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@ESKIMON • HOW TO ACHIEVE DIGITAL ROI1
HOW TO ACHIEVE
REAL DIGITAL ROI
FORWARD THINKING EPISODE 004:
FORWARD
THINKING
EP.004
SIMON KEMP • • SEPTEMBER 2017
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI2
SIMON KEMP
@ESKIMON
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI3
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI4
THERE’S A LOT OF ‘TURBULENCE’ IN THE WORLD
OF DIGITAL MARKETING & ADVERTISING TODAY
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI5
SOME OF THE WORLD’S TOP ADVERTISERS ARE
QUESTIONING DIGITAL’S VALUE CONTRIBUTION
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI6
SOME OF THEIR CONCERNS RELATE TO ISSUES
SUCH AS CONTENT VIEWABILITY AND AD FRAUD
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI7
HOWEVER, THESE ARE NOT THE ONLY CAUSES OF
DISAPPOINTING ROI FROM DIGITAL ACTIVITIES
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI8
SOME CAUSES OF DISAPPOINTING DIGITAL ROI
ACTIVITIES OR CONTENT THAT
FAIL TO ENGAGE PEOPLE’S
INTEREST, OR THAT FAIL TO
INFLUENCE THEIR BEHAVIOUR
ACTIVITIES THAT REACH
PEOPLE IN IRRELEVANT OR
INAPPROPRIATE MOMENTS,
SETTINGS, OR OCCASIONS
ACTIVITIES CONTEXTS
RELYING ON MEASURES THAT
HAVE INSUFFICIENT RELEVANCE
TO BOTTOM-LINE BRAND OR
ORGANISATIONAL VALUE
METRICS
6
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI9
SO, HOW DO WE ADDRESS THESE ISSUES
AND DELIVER BETTER BOTTOM-LINE SUCCESS?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI10
#1ALWAYS
ADD VALUE
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI11
MARKETING: THE MUTUAL SATISFACTION
OF WANTS, NEEDS, AND DESIRES
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI12
WHAT
OTHER
PEOPLE
WANT
WHAT
THE
BRAND
WANTS
SUCCESS
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI13
BUT YOU’RE NOT RESTRICTED TO DELIVERING
VALUE THROUGH PRODUCTS AND SERVICES
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI14
YOU CAN USE ALL YOUR MARKETING ACTIVITIES
TO ADD MEANINGFUL AUDIENCE VALUE
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI15
PLAN CONTENT AROUND AUDIENCE VALUE:
WHAT BENEFITS WILL JUSTIFY THEIR ATTENTION?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI16
WAYS TO ADD VALUE WITH CONTENT
FACTS AND NEWS THAT
HELP PEOPLE MAKE NEW
OR IMPROVED DECISIONS
THAT MATTER TO THEM
CONTENT EXPERIENCES
THAT CAPTURE PEOPLE’S
ATTENTION AND ENGAGE
THEIR EMOTIONS
INFORMATION ENTERTAINMENT
CONTENT THAT HELPS
PEOPLE TO BELIEVE IN
THEMSELVES AND TO
TRY NEW THINGS
INSPIRATION
RESOURCES THAT HELP
PEOPLE TO ACQUIRE NEW
SKILLS OR ENHANCE
THEIR CAPABILITIES
EDUCATION
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI17
THERE’S NO REASON WHY A VALUE-CENTRIC
APPROACH SHOULD COMPROMISE REACH, EITHER
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI18
PROMOTION
PROPOSITION
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI19
USE YOUR MARKETING CONTENT TO MAKE
PEOPLE’S LIVES BETTER, NOT TO INTERRUPT THEM
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI20
#2LOCATION, LOCATION,
LOCATION… AND TIMING
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI21
ENGAGEMENT STRATEGIES MUST EVOLVE FROM
CHANNEL PLANNING TO CONTEXT PLANNING
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI22
WHERE AND WHEN WILL YOUR ACTIVITIES BE
MOST RELEVANT IN YOUR AUDIENCE’S LIVES?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI23
USE DIGITAL TOOLS TO REACH PEOPLE IN THE
MOMENTS AND CONTEXTS OF GREATEST VALUE
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI24
PEOPLE
PLATFORMS
NOT
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI25
THE NEW TOOLS
OF ENGAGEMENT
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI26
PROGRAMMATIC SEEMS TO HAVE DEVELOPED A
BAD REPUTATION DUE TO ISSUES LIKE AD FRAUD
