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eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010

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Dylan Boyd
Dylan Boyd

Keeping ahead of marketing and advertising trends is a challenge. An even steeper hill to climb? Getting a handle on which trends best suit your company’s needs, goals and budget. And, in this market it’s vital that whichever techniques you do use supply you with results that are measurable. Join eROI to learn the top 10 things that can shape your ROI model for 2009 and beyond. WHAT'S IN IT FOR YOU? Which online trends you should be watching How storytelling is the new campaign What tools you can use to listen, learn and measure Determine what success is and how to define it

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The Measurement Model: The Old and The New
Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software. 2007 Inc. Magazine Inc. 500 + Inc. 5000 company of the year
The measurement has not changed, but the mediums that we need to measure have.
How Do You Determine Success? Start with the sales process and map success backwards
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
The Tried and True Sales Leads Generated Traffic
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
The New Measurements Search Share of Voice Mentions Comments Tweets
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
Be Creative: If there are not traditional measurements you can apply to a new media - create yours to measure by. Benchmarks will be out there soon.
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
We are not Social Media “Experts”.
2/3rds of marketers who work for organizations that haven’t used any form of social media marketing consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging field. - marketing sherpa
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
What is Social Media? A collision between technology and communications? Listening, Talking, Energizing, Supporting, and Embracing? Building a trust relationship that translates into precious attention? Monetizing Conversations?
quot;Web 2.0quot; refers to a perceived second generation of web development and design, that facilitates communication, secure information sharing, interoperability, and collaboration on the World Wide Web. quot;Web 2.0quot; concepts have led to the development and evolution of web-based communities, hosted services, and applications; such as social-networking sites, video-sharing sites, wikis, blogs, and folksonomies. - wikipedia
Social Media is... (Still being defined)
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
Trends To Be Watching (and how to do it)
1. LISTENING
LOTS OF HATERS LOTS OF EVANGELISTS
2. PLANNING
PLANNING = BUSINESS NEEDS 1. Reputation Management People are talking about you online, whether you choose to listen or not. 2. Customer Service Social media customer service is the new (800) number. 3. Public Relations Social media enables you to take your message to customers directly. 4. Customer Acquisition Market sideways. Features and benefits are too boring to work in social media. 5. Create Brand Communities Activate your fans and give them something to do. Don’t just collect them like baseball cards. 6. Thought Leadership Everyone in the world has expertise. What’s yours, and how to you distribute it? 7. Networking Social capital belongs to individuals, and is loaned to brands. You can use social networking to develop relationships online that you’d be unlikely to have otherwise 7 Ways to Use Social Media to Build Stunning Brands - Jason Baer
Reputation Management
Public Relations
Customer Service
Customer Acquisition
Create Brand Communities
Thought Leadership
Networking
3. FINDING YOUR/OUR/THE VOICE Social Media is Time Consuming. Someone needs to be responsible
Be Authentic, not “Salesy” Person at the Company, not the company.
People are listening... ...and Apologizing
4. COMMITMENT
Social Media ROI - set a definition of success and measure it. Popularity Conversions Is it product awareness (measured in conversational terms) or is it real sales (measured by actual sales figures?
5. EXPERIMENT
6. INTEGRATE
7. INNOVATE
Social Media Commandments 1. Be a good listener. 2. Think before you speak. 3. Be patient, stay committed. 4. Someone needs to own it. 5. Be creative. 6. Stay on top of trends. 7. Participate in conversation. 8. Be a user. 9. Embrace your lack of control.
IDEAS
Measure New Media ROI IDEK.NET OR Other URL Shorteners
Measure New Media ROI Discount Codes Specific to the Media Used
Social Media Measurements Mentions Engagement Sentiment
Traditional Measurements Lead Capture Sales Lead Nurturing
Tools You Can Use 1. Google Blog Search 2. Summize - aka Twitter Search 3. Radian6 4. Tweetdeck/Tweetie 5. Google Anaylitcs/Google Feedburner 6. Salesforce (CRM)/ Pardot 7. Google Reader/ AllTop 8. Quantcast 9. Technorati 10.Your Friends/Comp
Storytelling: The New Campaign
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
Next Steps: Commitment Conversion Conversation Community
Questions?

