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Tips and Tracks: measuring, demonstrating ROI and persuading your managers

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Presentation given at the CASE 'Beyond the Hype' seminar, London, 14 May 2009

Presentation given at the CASE 'Beyond the Hype' seminar, London, 14 May 2009


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  • Thank you for inviting me to come to speak with you today This session is all about presenting you with tips to help you demonstrate to your managers the importance of engaging with online media, and the importance of investing time and resource. We will cover this session in three parts: firstly, we will look at what you should do before you even begin talking to your managers secondly, we will look at how you can present data and information to your managers, and some of the tools available to help you do this thirdly, we’ll look at a few case studies that demonstrate return on investment of online media But first, before we do any of that, and because this is the graveyard slot and you might need to stretch your legs, I’d like to ask you all to stand. Whenever I agree to talk at a conference or run a training session, I feel that I am entering a contract with those who have come along to listen. I’m about to fulfill my end of the bargain by providing for free my knowledge and wisdom, but I need to make sure that you will also fulfill your end of the bargain. And so, I ask you to stand and all together read the following words on the screen ...
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    • 1. Tips and Tracks for online media: measuring, demonstrating ROI and persuading your managers Tracy Playle MCIPR [email_address] Thursday 14 May 2009
    • 2. The Pickle pledge ‘ I declare that I am here today not just for a day out of the office and to learn about some new toys to play with, but to learn something meaningful and helpful to my job. I promise that I will do something with the knowledge that I have gained today.
    • 3. The Pickle pledge I promise that if I have an idea for something new, I will share it and not feel stupid for sharing my ideas. I also promise that if I have a burning question I will ask it, as I am probably not the only person pondering that very question
    • 4. The Pickle pledge Finally, I promise that if I have enjoyed today’s conference, and particularly Tracy’s session, I will tweet about it. I will soon clearly see why Tracy is making me say this.
    • 5. The Pickle pledge I will also buy Tracy a drink at the HE Comms meet-up after today’s conference.’
    • 6. 1. What can you do? Q. What do you think you should, or might, do before you even begin trying to get the buy-in of senior managers and colleagues for doing any of this online ‘stuff’?
    • 7. Shhhhh ... Listen!
    • 8. Play!
    • 9. What is different?
    • 10. 2. So, what did you hear? Q. How much resource does your organisation put into monitoring traditional press coverage? How much resource does it put into monitoring online ‘buzz’?
    • 11. Monitoring and presenting data
      • Google alerts
      • blogsearch.google.com
      • technorati.com
      • www.whostalkin.com
      • search.twitter.com
      • www.perspctv.com
      • www.sm2.techrigy.com
    • 12. An example ...
    • 13. An example ...
    • 14. An example ...
    • 15. An example ...
      • www.twitterfountain.nl
      • Twitter and flickr
      • Embed into your site
      • Show senior managers extent of mentions of your brand online
    • 16. 3. What does good look like? Q. What examples can you think of of effective uses of online media? How would you measure effectiveness and return on investment?
    • 17. Case studies Viral video to sell blenders
      • iPhone video viewed 6,785,362 times on YouTube
      • 200,000+ subscribers to YouTube channel
      • Sales up 700 per cent
      • Mainstream media attention
      • Initial investment: less than $100
    • 18. Case studies Meerkats sell car insurance
      • 400,000 + fans on facebook
      • 14,000 + followers on twitter
      • Ringtone downloads
      • Double traffic to compare the market website
    • 19. Summary
      • Listen, listen, listen
      • Make time to play
      • Know the difference and be your in-house expert
      • Use freely available tools to monitor your brand
      • Find innovative ways to present that information to your managers
      • Establish what your strategic goals and targets are and find case studies to demonstrate ROI for those areas
      • Being an early adopter often means that the case studies are not out there
      • Be a leader not a follower!
    • 20. Thank you – questions? Tracy Playle [email_address] Tel: 02476 711 123 Mbl: 07904 845 000 55 Coniston Road, Coventry, CV5 6GU [email_address] www.picklejarcommunications.com www.picklejarcommunications.blogspot.com www.tracyandnathan.co.uk @picklejar @tracyplayle @hecomms www.linkedin.com/in/tracyplayle www.facebook.com/profile.php?id=759370625&ref=profile www.he-comms.co.uk/profile/TracyPlayle www.slideshare.com/tracyplayle Skype: pickle_jar IM: tracyplayle@hotmail.com IM: www.picklejarcommunications.com/digsby.html