ROI needs a re-think. It is all too often confused with only the science part of marketing, in which campaigns are measured entirely by the sheer numbers of eyeballs reach and/or end actions created. The true definition of ROI should go deeper and should be a reflection of the emotional connection it has been able to create with its audience. Marketing efforts that return interest, create time and conversations are like investment euros on steroids. Marketers should shift away from a return on investment approach and switch their efforts to stride towards engagement and advocacy that stems from media outlets that are primarily not paid media. Creatings time, not interruption marketing.

1. I R ED E FINED
RO
Arto Joensuu
“el comandante” of Marketing
dubizzle
@artojoensuu
#SMF2K12
#dubizzle,

2. Return on
vs.
Return of

4. “If you book them, they will come”
-Jim Morrison, Wayne's World 2

5. “Create time or
die”
Man
“Be found or
die”
Machine

7. Maaw Rio

10. The Art of Creating Time
@farfar

11. Do you interrupt with a “short” survey ?

12. Or do you create a conversation?

15. Do you create “another” job ad from a
template?

16. Or do you make a brand statement?

17. “Undiscovered content is worthless”

18. The Machine of Search & Social

19. “Be found or die”

20. “Conversations are the new Conversions”

21. Measuring Love

22. “Vanity metrics: good for feeling awesome, bad for action.”
-Eric Ries, Lean Startup

23. “Actionable metrics: bad for feeling awesome, excellent for
action.”

24. Vanity vs. Actionable
Vanity Index Stickiness Index (@jcbutler)
Impressions x hits x visits x
countless one time actions to ( Total Visits )
Returning Visits X Returning Visitor
Frequency
never return again, index.
Social Vanity Metrics Social media engagement index
(engagement + episodes + polarity)
Likes, views, fans, followers,
visits
Referral traffic sources Referral traffic sources
Bought
- - Earned
-Traded
-Owned
-Owned
-Earned -Traded
-Bought

25. Engagement KPI’s
Total volume of brand related conversations
online (source social media listening tool)
REACH Facebook Twitter Youtube Blog
Fans Followers Views Visits
Likes, Re tweets, Subscribers, Subscribers,
Comments, Replies, Ratings + comments,
Shares Mentions, score, likes,
Post quality Lists, Mentions, plusses,
ENGAGEMENT score Favorites Lists shares etc.
Social media engagement index
(engagement + episodes + polarity)
Referred quality traffic to your site(s).
CONVERSION Conversions to defned end actions of your
business.

26. “Create time or “Be found or
die” die”
Man Machine
“Actionable metrics: bad for feeling awesome, excellent for
action.”

27. “It's not a one night stand, it's a matrimony”
-The Good Husband/Wife

28. I R ED E FINED
RO stions?
THANK S :) Que
Arto Joensuu
“el comandante” of Marketing
dubizzle
@artojoensuu
#SMF2K12
#dubizzle,