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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 watchingHow storytelling is the new campaignWhat tools you can use to listen, learn and measureDetermine 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. MagazineInc. 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 mapsuccess backwards
The Tried and True
SalesLeads Generated
Traffic
The New Measurements
SearchShare of Voice
MentionsComments
Tweets
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.
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
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?
"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
Social Media is...
(Still being defined)
Trends To Be Watching(and how to do it)
1. LISTENING
LOTS OF HATERS
LOTS OF EVANGELISTS
2. PLANNING
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
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
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
IDEAS
Measure New Media ROI
IDEK.NETOR
Other URL Shorteners
Measure New Media ROI
Discount Codes
Specific to the Media
Used
Social Media Measurements
MentionsEngagement
Sentiment
Traditional Measurements
Lead CaptureSales
Lead Nurturing
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
Storytelling:The New Campaign
Next Steps:
CommitmentConversion
ConversationCommunity
Questions?
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