All organisations (whether commercial or not-for-profit) have to demonstrate they are spending their resources in an effective manner.
Digital marketing and social media are no exception. But how do you go beyond just counting simple vanity metrics such as website traffic and retweets to genuinely understand what impact your digital and social programmes are really having on your audiences?
How do you go beyong the click to understand what things are having an effect in the real world?
This workshop will give you an excellent grounding in how to create a robust measurement and evaluation framework for your digital and social media programmes. From setting meaningful goals and objectives through to selecting the right metrics, building dashboards and getting the most out of Google Analytics, this workshop will provide you with the tools to improve your ability to show your digital impact.
Suitable for all levels.
- How to set goals and objectives for your digital activity
- Brief introduction to Google Analytics and how to use it as a robust digital evaluation platform
- Cost effective tools to measure and evaluate social media more effectively
- Understand the direct and indirect contribution of your digital marketing programme on real world outcomes
Andrew Smith is Managing Director of escherman, a specialist online PR, SEO and analytics consultancy. With a career spanning 25 years of public relations and journalism, he has developed and implemented many highly successful strategic PR and marketing communications programmes for some of the world's biggest brands including IBM, CapGemini, MySQL, Apple (FileMaker) and Checkpoint.
Andrew has been a consistent PR innovator, being among the first UK practitioners to exploit email (1991), the World Wide Web (1994) and Twitter (2007). Described as the "de facto godfather of PR blogging", he is a regular speaker and media commentator on the integration of PR with social media, search optimisation and analytics. He is also co-author of two best selling social media books, Share This (2012) and Share This Too (2013), both published by Wiley.
Why not make a day of it? Book yourself or a colleague onto the morning session, Write Better Copy, and get 15% off each session. Email firstname.lastname@example.org to take advantage of this offer.
VAT will be charged at 20%.
You can book online now with a card, by invoice (see 'other payment options at the bottom of the next page) or by calling us on 020 7871 5600.