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eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010

  • 1. The Measurement Model: The Old and The New
  • 2. Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software. 2007 Inc. Magazine Inc. 500 + Inc. 5000 company of the year
  • 3. The measurement has not changed, but the mediums that we need to measure have.
  • 4. How Do You Determine Success? Start with the sales process and map success backwards
  • 6. The Tried and True Sales Leads Generated Traffic
  • 11. The New Measurements Search Share of Voice Mentions Comments Tweets
  • 13. Be Creative: If there are not traditional measurements you can apply to a new media - create yours to measure by. Benchmarks will be out there soon.
  • 15. We are not Social Media “Experts”.
  • 16. 2/3rds of marketers who work for organizations that haven’t used any form of social media marketing consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging field. - marketing sherpa
  • 18. What is Social Media? A collision between technology and communications? Listening, Talking, Energizing, Supporting, and Embracing? Building a trust relationship that translates into precious attention? Monetizing Conversations?
  • 19. quot;Web 2.0quot; refers to a perceived second generation of web development and design, that facilitates communication, secure information sharing, interoperability, and collaboration on the World Wide Web. quot;Web 2.0quot; concepts have led to the development and evolution of web-based communities, hosted services, and applications; such as social-networking sites, video-sharing sites, wikis, blogs, and folksonomies. - wikipedia
  • 20. Social Media is... (Still being defined)
  • 24. Trends To Be Watching (and how to do it)
  • 26. LOTS OF HATERS LOTS OF EVANGELISTS
  • 28. PLANNING = BUSINESS NEEDS 1. Reputation Management People are talking about you online, whether you choose to listen or not. 2. Customer Service Social media customer service is the new (800) number. 3. Public Relations Social media enables you to take your message to customers directly. 4. Customer Acquisition Market sideways. Features and benefits are too boring to work in social media. 5. Create Brand Communities Activate your fans and give them something to do. Don’t just collect them like baseball cards. 6. Thought Leadership Everyone in the world has expertise. What’s yours, and how to you distribute it? 7. Networking Social capital belongs to individuals, and is loaned to brands. You can use social networking to develop relationships online that you’d be unlikely to have otherwise 7 Ways to Use Social Media to Build Stunning Brands - Jason Baer
  • 36. 3. FINDING YOUR/OUR/THE VOICE Social Media is Time Consuming. Someone needs to be responsible
  • 37. Be Authentic, not “Salesy” Person at the Company, not the company.
  • 40. Social Media ROI - set a definition of success and measure it. Popularity Conversions Is it product awareness (measured in conversational terms) or is it real sales (measured by actual sales figures?
  • 44. Social Media Commandments 1. Be a good listener. 2. Think before you speak. 3. Be patient, stay committed. 4. Someone needs to own it. 5. Be creative. 6. Stay on top of trends. 7. Participate in conversation. 8. Be a user. 9. Embrace your lack of control.
  • 45. IDEAS
  • 46. Measure New Media ROI IDEK.NET OR Other URL Shorteners
  • 47. Measure New Media ROI Discount Codes Specific to the Media Used
  • 48. Social Media Measurements Mentions Engagement Sentiment
  • 49. Traditional Measurements Lead Capture Sales Lead Nurturing
  • 50. Tools You Can Use 1. Google Blog Search 2. Summize - aka Twitter Search 3. Radian6 4. Tweetdeck/Tweetie 5. Google Anaylitcs/Google Feedburner 6. Salesforce (CRM)/ Pardot 7. Google Reader/ AllTop 8. Quantcast 9. Technorati 10.Your Friends/Comp