Aaron Kahlow - OMI - WebCongress San Francisco 2014

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Aaron Kahlow - OMI - WebCongress San Francisco 2014

  1. 1. Social Media Integration Social, Mobile & Content (Attribution) WEBCONGRESS – SF
  2. 2. Structure for Good Learning I. Why: Big Picture Global Industry Trends & Research II. What: Strategic Framework for Good Social III. How: Topical Tactics & Strategies driving Success *A Moment on Education & Meaningful Change www.OnlineMarketingInstitute.org
  3. 3. Introduction to Me (Save you the B.S) 1. Excellence in Digital & Social Media 2. Importance Learning to Life
  4. 4. Online Marketing Institute • Individual eLearning Library 400+ Classes • Team Training & eLearning Programs • Certification & Career Credentials
  5. 5. Who Are You? What do you Do? Why Are You Here? Your Turn
  6. 6. 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
  7. 7. Disclaimers 1) All Content is Sourced from OMI eLearning Tutorial Library 2) Tell Why and What… OMI Classes the “How”
  8. 8. Source: OMI Classes & WOM Certificate • Content Marketing + Social Media • 7 Tactics for Great Facebook Marketing • SEO Foundations for Future Organic Results • Global Content Marketing Strategies • Google+: Why AuthorRanks is the Future of SEO • Analytics: How to Set up Social and Search Attribution
  9. 9. Map the World of Social…
  10. 10. Platforms: Where’s the Action
  11. 11. Where’s Growth (S. Am) & Plateau (EU)
  12. 12. Facebook Duh… 1.3 Billion Already
  13. 13. What are People Doing On Facebook 40% of Time on News Feed (Highest)
  14. 14. Bigger Than Computer.. And Social!
  15. 15. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 Content: Mobile Video • The percentage of non-desktop video plays more than doubled Quarterly • Viewers are more than twice as likely to complete a video when watching on a non- desktop device
  16. 16. Content: Video is King
  17. 17. All Boils down to: • Think platform -website, Facebook, Instagram • Device. Mobile • Think Content – Video, blog, pictures (ex: visual story telling Instagram) Ex: Facebook + Video + Mobile = ROI
  18. 18. Now, Let’s Learn. Starts with Measurement
  19. 19. FUNNEL BROKEN… ALL ABOUT ATTRIBUTION
  20. 20. The Buy Cycle: Think Touch Points Source: Forrester Advice from colleague or friend Web, Blog, & Media Web, Blog, Media, & industry pros Web, social, & email
  21. 21. Implement Multi-Channel Attribution Keyword 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 2 Keyword 3 Most advertising tracking systems report and act on only the last click prior to purchase Ad 1 Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site. 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour!
  22. 22. Implement Multi-Channel Attribution 60%25%10%5% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 Keyword 3Ad 1 Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site.
  23. 23. Implement Multi-Channel Attribution 40%10%10%40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 Keyword 3Ad 1 Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site.
  24. 24. Implement Multi-Channel Attribution 25%25%25%25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 Keyword 3Ad 1 Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site.
  25. 25. Implement Multi-Channel Attribution 100% ( L a s t C l i c k )0%0%0% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 Keyword 3Ad 1 Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site.
  26. 26. Exercise Back to Sample Campaign 1. Pick Model 2. Weighting 3. Micro and End Conversion Goals
  27. 27. 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
  28. 28. Follow the Money
  29. 29. There is value here! These actions lead to your future conversions Goals Measure Micro Conversion
  30. 30. FACEBOOK AMPLIFICATION
  31. 31. How it Works
  32. 32. Accelerating Reach “Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 - 200% ..”
  33. 33. Driving Audience “23,000 visitors to site vs. 320,000 to Fans Page”
  34. 34. 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)
  35. 35. Exercise Back to Sample Campaign 1. What is Existing Assets 2. How to Amplify 3. What are Engagement Points
  36. 36. Content Marketing Framework What to Do
  37. 37. The Mothership Content Marketing Mothership Digital property you own, like… Website Microsite Content Community Blog Use for client/customer interaction, demand generation, lead conversion.
  38. 38. Mothership Twitter Facebook YouTube LinkedIn Audience reaches you directly or touches base further out in space.
  39. 39. Content is your tractor beam.
