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Social Media, Meet ROI: The Secrets to the Strategic
Thinking “Global Trends and Local Tactics”
Aaron Kahlow
CEO & Founder
www.OnlineMarketingInstitute.org
Aaron Kahlow
Digital Marketer
Entrepreneur
World Traveler
Educator
“Always Seeking the Middle Path”
Agenda
• Big Picture: Global Industry Trends & Research
• The Tactics: From Leading Instructors– Start with Big Numbers – Business Impact & Case Studies– Actual Tactics
• The Point: The Foundation for Success
• Past/Present Research Partners
• Workshops Across the Globe
• OMI Classes Taught by World Class Instructors and Speakerswww.OnlineMarketingInstitute.Org
Reference: Where My Information Comes From
Big Picture
Research & Trends
Where’s the Action
Big 3 Trends 2013
• Video
• Mobile
FACEBOOK RESEARCH
Staggeringly Huge
1 Billion Already
What are People Doing On Facebook40% of Time on News Feed (Highest)
VIDEO
Video Consumption (peek to future)
Video is King
CAN’T FORGET MOBILE
Bigger Than Computer.. And Social!
© 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
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
WHAT ARE PEERS DOING?
Everyone Struggling
And, Nodda Action
Research To Action
• Numbers that can NOT be understated, Amazing Opportunity Time and Place
• Peers “Lack” is YOUR Opportunity
• Now time for Tactics to Execute: BIG Market share Gains in– Mobile– Video– Facebook
A Taste Top 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”
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)
Facebook ROI case study
Case Study: leverage OpenGraph
• I want to launch a new contest to gain more fans
• The last time I did it, it cost me €2 per fan
• Can I get a better cost per fan?
• Our answer: you don’t need a better CPF, you need more clients and more exposure for your actual products!
The brief
• €25,000 for purchasing ads
• € 10,000 for everything else
The budget
Leverage OpenGraph
Leverage OpenGraph
Leverage OpenGraph
Leverage OpenGraph
13,436,832 impressions1,750,000 video views
• 93,000 « product fans » for free!
• 13,400,000 views on Facebook
• 1,750,000 views of promotional videos
• 16,000 clicks back to the site
• Within 3 months, €45,000 worth of sales directly attributed to these clicks, probably (a lot) more indirectly…
The Return on Investment
Beating Edgerank is the key
“ Facebook Page posts reach 16% of their fans, on average ”
What about yours?39
An average is not enough
40
Yours is somewhere in between…
How is your page doing?
41
How good is your page doing?
http://barometer.agorapulse.com
42
To find out, take your smartphone and go to:
POWER OF VIDEO CISCO STYLE
OMI Class #3
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 45
Video Lifts Email Click-through
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 46
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 47
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 48
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
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 49
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
FINALLY, IMPORTANCE OF ATTRIBUTION
Class #4
The Buy Cycle: Think Touch Points
Source: Forrester
Advice from colleague or friend
Web, Blog,& Media
Web, Blog,Media, & industry pros
Web, social, & email
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!
Implement Multi-Channel Attribution
6 0 %2 5 %1 0 %5 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
Implement Multi-Channel Attribution
4 0 %1 0 %1 0 %4 0 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
Implement Multi-Channel Attribution
2 5 %2 5 %2 5 %2 5 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
Implement Multi-Channel Attribution
1 0 0 % ( L a s t C l i c k )0 %0 %0 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
TIME TO WRAPWhat to do?
Think: Integrated 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 and peers still lagging (Opportunity)
• 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
How good is your FB page doing?
http://barometer.agorapulse.com
61
DON’T FORGET
www.onlinemarketinginstitute.org
General Questions at “Aaron Kahlow” on Facebook, or LinkedIn
Thank You!
Access to Classes or Full Preso
Exchange Cards
Further References
*eConsultancy: Digital Intelligence Briefing **Comscore: Power of Like 2012***iMediaConnection: 2012 InfoGraphics
Article & Pew Internet Study