Social Media, Meet Local ROI    Aaron Kahlow(@AaronKahlow)           CEO & Founder   www.OnlineMarketingInstitute.org
Aaron KahlowDigital Marketer Been There and Done itEntrepreneur Build Cool CompaniesTraveler Why do you Think I’m In HereE...
Agenda• Big Picture Global Industry Trends & Research• The Tactics: From Leading Instructors  – Start with Big Numbers  – ...
Objectives• Importance & Opportunity• Facts and Ammunition to take back to  office to prioritize focus & budget• Teach a f...
Reference: Where my Information Comes• Past/Present Research Partners• Education Efforts of 1000s students• eLearning Cent...
Now YouWhat do you do?How Important is Digital & Social to Business?Where/How do you stay on top of changes?How often?
Big Picture         Research & Trends
Where’s the Action
Big 3 Trends 2013• Facebook• Video• Mobile
FACEBOOK RESEARCH
Staggeringly Huge             1 Billion Already
Penetration Everywhere                    *Dubai/ UEA the Exception
What are People Doing On Facebook               40% of Time on News Feed (Highest)
VIDEO
Video Consumption (peek to future)
Video is King
Video Consumption Is Up• Video consumption is up  43% from just a year ago• The average viewer in the  US watched ~4 video...
Mobile Video Is Emerging – Fast!• The percentage of non-desktop video plays  more than doubled in Q4 ’11• Viewers are more...
CAN’T FORGET MOBILE
Bigger Than Computer.. And Social!
So, now we know it’s important.. So what Are Your Peers Doing?YOUR PEERS
Social Role for Company Missing
Lacking Serious Integration
Traffic & Mentions (won’t get too far)
Opportunity: Not Relevant
Everyone Struggling
And, Nodda on Action
Research To Action• Numbers that can NOT be understated,  Amazing Opportunity Time and Place• Peers “Lack” is YOUR Opportu...
A Taste: Top 10 Tactics   From the 5 Social Media Classes
Tactics Overview1. Amplification – Facebook Butterfly Effect2. Attribution – Measurement Reality3. Video – Biggest Missed ...
WarningThese Can NOT Be Done Without Proper Training
#1POWER OF AMPLIFICATION
How it Works
Accelerating Reach“Most Leading Brandsachieved Amplificationof extending Reach ofearned media to Fansand friends of 50 -20...
Driving Audience“23,000 visitors to site vs.320,000 to Fans Page”
Holiday Specific Focused Time
Numbers Don’t Lie•   Benchmark: 0.1%    CTR for Display v. 1%    for Facebook•   Onsite: Increase in    store purchase 38%...
#2IMPORTANCE OFATTRIBUTION
The Buy Cycle: Think Touch Points Web, Blog,                    Web, Blog,        Media, &                    & Media     ...
So, Take a Holistic Strategy
Implement Multi-Channel Attribution                           Madonna Tickets        2012 Madonna Tour        TicketsNow® ...
Implement Multi-Channel Attribution                          Madonna Tickets        2012 Madonna Tour        TicketsNow® O...
Implement Multi-Channel Attribution                          Madonna Tickets        2012 Madonna Tour        TicketsNow® O...
Implement Multi-Channel Attribution                          Madonna Tickets        2012 Madonna Tour        TicketsNow® O...
Implement Multi-Channel Attribution                          Madonna Tickets        2012 Madonna Tour        TicketsNow® O...
Last Click Attribution UndervaluesFacebook Performance (as evident earlier)           Increase in Facebook ROI for Retail ...
WHAT SAP IS SEEING
It Happens, Just need to track          3/11/11   3/15/11    3/19/11    3/23/11   Conversion                              ...
Follow the Money
Measure Micro Conversion                                                   Goals     There is value here!   These actions ...
Key Takeaways1. Integration - Search and Social should be   planned and optimized “together” but executed   “separately”1....
#3POWER OF VIDEOCISCO STYLE
Video Is a Valuable Marketing Asset          View 44% more pages while on Cisco.com         Are twice as likely to engage ...
Video Lifts Email Click-through© 2010 Cisco and/or its affiliates. All rights reserved.   Cisco Confidential   56
Shared Videos Sell More Product• When someone watches a recommended video, their  brand recall goes up 7% and enjoyment go...
Tech-related Video Downloads Are Not Limited tothe Work Day              S                                     M          ...
