What Is Your Digital Return?

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.