#SEJThinkTank Webinar: Social Marketing Hacks To Crush It in 2015
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Looking for ways to rock your social marketing? The data is in, and savvy marketers are using it to turn readily available social data into attributable conversions. Join Daniel Morrison of aimClear as he covers selling with first-touch social psychographic data: disciplined, high intent, active targeting, including owned-audience cookie pools for performance marketers to exploit.
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#SEJThinkTank Webinar: Social Marketing Hacks To Crush It in 2015
- 1. @DanimalsHouse 3 STEPS FOR SOCIAL / SEARCH MARKETING INTEGRATION & DRIVE POSITIVE ROI Daniel Morrison | @DanimalsHouse
- 6. @DanimalsHouse 3 STEPS FOR SOCIAL / SEARCH MARKETING INTEGRATION TO DRIVE ROI 1. Inject users into YOUR funnel with Social Psychographic Data 2. Cookie with Retargeting Pixels {Owned} 3. Nurture & Convert with Remarketing & RLSA 21 3 #SEJThinkTank
- 7. @DanimalsHouse 1. Sell with Social Psychographic Data Image credit: NASA GSFC #SEJThinkTank
- 8. @DanimalsHouse Image credit: NASA GSFC #SEJThinkTank
- 9. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 10. @DanimalsHouse © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 11. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 12. @DanimalsHouse NEW SOCIAL GOALS • Scalable Psychographic Traffic • Attributable CONVERSION $$$ • Real Links from Good Authority Sites SEO • Social Signals from Strong Users SEO • Focused Likes, Follows, Shares SEO $$$ • Insulation from Harsh SEO Updates SEO • PR Distribution to Bloggers & Media SEO © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 13. @DanimalsHouse SALES! Owned Audiences Psychographically- focused Omnichannel retargeting/remarketing INCLUDING Search Remarketing © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 15. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 16. @DanimalsHouse Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections, Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships, Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties WHOLE CUSTOMER TARGETING: SELLING WITH PSYCHOGRAPHICS / TARGETING #SEJThinkTank
- 17. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 18. @DanimalsHouse BUILD TIGHT PERSONAS © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 19. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 20. @DanimalsHouse “ROOT” BEHAVIOR PERSONA INTENT © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 21. @DanimalsHouse “ROOT” BEHAVIOR PERSONA INTENT © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 22. @DanimalsHouse CLARIFY BY “ACTIVE” FILTERS • Playing • Buying • Selling • Going to • Trying • [KW] with • Spending time • Traveling with • Traveling to • Watching • Attending • Visiting • Touring • Shopping for © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 23. @DanimalsHouse POTENTIAL FINANCIAL QUALIFIERS © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 24. @DanimalsHouse POTENTIAL FINANCIAL QUALIFIERS © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 25. @DanimalsHouse DUAL ROOT PERSONAS © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 26. @DanimalsHouse BEHAVIOR + CLASS © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 27. @DanimalsHouse DISCIPLINED, HIGH INTENT, ACTIVE, TARGETING © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 28. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 29. @DanimalsHouse TIPS FOR BUILDING RIGHT PERSONAS • Root your persona in behavioral intent for single root personas • Get active when clarifying your interest filters • Consider passive intents when developing creative + landing pages • Research the source of the data to give the data authority • Layer on potential financial qualifiers © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 31. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 32. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 33. @DanimalsHouse ARE AUDIENCES ARE THE NEW KEYWORDS? Audience Cookie Pools © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 34. @DanimalsHouse WEBSITE ADS © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 35. @DanimalsHouse PSYCHOGRAPHIC TARGETING © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 36. @DanimalsHouse URL TAGGING FOR SEGMENTING © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 37. @DanimalsHouse EXTERNAL TRAFFIC DRIVING UNIT © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 38. @DanimalsHouse RLSA – HOW IT WORKS © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. 1. Place remarketing tags on your website 2. Define lists in AdWords based upon rules, behaviors, landing pages etc 3. Assign remarketing lists to ad groups 4. Set bid adjustments 5. Tailor creative to interaction with site
- 39. @DanimalsHouse ADWORDS REMARKETING SETUP © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 40. @DanimalsHouse UTM CODES TO CREATE AUDIENCES © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 41. @DanimalsHouse ASSIGN AUDIENCES TO AD GROUPS © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 43. @DanimalsHouse HYPER SEGMENTATION REQUIRES MASS AMOUNTS OF DATA © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 44. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 45. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
- 48. @DanimalsHouse Funnel Needs To: • Demystify • Serve • Remove Barriers #SEJThinkTank
- 49. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. SET FREQUENCY CAPS #SEJThinkTank
- 50. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. SEGMENT BASED UPON BEHAVIOR
- 51. @DanimalsHouse SET MEMBERSHIP LIST DURATION © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. #SEJThinkTank
