SocialRetargetingStrategies
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Manny Rivas, Chief Marketing Officer at Aimclear | @mannyrivas There is little online we detest more than abusive retargeting. It’s like guzzling ipecac syrup; it will immediately make you toss your cookies. YUCK! Worse yet, obnoxious retargeting can alienate potential customers and devalue brand equity for a company of any size. In this session, we’ll examine healthy and impactful social retargeting concepts and, transitively, crucial campaign configurations to define when constructing a successful campaign. Session attendees will walk away with immediately actionable retargeting tactics for deploying both profitable and consumer-centric campaigns. Issues addressed include: Merging search and social psychographic traffic to a compound list using filtered follow & recapture. - List segmentation: finding the intersection of specificity & volume - List duration, frequency capping and burn action mojo - Sequenced ad messaging for engaged site & social users - Advanced cross-channel retargeting against multi-channel funnels - Understanding where RLSA fits into the buying cycle - How to measure the true value of a list
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SocialRetargetingStrategies
- 3. - Hunter S. Thompson
- 5. obnoxious retargeting alienates potential customers & devalues brand equity @mannyrivas
- 7. Customer 1
- 8. Those That Know You Well. Customer1 @mannyrivas
- 11. High-Impact Motivators I am inspired by a desire to: Brands can leverage this motivator by helping customers: Stand out from the crowd Project a unique social identity; be seen as special Have confidence In the future Perceive the future as better than the past; have a positive mental picture of what’s to come Enjoy a sense of well-being Feel that life measures up to expectations and that balance has been achieved; seek a stress-free state without conflicts or threats Feel a sense of freedom Act independently, without obligations or restrictions Feel a sense of thrill Experience visceral, overwhelming pleasure and excitement; participate in exciting, fun events Feel a sense of belonging Have an affiliation with people they relate to or aspire to be like; feel part of a group Protect the environment Sustain the belief that the environment is sacred; take action to improve their surroundings Be the person I want to be Fulfill a desire for ongoing self-improvement; live up to their ideal self-image Feel secure Believe that what they have today will be there tomorrow; pursue goals and dreams without worry Succeed in life Feel that they lead meaningful lives; find worth that goes beyond financial or socioeconomic measures Source: Scott Magids, Alan Zorfas, and Daniel Leemon From: “The New Science of Customer Emotions,” November 2015 @mannyrivas Customer1
- 12. Sales Cycle Variance Complexity (Easy, Hard) Pricing (Low, High) Decision Makers (Few, Many) Immediacy (Low, High) Frequency (Low, High) Customer1 $$ x3 Sales Cycle @mannyrivas
- 13. Model Purchaser & Non-Purchaser Behavior Acquisition • Channel referrals Site Usage • Pageviews • Page Value • Session Duration • Content • Exit Pages • Site Search • Bounce Rate • Events • Device • Visitor Frequency Customer1 Conversions Goals • Demo requests • Lead form submission • Request a quote Ecommerce • Time to Purchase • Avg Order Value • Product • Transactions • Unique Purchases • Quantity • Path Length @mannyrivas
- 14. Model Purchaser & Non-Purchaser Behavior Customer1 -60% to -70% BounceRate @mannyrivas
- 15. Model Purchaser & Non-Purchaser Behavior Customer1 120% to 145% Pages/Sessions @mannyrivas
- 16. Model Purchaser & Non-Purchaser Behavior Customer1 430% to 500% Avg.SessionDur. @mannyrivas
