Digital Marketing ROI at Blogworld NYC

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Digital Marketing ROI at Blogworld NYC

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Digital Marketing ROI at Blogworld NYC

  1. 1. Your Digital型 Marketing ROI from blog to social to email and beyond
  2. 2. Who am I?twitter.com/ cspenn/ favorites
  3. 3. Warnings
  4. 4. 型 Kata
  5. 5. 成 Outcome果
  6. 6. 法 Process
  7. 7. 守破 Path to mastery離
  8. 8. 成 Measure Outcome果
  9. 9. Photo Credit: TheTruthAbout...
  10. 10. Outcomes
  11. 11. RPhoto credit: AMAgill I
  12. 12. Social media ROI
  13. 13. ROI is not necessarily ahelpful number
  14. 14. Last Touch Problem
  15. 15. EmailWebinar PPC Ad Blog Post Sponsored Tweet Which caused the sale?
  16. 16. What are the most valuable actions someone can take?
  17. 17. Sales LeadsProspectsAudience
  18. 18. Sales 1 Leads 10 Prospects 100Audience 1000
  19. 19. Sales 1 $1000 Leads 10 $100 Prospects 100 $10Audience 1000 $1
  20. 20. Worksheet 1 Quantity Value per Action Total Value Audience: Next action: Next action: Final action:
  21. 21. EPA
  22. 22. Earned - SpentNumber of Actions
  23. 23. Worksheet 2 Money Earned: $_______ Money Spent: $_______ Hourly Rate: $_______ Time Spent: _______ Time Spent in Money: $_______ Total Spent: $_______ Total Earned-Total Spent _______ EPA Actions
  24. 24. So what?
  25. 25. Last Touch Problem SolvedGoo gle
  26. 26. Yes, but so what?
  27. 27. “Become a data- driven organization”
  28. 28. Blind faith in data and systems
  29. 29. 罠 3 Traps
  30. 30. Selection Bias
  31. 31. Measurement Bias
  32. 32. http://api.klout.com/1/klout.json?users=lizstrauss( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ))
  33. 33. http://api.klout.com/1/klout.json?users=moriturusthedk( [status] => 200 [headers] => Array ( ) [body] => Array ( [error] => No users ))
  34. 34. Intervention Bias
  35. 35. Beware bad research and worse conclusions!
  36. 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. 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. 38. 法 Refine Process
  39. 39. Sales LeadsProspectsAudience
  40. 40. Sales 1 Leads 10 Prospects 100Audience 1000
  41. 41. Sales 1 10% Leads 10 10% Prospects 100 10%Audience 1000
  42. 42. Sales 0.5 10% Leads 5 5% Prospects 100 50%Audience 1000
  43. 43. How can we use X to fix the broken step?
  44. 44. Leads 5 5%Prospects 100
  45. 45. Start with a simple recipe
  46. 46. Sales 2 10% Leads 20 20% Prospects 100 10%Audience 1000
  47. 47. $65 million each
  48. 48. 守破 Path to mastery離
  49. 49. 守 Preserve the form
  50. 50. 破 Vary the form
  51. 51. 離 Transcend the form
  52. 52. 守 Follow best practices
  53. 53. 破 Vary the practices
  54. 54. 離 Transcend best practices
  55. 55. scrambled eggs
  56. 56. 型 Kata
  57. 57. 成 Measure Outcome果
  58. 58. 法 Refine Process
  59. 59. 守破 Path to mastery離
  60. 60. 1. Define your outcomes.
  61. 61. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.
  62. 62. 1. Define your outcomes.2. Value your outcomes and the actions leading up to them.3. Measure your outcomes with Google Analytics.
  63. 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. 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. 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. 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. 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. 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. 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. 70. 初 Marketing White心 Belt者 cspenn.com/市 book販
  71. 71. 18 Ways to Integrate Social and Emailwww.whatcounts.com/18ways
  72. 72. Thank You!cspenn.com/tcspenn.com/fcspenn.com/lcspenn.com/gcspenn.com/p

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