This presentation describes our approach to online marketing for Hex Goods, an e-commerce retailer for designer goods. We designed a series of marketing campaigns using tools like Google AdWords, Facebook Ads, Twitter, affiliate programs, and blog campaigns. This presentation documents the approach, the results, and our learnings from the process.
Effective email marketing programs no longer rely on classic metrics such as clicks and opens, they go beyond a coordinated cross-channel program to deliver relevancy to consumers regardless of channel. Before this is possible, email Marketers need to define what email analytics mean to their customers and business, and how intelligence can power contextually relevant interactions with consumers throughout the lifecycle. The heart of better results lies in having actionable intelligence that is rooted in meaningful analytics.
In this webinar, Julie Anne Reda, VP Product Strategy of Yesmail Interactive, will guide you through best practices in getting better data and better insights so you can power richer engagement personas and interactions that go beyond coordinated email efforts to drive business results and a positive ROI.
What you will learn:
How to ensure data and information integration have the right foundation & where the potholes are.
Using the right analytics at the right stage – whether it’s predictive analytics to predict the next best action or testing cadence frequency to ensure timely calls to action. Know what analytics to use when across channels.
Speaking with one voice – Understanding the nuance of time, location, channel and message so interactions are contextually relevant
Best practices to look beyond opens and clicks, to increase lasting engagement with your customers.
In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
AITP strategic power of social media for the supply chainTodd Nilson
Implications of social media for the supply chain. A presentation given to the Chicago Association for IT Professionals SIG on supply chain in the enterprise.
Effective email marketing programs no longer rely on classic metrics such as clicks and opens, they go beyond a coordinated cross-channel program to deliver relevancy to consumers regardless of channel. Before this is possible, email Marketers need to define what email analytics mean to their customers and business, and how intelligence can power contextually relevant interactions with consumers throughout the lifecycle. The heart of better results lies in having actionable intelligence that is rooted in meaningful analytics.
In this webinar, Julie Anne Reda, VP Product Strategy of Yesmail Interactive, will guide you through best practices in getting better data and better insights so you can power richer engagement personas and interactions that go beyond coordinated email efforts to drive business results and a positive ROI.
What you will learn:
How to ensure data and information integration have the right foundation & where the potholes are.
Using the right analytics at the right stage – whether it’s predictive analytics to predict the next best action or testing cadence frequency to ensure timely calls to action. Know what analytics to use when across channels.
Speaking with one voice – Understanding the nuance of time, location, channel and message so interactions are contextually relevant
Best practices to look beyond opens and clicks, to increase lasting engagement with your customers.
In this presentation, our experts share the inside scoop on what drives essential lifecycle messaging and how to engage your key segments. These high ROI campaigns are vital to your communication portfolio.
Along with examples and very tactical discussions, you'll learn:
- Types of engagement activation campaigns (with examples!)
- Developing activation campaigns as part of your lifecycle strategy
- Setting it all in motion with Yesmail Engagement Analyzer
AITP strategic power of social media for the supply chainTodd Nilson
Implications of social media for the supply chain. A presentation given to the Chicago Association for IT Professionals SIG on supply chain in the enterprise.
The Future of Social Media Monitoring - Concrete case studies and step by s...Marcus Tewksbury
Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!
Leveraging Social Media for High Impact MarketingRob Robinson
In today’s “sound-bite” environment in which professional organizations compete for client attention through a variety of communications conduits, it is increasingly important to consider and evaluate the potentially powerful benefits of new social media tools. However, to properly leverage their benefits, one must also understand that these new tools are just that –– tools. Social media tools should be used with a clear objective in mind and with the consistent application of well-known but often overlooked communications principles. Furthermore, they will have the most marketing impact when used in conjunction with other social and nonsocial media communications tools.
Source: Rob Robinson/Applied Discovery
By Erik Mobrand. Department of Political Science, NUS.
Many NUS students are on Facebook. The social networking site offers opportunities for instructors to engage students in new ways, in particular by bringing the learning environment to the student's social space. In this talk, Erik Mobrand shares his experiences using Facebook in Honours modules over the past two years.
