Digital marketing & Audiences: what s all the buzz about?

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1 Digital marketing & Audiences: what s all the buzz about? Audience Development & Innovation Lab Marco Odasso Digital Marketing Consultant marcoodasso@gmail.com

2 1 Media What we usually want from Social

3 I m so cute! Buy stuff from me, please

4 I m so cute! Buy stuff from me, please

5 2 segmentation About the economy of

6 The economy of relevance You are important and, as a consequence, visible if your community is interested in you Google, Facebook EdgeRank, etc. The algorithms of semantics and exchange

7 Facebook: the economy of engagement We bid to obtain reach among users Engagement is the way we get the user to interact with us Without engagement, there s no reach Without engagement, Facebook penalizes our brand

8 Twitter: The economy of influence We bid to be influential We talk to influencers to expand our message Amplification, redirecting traffic, etc.

9 Mobile: 30% of online traffic and growing

10 Mobile: 30% of online traffic and growing Immediacy Person to person (teenagers) Data bases Advertising

11 3 somewhere Strategy and Social Media: going

12 Roadmap to SM? TARGET SOCIAL PROFILES ROI

13 Without strategy in Social Media We don t go anywhere We can reach results on the short term but we might even cause permanent damage (disappointment, disillusion, a wrong experience) We do not optimize our resources Financial Human No strategy, no goals

14 Two strategic contexts Global strategy (Social Media Plan) A detailed plan of all we wish to achieve (goals), how we are going to achieve it (planning) and to whom we are going to talk to (segmentation/target) Digital attitude Tone of our communications that will match our user s

15 The strategic plan ebranding The brand in the online environment: It takes into consideration everything: not only SM, but also the Website and the conversation about the brand external to the brand ROI Social CRM, sales, strategic conversions (traffic, information, etc.)

16 We use a strategy to Create or improve visibility Visibility is easy to explain: users that follow us, that communicate with us, that talk about us, that access our site It s the actual quantity of this data that can provide us the dimension of our visibility Create or improve our reputation Reputation: it s data turned into quality that we use to understand what does the community of users (that talk about us) think of our brand and products Therefore, the goal is to get as many users as possible to know about us and, at the same time, talk in a positive way about our brand (experience and engagement)

17 4 Social Targeting on Media

18 The target Questions: 1. Who is he/she 2. What he/she wants 3. What does he/she do 4. What are his/her main interests 5. What does he/she say 6. Where do we find him/her?

19 Where do we find our target We should already know: 1. Age range 2. Sex 3. Demographics 4. Etc. But we still have to ask ourselves: who s going to be interested in our product? What items, related to our product, can call their attention? (Combined Relevance)

20 Where do we find our target Based on this information: In which platforms is my audience present? Where does my audience keep an active conversation with the community?

21 Where do we find our target So, we segment and quantify: We have to compare our global target with the online target For example Age range: Sex: Mainly male Social: middle high class / consumes entertainment Location: urban Etc.

22 Where do we find our target Where do we find them in Social Media? A more adult audience, possibly on Facebook, Twitter, Google+, traditional media, specialized blogs, etc. Teenagers, possibly on Instagram, SnapChat, Tuenti (Spain), etc. Female audience, with specific interests on lifestyle, fashion, etc., possibly on Pinterest. Clear enough?

23 How do we quantify By breaking down our content, its value and the combined relevance analysis, we know: How to segment by interests How to segment by platforms Create a list of key concepts to work with (keywords, categorizing the information, cataloguing) This data is key to determine the dimension of our target

24 How do we quantify Examples: Let s quantify Spanish target on Facebook, based in a specific theme for a possible film

25 How do we quantify Romantic comedy: Age range: 13-No maximum Country: Spain Keywords: Romance film, Comedy film, Romantic comedy Related audience on Facebook: 2,400,000 users Sex: Men 37.5%; Women 62.5% Age ranges: years 12.5%; years 27.5%; years 32.5%; years 20%; %

26 How do we quantify Documentary on penguins in the Antarctic: Age range: 13-No maximum Country: Spain Keywords: Documentary films, Antarctic, penguin, Frozen Planet (reference title) Related audience on Facebook: 640,000 users Sex: Men 53%; Women 47% Age ranges: years 9.7%; years 21.3%; years 28.4%; years 22.5%; %

27 Goals Questions: 1. Where do we want to go? 2. What are our general goals? 3. Which ones are more specific? 4. What goals do we have for each platform? 5. How do we measure success and failure?

28 Where do we want to go? Through all the research, we have to know what are our main goals It s not about saying: we want to sell! It s about asking ourselves: how many potential spectators can we reach? In which platforms? How many of them A. Will buy a ticket B. Will watch our show C. Will play our content

29 Where do we want to go? Once we establish our main goals, we go into depth and establish specific goals: For each platform (i.e. Facebook = number of fans, likes, comments, visits to Website, content, etc.) We define our KPI s (key performance indicators)

30 Where do we want to go? We have to define our metrics in order to control the campaign: KPI s are our guide that will help us understand whether or not we are reaching our goals We re-adjust our goals based upon results

31 5 Social Tactics in Media

32 Awareness Awareness tactics have specific goals: 1. Create or increase traffic 2. Create ebranding 3. Go viral

33 Awareness This is why we have to: 1. Synchronize off and online (like PR and communications) 2. Obtain the support of potential influencers (i.e. bloggers) 3. Create a keywords plan based on our segmentation 4. Allow users to share with just one click

34 Web/Blog content with keywords

35 6 Business Online advertising: the Social era

36 Online advertising Traditional advertising is used to create awareness Online advertising is used to create conversions We invest to reach measurable goals

37 Online advertising cycles Negative cycle: 0% segmentation > banners > no value traffic > high bounce rates = 10% ebranding + 90% nothing at all

38 Online advertising cycles Positive cycles: Deep target segmentation > Content marketing campaign > distributed ads campaign (banners, social, Google, etc.) > Advertising bid over contents > Added value traffic > Retargeting > High rate of recurring visitors, interaction with users, sales = 50% ebranding + 50% ROI

39 What can we get through online advertising Create a critical mass of users Reach segmented audiences by interests and affinity Analyse our critical mass and create similar audiences to reach them Create direct campaigns on social networks for our own data base of users Create specific campaigns on social networks for users that have already visited our site Use semantics to detail in a more direct way our online target

40 Types of online advertising Banners, display, etc. (careful with blindness ) SEM (Search Engine Marketing ads on search engines, i.e. Google AdWords) Social Ads Reach critical mass (fans and followers) Routing to site Sales Retargeting Attack again those users who: Already visited us on our site Have responded through actions to another campaign we previously launched (clients, leads)

41 Roadmap to online advertising 1. Ebranding (i.e. Fans campaign and creation of a critical mass in our main social profiles, increasing, as a consequence, engagement) 2. Social ads and SEM on content (NO DIRECT SALES!) (increasing traffic to site and social profiles) 3. Direct sales ads 4. Retargeting (work on those users who already visited us through ads that will update on our content and more sales specific)

42 The economy of bids CPC Cost per click CPM Cost per Mille or cost per thousand (of impressions) CTR Click Through Rate (the ratio of users that, once they viewed our ad, they click on it)

43 The economy of bids When should we use each one of them? CPC We want di lead our target to a specific action and/or place and we just pay for that action (ROI) CPM We want to be seen by an important number of users and, for example, our goal is to convert a high percentage of them into fans or followers (ebranding)

44 THANK YOU! Audience Development & Innovation Lab Marco Odasso Digital Marketing Consultant