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The Digital Marketing Workshop

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The Digital Marketing Workshop SXSW 2014 #reachhack


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Who we are Blake Robinson - @blake Director, Product & Marketing, @Annalect Israel Mirsky - @IsraelMirsky Global Managing Dir, Social & Performance, @Annalect Margaret Francis - @MargaretFrancis VP, Product, @Heroku Marshall Kirkpatrick - @MarshallK CEO, @GetLittleBird


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What is marketing?


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mar·ket·ing [mahr-ki-ting] n. The act or process of buying or selling in a market. n. The commercial functions involved in transferring goods from producer to consumer.


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Marketing typically works like this


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Marketing should work like this


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What’s happening now? What’s coming up? Marketing Trends


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Data Management Platforms DMPs Enable: Cross channel audience targeting Effective, efficient programmatic Reach/frequency << BIG DEAL Contributes to marketing automation across channels Supports understanding of social paid effectiveness Informed RTB Advanced analytics


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demo requests: http://annalect.com/contact DMP


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Marketing Automation Demand generation Lead management Lead scoring Lead nurturing Lead generation Campaign analysis Lead qualification Sales effectiveness Sales Intelligence …and now B2C


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Shape Media and Response Tactics Generate Relevant (Effective) Creative Real time Be relevant to individuals and to the zeitgeist.


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The rise of the small and second screens Mobile


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Social Facebook New ad units Focus on bottom line metrics Maturing partner ecosystem Twitter More programmatic options Tailored audiences TV relationship TV synced ads Maturing ad models and emerging players.


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Content Marketing Driven by: Continued pressure on ads Marketing fragmentation Google Cheap link-building doesn’t work More on this later. How do you reach customers? Have them come to you.


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Omnichannel Cross channel planning Cross channel attribution Viewability 3rd party tracking Integrated mobile Experience Marketing Measurement Real time execution DMP support Geo tactics Audience tactics Contextual Marketing Automation Plan and execute as coherent cross channel experience


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Omnichannel


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demo requests: http://annalect.com/contact Advanced Analytics


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The Future


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What’s going to happen? More B2C, B2B2C marketing automation Possible death of cookies Mobile IDs, accounts and relationships with pubs Truly amazing analytics Creative shops using data as part of the dev process Real time across channels Increased “brand as publisher” Listening tool roll up


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Scrappy Startups vs Big Budget Marketing What’s the difference?


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Agencies analyze relationships cross platform and cross channel. Startups tend to measure in silos


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Agencies analyze relationships cross platform and cross channel. Startups have to learn each lesson the hard way


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Agencies manage experts executing coordinated marketing initiatives, often on an international scale - and establish consensus among the many global clients who must weigh in. Startups have one or two people on marketing


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Agencies optimize entire portfolios Startups will need to focus on optimizing one or two things against a small number of metrics.


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Agencies optimize across both online and offline initiatives. Startups must rely on online conversion metrics.


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Agencies deal in the millions to tens of millions. Challenges grow exponentially as higher numbers of products, competitors and other dimensions are added. Startups deal with marketing budgets in the tens to hundreds of thousands.


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Agencies leverage buying power across clients to get more for each dollar, including preferred inventory, information and access to their clients. Startups deal with self-serve systems and prices.


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Agencies are working toward predictive measurement and analytics. Startups utilize reactive analytics (and that’s OK).


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Re: Promotion


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pro·mo·tion [pruh-moh-shuh n] n. The act of promoting or the fact of being promoted; advancement. n. Advertising; publicity.


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Managing your mediums


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Owned Research TW & FB hashtags relevant to your company Create and circulate content using the same hashtags Cross post: TW, FB, Tumblr Add value: Don’t shill Add links to other relevant conversations, not just your own site Follow everyone back, to start


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Earned Follow everyone back, to start Use lists to filter noise based on your research Go interact with the people most like the ones you want to reach. Thank them for the follow. DM/ Email/ Comment is fine Interact with them Attend in person events. Social is not just FB. It’s “network” in all dimensions. Research all the people who sign up for your list, to follow you, who comment on your FB page or blog or whatever Run them through LinkedIn & find out who they are Try Topsy, Little Bird, to see who the influential accounts are similar to the ones that follow you.


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Be succinct


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Be contactable


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Be visual


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Be identifiable


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MOST POWERFUL ON THE INTERNET!


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Be social


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Not all social networks have the same utility


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Brands are participants now


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(Not a Corp.) Be yourself


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An easy secret Content Marketing


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How to add and capture value Social Network Marketing


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Thesis Ambitious marketers can use social networks to add value to public conversations through effective curation narrating our work making it a habit Good for individual’s online social capital = good for the company we work for.


