Utah DMC Presents: Gettin' Down With Social - May 15, 2019
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The document summarizes an event held by the Utah Digital Marketing Collective (#UTAHDMC). It provides the agenda which included announcements, two guest presenters - Haley Fields and JD Prater, and a Q&A session. Haley Fields' presentation focused on common social media marketing mistakes and how to fix them. JD Prater's presentation was about leveraging Quora ads to drive results. The document also included information about upcoming events and job opportunities.
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Utah DMC Presents: Gettin' Down With Social - May 15, 2019
- 2. UPCOMING EVENTS MARK YOUR CALENDAR FOR 
 #UTAHDMC
- 3. DARIN BERNTSONAKA “DOC”
 PRESIDENT OF THE BOARD 
 UTAH DIGITAL MARKETING COLLECTIVE 
 #UTAHDMC
- 5. TONIGHTS AGENDA ▸ Announcements ▸ Haley Fields ▸ JD Prater ▸ Q&A w/ Both Presenters ▸ Giveaway 
 #UTAHDMC
- 6. ✓ FIRST EVENT? ✓ RETURN ATTENDEE? ✓ UTAH DMC MEMBER? ROLL CALL 
 #UTAHDMC
- 7. WELCOME TO YOU ALL! 
 #UTAHDMC
- 8. UPCOMING EVENTS MARK YOUR CALENDAR FOR 
 #UTAHDMC
- 9. 
 #UTAHDMC
- 10. 
 #UTAHDMC
- 16. 
 #UTAHDMC more to come Stay tuned!
- 17. 
 #UTAHDMC a message from Marcus Sheridan
- 18. 
 #UTAHDMC
- 19. 
 #UTAHDMC EARLY BIRD TICKETS AVAILABLE NOW
- 20. 
 #UTAHDMC $299 THRU MAY 31 - $399 THRU AUG 3 - $499 THRU AUG 23
- 21. 
 #UTAHDMC UTAH DMC MEMBERS MAY REQUEST CODE FOR $50 OFF
- 22. 
 #UTAHDMC GET YOUR TICKETS TODAY! UTAHDMC.ORG
- 23. MUST BE CHECKED IN AND PRESENT TO WIN GIVING AWAY AT THE END OF THE EVENING 2 FREE TICKETS 
 #UTAHDMC
- 24. UTAHDMC.ORG/SLACK JOIN US ON SLACK! 
 #UTAHDMC
- 25. USE THE #UTAHDMC HASHTAG! SHARE YOUR EXPERIENCE 
 #UTAHDMC
- 26. BENEFITS MEMBERSHIP HAS MANY ARE YOU A MEMBER OF 
 #UTAHDMC
- 27. ANNUAL & CONFERENCE SPONSORSHIP OPPORTUNITIES QUESTIONS? See David Malmborg malmborg@utahdmc.org
 utahdmc.org/sponsor-info 
 #UTAHDMC
- 28. ENJOY FREE WIFI TONIGHT 
 #UTAHDMC THANK YOU NETWORK: INSTRUCTUREGUEST PASSWORD: FOLLOW INSTRUCTIONS
- 29. UTAH DMC JOB BOARD WELCOME AJ WILCOX 
 #UTAHDMC
- 30. CLARAVINE, PROVO Head of Digital Marketing ‣ Own lead acquisition and campaigns across channels ‣ 3-6yrs experience, preferred B2B SaaS + Bachelor's degree ‣ Competitive comp, 401k, comprehensive benefits ‣ https://www.claravine.com/job/head-of-digital-marketing/ 
 #UTAHDMC
