Presentation on justifying investments in digital marketing & social media.

1. Digital Marketing
How to Justify Investments & Quantify Returns "
Presented by Brian Winter"
Chief Marketing Officer, Carpathia Hosting"

2. Welcome To Those Here & Online!"

3. Social Media is #WINNING"

7. Digital Marketing Model; Driven by Social
Media & PR"
Driven by social media,
public relations, online
advertising
Quantified by traffic to
web properties, including
the company website &
focused microsites
Instilled through self-
paced and orchestrated
impressions
Fostered via web chat,
web form, email, phone
and/or social media

8. The Challenge, & Opportunity, is to Manage
the Gap in the Marketing & Selling Model"

10. Carpathia Hosting Overview"
• Leading provider of complex, compliant & cloud hosting
services to Enterprises & Federal Agencies"
• Headquartered in Dulles, Virginia"
• Global Data Center footprint including significant presence
in Los Angeles, Northern Virginia & Amsterdam"
• One of the fastest growing managed hosting companies
in the United States; 75M+ in run-rate revenue"
• Clients include Symantec, Cisco, Department of Defense,
Gilt Groupe, Spotify"
• Acquired by Spire Capital in May 2008"
• Invested $20,000 in marketing in 2007 ($10,000 was on
shirts)"

11. Snapshot of Carpathia Marketing on Day 1"

12. Strategy: Build Awareness and Drive
Everyone Online to Educate & Engage"

13. Awareness Driven by “Announcements” Fueled
by Social Media & PR"
Online Impressions by Quarter"
140,000,000"
120,000,000"
100,000,000"
Equinix
Partnership"
80,000,000"
60,000,000"
Citrix Compliant
40,000,000" Partnership/ Hosting"
AlwaysOn/ ServerVault" InstantOn v2"
InstantOn" acquisition"
20,000,000"
0"
Q2 2009" Q3 2009" Q4 2009" Q1 2010" Q2 2010" Q3 2010" Q4 2010" Q1 2011"

14. Maniacal Focus on Measuring Awareness"
Outlet:" This Week" Last" Q1 Totals" YTD" 2010"
Pitch Engine" 30" 9" 922" 922" 3,655"
PRWeb" 0" 0" 871" 871" 10,145"
Newsfeeds" 0" 0" 263,047" 263,047" 694,156"
PRNewswire" 0" 0" 0" 0" 249"
Articles from Other Sources" 1,201,541" 1,986,052" 94,476,307" 94,476,307" 46,453,933"
Twitter" 47,871" 32,826" 784,976" 784,976" 1,940,367"
Facebook" 567,681" 524,821" 17,061,066" 17,061,066" 9,242,673"
AdWords" 136,904" 164,885" 4,100,960" 4,100,960" 14,458,814"
LinkedIn" 34" 43" 1,627,304" 1,627,304" 1,052"
YouTube" 31" 41" 557" 557" 735"
Forums/Social Bookmarking" 168" 115" 2,422" 2,422" 5,512"
Totals:" 1,954,260" 2,708,792" 118,318,432" 118,318,432" 72,811,732"
Comparison to Previous Week:" -754,532"

15. Website Strategy: Targeted Engagement "

16. Satellite Website Model Drives Deeper
Engagement & More Qualified Leads"

17. Integrating Aggregated Social Media
Presentation & Tracking Closes the Gap"
Twitter
mentions"
Relevant
Articles &
Blogs"
Resources &
downloads"

18. Increased Traffic; Increased Time-on-Site"
Quarterly Website Traffic"
(Unique Visitors)"
45000" Equinix
Partnership"
40000"
35000"
Cloud v2 & Citrix
30000"
Partnership" Compliant
25000" ServerVault" Hosting"
acquisition"
20000"
15000"
10000" BlueRidge
AlwaysOn/
DataCenter"
5000" InstantOn"
0"
Q3 2008" Q4 2008" Q1 2009" Q2 2009" Q3 2009" Q4 2009" Q1 2010" Q2 2010" Q3 2010" Q4 2010" Q1 2011"

19. So Where Did We Start Back on Day 1?"

20. And Where Are We Three Years Later?"

21. Why? Tangible Results & Quantifiable ROI"

22. The Ultimate ROI: Direct Link from
Marketing Investment to Sales Results"
25% OF ALL SALES
TRACKED BACK TO
MARKETING SOURCES"

24. Identify the Purpose, Measure the Results"
Driven by social media,
public relations, online
advertising
Quantified by traffic to
web properties, including
the company website &
focused microsites
Instilled through self-
paced and orchestrated
impressions
Fostered via web chat,
web form, email, phone
and/or social media

25. Manage The Gap Between Awareness &
Sales—Few Direct Linkages "

26. Whatʼs Available Today to Close the Gap
between Social Media & Sales Results?"

27. Explore Kyoo: The First Web-based Tool that
Aggregates, Presents & Measures Social Media"
Account"
Time Frame"
Top Tweets
by reach" Mentions"
Most recent/
trending
feeds"

28. Define, Track & Drive Linkage between
Marketing Investment and Sales Results"

29. Brian Winter"
bwinter@carpathia.com"