  40. 40. Best Practices: 1. Develop strategic brand voice and focus. 2. Establish a content development pipeline. 3. Develop social conversations that support content sourcing, development and promotion. 4. Develop content marketing that lends itself to social distribution & promotion. 5. Lay the breadcrumb trail to measure results.
  41. 41. ORGANIZE CONTENT IDEAS Type Topic Medium/Media Target Audience IDEATION PROCESS Marketing Sales Customer Service Customers Social Crowdsourcing RESEARCH/ANALYSIS Objectives Personas Keywords Existing Content Social Data KPIs
  42. 42. Simple Facebook Use Case Let’s say looking at Brazil
  43. 43. Content Marketing Plan …in the stream 1 2 3 4 Awareness & Storytelling Product Discovery & Exploration Social Amplification Lead Generation
  44. 44. The Reach & Convert Cycle
  45. 45. Create: Launch Page & Lead Page
  46. 46. Social Rich Media Calendar
  47. 47. Facebook Guidance I. Post less, Plan more II. Tie to Good Content Marketing Strategy III. Think about Customer to Activate NEW: Search Update www.OnlineMarketingInstitute.org
  48. 48. Other Big Items MUST DO! Big Data, Retargeting & Author-Rank Integrated SEO !
  49. 49. Ultimate Cool!!! www.OnlineMarketingInstitute.org
  50. 50. End to End www.OnlineMarketingInstitute.org
  51. 51. www.OnlineMarketingInstitute.org
  52. 52. @StevenShattuck | @ChadPollitt Don’t Forget ..SEO TODAY
  53. 53. Google Authorship @StevenShattuck | @ChadPollitt
  54. 54. Authorship » what is it? » Google Authorship ties authors to their content @StevenShattuck | @ChadPollitt
  55. 55. Authorship » what is it? » Google Authorship ties authors to their content » Established Google Authorship is a requisite to building AuthorRank @StevenShattuck | @ChadPollitt
  56. 56. AuthorRank @StevenShattuck | @ChadPollitt
  57. 57. AuthorRank » brief history “We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.” - Othar Hansson (Software Engineer, Google) @StevenShattuck | @ChadPollitt
  58. 58. » AuthorRank is a desired ranking factor » Google plans to take content quality and writer authority into account » Content without established authorship may be at a disadvantage this means » @StevenShattuck | @ChadPollitt
  59. 59. AuthorRank » has come true? » Google already considers other similar ranking signals » AuthorRank is a natural evolution of the social graph » Authors who publish regularly and are seen as authoritative deserve to be rewarded @StevenShattuck | @ChadPollitt
  60. 60. Authorship » rich snippets @StevenShattuck | @ChadPollitt
  61. 61. To Summarize » » AuthorRank is the path » AuthorRank won’t be a magic bullet, but huge advantage » Google Authorship is not the same as AuthorRank » Google+ is first time we’ve ever been told directly by Google, “do this, get ranked”. @StevenShattuck | @ChadPollitt
  62. 62. CASE STUDY – CISCO VIDEO SHOW HOW IT’S DONE RIGHT #3
  63. 63. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 68© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 68© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 68 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
  64. 64. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 69© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 69© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 69 Video Lifts Email Click-through
  65. 65. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 70© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 70© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 70 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 times more videos are shared on Facebook vs. Twitter
  66. 66. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 71© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 71© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 71 Tech-related Video Downloads Are Not Limited to the Work Day 27% before normal business hours 53% during normal business hours 61% after 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
  67. 67. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 72© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 72© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 72 Video Types/Stage of Sales Process Types of Video Productions Definition of Video Type Sales Stage 1. Advertisement High production value Awareness 2. Thought Leadership Talking head or interview Awareness 3. Business Challenges Industry trends Consideration 4. Case Study Customer or Cisco product stories Consideration 5. Demo Product/Solution deep dive Design 6. Technology Solution Multiple product solution Design 7. Video Data Sheet Product specifications Design 8. Training Course curriculum, How-to Post-sale 9. Event Presentation Event All 10. Program Series Program series All 11. Other On location event recording All
  68. 68. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 73© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 73© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 73 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 platforms
  69. 69. © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 74© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 74© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 74 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
  70. 70. Ultimately… Integrated Organization
  71. 71. TIME TO WRAP What to do?
