Omni-channel Talent Application
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Modern marketers are often faced with the challenge of being fluent in multiple digital and traditional channels to drive client results. Faced with limited time, resources, and budgets, it can be overwhelming to answer, "Where should I be applying my talents?" The goal of this presentation is to provide a scalable 3-phase framework for Omni-channel talent application. As presented on 10/12/2016 at Pubcon Las Vegas.
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Omni-channel Talent Application
- 1. @jonathanbwilson Omni-Channel Talent Application Presented by: Jonathan Wilson @Jonathanbwilson
- 5. @jonathanbwilson Who Makes More $: Specialists or Generalists?
- 8. @jonathanbwilson Omni-channel is Good for Business http://www.idc.com/getdoc.jsp?containerId=252327 31% Higher LTV
- 12. @jonathanbwilson
- 15. @jonathanbwilson True Omni-Channel is a Myth
- 16. @jonathanbwilson Our Goal: Build a prioritized, scalable framework for managing your omni-channel marketing program.
- 18. @jonathanbwilson Step 1: Know Your Customer
- 20. @jonathanbwilson Audience Customer 1 Customer 2 Age Gender Income Birth Job Platform Starting Point: 2 Orders Came In
- 21. @jonathanbwilson Public: Think With Google https://www.thinkwithgoogle.com/tools/customer-journey-to-online-purchase.html
- 22. @jonathanbwilson Public: Determine Site Appropriateness
- 23. @jonathanbwilson Drill Down to Decide! http://sproutsocial.com/insights/new-social-media-demographics/
- 24. @jonathanbwilson Audience Visitor 1 Visitor 2 Born Gender Income Birth Job Channel Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua), Direct Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua), Direct Public Outcome: Channel Appropriateness
- 25. @jonathanbwilson Paid: Social Data http://keyhole.co/blog/the-top-25-social-media- monitoring-tools/ • Structured • Unstructured
- 27. @jonathanbwilson Audience Buyer 1 Buyer 2 Born 65+ 65+ Gender Male Male Income $250k+ $250k+ Birth UK UK Job Retired Retired Channel Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua), Direct Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua), Direct Paid Results: In-Channel Affinity Groups!
- 29. @jonathanbwilson Proprietary: Add Personal Information
- 30. @jonathanbwilson Audience Prince William Ozzy Osbourne Born 1948 1948 Gender Male Male Income $250k+ $250k+ Birth UK UK Job Retired Retired Channel Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua), Direct Social (Facebook, LinkedIn), Search (Google, Bing, Yahoo), Paid, Referral (HG.org, Findlaw.com), Email (Eloqua), Direct Motivator Prestige Dank Memes 3P Results: Real Human Understanding
- 31. @jonathanbwilson Step 2: Channel Prioritization
- 32. @jonathanbwilson
- 33. @jonathanbwilson Start with an Omni- Channel List
- 34. @jonathanbwilson Channel Agnostic: Use Customer Data to Eliminate Irrelevant Channels
- 35. @jonathanbwilson Apply Same Methodology to Prioritize Channels.
- 36. @jonathanbwilson Result: Data Driven, Weighted Channel Prioritization
- 37. @jonathanbwilson Prioritization for a 40 hour workweek Scenario Percentage 1 FTE Assumption 40 hours / week Radio 1% 0.4 Youtube 14% 5.6 SEM 18% 7.2 SEO 10% 4 Cust Service 13% 5.2 Chat 6% 2.4 Sales 10% 4 Twitter 4% 1.6 LinkedIn 9% 3.6 Facebook 15% 6 Total 100% 40
- 38. @jonathanbwilson Caveat: Channel Ratios Must Evolve!
- 39. @jonathanbwilson http://pdfaiw.uspto.gov/.aiw?Docid=20150138333 Constantly Look For New Opportunities
- 40. @jonathanbwilson Step 3: Talent Application
- 41. @jonathanbwilson
- 42. @jonathanbwilson Scaling Your Operations • In House • Contractor • Agency • Tools Scenario Percentage 1 FTE Team of 90 Assumption 40 hours / week 3600 hours / week Radio 1% 0.4 36 Youtube 14% 5.6 504 SEM 18% 7.2 648 SEO 10% 4 360 Cust Service 13% 5.2 468 Chat 6% 2.4 216 Sales 10% 4 360 Twitter 4% 1.6 144 LinkedIn 9% 3.6 324 Facebook 15% 6 540 Total 100% 40 3,600
- 43. @jonathanbwilson Digital PPC SEO Local Social Video Starting Silos SalesProduct Content AM
- 44. @jonathanbwilson Integrate Digital Roles SalesProduct Content AMDigital PPC / SEO / Local / Social / Video
- 45. @jonathanbwilson Role Integration: Stay in Flow S k i l l Bored Anxious C h a l l e n g e
- 46. @jonathanbwilson Role Integration: Career Progression Intern DMC DM DMS Bored Anxious S k i l l C h a l l e n g e
- 47. @jonathanbwilson Reduce Boredom: Automate “Dummy” Work.
- 48. @jonathanbwilson Reduce Boredom: Automate Reporting
- 49. @jonathanbwilson Reduce Anxiety: Omni-Channel Assessments
- 51. @jonathanbwilson Reduce Anxiety: Knowledge Sharing
- 52. @jonathanbwilson Review: A Cyclical Framework Know Your Customer • Public • Paid • Proprietary Prioritize Channels • Channel Agnostic • Flexibility Talent Application • Agility • Stay in “Flow”
- 53. @jonathanbwilson