Don’t Sell Me ... Tell Me The Attribution Of Digital Monetisation

Aligning business objectives

Marketing whether digital social or offline, is a means to an endsWhat is/are the ends?

Customer Service

Community involvement &

thought leadership

Retail Sales & offers

Recruitment

Business to business

Sponsorship & events

what does ROI look like? 3

0

1.8

3.5

5.3

7.0

Baseline Month 1 Month 2 Month 3

Sales metricsSocial metricsBrand sentiment

Before we start,this line represents baseline activity

We know that this is the base of sales e.g. 7% YOY growth

This represents the uplift due to social

ROI is more than a sales metric 4

Financial (Sales Metrics)Revenue increaseTransactions e.g. Increase in SalesCost reductionReduced spend on PR, Marketing and AdvertisingReduction in Customer Service CostsReduction in Product Development Costs

• % Increase in Leads from Campaigns• % Increase in Brand Visibility

So there are 2 types of impact:Non-financial (Social Metrics)Website visitorsBlog visitsIncreased SEOFacebook fans/likesTwitter followersImpresssionsSocial Click throughsTwitter RetweetsIncrease in Positive mentionsNegative mentionsBlog commentsYouTube subscriptionsYouTube commentsEmployment applicationsEmployee retentionBrand sentiment (Brand Metrics) via qualitative research (this is still non-financial)Retail store trafficLoyalty metricsInfluence scores

What is your channel plan? 5

OWNED & PAID

CHANNELS

OrganicSearch

Paid Search Video (YouTube)

Social(Facebook,

Twitter)Website Display

BannersMobile

EARNED & INFLUENCER CHANNELS

Retailers’ websites

Experiential Sales people In store Blogs Tech media Forums

SECONDARY INFLUENCERCHANNELS

Media Word of Mouth Friends & co-workers

Learn to love measurement

Do you know where your sales are coming from? 6

Closing the loop - social monitoring 7

Mainstream media, forums and Twitter are all key channels for mentions

Eavesdropping 8

Google Search Snapshot 9

Top terms:what 3D tv3D for tvwhich 3D tvabout 3D tvwhat is a 3D tvwhat is 3D tvtv with 3D

Search: 3D TV - 40,500 searches a month

Brand 1 3D TV

4,400

Brand 2 3D TV8,100

Brand 2Smart TV

18,100

Brand 1Smart TV

12,100

Is your website mobile friendly? 10

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