ad:tech Sydney session Thursday 15 March 2012 Don’t Sell Me ... Tell Me - The Attribution Of Digital Monetisation The Australian retail market has reached a tipping point. Modern consumers are canny, demanding good product knowledge and good customer experience. Retailers need to be on top of the latest technologies and understand how they can affect the bottom line. But where is the conversation really happening and why isn’t it on your website? Forums, price comparison sites and social networks all give consumers an insight beyond our immediate knowledge, how can you benefit your bottom line from this trend? Actionable Insights • How do you close the measurement loop and monitor the value of the media channels to see which are being monetised and are really driving your sales? • When does a media plan become a revenue plan? • If you're not in the discussion, you're missing the opportunity to influence - how can you hold sway without being salesy?

1. Don’t Sell Me ... Tell Me
The Attribution Of
Digital Monetisation

2. Aligning business objectives
Customer
Service
Community
Marketing whether digital Sponsorship involvement &
& events thought
social or offline, leadership
is a means to an ends
What is/are the ends?
Business to Retail Sales
business & offers
Recruitment

3. what does ROI look like? 3
Sales metrics
Social metrics
Brand sentiment
7.0
5.3
3.5
This represents the
uplift due to social
1.8 We know that this is the base of
sales e.g. 7% YOY growth
0
Baseline Month 1 Month 2 Month 3
Before we start,
this line represents baseline activity

4. ROI is more than a sales metric 4
So there are 2 types of impact:
Non-financial (Social Metrics)
Website visitors
Blog visits Financial (Sales Metrics)
Increased SEO Revenue increase
Facebook fans/likes Transactions e.g. Increase in Sales
Twitter followers Cost reduction
Impresssions Reduced spend on PR, Marketing and
Social Click throughs Advertising
Twitter Retweets Reduction in Customer Service Costs
Increase in Positive mentions Reduction in Product Development
Negative mentions Costs
Blog comments
YouTube subscriptions • % Increase in Leads from Campaigns
YouTube comments • % Increase in Brand Visibility
Employment applications
Employee retention
Brand sentiment (Brand Metrics) via
qualitative research (this is still non-
financial)
Retail store traffic
Loyalty metrics
Influence scores

5. What is your channel plan? 5
OWNED & Social
Organic Video Display
PAID Paid Search (Facebook, Website Mobile
Search (YouTube) Banners
CHANNELS Twitter)
EARNED &
Retailers’
INFLUENCER Experiential Sales people In store Blogs Tech media Forums
websites
CHANNELS
SECONDARY
Friends &
INFLUENCER Media Word of Mouth
co-workers
CHANNELS

6. Do you know where your sales are coming from? 6
Learn to love measurement

7. Closing the loop - social monitoring 7
Mainstream
media, forums
and Twitter are
all key channels
for mentions

8. Eavesdropping 8

9. Google Search Snapshot 9
Search: 3D TV
Top terms:
- 40,500 searches a month
what 3D tv
3D for tv
Brand 1 3D which 3D tv
Brand 2 3D TV about 3D tv
TV 8,100
4,400 what is a 3D tv
what is 3D tv
tv with 3D
Brand 1 Brand 2
Smart TV Smart TV
12,100 18,100

10. Is your website mobile friendly? 10

11. Tiphereth Gloria
Social media planner, VML
twitter.com/tiphereth