Buying digital media
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Buying digital media

on

  • 674 views

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

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

Statistics

Views

Total Views
674
Views on SlideShare
669
Embed Views
5

Actions

Likes
0
Downloads
2
Comments
0

1 Embed 5

http://www.agencyside.net 5

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • http://www.compete.com/m/client_solutions/

Buying digital media Presentation 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