Instructed by Aaron Kahlow.

1. Integrating Social Across All for Digital
Marketing Success
The Dark Knight of Social…
Filtered down from 100s of Classes created by World’s Top Educators
Sourced from: www.OnlineMarketingInstitute.org

2. Agenda
I.
Big Picture Global Industry Trends &
Research
II. Strategic Framework for Good Social
III. Top Tactics & Strategies driving Success
*A Moment on Education & Meaningful Change
www.OnlineMarketingInstitute.org

3. What We’ll Teach
①
②
③
④
Strategy: Content Marketing Mapping
Traffic: SEO through Google+
Awareness: Facebook Amplification Techniques
Awareness: LinkedIn/Facebook Hyper (Re) Targeted
Advertising
⑤ List Building : Twitter Community & Tribe Building
⑥ Engagement: Visual Story Telling Pinterest & Instagram
⑦ Conversion: The Psychology and Science
⑧ Social Advertising: Social + Digital Display Re-targeting
⑨ User Experience on Mobile
⑩ Big Data and Attribution Modeling
11 Analytics: ZMOT State of Mind

4. Me….
Background – 17 years & 3 Digital Companies
1. Agency of the Year – BusinessOnline
2. Media Company with OMS a global Digital
Education Event
3. Global Destination for eLearning – OMI
Expertise – Digital & Education
• Social Media, Usability, Search…
• Simplify Complex Digital to Business
friendly Perspective
• Education – eLearning, Technology, …
www.OnlineMarketingInstitute.org

5. Your Turn
Who Are You?
What do you Do?
How Does Social Impact Career & Company?
Why are you here (learn)?
Grab Card: On back write word/phrase

6. Further References
*eConsultancy: Digital Intelligence Briefing
**Comscore: Power of Like 2012
***iMediaConnection: 2012 InfoGraphics
Article & Pew Internet Study
Classes at
:http://www.onlinemarketinginstitute.org/soci
al-media-marketing/
www.OnlineMarketingInstitute.org

7. CHANGE
The Confusion

8. “Nothing great, was achieved
without enthusiasm”
-Ralph Waldo Emerson

9. CHANGE
Imperative to Learn

10. CHANGE
The Opportunity to Act

11. A Moment on Meaningful Change
“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 to Do it Better”

12. Where to Start?

13. “The More things change
the more they stay the
same”

14. CHANGE
As simple as the Customer

15. The Customer
How they Buy
Where they Are
What they are Doing

16. The Buy Cycle: Think Touch Points Web, Blog,
Web, Blog,
& Media
Advice from
colleague or
friend
Web, social,
& email
Source: Forrester
www.OnlineMarketingInstitute.org
Media, &
industry pros

17. Content Marketing Framework
What to Do

18. Content Marketing
Mothership
Digital property
you own, like…
The
Mothership
Website
Microsite
Content Community
Blog
Use for
client/customer
interaction, demand
generation, lead
conversion.

19. Audience reaches you
directly or touches base
further out in space.
Twitter
LinkedIn
Mothership
YouTube
Facebook

20. Content is
your tractor
beam.

21. Best Practices:
1. Develop strategic brand voice and focus.
2. Establish a content development pipeline.
3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to
social distribution & promotion.
5. Lay the breadcrumb trail to measure results.

22. RESEARCH/ANALYSIS
Objectives
Personas
Keywords
Existing
Content
Social Data
KPIs
IDEATION PROCESS
Marketing
Customer
Service
Sales
Customers
Social
Crowdsourcing
ORGANIZE CONTENT IDEAS
Type
Topic
Medium/Media
Target Audience

27. Facebook Tactics
Let’s say looking at Brazil

28. Facebook Guidance
I.
Post less, Plan more
II. Tie to Good Content Marketing Strategy
III. Think about Customer to Activate
NEW: Search Update
www.OnlineMarketingInstitute.org

29. Social Behavior – Their Streams
First

30. We must transition consumers
from discovery to exploration
and on to the path to purchase

31. Do more in the stream
1
Awareness & Storytelling
2
Product Discovery & Exploration
3
Social Amplification
4
Lead Generation