- 52. @DanimalsHouse IMPLEMENTATION RESULTS • Optimize your bids based upon intent • Tire reseller increased sales by 22% by bidding up previous homepage visitors • Broaden your keywords • Vacation tour company increased conv rate by 300% by bidding on broad keywords for previous purchasers (gift, holiday gift) • Custom your ad text • TelCo customer provides 3 services – TV, voice and internet • Experienced 66% decrease in Cost Per Order by serving custom ad copy based upon segmented visitors by service type © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency. Data Credit: Think with Google Case Studies #SEJThinkTank
- 54. @DanimalsHouse 3 STEPS FOR SOCIAL / SEARCH MARKETING INTEGRATION TO DRIVE ROI 1. Inject users into YOUR funnel with Social Psychographic Data 2. Cookie with Retargeting Pixels {Owned} 3. Nurture & Convert with Remarketing & RLSA 21 3 #SEJThinkTank
- 55. @DanimalsHouse Email megan@aimclear.com to get on the list! #SEJThinkTank
- 58. @DanimalsHouse
Editor's Notes
- How Many – staked a claim on FB, TWTR, LinkedIn to drive bottom line value for their business in the early days? How many are promoting content and or running social channel ad campaigns in tandem w/ Search & Display?
- Did your social efforts take off immediately and drive real impact to your bottom line? How many of you never looked back and tripled your returns overnight?
- Or are your social media efforts more similar to a money pit? Are you having challenges proving out the value of social from an ROI perspective? Some people think you cannot make money from social...here to tell you 1) that is cow manure because you’re doing it wrong if it’s not adding to your bottom line
- But FIRST, let’s talk Social Media Manger’s REVOLUTION
- The days of Polyanna fluffy-as-X KPIs for Social Marketers ARE OVER Ubiquitous presence Engagement Community Loyalty Service ALL are praiseworthy objectives. They’re FUNDAMENTAL & ESSENTIAL to brands today; however these classic KPIs are not sufficient in today’s world.
- Time to define the new social goals
- At the heart of EVERY marketer’s objective should be SALES. Pushing the needle And EVERY SOCIAL marketer who wants to keep their job & satisfy stakeholders MUST know how to generate attributable sales and build psychographically-focused OWNED audiences for Performance Marketers to EXPLOIT Let’s dive into logistics on the process
- - Relatively new word, but what does it mean: study of personality, values, opinions, attitudes, interests, proclivities, lifestyles, illnesses, sexualities etc - Psychographics are the part of us that make us who we are, it’s selling pizza delivery to stoners or new york times subscriptions to liberals, or orthodontist adhesives to orthodontists that own small practices
- Demographics is how the US census defines us Psychographics is how our friends and family define us
- Let’s talk about the fundamentals of building good personas; everything that is available on the internet is tracked, pages visited, behaviors on pages etc so there’s a wealth of opportunity for marketers to segment behaviors and define their target audience Root personas in behaviors, third party data is deep (tade desk, blue kai, axciom data logix etc) Super complex data sets available to marketers to classify and segment Shopping, what products people buy, how much money they spend, how much $$$ they have in assets, when their phone contract is up
- Consider you own a restaurant or are marketing a restaurant First, root your persona in behaviors, not just interests
- First, Root your Personas in Behaviors
- Make sure you think about / research the source of where the data originates, here we have data from Mastercard 3rd party aggregators can be a bit of black box but they are used to help determine whether consumers have purchased goods in real world after seeing ads online Datalogix tracks $2+ trillion of consumer spending from 1500 different data partners spanning 110mm househols Data source must come with some authority to truly be valuable
- Second, clarify by active filters If you’re marketing a restaurant, when you’re building your interest buckets to clarify your root persona targets, get active with it Active intent is the intent explicitly described in the syntax (mountain biking trails in Duluth, MN) Passive intent is the implicit intent in the activity, trail maps, trail reviews, trail photos, length / difficulty of trail etc; addressing passive intent will help improve time onsite…passive intent attempts to answer the question of “what’s next”
- - Third) Layer on Financial qualifiers - Qualify your personas financially (can also mean lower income); know who your audience is when determining what to sell them - Do you want to target retarget everyone who almost purchases your ecommerce option or would you rather only retarget those who use premium credit cards online
- Dual Root – Selling mortgages to veterans Two roots, mortgage online behavior, people who are receptive to higher online mortgage offers, data aggregators are a bit of black box; that’s why it’s important to know the source of your data (study the aggregators as much as you study the data itself Occupations, veterans who are previously employed by US military
- If you’re doing mortgages for veterans, you must decide what your root persona is, and then you can build in your high intent targeting details - Remodeling Like Extreme Home Makeover
- Dialing in income qualification and we’ve sown seeds for an audience with excellent lead gen potential
- Many conv require 1+ touches (especially when more information is required to convert) W/psychographics, the cost of branding needs to be paid for with sales, 1st touch or attributable conversion w/n timeframe Truly social PPC is to content marketing what PPC is to SEO; need scale & focus of paid to prove organic
- What is a cookie pool?
