The presentation discussed the evolution of digital marketing and how it has become synonymous with marketing overall, highlighted the importance of using a centralized marketing hub to manage paid, owned, and earned media across multiple channels, and outlined the essential tools and techniques for digital marketing success with a focus on content creation, social media, lead generation, automation, and measurement.
The document discusses social CRM, which is defined as tools and processes that encourage better customer interaction and leverage the collective intelligence of a customer community to increase intimacy between an organization and its customers. It outlines the evolving capabilities of social CRM, from content creation to a unified view of the customer. It also discusses the five I's of social CRM: information, interaction, integration, influence, and insight. The document proposes that social CRM can transform businesses by facilitating unstructured social interactions and role-based solutions to improve processes like sales, marketing, product development, and customer service.
BU Interactive Marketing 2015 Summer Class Slides - Part 2Todd Van Hoosear
This document provides an overview of digital marketing and the 4 Cs framework: content, community, conversation, and commerce. It discusses topics such as content marketing, social media, search engine optimization, influencer marketing, and using a marketing hub to converge digital marketing strategies. Key aspects of each of the 4 Cs are defined, including content creation and curation, community building and management, conversation engagement and listening tools, and measuring conversions. The document also discusses how paid, owned, and earned media are converging in digital marketing and introduces the concept of using a marketing hub to orchestrate cross-channel campaigns and optimize the customer experience.
Todd Van Hoosear of Fresh Ground, Inc. presented on trends in content management and social media at the 2011 Percussion User Summit. He discussed how companies should measure social media using metrics tied to business objectives. Van Hoosear also covered trends in content curation, hyper-channel marketing, social CRM, mobile, and the cloud. He emphasized the importance of building communities through transparency, time, and trust online.
New Media and Public Relations - Part 2 - Spring, 2016Todd Van Hoosear
This document discusses a course on new media and public relations. It explores how new technologies like social media, blogs, and podcasting are changing public relations. The course covers these interactive tools and how they are redefining the practice of public relations. Students will learn through lectures, discussions, guest speakers and case studies. They will gain an understanding of the power and potential of interactive media.
Case Study: Empowering employee advocacy with social listeningBrandwatch
Our client realized that organic reach through owned channels is decreasing rapidly, this is something that needed to be tackled. It was also understood that employee advocates are twice as trustworthy as a CEO.
This case study covers the process involved in increasing social activity via employee advocacy by 140% through the use of gamification and the Brandwatch social intelligence platform.
The document discusses David B. Thomas's presentation on listening to communities and building social media engagement. Some key points:
- Thomas is the director of community and social strategy at Radian6, a social media monitoring company.
- He discusses how to build communities by listening to conversations, discovering insights, measuring engagement, and actively engaging.
- Case studies show how companies like Kinaxis and Relish Gourmet Burgers improved metrics like traffic, leads, and sales through social media.
- Thomas provides tips on getting started with social media and highlights differences and similarities between B2B and B2C engagement.
How Groupon Manages 15 Million Social Relationships Sprinklr
Groupon rapidly grew into a global brand but faced challenges in effectively managing conversations across its many social media accounts and international markets. It implemented the Sprinklr platform to gain visibility into its 15 million global fans and 85,000 weekly inbound messages. This allowed Groupon to route messages to the appropriate teams, improve its response time, and understand conversations in different markets to refine its strategies. The unified social media management platform helped Groupon provide personalized and timely responses at scale across 48 countries.
Digital public relations and online reputation management presentation cnaCelestine Achi
This document provides an overview of digital public relations and online reputation management. It discusses how digital media has evolved from static Web 1.0 to more dynamic and user-generated Web 2.0. It notes that everyone is now a potential media outlet and journalists are increasingly using social media. The document outlines challenges in digital PR like permanence online and the need for creativity. It presents some myths about digital PR and discusses the digital PR toolbox, which includes search engine optimization, social media, digital assets, blogs, and media monitoring.
The document discusses social CRM, which is defined as tools and processes that encourage better customer interaction and leverage the collective intelligence of a customer community to increase intimacy between an organization and its customers. It outlines the evolving capabilities of social CRM, from content creation to a unified view of the customer. It also discusses the five I's of social CRM: information, interaction, integration, influence, and insight. The document proposes that social CRM can transform businesses by facilitating unstructured social interactions and role-based solutions to improve processes like sales, marketing, product development, and customer service.
BU Interactive Marketing 2015 Summer Class Slides - Part 2Todd Van Hoosear
This document provides an overview of digital marketing and the 4 Cs framework: content, community, conversation, and commerce. It discusses topics such as content marketing, social media, search engine optimization, influencer marketing, and using a marketing hub to converge digital marketing strategies. Key aspects of each of the 4 Cs are defined, including content creation and curation, community building and management, conversation engagement and listening tools, and measuring conversions. The document also discusses how paid, owned, and earned media are converging in digital marketing and introduces the concept of using a marketing hub to orchestrate cross-channel campaigns and optimize the customer experience.
Todd Van Hoosear of Fresh Ground, Inc. presented on trends in content management and social media at the 2011 Percussion User Summit. He discussed how companies should measure social media using metrics tied to business objectives. Van Hoosear also covered trends in content curation, hyper-channel marketing, social CRM, mobile, and the cloud. He emphasized the importance of building communities through transparency, time, and trust online.
New Media and Public Relations - Part 2 - Spring, 2016Todd Van Hoosear
This document discusses a course on new media and public relations. It explores how new technologies like social media, blogs, and podcasting are changing public relations. The course covers these interactive tools and how they are redefining the practice of public relations. Students will learn through lectures, discussions, guest speakers and case studies. They will gain an understanding of the power and potential of interactive media.
Case Study: Empowering employee advocacy with social listeningBrandwatch
Our client realized that organic reach through owned channels is decreasing rapidly, this is something that needed to be tackled. It was also understood that employee advocates are twice as trustworthy as a CEO.
This case study covers the process involved in increasing social activity via employee advocacy by 140% through the use of gamification and the Brandwatch social intelligence platform.
The document discusses David B. Thomas's presentation on listening to communities and building social media engagement. Some key points:
- Thomas is the director of community and social strategy at Radian6, a social media monitoring company.
- He discusses how to build communities by listening to conversations, discovering insights, measuring engagement, and actively engaging.
- Case studies show how companies like Kinaxis and Relish Gourmet Burgers improved metrics like traffic, leads, and sales through social media.
- Thomas provides tips on getting started with social media and highlights differences and similarities between B2B and B2C engagement.
How Groupon Manages 15 Million Social Relationships Sprinklr
Groupon rapidly grew into a global brand but faced challenges in effectively managing conversations across its many social media accounts and international markets. It implemented the Sprinklr platform to gain visibility into its 15 million global fans and 85,000 weekly inbound messages. This allowed Groupon to route messages to the appropriate teams, improve its response time, and understand conversations in different markets to refine its strategies. The unified social media management platform helped Groupon provide personalized and timely responses at scale across 48 countries.
Digital public relations and online reputation management presentation cnaCelestine Achi
This document provides an overview of digital public relations and online reputation management. It discusses how digital media has evolved from static Web 1.0 to more dynamic and user-generated Web 2.0. It notes that everyone is now a potential media outlet and journalists are increasingly using social media. The document outlines challenges in digital PR like permanence online and the need for creativity. It presents some myths about digital PR and discusses the digital PR toolbox, which includes search engine optimization, social media, digital assets, blogs, and media monitoring.
Enterprise Winning: Big Companies Getting Value from Enterprise SocialSocialcast
Enterprise social networks like Socialcast can help large companies achieve various goals:
1) Socialcast allows 3M's 2,000 technical employees to easily share knowledge and expertise in real-time, saving hours spent searching for information.
