Instructed by Aaron Kahlow.

1. Social Media Marketing
Success Formula
“Global Trends and Local Tactics”
Aaron Kahlow(@AaronKahlow)
CEO & Founder
www.OnlineMarketingInstitute.org

2. Aaron Kahlow
Digital Marketer Been There and Done it
Entrepreneur Build Cool Companies
Traveler Why do you Think I’m In Dubai!
Educator How I started OMI
“Always Seeking the Middle Path”

3. Agenda
• Big Picture Global Industry Trends & Research
• The Tactics: From Leading Instructors
– Start with Big Numbers
– Business Impact & Case Study(s)
– Actual Tactics
• The Point The Foundation for Success

4. Objectives
• Importance & Opportunity
• Facts and Ammunition to take back to
office to prioritize focus & budget
• Teach a few Tactics.. Main goal to commit
to learning.

5. Reference: Where my Information Comes
• Past/Present Research Partners
• Education Efforts of 1000s students
• eLearning Center 100s Classes from the
World‟s Top Practitioners
• And Workshops around the World (like this)

6. Now You
What do you do?
How Important is Digital & Social to Business?
Where/How do you stay on top of changes?
How often?

7. Big Picture
Research & Trends

8. Where’s the Action

9. Big 3 Trends 2013
• Facebook
• Video
• Mobile

10. FACEBOOK RESEARCH

11. Staggeringly Huge
1 Billion Already

12. Penetration Everywhere
*Dubai/ UEA the Exception

13. What are People Doing On Facebook
40% of Time on News Feed (Highest)

14. VIDEO

15. Video Consumption (peek to future)

16. Video is King

17. Video Consumption Is Up
• Video consumption is up
43% from just a year ago
• The average viewer in the
US watched ~4 videos/day in Jan. ‟12
• 84% of the US audience
watched videos
online in Jan. „12
*Source: ReelSEO, Internet Retailer
© 2010 Cisco and/or its affiliates. All rights reserved.
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18. Mobile Video Is Emerging – Fast!
• The percentage of non-desktop video plays
more than doubled in Q4 ‟11
• Viewers are more than twice as likely to
complete a video when watching on a nondesktop device
© 2010 Cisco and/or its affiliates. All rights reserved.
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19. CAN’T FORGET MOBILE

21. Bigger Than Computer.. And Social!

22. Global is cool, but must focus on Local Aspect
STAY LOCAL

23. UGC to Local Audience Not World

24. Local Preferences Trumps All

25. So, now we know it‟s important.. So what Are Your Peers Doing?
YOUR PEERS

26. Budgets

27. Social Role for Company Missing

28. Lacking Serious Integration

29. Traffic & Mentions (won’t get too far)

30. Opportunity: Not Relevant

31. Everyone Struggling

32. And, Nodda on Action

33. Research To Action
• Numbers that can NOT be understated,
Amazing Opportunity Time and Place
• Peers “Lack” is YOUR Opportunity
• Big Trends with BIG Market share Gains in
– Mobile
– Video
– Facebook

34. A Taste: Top 10 Tactics
From the 5 Social Media Classes

35. Tactics Overview
1. Amplification – Facebook Butterfly Effect
2. Attribution – Measurement Reality
3. Video – Biggest Missed Opportunity

36. Warning
These Can NOT Be Done
Without Proper Training

37. #1
POWER OF AMPLIFICATION

38. How it Works

39. Accelerating Reach
“Most Leading Brands
achieved Amplification
of extending Reach of
earned media to Fans
and friends of 50 200% ..
”

40. Driving Audience
“23,000 visitors to site vs.
320,000 to Fans Page”

41. Holiday Specific Focused Time

42. Numbers Don’t Lie
• Benchmark: 0.1%
CTR for Display v. 1%
for Facebook
• Onsite: Increase in
store purchase 38%
(Starbucks);
• eCommerce: 209%
Online Purchases
(Amazon)

43. #2
IMPORTANCE OF
ATTRIBUTION

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

45. So, Take a Holistic Strategy

46. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
Keyword 2
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 3
Most advertising tracking systems report and
act on only the last click prior to purchase

47. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
5%
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
10%
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
Keyword 2
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 3
25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
60%

48. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
40%
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
10%
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
Keyword 2
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 3
10%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
40%

49. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
25%
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
25%
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
Keyword 2
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 3
25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
25%

50. Implement Multi-Channel Attribution
Concert Tickets
Get your tickets now!
TicketsNow.com
Ad 1
0%
Madonna Tickets
TicketsNow.com
Buy Madonna tickets
Now Available!
Keyword 1
0%
2012 Madonna Tour
TicketsNow.com
Get your tickets now
For Madonna’s 2012 tour!
TicketsNow® Official Site
TicketsNow.com
Official Site of
TicketsNow.com™. ® Official Site.
Keyword 2
Keyword 3
0%
100%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
(Last Click)

