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Digital Space Consulting 
RESET 
YOUR 
SOCIAL 
STRATEGY 
State 
of 
Search 
| 
Dallas, 
Texas 
November 
2014 
@JLoomstein
Who We Are 
• Digital agency with over 10 years experience in content, creative, communications, and 
analytics 
• Passionate about the tools, platforms, and technology used to connect and engage 
consumers 
• Focused on empowering brands and customers by enabling them to research, relate and 
engage with each other 
• Entrenched in execution and creating a blueprint from here to there 
• Extensive experience in local search, PPC, SEO, conversion optimization, targeting/ 
segmentation, and marketing strategy 
2
What We Do 
DIGITAL 
SOCIAL 
MEDIA 
ECOMMERCE 
MESSAGING 
3 
Digital Communication Initiatives 
Technology Components 
WEB 
CONTENT 
MANAGEMENT 
ECOMMERCE 
EMAIL 
/ 
Analytics & Reporting 
MARKETING 
SOCIAL 
COMMUNITIES 
SOCIAL 
PROFILING 
WEBSITE 
WIDGETS 
VIDEO 
SEO/SEM 
WEB 
ANALYTICS 
BUSINESS 
INTELLIGENCE 
STRATEGY 
+ 
PLANNING 
INTERNET 
MARKETING
Presentation 101 
The first rule of presenting is never to start a 
presentation with statistics….. 
The second rule - shameless self promotion 
§ Plug the Twitter (@Jloomstein) 
§ Use State of Search hashtag 
4
Here are a bunch of statistics 
• 56% of Americans have a profile on a social networking site 
• 55% of Americans 45-54 have a profile on a social networking site 
• 22% of Americans use social networking sites several times per day 
• 23% of Facebook’s users check their account five or more times EVERY DAY. 
• 76% of Twitter users now post status updates 
• 64% of marketers plan to increase Linkedin participation in the near future 
• 92% of marketers say social media has generated exposure for their business 
• 80% of marketers say social media has increased website traffic for their business 
• 72% of marketers say social media helps them develop loyal fans 
5
What you need to think about 
6 
From 
a 
marke5ng 
point 
of 
view 
• How 
do 
measure 
the 
effecXveness 
of 
our 
markeXng 
dollar 
• How 
do 
we 
deliver 
a 
posiXve 
customer 
experience 
throughout 
the 
research, 
discovery, 
and 
purchase 
journey 
• How 
do 
we 
create 
client 
or 
customer-­‐centric 
content 
• How 
do 
we 
create 
the 
right 
message 
to 
the 
right 
audience 
at 
the 
right 
Xme 
• How 
do 
we 
maximize 
marke5ng 
budget 
with 
limited 
talent 
and 
training 
resources 
• How 
do 
we 
create 
our 
brand 
so 
people 
know, 
like, 
trust, 
and 
buy 
from 
us 
? 
From 
a 
social 
point 
of 
view 
+ 
How 
do 
I 
grow 
and 
scale 
+ 
What 
is 
the 
hard 
part 
+ 
1,000 
true 
believers 
+ 
What 
is 
my 
story
Identifying the best social platforms for your business 
Where to start 
• Identify the needs of your users by platform 
• Understand what action you want your users to take by channel 
• Develop a mobile first strategy 
• Create consistency across each platforms (background images/style/content/etc.) 
• Develop persona for each platform (audience, needs, expectations, etc.) 
• Become a student of new social platforms, but….understand because “we” have a new 
social platform – doesn’t mean “you” need to be there 
• And realize we are all drowning in information 
Right 
Time. 
Right 
Message. 
Right 
Audience. 
7
Platform Identification 
8 
PlaJorm 
Who 
Should 
Use 
Quick 
Stat 
Twicer 
• PublicaXons 
• 
85% 
of 
B2B 
marketers 
use 
Twicer 
• 
48% 
of 
businesses 
have 
generated 
a 
customer 
through 
Twicer 
Facebook 
• Companies 
with 
visually 
driven 
products 
• 77% 
of 
B2C 
companies 
have 
acquired 
a 
customer 
through 
Facebook 
• 400M 
users 
monthly 
only 
use 
Facebook 
on 
mobile 
app 
• 35% 
of 
Facebook 
fans 
liked 
Facebook 
pages 
specifically 
to 
compete 
in 
a 
contest 
• 42% 
of 
Facebook 
fans 
only 
like 
pages 
for 
discounts/offers 
LinkedIn 
• B2B 
service 
providers 
• Recruiters 
• 65% 
of 
B2B 
companies 
have 
acquired 
a 
customer 
through 
LinkedIn 
YouTube 
• Brands 
that 
are 
visually 
driven 
• Ecommerce 
• 52% 
of 
consumers 
say 
that 
watching 
product 
videos 
makes 
them 
more 
confident 
in 
online 
purchase 
decisions 
• 64% 
of 
visitors 
that 
view 
video 
+2 
minutes 
are 
64% 
more 
likely 
to 
purchase 
product 
(over 
average 
site 
visitor) 
92% 
of 
Pinterest 
pins 
are 
women 
Pinterest 
• Fashion 
• Ecommerce 
• Moms 
• Food 
/ 
Home 
/ 
Furnishing 
• 69% 
of 
Pinterest 
users 
are 
female 
• 70% 
of 
Pinterest 
users 
are 
there 
for 
shopping 
inspiraXon 
• Pinterest 
shoppers 
spend 
on 
average 
$140-­‐$180/order 
(highest 
among 
any 
social 
channel) 
• Pinterest 
accounts 
for 
25% 
of 
retail 
referral 
traffic 
LinkedIn 
Pinterest 
Instagram 
Facebook 
Adult 
% 
Usage 
by 
Channel 
0% 
10% 
20% 
30% 
40% 
50% 
60% 
70% 
80% 
Adult 
% 
Usage
How to build and scale your social media strategy 
Step 1 Start by creating social media objectives and SMART goals (Specific, Measurable, 
Attainable, Relevant, Time-Bound) – followed by a social media audit 
9 
Social 
Network 
URL 
Target 
Audience 
Posi5oning 
Statement 
Iden5fied 
Goal 
Branding 
Check 
Current 
Stats 
Step 2 Curate social media inspiration (industry leaders, competitors, clients, customers) 
Step 3 Identify social media goals/channel (awareness, engagement, purchase) 
Step 4 Create a content editorial calendar (type, frequency, CTA, author, amplification) 
Step 5 Develop a story (brand narrative that plays across your social channels) 
Step 6 Partner with influencers 
Step 7 Build your team (people + tools)
How to amplify your content via social 
How to start 
• Create visual assets to support content 
• Push your content out via paid media (StumpleUpon Paid Discovery / FB dark posts) 
• Identify which content is working via Social Crawlytics + BuzzSumo 
• Build relationships with influencers (before you need them) 
• Piktochart / Visual.ly – Infographics tools 
• Canva – create new images/background without design skills 
• Social Image Resizer Tool – quickly resize images for your social media profiles 
• ReciteThis.com – Turn a quote in a visual piece of art 
• FollowerWonk – Identify influencers / analyze your followers 
• ManageFlitter – Identify Twitter users / account clean up 
10 
Example Tools 
• Facebook ads / dark posts 
• Twitter promoted tweets 
• Twitter cards 
Paid 
Amplification 
• Outbrain 
• LinkedIn 
• StumbleUpon Paid Discovery
How to make your social strategy more flexible and agile 
Leverage aggregation sites in your space 
• Social-media.alltop.com - Aggregator 
• Techmeme.com - Aggregator 
• Consumer Barometer - Free consumer insights (various sectors) 
11 
Amplify 
through 
connec5ons 
and 
plaJorms 
• Social 
CrawlyXcs 
-­‐ 
Gather 
social 
stats 
/ 
informaXon 
around 
influenXal 
authors 
• 
Muck 
Rack 
– 
Database 
of 
journalists 
that 
you 
can 
pitch 
through 
• PitchEngine 
-­‐ 
Content 
creaXon 
tool 
for 
publishing 
Discovery 
Monitor 
Connect 
Find 
opportuni5es 
• Knowem 
-­‐ 
Use 
of 
your 
brand 
name 
/ 
compeXtors 
500+ 
social 
networks/ 
communiXes 
• Cyfe 
-­‐ 
Track 
Twicer 
menXons, 
Facebook 
posts 
& 
social 
searches 
• Rankur 
– 
Online 
reputaXon 
management, 
social 
media 
listening, 
and 
news 
clippings 
• Rival 
IQ 
– 
Analyze 
social 
media 
strategy 
of 
your 
brand 
vs. 
