Instructed by Aaron Kahlow.

1. Social Media, Meet ROI: The
Secrets to the Strategic
Thinking
“Global Trends and Local Tactics”
Aaron Kahlow CEO & Founder
www.OnlineMarketingInstitute.org

2. Aaron Kahlow
Digital Marketer Been There and Done it
Entrepreneur Build Cool Companies
Traveler Why do you Think I’m In Dubai!
Educator How I started OMI
“Always Seeking the Middle Path”

3. Agenda
• Big Picture Global Industry Trends & Research
• The Tactics: From Leading Instructors
– Start with Big Numbers
– Business Impact & Case Study(s)
– Actual Tactics
• The Point The Foundation for Success

4. Reference: Where my Information Comes
• Past/Present Research Partners
• Doing Workshops Around the Globe
• MOSTLY from eLearning Center 100s
Classes from the World’s Top Teacher
www.OnlineMarketingInstitute.Org

5. Big Picture
Research & Trends

6. Where’s the Action

7. Big 3 Trends 2013
• Facebook
• Video
• Mobile

8. FACEBOOK RESEARCH

9. Staggeringly Huge
1 Billion Already

10. What are People Doing On Facebook
40% of Time on News Feed (Highest)

11. VIDEO

12. Video Consumption (peek to future)

13. Video is King

14. CAN’T FORGET MOBILE

16. Bigger Than Computer.. And Social!

17. 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 nondesktop device
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
17

18. WHAT ARE PEERS DOING?

19. Everyone Struggling

20. And, Nodda on Action

21. Research To Action
• Numbers that can NOT be understated,
Amazing Opportunity Time and Place
• Peers “Lack” is YOUR Opportunity
• Now time for Tactics to Execute: BIG Market
share Gains in
– Mobile
– Video
– Facebook

22. A Taste Top Tactics
From the 5 Social Media Classes

23. Tactics Overview
1. Amplification – Facebook Butterfly Effect
2. Attribution – Measurement Reality
3. Video – Biggest Missed Opportunity

24. Warning
These Can NOT Be Done
Without Proper Training

25. #1
POWER OF AMPLIFICATION

26. How it Works

27. Accelerating Reach
“Most Leading Brands
achieved Amplification
of extending Reach of
earned media to Fans
and friends of 50 200% ..
”

28. Driving Audience
“23,000 visitors to site vs.
320,000 to Fans Page”

29. 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)

30. Facebook ROI case study

31. Case Study: leverage OpenGraph

32. The brief
• I want to launch a new contest to gain more
fans
• The last time I did it, it cost me €2 per fan
• Can I get a better cost per fan?
• Our answer: you don’t need a better CPF,
you need more clients and more
exposure for your actual products!

33. The budget
• €25,000 for purchasing ads
• € 10,000 for everything else

34. Leverage OpenGraph

35. Leverage OpenGraph

36. Leverage OpenGraph

37. Leverage OpenGraph
13,436,832 impressions
1,750,000 video views

38. The Return on Investment
• 93,000 « product fans » for free!
• 13,400,000 views on Facebook
• 1,750,000 views of promotional videos
• 16,000 clicks back to the site
• Within 3 months, €45,000 worth of sales
directly attributed to these clicks, probably
(a lot) more indirectly…

39. Beating Edgerank is the key
“ Facebook Page posts reach
16% of their fans, on average ”
What about yours?
39

40. An average is not enough
Yours is somewhere in between…
40

41. How is your page doing?
41

42. How good is your page doing?
To find out, take your smartphone
and go to:
http://barometer.agorapulse.com
42

43. OMI Class #3
POWER OF VIDEO
CISCO STYLE

44. Video Is a Valuable Marketing Asset
View 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
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
44

45. Video Lifts Email Click-through
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
45

46. 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
10 times more
videos are shared on
Facebook vs. Twitter
*Unruly video study, January, 2012
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
46

47. Tech-related Video Downloads Are Not Limited to
the Work Day
S
M
T
W
Th
F
S
92% watch or download tech-related videos during the work week
50% on the
weekends
27% before
normal business
hours
53% during
normal business
hours
61% after normal
business hours
50% on the
weekends
*IDG 2012 study with 6,622 B2B IT decision makers
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
47

48. Search Optimization for Video on
YouTube
• YouTube is the second largest search engine on the
Web. If you’re not placing your video on YouTube, you’re missing out!
• Be consistent– use the keyword at the beginning of the
title, description, and tag
• When tagging on YouTube, the first keyword you use is
weighted most heavily
– Use relevant tags – 2 to 4 keywords – don’t keyword spam
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
48

49. CTAs on YouTube
Paid
• 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
Non-paid
• 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
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
49

50. Class #4
FINALLY, IMPORTANCE OF
ATTRIBUTION

51. The Buy Cycle: Think Touch Points Web, Blog,
Web, Blog,
& Media
Advice from
colleague or
friend
Web, social,
& email
Source: Forrester
Media, &
industry pros

52. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
Keyword 2
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 3
Most advertising tracking systems report and
act on only the last click prior to purchase

53. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
5%
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
10%
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
Keyword 2
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 3
25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
60%

54. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
40%
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
10%
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
Keyword 2
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 3
10%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
40%

55. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
25%
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
25%
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
Keyword 2
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 3
25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
25%

56. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
0%
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
0%
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 2
Keyword 3
0%
100%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
(Last Click)

57. What to do?
TIME TO WRAP

58. Think: Integrated Social Strategy

59. Then Can Execute on the Social Tactics
• Integration must use in all efforts digital. SEO great example
• Amplification increase awareness, conversion & sales NOT JUST Direct
• Iteration Sheryl Sandberg once told me “keep iterating til you get it right”
• Attribution mature your analytics & measure impact and what’s important.

60. Key Takeaways
•
Research Tells Us: We Can’t Afford to Ignore this
and peers still lagging (Opportunity)
•
Tactics Applied correctly have huge business
impact and competitive advantage bar none.
•
Education is the Key, as it is to all world problems.
Fund it, commit to it and it will have the lasting
impact on marketing & career.
•
Opportunity is Huge, don’t let it pass you by.

61. How good is your FB page doing?
DON’T FORGET
http://barometer.agorapulse.com
61

62. Thank You!
Access to Classes or Full Preso
Exchange Cards
www.onlinemarketinginstitute.org
General Questions at “Aaron Kahlow” on Facebook, or LinkedIn

63. Further References
*eConsultancy: Digital Intelligence Briefing
**Comscore: Power of Like 2012
***iMediaConnection: 2012 InfoGraphics
Article & Pew Internet Study