How to Build a Great Brand Using Social Media The new consumer: how to create a killer social media strategy to increase engagement with your brand. How to use content to generate revenue and brand loyalty. Using social media analytics to optimize your social channels. Customizing your message for each social network. The 5 Elements of Successful Digital Marketing Campaigns - Key metrics to measure campaign performance. Why strategy comes before tactics. How brands can differentiate in highly competitive industries. Turning ideas into action: a step-by-step system. Getting all the stakeholders on the same page to maximize ROI. Stop Shooting in the Dark: Leveraging Web Analytics to Make Smarter Business Decisions Attribution modeling: Tracking the ROI of all your marketing channels by replacing last-click attribution with a more accurate attribution model. Data-driven web design: Using analytics data to sculpt your website architecture and increase conversion rates. Content grouping: Understanding what pages and sections of your site are generating conversions. Advanced analytics reporting: Creating visitor profiles to understand why some people are leaving your website and others are buying from you. ROI analysis: Using advanced segmentation to understand what marketing efforts are working for you and where your marketing budget is being wasted.

1. Building a Brand Through
Social Media

3. 10 Mistakes Brands Make in
Their Social Media Efforts

4. Mistake #1:
Not understanding that each platform
is different

6. 1.19 billion monthly users
80% are not from the US and Canada
300 million photographs are
uploaded each day
Posts and pages are ‘liked’ 4.5
billion times each day

7. 140 characters
400 million tweets sent per day
Source for news and information

8. 68% are women
Half of these women are mothers
5 million “article pins” per day
70 million registered users

9. Over 3 million companies that have
Company Pages
Nearly 3 times the conversion rate
of Facebook or Twitter

10. Over 150 million monthly active users
55 million images are posted each day

11. Mistake #2:
Not understanding how the consumer
of today is different from the
consumer of the past

13. Mistake #3:
Not believing in the value that social
media can provide a brand

14. Mistake #4:
Not using available data to make
informed, strategic decisions

23. Mistake #5:
Not being able to adapt to a changing
market

25. Mistake #6:
Being inconsistent

26. Mistake #7:
Not being true to the brand

27. Mistake #8:
Not listening to your customers or
yourself

30. Mistake #9:
Being too pushy

32. Mistake #10:
Creating crappy content

40. The 5 Elements of Successful
Digital Marketing Campaigns

41. The 5 Elements of Successful
Digital Marketing Campaigns

42. 1.Focus on ROI
1.Strategy Before Tactics
1.Differentiation
2.Flawless Execution
1.Transparency

43. Focus on ROI:
Key Metrics to Measure

44. Return on Investment
Revenue vs. profit
Cost Per Conversion
Time and money restrictions
Tracking is critical

45. Traffic ACR
Acquisition Conversion Retention
SEO Design Remarketing
AdWords A/B testing Email marketing
Social User testing Promotions
Content marketing Growth hacking Social

46. Strategy Before Tactics

47. Strategy Tactic
The overall objective How to accomplish the objective
Often implied An incorrect starting point
Increase CRO with no strategy A/B split testing
Increase CRO with strategy Options
• A/B split testing
• User testing
• Target demographic assessment
• PPC traffic analysis

48. Differentiation:
Standing Out from the Competition

49. Stay in Front of Your Customers

53. Flawless Execution: Turning
Ideas into Action

54. 1. Define KPIs and establish a baseline
2. What is the end goal for the KPIs?
3. Implement tracking and reporting
4. Define strategy and tactics
5. Who will do what by when?
6. Use a system to track it
7. Review wins and losses each quarter
8. Check your ego at the door

55. Transparency:
Gaining Buy-in

56. Digital marketing is somewhat predictable
Readjust when needed – We can see the problem
not the solution
Be realistic with expectations

57. 1.Focus on ROI
1.Strategy Before Tactics
1.Differentiation
2.Flawless Execution
1.Transparency

59. Stop Shooting in the Dark
Using Web Analytics to Make Smarter Business Decisions
Presented by: Zeke Camusio
www.DigitalAptitude.com

60. The DA Marketing Dashboard

61. Your Analytics
Metrics
Real Insight

62. Traffic Sources

63. Landing Pages

64. Channels
6% open rate  Campaign not optimized 

65. Demographic Data

66. Location

67. Funnels

68. Attribution Modeling

69. Attribution Modeling

70. New vs. Returning

71. Device

72. Device

74. Questions

75. Thank You!
zeke@DigitalAptitude.com
Facebook.com/ZekeCamusio
@ZekeCamusio