Social Media Keynote
TRENDS AND BEST PRACTICES FOR 2014
Is Facebook Big?
Percent of All Site Views
9
8
7
6

5
4
3
2
1
0
Facebook

Google

Twitter

LinkedIn
But here’s an Old guy who really
SHOULDN’T be using Twitter
But here’s an Old guy who really
SHOULDN’T be using Twitter
But here’s an Old guy who really
SHOULDN’T be using Twitter
Who’s On Twitter?
People
Obsessed With
What They're
Eating
Who’s On Twitter?
People
Obsessed With
What They're
Eating

Celebrities
Who’s On Twitter?
People
Obsessed With
What They're
Eating

Celebrities

People
Obsessed With
Celebrities
Who’s On Twitter?
People
Obsessed With
What They're
Eating

Celebrities

People
Obsessed With
Celebrities

People
Obsessed...
Who’s On Twitter?
People
Obsessed With
What They're
Eating

Celebrities

People
Obsessed With
Celebrities
People
Obsessed ...
Who’s On Twitter?
People
Obsessed With
What They're
Eating
People
Obsessed With
Themselves

People
Obsessed With
What
Cele...
Who’s On Twitter?
People
Obsessed With
What They're
Eating
People
Obsessed With
Themselves

People
Obsessed With
What
Cele...
HOW SOCIAL MEDIA
CHANGED IN 2013
Biggest Social Media Changes in
2013
•

•
•
•
•

•
•
•
•
•

•

The increase in Facebook ad spending- more companies, more ...
WHAT STRATEGIES AND
TACTICS ARE MOST
EFFECTIVE NOW?
Stop Reacting. Move Forward.
Is your brand just reacting in social media or
Are you moving forward toward your marketing a...
Comparing Advertising Methods

Generate Demand/
Speed Sales Cycle

• The most effective companies use all
of these, each f...
Content Marketing
Market
Research

Focus on
customers

Find out what
they need

What are
their
obstacles?

What do they
va...
The Most Effective Types of Content
Content Type
•

•

•

•

Several polls of professional marketers report
that some of t...
Success Stories & Limitations
Marketing
LinkedIn Strategy
Search Offer
Advertising on
Strategy
Search Results Page

•

Lin...
Best

Tactics
Salespeople + LinkedIn
1. Prospect with Advanced People Search
2. Get Social Exposure with LinkedIn Groups
3. Reach Out vi...
HOW ARE THE BEST
COMPANIES EXCELING IN
SOCIAL MEDIA MARKETING
AND SALES?
Success Stories
Marketing Strategy
Search Offer
Advertising on
Search Results Page

Facebook Ad ROI is feasible if:

Retar...
Facebook Example: Niche E-Commerce
SuperHeroStuff.com

150% Annual
Revenue Increase
with first year of
new FB page
Facebook Example: Unique Product ECommerce
Baseball Roses
• 473% ROI
Facebook Example: Legal Services
Attorney

$100,000 in fees
from one new case

HOW: Daily posts on Facebook business page
Facebook Example: Restaurant
Fast Food Franchisee
• Grew fans
• Posted about how to get
text message discounts
• Daily tex...
$450k Sale from
LinkedIn +
Traditional
Methods
“We already spent
$100/month on a lead
generation service, but
LinkedIn was way more
valuable.”
MISTAKES COMPANIES MAKE
IN SOCIAL MEDIA
ANALYTICS- INADEQUATE, PLUS HOLDING ALL CHANNELS TO THE SAME STANDARD WITHOUT GOOD...
How People Experience Facebook
Marketing Strategy
Search Offer
Advertising on

• Most people spend most of their time
in t...
Steps Required for Facebook ROI
• Some companies are quick to claim
Facebook has no ROI, but…
• Do they have adequate trac...
THE DOWNSIDE OF ROI
Low hanging fruit is great but…
THE DOWNSIDE OF ROI
…there’s a limited amount of it.
This Is Why We Do Social

SEARCH

Generate Demand/
Speed Sales Cycle

Fulfill Demand

Social

Raise Awareness
The Power of Mindshare
• Coca cola’s brand alone is
valued at $77.8 billion
• What does it mean to a movie
to get Tom Crui...
Where You Reach Facebook Fans
THEIR OWN NEWSFEED

YOUR BRAND’S FACEBOOK PAGE/TAB
Facebook Funnel
How much of my social media converts?

100,000 fans
12,000 reach per post
(EdgeRank effect)
480 web visito...
Funnel Collapse Syndrome
Why do you think engagement is so critical to bottom-line revenue?

100,000 fans
12,000 reach
per...
Profitable Facebook Strategies
• Facebook profitability requires a
plan. Here are several plans
companies are using to ach...
Understanding Your Prospect
Audience
Marketing
Question Strategy

• The best way to reach your audience
on Facebook is via...
What other pages do they like?
What content do
they interact with?
Selling
The Dream
What Amateurs Sell

Product/Service

Features

Benefits

Dream
What Really Sells

Product/Service

Features

Benefits

Dream
How Facebook Sells

Product/Service

Features

Benefits

Dream
Luxury
AWE
Connection
Belonging
FUN
MASTERING THE SALES AND
MARKETING FUNNEL WITH
SOCIAL MEDIA
HOW DIAGNOSE A CLIENT AND PRESCRIBE THE BEST DIGITAL STRATEGIES...
The Best Use of Each Digital Strategy
1.
Raise
awareness

2.
Get website
traffic

White Paper

X

X

Webinars

X

Ebook

S...
Attention

Interest

Desire

Action
MindShare & The Attention Economy
THE PERPETUAL (PRO)MOTION MACHINE

Search
Engines

Remarketing,
Remessaging

SEO/Ads

Social
Websites

Website

Websites
w...
THE PERPETUAL
(PRO)MOTION MACHINE’S BENEFITS
1. Reach people everywhere
2. Appear bigger and more important
3. Get people ...
HOW TO BE COMPETITIVE
AND REMAIN COMPETITIVE
ARE YOU IN A SUPER-COMPETITIVE RED OCEAN? HOW DO YOU MAKE IT
BLUE?
COMPETITIV...
RED & BLUE OCEAN MARKETING
NO PATENT

