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The Digital Marketing
Workshop
SXSW 2014
#reachhack
Who we are
Blake Robinson - @blake
Director, Product & Marketing, @Annalect
Israel Mirsky - @IsraelMirsky
Global Managing Dir, Social & Performance, @Annalect
Margaret Francis - @MargaretFrancis
VP, Product, @Heroku
Marshall Kirkpatrick - @MarshallK
CEO, @GetLittleBird
What is marketing?
mar·ket·ing [mahr-ki-ting]
n. The act or process of buying or selling in a market.
n. The commercial functions involved in transferring
goods from producer to consumer.
Marketing typically works like this
Marketing should work like this
What’s happening now? What’s coming up?
Marketing Trends
Data Management Platforms
DMPs Enable:
• Cross channel audience
targeting
• Effective, efficient programmatic
• Reach/frequency << BIG DEAL
• Contributes to marketing
automation across channels
• Supports understanding of social
paid effectiveness
• Informed RTB
• Advanced analytics
demo requests: http://annalect.com/contact
DMP
Marketing Automation
• Demand generation
• Lead management
• Lead scoring
• Lead nurturing
• Lead generation
• Campaign analysis
• Lead qualification
• Sales effectiveness
• Sales Intelligence
• …and now B2C
Shape Media and
Response Tactics
Generate Relevant
(Effective) Creative
Real time
Be relevant to individuals and to the zeitgeist.
The rise of the small and second screens
Mobile
Social
• Facebook
o New ad units
o Focus on bottom line
metrics
o Maturing partner ecosystem
• Twitter
o More programmatic options
o Tailored audiences
o TV relationship
o TV synced ads
Maturing ad models and emerging players.
Content Marketing
• Driven by:
o Continued pressure on ads
o Marketing fragmentation
• Google
o Cheap link-building doesn’t
work
• More on this later.
How do you reach customers? Have them come to you.
Omnichannel
• Cross channel planning
• Cross channel attribution
o Viewability
o 3rd party tracking
• Integrated mobile
o Experience
o Marketing
o Measurement
• Real time execution
• DMP support
o Geo tactics
o Audience tactics
o Contextual
• Marketing Automation
Plan and execute as coherent cross channel experience
Omnichannel
demo requests: http://annalect.com/contact
Advanced Analytics
The Future
What’s going to happen?
• More B2C, B2B2C marketing
automation
• Possible death of cookies
o Mobile IDs, accounts and
relationships with pubs
• Truly amazing analytics
• Creative shops using data as
part of the dev process
• Real time across channels
• Increased “brand as publisher”
• Listening tool roll up
Scrappy Startups vs Big Budget Marketing
What’s the difference?
Agencies analyze relationships cross platform and cross channel.
Startups tend to measure in silos
Agencies analyze relationships cross platform and cross channel.
Startups have to learn each lesson the hard way
Agencies manage experts executing coordinated marketing initiatives,
often on an international scale - and establish consensus among the many
global clients who must weigh in.
Startups have one or two people on marketing
Agencies optimize entire portfolios
Startups will need to focus on optimizing one or
two things against a small number of metrics.
Agencies optimize across both online and offline initiatives.
Startups must rely on online conversion metrics.
Agencies deal in the millions to tens of millions. Challenges grow
exponentially as higher numbers of products, competitors and other
dimensions are added.
Startups deal with marketing budgets in the tens
to hundreds of thousands.
Agencies leverage buying power across clients to get more for each dollar,
including preferred inventory, information and access to their clients.
Startups deal with self-serve systems and prices.
Agencies are working toward predictive measurement and analytics.
Startups utilize reactive analytics (and that’s OK).
Re: Promotion
pro·mo·tion [pruh-moh-shuh n]
n. The act of promoting or the fact of being promoted;
advancement.
n. Advertising; publicity.
Managing your mediums
Owned
• Research TW & FB hashtags
relevant to your company
• Create and circulate content
using the same hashtags
• Cross post: TW, FB, Tumblr
• Add value:
o Don’t shill
o Add links to other relevant
conversations, not just your
own site
• Follow everyone back, to start
Earned
• Follow everyone back, to start
o Use lists to filter noise
based on your research
• Go interact with the people most
like the ones you want to reach.
o Thank them for the follow.
DM/ Email/ Comment is fine
o Interact with them
• Attend in person events. Social
is not just FB. It’s “network” in all
dimensions.
• Research all the people who
sign up for your list, to follow
you, who comment on your FB
page or blog or whatever
o Run them through LinkedIn
& find out who they are
o Try Topsy, Little Bird, to see
who the influential accounts
are similar to the ones that
follow you.
Be succinct
Be contactable
Be visual
Be identifiable
MOST POWERFUL ON THE INTERNET!
Be social
Not all social networks
have the same utility
Brands are participants now
(Not a Corp.)
