• Like
  • Save
Digital Marketing ROI at Blogworld NYC
Upcoming SlideShare
Loading in...5
×

Digital Marketing ROI at Blogworld NYC

  • 1,647 views
Uploaded on

Digital Marketing ROI at Blogworld NYC

Digital Marketing ROI at Blogworld NYC

More in: Business , Technology
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,647
On Slideshare
0
From Embeds
0
Number of Embeds
3

Actions

Shares
Downloads
0
Comments
0
Likes
2

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Your Digital型 Marketing ROI from blog to social to email and beyond
  • 2. Who am I?twitter.com/ cspenn/ favorites
  • 3. Warnings
  • 4. 型 Kata
  • 5. 成 Outcome果
  • 6. 法 Process
  • 7. 守破 Path to mastery離
  • 8. 成 Measure Outcome果
  • 9. Photo Credit: TheTruthAbout...
  • 10. Outcomes
  • 11. RPhoto credit: AMAgill I
  • 12. Social media ROI
  • 13. ROI is not necessarily ahelpful number
  • 14. Last Touch Problem
  • 15. EmailWebinar PPC Ad Blog Post Sponsored Tweet Which caused the sale?
  • 16. What are the most valuable actions someone can take?
  • 17. Sales LeadsProspectsAudience
  • 18. Sales 1 Leads 10 Prospects 100Audience 1000
  • 19. Sales 1 $1000 Leads 10 $100 Prospects 100 $10Audience 1000 $1
  • 20. Worksheet 1 Quantity Value per Action Total Value Audience: Next action: Next action: Final action:
  • 21. EPA
  • 22. Earned - SpentNumber of Actions
  • 23. Worksheet 2 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______ EPA Actions
  • 24. So what?
  • 25. Last Touch Problem SolvedGoo gle
  • 26. Yes, but so what?
  • 27. “Become a data- driven organization”
  • 28. Blind faith in data and systems
  • 29. 罠 3 Traps
  • 30. Selection Bias
  • 31. Measurement Bias
  • 32. http://api.klout.com/1/klout.json?users=lizstrauss( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ))
  • 33. http://api.klout.com/1/klout.json?users=moriturusthedk( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ))
  • 34. Intervention Bias
  • 35. Beware bad research and worse conclusions!
  • 36. 73% of CEOs Think Marketers LackBusiness Credibility: They Cant Prove They Generate Business GrowthThe Fournaise Marketing Group interviewed more than 600 Large corporation and SMB CEOs anddecision-makers in the US, Europe, Asia and Australia. Who was measured? What was measured? How was it measured?
  • 37. Nearly 23 Million Tune Into The AFC/ NFC 2012 NFL Playoffs On The RadioEdison Research conducted a national telephone survey of 901 people. Interviews for this study ofAmericans age 12 and older were performed on January 23, 2012. The study asked respondents aseries of questions about their previous day’s media usage including listening to any part of theNFL Playoff radio broadcasts. Households were selected randomly to participate in the study fromphone numbers provided by Survey Sampling International. The final results of the nationalsample have been weighted by age, sex, ethnicity and geographic region to match current U.S.Census Bureau population estimates. In theory, in 19 cases out of 20, the survey results for the fullsample will differ by three percentage points in either direction from what would have beenobtained by attempting to interview all persons age 12 and older. Who was measured? What was measured? How was it measured?
  • 38. 法 Refine Process
  • 39. Sales LeadsProspectsAudience
  • 40. Sales 1 Leads 10 Prospects 100Audience 1000
  • 41. Sales 1 10% Leads 10 10% Prospects 100 10%Audience 1000
  • 42. Sales 0.5 10% Leads 5 5% Prospects 100 50%Audience 1000
  • 43. How can we use X to fix the broken step?
  • 44. Leads 5 5%Prospects 100
  • 45. Start with a simple recipe
  • 46. Sales 2 10% Leads 20 20% Prospects 100 10%Audience 1000
  • 47. $65 million each
  • 48. 守破 Path to mastery離
  • 49. 守 Preserve the form
  • 50. 破 Vary the form
  • 51. 離 Transcend the form
  • 52. 守 Follow best practices
  • 53. 破 Vary the practices
  • 54. 離 Transcend best practices
  • 55. scrambled eggs
  • 56. 型 Kata
  • 57. 成 Measure Outcome果
  • 58. 法 Refine Process
  • 59. 守破 Path to mastery離
  • 60. 1. Define your outcomes.
  • 61. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.
  • 62. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.
  • 63. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.4. Avoid the 3 biases.
  • 64. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.4. Avoid the 3 biases.5. Identify where your funnel is most broken.
  • 65. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.4. Avoid the 3 biases.5. Identify where your funnel is most broken.6. Create routines around your social practices.
  • 66. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.4. Avoid the 3 biases.5. Identify where your funnel is most broken.6. Create routines around your social practices.7. Fine-tune the routines until the funnel step that’s most brokenis repaired.
  • 67. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.4. Avoid the 3 biases.5. Identify where your funnel is most broken.6. Create routines around your social practices.7. Fine-tune the routines until the funnel step that’s most brokenis repaired.8. Repeat until your funnel is working well.
  • 68. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.4. Avoid the 3 biases.5. Identify where your funnel is most broken.6. Create routines around your social practices.7. Fine-tune the routines until the funnel step that’s most brokenis repaired.8. Repeat until your funnel is working well.9. Vary up the parts that are working well to make them evenbetter in the long run.
  • 69. 10 Things to Take Away1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.4. Avoid the 3 biases.5. Identify where your funnel is most broken.6. Create routines around your social practices.7. Fine-tune the routines until the funnel step that’s most brokenis repaired.8. Repeat until your funnel is working well.9. Vary up the parts that are working well to make them evenbetter in the long run.10. Eventually reach proficiency and transcend best practices.
  • 70. 初 Marketing White心 Belt者 cspenn.com/市 book販
  • 71. 18 Ways to Integrate Social and Emailwww.whatcounts.com/18ways
  • 72. Thank You!cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p