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Social Media and Web Innovation metrics: ROA Return on Attention & ROI Return on Investment | Search Engine Optimization | Analytics

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The new trends of innovation are made by passionate people that move more than in any time in history. These new creatives, entrepreneurs whatever one calls them are citizens of the world (or of the web, or of big cities, according to tastes). They are not indeed bound by any geography, historical job classification, political or institutional affiliations or demographic. These people can be found anywhere from the frontlines of the largest organizations to the garages where entrepreneurs. And these are the engine of the economy, they look for the challenges and opportunities and go for it. The web landscape has been shifting and Attention is increasing as one of the new currencies of the web wireless world mixed with technology, users and too much data and information. So Attention is becoming more and more valuable. While any website, product, service or other activity needs to have attention to perform, attention is becoming one of the most important metrics. So business and marketing have to ensure they get besides the classical Return on Investment as well Return on Attention. This metric that with the advent of Social Media is becoming more and more important needs to be taken as one of the key indicators of performance.
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  Social Media and Web Innovation metrics:ROA Return on Attention & ROI Return on Investment By Dinis Guarda, writer, publisher and marketing web strategist http://www.dinisguarda.com and http://twitter.com/dinisguardabased in text published inhttp://www.dinisguarda.com/post/Social-Media-and-Web-New-Innovation-metrics-ROA-Return-on-Attention-and-Return-on-Investment-ROI.aspximage fromhttp://www.medianama.com/wp-content/uploads/2009/05/blogworks-slide-purchase-decisions1.jpgimage from http://imod.co.za/2008/10/20/social-media-metrics-plugin-for-google-analytics/  based in text published inhttp://www.dinisguarda.com/post/Social-Media-and-Web-New-Innovation-metrics-ROA-Return-on-Attention-and-Return-on-Investment-ROI.aspx The new trends of innovation are made by passionate people that move more than in any time in history.These new creatives, entrepreneurs whatever one calls them are citizens of the world (or of the web, or of big cities, according to tastes). They are not indeed bound by any geography, historical job classification,political or institutional affiliations or demographic. These people can be found anywhere from the frontlinesof the largest organizations to the garages where entrepreneurs. And these are the engine of the economy,they look for the challenges and opportunities and go for it.John Hagel in an interesting article: “A Labour Day Manifesto for a New world” is asking some interestingquestions that should makes all think about it: ã   Do companies actually know which 20% of all their consumers consume 50%, 60%, 70%, 80% of their services and products. And do they use that information to optimize their revenues andprofits? ã   Do they connect with them to co-create new products and services? Do they get them to createads for the company? ã   Do they engage them in an ongoing conversation? ã    As the role of consumers grows in the chain of capitalism, are companies identifying the mostimportant ones and embracing them in a myriad of ways?The biggest asset of any industry is definitely Trust. In the case of the web Industry this is even more truth.So one needs to be serious and play for this in any marketing approach. So the any industry online in order to develop and improve its performance and results needs to put all its efforts in the trust building online. Also it must focus all its efforts managing & facilitating strong online relation with customers, getting thebest services and creating a long term solid relation feeding the economy. Also very important the industryneeds to focus its development in the online environment, pushing the best internet savvy tools andeverything available in technology to serve the customer and engage him.So the best way to do it is from the synergy between Search and Social Media So the way to go passesthrough:1.   Know the right data, spend more and more time analyzing the data.2.   Know what impacts business, the key operations that have a big conversion rate. The times of getting huge amount of leads without any interest are starting to go and now it is about targetingspecific niches and engage with them. - This are the new trends in marketing3.   Usability of each website, make the website easy to navigate and index. Do not confuse this withdesign.4.   Optimize the technology, SEO, Web 2.0 features and so on. Websites need to keep having newoptimizations in terms of technology and content. With the speed of the web application and thecompetition outhere one only survives with the best technology and updates.5.   Deep Analytics about performance going to the range of detail of each website. Not just the leads,the traffic but also more and more keyword analysis, landing pages and behavior patterns6.   Get good and optimised Content with clear business focus: both written content, videos, widgets…7.   Integrate a clear strategy that unites all sorts of Online Marketing: PPC, SEO, PR…  based in text published inhttp://www.dinisguarda.com/post/Social-Media-and-Web-New-Innovation-metrics-ROA-Return-on-Attention-and-Return-on-Investment-ROI.aspx 8.   Listen: customers, competitors, analysts, blogers….How to go through the Synergies then of Search (traditional online marketing disciplines) and Social? Thefirst thing to do is to go through the right balance between all the operation and see it as a whole. Also thisneeds a different approach in a way that effectively works. Let us have some thought about it:1.   Measurement, analytics and ROI are not the same. One should use analytics measurements tocalculate ROI (Return on Investment) with ROA (Return on Attention).2.   Practical experience shows that sometimes ROI is a continuous effort and doesn’t come rightaway.3.   When getting started, it’s helpful to be able to attribute web traffic through links shared in socialnetworks, promotion codes, specific landing pages, etc. But that is just the tip of the iceberg for measuring ROI, there is much more work to do and it is an evolving process where persistenceand technology are key.4.    Any business strategy or plan has to aim longer term. Any company needs to think about lifetimevalue of a customer as the key metric to understand the net results of leveraging advocates. But inthe other hand one has to be prepared for mutations and shifts in trends and behaviors.On this train of thought some practical stuff. The web is semantic and the lexicon and the message has tobe clear if one wants to perform. In order to have results one have to bear in mind the different disciplinescycles offline communication, to PR online from Email Marketing, to Adwords PPC, Affiliate, to SEO(Search Engine Optimisation) and of course now Social Media the new umbrella that mixes somehow allthe disciplines mainly PR, communication and SEO. Bearing in mind this one needs to focus in the dna of each operation, business. What you want to achieve. And in here this is very similar to writing properly oneneed to have a title and a description. This applies as well for the web in keywords that are read by SearchEngines: Google, Yahoo, Bing, Yandex, Baidu, and so forth.Have a look than at the following graphic that organises the strategy between different disciplines andkeyword targeting: in PPC Analytics: The Ultimate Pay Per Click Marketing Plan  based in text published inhttp://www.dinisguarda.com/post/Social-Media-and-Web-New-Innovation-metrics-ROA-Return-on-Attention-and-Return-on-Investment-ROI.aspx This should be the direction to go both technical and both business wise. It is the way of optimising thecampaigns and the overall performance of the websites. Head strategy, business tail strategy and long tailoperations applied to each disciplines respectively: SEO / NSO, PPC and Social Media. Also the overall role of business and marketing is mutating and one should have a serious shift in behavior mixing classical lead acquisition with new strategies that mixes ROI and Return on Attention, the newinnovation metric according to Business Week.So to synthesize the role of a Marketer business needs to be linked with Social Media Marketing and all themedia disciplines that one has at the moment and should go in this direction. Have a look at the followingadaptation of the SEOMoz graphic about the role of a SEO that I changed to the role of a Marketeer:Some conclusions in the scope of ROI versus ROA. The web landscape has been shifting and Attention isincreasing as one of the new currencies of the web wireless world mixed with technology, users and toomuch data and information. So Attention is becoming more and more valuable. While any website, product,service or other activity needs to have attention to perform, attention is becoming one of the most importantmetrics. So business and marketing have to ensure they get besides the classical Return on Investment aswell Return on Attention. This metric that with the advent of Social Media is becoming more and moreimportant needs to be taken as one of the key indicators of performance.Return on Attention, ROA thus should be measured and integrated in the business and marketing cycle.I will finish with a quote from John Hagel from his article: “A Labour Day Manifesto for a New world”
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