OMI morning workshop at SES 2009 with Steve Latham of Spur Interactive and Catfish Comstock of BusinessOnline

1. Online Marketing Essentials What You NEED to Know! August 10, 2009

3. Strategic Overview

14. Overview of Online Media

15. $$$ Display Rich, Flash and Static Ads E-Mail House & 3 rd Party email Video Display and Pre-roll Social Tweets, Posts, Blogs, Photos, Videos Search Paid + Natural Online Media Mix… can be overwhelming Affiliate Ad Networks Search Content Portals Social Nets

17. What’s Next? Display Video Blog Mobile Mobile ??? Site Usability Social Search Email

18. How Most View Online Media Mix* $$$ *Was not room to include Comparison Shopping Engines, Contextual Text Ads, etc. Social Networks, Blogs, Photos, Videos Search Paid + Natural E-Mail House & 3 rd Party email Display Rich, Flash, Video, .Gif Ads Affiliate/CoReg Branded / Unbranded

19. How We Should View Online Media $$$

20. Contributing Roles of Online Media Display CPM/CPC/CPA E-Mail CPM/CPA Social ??? Search CPC Affiliate / Co-Reg CPA *Was not room to include Affiliate, Comparison Shopping Engines, Contextual Text Ads, etc. Bold indicates most relevant role for each type of media Stage Search Display Email Aff/Co-Reg Social Awareness Broad terms Targeted ads 3 rd party sends Targeted offers Views / Mentions Interest Narrow terms Retargeted ads 3 rd party sends ___ Sharing / Rec’s Decision Branded terms Retargeted ads 1 st party offers Sales / Leads Sharing / Reviews

23. Any Questions So Far?

24. Got Social Media? Are you still on the Fence?

25. How Important is Social Media? Source: UMASSD Center for Marketing Research 2008 80+% lift

26. What Are Companies Doing Today? Source: UMASSD Center for Marketing Research 2008 90+% lift 100% lift 100+% lift

27. Social Media: The Outlook Takeaway: Social Media is THE growth engine for online marketing

30. Case Study: Social Media Drives Search Using social media as a marketing channel, Spur now has 3 of top 4 listings for “social media business case”

31. Social Media / SEO Workshop Case Study Examples of Social Media / SEO Integration

33. Social Media Direct Benefits to SEO

37. Social Media Indirect Benefits to SEO

41. Using SEO Validates Social Media ROI

43. Example: Online PR Metrics Measurement Tools Output Outtake Outcome # of times picked up, # of bloggers, advertising equivalency Brand monitoring, reputation awareness, influence, Page Rank How many people to site have viewed the PR or blog coverage? How many conversions resulted from the campaign? Google, VMS, Cision, Techrigy, TrackUr, DNA 13, Cymfony, Technorati BuzzLogic, Radian 6, BuzzMetrics (Nielsen), Visible Technologies, Cision, Cymfony, Technorati BusinessOnLine Analytics Enhancement Tool

48. Questions

49. Measurement and Reporting Making Sense of All That Data

52. Looking Beyond Last Click (2 examples) Customers don’t make rash decisions. Don’t use metrics that assume they do. To determine what works, attribute credit for the action across all prior touch points. Display Vendor #1 Impression Day: 0 60 30 Search “ Weight loss surgery” Paid Click Search “ Lap Band” Paid Click Display Retargeted Impression E-Mail 3 rd party Impression Search “ ABC Houston” Paid Click / Action Display Vendor #2 Impression E-Mail 3 rd party Impression Display Vendor #3 Impression Search “ Lap Band” Paid Click Search “ ABC Houston” Natural Click Direct Nav Visit / Action

53. Impact of Attributing Credit Chart (actual client data) shows the relative performance of Search, Display and Email when credit is attributed to all engagements vs. the last click By attributing credit for all engagements, 1/3 of actions from Natural Search were credited to Display ads

54. Impact of Attributing Credit Chart (actual client data) shows how Cost Per Action for Search, Display and Email changes when credit is attributed to all engagements vs. the last click CPA for Display fell 90+% from $900 (last click) to $70 (all engagements)

57. Purchase Funnel / ROI Model (offline sale)

60. Index Results Against the Market Understand trends in your market – use Google Trends as a proxy for Demand. Show your RELATIVE performance. Indexing results vs. Google Trends

61. Questions?