Category: AZIMA News

Real Projections, Real Measurements, and Real-life Case Studies.

Over the years I’ve been attending internet marketing events and whenever the subject of ROI and Social Media came up… the answer seemed to be…” There’s no silver bullet”. Why? Because social media is so new and every company has different goals and therefore are measuring different things. Well… fast forward to 2011 and now people, well actually Scott McAndrew from Terralever, are talking “real-life” ROI.  Yes, now we’re getting down to the nitty gritty. Real projections, real measurements, and real-life case studies.

Scott McAndrew is the Vice President of Strategy at Terralever and on April 12th shared his expertise with the attendees at AZIMA. I was one of those attendees and here’s what I soaked up from Scott’s presentation.

It’s 2011 and real-life social media ROI is happening now….
Research is indicating that companies are adding social media to their line-item budgets and as that budget increases, companies want to see measurements beyond the intrinsic values. The intrinsic values, or soft measurements, such as community relationship building, direct access to customers, number of followers or likes, re-tweets and comments are still important in the mix of social media, but now CEOs  are interested in conversion, increased channel sales, and revenue.

Tracking “real-life” ROI is possible, but it’s still a big challenge in the world of social media.  Several complicating factors such as imperfect data or no pre-existing data, no direct access to stakeholders, unreliable data with channels such as Twitter and Facebook, and lack of measurement consensus make it tough to create and deliver a strategy for “real-life” ROI.  However, in the midst of all these challenges Scott and Terralever have found a way to track it and have been successful in their endeavors. Per Scott, here are some of the common social media ROI measurements… direct revenue, earned media, cost-savings or cost avoidance for customer service, research and development, and recruitment.

Real-life case study…
In the case study of eHarmony, one of the social media channels used was Facebook. Scott and Terralever were able to experiment with eHarmony’s postings on Facebook to find the right voice and questions for the brand. Once they found the right mixture they saw a growth in interactions and thus an increase in impressions, which is an increase in touch points for potential customers.  Terralever also experimented with Facebook ads; tracking conversions and cost per ‘Like’. They were able to decrease eHarmony’s cost per ‘Like’ from $10 per ‘Like’ to a couple of dollars per ‘Like’. That’s a cost-savings and tangible element of measurement. As a result of the success, eHarmony cut their TV budget to increase their social media budget. Again, another tangible item of measurement; earned media.

Tips for success…
It’s important to look at the intrinsic value and “real-life” ROI of social media. Align your strategy with goals, strategies, tactics, and measurements; then look for improvements. Put the tools in place to measure KPI’s and be open about the calculations. Check out Scott’s Presentation to learn more.

In conclusion…
Social media is fairly new and takes some experimenting, acceptance, and reliance. As you perfect these elements, you’ll reach the point of increased reliance, increased budgets, and increased accountability and, with increased accountability comes the importance of tracking real-life ROI to prove success to your clients.


Guest Post By: Lori Santa Maria
New Mom! | Internet Marketing Manager for 3TV |azfamily.com,
love coffee, love wine, love to learn, love to laugh.
Website: www.azfamily.com
Twitter: @Losama @azfamily

AZIMA Extends a Warm Welcome to New President, Roger Hurni and Several New Board of Directors

The Arizona Interactive Marketing Association is pleased to announce the election of a new President and a number of new Board of Directors. We are enormously impressed and grateful to all of the candidates who dedicated their time and were courageous enough to run. It is most certainly a demonstration of their commitment to the success of the local Arizona Interactive Marketing Community.

Roger Hurni, the Co-founder of Phoenix advertising agency Off Madison Ave., in Tempe, who has served on the Board of Directors as an Advisor for several months has been elected as the new president. Arnie Kuenn, the preceding President will now serve as an Advisor to the Board.  The Board of Directors also welcomes several new additions to their team!

Each year, AZIMA Board members vote to elect new members to the AZIMA Board of Directors for staggered one and two year terms. The new terms began March 17th, 2011. We couldn’t be more excited!

