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Page 1: Social Media: The Rising Star for Your Digital Marketing Strategy

Social Media: The Rising Star for Your Digital Marketing Strategy Mike TomitaDirector, Online MarketingMarketo

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Agenda• The Digital Marketing Mix• Ad Options• Targeting• Measurement• Keys to Success

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20122011 2013 2014 2015 20162010

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Who is your audience?

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Digital Advertising Market Share

8.6%

10.7%12%

35%

33%

31%

2014 2015 2016 (projected)

source: WSJ.com

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Find Your Audience

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The Social Game is Pay-to-Play

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Promoted ImpressionsOrganic Impressions

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Promoted ImpressionsOrganic Impressions

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Lead Generation Ads

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Link Ads

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Video Ads

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Snapchat

Geofilter Lens Video

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The Rise of Snapchat

Snapchatters watch over 10 billion videos per dayBloomberg – As of April, 2016

On any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States.Nielsen Media Impact, Reach Duplication, Nielsen Total Media Fusion/GfK MRI Survey of The American Consumer 9/1/2015 – 9/30/2015 (Television, Internet, and Mobile)

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82% 90% 58%

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82% 90% 58%56%

Mobile ONLY

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What are your objectives for each channel?

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Establish Your Advertising Goals

BrandingAcquisitionNurturingRetention/AdoptionUpsell/Cross-Sell

Check All That Apply

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Establish Your Advertising Goals

BrandingAcquisitionNurturingRetention/AdoptionUpsell/Cross-Sell

Check All That Apply

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Identify Your Audience PersonasBackground Pain PointsSources of InformationChannel AffinityPreferred Content Medium

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Define Your Cross-Channel Strategy

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Targeting Options

• Location• Language• Age• Gender• Connections

Basic Targeting

• Demographics• Interests• Behaviors

• Job Details• Travel Preferences• Mobile Usage

• 3rd Party Data

Advanced Targeting Retargeting

• Website Visit Frequency• Time Since Website Visit• Website Pages Visited• Purchases• Known Data

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Audience segments are created using 1st party data based attributes & behavior

Unknown users sharing common attributes are

identified using 3rd party data

Your digital ads are targeted to this new audience that mirrors

your best buyer profile

Look-a-Like Audiences

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What Works for Us• Interests

• Marketing, Competitors, …

• Firmographics• Company, Job Role, …

• Website Retargeting• Days since last visit, non-converters, …

• Database Lists• Revenue Stage, Unopened email, …

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of marketers use single attribution

of marketers attribute across multiple programs

and people

do not use any type of attribution tracking

The Lenskold Group / eMedia Lead Generation Marketing ROI study

45% 21% 20%

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Single-Touch

Paid Search Ad Clicks through,

does not convert and takes no

further action

Social Media Ad Clicks through,

browses the website but takes no further action

EmailClicks through,

and takes action

Makes a purchase or is becomes a sales qualified opportunity

Webinar Registration

Registers for, but does not attend, a

webinar

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Single-Touch

Paid Search Ad Clicks through,

does not convert and takes no

further action

Makes a purchase or is becomes a sales qualified opportunity

$10,000

$10,000

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Multi-Touch

Paid Search Ad Clicks through,

does not convert and takes no

further action

Social Media Ad Clicks through,

browses the website but takes no further action

EmailClicks through,

and takes action

Makes a purchase or is becomes a sales qualified opportunity

Webinar Registration

Registers for, but does not attend, a

webinar

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Multi-Touch

Paid Search Ad Clicks through,

does not convert and takes no

further action

Webinar Registration

Registers for, but does not attend, a

webinar

Social Media Ad Clicks through,

browses the website but takes no further action

Makes a purchase or is becomes a sales qualified opportunity

$10,000

$3,333

$3,333

$3,333

Email PromotionClicks through,

and takes action

$0

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Early Stage Metrics

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Late Stage Metrics

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Quantity vs Quality

Paid Search

Social Media

Paid Search

Social Media

Leads Opportunities

+58% +198%

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Key Questions to Address

Which ad channels are working?

Which campaigns are working within a

channel?

How should I allocate budgets between

channels?

How are my channels

performing vs others?

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Map Out Your Plan• Build your digital advertising team• Identify your audience personas• Establish your advertising goals• Define your cross-channel strategy• Allocate your budget

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Hybrid

Build Your Digital Advertising Team

Small Team:• Campaign Management• Creative Services

Large Team:• Social Media Advertising• Data Analysis• Video Production

• Industry Expertise• Shared Vision• Similar Background• Proven Track Record

In-House Agency

In-House

+Agency

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Our Digital Marketing Team

Content

Paid SearchSocial Media

SEOWeb Personalization

Creative Services

SEM AgencySEO Agency

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Takeaways• You have more options than ever – try them all• Start simple and expand when you’re ready• Personalize your ads to cut through the noise• Coordinate across channels and devices• Evaluate success based on your objectives• Think beyond early-stage metrics