2) Socialcast provides Humana's 40,000 employees a secure collaboration platform and integrates with other systems to measure engagement.
3) PSI's 8,000 global employees use Socialcast groups to form connections based on interests and expertise to better communicate and help each other in time-sensitive situations.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
The POST method (People, Objectives, Strategy, Technology) was originally coined by Charlene Li and Josh Bernoff in their book, Groundswell (Harvard Business Review Press) is a proven framework for developing a social media strategy.
It’s basically the Briggs & Stratton of social media strategies.
More here: http://www.johnhaydon.com/2014/05/20/the-post-method-for-creating-a-social-media-strategy-infographic/
Learn how to gain insights into what people think of your brand in order to devise a strategy that will resonate with customers. Laura Powers shares valuable information about Cisco's social listening program and how they use it to engage customers and drive business growth.
During a recent presentation to Dallas Social Media Club, Chuck Hemann outlined the ten trends in digital analytics today. This comes from his work with clients as part of W2O Group, as well as extensive research that was done to write his new book, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World.
Social Media Week London is a 5-day conference that provides the ideas, trends, insights and inspiration relating to social media marketing and technology. Events include keynotes, panels, workshops, master classes and interactive installations. It takes places in various venues in Westminster from 14-18 September 2015. It is part of an international network of inspiring business events in major cities globally.
This report explains what the events and activities created by Ogilvy in partnership with Brandwatch, The National Gallery, Ogilvydo and Tumblr.
This document provides an agenda and overview for a social media analytics workshop at SXSW 2013. The workshop will provide insights into how companies measure ROI from social media activities, best practices for analysis, examples of metrics used to measure success on social media channels and campaigns, and overviews of tools and approaches used. The agenda includes sessions on measuring ROI, analysis best practices, choosing social networks, channel metrics, campaign metrics, data visualization, and ROI analysis. Introductions of the speakers are also provided.
The document discusses principles for effective social media strategy for nonprofits. It recommends starting with listening to understand audiences, then gradually increasing engagement through sharing stories, participating in conversations, and building community. Key steps include listening first, emphasizing engagement over quantity, finding the right metrics, starting with small pilots and refining strategies based on results. Having staff time and expertise to implement the strategy well is also important.
How Does Social Listening Change the Way You Do Business (and Create ROI)Social Media Today
You can’t do social marketing well if you aren’t nailing social listening. If you’re crafting and executing a social strategy in a vacuum, your results will probably be equally hollow. The thing is, consumers are on social right now, talking about your brand or talking about issues that are important for developing and selling your products or services. Are you listening to them? Are you listening across platforms? Are you gathering your results from all areas of social? Are you taking that data and and using it to re-formulate your marketing approach? If it sounds like a lot, it’s because it is. But it’s not impossible with the right know-how.
Join us as our panel discusses:
How to know what to listen to and when;
Strategies for integrating social listening into your marketing approach
Ways to aggregate listening across platforms
How to turn listening data into actionable insights for your business plan
The Global Goals for Sustainable Development: The world's most important bran...Brandwatch
Let's think on a bigger scale. The United Nations Foundation solves global problems. Problems that challenge humanity and - once solved - will advance and improve life for millions. We are joined by three executives from the United Nations Foundation and their partner agency The Glover Park Group for a discussion about how to measure - and engage in - the world's most important brand conversation.
Social Media Breakfast Club And Sysomos Presentation Sept 22 @DrNataliedoctornatalie
The document discusses the importance of social media monitoring and measurement for businesses. It explains that social media monitoring can provide insights into customer sentiment, help catch issues early, and show opportunities that traditional focus groups may miss. The document uses examples like Blockbuster and Netflix to show that companies that do not listen to customer feedback on social media risk losing customers and market share.
Before you start creating content, you need to build your strategy. We collected such valuable insights from over 40 major brands and thought leaders that we are rereleasing this ebook to help make your content marketing successful.
Social Listening: Harness Marketing Insights from Consumer ConversationsSocial Media Today
Social channels like Twitter, Facebook, Instagram and even Reddit have brought brands and their audiences closer than ever before. If your marketing team is like leading organizations around the world, you’re already using social listening technologies to conduct market research, monitor and measure your campaigns, and support customers.
That’s a great start. But if you and your team aren’t aware of all the other ways that you can use social media to really maximize your marketing investments, you could be missing out on additional channels to exceed your targets, expand your share of voice, and create even more marketing-generated revenue for your organization.
Join our experienced panelists as they discuss how innovative marketing teams are expanding their social monitoring strategies, including:
Using real-time alerts and trends for reputation & crisis management
Distributing social data and insights across the enterprise
Conducting content research to discover topics of interest for targeted influencer and advocate campaigns
If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center). Both Dell and Gatorade were early adopters of command centers and many companies are now starting to follow suit.
This document discusses strategies for brands to succeed in the digital world. It notes that the digital world is full of users, platforms, choices, and noise, with millions of new photos, videos, and tweets every minute. To stand out, brands must listen to users and create powerful, useful messages. The key aspects discussed are strategy, insights, trends, activations, and media. It emphasizes focusing on the audience, finding the right platforms and paths, using insights and trends to drive innovation, creating engaging content and activations, and moving from interruptive ads to unique branded content worth sharing.
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...Dr. William J. Ward
Whitepaper from Spreadfast here: The 7 Whiteboard Sessions Every Social Strategist Needs To Have
- Understanding your social customer
- Adopting social companywide
- Developing workflows and processes
- Maximizing content
- Creating meaningful engagement
- Integrating social with other channels
- Proving social ROI
This document provides an overview and summary of the mid-2017 influencer marketing landscape and Ogilvy's influencer marketing process. Some key points:
- Influencer marketing continues to grow in importance as traditional media declines and audiences engage differently. Brands are increasing investment.
- Micro-influencers with 30,000 or fewer followers are gaining prominence with higher engagement rates. Influencers are also becoming content creators.
- Ogilvy's process involves identifying the right influencers based on relevance, reach, and resonance; mapping them into tiers; and aligning objectives and measurement plans.
- Recent examples show the success of Glossier in engaging organic fans and Sperry in tapping
This document outlines a public relations planning exercise to identify how to attract people from around the UK to visit Newcastle for short breaks. Various online tools were used to conduct research, including Google Trends, Facebook Ad Insights, and Twitter. Key insights included that the market for "staycations" remains strong, word-of-mouth and previous experience are critical to decision making, and potential audiences on Facebook and active topics on Twitter were identified. The document provides a summary of research findings focused on understanding the Newcastle experience and identifying peak travel periods and potential partnership opportunities.
This is a high level synopsis of the book, Smart Business, Social Business: A Playbook for Social Media in Your Organization by Michael Brito (@britopian)
This document provides an overview of the CM443 B1 New Media and Public Relations course at Boston University for Fall 2014. It includes information about the course topics which will explore how new media has affected public relations theories and practices. The course will use lectures, discussions, guest speakers and case studies to help students understand the power of interactive media. It outlines the grading breakdown and assignments, including a participation component using the #bunewmedia hashtag on social media and a final course project to create an online presence.
Web Strategies to Boost Donor and Volunteer Engagement Using Google AnalyticsTodd Van Hoosear
The document discusses inbound marketing and how it focuses on using multimedia content to create awareness, drive traffic, and close sales. However, inbound marketing only works if a company can be found, as it is both a search game and a social game that are blurring together. The key is to inspire and engage audiences across various online platforms and channels in order to increase conversion rates and drive business objectives.
Enterprise Winning: Big Companies Getting Value from Enterprise SocialSocialcast
Enterprise social networks like Socialcast can help large companies achieve various goals:
1) Socialcast allows 3M's 2,000 technical employees to easily share knowledge and expertise in real-time, saving hours spent searching for information.
