SPARK 2016: How to Amplify Targeted Content With Targeted Social Advertising & Content Technologies
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See Travis Wright's presentation from Spark 2016, TrackMaven's annual digital marketing summit focused on the intersection of marketing art and science. Learn more at spark.trackmaven.com You can target audiences on social media advertising with a dozen different ad formats and thousands of possible ad targeting parameters. Using highly targeted ad campaigns, you can get in front of your ideal customer with custom content that wins your sales team deals. Learn the top tools, strategies and tactics for finding the right content, creating the right content and amplifying that content to the right people, at the right place, at the right time. Attendee Takeaways: -- Tap Into Recent Purchasing Behavior Among Facebook Users -- Get Creative With Life Events Targeting -- Nurture Leads & Build Loyalty With Facebook Custom Audiences -- Expand To A Lookalike Audience -- Get Super Granular With Layered Targeting Options -- Top social content creation, curation and amplification tools.
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SPARK 2016: How to Amplify Targeted Content With Targeted Social Advertising & Content Technologies
- 1. Actionable Ways, Strategies, and Technologies to Amplify Your Content Travis Wright Chief Marketing Technologist CCP Digital ccpdigital.com/spark @teedubya
- 2. Who is this Travis Wright dude? @teedubya • Radio Disc Jockey at Age 13. • Military Intelligence and Russian Linguist in the US Army. • Stand-up comedian since 1995. • Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. • Former Global Social Media Strategist – Norton / Symantec • Chief Marketing Technologist – CCP Digital • Tech Journalist for CMO.com, MarketingLand, Business.com & others • Inc. Magazine Columnist – Tech Tools for Entrepreneurs • Hosting Venture Beat’s MarTech podcast launching in Q2. • @teedubya on Twitter #DMS2015ccpdigital.com/spark @teedubya
- 4. Who is this Travis Wright dude NOT? @teedubyaccpdigital.com/sparkccpdigital.com/spark @teedubya
- 5. this is a social event #Spark16 @teedubyaccpdigital.com/spark
- 13. Silos and Silos of Data @teedubyaccpglobal.com/cmworld ccpdigital.com/spark @teedubya
- 14. • Ask & Answer the right questions • Integrate marketing strategies • Optimize your marketing mix • Know your audience • Recognize your customer • Personalize customer journey • Create a better user experiences Data-Driven Marketing Making Smarter & More Impactful Decisions @teedubyaccpglobal.com/cmworld ccpdigital.com/spark @teedubya
- 15. Enhance Your Marketing Strategy Deliver Better Results Throughout The Customer Journey ccpdigital.com/spark @teedubya
- 16. Coordinate Your Efforts U.S. retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts. Source: DataMonitor ccpdigital.com/spark @teedubya
- 19. @teedubya’s Tools – ccpdigital.com/spark ccpdigital.com/spark @teedubya
- 20. ccpdigital.com/spark @teedubya Pillars of Social Business Strategy
- 21. Pillars of Social Business Strategy 1. Social Media Marketing + Community Management 2. Content Strategy, Curation, Creation 3. Social Media Selling & Relationship Building 4. Social Media Talent Acquisition 5. Social Advertising & Paid Amplification ccpdigital.com/spark @teedubya
- 22. WHY CONTENT MARKETING? @teedubyaccpdigital.com/spark @teedubya
- 23. @JasonMillerCA According to Adobe Research, Over 198 Million People Block Ads. @teedubyaccpglobal.com/cmworldccpdigital.com/spark @teedubya
- 26. Help us Obiwan Contentobi – You’re our only hope. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
- 36. CONTENT PLANNING & RESEARCH @teedubyaccpdigital.com/spark @teedubya
- 39. @teedubya GREAT WAYS TO ORGANIZE CONTENT @KMULLETT
- 42. CONTENT SCHEDULING & DISTRIBUTION @teedubyaccpdigital.com/spark @teedubya
- 45. ccpglobal.com/cmworld @teedubya Start a Fire @startafire? http://www.startafire.com ccpdigital.com/spark @teedubya
- 49. WAYS TO PROMOTE @teedubyaccpdigital.com/spark @teedubya • Found via Search / SEO • Traditional Social Sharing • Word of Mouth • Email Marketing • Facebook/Linkedin Groups • Hashtags via Twitter • Foster Employee Advocacy • Newsjack Events via Social • Repurpose Content • Influencer Outreach • Guest Blogging • Syndicated Content • Pinterest • Micro-targeting Ideal Customers • Facebook Boosted Posts • Promoted Tweets • LinkedIn Sponsored Updates • YouTube Paid Ads • StumbleUpon Paid Discovery • Reddit Ads • Native Advertising • Paid Content Discovery • PPC – Google Adwords or Bing • Retargeting • Curation Apps • ???
