Marketing ROI #IN Metrics and Service Level Agreements
2010/12/22 Leave a comment
Global marketers have a tough job, work harder, have less resources to coordinate global marketing campaigns across Twitter or other Social Media platforms and must justify their ROI from financial and marketing measures and best practices.
So why don’t marketers make use of Service Level Agreements for Social Media Marketing campaigns?
It is relatively simple to link marketing spend, media messaging and ROI with simple Marketing Service Level Agreements.
Marketing ROI and Service Level Agreements
Consistent messaging across global Twitter, Social Media and TransMedia campaigns is critical to maximize marketing ROI and this is how we bridge the gap between ‘hard’ numbers demanded by Executives and work done by advertisers.
Three Rules for Marketing Service Level Agreements
- Identify Social Media or Cross Media spaces to deliver content.
- Set ‘Message Themes’ for Social Media or Cross Media spaces.
- Reward compliance with ‘Marketing Service Level Agreements’.
Manage 1,000 International Bloggers
None other than Sylvester Stallone shows us how he uses Twitter to catch up to and pass two formidable competitors, Leonardo DiCaprio in Inception and Angela Jolie in Salt.
Stallone’s movie Expendables was due for release on the first weekend in August 2010 and had been beaten to market for the lucrative summer student crown by Angela Jolie and Leonardo DiCaprio. The summer competition was about to get hotter.
Stallone and Twitter Crush Competitors
About three weeks before the release of Expendables I had begun an intensive research project around the use of Twitter by individuals and companies for communications and learning.
Quite by accident shortly after my research started we explored the value of Twitter’s ‘Trending’ metrics and noticed a name that I hadn’t seen in quite a long time–Sylvester Stallone, and it looked like a ‘billion Brasilian’ Tweets were expressing anger, surprise, shock or happiness about Stallone and the movie about to explode onto theatre screens, Expendables.
Naturally after three weeks of mostly nightly cascading waves of Tweets from Brasil or Brazil, depending on your location, Sylvester Stallone in Expendables crept past Salt and exploded with a sonic boom as is overtook and crushed Inception.
Stallone’s Twitter campaign had crushed Inception’s old school Google or SEO style promotional push.
When I showed our semantic and numerical analysis to our clients they were dumbfounded and I had been enlightened to the value of Twitter’s Resonance Advertising Model ‘instantly’.
Here is what I saw at a high level.
- Brasilian Tweet ‘waves’ on Twitter, hundreds of people talking up Expendables, Stallone and Brasil or Brazil
- Twitter’s Trend metrics show Sly, Stallone or Expendables climbing to number one night after night in Brasil
- After reviewing the Brasilian Twitter streams we found common patterns around the Expendable ‘Tweets’
- We ‘pointed’ our SpeedSynch tools and processes to the Twitter streams
- A SpeedSynch Resonance Map is created with Semantic tools from a number of Expendable Twitter streams
- Twitter SpeedSynch Resonance Map — GRAPH and THEMES
- Twitter SpeedSynch Resonance Map — GRAPH and SIGNATURE
- Twitter SpeedSynch Resonance Maps — DiCaprio vs. Stallone
Note differences in ‘Themes’ and ‘Signatures’ or messaging relationships in DiCaprio and Stallone Twitter streams.
SpeedSynch Resonance Maps and 1,000 Bloggers
We use our client’s messaging focus to create a Marketing Service Level Agreement and SpeedSynch Resonance maps to guide messaging themes for bloggers, advertisers or any way we use to deliver our content to the market space or place.
Creating theme targets to provide to synchronize bloggers is critical and simple with our SpeedSynch Internet Marketing Software and this is how its done —
- Choose the documents that represent your message ‘focus’.
- Provide SpeedSynch Resonance Map or Message Theme to guide the creation of Tweets or blog posts.
- Create a Service Level Agreement to guide bloggers craft unique content.
Marketing Service Level Agreements focus your spend on specific ROI targets to add value and reduce risk for your marketing programs and corporate brand.
Contact us to see how we link marketing spend, media content and ROI to Marketing Service Level Agreements.