PATENT

SEARCH MARKETING FOR ROI

FEW SEARCHES; LONG TERM

SOCIAL MARKETING FOR BRAN...
RED & BLUE OCEAN MARKETING
NO PATENT +
NO LOYALTY

NO PATENT BUT
QUALITY + LOYALTY

•
•
•
•

•

PATENT+
QUALITY

RELATIONS...
SCIENCE vs. LAZINESS
A Scientific Approach to Social Marketing
• The risks of big idea, lazy creative, beer
brainstorming, genius solo
• scientific method
• examples of marketing hypoth...
DO SOCIAL MARKETING EXPERIMENTS

OBSERVATION

THEORY

EXPERIMENT

PREDICTION
BEER & BRAINSTORMING
You need more than one idea
Lotsa little tests, 5% of which have
amazing outlier results…
…beat one big idea that fails.
OBSERVATION

THEORY

ANALYZE
RESULTS &
LEARN

EXPERIMENT

PREDICTION

TEST IT

SCIENTIFIC
METHOD

#1

NEW
MARKETING
IDEA

...
Novelty is the fuel that
Social Media Burns
Creativity is…
• Unusual, interesting, stimulating thoughts
• Two old ideas co...
Two old ideas combined in a new way
Listen to your gut
Follow your nose
MEASURING SUCCESS &
CLIENT COMMUNICATION
KEY PERFORMANCE INDICATORS
REPORTING
GEEKS
FOCUSED
Power editor conversion specs and
manual Ocpm bids
But the biggest problem with
digital marketing is…

Analytics doesn’t
create nearly the
omniscience
we’d hoped.
Where is credit due?
Black Box = TV ROI
Black Box = Consumer Brain
BENCHMARKS: SOCIAL B2B

AWARENESS:
Reached

INTEREST:
Clicked

DESIRE:
Submitted
Lead

ACTION:
Purchased

# unique people
...
BENCHMARKS: SOCIAL E-COMM

AWARENESS:
Reached

INTEREST:
Clicked On
Post

DESIRE:
Many
Pageviews

ACTION:
Purchased

# uni...
September Analytics - Facebook
Facebook

Aug-13

Sep-13

Lifetime Total Page
Likes

133,936

152,786

14.07%

Monthly New ...
PediaCare’s Best Performing Posts in September
September 10th, 2013
4,054 Likes
180 Shares
13 Comments
136,960 Impressions...
Best Performing Competitive Posts in September
Our top performing post out performed all of the high engaging posts of the...
September Analytics – Facebook
Advertising
Fan Growth
Performance

Aug-13

Sept 13

Trend

Cost Per Fan

$0.23

$0.25

15,...
Single Dose & Sweepstakes: Fan
Growth Campaign

• Reach: 189,899
• CPM: $3.43
• 2,007 Clicks
• 1,055 Fans
• 757 Other Acti...
Single Dose & Sweepstakes: Promoted Post Campaign

295,606 Reach
$2.73 Cost per 1000 Views
2,952 Actions
$0.27 Mean Cost p...
Promoted Post Ads with Biggest
Reach

80,736 Reach
$0.13 Cost per 1000 Views

124,476 Reach
$0.33 Cost Per 1000 Views

91,...
HOW IS B2B SOCIAL MEDIA
MARKETING DIFFERENT, AND
WHAT WORKS? B2B CASE
STUDIES AND TIPS
How To Make Facebook Go Viral
Based on a research review of 2,953 posts, a total of 31,423 data points

Don’t:
• Talk abou...
Six Kinds of Posts That Are Highly Shared
Give

Offers

Discounts &
Deals

Contests

Advise

Tips

How to

Obstacles

Warn...
On a Page with
less than 10,000
fans, This post
reached 41,334
people (without
advertising).
bit.ly/contagiouscontent
B2B
Marketing
=
Boredom
?
Make it more interesting
Viral bragging
When you win, your customers
win.
You Brag so that
they can brag.
When your
customers brag,
you win.
(In hi...
(You may not
like this post,
but you’re
probably going
to share it.)
FBX AND OTHER
RETARGETING
Traffic without repetition
• Even with great conversion rates
like 4% ecommerce or 30% lead gen
• That means
70% – 96% lea...
Main Principles
Marketing Strategy

•

•

•

•

•

Retargeting is owned media- meaning you own a
list of people that enabl...
THIRD PARTY APPS OR JUST
POWER EDITOR+FACEBOOK
INSIGHTS+ADS REPORT+
GOOGLE ANALYTICS ?
HOW TO PROTECT ROI WHEN
SELLING LOW COST
PRODUCTS
AUDIENCE REQUEST TOPICS
•

B2B TIPS BECAUSE I THINK THERE ARE GOOD CASES FROM B2C IN CZ, BUT I MISS MORE
SUCCESSFUL B2B CA...
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
Brian Carter - Social Media Keynote: Trends and Best practices 2013
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Brian Carter - Social Media Keynote: Trends and Best practices 2013