2) Socialcast provides Humana's 40,000 employees a secure collaboration platform and integrates with other systems to measure engagement.
3) PSI's 8,000 global employees use Socialcast groups to form connections based on interests and expertise to better communicate and help each other in time-sensitive situations.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
The POST method (People, Objectives, Strategy, Technology) was originally coined by Charlene Li and Josh Bernoff in their book, Groundswell (Harvard Business Review Press) is a proven framework for developing a social media strategy.
It’s basically the Briggs & Stratton of social media strategies.
More here: http://www.johnhaydon.com/2014/05/20/the-post-method-for-creating-a-social-media-strategy-infographic/
Learn how to gain insights into what people think of your brand in order to devise a strategy that will resonate with customers. Laura Powers shares valuable information about Cisco's social listening program and how they use it to engage customers and drive business growth.
During a recent presentation to Dallas Social Media Club, Chuck Hemann outlined the ten trends in digital analytics today. This comes from his work with clients as part of W2O Group, as well as extensive research that was done to write his new book, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World.
Social Media Week London is a 5-day conference that provides the ideas, trends, insights and inspiration relating to social media marketing and technology. Events include keynotes, panels, workshops, master classes and interactive installations. It takes places in various venues in Westminster from 14-18 September 2015. It is part of an international network of inspiring business events in major cities globally.
This report explains what the events and activities created by Ogilvy in partnership with Brandwatch, The National Gallery, Ogilvydo and Tumblr.
This document provides an agenda and overview for a social media analytics workshop at SXSW 2013. The workshop will provide insights into how companies measure ROI from social media activities, best practices for analysis, examples of metrics used to measure success on social media channels and campaigns, and overviews of tools and approaches used. The agenda includes sessions on measuring ROI, analysis best practices, choosing social networks, channel metrics, campaign metrics, data visualization, and ROI analysis. Introductions of the speakers are also provided.
The document discusses principles for effective social media strategy for nonprofits. It recommends starting with listening to understand audiences, then gradually increasing engagement through sharing stories, participating in conversations, and building community. Key steps include listening first, emphasizing engagement over quantity, finding the right metrics, starting with small pilots and refining strategies based on results. Having staff time and expertise to implement the strategy well is also important.
How Does Social Listening Change the Way You Do Business (and Create ROI)Social Media Today
You can’t do social marketing well if you aren’t nailing social listening. If you’re crafting and executing a social strategy in a vacuum, your results will probably be equally hollow. The thing is, consumers are on social right now, talking about your brand or talking about issues that are important for developing and selling your products or services. Are you listening to them? Are you listening across platforms? Are you gathering your results from all areas of social? Are you taking that data and and using it to re-formulate your marketing approach? If it sounds like a lot, it’s because it is. But it’s not impossible with the right know-how.
Join us as our panel discusses:
How to know what to listen to and when;
Strategies for integrating social listening into your marketing approach
Ways to aggregate listening across platforms
How to turn listening data into actionable insights for your business plan
The Global Goals for Sustainable Development: The world's most important bran...Brandwatch
Let's think on a bigger scale. The United Nations Foundation solves global problems. Problems that challenge humanity and - once solved - will advance and improve life for millions. We are joined by three executives from the United Nations Foundation and their partner agency The Glover Park Group for a discussion about how to measure - and engage in - the world's most important brand conversation.
Social Media Breakfast Club And Sysomos Presentation Sept 22 @DrNataliedoctornatalie
The document discusses the importance of social media monitoring and measurement for businesses. It explains that social media monitoring can provide insights into customer sentiment, help catch issues early, and show opportunities that traditional focus groups may miss. The document uses examples like Blockbuster and Netflix to show that companies that do not listen to customer feedback on social media risk losing customers and market share.
Before you start creating content, you need to build your strategy. We collected such valuable insights from over 40 major brands and thought leaders that we are rereleasing this ebook to help make your content marketing successful.
Social Listening: Harness Marketing Insights from Consumer ConversationsSocial Media Today
Social channels like Twitter, Facebook, Instagram and even Reddit have brought brands and their audiences closer than ever before. If your marketing team is like leading organizations around the world, you’re already using social listening technologies to conduct market research, monitor and measure your campaigns, and support customers.
That’s a great start. But if you and your team aren’t aware of all the other ways that you can use social media to really maximize your marketing investments, you could be missing out on additional channels to exceed your targets, expand your share of voice, and create even more marketing-generated revenue for your organization.
Join our experienced panelists as they discuss how innovative marketing teams are expanding their social monitoring strategies, including:
Using real-time alerts and trends for reputation & crisis management
Distributing social data and insights across the enterprise
Conducting content research to discover topics of interest for targeted influencer and advocate campaigns
If you have been working in social media for some time, you are already familiar with a Social Business Command Center (sometimes referred to as a Social Media Listening Center). Both Dell and Gatorade were early adopters of command centers and many companies are now starting to follow suit.
This document discusses strategies for brands to succeed in the digital world. It notes that the digital world is full of users, platforms, choices, and noise, with millions of new photos, videos, and tweets every minute. To stand out, brands must listen to users and create powerful, useful messages. The key aspects discussed are strategy, insights, trends, activations, and media. It emphasizes focusing on the audience, finding the right platforms and paths, using insights and trends to drive innovation, creating engaging content and activations, and moving from interruptive ads to unique branded content worth sharing.
What Are 7 Steps Every Social Strategist Must Take To Help Their Organization...Dr. William J. Ward
Whitepaper from Spreadfast here: The 7 Whiteboard Sessions Every Social Strategist Needs To Have
- Understanding your social customer
- Adopting social companywide
- Developing workflows and processes
- Maximizing content
- Creating meaningful engagement
- Integrating social with other channels
- Proving social ROI
This document provides an overview and summary of the mid-2017 influencer marketing landscape and Ogilvy's influencer marketing process. Some key points:
- Influencer marketing continues to grow in importance as traditional media declines and audiences engage differently. Brands are increasing investment.
- Micro-influencers with 30,000 or fewer followers are gaining prominence with higher engagement rates. Influencers are also becoming content creators.
- Ogilvy's process involves identifying the right influencers based on relevance, reach, and resonance; mapping them into tiers; and aligning objectives and measurement plans.
- Recent examples show the success of Glossier in engaging organic fans and Sperry in tapping
This document outlines a public relations planning exercise to identify how to attract people from around the UK to visit Newcastle for short breaks. Various online tools were used to conduct research, including Google Trends, Facebook Ad Insights, and Twitter. Key insights included that the market for "staycations" remains strong, word-of-mouth and previous experience are critical to decision making, and potential audiences on Facebook and active topics on Twitter were identified. The document provides a summary of research findings focused on understanding the Newcastle experience and identifying peak travel periods and potential partnership opportunities.
This is a high level synopsis of the book, Smart Business, Social Business: A Playbook for Social Media in Your Organization by Michael Brito (@britopian)
This document provides an overview of the CM443 B1 New Media and Public Relations course at Boston University for Fall 2014. It includes information about the course topics which will explore how new media has affected public relations theories and practices. The course will use lectures, discussions, guest speakers and case studies to help students understand the power of interactive media. It outlines the grading breakdown and assignments, including a participation component using the #bunewmedia hashtag on social media and a final course project to create an online presence.
Web Strategies to Boost Donor and Volunteer Engagement Using Google AnalyticsTodd Van Hoosear
The document discusses inbound marketing and how it focuses on using multimedia content to create awareness, drive traffic, and close sales. However, inbound marketing only works if a company can be found, as it is both a search game and a social game that are blurring together. The key is to inspire and engage audiences across various online platforms and channels in order to increase conversion rates and drive business objectives.