Facebook in anatomy education why and howAkram Jaffar
Presented at the annual meeting of the American Association of Anatomists, Boston, 2015
Abstract published in:
Jaffar AA (2015): Facebook in Anatomy Education: Why and How? The FASEB Journal; 29(1): Supplement 209.1
The Future of Social Media Monitoring - Concrete case studies and step by s...Marcus Tewksbury
Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!
Leveraging Social Media for High Impact MarketingRob Robinson
In today’s “sound-bite” environment in which professional organizations compete for client attention through a variety of communications conduits, it is increasingly important to consider and evaluate the potentially powerful benefits of new social media tools. However, to properly leverage their benefits, one must also understand that these new tools are just that –– tools. Social media tools should be used with a clear objective in mind and with the consistent application of well-known but often overlooked communications principles. Furthermore, they will have the most marketing impact when used in conjunction with other social and nonsocial media communications tools.
Source: Rob Robinson/Applied Discovery
By Erik Mobrand. Department of Political Science, NUS.
Many NUS students are on Facebook. The social networking site offers opportunities for instructors to engage students in new ways, in particular by bringing the learning environment to the student's social space. In this talk, Erik Mobrand shares his experiences using Facebook in Honours modules over the past two years.
Facebook in anatomy education why and howAkram Jaffar
Presented at the annual meeting of the American Association of Anatomists, Boston, 2015
Abstract published in:
Jaffar AA (2015): Facebook in Anatomy Education: Why and How? The FASEB Journal; 29(1): Supplement 209.1
Effective Use of Facebook on Knowledge Transfer in a Professional Experience ...CITE
CHAU, Ka Lee, Carrie (Ms)
KAN, Chung Yi, Joanne
WONG, Cheuk Ming, Johnny
SIU, Felix L.C.
CHU, Samuel Kai Wah (The University of Hong Kong)
LAW, John
http://citers2013.cite.hku.hk/en/paper_620.htm
---------------------------
Author(s) bear(s) the responsibility in case of any infringement of the Intellectual Property Rights of third parties.
---------------------------
CITE was notified by the author(s) that if the presentation slides contain any personal particulars, records and personal data (as defined in the Personal Data (Privacy) Ordinance) such as names, email addresses, photos of students, etc, the author(s) have/has obtained the corresponding person's consent.
How can Facebook meet business as well as social interaction needs? Originally intended for the construction industry, most of the points in this presentation apply to other business sectors.
After completion of this session, students should be able to discuss, identify, and describe:
The anatomical factors predisposing to nerve injuries.
The anatomy of deformity, weakness and sensory loss following the nerve injury.
The applied anatomy of clinical examination for specific nerves.
Surgical anatomy of treating nerve injuries.
The is presentation was delivered at the Online Community Engagement conference in Sydney on 1 Nov 2012. I picked the dense topic of data, analytics and reporting and how it is critical in the social business journey. How it should/can be used to build compelling business cases.
Kinship Social Media Command Center Expertise KINSHIP digital
Building a Social Media Command Centre is a question of strategy and decision-making between the optimum balance of in-house and external resources.
KINSHIP owns, operates, consults, supplements and enhances Social Media Command Centers - our own and those of clients. Our business-focused methodology, combined with our understanding of social strategy and social technologies, ensures a managed outcome within time and budget for new entrants into social media monitoring.
We are also expert in establishing offshore Social Media Command Centres including strategy, design, recruiting, training and managing staff on behalf of clients. We sometimes do this as Build Own Transfer and other times as Build Own Operate for clients.
Follow us @KINSHIPd
Incorporating Social Media and Customer Service Mary Naylor VIPdesk Blake Cah...VIPdesk
Incorporating Social Media and Customer Service: How to Develop a Strategy
Blake Cahill: SVP of Marketing, Visible Technologies
Mary Naylor, VIPdesk
Setting goals and objectives for your social media efforts
Getting buy-in
Resources required to successfully implement a social media plan
Tools to use
Measurement of success
Presented by Bob Barker, VP of Corporate Marketing and Digital Engagement, Alterian
Alterian’s 7th Annual Survey Results Webinar discovered just how ready marketers are to really engage their customers.
The marketing industry is undergoing a dramatic transformation. Set against a backdrop of tight budgets, increased demand for accountability, the explosion in social media and informed, active and connected consumers, marketing is moving from mass communication towards multichannel customer engagement. While consumers are driving this change, marketers also are expecting their service providers to keep up and streamline and connect the services they offer.
