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1. Social Media Keynote
TRENDS AND BEST PRACTICES FOR 2014

2. Is Facebook Big?

3. Percent of All Site Views
9
8
7
6
5
4
3
2
1
0
Facebook
Google
Twitter
LinkedIn

7. But here’s an Old guy who really
SHOULDN’T be using Twitter

8. But here’s an Old guy who really
SHOULDN’T be using Twitter

9. But here’s an Old guy who really
SHOULDN’T be using Twitter

10. Who’s On Twitter?
People
Obsessed With
What They're
Eating

12. Who’s On Twitter?
People
Obsessed With
What They're
Eating
Celebrities

13. Who’s On Twitter?
People
Obsessed With
What They're
Eating
Celebrities
People
Obsessed With
Celebrities

14. Who’s On Twitter?
People
Obsessed With
What They're
Eating
Celebrities
People
Obsessed With
Celebrities
People
Obsessed With
Pie Charts

15. Who’s On Twitter?
People
Obsessed With
What They're
Eating
Celebrities
People
Obsessed With
Celebrities
People
Obsessed With
What
Celebrities Are
Eating
People
Obsessed With
Pie Charts

16. Who’s On Twitter?
People
Obsessed With
What They're
Eating
People
Obsessed With
Themselves
People
Obsessed With
What
Celebrities Are
Eating
Celebrities
People
Obsessed With
Celebrities
People
Obsessed With
Pie Charts

17. Who’s On Twitter?
People
Obsessed With
What They're
Eating
People
Obsessed With
Themselves
People
Obsessed With
What
Celebrities Are
Eating
Celebrities
People
Obsessed With
Celebrities
People
Obsessed With
Pie Charts

18. HOW SOCIAL MEDIA
CHANGED IN 2013

19. Biggest Social Media Changes in
2013
•
•
•
•
•
•
•
•
•
•
•
The increase in Facebook ad spending- more companies, more dollars.
og tags. which are just an em away from omg tags. (open graph tags)
Facebooks improvements for advertisers and willingness to create options for businesses.
Algorithm adaptations (FB, Google)
we've been getting choked down in the stream on FB ... our content is consistent but likes are
way down, etc. We've experimented a bit with advertising (and it DOES have a place in the
overall marketing picture) but ... if it's cheaper and more effective for the brand to go elsewhere
then why stay on FB?
Challenges to organic growth
being able to do contests, not being able to do contests, being able to do contests again.
Paying to have your own fans that you already paid for see you stuff on Facebook.
finding that plain text status updates are getting more likes and comments at times.
people prefer images and visuals, but Facebook in particular is penalizing pages for posting them.
At least right now.
strategy
•
•
•
•
•
•
•
•
•
Twitter
•
•
•
•
•
Facebook
Twitter's huge push into Social TV through smart acquisitions.
Twitter has WAY more opportunity in TV than it has in mobile. TV ad dollars make mobile ad
spend seem like chump change.
Twitter advertising - Kw targeting now. So there's more intent to advertise against now.
Other channels
•
•
•
•
•
•
Adoption of short-form video by businesses
Market oversaturation of tech vendors.
Vine, Instragram videos, the trend towards hub/aggregation platforms like RebelMouse,
Social TV is the big story this year. Hands down. And a successful Twitter IPO will underscore
that. In the immediate future
we've been using FB less and Pinterest and other venues more for our clients ... because of the
pay to play mentality that FB has. It frankly pisses off our clients and they're heading in a
different direction. Pinterest has been kinda huge.
GOOG appears to have a new tier of small ad business reps. I have always had clients with
Adwords accounts in the $30K - $70K/year range and, pre-2013, never got no never no mind
from GOOG. Now I get weekly GOOG consultant AND dev support calls with tips to show me notso-obvious SEO info in my GA and Webmaster tools. They seem to be rewarding me not just for
ad spend but for using the entire Googleverse of their tools 24 x 7. Also - and I venture it's
related to this "Bind them to our Tool Universe" strategy - whatever the heck is going on with
Google PLus and SEO is an area of seriously intense debate.
•
•
•
•
•
•
•
•
•
•
More B2B companies seriously grappling with the best way to use social media.
Realization that social media isn't a magic wand
Setting expectations: It's not a direct sales funnel. Stop treating it like a direct response ad and
start treating it like a combination of branding, customer service and audience research.
Realization that it needs infrastructure and governance. And headcount.
"Social CRM" from Facebook and Twitter with Custom Audiences and Lead Gen cards.
Brands shifting from "hey everyone, like us!" to "hey, how come everyone is ignoring us?"
the emergence of SEO-type tactics, in which the original advice to make a real connection to
people is being supplanted by the necessity of playing cat-and-mouse games with selection
algorithms.
the ability to map and track networks and conversations is emerging as huge (scary) but valuable
for marketers.
legitimate struggle, which is catering to the ever continuing short attention span of those online,
what I call the "Pinterest-ization." People don't want to read much, they want quick and
easy...and quick and easy is what they share. So, PR people like me are having to become
"graphic artists." I say that very loosely....but having to find ways to make just about everything
visual. The importance of visual has always been great, obviously, but even more so now. THANK
GOD for things like PicMonkey and now Canva to help those challenged, like me
I just try and try again and quit trying to figure it out and test.
a lot of B2B companies asking questions/considering jumping into social media. I have had some
prelim discussions with a couple as potential clients and they are, frankly, in disbelief that they
should have to pay for some of this stuff. I work primarily with med. sized biz and as a sub to a
larger agency and the changes in the SEO stuff is pretty scary for the small biz ppl and will nearly
guarantee that larger biz will continue to pay agencies who claim to be digital, but have no clue
about the real SEO needs of a client. (That's a diff story, though)
the whole "ZOMG TEENS AREN'T USING SOCIAL WHY ARE WE HERE?" angst.
folks are becoming wise to the so called experts.
Sadly, not much. Basic 101 crap is still being seen as thought leadership; we're not really any
further forward with innovation than we were in 2012; buzzwords still get seen as a license to
charge clients more money for shit they've already been paying for; and stats, analysis and
reports are equally praised and debunked in the same breath. Or maybe I'm just cynical in the
same old cycles happening every year under a different guise.
none of the platforms are technically reliable.
Free 3rd party apps are basically a joke, but may have some utility for small businesses.
SEO is more important than ever. Building findable quality content that leads action is vital.
Advertising works. The smart players wi simply apply tiny social affordances to enable action.
Social is an option - and best viewed that way. If it's seen as an absolute "necessity", something is
fundamentally wrong at the strategic level.
Human beings are now promotional vectors of potential revenue. In other words: Social Media is
an illusion of Social. Therefore, marketers who understand this will fair better in the long run.