The document discusses several pet peeves and issues related to social media and public relations. It addresses three key ailments that social media practitioners often fall victim to: talking head syndrome, where they only share their own perspectives; shiny object syndrome, where they chase every new trend without focus; and fishbowl syndrome, where they only interact with others inside their own social networks and perspectives. It provides examples and sources to illustrate these issues and advocates for a new model of social media that involves ideating, sharing, listening and facilitating change.
Making Dollars and Cents of Social Media: Part 1Todd Van Hoosear
This two part webinar series is hosted by Progress Partner Marketing. Key topics:
1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?
PCC#105 PT2. SOCIAL IMPACT: How do you know your company's investment in soci...Gary Wang
For companies of all sizes, it is no brainer that having presence in social media space is critical to your business success.
But many of those companies do not have ability to articulate why social presence is important and how this is impacting their businesses.
Through Sho's presentation, he will demonstrate current trend in social media and challenges social media marketers face. He will also present what technologies are available today to address such issues and how technology can enable companies to justify their investment in social media activities.
Speaker Profile:
Shotaro (Sho) Uehara is a Senior Evangelist and Product Manager at Adobe Systems in Japan & APAC region. In his role, he has responsibility to define and own the product strategy as well as product roadmap in the JAPAC market. Prior to joining Adobe, he held product management & alliance partner positions in Enterprise marketing group at Dell. Uehara holds a MBA from McGill University and a Master’s degree in Information Technology from Waseda University. He is a graduate from California State University, Long Beach where he received a bachelor’s degree in Business Administration, emphasis in business application programing.
Conversant seven myths that senior marketers need to stop believingJim Nichols
Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
The Treasure is in the Data - How Three International Brands Found Marketing Gold.
Alice Donaldson from Exponential, presented this deck at iMedia Brand Summits, Asia. #imbsummit
Making Dollars and Cents of Social Media: Part 2Todd Van Hoosear
This two part webinar series is hosted by Progress Partner Marketing. Key topics:
1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?
Digital Media Marketing - Fundamentals & Career OpportunitiesPradeep Govindaraju
Digital Media Marketing - Fundamentals & Career Opportunities is a slide deck I had originally prepared for a lecture by my boss in a B-School. This covers the basic topics - definition, what it is made of and its importance to brands. It also gives a brief introductory into the landscape of Digital Marketing - SEO, Search & Display Advertising, Social Media, Analytics etc. Finally I had concluded the ppt with the career options available in Digital Marketing for the management graduates. This is more like an intro into the subject rather than a fully comprehensive material. Please post your comments or suggestions.
Xerox Transforms Channel Partners’ Social Presence with socialondemand® from ...rgrogersPCA
These are the slides from the recent purechannelapps webinar with Olivier Choron, CEO and Founder of purechannelapps, Andy Hill, Social Media Manager, Channel Partner Operations, Xerox and Tony Gibiino from Zerographic as they explore social media amplification and syndication technologies, and how purechannelapps revolutionised Xerox's approach to channel partner social media marketing.
Red Ant is a digital strategy company established in 1999 that focuses on developing measurable digital marketing campaigns. The document discusses Red Ant's services and team members, including the CEO, CIO, Commercial Director, and Director of Mobile. It then provides an overview of how to plan and manage an effective digital strategy, including analyzing goals, audiences, and key performance indicators to inform campaign creation, execution, and optimization.
Red Ant is a digital strategy company established in 1999 that focuses on developing measurable digital marketing campaigns. The document discusses Red Ant's services and team members, including the CEO, CIO, Commercial Director, and Director of Mobile. It then provides an overview of how to plan and manage an effective digital strategy, including analyzing goals, audiences, and key performance indicators to guide content creation and campaign implementation.
Webinar: Microsoft Case Study, with Olivier Choron from purechannelapps, Stev...rgrogersPCA
Slides from the recent webinar held by Olivier Choron of purechannelapps. These slides include a case study of purechannelapps' socialondemand platform, using information and data from their customer, Microsoft. Also included within this case study is the perspective of Microsoft's partner, Cloudamour.
The creative process for programmatic: A guide for marketersIAB Europe
Brands can find more success with programmatic if they build their creative strategy using the data from their programmatic campaigns. This guide helps marketers and agencies understand how to connect the dots between data and creative, and equips them with a 5-phase framework to make this a reality in their next campaign.
Il processo creativo da implementare per il programmaticEffie Italy
questa completa presentazione di Doubleclick, esplora il processo da attuare per ottenere una creatività che possa ottenere il massimo dell'efficacia, quando inserita in un processo di programmatic planning
eMarketer Webinar: Data Management Platforms—Using Big Data to Power Marketin...eMarketer
Join eMarketer for a discussion on how Data Management Platforms (DMPs) are enabling marketers to use their big data to make smarter and more efficient marketing decisions.
Persona Marketing and Lead Nurturing- Simon Morris, AdobeLinkedIn
This document discusses persona marketing and lead nurturing. It describes building personas to better understand target customers and their needs. The document provides examples of personas like Digital Marketer, Digital Analyst, and Social Marketer. It emphasizes the importance of knowing customers and their challenges in order to effectively market to different personas. Building personas involves defining who they are, their goals, pain points and preferred methods of interaction to align marketing strategies.
Today’s fast-paced modern business landscape demands that businesses deliver responsive, engaging experiences across multiple touchpoints and at all stages of a customer’s journey. To be able to meet these needs, organizations must now make Digital Asset Management (DAM) a strategic business priority.
Since the outset of digital publishing in the 1990s, digital libraries have housed brand images, text and graphics accessible through basic search features and early metadata indexing. But now everything is digital; online buyer research and digital marketing dominates, and eCommerce rules. So digital libraries have exploded in volume and usage. But enterprise can no longer organize their vast libraries of content using ad hoc point solutions or simple tools like email and spreadsheets.
This presentation will discuss how the management of digital assets has now become mission-critical to most organizations. It explains how to set up a strategic DAM project and how to consider the right technology partner.
Track B-3: Delivering Actionable Experiences Through Effective Digital Marketingscoopnewsgroup
The document discusses delivering actionable experiences through effective digital marketing. It describes how human-centered design was used at Amtrak to develop customer journey maps and uncover insights. It also outlines 10 leading customer experience practices such as using CRM systems effectively and designing experiences based on customer preferences. The document then discusses how digital marketing technology can be used to make, manage and measure experiences across different touchpoints to transform customer experiences.
Harness Your Product Data: Better Understanding User Behavior Across Channels...Aggregage
As a product leader, you are tasked with collecting and synthesizing your customer’s interactions with your product.The great news is that there are many tools used across your company which collect unique parts of your user’s journey. Whoops, did we say great news? As your sources of data increase, so do the complexities of unifying the data in a meaningful way. Join our webinar on October 17th with Segment and Looker to hear how they have solved these complex data issues. Plus, hear from SpotHero’s Product Manager and Business Intelligence Lead, Megan Bubley and Kate Owens, as they describe how they not only unified their siloed data but aligned their team on what it all means. They thought their challenge was improving conversion rate, but found that it was really defining a single source of truth and understanding how to track users in light of their increasingly complex product.
Modern Product Data Workflows: Harness Your Product Data: Better Understandin...Hannah Flynn
As a product leader, you are tasked with collecting and synthesizing your customer’s interactions with your product.The great news is that there are many tools used across your company which collect unique parts of your user’s journey. Whoops, did we say great news? As your sources of data increase, so do the complexities of unifying the data in a meaningful way.
Join Segment and Looker to hear how they have solved these complex data issues.
