LGBT Online Marketing Presentation 2015

9/23/2015 LGBT Social Media & Web 2.0 Marketing

#LGBTBiz - Advanced LGBT Online Marketing Strategies for 2015
@mattskal
#LGBTBizTech
mattskal PinkBananaMedia
& mattskal
@LGBTBizTech

LGBT Online & Social Media
Marketing
Presentation Overview
9/23/2015 LGBT Online & Social Media Marketing
PART 1:
1. Programmatic Ad Buying – What is it?
2. Programmatic Ad Buying using Targeted Key Words
3. Targeted Key Words in Social Media
4. Content Marketing: Photos, Blogs/Articles, Videos
- targeted key words in form of #hashtags
PART 2:
1. SEO and PPC – Analysis of your Business Landscape
Step 1: Analysis of your Domain Name
Step 2: Analysis of your Competitive Landscape
2. Advanced social media analytics & competitive analysis

Marketing
1. Programmatic Ad Buying
Automated, Real-Time Bidding on ad placements on the some of
the top LGBT websites that are part of the programmatic ad buying
network.

Marketing
Programmatic Ad Buying
In this example - Targeting LESBIANS in LOS ANGELES

MarketingProgrammatic Ad Buying
In this example - Targeting LESBIANS in LOS ANGELES

MarketingProgrammatic Ad Buying
In this example –
a GAY RESORT targeting GAY MEN in LOS ANGELES

LGBT Online Marketing
Hyper-Targeted Programmatic Online Ad Buying

Hyper-Targeted Programmatic Online Ad Buying - MOBILE

Programmatic Ad Buying - ReTargeting
Ads appear based on my web surfing history

Programmatic Ad Buying
using Key Words
Ad appears in articles throughout
the Internet based on key word
matches

LGBT Programmatic, from a Media Company’s perspective - the
“Waterfall”
Typically sold at
approx. $10 CPM
In-House Banner Ad
1st Tier Programmatic Ad
2nd Tier Programmatic Ad
House Ad
Approx. $5 CPM
Approx. $1-2 CPM
Trade/No-Cost

1st Tier Performance – Fill Rates

TIP: Use UTM codes in your ad’s URL
TIP 2: Ensure landing page is a match to the ad creative
http://www.discoverlosangeles.com/gayla
?utm_source=Towleroad
&utm_medium=banner
&utm_term=gayLA
&utm_content=728x90
&utm_campaign=winterinla

2. Key words for
social media marketing - #hashtags

Social Media numbers in 2014

Social Media Usage by Age Groups

Evolution of Online Activity

How to Choose #hashtags to use
Look at it as Search Engine
Optimization (SEO), but for
social media.
Options include:
- Region: #GayMiami
- Theme: #GaySports
- Unique: #CMI2014

Photos Connected with Business + Hashtags
#LGBTBizTech Conference Speaker -
Auston Matta from TwoBadTourists -
Developing and Successfully Executing an
Online Campaign as an Amateur or Small
Business #LGBTBiz #LGBTWeekNYC
http://www.lgbtbiztech.com/speaker/AustonMatta.cfm
Posted on Facebook with connection to profile
Posted on Instagram with connection to profile
Posted on Twitter with connection to profile
Posted on Google Plus with connection to profile

Photos Connected with Business + Hashtags

TIP: Posting directly versus using app to do multiple posts

Impact of Adding Images to Tweets

New in 2015 - Twitter “Quotes” – 117 more characters for you to share

TIP: @ Symbol used on LinkedIn, Twitter, Facebook, Instagram and
Google+

Photos – Unique Idea for promotion on social media
Photo is taken and a printout is handed to them with identifying number for photo.
Program is fully optimized for smartphones and social media sharing, with
corporate sponsor branding prominent throughout the campaign.

You can see how photos were spread via social media using
Tagboard.com

View #GayPalmSprings on TagBoard

View #GayResort on TagBoard

View #GayTravel on TagBoard

Content Marketing & Sharing via Social Media using #hashtags

TIP: Find a program that helps you share to multiple social media
channels
Scoop.it’s incredible
social media sharing
capabilities.

Google’s new Twitter integration debuts August 2015

Content Posting Analytics - Twitter

Measuring Reach and Impressions with TweetReach.com

Content Posting Analytics - LinkedIn

Facebook Insights and Reporting

Advanced Analytics – SimplyMeasured.com

Measuring the Power of an Influencer’s Individual Reach

Questions?
Matthew Skallerud
www.PinkBananaMedia.com
Matt@PinkBananaMedia.com
(323) 963-3653
Los Angeles | New York

PART 2
SEO and PPC – Analysis of your Business Landscape
Step 1: Analysis of a Domain

Pay-Per-Click (PPC) Ad History

SEO Keyword Performance w/estimated $ value

Top SEO Key Words

Top Sites Your Domain Competes With in Search

Top PPC Keyword Performance

Your PPC Ad History

Your Inbound Backlinks

Your Top 10 Keyword History

Step 2: Analysis of Competitive Landscape

Overview of SEO Key Word Analysis

Analyzing best variations of key words

Ad History for key words

Ad Summary

Organic Search Results

Historical Ranking

4. Advanced social media analytics & competitive
analysis

Advanced Social Media Analytics & Competitive Analysis
Companies in the Landscape

Companies with Social Presences

Social Audience Overview

Social Activity Volume

Social Engagement Volume

Analysis by Social Media Channel - Twitter

Analysis by Social Media Channel – Twitter FOLLOWERS

Analysis by Social Media Channel – Average Daily Tweet Volume

Analysis by Social Media Channel – Average Engagement Rate per
Tweet
Average Engagement Rate per Tweet
The average number of interactions (retweets and favorites), per thousand followers, of this company's
tweets during this time period.

Analysis by Social Media Channel – Total Engagement for Tweets
Tweet Engagement Total
The total number of interactions (retweets and favorites) of this company's own tweets during this time
period.

Analysis by Social Media Channel – Average Total Engagement per
Tweet
Average Engagement Total per Tweet
The average number of interactions (retweets and favorites) of this company's tweets during this time
period.

Total Volume vs. Average Total Engagement per Tweet
Average Engagement Total per Tweet
The average number of interactions (retweets and favorites) of this company's tweets during this time
period.

So what can we do for you?
Reach the Gay & Lesbian Community
Leverage the Power of Social
Relationships

So what can we do for you?
We can work with you on strategy and
implementation to reach your target market
in the LGBT community online, via:
• Social Media Distribution
• E-Mail & Banner Ad campaigns
• Online editorial, photos and video
Typical client price range is from $1,000 per
month to $10,000 per month
Merging PR, Advertising & Social Media with...
The Power of Individuals, their Interactions and their
Relationships!

@LGBTBizTech #LGBTWeekNYC
#LGBTBizTech

LGBT Online Marketing Presentation 2015

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