Global Social Research & Tactics Aaron Kahlow, CEO, Online Marketing Institute

Social Media, Meet Local ROI

Aaron Kahlow(@AaronKahlow)
CEO & Founder
www.OnlineMarketingInstitute.org

Aaron Kahlow
Digital Marketer Been There and Done it

Entrepreneur Build Cool Companies

Traveler Why do you Think I’m In Here

Educator How I started OMI

“Always Seeking the Middle Path”

Agenda

• Big Picture Global Industry Trends & Research

• The Tactics: From Leading Instructors
– Start with Big Numbers
– Business Impact & Case Study(s)
– Actual Tactics

• The Point The Foundation for Success

Objectives

• Importance & Opportunity

• Facts and Ammunition to take back to
office to prioritize focus & budget

• Teach a few Tactics.. Main goal to commit
to learning.

Reference: Where my Information Comes

• Past/Present Research Partners

• Education Efforts of 1000s students

• eLearning Center 100s Classes from the
World’s Top Practitioners

• And Workshops around the World (like this)

Now You

What do you do?

How Important is Digital & Social to Business?

Where/How do you stay on top of changes?

How often?

Big Picture

Research & Trends

Big 3 Trends 2013

• Facebook

• Video

• Mobile

Staggeringly Huge

1 Billion Already

Penetration Everywhere

*Dubai/ UEA the Exception

What are People Doing On Facebook
40% of Time on News Feed (Highest)

Video Consumption (peek to future)

Video Consumption Is Up
• Video consumption is up
43% from just a year ago

• The average viewer in the
US watched ~4 videos/day in Jan. ’12

• 84% of the US audience
watched videos
online in Jan. ‘12
*Source: ReelSEO, Internet Retailer

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

Mobile Video Is Emerging – Fast!
• The percentage of non-desktop video plays
more than doubled in Q4 ’11

• Viewers are more than twice as likely to
complete a video when watching on a non-
desktop device


Bigger Than Computer.. And Social!

So, now we know it’s important.. So what Are Your Peers Doing?

YOUR PEERS

Social Role for Company Missing

Traffic & Mentions (won’t get too far)

Research To Action

• Numbers that can NOT be understated,
Amazing Opportunity Time and Place

• Peers “Lack” is YOUR Opportunity

• Big Trends with BIG Market share Gains in
– Mobile
– Video
– Facebook

A Taste: Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1. Amplification – Facebook Butterfly Effect

2. Attribution – Measurement Reality

3. Video – Biggest Missed Opportunity

Warning
These Can NOT Be Done
Without Proper Training

Accelerating Reach

“Most Leading Brands
achieved Amplification
of extending Reach of
earned media to Fans
and friends of 50 -

200% ..”

Driving Audience

“23,000 visitors to site vs.
320,000 to Fans Page”

Numbers Don’t Lie
• Benchmark: 0.1%
CTR for Display v. 1%
for Facebook

• Onsite: Increase in
store purchase 38%
(Starbucks);

• eCommerce: 209%
Online Purchases
(Amazon)

The Buy Cycle: Think Touch Points Web, Blog,
Web, Blog, Media, &
& Media industry pros

Advice from
colleague or
friend

Web, social,
& email

Source: Forrester

Implement Multi-Channel Attribution

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Now Available!
Official Site.

Ad 1 Keyword 1 Keyword 2 Keyword 3

Most advertising tracking systems report and
act on only the last click prior to purchase


Now Available!
Official Site.


5% 10% 25% 60%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)


Now Available!
Official Site.


40% 10% 10% 40%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)


Now Available!
Official Site.


25% 25% 25% 25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)


Now Available!
Official Site.


