Maximize Ad Budgets with Paid Social Content Syndication

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Maximize ad budgets with paid social content syndication

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Maximize Ad Budgets with Paid Social Content Syndication

  1. 1. NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y Maximize Ad Budgets with Paid Social Content Syndication May 9, 2014 Buzz Event
  2. 2. 2 BRENNAN BROOKS • Senior Search Manager • Certified in Google Adwords, Google Analytics, Bing Ads • Digitally multilingual: – Experience in a multitude of industry verticals & channels • Double jointed
  3. 3. 3NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Agenda • Integrating Paid, Earned, & Owned and Why? • Promotional Action Plan • Distribute • Measure • Grow • Recap/Q&A
  4. 4. 4NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z INTEGRATING EARNED, OWNED, AND PAID MEDIA 4
  5. 5. 5NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z DefinitionsDefinitions Paid Owned Earned Banner Text links Paid search Affiliates Native advertising Website Blog Facebook Twitter YouTube Retweets Shares Press coverage Pins Word of mouth
  6. 6. 6NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z …and people Content connects brands
  7. 7. 7NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z But content promotion is messy.
  8. 8. 8NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Find peace with paid distributionFind peace with paid distribution.
  9. 9. 9NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z The Promotional Plan
  10. 10. 10NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Now what? Sounds interesting…
  11. 11. 11NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Reduce your paid media budget Data Content Paid Media DataHow To Efficiently Spend Paid Media Budget Owned Media Blog Social Website Earned Media Retweets Shares SEO Traffic Sharin g Paid Media
  12. 12. 12NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Promotional Plan Distribute Content To Owned Media Measure Content Owned & Earned Performance Grow Amplify what’s working The Promotional Plan
  13. 13. 13NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Distribute Owned Media
  14. 14. 14NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Build content onceBuild Content Once RE-Use RE-Format RE-Publish
  15. 15. 15NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Make content searchable, bite-size, and shareable.
  16. 16. 16NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Automation is not a dirty word. Calm down.
  17. 17. 17NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Assembling the pieces Website Mobile Search Social Assembling The Pieces
  18. 18. 18NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Shared on socialShared on Social
  19. 19. 19NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Optimize for searchOptimize For Search
  20. 20. 20NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Syndicate to blogs and websitesSyndicate to Blogs and Websites
  21. 21. 21NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Format for mobileFormat For Mobile
  22. 22. 22NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Tools to help Earned & Owned distribution Mobile Blogger Outreach SEO Tools to Help
  23. 23. 23NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Measure Owned & Earned Performance
  24. 24. 24NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Lots of Social Media Signals
  25. 25. 25NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Overwhelmed with dataOverwhelmed with DataOverwhelmed with data.
  26. 26. 26NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Monitor actionable data Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales). Demographic Analysis: Determine who clicked what. Sentiment Analysis: Surface popular themes or keywords. Monitor Actionable Data
  27. 27. 27NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Monitor actionable data Content Analysis: Create a list of headlines ranked by activity generated (clicks retweets, sales). 1. Cut non-performing content. 2. Continue with what works in paid media. 3. Change and republish low visibility stories. Monitor Actionable Data
  28. 28. 28NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Monitor actionable dataMonitor Actionable Data Demographic Analysis: Determine who clicked what. 1. Discover what resonates with different social demos, and group them into persona targets. 2. Determine what content to create for each group. 3. Direct paid media to the each persona target.
  29. 29. 29NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Monitor actionable dataMonitor Actionable Data Sentiment Analysis: Surface popular themes and keywords. 1. Surfaces future story ideas and direction. 2. Serves as a signal for future product, sales, and marketing ideas. 3. Supplies keyword and category data to inform paid media.
  30. 30. 30NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Earned & Owned Demos Website Social Tools to helpTools To Help
  31. 31. 31NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Grow Amplify what’s working.
  32. 32. 32NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z if done incorrectly. Paid media can be scary
  33. 33. 33NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Promote: Proactively drive traffic Retarget: Re-message blog visitors Optimize: Review and refine The Plan
  34. 34. 34NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z The Plan Promote: Proactively drive traffic 1. Assembling the assets • Targeting: Keyword, category, demographic. • Content: repurpose what resonated with earned & owned audiences 2. Automate with RSS 3. Add tracking link appends (example UTM codes with Google Analytics) • Example: http://ninahale.com/?utm_source=blog&utm_medium=display &utm_campaign=earned_owned_paid
  35. 35. 35NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Promote: Related Articles
  36. 36. 36NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Promote: Dynamic display adsPromote: Dynamic Display Ads
  37. 37. 37NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Promote: Native Placements
  38. 38. 38NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Promote: Native placements on mobilePromote: Native Placement on Mobile
  39. 39. 39NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Retarget: Re-message blog visitors 1. Recapture visitors attention after they leave your website or blog. 2. Remarket a sequence of articles or offers. 3. Retain existing customer’s attention and share of wallet. The PRO Plan
  40. 40. 40NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z The PRO Plan Optimize: Review and refine 1. Apply same technique discussed with owned media: • Content Analysis: Create a list of headlines ranked by activity generated (clicks, retweets, sales). • Demographic Analysis: Determine who clicked what. • Sentiment Analysis: Surface popular themes or keywords. 2. Create or curate new content to feed the cycle. The PRO Plan
  41. 41. 41NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Paid Owned Earned Paid Press Content Seeding Tools to helpTools To Help
  42. 42. 42NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z Reduce your paid media budget Data Content Paid Media DataRecap Owned Media Blog Social Website Earned Media Retweets Shares SEO Traffic Sharin g Paid Media
  43. 43. 43NINAHALE.COM C O N F I D E N T I A L & P R O P R I E T A R Y | # N H I B u z z MAXIMIZE MEDIA DOLLARS…
  44. 44. Thank you 44 For more information on how to maximize ad budgets with paid social content syndication, visit NinaHale.com Twitter | Facebook | LinkedIn

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