the digital marketing workshop sxsw 2014

The Digital Marketing Workshop

SXSW 2014

#reachhack

Who we are

Blake Robinson - @blake

Director, Product & Marketing, @Annalect

Israel Mirsky - @IsraelMirsky

Global Managing Dir, Social & Performance, @Annalect

Margaret Francis - @MargaretFrancis

VP, Product, @Heroku

Marshall Kirkpatrick - @MarshallK

CEO, @GetLittleBird

What is marketing?

mar·ket·ing [mahr-ki-ting]

n. The act or process of buying or selling in a market.

n. The commercial functions involved in transferring goods from producer to consumer.

Marketing typically works like this

Marketing should work like this

What’s happening now? What’s coming up?

Marketing Trends

Data Management Platforms

DMPs Enable:

• Cross channel audience targeting

• Effective, efficient programmatic

• Reach/frequency << BIG DEAL

• Contributes to marketing automation across channels

• Supports understanding of social paid effectiveness

• Informed RTB

• Advanced analytics

demo requests: http://annalect.com/contact

DMP

Marketing Automation

• Demand generation

• Lead management

• Lead scoring

• Lead nurturing

• Lead generation

• Campaign analysis

• Lead qualification

• Sales effectiveness

• Sales Intelligence

• …and now B2C

Shape Media and Response Tactics

Generate Relevant (Effective) Creative

Real time

Be relevant to individuals and to the zeitgeist.

The rise of the small and second screens

Mobile

Social

• Facebooko New ad unitso Focus on bottom line

metricso Maturing partner ecosystem

• Twittero More programmatic optionso Tailored audienceso TV relationshipo TV synced ads

Maturing ad models and emerging players.

Content Marketing

• Driven by:o Continued pressure on adso Marketing fragmentation

• Googleo Cheap link-building doesn’t

work

• More on this later.

How do you reach customers? Have them come to you.

Omnichannel

• Cross channel planning

• Cross channel attributiono Viewabilityo 3rd party tracking

• Integrated mobileo Experienceo Marketingo Measurement

• Real time execution

• DMP supporto Geo tacticso Audience tacticso Contextual

• Marketing Automation

Plan and execute as coherent cross channel experience

Omnichannel

demo requests: http://annalect.com/contact

Advanced Analytics

The Future

What’s going to happen?

• More B2C, B2B2C marketing automation

• Possible death of cookieso Mobile IDs, accounts and

relationships with pubs

• Truly amazing analytics

• Creative shops using data as part of the dev process

• Real time across channels

• Increased “brand as publisher”

• Listening tool roll up

Scrappy Startups vs Big Budget Marketing

What’s the difference?

Agencies analyze relationships cross platform and cross channel.

Startups tend to measure in silos

Agencies analyze relationships cross platform and cross channel.

Startups have to learn each lesson the hard way

Agencies manage experts executing coordinated marketing initiatives, often on an international scale - and establish consensus among the many

global clients who must weigh in.

Startups have one or two people on marketing

Agencies optimize entire portfolios

Startups will need to focus on optimizing one or two things against a small number of metrics.

Agencies optimize across both online and offline initiatives.

Startups must rely on online conversion metrics.

Agencies deal in the millions to tens of millions. Challenges grow exponentially as higher numbers of products, competitors and other

dimensions are added.

Startups deal with marketing budgets in the tens to hundreds of thousands.

Agencies leverage buying power across clients to get more for each dollar, including preferred inventory, information and access to their clients.

Startups deal with self-serve systems and prices.

Agencies are working toward predictive measurement and analytics.

Startups utilize reactive analytics (and that’s OK).

Re: Promotion

pro·mo·tion [pruh-moh-shuh n]

n. The act of promoting or the fact of being promoted; advancement.

n. Advertising; publicity.

Managing your mediums

Owned

• Research TW & FB hashtags relevant to your company

• Create and circulate content using the same hashtags

• Cross post: TW, FB, Tumblr

• Add value:

o Don’t shill

o Add links to other relevant conversations, not just your own site

• Follow everyone back, to start

Earned

• Follow everyone back, to start

o Use lists to filter noise based on your research

• Go interact with the people most like the ones you want to reach.

o Thank them for the follow. DM/ Email/ Comment is fine

o Interact with them

• Attend in person events. Social is not just FB. It’s “network” in all dimensions.

• Research all the people who sign up for your list, to follow you, who comment on your FB page or blog or whatever

o Run them through LinkedIn & find out who they are

o Try Topsy, Little Bird, to see who the influential accounts are similar to the ones that follow you.

Be succinct

Be contactable

Be visual

Be identifiable

MOST POWERFUL ON THE INTERNET!

Be social

Not all social networks have the same utility

Brands are participants now

(Not a Corp.)