Video Types/Stage of Sales Process              Types of Video Productions                   Definition of Video Type     ...
Length of Video Is KeyTubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouT...
Search Optimization for Video onYouTube• YouTube is the second largest search engine on the  Web. If you’re not placing yo...
CTAs on YouTube                                              Paid• Paid - Call to Action Overlays –            – Can ONLY ...
What to do?TIME TO WRAP
Ex: Business Value to True Measurement
Ex: Integrated Organizational Social Strategy
Then Can Execute on the Social Tactics• Integration must use in all efforts digital. SEO great example• Amplification incr...
“Problems we have today, cannot be solved in the same mindset       they we’re created”        - Albert Einstein
Thank You!            Next Steps to Learning              www.onlinemarketinginstitute.orgContact Me at “Aaron Kahlow” on ...
Want Access Social Media Classes or Research?
Further References*eConsultancy: Digital Intelligence Briefing**Comscore: Power of Like 2012***iMediaConnection: 2012 Info...
Global Social Research & Tactics Aaron Kahlow, CEO, Online Marketing Institute
Global Social Research & Tactics Aaron Kahlow, CEO, Online Marketing Institute
Global Social Research & Tactics Aaron Kahlow, CEO, Online Marketing Institute
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Aaron Kahlow presented a 50 thousand-foot view of recognized research and case studies of what all marketing organizations should be doing for their online efforts. Then he provided an in-depth look into the tactics of social media across all marketing channels to drive awareness through Facebook, visual storytelling, content creation, video and useful Key Performance Indicators (KPIs).

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Global Social Research & Tactics Aaron Kahlow, CEO, Online Marketing Institute

  1. 1. Social Media, Meet Local ROI Aaron Kahlow(@AaronKahlow) CEO & Founder www.OnlineMarketingInstitute.org
  2. 2. Aaron KahlowDigital Marketer Been There and Done itEntrepreneur Build Cool CompaniesTraveler Why do you Think I’m In HereEducator How I started OMI“Always Seeking the Middle Path”
  3. 3. Agenda• Big Picture Global Industry Trends & Research• The Tactics: From Leading Instructors – Start with Big Numbers – Business Impact & Case Study(s) – Actual Tactics• The Point The Foundation for Success
  4. 4. Objectives• Importance & Opportunity• Facts and Ammunition to take back to office to prioritize focus & budget• Teach a few Tactics.. Main goal to commit to learning.
  5. 5. Reference: Where my Information Comes• Past/Present Research Partners• Education Efforts of 1000s students• eLearning Center 100s Classes from the World’s Top Practitioners• And Workshops around the World (like this)
  6. 6. Now YouWhat do you do?How Important is Digital & Social to Business?Where/How do you stay on top of changes?How often?
  7. 7. Big Picture Research & Trends
  8. 8. Where’s the Action
  9. 9. Big 3 Trends 2013• Facebook• Video• Mobile
  10. 10. FACEBOOK RESEARCH
  11. 11. Staggeringly Huge 1 Billion Already
  12. 12. Penetration Everywhere *Dubai/ UEA the Exception
  13. 13. What are People Doing On Facebook 40% of Time on News Feed (Highest)
  14. 14. VIDEO
  15. 15. Video Consumption (peek to future)
  16. 16. Video is King
  17. 17. Video Consumption Is Up• Video consumption is up 43% from just a year ago• The average viewer in the US watched ~4 videos/day in Jan. ’12• 84% of the US audience watched videos online in Jan. ‘12 *Source: ReelSEO, Internet Retailer© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
  18. 18. Mobile Video Is Emerging – Fast!• The percentage of non-desktop video plays more than doubled in Q4 ’11• Viewers are more than twice as likely to complete a video when watching on a non- desktop device© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
  19. 19. CAN’T FORGET MOBILE
  20. 20. Bigger Than Computer.. And Social!
