The document discusses how to drive Facebook leads using Marketo. It provides details on how over the past year they acquired over 13,000 targets at under $30 per target through 450+ campaigns and 2,000+ ads. It then discusses strategies for using Facebook campaigns to drive brand awareness, conversions, and targeting including using custom audiences, lookalike audiences, remarketing, and tracking metrics to optimize campaigns. The document is intended to provide social media marketing strategies and tactics for driving leads on Facebook using Marketo software.
SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
This document provides an overview of Andrew Potter's workshop on lead generation at the FUZE CONF 2018 conference. The workshop consists of 6 parts that completely cover how to generate leads using online tools. Part 1 introduces online marketing benefits like measurement, personalization, and low costs. It explains how people use the internet for problem solving and entertainment. Part 2 discusses components needed for lead generation online, including websites, social media, pixels, Google tools, marketing automation, and CRM. Part 3 emphasizes collecting accurate data by excluding yourself, competitors, creating goals, and remarketing audiences. Part 4 explores using organic traffic on websites, YouTube and social media to identify audiences. Part 5 discusses using collected data to enhance paid advertising on social media
Dustin workshop defining expectations & providing value through metricsfuzeconf
Dustin Ratzlaff discusses tools that can help track return on investment for digital marketing campaigns, including call tracking, UTM parameters, event tracking using Google Tag Manager, and Hotjar for visual analytics. These tools allow marketers to better understand user behavior and connect data to campaign objectives identified through a COS (Challenges, Opportunities, Strengths) analysis with clients. The presentation provides examples of how each tool can be implemented and the insights they can provide to improve campaign performance and measure results.
Webtotal is a digital media marketing company that provides clients with internet strategies and programs through emerging digital media. It combines high-level strategy services locally with offshore implementation to lower client costs. Webtotal takes an analytical approach to marketing and focuses on ROI metrics. It aims to deliver creative solutions that provide measurable business outcomes. Webtotal has expertise in internet marketing and digital media through its management team and uses latest tools to develop strategic advantages for clients. It analyzes clients' customers and businesses before designing customized internet marketing plans.
This document provides an overview of online advertising through RTB (real-time bidding) and Google DoubleClick. It defines key terms related to online advertising payment models and targeting methods. It then explains the RTB process where impressions are auctioned in real-time between demand-side platforms and advertisers. The rest of the document focuses on what Google DoubleClick can provide as a unified platform for online media buying, managing, monitoring and measurement across search, display, video, email and more. It highlights how DoubleClick allows for audience segmentation, bidding based on various data sources, and cross-device attribution.
This document summarizes the seven secrets of Marketo's success in digital marketing. The secrets are: 1) engaging people as individuals based on what they do continuously over time, 2) always directing marketing efforts towards a measurable outcome, 3) nurturing relationships with people over time through engaging conversations, 4) using behavioral targeting for maximum relevance, 5) operating at the speed of digital with connected systems, 6) measuring marketing impact and ROI, and 7) driving customer success to retain and grow relationships.
SMXL Milan - How to Predict Your Quality Score before you have your first imp...Booster Box
Quality score is the magic behind Google Ads. Quality Score can be reverse engineered in the main components. CTR is a big portion of it. We present a script to predict ad-query relevancy and CTR on Ads that have never been run before.
This document provides an overview of Andrew Potter's workshop on lead generation at the FUZE CONF 2018 conference. The workshop consists of 6 parts that completely cover how to generate leads using online tools. Part 1 introduces online marketing benefits like measurement, personalization, and low costs. It explains how people use the internet for problem solving and entertainment. Part 2 discusses components needed for lead generation online, including websites, social media, pixels, Google tools, marketing automation, and CRM. Part 3 emphasizes collecting accurate data by excluding yourself, competitors, creating goals, and remarketing audiences. Part 4 explores using organic traffic on websites, YouTube and social media to identify audiences. Part 5 discusses using collected data to enhance paid advertising on social media
Dustin workshop defining expectations & providing value through metricsfuzeconf
Dustin Ratzlaff discusses tools that can help track return on investment for digital marketing campaigns, including call tracking, UTM parameters, event tracking using Google Tag Manager, and Hotjar for visual analytics. These tools allow marketers to better understand user behavior and connect data to campaign objectives identified through a COS (Challenges, Opportunities, Strengths) analysis with clients. The presentation provides examples of how each tool can be implemented and the insights they can provide to improve campaign performance and measure results.