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI27
HOWEVER, MOST OF THESE ISSUES ARISE FROM
POOR IMPLEMENTATION OF PROGRAMMATIC
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI28
AD TECH CAN ENABLE US TO DELIVER OPTIMISED
CONTENT TO INDIVIDUALS IN PRECISE CONTEXTS
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI29
DEMOGRAPHICS HAVE LITTLE RELEVANCE IN A
WORLD WHERE WE CAN IDENTIFY INDIVIDUALS
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI30
WHAT’S MORE, DEMOGRAPHIC TARGETING
MAY BE ACTIVELY COMPROMISING DIGITAL ROI
31
FACEBOOK PENETRATION BY AGE: MALEJAN
2017 MALE GLOBAL FACEBOOK PROFILES BY AGE, COMPARED TO TOTAL ACTUAL MALE POPULATIONS FOR THE RESPECTIVE AGE
8%
19%
26%
57%
65%
110%
91%
91%
98%
85%
76%
78%
68%
99%
70%
68%
73%
60%
63%
50%
49%
50%
44%
59%
43%
39%
38%
38%
39%
34%
30%
33%
31%
34%
29%
27%
25%
25%
26%
24%
22%
22%
20%
23%
18%
18%
17%
17%
17%
16%
15%
15%
14%
13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65+
SOURCES: WE ARE SOCIAL ANALYSIS OF FACEBOOK DATA, JANUARY 2017; U.S. CENSUS BUREAU FIGURES EXTRAPOLATED FOR JANUARY 2017.
NOTE: GLOBAL POPULATIONS DO NOT INCLUDE FIGURES FOR CHINA, TO COMPENSATE FOR THE FACT THAT FACEBOOK IS BLOCKED IN MAINLAND CHINA.
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI32
MORE 18 YEAR-OLDS APPEAR TO USE FACEBOOK
THAN THERE ARE 18 YEAR-OLDS ALIVE TODAY
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI33
THERE MAY BE VARIOUS REASONS FOR THIS
ANOMALY, AND MOST OF THEM AREN’T SINISTER
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI34
IF YOU’D LIKE TO DIG DEEPER INTO THOSE
NUMBERS, VISIT HTTP://BIT.LY/FB18YOM
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI35
BUT IF WE CAN’T RELY ON DEMOGRAPHICS
ANYMORE, HOW SHOULD WE FIND AUDIENCES?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI36
IDENTIFYING AUDIENCES IN THE DIGITAL AGE
IDENTIFY PEOPLE WHO HAVE
ACTUALLY PERFORMED AN
ACTION THAT QUALIFIES THEIR
POTENTIAL VALUE TO YOU
FOCUS ON PEOPLE WHO
HAVE ACTIVELY EXPRESSED
AN INTEREST IN A RELEVANT
TOPIC (E.G. LIKED ON SOCIAL)
ACTIONS INTERESTS
IDENTIFY THE TIMES, PLACES,
AND SETTINGS IN WHICH
YOUR ACTIVITY HAS GREATEST
AUDIENCE RELEVANCE & VALUE
CONTEXTS
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI37
ASIDE: OUR AUDIENCES ARE NOT OUR ENEMIES,
SO LET’S FIND MORE APPROPRIATE LANGUAGE
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI38
TARGETING
SERVING
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI39
#3USE METRICS
WITH MEANING
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI40
JUST BECAUSE YOU CAN COUNT IT
DOESN’T MEAN THAT IT COUNTS
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI41
KEY QUESTION: DO YOUR METRICS HELP PLAN
THE FUTURE, OR MERELY MEASURE THE PAST?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI42
REACH, LIKES AND FOLLOWERS ARE INTERESTING,
BUT ARE THEY RELEVANT TO YOUR BOTTOM LINE?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI43
Using reach, views or likes as a measure of
your marketing success is like counting the
number of bank accounts you’ve opened
as a measure of your wealth. They help
quantify potential, but they’re not direct
measures of bottom-line results or value.
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI44
METRICS SHOULD TRACK CHANGES IN BRAND
VALUE, NOT JUST CONTENT PERFORMANCE
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI45
A SIMPLE SURVEY (E.G. SURVEY MONKEY) WITH
JUST TWO QUESTIONS CAN HELP MEASURE THIS
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI46
Q1: HAS THE PERSON BEEN EXPOSED TO ANY
OF THE BRAND’S RECENT DIGITAL ACTIVITIES?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI47
EXAMPLE QUESTIONS (YES / NO)
1. HAVE YOU SEEN ANY OF OUR SOCIAL
MEDIA POSTS IN THE PAST MONTH?
