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Contact Info
Address    1960 Joslyn Pl.
           Boulder, CO 80304

Website    www.BlitzMetrics.com

Email      dennis@blitzmetrics.com

Facebook   facebook.com/blitzmetrics
“Blitz created a custom social
dashboard for Nickelodeon. The
dashboard analyzes and reports in real
time our social reach across the
hundreds of accounts and pages. It is a
great enterprise-level solution for
businesses with a large and diverse
social presence.”


- Julie Sun, MTV Networks




                                          2
“Dennis Yu is a Facebook Marketing
genius.”


-   Brent D. Payne, Former SEO Director,
    Chicago Tribune




                                           3
“The Blitz team exceeded our
expectations wildly and assisted us in
igniting our fan growth to the extent
that it is now making a material impact
on business.”


-   Eric Ludwig, Vice President, Rosetta Stone




                                                 4
Amplify
6
Social Budget Calculator




                           7
THE VIRAL CYCLE




                  8
SOCIAL IS LIKE DATING -
MANY LIGHTWEIGHT TOUCHES OVER TIME




                             Manage against the stages
                             of the engagement funnel
                             and ads, apps, analytics.




                                                         9
THE ENGAGEMENT FUNNEL




                        Fan Growth




                        Engagement




                        Conversion


                          Loyalty

                                     10
3x3 Budget Grid




                  11
MEASURING TOTAL AUDIENCE




        Your Brand         Your Competitor



                                             12
Audience Affinity




                    13
REACH – FANS DON’T SEE YOUR MESSAGE




    Only 2-3% of fans see a brand’s message,
    a figure decreasing as Facebook faces pressure to increase ad revenue.


                                                                             14
ENSURE YOUR MESSAGES GET INTO THE NEWS FEED


                 Now show your
                 messages in mobile.




                    Sponsored Story – Page Likes   Sponsored Story – Page Posts




                                                                              15
COMPETITOR TARGETING




                       16
ENGAGEMENT




             17
FACEBOOK PROFILE ICON & COVER PHOTO




                                      18
TARGETING > ADS > APPS




                         19
SOCIAL ADS THAT ENGAGE AND CONVERT


           Story Type   Story Content   Who Sees It

                                              Techniques




                                                           20
MICRO-TARGETED ADS




                     21
MICROTARGETING




      By Geography

                     And Interest




                                    22
CASE STUDY #1



Optimizing from $21 a Fan to
$1.40 a Fan and millions in revenue




                        Run your acquisition, retention, and
                        organic campaigns at the same time.

                        Collect emails and force sharing with apps.


                                                                23
CASE STUDY #2


Growing audience and sales:
Highly Engaged Content  Audience growth




                                           24
RIGOROUS SOCIAL OPTIMIZATION PROCESS




                                       Techniques




                                                    25
CONVERSION OPTIMIZATION FRAMEWORK




                      CPA – Cost Per Acquisition
                      CPC – Cost Per Click
                      CR – Conversion Rate
                      CTR – Click Through Rate
                      CPM – Cost Per 1,000 Impressions




                                                         26
FACEBOOK DEALS




                 27
EMAIL & USER INFO COLLECTION IN ONE CLICK




                                            28
MULTIPLE PERMISSIONS TO
COLLECT DATA AND ENABLE SHARING


Email Collection




                                  29
5-Hour Energy is seen as
a quick energy boost                             All brands of quick-
                           On the go moms like   serve coffee products
similar to a cup of        Apple products and
coffee                                           share a marginal fan
                           books.                base with Starbucks
INTERESTS BY MOBILE OS


                                                                                           #Starbucks
        1,319,580
                                                                                           Android
                             1,269,000                                                     Apple IOS
1,220,420                                1,236,240
                                                                                           Windows/Blackberry

                                                              816,900

                                                                        755,420



                                                                                             438,380 438,060




                    61,140
                                                     53,240
                                                                                  35,340                       31,360

        Women                       Women                               Women                      Women
         18-24                       25-34                               35-44                      45+


