BMA Chicago - Content + Social - The B-to-B Dynamic Duo by Aaron Kahlow, OMI

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  • What the we see from the Data What we see from people– What we see from folks like you
  • Just in case don’t know OMI:  We educate the world on Digital marketing with eLearning Center primarily of 100s of classes, but also through live workshops both online and in person around the world from Sao Paulo to London; Hong Kong to Berlin,  Hong Kong to Paris, and this week Dubai, Mumbai and Shanghai and of course all over US in over 30 cities. 
  • What the we see from the Data What we see from people– What we see from folks like you
  • And this model of direct and assisted conversion is really importantUnderstanding the multi-touch process of conversion is becoming more attainable.It’s important to understand that this type of data is a direct reflection of how you use a channel.Is Email purely a promotional channel or an engagement channel?How exactly are you using social?How are other people using your content?Or are you just sending out the same promotions to the social channel?And think about email. You use email in many, many different ways
  • Sure, 2% of website traffic convertsAnd at some times during the year that number might get as high as 3%But there is a lot of value in that other 95+%Think about all the different ways that you try to engage your audienceThat manifests itself in new features and content on your siteHaving more measurement around those things is really importantLet’s look at an example
  • BMA Chicago - Content + Social - The B-to-B Dynamic Duo by Aaron Kahlow, OMI

    1. 1. Social Media + Content Marketing = B2B ROI A Special BMA – Chicago Workshop Produced by: www.OnlineMarketingInstitute.org
    2. 2. 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
    3. 3. Aaron Kahlow BIO Background - Built 3 businesses in Digital 1. BtoB Agency of the Year – BusinessOnline 2. Largest Digital Education Event – OMS 1. Now, Global Destination for eLearning – OMI Passion & Expertise • Digital Marketing & Social Media • Education – eLearning Technology
    4. 4. You • Agency or Brand? • Larger or Small ? • Strategy or Tactics? * Most pressing challenge we can help solve today?
    5. 5. Disclaimers 1) All Content is Sourced from OMI eLearning Tutorial Library 2) Tell Why and What… OMI Classes the “How”
    6. 6. Map the World of Social…
    7. 7. Platforms: Where’s the Action
    8. 8. Use Facebook as Example 1 Billion Already
    9. 9. What are People Doing On Facebook 40% of Time on News Feed (Highest)
    10. 10. Bigger Than Computer.. And Social!
    11. 11. 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 nondesktop device © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
    12. 12. Content: Video is King
    13. 13. Pillars to Success • Think platform -website, Facebook, Instagram • Device. Mobile • Think Content – Video, blog, pictures (ex: visual story telling Instagram) Ex: Facebook + Video + Mobile = ROI
    14. 14. Now, Let’s Learn. Starts with Measurement
    15. 15. FUNNEL BROKEN… ALL ABOUT ATTRIBUTION
    16. 16. The Buy Cycle: Think Touch Points Web, Blog, Web, Blog, & Media Advice from colleague or friend Web, social, & email Source: Forrester Media, & industry pros
    17. 17. Class: Social Media Attribution Modeling
    18. 18. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 3 Most advertising tracking systems report and act on only the last click prior to purchase
    19. 19. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 5% Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 10% 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 3 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 60%
    20. 20. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 40% Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 10% 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 3 10% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 40%
    21. 21. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 25% Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 25% 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 3 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 25%
    22. 22. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 0% Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 0% 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 2 Keyword 3 0% 100% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) (Last Click)
    23. 23. Class 2: Social Media ROI – SAP Case Study
    24. 24. It Happens, Just need to track 3/11/11 3/15/11 Google Display Twitter Google Organic 3/23/11 Google Organic Email 3/19/11 Direct Yahoo Organic Google PPC NYT Referral Google PPC Conversion
    25. 25. Follow the Money
    26. 26. Class 3 : Google’s ZMOT for Analytics
    27. 27. Measure Micro Conversion Goals There is value here! These actions lead to your future conversions
    28. 28. Class 5: comScores’ Facebook Amplification Research Review
    29. 29. How it Works
    30. 30. Accelerating Reach “Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 200% .. ”
    31. 31. Driving Audience “23,000 visitors to site vs. 320,000 to Fans Page”
    32. 32. 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)
    33. 33. Class 6: Social Media & Content Marketing Framework
    34. 34. Content Marketing Mothership Digital property you own, like… The Mothership Website Microsite Content Community Blog Use for client/customer interaction, demand generation, lead conversion.
    35. 35. Audience reaches you directly or touches base further out in space. Twitter LinkedIn Mothership YouTube Facebook
    36. 36. Content is your tractor beam.
    37. 37. 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.
    38. 38. RESEARCH/ANALYSIS Objectives Personas Keywords Existing Content Social Data KPIs IDEATION PROCESS Marketing Customer Service Sales Customers Social Crowdsourcing ORGANIZE CONTENT IDEAS Type Topic Medium/Media Target Audience
    39. 39. Class 7: Social Advertising & Retargeting Best Practics
    40. 40. www.OnlineMarketingInstitute.org
    41. 41. What Makes it Cool www.OnlineMarketingInstitute.org
    42. 42. LinkedIn has too www.OnlineMarketingInstitute.org
    43. 43. Give it Some thought .. www.OnlineMarketingInstitute.org
    44. 44. Big Data, Retargeting Using Google Data, FB Data, and Your Data!
    45. 45. Ultimate Cool!!! www.OnlineMarketingInstitute.org
    46. 46. End to End www.OnlineMarketingInstitute.org
    47. 47. Class 8: BtoB Video – Cisco Case Study
    48. 48. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 53
    49. 49. 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 10 times more videos are shared on Facebook vs. Twitter *Unruly video study, January, 2012 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 54
    50. 50. Tech-related Video Downloads Are Not Limited to the Work Day S M T W Th F S 92% watch or download tech-related videos during the work week 50% on the weekends 27% before normal business hours 53% during normal business hours 61% after normal business hours 50% on the weekends *IDG 2012 study with 6,622 B2B IT decision makers © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 55
    51. 51. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56
    52. 52. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 57
    53. 53. CTAs on YouTube Paid • 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 Non-paid • 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 58
    54. 54. Ultimately… Integrated Organization
    55. 55. What to do? TIME TO WRAP
    56. 56. 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
    57. 57. A Moment on Meaningful Change “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
    58. 58. Thank You
    59. 59. Quick Note: The Program • 100s of BtoB Digital/Social Classes • Latest Trends & Best Practices • Certificate Program (request) Card or Aaron@OnlineMarketingInstitute.Org
    60. 60. Thank You

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