Webtotal is a digital media marketing company that provides clients with internet strategies and programs through emerging digital media. It combines high-level strategy services locally with offshore implementation to lower client costs. Webtotal takes an analytical approach to marketing and focuses on ROI metrics. It aims to deliver creative solutions that provide measurable business outcomes. Webtotal has expertise in internet marketing and digital media through its management team and uses latest tools to develop strategic advantages for clients. It analyzes clients' customers and businesses before designing customized internet marketing plans.
This document provides an overview of online advertising through RTB (real-time bidding) and Google DoubleClick. It defines key terms related to online advertising payment models and targeting methods. It then explains the RTB process where impressions are auctioned in real-time between demand-side platforms and advertisers. The rest of the document focuses on what Google DoubleClick can provide as a unified platform for online media buying, managing, monitoring and measurement across search, display, video, email and more. It highlights how DoubleClick allows for audience segmentation, bidding based on various data sources, and cross-device attribution.
This document summarizes the seven secrets of Marketo's success in digital marketing. The secrets are: 1) engaging people as individuals based on what they do continuously over time, 2) always directing marketing efforts towards a measurable outcome, 3) nurturing relationships with people over time through engaging conversations, 4) using behavioral targeting for maximum relevance, 5) operating at the speed of digital with connected systems, 6) measuring marketing impact and ROI, and 7) driving customer success to retain and grow relationships.
Real Estate Lead Generation (Google Ads) Case StudySachin Selvaraj
You can generate good amount of quality leads for your real estate business with the help of Google Ads.
With the help of this Lead generation case study you can learn how you can get leads for your real estate business.
If you want to grow your real estate business online & want any kind of help then just visit: https://yashus.in/domain-expertise/real-estate-digital-marketing-agency/
GrowCommerce 2016 — How Fast-Growing E-Commerce Brands Are Driving Sales with...Grow.co
Stephanie Heffernan, a senior ecommerce marketing manager, and Neal Boornazian, an executive vice president, presented on driving success on social media. They discussed integrating multiple channels like direct mail, email, Facebook ads, and paid search. They also covered best practices for social media marketing like making the most of video and testing different creative elements, like buttons and color changes, to improve conversion rates and cost per acquisition.
[SMX ADVANCED - BERLIN 2019] Automate & Scale STR Treasure Hunt - Marco Fri...Marco Frighetto
Search term reports optimisation can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
Enigma is one of the top digital marketing agencies based in India. We offer 360-degree digital marketing services, including PPC, SEO, SMO, ORM, and Design Development. Our services also include your website ranking at the top. Our team lets you solve your complex business challenges through our integrated digital marketing offerings, which can transform your business.
The Ultimate Conversion: Tying Ad Campaigns to Pipeline & RevenueMarketo
Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
The document discusses Sony's Personalised Integrated Marketing (PIM) solution. PIM allows companies to integrate both offline and online marketing channels to create personalized experiences for customers. Case studies are presented on campaigns run by Google, Mercedes, and Tottenham Hotspur that used PIM and saw measurable success including increased online signups, test drives, and package upgrades. PIM provides real-time analytics on campaign engagement and response across channels.
Digiday Publishing Summit Europe, Jan Thoresen, Scandanavia OnlineDigiday
The document discusses how Scandinavia Online AS makes money through voice technology by creating personalized voice news applications for smart speakers that are supported by advertising, such as by bundling ads across their websites, mobile apps, and voice actions. They address common myths around voice advertising, such as not being able to directly link from one application to another, and instead promote a solution of bundling ads across multiple channels. The first customer example provided is of a real estate agency that advertised through their voice application.
This session was originally broadcast on the 6th May 2021. We took the opportunity to give you a look into the new direction of Incubeta NMPi, and show you through some of our key services that we offer to partnerships in the affiliate space. Callum, Nisha, Shalaka & Keir also took the time to explain some of the amazing work Incubeta are doing internally and externally to promote Diversity & Inclusion, Sustainability, CSR and mental wellbeing, in the workplace and beyond!
A few key services this session focuses on:
- CSS
- Paid Social
- PPC
- Programmatic Display
- Our Multi-Channel approach
Glossy Forum: Modern Marketing | TechStyle Digiday
This document discusses how to create an effective acquisition marketing machine. It summarizes TechStyle Fashion Group's data-driven and personalized approach to building fashion brands through e-commerce, repeat customers, and membership models. The company utilizes an in-house digital agency to design and test thousands of digital ad creatives annually across different paid media channels in an integrated and optimized way. It also discusses scaling influencer marketing programs and leveraging machine learning from consumer data and signals.
Customer Engagement Platform - Chandar Pattabhiram & Brian Glover Marketo
Chandar Pattabhiram and Brian Glover from Marketo discuss the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
Digital Marketing: Current Trends in iGamingNicky Senyard
Nicky Senyard, the founder and CEO of the Income Access Group, discussed 2015 trends in online gaming and digital marketing in a presentation at the ICE Totally Gaming conference in London, England, on 1st Feb. 2015. This slide-share accompanied Nicky's speech.