                                                                                                                        31
INTERESTS BY MOBILE OS


                                          4,063,640
                                                                                                 #Coffee
        3,833,840
                              3,630,720                                                          Android
3,195,220                                                                                        Apple IOS
                                                                                                 Windows/Blackberry
                                                                           2,799,320
                                                                2,599,12




                                                                                                               2,012,420
                                                                                                   1,838,180




                    251,140                           266,100
                                                                                       204,480
                                                                                                                       109,240

       Women                         Women                                 Women                           Women
        18-24                         25-34                                 35-44                           45+


                                                                                                                                 32
NEWSFEED AD




              Starbucks
              Challenge 2: Surprise date –
              Monday breakfast in bed for
              your sweetheart
              John Doe Likes Starbucks




                                             33
MOBILE AD




            Starbucks
            Challenge 32: Flip the script –
            Hot yoga instead of regular.
            Iced VIA instead of hot.




                                              34
ESTIMATED REACH




                  35
MICROTARGETING




     By Geography

                                        And Interest
Starbucks



                            Starbucks




    Starbucks




                Starbucks




                                                       36
FRAMEWORK




                  Awareness: Amplify
                  what actually works
                  on social media to
                  engage fans.

                  Engagement: Once with
                  engaged users, you can
                  collect emails to increase
                  conversions.

                  Conversion:
                  Increasing social
                  visits to the website,
                  you increase sales.
            ROI
                                               37
PLAN EXECUTION




                 38
AD BUDGET




            Audience Growth
            50% (newsfeed stories)




            Engagement
            30% (retargeting)




            Conversion
            20% (contests and promotions)




                                            39
The “social media” team




                          40
41
“We’ve been using Blitz to strategically grow
our fan base. What we like most is their
micro-targeting approach to drive the right
fans and engagement, especially via
Sponsored Stories to amplify our content.
Our click-through rates are as high as half a
percent and our page engagement levels are
significantly higher than our competitors.”


-   Tyler Durham, Digital Marketing Specialist,
    Texas Roadhouse



                                                  42
“What I like best about Blitz is that they
remove the black box approach to SEO
and PPC. We have great visibility into
PPC management, and a similarly clear
path toward SEO improvement. It’s an
approach that a non-technical manager
like me can understand.”


-   Bill Flaherty, Executive Vice President, Quiznos




                                                       43
LOVED BY




           44
THE MEDIA LOVES US TOO




                         45
Contact Info
Address   1960 Joslyn Pl.
          Boulder, CO 80304

Website   www.BlitzMetrics.com

Email     dennis@blitzmetrics.com

Facebook facebook.com/blitzmetrics




                                     46

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Blitz strategy kentuckyseminar v2.1