- 31. SEARCHBLOOM, DRAPER SEO Specialist ‣ Design and execute creative SEO strategies ‣ 3+ yrs technical SEO ‣ Full health/dental, ample opportunities for growth and compensation ‣ https://www.searchbloom.com/careers/enterprise-seo- analyst/ 
 #UTAHDMC
- 32. PARLIAMENT MARKETING, SLC ‣ Manage and build overall email marketing strategy ‣ Bachelor's degree or equivalent experience ‣ Diverse office culture - be you! ‣ https://parliamentmarketing.com/job-description-email- sales-funnel-marketer/ 
 #UTAHDMC Email Marketing Manager
- 33. KNS INTERNATIONAL, SLC ‣ SEO/PPC/Content/Web/Social experience within eCommerce ‣ 3+ yrs exp with strong track record ‣ Medical, Dental, Vision, 401k w/match, Gym membership, $75k salary ‣ https://www.indeed.com/jobs? q=Director%20of%20Marketing&l=Utah&vjk=88f99f1d39c7c4df 
 #UTAHDMC Director of Marketing
- 34. MRM//MCCANN, SLC ‣ Buying and implementing paid media ‣ 6+ yrs exp in B2B digital media & Bachelor's degree ‣ Only global digital marketing company in Utah, Gartner's magic quadrant 3 yrs in a row ‣ https://mrm-mccann.com/careers/us/utah/salt-lake-city/ 5123.html 
 #UTAHDMC Digital Media Manager
- 35. CLEARLINK, SLC ‣ Online Marketing Manager (3-5yrs exp): 
 https://www.clearlink.com/job/online-marketing-manager/ ‣ SEO Specialist (2-3 yrs exp): 
 https://www.clearlink.com/job/seo-specialist-2/ ‣ PPC Specialist (2-3 yrs exp): 
 https://www.clearlink.com/job/ppc-strategist-2/ ‣ Senior Project Manager (3+ yrs exp): 
 https://www.clearlink.com/job/senior-project-manager/ ‣ PPC Team Lead (6+ yrs exp): 
 https://www.clearlink.com/job/ppc-team-lead-2/ 
 #UTAHDMC Multiple Roles
- 36. PURPLE, ALPINE ‣ Digital Advertising Specialist (2+ yrs exp Google Ads/Youtube) ‣ Digital Advertising Specialist (2+ yrs exp Paid Social) ‣ Digital Marketing Intern (Recent grad or final year)] ‣ Email & Marketing Automation Director (5+ yrs exp) ‣ Affiliate Manager (2+ yrs exp) ‣ UX/UI Art Director (7+ yrs exp) ‣ http://purple.com/careers 
 #UTAHDMC Multiple Roles
- 37. NP ACCEL, LEHI ‣ SEO Account Manager(s) (1+ yr exp): 
 https://indeedhi.re/2vWKrQa ‣ Conversion Rate Optimization (CRO) Specialist (3+ yrs exp):
 https://indeedhi.re/2YruJsg ‣ Digital Marketing Sales Consultant(s): 
 https://www.ziprecruiter.com/job/e95058b6 ‣ Sales Appointment Setters (SDR Reps): 
 https://indeedhi.re/2W8WDvG ‣ Talent Recruiter (1+ yr exp): 
 Email Karissa Coltrin (KColtrin@npaccel.com) 
 #UTAHDMC Multiple Roles
- 38. PRINCIPLE FUNDING GROUP, WJ Director of Marketing ‣ Marketing automation, Paid search, Paid social, etc ‣ Profit & Loss experience at director level ‣ https://dohardmoney.apscareerportal.com/j/0dppyg 