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Scope: You, the individual Company wins Profit One of the best things you can do for your company's brand: strengthen your personal brand online. Credibility: sales is about trusted advisorship New business opportunities Thought leadership Word of mouth marketing Increased visibility & discoverability on social web


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Example: IBM Social Computing “what really differentiates us in the marketplace: us” “it is very much in IBM's interest [for individual employees] to be aware of and participate in this sphere of information, interaction and idea exchange” No: “IBMers should not use these media for covert marketing or public relations on behalf of IBM.”


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My personal career Blogging Working in public ->AOL Finding things 1st -> TC Putting it all together ->RWW Now Productizing my lessons learned Leveraging my personal social capital Putting the machine into your hands with Little Bird (GetLittleBird.com)


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Metrics ROI Awesomeness New business opportunities earned and won Connections to target market influencers (Little Bird) Klout score


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Strategy: Always add value Mechanical: IF you are interesting and useful THEN people will talk about you BECAUSE when people spread your interesting content THEY get points for being interesting themselves. Poetic: Adding value is good because the Internet is wonderful. The Network of People offers an abundance of beauty and knowledge, discovery and empowerment - let’s revel in and celebrate it!


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Five ways to add value with curation Tactic: Curation


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1. Be first


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2. Say it best


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3. Aggregate


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4. Bring a unique perspective


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(Definitely the toughest) 5. Be funny


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Tactic: Working out loud Working Out Loud = Observable Work + Narrating Your Work Bryce Williams Social Collab Consultant, Eli Lilly @TheBrycesRight Stowe Boyd: Discover key information earlier Succeed, improve or fail more quickly Increases resilience in uncertainty


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Tactic: Make it a habit BJ Fogg’s model Make it small Tie it to an anchor habit (eg read 5 tweets) Celebrate


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Tactic: Make it a habit Marshall’s model Oversubscribe and filter Monitor for break-out hits & key opportunities Put it in a UI you’ll trip over


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Tactic: Make it a habit If/Then If I’ve arrived at work, if it’s after lunch, then scan the trade press If I’m doing business with someone new, then I analyze their industry connections If something happens in the world that I can add value to the discussion around, then I will at least Tweet about it


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To summarize: Grow yourself - it will serve your company well. Add value - make the pie higher for everyone, the social web follows an abundance model Curate strategically - being awesome online is an art and science Work out loud - that way everyone learns more, faster Take steps to make it a habit - wash, rinse, repeat. Hustle + patience + creativity + generosity + relevance + luck = success!


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and determining ROI Measurement


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Do you have all these programs?


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Are you able to measure ROI?


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Social Value


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Top-Down Approaches


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Bottom-Up Approaches


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Determining the measurement mix


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No single approach dominates - it’s a mix.


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Planning for success


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http://businessmodelgeneration.com/canvas


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Choosing your objectives


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Set achievable goals Find users / customers: Get 100 legitimate prospects in your email list Prepare to raise money: Target 10 firms and their principals/ analysts/ associates Connect with influencers: Get 10 relevant people following you Network with peers: Connect with 10 people in your field. Establish a relationship


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Analyzing your objectives


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http://www.flickr.com/photos/itsgreg/446061432 Analytics are the measurement of movement toward your business goals.


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A good metric is Clear, comparable ratios Tied to your business model Actionable, not vain Correlated or causal Leading or Lagging


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Comparable Ratios: Miles/mpg/tpmph Clear: You know 60MPH is twice as fast as 30MPH In a country, speed limits and mileage are well understood Kilometers are conveniently decimal; miles map to hours Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal Business model: You can measure “MPH divided by speeding tickets” as a metric of “driving fast without losing my license”


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A few words on causality.


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BAD METRIC. If it can’t change your behavior, then it’s a...


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If you can only measure a few things


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Most startups don’t know what they’re going to be when they grow up.


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A growth rate of 5% per week is good, 7% is very good and more than 7% is excellent. As a startup, you must measure growth.


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But what kind of growth should you measure?


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Startups and smaller initiatives should consider measuring the following: Revenue Conversions Desired interactions Shares of content or product Engagements with your content or your product Uniques and pages visited


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Twitter & Facebook Ads


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Twitter Ads Increase Awareness & Intent


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Ads increase awareness


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FB Custom Audience: The Clymb


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FB Custom Audience: The Clymb


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Facebook Fan Value


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Qualitative value of Twitter follower


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Quantitative value of Twitter follower


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Marketing on a budget


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Thanks everybody! That’s all!


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