Digital Aptitude Digital Marketing Summit 2014

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How to Build a Great Brand Using Social Media …

How to Build a Great Brand Using Social Media
The new consumer: how to create a killer social media strategy to increase engagement with your brand.
How to use content to generate revenue and brand loyalty.
Using social media analytics to optimize your social channels.
Customizing your message for each social network.

The 5 Elements of Successful Digital Marketing Campaigns -

Key metrics to measure campaign performance.
Why strategy comes before tactics.
How brands can differentiate in highly competitive industries.
Turning ideas into action: a step-by-step system.
Getting all the stakeholders on the same page to maximize ROI.

Stop Shooting in the Dark: Leveraging Web Analytics to Make Smarter Business Decisions

Attribution modeling: Tracking the ROI of all your marketing channels by replacing last-click attribution with a more accurate attribution model.
Data-driven web design: Using analytics data to sculpt your website architecture and increase conversion rates.
Content grouping: Understanding what pages and sections of your site are generating conversions.
Advanced analytics reporting: Creating visitor profiles to understand why some people are leaving your website and others are buying from you.
ROI analysis: Using advanced segmentation to understand what marketing efforts are working for you and where your marketing budget is being wasted.

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Transcript

  • 1. Building a Brand Through Social Media
  • 2. 10 Mistakes Brands Make in Their Social Media Efforts
  • 3. Mistake #1: Not understanding that each platform is different
  • 4. 1.19 billion monthly users 80% are not from the US and Canada 300 million photographs are uploaded each day Posts and pages are ‘liked’ 4.5 billion times each day
  • 5. 140 characters 400 million tweets sent per day Source for news and information
  • 6. 68% are women Half of these women are mothers 5 million “article pins” per day 70 million registered users
  • 7. Over 3 million companies that have Company Pages Nearly 3 times the conversion rate of Facebook or Twitter
  • 8. Over 150 million monthly active users 55 million images are posted each day
  • 9. Mistake #2: Not understanding how the consumer of today is different from the consumer of the past
  • 10. Mistake #3: Not believing in the value that social media can provide a brand
  • 11. Mistake #4: Not using available data to make informed, strategic decisions
  • 12. Mistake #5: Not being able to adapt to a changing market
  • 13. Mistake #6: Being inconsistent
  • 14. Mistake #7: Not being true to the brand
  • 15. Mistake #8: Not listening to your customers or yourself
  • 16. Mistake #9: Being too pushy
  • 17. Mistake #10: Creating crappy content
  • 18. The 5 Elements of Successful Digital Marketing Campaigns
  • 19. The 5 Elements of Successful Digital Marketing Campaigns
  • 20. 1.Focus on ROI 1.Strategy Before Tactics 1.Differentiation 2.Flawless Execution 1.Transparency
  • 21. Focus on ROI: Key Metrics to Measure
  • 22. Return on Investment Revenue vs. profit Cost Per Conversion Time and money restrictions Tracking is critical
  • 23. Traffic ACR Acquisition Conversion Retention SEO Design Remarketing AdWords A/B testing Email marketing Social User testing Promotions Content marketing Growth hacking Social
  • 24. Strategy Before Tactics
  • 25. Strategy Tactic The overall objective How to accomplish the objective Often implied An incorrect starting point Increase CRO with no strategy A/B split testing Increase CRO with strategy Options • A/B split testing • User testing • Target demographic assessment • PPC traffic analysis
  • 26. Differentiation: Standing Out from the Competition
  • 27. Stay in Front of Your Customers
  • 28. Flawless Execution: Turning Ideas into Action
  • 29. 1. Define KPIs and establish a baseline 2. What is the end goal for the KPIs? 3. Implement tracking and reporting 4. Define strategy and tactics 5. Who will do what by when? 6. Use a system to track it 7. Review wins and losses each quarter 8. Check your ego at the door
  • 30. Transparency: Gaining Buy-in
  • 31. Digital marketing is somewhat predictable Readjust when needed – We can see the problem not the solution Be realistic with expectations
  • 32. 1.Focus on ROI 1.Strategy Before Tactics 1.Differentiation 2.Flawless Execution 1.Transparency
  • 33. Stop Shooting in the Dark Using Web Analytics to Make Smarter Business Decisions Presented by: Zeke Camusio www.DigitalAptitude.com
  • 34. The DA Marketing Dashboard
  • 35. Your Analytics Metrics Real Insight
  • 36. Traffic Sources
  • 37. Landing Pages
  • 38. Channels 6% open rate  Campaign not optimized 
  • 39. Demographic Data
  • 40. Location
  • 41. Funnels
  • 42. Attribution Modeling
  • 43. Attribution Modeling
  • 44. New vs. Returning
  • 45. Device
  • 46. Device
  • 47. Questions
  • 48. Thank You! zeke@DigitalAptitude.com Facebook.com/ZekeCamusio @ZekeCamusio