  1. 1. Social Media Keynote TRENDS AND BEST PRACTICES FOR 2014
  2. 2. Is Facebook Big?
  3. 3. Percent of All Site Views 9 8 7 6 5 4 3 2 1 0 Facebook Google Twitter LinkedIn
  4. 4. But here’s an Old guy who really SHOULDN’T be using Twitter
  5. 5. But here’s an Old guy who really SHOULDN’T be using Twitter
  6. 6. But here’s an Old guy who really SHOULDN’T be using Twitter
  7. 7. Who’s On Twitter? People Obsessed With What They're Eating
  8. 8. Who’s On Twitter? People Obsessed With What They're Eating Celebrities
  9. 9. Who’s On Twitter? People Obsessed With What They're Eating Celebrities People Obsessed With Celebrities
  10. 10. Who’s On Twitter? People Obsessed With What They're Eating Celebrities People Obsessed With Celebrities People Obsessed With Pie Charts
  11. 11. Who’s On Twitter? People Obsessed With What They're Eating Celebrities People Obsessed With Celebrities People Obsessed With What Celebrities Are Eating People Obsessed With Pie Charts
  12. 12. Who’s On Twitter? People Obsessed With What They're Eating People Obsessed With Themselves People Obsessed With What Celebrities Are Eating Celebrities People Obsessed With Celebrities People Obsessed With Pie Charts
  13. 13. Who’s On Twitter? People Obsessed With What They're Eating People Obsessed With Themselves People Obsessed With What Celebrities Are Eating Celebrities People Obsessed With Celebrities People Obsessed With Pie Charts
  14. 14. HOW SOCIAL MEDIA CHANGED IN 2013
  15. 15. Biggest Social Media Changes in 2013 • • • • • • • • • • • The increase in Facebook ad spending- more companies, more dollars. og tags. which are just an em away from omg tags. (open graph tags) Facebooks improvements for advertisers and willingness to create options for businesses. Algorithm adaptations (FB, Google) we've been getting choked down in the stream on FB ... our content is consistent but likes are way down, etc. We've experimented a bit with advertising (and it DOES have a place in the overall marketing picture) but ... if it's cheaper and more effective for the brand to go elsewhere then why stay on FB? Challenges to organic growth being able to do contests, not being able to do contests, being able to do contests again. Paying to have your own fans that you already paid for see you stuff on Facebook. finding that plain text status updates are getting more likes and comments at times. people prefer images and visuals, but Facebook in particular is penalizing pages for posting them. At least right now. strategy • • • • • • • • • Twitter • • • • • Facebook Twitter's huge push into Social TV through smart acquisitions. Twitter has WAY more opportunity in TV than it has in mobile. TV ad dollars make mobile ad spend seem like chump change. Twitter advertising - Kw targeting now. So there's more intent to advertise against now. Other channels • • • • • • Adoption of short-form video by businesses Market oversaturation of tech vendors. Vine, Instragram videos, the trend towards hub/aggregation platforms like RebelMouse, Social TV is the big story this year. Hands down. And a successful Twitter IPO will underscore that. In the immediate future we've been using FB less and Pinterest and other venues more for our clients ... because of the pay to play mentality that FB has. It frankly pisses off our clients and they're heading in a different direction. Pinterest has been kinda huge. GOOG appears to have a new tier of small ad business reps. I have always had clients with Adwords accounts in the $30K - $70K/year range and, pre-2013, never got no never no mind from GOOG. Now I get weekly GOOG consultant AND dev support calls with tips to show me notso-obvious SEO info in my GA and Webmaster tools. They seem to be rewarding me not just for ad spend but for using the entire Googleverse of their tools 24 x 7. Also - and I venture it's related to this "Bind them to our Tool Universe" strategy - whatever the heck is going on with Google PLus and SEO is an area of seriously intense debate. • • • • • • • • • • More B2B companies seriously grappling with the best way to use social media. Realization that social media isn't a magic wand Setting expectations: It's not a direct sales funnel. Stop treating it like a direct response ad and start treating it like a combination of branding, customer service and audience research. Realization that it needs infrastructure and governance. And headcount. "Social CRM" from Facebook and Twitter with Custom Audiences and Lead Gen cards. Brands shifting from "hey everyone, like us!" to "hey, how come everyone is ignoring us?" the emergence of SEO-type tactics, in which the original advice to make a real connection to people is being supplanted by the necessity of playing cat-and-mouse games with selection algorithms. the ability to map and track networks and conversations is emerging as huge (scary) but valuable for marketers. legitimate struggle, which is catering to the ever continuing short attention span of those online, what I call the "Pinterest-ization." People don't want to read much, they want quick and easy...and quick and easy is what they share. So, PR people like me are having to become "graphic artists." I say that very loosely....but having to find ways to make just about everything visual. The importance of visual has always been great, obviously, but even more so now. THANK GOD for things like PicMonkey and now Canva to help those challenged, like me I just try and try again and quit trying to figure it out and test. a lot of B2B companies asking questions/considering jumping into social media. I have had some prelim discussions with a couple as potential clients and they are, frankly, in disbelief that they should have to pay for some of this stuff. I work primarily with med. sized biz and as a sub to a larger agency and the changes in the SEO stuff is pretty scary for the small biz ppl and will nearly guarantee that larger biz will continue to pay agencies who claim to be digital, but have no clue