Bez jasno definiranog cilja teško je utvrditi i ROI (povrat na uloženo), Kako iskustva iz odnosa s javnošću prenijeti na društvene mreže i druge digitalne kampanje.

1. Bez cilja nema ROI-a
Web::Strategija 15, Zagreb

2. http://www.explania.com/en/channels/work/detail/what-is-marketing-roi

3. Da biste mogli nešto izmjeriti, morate
prije svega znati što želite postići!

4. Što je bio
cilj
Obamine
digitalne
kampanje
2008.?

5. A 2012.? - http://www.pbs.org/wgbh/pages/frontline/campaign-targeting/

6. Ovoga se sigurno sjećate…
http://www.youtube.com/watch?v=7FRwCs
99DWg
http://www.youtube.com/watch?v=7FRwCs99DWg
Ukupan trošak 6$ - čovjek dobio
toliko traženi posao u kreativnoj
agenciji

8. Od kuda krenuti?
• For instance, in a for-profit
business, you’ll want to look for ways
to increase revenues, shorten the sales
cycle, or improve margins. If you don’t
know what all three of those things
mean, go make friends with someone
in the accounting department and learn
it. Quickly.
• http://spinsucks.com/communication/how-to-measure-pr-and-social-media-results/

9. Od kuda krenuti?
• Companies that fully understand how
they are being talked about and what
levers work online can use this data to
inform future marketing decisions. As
well, strategic intelligence gleaned
from measurement can help uncover
new opportunities for products and
services.
• http://spinsucks.com/communication/how-to-measure-pr-and-social-media-results/

12. Mars, Inc. invests pennies to earn millions
• In 2009 Vitruvian’s Joel McDonald was hired to manage a
$1000/month AdWords account for a division of Mars, Incorporated.
Keep in mind that Mars’ advertising budget for 2009 was estimated by
Advertising Age at $1.6 billion. But the investment paid off
handsomely once Joel harvested their AdWords data and had them
apply it to their advertising in “unmeasurable” media.
• Joel ran keyword tests to discover the most searched-for ingredients
in this product line. Through ad testing, he found “free shipping”
generated nearly twice the sales of the original “30% off” offer
• Within about a month of reporting his AdWords tests, Joel saw a
virtually identical product description, price, and offer on Mars’
national TV commercials. Now a miniscule AdWords investment was
paying huge dividends in other media. Mars no longer had to depend
on the creative impulses of expensive Madison Avenue ad writers.
They just applied common sense to AdWords data and cloned tiny
successes on a massive scale.
• http://spinsucks.com/advertising/using-google-adwords-to-test-your-messaging/

13. Što kažete na virtualnu lovu? EKOPARK

14. Ali što ako nema love u igri?
• Što želimo postići
• Što želimo mjeriti
• Tko su nam ciljane publike
• Kako ćemo do njih
Tražite odgovore na pitanja:
• Dobivamo li na vidljivosti za ono što radimo?
• Što naša publika čita, što je zanima?
• Kako surađujemo s publikom?
http://spinsucks.com/social-media/how-to-measure-roi-when-its-not-tied-to-sales/

15. Sad to primijenite u praksi

16. Što kad se ništa ne smije pojaviti?

17. Mobilna aplikacija – koji ROI tražite?

18. Još vam nije jasno što je
ROI?
Onda mi ne preostaje nego
pokazati vam OVO!

20. Hvala na pažnji
Za sva vaša pitanja
Facebook.com/kmacan
kreso@manjgura.hr