- 17. Primary Levers • Decay Bidding • List Logic & Filtering • Creative • Immediacy • Frequency • Duration Customer1 @mannyrivas
- 18. CONTENT MID LATEEARLY PAID SOCIAL ORGANIC SOCIAL WEBSITE PR PAID SEARCH VISITS INQUIRIES LEADS OPPORTUNITIES SALES DEALS ACQUISITION NURTURE SEO RETARGETING DISPLAY STEP 4 | KNOW YOUR DIGITAL CHANNELS AND HOW THEY WORK TOGETHEREARNEDOWNEDPAID Customer1
- 19. Retargeting Capabilities By Channel Customer1 Audience Capabilities By Channel Site Engagement Customer Match Layered Search Facebook X X X AdWords X X X Bing Ads X X YouTube X X X X Twitter X X X Pinterest X X Linkedin X X @mannyrivas
- 20. Calculate Performance To Scale Customer1 VISITS INQUIRIES LEADS OPPORTUNITIES SALES DEALS AVERAGE SALES PRICE = $20,000 MARKETING GENERATED SALES = $1,000,000 MARKETING INVESTMENT = $100,000 MARKETING ROI = 10X 50 100 50% 20% 500 5% 2% 10,000 500,000 START AT YOUR KPI END POINT AND WORK UPWARDS 1 UNDERSTAND YOUR PIPELINE CONVERSION RATES TO BACK-CALCULATE 2 GET THE TOP OF FUNNEL GOALS FOR YOUR CAMPAIGN 3 CALCULATE YOUR CONTRIBUTION TO SALES AND ROI 4 @mannyrivas
- 21. Scaling Starts Here Customer1 VISITS INQUIRIES LEADS OPPORTUNITIES SALES DEALS AVERAGE SALES PRICE = $20,000 MARKETING GENERATED SALES = $1,000,000 MARKETING INVESTMENT = $100,000 MARKETING ROI = 10X 50 100 50% 20% 500 5% 2% 10,000 500,000 START AT YOUR KPI END POINT AND WORK UPWARDS 1 UNDERSTAND YOUR PIPELINE CONVERSION RATES TO BACK-CALCULATE 2 GET THE TOP OF FUNNEL GOALS FOR YOUR CAMPAIGN 3 CALCULATE YOUR CONTRIBUTION TO SALES AND ROI 4 @mannyrivas
- 22. Data 2
- 23. Retargeting Data Truths Volume vs. Specificity • Message sequencing depth based on user interaction with brand marketing is dependent on list size & growth speed. • Hyper-segmentation requires large data • Effective retargeting requires balance between volume & specificity Data2 @mannyrivas
- 24. Defining Channel Goals & KPIs • What Determines Success? • Sales • Leads • Subscribers • Site Visits • What Is The Expectation? (Is it realistic?) • Can A Baseline Be Established? • How Will Success Be Measured? Data2 • Impressions • Cost Per Acquisition • Revenue • Lifetime Value @mannyrivas
- 25. x / TRAFFIC SOURCES WEBSITE AND WEB PAGES URL PARAMETERS FORM COMPLETION FORM SUBMIT DIRECT REFERRAL WEB ANALYTICS MKTG DATABASE SALES DATABASE TELEMARKETING / SALES - VISITS - REFERRAL SOURCE - SEM KEYWORDS - GOALS/EVENTS - E-COMMERCE VALUES - VISITOR PATH - LEAD SCORING - MKTG QUALIFIED LEAD - SALES QUALIFIED LEAD - OPPORTUNITY - SALES VALUE - REVENUE SOCIAL SEARCH DISPLAY Understanding Tracking CapabilitiesData2 @mannyrivas
- 26. Using Engagements as the Great Equalizer Between Disparate Cross-Channel Data Data2 Cross-Channel Reporting @mannyrivas
- 27. EPMI – The ONE Number • Engagements per Thousand Impressions • Engagements? bit.ly/aC-EPMI-YouTube Data2 @mannyrivas
- 28. Social Engagements: Any Important Social Action Page Likes/Follows Post Likes/Reactions Post Shares/Retweets Website Clicks Video Views to 50% Site Engagements: Any Important Action Post-Link Click New Users Sessions Sign-up Purchase Email Captures EPMI – The ONE Number Data2 @mannyrivas
- 29. Link Clicks EPMI – The ONE Number Post Shares Views to 50% Facebook Metrics Impressions 1,000 Data2 @mannyrivas
- 30. EPMI – The ONE Number Social-Focused EPMI Data2 @mannyrivas
- 31. True Value Of A List True Channel Level CPA = (1st Touch Cost + 2nd Touch Cost) Conversions @mannyrivas Data2 @mannyrivas
- 32. Message 3
- 34. Message3 @mannyrivas Well…maybe just revisit this question tomorrow when you don’t feel so exhausted. You really should catch up on some rest and re-watch the last season of GoT before the new one drops.
