jim sterne terametric_twitter-webinar_120910
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Jim Stern's PresentationTRANSCRIPT
Jim Sterne
eMetrics Marketing Optimization Summit
Web Analytics Association
How to Measure and Improve
Your Twitter Marketing ROI
Jim’s Theory of Integrated Marketing
Outbound: Integrated Messaging
Inbound: Integrated Data
Marketing
Sales
Order Processing
Contact Center
Tech Support
Accounting
The View From Out There
It’s all
the same
to me
The View From Out There
It’s all
the same
to me
Phone
Store
Web
Catalog
Direct Mail
Jim’s Theory of Integrated Marketing
Outbound: Integrated Messaging
Inbound: Integrated Data
Outbound: Integrated Messaging
Inbound: Integrated Data
Jim’s Theory of Integrated Marketing
Ignorance
Data
Information
Intelligence
Insight
Wisdom
Enlightenment
Measurement is the Key
Guessing
Reports
Knowledge
Understanding
Useful
Comes with Age
Ommmm
Raise Revenue
Lower Costs
Increase Customer Satisfaction
The Three Big Goals
Educate
Sell
Advertising
Marketing
Sales
Customer Service Help
Get Attention
Connect F2F, Phone, Email
Company / Customer Communication
Educate
Sell
Advertising
Marketing
Sales
Social Media Help
Get Attention
Connect Social Media
Social Media
Social Media
Social Media
Company / Customer Communication
Marketing
Branding
Sales
Customer Support
Social Media
Social Media Metrics Success Customer Centricity
Build
Improve
Boost
Monitor
Incite
Generate
Awareness
Attitude
Influence
Competition
Action
Value
Social Media Metrics Success Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Action
Value
Opportunity to See
Awareness
Twitter Awareness Recency
Frequency
Reach
Followers
Followers of followers
Retweeters
Retweeters of retweeters
Mentioners
Retweeters of mentioners
Measuring Awareness
How many people had
the opportunity to see?
How many people saw?
How many people remembered?
Social Media Metrics Success Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Action
Value
Measuring Attitude
Online Metrics On Your Site
Positive
Negative
Net Promoter Score
Inflection Sensitive
"I never said she stole my money" - Someone else said it
"I never said she stole my money" - I simply didn't ever say it
"I never said she stole my money" - I might have implied it
"I never said she stole my money" - I said someone took it
"I never said she stole my money" - She probably borrowed it
"I never said she stole my money" - She stole someone else's money
"I never said she stole my money" - She didn’t steal money
Context Sensitive
Positive or Negative?
This pot roast is delicious
This pot roast is the worst I’ve ever tasted
This pot roast is inedible
This pot roast is better than your mother’s
Social Media Metrics Success Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Action
Value
Measuring Influence
Influences
thousands
Influences
hundreds of
thousands
Influences
millions
Which has more marketing optimization influence??
Reach, Frequency, Awareness, Audience
Influential Topics
Social Media Metrics Success Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Action
Value
Measuring the Blogosphere
Measuring the Blogosphere
Social Media Metrics Success Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Action
Value
Measuring Action
Like
Follow
Retweet
Blog Post
Blog Comment
Rating
Bookmark
Recommend
Click
Visit
Subscribe
Join
Register
Take Survey
Qualify as a Lead
Purchase
Business Actions Social Actions
Social Media Metrics Success Customer Centricity
Measure
Measure
Measure
Measure
Measure
Measure
Awareness
Attitude
Influence
Competition
Action
Value
Web site Email Search Marketing
Banners TV Search Optimization
Sponsorship SMS Tele Marketing
Direct Mail Print Affiliate Marketing
Webinar Video Social Networks
Podcast Blog Behavioral Targeting
Outdoor Twitter Microsites
Events Viral Location Based
How Much is a Social Media Participant Worth?
Web site Email Search Marketing
Banners TV Search Optimization
Sponsorship SMS Tele Marketing
Direct Mail Print Affiliate Marketing
Webinar Video Social Networks
Podcast Blog Behavioral Targeting
Outdoor Twitter Microsites
Events Viral Location Based
How Much is a Social Media Participant Worth?
Jim Sterne
eMetrics Marketing Optimization Summit
Web Analytics Association
How to Measure and Improve
Your Twitter Marketing ROI