SlideShare una empresa de Scribd logo
1 de 165
Descargar para leer sin conexión
The Digital Marketing
Workshop
SXSW 2014
#reachhack
Who we are
Blake Robinson - @blake
Director, Product & Marketing, @Annalect
Israel Mirsky - @IsraelMirsky
Global Managing Dir, Social & Performance, @Annalect
Margaret Francis - @MargaretFrancis
VP, Product, @Heroku
Marshall Kirkpatrick - @MarshallK
CEO, @GetLittleBird
What is marketing?
mar·ket·ing [mahr-ki-ting]
n. The act or process of buying or selling in a market.
n. The commercial functions involved in transferring
goods from producer to consumer.
Marketing typically works like this
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
Marketing should work like this
What’s happening now? What’s coming up?
Marketing Trends
The Digital Marketing Workshop SXSW 2014
Data Management Platforms
DMPs Enable:
• Cross channel audience
targeting
• Effective, efficient programmatic
• Reach/frequency << BIG DEAL
• Contributes to marketing
automation across channels
• Supports understanding of social
paid effectiveness
• Informed RTB
• Advanced analytics
The Digital Marketing Workshop SXSW 2014
demo requests: http://annalect.com/contact
DMP
Marketing Automation
• Demand generation
• Lead management
• Lead scoring
• Lead nurturing
• Lead generation
• Campaign analysis
• Lead qualification
• Sales effectiveness
• Sales Intelligence
• …and now B2C
Shape Media and
Response Tactics
Generate Relevant
(Effective) Creative
Real time
Be relevant to individuals and to the zeitgeist.
The rise of the small and second screens
Mobile
Social
• Facebook
o New ad units
o Focus on bottom line
metrics
o Maturing partner ecosystem
• Twitter
o More programmatic options
o Tailored audiences
o TV relationship
o TV synced ads
Maturing ad models and emerging players.
Content Marketing
• Driven by:
o Continued pressure on ads
o Marketing fragmentation
• Google
o Cheap link-building doesn’t
work
• More on this later.
How do you reach customers? Have them come to you.
Omnichannel
• Cross channel planning
• Cross channel attribution
o Viewability
o 3rd party tracking
• Integrated mobile
o Experience
o Marketing
o Measurement
• Real time execution
• DMP support
o Geo tactics
o Audience tactics
o Contextual
• Marketing Automation
Plan and execute as coherent cross channel experience
Omnichannel
demo requests: http://annalect.com/contact
Advanced Analytics
The Future
What’s going to happen?
• More B2C, B2B2C marketing
automation
• Possible death of cookies
o Mobile IDs, accounts and
relationships with pubs
• Truly amazing analytics
• Creative shops using data as
part of the dev process
• Real time across channels
• Increased “brand as publisher”
• Listening tool roll up
Scrappy Startups vs Big Budget Marketing
What’s the difference?
Agencies analyze relationships cross platform and cross channel.
Startups tend to measure in silos
Agencies analyze relationships cross platform and cross channel.
Startups have to learn each lesson the hard way
Agencies manage experts executing coordinated marketing initiatives,
often on an international scale - and establish consensus among the many
global clients who must weigh in.
Startups have one or two people on marketing
Agencies optimize entire portfolios
Startups will need to focus on optimizing one or
two things against a small number of metrics.
Agencies optimize across both online and offline initiatives.
Startups must rely on online conversion metrics.
Agencies deal in the millions to tens of millions. Challenges grow
exponentially as higher numbers of products, competitors and other
dimensions are added.
Startups deal with marketing budgets in the tens
to hundreds of thousands.
Agencies leverage buying power across clients to get more for each dollar,
including preferred inventory, information and access to their clients.
Startups deal with self-serve systems and prices.
Agencies are working toward predictive measurement and analytics.
Startups utilize reactive analytics (and that’s OK).
Re: Promotion
pro·mo·tion [pruh-moh-shuh n]
n. The act of promoting or the fact of being promoted;
advancement.
n. Advertising; publicity.
Managing your mediums
Owned
• Research TW & FB hashtags
relevant to your company
• Create and circulate content
using the same hashtags
• Cross post: TW, FB, Tumblr
• Add value:
o Don’t shill
o Add links to other relevant
conversations, not just your
own site
• Follow everyone back, to start
Earned
• Follow everyone back, to start
o Use lists to filter noise
based on your research
• Go interact with the people most
like the ones you want to reach.
o Thank them for the follow.
DM/ Email/ Comment is fine
o Interact with them
• Attend in person events. Social
is not just FB. It’s “network” in all
dimensions.
• Research all the people who
sign up for your list, to follow
you, who comment on your FB
page or blog or whatever
o Run them through LinkedIn
& find out who they are
o Try Topsy, Little Bird, to see
who the influential accounts
are similar to the ones that
follow you.
Be succinct
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
Be contactable
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
Be visual
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
Be identifiable
The Digital Marketing Workshop SXSW 2014
MOST POWERFUL ON THE INTERNET!
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
Be social
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
Not all social networks
have the same utility
Brands are participants now
(Not a Corp.)
Be yourself
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
An easy secret
Content Marketing
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