This document provides an overview of an digital marketing agency called Xplora. Some key details:
- They have over 65 clients and a team of 32 members.
- They are recognized leaders in the digital space, with speakers and moderators at major industry events.
- In 2017-2018 they managed over 3.1 million in media budgets and spent for clients.
- Their services include performance marketing, social media, digital assets, consulting, and more.
Contact a.baird@euroconsulting-emea.eu to find out more...
Marketing Package for iGaming Start-Ups:
- A full end-to-end Branding/ Re-Branding of Your Start-up iGaming Company.
- Logo Design
- A 1+ minute commercial video of your Online Casino/ SportsBook, identifying the USP (Unique Selling Point). This video is compatible to be presented online through Youtube, Websites, Social Media, and on Television.
- A 30 Second commercial video that can be used to promote your Bonuses, Competitions, Games, SportsBook or USP’s. This Video is compatible to be presented online through Youtube, Websites, Social Media, and on Television.
- The Set-up of Social Media Platforms; Facebook, Twitter, YouTube, Google+, LinkedIn and Slideshare.
- Online Lead Captures (Landing Page), based on the desired messages.
Our team consists of Highly Skilled and Talented Designers with extensive experience in Developing High Level Marketing Campaign and Media Assets, specializing in Cross Media & Digital Marketing.
Xplora BG Global Brands Content Management XploraBG
The document discusses a company's global marketing experience and process for adapting campaigns globally. It has experience running campaigns in 10 countries with 40+ global clients. The process involves briefing, media planning, content development, launching the campaign, and optimizing. Content is adapted locally, with 80% of posts being global and 20% local. This allows for 30-50% optimization of costs. The company's scope of work includes social media management, performance marketing, and analysis for global campaigns, while local translations and articles are out of scope.
WordStream delivers 8 actions that will help you increase the effectiveness of your ads on both Google and Facebook.
You will discover:
- Tips to increase clicks and conversions.
- Tactics to ensure you are generating qualified traffic.
- How to minimize wasted spend.
- Why testing is important & so much more!
How to market your B2B startup in the UK | Amplify Digital MarketingJonathan Hedger
The insiders guide to marketing your B2B startup in the UK. Packed with tips and insights to help you gain market penetration and accelerate your customer and revenue growth.
Building a Data Driven Growth Organization by Heather Zynczak, CMO, Domo Traction Conf
This document provides tips for building a data-driven growth organization. It emphasizes the importance of using data to fuel growth, live by ROI, and create a culture of accountability. Marketers are often held accountable for ROI but lack access to data on marketing contribution. The document encourages embracing guerrilla marketing tactics and new digital channels to drive leads cost effectively. It stresses focusing on growth while maintaining profitability through accountability and leveraging ROI metrics.
Kamil Tavas — 5 Hours of YouTube SEO and Marketing | YouTube Video Advertisin...Semrush
These slides were presented at the SEMrush webinar "5 Hours of YouTube SEO and Marketing | YouTube Video Advertising Formats for Your Goals". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-youtube-marketing-or-youtube-video-advertising-formats-for-your-goals/
Real Estate Lead Generation (Google Ads) Case StudySachin Selvaraj
You can generate good amount of quality leads for your real estate business with the help of Google Ads.
With the help of this Lead generation case study you can learn how you can get leads for your real estate business.
If you want to grow your real estate business online & want any kind of help then just visit: https://yashus.in/domain-expertise/real-estate-digital-marketing-agency/
GrowCommerce 2016 — How Fast-Growing E-Commerce Brands Are Driving Sales with...Grow.co
Stephanie Heffernan, a senior ecommerce marketing manager, and Neal Boornazian, an executive vice president, presented on driving success on social media. They discussed integrating multiple channels like direct mail, email, Facebook ads, and paid search. They also covered best practices for social media marketing like making the most of video and testing different creative elements, like buttons and color changes, to improve conversion rates and cost per acquisition.
[SMX ADVANCED - BERLIN 2019] Automate & Scale STR Treasure Hunt - Marco Fri...Marco Frighetto
Search term reports optimisation can be a tedious process. A PPC Specialist will invest many hours do dive in into each campaigns trying to extract the most and worst performing keywords. In this presentation, we will share how the heavy lifting of the Search Term report can be automated and how technology can help to identify trends invisible to the human eye.
