Redefining ROI: return of investment or return of interest?
28
ROI REDEFINED Arto Joensuu “el comandante” of Markeng dubizzle @artojoensuu #SMF2K12 #dubizzle,
-
Upload
arto-joensuu -
Category
Technology
-
view
5.341 -
download
1
description
ROI needs a re-think. It is all too often confused with only the science part of marketing, in which campaigns are measured entirely by the sheer numbers of eyeballs reach and/or end actions created. The true definition of ROI should go deeper and should be a reflection of the emotional connection it has been able to create with its audience. Marketing efforts that return interest, create time and conversations are like investment euros on steroids. Marketers should shift away from a return on investment approach and switch their efforts to stride towards engagement and advocacy that stems from media outlets that are primarily not paid media. Creatings time, not interruption marketing.
Transcript of Redefining ROI: return of investment or return of interest?
ROI REDEFINED
Arto Joensuu“el comandante” of Marketingdubizzle@artojoensuu
#SMF2K12#dubizzle,
Return onvs.
Return of
“If you book them, they will come”-Jim Morrison, Wayne's World 2
“Create time or die”
Man
“Be found or die”
Machine
Maaw Rio
The Art of Creating Time@farfar
Do you interrupt with a “short” survey ?
Or do you create a conversation?
Do you create “another” job ad from a template?
Or do you make a brand statement?
“Undiscovered content is worthless”
The Machine of Search & Social
“Be found or die”
“Conversations are the new Conversions”
Measuring Love
“Vanity metrics: good for feeling awesome, bad for action.”-Eric Ries, Lean Startup
“Actionable metrics: bad for feeling awesome, excellent for action.”
Vanity vs. Actionable
Stickiness Index (@jcbutler)
Returning VisitsTotal Visits( ) X Returning Visitor
Frequency
Social media engagement index (engagement + episodes + polarity)
Referral traffic sources-Earned-Owned-Traded-Bought
Vanity Index
Impressions x hits x visits x countless one time actions to never return again, index.
Social Vanity Metrics
Likes, views, fans, followers, visits
Vanity Index
Impressions x hits x visits x countless one time actions to never return again, index.
Referral traffic sources-Bought-Traded-Owned-Earned
Engagement KPI’s
REACH
ENGAGEMENT
CONVERSION
Total volume of brand related conversations online (source social media listening tool)
Referred quality traffic to your site(s).Conversions to defned end actions of your
business.
FacebookFans
Likes, Comments,SharesPost quality score
TwitterFollowers
Re tweets, Replies, Mentions, Lists, Favorites
YoutubeViews
Subscribers, Ratings + score, Mentions, Lists
BlogVisits
Subscribers, comments, likes, plusses, shares etc.
Social media engagement index (engagement + episodes + polarity)
“Create time or die”
Man
“Be found or die”
Machine
“Actionable metrics: bad for feeling awesome, excellent for action.”
“It's not a one night stand, it's a matrimony”-The Good Husband/Wife
ROI REDEFINED
THANKS :) Questions?
Arto Joensuu“el comandante” of Marketingdubizzle@artojoensuu
#SMF2K12#dubizzle,