 #UTAHDMC
- 39. UTAHDMC.ORG/JOB-BOARD PUT YOUR JOB IN FRONT OF OUR AUDIENCE! ‣ EMAILED TO 4500+ CONTACT DATABASE ‣ SHARED ON TWITTER, FACEBOOK AND SLACK ‣ ANNOUNCED AT MONTHLY EVENT QUESTIONS? EMAIL AJ@UTAHDMC.ORG 
 #UTAHDMC
- 41. HALEY FIELDS HOW FIXING THESE (VERY) COMMON SOCIAL MEDIA MARKETING MISTAKES TURNED $25,000 TO OVER $1,000,000 IN REVENUE CEO 
 ORENDA MARKETING
 OREM, UT TONIGHTS 1ST PRESENTER: 
 #UTAHDMC
- 51. //Â Â Â BUSINESS.FACEBOOK.COM //Â Â Â BUSINESS.GOOGLE.COM //Â Â Â INSTAGRAM BUSINESS LINKED TO YOUR FACEBOOK PAGE //Â Â Â WEBSITE LINKED PROPERLY //Â Â Â NAP IS CONSISTENT //Â Â Â INSTALL THE FACEBOOK PIXEL
- 53. // ADD OR CREATE YOUR BUSINESS PAGE // ADD OR CREATE YOUR AD ACCOUNT //Â OPEN BUSINESS SETTINGS
- 54. // CONNECT YOUR INSTAGRAM UNDER "INSTAGRAM ACCOUNTS" // ADD OR SETUP YOUR PIXEL UNDER "DATA SOURCES" >> "PIXELS" // ADD YOUR AD SPEND BILLING INFO UNDER "PAYMENTS" // GIVE EMPLOYEES AND PARTNERS ACCESS UNDER "PEOPLE"
- 57. //Â Â Â HAMBURGER MENU //Â Â Â SETTINGS //Â Â Â ACCOUNT //Â Â Â SWITCH TO BUSINESS ACCOUNT //Â Â LINKED ACCOUNTS - MAKE SURE YOU HAVE YOUR FACEBOOK BUSINESS MANAGER SET UP FIRST
- 59. // INSTAGRAM LINK IN BIO // FACEBOOK CTA BUTTON // GOOGLE MY BUSINESS LISTING // FACEBOOK "ABOUT" SECTION
- 60. USE THE SAME NAME, ADDRESS, AND PHONE NUMBER ON: // FACEBOOK // WEBSITE // INSTAGRAM // GOOGLE MY BUSINESS LISTING
- 61. // "BUSINESS SETTINGS" >> "DATA SOURCES" >> "PIXELS" >> "ADD" // ADD IN TO THE HEADER OF YOUR WEBSITE // USE THE CHROME EXTENSION "FACEBOOK PIXEL HELPER" TO CONFIRM // "ASSIGN ASSETS" >> CONNECT TO AD ACCOUNT
- 65. //Â Â Â POST 5-7 TIMES PER WEEK ON FACEBOOK & INSTAGRAM - USE LATER.COM //Â Â Â CROSS POST EVERYTHING ON GOOGLE MY BUSINESS //Â Â Â INCLUDE YOUR PHONE, ADDRESS, AND URL IN EVERY POST //Â Â Â MAKE SURE POSTS ARE WELL BRANDED - USE A BASIC BRANDING GUIDE - USE CANVA.COM/PHOTOSHOP //Â Â Â BOOST YOUR BEST POSTS FOR 2 - 3 MONTHS & INVITE THOSE WHO ENGAGE TO LIKE YOUR PAGE
- 66. // USE LATER.COM
- 69. //Â PHONE NUMER // ADDRESS .// WEBSITE URL
- 71. //Â Â Â CANVA.COM //Â Â Â PHOTOSHOP
- 74. //Â Â Â <200 FOLLOWERS - BOOST TO YOUR TARGET AUDIENCE //Â Â Â 200 - 500 FOLLOWERS - BOOST TO "PEOPLE WHO LIKE YOUR PAGE & THEIR FRIENDS" //Â Â Â 200 - 500 FOLLOWERS - CREATE A LOOKALIKE AUDIENCE NARROWED DOWN BY GEOGRAPHY & EXCLUDE EXISTING FOLLOWERS
- 75. //Â Â Â STORIES //Â Â Â REVIEWS AND TESTIMONIALS //Â Â Â BRANDING/MARKETING //Â Â Â EMOTIONAL RESONANCE (3 A'S) //Â Â RELEVANT/HELPFUL INFORMATION (BECOME A RESOURCE)