The new Board will have a very full agenda for the first few months of its existence, taking on a number of important strategic and governance issues. We will be keeping our membership informed of the pending issues, and of course will continue to welcome your input and guidance. We look forward to a year of exciting educational programming and big things to come!

Calling All Nonprofits!

Interactive marketing is a big part of any business – including nonprofit organizations.  With this in mind,  AZIMA now offers a discount for all 501(c)(3) and 501 (c)(6) businesses.  You’ll receive the same benefits as the corporate levels, plus you’ll also receive free event registrations based on your level of membership.

Here is the breakdown of nonprofit membership:

1-10 Employees in Nonprofit Organization – $200/year with 1 FREE Event Registration

11-14 Employees in Nonprofit Organization- $350/year with 2 FREE Event Registrations

25+ Employees in Nonprofit Organization – $500/year with 4 FREE Event Registrations

Register for your membership now and join us for our next social event on December 14th where you’ll learn from David Mihm about local search.

Questions? Email Jill HowardAllen at [email protected]

Hope to see you as our newest members December 14th!

WELCOME THE 2010 NEWEST AZIMA BOARD MEMBERS

It is my pleasure to introduce to you two brand new members of the AZIMA Board of Directors. Manish Mamnami joins the AZIMA board as a VP of Website, and Laura Jablonski joins the crew as the new VP of Sponsorship.

For the purpose of this introduction, I thought I’d ask each of them a just a couple of  questions intended to provide a bit of an ice breaker.

Elise: What and/or who inspired you to seek a seat on the board?

Manish: We have already been supporting the Website Redesign for past 6 months. Arnie approached me with prospect of joining the Board. Thought it would be a great opportunity to work closely with other Board members to understand and meet AZIMA needs.

Laura: I have been attending AZIMA events since the beginning and have really been impressed with the variety of topics and quality of the speakers.  When the opportunity to join the board presented itself, I jumped at the chance.

Elise: How long have you been an AZIMA member and/or attending our events?

Manish: Gate6 has been a member a year back and I have been attending the events for past 6 months.

Laura: I have been attending the events since the start and just recently became a member.

Elise: Which, if any social networks do you care to connect with other AZIMA members on?

Manish: LinkedIn and Twitter.

Laura: Twitter, Facebook, LinkedIn….you name it.

Elise: MAC or PC? Care to elaborate?

Manish: – PC

Laura: Bought a Mac about 6 months ago and can’t believe I lived without it so long.

Elise: What is the primary improvement to AZIMA that you are hoping to accomplish while you are on the Board of Directors.

Manish: Interactive website that effectively addresses needs of various target audience – Members & Sponsors.

Laura: I am responsible for sponsorships, so getting more companies to sponsor AZIMA is an obvious goal.  My hope is also to get more people in the interactive community to attend the events.

Elise: Are you driven by any passions outside of the interactive industry?

Manish: No time for other things! Gate6 has been number 1 passion for years.

Laura: Yes!  Travel is a huge passion of mine.

Thanks so much to both Manish and Laura. Please reach out to them, and welcome them!

Looking for Interactive Talent in the Valley?

As the leader in Arizona for marketing strategies, best practices, and solutions for the industry, AZIMA is pleased to provide an Academic Outreach Guide for Interactive Marketing!  You can find the 21-page Academic Outreach Guide on our website.

Employers Recruiting New Hires:

In the guide you’ll find a matrix categorizing each skill related to interactive marketing that Arizona universities teach to guide you to the best schools for recruiting.  From web design to Internet technology, from information systems to general management, you’ll be able to find the perfect source of talent for your company needs!

Once you find the skills of interest, link to the school of your choice (or all of them!) to find contact information in the school’s career management department.  You’ll also discover links to post jobs and internships directly on school websites.

Not only does the guide provide information about all the major universities and colleges in Arizona, it also offers information about Maricopa Community Colleges, providing an even deeper network and talent pool for your company needs.

Exclusive Hiring Support for AZIMA Members:

We are pleased to announce the introduction of a brand new member benefit that you can now take advantage of! One of the core values AZIMA was originally founded on was to support the creation of a united front for online marketers in Arizona, creating one voice on issues of importance while fostering networking and stimulating competitive business practices and growth in this vibrant industry. In order to nurture that development, we’ve found that another way that we can aid the growth of this industry here is to connect growing, thriving businesses with the qualified local candidates that they are seeking.

