Social Media ROI
Digitalks Forum - Sao Paulo
Produced by:
www.OnlineMarketingInstitute.org
World of Social…
1)  Strategy: Content Marketing Mapping
2)  Traffic: SEO through Google+
3)  Awareness: Facebook Amplification Techniques
...
Agenda
•  Big Picture Global Industry Trends & Research
•  The Tactics
–  Begin with End – Attribution
–  Business Impact ...
Aaron Kahlow BIO
Background	
  -­‐	
  Built	
  3	
  businesses	
  in	
  Digital	
  
	
  
1.  Agency	
  of	
  the	
  Year	
...
“The Problems we have today
Can not be solved in same mind
set they we’re created”
-  Learn to Improve
-  Improve to Earn
...
Disclaimers
1) All Content is Sourced from OMI
eLearning Tutorial Library
2) Tell Why and What… OMI Classes
the “How”
Aaro...
Pillars to Success
•  First: Think platform -website, Facebook,
Instagram
•  Next: Think Content – Video, blog, pictures
(...
Bigger Than Computer.. And Social!
©	
  2010	
  Cisco	
  and/or	
  its	
  affiliates.	
  All	
  rights	
  reserved.	
   Cisco	
  Confiden=al	
   11	
  ©	
  2010...
Content: Video is King
Platforms: the Action
Use Facebook as Example
1	
  Billion	
  Already	
  
What are People Doing On Facebook
40%	
  	
  of	
  Time	
  on	
  News	
  Feed	
  (Highest)	
  	
  	
  
	
  
Now, Let’s Dive IN.
Mobile is device.. So must
incorporate into Social Plan NOT
in Silo.
The Philosophy… Social Buyer
•  Platform: Think -website, Facebook,
Instagram
•  Content: Think – Video, blog, pictures (e...
Warning
These Can NOT Be Done
Without Proper Training
FUNNEL BROKEN…ALL
ABOUT ATTRIBUTION
#2
The Buy Cycle: Think Touch Points
Source: Forrester
Advice	
  from	
  
colleague	
  or	
  
friend	
  
Web,	
  Blog,	
  
&	...
Implement Multi-Channel Attribution
Keyword	
  1	
  
Madonna	
  Tickets	
  
TicketsNow.com	
  
Buy	
  Madonna	
  =ckets	
 ...
Implement Multi-Channel Attribution
60%	
  25%	
  10%	
  5%	
  
ASribu:on	
  Models	
  
Linear	
  Ra:o	
  
U	
  Shaped	
  ...
Implement Multi-Channel Attribution
40%	
  10%	
  10%	
  40%	
  
ASribu:on	
  Models	
  
Linear	
  Ra:o	
  
U	
  Shaped	
 ...
Implement Multi-Channel Attribution
25%	
  25%	
  25%	
  25%	
  
ASribu:on	
  Models	
  
Linear	
  Ra:o	
  
U	
  Shaped	
 ...
Implement Multi-Channel Attribution
100%	
   ( L a s t 	
   C l i c k ) 	
  0%	
  0%	
  0%	
  
ASribu:on	
  Models	
  
Lin...
EXAMPLE: SAP
It Happens, Just need to track
3/23/113/19/11 Conversion
Direct
Google
PPC
Google
PPC
3/15/113/11/11
Email
Google
Organic
...
Follow the Money
There is value here!
These actions lead to your future conversions
Goals
Measure Micro Conversion
POWER OF AMPLIFICATION
#1
How it Works
Accelerating Reach
“Most	
  Leading	
  Brands	
  