about the real SEO needs of a client. (That's a diff story, though) the whole "ZOMG TEENS AREN'T USING SOCIAL WHY ARE WE HERE?" angst. folks are becoming wise to the so called experts. Sadly, not much. Basic 101 crap is still being seen as thought leadership; we're not really any further forward with innovation than we were in 2012; buzzwords still get seen as a license to charge clients more money for shit they've already been paying for; and stats, analysis and reports are equally praised and debunked in the same breath. Or maybe I'm just cynical in the same old cycles happening every year under a different guise. none of the platforms are technically reliable. Free 3rd party apps are basically a joke, but may have some utility for small businesses. SEO is more important than ever. Building findable quality content that leads action is vital. Advertising works. The smart players wi simply apply tiny social affordances to enable action. Social is an option - and best viewed that way. If it's seen as an absolute "necessity", something is fundamentally wrong at the strategic level. Human beings are now promotional vectors of potential revenue. In other words: Social Media is an illusion of Social. Therefore, marketers who understand this will fair better in the long run.
  16. 16. WHAT STRATEGIES AND TACTICS ARE MOST EFFECTIVE NOW?
  17. 17. Stop Reacting. Move Forward. Is your brand just reacting in social media or Are you moving forward toward your marketing and sales goals? REACTIVE PROACTIVE Monitor keywords Lead conversations with your content Consumers choose conversation space You choose conversation space What are people saying? What are we influencing them to say? Whats going on with my brand? What does my target buyer already like and share? Put out fires Enhance brand perception
  18. 18. Comparing Advertising Methods Generate Demand/ Speed Sales Cycle • The most effective companies use all of these, each for its strength and to make up for the others’ weaknesses. SEARCH • Social strategies are used to increase funnel volume, awareness at the top of the funnel, and loyalty amongst existing customers. Fulfill Demand Social Raise Awareness • Search strategies are used for harvesting buying intent, at the bottom of the sales and marketing funnel.
  19. 19. Content Marketing Market Research Focus on customers Find out what they need What are their obstacles? What do they value? Strategy Audience Goals Measurement Curate Creation Design & Format Write professionally Persuade Edit Promotion Social Search Email Visibility ROI Landing page Close sales Repurpose Remarket
  20. 20. The Most Effective Types of Content Content Type • • • • Several polls of professional marketers report that some of the most effective types of content for B2B lead gen are in-person events, webinars, case studies, research reports, video, white papers and ebooks. The least effective types of content are microsites, articles on other websites, podcasts, digital magazines, and press releases. Ebooks may have a slight edge on white papers, but their style is so different- use white papers for technical and objective papers. Ebooks are longer and more readable. Ebooks are newer than white papers and less technical, so they generate more excitement. All the good content types are time-consuming and demanding in creativity and communication skills. Pros Cons Events High profile, lucrative Very time-consuming and complex Webinars No travel needed. Gets you an email. Need to pay a SME. White Papers Appear to be objective. Gets you an email. There are tons out there and people are tired of them. Ebooks More readable, still exciting. Gets you an email. WTime-consuming. writing and design expense. Video Personable, consumable. Can be retargeted on YouTube. Requires more expertise and design skill to do well. Doesn’t get you an email.
  21. 21. Success Stories & Limitations Marketing LinkedIn Strategy Search Offer Advertising on Strategy Search Results Page • LinkedIn’s biggest limitation compared to other marketing channels is that fewer people use it, they use it less often, and they spend less time on it than Google, Bing, Facebook and Twitter. • Some salespeople create new relationships or warm up and maintain existing ones. This can lead to new deals. When buyers switch companies, LinkedIn helps you stay in touch with them. You can prospect for new opportunities with Advanced People Search if you pay for even the lowest subscription level. • If you start your own Group, don’t let everyone in, or eventually your moderation time to filter out irrelevant and spammy posts will be too great. Key Performance Indicator Pros Current Awareness LevelCons ROI Secondary Metrics Monthly Cost Complexity Revenue, Conversion rate, CTR, Visits, Quality score Easy, can access the most Few people watch their LI High Low ROI Revenue, Visits $0 active LI users newsfeeds Facebook Advertising ROI Revenue, Visits Nice way to brand your LinkedIn $0 High Posts go into the barely read Revenue, Visits require ads to Low but may Windows Server Hosted company’s presence on LinkedIn Advertising ROI newsfeed grow followers Company Page LinkedIn Twitter Advertising ROI Revenue, Visits SQL Database Hosted High Moderators may not approve, Low Revenue, Other People’s Marketing LinkedIn Content Easy to pop in and participate ROI way to reach members off no $0 Emails acquired Groups of LinkedIn Hosted Desktop Med/Low Medium Revenue, Attendees, Emails Webinars ROI Your own acquired Control of what’s posted, can Time taken to moderate $0 but may require ads to email grow LinkedIn Group App Monitoring and Management everyone weekly Medium posting and commenting Medium/High membership Organic pageviews On Page SEO Revenue Organic visits Accurate job title, industry, Small ad size, not shown Visits, Legacy Apps Medium everywhere on the site, not Medium $300 minimum company size and other Revenue Self-Serve Ads Email Marketing targeting. enough impressions or clicks CTR, Open rate LinkedIn Groups Revenue Visits, Group size Hosted Business Apps Medium Medium Retargeting ads Newsfeed Posting Websites-as-a-Service More interactive and visible Revenue Facebook Posting to Fans than self-serve ads Med/Low Twitter Tweeting Revenue Premium Ads Business Continuity Minimum spend 5 figure minimum Interaction rate, reach monthly Medium/High commitment spend Unique visits Landing Page Optimization Revenue per Visitor Conversion Rate LinkedIn Advanced Find your prospects with many Must opt in to at least lowest Medium Database-as-a-Service accurate search criteria Med/Low like $19.95 minimum Revenue, Emails acquired, People Search Ebook ROI paid subscription plan job title, company name, etc. pageviews, social activity Prospecting
