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- 1. Social Media, Meet ROI: The Secrets to the Strategic Thinking “Global Trends and Local Tactics” Aaron Kahlow CEO & Founder www.OnlineMarketingInstitute.org
- 2. Aaron Kahlow Digital Marketer Entrepreneur World Traveler Educator “Always Seeking the Middle Path”
- 3. Agenda • Big Picture: Global Industry Trends & Research • The Tactics: From Leading Instructors – Start with Big Numbers – Business Impact & Case Studies – Actual Tactics • The Point: The Foundation for Success
- 4. Reference: Where My Information Comes From • Past/Present Research Partners • Workshops Across the Globe • OMI Classes Taught by World Class Instructors and Speakerswww.OnlineMarketingInstitute.O rg
- 5. Big Picture Research & Trends
- 7. Big 3 Trends 2013 • Facebook • Video • Mobile
- 9. Staggeringly Huge 1 Billion Already
- 10. What are People Doing On Facebook 40% of Time on News Feed (Highest)
- 11. VIDEO
- 12. Video Consumption (peek to future)
- 13. Video is King
- 16. Bigger Than Computer.. And Social!
- 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17
- 18. WHAT ARE PEERS DOING?
- 21. Research To Action • Numbers that can NOT be understated, Amazing Opportunity Time and Place • Peers “Lack” is YOUR Opportunity • Now time for Tactics to Execute: BIG Market share Gains in – Mobile – Video – Facebook
- 22. A Taste Top Tactics From the 5 Social Media Classes
- 23. Tactics Overview 1. Amplification – Facebook Butterfly Effect 2. Attribution – Measurement Reality 3. Video – Biggest Missed Opportunity
- 24. Warning These Can NOT Be Done Without Proper Training
- 26. How it Works
- 27. Accelerating Reach “Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 - 200% .. ”
- 28. Driving Audience “23,000 visitors to site vs. 320,000 to Fans Page”
- 29. 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)
- 30. Facebook ROI case study
- 32. The brief • I want to launch a new contest to gain more fans • The last time I didit, itcost me €2 per fan • Can I get a bettercost per fan? • Our answer: youdon’tneed a better CPF, youneed more clients and more exposure for youractualproducts!
- 33. The budget • €25,000 for purchasingads • € 10,000 for everythingelse
- 37. LeverageOpenGraph 13,436,832 impressions 1,750,000 video views
- 38. The Return on Investment • 93,000 « product fans » for free! • 13,400,000 views on Facebook • 1,750,000 views of promotionalvideos • 16,000 clicks back to the site • Within 3 months, €45,000 worth of sales directlyattributed to these clicks, probably (a lot) more indirectly…
- 39. BeatingEdgerankis the key “ Facebook Page posts reach 16% of their fans, on average ” What about yours? 39
- 40. An average is not enough Yours is somewhere in between… 40
- 41. How is your page doing? 41
- 42. How good is your page doing? To find out, take your smartphone and go to: http://barometer.agorapulse.com 42
- 43. OMI Class #3 POWER OF VIDEO CISCO STYLE
- 44. Video Is a Valuable Marketing Asset View 44% morepages 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 44
- 45. Video Lifts Email Click-through © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
- 46. 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 Facebookvs. Twitter *Unruly video study, January, 2012 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
- 47. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
- 48. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48
- 49. 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 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49
- 50. Class #4 FINALLY, IMPORTANCE OF ATTRIBUTION
- 51. The Buy Cycle: Think Touch Points Web, Blog, Web, Blog, Media, & & Media industry pros Advice from colleague or friend Web, social, & email Source: Forrester
- 52. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - 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
- 53. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 5% 10% 25% 60% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
- 54. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 40% 10% 10% 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
- 55. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 25% 25% 25% 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
- 56. Implement Multi-Channel Attribution Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site Concert Tickets TicketsNow.com TicketsNow.com Get your tickets now! TicketsNow.com Buy Madonna tickets Get your tickets now Official Site of TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® - Now Available! Official Site. Ad 1 Keyword 1 Keyword 2 Keyword 3 0% 0% 0% 100% (Last Click) Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)
- 57. What to do? TIME TO WRAP
- 58. Think: Integrated Social Strategy
- 59. 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.
- 60. Key Takeaways • Research Tells Us: We Can’t Afford to Ignore this and peers still lagging (Opportunity) • Tactics Applied correctly have huge business impact and competitive advantage bar none. • Education is the Key, as it is to all world problems. Fund it, commit to it and it will have the lasting impact on marketing & career. • Opportunity is Huge, don’t let it pass you by.
- 61. How good is your FB page doing? DON’T FORGET http://barometer.agorapulse.com 61
- 62. Thank You! Access to Classes or Full Preso Exchange Cards www.onlinemarketinginstitute.org General Questions at “Aaron Kahlow” on Facebook, or LinkedIn
- 63. Further References *eConsultancy: Digital Intelligence Briefing **Comscore: Power of Like 2012 ***iMediaConnection: 2012 InfoGraphics Article & Pew Internet Study
Editor's Notes
- #2: Social Media, Meet ROI: The Secrets to the Strategic Thinking Driving Social CommerceSocial media and ALL digital marketing, including SEO, have become forever linked. This session will take an in-depth look at social media across all marketing channels to drive awareness through content creation, marketing integration and useful KPIs. Key takeaways will be:Research and Case Study examples pointing the way to the foundational principles of Social Success.Top Trends and Tips from the experts on the forefront of Social Media Strategy and Tactics.Ways to use social listening to help build your content calendar. Find out where conversations are happening—around your brand, competitors, or industry—and in what channels.How to build an engagement strategy around your social actions.Ways to plan your social media marketing strategy and measure success.Aligning your social strategy with existing and departmental goals.
- #3: Just in case don’t know OMI: We educate the world on Digital marketing with eLearning Center primarily of 100s of classes, but also through live workshops both online and in person around the world from Sao Paulo to London; Hong Kong to Berlin, Hong Kong to Paris, and this week Dubai, Mumbai and Shanghai and of course all over US in over 30 cities.
- #4: What the we see from the Data What we see from people– What we see from folks like you
- #5: Just in case don’t know OMI: We educate the world on Digital marketing with eLearning Center primarily of 100s of classes, but also through live workshops both online and in person around the world from Sao Paulo to London; Hong Kong to Berlin, Hong Kong to Paris, and this week Dubai, Mumbai and Shanghai and of course all over US in over 30 cities.