The Measurement Model:
The Old and The New
Established in 2002. eROI is a leading
interactive agency, combining compelling
design with innovative software.


       ...
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 map
         success backwards
The Tried and True

     Sales
Leads Generated
    Traffic
The New Measurements

      Search
   Share of Voice
     Mentions
    Comments
      Tweets
Be Creative:

If there are not traditional measurements
      you can apply to a new media -
        create yours to measu...
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 “v...
What is Social Media?
      A collision between technology and communications?

     Listening, Talking, Energizing, Suppo...
quot;Web 2.0quot; refers to a perceived second
 generation of web development and design,
    that facilitates communicati...
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 NEEDS
1.   Reputation Management
     People are talking about you online, whether you choose to liste...
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




                      ...
5. EXPERIMENT
6. INTEGRATE
7. INNOVATE
Social Media Commandments
1. Be a good listener.
2. Think before you speak.
3. Be patient, stay committed.
4. Someone need...
IDEAS
Measure New Media ROI

IDEK.NET
   OR
Other URL
Shorteners
Measure New Media ROI

 Discount
  Codes
Specific to
the Media
   Used
Social Media Measurements

 Mentions
Engagement
 Sentiment
Traditional Measurements

 Lead Capture
    Sales
Lead Nurturing
Tools You Can Use
1. Google Blog Search
2. Summize - aka Twitter Search
3. Radian6
4. Tweetdeck/Tweetie
5. Google Anaylitc...
Storytelling:
The New Campaign
Next Steps:

Commitment
 Conversion
Conversation
 Community
Questions?
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
eROI The Measurement Model: Old and New  Puget Sound AMA June 9, 2010
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eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010

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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 watching

How storytelling is the new campaign

What tools you can use to listen, learn and measure

Determine what success is and how to define it

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eROI The Measurement Model: Old and New Puget Sound AMA June 9, 2010

  1. 1. The Measurement Model: The Old and The New
  2. 2. Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software. 2007 Inc. Magazine Inc. 500 + Inc. 5000 company of the year
  3. 3. The measurement has not changed, but the mediums that we need to measure have.
  4. 4. How Do You Determine Success? Start with the sales process and map success backwards
  5. 5. The Tried and True Sales Leads Generated Traffic
  6. 6. The New Measurements Search Share of Voice Mentions Comments Tweets
  7. 7. 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.
  8. 8. We are not Social Media “Experts”.
  9. 9. 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
  10. 10. 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?
  11. 11. quot;Web 2.0quot; 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. quot;Web 2.0quot; 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
  12. 12. Social Media is... (Still being defined)
  13. 13. Trends To Be Watching (and how to do it)
  14. 14. 1. LISTENING
  15. 15. LOTS OF HATERS LOTS OF EVANGELISTS
  16. 16. 2. PLANNING
  17. 17. PLANNING = BUSINESS NEEDS 1. 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 Acquisition Market sideways. Features and benefits are too boring to work in social media. 5. Create Brand Communities Activate your fans and give them something to do. Don’t just collect them like baseball cards. 6. Thought Leadership Everyone in the world has expertise. What’s yours, and how to you distribute it? 7. Networking Social 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
  18. 18. Reputation Management
  19. 19. Public Relations
  20. 20. Customer Service
  21. 21. Customer Acquisition
  22. 22. Create Brand Communities
  23. 23. Thought Leadership
  24. 24. Networking
  25. 25. 3. FINDING YOUR/OUR/THE VOICE Social Media is Time Consuming. Someone needs to be responsible
  26. 26. Be Authentic, not “Salesy” Person at the Company, not the company.
  27. 27. People are listening... ...and Apologizing
  28. 28. 4. COMMITMENT
  29. 29. 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?
  30. 30. 5. EXPERIMENT
  31. 31. 6. INTEGRATE
  32. 32. 7. INNOVATE
  33. 33. Social Media Commandments 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.
  34. 34. IDEAS
  35. 35. Measure New Media ROI IDEK.NET OR Other URL Shorteners
  36. 36. Measure New Media ROI Discount Codes Specific to the Media Used
  37. 37. Social Media Measurements Mentions Engagement Sentiment
  38. 38. Traditional Measurements Lead Capture Sales Lead Nurturing
  39. 39. Tools You Can Use 1. Google Blog Search 2. Summize - aka Twitter Search 3. Radian6 4. Tweetdeck/Tweetie 5. Google Anaylitcs/Google Feedburner 6. Salesforce (CRM)/ Pardot 7. Google Reader/ AllTop 8. Quantcast 9. Technorati 10.Your Friends/Comp
  40. 40. Storytelling: The New Campaign
  41. 41. Next Steps: Commitment Conversion Conversation Community
  42. 42. Questions?
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