  22. 22. Best Tactics
  23. 23. Salespeople + LinkedIn 1. Prospect with Advanced People Search 2. Get Social Exposure with LinkedIn Groups 3. Reach Out via InMail or Email This takes a cold call and doesn’t just warm it up- it makes it hot!
  24. 24. HOW ARE THE BEST COMPANIES EXCELING IN SOCIAL MEDIA MARKETING AND SALES?
  25. 25. Success Stories Marketing Strategy Search Offer Advertising on Search Results Page Facebook Ad ROI is feasible if: Retargeting ads Websites-as-a-Service Facebook Advertising Windows Server Hosted LinkedIn Advertising • An owned media strategy like fans, emails or retargeting is included. • Facebook ads are adequately tested, understanding and learning about your prospect audience. • Facebook ad managers are adequately trained. Twitter Advertising Key Performance Indicator Current Awareness Level ROI Low Revenue, Visits ROI Revenue, Visits High ROI Low Revenue, Visits ROI Revenue, Visits High Hosted Desktop Med/Low Webinars App Monitoring and Management On Page SEO Legacy Apps Email Marketing LinkedIn Groups Hosted Business Apps Facebook Posting to Fans Business Continuity Twitter Tweeting Landing Page Optimization Database-as-a-Service Ebook CTR, Visits, Quality score High ROI SQL Database Hosted Content Marketing Secondary Metrics Complexity Revenue, Conversion rate, ROI ROI Medium Revenue Low Revenue, Emails acquired Medium Revenue, Attendees, Emails acquired Medium/High Organic pageviews Organic visits Medium Revenue Visits, Medium CTR, Open rate Revenue Medium Visits, Group size Medium Revenue Interaction rate, reach Revenue Unique visits Med/Low Revenue per Visitor Med/Low ROI Medium/High Conversion Rate Medium Revenue, Emails acquired, pageviews, social activity
  26. 26. Facebook Example: Niche E-Commerce SuperHeroStuff.com 150% Annual Revenue Increase with first year of new FB page
  27. 27. Facebook Example: Unique Product ECommerce Baseball Roses • 473% ROI
  28. 28. Facebook Example: Legal Services Attorney $100,000 in fees from one new case HOW: Daily posts on Facebook business page
  29. 29. Facebook Example: Restaurant Fast Food Franchisee • Grew fans • Posted about how to get text message discounts • Daily text message discounts for 30 days • $65,000 additional revenue
  30. 30. $450k Sale from LinkedIn + Traditional Methods
  31. 31. “We already spent $100/month on a lead generation service, but LinkedIn was way more valuable.”
  32. 32. MISTAKES COMPANIES MAKE IN SOCIAL MEDIA ANALYTICS- INADEQUATE, PLUS HOLDING ALL CHANNELS TO THE SAME STANDARD WITHOUT GOOD ANALYTICS NO CLEAR STRATEGYSTRATEGY WITH/WITHOUT FANS WHAT ARE THE BIGGEST MISTAKES THAT PREVENT FACEBOOK MARKETING ROI? LINKEDIN MISTAKES
  33. 33. How People Experience Facebook Marketing Strategy Search Offer Advertising on • Most people spend most of their time in the Newsfeed • Only about 1% fans go back to your actual facebook page per month. • Few fans see tabs or sapplets and interact with them, unless you use ads to send them there. • Not all fans see all your page’s posts in their newsfeed. • The average page’s posts are seen by 10-15% of its fans. This number may be closer to 1-2% for pages with millions of fans. This is why posts must be promoted with ads. Search Results Page Retargeting ads Websites-as-a-Service Facebook Advertising Windows Server Hosted LinkedIn Advertising Twitter Advertising Key Performance Indicator Current Awareness Level ROI NEWSFEED High ROI Revenue, Visits Low Revenue, Visits ROI Revenue, Visits Hosted Desktop Med/Low App Monitoring and Management On Page SEO Legacy Apps Email Marketing LinkedIn Groups Hosted Business Apps Facebook Posting to Fans Business Continuity Twitter Tweeting Landing Page Optimization Database-as-a-Service Ebook ADVERTISING Low Revenue, Visits ROI High Webinars CTR, Visits, Quality score High ROI SQL Database Hosted Content Marketing Secondary Metrics Complexity Revenue, Conversion rate, ROI ROI Medium Revenue Low Revenue, Emails acquired Medium Revenue, Attendees, Emails acquired Medium/High Organic pageviews Organic visits Medium Revenue Visits, Medium CTR, Open rate Revenue Medium Visits, Group size Medium Revenue Interaction rate, reach Revenue Unique visits Med/Low Revenue per Visitor Med/Low ROI Medium/High Conversion Rate Medium Revenue, Emails acquired, pageviews, social activity
  34. 34. Steps Required for Facebook ROI • Some companies are quick to claim Facebook has no ROI, but… • Do they have adequate tracking? • Are they giving credit to the first marketing touch, not just the last? • Do they have a complete strategy for monetizing Facebook? • There are at least five ways you can accidentally sabotage your own Facebook success. This chart demonstrates the five things you need to get right to have a chance at Facebook ROI. Goal Requirements Reach the right people Are you targeting people who are good prospects for your business? What percentage of your targets are good prospects? Reach enough people What is your advertising reach? Do you have enough fans? How many potential customers are out there for you and how does that compare to your fan count? Persuade/connect Are your Facebook posts connecting with them emotionally? Are they responding with likes, comments and shares? Do you have a plan for persuading prospects? Reach repeatedly How many of your fans see your Facebook posts? You will need to be visible to 10-100 times as many people as you want to become customers. Are you getting their email addresses and reaching out? Are you using retargeting? Convert to sales Are you generating leads and following up on them? Is your sales team effective? Is your website effective? Is it easy for people to buy? From website traffic, your lead conversion rate should be at least 10-20% and your sales conversion rate should be at least 1%.