- 50. Google Buy Button on SERPS The Periodic Table of SEO Success Factors – Search Engine Land ccpdigital.com/spark @teedubya
- 51. Moz SEO Cheat Sheet 3.0 – Moz ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
- 57. Use hashtags to search for threads about subjects such as #socialselling.
- 59. @teedubya BuzzSumo @buzzsumo http://buzzsumo.com ccpglobal.com/cmworld ccpdigital.com/spark @teedubya
- 63. GroupHigh @grouphigh http://www.grouphigh.com @teedubyaccpglobal.com/cmworldccpdigital.com/spark @teedubya
- 65. #kciabcbcs http://GetLittleBird.com Nimble @nimble http://nimble.com ccpdigital.com/spark @teedubya
- 70. ccpglobal.com 10740 Nall Ave, Suite 310, Overland Park, KS 66211 913.948.7400 Digital Advertising ccpdigital.com/spark @teedubya
- 71. The Advertising Quandary “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” -- John Wanamaker, father of modern advertising and a “pioneer in marketing.” ccpdigital.com/spark @teedubya
- 72. Digital Advertising Highly-targeted, relevant traffic to your site. • Paid Search Advertising • Display Advertising • Native Advertising • Social Media Advertising • Retargeted Advertising ccpdigital.com/spark @teedubya
- 73. PAID SEARCH AND SEO @teedubyaccpdigital.com/spark @teedubya
- 76. ccpglobal.com/martechconf @teedubya Harness data explosion for better ad predictions Yesterday’s data 5 – 8 data points Every possible data point about a clickvs Premature relationship of page views to purchase probability 15 10 5 -20 -10 10 20 30 40 50 60 In depth seasonality and other insights 15 10 5 -20 -10 10 20 30 40 50 60 PUBLISHER PERFORMANCE EXTERNAL DRIVERS Keyword Impressions Nasdaq Airport status Match-type Clicks NYSE Sports calendar (US, UK) Ads Minimum bid Fed interest rate Football Placement Current bid Weather.com Soccer Position Location Temperature Baseball Slot Quality score Rain Basketball Click-type Competition Humidity Holiday calendar Landing page Zip code – demographic Events calendar Time of day Tax Starbucks index Day of week Education level Concerts (Live Nation) Device Household income Competitive search Marital status SEM Rush Presence of children Keyword spy Age SpyFu Gender Google ADVERTISER SEASONALITY SCALING FACTORS USER Conversions Time Search engine Search query Revenue Day of week Campaigns Device LTV Month Keywords Geo/location Revenue parameters Year Ad copy Custom parameters Holidays Business constraints Other business metrics Promotions Today’s data
- 77. ccpglobal.com/martechconf @teedubya Quantic Mind @quanticmind http://quanticmind.com 31% 63% 70% 105% Week 3 4 5 6 Not QuanticMind QuanticMind Gross Margin % Lift
- 78. CONTENT PAID AMPLIFICATION @teedubyaccpdigital.com/spark @teedubya
- 81. @teedubya Facebook Graph Search opens up many different opportunities.
- 83. Interest Graph Actions on Content ccpdigital.com/spark @teedubya
- 87. @teedubya Facebook Graph Search opens up many different opportunities, BRO. ccpdigital.com/spark @teedubya
- 88. Impact of Targeted Social Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience. ccpdigital.com/spark @teedubya
- 90. $240 billion ccpdigital.com/spark @teedubya Advanced Ad Targeting
- 93. Third-Party Databases Combine Facebook data and interest targeting ccpdigital.com/spark @teedubya
- 95. Social Affinity Targeting Women aged 50+ who liked “American Doll” proved to an ideal correlation for a children’s specialty furniture manufacturer. ccpdigital.com/spark @teedubya
- 97. $240 billion ccpdigital.com/spark @teedubya Some Facts About Facebook
- 98. Before We Move On, Water Break… ccpdigital.com/spark @teedubya
- 99. Number of monthly active users? 1.44 billion ccpdigital.com/spark @teedubya
- 100. Number of monthly active users? 1.59 billion ccpdigital.com/spark @teedubya
- 102. Account Based Social Selling ccpdigital.com/spark @teedubya
- 103. Wal-Mart
- 104. 7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!! Wal-Mart Inception
- 106. 2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!! Starbucks Inception
- 111. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya StumbleUpon Ads – stumbleupon.com/advertising
- 114. TWITTER ADVERTISING OPTIONS ccpdigital.com/spark @teedubya
- 115. Twitter offers a variety of paid services to advertisers. Promoted accounts. This is considered the quickest way to build an active community of advocates and influencers for your business. Custom targeting and audience profiles ensure your account is suggested to a highly involved audience. BUILD LOYALTY | INCREASE EARNED MEDIA | GROW ADVOCATE COMMUNITY Promoted Accounts @teedubyaccpdigital.com/spark @teedubya
- 116. Trends are popular topics happening right now, on Twitter. Because these Trends are placed prominently next to a user’s timeline, they get mass exposure. Your Promoted Trend is featured at the top of the list for an entire day. When a user clicks on your Promoted Trend, it takes them to your marketing message displayed through your Promoted Tweet. MAKE ANNOUNCEMENTS | SEED CONVERSATIONS | KICKOFF EVENTS Promoted Trends @teedubyaccpdigital.com/spark @teedubya
