6 global trends & tactics social media sucess
DESCRIPTION
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 2014TRANSCRIPT
![Page 1: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/1.jpg)
6 Global Trends & Tactics Social Media Success
Digitalks – August 2014
![Page 2: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/2.jpg)
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
![Page 3: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/3.jpg)
Online Marketing Institute
• eLearning Library
400+ Classes
• Team & Corporate Training
• Certifications
“World’s largest and Only Destination Dedicated eLearning Digital & Social Media Marketing”
![Page 4: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/4.jpg)
We have a Big problem …
![Page 5: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/5.jpg)
Everyone Agrees..
• Screen shot of TG info graphic
![Page 6: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/6.jpg)
But few taking action.. Plenty of Jobs
![Page 7: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/7.jpg)
Big Opportunity for those that Learn
Skills
![Page 8: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/8.jpg)
The People You Meet
& What You Read
![Page 9: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/9.jpg)
I Give … 6 Tactics
1. Big Data
2. Retargeting
3. Measurement Analytics
4. Facebook Amplification ROI
5. Content Marketing Framework
6. Video
![Page 10: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/10.jpg)
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
![Page 11: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/11.jpg)
Concordo?
![Page 12: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/12.jpg)
Turn on Your Phone. If Learn, then.. 1. People Learn: LinkedIN “Aaron Kahlow”
2. Companies: [email protected]
3. Local Instructors: Business Cards.
Drinks & Global Friends: Facebook ‘Aaron Kahlow’
EVERYONE TWEET @AaronKahlow #LearnDigital
![Page 13: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/13.jpg)
Brazil v. World (not World Cup joke)
![Page 14: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/14.jpg)
Difference:
Commitment to Understanding Behavior & Data
![Page 15: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/15.jpg)
![Page 16: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/16.jpg)
The Buy Cycle: Think Touch Points
Source: Forrester
Advice from colleague or friend
Web, Blog,& Media
Web, Blog,Media, & industry pros
Web, social, & email
![Page 17: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/17.jpg)
Tip 1: Understand & Use Big Data
![Page 18: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/18.jpg)
![Page 19: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/19.jpg)
Patterns in the Big Pool
![Page 20: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/20.jpg)
Now think Funnel & Buying Cycle
![Page 21: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/21.jpg)
What it Looks Like
![Page 22: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/22.jpg)
3 Ways to Use 1. Predict Sales: Match CRM with Analytics
2. Companies behavioral targeting with landing pages served based on what have done
3. Serve Advertising Based on Cookie, Company & third party data..
![Page 23: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/23.jpg)
www.OnlineMarketingInstitute.org
Tip 2: Start Re-targeting NOW!
![Page 24: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/24.jpg)
Tip 3: Measure with 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.
![Page 25: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/25.jpg)
Start with Google Analytics
![Page 26: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/26.jpg)
Tip 4: AuthorRank
@StevenShattuck | @ChadPollitt
![Page 27: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/27.jpg)
@StevenShattuck | @ChadPollitt
SEO YESTERDAY
![Page 28: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/28.jpg)
@StevenShattuck | @ChadPollitt
SEO TODAY
![Page 29: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/29.jpg)
@StevenShattuck | @ChadPollitt
SEO TOMORROW?
![Page 30: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/30.jpg)
Google Authorship
@StevenShattuck | @ChadPollitt
![Page 31: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/31.jpg)
Authorship » what is it?
» Google Authorship ties authors to their content
@StevenShattuck | @ChadPollitt
![Page 32: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/32.jpg)
Authorship » what is it?
» Google Authorship ties authors to their content
» Established Google Authorship is a requisite to building AuthorRank
@StevenShattuck | @ChadPollitt
![Page 33: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/33.jpg)
Authorship » quick setup guide
1 » Add blog to Google+ “Contributor to” field
@StevenShattuck | @ChadPollitt
![Page 34: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/34.jpg)
Authorship » quick setup guide
1 » Add blog to Google+ “Contributor to” field
@StevenShattuck | @ChadPollitt
![Page 35: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/35.jpg)
Authorship » quick setup guide
1 » Add blog to Google+ “Contributor to” field2 » Add rel=author tag to blog
Test using the Structured Data Testing Tool:
@StevenShattuck | @ChadPollitt
![Page 36: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/36.jpg)
Authorship » rich snippets
@StevenShattuck | @ChadPollitt
![Page 37: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/37.jpg)
Tip 5: Facebook Done Right
![Page 38: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/38.jpg)
Content is your Biggest Weapon… a tractor beam.
![Page 39: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/39.jpg)
Mothership
YouTube
Audience reaches you directly or touches base further out in space.
Tip 6: Content Marketing Plan
![Page 40: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/40.jpg)
ORGANIZE CONTENT IDEAS
Type Topic Medium/Media Target Audience
IDEATION PROCESSMarketing Sales Customer
Service CustomersSocial
Crowdsourcing
RESEARCH/ANALYSISObjective
s Personas Keywords Existing Content
Social Data KPIs
![Page 41: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/41.jpg)
Create: Launch Page & Lead Page
![Page 42: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/42.jpg)
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 42
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
*Unruly video study, January, 2012
10 times more videos are shared on Facebook vs. Twitter
![Page 43: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/43.jpg)
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 43
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
![Page 44: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/44.jpg)
© 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
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
![Page 45: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/45.jpg)
Tip 6: A Social & Content as Organization
![Page 46: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/46.jpg)
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
![Page 47: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/47.jpg)
The People You Meet
& What You Read
![Page 48: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/48.jpg)
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
![Page 49: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/49.jpg)
Did you?
LinkedIN “Aaron Kahlow”
Email [email protected]
Facebook Aaron Kahlow
Or Just come Talk and Exchange Business Cards.. PPT/Videos
![Page 50: 6 Global Trends & Tactics Social Media Sucess](https://reader036.vdocuments.us/reader036/viewer/2022081518/54593091af79592b448b569b/html5/thumbnails/50.jpg)
Obrigado!
(who’s Partying with Flavio, Ouali & I?)