Aaron Kahlow - OMI - WebCongress Bogotá 2014

Workshop

The Big 3 of Emerging Media: Social, Mobile

and Attribution

WebCongress - Bogota

www.OnlineMarketingInstitute.org

Structure for Good Learning

I. Why: Big Picture Global Industry Trends & Research

II. What: Strategic Framework for Good Social

III. How: Topical Tactics & Strategies driving Success

*A Moment on Education & Meaningful Change

Intro: Me….

Then Background - Built 3 Digital businesses

Then Expertise – Digital, Social.. Education

Now Education- eLearning, Technology, …

Ultimately Now- Global Destination for eLearning


Round the Room

Who Are You?

What do you Do?

How Does Social, Mobile, … Impact you?

---

Your Turn Speaker Photo

Agenda

• Big Picture Global Industry Trends & Research

• The Tactics– Begin with End – Attribution – Business Impact When Done Right – Amplification – Example of Actual Tactics & Case Study(s) - Video

• The Point The Foundation for Success in Social

* A Moment on Education

Disclaimers

1) All Content is Sourced from OMI eLearning Tutorial Library

2) Tell Why and What… OMI Classes the “How”

Source: OMI Classes & WOM Certificate • Content Marketing + Social Media

• 7 Tactics for Great Facebook Marketing

• SEO Foundations for Future Organic Results

• Global Content Marketing Strategies

• Google+: Why AuthorRanks is the Future of SEO

• Analytics: How to Set up Social and Search Attribution

http://www.onlinemarketinginstitute.org/7-elements-of-highly-effective-facebook-marketing/






Map the World of Social…

Platforms: Where’s the Action

Where’s Growth (S. Am) & Plateau (EU)

Facebook Duh…

1.3 Billion Already

What are People Doing On Facebook40% of Time on News Feed (Highest)

Bigger Than Computer.. And Social!

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16

Content: Mobile Video

The percentage of non-desktop video plays more than doubled Quarterly

Viewers are more than twice as likely to complete a video when watching on a non-desktop device

Content: Video is King

All Boils down to:

• Think platform -website, Facebook, Instagram

• Device. Mobile

• Think Content – Video, blog, pictures (ex: visual story telling Instagram)

Ex: Facebook + Video + Mobile = ROI

Now, Let’s Learn.

Starts with Measurement

FUNNEL BROKEN…ALL ABOUT ATTRIBUTION

The Buy Cycle: Think Touch Points

Source: Forrester

Advice from colleague or friend

Web, Blog,& Media

Web, Blog,Media, & industry pros

Web, social, & email

Implement Multi-Channel Attribution

Keyword 1

Madonna TicketsTicketsNow.com

Buy Madonna tickets Now Available!

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert TicketsGet your tickets now!TicketsNow.com

TicketsNow® Official Site TicketsNow.com

Official Site of TicketsNow.com™. ® -

Official Site.

2012 Madonna TourTicketsNow.com

Get your tickets nowFor Madonna’s 2012 tour!

http://www.google.com/aclk?sa=l&ai=CfYId2oC2T9jDN8W4gwe1lrWfA-6blKoBkPqAhR2GhYoRCAAQASgDULvpwfYHYMmG_4fwo-wSoAH45tb-A8gBAaoEGU_QYzNwIX25P1DmTijnbeO58mkFSuo0wKC6BRMIzZGvvaiKsAIVhyzgCh0tNcWsygUA&ei=2oC2T828NYfZgAet6pTmCg&sig=AOD64_2Uo_Q6pJeUep7Yg3m8wbWMPVt9Eg&sqi=2&ved=0CAgQ0Qw&adurl=http://124.xg4ken.com/media/redir.php?prof=38&camp=1045&affcode=cr100810&cid=7697831816%7C209156%7Ctickets%20now&mType=p&networkType=search&GCID=1045&keyword=tickets%20now&url%5B%5D=http://www.ticketsnow.com/&rct=j&q=tickets+now


6 0 %2 5 %1 0 %5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1





Keyword 2 Keyword 3Ad 1


TicketsNow® Official Site TicketsNow.comOfficial Site of

TicketsNow.com™. ® - Official Site.



4 0 %1 0 %1 0 %4 0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1











2 5 %2 5 %2 5 %2 5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1











1 0 0 % ( L a s t C l i c k )0 %0 %0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1










ExerciseBack to Sample Campaign

1. Pick Model

2. Weighting

3. Micro and End Conversion Goals

It Happens, Just need to track3/23/113/19/11 Conversion

Direct

Google PPC

Google PPC

3/15/113/11/11

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

Follow the Money

There is value here!These actions lead to your future conversions

Goals

Measure Micro Conversion

FACEBOOK AMPLIFICATION

How it Works

Accelerating Reach

“Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200% ..”

Driving Audience

“23,000 visitors to site vs.

320,000 to Fans Page”

Numbers Don’t Lie

• Benchmark: 0.1% CTR for Display v. 1% for Facebook

• Onsite: Increase in store purchase 38% (Starbucks);

• eCommerce: 209% Online Purchases (Amazon)

ExerciseBack to Sample Campaign

1. What is Existing Assets

2. How to Amplify

3. What are Engagement Points

Content Marketing Framework

What to Do

The Mothersh

ip

Content Marketing

Mothership

Digital property you own, like…

WebsiteMicrositeContent

CommunityBlog

Use for client/customer

interaction, demand

generation, lead conversion.

Mothership

Twitter

Facebook

YouTube

LinkedIn

Audience reaches you directly or touches base further out in space.

Content is your tractor beam.

Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support

content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

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

Facebook Use Case

Let’s say looking at Brazil

We must transition consumers from discovery to exploration and on to the path to purchase

Do more in the stream

1

2

3

4

Awareness & Storytelling

Product Discovery & Exploration

Social Amplification

Lead Generation

The Reach & Convert Cycle

Create: Launch Page & Lead Page

Social Rich Media Calendar


Facebook Guidance

I. Post less, Plan more

II. Tie to Good Content Marketing Strategy

III. Think about Customer to Activate

NEW: Search Update

Big Data, Retargeting

Using Google Data, FB Data, and Your Data!


Ultimate Cool!!!


End to End

CASE STUDY – CISCO VIDEO#3


Video Is a Valuable Marketing AssetView 44% more pages while on Cisco.com

Are twice as likely to engage with high-value conversion activities on Cisco.com

Are 41% more likely to return to Cisco.com

Are 5 times more likely to click-through on a blog post with video

Video viewers


Video Lifts Email Click-through


Shared Videos Sell More Product

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


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


Video Types/Stage of Sales Process

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


Length of Video Is Key

TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the sample, which spans video sites and platforms


CTAs on YouTube

Paid - Call to Action Overlays – – Can ONLY appear at the bottom half

of a video player– Character limits: – Headline – 25 – Description line 1 – 35– Description line 2 – 35

Unpaid (use for all videos on YouTube) - Annotation– One style of font, a few different

sizes, and multiple color backgrounds– No character limit– Can be placed anywhere

Non-paid

Paid

Ultimately… Integrated Organization

TIME TO WRAPWhat to do?

Remember: Pillars to Conversion

• First: Think platform -website, Facebook, Instagram

• Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram)

• Finally, Device. Mobile

Ex: Facebook + Video + Mobile = ROI

BONUS:The Evolution of SEO

@StevenShattuck | @ChadPollitt


SEO YESTERDAY


SEO TODAY


SEO TOMORROW?

AuthorRank


AuthorRank » brief history

“We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.”

- Othar Hansson (Software Engineer, Google)


» AuthorRank is a desired ranking factor

» Google plans to take content quality and writer authority into account

» Content without established authorship may be at a disadvantage

this means »


AuthorRank » this means

“Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results.

The true cost of remaining anonymous, then, might be irrelevance.”

- Eric Schmidt (Executive Chairman, Google)


AuthorRank » who will it hurt

» Outsourced authors / content

» Pseudonyms / pen names / ghost writers

» Plagiarizers

» Anonymous / corporate publishers

» New bloggers


AuthorRank » will it come true?

Probably.

» Google already considers other similar ranking signals

» AuthorRank is a natural evolution of the social graph

» Authors who publish regularly and are seen as authoritative deserve to be rewarded


Google Authorship


Authorship » what is it?

» Google Authorship ties authors to their content


Authorship » what is it?

» Google Authorship ties authors to their content

» Established Google Authorship is a requisite to building AuthorRank


Authorship » quick setup guide

1 » Add blog to Google+ “Contributor to” field


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:


Authorship » rich snippets


Authorship » benefits

» Increased visibility in SERPs


Authorship » benefits

» Increased visibility in SERPs» Higher CTR?

» Socializes content

» AuthorRank (someday)


Authorship » encourages production

» Places ownership over content

» Helps build author’s personal brand and authority

» Creates content champions


Authorship » author stats


Authorship » concerns

» What if an employee leaves?

» Multiple authors?

» Other search engines?


What You Need To Do About It Now


Action Steps »» Establish Google Authorship for all authors

» Even former employees and inactive contributors!


To Summarize


To Summarize »» AuthorRank is the path

» AuthorRank won’t be a magic bullet, but huge advantage

» Google Authorship is not the same as AuthorRank

» Google+ is first time we’ve ever been told directly by Google, “do this, get ranked”.


Remember: Pillars to Conversion

• First: Think platform -website, Facebook, Instagram

• Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram)

• Finally, Device. Mobile

• Add in Google+ AuthorRank and BOOM!

(Facebook + Video + Mobile) * Google+ = ROI

“The Problems we have today

Can not be solved in same mind

set they we’re created”

- Learn to Improve- Improve to Earn- Earn to Enjoy …

*Stop Doing, Start Learning

A Moment on Meaningful Change

Continue the Learning?

eLearning Programs!

Classes

• http://www.onlinemarketinginstitute.org/7-elements-of-highly-effective-facebook-marketing/

• http://www.onlinemarketinginstitute.org/classes/social-media-marketing-classes/how-to-make-the-transition-from-social-media-to-social-business/

• Authorrank: Janet Miller• Retargeting: Janet Miller• Twitter Best Pratices: Megan Leap• Content Marketing Planning – Joe P • http://www.onlinemarketinginstitute.org/classes/content-marketing/successfu

l-content-marketing-through-social-media-integration/

• http://www.onlinemarketinginstitute.org/classes/search-engine-marketing/how-to-optimize-social-media-for-search/




http://www.onlinemarketinginstitute.org/classes/social-media-marketing-classes/how-to-make-the-transition-from-social-media-to-social-business/



http://www.onlinemarketinginstitute.org/classes/content-marketing/successful-content-marketing-through-social-media-integration/



http://www.onlinemarketinginstitute.org/classes/search-engine-marketing/how-to-optimize-social-media-for-search/



Further References

*eConsultancy: Digital Intelligence Briefing **Comscore: Power of Like 2012***iMediaConnection: 2012 InfoGraphics

Article & Pew Internet Study

Classes at :http://www.onlinemarketinginstitute.org/social-media-marketing/

Aaron Kahlow - OMI - WebCongress Bogotá 2014

Social Media

Transcript of Aaron Kahlow - OMI - WebCongress Bogotá 2014