THE ROI OF EARNED MEDIA

Robin Smith

eBusiness Strategy & Programs

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AGENDA The ROI of Earned Media

• Are You Feeling ROI Pressure

• Establishing Business Successful Practices

• Forecasting and Investment

• Evangelizing Influence of SEO

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ARE YOU FEELING ROI PRESSURE What’s keeping you up at night?

72% of marketers feel

there is more

pressure to show

return on investment

on marketing spend.

Source: Adobe Digital Distress Survey

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#C3NY

ARE YOU FEELING ROI PRESSURE What’s keeping you up at night?

82% of marketing decision makers

put ROI as important to proving

business impact.

52% of marketing generalists

expect it to be more important

next year.

Source: Adobe Digital Distress Survey

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ARE YOU FEELING ROI PRESSURE What’s keeping you up at night?

Where are your gaps

in ROI. Most said...

• Measurement

• Innovative programs

• Customer response

management

Source: Adobe Digital Distress Survey

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ESTABLISHING SUCCESSFUL BUSINESS PRACTICES Get it in writing

Regardless of your gaps, make sure you are clearly defining what

success is and what the rules are. Who in your company defines ROI?

– Digital Marketing

– Analytics

– Regional Marketing

– Market Development

– Commercial

– Finance

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ESTABLISHING SUCCESSFUL BUSINESS PRACTICES Get it in writing

Goal: Maximize

performance and drive

incremental ROI

Rules: Measure the impact

SEO has on driving new

customer and increasing

products purchased by

existing customers.

Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data

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ESTABLISHING SUCCESSFUL BUSINESS PRACTICES Improve technology and processes

The path to ROI is being pro-active VS reactive, solving VS just being

aware & having the foresight to drive organic growth & ROI.

R

OI

Technical and Process Capabilities

Ove

rsig

ht

In

sigh

t

Fo

resi

ght

Oversight Insight Foresight

Effective SEO

Engaged SEO

Ad Hoc SEO

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FORECASTING AND INVESTMENT Breakdown it down

search volume x ctr = # of clicks x

conversion rate x average order value = $$$

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FORECASTING AND INVESTMENT Breakdown it down

Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data

#1 - If there is no historical data (starting from zero). Use share to

forecast and then provide investment projections.

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FORECASTING AND INVESTMENT Breakdown it down

#2 – Historical SEO data can be used to forecast traffic & revenue

Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data

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FORECASTING AND INVESTMENT Breakdown it down

Once you have the forecast you will want to use it in project plans.

Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data

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ELEPHANT IN

THE ROOM

3 WAYS TO EVANGELIZE SEO AND GAIN

CONFIDENCE

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EVANGELIZE THE INFLUENCE OF SEO Gaining confidence

Has SEO taken a back seat to the

surge of paid media due to lack of

confidence in ROI?

Situation:

• SEO goals not present cross functions

• SEO is losing share on SERP pages for

purchase intent terms (below the fold)

• No advanced analytics tracking for SEO

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EVANGELIZE THE INFLUENCE OF SEO Gaining confidence

#1 Cross collaboration - SEO

needs to be part of the

process, balanced

objectives across

functions set and

measured.

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EVANGELIZE THE INFLUENCE OF SEO Gaining confidence

#2 Loss of SERP share for

purchase intent terms.

Investment in platform

updates and catalog

optimization is business

critical.

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EVANGELIZE THE INFLUENCE OF SEO Gaining confidence

#3 No advanced analytics

capabilities - Only 31% of

companies feel they are

tracking SEO ROI

effectively

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EVANGELIZE THE INFLUENCE OF SEO Gaining confidence

Using cross media

attribution to identify

common paths and lag

time in conversion.

• SEO is present in X%

• Average 60 days and

4 touch point per

lead

Common Paths

Email->3rd Party->Email->Direct SEM->SEM->SEM->SEM Campaign->3rd Party->3rd Party->Campaign Email->3rd Party->Email->3rd Party Campaign->Email->3rd Party->Email Direct->Direct->Direct->Direct SEO->SEM->SEM->SEM Email->SEO->SEO->SEO->Direct Email->Campaign->SEO->Direct->Direct SEO->SEO->SEO->SEO->Direct SEO->3rd Party->Email->Email->Direct SEM->Campaign->SEO->SEM->Direct Campaign->3rd Party->3rd Party->SEM->SEM Email->3rd Party->Email->3rd Party->Email SEO->Email->3rd Party->SEO->SEO Direct->Direct->Direct->Direct->SEM Email->3rd Party->SEO>Email->Direct Email->Email->Campaign->Email->Direct Direct->SEO->Direct->Campaign->Direct SEO->Direct->SEO->Email->Direct SEO->3rd Party->SEO->SEO->SEO

42% = 1 touch point

20% = 2 touch points

17% = 3 touch points

9% = 4 touch points

7% = 5 touch points

4% = 6 touch points

1 % = over 9

- 500

1,000 1,500 2,000 2,500 3,000 3,500 4,000 4,500 5,000

0 1 2 3 4 5 6 7 8 9 10 11

Form

Su

cces

ses

Path Size

Lead - User Touch Points

Disclaimer: The data on this slide is just a sample and not Thermo Fisher Scientific data

ROBBI SMITH Connect with me

www.linkedin.com/in/robbismith