Plus, hear from SpotHero’s Product Manager and Business Intelligence Lead, Megan Bubley and Kate Owens, as they describe how they not only unified their siloed data but aligned their team on what it all means. They thought their challenge was improving conversion rate, but found that it was really defining a single source of truth and understanding how to track users in light of their increasingly complex product.
The document discusses 10 steps for a successful social media strategy execution, beginning with conducting an audit of a company's current social media activities to understand where they are and developing a strategic plan. It emphasizes sharing insights and comparing social media engagement across brands to identify best practices and boost performance. The 10 steps provide a comprehensive guide for companies to leverage social media opportunities and recognize it as a key driver of brands, demand, and sales.
In this presentation, given at the end of this semester's CM443/743 class (New Media and Public Relations), I predict the end of the world, and whether social media will be the cause of it. I also create the "Societal Collapse Index," a score inspired by the HANDY model that is based on a country's EPI (Environmental Performance Index) and its World Bank Gini score. Based on their most recent EPI and Gini scores, the top five societies I predict the collapse of are: The Central African Republic, South Africa, Angola, the Democratic Republic of Congo and Burundi.
The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics. The course also includes a final project.
Todd's Interactive Marketing Course: Summer 2016Todd Van Hoosear
The marketing world is changing rapidly, and many businesses are rethinking how they organize and execute the marketing function. This course explores the evolution of interactive marketing communications – specifically about the increasingly integrated marketing and corporate communications roles. We’ll touch on advertising, PR, corporate communications, SEO, social media, interactive and digital content and many other topics.
New Media and Public Relations - Part 1 - Spring, 2016Todd Van Hoosear
1. Mass media has evolved through 7 eras - illustration, spoken word, written word, printed word, mass media, social media, and potentially augmented reality.
2. Print media was a major breakthrough, followed by recordings, film, radio, television, and the internet as new forms of mass communication emerged.
3. Early marketing included town criers, wine advertisements in Rome, and newspapers emerging in the 13th century. Benjamin Franklin helped pioneer direct mail marketing in the 18th century.
4. The late 19th century saw the rise of catalog companies like Montgomery Ward and the concept
BU Interactive Marketing 2015 Summer Class Slides - Part 1Todd Van Hoosear
This course explores interactive marketing communications and the integration of marketing and corporate communications roles. It covers topics like advertising, PR, social media, digital content and more. As part of the course, students will complete a final project developing an interactive marketing strategy and plan for a real company. The strategy will include recommendations for the company's website, email marketing, content marketing, social media and key performance indicators. The goal is to help students understand the marketing process and how to measure the effectiveness of different digital marketing channels and tactics.
My BU New Media Fall 2015 Class Slides - 2nd HalfTodd Van Hoosear
The document discusses a course on new media and public relations. It explores how new technologies like social media, blogs, and podcasting are changing public relations. The course covers interactive tools that are redefining the practice of public relations. It combines lectures, discussions, guest speakers, case studies, and research to help students understand the power of interactive media.
My BU New Media Fall 2015 Class Slides - 1st HalfTodd Van Hoosear
The historical framework explores the evolution of communication and media over time. Key eras include oral tradition, written word, printed word, mass media, and social media. New technologies like radio, television, computers, and mobile devices helped drive changes. Early marketing included town criers, newspapers, and direct mail. Ivy Lee introduced the modern press release in 1906. Edward Bernays applied psychology to public relations and saw the potential for mass manipulation. The internet was developed in the 1970s and led to new forms of digital communication and social media.
Interactive Marketing Communications Summer 2014 Week 2 TVTodd Van Hoosear
This document provides an overview of content marketing and social media marketing concepts. It discusses the differences between paid, earned, and owned media. It also explains key terms like PESO and different social media platforms. The document outlines best practices for content marketing strategies, including developing sharable content and measuring results. It also covers search engine optimization techniques like on-page optimization and link building. Finally, it discusses paid search marketing concepts like pay-per-click advertising and factors that influence ad rank.
Interactive Marketing Communications Summer 2014 Week 1 TVTodd Van Hoosear
This course explores interactive marketing communications and the evolving integration of marketing and corporate communications roles. It will cover topics like advertising, PR, social media, SEO, digital content and more. The course includes a final project where students will analyze a company's marketing strategy and make recommendations across various channels, including social media, email marketing, content and website SEO. Students will form groups to conduct this analysis and present an interactive marketing plan with specific, measurable goals and key performance indicators.
A presentation by Dan Brennan (@TechAddict17) of SHIFT Communications and Todd Van Hoosear (@vanhoosear) of HB Agency for the Society of Professional Journalists' April 2014 Region 1 Conference.
The document is a slideshow presentation on content marketing trends in 2013. It discusses how content marketing has evolved from a single website presence to requiring a multi-channel approach across websites, blogs, social media and other online channels. It also summarizes trends around content personalization, visual content, content distribution and measurement.
This document contains summaries and links related to social media marketing and content marketing best practices. It discusses topics like developing influencer relationships, content marketing strategy, social media community management, crisis response, and integrating social media into business functions like marketing, sales, and customer service. Key themes include using social networks to drive engagement, developing high-quality content, and listening to customers.
Todd's BU New Media Slides: Fall 2013 First HalfTodd Van Hoosear
The document contains information on various topics including:
1. A grading scale that assigns letter grades to certain score ranges for assignments and exams.
2. Bullet point lists of pet peeves and component points of a class.
3. Links to photos on Flickr about topics like Ivy Lee, the early 20th century PR pioneer, and how social media has changed communications.
4. Short sections about defining ROI for social media, moving past advertising value equivalencies, and frameworks for social media strategy and metrics.
This document discusses social media and culture change. It contains multiple links to images on topics like marketing models, customer profiling, content marketing trends, and the pitfalls of social media like "shiny object syndrome." The overall message is that social media is about cultural shifts, not just the tools and technology, and it explores how organizations can use social media to listen, share, ideate, and create change.
The Strategic Use of Social Media: My Funglode Social Media Seminar Slides:Todd Van Hoosear
This seminar explores the implications, challenges and opportunities offered by the world of social media. Participants will learn how varying sets of social media tools work together as an integrated system and actively apply these concepts to the their own present and prospective professional circumstances. Upon successfully completing this seminar, they will be able to integrate their understanding of social media and its respective dimensions to business marketing challenges and will have mastered the basic fundamentals of, and challenges of, social media its impact business marketing, learning how to understand the benefits of each social media platform and the various customer acquisition strategies.
The document discusses how content marketing, inbound marketing, search engine optimization (SEO), and social media have evolved and blended together. It explains that the goal of SEO used to be to get ranked at the top of search engine results pages (SERPs) through on-page and off-page optimization techniques. However, social media has now become a key factor in SEO success as content spreads and is discovered through social sharing. The document provides strategies for developing an effective content marketing approach, including defining goals, assessing resources, choosing tools, creating policies, and focusing on creating high-quality, shareable content.
The document is a presentation about social media techniques for public relations and marketing. It discusses how social media has changed communication and business models from traditional top-down approaches to more collaborative models. It provides guidance on how to develop a social media strategy, including determining goals, focusing on value over volume, and monitoring results. Key aspects covered include the four Ts of technology, transparency, time and trust, and the four Cs of content, community, conversation and conversion. Various social media tools are also listed.
This document discusses how companies can use social media for marketing purposes. It recommends identifying key influencers on social media and engaging with them by commenting on and sharing their posts. It also suggests creating and curating useful content that followers will want to read and share with others in order to build an engaged audience organically over time. Finally, it notes that companies should listen to what people say about their brand on social media and be responsive to address any issues that arise.
