Social Networks, Mobile Devices, Email and Direct MailEmail and Direct Mail

Is this the Future of “Direct I fl i ”?Influencing”?

Jeffrey StewartVP Technical ServicesTrekk Cross-Media

What Is The Future of Direct Influence?What Is The Future of Direct Influence?

• Communications Trends• Viral Network Platforms• Influencing BehaviorExamples of Success• Examples of Success

• 1 to 1 Measurement

"Technology will never replacenever replace people. People who usewho use technology will replace people who don't."

Stages of InnovationStages of Innovation

Communication Technology TrendsCommunication Technology Trends

Presidential Campaign TrendsPresidential Campaign Trends

“ ff“Thomas Jefferson used newspapers to win the presidency, F.D.R.

used radio to change the way he governed, J.F.K. was the first

president to understand television and Howard Dean saw thepresident to understand television, and Howard Dean saw the

value of the Web for raising money. But Senator Barack Obama

understood that you could use the Web to lower the costunderstood that you could use the Web to lower the cost of building a political brand, create a sense of

connection and engagement, and dispense with the co ec o g g , p

command and control method of governing to allow people to

self-organize to do the work.” - The New York Timesg

Obama Campaign Web Sitep g

Obama Social News ReleasesObama Social News Releases

Obama Email UpdatesObama Email Updates

• Email Alerts• News Releases

E t R i d• Event Reminders• Solicitations

E il N l tt• Email Newsletters• 13M+ Addresses

1B+ Messages• 1B+ Messages

What Is The Future of Direct Influence?What Is The Future of Direct Influence?

• Communications Trends• Viral Network Platforms• Influencing BehaviorExamples of Success• Examples of Success

• 1 to 1 Measurement

Obama BlogsObama Blogs

Obama RSS FeedsObama RSS Feeds

Obama YouTube VideosObama YouTube Videos

Obama Flickr ImagesObama Flickr Images

Obama iTunes PodcastsObama iTunes Podcasts

Obama del.icio.us BookmarksObama del.icio.us Bookmarks

Obama Digg.com diggsObama Digg.com diggs

Obama Facebook SupportersObama Facebook Supporters

Obama LinkedIn ContactsObama LinkedIn Contacts

Obama Twitter FollowersObama Twitter Followers

election.twitter.comelection.twitter.com

What Is The Future of Direct Influence?What Is The Future of Direct Influence?

• Communications Trends• Viral Network Platforms• Influencing BehaviorExamples of Success• Examples of Success

• 1 to 1Measurement

SEO / SEM / SMOSEO / SEM / SMO

• Search Engine Optimization• Organic Search

• Keyword Definition and OptimizationKeyword Definition and Optimization• Index Submission and Monitoring• Link Harvesting and Exchange

Search Engine Marketing• Search Engine Marketing• Google AdWords• DoubleClick Ad Networks

• Social Media Optimization• Continually Feed Content of Interest

C t Li k f P l t C t O• Create Linkages for People to Comment On

Social MediaSocial Media

CrowdsourcingCrowdsourcing

Community BuildingCommunity Building

PR 3.0PR 3.0

• PRWeek - Industry enters a new age: PR 3.0• “…the integration of new media communications such as

social networking, blogging and social media”g, gg g• Blog Post - Public Relations 3.0? What the…

• “…new communication methods to create an environment of direct business to consumer relations” {and BtoB!}direct business-to-consumer relations {and BtoB!}

• WordOfMouth.com - Who’s Got PR 3.0? • “…it has opened the door to new communication channels p

and tools.” “…not too many PR folks are using these social tools.”

• Engage Customers with Communications!Engage Customers with Communications!

What Is The Future of Direct Influence?What Is The Future of Direct Influence?

• Communications Trends• Viral Network Platforms• Influencing BehaviorExamples of Success• Examples of Success

• 1 to 1 Measurement

“A good hockey playerA good hockey player plays where the puck is.”

“A great hockey player plays where the puck isplays where the puck is going to be.”

Wayne Gretzky

Measurable Tactics Often UsedMeasurable Tactics Often Used

Content Centric Marketing Modelg

TrekkMaps.com CampaignTrekkMaps.com Campaign

TrekkMaps.com Web SiteTrekkMaps.com Web Site

TrekkMaps.com Direct Mail & EmailTrekkMaps.com Direct Mail & Email

TrekkMaps.com RSS FeedTrekkMaps.com RSS Feed

TrekkMaps.com MobileTrekkMaps.com Mobile

TrekkMaps.com TwitterTrekkMaps.com Twitter

TrekkMaps Creating BuzzTrekkMaps Creating Buzz

TrekkMaps.com FacebookTrekkMaps.com Facebook

TrekkMaps.com AdWordsTrekkMaps.com AdWords

A/B Testing - Google AdWordsA/B Testing Google AdWords

Super CrunchersWhy Thinking-by-Numbers Is the New Way to Be Smart

The End of IntuitionWhy Thinking-by-Numbers Is the New Way to Be Smarty

www.bantamdell.comy

www.bantamdell.com

63% More likely you select Super Crunchers AdAd

TrekkMaps.com Banner AdsTrekkMaps.com Banner Ads

TrekkMaps.com Google AnalyticsTrekkMaps.com Google Analytics

Trekkmaps QuantcastTrekkmaps Quantcast

Trekkmaps Marketing ConsoleTrekkmaps Marketing Console

“If you can’tIf you can t measure it, you , ycan’t manage it”

ROI = Return / InvestmentROI Return / Investment

R t• Return• Value of product sold (profit margin)• Value of Qualified Lead (projected sales)• Value of Customer Lifetime Loyalty (historically)

• Investment• Fixed Costs

• Campaign Research and Concept Development• Tactic Design and Implementation • Tracking and Measurement Tools

• Variable Costs• Variable Costs• List Acquisition and Cleansing• Printing and Fulfillment• Offline and Online Ad PlacementO e a d O e d ace e• Operation and Measurement

Measurement MetricsMeasurement Metrics

B d t I i C t P I i• Broadcast Impressions• Response Rates

C t P L d

• Cost Per Impression• Cost Per Click

Cost Per Conversion• Cost Per Lead• Cost per Direct Mail

Cost per Email

• Cost Per Conversion

• Cost per Email Delivered / Opened / Click Through

Keeping ScoreKeeping Score

Low Value Mid Value High Value AllVDP Design A 2500/500/100

VDP Design B 750/490/195VDP Design B 750/490/195

Email A 5000/1000/250

Email B 5000/800/200 2500/400/150

Banner Ad 1 30000/250/50

Banner Ad 2 25000/250/70

AdWords 45000/500/40

$0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31

$23 210 f 1055 i $22 h$23,210 for 1055 conversions or $22 each

Launch & LearnLaunch & Learn

• Identify unique segment behavior• Use test results to refine message and designs

C l l t i di id l t ti ROI• Calculate individual tactic ROI• Refine campaign for next cycle

O ti l i id t• Or continuously improve midstream

You’ll always miss 100% of the shots you“100% of the shots you don’t take.

Wayne Gretzky”

y y

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