Enigma is one of the top digital marketing agencies based in India. We offer 360-degree digital marketing services, including PPC, SEO, SMO, ORM, and Design Development. Our services also include your website ranking at the top. Our team lets you solve your complex business challenges through our integrated digital marketing offerings, which can transform your business.
The Ultimate Conversion: Tying Ad Campaigns to Pipeline & RevenueMarketo
Nowadays, front end metrics such as clicks and click-through-rates (CTR) simply aren't enough to prove your digital ads are driving revenue. View the slides to discover how you can leverage Marketo to truly unveil the direct impact your ad campaigns have on pipeline and revenue.
The document discusses Sony's Personalised Integrated Marketing (PIM) solution. PIM allows companies to integrate both offline and online marketing channels to create personalized experiences for customers. Case studies are presented on campaigns run by Google, Mercedes, and Tottenham Hotspur that used PIM and saw measurable success including increased online signups, test drives, and package upgrades. PIM provides real-time analytics on campaign engagement and response across channels.
Digiday Publishing Summit Europe, Jan Thoresen, Scandanavia OnlineDigiday
The document discusses how Scandinavia Online AS makes money through voice technology by creating personalized voice news applications for smart speakers that are supported by advertising, such as by bundling ads across their websites, mobile apps, and voice actions. They address common myths around voice advertising, such as not being able to directly link from one application to another, and instead promote a solution of bundling ads across multiple channels. The first customer example provided is of a real estate agency that advertised through their voice application.
This session was originally broadcast on the 6th May 2021. We took the opportunity to give you a look into the new direction of Incubeta NMPi, and show you through some of our key services that we offer to partnerships in the affiliate space. Callum, Nisha, Shalaka & Keir also took the time to explain some of the amazing work Incubeta are doing internally and externally to promote Diversity & Inclusion, Sustainability, CSR and mental wellbeing, in the workplace and beyond!
A few key services this session focuses on:
- CSS
- Paid Social
- PPC
- Programmatic Display
- Our Multi-Channel approach
Glossy Forum: Modern Marketing | TechStyle Digiday
This document discusses how to create an effective acquisition marketing machine. It summarizes TechStyle Fashion Group's data-driven and personalized approach to building fashion brands through e-commerce, repeat customers, and membership models. The company utilizes an in-house digital agency to design and test thousands of digital ad creatives annually across different paid media channels in an integrated and optimized way. It also discusses scaling influencer marketing programs and leveraging machine learning from consumer data and signals.
Customer Engagement Platform - Chandar Pattabhiram & Brian Glover Marketo
Chandar Pattabhiram and Brian Glover from Marketo discuss the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
Digital Marketing: Current Trends in iGamingNicky Senyard
Nicky Senyard, the founder and CEO of the Income Access Group, discussed 2015 trends in online gaming and digital marketing in a presentation at the ICE Totally Gaming conference in London, England, on 1st Feb. 2015. This slide-share accompanied Nicky's speech.
This document provides an overview of an digital marketing agency called Xplora. Some key details:
- They have over 65 clients and a team of 32 members.
- They are recognized leaders in the digital space, with speakers and moderators at major industry events.
- In 2017-2018 they managed over 3.1 million in media budgets and spent for clients.
- Their services include performance marketing, social media, digital assets, consulting, and more.
Contact a.baird@euroconsulting-emea.eu to find out more...
Marketing Package for iGaming Start-Ups:
- A full end-to-end Branding/ Re-Branding of Your Start-up iGaming Company.
- Logo Design
- A 1+ minute commercial video of your Online Casino/ SportsBook, identifying the USP (Unique Selling Point). This video is compatible to be presented online through Youtube, Websites, Social Media, and on Television.
- A 30 Second commercial video that can be used to promote your Bonuses, Competitions, Games, SportsBook or USP’s. This Video is compatible to be presented online through Youtube, Websites, Social Media, and on Television.
- The Set-up of Social Media Platforms; Facebook, Twitter, YouTube, Google+, LinkedIn and Slideshare.
- Online Lead Captures (Landing Page), based on the desired messages.
Our team consists of Highly Skilled and Talented Designers with extensive experience in Developing High Level Marketing Campaign and Media Assets, specializing in Cross Media & Digital Marketing.
Xplora BG Global Brands Content Management XploraBG
The document discusses a company's global marketing experience and process for adapting campaigns globally. It has experience running campaigns in 10 countries with 40+ global clients. The process involves briefing, media planning, content development, launching the campaign, and optimizing. Content is adapted locally, with 80% of posts being global and 20% local. This allows for 30-50% optimization of costs. The company's scope of work includes social media management, performance marketing, and analysis for global campaigns, while local translations and articles are out of scope.
WordStream delivers 8 actions that will help you increase the effectiveness of your ads on both Google and Facebook.
