Building a Brand Through
Social Media
10 Mistakes Brands Make in
Their Social Media Efforts
Mistake #1:
Not understanding that each platform
is different
1.19 billion monthly users
80% are not from the US and Canada
300 million photographs are
uploaded each day
Posts and page...
140 characters
400 million tweets sent per day
Source for news and information
68% are women
Half of these women are mothers
5 million “article pins” per day
70 million registered users
Over 3 million companies that have
Company Pages
Nearly 3 times the conversion rate
of Facebook or Twitter
Over 150 million monthly active users
55 million images are posted each day
Mistake #2:
Not understanding how the consumer
of today is different from the
consumer of the past
Mistake #3:
Not believing in the value that social
media can provide a brand
Mistake #4:
Not using available data to make
informed, strategic decisions
Mistake #5:
Not being able to adapt to a changing
market
Mistake #6:
Being inconsistent
Mistake #7:
Not being true to the brand
Mistake #8:
Not listening to your customers or
yourself
Mistake #9:
Being too pushy
Mistake #10:
Creating crappy content
The 5 Elements of Successful
Digital Marketing Campaigns
The 5 Elements of Successful
Digital Marketing Campaigns
1.Focus on ROI
1.Strategy Before Tactics
1.Differentiation
2.Flawless Execution
1.Transparency
Focus on ROI:
Key Metrics to Measure
Return on Investment
Revenue vs. profit
Cost Per Conversion
Time and money restrictions
Tracking is critical
Traffic ACR
Acquisition Conversion Retention
SEO Design Remarketing
AdWords A/B testing Email marketing
Social User testin...
Strategy Before Tactics
Strategy Tactic
The overall objective How to accomplish the objective
Often implied An incorrect starting point
Increase C...
Differentiation:
Standing Out from the Competition
Stay in Front of Your Customers
Flawless Execution: Turning
Ideas into Action
1. Define KPIs and establish a baseline
2. What is the end goal for the KPIs?
3. Implement tracking and reporting
4. Defin...
Transparency:
Gaining Buy-in
Digital marketing is somewhat predictable
Readjust when needed – We can see the problem
not the solution
Be realistic with...
1.Focus on ROI
1.Strategy Before Tactics
1.Differentiation
2.Flawless Execution
1.Transparency
Stop Shooting in the Dark
Using Web Analytics to Make Smarter Business Decisions
Presented by: Zeke Camusio
www.DigitalApt...
The DA Marketing Dashboard
Your Analytics
Metrics
Real Insight
Traffic Sources
Landing Pages
Channels
6% open rate  Campaign not optimized 
Demographic Data
Location
Funnels
Attribution Modeling
Attribution Modeling
New vs. Returning
Device
Device
Questions
Thank You!
zeke@DigitalAptitude.com
Facebook.com/ZekeCamusio
@ZekeCamusio
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
Digital Aptitude Digital Marketing Summit 2014
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Digital Aptitude Digital Marketing Summit 2014

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How to Build a Great Brand Using Social Media
The new consumer: how to create a killer social media strategy to increase engagement with your brand.
How to use content to generate revenue and brand loyalty.
Using social media analytics to optimize your social channels.
Customizing your message for each social network.

The 5 Elements of Successful Digital Marketing Campaigns -

Key metrics to measure campaign performance.
Why strategy comes before tactics.
How brands can differentiate in highly competitive industries.
Turning ideas into action: a step-by-step system.
Getting all the stakeholders on the same page to maximize ROI.

Stop Shooting in the Dark: Leveraging Web Analytics to Make Smarter Business Decisions

Attribution modeling: Tracking the ROI of all your marketing channels by replacing last-click attribution with a more accurate attribution model.
Data-driven web design: Using analytics data to sculpt your website architecture and increase conversion rates.
Content grouping: Understanding what pages and sections of your site are generating conversions.
Advanced analytics reporting: Creating visitor profiles to understand why some people are leaving your website and others are buying from you.
ROI analysis: Using advanced segmentation to understand what marketing efforts are working for you and where your marketing budget is being wasted.

