global social research and tactics

Social Media Marketing Success Formula

“Global Trends and Local Tactics”

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 Dubai!

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.

• 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)

Reference: Where my Information Comes

What do you do?

How Important is Digital & Social to Business?

Where/How do you stay on top of changes?

How often?

Now You

Big Picture

Research & Trends

Where’s the Action

Big 3 Trends 2013

• Facebook

• Video

• Mobile

FACEBOOK RESEARCH

Staggeringly Huge

1 Billion Already

Penetration Everywhere

*Dubai/ UEA the Exception

What are People Doing On Facebook40% of Time on News Feed (Highest)

Video Consumption (peek to future)

Video is King

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

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


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

CAN’T FORGET MOBILE

Bigger Than Computer.. And Social!

STAY LOCAL Global is cool, but must focus on Local Aspect

UGC to Local Audience Not World

Local Preferences Trumps All

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

Budgets

Social Role for Company Missing

Lacking Serious Integration

Traffic & Mentions (won’t get too far)

Opportunity: Not Relevant

Everyone Struggling

And, Nodda on Action

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

POWER OF AMPLIFICATION #1

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”

Holiday Specific Focused Time

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)

IMPORTANCE OF ATTRIBUTION

#2

The Buy Cycle: Think Touch Points

Source: Forrester

Advice from colleague or friend

Web, Blog,& Media

Web, Blog,Media, & industry pros

Web, social, & email

So, Take a Holistic Strategy

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!

http://www.google.com/aclk?sa=l&ai=CfYId2oC2T9jDN8W4gwe1lrWfA-6blKoBkPqAhR2GhYoRCAAQASgDULvpwfYHYMmG_4fwo-wSoAH45tb-A8gBAaoEGU_QYzNwIX25P1DmTijnbeO58mkFSuo0wKC6BRMIzZGvvaiKsAIVhyzgCh0tNcWsygUA&ei=2oC2T828NYfZgAet6pTmCg&sig=AOD64_2Uo_Q6pJeUep7Yg3m8wbWMPVt9Eg&sqi=2&ved=0CAgQ0Qw&adurl=http://124.xg4ken.com/media/redir.php?prof=38&camp=1045&affcode=cr100810&cid=7697831816%7C209156%7Ctickets%20now&mType=p&networkType=search&GCID=1045&keyword=tickets%20now&url%5B%5D=http://www.ticketsnow.com/&rct=j&q=tickets+now


6 0 %2 5 %1 0 %5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1





Keyword 2 Keyword 3Ad 1


TicketsNow® Official Site TicketsNow.comOfficial Site of

TicketsNow.com™. ® - Official Site.



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

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1











2 5 %2 5 %2 5 %2 5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1











1 0 0 % ( L a s t C l i c k )0 %0 %0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1










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

20% 40% 60% 80% 100%

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

WHAT SAP IS SEEING

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

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

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

3. Leverage technology for automation and scale

4. Build Proper Attribution Key

Key Takeaways

POWER OF VIDEO CISCO STYLE

#3


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


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

*Unruly video study, January, 2012

10 times more videos are shared on Facebook vs. Twitter


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


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 - 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

TIME TO WRAPWhat to do?

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.

• Research Tells Us: We Can’t Afford to Ignore this a Business and Human Level.

• 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.

Key Takeaways

“Problems we have today, cannot be solved in the same mindset

they we’re created”

- Albert Einstein

www.onlinemarketinginstitute.org

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

Thank You!

Next Steps to Learning

http://www.onlinemarketinginstitute.org/

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