achieved	
  Amplifica=on	
  
of	
  extending	
  Reach	
  of	
  
earned	
 ...
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%
(Starbuc...
Don’t Forget things like Social
Retargeting
VIDEO FOR CONVERSIONS
CISCO STYLE
#3
©	
  2010	
  Cisco	
  and/or	
  its	
  affiliates.	
  All	
  rights	
  reserved.	
   Cisco	
  Confiden=al	
   37	
  ©	
  2010...
©	
  2010	
  Cisco	
  and/or	
  its	
  affiliates.	
  All	
  rights	
  reserved.	
   Cisco	
  Confiden=al	
   38	
  ©	
  2010...
©	
  2010	
  Cisco	
  and/or	
  its	
  affiliates.	
  All	
  rights	
  reserved.	
   Cisco	
  Confiden=al	
   39	
  ©	
  2010...
©	
  2010	
  Cisco	
  and/or	
  its	
  affiliates.	
  All	
  rights	
  reserved.	
   Cisco	
  Confiden=al	
   40	
  ©	
  2010...
©	
  2010	
  Cisco	
  and/or	
  its	
  affiliates.	
  All	
  rights	
  reserved.	
   Cisco	
  Confiden=al	
   41	
  ©	
  2010...
©	
  2010	
  Cisco	
  and/or	
  its	
  affiliates.	
  All	
  rights	
  reserved.	
   Cisco	
  Confiden=al	
   42	
  ©	
  2010...
©	
  2010	
  Cisco	
  and/or	
  its	
  affiliates.	
  All	
  rights	
  reserved.	
   Cisco	
  Confiden=al	
   43	
  ©	
  2010...
TIME TO WRAP
What to do?
Ultimately… Integrated Organization
Remember: Pillars to Conversion
•  First: Think platform -website, Facebook,
Instagram
•  Next: Think Content – Video, blo...
•  There’s a lot we can get excited about
•  Something we can contribute towards
(Ex: Girls Rising: Charity for Young Girl...
Find Your Voice, then help others
find theirs.
Sourced from OMI Tutorial Library
Aaron@OnlineMarketingInstitute.org
Or
LinkedIn “Aaron Kahlow”
www.OnlineMarketingInstitu...
www.onlinemarketinginstitute.org
Contact Me at “Aaron Kahlow” on Facebook, Twitter or LinkedIn
Thank You!
Next Steps to Le...
Further References
*eConsultancy: Digital Intelligence Briefing
**Comscore: Power of Like 2012
***iMediaConnection: 2012 I...
Analytics
Social Media Marketing Essentials – the “keys” to unlocking the treasure of roi
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Social Media Marketing Essentials – the “keys” to unlocking the treasure of roi

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Palestra de Aaron Kahlow, Online Marketing Institute, no Fórum de Marketing Digital - Digitalks em São Paulo - "Social media marketing essentials – the “keys” to unlocking the treasure of roi".

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Social Media Marketing Essentials – the “keys” to unlocking the treasure of roi