- In 1994 an engineer at netscape named lou montulli wrote the original specification for a mechanism to save a user’s state, which he termed a ‘cookie’ In most simple sense, cookies are text files that a web server stores on a computers hard drive They are used to remember settings (location settings, items in cart, pages visited on website etc Cookie data can also be used matched with offline data to create very specific audiences New expectation for social marketers is that they will provide team curated, owned-audience cookie pools for performance marketers to exploit Capturing users at the top of the funnel and tagging them to later market to them in a more cost-effective medium
- Are audiences the new keywords? No, queries are here to stay, but audience targeting makes your keyword targeting smarter! Keywords are still part of it, but you need to constantly be thinking about what every differeent piece of information you know about a person means for your audience Best performance marketers will be the people who can understand (and explain) core concepts of how to target folks beyond keyword groups
- - Choose your objective of sending folks to your website…can also use conversion objective (and should if you have FB conv pixels placed)
- - Set your targeting parameters to reach the audience you want to see your content
- - Tag URLs in a way that can be segmented / analyzed via google analytics (or other analytics platforms)
- - Use dark posts on FB to reach your audience
- RLSA – Remarketing List for Search Ads (terrible! I’ll probably get it wrong today and call it RSLA) Powerful by overlaying audience targeting and keyword targeting, advertisers can now know the people behind the behavior RLSA will makeup a smaller amount of your impressions because it only reaches people who visited your site AND searched for your keywords
- - Setup AdWords remarketing lists to segment your visitors based upon traffic source, behavior, exit pages etc
- Filter by utm codes within your URL Filter by referrer contains (FB, LI, TWTR etc)
- So much data, many touch points, many different onsite behaviors / actions Sorting through all touch points and getting ads in front of visitors at the right moment is tough for any marketer, even the most advanced
- Proper remarketing requires planning and precision Too many advertisers today are taking the blanket approach and deploying every tactic under the sun (search remarketing, display remarketing, remarketing across every third partner network
- Too many marketers are shooting first, then taking aim
- Sometimes negative feelings toward brands do not derive from product usage, social media or word of mouth, but, rather, because consumers feel that the brands they follow are haunting them Overexposure quickly results in decreased campaign performance Overexposure in its most harmful sense can either lead to banner blindness or negative association If you can’t control your ads, you may be driving customers away
- Start by mapping the purchase cycle / customer journey Audience segmentation allows you to tailor ad messages to users in different stages of the purchase funnel Process is simple: place different pixels or setup different rules for different pages of your site, then tailor creative based on the depth of engagement of each user If visitor comes to main page, target with creative around general brand awareness If they look at product page, show them ads about the specific product or family of products
- NEED TO ADD SPEAKER NOTES
- A couple visits to your website doesn’t mean visitors want to start seeing your ads everywhere they browse Frequency capping limits the number of times a tagged visitor will see your ads and will prevent the feeling of being overwhelmed
- ADD NOTES HERE
- Attractive to use the max 540 days for every list; however, worth remembering that most visitors don’t actually remove their cookies…good chance you’ll literally follow them around for this duration No brand wants to be remembered as the stalker brand Set appropriate time frames for different buying cycles: annual purchases (car insurance you probably want 12 – 13 months); free 7 day trial you’ll want to put for 15 days; 3 day flash sales you’d put at 24 – 48 hours
- Covered a few tips on how not to be annoying Next a few tips on how to maximize results Bid modifiers, Ability to broaden keywords, customize your ad text