Todd's BU New Media Slides: Spring 2013 First HalfTodd Van Hoosear
This document discusses various topics related to social media. It begins by listing some pet peeves and then provides grading criteria. Next, it outlines components of social media strategy and challenges such as silos. It also discusses metrics and evaluating ROI of social media activities. Various social media platforms and their usage statistics are referenced. Finally, it touches on the adoption process for new media and challenges like shiny object syndrome. The overall document presents an overview of important considerations for developing an effective social media strategy and presence.
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Learn how to make extra money with refer and earn apps that don’t require KYC. Find out the advantages, top apps, and strategies to boost your earnings quickly and easily.
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L'indice de performance des ports à conteneurs de l'année 2023SPATPortToamasina
Une évaluation comparable de la performance basée sur le temps d'escale des navires
L'objectif de l'ICPP est d'identifier les domaines d'amélioration qui peuvent en fin de compte bénéficier à toutes les parties concernées, des compagnies maritimes aux gouvernements nationaux en passant par les consommateurs. Il est conçu pour servir de point de référence aux principaux acteurs de l'économie mondiale, notamment les autorités et les opérateurs portuaires, les gouvernements nationaux, les organisations supranationales, les agences de développement, les divers intérêts maritimes et d'autres acteurs publics et privés du commerce, de la logistique et des services de la chaîne d'approvisionnement.
Le développement de l'ICPP repose sur le temps total passé par les porte-conteneurs dans les ports, de la manière expliquée dans les sections suivantes du rapport, et comme dans les itérations précédentes de l'ICPP. Cette quatrième itération utilise des données pour l'année civile complète 2023. Elle poursuit le changement introduit l'année dernière en n'incluant que les ports qui ont eu un minimum de 24 escales valides au cours de la période de 12 mois de l'étude. Le nombre de ports inclus dans l'ICPP 2023 est de 405.
Comme dans les éditions précédentes de l'ICPP, la production du classement fait appel à deux approches méthodologiques différentes : une approche administrative, ou technique, une méthodologie pragmatique reflétant les connaissances et le jugement des experts ; et une approche statistique, utilisant l'analyse factorielle (AF), ou plus précisément la factorisation matricielle. L'utilisation de ces deux approches vise à garantir que le classement des performances des ports à conteneurs reflète le plus fidèlement possible les performances réelles des ports, tout en étant statistiquement robuste.
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Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
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1. Digital Marketing in 2015
What You Need to Know
Hosted by: Progress Partner Marketing
Presenter: Todd Van Hoosear, VP, Public Relations & Stakeholder
Engagement at HB Agency
#dmprgs
3. Digital Marketing in 2015
What You Need to Know
Hosted by: Progress Partner Marketing
Presenter: Todd Van Hoosear, VP, Public Relations & Stakeholder
Engagement at HB Agency
#dmprgs
4. Digital Marketing in 2015
Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency
#dmprgs
Host
Chuck Sicard: csicard@progress.com
Thank you for joining today’s webinar: Digital Marketing in 2015: What You Need to Know. This webinar is hosted by Progress Partner Marketing.
Give Attendees a closer look at the control panel and how they can participate.
Join Audio: 2 ways to do so, 1) to use VoIP, click on “Mic & Speakers”, or 2) to use your telephone, click on “telephone” and dial-in using the numbers and information provided
2) All lines are muted for today’s webinar. We do plan to have a live Q&A session at the end of the presentations. However if you have a question at any time during this webinar, simply submit your questions via the “Question” section of the webinar interface located to the right of your screen – we will collect all questions through this “Question Window”.
Final Note: we are recording today’s webinar and will posted to PartnerLink
Thank you for joining today’s webinar: Digital Marketing in 2015: What You Need to Know. This webinar is hosted by Progress Partner Marketing.
Todd Van Hoosear is vice president of public relations and stakeholder engagement at HB Agency, an integrated marketing and communications agency based in the Boston area.
Todd’s clients have included some of the biggest brands in telecommunications, engineering, publishing and technology.
Todd helps his clients find, craft messages for, engage and help create lasting relationships with influencers and community members.
In addition to his work with HB, Todd teaches marketing communications at Boston University and is a fellow of the Society for New Communications Research. Todd, take it away!
Thanks, Chuck! Hi everyone, and welcome to our webinar on digital marketing. I’m really excited to talk about this because the marketing world, especially the marketing technology world, has been evolving so quickly over the past year or two that it’s been really hard to keep up. I hope this session gives you a leg up and a slight advantage.
Before I jump into the content myself, I want to reiterate some ways in which you can share your questions, ideas and concerns about anything I talk about in this sessions. If I’m doing my job right, I’ll be provoking good questions from you. We’ve set aside time at the end of this webinar for questions and answers. As Chuck mentioned, if you’re listening live, you can use the Q&A feature to get your questions in. Ask your question at any time during the webinar, and we’ll respond at the very end during the Q&A section.
If you’re watching this webinar through our PartnerLink portal after the fact, you can still interact with me. You can tweet your questions to me on Twitter using my Twitter handle @vanhoosear and the hashtag #smprgs so I know where the question came from.
If you don’t want to share your thoughts with the group or the Twittersphere at large, you can also email me at vanhoosear@hbagency.com. Thanks!
We’ll start today by defining digital marketing and exploring its history, present incarnation and future. Then we’ll describe one popular approach to digital marketing, dubbed the “marketing hub,” and compare it with other approaches. Then we’ll talk about POE. Not as in Edgar Allen, but as in Paid, Owned and Earned. Then we’ll explore all of the various ingredients of successful digital marketing programs. Finally, we’ll close with a discussion about tools and techniques that work best for digital marketing.
Let’s start by looking at what’s new in social media, and the more important question: why you should care. And the easiest way to answer that question is to share some statistics. Our first stat is from ExactTarget: While just 34% of marketers surveyed say they are seeing ROI from social media marketing, 52% believe their social media efforts will eventually produce ROI.
Let’s look at a few more stats…
Marketing has been going digital for quite a while now, but the first real transition to digital happened in the 1970s with the creation of email and the first digitization of traditional mailing lists and phone directories. Since those early days of digital telesales, so much has happened. In the 1980s, with the advent of the PC, we saw the first real contact management systems appear. But it sat on your computer. You had to manually enter updates – it had no way to connect to your calendar. Although the Internet existed, there was no web to connect to. And none of your contacts had email addresses unless you happened to work at a university or research institute.
The first REAL digital marketing innovation didn’t happen until 1994, when the precursor to WIRED magazine created what is widely thought to be the first real banner ad, and the first search engines, WebCrawler and Lycos, took off (but the first paid search result didn’t appear until 1996, on Yahoo!’s search engine).
In 1997, the first social network was built: SixDegrees.com. Great name, but who remembers being on that social network?
Sales force automation technology was also improving in the 1990s. By the end of the decade – and what a great decade it was – all the ingredients were in place for the digital marketing revolution.
Since the turn of the millennium, things have accelerated as customer relationship management and marketing automation tools have taken off. But the real change in how we’ve looked at digital marketing has only happened in the last couple years…
Just a couple years ago, digital marketing was a subset of marketing, which was otherwise still analog-centric… [read slide]
[Read] So let’s talk about two key components that I highlighted from these definitions: channels and push vs pull.
This diagram, from St. Joseph’s Communication, shows how our thinking about channels have evolved.
What is a channel? Simply put, it’s a way or means of reaching a consumer or customer.
Let’s start by looking at what’s new in social media, and the more important question: why you should care. And the easiest way to answer that question is to share some statistics. Our first stat is from ExactTarget: While just 34% of marketers surveyed say they are seeing ROI from social media marketing, 52% believe their social media efforts will eventually produce ROI.
