Please join us for this free webinar featuring eMarketer CEO Geoff Ramsey, co-author of the new book "Digital Impact: Two Secrets to Online Marketing Success," as he outlines creative approaches for engaging with consumers and shares proven techniques for measurement that work for every digital channel.

1. Presented by: Geoffrey Ramsey CEO & Co-Founder, eMarketer @geofframsey J U N E 3 0, 2 0 1 1 Secrets to Online Marketing Success Sponsored by: #eMwebinar

2. Believe in the Magic of Engaging and Measuring

5. MAGNAGLOBAL….. 15.6% Deutsche Bank……. 15.3% Barclays................... 15.2% Morgan Stanley……. 14.8% Citi…………….......... 14.6% Winterberry Group…. 14.0% WARC…..….. ………. 13.7% Caris & Co.…………. 13.3% GroupM……………... 13.0% ZenithOptimedia……. 12.6%

6. 65%

8. Marketer’s view of performance measurement

9. “ The challenge is: ‘Prove to me that marketing works’… that the investments are paying back in both short- and long-term deliverables.” --Bob Liodice, CEO, ANA

10. The most commonly used metrics (CTR/time spent) cannot be used by themselves The industry has not come up with a common definition of engagement that is aligned with business results and ROI. Performance measurement online : know the right metrics framework

12. Twitter: #eMwebinar @geofframsey Secret #2 gets at the problem of engagement with digital consumers

13. 4.4% 43% of consumers say they ignore or disregard banner ads more than any other type of ad. Source: AdweekMedia/Harris Poll, October 2010

14. The classic interruption/disruption model of advertising is waning… Buy Now!

15. “ We need to create experiences , not just sponsor content.” --Frank Cooper, CMO, Pepsi “ Marketers are focusing on creating Magnetic Content – so entertaining, relevant, informative or useful that it demands the consumer’s time and attention.”

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

23. Is it Unique?

24. Is it Unique?

25. Is it Useful?

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

27. Is it Well Executed?

28. Creative execution counts Twitter: #eMwebinar @geofframsey

29. Use “paid media” (e.g., display ads) to drive consumers to your Magnetic Content

30. Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate How do we optimize traffic? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Does the media drive high quality traffic? Time on Page Page CTR Circular Paths Exit Rate How do we improve our creative? Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comments Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Do we have the right site content? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Is site navigation working as intended? Time on Page Page CTR Circular Paths Exit Rate Click-Thru Rate Cost Per Lead Cost per Click View-Thrus Reach Interaction Rate Leads Frequency Impressions Share of Voice Downloads Conversion Rate Comment Forward Return Visits Bounce Rate Time on Site Page Views Video Views Registration Rate Evaluating online ads Time on Page Page CTR Circular Paths Exit Rate Too many metrics… big challenge is deciding the right metric

31. Start with right measurement framework Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE Financial/business metrics used to quantify business performance Low level measures related to the performance of individual channels Higher level metrics that capture engagement, as well as brand health and changes in customer preference and perceptions Twitter: #eMwebinar @geofframsey

34. Engagement Score aligned to the objectives of the content Recommend, referrals Profiles, Upload pictures Send to friend, Social media Signup, Email, Coupon, WTB Rate, Vote, Add comments Play videos, Demos Content, Pictures HIGHER VALUE LOWER VALUE Engagement Value Continuum Advocate ILLUSTRATIVE ENGAGEMENT

35. Applying Engagement Score to a Microsite Engagement Index Methodology 1 Point 1 Point 1 Point 1 Point 1 Point 2 Points 1 Point 2 Points 3 Points 3 Points 2 Points 3 Points 1 Point 2 Points 2 Points 1 Point 1 Point 2 Points Twitter: #eMwebinar @geofframsey

36. Engagement Score Advocate Recommendation, referral

37. Applying Magnetic Content and Performance Measurement to the Six Digital Channels

38. Sample Digital Channel: Social Media Social Media: Connections that Count

40. Affluent (Dwell Strategy + Research, March, 2010) 78% Millennials 18 - 34 82% Teens 12 - 17 78%

42. Social media spending will continue to explode in 2011 10% of total US online ad spend

43. Social media spending will continue to skyrocket in 2011 10% of total US online ad spend 33% of display impressions* 17% of display ad dollars** *comScore, 2011 **eMarketer, 2011 It ’ s less about buying social media, and more about how you can earn and own it! It ’ s all a matter of TRUST Consumers trust each other more than they do marketers

47. “ By listening carefully, we harness social media as an early alert system...so we can react quicker to issues.” --Richard Brinhammer, Dell “ Warning! Warning!”

48. Add value to the conversation…

49. Censored Unique Useful Well executed Fun Great use of channel

50. Focus on Your Brand Enthusiasts: Prospects Customers CORE Find them via Social Media Nurture them carefully Empower them to share

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

54. Applying our framework to social media Perceptual & Behavioral Outcomes Financial Outcomes Marketing Investment LINKAGE LINKAGE LINKAGE

57. *Transcend individual social channels Efficiency Metrics of Cost per X : Cost per fan/friend/follower/member Cost per comment/tweet Cost per brand perception lift Cost per increase in purchase intent # of Qualified Leads Sales/Purchases ROI III. Financial*

59. Once you have the right set of metrics, can you get to ROI? Access to a purchase is required Visibility into Purchase through: a) Self-reporting (surveys) b) Matching to transaction database c) Capturing online purchases

60. Calculating ROI for social media: VALUE for Exposed Group VALUE for Control (not exposed) Group Fully Loaded Costs X 100%

61. ROI approach illustrated with an example Consumers Incremental Sales Lift Incremental Revenue Cost ROI Value $1,480,449 6 to 1 77,753 $10,457,414 500,000 Profit $8,019,414 Primary goal Acquire new prescriptions Incremental sales from test sales data obtained from panel Approach Used panels for, incremental prescriptions Prescriptions X price Price X margin Loaded costs Profit/costs Unique visitors Viewing content

63. LivePerson Creating Customer Connection June 30, 2011

64. LivePerson – Enables Meaningful, Real Time Customer Connections

65. Deliver Timely, Relevant Content to Your Customers Secret #2 gets at the problem of engagement with digital consumers

66. Deliver Timely, Relevant Content to Your Customers

67. Create Your Own Virtual Social Media Monitoring Room…With Real Time Response

68. Create Your Own Virtual Social Media Monitoring Room…With Real Time Response Using predefined business rules, you can respond with a Tweet of your own, inviting the customer to chat with a representative to resolve their issue in real-time: A customer shares feedback on Twitter:

69. LivePerson can help you engage with your digital customers! Connect with us… www.liveperson.com www.facebook.com/LivePersonInc @liveperson User: LivePersonCommunity

70. Secrets to Online Marketing Success Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Digital Impact: The Two Secrets to Online Marketing Success – Now Available Twitter Hashtag: #eMwebinar Sponsored by : Presented by: Geoffrey Ramsey CEO & Co-Founder, eMarketer, Inc.