Jim sterne terametric_twitter-webinar_120910

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Jim sterne terametric_twitter-webinar_120910

  1. 1. How to Measure and ImproveYour Twitter Marketing ROIJim SterneeMetrics Marketing Optimization SummitWeb Analytics Association
  2. 2. Jim’s Theory of Integrated Marketing Outbound: Integrated Messaging Inbound: Integrated Data
  3. 3. The View From Out ThereMarketingSales It’s allOrder Processing the sameContact CenterTech Support to meAccounting
  4. 4. The View From Out There Phone Store Web It’s all Email the same Twitter to me Facebook Catalog Direct Mail
  5. 5. Jim’s Theory of Integrated Marketing Outbound: Integrated Messaging Inbound: Integrated Data
  6. 6. Jim’s Theory of Integrated Marketing Outbound: Integrated Messaging Inbound: Integrated Data
  7. 7. Measurement is the Key Ignorance Guessing Data Reports Information Knowledge Intelligence Understanding Insight Useful Wisdom Comes with Age Enlightenment Ommmm
  8. 8. The Three Big Goals Raise Revenue Lower Costs Increase Customer Satisfaction
  9. 9. Company / Customer Communication Get Attention Advertising Educate Marketing Sell Sales Help Customer Service Connect F2F, Phone, Email
  10. 10. Company / Customer Communication Get Attention Social Media Advertising Educate Marketing Social Media Sell Sales Media Social Help Social Media Connect Social Media
  11. 11. Marketing Social Media SalesBranding Customer Support
  12. 12. Social Media Metrics Success Customer Centricity Build Awareness Improve Attitude Boost Influence Monitor Competition Incite Action Generate Value
  13. 13. Social Media Metrics Success Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Action Measure Value
  14. 14. Awareness Opportunity to See
  15. 15. Twitter AwarenessRecencyFrequencyReach Followers Followers of followers Retweeters Retweeters of retweeters Mentioners Retweeters of mentioners
  16. 16. Measuring AwarenessHow many people had the opportunity to see?How many people saw?How many people remembered?
  17. 17. Social Media Metrics Success Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Action Measure Value
  18. 18. Measuring AttitudeOnline Metrics On Your Site Positive Negative Net Promoter Score
  19. 19. Inflection Sensitive"I never said she stole my money" - Someone else said it"I never said she stole my money" - I simply didnt ever say it"I never said she stole my money" - I might have implied it"I never said she stole my money" - I said someone took it"I never said she stole my money" - She probably borrowed it"I never said she stole my money" - She stole someone elses money"I never said she stole my money" - She didn’t steal money
  20. 20. Context SensitivePositive or Negative? This pot roast is delicious This pot roast is the worst I’ve ever tasted This pot roast is inedible This pot roast is better than your mother’s
  21. 21. Social Media Metrics Success Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Action Measure Value
  22. 22. Measuring Influence Influences Influences Influences thousands hundreds of millions thousandsWhich has more marketing optimization influence?? Reach, Frequency, Awareness, Audience
  23. 23. Influential Topics
  24. 24. Social Media Metrics Success Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Action Measure Value
  25. 25. Measuring the Blogosphere
  26. 26. Measuring the Blogosphere
  27. 27. Social Media Metrics Success Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Action Measure Value
  28. 28. Measuring ActionSocial Actions Business Actions Like Click Follow Visit Retweet Subscribe Blog Post Join Blog Comment Register Rating Take Survey Bookmark Qualify as a Lead Recommend Purchase
  29. 29. Social Media Metrics Success Customer Centricity Measure Awareness Measure Attitude Measure Influence Measure Competition Measure Action Measure Value
  30. 30. How Much is a Social Media Participant Worth?Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter MicrositesEvents Viral Location Based
  31. 31. How Much is a Social Media Participant Worth?Web site Email Search MarketingBanners TV Search OptimizationSponsorship SMS Tele MarketingDirect Mail Print Affiliate MarketingWebinar Video Social NetworksPodcast Blog Behavioral TargetingOutdoor Twitter Twitter MicrositesEvents Viral Location Based
  32. 32. How to Measure and ImproveYour Twitter Marketing ROIJim SterneeMetrics Marketing Optimization SummitWeb Analytics Association

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