Aaron Kahlow - OMI - WebCongress Bogotá 2014

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Aaron Kahlow from Online Marketing Institute discusses the Big 3 of Emerging Media: Social, Mobile & Attribution

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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 important
    Understanding 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 converts
    And 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 audience
    That manifests itself in new features and content on your site

    Having more measurement around those things is really important
    Let’s look at an example
  • What the we see from the Data
    What we see from people
    – What we see from folks like you

  • This is a SERP for “how to build a raised garden bed.” Which looks more appealing? More authoritative? Increased CTR!
  • Biggest benefit is that it empowers authors and encourages content production
  • Aaron Kahlow - OMI - WebCongress Bogotá 2014

    1. 1. Workshop The Big 3 of Emerging Media: Social, Mobile and Attribution WebCongress - Bogota
    2. 2. Structure for Good Learning I. Why: Big Picture Global Industry Trends & Research II. What: Strategic Framework for Good Social III. How: Topical Tactics & Strategies driving Success *A Moment on Education & Meaningful Change www.OnlineMarketingInstitute.org
    3. 3. Intro: Me…. Then Background - Built 3 Digital businesses Then Expertise – Digital, Social.. Education Now Education- eLearning, Technology, … Ultimately Now- Global Destination for eLearning www.OnlineMarketingInstitute.org
    4. 4. Your Turn Round the Room Who Are You? What do you Do? How Does Social, Mobile, … Impact you? ---
    5. 5. 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
    6. 6. Disclaimers 1) All Content is Sourced from OMI eLearning Tutorial Library 2) Tell Why and What… OMI Classes the “How”
    7. 7. Source: OMI Classes & WOM Certificate • Content Marketing + Social Media • 7 Tactics for Great Facebook Marketing • SEO Foundations for Future Organic Results • Global Content Marketing Strategies • Google+: Why AuthorRanks is the Future of SEO • Analytics: How to Set up Social and Search Attribution
    8. 8. Map the World of Social…
    9. 9. Platforms: Where’s the Action
    10. 10. Where’s Growth (S. Am) & Plateau (EU)
    11. 11. Facebook Duh… 1.3 Billion Already
    12. 12. What are People Doing On Facebook 40% of Time on News Feed (Highest)
    13. 13. Bigger Than Computer.. And Social!
    14. 14. 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 non-desktop device © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
    15. 15. Content: Video is King
    16. 16. All Boils down to: • Think platform -website, Facebook, Instagram • Device. Mobile • Think Content – Video, blog, pictures (ex: visual story telling Instagram) Ex: Facebook + Video + Mobile = ROI
    17. 17. Now, Let’s Learn. Starts with Measurement
    18. 18. FUNNEL BROKEN… ALL ABOUT ATTRIBUTION
    19. 19. The Buy Cycle: Think Touch Points Advice from colleague or friend Source: Forrester Web, Blog, & Media Web, Blog, Media, & industry pros Web, social, & email
    20. 20. Implement Multi-Channel Attribution Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 Keyword 2 Keyword 3 Concert Tickets Get your tickets now! TicketsNow.com Most advertising tracking systems report and act on only the last click prior to purchase Ad 1 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site. 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour!
    21. 21. Implement Multi-Channel Attribution Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site. 5% 10% 25% 60% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Ad 1 Keyword 2 Keyword 3
    22. 22. Implement Multi-Channel Attribution Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site. 40% 10% 10% 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Ad 1 Keyword 2 Keyword 3
    23. 23. Implement Multi-Channel Attribution Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site. 25% 25% 25% 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Ad 1 Keyword 2 Keyword 3
    24. 24. Implement Multi-Channel Attribution Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site. 0% 0% 0% 100% ( L a s t C l i c k ) Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Ad 1 Keyword 2 Keyword 3