Let’s look at a few more stats…
Since I’m from Boston, the “Hub of the Universe,” and maybe because I’m a Hubspot fan, I naturally gravitated toward the idea of a marketing hub. Oh, by the way, for those of you familiar with the phrase “Hub of the Universe,” it’s actually the victim of typical marketing hyperbole. The phrase was originally “the Hub of the Solar System” as coined by Oliver Wendall Holmes, then got upgraded to “Universe” sometime thereafter, no doubt by the tourism and visitors bureau…
So what is a marketing hub, what sits in the hub and what are the spokes? Well, it turns out we have a good place to go for this question, as analyst firm Gartner has seen fit to create the Marketing Hub Magic Quadrant in recognition of this need…
So what’s a Marketing Hub, according to Gartner? Here’s their definition.
According to Gartner, the need for a digital marketing hub is motivated by three fundamental developments:
1. Growing consumer empowerment: Social and mobile technologies have given consumers power to research and interact with brands and take control of the conversation from brands and mainstream media.
2. Growing channel proliferation: Along with empowerment, consumers now have an abundance of devices and channels with which to interact with brands and purchase products and services, dramatically increasing the complexity of meeting customer expectations for a personal dialogue.
3. More responsibility being put on Marketing: As these challenges have grown, organizations have turned to marketing to take charge of the task of creating a single view of customers and enabling the organization to address them as individuals and deliver the right offer to the right person at the right time and place, as corporate strategy focuses increasingly on customer experience as the key to differentiation.
And who’s in the first Gartner Magic Quadrant, created in December of 2014? It should be no surprise to see Adobe, Oracle and Salesforce in the Leader Quadrant. They’re being challenged by IBM and Marketo, with many others nipping at their heels.
1. First, you have to create a master audience profile (a single view of the customer) — A consistent view of customers (including anonymous ones) across marketing programs and processes is the baseline for effective communication. Good Digital Marketing Hubs work with both 1st- and 3rd-party data to paint this picture.
2. Then, you must enable a consistent workflow and collaboration process (you must use the same content engine) — It’s critical to fuel marketing programs through ideation, planning and execution; as well as the creation, curation and cultivation of content, internally and with partners. Uniform collaboration and workflow break down silos.
3. Then, you must be able to orchestrate your efforts across all your channels — While specialized channel-specific execution is sometimes prudent, consumers are engaging on their own terms, freely switching among channels and devices. To support this, multichannel marketing programs need to account for the full context of each interaction in real time.
4. Finally, you must unify your measurement and optimize your program — Unless marketing programs are measured by a common set of rules, marketers will squander resources and lose out to more-efficient competitors. Companies must trace a thread between investments and outcomes and to enable marketers to optimize investments to the highest yield.
Want an easier way to think of these? [CLICK] Think of them in terms of the four Es of digital marketing: engagement, execution, extensibility and evaluation.
How does it all work together, you ask?
You start with your hub. [CLICK] Your central platform. It is, at its heart, your content management system [CLICK] (your CMS – like WordPress, Drupal or Joomla). The goal of your content creation and engagement efforts is to drive people to this hub, to a central location where you have the most control and the best ability to serve them.
But most of your engagement will happen outside this sphere of influence. It will happen on channels like [CLICK] Facebook, [CLICK] Twitter and [CLICK] other social channels. Oh yeah, and each of those may come through the [CLICK] web, or through a mobile app or a tablet. And you may rely [CLICK] on your email marketing system to help reinforce your messaging and calls to action. And, [CLICK], God forbid, let’s not forget the dreaded in-person experience (a retail store or a trade show booth visit).
So you need ways to connect with and manage each of these channels [CLICK]. Social media engagement tools like Hootsuite and Tweetdeck were created to do this, but while they support basic workflow management and even some measurement, they’re not closely tied to the content engine – to your hub. Nevertheless, they’re a step in the right direction.
And you need ways to measure. All the social channels offer measurement, but what and how they measure is completely platform dependent. [CLICK] Tools like Google Analytics and link shorteners can provide more consistency, and can even get a little closer to the heart of the matter, but still don’t paint a unified picture. And how do you integrate the in-person experience?
To do this all right, you need a single platform, a marketing hub that includes all of these… [CLICK]
A true digital marketing hub integrates all of these things, [CLICK] providing direct access and control over all of your channels, and [CLICK] integrating your sales and marketing process as well – bringing in your CRM and sales force automation tools, so you have a customized experience for both your customers and your sales and marketing teams. Add a healthy dose of marketing automation and you’re good to go!
Now if I made the CFO in you shudder by dropping names like Oracle and IBM, don’t panic. You can start your migration toward a digital marketing hub without an integrated software platform IF you start thinking holistically about your marketing engagement, execution, extensibility and evaluation. As you get ready to transition to a digital marketing hub, put your website, or your primary social media channel, at the center of that hub. Make sure Google Analytics is working well. Have your social media content and other campaigns direct traffic to your website or social hub, and turn on platform-specific measurement (or another measurement tool) and create your own funnel with the social channels at the top, website landing pages toward the bottom, and a website conversion form at the very bottom of the funnel. BOOM: instant marketing hub. Well, maybe not instant. It still will take time to set up right. But it’s a start.
Let’s start by looking at what’s new in social media, and the more important question: why you should care. And the easiest way to answer that question is to share some statistics. Our first stat is from ExactTarget: While just 34% of marketers surveyed say they are seeing ROI from social media marketing, 52% believe their social media efforts will eventually produce ROI.
Let’s look at a few more stats…
There is a convergence happening in marketing, both in terms of media and strategy. This illustration from IDG describes it perfectly. At the top, we have the Four Cs of social media, and at the bottom we have the three forms of media. These are all coming crashing together.
The digital marketing hub ultimately must include each of the four Cs and all three forms of media: paid, earned and owned. Journalist Felix Salmon took a stab at categorizing some of the new and old concepts out there, like brand journalism, sponsored content, native advertising, content marketing and the like. Here’s what he came up with. With new paid content distribution models like Outbrain and Taboola, and companies like Brand.com rethinking how companies engage with journalists, your ultimate digital marketing hub needs to present as many of these new distribution options as possible, and find a way to measure consistently across all of them – no easy feat to be sure!
Let’s start by looking at what’s new in social media, and the more important question: why you should care. And the easiest way to answer that question is to share some statistics. Our first stat is from ExactTarget: While just 34% of marketers surveyed say they are seeing ROI from social media marketing, 52% believe their social media efforts will eventually produce ROI.
Let’s look at a few more stats…
1. Create great content that doesn’t just sell, but that tells a story. And it’s not just about great storytelling, but a great narrative: an ongoing story that unfolds in real time at the pace that your consumer or prospect wants.
2. Social media engagement
Search marketing
Lead generation mentality
Measurement
Automation technology
Let’s start by looking at what’s new in social media, and the more important question: why you should care. And the easiest way to answer that question is to share some statistics. Our first stat is from ExactTarget: While just 34% of marketers surveyed say they are seeing ROI from social media marketing, 52% believe their social media efforts will eventually produce ROI.
Let’s look at a few more stats…
So how do you measure movement down this funnel? Well, I’ll give a great example of how one company does this. I was first introduced to HubSpot when its CEO, Brian Halligan, spoke on a panel I organized about the work that he makes his CMO Mike Volpe do each month to report on sales. Using HubSpot’s own technology – HubSpot, by the way, is the company that first popularized the concept of “inbound marketing,” to contrast its approach to content marketing with that of more traditional “outbound marketing” or “interruption marketing” efforts ,and thus to highlight the importance of SEO in the content game – Brian asks Mike to report (visually) on which marketing programs or campaigns are driving traffic the furthest down the marketing funnel. Because they’re using some sophisticated techniques to track these campaigns online (a few of which I’ll reveal to you), this becomes relatively easy for Mike to do. But it was a revelation to me, and to many other marketers.
