I recently spoke at the Blue Glass conference on the topic of marketing.
I’ll write up some thoughts in a blog post format soon. I’ve been spending time looking at marketing conversion metrics at portfolio companies lately. We’ve been testing things like:
- How do Facebook “Likes” perform relative to FB ads that drive you directly to a web page
- How do brand pages convert relative to the Timeline
- How do integrated Twitter campaigns work relative to “promoted Tweets”?
- How well do YouTube ad campaigns work? (hint: remove Bit.ly links and they convert much better. I don’t know why … it just is – or so the data I’ve seen has shown)
- How well do “sponsored stories” work? Are they authentic enough?
- Can you do brand integration on YouTube? (hint: yes, it is performing off the charts well. crazy well.)
- Do vanity metrics matter? (likes, fans, clicks) … (hint: use awe.sm – I’m an investor along with Foundry Group. But I promise the data will show you how well you convert versus tracking just clicks).
- Do celebrity endorsements work?
I talked about these topics in this presentation. Hopefully you can get a sense from the PPT. Hopefully I will teach myself Keynote soon and give up PPT. Hopefully I’ll remember that my high school teacher told me not to use the word “hopefully” this way but it still sounds better than her suggestion, “It is hoped.”
Anyway, if you want me to cover one topic before another feel free to drop me suggestions in the comments. I’ll try to pick up on some of these themes over the coming month or two.
Here’s the deck on DocStoc
Final BlueGlass _April 2012_