compeXtors 
• MenXon 
– 
Listen 
to 
what 
is 
being 
said 
on 
the 
social 
web 
ROAD MAP 
SOCIAL 
AMPLIFICATION
How digital marketing and social 
media fit into your strategy
So how do you make the most of your 
social media marketing efforts? 
B2B 
Example 
| 
ADD 
VALUE 
Share 
content 
that 
your 
audience 
will 
find 
helpful, 
informaXve, 
or 
entertaining 
13
How to get the MOST out of your social strategy 
14 
Standardize 
monthly 
tasks 
list, 
weekly 
check-­‐ins, 
scheduled 
reports 
Your 
objecXve 
with 
your 
social 
strategy 
is 
scalability 
and 
amplificaXon 
Stay 
smart 
for 
your 
sake 
and 
that 
of 
your 
brand 
Work 
with 
partners/agencies 
that 
like 
to 
work 
with 
others 
Invest 
in 
tools 
that 
either 
save 
you 
Xme, 
make 
you 
money, 
or 
make 
you 
look 
smart 
Stop 
obsessing 
over 
what 
image 
to 
use 
in 
your 
monthly 
email 
newslecer 
< 
Focus 
on 
RCS 
Leverage 
paid 
media 
(Facebook 
, 
StumbleUpon, 
Twicer, 
LinkedIn, 
Google 
Display) 
Track 
metrics 
that 
macer 
Complete 
digital 
audits 
Educate 
& 
evangelize 
Stop 
chasing 
shiny 
objects 
from 
the 
ground 
up 
!
What brands need to think about in 2015 
mobile 
a 
priority 
(mobile 
first 
strategy) 
professional 
editorial 
pracXces 
a 
media 
company 
(Red 
Bull, 
Coca 
Cola, 
River 
Bend 
Pools) 
it’s 
not 
about 
creaXng 
content 
– 
it’s 
about 
creaXng 
passionate 
subscribers 
15 
Final thoughts 
• Making 
• Hiring 
professional 
journalist/writers 
• Repurposing 
content 
• Developing 
rent 
to 
own 
content 
strategies 
• Developing 
• Becoming 
• Understand 
for 
your 
brand 
And do these things… 
• Build 
your 
team 
• Invest 
in 
tools 
that 
either 
save 
you 
Xme, 
make 
you 
money, 
or 
make 
you 
look 
smart 
• PerfecXon 
is 
the 
enemy 
of 
good 
• Replicate, 
scale, 
iterate, 
repeat 
• If 
you 
want 
to 
go 
fast 
– 
go 
alone. 
If 
you 
want 
to 
go 
far 
– 
go 
together.
Target specific 
people. Not 
keywords. 
Become a student of 
social platforms 
Establish a social 
home 
Engage and start 
answering questions 
Stop chasing shiny objects 
Write profiles about who 
you are, what you do, and 
how you can help 
Understand social media 
isn’t inexpensive – it’s just a 
different kind of expensive 
(effort + money) 
Have a game plan 
16 
Invest in tools that either 
save you time, make you 
money, or make you look 
smart 
Right Message. Right Audience. Right Channel. 
• Story tell on Facebook 
• Create art on Instagram 
• Listen well on Twitter 
• Get animated on Tumblr 
• Glam it up on Pinterest 
Mobile first strategy + 
thumb friendly
Starter Matrix – What You Need 
Tools 
that 
help 
you 
pay 
aUen5on 
Check 
Brand 
Iden5ty 
/ 
Availability 
Cura5on 
Publishing 
Crea5ve 
Trackur 
Namechk 
Storify 
Swayy 
PiktoChart 
Meltwater 
Claim.io 
Topicurious 
PotLuck 
Pic 
Monkey 
Tagboard 
Knowem 
Listly 
RebelMouse 
Canva 
Social 
MenXon 
Namevine 
TagBoard 
Postris 
Social 
Image 
Resizer 
Tool 
TweetSeeker 
ClaimID 
TweetChats 
Overblog 
ReciteThis 
TweetAlarm 
Gravatar 
Shucerstock 
MenXon 
PitchEngine 
Topsy 
Postling 
17
Starter Matrix – What You Need 
Manage 
Your 
Audience 
Analy5cs 
Social 
Media 
Management 
Other 
Tools 
Enterprise 
SocialBro 
Rival 
IQ 
Sprout 
Social 
Shared 
Count 
Ready 
Pulse 
ManageFlicer 
Fanpage 
Karma 
Cyfe 
ChannelMeter 
Curalate 
TwicerCounter 
Crowdbabble 
Hootsuite 
Buzzstream 
ExactTarget 
FollowerWonk 
Wildfire 
InteracXve 
How 
Socialable 
Moment 
Feed 
Sendible 
TwicerFeed 
Talk 
Walker 
Mutual 
Mind 
ViralHeat 
Argyle 
Social 
SpreadFast 
18
How to Contact Us 
DigitalSpaceConsulting.com 
James@digitalspaceconsulting.com 
Linkedin.com/in/Jloomstein 
Twitter.com/jloomstein 
Slideshare.net/jloomstein/presentations 
19
Digital Space Consulting 
Create. Connect. Engage. 
Thank 
You.
Appendix
Digital 
Space 
Consul5ng 
| 
Media 
Matrix 
Plasorm 
Overview 
When 
to 
Use 
Expected 
Metrics 
Content 
Marke5ng 
Content 
markeXng 
involves 
the 
distribuXon 
of 
relevant, 
consistent 
content 
to 
a 
clearly 
defined 
audience. 