  1. 1. Social Media ROI Digitalks Forum - Sao Paulo Produced by: www.OnlineMarketingInstitute.org
  2. 2. World of Social…
  3. 3. 1)  Strategy: Content Marketing Mapping 2)  Traffic: SEO through Google+ 3)  Awareness: Facebook Amplification Techniques 4)  Target: Social Targeted Ads & Re-target 5)  List Build : Twitter Community & Follower Build 6)  Engage: Visual Storytelling Pinterest & Instagram 7)  Convert: Psychology & Science: Landing Page 8)  Convert Improve: Video to Improve Engagement 9)  Big Data Analytics 10)  User Experience on Mobile 11)  Attribution Modeling ** Analytics: ZMOT Frame Work for Measurement Top 10 Must Knows & Do’s
  4. 4. 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
  5. 5. Aaron Kahlow BIO Background  -­‐  Built  3  businesses  in  Digital     1.  Agency  of  the  Year  –  BusinessOnline     2.  Largest  Digital  Educa=on  Event  –  OMS     3.  Global  Des=na=on  for  eLearning  –  OMI       Passion  &  Exper:se     •  Digital  Marke=ng  &  Social  Media     •  Educa=on  –  eLearning  Technology              
  6. 6. “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
  7. 7. Disclaimers 1) All Content is Sourced from OMI eLearning Tutorial Library 2) Tell Why and What… OMI Classes the “How” Aaron Kahlow www.OnlineMarketingInstitute.org
  8. 8. Pillars to Success •  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
  9. 9. Bigger Than Computer.. And Social!
  10. 10. ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   11  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   11  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   11   Mobile Video Is Emerging – Fast! •  The percentage of non-desktop video plays more than doubled in Q4 ’11 •  Viewers are more than twice as likely to complete a video when watching on a non- desktop device
  11. 11. Content: Video is King
  12. 12. Platforms: the Action
  13. 13. Use Facebook as Example 1  Billion  Already  
  14. 14. What are People Doing On Facebook 40%    of  Time  on  News  Feed  (Highest)        
  15. 15. Now, Let’s Dive IN. Mobile is device.. So must incorporate into Social Plan NOT in Silo.
  16. 16. The Philosophy… Social Buyer •  Platform: Think -website, Facebook, Instagram •  Content: Think – Video, blog, pictures (ex: visual story telling Instagram) •  Device. Phone, Tablet, PC… Secret to Social Amplify, Re-target, Content Marketing Attribution and Video
  17. 17. Warning These Can NOT Be Done Without Proper Training
  18. 18. FUNNEL BROKEN…ALL ABOUT ATTRIBUTION #2
  19. 19. The Buy Cycle: Think Touch Points Source: Forrester Advice  from   colleague  or   friend   Web,  Blog,   &  Media   Web,  Blog,   Media,  &   industry  pros   Web,  social,   &  email  
  20. 20. Implement Multi-Channel Attribution Keyword  1   Madonna  Tickets   TicketsNow.com   Buy  Madonna  =ckets   Now  Available!   Keyword  2   Keyword  3   Most  adver=sing  tracking  systems  report  and     act  on  only  the  last  click  prior  to  purchase       Ad  1   Concert  Tickets   Get  your  =ckets  now!   TicketsNow.com     TicketsNow®  Official  Site   TicketsNow.com   Official  Site  of                                    TicketsNow.com™.  ®  -­‐   Official  Site.   2012  Madonna  Tour   TicketsNow.com   Get  your  =ckets  now   For  Madonna’s  2012  tour!  
  21. 21. Implement Multi-Channel Attribution 60%  25%  10%  5%   ASribu:on  Models   Linear  Ra:o   U  Shaped   Distribute  Evenly   Single  Click  Only     (First  or  Last)   Keyword  1   Madonna  Tickets   TicketsNow.com   Buy  Madonna  =ckets   Now  Available!   2012  Madonna  Tour   TicketsNow.com   Get  your  =ckets  now   For  Madonna’s  2012  tour!   Keyword  2   Keyword  3  Ad  1   Concert  Tickets   Get  your  =ckets  now!   TicketsNow.com     TicketsNow®  Official  Site   TicketsNow.com   Official  Site  of                          TicketsNow.com™.  ®  -­‐   Official  Site.  
  22. 22. Implement Multi-Channel Attribution 40%  10%  10%  40%   ASribu:on  Models   Linear  Ra:o   U  Shaped   Distribute  Evenly   Single  Click  Only     (First  or  Last)   Keyword  1   Madonna  Tickets   TicketsNow.com   Buy  Madonna  =ckets   Now  Available!   2012  Madonna  Tour   TicketsNow.com   Get  your  =ckets  now   For  Madonna’s  2012  tour!   Keyword  2   Keyword  3  Ad  1   Concert  Tickets   Get  your  =ckets  now!   TicketsNow.com     TicketsNow®  Official  Site   TicketsNow.com   Official  Site  of                          TicketsNow.com™.  ®  -­‐   Official  Site.  
  23. 23. Implement Multi-Channel Attribution 25%  25%  25%  25%   ASribu:on  Models   Linear  Ra:o   U  Shaped   Distribute  Evenly   Single  Click  Only     (First  or  Last)   Keyword  1   Madonna  Tickets   TicketsNow.com   Buy  Madonna  =ckets   Now  Available!   2012  Madonna  Tour   TicketsNow.com   Get  your  =ckets  now   For  Madonna’s  2012  tour!   Keyword  2   Keyword  3  Ad  1   Concert  Tickets   Get  your  =ckets  now!   TicketsNow.com     TicketsNow®  Official  Site   TicketsNow.com   Official  Site  of                          TicketsNow.com™.  ®  -­‐   Official  Site.  