  • 1. Contact Info Address 1960 Joslyn Pl. Boulder, CO 80304 Website www.BlitzMetrics.com Email dennis@blitzmetrics.com Facebook facebook.com/blitzmetrics
  • 2. “Blitz created a custom social dashboard for Nickelodeon. The dashboard analyzes and reports in real time our social reach across the hundreds of accounts and pages. It is a great enterprise-level solution for businesses with a large and diverse social presence.” - Julie Sun, MTV Networks 2
  • 3. “Dennis Yu is a Facebook Marketing genius.” - Brent D. Payne, Former SEO Director, Chicago Tribune 3
  • 4. “The Blitz team exceeded our expectations wildly and assisted us in igniting our fan growth to the extent that it is now making a material impact on business.” - Eric Ludwig, Vice President, Rosetta Stone 4
  • 6. 6
  • 9. SOCIAL IS LIKE DATING - MANY LIGHTWEIGHT TOUCHES OVER TIME Manage against the stages of the engagement funnel and ads, apps, analytics. 9
  • 10. THE ENGAGEMENT FUNNEL Fan Growth Engagement Conversion Loyalty 10
  • 12. MEASURING TOTAL AUDIENCE Your Brand Your Competitor 12
  • 14. REACH – FANS DON’T SEE YOUR MESSAGE Only 2-3% of fans see a brand’s message, a figure decreasing as Facebook faces pressure to increase ad revenue. 14
  • 15. ENSURE YOUR MESSAGES GET INTO THE NEWS FEED Now show your messages in mobile. Sponsored Story – Page Likes Sponsored Story – Page Posts 15
  • 18. FACEBOOK PROFILE ICON & COVER PHOTO 18
  • 19. TARGETING > ADS > APPS 19
  • 20. SOCIAL ADS THAT ENGAGE AND CONVERT Story Type Story Content Who Sees It Techniques 20
  • 22. MICROTARGETING By Geography And Interest 22
  • 23. CASE STUDY #1 Optimizing from $21 a Fan to $1.40 a Fan and millions in revenue Run your acquisition, retention, and organic campaigns at the same time. Collect emails and force sharing with apps. 23
  • 24. CASE STUDY #2 Growing audience and sales: Highly Engaged Content  Audience growth 24
  • 25. RIGOROUS SOCIAL OPTIMIZATION PROCESS Techniques 25
  • 26. CONVERSION OPTIMIZATION FRAMEWORK CPA – Cost Per Acquisition CPC – Cost Per Click CR – Conversion Rate CTR – Click Through Rate CPM – Cost Per 1,000 Impressions 26
  • 28. EMAIL & USER INFO COLLECTION IN ONE CLICK 28
  • 29. MULTIPLE PERMISSIONS TO COLLECT DATA AND ENABLE SHARING Email Collection 29
  • 30. 5-Hour Energy is seen as a quick energy boost All brands of quick- On the go moms like serve coffee products similar to a cup of Apple products and coffee share a marginal fan books. base with Starbucks
  • 31. INTERESTS BY MOBILE OS #Starbucks 1,319,580 Android 1,269,000 Apple IOS 1,220,420 1,236,240 Windows/Blackberry 816,900 755,420 438,380 438,060 61,140 53,240 35,340 31,360 Women Women Women Women 18-24 25-34 35-44 45+ 31
  • 32. INTERESTS BY MOBILE OS 4,063,640 #Coffee 3,833,840 3,630,720 Android 3,195,220 Apple IOS Windows/Blackberry 2,799,320 2,599,12 2,012,420 1,838,180 251,140 266,100 204,480 109,240 Women Women Women Women 18-24 25-34 35-44 45+ 32
  • 33. NEWSFEED AD Starbucks Challenge 2: Surprise date – Monday breakfast in bed for your sweetheart John Doe Likes Starbucks 33
  • 34. MOBILE AD Starbucks Challenge 32: Flip the script – Hot yoga instead of regular. Iced VIA instead of hot. 34
  • 36. MICROTARGETING By Geography And Interest Starbucks Starbucks Starbucks Starbucks 36
  • 37. FRAMEWORK Awareness: Amplify what actually works on social media to engage fans. Engagement: Once with engaged users, you can collect emails to increase conversions. Conversion: Increasing social visits to the website, you increase sales. ROI 37
  • 39. AD BUDGET Audience Growth 50% (newsfeed stories) Engagement 30% (retargeting) Conversion 20% (contests and promotions) 39
  • 41. 41
  • 42. “We’ve been using Blitz to strategically grow our fan base. What we like most is their micro-targeting approach to drive the right fans and engagement, especially via Sponsored Stories to amplify our content. Our click-through rates are as high as half a percent and our page engagement levels are significantly higher than our competitors.” - Tyler Durham, Digital Marketing Specialist, Texas Roadhouse 42
  • 43. “What I like best about Blitz is that they remove the black box approach to SEO and PPC. We have great visibility into PPC management, and a similarly clear path toward SEO improvement. It’s an approach that a non-technical manager like me can understand.” - Bill Flaherty, Executive Vice President, Quiznos 43
  • 44. LOVED BY 44
  • 45. THE MEDIA LOVES US TOO 45
  • 46. Contact Info Address 1960 Joslyn Pl. Boulder, CO 80304 Website www.BlitzMetrics.com Email dennis@blitzmetrics.com Facebook facebook.com/blitzmetrics 46