2. HAVE YOU OPENED ANY EMAILS
FROM US IN THE PAST FEW WEEKS?
3. HAVE YOU VISITED OUR
WEBSITE IN THE PAST YEAR?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI48
Q2: HAS THE PERSON CONTRIBUTED TO BRAND
VALUE IN THE CURRENT MEASUREMENT PERIOD?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI49
EXAMPLE ‘VALUE CONTRIBUTION’ QUESTIONS
1. HOW MANY TIMES HAVE YOU PURCHASED
THIS BRAND IN THE PAST MONTH?
2. HAVE YOU DONATED TO THIS
CHARITY IN THE PAST YEAR?
3. WHICH PARTY WILL YOU BE VOTING
FOR IN THE UPCOMING ELECTION?
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI50
YOU CAN ISOLATE DIGITAL’S CONTRIBUTION BY
DIVIDING PEOPLE BASED ON ANSWERS TO Q1
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI51
WHAT’S THE AVERAGE VALUE
CONTRIBUTION OF PEOPLE
WHO ANSWERED “YES” TO Q1?
WHAT’S THE AVERAGE VALUE
CONTRIBUTION OF PEOPLE
WHO ANSWERED ”NO” TO Q1?
EXPOSED
AUDIENCES
UNEXPOSED
AUDIENCES
Q1 PROVIDES THE ‘CONTROL GROUP’
VS
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI52
CONSIDER USING PAID MEDIA TO PROMOTE
YOUR SURVEY AND INCREASE RESPONSES
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI53
IF YOU HAVE ANY QUESTIONS, FEEL FREE TO
CONTACT ME ON SOCIAL MEDIA VIA @ESKIMON
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI54
@ESKIMON • HOW TO ACHIEVE DIGITAL ROI55
SIMON KEMP
@ESKIMON
SIMON@KEPIOS.COM
SIMONKEMPPRESENTS
KEPIOS.COM

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How To Achieve Digital ROI: A Practical Guide

  • 1. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI1 HOW TO ACHIEVE REAL DIGITAL ROI FORWARD THINKING EPISODE 004: FORWARD THINKING EP.004 SIMON KEMP • • SEPTEMBER 2017
  • 2. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI2 SIMON KEMP @ESKIMON
  • 3. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI3
  • 4. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI4 THERE’S A LOT OF ‘TURBULENCE’ IN THE WORLD OF DIGITAL MARKETING & ADVERTISING TODAY
  • 5. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI5 SOME OF THE WORLD’S TOP ADVERTISERS ARE QUESTIONING DIGITAL’S VALUE CONTRIBUTION
  • 6. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI6 SOME OF THEIR CONCERNS RELATE TO ISSUES SUCH AS CONTENT VIEWABILITY AND AD FRAUD
  • 7. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI7 HOWEVER, THESE ARE NOT THE ONLY CAUSES OF DISAPPOINTING ROI FROM DIGITAL ACTIVITIES
  • 8. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI8 SOME CAUSES OF DISAPPOINTING DIGITAL ROI ACTIVITIES OR CONTENT THAT FAIL TO ENGAGE PEOPLE’S INTEREST, OR THAT FAIL TO INFLUENCE THEIR BEHAVIOUR ACTIVITIES THAT REACH PEOPLE IN IRRELEVANT OR INAPPROPRIATE MOMENTS, SETTINGS, OR OCCASIONS ACTIVITIES CONTEXTS RELYING ON MEASURES THAT HAVE INSUFFICIENT RELEVANCE TO BOTTOM-LINE BRAND OR ORGANISATIONAL VALUE METRICS 6
  • 9. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI9 SO, HOW DO WE ADDRESS THESE ISSUES AND DELIVER BETTER BOTTOM-LINE SUCCESS?
  • 10. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI10 #1ALWAYS ADD VALUE
  • 11. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI11 MARKETING: THE MUTUAL SATISFACTION OF WANTS, NEEDS, AND DESIRES
  • 12. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI12 WHAT OTHER PEOPLE WANT WHAT THE BRAND WANTS SUCCESS
  • 13. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI13 BUT YOU’RE NOT RESTRICTED TO DELIVERING VALUE THROUGH PRODUCTS AND SERVICES
  • 14. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI14 YOU CAN USE ALL YOUR MARKETING ACTIVITIES TO ADD MEANINGFUL AUDIENCE VALUE
  • 15. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI15 PLAN CONTENT AROUND AUDIENCE VALUE: WHAT BENEFITS WILL JUSTIFY THEIR ATTENTION?
