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6 Global Trends & Tactics 
Social Media Success 
Digitalks – August 2014
Aaron Kahlow 
• Builder of Nothing to Something 
– Digital Agency: 3 guys to 100 employees; 
– Media Company: Idea to worl...
Online Marketing Institute 
• eLearning Library 
400+ Classes 
• Team & Corporate Training 
• Certifications 
“World’s lar...
We have a Big problem …
Everyone Agrees.. 
• Screen shot of TG 
info graphic
But few taking action.. Plenty of Jobs
Big Opportunity for 
those that Learn 
Skills
The People You Meet 
& What You Read
I Give … 6 Tactics 
1. Big Data 
2. Retargeting 
3. Measurement Analytics 
4. Facebook Amplification ROI 
5. Content Marke...
I Want .. Connect 3 Ways 
1. People Want to Learn More to Advance Career 
2. Companies that want to improve execution, 
3....
Concordo?
Turn on Your Phone. If Learn, then.. 
1. People Learn: LinkedIN “Aaron Kahlow” 
1. Companies: Aaron@OnlineMarketingInstitu...
Brazil v. World (not World Cup joke)
Difference: 
Commitment to Understanding 
Behavior & Data
The Buy Cycle: Think Touch Points 
Advice from 
colleague or 
friend 
Source: Forrester 
Web, Blog, 
& Media 
Web, Blog, 
...
Tip 1: Understand & Use Big Data
Patterns in the Big Pool
Now think Funnel & Buying Cycle
What it Looks Like
3 Ways to Use 
1. Predict Sales: Match CRM with Analytics 
1. Companies behavioral targeting with landing 
pages served ba...
Tip 2: Start Re-targeting NOW! 
www.OnlineMarketingInstitute.org
Tip 3: Measure with Attribution 
Madonna Tickets 
TicketsNow.com 
Buy Madonna tickets 
Now Available! 
Concert Tickets 
Ge...
Start with Google Analytics
Tip 4: AuthorRank 
@StevenShattuck | @ChadPollitt
@StevenShattuck | @ChadPollitt 
SEO YESTERDAY
@StevenShattuck | @ChadPollitt 
SEO TODAY
SEO TOMORROW? 
@StevenShattuck | @ChadPollitt
Google Authorship 
@StevenShattuck | @ChadPollitt
Authorship » what is it? 
» Google Authorship ties 
authors to their content 
@StevenShattuck | @ChadPollitt
Authorship » what is it? 
» Google Authorship ties 
authors to their content 
» Established Google 
Authorship is a requis...
Authorship » quick setup guide 
1 » Add blog to Google+ “Contributor to” field 
@StevenShattuck | @ChadPollitt
Authorship » quick setup guide 
1 » Add blog to Google+ “Contributor to” field 
@StevenShattuck | @ChadPollitt
Authorship » quick setup guide 
1 » Add blog to Google+ “Contributor to” field 
2 » Add rel=author tag to blog 
Test using...
Authorship » rich snippets 
@StevenShattuck | @ChadPollitt
Tip 5: Facebook Done Right
Content is 
your Biggest 
Weapon… a 
tractor beam.
Tip 6: Content Marketing Plan 
Twitter 
Mothership 
Facebook 
YouTube 
LinkedIn 
Audience reaches you 
directly or touches...
RESEARCH/ANALYSIS 
Objectives Personas Keywords 
Existing 
Content 
IDEATION PROCESS 
Marketing Sales 
Customer 
Service 
...
Create: Launch Page & Lead Page
Bonus: Video Wins on Right Platform 
• When someone watches a recommended video, their 
brand recall goes up 7% and enjoym...
Tech-related Video Downloads Are Not Limited to 
the Work Day 
S T W Th F 
M S 
92% watch or download tech-related videos ...
