Learn, Execute, ROI

LEARN, EXECUTE …ROI

W2C

“Aaron Kahlow” - LinkedIn @AaronKahlow -Twitter

[email protected]

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

Aaron Kahlow BIOBackground - 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

http://www.OnlineMarketingInstitute.org/

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

OMI in Nutshell

Voila …OMI en Français

Big Problem – Talent Gap

Only 8% have full digital skill set needed

Some b/c World is Just getting Mapped…

Some are Areas getting settled

A few explosive growth..

1 Billion Already

Step 1: Understand what they do40% of Time on News Feed (Highest)

Bigger Than Computer.. And Social!

Video is King

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

Now, Let’s Learn.

Starts with Measurement

The Buy Cycle: Think Touch Points

Source: Forrester

Advice from colleague or friend

Web, Blog,& Media

Web, Blog,Media, & industry pros

Web, social, & email

Class: Social Media Attribution Modeling

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










Class 2: Social Media ROI – SAP Case Study

It Happens, Just need to track3/23/113/19/11 Conversion

Direct

Google PPC

Google PPC

3/15/113/11/11

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

Follow the Money

Class 3 : Google’s ZMOT for Analytics

There is value here!These actions lead to your future conversions

Goals

Measure Micro Conversion

Class 5: comScores’ Facebook Amplification Research Review

How it Works

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)

Class 6: Social Media & Content Marketing Framework

Mothership

Twitter

Facebook

YouTube

LinkedIn

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

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

Class 7: Social Advertising & Retargeting Best Practices


Ultimate Cool!!!


End to End

Class 8: BtoB Video – Cisco Case Study

© 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

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 viewers10 times more videos are shared on Facebook vs. Twitter

© 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

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

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

“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

A Moment on Meaningful Change

Merci!

Want Info on OMI France?Skills Gap Study ?

The Long Version of PPT?

“Aaron Kahlow” - LinkedIn @AaronKahlow -Twitter

[email protected]

Learn, Execute, ROI

Marketing

Transcript of Learn, Execute, ROI