20. WHAT STRATEGIES AND
TACTICS ARE MOST
EFFECTIVE NOW?

21. Stop Reacting. Move Forward.
Is your brand just reacting in social media or
Are you moving forward toward your marketing and sales goals?
REACTIVE
PROACTIVE
Monitor keywords
Lead conversations
with your content
Consumers choose
conversation space
You choose
conversation space
What are people saying?
What are we
influencing them to say?
Whats going on
with my brand?
What does my target buyer
already like and share?
Put out fires
Enhance brand perception

22. Comparing Advertising Methods
Generate Demand/
Speed Sales Cycle
• The most effective companies use all
of these, each for its strength and to
make up for the others’ weaknesses.
SEARCH
• Social strategies are used to increase
funnel volume, awareness at the top
of the funnel, and loyalty amongst
existing customers.
Fulfill Demand
Social
Raise Awareness
• Search strategies are used for
harvesting buying intent, at the
bottom of the sales and marketing
funnel.

24. Content Marketing
Market
Research
Focus on
customers
Find out what
they need
What are
their
obstacles?
What do they
value?
Strategy
Audience
Goals
Measurement
Curate
Creation
Design &
Format
Write
professionally
Persuade
Edit
Promotion
Social
Search
Email
Visibility
ROI
Landing page
Close sales
Repurpose
Remarket

25. The Most Effective Types of Content
Content Type
•
•
•
•
Several polls of professional marketers report
that some of the most effective types of content
for B2B lead gen are in-person events, webinars,
case studies, research reports, video, white
papers and ebooks.
The least effective types of content are
microsites, articles on other websites, podcasts,
digital magazines, and press releases.
Ebooks may have a slight edge on white papers,
but their style is so different- use white papers
for technical and objective papers. Ebooks are
longer and more readable. Ebooks are newer
than white papers and less technical, so they
generate more excitement.
All the good content types are time-consuming
and demanding in creativity and communication
skills.
Pros
Cons
Events
High profile, lucrative
Very time-consuming and
complex
Webinars
No travel needed. Gets you an
email.
Need to pay a SME.
White Papers
Appear to be objective. Gets
you an email.
There are tons out there and
people are tired of them.
Ebooks
More readable,
still exciting. Gets you an email.
WTime-consuming. writing and
design expense.
Video
Personable, consumable. Can
be retargeted on YouTube.
Requires more expertise and
design skill to do well. Doesn’t
get you an email.