Be yourself
An easy secret
Content Marketing
How to add and capture value
Social Network
Marketing
Thesis
Ambitious marketers can use social networks to add value
to public conversations through
● effective curation
● narrating our work
● making it a habit
Good for individual’s online social capital = good for the
company we work for.
Scope: You, the individual
Company wins
Profit
One of the best
things you can do
for your company's
brand:
strengthen your
personal brand
online.
Credibility: sales is about trusted
advisorship
New business opportunities
Thought leadership
Word of mouth marketing
Increased visibility &
discoverability on social web
Example: IBM Social Computing
“what really differentiates us in the marketplace: us”
“it is very much in IBM's interest [for individual
employees] to be aware of and participate in this
sphere of information, interaction and idea
exchange”
No: “IBMers should not use these media for covert
marketing or public relations on behalf of IBM.”
My personal career
Blogging
• Working in public ->AOL
• Finding things 1st -> TC
• Putting it all together ->RWW
Now
• Productizing my lessons learned
• Leveraging my personal social
capital
• Putting the machine into your
hands with Little Bird
(GetLittleBird.com)
Metrics
ROI
Awesomeness
New business opportunities earned
and won
Connections to target market
influencers (Little Bird)
Klout score
Strategy: Always add value
Mechanical:
IF you are interesting and useful
THEN people will talk about you
BECAUSE when people spread your interesting content
THEY get points for being interesting themselves.
Poetic:
Adding value is good because the Internet is wonderful.
The Network of People offers an abundance of beauty and knowledge,
discovery and empowerment - let’s revel in and celebrate it!
Five ways to add value with curation
Tactic: Curation
1. Be first
2. Say it best
3. Aggregate
4. Bring a unique perspective
(Definitely the toughest)
5. Be funny
Tactic: Working out loud
Working Out Loud = Observable Work + Narrating Your Work
Bryce Williams
Social Collab Consultant, Eli Lilly
@TheBrycesRight
Stowe Boyd:
● Discover key information earlier
● Succeed, improve or fail more quickly
● Increases resilience in uncertainty
Tactic: Make it a habit
BJ Fogg’s model
● Make it small
● Tie it to an anchor habit (eg read 5 tweets)
● Celebrate
Tactic: Make it a habit
Marshall’s model
● Oversubscribe and
filter
● Monitor for break-
out hits & key
opportunities
● Put it in a UI you’ll
trip over
Tactic: Make it a habit
If/Then
● If I’ve arrived at work, if it’s after lunch, then scan the
trade press
● If I’m doing business with someone new, then I analyze
their industry connections
● If something happens in the world that I can add value
to the discussion around, then I will at least Tweet about
it
To summarize:
1. Grow yourself - it will serve your company well.
2. Add value - make the pie higher for everyone, the
social web follows an abundance model
3. Curate strategically - being awesome online is an art
and science
4. Work out loud - that way everyone learns more, faster
5. Take steps to make it a habit - wash, rinse, repeat.
Hustle + patience + creativity + generosity + relevance
+ luck = success!
and determining ROI
Measurement
Do you have all these programs?
Are you able to measure ROI?
Social
Value
Top-Down Approaches
Bottom-Up Approaches
Determining the measurement mix
No single approach dominates - it’s a mix.
Planning for success
http://businessmodelgeneration.com/canvas
Choosing your
objectives
Set achievable goals
• Find users / customers:
o Get 100 legitimate prospects in your email list
• Prepare to raise money:
o Target 10 firms and their principals/ analysts/ associates
• Connect with influencers:
o Get 10 relevant people following you
• Network with peers:
o Connect with 10 people in your field. Establish a relationship
Analyzing your
objectives
http://www.flickr.com/photos/itsgreg/446061432
Analytics are the measurement of
movement toward your business
goals.
A good metric
is
Clear, comparable ratios
Tied to your business
model
Actionable, not vain
Correlated or causal
Leading or Lagging
Comparable Ratios: Miles/mpg/tpmph
• Clear: You know 60MPH is twice
as fast as 30MPH
o In a country, speed limits
and mileage are well
understood
o Kilometers are conveniently
decimal; miles map to hours
• Rates: Miles travelled is good;
miles per hour is better;
accelerating or decelerating
changes your gas pedal
• Business model: You can
measure “MPH divided by
speeding tickets” as a metric of
“driving fast without losing my
license”
A few words on causality.
BAD
METRIC.
If it can’t change your
behavior, then it’s a...
If you can only measure
a few things
Most startups don’t know what they’re going to be when they grow up.
A growth rate of 5% per week is good, 7% is very good and more than 7%
is excellent.
As a startup, you must measure growth.
But what kind of growth should you measure?