It 
gives 
brands 
the 
opportunity 
to 
share 
stories 
and 
solve 
customer 
problems. 
Content 
markeXng 
can 
take 
on 
many 
forms 
including: 
interacXve 
tools, 
web 
applicaXons, 
long 
form 
arXcles, 
blog 
posts, 
infographics, 
research, 
reviews 
or 
videos. 
TargeXng 
involves 
a 
deep 
understanding 
of 
the 
customer 
combined 
with 
keyword 
research. 
Content 
markeXng 
is 
ouen 
the 
vehicle 
brands 
use 
to 
influence 
organic 
search 
results, 
capture 
website 
traffic 
and 
become 
an 
authority. 
First, 
gather 
demographic, 
psychographic 
and 
behavioral 
data 
on 
the 
customer 
and 
understand 
where 
and 
how 
they 
interact 
with 
your 
product 
or 
service 
online. 
Next, 
idenXfy 
a 
problem 
that 
is 
unsolved 
or 
solved 
poorly 
via 
current 
content. 
OpXmize 
the 
soluXon 
for 
the 
customer 
and 
get 
it 
visible 
adopXng 
social 
media 
markeXng 
and 
other 
paid 
and 
organic 
channels 
to 
drive 
awareness. 
Content 
markeXng 
should 
be 
used 
to 
build 
a 
community, 
increase 
brand 
awareness 
and 
long 
term 
conversion. 
It 
is 
ouen 
integrated 
with 
other 
plasorms 
for 
maximum 
reach 
and 
market 
penetraXon 
including 
press 
releases, 
email 
markeXng 
and 
social 
media 
adverXsing. 
Content 
markeXng 
is 
more 
difficult 
to 
hold 
to 
an 
ROI 
standard, 
yet 
web 
analyXcs 
can 
track 
conversions, 
traffic 
and 
shares. 
Display 
Adver5sing 
Display 
adverXsing 
is 
a 
graphical 
adverXsement 
that 
can 
appear 
in 
a 
variety 
of 
sizes 
and 
animaXons, 
placed 
next 
to 
content 
on 
a 
vast 
network 
of 
websites 
opted 
in 
to 
display 
banner 
ads. 
Display 
or 
banner 
adverXsing 
allows 
for 
broad 
and 
narrow 
targeXng 
opXons 
including: 
website 
domains, 
customer 
demographics, 
contextual 
or 
content 
based 
keyword 
targeXng 
and 
topic 
targeXng. 
Ad 
images 
and 
copy 
can 
be 
modified 
to 
target 
customers 
at 
any 
stage 
of 
the 
buying 
cycle. 
A 
majority 
of 
display 
ads 
are 
used 
to 
drive 
brand 
awareness 
using 
“click 
bait” 
imagery 
paired 
with 
calls 
to 
acXon 
that 
provoke 
a 
landing 
page 
conversion. 
Display 
adverXsing 
is 
most 
effecXve 
when 
targeXng 
abandon 
carts 
through 
remarkeXng 
(specific 
ads 
shown 
to 
site 
visitors 
who 
completed 
or 
didn’t 
complete 
an 
acXon 
on 
the 
site, 
such 
as 
a 
conversion). 
Display 
adverXsing 
is 
one 
of 
the 
oldest 
forms 
of 
online 
adverXsing 
and 
is 
therefore 
frequently 
ignored. 
Expect 
lower 
conversion 
rates 
from 
standalone 
banner 
ads. 
Conversions 
are 
much 
higher 
when 
display 
ads 
are 
paired 
with 
remarkeXng 
campaigns. 
Cost 
per 
thousand 
impression 
(CPM) 
is 
the 
most 
common 
bidding 
model 
for 
display. 
Email 
Marke5ng 
Email 
markeXng 
occurs 
when 
a 
business 
sends 
a 
promoXonal 
message 
to 
a 
list 
of 
subscribers. 
Email 
markeXng 
helps 
businesses 
stay 
connected 
with 
customers 
while 
further 
promoXng 
products 
and 
the 
business. 
TargeXng 
opXons 
are 
possible 
through 
segmentaXon 
of 
lists 
that 
can 
include 
demographic 
filters, 
psychographic 
filters, 
observed 
and 
predicted 
behavioral 
acXons. 
Email 
markeXng 
should 
be 
adopted 
by 
all 
brands 
in 
the 
conversion 
and 
engagement 
shopping 
cycles. 
IntegraXon 
of 
email 
markeXng 
into 
larger 
web 
markeXng 
and 
content 
markeXng 
strategies 
is 
criXcal. 
SegmentaXon 
of 
subscribers 
helps 
deliver 
targeted 
messaging 
that 
increases 
click 
through 
rates. 
Campaigns 
should 
focus 
on 
the 
shopping/buyer 
cycle 
from 
brand 
awareness 
to 
conversion 
to 
engagement 
to 
advocacy. 
Email 
markeXng 
is 
most 
effecXve 
when 
subscribers 
have 
opted-­‐in 
to 
lists. 
Otherwise 
spam 
can 
be 
triggered, 
prevenXng 
future 
campaigns 
from 
ever 
being 
delivered. 
Email 
campaigns 
can 
be 
used 
to 
generate 
new 
leads, 
build 
customer 
loyalty 
or 
contribute 
to 
brand 
recogniXon 
and 
site 
click-­‐through-­‐rates
Digital 
Space 
Consul5ng 
| 
Media 
Matrix 
Plasorm 
Overview 
When 
to 
Use 
Expected 
Metrics 
Facebook 
Facebook 
is 
the 
most 
popular 
social 
networking 
site 
used 
by 
approximately 
1 
billion 
people. 
AdverXsements 
are 
available 
in 
a 
variety 
of 
formats 
and 
sizes 
and 
appear 
on 
the 
side 
of 
a 
user’s 
page 
and 
directly 
within 
news 
feeds. 
With 
Facebook 
ads, 
businesses 
can 
target 
audiences 
more 
deeply 
then 
other 
ad 
plasorms 
including: 
gender, 
locaXon, 
age, 
likes 
and 
interests, 
workplace, 
educaXon, 
even 
relaXonship 
status. 
Facebook 
ads 
are 
primarily 
used 
to 
increase 
awareness 
for 
B2C 
brands, 
although 
all 
stages 
of 
the 
shopping 
cycle 
are 
possible 
to 
target. 
Integrate 
Facebook 
into 
larger 
campaigns 
and 
content 
markeXng 
strategies 
that 
accomplish 
one 
of 
the 
following 
objecXves: 
Brand 
pages 
can 
be 
promoted 
on 
Facebook 
in 
news 
feeds 
to 
increase 
likes, 
brand 
awareness 
and 
engagement. 
Adroll 
remarkeXng 
can 
be 
used 
to 
effecXvely 
target 
abandoned 
cart 
or 
missed 
conversions 
through 
news 
feed 
and 
sidebar 
ads 
on 
Facebook. 
Ad 
formats 
that 
allow 
for 
product 
purchases 
without 
ever 
leaving 
the 
site 
are 
also 
possible 
on 
Facebook. 