26. Success Stories & Limitations
Marketing
LinkedIn Strategy
Search Offer
Advertising on
Strategy
Search Results Page
•
LinkedIn’s biggest limitation compared to other
marketing channels is that fewer people use it,
they use it less often, and they spend less time
on it than Google, Bing, Facebook and Twitter.
•
Some salespeople create new relationships or
warm up and maintain existing ones. This can
lead to new deals. When buyers switch
companies, LinkedIn helps you stay in touch with
them. You can prospect for new opportunities
with Advanced People Search if you pay for even
the lowest subscription level.
•
If you start your own Group, don’t let everyone
in, or eventually your moderation time to filter
out irrelevant and spammy posts will be too
great.
Key Performance Indicator
Pros
Current Awareness LevelCons
ROI
Secondary Metrics
Monthly Cost
Complexity
Revenue, Conversion rate,
CTR, Visits, Quality score
Easy, can access the most
Few people watch their LI
High
Low
ROI
Revenue, Visits $0
active LI users
newsfeeds
Facebook Advertising
ROI
Revenue, Visits
Nice way to brand your
LinkedIn
$0
High Posts go into the barely read Revenue, Visits require ads to
Low but may
Windows Server Hosted company’s presence on
LinkedIn Advertising
ROI
newsfeed
grow followers
Company Page
LinkedIn
Twitter Advertising
ROI
Revenue, Visits
SQL Database Hosted
High Moderators may not approve,
Low
Revenue,
Other People’s Marketing
LinkedIn
Content
Easy to pop in and participate ROI way to reach members off
no
$0
Emails acquired
Groups
of LinkedIn
Hosted Desktop
Med/Low
Medium
Revenue, Attendees, Emails
Webinars
ROI
Your own
acquired
Control of what’s posted, can
Time taken to moderate
$0 but may require ads to
email
grow
LinkedIn Group
App Monitoring and Management everyone weekly
Medium posting and commenting Medium/High membership
Organic pageviews
On Page SEO
Revenue
Organic visits
Accurate job title, industry,
Small ad size, not shown
Visits,
Legacy Apps
Medium everywhere on the site, not Medium $300 minimum
company size and other Revenue
Self-Serve Ads
Email Marketing
targeting.
enough impressions or clicks CTR, Open rate
LinkedIn Groups
Revenue
Visits, Group size
Hosted Business Apps
Medium
Medium
Retargeting ads
Newsfeed Posting
Websites-as-a-Service
More interactive and visible Revenue
Facebook Posting to Fans
than self-serve ads Med/Low
Twitter Tweeting
Revenue
Premium Ads
Business Continuity
Minimum spend
5 figure minimum
Interaction rate, reach monthly
Medium/High commitment
spend
Unique visits
Landing Page Optimization
Revenue per Visitor
Conversion Rate
LinkedIn Advanced
Find your prospects with many
Must opt in to at least lowest Medium
Database-as-a-Service accurate search criteria Med/Low
like
$19.95 minimum
Revenue, Emails acquired,
People Search
Ebook
ROI paid subscription plan
job title, company name, etc.
pageviews, social activity
Prospecting

27. Best
Tactics

28. Salespeople + LinkedIn
1. Prospect with Advanced People Search
2. Get Social Exposure with LinkedIn Groups
3. Reach Out via InMail or Email
This takes a cold call and doesn’t just warm it up- it makes it hot!

29. HOW ARE THE BEST
COMPANIES EXCELING IN
SOCIAL MEDIA MARKETING
AND SALES?

30. Success Stories
Marketing Strategy
Search Offer
Advertising on
Search Results Page
Facebook Ad ROI is feasible if:
Retargeting ads
Websites-as-a-Service
Facebook Advertising
Windows Server Hosted
LinkedIn Advertising
• An owned media strategy like
fans, emails or retargeting is
included.
• Facebook ads are adequately
tested, understanding and
learning about your prospect
audience.
• Facebook ad managers are
adequately trained.
Twitter Advertising
Key Performance Indicator
Current Awareness Level
ROI
Low
Revenue, Visits
ROI
Revenue, Visits
High
ROI
Low
Revenue, Visits
ROI
Revenue, Visits
High
Hosted Desktop
Med/Low
Webinars
App Monitoring and Management
On Page SEO
Legacy Apps
Email Marketing
LinkedIn Groups
Hosted Business Apps
Facebook Posting to Fans
Business Continuity
Twitter Tweeting
Landing Page Optimization
Database-as-a-Service
Ebook
CTR, Visits, Quality score
High
ROI
SQL Database Hosted
Content Marketing
Secondary Metrics
Complexity
Revenue, Conversion rate,
ROI
ROI
Medium
Revenue
Low
Revenue,
Emails acquired
Medium
Revenue, Attendees, Emails
acquired
Medium/High
Organic pageviews
Organic visits
Medium
Revenue
Visits,
Medium
CTR, Open rate
Revenue
Medium
Visits, Group size
Medium
Revenue
Interaction rate, reach
Revenue
Unique visits
Med/Low
Revenue per Visitor
Med/Low
ROI
Medium/High
Conversion Rate
Medium
Revenue, Emails acquired,
pageviews, social activity

31. Facebook Example: Niche E-Commerce
SuperHeroStuff.com
150% Annual
Revenue Increase
with first year of
new FB page

32. Facebook Example: Unique Product ECommerce
Baseball Roses
• 473% ROI

33. Facebook Example: Legal Services
Attorney
$100,000 in fees
from one new case
HOW: Daily posts on Facebook business page

34. Facebook Example: Restaurant
Fast Food Franchisee
• Grew fans
• Posted about how to get
text message discounts
• Daily text message
discounts for 30 days
• $65,000 additional
revenue

35. $450k Sale from
LinkedIn +
Traditional
Methods

37. “We already spent
$100/month on a lead
generation service, but
LinkedIn was way more
valuable.”