Therefore, we invite you to email [email protected] and let us know about any upcoming job openings in the interactive marketing field.  Additionally, we encourage you to bring recruiting materials such as 1 page job listings or recruiting brochure to AZIMA’s signature social events, including the upcoming event tomorrow night on Adapting News Media. You can leave these recruiting materials at the registration desk and these opportunities will be shared with the attendees at the event.

We hope that as an AZIMA member, this will aid your recruiting efforts and help you to grow your business!

Students in Interactive Marketing:

Students will find value in the same guide, since the schools are organized by skill or area of study. Whether seeking a university degree or just looking to enhance your skill set with a class or two, students and employees and find the best fit through the interactive guide.

Students can also check out the AZIMA Job Board where you’ll locate multiple job listings for full-time employment and internships.  Post your resume so companies can find you!

Also frequent AZIMAs LinkedIn page and our Events page, where you’ll find information on the latest networking event.  There is no better way to get noticed by that new company than to personally introduce yourself at the next AZIMA reception!

AZIMA Connects Hiring Firms with Graduates and Interns for Interactive Marketing Positions

AZIMAs mission is to help firms, businesses, educational institutions, and students foster their understanding of interactive marketing.  As the leader in Arizona for marketing strategies, best practices, and solutions for the industry, AZIMA is proud to announce the release of their Academic Outreach Guide for Interactive Marketing!  You can find the 21-page Academic Outreach Guide on our website.

For Employers Recruiting New Hires:

In the guide you’ll find a matrix categorizing each skill related to interactive marketing that Arizona universities teach to guide you to the best schools for recruiting.  From web design to Internet technology, from information systems to general management, you’ll be able to find the perfect source of talent for your company needs!

Once you find the skills of interest, link to the school of your choice (or all of them!) to find contact information in the school’s career management department.  You’ll also find links to post jobs and internships directly on school websites.

Not only does the guide provide information about all the major universities and colleges in Arizona, it also offers information about Maricopa Community Colleges, providing an even deeper network and talent pool for your company needs.

For Students Interested in Interactive Marketing:

Students will find value in the same guide, since the schools are organized by skill or area of study. Whether seeking a university degree or just looking to enhance your skill set with a class or two, students and employees and find the best fit through the interactive guide.

Students can also check out the link to the AZIMA Job Board where you can find multiple job listings for full-time employment and internships.  Post your resume so companies can find you!

Check out the link to AZIMAs LinkedIn page and our Events page, where you’ll find information on the latest networking event.  What better way to get noticed by that new company than to personally introduce yourself at the next AZIMA reception!

Take some time to read through the guide.  Its purpose is to find and foster the talent of emerging student leaders and turn them into the next generation of Internet Marketers…. all right here in Arizona.  Enjoy!

New Website for AZIMA Announced at Monthly Social Event

Guest Post By: Andrea Spahn-McGraw

Members and attendees of AZIMA gathered for the first monthly event at our new home, the Hilton Scottsdale Resort.  However, that wasn’t the only first of the evening.  Arnie Kuenn, Board President of AZIMA, announced to everyone that it was also AZIMA’s first anniversary!  The Interactive Marketing Association also formally launched their new and improved website designed as a donation from Gate6. The new site offers many benefits! AZIMA has come a long way in one year, with over 90 members and becoming one of the leading authorities in the Valley on interactive marketing, networking and resources. Happy Birthday!  We look forward to many more anniversaries to come.

The July event incorporated a new format, comprised of a panel of interactive marketing experts that provided evaluation, critique, and analysis for local small business websites.  The lucky two winners (who were chosen from many online submissions) were: GiftIdeas.com and  Wingstofly.com.  Not only did the panelists provide their expert evaluations during the event, they also had their suggestions and advice in a written document for the website owners to take home and reference later.  It was a great resource, and an impactful way to help grow local businesses.  Thank you to all that applied!

