learn, execute, roi
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LEARN, EXECUTE …ROI
W2C
“Aaron Kahlow” - LinkedIn @AaronKahlow -Twitter
Aaron@OnlineMarketingInstitute.org
Agenda
• WHY Global Industry Trends & Research
• WHAT & HOW The Tactics– Begin with End – Attribution – Business Impact When Done Right – Amplification – Example of Actual Tactics & Case Study(s) - Video
• WHERE & WHEN Learning the Foundation for Success
* A Moment on Education
Aaron Kahlow BIOBackground - Built 3 businesses in Digital
BtoB Digital Agency of the Year
Largest Digital Education Event – OMS
Global Destination for eLearning – OMI
OMI France coming!
www.OnlineMarketingInstitute.org
What we do
• Train Teams Team subscription, custom workshops & custom eLearning courses;
• Teach Individuals: 350+ On-demand access Video based in Areas Digital like: Social Media, Mobile Marketing, Email…
FREE 3 Months for attendees
• Certificate Programs - Build Careers & Credential: Both industry standard certification programs & custom
*Accredited
**Global: 100+ Instructors in Paris, Shanghai, Hong Kong, Sao Paulo, Delhi, Dubai, Paris, Barcelona, Berlin, Istanbul, Mexico City, London, Sao Paulo; 30+ cities in US
OMI in Nutshell
Voila …OMI en Français
Big Problem – Talent Gap
Only 8% have full digital skill set needed
Some b/c World is Just getting Mapped…
Some are Areas getting settled
A few explosive growth..
1 Billion Already
Step 1: Understand what they do40% of Time on News Feed (Highest)
Bigger Than Computer.. And Social!
Video is King
Pillars to Success
• 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
The Buy Cycle: Think Touch Points
Source: Forrester
Advice from colleague or friend
Web, Blog,& Media
Web, Blog,Media, & industry pros
Web, social, & email
Class: Social Media Attribution Modeling
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.
Class 2: Social Media ROI – SAP Case Study
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
Class 3 : Google’s ZMOT for Analytics
There is value here!These actions lead to your future conversions
Goals
Measure Micro Conversion
Class 5: comScores’ Facebook Amplification Research Review
How it Works
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)
Class 6: Social Media & Content Marketing Framework
Mothership
YouTube
Audience reaches you directly or touches base further out in space.
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
Class 7: Social Advertising & Retargeting Best Practices
www.OnlineMarketingInstitute.org
Ultimate Cool!!!
www.OnlineMarketingInstitute.org
End to End
Class 8: BtoB Video – Cisco Case Study
© 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
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 viewers10 times more videos are shared on Facebook vs. Twitter
© 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
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
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
“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
Merci!
Want Info on OMI France?Skills Gap Study ?
The Long Version of PPT?
“Aaron Kahlow” - LinkedIn @AaronKahlow -Twitter
Aaron@OnlineMarketingInstitute.org
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