3 Red Hot Social Marketing Hacks To Crush in 2015 By Dan Morrison - #SEJSummit Silicon Valley

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3 RED HOT SOCIAL MARKETING HACKS TO ACHIEVE ROI SUCCESS

Daniel Morrison | @DanimalsHouse

@DanimalsHouse

@DanimalsHouse

1,2,3 TAKEAWAYS

1.  Inject users into YOUR funnel with Social Psychographic Data

2.  Cookie with Retargeting Pixels {Owned}

3.  Nurture & Convert with Remarketing & RLSA 2 1 3

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1. Sell with Social Psychographic Data Image credit: NASA GSFC

@DanimalsHouse Image credit: NASA GSFC

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NEW SOCIAL GOALS

•  Scalable Psychographic Traffic •  Attributable CONVERSION $$$

•  Real Links from Good Authority Sites SEO

•  Social Signals from Strong Users SEO

•  Focused Likes, Follows, Shares SEO $$$

•  Insulation from Harsh SEO Updates SEO

•  PR Distribution to Bloggers & Media SEO

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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SALES! Owned Audiences ü  Psychographically-focused ü  Omnichannel retargeting/

remarketing ü  INCLUDING Search

Remarketing


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PSYCHOGRAPHIC TARGETING

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1,2,3 TAKEAWAYS



3.  Nurture & Convert with Remarketing & RLSA 2 1 3

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Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections,

Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships,

Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties

WHOLE CUSTOMER TARGETING: SELLING WITH PSYCHOGRAPHICS /

TARGETING

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BUILD RIGHT PERSONAS


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“ROOT” BEHAVIOR PERSONA INTENT


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CLARIFY BY “ACTIVE” FILTERS

•  Playing •  Buying •  Selling •  Going to •  Trying •  [KW] with •  Spending time •  Traveling with •  Traveling to •  Watching •  Attending •  Visiting •  Touring •  Shopping for


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POTENTIAL FINANCIAL QUALIFIERS


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DUAL ROOT PERSONAS


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BEHAVIOR + CLASS


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DISCIPLINED, HIGH INTENT, ACTIVE, TARGETING


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TIPS FOR BUILDING RIGHT PERSONAS

•  Root your persona in behavioral intent for single root personas

•  Get active when clarifying your interest filters •  Consider passive intents when developing

creative + landing pages •  Research the source of the data to give the

data authority •  Layer on potential financial qualifiers


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COOKIE POOLS

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1,2,3 TAKEAWAYS



3.  Nurture & Convert with Remarketing & RLSA

2 1 3

@DanimalsHouse Image credit: Montulli Blog

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ARE AUDIENCES ARE THE NEW KEYWORDS?

Audience Cookie Pools


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WEBSITE ADS


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PSYCHOGRAPHIC TARGETING


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URL TAGGING FOR SEGMENTING


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EXTERNAL TRAFFIC DRIVING UNIT


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RLSA – HOW IT WORKS


1.  Place remarketing tags on your website 2.  Define lists in AdWords based upon rules,

behaviors, landing pages etc 3.  Assign remarketing lists to ad groups 4.  Set bid modifiers / adjustments 5.  Tailor creative based upon touch points

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ADWORDS REMARKETING SETUP


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DEFINE RULES FOR AUDIENCE CREATION


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ASSIGN AUDIENCES TO AD GROUPS


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NURTURE & CONVERT

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1,2,3 TAKEAWAYS



3.  Nurture & Convert with Remarketing & RLSA

2 1 3

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HYPER SEGMENTATION REQUIRES MASS AMOUNTS OF DATA


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STRATEGIES FOR RLSA

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Awareness

Research

Comparison

Purchase


MAP CUSTOMER JOURNEY


SET FREQUENCY CAPS

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SET MEMBERSHIP LIST DURATION


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IMPLEMENTATION RESULTS

•  Optimize your bids based upon intent •  Tire reseller increased sales by 22% by bidding up previous

homepage visitors •  Broaden your keywords

•  Vacation tour company increased conv rate by 300% by bidding on broad keywords for previous purchasers (gift, holiday gift)

•  Custom your ad text •  TelCo customer provides 3 services – TV, voice and internet •  Experienced 66% decrease in Cost Per Order by serving

custom ad copy based upon segmented visitors by service type


Data Credit: Think with Google Case Studies

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3 TAKEAWAYS

@DanimalsHouse

1,2,3 TAKEAWAYS 1.  Inject users into YOUR funnel with Social

Psychographic Data


3.  Nurture & Convert with Retargeting & Search Remarketing

2 1 3


@DanimalsHouse

Email [email protected] to get on the list!

@DanimalsHouse

THANKS

3 Red Hot Social Marketing Hacks To Crush in 2015 By Dan Morrison - #SEJSummit Silicon Valley

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