1. Social Media, Meet ROI: The
Secrets to the Strategic
Thinking
“Global Trends and Local Tactics”
Aaron Kahlow
CEO & Founder
www.OnlineMarketingInstitute.org
3. 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
4. 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
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
32. 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!
38. 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…
51. The Buy Cycle: Think Touch Points Web, Blog,
Web, Blog, Media, &
& Media industry pros
Advice from
colleague or
friend
Web, social,
& email
Source: Forrester
52. 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
53. 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
5% 10% 25% 60%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
54. 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
40% 10% 10% 40%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
55. 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
25% 25% 25% 25%
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
56. 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
0% 0% 0% 100% (Last Click)
Attribution Models
Linear Ratio
U Shaped
Distribute Evenly
Single Click Only
(First or Last)
59. 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.
60. 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.
61. How good is your FB page doing?
DON’T FORGET
http://barometer.agorapulse.com
61
62. Thank You!
Access to Classes or Full Preso
Exchange Cards
www.onlinemarketinginstitute.org
General Questions at “Aaron Kahlow” on Facebook, or LinkedIn
Social Media, Meet ROI: The Secrets to the Strategic Thinking Driving Social CommerceSocial media and ALL digital marketing, including SEO, have become forever linked. This session will take an in-depth look at social media across all marketing channels to drive awareness through content creation, marketing integration and useful KPIs. Key takeaways will be:Research and Case Study examples pointing the way to the foundational principles of Social Success.Top Trends and Tips from the experts on the forefront of Social Media Strategy and Tactics.Ways to use social listening to help build your content calendar. Find out where conversations are happening—around your brand, competitors, or industry—and in what channels.How to build an engagement strategy around your social actions.Ways to plan your social media marketing strategy and measure success.Aligning your social strategy with existing and departmental goals.
Just in case don’t know OMI: We educate the world on Digital marketing with eLearning Center primarily of 100s of classes, but also through live workshops both online and in person around the world from Sao Paulo to London; Hong Kong to Berlin, Hong Kong to Paris, and this week Dubai, Mumbai and Shanghai and of course all over US in over 30 cities.
What the we see from the Data What we see from people– What we see from folks like you
Just in case don’t know OMI: We educate the world on Digital marketing with eLearning Center primarily of 100s of classes, but also through live workshops both online and in person around the world from Sao Paulo to London; Hong Kong to Berlin, Hong Kong to Paris, and this week Dubai, Mumbai and Shanghai and of course all over US in over 30 cities.