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Social Media Integration
Social, Mobile & Content (Attribution)
WEBCONGRESS – SF
www.OnlineMarketingInstitute.org
Structure for Good Learning
I. Why: Big Picture Global Industry Trends & Research
II. What: Strategic Framework for Good Social
III. How: Topical Tactics & Strategies driving Success
*A Moment on Education & Meaningful Change
Introduction to Me (Save you the B.S)
1. Excellence in Digital & Social Media
2. Importance Learning to Life
Online Marketing Institute
• Individual eLearning Library 400+ Classes
• Team Training & eLearning Programs
• Certification & Career Credentials
Who Are You?
What do you Do?
Why Are You Here?
Your Turn Speaker Photo
Agenda
• Big Picture Global Industry Trends & Research
• The Tactics– Begin with End – Attribution – Business Impact When Done Right – Amplification – Example of Actual Tactics & Case Study(s) - Video
• The Point The Foundation for Success in Social
* A Moment on Education
Disclaimers
1) All Content is Sourced from OMI eLearning Tutorial Library
2) Tell Why and What… OMI Classes the “How”
Source: OMI Classes & WOM Certificate • Content Marketing + Social Media
• 7 Tactics for Great Facebook Marketing
• SEO Foundations for Future Organic Results
• Global Content Marketing Strategies
• Google+: Why AuthorRanks is the Future of SEO
• Analytics: How to Set up Social and Search Attribution
Map the World of Social…
Platforms: Where’s the Action
Where’s Growth (S. Am) & Plateau (EU)
Facebook Duh…
1.3 Billion Already
What are People Doing On Facebook40% of Time on News Feed (Highest)
Bigger Than Computer.. And Social!
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16
Content: Mobile Video
The percentage of non-desktop video plays more than doubled Quarterly
Viewers are more than twice as likely to complete a video when watching on a non-desktop device
Content: Video is King
All Boils down to:
• Think platform -website, Facebook, Instagram
• Device. Mobile
• Think Content – Video, blog, pictures (ex: visual story telling Instagram)
Ex: Facebook + Video + Mobile = ROI
Now, Let’s Learn.
Starts with Measurement
FUNNEL BROKEN…ALL ABOUT ATTRIBUTION
The Buy Cycle: Think Touch Points
Source: Forrester
Advice from colleague or friend
Web, Blog,& Media
Web, Blog,Media, & industry pros
Web, social, & email
Implement Multi-Channel Attribution
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
Keyword 2 Keyword 3
Most advertising tracking systems report and act on only the last click prior to purchase
Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.com
Official Site of TicketsNow.com™. ® -
Official Site.
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Implement Multi-Channel Attribution
6 0 %2 5 %1 0 %5 %
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.
Implement Multi-Channel 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.
Implement Multi-Channel Attribution
2 5 %2 5 %2 5 %2 5 %
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.
Implement Multi-Channel Attribution
1 0 0 % ( L a s t C l i c k )0 %0 %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.
ExerciseBack to Sample Campaign
1. Pick Model
2. Weighting
3. Micro and End Conversion Goals
It Happens, Just need to track3/23/113/19/11 Conversion
Direct
Google PPC
Google PPC
3/15/113/11/11
Email Google Organic
Yahoo Organic
Google Display
Twitter Google Organic
NYT Referral
Follow the Money
There is value here!These actions lead to your future conversions
Goals
Measure Micro Conversion
FACEBOOK AMPLIFICATION
How it Works
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)
ExerciseBack to Sample Campaign
1. What is Existing Assets
2. How to Amplify
3. What are Engagement Points
Content Marketing Framework
What to Do
The Mothersh
ip
Content Marketing
Mothership
Digital property you own, like…
WebsiteMicrositeContent
CommunityBlog
Use for client/customer
interaction, demand
generation, lead conversion.
Mothership
YouTube
Audience reaches you directly or touches base further out in space.
Content is your tractor beam.
Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
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
Simple Facebook Use Case
Let’s say looking at Brazil
Content Marketing Plan …in the stream
1
2
3
4
Awareness & Storytelling
Product Discovery & Exploration
Social Amplification
Lead Generation
The Reach & Convert Cycle
Create: Launch Page & Lead Page
Social Rich Media Calendar
www.OnlineMarketingInstitute.org
Facebook Guidance
I. Post less, Plan more
II. Tie to Good Content Marketing Strategy
III. Think about Customer to Activate
NEW: Search Update
Other Big Items MUST DO!
Big Data, Retargeting & Author-Rank Integrated SEO
!
www.OnlineMarketingInstitute.org
Ultimate Cool!!!
www.OnlineMarketingInstitute.org
End to End
www.OnlineMarketingInstitute.org
@StevenShattuck | @ChadPollitt
Don’t Forget ..SEO TODAY
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
AuthorRank
@StevenShattuck | @ChadPollitt
AuthorRank » brief history
“We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.”
- Othar Hansson (Software Engineer, Google)
@StevenShattuck | @ChadPollitt
» AuthorRank is a desired ranking factor
» Google plans to take content quality and writer authority into account
» Content without established authorship may be at a disadvantage
this means »
@StevenShattuck | @ChadPollitt
AuthorRank » has come true?
