Aaron omippt

Social Media, Meet ROI: The
Secrets to the Strategic
Thinking
“Global Trends and Local Tactics”

Aaron Kahlow
CEO & Founder
www.OnlineMarketingInstitute.org

Aaron Kahlow
Digital Marketer

Entrepreneur

World Traveler

Educator

“Always Seeking the Middle Path”

Agenda

• Big Picture: Global Industry Trends & Research

• The Tactics: From Leading Instructors
– Start with Big Numbers
– Business Impact & Case Studies
– Actual Tactics

• The Point: The Foundation for Success

Reference: Where My Information Comes From

• Past/Present Research Partners

• Workshops Across the Globe

• OMI Classes Taught by World Class
Instructors and
Speakerswww.OnlineMarketingInstitute.O
rg

Big Picture

Research & Trends

Big 3 Trends 2013

• Facebook

• Video

• Mobile

Staggeringly Huge

1 Billion Already

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

Video Consumption (peek to future)

Bigger Than Computer.. And Social!

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 non-
desktop device

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 17

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

A Taste Top Tactics

From the 5 Social Media Classes

Tactics Overview

1. Amplification – Facebook Butterfly Effect

2. Attribution – Measurement Reality

3. Video – Biggest Missed Opportunity

Warning
These Can NOT Be Done
Without Proper Training

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)

The brief

• I want to launch a new contest to gain more
fans

• The last time I didit, itcost me €2 per fan

• Can I get a bettercost per fan?

• Our answer: youdon’tneed a better
CPF, youneed more clients and more
exposure for youractualproducts!

The budget

• €25,000 for purchasingads

• € 10,000 for everythingelse

LeverageOpenGraph

13,436,832 impressions
1,750,000 video views

The Return on Investment

• 93,000 « product fans » for free!

• 13,400,000 views on Facebook

• 1,750,000 views of promotionalvideos

• 16,000 clicks back to the site

• Within 3 months, €45,000 worth of sales
directlyattributed to these clicks, probably (a
lot) more indirectly…

BeatingEdgerankis the key

“ Facebook Page posts reach
16% of their fans, on average ”

What about yours?

39

An average is not enough

Yours is somewhere in between…

40

How is your page doing?

41

How good is your page doing?

To find out, take your smartphone
and go to:

http://barometer.agorapulse.com

42

OMI Class #3

POWER OF VIDEO
CISCO STYLE

Video Is a Valuable Marketing Asset
View 44% morepages 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


Video Lifts Email Click-through


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
Facebookvs. Twitter

*Unruly video study, January, 2012

Tech-related Video Downloads Are Not Limited to
the Work Day
S M T W Th F S
92% watch or download tech-related videos during the work week

50% on the 27% before 53% during 61% after normal 50% on the
weekends normal business normal business business hours weekends
hours hours

*IDG 2012 study with 6,622 B2B IT decision makers

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


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


Class #4

FINALLY, IMPORTANCE OF
ATTRIBUTION

The Buy Cycle: Think Touch Points Web, Blog,
Web, Blog, Media, &
& Media industry pros

Advice from
colleague or
friend

Web, social,
& email

Source: Forrester

Implement Multi-Channel Attribution

Madonna Tickets 2012 Madonna Tour TicketsNow® Official Site
Concert Tickets TicketsNow.com TicketsNow.com
Get your tickets now! TicketsNow.com
Buy Madonna tickets Get your tickets now Official Site of
TicketsNow.com For Madonna’s 2012 tour! TicketsNow.com™. ® -
Now Available!
Official Site.

Ad 1 Keyword 1 Keyword 2 Keyword 3

Most advertising tracking systems report and
act on only the last click prior to purchase


Now Available!
Official Site.


5% 10% 25% 60%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)


Now Available!
Official Site.


40% 10% 10% 40%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)


Now Available!
Official Site.


25% 25% 25% 25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)


Now Available!
Official Site.


0% 0% 0% 100% (Last Click)

Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)

Think: Integrated Social Strategy

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.

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.

How good is your FB page doing?

DON’T FORGET

http://barometer.agorapulse.com

61

Thank You!

Access to Classes or Full Preso

Exchange Cards

www.onlinemarketinginstitute.org

General Questions at “Aaron Kahlow” on Facebook, or LinkedIn

Further References

*eConsultancy: Digital Intelligence Briefing
**Comscore: Power of Like 2012
***iMediaConnection: 2012 InfoGraphics
Article & Pew Internet Study

Aaron omippt

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