  • 16. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI16 WAYS TO ADD VALUE WITH CONTENT FACTS AND NEWS THAT HELP PEOPLE MAKE NEW OR IMPROVED DECISIONS THAT MATTER TO THEM CONTENT EXPERIENCES THAT CAPTURE PEOPLE’S ATTENTION AND ENGAGE THEIR EMOTIONS INFORMATION ENTERTAINMENT CONTENT THAT HELPS PEOPLE TO BELIEVE IN THEMSELVES AND TO TRY NEW THINGS INSPIRATION RESOURCES THAT HELP PEOPLE TO ACQUIRE NEW SKILLS OR ENHANCE THEIR CAPABILITIES EDUCATION
  • 17. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI17 THERE’S NO REASON WHY A VALUE-CENTRIC APPROACH SHOULD COMPROMISE REACH, EITHER
  • 18. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI18 PROMOTION PROPOSITION
  • 19. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI19 USE YOUR MARKETING CONTENT TO MAKE PEOPLE’S LIVES BETTER, NOT TO INTERRUPT THEM
  • 20. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI20 #2LOCATION, LOCATION, LOCATION… AND TIMING
  • 21. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI21 ENGAGEMENT STRATEGIES MUST EVOLVE FROM CHANNEL PLANNING TO CONTEXT PLANNING
  • 22. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI22 WHERE AND WHEN WILL YOUR ACTIVITIES BE MOST RELEVANT IN YOUR AUDIENCE’S LIVES?
  • 23. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI23 USE DIGITAL TOOLS TO REACH PEOPLE IN THE MOMENTS AND CONTEXTS OF GREATEST VALUE
  • 24. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI24 PEOPLE PLATFORMS NOT
  • 25. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI25 THE NEW TOOLS OF ENGAGEMENT
  • 26. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI26 PROGRAMMATIC SEEMS TO HAVE DEVELOPED A BAD REPUTATION DUE TO ISSUES LIKE AD FRAUD
  • 27. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI27 HOWEVER, MOST OF THESE ISSUES ARISE FROM POOR IMPLEMENTATION OF PROGRAMMATIC
  • 28. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI28 AD TECH CAN ENABLE US TO DELIVER OPTIMISED CONTENT TO INDIVIDUALS IN PRECISE CONTEXTS
  • 29. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI29 DEMOGRAPHICS HAVE LITTLE RELEVANCE IN A WORLD WHERE WE CAN IDENTIFY INDIVIDUALS
  • 30. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI30 WHAT’S MORE, DEMOGRAPHIC TARGETING MAY BE ACTIVELY COMPROMISING DIGITAL ROI
  • 31. 31 FACEBOOK PENETRATION BY AGE: MALEJAN 2017 MALE GLOBAL FACEBOOK PROFILES BY AGE, COMPARED TO TOTAL ACTUAL MALE POPULATIONS FOR THE RESPECTIVE AGE 8% 19% 26% 57% 65% 110% 91% 91% 98% 85% 76% 78% 68% 99% 70% 68% 73% 60% 63% 50% 49% 50% 44% 59% 43% 39% 38% 38% 39% 34% 30% 33% 31% 34% 29% 27% 25% 25% 26% 24% 22% 22% 20% 23% 18% 18% 17% 17% 17% 16% 15% 15% 14% 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65+ SOURCES: WE ARE SOCIAL ANALYSIS OF FACEBOOK DATA, JANUARY 2017; U.S. CENSUS BUREAU FIGURES EXTRAPOLATED FOR JANUARY 2017. NOTE: GLOBAL POPULATIONS DO NOT INCLUDE FIGURES FOR CHINA, TO COMPENSATE FOR THE FACT THAT FACEBOOK IS BLOCKED IN MAINLAND CHINA.
  • 32. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI32 MORE 18 YEAR-OLDS APPEAR TO USE FACEBOOK THAN THERE ARE 18 YEAR-OLDS ALIVE TODAY
  • 33. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI33 THERE MAY BE VARIOUS REASONS FOR THIS ANOMALY, AND MOST OF THEM AREN’T SINISTER
  • 34. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI34 IF YOU’D LIKE TO DIG DEEPER INTO THOSE NUMBERS, VISIT HTTP://BIT.LY/FB18YOM
  • 35. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI35 BUT IF WE CAN’T RELY ON DEMOGRAPHICS ANYMORE, HOW SHOULD WE FIND AUDIENCES?
