Deconstructing ROI

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My deck from the Inbound Marketing Summit

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  • 2014 is targeted as the year mobile marketing will reach mass adoption. Let’s imagine a scenario in 2014 where a consumer (Jane) deciding between two bottles of wine: A 2011 Cabernet from Barossa in Australia and a 2007 Malbec from Argentina.\n
  • Jane ordered the bottle on the left. The moment return is realized. But why that bottle over the other? Let’s work it back and see the timeline leading up to this.\n
  • Before this moment Jane saw a video on her friend, Cybil’s Facebook page of a winemaker talking about this vintage harvest in the Barossa Valley. She watched the 90-second video because she likes wine, and her friend thought the video was interesting enough to share.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Jane’s friend Cybil is someone she knows and pays attention to. Jane and her group of friends collectively are connected with all sorts of brands online like Osh Kosh B’gosh, Justin Bieber, Victoria’s Secret and Silk. She’s not connected with the other brand online and we’ll find out why in a second.\n
  • Cybill shared the video to her FB page because the winemaker is cute, has an Aussie accent and she likes wine. She’s also interacted with the winery on some social site either by a blog comment or tweet. They’ve earned her trust and attention.\n
  • Cybil gives mindshare to the winery because although she’s just one of the many people in their community, they have responded to her online more than once on various social sites, including their blog. In fact, the winery responds to lots of people in their community 7 days a week. They actually seem to CARE about individuals in their community. \nThe other brand has a FB page and Twitter account, but updates are infrequent. Maybe 5-10 days apart. And most of their posts are promotional “buy our shit” messages.\n
  • The winery on the left has humanized their brand online. They have a team of people who share responsibility in managing and monitoring the brand online. The other brand is managed online by an outside PR firm. They have one person monitoring 3 brands using some monitoring tool. Mostly their looking for anything negative.\n
  • Cybil first Liked the Lehman FB page months before at a virtual wine event that took place at her favorite wine shop. The wine shop had a blog post featuring new wines, and this winery actually left a comment on the blog post. Cybil was directed to their FB page via their website or the link on the blog post. In a sick little twist of irony the other winery was also featured in that blog post.\n
  • this entire scenario could’ve gone a thousand different ways. The girls could’ve engaged with the brand by scanning a QR code in a magazine ad. They could’ve been in the tasting room or used photo recognition at a restaurant. They could’ve interacted on Plancast or Quora rather than Facebook. The point is what happened after they were connected with the brand. Cybil gave a sliver of her attention to this brand because they don’t bombard her, but care about her. She talks with them because they’re interesting, not intrusive. One girl took the time to share a video because actually found the brand’s content interesting. She’s like a filter to her friends attention. This brand made it through her filter.\n
  • Second example: Scott loves cars. He’s especially fond of MINI Cooper. MINI has a loyal base of fans who like to get together and geek out on MINI. \n
  • Scott customized his MINI with some after market accessories like tires, gear shift. He drops close to $3000 on stuff on MINI.com\n
  • Scott learned about customizing after seeing some of the other cars at his first rally. He saw the date and location for the rally on MINI’s Facebook page as an event. He signed up for the event 2 months before and had actually forgotten he signed up. Some of the guys he talks to online will be there.\n
  • Scott’s brother told him MINI had an iphone app that was free, so he downloaded it. One of the 1-click features was to ‘Like’ MINI on Facebook, which is does proudly. MINI has an active Facebook page with lots of interaction every single day. Scott has gotten all sorts of useful information from fellow MINI owners as well as the brand.\n
  • A year ago MINI challenged Porsche to a race through a carefully crafted YouTube campaign where the whole challenge was curated through a series of short videos. Scott had just bought a new MINI and felt a great sense of loyalty and trust with the brand.\n
  • every single minute of every day brands are getting that first moment of truth with an audience. What those brands do after that will determine how far along the path towards ROA each consumer will go. Sometimes they’ll get the Return quickly, sometimes it’ll take weeks or months. Because digital content lives for a long time that’s why I say Time is a variable and a multiplier.\n
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