2009 PODi AppForum

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Social Networks, Mobile Devices, Email and Direct Mail Is this the Future of “Direct
Influencing”?

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2009 PODi AppForum

  1. 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. 2. What Is The Future of Direct Influence? • Communications Trends • Viral Network Platforms • Influencing Behavior • Examples of Success • 1 to 1 Measurement
  3. 3. quot;Technology will never replace people. People who use technology will replace people who don't.quot;
  4. 4. Stages of Innovation
  5. 5. Communication Technology Trends
  6. 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. 7. Obama Campaign Web Site pg
  8. 8. Obama Social News Releases
  9. 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. 10. What Is The Future of Direct Influence? • Communications Trends • Viral Network Platforms • Influencing Behavior • Examples of Success • 1 to 1 Measurement
  11. 11. Obama Blogs
  12. 12. Obama RSS Feeds
  13. 13. Obama YouTube Videos
  14. 14. Obama Flickr Images
  15. 15. Obama iTunes Podcasts
  16. 16. Obama del.icio.us Bookmarks
  17. 17. Obama Digg.com diggs
  18. 18. Obama Facebook Supporters
  19. 19. Obama LinkedIn Contacts
  20. 20. Obama Twitter Followers
  21. 21. election.twitter.com
  22. 22. What Is The Future of Direct Influence? • Communications Trends • Viral Network Platforms • Influencing Behavior • Examples of Success • 1 to 1Measurement
  23. 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. 24. Social Media
  25. 25. Crowdsourcing
  26. 26. Community Building
  27. 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. 28. What Is The Future of Direct Influence? • Communications Trends • Viral Network Platforms • Influencing Behavior • Examples of Success • 1 to 1 Measurement
  29. 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. 30. Measurable Tactics Often Used
  31. 31. Content Centric Marketing Model g
  32. 32. TrekkMaps.com Campaign
  33. 33. TrekkMaps.com Web Site
  34. 34. TrekkMaps.com Direct Mail & Email
  35. 35. TrekkMaps.com RSS Feed
  36. 36. TrekkMaps.com Mobile
  37. 37. TrekkMaps.com Twitter
  38. 38. TrekkMaps Creating Buzz
  39. 39. TrekkMaps.com Facebook
  40. 40. TrekkMaps.com AdWords
  41. 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. 42. TrekkMaps.com Banner Ads
  43. 43. TrekkMaps.com Google Analytics
  44. 44. Trekkmaps Quantcast
  45. 45. Trekkmaps Marketing Console
  46. 46. “If you can t If can’t measure it, you ,y can’t manage it”
  47. 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. 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. 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. 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. 51. “You’ll always miss  100% of the shots you  100% of the shots you don’t take.” Wayne Gretzky y y
  52. 52. Additional copy box

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