eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
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Transcript of eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010
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The Measurement Model:
The Old and The New
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Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software.
2007 Inc. MagazineInc. 500 + Inc. 5000 company of the year
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The measurement has not changed, but the mediums that we need to measure have.
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How Do You Determine Success?
Start with the sales process and mapsuccess backwards
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The Tried and True
SalesLeads Generated
Traffic
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The New Measurements
SearchShare of Voice
MentionsComments
Tweets
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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.
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We are not Social Media “Experts”.
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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
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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?
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"Web 2.0" 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.
"Web 2.0" 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
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Social Media is...
(Still being defined)
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Trends To Be Watching(and how to do it)
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1. LISTENING
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LOTS OF HATERS
LOTS OF EVANGELISTS
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2. PLANNING
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PLANNING = BUSINESS NEEDS1. 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 AcquisitionMarket sideways. Features and benefits are too boring to work in social media.
5. Create Brand CommunitiesActivate your fans and give them something to do. Don’t just collect them like baseball cards.
6. Thought LeadershipEveryone in the world has expertise. What’s yours, and how to you distribute it?
7. NetworkingSocial 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
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Reputation Management
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Public Relations
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Customer Service
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Customer Acquisition
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Create Brand Communities
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Thought Leadership
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Networking
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3. FINDING YOUR/OUR/THE VOICE
Social Media is Time Consuming. Someone needs to be responsible
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Be Authentic, not “Salesy”
Person at the Company, not the company.
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People are listening...
...and Apologizing
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4. COMMITMENT
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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?
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5. EXPERIMENT
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6. INTEGRATE
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7. INNOVATE
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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.
Social Media Commandments
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IDEAS
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Measure New Media ROI
IDEK.NETOR
Other URL Shorteners
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Measure New Media ROI
Discount Codes
Specific to the Media
Used
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Social Media Measurements
MentionsEngagement
Sentiment
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Traditional Measurements
Lead CaptureSales
Lead Nurturing
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1. Google Blog Search2. Summize - aka Twitter Search3. Radian64. Tweetdeck/Tweetie5. Google Anaylitcs/Google Feedburner6. Salesforce (CRM)/ Pardot7. Google Reader/ AllTop8. Quantcast9. Technorati10.Your Friends/Comp
Tools You Can Use
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Storytelling:The New Campaign
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Next Steps:
CommitmentConversion
ConversationCommunity
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Questions?