  72. 72. 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
  73. 73. Source 1: OMI Classes & WOM Certificate • Content Marketing + Social Media • 7 Tactics for Great Facebook Marketing • SEO Foundations for Future Organic Results • Global Content Marketing Strategies • Google+: Why AuthorRanks is the Future of SEO • Analytics: How to Set up Social and Search Attribution
  74. 74. Source 2: Digital IQ & Team Assessment
  75. 75. “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 Importance of Learning
  76. 76. Continue the Learning? Come say Hello. If shy, Linked or Facebook is fine too! “Aaron Kahlow”
  77. 77. Thank You
  78. 78. BONUS: The Evolution of SEO @StevenShattuck | @ChadPollitt
  79. 79. @StevenShattuck | @ChadPollitt SEO YESTERDAY
  80. 80. @StevenShattuck | @ChadPollitt SEO TODAY
  81. 81. @StevenShattuck | @ChadPollitt SEO TOMORROW?
  82. 82. @StevenShattuck | @ChadPollitt SEO TODAY
  83. 83. Google Authorship @StevenShattuck | @ChadPollitt
  84. 84. Authorship » what is it? » Google Authorship ties authors to their content @StevenShattuck | @ChadPollitt
  85. 85. Authorship » what is it? » Google Authorship ties authors to their content » Established Google Authorship is a requisite to building AuthorRank @StevenShattuck | @ChadPollitt
  86. 86. AuthorRank @StevenShattuck | @ChadPollitt
  87. 87. AuthorRank » brief history “We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.” - Othar Hansson (Software Engineer, Google) @StevenShattuck | @ChadPollitt
  88. 88. » AuthorRank is a desired ranking factor » Google plans to take content quality and writer authority into account » Content without established authorship may be at a disadvantage this means » @StevenShattuck | @ChadPollitt
  89. 89. AuthorRank » has come true? » Google already considers other similar ranking signals » AuthorRank is a natural evolution of the social graph » Authors who publish regularly and are seen as authoritative deserve to be rewarded @StevenShattuck | @ChadPollitt
  90. 90. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
  91. 91. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
  92. 92. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field 2 » Add rel=author tag to blog Test using the Structured Data Testing Tool: @StevenShattuck | @ChadPollitt
  93. 93. Authorship » rich snippets @StevenShattuck | @ChadPollitt
  94. 94. Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
  95. 95. Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
  96. 96. Authorship » benefits » Increased visibility in SERPs » Higher CTR? » Socializes content » AuthorRank (someday) @StevenShattuck | @ChadPollitt
  97. 97. Authorship » encourages production » Places ownership over content » Helps build author’s personal brand and authority » Creates content champions @StevenShattuck | @ChadPollitt
  98. 98. To Summarize @StevenShattuck | @ChadPollitt
  99. 99. To Summarize » » AuthorRank is the path » AuthorRank won’t be a magic bullet, but huge advantage » Google Authorship is not the same as AuthorRank » Google+ is first time we’ve ever been told directly by Google, “do this, get ranked”. @StevenShattuck | @ChadPollitt
  100. 100. Remember: Pillars to Conversion • First: Think platform -website, Facebook, Instagram • Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram) • Finally, Device. Mobile • Add in Google+ AuthorRank and BOOM! (Facebook + Video + Mobile) * Google+ = ROI
  101. 101. “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
  102. 102. Continue the Learning? New WOMMA/OMI eLearning Programs!
  103. 103. Thank You
  104. 104. Classes • http://www.onlinemarketinginstitute.org/7-elements-of-highly-effective- facebook-marketing/ • http://www.onlinemarketinginstitute.org/classes/social-media-marketing- classes/how-to-make-the-transition-from-social-media-to-social-business/ • Authorrank: Janet Miller • Retargeting: Janet Miller • Twitter Best Pratices: Megan Leap • Content Marketing Planning – Joe P • http://www.onlinemarketinginstitute.org/classes/content- marketing/successful-content-marketing-through-social-media-integration/ • http://www.onlinemarketinginstitute.org/classes/search-engine- marketing/how-to-optimize-social-media-for-search/
  105. 105. Further References *eConsultancy: Digital Intelligence Briefing **Comscore: Power of Like 2012 ***iMediaConnection: 2012 InfoGraphics Article & Pew Internet Study Classes at :http://www.onlinemarketinginstitute.org/soci al-media-marketing/

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