LGBT Online Marketing Presentation 2015
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Transcript of LGBT Online Marketing Presentation 2015
9/23/2015 LGBT Social Media & Web 2.0 Marketing
#LGBTBiz - Advanced LGBT Online Marketing Strategies for 2015
@mattskal
#LGBTBizTech
mattskal PinkBananaMedia& mattskal
@LGBTBizTech
LGBT Online & Social Media
MarketingPresentation Overview
9/23/2015 LGBT Online & Social Media Marketing
PART 1:
1. Programmatic Ad Buying – What is it?
2. Programmatic Ad Buying using Targeted Key Words
3. Targeted Key Words in Social Media
4. Content Marketing: Photos, Blogs/Articles, Videos
- targeted key words in form of #hashtags
PART 2:
1. SEO and PPC – Analysis of your Business Landscape
Step 1: Analysis of your Domain Name
Step 2: Analysis of your Competitive Landscape
2. Advanced social media analytics & competitive analysis
LGBT Online & Social Media
Marketing1. Programmatic Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
Automated, Real-Time Bidding on ad placements on the some of
the top LGBT websites that are part of the programmatic ad buying
network.
LGBT Online & Social Media
Marketing
9/23/2015 LGBT Online & Social Media Marketing
Programmatic Ad Buying
In this example - Targeting LESBIANS in LOS ANGELES
LGBT Online & Social Media
MarketingProgrammatic Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
In this example - Targeting LESBIANS in LOS ANGELES
LGBT Online & Social Media
MarketingProgrammatic Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
In this example –
a GAY RESORT targeting GAY MEN in LOS ANGELES
LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying - MOBILE
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying - MOBILE
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingProgrammatic Ad Buying - ReTargeting
Ads appear based on my web surfing history
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingProgrammatic Ad Buying
using Key Words
Ad appears in articles throughout
the Internet based on key word
matches
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingLGBT Programmatic, from a Media Company’s perspective - the
“Waterfall”
9/23/2015 LGBT Online & Social Media Marketing
Typically sold at
approx. $10 CPM
In-House Banner Ad
1st Tier Programmatic Ad
2nd Tier Programmatic Ad
House Ad
Approx. $5 CPM
Approx. $1-2 CPM
Trade/No-Cost
LGBT Online Marketing1st Tier Performance – Fill Rates
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing1st Tier Performance – Fill Rates
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing1st Tier Performance – Fill Rates
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingTIP: Use UTM codes in your ad’s URL
TIP 2: Ensure landing page is a match to the ad creative
9/23/2015 LGBT Online & Social Media Marketing
http://www.discoverlosangeles.com/gayla
?utm_source=Towleroad
&utm_medium=banner
&utm_term=gayLA
&utm_content=728x90
&utm_campaign=winterinla
LGBT Online Marketing
2. Key words for
social media marketing - #hashtags
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSocial Media numbers in 2014
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
Social Media Usage by Age Groups
LGBT Online MarketingEvolution of Online Activity
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
How to Choose #hashtags to use
Look at it as Search Engine
Optimization (SEO), but for
social media.
Options include:
- Region: #GayMiami
- Theme: #GaySports
- Unique: #CMI2014
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingPhotos Connected with Business + Hashtags
9/23/2015 LGBT Online & Social Media Marketing
#LGBTBizTech Conference Speaker -
Auston Matta from TwoBadTourists -
Developing and Successfully Executing an
Online Campaign as an Amateur or Small
Business #LGBTBiz #LGBTWeekNYC
http://www.lgbtbiztech.com/speaker/AustonMatta.cfm
Posted on Facebook with connection to profile
Posted on Instagram with connection to profile
Posted on Twitter with connection to profile
Posted on Google Plus with connection to profile
LGBT Online MarketingPhotos Connected with Business + Hashtags
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingTIP: Posting directly versus using app to do multiple posts
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingImpact of Adding Images to Tweets
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingNew in 2015 - Twitter “Quotes” – 117 more characters for you to share
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
TIP: @ Symbol used on LinkedIn, Twitter, Facebook, Instagram and
Google+
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
Photos – Unique Idea for promotion on social media
Photo is taken and a printout is handed to them with identifying number for photo.
Program is fully optimized for smartphones and social media sharing, with
corporate sponsor branding prominent throughout the campaign.