You will discover:
- Tips to increase clicks and conversions.
- Tactics to ensure you are generating qualified traffic.
- How to minimize wasted spend.
- Why testing is important & so much more!
How to market your B2B startup in the UK | Amplify Digital MarketingJonathan Hedger
The insiders guide to marketing your B2B startup in the UK. Packed with tips and insights to help you gain market penetration and accelerate your customer and revenue growth.
Building a Data Driven Growth Organization by Heather Zynczak, CMO, Domo Traction Conf
This document provides tips for building a data-driven growth organization. It emphasizes the importance of using data to fuel growth, live by ROI, and create a culture of accountability. Marketers are often held accountable for ROI but lack access to data on marketing contribution. The document encourages embracing guerrilla marketing tactics and new digital channels to drive leads cost effectively. It stresses focusing on growth while maintaining profitability through accountability and leveraging ROI metrics.
Kamil Tavas — 5 Hours of YouTube SEO and Marketing | YouTube Video Advertisin...Semrush
These slides were presented at the SEMrush webinar "5 Hours of YouTube SEO and Marketing | YouTube Video Advertising Formats for Your Goals". Video replay and transcript are available at https://www.semrush.com/webinars/5-hours-of-youtube-marketing-or-youtube-video-advertising-formats-for-your-goals/
The document is a case study presentation by Marketo about how they drive their own business through modern marketing techniques. It details how Marketo uses content marketing, lead generation, marketing automation, and analytics across the entire customer revenue cycle from awareness to sales. It shows examples of their lead scoring system, behavioral targeting, dynamic content nurturing programs, and multi-touch attribution analytics to measure marketing return on investment. The goal is to inspire other companies and illustrate how to effectively market and sell in the current digital environment.
Customer Engagement Platform: Smarter Marketing for Better Results - Erik RehnMarketo
Erik Rehn, Director of Product Management at Marketo, presents how to use Marketo's Customer Engagement Platform to gain better results thru smarter marketing.
Engagement Marketing Platform - Matthew ZilliMarketo
Matthew Zilli, Director of Product Marketing at Marketo, discusses the amazing capabilities of Marketo's new Customer Engagement Platform and how to achieve better marketing results.
Marketo Secret Sauce: Modern Marketing Case Study - Matt ZilliMarketo
Matt Zilli, Director of Product Marketing at Marketo, dives into Marketo's "secret sauce" and how to achieve better marketing results in the new digital age.
Smarter Marketing for Better Results: Marketo's "Secret Sauce" Case Study - C...Marketo
Chandar Pattabhiram, VP of Product and Corporate Marketing at Marketo, dives into Marketo's "secret sauce" and how to achieve better marketing results.
Going beyond social listening with predictive social analyticsViralheat
Most companies have invested in some level of social listening, using social media monitoring tools that capture customers conversations. However, that's typically as far as most companies go generating just a list of conversations without any identifiable business outcomes. Appia and T-Mobile will talk about the future of social media marketing and how they are using Viralheat to predict customer behavior and lead identification. This allows their marketing and sales teams to not only identify hot leads, but also to immediately engage with them and increase the chance of conversion.
15 Marketo Protips: Advice You Can Implement TodayJeff Shearer
The document outlines 15 Marketo protips provided by Jeff Shearer of Egencia. The protips include recommendations for folder organization, asset naming conventions, organizing sales insight emails, using global forms and emails, program templates, centralized content programs, picklisting fields, triggers for standardizing data, using segmentations as smart list filters, lead source tracking with URL variables, tokenized lead scoring, using tokens in interesting moments, and folder tokens. The protips are designed to help users implement best practices for organizing and standardizing their Marketo implementations.
Turbo-Charge Your Lead Engine with Predictive Lead Scoring #MKTGnation14Lattice Engines
Brian Kardon of Lattice Engines joins Beki Scarbrough for a presentation about predictive lead scoring at Marketo's Marketing Nation Summit. These slides provide an introduction to predictive marketing and an in depth look at CA's journey to transforming its marketing efforts with predictive lead scoring and other marketing technology.
The document describes a customer success story of Slimband, a weight loss company. Slimband initially had opposing marketing and sales goals and weak leads that did not convert well. By analyzing customer data across multiple platforms using Marketo, they identified that their best customers were obese females aged 35-55 who purchased after an in-person consultation. Marketo helped Slimband integrate this customer data and align their marketing and sales teams to prioritize their best customers, generating more leads and increasing revenue. They learned to focus campaigns on generating the most business rather than most leads.
Heidi Bullock, VP of Demand Gen at Marketo, presents how to create a solid planning strategy for 2015. She discusses how to handle any challenges you may face next year, secrets to success, and great ideas for marketing programs.