Startups and smaller initiatives should consider
measuring the following:
• Revenue
• Conversions
• Desired interactions
• Shares of content or product
• Engagements with your content
or your product
• Uniques and pages visited
Twitter & Facebook Ads
Twitter Ads Increase Awareness &
Intent
Ads increase awareness
FB Custom Audience: The Clymb
FB Custom Audience: The Clymb
Facebook Fan Value
Qualitative value of Twitter follower
Quantitative value of Twitter follower
Marketing on a budget
Thanks everybody!
That’s all!

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The Digital Marketing Workshop SXSW 2014

  • 2. Who we are Blake Robinson - @blake Director, Product & Marketing, @Annalect Israel Mirsky - @IsraelMirsky Global Managing Dir, Social & Performance, @Annalect Margaret Francis - @MargaretFrancis VP, Product, @Heroku Marshall Kirkpatrick - @MarshallK CEO, @GetLittleBird
  • 4. mar·ket·ing [mahr-ki-ting] n. The act or process of buying or selling in a market. n. The commercial functions involved in transferring goods from producer to consumer.
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  • 11. What’s happening now? What’s coming up? Marketing Trends
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  • 13. Data Management Platforms DMPs Enable: • Cross channel audience targeting • Effective, efficient programmatic • Reach/frequency << BIG DEAL • Contributes to marketing automation across channels • Supports understanding of social paid effectiveness • Informed RTB • Advanced analytics
  • 14.
  • 16. Marketing Automation • Demand generation • Lead management • Lead scoring • Lead nurturing • Lead generation • Campaign analysis • Lead qualification • Sales effectiveness • Sales Intelligence • …and now B2C
  • 17. Shape Media and Response Tactics Generate Relevant (Effective) Creative Real time Be relevant to individuals and to the zeitgeist.
  • 18. The rise of the small and second screens Mobile
  • 19. Social • Facebook o New ad units o Focus on bottom line metrics o Maturing partner ecosystem • Twitter o More programmatic options o Tailored audiences o TV relationship o TV synced ads Maturing ad models and emerging players.
  • 20. Content Marketing • Driven by: o Continued pressure on ads o Marketing fragmentation • Google o Cheap link-building doesn’t work • More on this later. How do you reach customers? Have them come to you.
  • 21. Omnichannel • Cross channel planning • Cross channel attribution o Viewability o 3rd party tracking • Integrated mobile o Experience o Marketing o Measurement • Real time execution • DMP support o Geo tactics o Audience tactics o Contextual • Marketing Automation Plan and execute as coherent cross channel experience
  • 25. What’s going to happen? • More B2C, B2B2C marketing automation • Possible death of cookies o Mobile IDs, accounts and relationships with pubs • Truly amazing analytics • Creative shops using data as part of the dev process • Real time across channels • Increased “brand as publisher” • Listening tool roll up
  • 26. Scrappy Startups vs Big Budget Marketing What’s the difference?
  • 27. Agencies analyze relationships cross platform and cross channel. Startups tend to measure in silos
  • 28. Agencies analyze relationships cross platform and cross channel. Startups have to learn each lesson the hard way
  • 29. Agencies manage experts executing coordinated marketing initiatives, often on an international scale - and establish consensus among the many global clients who must weigh in. Startups have one or two people on marketing
  • 30. Agencies optimize entire portfolios Startups will need to focus on optimizing one or two things against a small number of metrics.
  • 31. Agencies optimize across both online and offline initiatives. Startups must rely on online conversion metrics.
  • 32. Agencies deal in the millions to tens of millions. Challenges grow exponentially as higher numbers of products, competitors and other dimensions are added. Startups deal with marketing budgets in the tens to hundreds of thousands.
  • 33. Agencies leverage buying power across clients to get more for each dollar, including preferred inventory, information and access to their clients. Startups deal with self-serve systems and prices.
  • 34. Agencies are working toward predictive measurement and analytics. Startups utilize reactive analytics (and that’s OK).
  • 36. pro·mo·tion [pruh-moh-shuh n] n. The act of promoting or the fact of being promoted; advancement. n. Advertising; publicity.
  • 38. Owned • Research TW & FB hashtags relevant to your company • Create and circulate content using the same hashtags • Cross post: TW, FB, Tumblr • Add value: o Don’t shill o Add links to other relevant conversations, not just your own site • Follow everyone back, to start
  • 39. Earned • Follow everyone back, to start o Use lists to filter noise based on your research • Go interact with the people most like the ones you want to reach. o Thank them for the follow. DM/ Email/ Comment is fine o Interact with them • Attend in person events. Social is not just FB. It’s “network” in all dimensions. • Research all the people who sign up for your list, to follow you, who comment on your FB page or blog or whatever o Run them through LinkedIn & find out who they are o Try Topsy, Little Bird, to see who the influential accounts are similar to the ones that follow you.
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  • 57. MOST POWERFUL ON THE INTERNET!