39. MISTAKES COMPANIES MAKE
IN SOCIAL MEDIA
ANALYTICS- INADEQUATE, PLUS HOLDING ALL CHANNELS TO THE SAME STANDARD WITHOUT GOOD ANALYTICS
NO CLEAR STRATEGYSTRATEGY WITH/WITHOUT FANS
WHAT ARE THE BIGGEST MISTAKES THAT PREVENT FACEBOOK MARKETING ROI?
LINKEDIN MISTAKES

40. How People Experience Facebook
Marketing Strategy
Search Offer
Advertising on
• Most people spend most of their time
in the Newsfeed
• Only about 1% fans go back to your
actual facebook page per month.
• Few fans see tabs or sapplets and
interact with them, unless you use
ads to send them there.
• Not all fans see all your page’s posts
in their newsfeed.
• The average page’s posts are seen by
10-15% of its fans. This number may
be closer to 1-2% for pages with
millions of fans. This is why posts
must be promoted with ads.
Search Results Page
Retargeting ads
Websites-as-a-Service
Facebook Advertising
Windows Server Hosted
LinkedIn Advertising
Twitter Advertising
Key Performance Indicator
Current Awareness Level
ROI
NEWSFEED
High
ROI
Revenue, Visits
Low
Revenue, Visits
ROI
Revenue, Visits
Hosted Desktop
Med/Low
App Monitoring and Management
On Page SEO
Legacy Apps
Email Marketing
LinkedIn Groups
Hosted Business Apps
Facebook Posting to Fans
Business Continuity
Twitter Tweeting
Landing Page Optimization
Database-as-a-Service
Ebook
ADVERTISING
Low
Revenue, Visits
ROI
High
Webinars
CTR, Visits, Quality score
High
ROI
SQL Database Hosted
Content Marketing
Secondary Metrics
Complexity
Revenue, Conversion rate,
ROI
ROI
Medium
Revenue
Low
Revenue,
Emails acquired
Medium
Revenue, Attendees, Emails
acquired
Medium/High
Organic pageviews
Organic visits
Medium
Revenue
Visits,
Medium
CTR, Open rate
Revenue
Medium
Visits, Group size
Medium
Revenue
Interaction rate, reach
Revenue
Unique visits
Med/Low
Revenue per Visitor
Med/Low
ROI
Medium/High
Conversion Rate
Medium
Revenue, Emails acquired,
pageviews, social activity

41. Steps Required for Facebook ROI
• Some companies are quick to claim
Facebook has no ROI, but…
• Do they have adequate tracking?
• Are they giving credit to the first
marketing touch, not just the
last?
• Do they have a complete
strategy for monetizing
Facebook?
• There are at least five ways you can
accidentally sabotage your own
Facebook success. This chart
demonstrates the five things you
need to get right to have a chance at
Facebook ROI.
Goal
Requirements
Reach the right people
Are you targeting people who are good prospects for your business? What
percentage of your targets are good prospects?
Reach enough people
What is your advertising reach? Do you have enough fans? How many
potential customers are out there for you and how does that compare to
your fan count?
Persuade/connect
Are your Facebook posts connecting with them emotionally? Are they
responding with likes, comments and shares? Do you have a plan for
persuading prospects?
Reach repeatedly
How many of your fans see your Facebook posts? You will need to be
visible to 10-100 times as many people as you want to become customers.
Are you getting their email addresses and reaching out? Are you using
retargeting?
Convert to sales
Are you generating leads and following up on them? Is your sales team
effective? Is your website effective? Is it easy for people to buy? From
website traffic, your lead conversion rate should be at least 10-20% and
your sales conversion rate should be at least 1%.

43. THE DOWNSIDE OF ROI
Low hanging fruit is great but…

44. THE DOWNSIDE OF ROI
…there’s a limited amount of it.

45. This Is Why We Do Social
SEARCH
Generate Demand/
Speed Sales Cycle
Fulfill Demand
Social
Raise Awareness

46. The Power of Mindshare
• Coca cola’s brand alone is
valued at $77.8 billion
• What does it mean to a movie
to get Tom Cruise or Bruce
Willis?
• Who is your first choice for:
•
•
•
•
•
Buying a beverages?
Listening to music?
Internet search?
Watching an online video?
Buying a book?
• How much would it profit you to
be top of mind among your
prospects?

48. Where You Reach Facebook Fans
THEIR OWN NEWSFEED
YOUR BRAND’S FACEBOOK PAGE/TAB

49. Facebook Funnel
How much of my social media converts?
100,000 fans
12,000 reach per post
(EdgeRank effect)
480 web visitors per post
24 leads
per post
Visible to
12% of
fans
4% Click
20%
become
leads

50. Funnel Collapse Syndrome
Why do you think engagement is so critical to bottom-line revenue?
100,000 fans
12,000 reach
per post
480 web
visitors per
post
24 leads
per post
100,000 fans
Visible to Visible to
12% of
3% of
fans
fans
4% Click
20%
become
leads
3,000
reach per
post
120 interactions
or web visitors
per post
6 leads per
post

