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3 Red Hot Social Marketing Hacks To Crush in 2015

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3 RED HOT SOCIAL MARKETING HACKS TO ACHIEVE ROI SUCCESS Daniel Morrison | @DanimalsHouse @DanimalsHouse


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@DanimalsHouse


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@DanimalsHouse


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1,2,3 TAKEAWAYS 1.  Inject users into YOUR funnel with Social Psychographic Data 2.  Cookie with Retargeting Pixels {Owned} 3.  Nurture & Convert with Remarketing & RLSA 1   @DanimalsHouse 2   3  


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1. Sell with Social Psychographic Data @DanimalsHouse Image  credit:  NASA  GSFC  


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@DanimalsHouse Image  credit:  NASA  GSFC  


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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@DanimalsHouse © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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NEW SOCIAL GOALS •  •  •  •  •  •  •  Scalable Psychographic Traffic Attributable CONVERSION $$$ Real Links from Good Authority Sites SEO Social Signals from Strong Users SEO Focused Likes, Follows, Shares SEO $$$ Insulation from Harsh SEO Updates SEO PR Distribution to Bloggers & Media SEO @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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SALES! Owned Audiences ü  Psychographically-focused ü  Omnichannel retargeting/ remarketing ü  INCLUDING Search Remarketing @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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PSYCHOGRAPHIC TARGETING @DanimalsHouse


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1,2,3 TAKEAWAYS 1.  Inject users into YOUR funnel with Social Psychographic Data 2.  Cookie with Retargeting Pixels {Owned} 3.  Nurture & Convert with Remarketing & RLSA 1   @DanimalsHouse 2   3  


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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WHOLE CUSTOMER TARGETING: SELLING WITH PSYCHOGRAPHICS / TARGETING Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections, Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships, Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties @DanimalsHouse


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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BUILD RIGHT PERSONAS @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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“ROOT” BEHAVIOR PERSONA INTENT @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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“ROOT” BEHAVIOR PERSONA INTENT @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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CLARIFY BY “ACTIVE” FILTERS •  •  •  •  •  •  •  •  •  •  •  •  •  •  @DanimalsHouse Playing Buying Selling Going to Trying [KW] with Spending time Traveling with Traveling to Watching Attending Visiting Touring Shopping for © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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POTENTIAL FINANCIAL QUALIFIERS @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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POTENTIAL FINANCIAL QUALIFIERS @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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DUAL ROOT PERSONAS @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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BEHAVIOR + CLASS @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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DISCIPLINED, HIGH INTENT, ACTIVE, TARGETING @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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TIPS FOR BUILDING RIGHT PERSONAS •  Root your persona in behavioral intent for single root personas •  Get active when clarifying your interest filters •  Consider passive intents when developing creative + landing pages •  Research the source of the data to give the data authority •  Layer on potential financial qualifiers @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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COOKIE POOLS @DanimalsHouse


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1,2,3 TAKEAWAYS 1.  Inject users into YOUR funnel with Social Psychographic Data 2.  Cookie with Retargeting Pixels {Owned} 3.  Nurture & Convert with Remarketing & RLSA 1   @DanimalsHouse 2   3  


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@DanimalsHouse Image  credit:  Montulli  Blog  


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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ARE AUDIENCES ARE THE NEW KEYWORDS? Audience   Cookie  Pools   @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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WEBSITE ADS @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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PSYCHOGRAPHIC TARGETING @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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URL TAGGING FOR SEGMENTING @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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EXTERNAL TRAFFIC DRIVING UNIT @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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RLSA – HOW IT WORKS 1.  Place remarketing tags on your website 2.  Define lists in AdWords based upon rules, behaviors, landing pages etc 3.  Assign remarketing lists to ad groups 4.  Set bid modifiers / adjustments 5.  Tailor creative based upon touch points @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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ADWORDS REMARKETING SETUP @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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DEFINE RULES FOR AUDIENCE CREATION @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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ASSIGN AUDIENCES TO AD GROUPS @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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NURTURE & CONVERT @DanimalsHouse


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1,2,3 TAKEAWAYS 1.  Inject users into YOUR funnel with Social Psychographic Data 2.  Cookie with Retargeting Pixels {Owned} 3.  Nurture & Convert with Remarketing & RLSA 1   @DanimalsHouse 2   3  


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HYPER SEGMENTATION REQUIRES MASS AMOUNTS OF DATA @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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STRATEGIES FOR RLSA @DanimalsHouse


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MAP CUSTOMER JOURNEY Awareness Research Comparison Purchase @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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SET FREQUENCY CAPS @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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SET MEMBERSHIP LIST DURATION @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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IMPLEMENTATION RESULTS •  •  •  Optimize your bids based upon intent •  Tire reseller increased sales by 22% by bidding up previous homepage visitors Broaden your keywords •  Vacation tour company increased conv rate by 300% by bidding on broad keywords for previous purchasers (gift, holiday gift) Custom your ad text •  TelCo customer provides 3 services – TV, voice and internet •  Experienced 66% decrease in Cost Per Order by serving custom ad copy based upon segmented visitors by service type Data  Credit:   Think  with  Google  Case  Studies   @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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3 TAKEAWAYS @DanimalsHouse


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1,2,3 TAKEAWAYS 1.  Inject users into YOUR funnel with Social Psychographic Data 2.  Cookie with Retargeting Pixels {Owned} 3.  Nurture & Convert with Retargeting & Search Remarketing 1   @DanimalsHouse 2   3   © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.


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Email  megan@aimclear.com  to  get  on  the  list!     @DanimalsHouse


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THANKS @DanimalsHouse


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