Learn, Execute, ROI
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Instructed by Aaron Kahlow.
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Learn, Execute, ROI
- 1. LEARN, EXECUTE …ROI W2C “Aaron Kahlow” - LinkedIn @AaronKahlow -Twitter Aaron@OnlineMarketingInstitute.org
- 2. Agenda • WHY Global Industry Trends & Research • WHAT & HOW The Tactics – Begin with End – Attribution – Business Impact When Done Right – Amplification – Example of Actual Tactics & Case Study(s) - Video • WHERE & WHEN Learning the Foundation for Success * A Moment on Education
- 3. Aaron Kahlow BIO Background - Built 3 businesses in Digital BtoB Digital Agency of the Year Largest Digital Education Event – OMS Global Destination for eLearning – OMI OMI France coming! www.OnlineMarketingInstitute.org
- 4. OMI in Nutshell What we do • Train Teams Team subscription, custom workshops & custom eLearning courses; • Teach Individuals: 350+ On-demand access Video based in Areas Digital like: Social Media, Mobile Marketing, Email… FREE 3 Months for attendees • Certificate Programs - Build Careers & Credential: Both industry standard certification programs & custom *Accredited **Global: 100+ Instructors in Paris, Shanghai, Hong Kong, Sao Paulo, Delhi, Dubai, Paris, Barcelona, Berlin, Istanbul, Mexico City, London, Sao Paulo; 30+ cities in US
- 5. Voila …OMI en Français
- 7. Big Problem – Talent Gap Only 8% have full digital skill set needed
- 8. Some b/c World is Just getting Mapped…
- 9. Some are Areas getting settled
- 10. A few explosive growth.. 1 Billion Already
- 11. Step 1: Understand what they do 40% of Time on News Feed (Highest)
- 13. Bigger Than Computer.. And Social!
- 14. Video is King
- 15. Pillars to Success • Think platform -website, Facebook, Instagram • Device. Mobile • Think Content – Video, blog, pictures (ex: visual story telling Instagram) Ex: Facebook + Video + Mobile = ROI
- 16. Now, Let’s Learn. Starts with Measurement
- 17. The Buy Cycle: Think Touch Points Web, Blog, Web, Blog, & Media Advice from colleague or friend Web, social, & email Source: Forrester Media, & industry pros
- 18. Class: Social Media Attribution Modeling
- 19. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 3 Most advertising tracking systems report and act on only the last click prior to purchase
- 20. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 5% Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 10% 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 3 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 60%
- 21. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 40% Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 10% 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 3 10% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 40%
- 22. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 25% Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 25% 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! Keyword 2 TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 3 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) 25%
- 23. Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 0% Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword 1 0% 2012 Madonna Tour TicketsNow.com Get your tickets now For Madonna’s 2012 tour! TicketsNow® Official Site TicketsNow.com Official Site of TicketsNow.com™. ® Official Site. Keyword 2 Keyword 3 0% 100% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last) (Last Click)
- 24. Class 2: Social Media ROI – SAP Case Study
- 25. It Happens, Just need to track 3/11/11 3/15/11 Google Display Twitter Google Organic 3/23/11 Google Organic Email 3/19/11 Direct Yahoo Organic Google PPC NYT Referral Google PPC Conversion
- 26. Follow the Money
- 27. Class 3 : Google’s ZMOT for Analytics
- 28. Measure Micro Conversion Goals There is value here! These actions lead to your future conversions
- 29. Class 5: comScores’ Facebook Amplification Research Review
- 30. How it Works
- 31. 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)
- 32. Class 6: Social Media & Content Marketing Framework
- 33. Audience reaches you directly or touches base further out in space. Twitter LinkedIn Mothership YouTube Facebook
- 34. RESEARCH/ANALYSIS Objectives Personas Keywords Existing Content Social Data KPIs IDEATION PROCESS Marketing Customer Service Sales Customers Social Crowdsourcing ORGANIZE CONTENT IDEAS Type Topic Medium/Media Target Audience
- 39. Class 7: Social Advertising & Retargeting Best Practices
- 42. Class 8: BtoB Video – Cisco Case Study
- 43. Video Is a Valuable Marketing Asset View 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 10 times more videos areVideo viewers shared on Facebook vs. Twitter © 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
- 44. Video Types/Stage of Sales Process 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
- 45. Remember: Pillars to Conversion • First: Think platform website, Facebook, Instagram • Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram) • Finally, Device. Mobile Ex: Facebook + Video + Mobile = ROI
- 46. A Moment on Meaningful Change “The Problems we have today Can not be solved in same mind set they we’re created” - Learn to Improve - Improve to Earn - Earn to Enjoy … *Stop Doing, Start Learning
- 47. Merci! Want Info on OMI France? Skills Gap Study ? The Long Version of PPT? “Aaron Kahlow” - LinkedIn @AaronKahlow -Twitter Aaron@OnlineMarketingInstitute.org
Notas do Editor
- What the we see from the Data What we see from people– What we see from folks like you
- Just in case don’t know OMI: We educate the world on Digital marketing with eLearning Center primarily of 100s of classes, but also through live workshops both online and in person around the world from Sao Paulo to London; Hong Kong to Berlin, Hong Kong to Paris, and this week Dubai, Mumbai and Shanghai and of course all over US in over 30 cities.
- And this model of direct and assisted conversion is really importantUnderstanding the multi-touch process of conversion is becoming more attainable.It’s important to understand that this type of data is a direct reflection of how you use a channel.Is Email purely a promotional channel or an engagement channel?How exactly are you using social?How are other people using your content?Or are you just sending out the same promotions to the social channel?And think about email. You use email in many, many different ways
- Sure, 2% of website traffic convertsAnd at some times during the year that number might get as high as 3%But there is a lot of value in that other 95+%Think about all the different ways that you try to engage your audienceThat manifests itself in new features and content on your siteHaving more measurement around those things is really importantLet’s look at an example