    25. 25. Exercise Back to Sample Campaign 1. Pick Model 2. Weighting 3. Micro and End Conversion Goals
    26. 26. It Happens, Just need to track 3/19/11 3/23/11 Conversion Direct Google PPC Google PPC 3/11/11 3/15/11 Email Google Organic Yahoo Organic Google Display Twitter Google Organic NYT Referral
    27. 27. Follow the Money
    28. 28. There is value here! These actions lead to your future conversions Goals Measure Micro Conversion
    29. 29. FACEBOOK AMPLIFICATION
    30. 30. How it Works
    31. 31. Accelerating Reach “Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 - 200% ..”
    32. 32. Driving Audience “23,000 visitors to site vs. 320,000 to Fans Page”
    33. 33. 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)
    34. 34. Exercise Back to Sample Campaign 1. What is Existing Assets 2. How to Amplify 3. What are Engagement Points
    35. 35. Content Marketing Framework What to Do
    36. 36. The Mothership Content Marketing Mothership Digital property you own, like… Website Microsite Content Community Blog Use for client/customer interaction, demand generation, lead conversion.
    37. 37. Twitter Mothership Facebook YouTube LinkedIn Audience reaches you directly or touches base further out in space.
    38. 38. Content is your tractor beam.
    39. 39. 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.
    40. 40. RESEARCH/ANALYSIS Objectives Personas Keywords Existing Content IDEATION PROCESS Marketing Sales Customer Service Social Data KPIs Customers ORGANIZE CONTENT IDEAS Social Crowdsourcing Type Topic Medium/Media Target Audience
    41. 41. Facebook Use Case Let’s say looking at Brazil
    42. 42. We must transition consumers from discovery to exploration and on to the path to purchase
    43. 43. Do more in the stream 1 2 3 4 Awareness & Storytelling Product Discovery & Exploration Social Amplification Lead Generation
    44. 44. The Reach & Convert Cycle
    45. 45. Create: Launch Page & Lead Page
    46. 46. Social Rich Media Calendar
    47. 47. Facebook Guidance I. Post less, Plan more II. Tie to Good Content Marketing Strategy III. Think about Customer to Activate NEW: Search Update www.OnlineMarketingInstitute.org
    48. 48. Big Data, Retargeting Using Google Data, FB Data, and Your Data!
    49. 49. Ultimate Cool!!! www.OnlineMarketingInstitute.org
    50. 50. End to End www.OnlineMarketingInstitute.org
    51. 51. www.OnlineMarketingInstitute.org
    52. 52. #3 CASE STUDY – CISCO VIDEO
    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 59
    54. 54. Video Lifts Email Click-through © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 60
    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 61
    56. 56. Tech-related Video Downloads Are Not Limited to the Work Day S T W Th F M S 92% watch or download tech-related videos during the work week 27% before normal business hours 53% during normal business hours 61% after normal business hours 50% on the weekends 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 62
    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 63
    58. 58. 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 64
    59. 59. CTAs on YouTube • 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 • 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 Paid Non-paid © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 65
    60. 60. Ultimately… Integrated Organization
    61. 61. What to do? TIME TO WRAP
    62. 62. 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
    63. 63. BONUS: The Evolution of SEO @StevenShattuck | @ChadPollitt
    64. 64. SEO YESTERDAY @StevenShattuck | @ChadPollitt
    65. 65. @StevenShattuck | @ChadPollitt SEO TODAY
    66. 66. SEO TOMORROW? @StevenShattuck | @ChadPollitt
    67. 67. AuthorRank @StevenShattuck | @ChadPollitt
    68. 68. AuthorRank » brief history “We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.” - Othar Hansson (Software Engineer, Google) @StevenShattuck | @ChadPollitt
    69. 69. this means » » AuthorRank is a desired ranking factor » Google plans to take content quality and writer authority into account » Content without established authorship may be at a disadvantage @StevenShattuck | @ChadPollitt