  35. 35. THE DOWNSIDE OF ROI Low hanging fruit is great but…
  36. 36. THE DOWNSIDE OF ROI …there’s a limited amount of it.
  37. 37. This Is Why We Do Social SEARCH Generate Demand/ Speed Sales Cycle Fulfill Demand Social Raise Awareness
  38. 38. The Power of Mindshare • Coca cola’s brand alone is valued at $77.8 billion • What does it mean to a movie to get Tom Cruise or Bruce Willis? • Who is your first choice for: • • • • • Buying a beverages? Listening to music? Internet search? Watching an online video? Buying a book? • How much would it profit you to be top of mind among your prospects?
  39. 39. Where You Reach Facebook Fans THEIR OWN NEWSFEED YOUR BRAND’S FACEBOOK PAGE/TAB
  40. 40. Facebook Funnel How much of my social media converts? 100,000 fans 12,000 reach per post (EdgeRank effect) 480 web visitors per post 24 leads per post Visible to 12% of fans 4% Click 20% become leads
  41. 41. Funnel Collapse Syndrome Why do you think engagement is so critical to bottom-line revenue? 100,000 fans 12,000 reach per post 480 web visitors per post 24 leads per post 100,000 fans Visible to Visible to 12% of 3% of fans fans 4% Click 20% become leads 3,000 reach per post 120 interactions or web visitors per post 6 leads per post
  42. 42. Profitable Facebook Strategies • Facebook profitability requires a plan. Here are several plans companies are using to achieve profits. • Some use fans and posting to fans • Some use retargeting instead of fans • Some use lead gen via content marketing and follow up with sales people. • Multiple steps, and some form of owned media (fans, email, retargeting) is required to consistently create sales. Ads Fans Posts Website Sales Ads Website Retargeting Website Sales Ads Website Content lead gen Email Sales
  43. 43. Understanding Your Prospect Audience Marketing Question Strategy • The best way to reach your audience on Facebook is via ad targeting • Facebook ad targeting gives you new opportunities and new targeting criteria • This requires knowing more and knowing different things about your customers and prospects than you have in the past. Use the audience analysis to go deeper. • Facebookize is a process for making your Facebook presence better fit your prospect audience. • Keep track of the interests that generate your Facebook fanbase and use that info when creating posts. Search Offer Advertising on Search What are you Results Page selling? Retargeting ads Websites-as-a-Service Who buys it? Facebook Advertising Windows Server Hosted LinkedIn Advertising Demographic? Twitter Advertising SQL Database Hosted Location? Content Marketing Hosted Job Title? Desktop Webinars Workplace? App Monitoring and Management On Page SEO Lifestyle Legacy Apps Email Marketing Concerns, worries LinkedIn Groups Hosted Business Apps Facebook Posting to Fans Magazines, books Business Continuity Twitter Tweeting TV shows, movies Optimization Landing Page Database-as-a-Service Ebook Dreams, aspirations Answer Key Performance Indicator 1. What do you Current Awareness Level sell/offer? ROI Secondary Metrics Complexity • Revenue, Conversion rate, CTR, Visits, Quality score High ROI 2. Who buys it? ROI Low Revenue, Visits • High ROI ROI 3. What's unique about High ROI them? Med/Low ROI 4. What’s their lifestyle? Medium Low Revenue, Visits Revenue, Visits • Medium Medium/High Organic pageviews Organic visits • Visits, Medium CTR, Open rate Visits, Group size Medium • Revenue per Visitor 7. Put Med/Low all that into images ROI and copy. Low Revenue, Emails acquired Revenue, Attendees, Emails acquired • Revenue 5. What else do Medium people these Revenue like? Revenue Medium 6. What dreams Revenue are Med/Lowyou Revenue empowering? Revenue, Visits Interaction rate, reach Medium/High Unique visits Conversion Rate • Medium Revenue, Emails acquired, pageviews, social activity
  44. 44. What other pages do they like?
  45. 45. What content do they interact with?
  46. 46. Selling The Dream
  47. 47. What Amateurs Sell Product/Service Features Benefits Dream
  48. 48. What Really Sells Product/Service Features Benefits Dream
  49. 49. How Facebook Sells Product/Service Features Benefits Dream
  50. 50. Luxury
  51. 51. AWE
  52. 52. Connection
  53. 53. Belonging
  54. 54. FUN
  55. 55. MASTERING THE SALES AND MARKETING FUNNEL WITH SOCIAL MEDIA HOW DIAGNOSE A CLIENT AND PRESCRIBE THE BEST DIGITAL STRATEGIES AHEAD OF TIME (BOTH B2C AND B2B)- HOW DO YOU FIGURE OUT WHERE YOUR COMPANY IS BLOCKED? WHICH STRATEGIES ARE BEST FOR IMPROVING EACH PART OF YOUR SALES FUNNEL- WHICH STRATEGIES ARE BEST AT WHAT PARTS OF THE SALES FUNNEL? FUNNEL FORCE - WHICH DIGITAL STRATEGIES HAVE THE MOST SALES-CONVERTING POWER? WHAT ARE THE KPI’S FOR EACH STAGE? INCREASE YOUR CHANCES OF ACHIEVING ROI AND IMPROVE OVERALL REVENUE HOW DO YOU INCREASE AWARENESS & MINDSHARE OF YOUR COMPANY? PERPETUAL PROMOTION MACHINE
  56. 56. The Best Use of Each Digital Strategy 1. Raise awareness 2. Get website traffic White Paper X X Webinars X Ebook Strategy 3. Repeat exposure, mindshare 4. Generate leads 5. Close the sale or Ecommerce Key Performance Indicator Key Funnel Metric X ROI Emails Acquired X X ROI Emails Acquired X X X ROI Emails Acquired FB Ads X X X X ROI Cost per Click or Fan Twitter Advertising X X X X ROI Cost per Click or Follower LinkedIn Groups X X X X Revenue Website Visits, Leads Facebook Posting to Fans X X X Revenue Interaction Rate Twitter Tweeting X X X Revenue Website Visits On Page SEO X X Revenue Website Visits Email Marketing X Search Advertising on Search Results Page X X Revenue Clickthrough Rate X X X ROI ROI or Lead Conv. Rate LinkedIn Advertising X X ROI Emails Acquired Retargeting ads X Landing Page Optimization X X X X ROI Clickthrough Rate X X Revenue Conversion Rate