- 117. Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers. A Promoted Tweet will appear in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user. Users who dislike a Promoted Tweet can simply dismiss it from their timeline with a single click. AMPLIFY CONVERSATIONS | LEVERAGE REAL-TIME INTENT | DRIVE ENGAGEMENT Promoted Tweets @teedubyaccpdigital.com/spark @teedubya
- 118. Geo Target users based on geographic location Narrow in on key markets Search Target users who are searching on relevant keywords Ensure relevancy Followers Target your Followers Leverage brand advocates Interest Target users based on their interests Resonate with users Mobile Target users on the go Reach at point-of- purchase Look-a-likes Target users who are similar to your followers Increase potential reach Gender Target users based on gender Ensure Interest relevancy Twitter Targeting Tools @teedubyaccpdigital.com/spark @teedubya
- 122. ccpdigital.com/spark @teedubya Outbrain @Outbrain http://outbrain.com
- 123. ccpdigital.com/spark @teedubya Taboola @Taboola http://taboola.com
- 124. ccpdigital.com/spark @teedubya Facebook Talent Acquisition
- 125. Social Recruiting The Brightest New Talent Isn’t on Job Boards. 40-50% of the applicants we deliver are not currently looking for jobs. • Use targeted digital advertising to deliver ideal “passive” candidates • lower your recruiting costs and save you time. • target competitors, location, and even job titles to attract your ideal candidates. ccpdigital.com/spark @teedubya
- 126. Facebook Graph Search allows for Social HR Recruiting ccpdigital.com/spark @teedubya
- 127. Target Your Candidates ccpdigital.com/spark @teedubya
- 131. Drive Candidates to Your Funnel ccpdigital.com/spark @teedubya
- 132. @teedubya Facebook Graph Search allows for Social HR Recruiting ccpdigital.com/spark @teedubya
- 133. Reach Your Recruiting Goals 14,576 Reach | 456 Click | 17 Resumes | 3 Hires | Ad Spend $209 | Saved Fees $92,500 ccpdigital.com/spark @teedubya
- 141. COMPETITIVE ANALYSIS & MEASUREMENT @teedubyaccpdigital.com/spark @teedubya
- 142. @teedubya TrackMaven @trackmaven http://trackmaven.com ccpglobal.com/cmworld ccpdigital.com/spark @teedubya
- 143. Nearly 4000 Marketing Technologies Over 40 Categories And Growing…. ccpdigital.com/spark @teedubya
- 144. @teedubya’s Tools – ccpdigital.com/spark ccpdigital.com/spark @teedubya
- 145. @teedubya 17 Killer Content Templates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/ Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOj The Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/ The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html ccpdigital.com/spark @teedubya
- 146. @teedubya’s Mind Blowing Tools – ccpdigital.com/spark
Editor's Notes
- Planning your content is just as important as writing and editing your content. If it’s not well-planned then you won’t be able to place it well and it has zero chance of going viral. If it’s meant to be evergreen, it’ll never be in thought leadership territory and it’s basically not competitive. Why write something that nobody wants to read?
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Planning your content is just as important as writing and editing your content. If it’s not well-planned then you won’t be able to place it well and it has zero chance of going viral. If it’s meant to be evergreen, it’ll never be in thought leadership territory and it’s basically not competitive. Why write something that nobody wants to read?
- Creating a content opportunity report (COR), because it is time to get serious. Stop talking about Editorial Calendars before accessing the monthly, quarterly, and yearly known opportunity. Let’s do an EPIC Content Audit - do they have any viral or useful content that will draw sticky visits, social shares, and backlinks that isn't over the top promotional? If the boss is there, he is hearing that this is important. If the in-house is there, he is glad to hear someone reinforcing the need. Days of the Year – where you go to investigate odd holidays and content opportunities. Holiday Insights – Another site for finding absurd or abnormal holidays. (Today is Absurdity Day) GatherContent – Get content from your clients. (Freemium, $49+/mo) DIVVY HQ – (starting at $25/user/mo) CoSchedule – Editorial calendar and scheduling. Watch settings. ($10/mo) ScribbleLivet – Editorial calendar, publishing to social. (starting at $2k/mo) Edit Flow – Calendar plugin for WordPress – (Free) Content Opportunity Report - http://bit.ly/1wG5xuj Editorial Calendar Plugin for WordPress – (Free)
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- ----- Meeting Notes (10/21/14 16:20) ----- Animated slide
- Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.