» Google already considers other similar ranking signals
» AuthorRank is a natural evolution of the social graph
» Authors who publish regularly and are seen as authoritative deserve to be rewarded
@StevenShattuck | @ChadPollitt
Authorship » rich snippets
@StevenShattuck | @ChadPollitt
To Summarize »» AuthorRank is the path
» AuthorRank won’t be a magic bullet, but huge advantage
» Google Authorship is not the same as AuthorRank
» Google+ is first time we’ve ever been told directly by Google, “do this, get ranked”.
@StevenShattuck | @ChadPollitt
CASE STUDY – CISCO VIDEO SHOW HOW IT’S DONE RIGHT
#3
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 68© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 68© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 68
Video Is a Valuable Marketing AssetView 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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 69© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 69© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 69
Video Lifts Email Click-through
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 70© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 70© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 70
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
*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 71© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 71© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 71
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 72© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 72© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 72
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 73© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 73© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 73
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 74© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 74© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 74
CTAs on YouTube
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
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
Non-paid
Paid
Ultimately… Integrated Organization
TIME TO WRAPWhat to do?
Remember: Pillars to Conversion
• First: Think platform -website, Facebook, Instagram
• Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram)
• Finally, Device. Mobile
Ex: Facebook + Video + Mobile = ROI
Source 1: OMI Classes & WOM Certificate • Content Marketing + Social Media
• 7 Tactics for Great Facebook Marketing
• SEO Foundations for Future Organic Results
• Global Content Marketing Strategies
• Google+: Why AuthorRanks is the Future of SEO
• Analytics: How to Set up Social and Search Attribution
Source 2: Digital IQ & Team Assessment
Speaker Photo
“The Problems we have today
Can not be solved in same mind
set they we’re created”
- Learn to Improve- Improve to Earn- Earn to Enjoy …
*Stop Doing, Start Learning
A Moment on Importance of Learning
Continue the Learning?
Come say Hello.
If shy, Linked or Facebook is fine too! “Aaron Kahlow”
Thank You
BONUS:The Evolution of SEO
@StevenShattuck | @ChadPollitt
@StevenShattuck | @ChadPollitt
SEO YESTERDAY
@StevenShattuck | @ChadPollitt
SEO TODAY
@StevenShattuck | @ChadPollitt
SEO TOMORROW?
@StevenShattuck | @ChadPollitt
SEO TODAY
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
AuthorRank
@StevenShattuck | @ChadPollitt
AuthorRank » brief history
“We know that great content comes from great authors, and we’re looking closely at ways this markup could help us highlight authors and rank search results.”
- Othar Hansson (Software Engineer, Google)
@StevenShattuck | @ChadPollitt
» AuthorRank is a desired ranking factor
» Google plans to take content quality and writer authority into account
» Content without established authorship may be at a disadvantage
this means »
@StevenShattuck | @ChadPollitt
AuthorRank » has come true?
» Google already considers other similar ranking signals
» AuthorRank is a natural evolution of the social graph
» Authors who publish regularly and are seen as authoritative deserve to be rewarded
@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
Authorship » benefits
» Increased visibility in SERPs
@StevenShattuck | @ChadPollitt
Authorship » benefits
» Increased visibility in SERPs
@StevenShattuck | @ChadPollitt
Authorship » benefits
» Increased visibility in SERPs» Higher CTR?
» Socializes content
» AuthorRank (someday)
@StevenShattuck | @ChadPollitt
Authorship » encourages production
» Places ownership over content
» Helps build author’s personal brand and authority
» Creates content champions
@StevenShattuck | @ChadPollitt
To Summarize
@StevenShattuck | @ChadPollitt
To Summarize »» AuthorRank is the path
» AuthorRank won’t be a magic bullet, but huge advantage
» Google Authorship is not the same as AuthorRank
» Google+ is first time we’ve ever been told directly by Google, “do this, get ranked”.
@StevenShattuck | @ChadPollitt
Remember: Pillars to Conversion
• First: Think platform -website, Facebook, Instagram
• Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram)
• Finally, Device. Mobile
• Add in Google+ AuthorRank and BOOM!
(Facebook + Video + Mobile) * Google+ = ROI
“The Problems we have today
Can not be solved in same mind
set they we’re created”
- Learn to Improve- Improve to Earn- Earn to Enjoy …
*Stop Doing, Start Learning
A Moment on Meaningful Change
Continue the Learning?
New WOMMA/OMI eLearning Programs!
Thank You
Classes
• http://www.onlinemarketinginstitute.org/7-elements-of-highly-effective-facebook-marketing/
• http://www.onlinemarketinginstitute.org/classes/social-media-marketing-classes/how-to-make-the-transition-from-social-media-to-social-business/
• Authorrank: Janet Miller• Retargeting: Janet Miller• Twitter Best Pratices: Megan Leap• Content Marketing Planning – Joe P • http://www.onlinemarketinginstitute.org/classes/content-marketing/successfu
l-content-marketing-through-social-media-integration/
• http://www.onlinemarketinginstitute.org/classes/search-engine-marketing/how-to-optimize-social-media-for-search/
Further References
*eConsultancy: Digital Intelligence Briefing **Comscore: Power of Like 2012***iMediaConnection: 2012 InfoGraphics
Article & Pew Internet Study
Classes at :http://www.onlinemarketinginstitute.org/social-media-marketing/