The document appears to be a case study about how Kaufman Rossin, an accounting firm, implemented Marketo's marketing automation platform. It discusses how Marketo helped Kaufman Rossin segment their audience, create dynamic email campaigns, improve events and follow up, and track ROI. The case study also notes how Marketo enabled their team to be more effective and how in the second year they plan to focus on key industries and integrate Marketo with their CRM. It expresses gratitude to the Marketo community for their support.
Smarter Marketing for Better Results - Michael BergerMarketo
The document discusses how Marketo helps companies improve their marketing efforts through better alignment between sales and marketing, increased scale of campaigns, and deeper insights into lead behavior. It provides a case study of how Marketo helped Egencia achieve these benefits, including better alignment between teams, the ability to quickly build large campaigns, and insights into which programs drive the best leads and how leads move through the sales funnel. The document advocates that by mapping customers' journeys and guiding them through effective nurturing, marketers can transform their role from a cost center to a driver of revenue.
Similar to Drivingfacebookleadswithmarketofinal 140409152636-phpapp02 (20)
The document provides specifications and guidelines for different types of Facebook ads, including dimensions, formatting, and best practices. It outlines standards for ads appearing in the News Feed, right column on desktop, and right column on mobile. Standards are defined for photos, videos, text, links, offers, events, and more. Major changes announced include larger ad formats for the desktop right column starting June 24 and retirement of the small right column format by September 1.
Facebook Social Media Crisis GuidelinesBlitzMetrics
This document provides guidelines for using social media to respond to different types of crises. It recommends the following steps:
1. Determine the validity and scope of the feedback or criticism by assessing whether it is from key influencers or actual consumers, and identifying the core issues.
2. Keep the conversation ongoing by posting status updates that reflect the facts and maintaining a consistent, conversational tone on social media.
3. If there is validity to the problem, resolve it swiftly by communicating to consumers that you are working on a solution, and involving critics when communicating the solution.
This document discusses metrics and reporting for analyzing marketing campaign performance. It provides examples of top keywords and their costs, as well as metrics for click-through rates, conversion rates, and revenue over time. The presentation emphasizes decomposing metrics, analyzing their relationships, and using the insights to take targeted actions that improve performance.
This document discusses metrics and analysis of social media engagement and how to take action. It analyzes the social media performance of Fuddruckers' Facebook page, finding that their most engaging post was actually by a fan, not the company directly. It identifies their top fans and most influential users. It also provides recommendations on understanding audiences, engaging loyal fans through posts, and using ads to increase reach when organic reach is low. The overall message is that metrics should lead to actionable insights and interactive engagement with fans.
Facebook: Your Secret Weapon for a $1 a day. The presentation given by Dennis Yu and Alex Houg of Portage at the Social Media Rockstar event on September 22nd in Willmar, MN.
This document appears to be a lesson plan or textbook for a course on Facebook marketing. It includes sections on defining goals, content targeting, audience targeting, and optimizing campaigns. Various tactics are discussed such as setting up custom audiences and using pixels to track conversions. The instructor's name is provided as Alex Houg and contact information is given to follow on social media.
This document discusses differences between traditional pay per click (PPC) advertising and social media PPC advertising on Facebook. It notes that on Facebook, targeting is based on user profile attributes rather than keywords. It also provides examples of top profile attributes used for targeting and advertises a premium package from BlitzMetrics for setting up and optimizing Facebook ad campaigns.
- Facebook has over 750 million active users globally and is growing rapidly in Brazil, with the Brazilian population being the fastest growing on Facebook.
- Brazilians are highly engaged on Facebook, with the average user visiting 40 times per month, and Facebook providing opportunities for brands to connect with potential customers and increase sales.
- For brands to be successful on Facebook in Brazil, the document recommends focusing on growing a fan base, engaging users through apps and games, targeted advertising, and integrating Facebook strategies with other online marketing efforts.
This document summarizes a social data mining workshop presented by Dennis Yu. The workshop covered an overview of social data APIs, natural language processing techniques for determining user intent, data modeling, the Facebook Graph API and explorer tool, competitive intelligence, tying users across social networks, Facebook insights and APIs, analyzing successful Facebook posts and fans, custom audience targeting, new partner targeting options, hands-on SQL exercises for analyzing social data, the Twitter stream API, a case study on how Gordmans grew their Facebook fans cost-effectively through engaging content, geo-targeting strategies, other social APIs, analyzing LinkedIn ads data, and wrapping up the workshop.