How to add and capture value
Social Network
Marketing
Thesis
Ambitious marketers can use social networks to add value
to public conversations through
● effective curation
● narrating our work
● making it a habit
Good for individual’s online social capital = good for the
company we work for.
Scope: You, the individual
Company wins
Profit
One of the best
things you can do
for your company's
brand:
strengthen your
personal brand
online.
Credibility: sales is about trusted
advisorship
New business opportunities
Thought leadership
Word of mouth marketing
Increased visibility &
discoverability on social web
Example: IBM Social Computing
“what really differentiates us in the marketplace: us”
“it is very much in IBM's interest [for individual
employees] to be aware of and participate in this
sphere of information, interaction and idea
exchange”
No: “IBMers should not use these media for covert
marketing or public relations on behalf of IBM.”
My personal career
Blogging
• Working in public ->AOL
• Finding things 1st -> TC
• Putting it all together ->RWW
Now
• Productizing my lessons learned
• Leveraging my personal social
capital
• Putting the machine into your
hands with Little Bird
(GetLittleBird.com)
The Digital Marketing Workshop SXSW 2014
Metrics
ROI
Awesomeness
New business opportunities earned
and won
Connections to target market
influencers (Little Bird)
Klout score
Strategy: Always add value
Mechanical:
IF you are interesting and useful
THEN people will talk about you
BECAUSE when people spread your interesting content
THEY get points for being interesting themselves.
Poetic:
Adding value is good because the Internet is wonderful.
The Network of People offers an abundance of beauty and knowledge,
discovery and empowerment - let’s revel in and celebrate it!
Five ways to add value with curation
Tactic: Curation
1. Be first
2. Say it best
3. Aggregate
4. Bring a unique perspective
(Definitely the toughest)
5. Be funny
Tactic: Working out loud
Working Out Loud = Observable Work + Narrating Your Work
Bryce Williams
Social Collab Consultant, Eli Lilly
@TheBrycesRight
Stowe Boyd:
● Discover key information earlier
● Succeed, improve or fail more quickly
● Increases resilience in uncertainty
Tactic: Make it a habit
BJ Fogg’s model
● Make it small
● Tie it to an anchor habit (eg read 5 tweets)
● Celebrate
Tactic: Make it a habit
Marshall’s model
● Oversubscribe and
filter
● Monitor for break-
out hits & key
opportunities
● Put it in a UI you’ll
trip over
Tactic: Make it a habit
If/Then
● If I’ve arrived at work, if it’s after lunch, then scan the
trade press
● If I’m doing business with someone new, then I analyze
their industry connections
● If something happens in the world that I can add value
to the discussion around, then I will at least Tweet about
it
To summarize:
1. Grow yourself - it will serve your company well.
2. Add value - make the pie higher for everyone, the
social web follows an abundance model
3. Curate strategically - being awesome online is an art
and science
4. Work out loud - that way everyone learns more, faster
5. Take steps to make it a habit - wash, rinse, repeat.
Hustle + patience + creativity + generosity + relevance
+ luck = success!
and determining ROI
Measurement
The Digital Marketing Workshop SXSW 2014
Do you have all these programs?
Are you able to measure ROI?
Social
Value
Top-Down Approaches
Bottom-Up Approaches
Determining the measurement mix
No single approach dominates - it’s a mix.
Planning for success
http://businessmodelgeneration.com/canvas
Choosing your
objectives
Set achievable goals
• Find users / customers:
o Get 100 legitimate prospects in your email list
• Prepare to raise money:
o Target 10 firms and their principals/ analysts/ associates
• Connect with influencers:
o Get 10 relevant people following you
• Network with peers:
o Connect with 10 people in your field. Establish a relationship
Analyzing your
objectives
http://www.flickr.com/photos/itsgreg/446061432
Analytics are the measurement of
movement toward your business
goals.
A good metric
is
Clear, comparable ratios
Tied to your business
model
Actionable, not vain
Correlated or causal
Leading or Lagging
Comparable Ratios: Miles/mpg/tpmph
• Clear: You know 60MPH is twice
as fast as 30MPH
o In a country, speed limits
and mileage are well
understood
o Kilometers are conveniently
decimal; miles map to hours
• Rates: Miles travelled is good;
miles per hour is better;
accelerating or decelerating
changes your gas pedal
• Business model: You can
measure “MPH divided by
speeding tickets” as a metric of
“driving fast without losing my
license”
A few words on causality.
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
BAD
METRIC.
If it can’t change your
behavior, then it’s a...
If you can only measure
a few things
Most startups don’t know what they’re going to be when they grow up.
A growth rate of 5% per week is good, 7% is very good and more than 7%
is excellent.
As a startup, you must measure growth.
But what kind of growth should you measure?
Startups and smaller initiatives should consider
measuring the following:
• Revenue
• Conversions
• Desired interactions
• Shares of content or product
• Engagements with your content
or your product
• Uniques and pages visited
Twitter & Facebook Ads
Twitter Ads Increase Awareness &
Intent
Ads increase awareness
FB Custom Audience: The Clymb
FB Custom Audience: The Clymb
Facebook Fan Value
Qualitative value of Twitter follower
Quantitative value of Twitter follower
Marketing on a budget
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
The Digital Marketing Workshop SXSW 2014
Thanks everybody!
That’s all!