51. Last Click Attribution Undervalues
Facebook Performance (as evident earlier)
Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution
First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch
•
First Only
•
Prefer First
•
Distribute Evenly
•
U-Shaped
•
Prefer Last
•
Last Touch
20%
40%
60%
80%
100%

52. WHAT SAP IS SEEING

53. It Happens, Just need to track
3/11/11
3/15/11
Google
Display
Twitter
Google
Organic
3/23/11
Google
Organic
Email
3/19/11
Direct
Yahoo
Organic
Google
PPC
NYT
Referral
Google
PPC
Conversion

54. Follow the Money

55. Measure Micro Conversion
Goals
There is value here!
These actions lead to your future conversions

57. Key Takeaways
1. Integration - Search and Social should be
planned and optimized “together” but executed
“separately”
1. Develop clear goals and KPIs -- overall and per
channel
2. Leverage technology for automation and scale
3. Build Proper Attribution Key

58. #3
POWER OF VIDEO
CISCO STYLE

59. Video Is a Valuable Marketing Asset
View 44% more pages while on Cisco.com
Are twice as likely to engage with high-value conversion activities on Cisco.com
Are 41% more likely to return to Cisco.com
Are 5 times more likely to click-through
on a blog post with video
Video viewers
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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60. Video Lifts Email Click-through
© 2010 Cisco and/or its affiliates. All rights reserved.
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61. Shared Videos Sell More Product
• When someone watches a recommended video, their
brand recall goes up 7% and enjoyment goes up 14%
• Purchase intent goes up - video enjoyment increased
purchase intent (for consumer products) by 97 percent and
brand association by 139 percent
10 times more
videos are shared on
Facebook vs. Twitter
*Unruly video study, January, 2012
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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62. Tech-related Video Downloads Are Not Limited to
the Work Day
S
M
T
W
Th
F
S
92% watch or download tech-related videos during the work week
50% on the
weekends
27% before
normal business
hours
53% during
normal business
hours
61% after normal
business hours
50% on the
weekends
*IDG 2012 study with 6,622 B2B IT decision makers
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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63. Video Types/Stage of Sales Process
Types of Video Productions
Definition of Video Type
Sales Stage
1. Advertisement
High production value
Awareness
2. Thought Leadership
Talking head or interview
Awareness
3. Business Challenges
Industry trends
Consideration
4. Case Study
Customer or Cisco product stories
Consideration
5. Demo
Product/Solution deep dive
Design
6. Technology Solution
Multiple product solution
Design
7. Video Data Sheet
Product specifications
Design
8. Training
Course curriculum, How-to
Post-sale
9. Event Presentation
Event
All
10. Program Series
Program series
All
11. Other
On location event recording
All
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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64. Length of Video Is Key
TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the sample, which spans
video sites and platforms
© 2010 Cisco and/or its affiliates. All rights reserved.
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65. Search Optimization for Video on
YouTube
• YouTube is the second largest search engine on the
Web. If you’re not placing your video on YouTube, you’re missing out!
• Be consistent– use the keyword at the beginning of the
title, description, and tag
• When tagging on YouTube, the first keyword you use is
weighted most heavily
– Use relevant tags – 2 to 4 keywords – don‟t keyword spam
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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66. CTAs on YouTube
Paid
• Paid - Call to Action Overlays –
– Can ONLY appear at the bottom
half of a video player
– Character limits:
– Headline – 25
– Description line 1 – 35
– Description line 2 – 35
Non-paid
• Unpaid (use for all videos on
YouTube) - Annotation
– One style of font, a few different
sizes, and multiple color
backgrounds
– No character limit
– Can be placed anywhere
© 2010 Cisco and/or its affiliates. All rights reserved.
Cisco Confidential
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67. What to do?
TIME TO WRAP

68. Ex: Business Value to True Measurement

69. Ex: Integrated Organizational Social Strategy

70. Then Can Execute on the Social Tactics
• Integration must use in all efforts digital. SEO great example
• Amplification increase awareness, conversion & sales NOT JUST Direct
• Iteration Sheryl Sandberg once told me “keep iterating til you get it right”
• Attribution mature your analytics & measure impact and what‟s important.

71. Key Takeaways
•
Research Tells Us: We Can‟t Afford to Ignore this a
Business and Human Level.
•
Tactics Applied correctly have huge business
impact and competitive advantage bar none.
•
Education is the Key, as it is to all world problems.
Fund it, commit to it and it will have the lasting
impact on marketing & career.
•
Opportunity is Huge, don’t let it pass you by.

72. “Problems we have today, cannot
be solved in the same mindset
they we‟re created”
- Albert Einstein

73. Thank You!
Next Steps to Learning
www.onlinemarketinginstitute.org
Contact Me at “Aaron Kahlow” on Facebook, Twitter or LinkedIn

74. Want Access Social Media Classes or Research?

75. Further References
*eConsultancy: Digital Intelligence Briefing
**Comscore: Power of Like 2012
***iMediaConnection: 2012 InfoGraphics
Article & Pew Internet Study