6 Global Trends & Tactics Social Media Sucess
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Transcript of 6 Global Trends & Tactics Social Media Sucess
6 Global Trends & Tactics Social Media Success
Digitalks – August 2014
Aaron Kahlow
• Builder of Nothing to Something
– Digital Agency: 3 guys to 100 employees;
– Media Company: Idea to world’s largest digital event (sold)
– eLearning Platform for the World to Learn Digital
• Digital Leader: 15 Years writing, speaking, teaching
• Global Deal Maker: Sao Paulo, Shanghai, Paris, Dubai. Delhi, Sydney, Singapore, Jakarta, All over US …
Personal Passion Education: Online Marketing Institute, CEO
Online Marketing Institute
• eLearning Library
400+ Classes
• Team & Corporate Training
• Certifications
“World’s largest and Only Destination Dedicated eLearning Digital & Social Media Marketing”
We have a Big problem …
Everyone Agrees..
• Screen shot of TG info graphic
But few taking action.. Plenty of Jobs
Big Opportunity for those that Learn
Skills
The People You Meet
& What You Read
I Give … 6 Tactics
1. Big Data
2. Retargeting
3. Measurement Analytics
4. Facebook Amplification ROI
5. Content Marketing Framework
6. Video
I Want .. Connect 3 Ways 1. People Want to Learn More to Advance Career
2. Companies that want to improve execution,
3. Local Instructors Passionate about Teaching..
And Friends to Drink with Tonight
Concordo?
Turn on Your Phone. If Learn, then.. 1. People Learn: LinkedIN “Aaron Kahlow”
2. Companies: [email protected]
3. Local Instructors: Business Cards.
Drinks & Global Friends: Facebook ‘Aaron Kahlow’
EVERYONE TWEET @AaronKahlow #LearnDigital
Brazil v. World (not World Cup joke)
Difference:
Commitment to Understanding Behavior & Data
The Buy Cycle: Think Touch Points
Source: Forrester
Advice from colleague or friend
Web, Blog,& Media
Web, Blog,Media, & industry pros
Web, social, & email
Tip 1: Understand & Use Big Data
Patterns in the Big Pool
Now think Funnel & Buying Cycle
What it Looks Like
3 Ways to Use 1. Predict Sales: Match CRM with Analytics
2. Companies behavioral targeting with landing pages served based on what have done
3. Serve Advertising Based on Cookie, Company & third party data..
www.OnlineMarketingInstitute.org
Tip 2: Start Re-targeting NOW!
Tip 3: Measure with Attribution
4 0 %1 0 %1 0 %4 0 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
Start with Google Analytics
Tip 4: AuthorRank
@StevenShattuck | @ChadPollitt
@StevenShattuck | @ChadPollitt
SEO YESTERDAY
@StevenShattuck | @ChadPollitt
SEO TODAY
@StevenShattuck | @ChadPollitt
SEO TOMORROW?
Google Authorship
@StevenShattuck | @ChadPollitt
Authorship » what is it?
» Google Authorship ties authors to their content
@StevenShattuck | @ChadPollitt
Authorship » what is it?
» Google Authorship ties authors to their content
» Established Google Authorship is a requisite to building AuthorRank
@StevenShattuck | @ChadPollitt
Authorship » quick setup guide
1 » Add blog to Google+ “Contributor to” field
@StevenShattuck | @ChadPollitt
Authorship » quick setup guide
1 » Add blog to Google+ “Contributor to” field
@StevenShattuck | @ChadPollitt
Authorship » quick setup guide
1 » Add blog to Google+ “Contributor to” field2 » Add rel=author tag to blog
Test using the Structured Data Testing Tool:
@StevenShattuck | @ChadPollitt
Authorship » rich snippets
@StevenShattuck | @ChadPollitt
Tip 5: Facebook Done Right
Content is your Biggest Weapon… a tractor beam.
Mothership
YouTube
Audience reaches you directly or touches base further out in space.
Tip 6: Content Marketing Plan
ORGANIZE CONTENT IDEAS
Type Topic Medium/Media Target Audience
IDEATION PROCESSMarketing Sales Customer
Service CustomersSocial
Crowdsourcing
RESEARCH/ANALYSISObjective
s Personas Keywords Existing Content
Social Data KPIs
Create: Launch Page & Lead Page
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
Bonus: Video Wins on Right Platform
When someone watches a recommended video, their brand recall goes up 7% and enjoyment goes up 14%
Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent
*Unruly video study, January, 2012
10 times more videos are shared on Facebook vs. Twitter
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
Tech-related Video Downloads Are Not Limited to the Work Day
27% before normal business
hours
53% during normal business
hours
61% after normal business hours
S T W Th F50% on the weekends
M S50% on the weekends
92% watch or download tech-related videos during the work week
*IDG 2012 study with 6,622 B2B IT decision makers
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
Content Marketing Map: Sales & Marketing
Types of Video Productions Definition of Video Type Sales Stage
1. Advertisement High production value Awareness
2. Thought Leadership Talking head or interview Awareness
3. Business Challenges Industry trends Consideration
4. Case Study Customer or Cisco product stories Consideration
5. Demo Product/Solution deep dive Design
6. Technology Solution Multiple product solution Design
7. Video Data Sheet Product specifications Design
8. Training Course curriculum, How-to Post-sale
9. Event Presentation Event All
10. Program Series Program series All
11. Other On location event recording All
Tip 6: A Social & Content as Organization
The Secret Formula
• Think platform -website, Facebook, Instagram
• Device. Mobile First
• Plan Content – Video, blog, pictures (ex: visual story telling Instagram)
Example: Facebook + Video + Mobile = ROI
Finally: Build a Culture of Social, not just an option to use as marketing
The People You Meet
& What You Read
Did I Give …?
1. Mobile & Buyer Behavior
2. Data: How Big Data Works
3. Measurement: Attribution Analytics
4. Facebook Amplification ROI
5. Content Marketing Framework
6. Video - Case Study on Using it Right
Did you?
LinkedIN “Aaron Kahlow”
Email [email protected]
Facebook Aaron Kahlow
Or Just come Talk and Exchange Business Cards.. PPT/Videos
Obrigado!
(who’s Partying with Flavio, Ouali & I?)