Más contenido relacionado

La actualidad más candente

Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategydletwin
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkLink Cheng
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing PresentationJohn Quirke
 
Facebook ads (1).pdf
Facebook ads (1).pdfFacebook ads (1).pdf
Facebook ads (1).pdfReenaKoravi
 
Digital Technologies and Online Marketing Agency MSG Marketing
Digital Technologies and Online Marketing Agency MSG MarketingDigital Technologies and Online Marketing Agency MSG Marketing
Digital Technologies and Online Marketing Agency MSG MarketingMSG Marketing
 
The Fundamentals of Digital Marketing - PUP Taguig Presentation
The Fundamentals of Digital Marketing - PUP Taguig PresentationThe Fundamentals of Digital Marketing - PUP Taguig Presentation
The Fundamentals of Digital Marketing - PUP Taguig PresentationJomer Gregorio
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing StrategyMaged Elsakka
 
Digital Marketing Plan For Real Estate
Digital Marketing Plan For Real EstateDigital Marketing Plan For Real Estate
Digital Marketing Plan For Real EstateAjinkya Honrao
 
Socialmediamarketingstrategy digital marketing-paathshala
Socialmediamarketingstrategy digital marketing-paathshalaSocialmediamarketingstrategy digital marketing-paathshala
Socialmediamarketingstrategy digital marketing-paathshalaSimplilearn
 
Facebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshalaFacebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshalaSimplilearn
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy Sabareesan A
 
Slash | How to build a B2B sales machine
Slash | How to build a B2B sales machineSlash | How to build a B2B sales machine
Slash | How to build a B2B sales machineAndries De Vos
 
Marketing automation
Marketing automationMarketing automation
Marketing automationGaurav Bisht
 
Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursDeveloping Your Go to Market Strategy - For Startup Founders & Entrepreneurs
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursAdam Moalla
 
The Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market StrategyThe Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market StrategyStan Monlux
 
How to develop an effective Business Development Strategy
How to develop an effective Business Development StrategyHow to develop an effective Business Development Strategy
How to develop an effective Business Development StrategyHein Roth
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2BAmrit Sagar
 

La actualidad más candente (20)

Ingenex Digital Marketing Strategy
Ingenex Digital Marketing StrategyIngenex Digital Marketing Strategy
Ingenex Digital Marketing Strategy
 
Go-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement FrameworkGo-To-Market Strategy & Sales Enablement Framework
Go-To-Market Strategy & Sales Enablement Framework
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing Presentation
 
Facebook ads (1).pdf
Facebook ads (1).pdfFacebook ads (1).pdf
Facebook ads (1).pdf
 
Digital Technologies and Online Marketing Agency MSG Marketing
Digital Technologies and Online Marketing Agency MSG MarketingDigital Technologies and Online Marketing Agency MSG Marketing
Digital Technologies and Online Marketing Agency MSG Marketing
 
The Fundamentals of Digital Marketing - PUP Taguig Presentation
The Fundamentals of Digital Marketing - PUP Taguig PresentationThe Fundamentals of Digital Marketing - PUP Taguig Presentation
The Fundamentals of Digital Marketing - PUP Taguig Presentation
 
Digital Marketing Strategy
Digital Marketing StrategyDigital Marketing Strategy
Digital Marketing Strategy
 
Digital Marketing Plan For Real Estate
Digital Marketing Plan For Real EstateDigital Marketing Plan For Real Estate
Digital Marketing Plan For Real Estate
 
Socialmediamarketingstrategy digital marketing-paathshala
Socialmediamarketingstrategy digital marketing-paathshalaSocialmediamarketingstrategy digital marketing-paathshala
Socialmediamarketingstrategy digital marketing-paathshala
 
Facebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshalaFacebook marketing digital-marketing-paathshala
Facebook marketing digital-marketing-paathshala
 
Digital Marketing Strategy
Digital Marketing Strategy Digital Marketing Strategy
Digital Marketing Strategy
 
Social Media Strategy
Social Media StrategySocial Media Strategy
Social Media Strategy
 
Slash | How to build a B2B sales machine
Slash | How to build a B2B sales machineSlash | How to build a B2B sales machine
Slash | How to build a B2B sales machine
 
Marketing automation
Marketing automationMarketing automation
Marketing automation
 
Proposal for digital marketing
Proposal for digital marketingProposal for digital marketing
Proposal for digital marketing
 
Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursDeveloping Your Go to Market Strategy - For Startup Founders & Entrepreneurs
Developing Your Go to Market Strategy - For Startup Founders & Entrepreneurs
 
The Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market StrategyThe Five Pillar Go-To-Market Strategy
The Five Pillar Go-To-Market Strategy
 
Go To Market Strategies
Go To Market StrategiesGo To Market Strategies
Go To Market Strategies
 
How to develop an effective Business Development Strategy
How to develop an effective Business Development StrategyHow to develop an effective Business Development Strategy
How to develop an effective Business Development Strategy
 
Marketing Strategy for B2B
Marketing Strategy for B2BMarketing Strategy for B2B
Marketing Strategy for B2B
 

Destacado

Digital Marketing Workshop for Corporates
Digital Marketing Workshop for CorporatesDigital Marketing Workshop for Corporates
Digital Marketing Workshop for CorporatesDigital Vidya
 
