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Buying digital media <ul><li>Kimberly Koehly,  </li></ul><ul><li>Director of Channel Sales / EmpowHER </li></ul>
About Me <ul><li>Former VP of Business Development at Sitewire (‘04 to ‘10) </li></ul><ul><li>Current Director of Channel ...
What You Will Learn <ul><li>How to leverage the digital marketing capabilities of content publishers to give your clients ...
Why is this relevant? © 2010 EmpowHER – Company Confidential SEO/PPC expert Front end developer Account Manager Digital st...
1.  How to leverage © 2010 EmpowHER – Company Confidential
Confidential and proprietary. Do not distribute. © EmpowHER, 2010 Original Video, Articles, Slide Shows, Resource Centers,...
Content Sponsorship © 2010 EmpowHER – Company Confidential
Video Production Capabilities © 2010 EmpowHER – Company Confidential
Text Content Creation & Promotion © 2010 EmpowHER – Company Confidential
Audience Polling / Research © 2010 EmpowHER – Company Confidential
Search Engine Optimization <ul><li>SEO Sponsored Conditions </li></ul><ul><li>Bones and Joints </li></ul><ul><li>Degenerat...
Social Media components © 2010 EmpowHER – Company Confidential
Lead Capture © 2010 EmpowHER – Company Confidential
Reporting / Measurement <ul><li>Report Dates: 8/10/2010 – 1/17/2010  </li></ul><ul><li>Display Ads: 300x250, 728x90 and 16...
Reporting / Measurement © 2010 EmpowHER – Company Confidential Chapman Medical Center: Sponsored Articles <ul><li>HERartic...
2).  The right questions to ask <ul><li>What partnership opportunities do you offer? </li></ul><ul><li>What is your pricin...
3). How to leverage learnings <ul><li>Use the date provided! </li></ul><ul><ul><li>Traffic generated from search </li></ul...
Where to find publishers © 2010 EmpowHER – Company Confidential
© 2010 EmpowHER – Company Confidential
© 2010 EmpowHER – Company Confidential
© 2010 EmpowHER – Company Confidential
© 2010 EmpowHER – Company Confidential
General Best Practices <ul><li>Everything is negotiable </li></ul><ul><li>Find publishers/networks who NEED more advertise...
Thank you! <ul><li>Kimberly Koehly </li></ul><ul><li>Director, Channel Sales - EmpowHER </li></ul><ul><li>Certified Partne...
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Buying digital media

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

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  • Transcript of "Buying digital media"

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