6 Global Trends & Tactics Social Media Success

Digitalks – August 2014

Aaron Kahlow

• Builder of Nothing to Something

– Digital Agency: 3 guys to 100 employees;

– Media Company: Idea to world’s largest digital event (sold)

– eLearning Platform for the World to Learn Digital

• Digital Leader: 15 Years writing, speaking, teaching

• Global Deal Maker: Sao Paulo, Shanghai, Paris, Dubai. Delhi, Sydney, Singapore, Jakarta, All over US …

Personal Passion Education: Online Marketing Institute, CEO

Online Marketing Institute

• eLearning Library

400+ Classes

• Team & Corporate Training

• Certifications

“World’s largest and Only Destination Dedicated eLearning Digital & Social Media Marketing”

We have a Big problem …

Everyone Agrees..

• Screen shot of TG info graphic

But few taking action.. Plenty of Jobs

Big Opportunity for those that Learn

Skills

The People You Meet

& What You Read

I Give … 6 Tactics

1. Big Data

2. Retargeting

3. Measurement Analytics

4. Facebook Amplification ROI

5. Content Marketing Framework

6. Video

I Want .. Connect 3 Ways 1. People Want to Learn More to Advance Career

2. Companies that want to improve execution,

3. Local Instructors Passionate about Teaching..

And Friends to Drink with Tonight

Concordo?

Turn on Your Phone. If Learn, then.. 1. People Learn: LinkedIN “Aaron Kahlow”

2. Companies: Aaron@OnlineMarketingInstitute.org

3. Local Instructors: Business Cards.

Drinks & Global Friends: Facebook ‘Aaron Kahlow’

EVERYONE TWEET @AaronKahlow #LearnDigital

Brazil v. World (not World Cup joke)

Difference:

Commitment to Understanding Behavior & Data

The Buy Cycle: Think Touch Points

Source: Forrester

Advice from colleague or friend

Web, Blog,& Media

Web, Blog,Media, & industry pros

Web, social, & email

Tip 1: Understand & Use Big Data

Patterns in the Big Pool

Now think Funnel & Buying Cycle

What it Looks Like

3 Ways to Use 1. Predict Sales: Match CRM with Analytics

2. Companies behavioral targeting with landing pages served based on what have done

3. Serve Advertising Based on Cookie, Company & third party data..

www.OnlineMarketingInstitute.org

Tip 2: Start Re-targeting NOW!

Tip 3: Measure with Attribution

4 0 %1 0 %1 0 %4 0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1

Madonna TicketsTicketsNow.com

Buy Madonna tickets Now Available!

2012 Madonna TourTicketsNow.com

Get your tickets nowFor Madonna’s 2012 tour!

Keyword 2 Keyword 3Ad 1

Concert TicketsGet your tickets now!TicketsNow.com

TicketsNow® Official Site TicketsNow.comOfficial Site of

TicketsNow.com™. ® - Official Site.

Start with Google Analytics

Tip 4: AuthorRank

@StevenShattuck | @ChadPollitt

@StevenShattuck | @ChadPollitt

SEO YESTERDAY

@StevenShattuck | @ChadPollitt

SEO TODAY

@StevenShattuck | @ChadPollitt

SEO TOMORROW?

Google Authorship

@StevenShattuck | @ChadPollitt

Authorship » what is it?

» Google Authorship ties authors to their content

@StevenShattuck | @ChadPollitt

Authorship » what is it?

» Google Authorship ties authors to their content

» Established Google Authorship is a requisite to building AuthorRank

@StevenShattuck | @ChadPollitt

Authorship » quick setup guide

1 » Add blog to Google+ “Contributor to” field

@StevenShattuck | @ChadPollitt

Authorship » quick setup guide

1 » Add blog to Google+ “Contributor to” field

@StevenShattuck | @ChadPollitt

Authorship » quick setup guide

1 » Add blog to Google+ “Contributor to” field2 » Add rel=author tag to blog

Test using the Structured Data Testing Tool:

@StevenShattuck | @ChadPollitt

Authorship » rich snippets

@StevenShattuck | @ChadPollitt

Tip 5: Facebook Done Right

Content is your Biggest Weapon… a tractor beam.

Mothership

Twitter

Facebook

YouTube

LinkedIn

Audience reaches you directly or touches base further out in space.

Tip 6: Content Marketing Plan

ORGANIZE CONTENT IDEAS

Type Topic Medium/Media Target Audience

IDEATION PROCESSMarketing Sales Customer

Service CustomersSocial

Crowdsourcing

RESEARCH/ANALYSISObjective

s Personas Keywords Existing Content

Social Data KPIs

Create: Launch Page & Lead Page

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42

Bonus: Video Wins on Right Platform

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

*Unruly video study, January, 2012

10 times more videos are shared on Facebook vs. Twitter

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43

Tech-related Video Downloads Are Not Limited to the Work Day

27% before normal business

hours

53% during normal business

hours

61% after normal business hours

S T W Th F50% on the weekends

M S50% on the weekends

92% watch or download tech-related videos during the work week

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

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44

Content Marketing Map: Sales & Marketing

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

Tip 6: A Social & Content as Organization

The Secret Formula

• Think platform -website, Facebook, Instagram

• Device. Mobile First

• Plan Content – Video, blog, pictures (ex: visual story telling Instagram)

Example: Facebook + Video + Mobile = ROI

Finally: Build a Culture of Social, not just an option to use as marketing

The People You Meet

& What You Read

Did I Give …?

1. Mobile & Buyer Behavior

2. Data: How Big Data Works

3. Measurement: Attribution Analytics

4. Facebook Amplification ROI

5. Content Marketing Framework

6. Video - Case Study on Using it Right

Did you?

LinkedIN “Aaron Kahlow”

Email Aaron@OnlineMarketingInstitute.org

Facebook Aaron Kahlow

Or Just come Talk and Exchange Business Cards.. PPT/Videos

Obrigado!

(who’s Partying with Flavio, Ouali & I?)