Digital marketing workshop
Digital marketing workshopDigital marketing workshop
Digital marketing workshopAndy Lima
 
awesomize.me presentation
awesomize.me presentationawesomize.me presentation
awesomize.me presentationeshams
 
The B2B2C Continuum - Who IS The Customer? | Event Flyer
The B2B2C Continuum - Who IS The Customer? | Event FlyerThe B2B2C Continuum - Who IS The Customer? | Event Flyer
The B2B2C Continuum - Who IS The Customer? | Event FlyerChicago AMA
 
Post Expo Asia Pacific - Matthew Robertson & Dave Ffowcs Williams
Post Expo Asia Pacific - Matthew Robertson & Dave Ffowcs WilliamsPost Expo Asia Pacific - Matthew Robertson & Dave Ffowcs Williams
Post Expo Asia Pacific - Matthew Robertson & Dave Ffowcs WilliamsNetDespatch Limited
 
Money of the Future. Top fin-tech trends
Money of the Future. Top fin-tech trendsMoney of the Future. Top fin-tech trends
Money of the Future. Top fin-tech trendsMaria Bichl
 
Things to do when workload is low
Things to do when workload is lowThings to do when workload is low
Things to do when workload is lowJanshair Khan
 
3.5 b2 b b2c b2b2c.pptx
3.5 b2 b b2c b2b2c.pptx3.5 b2 b b2c b2b2c.pptx
3.5 b2 b b2c b2b2c.pptxRick Rasmussen
 
Youtube Video Marketing Tips
Youtube Video Marketing TipsYoutube Video Marketing Tips
Youtube Video Marketing TipsUnnikrishnan JS
 
Digital Marketing Workshop
Digital Marketing WorkshopDigital Marketing Workshop
Digital Marketing WorkshopFrancois Brill
 
How media agencies solve the big data revolution
How media agencies solve the big data revolutionHow media agencies solve the big data revolution
How media agencies solve the big data revolutionThe_IPA
 
Digital Marketing Workshop '15
Digital Marketing Workshop '15Digital Marketing Workshop '15
Digital Marketing Workshop '15Mehreen Omer
 
Yes 2016 digital marketing workshop
Yes 2016 digital marketing workshopYes 2016 digital marketing workshop
Yes 2016 digital marketing workshopJunming Tan
 
Digital Marketing for Business
Digital Marketing for BusinessDigital Marketing for Business
Digital Marketing for BusinessJason Baumann
 
#LMA16: Masters in Digital Workshop
#LMA16: Masters in Digital Workshop#LMA16: Masters in Digital Workshop
#LMA16: Masters in Digital WorkshopOne North
 
The effects of digital devices
The effects of digital devicesThe effects of digital devices
The effects of digital devicesGreg Dillon
 

Destacado (20)

Digital Marketing Workshop for Corporates
Digital Marketing Workshop for CorporatesDigital Marketing Workshop for Corporates
Digital Marketing Workshop for Corporates
 
Digital marketing workshop
Digital marketing workshopDigital marketing workshop
Digital marketing workshop
 
awesomize.me presentation
awesomize.me presentationawesomize.me presentation
awesomize.me presentation
 
The B2B2C Continuum - Who IS The Customer? | Event Flyer
The B2B2C Continuum - Who IS The Customer? | Event FlyerThe B2B2C Continuum - Who IS The Customer? | Event Flyer
The B2B2C Continuum - Who IS The Customer? | Event Flyer
 
Slide hubvisor
Slide hubvisorSlide hubvisor
Slide hubvisor
 
Post Expo Asia Pacific - Matthew Robertson & Dave Ffowcs Williams
Post Expo Asia Pacific - Matthew Robertson & Dave Ffowcs WilliamsPost Expo Asia Pacific - Matthew Robertson & Dave Ffowcs Williams
Post Expo Asia Pacific - Matthew Robertson & Dave Ffowcs Williams
 