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  • 66. Not all social networks have the same utility
  • 68. (Not a Corp.) Be yourself
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  • 78. How to add and capture value Social Network Marketing
  • 79. Thesis Ambitious marketers can use social networks to add value to public conversations through ● effective curation ● narrating our work ● making it a habit Good for individual’s online social capital = good for the company we work for.
  • 80. Scope: You, the individual Company wins Profit One of the best things you can do for your company's brand: strengthen your personal brand online. Credibility: sales is about trusted advisorship New business opportunities Thought leadership Word of mouth marketing Increased visibility & discoverability on social web
  • 81. Example: IBM Social Computing “what really differentiates us in the marketplace: us” “it is very much in IBM's interest [for individual employees] to be aware of and participate in this sphere of information, interaction and idea exchange” No: “IBMers should not use these media for covert marketing or public relations on behalf of IBM.”
  • 82. My personal career Blogging • Working in public ->AOL • Finding things 1st -> TC • Putting it all together ->RWW Now • Productizing my lessons learned • Leveraging my personal social capital • Putting the machine into your hands with Little Bird (GetLittleBird.com)
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  • 84. Metrics ROI Awesomeness New business opportunities earned and won Connections to target market influencers (Little Bird) Klout score
  • 85. Strategy: Always add value Mechanical: IF you are interesting and useful THEN people will talk about you BECAUSE when people spread your interesting content THEY get points for being interesting themselves. Poetic: Adding value is good because the Internet is wonderful. The Network of People offers an abundance of beauty and knowledge, discovery and empowerment - let’s revel in and celebrate it!
  • 86. Five ways to add value with curation Tactic: Curation
  • 88. 2. Say it best
  • 90. 4. Bring a unique perspective
  • 92. Tactic: Working out loud Working Out Loud = Observable Work + Narrating Your Work Bryce Williams Social Collab Consultant, Eli Lilly @TheBrycesRight Stowe Boyd: ● Discover key information earlier ● Succeed, improve or fail more quickly ● Increases resilience in uncertainty
  • 93. Tactic: Make it a habit BJ Fogg’s model ● Make it small ● Tie it to an anchor habit (eg read 5 tweets) ● Celebrate
  • 94. Tactic: Make it a habit Marshall’s model ● Oversubscribe and filter ● Monitor for break- out hits & key opportunities ● Put it in a UI you’ll trip over
  • 95. Tactic: Make it a habit If/Then ● If I’ve arrived at work, if it’s after lunch, then scan the trade press ● If I’m doing business with someone new, then I analyze their industry connections ● If something happens in the world that I can add value to the discussion around, then I will at least Tweet about it
  • 96. To summarize: 1. Grow yourself - it will serve your company well. 2. Add value - make the pie higher for everyone, the social web follows an abundance model 3. Curate strategically - being awesome online is an art and science 4. Work out loud - that way everyone learns more, faster 5. Take steps to make it a habit - wash, rinse, repeat. Hustle + patience + creativity + generosity + relevance + luck = success!
  • 98.
  • 99. Do you have all these programs?
  • 100. Are you able to measure ROI?
  • 105. No single approach dominates - it’s a mix.
  • 109. Set achievable goals • Find users / customers: o Get 100 legitimate prospects in your email list • Prepare to raise money: o Target 10 firms and their principals/ analysts/ associates • Connect with influencers: o Get 10 relevant people following you • Network with peers: o Connect with 10 people in your field. Establish a relationship
  • 111. http://www.flickr.com/photos/itsgreg/446061432 Analytics are the measurement of movement toward your business goals.
  • 112. A good metric is Clear, comparable ratios Tied to your business model Actionable, not vain Correlated or causal Leading or Lagging
  • 113. Comparable Ratios: Miles/mpg/tpmph • Clear: You know 60MPH is twice as fast as 30MPH o In a country, speed limits and mileage are well understood o Kilometers are conveniently decimal; miles map to hours • Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal • Business model: You can measure “MPH divided by speeding tickets” as a metric of “driving fast without losing my license”
  • 114. A few words on causality.
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  • 128. BAD METRIC. If it can’t change your behavior, then it’s a...
  • 129. If you can only measure a few things
  • 130. Most startups don’t know what they’re going to be when they grow up.
  • 131. A growth rate of 5% per week is good, 7% is very good and more than 7% is excellent. As a startup, you must measure growth.
  • 132. But what kind of growth should you measure?
  • 133. Startups and smaller initiatives should consider measuring the following: • Revenue • Conversions • Desired interactions • Shares of content or product • Engagements with your content or your product • Uniques and pages visited
  • 135. Twitter Ads Increase Awareness & Intent
  • 137. FB Custom Audience: The Clymb
  • 138. FB Custom Audience: The Clymb
  • 140. Qualitative value of Twitter follower
  • 141. Quantitative value of Twitter follower
  • 142. Marketing on a budget
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