- 81. //Â Â Â 3 A's - AMUSEMENT - AWEEEE - ANGER
- 83. //Â Â Â WHERE TO ACCESS AUDIENCES IN BUSINESS MANAGER //Â Â Â HOW TO SET UP AUDIENCE TARGETING PROPERLY //Â Â Â THE 6 AUDIENCES YOU NEED TO CREATE
- 89. //Â Â Â CUSTOM AUDIENCE OF PEOPLE WHO HAVE ENGAGED WITH YOUR PAGE // A LOOKALIKE OF THE ABOVE AUDIENCE //Â Â Â A LOOKALIKE OF PAGE FOLLOWERS // A LOOKALIKE OF WEBSITE VISITORS //Â Â Â A "SAVED" AUDIENCE OF LOOKALIKES EXCLUDING EXISTING FOLLOWERS //Â Â Â A "SAVED" AUDIENCE OF YOUR TARGET AUDIENCE
- 90. AUDIENCE 1: CUSTOM AUDIENCE OF THOSE WHO HAVE ENGAGED WITH YOUR PAGE
- 91. AUDIENCE 1: CUSTOM AUDIENCE OF THOSE WHO HAVE ENGAGED WITH YOUR PAGE
- 92. AUDIENCE 1: CUSTOM AUDIENCE OF THOSE WHO HAVE ENGAGED WITH YOUR PAGE
- 93. AUDIENCE 1: CUSTOM AUDIENCE OF THOSE WHO HAVE ENGAGED WITH YOUR PAGE
- 94. AUDIENCE 2: A LOOKALIKE OF AUDIENCE 1
- 95. AUDIENCE 3: A LOOKALIKE OF PAGE FOLLOWERS
- 96. AUDIENCE 4: A LOOKALIKE OF WEBSITE VISITORS
- 97. AUDIENCE 5: A "SAVED" AUDIENCE OF LOOKALIKES EXCLUDING EXISTING FOLLOWERS
- 98. AUDIENCE 5: A "SAVED" AUDIENCE OF LOOKALIKES EXCLUDING EXISTING FOLLOWERS
- 99. AUDIENCE 5: A "SAVED" AUDIENCE OF LOOKALIKES EXCLUDING EXISTING FOLLOWERS
- 100. AUDIENCE 6: A "SAVED" AUDIENCE OF YOUR TARGET AUDIENCE
- 101. AUDIENCE 6: A "SAVED" AUDIENCE OF YOUR TARGET AUDIENCE
- 102. //Â Â Â BOOSTED POST 1 - 3 MONTHS EACH //Â Â Â MONTHLY/HOLIDAY SPECIALS //Â Â Â UPCOMING BIRTHDAYS //Â Â Â "BOOK NOW" / "ORDER NOW"
- 103. //Â Â LOOKALIKE EXCLUDING EXISTING FOLLOWERS //Â Â EXISTING FOLLOWERS
- 111. //Â Â Â SOCIAL MEDIA SHOULD BE DONE IN CONJUNCTION WITH: - BASIC GOOGLE PPC ADS - LOCAL NETWORKING - BLIP BILLBOARDS - BASIC SEO //Â Â Â ADD THE FACEBOOK MESSENGER CHAT PLUGIN TO YOUR WEBSITE //Â Â Â GO TO MANYCHAT.COM AND START FAMILIARIZING WITH FACEBOOK BOTS // USE CONVERSION CAMPAIGNS
- 116. READY FOR OUR SECOND PRESENTER? 
 #UTAHDMC
- 117. JD PRATER ZAG WHEN OTHERS ZIG: LEVERAGING QUORA ADS TO DRIVE RESULTS QUORA EVANGELIST
 QUORA
 SAN FRANCISCO. CA TONIGHTS 2ND PRESENTER: 
 #UTAHDMC
- 119. 2018 saw the rise of the Triopoly +60% of ad budgets
- 120. When everyone zigs, it’s time to zag
- 121. Be a trailblazer
- 122. Overview 1 What is Quora? And why do people come here? 2 Quora’s high-intent audience 3 Finding and reaching you audience on Quora 5 Quora Quickstart Program 4 Breaking down the Quora Ads platform Need a JD Pra Slides
- 123. What is ? And why do people come here?