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Digital Aptitude Digital Marketing Summit 2014

  1. 1. Building a Brand Through Social Media
  2. 2. 10 Mistakes Brands Make in Their Social Media Efforts
  3. 3. Mistake #1: Not understanding that each platform is different
  4. 4. 1.19 billion monthly users 80% are not from the US and Canada 300 million photographs are uploaded each day Posts and pages are ‘liked’ 4.5 billion times each day
  5. 5. 140 characters 400 million tweets sent per day Source for news and information
  6. 6. 68% are women Half of these women are mothers 5 million “article pins” per day 70 million registered users
  7. 7. Over 3 million companies that have Company Pages Nearly 3 times the conversion rate of Facebook or Twitter
  8. 8. Over 150 million monthly active users 55 million images are posted each day
  9. 9. Mistake #2: Not understanding how the consumer of today is different from the consumer of the past
  10. 10. Mistake #3: Not believing in the value that social media can provide a brand
  11. 11. Mistake #4: Not using available data to make informed, strategic decisions
  12. 12. Mistake #5: Not being able to adapt to a changing market
  13. 13. Mistake #6: Being inconsistent
  14. 14. Mistake #7: Not being true to the brand
  15. 15. Mistake #8: Not listening to your customers or yourself
  16. 16. Mistake #9: Being too pushy
  17. 17. Mistake #10: Creating crappy content
  18. 18. The 5 Elements of Successful Digital Marketing Campaigns
  19. 19. The 5 Elements of Successful Digital Marketing Campaigns
  20. 20. 1.Focus on ROI 1.Strategy Before Tactics 1.Differentiation 2.Flawless Execution 1.Transparency
  21. 21. Focus on ROI: Key Metrics to Measure
  22. 22. Return on Investment Revenue vs. profit Cost Per Conversion Time and money restrictions Tracking is critical
  23. 23. Traffic ACR Acquisition Conversion Retention SEO Design Remarketing AdWords A/B testing Email marketing Social User testing Promotions Content marketing Growth hacking Social
  24. 24. Strategy Before Tactics
  25. 25. Strategy Tactic The overall objective How to accomplish the objective Often implied An incorrect starting point Increase CRO with no strategy A/B split testing Increase CRO with strategy Options • A/B split testing • User testing • Target demographic assessment • PPC traffic analysis
  26. 26. Differentiation: Standing Out from the Competition
  27. 27. Stay in Front of Your Customers
  28. 28. Flawless Execution: Turning Ideas into Action
  29. 29. 1. Define KPIs and establish a baseline 2. What is the end goal for the KPIs? 3. Implement tracking and reporting 4. Define strategy and tactics 5. Who will do what by when? 6. Use a system to track it 7. Review wins and losses each quarter 8. Check your ego at the door
  30. 30. Transparency: Gaining Buy-in
  31. 31. Digital marketing is somewhat predictable Readjust when needed – We can see the problem not the solution Be realistic with expectations
  32. 32. 1.Focus on ROI 1.Strategy Before Tactics 1.Differentiation 2.Flawless Execution 1.Transparency
  33. 33. Stop Shooting in the Dark Using Web Analytics to Make Smarter Business Decisions Presented by: Zeke Camusio www.DigitalAptitude.com
  34. 34. The DA Marketing Dashboard
  35. 35. Your Analytics Metrics Real Insight
  36. 36. Traffic Sources
  37. 37. Landing Pages
  38. 38. Channels 6% open rate  Campaign not optimized 
  39. 39. Demographic Data
  40. 40. Location
  41. 41. Funnels
  42. 42. Attribution Modeling
  43. 43. Attribution Modeling
  44. 44. New vs. Returning
  45. 45. Device
  46. 46. Device
  47. 47. Questions
  48. 48. Thank You! zeke@DigitalAptitude.com Facebook.com/ZekeCamusio @ZekeCamusio

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