The most essential tool to track the effectiveness of your efforts is a web analytics tool, the most popular of which is Google Analytics. As a very simple example, I can track which pages on my web site are attracting the most traffic. But I can do a lot more. Google Analytics is critical to any marketing measurement you may want to do, but it’s only as effective as how you set it up and how you feed it.
When you set up Google Analytics, don’t ignore the “Goals” section, which is the closest that Google Analytics can come to the magical reports that HubSpot can generate for Mike and Brian.
And when you’re using Google Analytics, take advantage of its support for “campaign codes.” Campaign codes allow you to add extra information at the end of a website URL that tell Google which campaign, which medium and which traffic source generated the most attention to your site. If you Google “URL builder” you’ll find the online tool that Google created to help you create these codes.
Let’s say, for example, that you want to create a campaign that drives traffic to a particular page on your website that is offering a discount on a product you sell. That page has an offer, a “get more information” button and a “buy now” button on it. We’ll name the campaign “Summer 2014 Sale.”
Medium has four default labels: referral, organic, cpc for paid search, and (none) for direct traffic. Think of these as the big buckets of traffic, the highest level marketing channels. Create new channels at the same high level and don’t get too specific. For example:
email
social
banner (or display)
print
direct-mail
Source has three types of labels by default: website names for referrals, search engines, and (direct). Think of these as your target audiences – the users of specific websites or search engines, or people who already knew you and came directly. Describe who’s viewing your campaign content with source labels like:
newsletter-subscribers
facebook
partner.com = the website where you put your banner ad
industry-today = the name of a publication where you advertise
postcard-list = the name of the mailing list
(Hat tip to Lunametrics for these descriptions: http://www.lunametrics.com/blog/2011/09/08/4-steps-campaign-data-google-analytics/ )
Once you’ve defined these codes, go to the URL builder and feed the original URL and each possible combination of codes to get a series of unique URLs, all pointing to the same page, but defining different sources and mediums. As you create and promote your content online, be sure to use these URLs appropriately – using the facebook code only on Facebook, for example.
Now, when you go into Google Analytics, you’ll see much richer reports, and it will tell you, on a campaign-by-campaign basis, which channels and campaigns are most effective!
Now these URLs can be awfully long and cumbersome, so I take one more step before I release them to the public or my sales and marketing teams: I shrink them using a link shortener like bit.ly. Bitly benefits me two ways: it makes for shorter, more tweetworthy links, but it also adds another layer of measurement if I create an account on the platform and always log in when I’m shortening links. Bitly provides its own reporting on clicks, so in case Google Analytics is mis-configured or I want a sanity check, it’s a great backup for me.
ROI is a calculation of value. But value doesn’t just come in a pure monetary form. We’ll come back to a discussion about value in a few minutes, but first, let’s explore ROI a little deeper.
ROI essentially measures two things: money and time. More specifically, you can use ROI calculations to determine how long it will take to recoup the cost of a specific investment.
The tangibles of ROI can be expressed in a very simple equation. ROI, when expressed as a percentage, is the revenue that is generated from your investment, minus the cost of that investment, divided by the cost of that investment.
Gains are the total revenue generated that can be attributed to the program / campaign. If the program or campaign is not aimed at revenue generation, you can substitute “cost savings” for gains.
Costs are the total cost of program / campaign, including both hard costs AND staff time, typically calculated by FTE %age of salary or hourly rates.
Note the phrase “can be attributed.” Attribution is the hard part…
ROI is a form of valuation, and valuation is in fact one of five different categories for measuring social media marketing activities.
Katie Paine, whom I absolutely adore, talks about the Three Os of measurement, to which I add two: inputs and valuation. I’m a PR guy, so I’ll talk in terms of PR programs for a moment.
The inputs to any integrated marketing program are a critical factor in its success. Inputs measure the contributions (in terms of time and materials) to the integrated PR program. These inputs come from the client marketing team, other supporting client-side teams and the agency management team.
I’ve spent most of my career on the agency side, and know what it’s like to have my feet held to the fire when it comes to producing results. Agency teams, however, can only be so successful without the active participation of our clients to the PR process, so we have learned to also hold our clients partly responsible for their contributions to the program. These contributions -- the inputs to the PR program -- don’t come just from the client PR contact, however.
On the client side, the product development group, HR department, client services group, the management team and many other departments play a role in providing the necessary fodder for a successful PR program. Inside the agency, the management team is responsible for allocating resources -- team members and time allocations -- necessary for the success of the program.
Output captures the physical product of our work. It measures the direct and immediate results of our PR program. Traditionally, we have measured those results that are visible to the general public, such as the amount of coverage secured, but this can be supplemented with less publicly visible metrics, such as number of pitches sent, the number of briefings conducted, etc. Many agencies will differentiate between internal output metrics that aren’t shared with the client and shared metrics that they will also report to the client.
While this category of metrics is the traditional favorite of PR professionals, it is often eclipsed by our last category, outcomes, because of its results-driven approach. Nevertheless, no PR program -- integrated or traditional -- should skip over outputs; they provide valuable insight into the productivity of a team.
There is much to measure beyond inputs and outputs. Thanks to the insights we can glean from social networks, we can also peek into the minds of the communities we’re trying to influence. Outtakes measure how effective our communications efforts are in changing minds. While measuring outputs is the easiest measurement category, measuring outtakes is by far the most difficult, as we have to rely on external signals that might indicate a change in attitude toward a particular company, product or topic. These signals come in many forms, but in general we rely on studying what people say, who they interact with and how they behave around brands.
Companies focused on raising brand awareness tend to rely on metrics in this category. Typical metrics include share of voice, sentiment and applause rate (likes, etc.). Analyzing content requires an investment in editorial oversight to either manually sort results or oversee (and override as necessary) any automated functions, such as sentiment analysis, which is notoriously difficult to accomplish.
It’s one thing to change minds, but another thing entirely to change behaviors. Outcomes measure behavior changes. More specifically, they measure “conversions.” Conversions are typically thought of as transactions of some form or another. They are most often thought of in terms of transactions. But the transaction doesn’t have to be monetary in nature. It can be any event that drives a prospect one step closer to the ultimate conversion: the financial transaction that results from a sale.
Outcome measurement is very popular in integrated PR programs that include a demand generation component -- programs in which the PR team is (at least partially) responsible for supporting direct sales. Anything that could indicate movement down the sales funnel could be a potential conversion, from email opens and click-throughs to requests for information to the final sale and participation in evangelism or affiliate programs.
Finally, there’s valuation, of which ROI is one of the bigger metrics.
Let’s explore each of these in more detail, highlighting some of the key metrics in each…
Essentially, marketers are motivated by one of two primary factors. Either they’re trying to raise awareness and feed the top of the sales and marketing funnel, or they’re trying to drive leads a little deeper into the funnel.
An awareness strategy is ideal for marketers who want to, for example, influence the influencers of big ticket or long lead item purchases, or perhaps to drive the sales of impulse, small ticket or in-store retail items. The top campaign or program priorities for awareness marketers are: exposure, “eyeballs” and quick purchases. Paired with strong analytics, this can be very effective.
A lead generation strategy is ideal for marketers who want to reach the buyer of big ticket or long lead items directly, or drive online sales. The top campaign or program priorities for this strategy are: actions and wallets. Paired with a solid email marketing program and some marketing automation technology, this approach can be very effective as well.
Thank you once again for attending today’s Partner webinar!
If you would like to get started on any of the activities outlined within today’s webinar or have any questions on how to get started please do not hesitate to contact your Progress Regional or Partner Marketing Manager or your dedicated Partner Executive. They are more than happy to help support your marketing execution goals.
You can also reach out directly to me if you’d like to explore a particular concept a little more in-depth. My contact information follows.
Thank you. We’ll open the floor up to questions now!