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Social Media + Content Marketing = B2B ROI
A Special BMA – Chicago Workshop
Produced by:
www.OnlineMarketingInstitute.org
Agenda
• Big Picture Global Industry Trends & Research
• The Tactics– Begin with End – Attribution – Business Impact When Done Right – Amplification – Example of Actual Tactics & Case Study(s) - Video
• The Point The Foundation for Success in Social
* A Moment on Education
Aaron Kahlow BIOBackground - Built 3 businesses in Digital
1. BtoB Agency of the Year – BusinessOnline
2. Largest Digital Education Event – OMS
3. Now, Global Destination for eLearning – OMI
Passion & Expertise • Digital Marketing & Social Media • Education – eLearning Technology
You
• Agency or Brand?
• Larger or Small ?
• Strategy or Tactics?
* Most pressing challenge we can help solve today?
Disclaimers
1) All Content is Sourced from OMI eLearning Tutorial Library
2) Tell Why and What… OMI Classes the “How”
Map the World of Social…
Platforms: Where’s the Action
Use Facebook as Example
1 Billion Already
What are People Doing On Facebook40% of Time on News Feed (Highest)
Bigger Than Computer.. And Social!
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12
Content: Mobile Video
The percentage of non-desktop video plays more than doubled Quarterly
Viewers are more than twice as likely to complete a video when watching on a non-desktop device
Content: Video is King
Pillars to Success
• Think platform -website, Facebook, Instagram
• Device. Mobile
• Think Content – Video, blog, pictures (ex: visual story telling Instagram)
Ex: Facebook + Video + Mobile = ROI
Now, Let’s Learn.
Starts with Measurement
FUNNEL BROKEN…ALL ABOUT ATTRIBUTION
The Buy Cycle: Think Touch Points
Source: Forrester
Advice from colleague or friend
Web, Blog,& Media
Web, Blog,Media, & industry pros
Web, social, & email
Class: Social Media Attribution Modeling
Implement Multi-Channel Attribution
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
Keyword 2 Keyword 3
Most advertising tracking systems report and act on only the last click prior to purchase
Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.com
Official Site of TicketsNow.com™. ® -
Official Site.
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Implement Multi-Channel Attribution
6 0 %2 5 %1 0 %5 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
Implement Multi-Channel Attribution
4 0 %1 0 %1 0 %4 0 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
Implement Multi-Channel Attribution
2 5 %2 5 %2 5 %2 5 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
Implement Multi-Channel Attribution
1 0 0 % ( L a s t C l i c k )0 %0 %0 %
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only (First or Last)
Keyword 1
Madonna TicketsTicketsNow.com
Buy Madonna tickets Now Available!
2012 Madonna TourTicketsNow.com
Get your tickets nowFor Madonna’s 2012 tour!
Keyword 2 Keyword 3Ad 1
Concert TicketsGet your tickets now!TicketsNow.com
TicketsNow® Official Site TicketsNow.comOfficial Site of
TicketsNow.com™. ® - Official Site.
Class 2: Social Media ROI – SAP Case Study
It Happens, Just need to track3/23/113/19/11 Conversion
Direct
Google PPC
Google PPC
3/15/113/11/11
Email Google Organic
Yahoo Organic
Google Display
Twitter Google Organic
NYT Referral
Follow the Money
Class 3 : Google’s ZMOT for Analytics
There is value here!These actions lead to your future conversions
Goals
Measure Micro Conversion
Class 5: comScores’ Facebook Amplification Research Review
How it Works
Accelerating Reach
“Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -
200% ..”
Driving Audience
“23,000 visitors to site vs.
320,000 to Fans Page”
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)
Class 6: Social Media & Content Marketing Framework
The Mother
ship
Content Marketing
Mothership
Digital property you own, like…
WebsiteMicrositeContent
CommunityBlog
Use for client/customer
interaction, demand
generation, lead conversion.
Mothership
Audience reaches you directly or touches base further out in space.
Content is your tractor beam.
Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support
content sourcing, development and promotion.
4. Develop content marketing that lends itself to social distribution & promotion.
5. Lay the breadcrumb trail to measure results.
Class 7: Social Advertising & Retargeting Best Practics
www.OnlineMarketingInstitute.org
www.OnlineMarketingInstitute.org
What Makes it Cool
www.OnlineMarketingInstitute.org
LinkedIn has too
www.OnlineMarketingInstitute.org
Give it Some thought ..
Big Data, Retargeting
Using Google Data, FB Data, and Your Data!
www.OnlineMarketingInstitute.org
Ultimate Cool!!!
www.OnlineMarketingInstitute.org
End to End
Class 8: BtoB Video – Cisco Case Study
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 53© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 53© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 53
Video Is a Valuable Marketing AssetView 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 54© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 54© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 54
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
*Unruly video study, January, 2012
10 times more videos are shared on Facebook vs. Twitter
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 55© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 55© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 55
Tech-related Video Downloads Are Not Limited to the Work Day
27% before normal business
hours
53% during normal business
hours
61% after normal business hours
S T W Th F50% on the weekends
M S50% on the weekends
92% watch or download tech-related videos during the work week
*IDG 2012 study with 6,622 B2B IT decision makers
© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 56
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 57© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 57© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 57
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. Cisco Confidential 58© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 58© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 58
CTAs on YouTube
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
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
Non-paid
Paid
Ultimately… Integrated Organization
TIME TO WRAPWhat to do?
Remember: Pillars to Conversion
• First: Think platform -website, Facebook, Instagram
• Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram)
• Finally, Device. Mobile
Ex: Facebook + Video + Mobile = ROI
“The Problems we have today
Can not be solved in same mind
set they we’re created”
- Learn to Improve- Improve to Earn- Earn to Enjoy …
*Stop Doing, Start Learning
A Moment on Meaningful Change
Thank You
Quick Note: The Program
• 100s of BtoB Digital/Social Classes
• Latest Trends & Best Practices
• Certificate Program (request)
Card or [email protected]
Thank You