54. Profitable Facebook Strategies
• Facebook profitability requires a
plan. Here are several plans
companies are using to achieve
profits.
• Some use fans and posting to fans
• Some use retargeting instead of
fans
• Some use lead gen via content
marketing and follow up with
sales people.
• Multiple steps, and some form of
owned media (fans, email,
retargeting) is required to
consistently create sales.
Ads
Fans
Posts
Website
Sales
Ads
Website
Retargeting
Website
Sales
Ads
Website
Content lead
gen
Email
Sales

55. Understanding Your Prospect
Audience
Marketing
Question Strategy
• The best way to reach your audience
on Facebook is via ad targeting
• Facebook ad targeting gives you new
opportunities and new targeting
criteria
• This requires knowing more and
knowing different things about your
customers and prospects than you
have in the past. Use the audience
analysis to go deeper.
• Facebookize is a process for making
your Facebook presence better fit
your prospect audience.
• Keep track of the interests that
generate your Facebook fanbase and
use that info when creating posts.
Search Offer
Advertising on
Search
What are you Results Page
selling?
Retargeting ads
Websites-as-a-Service
Who buys it?
Facebook Advertising
Windows Server Hosted
LinkedIn Advertising
Demographic?
Twitter Advertising
SQL Database Hosted
Location?
Content Marketing
Hosted
Job Title? Desktop
Webinars
Workplace?
App Monitoring and Management
On Page SEO
Lifestyle
Legacy Apps
Email Marketing
Concerns, worries
LinkedIn Groups
Hosted Business Apps
Facebook Posting to Fans
Magazines, books
Business Continuity
Twitter Tweeting
TV shows, movies Optimization
Landing Page
Database-as-a-Service
Ebook
Dreams, aspirations
Answer
Key Performance Indicator
1. What do you
Current Awareness Level
sell/offer?
ROI
Secondary Metrics
Complexity
• Revenue, Conversion rate,
CTR, Visits, Quality score
High
ROI
2. Who buys it?
ROI
Low
Revenue, Visits
•
High
ROI
ROI
3. What's
unique about
High
ROI
them?
Med/Low
ROI
4. What’s their
lifestyle?
Medium
Low
Revenue, Visits
Revenue, Visits
•
Medium
Medium/High
Organic pageviews
Organic visits
•
Visits,
Medium
CTR, Open rate
Visits, Group size
Medium
•
Revenue per Visitor
7. Put
Med/Low all that
into images
ROI
and copy.
Low
Revenue,
Emails acquired
Revenue, Attendees, Emails
acquired
•
Revenue
5. What else do
Medium people
these
Revenue
like?
Revenue
Medium
6. What dreams
Revenue
are
Med/Lowyou
Revenue
empowering?
Revenue, Visits
Interaction rate, reach
Medium/High
Unique visits
Conversion Rate
•
Medium
Revenue, Emails acquired,
pageviews, social activity

56. What other pages do they like?

57. What content do
they interact with?

58. Selling
The Dream

59. What Amateurs Sell
Product/Service
Features
Benefits
Dream

60. What Really Sells
Product/Service
Features
Benefits
Dream

61. How Facebook Sells
Product/Service
Features
Benefits
Dream

65. Luxury

66. AWE

68. Connection

69. Belonging

70. FUN

71. MASTERING THE SALES AND
MARKETING FUNNEL WITH
SOCIAL MEDIA
HOW DIAGNOSE A CLIENT AND PRESCRIBE THE BEST DIGITAL STRATEGIES AHEAD OF TIME (BOTH B2C AND B2B)- HOW DO YOU FIGURE OUT WHERE
YOUR COMPANY IS BLOCKED?
WHICH STRATEGIES ARE BEST FOR IMPROVING EACH PART OF YOUR SALES FUNNEL- WHICH STRATEGIES ARE BEST AT WHAT PARTS OF THE SALES
FUNNEL?
FUNNEL FORCE - WHICH DIGITAL STRATEGIES HAVE THE MOST SALES-CONVERTING POWER? WHAT ARE THE KPI’S FOR EACH STAGE?
INCREASE YOUR CHANCES OF ACHIEVING ROI AND IMPROVE OVERALL REVENUE
HOW DO YOU INCREASE AWARENESS & MINDSHARE OF YOUR COMPANY?
PERPETUAL PROMOTION MACHINE

72. The Best Use of Each Digital Strategy
1.
Raise
awareness
2.
Get website
traffic
White Paper
X
X
Webinars
X
Ebook
Strategy
3.
Repeat
exposure,
mindshare
4. Generate
leads
5.
Close
the sale or
Ecommerce
Key Performance Indicator
Key Funnel Metric
X
ROI
Emails Acquired
X
X
ROI
Emails Acquired
X
X
X
ROI
Emails Acquired
FB Ads
X
X
X
X
ROI
Cost per Click or Fan
Twitter Advertising
X
X
X
X
ROI
Cost per Click or Follower
LinkedIn Groups
X
X
X
X
Revenue
Website Visits, Leads
Facebook Posting to Fans
X
X
X
Revenue
Interaction Rate
Twitter Tweeting
X
X
X
Revenue
Website Visits
On Page SEO
X
X
Revenue
Website Visits
Email Marketing
X
Search Advertising on
Search Results Page
X
X
Revenue
Clickthrough Rate
X
X
X
ROI
ROI or Lead Conv. Rate
LinkedIn Advertising
X
X
ROI
Emails Acquired
Retargeting ads
X
Landing Page
Optimization
X
X
X
X
ROI
Clickthrough Rate
X
X
Revenue
Conversion Rate