Content Marketing Map: Sales & Marketing 
Types of Video Productions Definition of Video Type Sales Stage 
1. Advertisemen...
Tip 6: A Social & Content as Organization
The Secret Formula 
• Think platform -website, Facebook, Instagram 
• Device. Mobile First 
• Plan Content – Video, blog, ...
The People You Meet 
& What You Read
Did I Give …? 
1. Mobile & Buyer Behavior 
2. Data: How Big Data Works 
3. Measurement: Attribution Analytics 
4. Facebook...
Did you? 
LinkedIN “Aaron Kahlow” 
Email Aaron@OnlineMarketingInstitute.org 
Facebook Aaron Kahlow 
Or Just come Talk and ...
Obrigado! 
(who’s Partying with Flavio, Ouali & I?)
6 Global Trends & Tactics Social Media Sucess
6 Global Trends & Tactics Social Media Sucess
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6 Global Trends & Tactics Social Media Sucess

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Palestra do Aaron Kahlow, CEO da OMI (Online Marketing Institute) no Fórum de Marketing Digital Etapa São Paulo. Realizado no dia 26 de agosto de 2014

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6 Global Trends & Tactics Social Media Sucess

  1. 1. 6 Global Trends & Tactics Social Media Success Digitalks – August 2014
  2. 2. Aaron Kahlow • Builder of Nothing to Something – Digital Agency: 3 guys to 100 employees; – Media Company: Idea to world’s largest digital event (sold) – eLearning Platform for the World to Learn Digital • Digital Leader: 15 Years writing, speaking, teaching • Global Deal Maker: Sao Paulo, Shanghai, Paris, Dubai. Delhi, Sydney, Singapore, Jakarta, All over US … Personal Passion Education: Online Marketing Institute, CEO
  3. 3. Online Marketing Institute • eLearning Library 400+ Classes • Team & Corporate Training • Certifications “World’s largest and Only Destination Dedicated eLearning Digital & Social Media Marketing”
  4. 4. We have a Big problem …
  5. 5. Everyone Agrees.. • Screen shot of TG info graphic
  6. 6. But few taking action.. Plenty of Jobs
  7. 7. Big Opportunity for those that Learn Skills
  8. 8. The People You Meet & What You Read
  9. 9. I Give … 6 Tactics 1. Big Data 2. Retargeting 3. Measurement Analytics 4. Facebook Amplification ROI 5. Content Marketing Framework 6. Video
  10. 10. I Want .. Connect 3 Ways 1. People Want to Learn More to Advance Career 2. Companies that want to improve execution, 3. Local Instructors Passionate about Teaching.. And Friends to Drink with Tonight 
  11. 11. Concordo?
  12. 12. Turn on Your Phone. If Learn, then.. 1. People Learn: LinkedIN “Aaron Kahlow” 1. Companies: Aaron@OnlineMarketingInstitute.org 2. Local Instructors: Business Cards. Drinks & Global Friends: Facebook ‘Aaron Kahlow’ EVERYONE TWEET @AaronKahlow #LearnDigital
  13. 13. Brazil v. World (not World Cup joke)
  14. 14. Difference: Commitment to Understanding Behavior & Data
  15. 15. The Buy Cycle: Think Touch Points Advice from colleague or friend Source: Forrester Web, Blog, & Media Web, Blog, Media, & industry pros Web, social, & email
  16. 16. Tip 1: Understand & Use Big Data
  17. 17. Patterns in the Big Pool
  18. 18. Now think Funnel & Buying Cycle
  19. 19. What it Looks Like
  20. 20. 3 Ways to Use 1. Predict Sales: Match CRM with Analytics 1. Companies behavioral targeting with landing pages served based on what have done 2. Serve Advertising Based on Cookie, Company & third party data..
