The Measurement Model:

The Old and The New

Established in 2002. eROI is a leading interactive agency, combining compelling design with innovative software.

2007 Inc. MagazineInc. 500 + Inc. 5000 company of the year

The measurement has not changed, but the mediums that we need to measure have.

How Do You Determine Success?

Start with the sales process and mapsuccess backwards

The Tried and True

SalesLeads Generated

Traffic

The New Measurements

SearchShare of Voice

MentionsComments

Tweets

Be Creative:

If there are not traditional measurements you can apply to a new media -

create yours to measure by.

Benchmarks will be out there soon.

We are not Social Media “Experts”.

2/3rds of marketers who work for organizations that haven’t used any form of social media marketing consider themselves “very knowledgeable” or “somewhat knowledgeable” about this emerging field. - marketing sherpa

What is Social Media?A collision between technology and communications?

Listening, Talking, Energizing, Supporting, and Embracing?

Building a trust relationship that translates into precious attention?

Monetizing Conversations?

"Web 2.0" refers to a perceived second generation of web development and design,

that facilitates communication, secure information sharing, interoperability, and collaboration on the World Wide Web.

"Web 2.0" concepts have led to the development and evolution of web-based

communities, hosted services, and applications; such as social-networking sites, video-sharing

sites, wikis, blogs, and folksonomies.

- wikipedia

Social Media is...

(Still being defined)

Trends To Be Watching(and how to do it)

1. LISTENING

LOTS OF HATERS

LOTS OF EVANGELISTS

2. PLANNING

PLANNING = BUSINESS NEEDS1. Reputation Management People are talking about you online, whether you choose to listen or not.

2. Customer Service Social media customer service is the new (800) number.

3. Public Relations Social media enables you to take your message to customers directly.

4. Customer AcquisitionMarket sideways. Features and benefits are too boring to work in social media.

5. Create Brand CommunitiesActivate your fans and give them something to do. Don’t just collect them like baseball cards.

6. Thought LeadershipEveryone in the world has expertise. What’s yours, and how to you distribute it?

7. NetworkingSocial capital belongs to individuals, and is loaned to brands. You can use social networking to develop relationships online that you’d be unlikely to have otherwise

7 Ways to Use Social Media to Build Stunning Brands - Jason Baer

Reputation Management

Public Relations

Customer Service

Customer Acquisition

Create Brand Communities

Thought Leadership

Networking

3. FINDING YOUR/OUR/THE VOICE

Social Media is Time Consuming. Someone needs to be responsible

Be Authentic, not “Salesy”

Person at the Company, not the company.

People are listening...

...and Apologizing

4. COMMITMENT

Social Media ROI - set a definition of success and measure it.

Popularity

Conversions

Is it product awareness (measured in conversational terms) or is it real sales (measured by actual sales figures?

5. EXPERIMENT

6. INTEGRATE

7. INNOVATE

1. Be a good listener.2. Think before you speak.3. Be patient, stay committed.4. Someone needs to own it.5. Be creative.6. Stay on top of trends.7. Participate in conversation.8. Be a user.9. Embrace your lack of control.

Social Media Commandments

IDEAS

Measure New Media ROI

IDEK.NETOR

Other URL Shorteners

Measure New Media ROI

Discount Codes

Specific to the Media

Used

Social Media Measurements

MentionsEngagement

Sentiment

Traditional Measurements

Lead CaptureSales

Lead Nurturing

1. Google Blog Search2. Summize - aka Twitter Search3. Radian64. Tweetdeck/Tweetie5. Google Anaylitcs/Google Feedburner6. Salesforce (CRM)/ Pardot7. Google Reader/ AllTop8. Quantcast9. Technorati10.Your Friends/Comp

Tools You Can Use

Storytelling:The New Campaign

Next Steps:

CommitmentConversion

ConversationCommunity

Questions?