73. Attention
Interest
Desire
Action

74. MindShare & The Attention Economy

75. THE PERPETUAL (PRO)MOTION MACHINE
Search
Engines
Remarketing,
Remessaging
SEO/Ads
Social
Websites
Website
Websites
with Ads
Posts/Ads

76. THE PERPETUAL
(PRO)MOTION MACHINE’S BENEFITS
1. Reach people everywhere
2. Appear bigger and more important
3. Get people to come back to your website
over and over again
4. Remain number one in your potential
customers’ minds
5. Get the most sales out of every
advertising dollar you spend

77. HOW TO BE COMPETITIVE
AND REMAIN COMPETITIVE
ARE YOU IN A SUPER-COMPETITIVE RED OCEAN? HOW DO YOU MAKE IT
BLUE?
COMPETITIVE ADVANTAGES EVEN FOR PROFITABLE COMPANIES.
LEARNING FROM COMPETITORS

78. RED & BLUE OCEAN MARKETING
NO PATENT
PATENT
SEARCH MARKETING FOR ROI
FEW SEARCHES; LONG TERM
SOCIAL MARKETING FOR BRANDING
& LOYALTY
RAISE AWARENESS ASAP

79. RED & BLUE OCEAN MARKETING
NO PATENT +
NO LOYALTY
NO PATENT BUT
QUALITY + LOYALTY
•
•
•
•
•
PATENT+
QUALITY
RELATIONSHIP
MAINTENANCE
CUSTOMER SERVICE
QUALITY ASSURANCE
ADVERTISING/
REMARKETING
OWNED MEDIA:
EMAIL/FAN PAGES
SEARCH MARKETING FOR ROI
MAINTAIN & INCREASE
MINDSHARE AND VISIBILITY
FEW SEARCHES; LONG TERM
SOCIAL MARKETING FOR
BRANDING & LOYALTY
INCREASE AFFINITY +
SATISFACTION
RAISE AWARENESS ASAP

80. SCIENCE vs. LAZINESS
A Scientific Approach to Social Marketing

81. • The risks of big idea, lazy creative, beer
brainstorming, genius solo
• scientific method
• examples of marketing hypotheses
• continuous improvement - track analyze optimize
improve
• keep learning about your audience
• Scientific method testing = open minded
• You think it doesn’t work? Prove it

82. DO SOCIAL MARKETING EXPERIMENTS
OBSERVATION
THEORY
EXPERIMENT
PREDICTION

83. BEER & BRAINSTORMING

84. You need more than one idea

86. Lotsa little tests, 5% of which have
amazing outlier results…

87. …beat one big idea that fails.

89. OBSERVATION
THEORY
ANALYZE
RESULTS &
LEARN
EXPERIMENT
PREDICTION
TEST IT
SCIENTIFIC
METHOD
#1
NEW
MARKETING
IDEA
EXPECTED
EFFECT
MARKETING
OPTIMIZATION
#2
ANALYZE
RESULTS
MARKETIN
G IDEA
ANALYZE
RESULTS
MARKETIN
G IDEA
ANALYZE
RESULTS
MARKETIN
G IDEA
ANALYZE
RESULTS
MARKETIN ANALYZE
G IDEA RESULTS
MARKETIN
G IDEA
ANALYZE
RESULTS
MARKETIN
G IDEA
ANALYZE
RESULTS
MARKETIN ANALYZE
G IDEA RESULTS
MARKETIN
G IDEA
TEST IT
#3
MARKETIN ANALYZE
G IDEA RESULTS
EXPECTED
TEST IT
EFFECT
EXPECTED
EFFECT
TEST IT
EXPECTED
EFFECT
TEST IT
EXPECTED
EFFECT
TEST IT
EXPECTED
TEST IT
EFFECT
EXPECTED
EFFECT
TEST IT
EXPECTED
EFFECT
TEST IT
EXPECTED
TEST IT
EFFECT
EXPECTED
EFFECT
CONTINUOUS OPTIMIZATION

90. Novelty is the fuel that
Social Media Burns
Creativity is…
• Unusual, interesting, stimulating thoughts
• Two old ideas combined in a new way (Mihaly
Csikszentmihalyi)
• Humor as novelty – people laugh because of
new neural connections

