Manage. Measure. Monetize
Simplifying Online Marketing In A Web 2.Overwhelmed World
© 2008 CrownPeak Technology. All rights reserved.
5880 W Jefferson Blvd Suite G Los Angeles, CA 90016 800-877-1944 info@crownpeak.com www.crownpeak.com
Have You Noticed – We’re Getting Busy?
Online Marketing Works!
But you’ve got more to do?
Measure deep into the pipeline
But now we’re responsible?
Web 2.0 Hype says “understand”
But apparently we’re losing control?
Let’s get beyond believing the hype
First page of Google results does not equal our brand
Back to basics…
© 2008 CrownPeak Technology. All rights reserved. 2
© 2008 CrownPeak Technology. All rights reserved.
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It’s A New – Flattened World…
More Is Not Better
We Have To Tell A Better Story
Internally & Externally
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How About a New “NO RULES’ Rule of Online Marketing?
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A Little Bit Of History
Social Networking Web 2.0 Wikis Blogs SEM/PPC SEO Banner Ads Web Sites Email Marketing Mobile? Global? Content Marketing
| 1978 | 1980 | 1982 | 1984 | 1986 | 1988 | 1990 | 1992 | 1994 | 1996 | 1998 | 2000 | 2002 | 2004 | 2006 | 2008 |
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Manage. Measure. Monetize.
You’re 4 clicks, 1 Form and $0 away from the technology of Web 2.0
Blogs, Wikis, Social Networking Email Campaign Management
You can start search engine marketing in less than 20 minutes It’s not about technology – it’s the story you tell
It’s the content you manage
It’s the call to action on your landing pages
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Manage.
Content Marketing
A platform of authenticity
It’s The Passion You Bring To Your Product of Service. It’s The “Why” You’re better than everyone else
So… How Do We Deploy A Content Marketing Strategy?
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Manage – The First Element: An Easy Way To Manage
Create. Manage. Publish. Repeat. Good CMS is essential. Don’t Build a CMS From Scratch Don’t forget life after launch Build a Platform – not a product Goal: Redesign by process, not project.
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Manage – The Second Element: Listen
The platform should listen as well as speak… The process of content management much more important than the technology here. Spend time on your quality and internal workflow process… You’ve got to react to the content coming into your site…
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Manage – The Third Element: A New Online Structure
Home Page
Main Section
Main Section
Main Section
Main page
Main Page
Main page
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Manage: The Fourth Element: Understand Who
Who… Not How Many…
What is the relationship of our content to our users
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Measure.
Web sites should get everything they deserve, not everything they “need”. Marketers hate math, so do it rarely… 90% of Companies feel measurement is important and only 14% feel like they have a handle on it Your web site should be an online marketing platform – in short you should be able to measure everything.. And then.. Don’t.
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What Is Important?
Knowing which half of the budget is effective isn’t good enough anymore
KPI’s Are unique to your organization… Or at least organizations like yours
What KPI’s are important to you – strive for 8-10
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Here Are My Reports ….Well At Least Today
1. Number of Raw Leads (aggregate and also separated by tactic) 2. Conversion Rate Raw Leads Into Opps (aggregate and also separated by tactic) 3. Conversion Rate Opportunities into Qualified Deals (aggregate and separated by tactic) 4. Cost Per Lead/Opportunity/Qualified Deal (and separated by tactic)
© 2008 CrownPeak Technology. All rights reserved.
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Monetize
Monetize Mon"e*tize\, v. t. To convert into money. - Webster's Revised Unabridged Dictionary
Where we will apply dollars to what we are doing for our online marketing platform Consider an ROI SLA
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4 Safety Tips For Monetizing Your Marketing Platform
1. Pick Vendors that understand that life begins after launch 2. Match your tactics, tools, and your metrics 3. Leverage the tools and the success metrics
4. Actually measure the effectivness.
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Let’s Put It All Together
This is the new “no rules” rules of online marketing Establish your framework of process.. Apply technology to that process
© 2008 CrownPeak Technology. All rights reserved.
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Manage. Measure. Monetize.
Manage – Your site, your content- tell your story Measure – Your key performance indicators – measure only what’s important Monetize – Your process.. Looking beyond ROI of tactics and toward how technology and process help you to meet a strategic objective Technology is Easy. Marketing Isn’t. It’s an effective balance of creative and analytical thought
© 2008 CrownPeak Technology. All rights reserved.
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Thank You!!!
Robert Rose Vice President, Marketing & Strategy CrownPeak Rob.Rose@CrownPeak.com
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