This document summarizes Geoffrey Ramsey's presentation on using magnetic content and performance measurement for digital marketing. The presentation discusses two fundamental problems marketers face: lack of adequate metrics and frustration engaging digital consumers. It then outlines seven key metrics to master for performance measurement. The document also provides examples of using magnetic content for different digital channels, including social media, display advertising, and video. It emphasizes the importance of content that is unique, useful, well-executed, fun, and makes good use of the channel.

1. Geoffrey Ramsey
TWITTER:
@geofframsey
#digitalimpact
#imediasummit
September 12, 2011

2. Can you identify with these two
fundamental problems?:
• Lack of adequate metrics and measurement systems to
drive marketing performance
Secret #1 is all
• Frustration withneed for
about the how to effectively engage online
consumers, who have short attention spans, face
Performance
abundant choices and are increasingly resistant
to Measurement…
advertising messages

3. Marketers view of performance
“The challenge is – „Prove to me that
measurement
marketing works‟… that the
investments are paying back in both
short- and long-term deliverables.”
--Bob Liodice, CEO, ANA

4. The online display ad landscape today...
Exchanges
Client
Geographic
Networks
Premium
Publishers
Psychographic
Demographic
Mid/Tail Publishers
Behavioral
“What‟s at stake
Integration of many
data sources here?” + real time
placement
+ Complex analytics for
testing and optimization

5. Internet as “Hub”
$1 Trillion
Total Marketing
 Myers, PwC, etc)
(VSS, Consumer time and engagement
 Huge purchase influence
 Now 20% of total media spend
$368 Billion
“Advertising &and surpassing all print in 2012
Marketing”
 Media measurement “hook”
(Outsell)
 Power of One media to rule them all!
$157 Billion
Advertising
(eMarketer)
$31 B
Digital
(eMarketer)

6. Deutsche Bank……. 18.0%
Barclays................... 16.5%
“Where‟s all this
MAGNAGLOBAL….. 15.6%
PwC…………………. 15.5%
digital money
Morgan Stanley……. 14.8%
Citi…………….......... 14.6%
coming from?”
Winterberry Group…. 14.0%
IDC…………………… 13.8%
WARC…..….. ………. 12.7%
20.2% ZenithOptimedia……. 12.6%
GroupM……………… 12.0%

7. 65%
+1.4%
eMARKETER FLASH Poll:
“What % of YOUR digital ad spend
comes from traditional?”

8. Secret #2 gets at the
problem of
engagement with
digital consumers

9. of consumers say they ignore
or disregard banner ads more
than any other type of ad.
Source: AdweekMedia/Harris Poll,

10. The classic interruption/disruption
model of advertising is waning…
“Advertising is no longer about blasting the most
“We need most people. creating Magnetic
“Marketers areto create experiences,
messages to the focusing on Instead, it’s about
Content –this: entertaining, relevant, informative
so Ideas that spread, win.”
not just sponsor content.”
or useful – it demands the consumer‟s
--Frank --Seth Godin Pepsi
timeCooper, CMO,
and attention.”

11. “It‟s more about ATTRACTION,
rather than DISTRACTION.”

12. The Magnetic
Content approach
turns targeting on
its head.

15. What
Does content
as marketing
about
Case Studythe
work in Highlight:
“NameB2B? example of
B2B world?
the best
Magnetic Content that you‟ve
personally experienced with a brand.”

16. Five Criteria for Magnetic Content
1. Is the content Unique?
2. Is it Useful?
3. Is it Well Executed?
Ask yourself, “Would I personally want
to receive this content, and share it
4. Is it Fun?
with others?” use of the channel in which it appears?
5. Does it make good

18. IsIs it Useful?
it working?!

19. Too many metrics… the big challenge is deciding
the right metrics
Only 7 Key Metrics to Master
Click-Thru Rate
Click-Thru Rate Cost per Click
Cost per Click Interaction Rate
Interaction Rate Leads
Leads Impressions
Impressions
Cost Per Lead
Cost Per Lead View-Thrus
View-Thrus Reach
Reach Frequency
Frequency Share of Voice
Share of Voice
Bounce Rate
Bounce Rate Time on Site
Time on Site Page Views
Page Views Video Views
Video Views Registration Rate
Registration Rate
Downloads
Downloads Conversion Rate
Conversion Rate Comments
Comment
Comment Forward
Forward Return Visits
Return Visits
Time on Page
Time on Page Page CTR
Page CTR Circular Paths
Circular Paths Exit Rate
Exit Rate

20. Highest level metrics withto
Start used the measurement framework
quantify business performance
Financial
Metrics Higher level metrics related to
Financial longer-term changes in brand
e.g., ROI
Outcomes
Linkages health
LINKAGE are crucial,
Strategic Metrics not just a report card
LINKAGE Perceptual & Behavioral
Engagement Score?
e.g., Brand Perception Lift,
Outcomes
Engagement Score
LINKAGE
Exposure Metrics
Marketing
Investment
e.g., Qualified Reach
Low level measures related
to the performance of
individual channels 20

21. Engagement Score reflects a hierarchy which
is based on the brand’s objectives
Assign point values to each
HIGHER gradated level of Engagement
VALUE
Advocate Recommend , referrals
Create Profiles, Upload pictures
Engagement Share Send to friend, Social media
Value Continuum Signup, Email, Coupon, WTB
Request
21
Respond Rate, Vote, Add comments
Interact Play videos, Demos
LOWER View Content, Pictures
VALUE

