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Travis Wright@teedubya
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Social Business, Content Advertising, & MarTech Strategies that Drive Growth
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Who TF is this Travis Wright dude?• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up Comic since 1995.• Web developer since 1996. • SEO & Creating Content since 1997.• Helped roll out Superpages with GTE/Verizon in 1997-98.• Former Global Social Media Strategist – Norton / Symantec• CMTO – CCP.Digital• Tech Journalist & Columnist MarketingLand, Inc., VentureBeat & others• Author of Book, Digital Sense, published by Wiley, Jan 2017• Cofounder of DeepSee.io, a deep learning & content aggregation startup
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Travis Wright is NOT Penn Jillette.
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http://digitalsen.se
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@teedubya’s Tools – ccp.digital/searchlove
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Agenda① Social Business Strategy② Content Marketing & Amplification③ Account Based Content Advertising④ Build Your MarTech Stack⑤ Marketing Technologies⑥ ???⑦ Profit!!
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1 Social Business Strategy
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Social Business is the way of connecting and providing value to your customers, by integrating social media throughout your organization to enhance your customer experience and to work towards business objectives.
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Social Business vs. Social Media?
Source: David Armano
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Do we need a Social Business Framework?
If so, which one?
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Source: Dion Hinchcliffe - EBiz
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Source: Dachis Group
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Source: LEADER Networks
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Social Media
Social Media
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C-SUITE
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FOUNDATIONS
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C-SUITE
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Strategy/GoalsSocial PolicyWorkflows
Compliance
FoundationsSecurity
Social AnalyticsAccess: Web/Mobile
FOUNDATIONS
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C-SUITE
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SUPPORT
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MA
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Strategy/GoalsSocial PolicyWorkflows
Compliance
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MarTech Stack
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C-SUITE
CRM
WEBANALYTICS
SUPPORT
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INTERNAL SOCIAL
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C-SUITE
CRM
WEBANALYTICS
SUPPORT
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Strategy/GoalsSocial PolicyWorkflows
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LEAD GENERATION
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C-SUITE
CRM
WEBANALYTICS
SUPPORT
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Social AnalyticsAccess: Web/Mobile
SOCIAL ACCOUNTS
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THOUGHT LEADERSHIPEXECUTIVE PROFILES
C-SUITE
CRM
WEBANALYTICS
SUPPORT
HR
R&DIT
MARKETING
SALES
TECH LEADERSHIP
INFLUENCER COMMUNITY
PART
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ECO
SYST
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SALE
S EX
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IVES
COMM
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SUPPORT/FORUM
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SUPPORT CHANNELS
RECR
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RSRE
CRUI
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SERV
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MANAG
ED SOCIAL
NETWO
RKS
BRAND
ADVOCATES
Strategy/GoalsSocial PolicyWorkflows
Compliance
FoundationsSecurity
Social AnalyticsAccess: Web/Mobile
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A SOCIAL BUSINESS
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2 Content Marketing & Amplification Tactics
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Personas
@teedubya • #CMWorld@teedubya • #CMWorld
PERSONAS
MakeMyPersona.com
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Content
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Ways to Promote Organically• Email Marketing• Found via Search / SEO• Traditional Social Sharing• Word of Mouth• Facebook/Linkedin Groups• Hashtags via Twitter• Foster Employee Advocacy• Newsjack Events via Social• Repurpose Content• Influencer Outreach• Guest Blogging• Sales Reposting of Content• Pinterest
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@teedubya @ChrisPulleyccpdigital.com/emfl @teedubya@teedubya
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3 Account Based Advertising
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Wal-MartB2B Selling has Changed
Up to 17 people influence enterprise purchases
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Account Based Marketing
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Account Based Marketing
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Paid Promotion • Micro-targeting Ideal Customers• Facebook Ad Targeting• PPC – Google Adwords or Bing• LinkedIn Sponsored Updates• Promoted Tweets• YouTube Paid Ads• Pinterest Ads• Native Advertising• Paid Content Discovery • Retargeting• Curation Apps• Syndicated Content
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Native Adverti$$$ng
@teedubya Outbrain @Outbrain http://outbrain.com
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Advanced Targeting
ccpdigital.com/emfl @teedubya@teedubya@teedubya
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Advanced Targeting
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Third-Party Databases
Combine Facebook data and interest targeting
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Workforce Targeting
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Wal-Mart
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7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!!
Wal-Mart Inception
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2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!
Starbucks Inception
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Facebook Graph Search opens up many different opportunities.
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Instagram Ads
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Geo
Target users based on
geographic location
Narrow in on key markets
Search
Target users who are searching
on relevant keywords
Ensure relevancy
Followers
Target your Followers
Leverage brand advocates
Interest
Target users based on their
interests
Resonate with users
Mobile
Target users on the go
Reach at point-of-purchase
Look-a-likes
Target users who are similar to your followers
Increase potential reach
Gender
Target users based on gender
Ensure Interest
relevancy
Twitter Targeting Tools
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YouTube Ads
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@teedubya ccpglobal.com/cmworldPinterest Advertising
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Pixels Pixels Pixels
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Con
fusi
ng?