Facebook 
is 
considered 
one 
of 
the 
most 
expensive 
social 
adverXsing 
plasorm, 
which 
is 
acributed 
to 
its 
ability 
to 
deliver 
hyper 
targeted 
ads 
combined 
with 
advanced 
social 
metrics. 
Facebook 
allows 
for 
cost-­‐per-­‐thousand 
impressions 
(CPM), 
cost-­‐per-­‐click 
(CPC), 
cost-­‐per-­‐acXon 
(CPA) 
and 
cost-­‐per-­‐like 
(CPL) 
bidding 
applied 
to 
a 
growing 
number 
of 
ad 
formats. 
Cost-­‐per-­‐like 
is 
unique 
to 
Facebook 
which 
can 
occur 
on 
ads, 
promoted 
posts 
and 
pages. 
Typical 
outcomes 
of 
Facebook 
adverXsing 
include 
increased 
likes 
and 
a 
variety 
of 
offsite 
acXons 
at 
every 
stage 
of 
the 
shopping 
cycle. 
Instagram 
Instagram 
is 
a 
photo 
and 
video 
sharing 
social 
network. 
From 
a 
paid 
media 
stand 
point 
-­‐ 
Instagram 
only 
offers 
sponsored 
posts 
to 
select 
brands 
and 
is 
in 
a 
slow 
rollout 
phase 
to 
the 
general 
market. 
Instagram 
is 
ideal 
for 
B2C 
brands 
targeXng 
teens 
and 
young 
adults 
as 
the 
plasorm 
skews 
young. 
It 
is 
also 
an 
effecXve 
plasorm 
to 
share 
brand 
stories 
and 
personality. 
Instagram 
offers 
CPM 
(cost-­‐per-­‐thousand) 
bidding 
models 
to 
select 
brands 
to 
drive 
awareness 
and 
profile 
engagement. 
LinkedIn 
LinkedIn 
is 
a 
plasorm 
for 
professionals 
from 
all 
around 
the 
world 
to 
connect, 
network 
and 
share 
content 
with 
others 
in 
their 
industry. 
Individuals 
and 
businesses 
can 
target 
audiences 
based 
on 
job 
Xtle, 
funcXon, 
school, 
industry, 
company 
size, 
seniority, 
age 
range, 
gender, 
LinkedIn 
Groups 
and 
more. 
LinkedIn 
is 
effecXve 
at 
generaXng 
leads 
for 
B2B 
brands 
and 
for 
recruiXng. 
Ad 
formats 
include 
text 
based 
ads, 
image 
ads, 
video 
ads, 
sponsored 
InMail 
and 
sponsored 
updates. 
Sponsored 
updates 
are 
one 
of 
the 
more 
effecXve 
paid 
adverXsing 
opportuniXes 
on 
LinkedIn. 
Updates 
on 
company 
brand 
pages 
are 
promoted 
to 
a 
targeted 
audience, 
driving 
visits, 
downloads, 
followers 
and 
social 
metrics. 
LinkedIn 
ads 
offer 
cost 
per 
click 
(CPC) 
and 
cost 
per 
thousand 
impression 
(CPM) 
adverXsing 
models. 
Image, 
text 
and 
video 
ads 
ouen 
receive 
low 
CTR 
and 
are 
ignored 
by 
a 
majority 
of 
site 
users. 
Sponsored 
updates 
receive 
more 
engagement 
and 
appear 
directly 
on 
the 
LinkedIn 
home 
screen. 
Increase 
brand 
awareness, 
whitepaper 
downloads 
and 
long-­‐term 
engagement 
through 
this 
form 
of 
LinkedIn 
adverXsing.
Digital 
Space 
Consul5ng 
| 
Media 
Matrix 
Plasorm 
Overview 
When 
to 
Use 
Expected 
Metrics 
Paid 
Search 
If 
a 
targeted 
keyword 
is 
searched 
an 
ad 
can 
appear 
next 
to 
or 
above 
search 
engine 
results. 
Keywords 
allow 
paid 
search 
to 
be 
targeted 
with 
extreme 
precision 
to 
any 
type 
of 
demographic 
or 
customer. 
Some 
targeXng 
opXons 
include: 
keywords, 
locaXons, 
specific 
days 
of 
the 
week, 
hours 
in 
a 
day, 
or 
different 
placements 
or 
devices. 
Google 
and 
Bing 
receive 
87% 
of 
all 
search 
traffic 
in 
the 
U.S. 
(with 
Google 
Adwords 
being 
the 
most 
popular 
paid 
search 
plasorm). 
Paid 
Search 
is 
effecXve 
at 
all 
stages 
of 
the 
customer 
buying 
cycle, 
but 
especially 
research 
and 
conversion. 
Long 
tail 
keywords 
save 
budget 
and 
target 
the 
research 
phase. 
Product 
LisXng 
Ads 
(PLA’s) 
are 
image 
and 
product 
descripXon 
ads 
that 
appear 
for 
keywords 
aligned 
with 
the 
buying 
cycle. 
Deploy 
separate 
ad 
campaigns 
for 
each 
phase 
of 
the 
buying 
cycle 
with 
opXmized 
keywords, 
copy 
and 
landing 
pages. 
Google 
Adwords 
allows 
for 
several 
bidding 
models: 
Cost 
per 
acquisiXon 
(CPA), 
cost 
per 
click 
(CPC) 
and 
cost 
per 
thousand 
impressions 
(CPM). 
Depending 
on 
the 
bidding 
model 
and 
buying 
cycle 
targeted, 
AdWords 
can 
drive 
targeted 
website 
traffic, 
convert 
new 
customers 
and 
increase 
brand 
awareness 
cost 
effecXvely. 
Pandora 
Pandora 
Internet 
Radio 
is 
a 
streaming 
music 
service 
that 
lets 
users 
pick 
a 
song 
or 
arXst, 
with 
the 
service 
building 
a 
playlist 
with 
similar 
music. 
Types 
of 
adverXsements 
range 
from 
video, 
audio, 
banners, 
to 
an 
animated 
overlay. 
Audiences 
are 
targeted 
and 
segmented 
by 
age, 
gender, 
locaXon, 
music 
preferences, 
interests 
and 
psychographics. 
Best 
suited 
for 
B2C 
brands 
targeXng 
customers 
in 
the 
research 
and 
engagement 
stage. 
Users 
are 
on 
the 
plasorm 
for 
entertainment. 
Brands 
that 
can 
align 
products/services 
to 
the 
listening 
experience 
fare 
best. 
TargeXng 
on 
Pandora 
is 
advanced 
with 
bidding 
models 
based 
on 
impressions 
and 
clicks. 
Expect 
higher 
in-­‐store 
traffic, 
a 
liu 
in 
site 
visits 
for 
a 
campaign 
and 
increased 
engagement. 
Pinterest 
Pinterest 
allows 
users 
to 
have 
a 
visual 
bookmark 
of 
stuff 
they 
find 
on 
the 
web. 
Only 
recently 
introduced, 
Pinterest 
allows 
for 
adverXsers 
to 
promote 
pins. 
