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Justifying Investments in Digital Marketing & Social Media

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Presentation by Brian Winter, Chief Marketing Officer at Carpathia Hosting on Justifying Investments in Digital Marketing & Social Media including a case study on Carpathia Hosting marketing.

Presentation by Brian Winter, Chief Marketing Officer at Carpathia Hosting on Justifying Investments in Digital Marketing & Social Media including a case study on Carpathia Hosting marketing.

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  • 1. Digital Marketing 
How to Justify Investments & Quantify Returns "Presented by Brian Winter"Chief Marketing Officer, Carpathia Hosting"
  • 2. Welcome To Those Here & Online!"
  • 3. Social Media is #WINNING"
  • 4. Digital Marketing Model; Driven by SocialMedia & PR" Driven by social media, public relations, online advertising Quantified by traffic to web properties, including the company website & focused microsites Instilled through self- paced and orchestrated impressions Fostered via web chat, web form, email, phone and/or social media
  • 5. The Challenge, & Opportunity, is to Managethe Gap in the Marketing & Selling Model"
  • 6. Carpathia Hosting Overview"•  Leading provider of complex, compliant & cloud hosting services to Enterprises & Federal Agencies"•  Headquartered in Dulles, Virginia"•  Global Data Center footprint including significant presence in Los Angeles, Northern Virginia & Amsterdam"•  One of the fastest growing managed hosting companies in the United States; 75M+ in run-rate revenue"•  Clients include Symantec, Cisco, Department of Defense, Gilt Groupe, Spotify"•  Acquired by Spire Capital in May 2008"•  Invested $20,000 in marketing in 2007 ($10,000 was on shirts)"
  • 7. Snapshot of Carpathia Marketing on Day 1"
  • 8. Strategy: Build Awareness and DriveEveryone Online to Educate & Engage"
  • 9. Awareness Driven by “Announcements” Fueledby Social Media & PR" Online Impressions by Quarter"140,000,000"120,000,000"100,000,000" Equinix Partnership" 80,000,000" 60,000,000" Citrix Compliant 40,000,000" Partnership/ Hosting" AlwaysOn/ ServerVault" InstantOn v2" InstantOn" acquisition" 20,000,000" 0" Q2 2009" Q3 2009" Q4 2009" Q1 2010" Q2 2010" Q3 2010" Q4 2010" Q1 2011"
  • 10. Maniacal Focus on Measuring Awareness" Outlet:" This Week" Last" Q1 Totals" YTD" 2010" Pitch Engine" 30" 9" 922" 922" 3,655" PRWeb" 0" 0" 871" 871" 10,145" Newsfeeds" 0" 0" 263,047" 263,047" 694,156" PRNewswire" 0" 0" 0" 0" 249" Articles from Other Sources" 1,201,541" 1,986,052" 94,476,307" 94,476,307" 46,453,933" Twitter" 47,871" 32,826" 784,976" 784,976" 1,940,367" Facebook" 567,681" 524,821" 17,061,066" 17,061,066" 9,242,673" AdWords" 136,904" 164,885" 4,100,960" 4,100,960" 14,458,814" LinkedIn" 34" 43" 1,627,304" 1,627,304" 1,052" YouTube" 31" 41" 557" 557" 735" Forums/Social Bookmarking" 168" 115" 2,422" 2,422" 5,512" Totals:" 1,954,260" 2,708,792" 118,318,432" 118,318,432" 72,811,732" Comparison to Previous Week:" -754,532"
  • 11. Website Strategy: Targeted Engagement "
  • 12. Satellite Website Model Drives DeeperEngagement & More Qualified Leads"
  • 13. Integrating Aggregated Social MediaPresentation & Tracking Closes the Gap" Twitter mentions"RelevantArticles &Blogs"Resources &downloads"
  • 14. Increased Traffic; Increased Time-on-Site" Quarterly Website Traffic" (Unique Visitors)"45000" Equinix Partnership"40000"35000" Cloud v2 & Citrix30000" Partnership" Compliant25000" ServerVault" Hosting" acquisition"20000"15000"10000" BlueRidge AlwaysOn/ DataCenter" 5000" InstantOn" 0" Q3 2008" Q4 2008" Q1 2009" Q2 2009" Q3 2009" Q4 2009" Q1 2010" Q2 2010" Q3 2010" Q4 2010" Q1 2011"
  • 15. So Where Did We Start Back on Day 1?"
  • 16. And Where Are We Three Years Later?"
  • 17. Why? Tangible Results & Quantifiable ROI"
  • 18. The Ultimate ROI: Direct Link fromMarketing Investment to Sales Results" 25% OF ALL SALES TRACKED BACK TO MARKETING SOURCES"
  • 19. Identify the Purpose, Measure the Results" Driven by social media, public relations, online advertising Quantified by traffic to web properties, including the company website & focused microsites Instilled through self- paced and orchestrated impressions Fostered via web chat, web form, email, phone and/or social media
  • 20. Manage The Gap Between Awareness &Sales—Few Direct Linkages "
  • 21. Whatʼs Available Today to Close the Gapbetween Social Media & Sales Results?"
  • 22. Explore Kyoo: The First Web-based Tool thatAggregates, Presents & Measures Social Media"Account"Time Frame"Top Tweetsby reach" Mentions" Most recent/ trending feeds"
  • 23. Define, Track & Drive Linkage betweenMarketing Investment and Sales Results"
  • 24. Brian Winter"bwinter@carpathia.com"

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