Money of the Future. Top fin-tech trends
Money of the Future. Top fin-tech trendsMoney of the Future. Top fin-tech trends
Money of the Future. Top fin-tech trends
 
B2b2c marketing 2010
B2b2c marketing 2010B2b2c marketing 2010
B2b2c marketing 2010
 
Things to do when workload is low
Things to do when workload is lowThings to do when workload is low
Things to do when workload is low
 
3.5 b2 b b2c b2b2c.pptx
3.5 b2 b b2c b2b2c.pptx3.5 b2 b b2c b2b2c.pptx
3.5 b2 b b2c b2b2c.pptx
 
Digital Marketing Workshop
Digital Marketing WorkshopDigital Marketing Workshop
Digital Marketing Workshop
 
Youtube Video Marketing Tips
Youtube Video Marketing TipsYoutube Video Marketing Tips
Youtube Video Marketing Tips
 
Digital Marketing Workshop
Digital Marketing WorkshopDigital Marketing Workshop
Digital Marketing Workshop
 
Digital marketing workshop
Digital marketing workshopDigital marketing workshop
Digital marketing workshop
 
How media agencies solve the big data revolution
How media agencies solve the big data revolutionHow media agencies solve the big data revolution
How media agencies solve the big data revolution
 
Digital Marketing Workshop '15
Digital Marketing Workshop '15Digital Marketing Workshop '15
Digital Marketing Workshop '15
 
Yes 2016 digital marketing workshop
Yes 2016 digital marketing workshopYes 2016 digital marketing workshop
Yes 2016 digital marketing workshop
 
Digital Marketing for Business
Digital Marketing for BusinessDigital Marketing for Business
Digital Marketing for Business
 
#LMA16: Masters in Digital Workshop
#LMA16: Masters in Digital Workshop#LMA16: Masters in Digital Workshop
#LMA16: Masters in Digital Workshop
 
The effects of digital devices
The effects of digital devicesThe effects of digital devices
The effects of digital devices
 

Similar a The Digital Marketing Workshop SXSW 2014

Demystify the World of Digital Marketing - What is it and How do I Use it.
Demystify the World of Digital Marketing - What is it and How do I Use it.Demystify the World of Digital Marketing - What is it and How do I Use it.
Demystify the World of Digital Marketing - What is it and How do I Use it.Keith Duffy
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012Teresa Jones
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012 Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012 Generate UK
 
Singapore Management University Marketing Bootcamp
Singapore Management University Marketing BootcampSingapore Management University Marketing Bootcamp
Singapore Management University Marketing BootcampJustin Lee
 
Using & Tracking New Media - Marketing Retirement Homes & Senior Care
Using & Tracking New Media - Marketing Retirement Homes & Senior CareUsing & Tracking New Media - Marketing Retirement Homes & Senior Care
Using & Tracking New Media - Marketing Retirement Homes & Senior CareOur Kids Media
 
OMiG at Inaugural GMIT Marketing Society Talk
OMiG at Inaugural GMIT Marketing Society Talk OMiG at Inaugural GMIT Marketing Society Talk
OMiG at Inaugural GMIT Marketing Society Talk Online Marketing in Galway
 
How to Use and Track New Media - Marketing Schools, Programs & Kids Camps
How to Use and Track New Media - Marketing Schools, Programs & Kids CampsHow to Use and Track New Media - Marketing Schools, Programs & Kids Camps
How to Use and Track New Media - Marketing Schools, Programs & Kids CampsOur Kids Media
 
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar SlidesThe HR Observer
 
Digital Marketing Tips For Time-Strapped Startups
Digital Marketing Tips For Time-Strapped StartupsDigital Marketing Tips For Time-Strapped Startups
Digital Marketing Tips For Time-Strapped StartupsMark Colgan
 
Content Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New MarketingContent Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New MarketingJoe Pulizzi
 
Assignment 3 social mediax
Assignment 3   social mediaxAssignment 3   social mediax
Assignment 3 social mediaxStefano La Valle
 
PRSA - Social Influence and Measurement
PRSA - Social Influence and MeasurementPRSA - Social Influence and Measurement
PRSA - Social Influence and Measurementwedu, Inc
 
Prsa social influence and measurement
Prsa social influence and measurementPrsa social influence and measurement
Prsa social influence and measurementwedu, inc.
 