- 36. Messaging Logic • Effective Retargeting = Assets + Audiences + CREATIVE 1. Define Available Assets and Audiences 2. Leverage Customer Journey to Establish Sequencing 3. Create Messaging that Resonates 4. Refine, TEST Message3 @mannyrivas
- 37. What Do I Have To Offer? • eBook • Blog Content • Gated Content • Video • Webinar • Promotion • Sale • New Product • Infographic • Review • Guide • Case Study • Newsletter • Event • Podcast • Trial / Demo Message3 @mannyrivas
- 38. What Is The Desired Outcome? Message3 ENTERTAIN (AWARENESS) EDUCATE (RESEARCH) PERSUADE (COMPARE) CONVERT (PURCHASE) @mannyrivas
- 39. Message3 BE MINDFUL OF ALL POSSIBLE USER TOUCH POINTS @mannyrivas
- 41. Sequence Chart Message3 FIRST TOUCH Exposed to Site SECOND TOUCH Product/Action Specific THIRD TOUCH Scarcity of Time or Quantity/Hard CTA (Ad A) THIRD TOUCH Scarcity of Time or Quantity/Hard CTA (Ad A) FOURTH TOUCH Scarcity of Time or Quantity/Hard CTA (Ad B) didn’t convert clicked didn’t click didn’t click clicked converted didn’t convert off listpage engagement clicked converted didn’t convert converted didn’t convert off list off list@mannyrivas
- 42. List 1 Message3 LIST DETAILS: • Duration: 1 day • List begins immediately • Frequency cap: 4 viewable impressions / ad Don’t Click POSSIBLE ACTIONS First Touch Source Converters Click > Convert Click > Don’t Convert > Engage Click > Don’t Convert > Don’t Engage NEXT LIST OFF LISTNEXT LIST OFF LIST Bid Adj: +10% Bid Adj: -10% INCLUDE EXCLUDE @mannyrivas
- 43. List 2 Message3 LIST DETAILS: • Duration: 2 days • List active after 1 day • Frequency cap: 4 viewable impressions / ad Don’t Click INCLUDE POSSIBLE ACTIONS EXCLUDE First Touch Source Converters Click > Convert NEXT LIST OFF LISTNEXT LIST OFF LIST Bid Adj: +15% Bid Adj: -15% List One Click > Don’t Convert > Engage Click > Don’t Convert > Don’t Engage @mannyrivas
- 44. List 3 Message3 LIST DETAILS: • Duration: 3 day • List active after 2 day • Frequency cap: 4 viewable impressions / ad Don’t Click INCLUDE POSSIBLE ACTIONS EXCLUDE First Touch Source Converters Click > Convert NEXT LIST OFF LISTOFF LIST OFF LIST Bid Adj: +20% List One List Two Click > Don’t Convert > Engage Click > Don’t Convert > Don’t Engage @mannyrivas
- 45. Test, Refine, Repeat • Creative themes • Imagery / Color • Sequencing Steps • Audience Exclusions • Channels • Offerings • Key Messages • Bids / Budgets • Ad Settings / Types Message3 @mannyrivas
- 48. - Hunter S. Thompson
Editor's Notes
- Does anybody know what this symbol represents? The bird with its head turned backwards and taking an egg off its back symbolizes taking what is good from the past and bringing it into the present to make positive progress. The word Sankofa embodies the concept, to reflect on the past to build a successful future. So when I was in kindergarten, there was this kid that always would pick on and bully me. I brought this piece of information to my parents and of course they speak with my teacher and as my mother tells it, the conversation with me sounded something like, now Manny boy, if he picks on you again or hits you, you need to tell a teacher immediately, if you’re backed into a corner and don’t have any other option, you do what you need to get away and then you go tell your teacher. In my mind, I heard, if he touches me I’m gonna hit ‘em back, I’m gonna handle business. So the next day in P.E. we were playing duck, duck, goose a more structured and organized game of tag you’re it. We were all seated in a circle except for Jim bob we’ll call him, who was walking around the circle patting each student on the shoulder along the way, duck, he’s getting closer, duck, ohh boy, goose. As soon as that dude touched me I was up charged him tackled him and proceeded to punch this dude repeatedly. Needless to say, I was reprimanded, sent home from school and learned an important lesson of what situations warrant punching somebody in the face and which are simply games in PE class. I then reflected on the past to build a successful future.
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