The Digital Marketing Workshop

Понравилась презентация – покажи это...

Слайд 0

The Digital Marketing Workshop SXSW 2014 #reachhack

Слайд 1

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

Слайд 2

What is marketing?

Слайд 3

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.

Слайд 4

Marketing typically works like this

Слайд 5

Слайд 6

Слайд 7

Слайд 8

Слайд 9

Marketing should work like this

Слайд 10

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

Слайд 11

Слайд 12

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

Слайд 13

Слайд 14

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

Слайд 15

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

Слайд 16

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

Слайд 17

The rise of the small and second screens Mobile

Слайд 18

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.

Слайд 19

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.

Слайд 20

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

Слайд 21


Слайд 22

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

Слайд 23

The Future

Слайд 24

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

Слайд 25

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

Слайд 26

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

Слайд 27

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

Слайд 28

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

Слайд 29

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

Слайд 30

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

Слайд 31

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.

Слайд 32

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.

Слайд 33

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

Слайд 34

Re: Promotion

Слайд 35

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

Слайд 36

Managing your mediums

Слайд 37

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

Слайд 38

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.

Слайд 39

Be succinct

Слайд 40

Слайд 41

Слайд 42

Слайд 43

Be contactable

Слайд 44

Слайд 45

Слайд 46

Слайд 47

Be visual

Слайд 48

Слайд 49

Слайд 50

Слайд 51

Слайд 52

Слайд 53

Слайд 54

Be identifiable

Слайд 55

Слайд 56


Слайд 57

Слайд 58

Слайд 59

Be social

Слайд 60

Слайд 61

Слайд 62

Слайд 63

Слайд 64

Слайд 65

Not all social networks have the same utility

Слайд 66

Brands are participants now

Слайд 67

(Not a Corp.) Be yourself

Слайд 68

Слайд 69

Слайд 70

Слайд 71

An easy secret Content Marketing

Слайд 72

Слайд 73

Слайд 74

Слайд 75

Слайд 76

Слайд 77

How to add and capture value Social Network Marketing

Слайд 78

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.

Слайд 79

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

Слайд 80

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.”

Слайд 81

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)

Слайд 82

Слайд 83

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

Слайд 84

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!

Слайд 85

Five ways to add value with curation Tactic: Curation

Слайд 86

1. Be first

Слайд 87

2. Say it best

Слайд 88

3. Aggregate

Слайд 89

4. Bring a unique perspective

Слайд 90

(Definitely the toughest) 5. Be funny

Слайд 91

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

Слайд 92

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

Слайд 93

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

Слайд 94

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

Слайд 95

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!

Слайд 96

and determining ROI Measurement

Слайд 97

Слайд 98

Do you have all these programs?

Слайд 99

Are you able to measure ROI?

Слайд 100

Social Value

Слайд 101

Top-Down Approaches

Слайд 102

Bottom-Up Approaches

Слайд 103

Determining the measurement mix

Слайд 104

No single approach dominates - it’s a mix.

Слайд 105

Planning for success

Слайд 106


Слайд 107

Choosing your objectives

Слайд 108

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

Слайд 109

Analyzing your objectives

Слайд 110

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

Слайд 111

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

Слайд 112

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”

Слайд 113

A few words on causality.

Слайд 114

Слайд 115

Слайд 116

Слайд 117

Слайд 118

Слайд 119

Слайд 120

Слайд 121

Слайд 122

Слайд 123

Слайд 124

Слайд 125

Слайд 126

Слайд 127

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

Слайд 128

If you can only measure a few things

Слайд 129

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

Слайд 130

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.

Слайд 131

But what kind of growth should you measure?

Слайд 132

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

Слайд 133

Twitter & Facebook Ads

Слайд 134

Twitter Ads Increase Awareness & Intent

Слайд 135

Ads increase awareness

Слайд 136

FB Custom Audience: The Clymb

Слайд 137

FB Custom Audience: The Clymb

Слайд 138

Facebook Fan Value

Слайд 139

Qualitative value of Twitter follower

Слайд 140

Quantitative value of Twitter follower

Слайд 141

Marketing on a budget

Слайд 142

Слайд 143

Слайд 144

Слайд 145

Слайд 146

Слайд 147

Слайд 148

Слайд 149

Слайд 150

Слайд 151

Слайд 152

Слайд 153

Слайд 154

Слайд 155

Слайд 156

Слайд 157

Слайд 158

Слайд 159

Слайд 160

Слайд 161

Слайд 162

Слайд 163

Слайд 164

Thanks everybody! That’s all!