Be yourself

An easy secret

Content Marketing

How to add and capture value

Social Network Marketing

Thesis

Ambitious marketers can use social networks to add value to public conversations through

● effective curation ● narrating our work● making it a habit

Good for individual’s online social capital = good for the company we work for.

Scope: You, the individual

Company wins

Profit

One of the best things you can do for your company's brand:

strengthen your personal brand online.

Credibility: sales is about trusted advisorship

New business opportunities

Thought leadership

Word of mouth marketing

Increased visibility & discoverability on social web

Example: IBM Social Computing“what really differentiates us in the marketplace: us”

“it is very much in IBM's interest [for individual employees] to be aware of and participate in this sphere of information, interaction and idea exchange”

No: “IBMers should not use these media for covert marketing or public relations on behalf of IBM.”

My personal career

Blogging

• Working in public ->AOL

• Finding things 1st -> TC

• Putting it all together ->RWW

Now

• Productizing my lessons learned

• Leveraging my personal social capital

• Putting the machine into your hands with Little Bird (GetLittleBird.com)

Metrics

ROI

Awesomeness

New business opportunities earned and won

Connections to target market influencers (Little Bird)

Klout score

Strategy: Always add value

Mechanical:

IF you are interesting and useful

THEN people will talk about you

BECAUSE when people spread your interesting content

THEY get points for being interesting themselves.

Poetic:

Adding value is good because the Internet is wonderful.

The Network of People offers an abundance of beauty and knowledge, discovery and empowerment - let’s revel in and celebrate it!

Five ways to add value with curation

Tactic: Curation

1. Be first

2. Say it best

3. Aggregate

4. Bring a unique perspective

(Definitely the toughest)

5. Be funny

Tactic: Working out loud

Working Out Loud = Observable Work + Narrating Your Work

Bryce Williams

Social Collab Consultant, Eli Lilly

@TheBrycesRight

Stowe Boyd:

● Discover key information earlier

● Succeed, improve or fail more quickly

● Increases resilience in uncertainty

Tactic: Make it a habit

BJ Fogg’s model● Make it small● Tie it to an anchor habit (eg read 5 tweets)● Celebrate

Tactic: Make it a habit

Marshall’s model● Oversubscribe and

filter● Monitor for break-

out hits & key opportunities

● Put it in a UI you’ll trip over

Tactic: Make it a habit

If/Then● If I’ve arrived at work, if it’s after lunch, then scan the

trade press● If I’m doing business with someone new, then I analyze

their industry connections● If something happens in the world that I can add value

to the discussion around, then I will at least Tweet about it

To summarize:

1. Grow yourself - it will serve your company well.

2. Add value - make the pie higher for everyone, the social web follows an abundance model

3. Curate strategically - being awesome online is an art and science

4. Work out loud - that way everyone learns more, faster

5. Take steps to make it a habit - wash, rinse, repeat. Hustle + patience + creativity + generosity + relevance + luck = success!

and determining ROI

Measurement

Do you have all these programs?

Are you able to measure ROI?

Social Value

Top-Down Approaches

Bottom-Up Approaches

Determining the measurement mix

No single approach dominates - it’s a mix.

Planning for success

http://businessmodelgeneration.com/canvas

Choosing your objectives

Set achievable goals

• Find users / customers: o Get 100 legitimate prospects in your email list

• Prepare to raise money: o Target 10 firms and their principals/ analysts/ associates

• Connect with influencers: o Get 10 relevant people following you

• Network with peers: o Connect with 10 people in your field. Establish a relationship

Analyzing your objectives

http://www.flickr.com/photos/itsgreg/446061432

Analytics are the measurement of movement toward your business

goals.

A good metric is

Clear, comparable ratios

Tied to your business model

Actionable, not vain

Correlated or causal

Leading or Lagging

Comparable Ratios: Miles/mpg/tpmph

• Clear: You know 60MPH is twice as fast as 30MPH

o In a country, speed limits and mileage are well understood

o Kilometers are conveniently decimal; miles map to hours

• Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal

• Business model: You can measure “MPH divided by speeding tickets” as a metric of “driving fast without losing my license”

A few words on causality.

BAD

METRIC.

If it can’t change your behavior, then it’s a...

If you can only measure a few things

Most startups don’t know what they’re going to be when they grow up.

A growth rate of 5% per week is good, 7% is very good and more than 7% is excellent.

As a startup, you must measure growth.

But what kind of growth should you measure?

Startups and smaller initiatives should consider measuring the following:

• Revenue

• Conversions

• Desired interactions

• Shares of content or product

• Engagements with your content or your product

• Uniques and pages visited

Twitter & Facebook Ads

Twitter Ads Increase Awareness & Intent

Ads increase awareness

FB Custom Audience: The Clymb

FB Custom Audience: The Clymb

Facebook Fan Value

Qualitative value of Twitter follower

Quantitative value of Twitter follower

Marketing on a budget

Thanks everybody!

That’s all!