  57. 57. Attention Interest Desire Action
  58. 58. MindShare & The Attention Economy
  59. 59. THE PERPETUAL (PRO)MOTION MACHINE Search Engines Remarketing, Remessaging SEO/Ads Social Websites Website Websites with Ads Posts/Ads
  60. 60. THE PERPETUAL (PRO)MOTION MACHINE’S BENEFITS 1. Reach people everywhere 2. Appear bigger and more important 3. Get people to come back to your website over and over again 4. Remain number one in your potential customers’ minds 5. Get the most sales out of every advertising dollar you spend
  61. 61. HOW TO BE COMPETITIVE AND REMAIN COMPETITIVE ARE YOU IN A SUPER-COMPETITIVE RED OCEAN? HOW DO YOU MAKE IT BLUE? COMPETITIVE ADVANTAGES EVEN FOR PROFITABLE COMPANIES. LEARNING FROM COMPETITORS
  62. 62. RED & BLUE OCEAN MARKETING NO PATENT PATENT SEARCH MARKETING FOR ROI FEW SEARCHES; LONG TERM SOCIAL MARKETING FOR BRANDING & LOYALTY RAISE AWARENESS ASAP
  63. 63. RED & BLUE OCEAN MARKETING NO PATENT + NO LOYALTY NO PATENT BUT QUALITY + LOYALTY • • • • • PATENT+ QUALITY RELATIONSHIP MAINTENANCE CUSTOMER SERVICE QUALITY ASSURANCE ADVERTISING/ REMARKETING OWNED MEDIA: EMAIL/FAN PAGES SEARCH MARKETING FOR ROI MAINTAIN & INCREASE MINDSHARE AND VISIBILITY FEW SEARCHES; LONG TERM SOCIAL MARKETING FOR BRANDING & LOYALTY INCREASE AFFINITY + SATISFACTION RAISE AWARENESS ASAP
  64. 64. SCIENCE vs. LAZINESS A Scientific Approach to Social Marketing
  65. 65. • The risks of big idea, lazy creative, beer brainstorming, genius solo • scientific method • examples of marketing hypotheses • continuous improvement - track analyze optimize improve • keep learning about your audience • Scientific method testing = open minded • You think it doesn’t work? Prove it
  66. 66. DO SOCIAL MARKETING EXPERIMENTS OBSERVATION THEORY EXPERIMENT PREDICTION
  67. 67. BEER & BRAINSTORMING
  68. 68. You need more than one idea
  69. 69. Lotsa little tests, 5% of which have amazing outlier results…
  70. 70. …beat one big idea that fails.
  71. 71. OBSERVATION THEORY ANALYZE RESULTS & LEARN EXPERIMENT PREDICTION TEST IT SCIENTIFIC METHOD #1 NEW MARKETING IDEA EXPECTED EFFECT MARKETING OPTIMIZATION #2 ANALYZE RESULTS MARKETIN G IDEA ANALYZE RESULTS MARKETIN G IDEA ANALYZE RESULTS MARKETIN G IDEA ANALYZE RESULTS MARKETIN ANALYZE G IDEA RESULTS MARKETIN G IDEA ANALYZE RESULTS MARKETIN G IDEA ANALYZE RESULTS MARKETIN ANALYZE G IDEA RESULTS MARKETIN G IDEA TEST IT #3 MARKETIN ANALYZE G IDEA RESULTS EXPECTED TEST IT EFFECT EXPECTED EFFECT TEST IT EXPECTED EFFECT TEST IT EXPECTED EFFECT TEST IT EXPECTED TEST IT EFFECT EXPECTED EFFECT TEST IT EXPECTED EFFECT TEST IT EXPECTED TEST IT EFFECT EXPECTED EFFECT CONTINUOUS OPTIMIZATION
  72. 72. Novelty is the fuel that Social Media Burns Creativity is… • Unusual, interesting, stimulating thoughts • Two old ideas combined in a new way (Mihaly Csikszentmihalyi) • Humor as novelty – people laugh because of new neural connections
  73. 73. Two old ideas combined in a new way
  74. 74. Listen to your gut
  75. 75. Follow your nose
  76. 76. MEASURING SUCCESS & CLIENT COMMUNICATION KEY PERFORMANCE INDICATORS REPORTING
  77. 77. GEEKS
  78. 78. FOCUSED
  79. 79. Power editor conversion specs and manual Ocpm bids
  80. 80. But the biggest problem with digital marketing is… Analytics doesn’t create nearly the omniscience we’d hoped.
  81. 81. Where is credit due?
  82. 82. Black Box = TV ROI
  83. 83. Black Box = Consumer Brain
  84. 84. BENCHMARKS: SOCIAL B2B AWARENESS: Reached INTEREST: Clicked DESIRE: Submitted Lead ACTION: Purchased # unique people reached by FB page and ads over last 28 days CTR & Number of clicks on post or to website/hub Lead conversion rate, cost per lead Conversion rate, ROI, Revenue e.g. 5 million 1-5% CTR for posts, 0.1-0.5% CTR for ads 5-30% CR, target lead cost 5% CR, >100% ROI
  85. 85. BENCHMARKS: SOCIAL E-COMM AWARENESS: Reached INTEREST: Clicked On Post DESIRE: Many Pageviews ACTION: Purchased # unique people reached by FB page and ads over last 28 days CTR & Number of clicks on post or to website/hub High pageviews per user, many return visits, low bounce rate Conversion rate, ROI, Revenue e.g. 5 million 1-5% CTR for posts, 0.1-0.5% CTR for ads <50% bounce rate 1% CR, >100% ROI
  86. 86. September Analytics - Facebook Facebook Aug-13 Sep-13 Lifetime Total Page Likes 133,936 152,786 14.07% Monthly New Page Likes 16,173 18,354 12.48% Monthly Post Likes 18,477 15,979 13% Monthly Comments 767 366 52% Monthly Post Shares 2,376 803 Comparing August to September Trend 66% Facebook Competitive Benchmarking 10.01.13 PediaCare • With the launch of Single Dose we have focused our spend on increasing page Likes and Fans. • We’ve increased page Likes by 12% this month reaching 18,000 new fans! Little Remedies Children's Advil Hyland's Teething Tablets Tylenol Fan Count 154,931 123,050 413,772 33,430 10,874 Fan Growth/Period +18,354 +20,448 +6,143 +158 +60 Monthly # of Posts 43 35 32 115 13 15,979 9,306 1,922 18,677 123 Monthly Comments 366 146 167 638 3 Monthly Shares 803 1,052 755 10,632 2 Comparing PediaCare to the Competition As of September1st Monthly Likes of Posts • PediaCare has the second top Fan count. • Hyland’s continues to make 2-5 posts daily, which leads to having 29,947 fan interactions, while our other competitors have roughly 2,000–11,000 interactions
  87. 87. PediaCare’s Best Performing Posts in September September 10th, 2013 4,054 Likes 180 Shares 13 Comments 136,960 Impressions September 27th, 2013 2,303 Likes 43 Comments 195 Shares 250,624 Impressions Insight: Parents are charmed by their children’s naiveté Opportunity: We do a series on popular kid beliefs featuring one a month and encourage parents to share their own. September 27th, 2013 2,108 Likes 3 Comments 18 Shares 76,320 Impressions
