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2012 05 The ROI of Search and Social

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How to develop a rational process for tracking and measuring ROI of Inbound Marketing activities.

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2012 05 The ROI of Search and Social

  1. 1. The VALUE of Search and Social Gillian Muessig, President & Co-founder, SEOmoz GlobalEIM| November, 2011
  2. 2. ROI is a business metric,not a media metric. ROI
  3. 3. ROI is media agnostic100% ROI
  4. 4. Every resource has a cost ROI
  5. 5. Non-financialpositive and negative KPIs Clicks, hits, complaints, CTR, press, content views,brick and mortar store numbers, employment apps, FB friends, likes, comments, and shares,blog comments, UGC submissions, social mentions, twitter followers, tweets and re-tweets NOT ROI
  6. 6. You Get the Idea NOT ROI
  7. 7. Those are non financial KPIs not ROI NOT ROI
  8. 8. Financial ROI of Social Media ROI
  9. 9. Average salesbefore SMMinitiative ROI
  10. 10. Average salesafter SMMinitiative ROI
  11. 11. Before AfterAvg growth 10% Avg growth 16% ROI
  12. 12. If your cost < Increases receipts ROI
  13. 13. You have achieved a positive ROI. ROI
  14. 14. Ok. We’re done. Bye bye. ROI
  15. 15. What?You want more? Ok. ROI
  16. 16. An increase in POSITIVE KPIs Positive KPIs
  17. 17. Number of Customers Positive KPIs
  18. 18. Average Dollar Value per Purchase Positive KPIs
  19. 19. Customer Lifetime Value Positive KPIs
  20. 20. Increased Average Margin Positive KPIs
  21. 21. Decrease in returns Negative KPIs
  22. 22. Decrease in customer complaints Negative KPIs
  23. 23. Decrease in left over stock Negative KPIs
  24. 24. Decrease in bad sentiment Negative KPIs
  25. 25. Decrease in need for paid ads Negative KPIs
  26. 26. Decrease in recalls or failed new products Negative KPIs
  27. 27. Ok. NOW we’re done. Bye bye. ROI
  28. 28. No. Wait. There’s more. Think more deeply about VALUE
  29. 29. LINKS: HOW WE GET AROUND
  30. 30. LINKS: VOTES OF POPULARITY
  31. 31. LINKS: A REALLY BAD SIGNAL
  32. 32. LINKS: A REALLY BAD SIGNAL
  33. 33. A BETTER SIGNAL SOCIAL SIGNALS ARE BETTER
  34. 34. NEWS EVENT
  35. 35. Users: 50mm 750mm 200mm 120mm 10mmUsers: 14mm Millions 14mm 6.5mm TWITTER: <60 SECONDS
  36. 36. 22 MINUTES
  37. 37. RADIO: 1+ HOURS
  38. 38. TV: PM NEWS
  39. 39. TV: PM NEWS
  40. 40. SOCIAL SIGNALS
  41. 41. NEWS SOURCE FASTER DELIVERY
  42. 42. GOOGLE PIVOTS
  43. 43. IMMEDIACY
  44. 44. SENTIMENT
  45. 45. So what good is it to me? ROI
  46. 46. FOCUS GROUPS ARE BOGUS
  47. 47. FOCUS GROUPS ARE UNCOMFORTABLE
  48. 48. YOU’RE NOT PARANOID
  49. 49. IT’S THE BEST WE HAD
  50. 50. REPLACES FOCUS GROUPS FASTER ANSWERS, LARGER DATASETS
  51. 51. CROWD SOURCINGImage credit: http://www.businessesgrow.com/2011/08/31/the-top-five-crowdsourcing-mega-trends/
  52. 52. FUND RAISING WITHOUT MIDDLEMENImage credit: http://www.psn.ie/parents_pa/other-fundraising-events.html
  53. 53. CROWD SOURCE SIMPLE TASKS
  54. 54. CROWD SOURCE SIMPLE TASKS
  55. 55. Involvement Marketing CROWD SOURCE MARKETING
  56. 56. ASK ME ANYTHING
  57. 57. What color do you feel like this morning?
  58. 58. What color do you feel like this morning? A SIMPLE QUESTION
  59. 59. More than 1000 responses within 1 hour MARKETERS SOULS SING!
  60. 60. POETRY
  61. 61. WHAT CAN YOU DO WITH IT?
  62. 62. HEADS UP, CORPORATE BUYERS!
  63. 63. INDUSTRIAL DECISIONS
  64. 64. ASK US; WE’LL TELL YOU
  65. 65. GET SOME PERSPECTIVE
  66. 66. MASS MARKETED PRODUCTS
  67. 67. OPM
  68. 68. INDUSTRIES IN NEED OF PIVOTING
  69. 69. SOME PEOPLE DON’T ASK
  70. 70. THOUGHT LEADERS
  71. 71. Apple - BMW Crowd source everything – R&D, improvements, innovations, marketing Governments, NPOs, for-profitsBasic Necessities - no need to crowd source around these, except perhaps marketing THOUGHT LEADERS DON’T ASK DIRECTIONS
  72. 72. FINAL THOUGHTS
  73. 73. ONLINE REPUTATION
  74. 74. The ROI of Social Media = Adjusted Gross Receipts less Cost of Initiative FINAL THOUGHTS
  75. 75. The VALUE ofSocial Media is much more FINAL THOUGHTS
  76. 76. So how do I sell this to a client or my boss? ROI
  77. 77. Why should I spend money on SEO? ROI
  78. 78. We’re all clicking on Organic SERPsPaid <20% ofmarketing budget >80% of marketing budgetOrganic CTR
  79. 79. All the money is spent on Paid AdsPaid 88% ofmarketing budget 12% of marketing budgetOrganic CTR
  80. 80. SEO represents a huge potential for ROI CTR
  81. 81. Fine. But I do really need to be #1? ROI
  82. 82. Do I really have to rank #1? CTR
  83. 83. How will I know SEO made me money? ROI
  84. 84. Look for the lift ROI
  85. 85. Yes! That lift! ROI
  86. 86. PROMODO12• Twitter: @SEOmom• Blog: www.seomoz.org/blog• Email: gillian@seomoz.org

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