This document discusses the future of direct influence through various communication channels like social networks, mobile devices, email, and direct mail. It provides examples of how Barack Obama's presidential campaign successfully used these channels, including social media platforms, email updates, mobile apps, and search engine optimization. It also discusses metrics for measuring the impact and ROI of various direct influence tactics.

1. Social Networks, Mobile Devices,
Email and Direct Mail
Is this the Future of “Direct
Influencing”?
I fl i ”?
Jeffrey Stewart
VP Technical Services
Trekk Cross-Media

2. What Is The Future of Direct Influence?
• Communications Trends
• Viral Network Platforms
• Influencing Behavior
• Examples of Success
• 1 to 1 Measurement

3. quot;Technology will
never replace
people. People
who use
technology will
replace people
who don't.quot;

4. Stages of Innovation

5. Communication Technology Trends

6. Presidential Campaign Trends
“Thomas Jefferson used newspapers to win the presidency, F.D.R.
“ ff
used radio to change the way he governed, J.F.K. was the first
president to understand television and Howard Dean saw the
television,
value of the Web for raising money. But Senator Barack Obama
lower the cost
understood that you could use the Web to
sense of
of building a political brand, create a
co ec o
connection and engagement,, and dispense with the
gg p
people to
command and control method of governing to allow
self-organize to do the work.”
g - The New York Times

7. Obama Campaign Web Site
pg

8. Obama Social News Releases

9. Obama Email Updates
• Email Alerts
• News Releases
•E
Event Reminders
tR i d
• Solicitations
•E
Email N
il Newsletters
l tt
• 13M+ Addresses
• 1B+ Messages

10. What Is The Future of Direct Influence?
• Communications Trends
• Viral Network Platforms
• Influencing Behavior
• Examples of Success
• 1 to 1 Measurement

11. Obama Blogs

12. Obama RSS Feeds

13. Obama YouTube Videos

14. Obama Flickr Images

15. Obama iTunes Podcasts

16. Obama del.icio.us Bookmarks

17. Obama Digg.com diggs

18. Obama Facebook Supporters

19. Obama LinkedIn Contacts

20. Obama Twitter Followers

21. election.twitter.com

22. What Is The Future of Direct Influence?
• Communications Trends
• Viral Network Platforms
• Influencing Behavior
• Examples of Success
• 1 to 1Measurement

23. SEO / SEM / SMO
• Search Engine Optimization
• Organic Search
• Keyword Definition and Optimization
• Index Submission and Monitoring
• Link Harvesting and Exchange
• Search Engine Marketing
• Google AdWords
• DoubleClick Ad Networks
• Social Media Optimization
• Continually Feed Content of Interest
•C
Create Li k
t Linkages f P
for People t C
l to Comment O
t On

24. Social Media

25. Crowdsourcing

26. Community Building

27. PR 3.0
• PRWeek - Industry enters a new age: PR 3.0
• “…the integration of new media communications such as
social networking, blogging and social media”
g, gg g
• Blog Post - Public Relations 3.0? What the…
• “…new communication methods to create an environment of
direct business-to-consumer relations” {and BtoB!}
business to consumer relations
• WordOfMouth.com - Who’s Got PR 3.0?
• “…it has opened the door to new communication channels
p
and tools.” “…not too many PR folks are using these social
tools.”
• Engage Customers with Communications!

28. What Is The Future of Direct Influence?
• Communications Trends
• Viral Network Platforms
• Influencing Behavior
• Examples of Success
• 1 to 1 Measurement

29. “A good hockey player
A
plays where the puck is.”
“A great hockey player
plays where the puck is
going to be.”
Wayne Gretzky

30. Measurable Tactics Often Used

31. Content Centric Marketing Model
g

32. TrekkMaps.com Campaign

33. TrekkMaps.com Web Site

34. TrekkMaps.com Direct Mail & Email

35. TrekkMaps.com RSS Feed

36. TrekkMaps.com Mobile

37. TrekkMaps.com Twitter

38. TrekkMaps Creating Buzz

39. TrekkMaps.com Facebook

40. TrekkMaps.com AdWords

41. A/B Testing - Google AdWords
Super Crunchers The End of Intuition
Why Thinking-by-Numbers Is Why Thinking-by-Numbers Is
the New Way to Be Smart
y the New Way to Be Smart
y
www.bantamdell.com www.bantamdell.com
63% More likely you select Super Crunchers
Ad

42. TrekkMaps.com Banner Ads

43. TrekkMaps.com Google Analytics

44. Trekkmaps Quantcast

45. Trekkmaps Marketing Console

46. “If you can t
If can’t
measure it, you
,y
can’t manage it”

47. ROI = Return / Investment
•R t
Return
• Value of product sold (profit margin)
• Value of Qualified Lead (projected sales)
• Value of Customer Lifetime Loyalty (historically)
• Investment
• Fixed Costs
• Campaign Research and Concept Development
• Tactic Design and Implementation
• Tracking and Measurement Tools
• Variable Costs
• List Acquisition and Cleansing
• Printing and Fulfillment
• Offline and O
O e a d Online Ad Placement
e d ace e
• Operation and Measurement

48. Measurement Metrics
• C t P Impression
Cost Per I i
•B
Broadcast Impressions
d tI i
• Cost Per Click
• Response Rates
• Cost Per Conversion
• C t P Lead
Cost Per L d
• Cost per Direct Mail
• Cost per Email
Delivered / Opened /
Click Through

49. Keeping Score
Low Value Mid Value High Value All
VDP Design A 2500/500/100
VDP Design B 750/490/195
Email A 5000/1000/250
Email B 5000/800/200 2500/400/150
Banner Ad 1 30000/250/50
Banner Ad 2 25000/250/70
AdWords 45000/500/40
$0.3/$1.7/$6.7 $1.4/$7.8 /$28 $11/$18/$45 $0.01/$5/$31
$23,210 for
$23 210 f 1055 conversions or $22 each
i h

50. Launch & Learn
• Identify unique segment behavior
• Use test results to refine message and designs
• C l l t i di id l t ti ROI
Calculate individual tactic
• Refine campaign for next cycle
• O continuously i
Or ti l improve midstream
id t

51. “You’ll always miss
100% of the shots you
100% of the shots you
don’t take.”
Wayne Gretzky
y y

52. Additional copy box