In this presentation, delivered at the eMetrics Marketing Optimization Summit Washington DC 2010 by Gary Platte, we learn more about how Michigan Economic Development Corporation assesses the success of their site and social campaigns.
Gary describes the objectives of the site and how he measures and optimizes the site. He also shares some numbers from their site Pure Michigan and from all their social channels across the web.
He reveals how he complemented behavioral metrics with satisfaction measurement to profile the social media behavior of site visitors. Gary describes their most critical questions:
- What are the intentions and satisfaction of social media consumers?
- How do they differ from our website visitors?
- What is the quality of engagement with Pure Michigan social media tools and why do they engage?
- What is the demographic profile of our social media users?
Gary Platte is the Web Analytics Specialist with the Michigan Economic Development Corporation in Lansing, Michigan. His current web analytics focus is Pure Michigan, the state’s award-winning tourism campaign. He has worked extensively with Fluency Media, an online marketing firm, in developing Pure Michigan’s online marketing efforts. Pure Michigan’s online strategy is a mix of web, email, search and social media. He also recently completed a project with ForeSee Results, Pure Michigan’s online customer satisfaction firm, on measuring the value of the Pure Michigan social media campaign. He is a graduate of Northwood University in Midland, Michigan.