With 
promoted 
pins, 
brands 
can 
set 
a 
target 
audience, 
easily 
track 
analyXcs 
and 
pay 
only 
when 
users 
click 
through 
to 
a 
site. 
Ideal 
adverXsing 
plasorm 
for 
retail 
and 
online 
retailers. 
The 
plasorm 
is 
heavily 
skewed 
towards 
women 
allowing 
for 
certain 
brands 
to 
reach 
niche, 
targeted 
audiences. 
Image 
driven, 
effecXve 
Pinterest 
pins 
can 
include 
recipes, 
high 
quality 
product 
images 
and 
infographics. 
Promoted 
pins 
work 
best 
for 
established 
Pinterest 
businesses 
with 
complete 
profiles, 
boards 
and 
acXve 
engagement. 
TesXng 
images 
and 
messaging 
organically 
is 
cost 
effecXve 
before 
rolling 
out 
to 
promoted 
pins. 
Pinterest 
promoted 
pins 
target 
users 
on 
the 
plasorm, 
but 
through 
a 
cost-­‐ 
per-­‐click 
model, 
adverXsers 
pay 
only 
when 
users 
click 
through 
to 
the 
website. 
AdverXsing 
on 
Pinterest 
can 
lead 
to 
increased 
brand 
awareness, 
higher 
in-­‐store 
traffic, 
increased 
followers, 
website 
traffic 
and 
even 
conversion.
Digital 
Space 
Consul5ng 
| 
Media 
Matrix 
Plasorm 
Overview 
When 
to 
Use 
Expected 
Metrics 
Press 
Release 
A 
press 
release 
is 
an 
official 
statement 
or 
arXcle 
that 
can 
be 
uXlized 
as 
a 
tool 
to 
reach 
both 
news 
outlets 
and 
consumers. 
TargeXng 
is 
more 
broad 
then 
other 
forms 
of 
online 
adverXsing 
and 
primarily 
depends 
on 
the 
channel 
or 
news 
outlet. 
Audiences 
can 
be 
targeted 
by 
demographics 
and 
psychographics, 
based 
on 
the 
readership 
of 
the 
outlet. 
Implement 
press 
announcements 
into 
a 
content 
markeXng 
strategy. 
Bring 
acenXon 
to 
announcements 
that 
are 
newsworthy 
and 
Xmely 
such 
as 
industry 
awards, 
expansion, 
new 
products 
and 
services, 
acquisiXon, 
and 
more. 
Press 
releases 
can 
be 
measured 
through 
the 
a 
submission 
plasorm 
(e.g. 
PR 
Web) 
which 
offers 
impressions, 
reads 
and 
clicks 
to 
any 
links. 
Press 
releases 
primarily 
drive 
brand 
awareness. 
PR 
can 
be 
further 
measured 
by 
online 
pickup, 
journalist 
inquiries 
and 
more. 
Snapchat 
Snapchat 
is 
a 
photo 
messaging 
service 
that 
allows 
users 
to 
send 
pictures, 
video, 
text 
and 
drawings 
to 
other 
users. 
Auer 
the 
“snap” 
is 
viewed, 
the 
picture 
is 
then 
deleted 
from 
the 
viewer’s 
phone. 
Snapchat 
is 
in 
an 
early 
phase 
of 
adverXsing. 
Businesses 
and 
brands 
do 
not 
have 
many 
targeXng 
opXons, 
unless 
they 
connect 
with 
regular 
Snapchat 
users. 
Select 
brands 
are 
tesXng 
Snapchat 
stories, 
image 
slideshows 
and 
videos 
available 
for 
24 
hours 
to 
a 
brand’s 
followers. 
SnapChat 
is 
a 
new 
and 
unique 
adverXsing 
plasorm 
which 
can 
increase 
brand 
awareness 
and 
engagement 
through 
organic 
followers. 
Example 
cases 
to 
use 
Snapchat 
include 
during 
contests, 
sneak 
peeks, 
coupon 
offers, 
and 
behind 
the 
scenes 
exclusives. 
Snapchat 
has 
fewer 
metrics 
then 
many 
other 
paid 
media 
plasorms. 
Brands 
that 
share 
Snapchat 
stories 
can 
measure 
views 
and 
offline 
engagement. 
TwiUer 
Twicer 
is 
a 
microblogging 
plasorm 
that 
allows 
anyone 
to 
begin 
and 
lead 
conversaXons, 
as 
well 
as 
directly 
interact 
with 
other 
users, 
companies 
and 
brands. 
Audiences 
can 
be 
targeted 
on 
Twicer 
based 
on 
interests, 
geography, 
gender, 
device, 
or 
users 
similar 
to 
exisXng 
followers. 
Companies 
can 
adverXse 
on 
Twicer 
in 
only 
two 
ways, 
through 
promoted 
accounts 
and 
tweets. 
Twicer 
can 
be 
used 
by 
brands 
to 
increase 
awareness 
and 
is 
ideal 
for 
content 
marketers. 
Twicer 
is 
a 
long 
term 
conversion, 
and 
can 
be 
effecXve 
when 
integrated 
with 
content 
markeXng, 
broadcast 
media 
and 
print 
campaigns. 
Implement 
Twicer 
adverXsing 
only 
if 
acXve 
on 
the 
plasorm 
with 
a 
significant 
number 
of 
followers 
and 
tweets. 
Twicer 
allows 
for 
brands 
to 
get 
messages 
and 
accounts 
in 
front 
of 
users 
that 
aren’t 
followers, 
building 
a 
community 
and 
word 
of 
mouth. 
AdverXsing 
formats 
primarily 
drive 
traffic 
and 
engagement 
within 
the 
Twicer 
ecosystem, 
making 
offline 
conversions 
difficult 
to 
generate. 
Payment 
is 
delivered 
only 
when 
users 
follow 
an 
account 
or 
retweet, 
favorite, 
reply, 
or 
click 
on 
a 
promoted 
tweet.
Digital 
Space 
Consul5ng 
| 
Media 
Matrix 
Plasorm 
Overview 
When 
to 
Use 
Expected 
Metrics 
YouTube 
YouTube 
is 
the 
most 
popular 
video 
sharing 
plasorm. 
AdverXsing 
on 
YouTube 
is 
accomplished 
through 
Google 
Adwords 
and 
ouen 
includes 
video 
adverXsements 
before 
videos, 
during 
videos 
and 
auer 
videos. 
In 
search 
video 
ads 
and 
banner 
ads 
also 
target 
users. 
TargeXng 
opXons 
are 
similar 
to 
paid 
search 
and 
include 
by 
topic, 
demographics 
and 
keywords. 
YouTube 
is 
the 
second 
largest 
search 
engine 
on 
the 
Internet. 
Video 
ads 
are 
most 
effecXve 
for 
B2C 
brands 
targeXng 
customers 
in 
the 
research 
stage. 
Users 
can 
be 
broadly 
or 
directly 
targeted 
through 
specific 
placements 
on 
other 
videos 
or 
channels 
and 
through 
keywords. 
Percentage 
of 
video 
watched 
is 
an 
important 
metric 
in 
YouTube 
video 
adverXsing. 
