MN AMA 2010 Conquering Chaos Conference Breakout Session Presentation "B2B ROI Measures" by Andrew Eklund, CEO, Ciceron

1. Creative. Business. Marketing. People.
Analytics
Search
Websites
Email
Social
Media
Ads
Radical ROI
Seizing the Potential of the Digital Marketplace
www.twitter.com/aeklund

2. Must Have An
Obsessive
Passion for
Accountability

3. “The Web” is
only 25% of
Internet Traffic
... and shrinking. Quickly
being replaced by:
• Peer-to-peer, games,
email, Skype calls,VOIP,
chat,API data exchange,
iTunes, Netflix streaming

4. Internet Traffic in U.S.
Same underlying data, but accounting for explosive growth
of overall Internet Traffic. (Source: BoingBoing using same Cisco router data)
Web
Video
Peer-to-Peer
Accounting for gigantic growth in overall Internet traffic - makes this
same data tell a different story. Usage of “The Web” is indeed growing,
just not as rapidly.
In fact, between 1995 and 2006, the total amount of web traffic went
from about 10 terabytes a month to 1,000,000 terabytes (or 1
exabyte). According to Cisco, the same source Wired used for its
projections, total internet traffic rose then from about 1 exabyte to 7
exabytes between 2005 and 2010.

5. #
1
Fear
of
Failure

9. #
2
Wai/ng
to
Act

11. #
3
Love
of
Known
Media

13. ROI #1 in 2010

14. Not Enough Rigor in B2B

15. How Costly Are Your Connections?
Your Customers
Continuum of
Consideration
Awareness
$ Conversion
Converse
Compare
Opt-In/Follow
Learn

16. Online Funnel
Investments
Top Of Funnel Traffic
Offline Marketing: Brand
Online marketing:
•Display
“Anywhere” Funnel
SEO/Paid Search
Email marketing
Messaging campaigns
Bottom Funnel
Social Media Channel
Some ROI
Higher ROI
Highest ROI

17. Build Correlations

20. So, yeah.What about social?

23. The New Funnel
Advertise
Marketing
Telemarketing
Email
Events
Marketing Influenced Transactions
Consumer Chooses to Follow
Choose to Create & Share
Create & share online video
Create & share reviews
Industry Events
Advocacy
Customer Influenced Transactions
High Media Cost
Per Conversion
Low Media Cost
Per Conversion
Big Reveal

25. Making “Social”
Connections
Impact
Commitment
Listening
Assess
Monitor/Observe
Learn
Engagement
Content Distribution
Field Inquiries
Influence
Advocacy
Conversation
Integration
Convert

26. Social Traffic Converts
1400% Higher Than Other
Digital Channels

27. Social Scale:
The x250 Rule
Facebook:
643
Twitter:
1400
x 250 =
510,000 Reach
Potential

29. Build to Scale
300Trained Agents x 250 Each
= 75,000
300Trained Agents x 100
= 30,000
x 250 =Total Goal Reach 26,250,000

30. The
ROI
of
Advocacy

32. Data Filter
Current State Modified State
Marketing/Engagement
Metrics
Engage
Optimize
Social Optimization
Social Reach Profile
Advocacy
Participation

33. Immensely Measurable
Ciceron

34. 5
Key
Priori/es
for
2011

35. #
1
Make
Everything
Sharable

36. #
2
Segment,
segment,
segment

37. #
3
Make
Your
Contacts
Social

38. #
4
Look
Inwards
and
Organize
Leadership Communicates:
Purpose, Mission,Audience Segments, Market Conditions
Relationships
Flow Through
Organizations

39. #
5
Learn
and
Lead
Yet Another Jack Welch Story

40. Andrew Eklund
612.230.3901
andrew@ciceron.com
www.twitter.com/aeklund
Thank You