- 124. human knowledge is still not on the internet. The vast majority of
- 125. Millions of people use the internet everyday yet only a fraction contribute their knowledge to it.
- 127. 300+ million monthly visitors come to Quora
- 128. To share graciously
- 129. To learn about the world
- 130. To be surprised
- 131. To conduct research
- 132. To evaluate products
- 133. To be better
- 134. Engaged Audience People don’t come here to passively scroll
- 135. People are actively engaged across a variety of Topics
- 136. In 2018, Entertainment was one of the more popular topic areas on Quora. 83,847,847 Followers 1,079,043 Questions 476K Question views “What are some mind-blowing facts about the Friends TV series?”
- 137. In 2018, Travel was one of the more popular topic areas on Quora. 57, 519,648 Followers 872,842 Questions 8.1M Question views “What are the best airport tips?”
- 138. Quora’s rapid growth 350M 300M 250M 200M 150M 100M 50M 0 December 2015 March 2016 June 2017 September 2018 80M 100M 200M 300M
- 140. Reach a high-intent audience 54% Report annual HHI>$100K 37% More likely to be a manager 65% Report a college degree 28% Report a graduate degree Based on a December 2017 study of 100K active Quora users who connected their Quora accounts with Facebook Based on Nielsen Total Media Fusion, 1/1/2018 - 1/31/2018 (Total Universe 18+) Add Nielsen source
- 141. Our audience is engaged Mobile/App 75% Desktop 25% 30 min Spent daily on the app 2X Amount of time on Quora over Linkedin Based on a December 2017 study of 100K active Quora users who connected their Quora accounts with Facebook Based on Nielsen Total Media Fusion, 1/1/2018 - 1/31/2018 (Total Universe 18+)
- 142. Quora’s U.S. Audience 18-24 25-34 35-44 45-54 55-64 65+ 40% 30% 20% 10% 0% Gender Male Female Based on Quora internal data 2019
- 143. Finding and reaching you audience on
- 144. On some ad networks you chase your audience
- 145. On others they chase you
- 146. But on Quora, they can come to you
- 147. Users are actively learning on Quora
- 148. I’m open to your ideas.
- 149. The knowledge journey People have questions Align your solution
- 150. “Content is king but Context is God”
- 152. Align your ads across the knowledge journey
- 153. How do I find my audience?
- 154. Screenshot of desktop h
- 155. Quora is organized into Topics Search keywords related to your business
- 156. Look for relevant Topics Take note of Topic follower counts • Larger Topics = more reach • Smaller Topics = more focus
- 157. What are the types of questions your audience is asking? Filter results by Type, Topics, and Time
- 158. Compile list of Topics and Questions to target with ads 1. Answer Later button to compile your list of questions 2. Follow Privately to monitor competition 3. Notify About Edits to stay on top of new answers
- 160. Create Quora Ad Account No credit card required. Go to www.quora.com/business
- 161. Install Quora Pixel Quickly set up pixel with Google Tag Manager or Segment
- 164. Find your audience on Quora 
 in under 10 minutes On Quora ❑ Search keywords and Topics ❑ Search competition ❑ Track answers and Topics In Quora Ads Manager ❑ Create Ad Account ❑ Install Quora Pixel & create website audiences ❑ Upload email lists & review match rate
- 165. Breaking Down the Quora Ads Platform
- 166. Quora Ads Platform
- 167. Laser Focused on ROI May marks our two year anniversary
- 168. Early adopters are winning 2.5% 13.5% 34% 34% 16% People who want newest things People who want complete solutions and convenience
- 170. Influence audiences across the buyer’s journey
- 171. Social Search I’ve already decided Quora Ad Placements Question Page Feed Topic Page
- 172. In addition to Location, Device, and Exclusion Targeting Topic Targeting Interest Targeting Keyword Targeting Audience Targeting Question Targeting Broad Targeting Quora Ads targeting options
