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Buying digital media

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Kimberly Koehly's webinar for agencyside members on Buying Digital Media.

Kimberly Koehly's webinar for agencyside members on Buying Digital Media.

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  • http://www.compete.com/m/client_solutions/
  • Transcript

    • 1. Buying digital media
      • Kimberly Koehly,
      • Director of Channel Sales / EmpowHER
    • 2. About Me
      • Former VP of Business Development at Sitewire (‘04 to ‘10)
      • Current Director of Channel Sales for EmpowHER
      • Certified Whale Hunting Partner
      • Agency Business Development Educator / Speaker
      • Married to an Australian
      • Lover of dachshunds
      • A good partner in a golf scramble
    • 3. What You Will Learn
      • How to leverage the digital marketing capabilities of content publishers to give your clients and your agency more manpower
      • The right questions to ask a publisher to ensure a full-service solution
      • How to use the learnings from a content integration campaign to expand other digital marketing tactics such as search and social wisely
      © 2010 EmpowHER – Company Confidential
    • 4. Why is this relevant? © 2010 EmpowHER – Company Confidential SEO/PPC expert Front end developer Account Manager Digital strategist User Experience specialist Social media guru
    • 5. 1. How to leverage © 2010 EmpowHER – Company Confidential
    • 6. Confidential and proprietary. Do not distribute. © EmpowHER, 2010 Original Video, Articles, Slide Shows, Resource Centers, Provider Profiles, Events Q & A, Special Offers, Client News, Expertise, Programs, Brand/Product, Web Advertising, Condition Programs, Campaigns, SEM, SEO, Audience conversion tools Detailed Analytics, Custom Reports Community/Membership, Groups, Polls/Surveys, Research, Member Profiles, Content Syndication, Social Media integration Partnership Marketing Opportunities
    • 7. Content Sponsorship © 2010 EmpowHER – Company Confidential
    • 8. Video Production Capabilities © 2010 EmpowHER – Company Confidential
    • 9. Text Content Creation & Promotion © 2010 EmpowHER – Company Confidential
    • 10. Audience Polling / Research © 2010 EmpowHER – Company Confidential
    • 11. Search Engine Optimization
      • SEO Sponsored Conditions
      • Bones and Joints
      • Degenerative Disc Disease
      • Herniated Disc
      • Low Back Pain
      • Middle Back Pain
      • Sciatica
      • Spinal Fracture
      • Carpal Tunnel Syndrome
      • Scoliosis
      • Epilepsy
      • Brain Tumor
      • Spondylolisthesis
      • Bulging Disc
      • Lumbar Stenosis
      • Kyphosis
      • Spina Bifida
      • Cervical Myelopathy
      • Spinal Stenosis
      © 2010 EmpowHER – Company Confidential
    • 12. Social Media components © 2010 EmpowHER – Company Confidential
    • 13. Lead Capture © 2010 EmpowHER – Company Confidential
    • 14. Reporting / Measurement
      • Report Dates: 8/10/2010 – 1/17/2010
      • Display Ads: 300x250, 728x90 and 160x600
      • Total Ad Impressions: 187,290
        • Increase of over 100,000 ad impressions in 30 days
      • Total Clicks: 141
      • Click-Through Rate: 0.09%
      © 2010 EmpowHER – Company Confidential Chapman Medical Center: Ad Report
    • 15. Reporting / Measurement © 2010 EmpowHER – Company Confidential Chapman Medical Center: Sponsored Articles
      • HERarticle
      • Article Title:
      • “ Bulging Disc vs. Herniated Disc: What’s The Difference?”
      • Written by: MC Kelby
      • Added to EmpowhER on July 15, 2010
      • Received over 411 page views (8/10/2010 - 1/17/2011)
      • 3 Facebook “likes”
      • 4 retweet on Twitter
    • 16. 2). The right questions to ask
      • What partnership opportunities do you offer?
      • What is your pricing model?
      • What are your digital marketing tactics?
      • Do you guarantee performance?
      • What analytics do you use to track/measure performance?
      • How is your content created?
      • Who owns the assets?
      • Do you have client case studies relevant to me/my client?
      • [If a new category opportunity] – What 1 st to market opportunity can we create to make this a win-win?
      © 2010 EmpowHER – Company Confidential
    • 17. 3). How to leverage learnings
      • Use the date provided!
        • Traffic generated from search
          • Which phrases? Are you optimized for them?
        • Facebook likes, comments, views
        • Twitter retweets
      • Ask for intelligence
        • Highest-traffic content areas
        • Keyword performance by content area
      • Report to YOUR advantage
        • Use YOUR logo
        • Schedule a call with the client to review performance; don’t just email over the fence
      © 2010 EmpowHER – Company Confidential
    • 18. Where to find publishers © 2010 EmpowHER – Company Confidential
    • 19. © 2010 EmpowHER – Company Confidential
    • 20. © 2010 EmpowHER – Company Confidential
    • 21. © 2010 EmpowHER – Company Confidential
    • 22. © 2010 EmpowHER – Company Confidential
    • 23. General Best Practices
      • Everything is negotiable
      • Find publishers/networks who NEED more advertisers (2M or less)
      • Go for the highest VALUE, not the lowest COST
      • Ask for client references (and call them!)
      © 2010 EmpowHER – Company Confidential
    • 24. Thank you!
      • Kimberly Koehly
      • Director, Channel Sales - EmpowHER
      • Certified Partner – The Whale Hunters
      • 602.722.0149
      • [email_address]
      • [email_address]
      • @kimberlykoehly
      • http://www.linkedin.com/in/kimberlykoehly
      © 2010 EmpowHER – Company Confidential

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