Cost 
per 
View 
(CPV) 
occurs 
auer 
30 
seconds 
or 
if 
the 
end 
of 
an 
ad 
is 
reached. 
Studies 
have 
confirmed, 
adverXsers 
gain 
brand 
awareness 
even 
before 
a 
CPV 
payment 
is 
ouen 
triggered.

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State of Search 2014

  • 1. Digital Space Consulting RESET YOUR SOCIAL STRATEGY State of Search | Dallas, Texas November 2014 @JLoomstein
  • 2. Who We Are • Digital agency with over 10 years experience in content, creative, communications, and analytics • Passionate about the tools, platforms, and technology used to connect and engage consumers • Focused on empowering brands and customers by enabling them to research, relate and engage with each other • Entrenched in execution and creating a blueprint from here to there • Extensive experience in local search, PPC, SEO, conversion optimization, targeting/ segmentation, and marketing strategy 2
  • 3. What We Do DIGITAL SOCIAL MEDIA ECOMMERCE MESSAGING 3 Digital Communication Initiatives Technology Components WEB CONTENT MANAGEMENT ECOMMERCE EMAIL / Analytics & Reporting MARKETING SOCIAL COMMUNITIES SOCIAL PROFILING WEBSITE WIDGETS VIDEO SEO/SEM WEB ANALYTICS BUSINESS INTELLIGENCE STRATEGY + PLANNING INTERNET MARKETING
  • 4. Presentation 101 The first rule of presenting is never to start a presentation with statistics….. The second rule - shameless self promotion § Plug the Twitter (@Jloomstein) § Use State of Search hashtag 4
  • 5. Here are a bunch of statistics • 56% of Americans have a profile on a social networking site • 55% of Americans 45-54 have a profile on a social networking site • 22% of Americans use social networking sites several times per day • 23% of Facebook’s users check their account five or more times EVERY DAY. • 76% of Twitter users now post status updates • 64% of marketers plan to increase Linkedin participation in the near future • 92% of marketers say social media has generated exposure for their business • 80% of marketers say social media has increased website traffic for their business • 72% of marketers say social media helps them develop loyal fans 5
  • 6. What you need to think about 6 From a marke5ng point of view • How do measure the effecXveness of our markeXng dollar • How do we deliver a posiXve customer experience throughout the research, discovery, and purchase journey • How do we create client or customer-­‐centric content • How do we create the right message to the right audience at the right Xme • How do we maximize marke5ng budget with limited talent and training resources • How do we create our brand so people know, like, trust, and buy from us ? From a social point of view + How do I grow and scale + What is the hard part + 1,000 true believers + What is my story
  • 7. Identifying the best social platforms for your business Where to start • Identify the needs of your users by platform • Understand what action you want your users to take by channel • Develop a mobile first strategy • Create consistency across each platforms (background images/style/content/etc.) • Develop persona for each platform (audience, needs, expectations, etc.) • Become a student of new social platforms, but….understand because “we” have a new social platform – doesn’t mean “you” need to be there • And realize we are all drowning in information Right Time. Right Message. Right Audience. 7
  • 8. Platform Identification 8 PlaJorm Who Should Use Quick Stat Twicer • PublicaXons • 85% of B2B marketers use Twicer • 48% of businesses have generated a customer through Twicer Facebook • Companies with visually driven products • 77% of B2C companies have acquired a customer through Facebook • 400M users monthly only use Facebook on mobile app • 35% of Facebook fans liked Facebook pages specifically to compete in a contest • 42% of Facebook fans only like pages for discounts/offers LinkedIn • B2B service providers • Recruiters • 65% of B2B companies have acquired a customer through LinkedIn YouTube • Brands that are visually driven • Ecommerce • 52% of consumers say that watching product videos makes them more confident in online purchase decisions • 64% of visitors that view video +2 minutes are 64% more likely to purchase product (over average site visitor) 92% of Pinterest pins are women Pinterest • Fashion • Ecommerce • Moms • Food / Home / Furnishing • 69% of Pinterest users are female • 70% of Pinterest users are there for shopping inspiraXon • Pinterest shoppers spend on average $140-­‐$180/order (highest among any social channel) • Pinterest accounts for 25% of retail referral traffic LinkedIn Pinterest Instagram Facebook Adult % Usage by Channel 0% 10% 20% 30% 40% 50% 60% 70% 80% Adult % Usage
  • 9. How to build and scale your social media strategy Step 1 Start by creating social media objectives and SMART goals (Specific, Measurable, Attainable, Relevant, Time-Bound) – followed by a social media audit 9 Social Network URL Target Audience Posi5oning Statement Iden5fied Goal Branding Check Current Stats Step 2 Curate social media inspiration (industry leaders, competitors, clients, customers) Step 3 Identify social media goals/channel (awareness, engagement, purchase) Step 4 Create a content editorial calendar (type, frequency, CTA, author, amplification) Step 5 Develop a story (brand narrative that plays across your social channels) Step 6 Partner with influencers Step 7 Build your team (people + tools)
  • 10. How to amplify your content via social How to start • Create visual assets to support content • Push your content out via paid media (StumpleUpon Paid Discovery / FB dark posts) • Identify which content is working via Social Crawlytics + BuzzSumo • Build relationships with influencers (before you need them) • Piktochart / Visual.ly – Infographics tools • Canva – create new images/background without design skills • Social Image Resizer Tool – quickly resize images for your social media profiles • ReciteThis.com – Turn a quote in a visual piece of art • FollowerWonk – Identify influencers / analyze your followers • ManageFlitter – Identify Twitter users / account clean up 10 Example Tools • Facebook ads / dark posts • Twitter promoted tweets • Twitter cards Paid Amplification • Outbrain • LinkedIn • StumbleUpon Paid Discovery
  • 11. How to make your social strategy more flexible and agile Leverage aggregation sites in your space • Social-media.alltop.com - Aggregator • Techmeme.com - Aggregator • Consumer Barometer - Free consumer insights (various sectors) 11 Amplify through connec5ons and plaJorms • Social CrawlyXcs -­‐ Gather social stats / informaXon around influenXal authors • Muck Rack – Database of journalists that you can pitch through • PitchEngine -­‐ Content creaXon tool for publishing Discovery Monitor Connect Find opportuni5es • Knowem -­‐ Use of your brand name / compeXtors 500+ social networks/ communiXes • Cyfe -­‐ Track Twicer menXons, Facebook posts & social searches • Rankur – Online reputaXon management, social media listening, and news clippings • Rival IQ – Analyze social media strategy of your brand vs. compeXtors • MenXon – Listen to what is being said on the social web ROAD MAP SOCIAL AMPLIFICATION
  • 12. How digital marketing and social media fit into your strategy
  • 13. So how do you make the most of your social media marketing efforts? B2B Example | ADD VALUE Share content that your audience will find helpful, informaXve, or entertaining 13
  • 14. How to get the MOST out of your social strategy 14 Standardize monthly tasks list, weekly check-­‐ins, scheduled reports Your objecXve with your social strategy is scalability and amplificaXon Stay smart for your sake and that of your brand Work with partners/agencies that like to work with others Invest in tools that either save you Xme, make you money, or make you look smart Stop obsessing over what image to use in your monthly email newslecer < Focus on RCS Leverage paid media (Facebook , StumbleUpon, Twicer, LinkedIn, Google Display) Track metrics that macer Complete digital audits Educate & evangelize Stop chasing shiny objects from the ground up !
