What Is Your Digital Return?
January 10, 2012 at 11:13 am | Posted in Digital Strategies, Social Media, Sports Marketing | 2 CommentsTags: Digital, Engagement, ROI
DRO.
Digital Return Optimization. In a nutshell, it’s what I do.
Every team/project is different. Some are focused on fan engagement, some on driving ticket sales, others on sponsor activations. Either way – DRO is a methodology of determining what kind of “return” is desired from digital efforts and investments.
When ever I start a new project, I am often asked, “How are we doing?“. My response is always the same… “I don’t know, what are you trying to do?“
That kind of dialogue usually is in reference to a teams’ social media activities. But a lot applies to web sites as well. It comes down to a Content Management Strategy (or lack there of). It’s no longer ok to simply participate in the social space and have a 3rd party validate your efforts. Goals for social are as important as any other facet of marketing, and the plan of “social too” just doesn’t cut it anymore.
If this has been your process, don’t sweat it. You can change this. Deciding to change it is the easy part – how to change it and what it should look like is another story. That’s usually where I come in…
Teams have been working with social/digital for long enough now to have some things to measure. Start by looking back at your digital returns – the numbers and the dollars.
- Do you like what you see?
- How did you get those returns?
- What’s missing?
- What is a priority?
Those are the questions I’d start asking you. Then we start writing the story – last page first. Identify what we want to get out of this and then find ways to make it happen.
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Carson McKee
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Thus, using social media as a form of marketing has taken on whole new challenges. As the 2010 Trust Study indicates, it is most effective if marketing efforts through social media revolve around the genuine building of authority. Someone performing a “marketing” role within a company must honestly convince people of their genuine intentions, knowledge, and expertise in a specific area or industry through providing valuable and accurate information on an ongoing basis without a marketing angle overtly associated. If this can be done, trust with, and of, the recipient of that information – and that message itself – begins to develop naturally. This person or organization becomes a thought leader and value provider – setting themselves up as a trusted “advisor” instead of marketer. ” Top of mind awareness ” develops and the consumer naturally begins to gravitate to the products and/or offerings of the authority/influencer.
Comment by mercadeo— January 23, 2012 #
I appreciate your insight – thanks for reading!
Comment by Carson McKee— January 24, 2012 #