Bob Barker presented the survey findings including exclusive insight into the methods and investments that marketers are currently exploring and implementing.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
As a business owner in Delaware, staying on top of your tax obligations is paramount, especially with the annual deadline for Delaware Franchise Tax looming on March 1. One such obligation is the annual Delaware Franchise Tax, which serves as a crucial requirement for maintaining your company’s legal standing within the state. While the prospect of handling tax matters may seem daunting, rest assured that the process can be straightforward with the right guidance. In this comprehensive guide, we’ll walk you through the steps of filing your Delaware Franchise Tax and provide insights to help you navigate the process effectively.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Social Influence Marketing: A guide to online marketing for start-ups and entrepreneurs
1. Our goal was to test the effectiveness of social media marketing tactics in
driving value for an online retailer
• Based on cutting-edge research on the science of social networks,
Social Influence Marketing aims to help companies use social influence
The concept to spread messages through networks to drive product purchase or
consideration
• A well-defined learning agenda will enable us to rapidly prototype, test,
and iterate our service offering
The goal • We have a customer, Hex Goods, which will allow us to analyze
marketing tests to determine the optimal channel, language, and tactics
needed to drive desired behaviors
• Regular updates on test plan, execution, and learnings
The output • Final slide deck synthesizing our learning agenda, our findings, and
ultimate recommendations
| 1
2. The mystery-heuristic-algorithm framework guided our learning agenda
• Is social media an effective marketing
Mystery
channel?
• How do we identify influentials within a
network?
Heuristics
• How does a network’s structure affect our
ability to spread a message?
• How do messages in a social network
drive purchase or consideration within a
Algorithm
targeted demographic?
| 2
3. Our customer:
Hex Goods is an online boutique that features new and unique products from
independent designers. Hex Goods launched in November 2011 with a collection of
products for Christmas, followed by a Valetine’s Day collection in January/February
2012. By taking the concept of a small local design boutique and adding the elements
of good online retailers (free shipping, a generous return policy, and a satisfaction
guarantee), we hope to build a brand in a traditionally fragmented market.
| 3
4. Social media is a great marketing tool if used effectively; however it
requires a real investment of time and energy to bear success
Social media has Social proof and
Network diversity is
powerful targeting relevance are key to
critical
capabilities engage communities
• Social media allows for • Startups are natural • Endorsement by
n-th degree targeting echo-chambers community members
lends social proof
• Low barriers enable • Expand network diversity
broad seeding of by: • Target based on
messages o Adding team behavioral
members with demographics, not just
• Key is finding entry diverse networks traditional demographics
points into relevant o Earning publicity
networks for the target o Just ‘getting out • Communicate through
market there’ appropriate social
channels for maximum
effectiveness
| 4
5. Social media marketing manual for an entrepreneur
1
Define the key metric or metrics that drive economic outcomes for your
Define metrics business
2
Create a network systems map to identify factors and loops that
Build systems map positively and negatively influence key business metrics
3
Target high-impact network variables, drivers, and feedback loops for
Design testing marketing efforts
campaigns
4
Embed analytics to enable rapid learning from testing campaigns and
Test, measure, and understand how marketing efforts are influencing the network system
iterate
| 5
6. 1 Establish proper metrics for the SIM campaign
Example of metric selection process for our client
Easy to Links to bus Useful for Driven by
Potential measure goals small marketing
Guidelines metrics samples
Purchases
1. Easy to measure
2. Links to broader
ü ü ü
business goals in a Newsletter
measurable way (eg,
awareness, profit)
sign-ups ü ü
Referrals
3. Useful with small
sample sizes
ü ü ü
Return Visits
4. Likely to be driven
directly by marketing ü ü
campaign
Engaged Visits
ü ü ü ü
Visits
ü ü ü ü
| 6
7. 2 Create a network systems map to identify factors and loops that
positively and negatively influence key business metrics
Guidelines Examples from our map
1. Develop systems map focused 1. Focus on engaged visitors
on optimizing your key metric
2. Return visitors, newsletter sign-
2. Determine the key secondary ups, purchases, attractiveness,
metrics awareness, referrals, etc
3. Determine other key variables 3. Advertising, value proposition,
that you can influence uniqueness, incentives, etc