- 173. Match Context with Audience Intent
- 174. Behavioral vs Contextual Audience Targeting
- 175. Capture demand with text and image ad units Easy-to-build ads are customizable and integrate seamlessly into Feed and Question pages
- 176. Anatomy of an Image Ad Image Headline CTA Logo
- 177. • Boost distribution of organic content • Establish thought leadership • Only charged when people click to read more • Retarget people who have read the answer Build your brand with Promoted Answers
- 178. Bonus points for great landing page experience
- 179. https://www.agorapulse.com/social-media-lab/quora-ads-traffic •Impressions: 109,351 •Clicks: 959 (68% of all clicks) •CTR: 0.88% •Cost per click: $0.40 •No. of free trials: 19 •Conversion rate: 1.98% •Cost per free trial: $20.19 •Impressions: 53,163 •Clicks: 451 (32% of all clicks) •CTR: 0.85% •Cost per click: $0.33 •No. of free trials: 31 •Conversion rate: 6.87% •Cost per free trial: $4.80
- 180. 6 Quora Ads Tips
- 185. #5 Call to Action Test and experiment
- 187. Auction Insights Metrics Impression share The percent of auctions which the ad set entered, and was one of the winners.
- 188. Auction Insights Metrics Impression share Absolute impression share The percent of auctions which the ad set entered, and was one of the winners. The percent of auctions which the ad set entered, and won the top available slot. *Note that auctions can have multiple winners, as there are multiple slots available.
- 189. Auction Insights Metrics Impression share Auctions lost to competition Absolute impression share The percent of auctions which the ad set entered, and was one of the winners. The percent of auctions which the ad set entered, and was the best ad set in your account for the auction, but did not win an available slot. The percent of auctions which the ad set entered, and won the top available slot. *Note that auctions can have multiple winners, as there are multiple slots available.
- 190. Bonus! Scale performance with Promoted Answers
- 191. Audience Intent + ContextForecast Volume and Predict ResultsHow to
- 192. Did you create an ad account?
- 193. Did you set up a campaign?
- 196. Suggested CPC
- 197. Image Ads CTR performance Thank you AJ Time to optimize Test new ad copy and images and audience targeting to improve auction results Well done Fine tune ad copy and images to improve auction results Solid performance Consider changing bid type to CPM CTR < 0.25% 0.40% < CTR < 0.75% CTR > 1.00%
- 198. Predicting results with marketing maths
- 199. Predicting results with marketing maths
- 200. A few best practices
- 201. Quora Quickstart Program designed to help advertisers be successful
- 202. •45 days of guided support • Betas! • Help with campaign builds •A series of calls to discuss performance and optimizations •$1k budget Quora QuickStart bit.ly/quora-dmc
- 203. Advertisers see great results with Quora Ads 17.5M+ impressions 9.34% CTR 60% lower lead acquisition costs 50% lower CPCs 4-5x higher conversions 3.35% subscriber conversion rates 66% lower CAC 14x less expensive CPCs
- 204. Social I’m passively browsing Search I’ve already decided Join the many businesses investing in
 Quora Ads
- 205. NEW! Quora Ads guides & resources bit.ly/quora-guides
- 206. Grow with Quora podcast bit.ly/quora-podcast
- 207. Coming soon . . . Business Accounts
- 208. Recap
- 209. 300+ million people come to Quora to actively... share knowledge find
 community share stories evaluate products conduct research be surprised learn about the world be inspired
- 211. Align ads along 
 the knowledge journey People have questions Align your solution
- 212. Predicting results with marketing maths
- 213. Create Quora Ad Account Go to www.quora.com/business
- 214. You are a trailblazer!
- 219. Q&A 
 #UTAHDMC
- 220. 
 #UTAHDMC
- 221. SEE YOU NEXT MONTH! MAY 15, 2019