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
Photos – Unique Idea for promotion on social media
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
Photos – Unique Idea for promotion on social media
You can see how photos were spread via social media using
Tagboard.com
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
View #GayPalmSprings on TagBoard
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
View #GayResort on TagBoard
LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
View #GayTravel on TagBoard
LGBT Online MarketingContent Marketing & Sharing via Social Media using #hashtags
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingContent Marketing & Sharing via Social Media using #hashtags
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingTIP: Find a program that helps you share to multiple social media
channels
9/23/2015 LGBT Online & Social Media Marketing
Scoop.it’s incredible
social media sharing
capabilities.
LGBT Online MarketingGoogle’s new Twitter integration debuts August 2015
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingContent Posting Analytics - Twitter
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingContent Posting Analytics - Twitter
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingContent Posting Analytics - Twitter
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingMeasuring Reach and Impressions with TweetReach.com
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingContent Posting Analytics - LinkedIn
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingContent Posting Analytics - LinkedIn
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingFacebook Insights and Reporting
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Analytics – SimplyMeasured.com
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Analytics – SimplyMeasured.com
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Analytics – SimplyMeasured.com
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingMeasuring the Power of an Influencer’s Individual Reach
9/23/2015 LGBT Online & Social Media Marketing
Questions?
Matthew Skallerud
www.PinkBananaMedia.com
(323) 963-3653
Los Angeles | New York
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
PART 2SEO and PPC – Analysis of your Business Landscape
Step 1: Analysis of a Domain
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Pay-Per-Click (PPC) Ad History
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
SEO Keyword Performance w/estimated $ value
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Top SEO Key Words
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Top Sites Your Domain Competes With in Search
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Top PPC Keyword Performance
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Your PPC Ad History
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Your Inbound Backlinks
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Your Top 10 Keyword History
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Step 2: Analysis of Competitive Landscape
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Overview of SEO Key Word Analysis
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Analyzing best variations of key words
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Ad History for key words
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Ad History for key words
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Ad Summary
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Organic Search Results
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape
Historical Ranking
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
4. Advanced social media analytics & competitive
analysis
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Companies in the Landscape
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Companies with Social Presences
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Social Audience Overview
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Social Activity Volume
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Social Engagement Volume
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel - Twitter
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel - Twitter
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel – Twitter FOLLOWERS
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel – Average Daily Tweet Volume
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel – Average Engagement Rate per
Tweet
9/23/2015 LGBT Online & Social Media Marketing
Average Engagement Rate per Tweet
The average number of interactions (retweets and favorites), per thousand followers, of this company's
tweets during this time period.
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel – Total Engagement for Tweets
9/23/2015 LGBT Online & Social Media Marketing
Tweet Engagement Total
The total number of interactions (retweets and favorites) of this company's own tweets during this time
period.
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel – Average Total Engagement per
Tweet
9/23/2015 LGBT Online & Social Media Marketing
Average Engagement Total per Tweet
The average number of interactions (retweets and favorites) of this company's tweets during this time
period.
LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis
Total Volume vs. Average Total Engagement per Tweet
9/23/2015 LGBT Online & Social Media Marketing
Average Engagement Total per Tweet
The average number of interactions (retweets and favorites) of this company's tweets during this time
period.
Questions?
Matthew Skallerud
www.PinkBananaMedia.com
(323) 963-3653
Los Angeles | New York
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online Marketing
So what can we do for you?
Reach the Gay & Lesbian Community
Leverage the Power of Social
Relationships
9/23/2015 LGBT Online & Social Media Marketing
LGBT Online MarketingSo what can we do for you?
We can work with you on strategy and
implementation to reach your target market
in the LGBT community online, via:
• Social Media Distribution
• E-Mail & Banner Ad campaigns
• Online editorial, photos and video
Typical client price range is from $1,000 per
month to $10,000 per month
9/23/2015 LGBT Online & Social Media Marketing
Merging PR, Advertising & Social Media with...
The Power of Individuals, their Interactions and their
Relationships!
@LGBTBizTech #LGBTWeekNYC
#LGBTBizTech
Questions?
Matthew Skallerud
www.PinkBananaMedia.com
(323) 963-3653
Los Angeles | New York
9/23/2015 LGBT Online & Social Media Marketing