91. Two old ideas combined in a new way

92. Listen to your gut

93. Follow your nose

94. MEASURING SUCCESS &
CLIENT COMMUNICATION
KEY PERFORMANCE INDICATORS
REPORTING

95. GEEKS

99. FOCUSED

102. Power editor conversion specs and
manual Ocpm bids

103. But the biggest problem with
digital marketing is…
Analytics doesn’t
create nearly the
omniscience
we’d hoped.

104. Where is credit due?

105. Black Box = TV ROI

106. Black Box = Consumer Brain

107. BENCHMARKS: SOCIAL B2B
AWARENESS:
Reached
INTEREST:
Clicked
DESIRE:
Submitted
Lead
ACTION:
Purchased
# unique people
reached by FB page
and ads over last 28
days
CTR & Number of
clicks on post or to
website/hub
Lead conversion rate,
cost per lead
Conversion rate, ROI,
Revenue
e.g. 5 million
1-5% CTR for posts,
0.1-0.5% CTR for ads
5-30% CR, target lead
cost
5% CR, >100% ROI

108. BENCHMARKS: SOCIAL E-COMM
AWARENESS:
Reached
INTEREST:
Clicked On
Post
DESIRE:
Many
Pageviews
ACTION:
Purchased
# unique people
reached by FB page
and ads over last 28
days
CTR & Number of
clicks on post or to
website/hub
High pageviews per
user, many return
visits, low bounce
rate
Conversion rate, ROI,
Revenue
e.g. 5 million
1-5% CTR for posts,
0.1-0.5% CTR for ads
<50% bounce rate
1% CR, >100% ROI

109. September Analytics - Facebook
Facebook
Aug-13
Sep-13
Lifetime Total Page
Likes
133,936
152,786
14.07%
Monthly New Page
Likes
16,173
18,354
12.48%
Monthly Post Likes
18,477
15,979
13%
Monthly Comments
767
366
52%
Monthly Post Shares
2,376
803
Comparing August to September
Trend
66%
Facebook Competitive
Benchmarking 10.01.13
PediaCare
• With the launch of Single Dose we have focused
our spend on increasing page Likes and Fans.
• We’ve increased page Likes by 12% this month
reaching 18,000 new fans!
Little
Remedies
Children's
Advil
Hyland's
Teething
Tablets
Tylenol
Fan Count
154,931
123,050
413,772
33,430
10,874
Fan Growth/Period
+18,354
+20,448
+6,143
+158
+60
Monthly # of Posts
43
35
32
115
13
15,979
9,306
1,922
18,677
123
Monthly Comments
366
146
167
638
3
Monthly Shares
803
1,052
755
10,632
2
Comparing PediaCare to the Competition
As of September1st
Monthly Likes of Posts
• PediaCare has the second top Fan count.
• Hyland’s continues to make 2-5 posts daily,
which leads to having 29,947 fan
interactions, while our other competitors
have roughly 2,000–11,000 interactions

110. PediaCare’s Best Performing Posts in September
September 10th, 2013
4,054 Likes
180 Shares
13 Comments
136,960 Impressions
September 27th, 2013
2,303 Likes
43 Comments
195 Shares
250,624 Impressions
Insight: Parents are charmed by their children’s naiveté
Opportunity: We do a series on popular kid beliefs featuring one
a month and encourage parents to share their own.
September 27th, 2013
2,108 Likes
3 Comments
18 Shares
76,320 Impressions

111. Best Performing Competitive Posts in September
Our top performing post out performed all of the high engaging posts of the competitor brands.
Hyland’s Teething Tablets (Sept 17th)
854 Likes
152 Comments
1,527 Shares
Little Remedies (Sept 12th)
755 Likes
14 Comments
56 Shares
They’ve reposted this on October 4th
Children’s Advil (Sept 8th)
393 Likes
13 Comments
481 Shares

112. September Analytics – Facebook
Advertising
Fan Growth
Performance
Aug-13
Sept 13
Trend
Cost Per Fan
$0.23
$0.25
15,068
17,729
+18%
2,229,032
3,568,613
We achieved a “brand best” in September,
acquiring 17,729 new fans in 1 month.
•
We’re thrilled to have reached 3.5 million
people in September!
•
Cost per Fan did rise by $0.02 due to more
expensive ad placement & fan targeting
used to support Single Dose launch &
Sweepstakes, where average CPF was
$0.61.
+8%
Fans Gained
•
60%
People
Reached

113. Single Dose & Sweepstakes: Fan
Growth Campaign
• Reach: 189,899
• CPM: $3.43
• 2,007 Clicks
• 1,055 Fans
• 757 Other Actions
• Average CPC $0.32
• Average CPF $0.61

114. Single Dose & Sweepstakes: Promoted Post Campaign
295,606 Reach
$2.73 Cost per 1000 Views
2,952 Actions
$0.27 Mean Cost per Action

115. Promoted Post Ads with Biggest
Reach
80,736 Reach
$0.13 Cost per 1000 Views
124,476 Reach
$0.33 Cost Per 1000 Views
91,339 Reach
$3.50 Cost per 1000 views
8,458 Actions
$0.03 Cost per Action
Great Cost
per Action
as well.
86,498 Reach
$3.32 Cost per 1000 Views
3,997 Actions
$0.07 Cost per Action

118. HOW IS B2B SOCIAL MEDIA
MARKETING DIFFERENT, AND
WHAT WORKS? B2B CASE
STUDIES AND TIPS

119. How To Make Facebook Go Viral
Based on a research review of 2,953 posts, a total of 31,423 data points
Don’t:
• Talk about yourself
• Be edgy or offensive
• Be obscure or niche
• Ask for likes
Do:
• Give
• Advise
• Warn
• Amuse
• Inspire
• amaze
Download this free ebook!