1ketoan.com - Marketing trên Mạng xã hội
1ketoan.com - Marketing trên Mạng xã hội1ketoan.com - Marketing trên Mạng xã hội
1ketoan.com - Marketing trên Mạng xã hộiDchvKTonThu1ketoan
 
Marketing your peer to peer event
Marketing your peer to peer eventMarketing your peer to peer event
Marketing your peer to peer eventRachel Kubicki
 
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...Social Jack
 
Leicester Digital - Facebook for B2B Organisations
Leicester Digital - Facebook for B2B OrganisationsLeicester Digital - Facebook for B2B Organisations
Leicester Digital - Facebook for B2B OrganisationsNeil Hannam
 

Similar a The Digital Marketing Workshop SXSW 2014 (20)

Demystify the World of Digital Marketing - What is it and How do I Use it.
Demystify the World of Digital Marketing - What is it and How do I Use it.Demystify the World of Digital Marketing - What is it and How do I Use it.
Demystify the World of Digital Marketing - What is it and How do I Use it.
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012
 
Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012 Generate UK Digital Marketing Strategy seminar 2012
Generate UK Digital Marketing Strategy seminar 2012
 
Singapore Management University Marketing Bootcamp
Singapore Management University Marketing BootcampSingapore Management University Marketing Bootcamp
Singapore Management University Marketing Bootcamp
 
Lehigh Valley HUG- The Value of Buyer Personas
Lehigh Valley HUG- The Value of Buyer Personas Lehigh Valley HUG- The Value of Buyer Personas
Lehigh Valley HUG- The Value of Buyer Personas
 
Using & Tracking New Media - Marketing Retirement Homes & Senior Care
Using & Tracking New Media - Marketing Retirement Homes & Senior CareUsing & Tracking New Media - Marketing Retirement Homes & Senior Care
Using & Tracking New Media - Marketing Retirement Homes & Senior Care
 
OMiG at Inaugural GMIT Marketing Society Talk
OMiG at Inaugural GMIT Marketing Society Talk OMiG at Inaugural GMIT Marketing Society Talk
OMiG at Inaugural GMIT Marketing Society Talk
 
How to Use and Track New Media - Marketing Schools, Programs & Kids Camps
How to Use and Track New Media - Marketing Schools, Programs & Kids CampsHow to Use and Track New Media - Marketing Schools, Programs & Kids Camps
How to Use and Track New Media - Marketing Schools, Programs & Kids Camps
 
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
5 Steps to Crafting a Highly Social Talent Brand by LinkedIn - Webinar Slides
 
Digital Marketing Tips For Time-Strapped Startups
Digital Marketing Tips For Time-Strapped StartupsDigital Marketing Tips For Time-Strapped Startups
Digital Marketing Tips For Time-Strapped Startups
 
Content Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New MarketingContent Marketing: Publishing is the New Marketing
Content Marketing: Publishing is the New Marketing
 
Assignment 3 social mediax
Assignment 3   social mediaxAssignment 3   social mediax
Assignment 3 social mediax
 
PRSA - Social Influence and Measurement
PRSA - Social Influence and MeasurementPRSA - Social Influence and Measurement
PRSA - Social Influence and Measurement
 
Prsa social influence and measurement
Prsa social influence and measurementPrsa social influence and measurement
Prsa social influence and measurement
 
Digital marketing
Digital marketingDigital marketing
Digital marketing
 
Brand Matters
Brand MattersBrand Matters
Brand Matters
 
1ketoan.com - Marketing trên Mạng xã hội
1ketoan.com - Marketing trên Mạng xã hội1ketoan.com - Marketing trên Mạng xã hội
1ketoan.com - Marketing trên Mạng xã hội
 
Marketing your peer to peer event
Marketing your peer to peer eventMarketing your peer to peer event
Marketing your peer to peer event
 
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
Digital Summit - Humanize Your Brand with Influencer Marketing from the Insid...
 
