Hashtags, Social Media, Mobile Local Targeting and Programmatic LGBT Banner Ads
We've added a new section to our presentation this year, highlighting some of the incredible, new opportunities in targeting your company's specific LGBT demographic online, whether that's in a specific neighborhood or region, as well as specific demographic characteristics such as "interest in gay travel", "enjoys spas and spa treatments" or "looking to buy a car within the next 30 days."
We'll also touch on some of the more advanced topics in social media marketing available to us today, including influencers and hashtags, and how your company can put them to work to help maximize your social media outreach. Our focus is LGBT, but the strategies remain the same for almost any type of niche marketing today.
Social Media and Website Analytics - Integrated to Give Your Company the Strategic Edge
Bringing this all together, we'll be touching on both social media and search engine optimization [SEO] analytics, bringing to light some of the latest [and most cost-effective] advances in measuring and monitoring your online marketing campaigns. You'll learn how to measure what posts are most effective, who in your network are your strongest influencers, and based on your website's search engine key words, how you rank and who is advertising in your competitive landscape [including how much they are paying per click, their total monthly budget and what ads are most effective for them].
2. #LGBTBiz - Advanced LGBT Online Marketing Strategies for 2015
@mattskal
#LGBTBizTech
mattskal PinkBananaMedia
& mattskal
@LGBTBizTech
3. LGBT Online & Social Media
Marketing
Presentation 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
4. LGBT Online & Social Media
Marketing
1. 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.
5. LGBT Online & Social Media
Marketing
9/23/2015 LGBT Online & Social Media Marketing
Programmatic Ad Buying
In this example - Targeting LESBIANS in LOS ANGELES
6. LGBT Online & Social Media
MarketingProgrammatic Ad Buying
9/23/2015 LGBT Online & Social Media Marketing
In this example - Targeting LESBIANS in LOS ANGELES
7. 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
15. LGBT Online Marketing
Programmatic Ad Buying - ReTargeting
Ads appear based on my web surfing history
9/23/2015 LGBT Online & Social Media Marketing
16. LGBT Online Marketing
Programmatic 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
17. LGBT Online Marketing
LGBT 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
18. LGBT Online Marketing
1st Tier Performance – Fill Rates
9/23/2015 LGBT Online & Social Media Marketing
19. LGBT Online Marketing
1st Tier Performance – Fill Rates
9/23/2015 LGBT Online & Social Media Marketing
20. LGBT Online Marketing
1st Tier Performance – Fill Rates
9/23/2015 LGBT Online & Social Media Marketing
23. LGBT Online Marketing
TIP: 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
24. LGBT Online Marketing
2. Key words for
social media marketing - #hashtags
9/23/2015 LGBT Online & Social Media Marketing
28. 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
30. LGBT Online Marketing
Photos 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
34. LGBT Online Marketing
New in 2015 - Twitter “Quotes” – 117 more characters for you to share
9/23/2015 LGBT Online & Social Media Marketing
35. LGBT Online Marketing
9/23/2015 LGBT Online & Social Media Marketing
TIP: @ Symbol used on LinkedIn, Twitter, Facebook, Instagram and
Google+
36. 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.
38. 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
42. LGBT Online Marketing
Content Marketing & Sharing via Social Media using #hashtags
9/23/2015 LGBT Online & Social Media Marketing
43. LGBT Online Marketing
Content Marketing & Sharing via Social Media using #hashtags
9/23/2015 LGBT Online & Social Media Marketing
44. LGBT Online Marketing
TIP: 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.
45. LGBT Online Marketing
Google’s new Twitter integration debuts August 2015
9/23/2015 LGBT Online & Social Media Marketing
58. LGBT Online Marketing
PART 2
SEO and PPC – Analysis of your Business Landscape
Step 1: Analysis of a Domain
9/23/2015 LGBT Online & Social Media Marketing
59. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Pay-Per-Click (PPC) Ad History
9/23/2015 LGBT Online & Social Media Marketing
60. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
SEO Keyword Performance w/estimated $ value
9/23/2015 LGBT Online & Social Media Marketing
61. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Top SEO Key Words
9/23/2015 LGBT Online & Social Media Marketing
62. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Top Sites Your Domain Competes With in Search
9/23/2015 LGBT Online & Social Media Marketing
63. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Top PPC Keyword Performance
9/23/2015 LGBT Online & Social Media Marketing
64. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Your PPC Ad History
9/23/2015 LGBT Online & Social Media Marketing
65. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Your Inbound Backlinks
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66. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Your Top 10 Keyword History
9/23/2015 LGBT Online & Social Media Marketing
67. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Step 2: Analysis of Competitive Landscape
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68. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Overview of SEO Key Word Analysis
9/23/2015 LGBT Online & Social Media Marketing
69. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Analyzing best variations of key words
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70. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Ad History for key words
9/23/2015 LGBT Online & Social Media Marketing
71. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Ad History for key words
9/23/2015 LGBT Online & Social Media Marketing
72. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Ad Summary
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73. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Organic Search Results
9/23/2015 LGBT Online & Social Media Marketing
74. LGBT Online Marketing
SEO and PPC – Analysis of your Business Landscape
Historical Ranking
9/23/2015 LGBT Online & Social Media Marketing
75. LGBT Online Marketing
4. Advanced social media analytics & competitive
analysis
9/23/2015 LGBT Online & Social Media Marketing
76. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Companies in the Landscape
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77. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Companies with Social Presences
9/23/2015 LGBT Online & Social Media Marketing
78. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Social Audience Overview
9/23/2015 LGBT Online & Social Media Marketing
79. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Social Activity Volume
9/23/2015 LGBT Online & Social Media Marketing
80. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Social Engagement Volume
9/23/2015 LGBT Online & Social Media Marketing
81. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel - Twitter
9/23/2015 LGBT Online & Social Media Marketing
82. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel - Twitter
9/23/2015 LGBT Online & Social Media Marketing
83. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel – Twitter FOLLOWERS
9/23/2015 LGBT Online & Social Media Marketing
84. LGBT Online Marketing
Advanced Social Media Analytics & Competitive Analysis
Analysis by Social Media Channel – Average Daily Tweet Volume
9/23/2015 LGBT Online & Social Media Marketing
85. LGBT Online Marketing
Advanced 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.
86. LGBT Online Marketing
Advanced 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.
87. LGBT Online Marketing
Advanced 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.
88. LGBT Online Marketing
Advanced 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.
90. 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
91. LGBT Online Marketing
So 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!