    70. 70. AuthorRank » this means “Within search results, information tied to verified online profiles will be ranked higher than content without such verification, which will result in most users naturally clicking on the top (verified) results. The true cost of remaining anonymous, then, might be irrelevance.” - Eric Schmidt (Executive Chairman, Google) @StevenShattuck | @ChadPollitt
    71. 71. AuthorRank » who will it hurt » Outsourced authors / content » Pseudonyms / pen names / ghost writers » Plagiarizers » Anonymous / corporate publishers » New bloggers @StevenShattuck | @ChadPollitt
    72. 72. AuthorRank » will it come true? Probably. » Google already considers other similar ranking signals » AuthorRank is a natural evolution of the social graph » Authors who publish regularly and are seen as authoritative deserve to be rewarded @StevenShattuck | @ChadPollitt
    73. 73. Google Authorship @StevenShattuck | @ChadPollitt
    74. 74. Authorship » what is it? » Google Authorship ties authors to their content @StevenShattuck | @ChadPollitt
    75. 75. Authorship » what is it? » Google Authorship ties authors to their content » Established Google Authorship is a requisite to building AuthorRank @StevenShattuck | @ChadPollitt
    76. 76. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
    77. 77. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
    78. 78. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field 2 » Add rel=author tag to blog Test using the Structured Data Testing Tool: @StevenShattuck | @ChadPollitt
    79. 79. Authorship » rich snippets @StevenShattuck | @ChadPollitt
    80. 80. Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
    81. 81. Authorship » benefits » Increased visibility in SERPs @StevenShattuck | @ChadPollitt
    82. 82. Authorship » benefits » Increased visibility in SERPs » Higher CTR? » Socializes content » AuthorRank (someday) @StevenShattuck | @ChadPollitt
    83. 83. Authorship » encourages production » Places ownership over content » Helps build author’s personal brand and authority » Creates content champions @StevenShattuck | @ChadPollitt
    84. 84. Authorship » author stats @StevenShattuck | @ChadPollitt
    85. 85. @StevenShattuck | @ChadPollitt
    86. 86. Authorship » concerns » What if an employee leaves? » Multiple authors? » Other search engines? @StevenShattuck | @ChadPollitt
    87. 87. What You Need To Do About It Now @StevenShattuck | @ChadPollitt
    88. 88. Action Steps » » Establish Google Authorship for all authors » Even former employees and inactive contributors! @StevenShattuck | @ChadPollitt
    89. 89. To Summarize @StevenShattuck | @ChadPollitt
    90. 90. To Summarize » » AuthorRank is the path » AuthorRank won’t be a magic bullet, but huge advantage » Google Authorship is not the same as AuthorRank » Google+ is first time we’ve ever been told directly by Google, “do this, get ranked”. @StevenShattuck | @ChadPollitt
    91. 91. Remember: Pillars to Conversion • First: Think platform -website, Facebook, Instagram • Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram) • Finally, Device. Mobile • Add in Google+ AuthorRank and BOOM! (Facebook + Video + Mobile) * Google+ = ROI
    92. 92. 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
    93. 93. Continue the Learning? eLearning Programs!
    94. 94. Classes • http://www.onlinemarketinginstitute.org/7-elements-of-highly-effective-facebook- marketing/ • http://www.onlinemarketinginstitute.org/classes/social-media-marketing-classes/ how-to-make-the-transition-from-social-media-to-social-business/ • Authorrank: Janet Miller • Retargeting: Janet Miller • Twitter Best Pratices: Megan Leap • Content Marketing Planning – Joe P • http://www.onlinemarketinginstitute.org/classes/content-marketing/ successful-content-marketing-through-social-media-integration/ • http://www.onlinemarketinginstitute.org/classes/search-engine-marketing/ how-to-optimize-social-media-for-search/
    95. 95. Further References *eConsultancy: Digital Intelligence Briefing **Comscore: Power of Like 2012 ***iMediaConnection: 2012 InfoGraphics Article & Pew Internet Study Classes at :http://www.onlinemarketinginstitute.org/soci al-media-marketing/

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