social media, meet roi

Social Media, Meet ROI: The Secrets to the Strategic

Thinking “Global Trends and Local Tactics”

Aaron Kahlow CEO & Founder

www.OnlineMarketingInstitute.org

Aaron Kahlow

Digital Marketer Been There and Done it

Entrepreneur Build Cool Companies

Traveler Why do you Think I’m In Dubai!

Educator How I started OMI

“Always Seeking the Middle Path”

Agenda

• Big Picture Global Industry Trends & Research

• The Tactics: From Leading Instructors– Start with Big Numbers – Business Impact & Case Study(s)– Actual Tactics

• The Point The Foundation for Success

• Past/Present Research Partners

• Doing Workshops Around the Globe

• MOSTLY from eLearning Center 100s Classes from the World’s Top Teacher www.OnlineMarketingInstitute.Org

Reference: Where my Information Comes

http://www.OnlineMarketingInstitute.Org/

Big Picture

Research & Trends

Where’s the Action

Big 3 Trends 2013

• Facebook

• Video

• Mobile

FACEBOOK RESEARCH

Staggeringly Huge

1 Billion Already

What are People Doing On Facebook40% of Time on News Feed (Highest)

Video Consumption (peek to future)

Video is King

CAN’T FORGET MOBILE

Bigger Than Computer.. And Social!

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

Mobile Video Is Emerging – Fast!

The percentage of non-desktop video plays more than doubled in Q4 ’11

Viewers are more than twice as likely to complete a video when watching on a non-desktop device

WHAT ARE PEERS DOING?

Everyone Struggling

And, Nodda on Action

Research To Action

• Numbers that can NOT be understated, Amazing Opportunity Time and Place

• Peers “Lack” is YOUR Opportunity

• Now time for Tactics to Execute: BIG Market share Gains in– Mobile– Video– Facebook

A Taste Top Tactics

From the 5 Social Media Classes

Tactics Overview

1. Amplification – Facebook Butterfly Effect

2. Attribution – Measurement Reality

3. Video – Biggest Missed Opportunity

Warning

These Can NOT Be Done Without Proper Training

POWER OF AMPLIFICATION #1

How it Works

Accelerating Reach

“Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200% ..”

Driving Audience

“23,000 visitors to site vs.

320,000 to Fans Page”

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)

Facebook ROI case study

Case Study: leverage OpenGraph

• I want to launch a new contest to gain more fans

• The last time I did it, it cost me €2 per fan

• Can I get a better cost per fan?

• Our answer: you don’t need a better CPF, you need more clients and more exposure for your actual products!

The brief

• €25,000 for purchasing ads

• € 10,000 for everything else

The budget

Leverage OpenGraph

Leverage OpenGraph

13,436,832 impressions1,750,000 video views

• 93,000 « product fans » for free!

• 13,400,000 views on Facebook

• 1,750,000 views of promotional videos

• 16,000 clicks back to the site

• Within 3 months, €45,000 worth of sales directly attributed to these clicks, probably (a lot) more indirectly…

The Return on Investment

Beating Edgerank is the key

“ Facebook Page posts reach 16% of their fans, on average ”

What about yours?39

An average is not enough

40

Yours is somewhere in between…

How is your page doing?

41

How good is your page doing?

http://barometer.agorapulse.com

42

To find out, take your smartphone and go to:

POWER OF VIDEO CISCO STYLE

OMI Class #3


Video Is a Valuable Marketing AssetView 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

Video viewers


Video Lifts Email Click-through


Shared Videos Sell More Product

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


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


Search Optimization for Video on YouTube

YouTube is the second largest search engine on the Web. If you’re not placing your video on YouTube, you’re missing out!

Be consistent– use the keyword at the beginning of the title, description, and tag

When tagging on YouTube, the first keyword you use is weighted most heavily– Use relevant tags – 2 to 4 keywords – don’t keyword spam


CTAs on YouTube

Paid - Call to Action Overlays – – Can ONLY appear at the bottom half

of a video player– Character limits: – Headline – 25 – Description line 1 – 35– Description line 2 – 35

Unpaid (use for all videos on YouTube) - Annotation– One style of font, a few different

sizes, and multiple color backgrounds– No character limit– Can be placed anywhere

Non-paid

Paid

FINALLY, IMPORTANCE OF ATTRIBUTION

Class #4

The Buy Cycle: Think Touch Points

Source: Forrester

Advice from colleague or friend

Web, Blog,& Media

Web, Blog,Media, & industry pros

Web, social, & email

Implement Multi-Channel Attribution

Keyword 1

Madonna TicketsTicketsNow.com

Buy Madonna tickets Now Available!

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert TicketsGet your tickets now!TicketsNow.com

TicketsNow® Official Site TicketsNow.com

Official Site of TicketsNow.com™. ® -

Official Site.

2012 Madonna TourTicketsNow.com

Get your tickets nowFor Madonna’s 2012 tour!

http://www.google.com/aclk?sa=l&ai=CfYId2oC2T9jDN8W4gwe1lrWfA-6blKoBkPqAhR2GhYoRCAAQASgDULvpwfYHYMmG_4fwo-wSoAH45tb-A8gBAaoEGU_QYzNwIX25P1DmTijnbeO58mkFSuo0wKC6BRMIzZGvvaiKsAIVhyzgCh0tNcWsygUA&ei=2oC2T828NYfZgAet6pTmCg&sig=AOD64_2Uo_Q6pJeUep7Yg3m8wbWMPVt9Eg&sqi=2&ved=0CAgQ0Qw&adurl=http://124.xg4ken.com/media/redir.php?prof=38&camp=1045&affcode=cr100810&cid=7697831816%7C209156%7Ctickets%20now&mType=p&networkType=search&GCID=1045&keyword=tickets%20now&url%5B%5D=http://www.ticketsnow.com/&rct=j&q=tickets+now


6 0 %2 5 %1 0 %5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1





Keyword 2 Keyword 3Ad 1


TicketsNow® Official Site TicketsNow.comOfficial Site of

TicketsNow.com™. ® - Official Site.



4 0 %1 0 %1 0 %4 0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1











2 5 %2 5 %2 5 %2 5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1











1 0 0 % ( L a s t C l i c k )0 %0 %0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1










TIME TO WRAPWhat to do?

Think: Integrated Social Strategy

Then Can Execute on the Social Tactics

• Integration must use in all efforts digital. SEO great example

• Amplification increase awareness, conversion & sales NOT JUST Direct

• Iteration Sheryl Sandberg once told me “keep iterating til you get it right”

• Attribution mature your analytics & measure impact and what’s important.

• Research Tells Us: We Can’t Afford to Ignore this and peers still lagging (Opportunity)

• Tactics Applied correctly have huge business impact and competitive advantage bar none.

• Education is the Key, as it is to all world problems. Fund it, commit to it and it will have the lasting impact on marketing & career.

• Opportunity is Huge, don’t let it pass you by.

Key Takeaways

How good is your FB page doing?

http://barometer.agorapulse.com

61

DON’T FORGET

www.onlinemarketinginstitute.org

General Questions at “Aaron Kahlow” on Facebook, or LinkedIn

Thank You!

Access to Classes or Full Preso

Exchange Cards

http://www.onlinemarketinginstitute.org/

Further References

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

Article & Pew Internet Study