This document discusses metrics and analysis of social media engagement and how to take action. It summarizes the key metrics of a viral post by a fan of Fuddruckers restaurant that generated over 34,000 likes and 1,100 comments. It then analyzes the most engaged fans and influential fans of Fuddruckers' Facebook page. It provides recommendations on understanding audiences, engaging loyal fans, monitoring reach and feedback to posts, and using social media advertising strategically.
Organic impressions on Facebook pages have declined 33% from June to December 2011, while paid impressions increased over the same period. The decline in organic impressions is primarily due to a 39% decrease in post frequency in users' newsfeeds, as the newsfeed has become more competitive with more types of content and users generating more posts through apps and devices. Engagement rates have also fallen for pages with both under and over 100,000 fans. The types of content posted, such as more status updates and fewer links, and increased sales-related posts in late 2011 also likely contributed to the decline in organic reach.
The document discusses strategies for social media marketing. It notes that Facebook sits high in the marketing funnel, driving greater awareness and search terms both organic and paid. It also states that social ads work best when amplifying user actions rather than just broadcasting creative messages. Finally, it recommends that 20-30% of total marketing budget should be allocated to social media efforts since social amplifies other marketing channels.
This document provides an overview of optimizing Facebook social ads for supercharged performance. It discusses various ad targeting options including interests, friends of fans, workplaces, custom audiences, and lookalike audiences. It also covers using conversion pixels, dark posts, sponsored stories, and tailored ad content for different audience segments. The goal is to amplify user actions through these social ads, not just broadcast creative.
This document provides tips for targeting the right audience on social media. It recommends unlocking user data to power social discovery, awareness, and actions. It suggests targeting interests, workplaces, competitors, and things your demographic finds interesting outside your brand to reach the right audience. The goal is for your intended audience to notice your brand, like your page, comment, share, and ultimately buy from or use your service. Precision targeting is key to social media success.
This document discusses strategies for increasing content production and engagement on Facebook. It recommends posting frequently, benchmarking against competitors, growing fans, optimizing reach in newsfeeds and through search, and collecting email addresses and measuring engagement metrics like likes, comments, and shares. The goal is to build audience, engagement, and conversions. It also advises targeting specific communities and influencers relevant to your brand to amplify user actions and bring people together around a shared spark or story.
This document provides guidance on developing a social media marketing strategy on Facebook. It discusses setting goals, testing different strategies like post frequency and competitive benchmarking, and optimizing for engagement and conversion metrics. It also covers using remarketing to retarget people who visited a website to ads on Facebook. The overall message is that a strategic approach to social media that tests different levers can amplify other marketing channels.
The document discusses brand power and engagement metrics. It defines brand power as a function of fans, engagement rate, and time decay. It then lists some proposed solutions to improve brand power as putting in more time, spending more money, or being ignorant. The document also mentions topics like graph search, hacking ads manager, and personalization processes.
This document outlines strategies for maximizing the impact of Facebook advertising. It discusses defining success for Facebook ads through message delivery to the right audiences to drive awareness, engagement, and conversions. Various ad formats are presented such as always-on ads, content excellence ads, and laser targeted ads. Audience building techniques include friends of fans, custom audiences, lookalike audiences, and website custom audiences. The document provides examples of campaign structures and emphasizes connecting audiences, unifying social presence, and producing recyclable content.
The document discusses best practices for running successful contests on Facebook, including tips to avoid common mistakes. It provides examples of contests that drove significant increases in likes, comments, shares and website traffic. Key recommendations include clearly defining objectives, promoting the contest widely, making it easy for users to enter, and offering a valuable prize to attract the right target audience. Metrics like new fans, entries, votes, comments and unique users are identified as important to measure.
This document provides links to Facebook developer documentation on plugins, insights, and categories. It includes a link to the Facebook plugins documentation, which explains how to add plugins like the like button or comments box to a website. It also links twice to the insights documentation, which shows how to analyze metrics and data from Facebook pages and apps. Finally, it links to documentation on categories for classifying Facebook pages.
1. Driving Facebook Leads With Marketo
Dennis Yu
Chief Technology Officer
@DennisYu
Carra Manahan
Marketing Programs Specialist
@CarraManahan
Travis King
Director, B2B Lead Gen
@Travislk
56. Thank You!
Dennis Yu
Chief Technology Officer
dennis@blitzmetrics.com
Carra Manahan
Marketing Programs Specialist
cmanahan@marketo.com
Travis King
Director, B2B Lead Gen
travis@blitzmetrics.com
Editor's Notes
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YOU DON’T WANT TO JUST JUMP IN TO FACEBOOK ADS.
Facebook is all about amplifying your content.
Targeting may be important, but if you don’t have the content, you are throwing your money away.
