the world's greatest education on social

Integrating Social Across All for Digital Marketing Success

The Dark Knight of Social…

Filtered down from 100s of Classes created by World’s Top Educators Sourced from: www.OnlineMarketingInstitute.org

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Agenda

I. Big Picture Global Industry Trends & Research

II. Strategic Framework for Good Social

III. Top Tactics & Strategies driving Success

*A Moment on Education & Meaningful Change

① Strategy: Content Marketing Mapping

② Traffic: SEO through Google+

③ Awareness: Facebook Amplification Techniques

④ Awareness: LinkedIn/Facebook Hyper (Re) Targeted Advertising

⑤ List Building : Twitter Community & Tribe Building

⑥ Engagement: Visual Story Telling Pinterest & Instagram

⑦ Conversion: The Psychology and Science

⑧ Social Advertising: Social + Digital Display Re-targeting

⑨ User Experience on Mobile

⑩ Big Data and Attribution Modeling

⑪ Analytics: ZMOT State of Mind

What We’ll Teach

Me….

Background – 17 years & 3 Digital Companies1. Agency of the Year – BusinessOnline2. Media Company with OMS a global Digital

Education Event3. Global Destination for eLearning – OMI

Expertise – Digital & Education • Social Media, Usability, Search… • Simplify Complex Digital to Business

friendly Perspective • Education – eLearning, Technology, …

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Who Are You?

What do you Do?

How Does Social Impact Career & Company?

Why are you here (learn)?

Grab Card: On back write word/phrase

Your Turn

Speaker Photo

Further References

*eConsultancy: Digital Intelligence Briefing **Comscore: Power of Like 2012***iMediaConnection: 2012 InfoGraphics

Article & Pew Internet Study

Classes at :http://www.onlinemarketinginstitute.org/social-media-marketing/

www.OnlineMarketingInstitute.org

CHANGE

The Confusion

“Nothing great, was achieved without enthusiasm”

-Ralph Waldo Emerson

CHANGE

Imperative to Learn

CHANGE

The Opportunity to Act

“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 to Do it Better”

A Moment on Meaningful Change

Where to Start?

“The More things change the more they stay the same”

CHANGE

As simple as the Customer

The Customer

How they Buy

Where they Are

What they are Doing

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The Buy Cycle: Think Touch Points

Source: Forrester

Advice from colleague or friend

Web, Blog,& Media

Web, Blog,Media, & industry pros

Web, social, & email

Content Marketing Framework

What to Do

The Mothersh

ip

Content Marketing

Mothership

Digital property you own, like…

WebsiteMicrositeContent

CommunityBlog

Use for client/customer

interaction, demand

generation, lead conversion.

Mothership

Twitter

Facebook

YouTube

LinkedIn

Audience reaches you directly or touches base further out in space.

Content is your tractor beam.

Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support

content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Facebook Tactics

Let’s say looking at Brazil

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Facebook Guidance

I. Post less, Plan more

II. Tie to Good Content Marketing Strategy

III. Think about Customer to Activate

NEW: Search Update

Social Behavior – Their Streams First

We must transition consumers from discovery to exploration and on to the path to purchase

Do more in the stream

1

2

3

4

Awareness & Storytelling

Product Discovery & Exploration

Social Amplification

Lead Generation

The Reach & Convert Cycle

Create: Launch Page & Lead Page

Social Rich Media Calendar

Performance Metrics

Post Performance

*TechCrunch reports 0.14% is average for post CTR

Real Business Outcomes

PostEngagement

Likes, shares + comments (retweet,

repin) +Post

ClickthroughExpand, link to app, .com or

microsite, etc.

EngagementVideo views,

product views, votes, comments,

shares, etc.

AdvocacyShares, likes, comments, invitations, tweets, etc.

ConversionVideo or product views, email opt-

in, add to cart, purchase, etc.

Deeper Tactics

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Simple Little things…

Facebook Update: Search

Graph Search is new and improved search experience that allows users to discover people, places and things on Facebook.

Now people can search the Graph Search by name but also by categories or simple phrases. They can also find content they missed, such as photos and videos.

For example, you can search “Hotels near Gaslamp, San Diego” or “ Irish Bars in Gaslamp”

Relevent results are unique and different for everyone based on their relationship and information and content that has been shared with them.

New Facebook Graph Search

New Facebook Graph Search

New Facebook Graph Search

Fill out Page Name, Category, Web Address and About Section

If you have a location or local place page, update your address so you can appear as a result when someone looking for specific location. Claim your Map

Share content directly on your Page, only Photo’s and Videos shared directly on your Page will show in results. Use less auto posting aggregators.

What Can I Do To Get Ready?

Strengthen your Page connections, ensure your attracting the right people and that they interact with your content

If someone is searching for a restaurant in your city, those that are most popular and with most friends that “LIKE” Page will be displayed first.

Results that are similar to the searchers existing LIKE’s and Interests are more likely to appear.

What Can I Do To Get Ready?

Run Facebook Deals – Friend Deal is best for gaining LIKE’s

Check In Deals - Important

Social Advocacy

Now that we Have Content & FB down

Social Advert

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What Makes it Cool

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LinkedIn has too

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Extra Cool – FB by Interest

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Give it Some thought ..

Big Data, Retargeting

Using Google Data, FB Data, and Your Data!

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Ultimate Cool!!!

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End to End

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Quick Tips SECTION

Time Permitting

Analytics

Quick Tips

Data Attribution

If you’re main KPI for social is revenue in Google Analytics, you’re going to have a bad

time.

Instead, look at overall contribution

Agenda• Best practices for social data in Google Analytics• What is _trackSocial, and how do I use it?• Standard reports that include social data• Attribution modeling• Online/Offline Reconciliation

Reports That Include Social Data

Create an Advanced Segment

• If you didn’t set up campaign tracking the way I suggested, you’ll need this regular expression

facebook|twitter|myspace|linkedin|stumbleupon|digg|youtube|flickr|pinterest|etc|etc|etc

• If you did set it up the way I recommended

Use The Advanced Segment

INSIGHTS!

Everything I teach, Learned from OMI eLearning Library ..

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Starts with You then Organization

• There’s a lot we can get excited about

• Something we can contribute towards

(Ex: Girls Rising: Charity for Young Girls)

• But Few areas we can make impact…

• Educating yourself is ONE of those areas• And Now with eLearning, no excuse• Creates energy, passion and Enthusiasm

A Moment on Education Speaker Photo

“Nothing Great has ever been created without Enthusiasm.”

- Ralph Waldo Emerson

Card of Learning

Contact Me at “Aaron Kahlow” on Facebook LinkedIn

Thank You!

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