The document discusses a digital media strategy, emphasizing the importance of initial online interactions with customers and the role of data in measuring campaign success. It highlights various metrics and suggested actions to optimize digital media efforts, noting that while digital media is highly measurable, comparisons may vary. Overall, the presentation stresses setting clear goals, continuous measurement, and learning from data to inform marketing strategies.

1. digitalcore
Digital Media Strategy
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2. ctr jk
- click-thru-rate :)
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3. Your first interaction with a
customer is a priceless opportunity
Source: CEO of Loews Hotels
– That said, today your first interaction will most likely happen online

4. SearchWORKS
If Social Media is a fad then so is PR
Mobile HAS arrived
Media is PEOPLE too Twitter is NOT dead

6. Sites. Placements. Creative. +Share with EVERYONE
Test. Measure. Learn. Optimize.
Define What uMeasure BEFORE uLaunch +REPEAT
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7. Email Data Facebook “Fan” Data Mobile Data Survey Data
Site Data Search Data Rich Media Data Twitter “Follower” Data
If content is king, data is queen.
Consolidate. Insights. Communicate (Peter Rabbit English)

8. goals and (clearly defined) Objectives
EDUCATION
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9. Measures + Metrics?
Based on campaign specifics regarding audience,
message, platform and overall business goals
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10. Measure everything.
There are no benchmarks, uMUST establish your own.
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11. Campaign Measures By Tactic
Display/Rich Paid Search Social Site Side
‣ Delivered Impressions ‣ Top Performing Keywords ‣ Total Fan/Followers ‣ Total Visits (by media)
‣ Click-Thru-Rate% ‣ Total Opt-Ins ‣ Fan/Follower M/M Data ‣ M/M Total Visit Data
‣ Total Clicks ‣ Total Site Side Actions ‣ Fan/Follower Value ‣ Avg. Time Spent
‣ Click-Conversion Rate% ‣ *Bounce Rate ‣ Active Fan ROI Value ‣ Avg. Page Views
‣ Total Site Side Actions ‣ Delivered Impressions ‣ Comments/Likes/Shares ‣ Most Viewed Page
‣ Total Actions ROI ‣ Click-Thru-Rate% ‣ Total Organic Imp. ‣ Top Exit Page(s)
‣ Top Performing Mkts. ‣ Total Clicks ‣ Total Organic Imp. Value ‣ Total Opt-Ins
‣ Expansion Rate% ‣ Click-Conversion Rate% ‣ Mobile Database #’s ‣ Played Videos
‣ Panel Views ‣ Total Site Side Actions ‣ Mobile Response Rate ‣ Top Performing Mkts.
‣ Panel Actions ‣ Total Actions ROI ‣ Mobile Redemption Rate ‣ Total Site Side Actions
‣ Play Videos ‣ Top Performing Mkts. ‣ Opt-Outs ‣ Total Actions ROI
‣ Total Opt-Ins ‣ Total Opt-Ins
‣ *Bounce Rate ‣ Played Videos
‣ Top Performing Mkts.
‣ Total Site Side Actions
Audience. Message and Platform ‣ Total Actions ROI
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12. $0.003
(visit)
Display (view) (click)
KPI CR% Increase
(view-thru)
0.05%
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13. Your Site
Digital Core Visit Broadcast (+Print)
Social Media

14. ADVOCACY
Digital may be the most measurable medium.
However, it’s not always comparable.
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