Social Media Integration into Planning Tools - Rex Briggs, Marketing Evolution
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Conversational Marketing Summit New York, NY June 6, 2011
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Transcript of Social Media Integration into Planning Tools - Rex Briggs, Marketing Evolution
Conversational Marketing Summit
New York, NY June 6, 2011
• For years, Telmar has provided customized ROI software & service solutions
• Combines Reach/ Frequency to optimize ROI using a multi-media planning interface
• ME’s ROI experts have delivered 100s of cross-media ROMO engagements around the world
• ROMO benchmark data provides media impact across verticals, targets, campaign objectives and situations
Telmar Matterhorn ROI (TMR)The new syndicated ROI media planning solution, blending the core competencies of Marketing Evolution & Telmar.
Different brands in different categories face different
challenges to growth…
…therefore need different optimizations
TMR Accounts for Different Categories & Objectives
– Awareness– Positive Brand Perceptions – Purchase Intent– Advocacy– Sales
TMR is Based On The Most Broadly Validated Solution for ROI Measurement: The “Best Practice” Standard
1. Leading independent marketing & research associations– The ARF (Advertising Research Foundation) in coordination with
- ANA (Association of National Advertisers)- AAAA (American Association of Advertising Agencies)
2. Leading independent academics (partial list)– Steven Levitt, award winning economist, University of Chicago,
Author, Freakonomics– John List, foremost field economist, University of Chicago– Kirthi Kalayanam, digital and retail measurement leader,
University of Santa Clara, author of several Harvard Business Review articles
3. Media companies & trade associations– IAB (Interactive Advertising Bureau)– NAA (Newspaper Association of America) – Magazine (Time Inc, Conde Nast, Meredith, etc.)– TV (Fox, Disney, MTV Networks, etc.)
4. Best practice reviews– Corporate Executive Board, (B2C & B2B - US, Europe)– Forrester– ESOMAR – “best practices” Wiley & Sons, April ‘07, 60 pages– Journal of Advertising Research (Dec 06)
Partial list of Marketers:
Mass Media Model:
B2C
Social Media Model:
C2C1000 impression = $10$10 CPM = $0.50 CPI
Old vs. New Model of Value Creation: TMR accounts for BOTH.
Each interaction is an impression
PassAlong
Influenced to interact with brand. Some pass along.
No brand visit, but positively influenced. Some pass along.
Pass along continues
How Do We Create the Most Impact Per Dollar Spent?
Situation
Specific Media Placements
“Impact curves” of which placements deliver more value
+ Targets + Costs
Vertical-specific, campaign situation & marketer’s goals
+
‘Impact Based’ Recommendation
Introducing Telmar Matterhorn ROI (TMR)• A revolutionary new budget planning tool…
• Based on billions of dollars in marketing spending analyzed independently.
• Build plans on key metrics such as:– Awareness, Brand Image Shift, Increasing
Demand/Purchase Intent, Sales Conversion, etc.
• Currently serving the following verticals:– Auto, Pharma, Entertainment, CPG (Food,
Beverage, Health/Beauty) Restaurant, Retail, etc.
• Schedule a hands-on demo:• Steve Riddle
([email protected]) • Jason Wertheimer
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