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Build Your MarTech Stack4
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MARTECHWOMEN
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@teedubya’s Tools – ccp.digital/searchlove
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$11,222,000,000
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@teedubya ccpglobal.com/martechconf
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2,651 Companies tracked
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$183+ Billion dollars in investments
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@teedubya ccpglobal.com/martechconf
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Ghostery @ghostery http://ghostery.com
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Look at your Assets as Layers, Dimensions & Decisions
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Ghostery @ghostery http://ghostery.com
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Build Your Marketing Technology Stack
Startup – SMB – Enterprise – NonProfit – ECommerceAre You a…?
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Account Based MarketingAd NetworkAdvertiser Campaign ManagementAttributionAudience ResponseBrand AdvocacyBusiness IntelligenceCall TrackingCampaign ManagementContent MarketingConversion Rate OptimizationCross-Channel AdvertisingData Management Platform (DMP)Demand GenerationDemand Side Platform (DSP)Digital AnalyticsDigital Analytics - Web CMS SuitesDigital SignageDisplay AdvertisingEmail MarketingEmail Marketing: Best of BreedEmail Marketing: SuitesEvent ManagementEvent Management Platforms
Event PlanningEvent Registration & TicketingGameification & LoyaltyKioskLead CaptureLead GenerationLead IntelligenceLead MiningLead ScoringMarketing AutomationMarketing Resource ManagementMedia and Influencer TargetingMedia MonitoringMobile AdvertisingMobile AnalyticsMobile App AnalyticsMobile App OptimizationMobile Crash ReportingMobile Event AppsMobile MarketingNative AdvertisingOnline Community ManagementOnline Review ManagementOrganic Search Marketing
Other Digital AdvertisingOther Event ManagementOther Lead GenerationOther Public RelationsPR AnalyticsPredictive AnalyticsPress Release DistributionPrint FulfillmentPublic Relations (PR)Publisher Ad ManagementSearch AdvertisingSearch MarketingSearch Marketing - Web CMS SuitesSocial AdvertisingSocial AnalyticsSocial Media ManagementSocial Media MgmtSocial Media MonitoringSocial Media SuitesSupply Side Platform (SSP)Video AdvertisingVisitor Identification
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AGENDA
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350 Categories of MarTechhttp://ccp.digital/searchlove
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Building an Open “Bus” Architecture MarTech Stack
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Open Bus MarTech ArchitectureTag Management System
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A/B Testing Ad Networks
Affiliate Marketing
Email Marketing
Lead NurturingMarketing Automation
Voice of Customer
Analytics
Chat
Banner Ads
Personalization
Search Engine Marketing
Visitor Remarketing
Visitor Retargeting
Social Marketing
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Tag Management Options
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Data Layer
Audience Profiles
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Tealium @tealium http://tealium.com
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Signal @signal http://signal.co
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Benefits• “Siloed” solutions
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ENSIGHTEN DATA LAYER (EDL)Standardize and control data across all 3rd party clouds, platforms and tools
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Ensighten @ensighten http://ensighten.com
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Adobe DTM @AdobeMKTGCloud http://adobe.com
Tag management
Contextual Experience Management
Permission-Based Workflows
Rules-Driven Tag Execution
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5 Marketing Technologies
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RankScience @rankscience http://www.rankscience.com
@teedubya
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Harness data explosion for better ad predictionsYesterday’s data
5 – 8 data points Every possible data point about a clickvs
Premature relationship of page views to purchase
probability
15
10
5
-20 -10 10 20 30 40 50 60
In depth seasonality and other insights
15
10
5
-20 -10 10 20 30 40 50 60
PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,
UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar
Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search
Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google
ADVERTISER SEASONALITYSCALING FACTORS USER
Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions
Today’s data
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Week 3 4 5 6
31%
63% 70%
105%
Not QuanticMind QuanticMind
Gross Margin% Lift
QuanticMind @QuanticMind http://www.quanticmind.com
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Amplero @AmpleroInc http://www.amplero.com
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Cloudinary @cloudinary http://www.cloudinary.com
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Likelihood @likelihd http://www.likelihood.com
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Influential @influential_co http://www.influential.co
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Get Little Bird @getlittlebird http://www.getlittlebird.com
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TrackMaven @trackmaven http://trackmaven.com
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Employee Advocacy
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Nearly 6000 Marketing Technologies
Over 350+ CategoriesAnd Growing….
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@teedubya’s MKTG Tools – ccp.digital/searchlove
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@teedubya @teedubya’s MKTG Tools – ccp.digital/searchlove