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This presentation is more of an outline for a conversation that I had with a great group of folks at today's AMA Atlanta event. If you're not sure that a slide means shoot me a message via Twitter and I'll do my best to explain in 140 characters or les :) @iRollo
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di italcoregDigital Media Strategy
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ctr- click-thru-rate :) kj
Your first interaction with a customer is a priceless opportunity
– That said, today your first interaction will most likely happen online
Source: CEO of Loews Hotels
SearchWORKSIf Social Media is a fad then so is PR
Mobile HAS arrived Twitter is NOT deadMedia is PEOPLE too
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Test. Measure. Learn. Optimize.
Sites. Placements. Creative.
Define What uMeasure BEFORE uLaunch
+Share with EVERYONE
+REPEAT
If content is king, data is queen.Site Data
Email DataSearch Data
Facebook “Fan” DataRich Media Data
Mobile DataTwitter “Follower” Data
Survey Data
Consolidate. Insights. Communicate (Peter Rabbit English)
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goalsand (clearly defined) Objectives
EDUCATION
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Measures + Metrics?Based on campaign specifics regarding audience, message, platform and overall business goals
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Measure everything.There are no benchmarks, uMUST establish your own.
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‣ Delivered Impressions
‣ Click-Thru-Rate%
‣ Total Clicks
‣ Click-Conversion Rate%
‣ Total Site Side Actions
‣ Total Actions ROI
‣ Top Performing Mkts.
‣ Expansion Rate%
‣ Panel Views
‣ Panel Actions
‣ Play Videos
‣ Total Opt-Ins
‣ *Bounce Rate
Display/Rich‣ Top Performing Keywords
‣ Total Opt-Ins
‣ Total Site Side Actions
‣ *Bounce Rate
‣ Delivered Impressions
‣ Click-Thru-Rate%
‣ Total Clicks
‣ Click-Conversion Rate%
‣ Total Site Side Actions
‣ Total Actions ROI
‣ Top Performing Mkts.
Paid Search‣ Total Fan/Followers
‣ Fan/Follower M/M Data
‣ Fan/Follower Value
‣ Active Fan ROI Value
‣ Comments/Likes/Shares
‣ Total Organic Imp.
‣ Total Organic Imp. Value
‣ Mobile Database #’s
‣ Mobile Response Rate
‣ Mobile Redemption Rate
‣ Opt-Outs
‣ Total Opt-Ins
‣ Played Videos
‣ Top Performing Mkts.
‣ Total Site Side Actions
‣ Total Actions ROI
Social‣ Total Visits (by media)
‣ M/M Total Visit Data
‣ Avg. Time Spent
‣ Avg. Page Views
‣ Most Viewed Page
‣ Top Exit Page(s)
‣ Total Opt-Ins
‣ Played Videos
‣ Top Performing Mkts.
‣ Total Site Side Actions
‣ Total Actions ROI
Site Side
Campaign Measures By Tactic
Audience. Message and Platform
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Display (view)
(visit)
(click) KPI CR% Increase
(view-thru)0.05%
$0.003
Broadcast (+Print)Digital Core
Your Site
Social Media
Visit
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Digital may be the most measurable medium. However, it’s not always comparable.
ADVOCACY
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