Social Media, Meet ROI: The Secrets to the Strategic Thinking

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1 Social Media, Meet ROI: The Secrets to the Strategic Thinking Global Trends and Local Tactics Aaron Kahlow CEO & Founder

2 Aaron Kahlow Digital Marketer Been There and Done it Entrepreneur Build Cool Companies Traveler Why do you Think I m In Dubai! Educator How I started OMI Always Seeking the Middle Path

3 Agenda Big Picture Global Industry Trends & Research The Tactics: From Leading Instructors Start with Big Numbers Business Impact & Case Study(s) Actual Tactics The Point The Foundation for Success

4 Reference: Where my Information Comes Past/Present Research Partners Doing Workshops Around the Globe MOSTLY from elearning Center 100s Classes from the World s Top Teacher

5 Big Picture Research & Trends

6 Where s the Action

7 Big 3 Trends 2013 Facebook Video Mobile

8 FACEBOOK RESEARCH

9 Staggeringly Huge 1 Billion Already

10 What are People Doing On Facebook 40% of Time on News Feed (Highest)

11 VIDEO

12 Video Consumption (peek to future)

13 Video is King

14 CAN T FORGET MOBILE

15

16 Bigger Than Computer.. And Social!

17 Mobile Video Is Emerging Fast! The percentage of non-desktop video plays more than doubled in Q4 11 Viewers are more than twice as likely to complete a video when watching on a nondesktop device 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

18 WHAT ARE PEERS DOING?

19 Everyone Struggling

20 And, Nodda on Action

21 Research To Action Numbers that can NOT be understated, Amazing Opportunity Time and Place Peers Lack is YOUR Opportunity Now time for Tactics to Execute: BIG Market share Gains in Mobile Video Facebook

22 A Taste Top Tactics From the 5 Social Media Classes

23 Tactics Overview 1. Amplification Facebook Butterfly Effect 2. Attribution Measurement Reality 3. Video Biggest Missed Opportunity

24 Warning These Can NOT Be Done Without Proper Training

25 #1 POWER OF AMPLIFICATION

26 How it Works

27 Accelerating Reach Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of %..

28 Driving Audience 23,000 visitors to site vs. 320,000 to Fans Page

29 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)

30 OMI Class #3 POWER OF VIDEO CISCO STYLE

31 Video Is a Valuable Marketing Asset View 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 31

32 Video Lifts Click-through 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 32

33 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 10 times more videos are shared on Facebook vs. Twitter *Unruly video study, January, Cisco and/or its affiliates. All rights reserved. Cisco Confidential 33

34 Tech-related Video Downloads Are Not Limited to the Work Day S M T W Th F 92% watch or download tech related videos during the work week S 50% on the weekends 27% before normal business hours 53% during normal business hours 61% after normal business hours 50% on the weekends *IDG 2012 study with 6,622 B2B IT decision makers 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 34

35 Search Optimization for Video on YouTube YouTube is the second largest search engine on the Web. If you re not placing your video on YouTube, you re missing out! Be consistent use the keyword at the beginning of the title, description, and tag When tagging on YouTube, the first keyword you use is weighted most heavily Use relevant tags 2 to 4 keywords don t keyword spam 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 35

36 CTAs on YouTube Paid 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 Non paid 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 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 36

37 Class #4 FINALLY, IMPORTANCE OF ATTRIBUTION

38 The Buy Cycle: Think Touch Points Advice from colleague or friend Web, Blog, & Media Web, Blog, Media, & industry pros Web, social, & Source: Forrester

39 Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword Madonna Tour TicketsNow.com Get your tickets now For Madonna s 2012 tour! TicketsNow Official Site TicketsNow.com Official Site of TicketsNow.com. Official Site. Keyword 2 Keyword 3 Most advertising tracking systems report and act on only the last click prior to purchase

40 Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword Madonna Tour TicketsNow.com Get your tickets now For Madonna s 2012 tour! TicketsNow Official Site TicketsNow.com Official Site of TicketsNow.com. Official Site. Keyword 2 Keyword 3 5% 10% 25% 60% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)

41 Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword Madonna Tour TicketsNow.com Get your tickets now For Madonna s 2012 tour! TicketsNow Official Site TicketsNow.com Official Site of TicketsNow.com. Official Site. Keyword 2 Keyword 3 40% 10% 10% 40% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)

42 Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword Madonna Tour TicketsNow.com Get your tickets now For Madonna s 2012 tour! TicketsNow Official Site TicketsNow.com Official Site of TicketsNow.com. Official Site. Keyword 2 Keyword 3 25% 25% 25% 25% Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)

43 Implement Multi-Channel Attribution Concert Tickets Get your tickets now! TicketsNow.com Ad 1 Madonna Tickets TicketsNow.com Buy Madonna tickets Now Available! Keyword Madonna Tour TicketsNow.com Get your tickets now For Madonna s 2012 tour! TicketsNow Official Site TicketsNow.com Official Site of TicketsNow.com. Official Site. Keyword 2 Keyword 3 0% 0 % 0 % 100% (Last Click) Attribution Models Linear Ratio U Shaped Distribute Evenly Single Click Only (First or Last)

44 What to do? TIME TO WRAP

45 Think: Integrated Social Strategy

46 Then Can Execute on the Social Tactics Integration must use in all efforts digital. SEO great example Amplification increase awareness, conversion & sales NOT JUST Direct Iteration Sheryl Sandberg once told me keep iterating til you get it right Attribution mature your analytics & measure impact and what s important.

47 Key Takeaways Research Tells Us: We Can t Afford to Ignore this and peers still lagging (Opportunity) Tactics Applied correctly have huge business impact and competitive advantage bar none. Education is the Key, as it is to all world problems. Fund it, commit to it and it will have the lasting impact on marketing & career. Opportunity is Huge, don t let it pass you by.

48 Thank You! Access to Classes or Full Preso Exchange Cards General Questions at Aaron Kahlow on Facebook, or LinkedIn

49 Further References *econsultancy: Digital Intelligence Briefing **Comscore: Power of Like 2012 ***imediaconnection: 2012 InfoGraphics Article & Pew Internet Study

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