0% 0% 0% 100% (Last Click)

Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)

Last Click Attribution Undervalues
Facebook Performance (as evident earlier)
Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution

First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch

• First Only

• Prefer First

• Distribute Evenly

• U-Shaped

• Prefer Last

• Last Touch

20% 40% 60% 80% 100%

It Happens, Just need to track
3/11/11 3/15/11 3/19/11 3/23/11 Conversion

Google
Email Direct
Organic

Google Yahoo Google
Display Organic PPC

Google NYT Google
Twitter
Organic Referral PPC

Measure Micro Conversion

Goals

There is value here!
These actions lead to your future conversions

Key Takeaways
1. Integration - Search and Social should be
planned and optimized “together” but executed
“separately”

1. Develop clear goals and KPIs -- overall and per
channel

2. Leverage technology for automation and scale

3. Build Proper Attribution Key

#3

POWER OF VIDEO
CISCO STYLE

Video Is a Valuable Marketing Asset
View 44% more pages while on Cisco.com

Are twice as likely to engage with high-value conversion activities on Cisco.com

Are 41% more likely to return to Cisco.com

Are 5 times more likely to click-through
on a blog post with video

Video viewers


Video Lifts Email Click-through


Shared Videos Sell More Product
• When someone watches a recommended video, their
brand recall goes up 7% and enjoyment goes up 14%

• Purchase intent goes up - video enjoyment increased
purchase intent (for consumer products) by 97 percent and
brand association by 139 percent

10 times more
videos are shared on
Facebook vs. Twitter

*Unruly video study, January, 2012

Tech-related Video Downloads Are Not Limited to
the Work Day
S M T W Th F S
92% watch or download tech-related videos during the work week

50% on the 27% before 53% during 61% after normal 50% on the
weekends normal business normal business business hours weekends
hours hours

*IDG 2012 study with 6,622 B2B IT decision makers

Video Types/Stage of Sales Process
Types of Video Productions Definition of Video Type Sales Stage

1. Advertisement High production value Awareness

2. Thought Leadership Talking head or interview Awareness

3. Business Challenges Industry trends Consideration

4. Case Study Customer or Cisco product stories Consideration

5. Demo Product/Solution deep dive Design

6. Technology Solution Multiple product solution Design

7. Video Data Sheet Product specifications Design

8. Training Course curriculum, How-to Post-sale

9. Event Presentation Event All

10. Program Series Program series All

11. Other On location event recording All


Length of Video Is Key

TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the sample, which spans
video sites and platforms


Search Optimization for Video on
YouTube

• YouTube is the second largest search engine on the
Web. If you’re not placing your video on YouTube, you’re missing out!

• Be consistent– use the keyword at the beginning of the
title, description, and tag

• When tagging on YouTube, the first keyword you use is
weighted most heavily
– Use relevant tags – 2 to 4 keywords – don’t keyword spam


CTAs on YouTube Paid

• Paid - Call to Action Overlays –
– Can ONLY appear at the bottom
half of a video player
– Character limits:
– Headline – 25
– Description line 1 – 35
– Description line 2 – 35 Non-paid

• Unpaid (use for all videos on
YouTube) - Annotation
– One style of font, a few different
sizes, and multiple color
backgrounds
– No character limit
– Can be placed anywhere


Ex: Business Value to True Measurement

Ex: Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

• Integration must use in all efforts digital. SEO great example

• Amplification increase awareness, conversion & sales NOT JUST Direct

• Iteration Sheryl Sandberg once told me “keep iterating til you get it right”

• Attribution mature your analytics & measure impact and what’s important.

“Problems we have today, cannot
be solved in the same mindset
they we’re created”

- Albert Einstein

Thank You!

Next Steps to Learning

www.onlinemarketinginstitute.org

Contact Me at “Aaron Kahlow” on Facebook, Twitter or LinkedIn

Want Access Social Media Classes or Research?

Further References

*eConsultancy: Digital Intelligence Briefing
**Comscore: Power of Like 2012
***iMediaConnection: 2012 InfoGraphics
Article & Pew Internet Study

Global Social Research & Tactics Aaron Kahlow, CEO, Online Marketing Institute

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