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MN AMA 2010 Conquering Chaos Conference Breakout Session Presentation "B2B ROI Measures" by Andrew Eklund, CEO, Ciceron
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Creative. Business. Marketing. People.
Analytics
Search
Websites
Social Media
Ads
Radical ROISeizing the Potential of the Digital Marketplace
www.twitter.com/aeklund
Must Have An Obsessive Passion for
Accountability
“The Web” is only 25% of Internet Traffic... and shrinking. Quickly being replaced by:
• Peer-to-peer, games, email, Skype calls, VOIP, chat, API data exchange, iTunes, Netflix streaming
Internet Traffic in U.S.Same underlying data, but accounting for explosive growth of overall Internet Traffic. (Source: BoingBoing using same Cisco router data)
Web
Video
Peer-to-Peer
Accounting for gigantic growth in overall Internet traffic - makes this same data tell a different story. Usage of “The Web” is indeed growing, just not as rapidly.
In fact, between 1995 and 2006, the total amount of web traffic went from about 10 terabytes a month to 1,000,000 terabytes (or 1 exabyte). According to Cisco, the same source Wired used for its projections, total internet traffic rose then from about 1 exabyte to 7 exabytes between 2005 and 2010.
# 1
Fear of Failure
# 2
Wai/ng to Act
# 3Love of Known Media
ROI #1 in 2010
Not Enough Rigor in B2B
How Costly Are Your Connections?
Your Customers
Continuum ofConsideration
Awareness
$ Conversion
Converse
Compare
Opt-In/Follow
Learn
Online FunnelInvestments
Top Of Funnel Traffic
Offline Marketing: BrandOnline marketing:•Display
“Anywhere” Funnel
SEO/Paid SearchEmail marketingMessaging campaigns
Bottom Funnel
Social Media Channel
Some ROI
Higher ROI
Highest ROI
Build Correlations
So, yeah. What about social?
The New Funnel
Advertise
Marketing Telemarketing
Events
Marketing Influenced Transactions
Consumer Chooses to Follow
Choose to Create & Share Create & share online video
Create & share reviews
Industry Events
Advocacy
Customer Influenced Transactions
High Media Cost
Per Conversion
Low Media Cost
Per Conversion
Big Reveal
Making “Social” Connections
Impact
Commitment
ListeningAssess
Monitor/ObserveLearn
EngagementContent Distribution
Field InquiriesInfluence
AdvocacyConversationIntegrationConvert
Social Traffic Converts 1400% Higher Than Other Digital Channels
Social Scale:The x250 Rule
Facebook:643
Twitter :1400
x 250 =
510,000 Reach Potential
Build to Scale
300 Trained Agents x 250 Each = 75,000
300 Trained Agents x 100 = 30,000
x 250 = Total Goal Reach 26,250,000
The ROI of Advocacy
Data Filter
Current State Modified State
Marketing/Engagement Metrics
Engage
Optimize
Social Optimization
Social Reach Profile
Advocacy
Participation
Immensely Measurable
Ciceron
5 Key Priori/es for 2011
# 1 Make Everything Sharable
# 2 Segment, segment, segment
# 3 Make Your Contacts Social
# 4 Look Inwards and Organize
Leadership Communicates:Purpose, Mission, Audience Segments, Market Conditions
RelationshipsFlow Through Organizations
# 5 Learn and Lead
Yet Another Jack Welch Story