22. Illustrative example for mapping
Engagement Scores
1 Point 1 Point 1 Point 1 Point
1 Point 2 Points
2 Points
1 Point 2 Points 2 Points 1 Point 1 Point
3 Points
3 Points
2 Points
2 Points 3 Points 1 Point

23. Applying Magnetic Content and Performance
Measurement to the Six Digital Channels
Social
Display

24. Digital
Channel
#1: Social Media:
Connections
Social that Count
Media we
“Can achieve
scale?”

25. 232 million Americans are online today (74%)
89% 76% are buying online
are on 68% are watching online video
email 64% are social networking
11%
Twittering
TWITTER:@geofframsey Source: eMarketer, 2011

26. US social media spending will grow 55% this
11%
year to $3 billion total US online ad spend
of
7% of total online ad dollars
18% of display ad dollars
Overtaking Yahoo! this
year at only 13% share

27. Four best practices for Magnetizing
customers through social media
content
1. Leverage the secret ingredient: Trust
2. Listening leads to learning
e.g., letting your brand
advocates speak on your
3. Add Value to the conversation
behalf;
(ala Magnetic Content!) allowing for customer
ratings and reviews
4. Focus on your Core Enthusiasts

28. #2. Listening
leads to Learning
A. Learn how consumers talk about your brand, product
or service category
• Notice what words and language they use
• Learn about their interests and intentions
A personal
story about
B. Discover real or perceived problems with your
product or customer service listening…

29. New strategy…
ESCALATE

30. Censored

31. Adobe, I hope you’re listening, because I’ve got a problem…

32. #3. Add value to the conversation…

33. Sometimes, the best Magnetic
Content comes from your best
customers.
Unique
Useful
Which is why you should:
Well executed
Fun
#4. Focus on Your Fans.
Great use of channel

34. #4. FocusWho Your Brand Fans: Nurture them
Consumers on “Like” or Follow a Brand:
Prospects carefully
• Are more likely to buy 1, 3, 4…………………. 51%
Find them via
• Social Media Customers
Tend to spend more money 2……………….. $71
CORE
• Are more likely to recommend 1, 3, 4……..…. 60%
CORE
FANS
• Are more likely to be loyal to the brand 3 …. Empower
34%
Sources: 1) Chadwick Martin Bailey, Mar, 2010; 2) Syncapse, 2010;
3) ROI Research, June, 2011; 4) DDB Worldwide and OpionWay
Research, Oct, 2010 them to share

35. SHARPIE: Finding Fans. Empowering
Them. Nurturing Them.
Viewed 62 million times on
YouTube

36. % of marketers saying their
ability to measure ROI for
media channel is “good”
Paid search 54%
E-mail marketing (acq) 53%
Online display 37%
TV 21%
Newsp/Mags 20%
N = 567 global Social media 19%
marketers, 2010

37. Applying our framework to
Conduct post-visit surveys social media
with an exposed vs. control
group to determine lift in Financial
brand perceptions Metrics
Financial
Outcomes
LINKAGE
This is not the Strategic Metrics
LINKAGE
end game! Perceptual & Behavioral
Outcomes
To get to “ROI,” you need visibility into
actual buying activity: LINKAGE
Exposure Metrics
Marketing
Investment
• Self-stated purchases;
• Matching to a transaction database;
37
• Capturing online purchases.

38. Digital
Channel
#2 Display:
The Branding
that Creates the
Intent

39. • Influx of SMB
display buyers due
to self-serve
buying platforms 24.5%
• RTB and
exchanges creating MAGNAGLOBAL... 24%
improvements in Barclays Capital.... 21%
display targeting, Morgan Stanley..... 18%
% Planning to Increase Display Ad
Piper Jaffray…….. 18%
buying efficiencies
and metrics Spending in 2011Citi……………....... 17%
ZenithOptimedia.... 15%
DigitalRoute………. 14%
• Facebook creating • Advertisers*………… 49%
Deutsche Bank…… 13%
new display ad • Agencies*……………. 32%
opportunities J.P. Morgan.………. 13%
• B2B Marketers**…….Co.………... 13%
Caris & 13%
Credit Suisse…….. &8% 2011;
• Hockey stick *Econsultancy SAS,
growth in video **Forrester Research, 2011

40. Video Ad Spending as a %
of Total Display Advertising
17.5% 32.3%

41. …There’s now plenty of data showing how online
display ads drive consumer activity
Do a Search
Visit Website
“You don‟t build brands by
Buy Online
optimizing for clicks!”
Buy Offline
--John Battelle

42. Marketers are getting better at both the
Art and Science of display advertising:
• ART – Focusing on better creative (Magnetic Content)
– Better ideas, execution – including video
– Providing multiple engagement options within the banner
“Creative Using data 70% to to better target,
• SCIENCE –is about & analytics 80% of the
deploy and measure ads (Performance Measurement)
effectiveness of advertising.”
– Real-time bidding
– Audience Gibs, VP media analytics, Nielsen
--Jon targeting
– Integration with other media

43. Creative execution counts
With online video...
• Tell a story
• Create a laugh
• Visualize a product benefit

44. Home sales of blenders up Is it FUN?
700% since the video
series began!

45. Believe in the Magic of
“I do hope Geoff
Magnetic Content and Performance Measurement
realizes his time
is up”

46. “Thank you” (www.Amazon.com)
eMail geoff@emarketer.com
Twitter @geofframsey