mathematical or statistical variables which tend to vary, be associated, or occur together in a way not expected on the basis of chance alone Merriam Webster

“Correlation is not causation. ” - Every researcher, ever.

“Correlation is not causation. ” - Every researcher, ever.

Tyler Vigan

Tyler Vigan

Tyler Vigan

Tyler Vigan

WHAT CAN YOU MEASURE?

WHAT CAN YOU MEASURE?

We need to introduce a new product! Target customers know about new product and

We need to introduce a new product! Target customers know about new product and its benefits We need to build our email list! List increases by 200 valid addresses We need to sell more things! Sales increase 10% year over year

THINK SPECIFICS Problem: “We need to build our email list!” Success: List increases by

THINK SPECIFICS Problem: “We need to build our email list!” Success: List increases by 200 valid addresses Potential Measures: • Number of sign ups

THINK SPECIFICS Problem: “We need to introduce a new product” Success: Target customers know

THINK SPECIFICS Problem: “We need to introduce a new product” Success: Target customers know about new product and its benefits Potential Measures: • Visitors to sections of website focused on product benefits • Mentions of features in reviews • Customer responses to specific feature-focused messages • Customer reviews • Surveys

KNOW YOUR LIMITS Problem: “We need to sell more things!” Success: Sales increase 10%

KNOW YOUR LIMITS Problem: “We need to sell more things!” Success: Sales increase 10% year of year Potential Measures: • Sales increase

KNOW YOUR LIMITS Problem: “We need to sell more things!” Success: Sales increase 10%

KNOW YOUR LIMITS Problem: “We need to sell more things!” Success: Sales increase 10% year of year Buuuuuutttt: • Problems with inventory • Website issues • Bad experience with sales rep • Bad product Potential Measures: • Sales increase

KNOW YOUR LIMITS Problem: “We need to sell more things!” Success: Contribute to a

KNOW YOUR LIMITS Problem: “We need to sell more things!” Success: Contribute to a sales increase 10% year of year Potential Measures: • Click through on campaigns • Website traffic • In store coupon redemptions

ASSIGN VALUES TO WHAT MATTERS

ASSIGN VALUES TO WHAT MATTERS

ACTIONS OVER ATTITUDES Fox

ACTIONS OVER ATTITUDES Fox

MAKE A PLAN

MAKE A PLAN

ADD THE HOW • What you’ll do • When you’ll do it • Who

ADD THE HOW • What you’ll do • When you’ll do it • Who will see it • Who is involved in creating content

PLANS CAN BE SIMPLE

PLANS CAN BE SIMPLE

OR MORE DETAILED

OR MORE DETAILED

AND FOCUS ON DIFFERENT THINGS

AND FOCUS ON DIFFERENT THINGS

A WORD ON AGILE image borrowed from the internet.

A WORD ON AGILE image borrowed from the internet.

EXECUTE AND ADJUST

EXECUTE AND ADJUST

FOCUS ON FEEDBACK Maxime Lorant

FOCUS ON FEEDBACK Maxime Lorant

REPORT ON YOUR SUCCESSES

REPORT ON YOUR SUCCESSES

FOCUS ON WHY

FOCUS ON WHY

LOOK FOR PATTERNS Article published Email 1 Email 2

LOOK FOR PATTERNS Article published Email 1 Email 2

BE ACCURATE Source: How Deceptive are Deceptive Visualizations? : An Empirical Analysis of Common

BE ACCURATE Source: How Deceptive are Deceptive Visualizations? : An Empirical Analysis of Common Distortion Techniques, Pandey, et al. , 2015

GIVE CREDIT WHERE IT BELONGS

GIVE CREDIT WHERE IT BELONGS

NO NEWS CAN BE GOOD NEWS

NO NEWS CAN BE GOOD NEWS

DO IT ALL AGAIN (AND POP SOME CHAMPAGNE!)

DO IT ALL AGAIN (AND POP SOME CHAMPAGNE!)