4. Determine the relationship 4. Incentives drive referrals,
between variables referrals drive publicity
5. Identify the key feedback loops 5. Engaged visitors-referrals-
that exist awareness-new visitors-
engaged visitors
6. Identify among the loops, which
has the greatest impact on the 6. Referral loop, purchase loop,
key metric incentive loop, etc
| 7
8. 2 Example network systems map from our client
Feedback Loops
to focus on:
• Referral loop
• Investment loop
• Awareness loop
• Publicity loop
Not focused on:
• Return loop
| 8
9. 3 Design campaigns: Target high-impact network variables, drivers, and
feedback loops for marketing efforts
Guidelines
1. Determine the top priority loops
and drivers relevant to your key
metric Our campaigns
2. Determine the appropriate A
• Facebook campaign
channels based on
B
• Google AdWords
• Relevance
C
• Blogs
• Budget constraints
• Twitter
D
• Impact on systems map
• Referral program
E
3. Design pilot campaign
4. Iterate campaigns based on
results
| 9
10. 4 Test measure iterate: Embed analytics to enable rapid learning from
testing campaigns and understand how marketing efforts are
influencing the network system
Ideas
Learn
faster
Build
faster
Learn
Build
Split
tests
Focus
on
MVP
Customer
interviews
Outsource
Customer
development
Iteration
Root
cause
analysis
Free
&
open
source
software
Robust
advisory
board
Stage-‐gates
Hypothesis
based
testing
Simulation
testing
Data
Develop
Measure
faster
Split
tests
Measure
Focus
on
analytics
Measure
what
matters
Real
time
analysis
Customer-‐back
KPIs
Active
marketing
Tie
results
to
profitability
Quantify
results
Adapted
from
http://www.startuplessonslearned.com/
&
Eric
Ries
talks
| 10
11. 4 Example from Hex Goods
• Iteration: Tested four different marketing campaigns (AdWords, facebook1,
facebook2, Z-ferral)
Build faster • Free & open-source software: Used Google Analytics to track visitor
behavior; Venisim for network maps; Gephi & NodeXL for twitter analysis
• Measure what matters: Chose profitability-connected metrics from the onset
• Quantify results: Google Analytics allowed us to track connect source of
visitor to site activity
Measure • Split tests: Horse-raced facebook campaigns to determine effectiveness
• Hypothesis-based testing: All testing campaigns were grounded in a detailed
hypothesis about outcomes
• Simulation testing: Built robust network systems map to understand which
Learn faster potential drivers could have the highest impact on our target metrics
| 11
12. Campaign Details
Feedback loops
Description meant to drive Effectiveness
Referral loop,
A
3 targeted facebook ad Publicity loop,
Facebook campaigns Awareness loop
Investment loop
B
Google Campaigns focused on gifting
Awareness loop
AdWords and product-specific searches
C
Targeted design blogs to write
Blogs Publicity Loop
stories about Hex Goods
D Targeted twitter analysis to Publicity Loop,
Twitter determine optimum communities Awareness Loop,
to follow and promote to Referral Loop
E
Developed affiliate program to Referral Loop,
Referral Publicity Loop
incentivize referrals
| 12
13. Campaigns that were both relevant and had an element of
“social proof” were most effective in driving engaged traffic
Marketing ROI
Cost per Bounce Cost per
Source Campaign visitor ($) rate (%) engaged visitor
Facebook Geography 1.60 83 9.42
Untargeted connections 0.45 83 2.65
Targeted connections 1.64 83 9.68
Wall posts 0.08 48 0.15
Blogs Oh, the Lovely Things 0.15 45 0.28
LA in the Bay 1.11 43 1.96
MBA Social 1.02 25 1.36
Nest Eagle Rock 0.45 36 0.71
Inventables 0.61 9 0.67
Google Headband 0.86 93 12.68
AdWords 0.38 93 5.66
Kindle Fire
Zferral Affiliate program 1.79 60 4.46
| 13
14. A
Facebook ads were one of the highest return options, but only when we
used the social graph
Campaigns Learnings
▪ Geography: Targeted standard ▪ Geography campaign performed
Facebook ads to 10 zipcodes that poorly; click-through rates were low,
represented our target market CPC was high, and the target
population was very small
▪ Connections: “Sponsored
stories” presented to people who ▪ Connections campaign performed very
are friends with someone who well; most clicks and connections came
“likes” Hex Goods from friends of friends
▪ Targeted connections: ▪ Targeted connections performed okay;
“Sponsored stories” presented to limiting to target demographic put
people who are friends with viewers outside of the friend circle
someone who “likes” Hex Goods,
and also falls in our target ▪ Facebook campaigns drive additional
demographic value through “likes” that open up a
marketing channel (wall posts are a
very low cost channel)
| 14
16. A
Connections and targeted connections campaign results
| 16
17. B
Google AdWords performed poorly, and led to particularly high bounce
rates, making them an expensive advertising option
Campaigns Learnings
▪ Gift campaign: Hex Goods ▪ CPC on Google AdWords is driven by
general advertisement to people the competition; who else is bidding,
searching for gift-related keywords and how much can they afford to pay?