120. Six Kinds of Posts That Are Highly Shared
Give
Offers
Discounts &
Deals
Contests
Advise
Tips
How to
Obstacles
Warn
Dangers
News
Coming
Soon
Amuse
Funny
pictures and
quotes
Nonoffensive
General
audience
Inspire
Inspirational
quotes
Motivate
Coach
Amaze
Pictures
Facts
Stories

121. On a Page with
less than 10,000
fans, This post
reached 41,334
people (without
advertising).

123. bit.ly/contagiouscontent

124. B2B
Marketing
=
Boredom
?

125. Make it more interesting

128. Viral bragging
When you win, your customers
win.
You Brag so that
they can brag.
When your
customers brag,
you win.
(In highly competitive niches,
brand loyalty is the same as
ego and vanity)

129. (You may not
like this post,
but you’re
probably going
to share it.)

132. FBX AND OTHER
RETARGETING

133. Traffic without repetition
• Even with great conversion rates
like 4% ecommerce or 30% lead gen
• That means
70% – 96% leave your site without
doing anything
• Traffic without a repeat visibility
strategy is expensive + inefficient

134. Main Principles
Marketing Strategy
•
•
•
•
•
Retargeting is owned media- meaning you own a
list of people that enables you to reach them
repeatedly. Other examples of owned media
include mailing lists, email lists, text messaging
lists and facebook fans.
There is a marketing axiom that people must see
an ad or marketing message multiple times
before they want to buy.
My clients have found that Facebook ad traffic
alone doesn’t lead to sales, but when you
combine it with email or retargeting, then you
get the sales.
Retargeting works by placing a cookie on the
user’s computer. In Europe there are more
regulations on privacy issues, so if you operate
there, check the laws of each country in regard
to cookies.
You may want to cap (set a maximum) for the
number of ad impressions each person will seefor example, you can say I don’t want anyone to
see my ad more than five times per day.
Search Offer
Advertising on
Search Results Page
Retargeting ads
Websites-as-a-Service
Facebook Advertising
Windows Server Hosted
LinkedIn Advertising
Twitter Advertising
Key Performance Indicator
Current Awareness Level
ROI
High
ROI
ROI
High
ROI
CTR, Visits, Quality score
1. Facebook
ads to job
title
ROI
SQL Database Hosted
High
Hosted Desktop
Med/Low
Content Marketing
Webinars
App Monitoring and Management
On Page SEO
Legacy Apps
Email Marketing
LinkedIn Groups
Hosted Business Apps
Facebook Posting to Fans
Business Continuity
Twitter Tweeting
Landing Page Optimization
Database-as-a-Service
Ebook
ROI
ROI
2.
Landing
Medium
Revenue Pages
Medium
Revenue
Revenue
Medium
3. Search ad
remarketing Revenue
Med/Low
Revenue
Revenue per Visitor
Med/Low
ROI
Secondary Metrics
Complexity
Revenue, Conversion rate,
Low
Revenue, Visits
Revenue, Visits
Low
Revenue, Visits
Revenue, Visits
Low
Revenue,
Emails acquired
Medium
Revenue, Attendees, Emails
acquired
Medium/High
Organic pageviews
Organic visits
Visits,
Medium
CTR, Open rate
Visits, Group size
1. LinkedIn
Medium
ads torate, reach
Interaction job
Medium/High
title
Unique visits
Conversion Rate
Medium
Revenue, Emails acquired,
pageviews, social activity

135. THIRD PARTY APPS OR JUST
POWER EDITOR+FACEBOOK
INSIGHTS+ADS REPORT+
GOOGLE ANALYTICS ?

136. HOW TO PROTECT ROI WHEN
SELLING LOW COST
PRODUCTS

137. AUDIENCE REQUEST TOPICS
•
B2B TIPS BECAUSE I THINK THERE ARE GOOD CASES FROM B2C IN CZ, BUT I MISS MORE
SUCCESSFUL B2B CASES AND TIPS.
•
HOW TO MONETIZE AND RUN SUCCESSFUL CAMPAIGNS FOR LOW PRICED PRODUCTS ON
FACEBOOK WHICH NEEDS HIGHER CONVERSION, CORRELATION WITH REMARKETING
•
WHICH KPI´S YOU MEASURE FOR ECOMMERCE CLIENTS AND HOW DOES YOUR MONTHLY
ROI REPORT LOOK LIKE. I MEAN FOR CLIENT, WHO DOESNT UNDERSTAND FACEBOOK AT ALL.
•
ADVANCED FBX STRATEGIES OR SOME THIRD PART APPS TO MANAGE ADS OR FOR
INSIGHTS, YOU USE AND CAN RECOMMEND FOR SMALL OR MIDDLE SIZE BUSINESS
OWNERS? OR DO YOU JUST USE POWER EDITOR+FACEBOOK INSIGHTS+ADS REPORT+
GOOGLE ANALYTICS ?