  • 36. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI36 IDENTIFYING AUDIENCES IN THE DIGITAL AGE IDENTIFY PEOPLE WHO HAVE ACTUALLY PERFORMED AN ACTION THAT QUALIFIES THEIR POTENTIAL VALUE TO YOU FOCUS ON PEOPLE WHO HAVE ACTIVELY EXPRESSED AN INTEREST IN A RELEVANT TOPIC (E.G. LIKED ON SOCIAL) ACTIONS INTERESTS IDENTIFY THE TIMES, PLACES, AND SETTINGS IN WHICH YOUR ACTIVITY HAS GREATEST AUDIENCE RELEVANCE & VALUE CONTEXTS
  • 37. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI37 ASIDE: OUR AUDIENCES ARE NOT OUR ENEMIES, SO LET’S FIND MORE APPROPRIATE LANGUAGE
  • 38. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI38 TARGETING SERVING
  • 39. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI39 #3USE METRICS WITH MEANING
  • 40. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI40 JUST BECAUSE YOU CAN COUNT IT DOESN’T MEAN THAT IT COUNTS
  • 41. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI41 KEY QUESTION: DO YOUR METRICS HELP PLAN THE FUTURE, OR MERELY MEASURE THE PAST?
  • 42. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI42 REACH, LIKES AND FOLLOWERS ARE INTERESTING, BUT ARE THEY RELEVANT TO YOUR BOTTOM LINE?
  • 43. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI43 Using reach, views or likes as a measure of your marketing success is like counting the number of bank accounts you’ve opened as a measure of your wealth. They help quantify potential, but they’re not direct measures of bottom-line results or value.
  • 44. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI44 METRICS SHOULD TRACK CHANGES IN BRAND VALUE, NOT JUST CONTENT PERFORMANCE
  • 45. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI45 A SIMPLE SURVEY (E.G. SURVEY MONKEY) WITH JUST TWO QUESTIONS CAN HELP MEASURE THIS
  • 46. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI46 Q1: HAS THE PERSON BEEN EXPOSED TO ANY OF THE BRAND’S RECENT DIGITAL ACTIVITIES?
  • 47. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI47 EXAMPLE QUESTIONS (YES / NO) 1. HAVE YOU SEEN ANY OF OUR SOCIAL MEDIA POSTS IN THE PAST MONTH? 2. HAVE YOU OPENED ANY EMAILS FROM US IN THE PAST FEW WEEKS? 3. HAVE YOU VISITED OUR WEBSITE IN THE PAST YEAR?
  • 48. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI48 Q2: HAS THE PERSON CONTRIBUTED TO BRAND VALUE IN THE CURRENT MEASUREMENT PERIOD?
  • 49. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI49 EXAMPLE ‘VALUE CONTRIBUTION’ QUESTIONS 1. HOW MANY TIMES HAVE YOU PURCHASED THIS BRAND IN THE PAST MONTH? 2. HAVE YOU DONATED TO THIS CHARITY IN THE PAST YEAR? 3. WHICH PARTY WILL YOU BE VOTING FOR IN THE UPCOMING ELECTION?
  • 50. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI50 YOU CAN ISOLATE DIGITAL’S CONTRIBUTION BY DIVIDING PEOPLE BASED ON ANSWERS TO Q1
  • 51. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI51 WHAT’S THE AVERAGE VALUE CONTRIBUTION OF PEOPLE WHO ANSWERED “YES” TO Q1? WHAT’S THE AVERAGE VALUE CONTRIBUTION OF PEOPLE WHO ANSWERED ”NO” TO Q1? EXPOSED AUDIENCES UNEXPOSED AUDIENCES Q1 PROVIDES THE ‘CONTROL GROUP’ VS
  • 52. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI52 CONSIDER USING PAID MEDIA TO PROMOTE YOUR SURVEY AND INCREASE RESPONSES
  • 53. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI53 IF YOU HAVE ANY QUESTIONS, FEEL FREE TO CONTACT ME ON SOCIAL MEDIA VIA @ESKIMON
  • 54. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI54
  • 55. @ESKIMON • HOW TO ACHIEVE DIGITAL ROI55 SIMON KEMP @ESKIMON SIMON@KEPIOS.COM SIMONKEMPPRESENTS KEPIOS.COM