▪ Product-specific campaigns: ▪ Winning on Google AdWords means
Product-specific advertisements to having the highest customer LTV and
people searching for keywords therefore the highest bid price
related to those products
▪ Therefore, Google AdWords is an
ineffective tool for cash-poor start-ups
who don’t have customer histories and
therefore little understanding of
customer LTV
▪ In addition, bounce rates from Google
AdWords are extremely high
| 17
19. C
Blogs were an effective marketing campaign, especially when they were
targeted to the right audience
Campaigns Learnings
▪ Oh, the Lovely Things: Featured ▪ Blogs and publicity outperform
on a design blog that frequently advertising by a significant margin
features products from Etsy
designers ▪ Relevance is extremely important in
driving traffic; design blogs dramatically
▪ LA in the Bay: Featured on a outperformed other blogs
general women’s lifestyle blog
from LA; contest offering a free ▪ Because the cost of publicity is mostly
Hex Goods product time, blogs are a great resource for
time-rich, cash-poor start-ups
▪ MBA Social: MBA lifestyle blog
▪ Nest Eagle Rock: Personal blog
of one of my designers
▪ Inventables: Blog for a local
Chicago start-up
| 19
21. C
Pinterest is a great way to be seen, but did not drive significant referral
traffic
140 pins
| 21
22. D
A twitter network analysis is helpful in determining which users to invest
in establishing relationships with
Analyses Learnings
▪ Analyzed three key influentials ▪ Twitter analysis helps determine which
on twitter with a direct reach of of the potentially influential users to
over 920k design-interested target
individuals ▪ Just counting followers is
insufficient – followers must also
▪ Evaluated network structure to be a relevant demographic
find brokers and ‘gate keepers’
that would impact target’s f-ratio* ▪ For targets with a very low f-ratio*,
attempt to establish relationships with
▪ Assessed network makeup to its follows that have a high ratio
better understand the ▪ A high ratio indicates that the
communities our targeted individual is more likely to
influential follows reciprocate your follow request
*: F-ratio is a measure of “following-ratio” or ‘approachability’, defined as following relations divided by follower relationships | 22
23. D
The importance of the f-ratio
Understanding the f-ratio
The f-ratio is defined as a twitter user's number of following relationships divided by the number of follower
relationships and is an estimate of a twitter user's likelihood to reciprocally follow you.
Furthermore, an f-ratio reveals the type of twitter user the individual is:
• A high f-ratio (1:many) indicates that the individual uses twitter to broadcast information, as such are very
influential. These users tend to be celebrities, companies, and established brands.
• A low f-ratio (many:1) indicates that this user is primarily a consumer of information. Many individual, passive, and
unengaged users fall into this category.
• A neutral f-ratio (1:1) indicates that this user may regularly engage in a dialogue with the community. These
users are often respected bloggers, marketers, and smaller brands.