32. The Reach & Convert Cycle

33. Create: Launch Page & Lead Page

34. Social Rich Media Calendar

35. Performance Metrics
Engagement
Post
Engagement
Likes, shares +
comments
(retweet, repin)
Post
Clickthrough
Expand, link to app,
.com or microsite,
etc.
Video views,
product views,
votes, comments,
shares, etc.
+
Advocacy
Shares, likes,
comments,
invitations,
tweets, etc.
Conversion
Video or product
views, email optin, add to cart,
purchase, etc.
*TechCrunch reports 0.14% is average for post CTR

36. Deeper Tactics

43. Simple Little things…
www.OnlineMarketingInstitute.org

44. Facebook Update: Search

45. New Facebook Graph Search
Graph Search is new and improved search experience that
allows users to discover people, places and things on
Facebook.
Now people can search the Graph Search by name but
also by categories or simple phrases. They can also
find content they missed, such as photos and videos.
For example, you can search “Hotels near Gaslamp, San
Diego” or “ Irish Bars in Gaslamp”
Relevent results are unique and different for everyone
based on their relationship and information and content
that has been shared with them.

46. New Facebook Graph Search

47. New Facebook Graph Search

48. What Can I Do To Get Ready?
Fill out Page Name, Category, Web Address and About Section
If you have a location or local place page, update your address
so you can appear as a result when someone looking for
specific location. Claim your Map
Share content directly on your Page, only Photo’s and Videos
shared directly on your Page will show in results. Use less
auto posting aggregators.

49. What Can I Do To Get Ready?
Strengthen your Page connections, ensure your attracting the
right people and that they interact with your content
If someone is searching for a restaurant in your city, those that
are most popular and with most friends that “LIKE” Page will
be displayed first.
Results that are similar to the searchers existing LIKE’s and
Interests are more likely to appear.

50. Check In Deals - Important
Run Facebook Deals – Friend Deal is best for gaining LIKE’s

51. Social Advocacy
Now that we Have Content & FB down

62. Social Advert

63. www.OnlineMarketingInstitute.org

64. What Makes it Cool
www.OnlineMarketingInstitute.org

65. LinkedIn has too
www.OnlineMarketingInstitute.org

66. Extra Cool – FB by Interest
www.OnlineMarketingInstitute.org

67. Give it Some thought ..
www.OnlineMarketingInstitute.org

68. Big Data, Retargeting
Using Google Data, FB Data, and Your Data!

72. Ultimate Cool!!!
www.OnlineMarketingInstitute.org

73. End to End
www.OnlineMarketingInstitute.org

74. www.OnlineMarketingInstitute.org

75. Quick Tips SECTION
Time Permitting

76. Analytics
Quick Tips

77. Data Attribution
If you’re main KPI for social is revenue in
Google Analytics, you’re going to have a bad
time.

78. Instead, look at overall contribution

79. Agenda
•
•
•
•
•
Best practices for social data in Google Analytics
What is _trackSocial, and how do I use it?
Standard reports that include social data
Attribution modeling
Online/Offline Reconciliation

80. Reports That Include Social Data

81. Create an Advanced Segment
• If you didn’t set up campaign tracking the way I suggested, you’ll
need this regular expression
facebook|twitter|myspace|linkedin|stumbleupon|digg|youtube|flickr|pinterest|etc|etc|etc
• If you did set it up the way I recommended

82. Use The Advanced Segment
INSIGHTS!

83. Everything I teach,
Learned from OMI
eLearning Library ..
www.OnlineMarketingInstitute.org

84. Starts with You then Organization
www.OnlineMarketingInstitute.org

85. A Moment on Education
• There’s a lot we can get excited about
• Something we can contribute towards
(Ex: Girls Rising: Charity for Young Girls)
• But Few areas we can make impact…
• Educating yourself is ONE of those areas
•
•
And Now with eLearning, no excuse
Creates energy, passion and Enthusiasm

87. “Nothing Great has ever been created
without Enthusiasm.”
- Ralph Waldo Emerson

88. Thank You!
Next Steps to Learning
Card of Learning
Contact Me at “Aaron Kahlow” on Facebook LinkedIn