  21. 21. Tip 2: Start Re-targeting NOW! www.OnlineMarketingInstitute.org
  22. 22. Tip 3: Measure with Attribution Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Concert Tickets Get your tickets now! TicketsNow.com TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® - Official Site. 40% 10% 10% 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) Keyword 1 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Ad 1 Keyword 2 Keyword 3
  23. 23. Start with Google Analytics
  24. 24. Tip 4: AuthorRank @StevenShattuck | @ChadPollitt
  25. 25. @StevenShattuck | @ChadPollitt SEO YESTERDAY
  26. 26. @StevenShattuck | @ChadPollitt SEO TODAY
  27. 27. SEO TOMORROW? @StevenShattuck | @ChadPollitt
  28. 28. Google Authorship @StevenShattuck | @ChadPollitt
  29. 29. Authorship » what is it? » Google Authorship ties authors to their content @StevenShattuck | @ChadPollitt
  30. 30. Authorship » what is it? » Google Authorship ties authors to their content » Established Google Authorship is a requisite to building AuthorRank @StevenShattuck | @ChadPollitt
  31. 31. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
  32. 32. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field @StevenShattuck | @ChadPollitt
  33. 33. Authorship » quick setup guide 1 » Add blog to Google+ “Contributor to” field 2 » Add rel=author tag to blog Test using the Structured Data Testing Tool: @StevenShattuck | @ChadPollitt
  34. 34. Authorship » rich snippets @StevenShattuck | @ChadPollitt
  35. 35. Tip 5: Facebook Done Right
  36. 36. Content is your Biggest Weapon… a tractor beam.
  37. 37. Tip 6: Content Marketing Plan Twitter Mothership Facebook YouTube LinkedIn Audience reaches you directly or touches base further out in space.
  38. 38. RESEARCH/ANALYSIS Objectives Personas Keywords Existing Content IDEATION PROCESS Marketing Sales Customer Service Social Data KPIs Customers ORGANIZE CONTENT IDEAS Social Crowdsourcing Type Topic Medium/Media Target Audience
  39. 39. Create: Launch Page & Lead Page
  40. 40. Bonus: Video Wins on Right Platform • 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 10 times more videos are shared on Facebook vs. Twitter *Unruly video study, January, 2012 © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
  41. 41. Tech-related Video Downloads Are Not Limited to the Work Day S T W Th F M S 92% watch or download tech-related videos during the work week 27% before normal business hours 53% during normal business hours 61% after normal business hours 50% on the weekends 50% on the weekends *IDG 2012 study with 6,622 B2B IT decision makers © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
  42. 42. Content Marketing Map: Sales & Marketing Types of Video Productions Definition of Video Type Sales Stage 1. Advertisement High production value Awareness 2. Thought Leadership Talking head or interview Awareness 3. Business Challenges Industry trends Consideration 4. Case Study Customer or Cisco product stories Consideration 5. Demo Product/Solution deep dive Design 6. Technology Solution Multiple product solution Design 7. Video Data Sheet Product specifications Design 8. Training Course curriculum, How-to Post-sale 9. Event Presentation Event All 10. Program Series Program series All 11. Other On location event recording All © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 44
  43. 43. Tip 6: A Social & Content as Organization
  44. 44. The Secret Formula • Think platform -website, Facebook, Instagram • Device. Mobile First • Plan Content – Video, blog, pictures (ex: visual story telling Instagram) Example: Facebook + Video + Mobile = ROI Finally: Build a Culture of Social, not just an option to use as marketing
  45. 45. The People You Meet & What You Read
  46. 46. Did I Give …? 1. Mobile & Buyer Behavior 2. Data: How Big Data Works 3. Measurement: Attribution Analytics 4. Facebook Amplification ROI 5. Content Marketing Framework 6. Video - Case Study on Using it Right
  47. 47. Did you? LinkedIN “Aaron Kahlow” Email Aaron@OnlineMarketingInstitute.org Facebook Aaron Kahlow Or Just come Talk and Exchange Business Cards.. PPT/Videos
  48. 48. Obrigado! (who’s Partying with Flavio, Ouali & I?)

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