Redefining ROI: return of investment or return of interest?

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ROI needs a re-think. It is all too often confused with only the science part of marketing, in which campaigns are measured entirely by the sheer numbers of eyeballs reach and/or end actions created. …

ROI needs a re-think. It is all too often confused with only the science part of marketing, in which campaigns are measured entirely by the sheer numbers of eyeballs reach and/or end actions created. The true definition of ROI should go deeper and should be a reflection of the emotional connection it has been able to create with its audience. Marketing efforts that return interest, create time and conversations are like investment euros on steroids. Marketers should shift away from a return on investment approach and switch their efforts to stride towards engagement and advocacy that stems from media outlets that are primarily not paid media. Creatings time, not interruption marketing.







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  • 1. I R ED E FINEDRO Arto Joensuu “el comandante” of Marketing dubizzle @artojoensuu #SMF2K12 #dubizzle,
  • 2. Return on vs.Return of
  • 3. “If you book them, they will come” -Jim Morrison, Waynes World 2
  • 4. “Create time or die” Man “Be found or die” Machine
  • 5. Maaw Rio
  • 6. The Art of Creating Time @farfar
  • 7. Do you interrupt with a “short” survey ?
  • 8. Or do you create a conversation?
  • 9. Do you create “another” job ad from a template?
  • 10. Or do you make a brand statement?
  • 11. “Undiscovered content is worthless”
  • 12. The Machine of Search & Social
  • 13. “Be found or die”
  • 14. “Conversations are the new Conversions”
  • 15. Measuring Love
  • 16. “Vanity metrics: good for feeling awesome, bad for action.” -Eric Ries, Lean Startup
  • 17. “Actionable metrics: bad for feeling awesome, excellent for action.”
  • 18. Vanity vs. ActionableVanity Index Stickiness Index (@jcbutler)Impressions x hits x visits xcountless one time actions to ( Total Visits ) Returning Visits X Returning Visitor Frequencynever return again, index.Social Vanity Metrics Social media engagement index (engagement + episodes + polarity)Likes, views, fans, followers,visitsReferral traffic sources Referral traffic sourcesBought- - Earned-Traded -Owned-Owned-Earned -Traded -Bought
  • 19. Engagement KPI’s Total volume of brand related conversations online (source social media listening tool) REACH Facebook Twitter Youtube Blog Fans Followers Views Visits Likes, Re tweets, Subscribers, Subscribers, Comments, Replies, Ratings + comments, Shares Mentions, score, likes, Post quality Lists, Mentions, plusses,ENGAGEMENT score Favorites Lists shares etc. Social media engagement index (engagement + episodes + polarity) Referred quality traffic to your site(s).CONVERSION Conversions to defned end actions of your business.
  • 20. “Create time or “Be found or die” die” Man Machine“Actionable metrics: bad for feeling awesome, excellent for action.”
  • 21. “Its not a one night stand, its a matrimony” -The Good Husband/Wife
  • 22. I R ED E FINEDRO stions?THANK S :) Que Arto Joensuu “el comandante” of Marketing dubizzle @artojoensuu #SMF2K12 #dubizzle,