  • 15. What brands need to think about in 2015 mobile a priority (mobile first strategy) professional editorial pracXces a media company (Red Bull, Coca Cola, River Bend Pools) it’s not about creaXng content – it’s about creaXng passionate subscribers 15 Final thoughts • Making • Hiring professional journalist/writers • Repurposing content • Developing rent to own content strategies • Developing • Becoming • Understand for your brand And do these things… • Build your team • Invest in tools that either save you Xme, make you money, or make you look smart • PerfecXon is the enemy of good • Replicate, scale, iterate, repeat • If you want to go fast – go alone. If you want to go far – go together.
  • 16. Target specific people. Not keywords. Become a student of social platforms Establish a social home Engage and start answering questions Stop chasing shiny objects Write profiles about who you are, what you do, and how you can help Understand social media isn’t inexpensive – it’s just a different kind of expensive (effort + money) Have a game plan 16 Invest in tools that either save you time, make you money, or make you look smart Right Message. Right Audience. Right Channel. • Story tell on Facebook • Create art on Instagram • Listen well on Twitter • Get animated on Tumblr • Glam it up on Pinterest Mobile first strategy + thumb friendly
  • 17. Starter Matrix – What You Need Tools that help you pay aUen5on Check Brand Iden5ty / Availability Cura5on Publishing Crea5ve Trackur Namechk Storify Swayy PiktoChart Meltwater Claim.io Topicurious PotLuck Pic Monkey Tagboard Knowem Listly RebelMouse Canva Social MenXon Namevine TagBoard Postris Social Image Resizer Tool TweetSeeker ClaimID TweetChats Overblog ReciteThis TweetAlarm Gravatar Shucerstock MenXon PitchEngine Topsy Postling 17
  • 18. Starter Matrix – What You Need Manage Your Audience Analy5cs Social Media Management Other Tools Enterprise SocialBro Rival IQ Sprout Social Shared Count Ready Pulse ManageFlicer Fanpage Karma Cyfe ChannelMeter Curalate TwicerCounter Crowdbabble Hootsuite Buzzstream ExactTarget FollowerWonk Wildfire InteracXve How Socialable Moment Feed Sendible TwicerFeed Talk Walker Mutual Mind ViralHeat Argyle Social SpreadFast 18
  • 19. How to Contact Us DigitalSpaceConsulting.com James@digitalspaceconsulting.com Linkedin.com/in/Jloomstein Twitter.com/jloomstein Slideshare.net/jloomstein/presentations 19
  • 20. Digital Space Consulting Create. Connect. Engage. Thank You.
  • 22. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics Content Marke5ng Content markeXng involves the distribuXon of relevant, consistent content to a clearly defined audience. It gives brands the opportunity to share stories and solve customer problems. Content markeXng can take on many forms including: interacXve tools, web applicaXons, long form arXcles, blog posts, infographics, research, reviews or videos. TargeXng involves a deep understanding of the customer combined with keyword research. Content markeXng is ouen the vehicle brands use to influence organic search results, capture website traffic and become an authority. First, gather demographic, psychographic and behavioral data on the customer and understand where and how they interact with your product or service online. Next, idenXfy a problem that is unsolved or solved poorly via current content. OpXmize the soluXon for the customer and get it visible adopXng social media markeXng and other paid and organic channels to drive awareness. Content markeXng should be used to build a community, increase brand awareness and long term conversion. It is ouen integrated with other plasorms for maximum reach and market penetraXon including press releases, email markeXng and social media adverXsing. Content markeXng is more difficult to hold to an ROI standard, yet web analyXcs can track conversions, traffic and shares. Display Adver5sing Display adverXsing is a graphical adverXsement that can appear in a variety of sizes and animaXons, placed next to content on a vast network of websites opted in to display banner ads. Display or banner adverXsing allows for broad and narrow targeXng opXons including: website domains, customer demographics, contextual or content based keyword targeXng and topic targeXng. Ad images and copy can be modified to target customers at any stage of the buying cycle. A majority of display ads are used to drive brand awareness using “click bait” imagery paired with calls to acXon that provoke a landing page conversion. Display adverXsing is most effecXve when targeXng abandon carts through remarkeXng (specific ads shown to site visitors who completed or didn’t complete an acXon on the site, such as a conversion). Display adverXsing is one of the oldest forms of online adverXsing and is therefore frequently ignored. Expect lower conversion rates from standalone banner ads. Conversions are much higher when display ads are paired with remarkeXng campaigns. Cost per thousand impression (CPM) is the most common bidding model for display. Email Marke5ng Email markeXng occurs when a business sends a promoXonal message to a list of subscribers. Email markeXng helps businesses stay connected with customers while further promoXng products and the business. TargeXng opXons are possible through segmentaXon of lists that can include demographic filters, psychographic filters, observed and predicted behavioral acXons. Email markeXng should be adopted by all brands in the conversion and engagement shopping cycles. IntegraXon of email markeXng into larger web markeXng and content markeXng strategies is criXcal. SegmentaXon of subscribers helps deliver targeted messaging that increases click through rates. Campaigns should focus on the shopping/buyer cycle from brand awareness to conversion to engagement to advocacy. Email markeXng is most effecXve when subscribers have opted-­‐in to lists. Otherwise spam can be triggered, prevenXng future campaigns from ever being delivered. Email campaigns can be used to generate new leads, build customer loyalty or contribute to brand recogniXon and site click-­‐through-­‐rates
  • 23. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics Facebook Facebook is the most popular social networking site used by approximately 1 billion people. AdverXsements are available in a variety of formats and sizes and appear on the side of a user’s page and directly within news feeds. With Facebook ads, businesses can target audiences more deeply then other ad plasorms including: gender, locaXon, age, likes and interests, workplace, educaXon, even relaXonship status. Facebook ads are primarily used to increase awareness for B2C brands, although all stages of the shopping cycle are possible to target. Integrate Facebook into larger campaigns and content markeXng strategies that accomplish one of the following objecXves: Brand pages can be promoted on Facebook in news feeds to increase likes, brand awareness and engagement. Adroll remarkeXng can be used to effecXvely target abandoned cart or missed conversions through news feed and sidebar ads on Facebook. Ad formats that allow for product purchases without ever leaving the site are also possible on Facebook. Facebook is considered one of the most expensive social adverXsing plasorm, which is acributed to its ability to deliver hyper targeted ads combined with advanced social metrics. Facebook allows for cost-­‐per-­‐thousand impressions (CPM), cost-­‐per-­‐click (CPC), cost-­‐per-­‐acXon (CPA) and cost-­‐per-­‐like (CPL) bidding applied to a growing number of ad formats. Cost-­‐per-­‐like is unique to Facebook which can occur on ads, promoted posts and pages. Typical outcomes of Facebook adverXsing include increased likes and a variety of offsite acXons at every stage of the shopping cycle. Instagram Instagram is a photo and video sharing social network. From a paid media stand point -­‐ Instagram only offers sponsored posts to select brands and is in a slow rollout phase to the general market. Instagram is ideal for B2C brands targeXng teens and young adults as the plasorm skews young. It is also an effecXve plasorm to share brand stories and personality. Instagram offers CPM (cost-­‐per-­‐thousand) bidding models to select brands to drive awareness and profile engagement. LinkedIn LinkedIn is a plasorm for professionals from all around the world to connect, network and share content with others in their industry. Individuals and businesses can target audiences based on job Xtle, funcXon, school, industry, company size, seniority, age range, gender, LinkedIn Groups and more. LinkedIn is effecXve at generaXng leads for B2B brands and for recruiXng. Ad formats include text based ads, image ads, video ads, sponsored InMail and sponsored updates. Sponsored updates are one of the more effecXve paid adverXsing opportuniXes on LinkedIn. Updates on company brand pages are promoted to a targeted audience, driving visits, downloads, followers and social metrics. LinkedIn ads offer cost per click (CPC) and cost per thousand impression (CPM) adverXsing models. Image, text and video ads ouen receive low CTR and are ignored by a majority of site users. Sponsored updates receive more engagement and appear directly on the LinkedIn home screen. Increase brand awareness, whitepaper downloads and long-­‐term engagement through this form of LinkedIn adverXsing.