  88. 88. Best Performing Competitive Posts in September Our top performing post out performed all of the high engaging posts of the competitor brands. Hyland’s Teething Tablets (Sept 17th) 854 Likes 152 Comments 1,527 Shares Little Remedies (Sept 12th) 755 Likes 14 Comments 56 Shares They’ve reposted this on October 4th Children’s Advil (Sept 8th) 393 Likes 13 Comments 481 Shares
  89. 89. September Analytics – Facebook Advertising Fan Growth Performance Aug-13 Sept 13 Trend Cost Per Fan $0.23 $0.25 15,068 17,729 +18% 2,229,032 3,568,613 We achieved a “brand best” in September, acquiring 17,729 new fans in 1 month. • We’re thrilled to have reached 3.5 million people in September! • Cost per Fan did rise by $0.02 due to more expensive ad placement & fan targeting used to support Single Dose launch & Sweepstakes, where average CPF was $0.61. +8% Fans Gained • 60% People Reached
  90. 90. Single Dose & Sweepstakes: Fan Growth Campaign • Reach: 189,899 • CPM: $3.43 • 2,007 Clicks • 1,055 Fans • 757 Other Actions • Average CPC $0.32 • Average CPF $0.61
  91. 91. Single Dose & Sweepstakes: Promoted Post Campaign 295,606 Reach $2.73 Cost per 1000 Views 2,952 Actions $0.27 Mean Cost per Action
  92. 92. Promoted Post Ads with Biggest Reach 80,736 Reach $0.13 Cost per 1000 Views 124,476 Reach $0.33 Cost Per 1000 Views 91,339 Reach $3.50 Cost per 1000 views 8,458 Actions $0.03 Cost per Action Great Cost per Action as well. 86,498 Reach $3.32 Cost per 1000 Views 3,997 Actions $0.07 Cost per Action
  93. 93. HOW IS B2B SOCIAL MEDIA MARKETING DIFFERENT, AND WHAT WORKS? B2B CASE STUDIES AND TIPS
  94. 94. How To Make Facebook Go Viral Based on a research review of 2,953 posts, a total of 31,423 data points Don’t: • Talk about yourself • Be edgy or offensive • Be obscure or niche • Ask for likes Do: • Give • Advise • Warn • Amuse • Inspire • amaze Download this free ebook!
  95. 95. Six Kinds of Posts That Are Highly Shared Give Offers Discounts & Deals Contests Advise Tips How to Obstacles Warn Dangers News Coming Soon Amuse Funny pictures and quotes Nonoffensive General audience Inspire Inspirational quotes Motivate Coach Amaze Pictures Facts Stories
  96. 96. On a Page with less than 10,000 fans, This post reached 41,334 people (without advertising).
  97. 97. bit.ly/contagiouscontent
  98. 98. B2B Marketing = Boredom ?
  99. 99. Make it more interesting
  100. 100. Viral bragging When you win, your customers win. You Brag so that they can brag. When your customers brag, you win. (In highly competitive niches, brand loyalty is the same as ego and vanity)
  101. 101. (You may not like this post, but you’re probably going to share it.)
  102. 102. FBX AND OTHER RETARGETING
  103. 103. Traffic without repetition • Even with great conversion rates like 4% ecommerce or 30% lead gen • That means 70% – 96% leave your site without doing anything • Traffic without a repeat visibility strategy is expensive + inefficient
  104. 104. Main Principles Marketing Strategy • • • • • Retargeting is owned media- meaning you own a list of people that enables you to reach them repeatedly. Other examples of owned media include mailing lists, email lists, text messaging lists and facebook fans. There is a marketing axiom that people must see an ad or marketing message multiple times before they want to buy. My clients have found that Facebook ad traffic alone doesn’t lead to sales, but when you combine it with email or retargeting, then you get the sales. Retargeting works by placing a cookie on the user’s computer. In Europe there are more regulations on privacy issues, so if you operate there, check the laws of each country in regard to cookies. You may want to cap (set a maximum) for the number of ad impressions each person will seefor example, you can say I don’t want anyone to see my ad more than five times per day. Search Offer Advertising on Search Results Page Retargeting ads Websites-as-a-Service Facebook Advertising Windows Server Hosted LinkedIn Advertising Twitter Advertising Key Performance Indicator Current Awareness Level ROI High ROI ROI High ROI CTR, Visits, Quality score 1. Facebook ads to job title ROI SQL Database Hosted High Hosted Desktop Med/Low Content Marketing Webinars App Monitoring and Management On Page SEO Legacy Apps Email Marketing LinkedIn Groups Hosted Business Apps Facebook Posting to Fans Business Continuity Twitter Tweeting Landing Page Optimization Database-as-a-Service Ebook ROI ROI 2. Landing Medium Revenue Pages Medium Revenue Revenue Medium 3. Search ad remarketing Revenue Med/Low Revenue Revenue per Visitor Med/Low ROI Secondary Metrics Complexity Revenue, Conversion rate, Low Revenue, Visits Revenue, Visits Low Revenue, Visits Revenue, Visits Low Revenue, Emails acquired Medium Revenue, Attendees, Emails acquired Medium/High Organic pageviews Organic visits Visits, Medium CTR, Open rate Visits, Group size 1. LinkedIn Medium ads torate, reach Interaction job Medium/High title Unique visits Conversion Rate Medium Revenue, Emails acquired, pageviews, social activity
  105. 105. THIRD PARTY APPS OR JUST POWER EDITOR+FACEBOOK INSIGHTS+ADS REPORT+ GOOGLE ANALYTICS ?
  106. 106. HOW TO PROTECT ROI WHEN SELLING LOW COST PRODUCTS
  107. 107. AUDIENCE REQUEST TOPICS • B2B TIPS BECAUSE I THINK THERE ARE GOOD CASES FROM B2C IN CZ, BUT I MISS MORE SUCCESSFUL B2B CASES AND TIPS. • HOW TO MONETIZE AND RUN SUCCESSFUL CAMPAIGNS FOR LOW PRICED PRODUCTS ON FACEBOOK WHICH NEEDS HIGHER CONVERSION, CORRELATION WITH REMARKETING • WHICH KPI´S YOU MEASURE FOR ECOMMERCE CLIENTS AND HOW DOES YOUR MONTHLY ROI REPORT LOOK LIKE. I MEAN FOR CLIENT, WHO DOESNT UNDERSTAND FACEBOOK AT ALL. • ADVANCED FBX STRATEGIES OR SOME THIRD PART APPS TO MANAGE ADS OR FOR INSIGHTS, YOU USE AND CAN RECOMMEND FOR SMALL OR MIDDLE SIZE BUSINESS OWNERS? OR DO YOU JUST USE POWER EDITOR+FACEBOOK INSIGHTS+ADS REPORT+ GOOGLE ANALYTICS ?

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