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B2B ROI Measures - Andrew Eklund

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MN AMA 2010 Conquering Chaos Conference Breakout Session Presentation "B2B ROI Measures" by Andrew Eklund, CEO, Ciceron

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B2B ROI Measures - Andrew Eklund

  1. 1. Creative. Business. Marketing. People. Analytics Search Websites Email Social Media Ads Radical ROI Seizing the Potential of the Digital Marketplace www.twitter.com/aeklund
  2. 2. Must Have An Obsessive Passion for Accountability
  3. 3. “The Web” is only 25% of Internet Traffic ... and shrinking. Quickly being replaced by: • Peer-to-peer, games, email, Skype calls,VOIP, chat,API data exchange, iTunes, Netflix streaming
  4. 4. Internet Traffic in U.S. Same underlying data, but accounting for explosive growth of overall Internet Traffic. (Source: BoingBoing using same Cisco router data) Web Video Peer-to-Peer Accounting for gigantic growth in overall Internet traffic - makes this same data tell a different story. Usage of “The Web” is indeed growing, just not as rapidly. In fact, between 1995 and 2006, the total amount of web traffic went from about 10 terabytes a month to 1,000,000 terabytes (or 1 exabyte). According to Cisco, the same source Wired used for its projections, total internet traffic rose then from about 1 exabyte to 7 exabytes between 2005 and 2010.
  5. 5. #  1 Fear  of  Failure
  6. 6. #  2 Wai/ng  to  Act
  7. 7. #  3 Love  of  Known  Media
  8. 8. ROI #1 in 2010
  9. 9. Not Enough Rigor in B2B
  10. 10. How Costly Are Your Connections? Your Customers Continuum of Consideration Awareness $ Conversion Converse Compare Opt-In/Follow Learn
  11. 11. Online Funnel Investments Top Of Funnel Traffic Offline Marketing: Brand Online marketing: •Display “Anywhere” Funnel SEO/Paid Search Email marketing Messaging campaigns Bottom Funnel Social Media Channel Some ROI Higher ROI Highest ROI
  12. 12. Build Correlations
  13. 13. So, yeah.What about social?
  14. 14. The New Funnel Advertise Marketing Telemarketing Email Events Marketing Influenced Transactions Consumer Chooses to Follow Choose to Create & Share Create & share online video Create & share reviews Industry Events Advocacy Customer Influenced Transactions High Media Cost Per Conversion Low Media Cost Per Conversion Big Reveal
  15. 15. Making “Social” Connections Impact Commitment Listening Assess Monitor/Observe Learn Engagement Content Distribution Field Inquiries Influence Advocacy Conversation Integration Convert
  16. 16. Social Traffic Converts 1400% Higher Than Other Digital Channels
  17. 17. Social Scale: The x250 Rule Facebook: 643 Twitter: 1400 x 250 = 510,000 Reach Potential
  18. 18. Build to Scale 300Trained Agents x 250 Each = 75,000 300Trained Agents x 100 = 30,000 x 250 =Total Goal Reach 26,250,000
  19. 19. The  ROI  of   Advocacy
  20. 20. Data Filter Current State Modified State Marketing/Engagement Metrics Engage Optimize Social Optimization Social Reach Profile Advocacy Participation
  21. 21. Immensely Measurable Ciceron
  22. 22. 5  Key  Priori/es   for  2011
  23. 23. #  1  Make  Everything  Sharable
  24. 24. #  2  Segment,  segment,  segment
  25. 25. #  3  Make  Your  Contacts  Social
  26. 26. #  4  Look  Inwards  and  Organize Leadership Communicates: Purpose, Mission,Audience Segments, Market Conditions Relationships Flow Through Organizations
  27. 27. #  5  Learn  and  Lead Yet Another Jack Welch Story
  28. 28. Andrew Eklund 612.230.3901 andrew@ciceron.com www.twitter.com/aeklund Thank You

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