Ilona fpra luncheon

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<ul><li> 1. Social Media Measurement<br />The Whys and How Tos<br />@eyelona<br />Ilona Olayan<br /><br /></li> <li> 2. 2<br /></li> <li> 3. Evolution of Online Marketing<br />Relationship<br />Value: Web as a relationship management platform<br />Primary Goals: Engaging prospects and customers outside of their website<br />Secondary Goals: Lead generation, drive traffic, thought leadership and branding<br />Measurements: Cost of sales, customer retention, brand penetration, measurement from interaction/direct results stage<br />Marketing tactics:<br />Video communities<br />Two-way ads<br />Messaging connections using trigger marketing<br />Successful tactics from direct results stage<br />Experimentation<br />Value: Web as a promotional vehicle<br />Primary Goals: Trial of a new media concept, gain eyeballs, build brand and drive awareness<br />Measurements: Cost per impression<br />Marketing tactics:<br />Branding buttons, banners<br />Email newsletters, list rentals<br />3<br />Direct Results<br /><ul><li>Value: Web as a direct results platform </li> <li> 4. Primary Goals: Drive traffic and lead generation </li> <li> 5. Secondary Goals: Thought leadership and branding </li> <li> 6. Measurements: CPL, CPC, brand measurements confirmed through surveys </li> <li> 7. Marketing tactics: </li> <li> 8. Search ads </li> <li> 9. Lead gen white papers, webcasts </li> <li> 10. Branding microsites </li> <li> 11. Email list rentals</li></ul></li></ul>