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1 If you don’t have a goal, then all roads look as good as any other. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
2 Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com • Post Frequency • Competitive Benchmarking • Fan Aquisition • Newsfeed Reach • Social Reach • Search Ranking • Likes and Comments • Earned Media • Email Collection • Coupon Redemption • Purchase • Sharing • Retargeting BUILD AUDIENCE ENGAGEMENT CONVERSION
3 Social ads are about amplifying user actions, not broadcasting creative Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
4 Possible Reasons: Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
5 Social media only works when people can see what you have to say – Put your message everywhere! Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
6 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
7 Download this guide here. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
8 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
9 Identify the core issues you face Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
10 Define your execution strategy Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
11 Test each lever individually with smaller budgets Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
12 Incrementally increase your budget while meeting target metrics Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
13 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
14 What could decrease your organic impressions? Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
15 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
16 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
17 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
18 Facebook and Google both care about fresh, unique, legitimate content. Therefore, when we push out content on Facebook, a lot of it will get indexed by Google because people will share it, tweet it, plus one it, and ultimately cause it to rank. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
19 Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
20 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
21 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
22 Social media success is about pinpoint precision targets Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
How much you should spend depends on your goals. 23 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
Facebook rewards high relevancy by discounting the price you pay for traffic. 24 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
25 Always be targeted, else you risk not seeming both relevant and personal. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
26
27 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com A person is browsing the web for Fuse products. That person goes to Facebook. How Facebook Remarketing Works ... and now they see ads for Fuse throughout Facebook.
28 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
29 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com • Post Frequency • Competitive Benchmarking • Fan Aquisition • Newsfeed Reach • Social Reach • Search Ranking • Likes and Comments • Earned Media • Email Collection • Coupon Redemption • Purchase • Sharing • Retargeting BUILD AUDIENCE ENGAGEMENT CONVERSION
30 20-30% of total marketing should do the trick Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
31 Since social amplifies everything else Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
32 On both Google and Facebook Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
33 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
34 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
35 Thank You! @DennisYu facebook.com/dennisyu Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com

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Stateofsearchpresentation 131118212441-phpapp02

  • 1. 1 If you don’t have a goal, then all roads look as good as any other. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 2. 2 Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com • Post Frequency • Competitive Benchmarking • Fan Aquisition • Newsfeed Reach • Social Reach • Search Ranking • Likes and Comments • Earned Media • Email Collection • Coupon Redemption • Purchase • Sharing • Retargeting BUILD AUDIENCE ENGAGEMENT CONVERSION
  • 3. 3 Social ads are about amplifying user actions, not broadcasting creative Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 4. 4 Possible Reasons: Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 5. 5 Social media only works when people can see what you have to say – Put your message everywhere! Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 6. 6 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 7. 7 Download this guide here. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 8. 8 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 9. 9 Identify the core issues you face Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 10. 10 Define your execution strategy Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 11. 11 Test each lever individually with smaller budgets Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 12. 12 Incrementally increase your budget while meeting target metrics Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 13. 13 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 14. 14 What could decrease your organic impressions? Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 15. 15 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 16. 16 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 17. 17 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 18. 18 Facebook and Google both care about fresh, unique, legitimate content. Therefore, when we push out content on Facebook, a lot of it will get indexed by Google because people will share it, tweet it, plus one it, and ultimately cause it to rank. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 19. 19 Metrics in social should be around share of voice, engagement levels, fan quality, influence, and the lift to other conversion channels. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 20. 20 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 21. 21 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 22. 22 Social media success is about pinpoint precision targets Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 23. How much you should spend depends on your goals. 23 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 24. Facebook rewards high relevancy by discounting the price you pay for traffic. 24 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 25. 25 Always be targeted, else you risk not seeming both relevant and personal. Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 26. 26
  • 27. 27 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com A person is browsing the web for Fuse products. That person goes to Facebook. How Facebook Remarketing Works ... and now they see ads for Fuse throughout Facebook.
  • 28. 28 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 29. 29 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com • Post Frequency • Competitive Benchmarking • Fan Aquisition • Newsfeed Reach • Social Reach • Search Ranking • Likes and Comments • Earned Media • Email Collection • Coupon Redemption • Purchase • Sharing • Retargeting BUILD AUDIENCE ENGAGEMENT CONVERSION
  • 30. 30 20-30% of total marketing should do the trick Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 31. 31 Since social amplifies everything else Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 32. 32 On both Google and Facebook Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 33. 33 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 34. 34 Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com
  • 35. 35 Thank You! @DennisYu facebook.com/dennisyu Twitter: @dennisyu Facebook: fb.com/dennisyu blitzmetrics.com