Join AZIMA in August, when Chuck Reynolds and Mat Siltala help us grow our businesses using local search and review sites.  See you then!

Make a Reputation for Yourself Before Your Reputation Makes You

Guest Post By:  Abby Gilmore is an internet marketing intern at Vertical Measures with special interests in social media internet marketing.  She also blogs for AZPRC and can be found on Twitter @abbygilmore.

Most of us in the interactive marketing or public relations field probably understand the importance of having a good reputation.  But have you thought specifically about your online presence?  The June AZIMA event focused on online reputation management, featuring words from Fionn Downhill from Elixir Interactive, Tom Biro from Allison & Partners and Clark Porter from Osborn Maledon.

With a background in public relations and current interest in Internet marketing, I got a lot out of the presentation because it spanned across both fields.  Making and maintaining an online reputation for yourself or your brand is an important factor in success in any field, really. If there is something negative attached to your brand that comes up in the first page of Google, you better believe people will take note of it.  Luckily I picked up some tips on preserving a positive reputation from this month’s panel of speakers.

  • As Downhill said, “Take care of your reputation before there is a problem.”  She stressed the importance of having a positive reputation so that in case a crisis happens, you have a better chance of controlling your image.
  • “Be proactive, not reactive,” according to Downhill.  As 80 percent of employers check future employees’ online presence on Google, it is extremely important to build a name for yourself online.
  • Biro emphasized the importance of embracing the online world in public relations and when building your brand.  “The secret sauce that once had three ingredients now has 1,000, and tomorrow it might have 1,100,” he said of the way of public relations.  We should all recognize the opportunities that interactive and online marketing offer.
  • Brio also said to be careful of what you say in public, since it will affect your brand one way or another.  He said, “Don’t say anything online or in public that you don’t want to follow you around forever.”  Whatever you do or say publicly can be held against you, and Google takes no prisoners.
  • And unfortunately, there could be times where your name or your brand’s name is associated with something negative.  If it is instigated by someone else, be it a competitor or just a mean person, you must take care of it.  The best way to do that, said Porter, is the nice way.
  • Last but definitely not least, use social media to make your reputation.  You can add links to your social media profiles and build relationships with people, which can both be positive for you and your reputation.  Though some people are scared of the social media phenomenon, they should learn to embrace it and let it help build their brand’s character.

Building and maintaining an online reputation can take time, but in the end, it will be worth it.  And remember, as Biro said, “not everyone can do everything,” in regards to make a name for yourself online, but you have to start somewhere.

Save the Date: July 13th AZIMA Event Offers FREE Online Marketing Advice from the Pros!

Posted by: Elise Redlin-Cook, VP of Administration AZIMA

Yep, its official! In July, the Arizona Interactive Marketing Association will explore a new and exciting format, as top internet marketing professionals from throughout the Phoenix market will provide expert analysis, evaluation and critique of websites for local businesses.

This is a fantastic opportunity open to only local companies! Some of the Valley’s most respected and recognized internet marketers will be providing insightful analysis and helpful tips and suggestions to Arizona small business websites selected from submissions made via the AZIMA website at no cost to them!

Submissions will be collected at www.joinazima.org/freeadvice from June 16- June 30th, at which time four websites will be selected.  To be eligible for selection, businesses must be smaller than 20 employees and be located in the metropolitan Phoenix market.

The July AZIMA event, held on Tuesday, July 13th will feature panelists from the Valley’s celebrated internet marketing community performing an open review and analysis as well as providing companies with ideas and tactics to implement to increase traffic, generate sales leads, and ultimately, enhance the marketability of the reviewed websites.

The panelists include:

Panel #1:

Sheila – President, KEO Marketing

Chris Sietsema– President, Teach to Fish

Jack – Creator & Owner, Social Latte
Panel #2:

Matt O’Brien – President, Mint Social

Aaron Strom–Sr. Director User Experience & Social Community,  Godaddy.com

David Wallace – CEO, Search Rank

Websites will be chosen from the submissions by the AZIMA Board of Directors, and attendees must be present at the AZIMA July review event to win.

Stay tuned for more information on this exciting event!