  21. 21. So, now we know it’s important.. So what Are Your Peers Doing?YOUR PEERS
  22. 22. Social Role for Company Missing
  23. 23. Lacking Serious Integration
  24. 24. Traffic & Mentions (won’t get too far)
  25. 25. Opportunity: Not Relevant
  26. 26. Everyone Struggling
  27. 27. And, Nodda on Action
  28. 28. Research To Action• Numbers that can NOT be understated, Amazing Opportunity Time and Place• Peers “Lack” is YOUR Opportunity• Big Trends with BIG Market share Gains in – Mobile – Video – Facebook
  29. 29. A Taste: Top 10 Tactics From the 5 Social Media Classes
  30. 30. Tactics Overview1. Amplification – Facebook Butterfly Effect2. Attribution – Measurement Reality3. Video – Biggest Missed Opportunity
  31. 31. WarningThese Can NOT Be Done Without Proper Training
  32. 32. #1POWER OF AMPLIFICATION
  33. 33. How it Works
  34. 34. Accelerating Reach“Most Leading Brandsachieved Amplificationof extending Reach ofearned media to Fansand friends of 50 -200% ..”
  35. 35. Driving Audience“23,000 visitors to site vs.320,000 to Fans Page”
  36. 36. Holiday Specific Focused Time
  37. 37. 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)
  38. 38. #2IMPORTANCE OFATTRIBUTION
  39. 39. The Buy Cycle: Think Touch Points Web, Blog, Web, Blog, Media, & & Media industry pros Advice from colleague or friend Web, social, & emailSource: Forrester
  40. 40. So, Take a Holistic Strategy
  41. 41. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 Most advertising tracking systems report and act on only the last click prior to purchase
  42. 42. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 5% 10% 25% 60% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
  43. 43. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 40% 10% 10% 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
  44. 44. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 25% 25% 25% 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
  45. 45. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 0% 0% 0% 100% (Last Click) Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
  46. 46. Last Click Attribution UndervaluesFacebook Performance (as evident earlier) Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch • First Only • Prefer First • Distribute Evenly • U-Shaped • Prefer Last • Last Touch 20% 40% 60% 80% 100%
  47. 47. WHAT SAP IS SEEING
  48. 48. It Happens, Just need to track 3/11/11 3/15/11 3/19/11 3/23/11 Conversion Google Email Direct Organic Google Yahoo Google Display Organic PPC Google NYT Google Twitter Organic Referral PPC
  49. 49. Follow the Money
  50. 50. Measure Micro Conversion Goals There is value here! These actions lead to your future conversions
  51. 51. Key Takeaways1. Integration - Search and Social should be planned and optimized “together” but executed “separately”1. Develop clear goals and KPIs -- overall and per channel2. Leverage technology for automation and scale3. Build Proper Attribution Key
  52. 52. #3POWER OF VIDEOCISCO STYLE
  53. 53. 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 55
  54. 54. Video Lifts Email Click-through© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56
  55. 55. 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 57
  56. 56. Tech-related Video Downloads Are Not Limited tothe Work Day S M T W Th F S 92% watch or download tech-related videos during the work week 50% on the 27% before 53% during 61% after normal 50% on the weekends normal business normal business business hours weekends hours hours *IDG 2012 study with 6,622 B2B IT decision makers© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 58
  57. 57. 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 59
  58. 58. Length of Video Is KeyTubeMogul 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 spansvideo sites and platforms © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 60
  59. 59. Search Optimization for Video onYouTube• YouTube is the second largest search engine on the Web. If you’re not placing your video on YouTube, you’re missing out!• Be consistent– use the keyword at the beginning of the title, description, and tag• When tagging on YouTube, the first keyword you use is weighted most heavily – Use relevant tags – 2 to 4 keywords – don’t keyword spam© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 61
  60. 60. 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 62
  61. 61. What to do?TIME TO WRAP
  62. 62. Ex: Business Value to True Measurement
  63. 63. Ex: Integrated Organizational Social Strategy
  64. 64. Then Can Execute on the Social Tactics• Integration must use in all efforts digital. SEO great example• Amplification increase awareness, conversion & sales NOT JUST Direct• Iteration Sheryl Sandberg once told me “keep iterating til you get it right”• Attribution mature your analytics & measure impact and what’s important.
  65. 65. “Problems we have today, cannot be solved in the same mindset they we’re created” - Albert Einstein
  66. 66. Thank You! Next Steps to Learning www.onlinemarketinginstitute.orgContact Me at “Aaron Kahlow” on Facebook, Twitter or LinkedIn
  67. 67. Want Access Social Media Classes or Research?
  68. 68. Further References*eConsultancy: Digital Intelligence Briefing**Comscore: Power of Like 2012***iMediaConnection: 2012 InfoGraphics Article & Pew Internet Study

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