the world's greatest education on social
DESCRIPTION
Instructed by Aaron Kahlow.TRANSCRIPT
Integrating Social Across All for Digital Marketing Success
The Dark Knight of Social…
Filtered down from 100s of Classes created by World’s Top Educators Sourced from: www.OnlineMarketingInstitute.org
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Agenda
I. Big Picture Global Industry Trends & Research
II. Strategic Framework for Good Social
III. Top Tactics & Strategies driving Success
*A Moment on Education & Meaningful Change
① Strategy: Content Marketing Mapping
② Traffic: SEO through Google+
③ Awareness: Facebook Amplification Techniques
④ Awareness: LinkedIn/Facebook Hyper (Re) Targeted Advertising
⑤ List Building : Twitter Community & Tribe Building
⑥ Engagement: Visual Story Telling Pinterest & Instagram
⑦ Conversion: The Psychology and Science
⑧ Social Advertising: Social + Digital Display Re-targeting
⑨ User Experience on Mobile
⑩ Big Data and Attribution Modeling
⑪ Analytics: ZMOT State of Mind
What We’ll Teach
Me….
Background – 17 years & 3 Digital Companies1. Agency of the Year – BusinessOnline2. Media Company with OMS a global Digital
Education Event3. Global Destination for eLearning – OMI
Expertise – Digital & Education • Social Media, Usability, Search… • Simplify Complex Digital to Business
friendly Perspective • Education – eLearning, Technology, …
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Who Are You?
What do you Do?
How Does Social Impact Career & Company?
Why are you here (learn)?
Grab Card: On back write word/phrase
Your Turn
Speaker Photo
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/
www.OnlineMarketingInstitute.org
CHANGE
The Confusion
“Nothing great, was achieved without enthusiasm”
-Ralph Waldo Emerson
CHANGE
Imperative to Learn
CHANGE
The Opportunity to Act
“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 to Do it Better”
A Moment on Meaningful Change
Where to Start?
“The More things change the more they stay the same”
CHANGE
As simple as the Customer
The Customer
How they Buy
Where they Are
What they are Doing
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The Buy Cycle: Think Touch Points
Source: Forrester
Advice from colleague or friend
Web, Blog,& Media
Web, Blog,Media, & industry pros
Web, social, & email
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.
Facebook Tactics
Let’s say looking at Brazil
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Facebook Guidance
I. Post less, Plan more
II. Tie to Good Content Marketing Strategy
III. Think about Customer to Activate
NEW: Search Update
Social Behavior – Their Streams First
We must transition consumers from discovery to exploration and on to the path to purchase
Do more 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
Performance Metrics
Post Performance
*TechCrunch reports 0.14% is average for post CTR
Real Business Outcomes
PostEngagement
Likes, shares + comments (retweet,
repin) +Post
ClickthroughExpand, link to app, .com or
microsite, etc.
EngagementVideo views,
product views, votes, comments,
shares, etc.
AdvocacyShares, likes, comments, invitations, tweets, etc.
ConversionVideo or product views, email opt-
in, add to cart, purchase, etc.
Deeper Tactics
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Simple Little things…
Facebook Update: Search
Graph Search is new and improved search experience that allows users to discover people, places and things on Facebook.
Now people can search the Graph Search by name but also by categories or simple phrases. They can also find content they missed, such as photos and videos.
For example, you can search “Hotels near Gaslamp, San Diego” or “ Irish Bars in Gaslamp”
Relevent results are unique and different for everyone based on their relationship and information and content that has been shared with them.
New Facebook Graph Search
New Facebook Graph Search
New Facebook Graph Search
Fill out Page Name, Category, Web Address and About Section
If you have a location or local place page, update your address so you can appear as a result when someone looking for specific location. Claim your Map
Share content directly on your Page, only Photo’s and Videos shared directly on your Page will show in results. Use less auto posting aggregators.
What Can I Do To Get Ready?
Strengthen your Page connections, ensure your attracting the right people and that they interact with your content
If someone is searching for a restaurant in your city, those that are most popular and with most friends that “LIKE” Page will be displayed first.
Results that are similar to the searchers existing LIKE’s and Interests are more likely to appear.
What Can I Do To Get Ready?
Run Facebook Deals – Friend Deal is best for gaining LIKE’s
Check In Deals - Important
Social Advocacy
Now that we Have Content & FB down
Social Advert
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What Makes it Cool
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LinkedIn has too
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Extra Cool – FB by Interest
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Give it Some thought ..
Big Data, Retargeting
Using Google Data, FB Data, and Your Data!
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Ultimate Cool!!!
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End to End
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Quick Tips SECTION
Time Permitting
Analytics
Quick Tips
Data Attribution
If you’re main KPI for social is revenue in Google Analytics, you’re going to have a bad
time.
Instead, look at overall contribution
Agenda• Best practices for social data in Google Analytics• What is _trackSocial, and how do I use it?• Standard reports that include social data• Attribution modeling• Online/Offline Reconciliation
Reports That Include Social Data
Create an Advanced Segment
• If you didn’t set up campaign tracking the way I suggested, you’ll need this regular expression
facebook|twitter|myspace|linkedin|stumbleupon|digg|youtube|flickr|pinterest|etc|etc|etc
• If you did set it up the way I recommended
Use The Advanced Segment
INSIGHTS!
Everything I teach, Learned from OMI eLearning Library ..
www.OnlineMarketingInstitute.org
www.OnlineMarketingInstitute.org
Starts with You then Organization
• There’s a lot we can get excited about
• Something we can contribute towards
(Ex: Girls Rising: Charity for Young Girls)
• But Few areas we can make impact…
• Educating yourself is ONE of those areas• And Now with eLearning, no excuse• Creates energy, passion and Enthusiasm
A Moment on Education Speaker Photo
“Nothing Great has ever been created without Enthusiasm.”
- Ralph Waldo Emerson
Card of Learning
Contact Me at “Aaron Kahlow” on Facebook LinkedIn
Thank You!
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