Deconstructing ROI – Rick Bakas – #IMS11

  • ROI: Return on Investment
  • We have a predictive model for ROI for traditional media
  • ROI is like Voltron on Transformers
  • ROA: Return on Attention
  • ROA = time (impressions + reach + influence)
    • “Time” is now a multiplier of return
  • We want to cut through all the noise that people have in their life and get them to pay attention to your message
  • Attention to Intention
    • First moment of truth
    • Humanize
    • Build trust
    • Educate
    • Offer
  • You’re remembered for one thing – how much you invest in your community
  • 96% of the people that like your Facebook page never come back to the actual page
  • Social is really all tributaries that flow to your inbox – Twitter DMs, Facebook notifications, etc.
  • Turn sales process into hourglass
    • First moment of truth
    • Awareness
    • Consideration
    • Action
    • Value Realized
    • Loyalty
    • Brand Evangelized
  • Important to plant the seeds and nurture your community. You never know when that Return is going to happen. YouTube video you create now may create return months or even years from today.
  • Tools need to built to correlate data with return & measurement. If someone is on your site and buys something how do you ultimately know where they come from?