  24. 24. Implement Multi-Channel Attribution 100%   ( L a s t   C l i c k )  0%  0%  0%   ASribu:on  Models   Linear  Ra:o   U  Shaped   Distribute  Evenly   Single  Click  Only     (First  or  Last)   Keyword  1   Madonna  Tickets   TicketsNow.com   Buy  Madonna  =ckets   Now  Available!   2012  Madonna  Tour   TicketsNow.com   Get  your  =ckets  now   For  Madonna’s  2012  tour!   Keyword  2   Keyword  3  Ad  1   Concert  Tickets   Get  your  =ckets  now!   TicketsNow.com     TicketsNow®  Official  Site   TicketsNow.com   Official  Site  of                          TicketsNow.com™.  ®  -­‐   Official  Site.  
  25. 25. EXAMPLE: SAP
  26. 26. It Happens, Just need to track 3/23/113/19/11 Conversion Direct Google PPC Google PPC 3/15/113/11/11 Email Google Organic Yahoo Organic Google Display Twitter Google Organic NYT Referral
  27. 27. Follow the Money
  28. 28. There is value here! These actions lead to your future conversions Goals Measure Micro Conversion
  29. 29. POWER OF AMPLIFICATION #1
  30. 30. How it Works
  31. 31. Accelerating Reach “Most  Leading  Brands   achieved  Amplifica=on   of  extending  Reach  of   earned  media  to  Fans   and  friends  of  50  -­‐   200%  ..”    
  32. 32. Driving Audience “23,000  visitors  to  site  vs.   320,000  to  Fans  Page”    
  33. 33. 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)
  34. 34. Don’t Forget things like Social Retargeting
  35. 35. VIDEO FOR CONVERSIONS CISCO STYLE #3
  36. 36. ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   37  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   37  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   37   Video Is a Valuable Marketing Asset View  44%  more  pages  while  on  Cisco.com   Are  twice  as  likely  to  engage  with  high-­‐value  conversion  ac=vi=es  on  Cisco.com   Are  41%  more  likely  to  return  to  Cisco.com   Are  5  :mes  more  likely  to  click-­‐through     on  a  blog  post  with  video   Video  viewers  
  37. 37. ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   38  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   38  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   38   Video Lifts Email Click-through
  38. 38. ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   39  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   39  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   39   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  :mes  more   videos  are  shared  on   Facebook  vs.  Twiher  
  39. 39. ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   40  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   40  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   40   Tech-related Video Downloads Are Not Limited to the Work Day 27%  before   normal  business   hours   53%  during   normal  business   hours   61%  aZer  normal   business  hours   S   T   W   Th   F   50%  on  the   weekends   M   S   50%  on  the   weekends   92%  watch  or  download  tech-­‐related  videos  during  the  work  week   *IDG  2012  study  with  6,622  B2B  IT  decision  makers    
  40. 40. ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   41  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   41  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   41   Video Types/Stage of Sales Process Types  of  Video  Produc:ons   Defini:on  of  Video  Type   Sales  Stage   1.  Adver=sement   High  produc=on  value   Awareness   2.  Thought  Leadership    Talking  head  or  interview   Awareness   3.  Business  Challenges   Industry  trends   Considera=on   4.  Case  Study   Customer  or  Cisco  product  stories   Considera=on   5.  Demo   Product/Solu=on  deep  dive   Design   6.  Technology  Solu=on   Mul=ple  product  solu=on   Design   7.  Video  Data  Sheet   Product  specifica=ons   Design   8.  Training     Course  curriculum,  How-­‐to   Post-­‐sale   9.  Event  Presenta=on   Event   All   10.  Program  Series     Program  series   All   11.  Other   On  loca=on  event  recording   All  
  41. 41. ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   42  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   42  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   42   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  plaporms    
  42. 42. ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   43  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   43  ©  2010  Cisco  and/or  its  affiliates.  All  rights  reserved.   Cisco  Confiden=al   43   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  
  43. 43. TIME TO WRAP What to do?
  44. 44. Ultimately… Integrated Organization
  45. 45. 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
  46. 46. •  There’s a lot we can get excited about •  Something we can contribute towards (Ex: Girls Rising: Charity for Young Girls) •  But Few areas we can make impact… •  Educating yourself is ONE of those areas •  And Now with eLearning, no excuse A Moment on Education
  47. 47. Find Your Voice, then help others find theirs.
  48. 48. Sourced from OMI Tutorial Library Aaron@OnlineMarketingInstitute.org Or LinkedIn “Aaron Kahlow” www.OnlineMarketingInstitute.org
  49. 49. www.onlinemarketinginstitute.org Contact Me at “Aaron Kahlow” on Facebook, Twitter or LinkedIn Thank You! Next Steps to Learning
  50. 50. 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/
  51. 51. Analytics
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