Summary of our analysis
Twitter user Description f-ratio Follower relevance
@designmilk Popular modern design blog .0014 Low
@thecoolhunter Trendspotting blog .003 Low
@dwell Modern home goods and interior design .0018 High
magazine and blog
@dwell employees Employees of dwell corporation .34 High
| 23
24. D
designmilk’s relationships are primarily one-way and lie outside of our
target demographic
Interior design
Companies &
institutes
# of followers: 470k
f-ratio: .0014
Broad design, design blogs, product design
| 24
25. D
thecoolhunter’s had a diverse network and a high f-ratio; however, its
network lacked communities of the target demographic
Music
Celebs & bloggers
Style & fashion
Ad & marketing agencies
# of followers: 172k
Architecture & design f-ratio: .003
News, travel, info
| 25
26. D
dwell’s network had a small communities of our target demographic and a
large community of current and former dwell employees
Blogs/websites
Interior design
Museums &
institutes
Employees Architecture
# of followers: 355k
f-ratio: .0018
| 26
27. D
dwell’s employees represent an ideal entry point to dwell’s network; they
were often re-tweeted by dwell and had an average f-ratio of .34:1
Employee community of dwell’s network
| 27
28. E
Referral program through Z-ferral was not as effective as we had hoped
for driving incentivized referrals
Campaigns Learnings
Ambassador Program:
• Developed an incentivized referral ▪ Referral program needs significant
program that required sign-ups by volume to find appropriate
existing visitors ambassadors
• Utilized zferral embedded ▪ Rewards may need to be driven from
software to award 10% “cash metrics other than purchases,
reward” for any purchase driven especially in a start-up environment
by referrals
▪ Referral needs marketing on its own. It
Hello-bar: is not driven much by organic growth
• Implemented simple “hello bar” on
the top of the site to inform visitors
about the referral program
Facebook mini-campaign
• Attempted to drive ambassadors
based on personal facebook
connections and hexgoods fans
| 28
29. D
How to incentivize sharing amongst groups?
Why would people recommend?
1. Available outlet (fbook, twitter,
Guidelines for referral program
gmail)
2. Engage on this outlet 1. Determine appropriate reward/
incentive system
3. Satisfied customer, or • Prizes
interested customer • Discounts
• Points
4. Incentivized to share within
• Cash rewards
the network
2. Determine reward structure,
5. Know someone who would like
the product or service including whether to award for
2nd order referrals (eg, pyramid
6. Think its relevant for your structure)
community
3. Choose appropriate program
7. Think something is cool
| 29
30. D
We chose to use Zferral as our affiliate platform, but there are many
options available
Options for an affiliate program Our initial campaign choice
Zferral
• Referral software, easy to integrate Campaign
1
2
3
4
with ecommerce sites 1st order 5%
10%
15%
10%
• Based on a monthly subscription commission
plus 3% commission
2ND order 0
5%
0%
0%
• Cash rewards and other options
commission
available
Buzz Referral
• Referral software
• Based on monthly subscription
• Referrals, social promo codes, and
sweepstakes/contests
NextBee
• Referral and customer loyalty
program
Vouchfor!
Extole.com
Qualityunit.com
ReferralCandy
| 30
31. D
Example Referral Program page
Hello Bar
Landing Page
Tracking page
| 31
32. Executive Summary for Social Influence Marketing
Goals:
▪ Based on cutting-edge research done on the science of social networks, Social Influence
Marketing (SIM) aims to help companies use social influence to spread messages through
networks to drive product purchase or consideration
▪ We have established a customer, Hex Goods, which allowed us to analyze marketing tests to
determine the optimal channel, language, and tactics needed to drive desired behaviors
Outcome
▪ The team ran 7 different marketing campaigns across 5 channels: Facebook, Google Adwords,
Blogs, Twitter, and a referral program
▪ Each marketing campaign was tracked for effectiveness and revised where necessary
▪ The team determined three key takeaways from our work:
– Social media marketing channels have powerful targeting capabilities
– Network diversity is critical to spread messages, especially for a start-up
– Social proof and relevance are very important to engage the target audience and community
Handbook for Social Influence Marketing
▪ The team recommends the approach to effectively run a social influence marketing campaign
– Define the key metric or metrics that drive economic outcomes for your business
– Create a network systems map to identify factors and loops that influence key metrics
– Design testing campaigns to target high-impact network variables, drivers, and feedbacks
– Test, measure and iterate using embedded analytics to enable rapid learning from testing
campaigns and understand how marketing efforts are influencing the network system
| 32