  • 24. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics Paid Search If a targeted keyword is searched an ad can appear next to or above search engine results. Keywords allow paid search to be targeted with extreme precision to any type of demographic or customer. Some targeXng opXons include: keywords, locaXons, specific days of the week, hours in a day, or different placements or devices. Google and Bing receive 87% of all search traffic in the U.S. (with Google Adwords being the most popular paid search plasorm). Paid Search is effecXve at all stages of the customer buying cycle, but especially research and conversion. Long tail keywords save budget and target the research phase. Product LisXng Ads (PLA’s) are image and product descripXon ads that appear for keywords aligned with the buying cycle. Deploy separate ad campaigns for each phase of the buying cycle with opXmized keywords, copy and landing pages. Google Adwords allows for several bidding models: Cost per acquisiXon (CPA), cost per click (CPC) and cost per thousand impressions (CPM). Depending on the bidding model and buying cycle targeted, AdWords can drive targeted website traffic, convert new customers and increase brand awareness cost effecXvely. Pandora Pandora Internet Radio is a streaming music service that lets users pick a song or arXst, with the service building a playlist with similar music. Types of adverXsements range from video, audio, banners, to an animated overlay. Audiences are targeted and segmented by age, gender, locaXon, music preferences, interests and psychographics. Best suited for B2C brands targeXng customers in the research and engagement stage. Users are on the plasorm for entertainment. Brands that can align products/services to the listening experience fare best. TargeXng on Pandora is advanced with bidding models based on impressions and clicks. Expect higher in-­‐store traffic, a liu in site visits for a campaign and increased engagement. Pinterest Pinterest allows users to have a visual bookmark of stuff they find on the web. Only recently introduced, Pinterest allows for adverXsers to promote pins. With promoted pins, brands can set a target audience, easily track analyXcs and pay only when users click through to a site. Ideal adverXsing plasorm for retail and online retailers. The plasorm is heavily skewed towards women allowing for certain brands to reach niche, targeted audiences. Image driven, effecXve Pinterest pins can include recipes, high quality product images and infographics. Promoted pins work best for established Pinterest businesses with complete profiles, boards and acXve engagement. TesXng images and messaging organically is cost effecXve before rolling out to promoted pins. Pinterest promoted pins target users on the plasorm, but through a cost-­‐ per-­‐click model, adverXsers pay only when users click through to the website. AdverXsing on Pinterest can lead to increased brand awareness, higher in-­‐store traffic, increased followers, website traffic and even conversion.
  • 25. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics Press Release A press release is an official statement or arXcle that can be uXlized as a tool to reach both news outlets and consumers. TargeXng is more broad then other forms of online adverXsing and primarily depends on the channel or news outlet. Audiences can be targeted by demographics and psychographics, based on the readership of the outlet. Implement press announcements into a content markeXng strategy. Bring acenXon to announcements that are newsworthy and Xmely such as industry awards, expansion, new products and services, acquisiXon, and more. Press releases can be measured through the a submission plasorm (e.g. PR Web) which offers impressions, reads and clicks to any links. Press releases primarily drive brand awareness. PR can be further measured by online pickup, journalist inquiries and more. Snapchat Snapchat is a photo messaging service that allows users to send pictures, video, text and drawings to other users. Auer the “snap” is viewed, the picture is then deleted from the viewer’s phone. Snapchat is in an early phase of adverXsing. Businesses and brands do not have many targeXng opXons, unless they connect with regular Snapchat users. Select brands are tesXng Snapchat stories, image slideshows and videos available for 24 hours to a brand’s followers. SnapChat is a new and unique adverXsing plasorm which can increase brand awareness and engagement through organic followers. Example cases to use Snapchat include during contests, sneak peeks, coupon offers, and behind the scenes exclusives. Snapchat has fewer metrics then many other paid media plasorms. Brands that share Snapchat stories can measure views and offline engagement. TwiUer Twicer is a microblogging plasorm that allows anyone to begin and lead conversaXons, as well as directly interact with other users, companies and brands. Audiences can be targeted on Twicer based on interests, geography, gender, device, or users similar to exisXng followers. Companies can adverXse on Twicer in only two ways, through promoted accounts and tweets. Twicer can be used by brands to increase awareness and is ideal for content marketers. Twicer is a long term conversion, and can be effecXve when integrated with content markeXng, broadcast media and print campaigns. Implement Twicer adverXsing only if acXve on the plasorm with a significant number of followers and tweets. Twicer allows for brands to get messages and accounts in front of users that aren’t followers, building a community and word of mouth. AdverXsing formats primarily drive traffic and engagement within the Twicer ecosystem, making offline conversions difficult to generate. Payment is delivered only when users follow an account or retweet, favorite, reply, or click on a promoted tweet.
  • 26. Digital Space Consul5ng | Media Matrix Plasorm Overview When to Use Expected Metrics YouTube YouTube is the most popular video sharing plasorm. AdverXsing on YouTube is accomplished through Google Adwords and ouen includes video adverXsements before videos, during videos and auer videos. In search video ads and banner ads also target users. TargeXng opXons are similar to paid search and include by topic, demographics and keywords. YouTube is the second largest search engine on the Internet. Video ads are most effecXve for B2C brands targeXng customers in the research stage. Users can be broadly or directly targeted through specific placements on other videos or channels and through keywords. Percentage of video watched is an important metric in YouTube video adverXsing. Cost per View (CPV) occurs auer 30 seconds or if the end of an ad is reached. Studies have confirmed, adverXsers gain brand awareness even before a CPV payment is ouen triggered.