Presentation from Spring Creek Group Lecture to MBA Candidates at University of Washington: Foster School of Business - The topic of discussion was Digital Marketing Measurement for Entrepreneurs. topics covered

1. Digital Marketing Measurement for Entrepreneurs Xavier Jimenez, Principal Spring Creek Group

5. Social Media Channel Strategy & Planning

6. Community Management & Interactive CampaignsAbout Me: Principal, Spring Creek Group 12+ years of experience building digital marketing infrastructure, analytics & measurement process and digital information systems for technology start-ups.

7. Measuring what matters

8. If you are in a hurry… the first thing you need to do is slow down… and make sure you are asking the right questions. Make sure everyone in the organization is “on board” with performing S.M.A.R.T. measurement Reliance on tools, fuels analysis paralysis… Creating a measurement culture

9. Our Point of View Listening, Monitoring, & Analysis Customer Engagement & Marketing Programs Channel Strategy & Planning Let data drive Brand, Product & Marketing decision making and program management Time Our methodology = ITERATIVE LEARNING CYCLE of gathering new data and turning that data into ideas and actions that drive positive business outcomes.

10. Method Question - the current method for achieving the organizations stated objective and determine whether additional tools and methods are needed Research - the organization’s current belief system related to what is currently known about the audience Hypothesis - about the "nature", "impact" and "levels" of engagement" that will happen once the audience is introduced to the campaign Test - Launch Campaign 1.0 with specific and predetermined goals and track every post, tweet, comment, click, link exchange, conversation and media impression possible Analyze - Categorize, classify, and order the data based on the stated goals and objectives of the campaign, as well as the actual behaviors, intentions and actions of the participants Validate/Invalidate - Assess the business outcome(s) and refine the hypothesis as needed Report - Publish timely and accurate dashboards, scorecards and reports that organize meaningful data into actionable insights

11. Caution – Tools Ahead! Our POV : Data Should Drive Your Social Brand, Product, and Community Initiatives At SCG: Tools – both licensed and proprietary – are only a component of effective social media programs, but are often an important way we build scale in all that we do. People and process are what make data actionable.

14. Comments/post

15. UGC content /total content

16. Volume

17. Engagement

20. LP conversion

21. Sales, CLTV

22. Impressions

23. Video views

24. CTROn Site Off Site content

25. Example Measurement Campaign ACME Organic Sunscreen

26. Organic Sunscreen Manufacturer wants to use social media to drive new online visitors and increase brand awareness. Example Objective = Identify Top Blogs based on volume Goal = Identify Key metrics that can be used to evaluate engagement opportunity Key Drivers: Blogs sending traffic to your site include mommy blogs, where site discussion is highly on topic and there are specific mentions of organic sunscreen products which are increasing in frequency over the last 30 days. Overall Brand mentions were mostly neutral, (82%) but 16% positive and only 2% negative for the period.

27. Example Research shows that mothers have been sharing information about your chemical-free sunscreen products and conversation is highly focused on “fragrance”. Hypothesize that a highly focused and product specific outreach campaign, on the top 20 mommy blogs, promoting your products may find success in this community.

28. Example ACME sunscreen Configure web analytics tools to track the “pass-along” and conversion of your brand’s social content via tweets, blog posts, Facebook postings etc. Determine which content and what source is driving the most desired behaviors. Compare earned media cost per action to paid media. 700 visits 1200 visits 6300 visits 300 visits

30. Display Buys

31. Personal “on-topic” and relevant engagementsBuy ACME sunscreen & win a ride on this unicorn!

33. Ex. create a Twitter promotion such as:

34. Identify top Re-tweeters

35. Track CTR using url shorteners

36. Identify top LP’s

37. Compare cost per action to paid mediaMoms: Get 20% off the only truly chemical-free sunscreen this week only. http://bit.ly/yourtrackingcodehere

38. The measurement “Brief”

39. 1 2 3 Start with a business question, problem, issue or opportunity From that question, set clear and simple Objective(s) Define Goal(s) designed to achieve objectives Your Strategies must support goals Your Metrics for measuring success should be (S.M.A.R.T) 4

40. Case studies

41. Examples of well executed measurement strategy For large online-pure-play businesses, direct response measurement principles often take precedence. Measuring causal actions (activities, transactions) is best. Measuring, at minimum, the change in traffic over time and whether the ratio of “organic traffic” changes in concert with or in association w/ sustained digital/social media marketing activities is key. The change in traffic patterns of any social media effort should always be measured and compared to other channels. For small to medium sized businesses with significant offline presence focusing on achieving greater brand awareness, customer advocacy and content ‘pass-along’ often takes precedence. For sales conversion models that don’t necessarily run through an e-commerce enabled website, highly-correlated factors aligned with business success in the long-run, could be most important.

42. Dell Outlet faces a common but difficult business challenge. A division of the giant made-to-order computer business, Dell Outlet carries refurbished equipment and other inventory that it needs to sell quickly. Because the division has to get the word out fast, it can’t rely on large/slow advertising agencies, but rather relies primarily on email marketing and search-engine marketing to raise awareness and drive sales. It’s always looking for new, cost-effective ways to reach people. So early in 2008 when it heard about twitter it quickly and stared… Listening -> Hypothesizing -> Testing & now Dell Outlet is a household name among the twitter elite and it has more than 80 Dell-branded twitter accounts

44. Dell measures and “track sales using web analytics best practices

47. Set a one day sales record of 65% of sales from Twitter

50. Over 2000 twitter followers and 4700 facebook fans.

51. The blog sees about 120,000 visits per month and drives a majority of custom cake orders.

52. PCB measures and manages blog performance using Google Analytics

53. Initially they placed an emphasis on traffic, which worked, but they quickly reached a saturation point where high traffic started contributing to a deluge of “information seekers”.

54. PCB didn’t have the capacity to handle this deluge and realized that the “more traffic the better” mantra needed to be refined.

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