Three types of amplification: Fan growth, fan engagement, conversion. They all feed into each other.
Fan Growth – Facebook may be throttling organic reach, but fan growth is important for FOF targeting.
May be important in some cases for people to take you seriously. I personally don’t agree with this. One of my clients is a media company. Some advertisers don’t take them seriously because
Falls under the engagement category. Important metrics are shares, likes, link clicks, and comments.
The purpose of engagement ads is to prep people for the conversion. Don’t jump the gun. You don’t want to accelerate the relationship before people are ready.
Key is to drive traffic to a landing page with page post links and collect an email.
Don’t go straight for the sale, because that rarely works.
Let your email campaigns do the heavy lifting. One exception is remarketing, which I’ll go into later.
93% of marketers use social media for business. http://dianehughes.info/2013/06/26/social-media-a-great-video-with-some-surprising-stats/
1 billion users on Facebook
EARLY STAGE- blog, ebooks, research, funny videos, curated lists, infographics, webinars
Thought leadership and enjoyable content to build brand, awareness, and desire
MIDDLE STAGE – Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports
Tools that help buyers find you when they are looking for solutions.
LATE STAGE – Pricing, demos, services information, 3rd party reviews, customer case studies
Company-specific information to help evaluate and reaffirm selection.
Namecheap for liking GoDaddy
Who is your target? Marketing Directors? Marketing profs, pubcon, adobe summit, etc.
Jack Daniel’s fans like metal music.
Carra first half
LinkedIn – Larger reach and more job titles, but can be up to 6x more expensive, so Facebook in the end is more effective.
Most of you probably know that you can target by workplace
Do you have a list of targeted accounts? Run optimized content towards these people.
Do you have new product launching and want some press? Just open a restaurant in LA, Target the LA times.
CPG company that wants their dog food sold at whole foods. Target whole foods pushing your product.
Datalogix, Epsilon, Acxiom - Tons of 3rd party data in Facebook now.
This is by profession. Combo your targeting to target people who are managerial and like Salesforce, or Medical professionals and list their job title as CEO.
Tons of other data out there. Took out a loan, CC debt, make over $500k per year, buy high end retail goods.
You can use it for market research.
Sample company
Who here uses adroll or perfect audience?
People who have visited your website have shown an interest in your product/brand. HIGH conversion rate, they know you.
One case where if you are a B2C brand to push to your shopping cart.
WCA are a new alternative to perfect audience and adroll. Create custom lists based on URL. Third party tools restrict types of the ad, WCA opens up every type of ad unit.
Exclusion lists as well. Customize duration people stay in your list for up to 180 days
Cross-sell Slide target towards customers + retail example (iphone)
CARRA
Facebook has the ability to create separate custom audiences based on your existing list. It takes demographic, interest, activity, etc. data and creates a new list excluding those on your old list. You can match this persona with existing criteria to further boost the performance of your ads.
Note: You have the option for reach and similarity.
Running ads, you’re bound to make people angry. You don’t want them spamming your page or responding negatively, so after the first complaint, take their user ID and add it to your disqualified leads. Be careful, this is considered grey hat.
Product focused ads, exclude your customers. People become a lead, don’t target with your bottom of the funnel customers.
People signed up for your webinar. Add these people to an exclusion list so that they don’t continue to see your ads.
Across website and on all Facebook tabs.
Facebook introduced oCPM in 2012. They optimize to specific objectives. Lots of different objectives: checkout, leads, key page views, etc. You still have your targets in place, but Facebook serves ads to people who are more likely convert for you.
Over the last year, oCPM has been getting smarter.
Importance for tracking, huge componenet- associate sales to social campaigns
You can set up tracking on the post level as well to track different targets/creatives. Just add the UTM paramters in the Optinal URL Tags box on Facebook.
Best practice global folder for all marketing forms
Modify hidden fields we use lead source comments and lead source for our social data.
-we create separate forms for Facebook Tabs so that we can see which asset was downloaded but totally up to your team.
-Post level data, helps you optimize your content. Take best performing content (virality is a good indicator).
-Negative feedback shows if you’re alienating your audience.
-Test your content organically first. What generates the most shares/enagement?
-Earlier, mentioned the importance of goals. These are the metrics as well as anything related that you need to look at.
-The story. Why does Salesforce perform well as a target. Why do certain assets have a high click to conversion rate.
-What is the action you take based on this? Try new creatives? Change the targeting.
Constantly tweaking,
455 campaigns
2,479 ads
Get your attribution modeling in check. The majority of Facebook conversions are going to be your first touch, with the exception of complicated retargeting.
Facebook won’t generally convert to a sale, but it starts pushing leads through the funnel.