Leicester Digital - Facebook for B2B Organisations
Leicester Digital - Facebook for B2B OrganisationsLeicester Digital - Facebook for B2B Organisations
Leicester Digital - Facebook for B2B Organisations
 

Último

What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedMumbai Pixels
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchTINT Marketing
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing courstegveersingh09
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxWill Haire
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxNavah Hopkins
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarSEO Optimizers
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesVWO
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfEastern Online-iSURVEY
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfShifali roy
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertisingKBS SHOP
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Nedko Nedkov
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldD Cloud Solutions
 

Último (20)

What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
SEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to SucceedSEO Trends in 2024: What You Need to Know to Succeed
SEO Trends in 2024: What You Need to Know to Succeed
 
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling ResearchIce Cream Brand Harmony Study - TINT Emotional Profiling Research
Ice Cream Brand Harmony Study - TINT Emotional Profiling Research
 
Ppt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing coursPpt regarding of Digital Marketing cours
Ppt regarding of Digital Marketing cours
 
Amazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptxAmazon Seller New Product Launch Guide - 2024.pptx
Amazon Seller New Product Launch Guide - 2024.pptx
 
Friends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptxFriends of Search Future Proof Accounts.pptx
Friends of Search Future Proof Accounts.pptx
 
Increase Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads WebinarIncrease Your Website Sales & Leads Webinar
Increase Your Website Sales & Leads Webinar
 
Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Crafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing PagesCrafting High-Converting eCommerce Landing Pages
Crafting High-Converting eCommerce Landing Pages
 
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdfSnapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
Snapshot of Consumer Behaviors of February 2024-EOLiSurvey (EN).pdf
 
The best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdfThe best Crypto Marketing Strategies pdf
The best Crypto Marketing Strategies pdf
 
scope in Digital Marketing & advertising
scope in Digital Marketing & advertisingscope in Digital Marketing & advertising
scope in Digital Marketing & advertising
 
Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024Podvertise.fm - Founder.University - Pitch Deck 2024
Podvertise.fm - Founder.University - Pitch Deck 2024
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 
Top 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern WorldTop 15 Emerging Technologies for the Modern World
Top 15 Emerging Technologies for the Modern World
 

The Digital Marketing Workshop SXSW 2014

  • 2. Who we are Blake Robinson - @blake Director, Product & Marketing, @Annalect Israel Mirsky - @IsraelMirsky Global Managing Dir, Social & Performance, @Annalect Margaret Francis - @MargaretFrancis VP, Product, @Heroku Marshall Kirkpatrick - @MarshallK CEO, @GetLittleBird
  • 4. mar·ket·ing [mahr-ki-ting] n. The act or process of buying or selling in a market. n. The commercial functions involved in transferring goods from producer to consumer.
  • 11. What’s happening now? What’s coming up? Marketing Trends
  • 13. Data Management Platforms DMPs Enable: • Cross channel audience targeting • Effective, efficient programmatic • Reach/frequency << BIG DEAL • Contributes to marketing automation across channels • Supports understanding of social paid effectiveness • Informed RTB • Advanced analytics
  • 16. Marketing Automation • Demand generation • Lead management • Lead scoring • Lead nurturing • Lead generation • Campaign analysis • Lead qualification • Sales effectiveness • Sales Intelligence • …and now B2C
  • 17. Shape Media and Response Tactics Generate Relevant (Effective) Creative Real time Be relevant to individuals and to the zeitgeist.
  • 18. The rise of the small and second screens Mobile
  • 19. Social • Facebook o New ad units o Focus on bottom line metrics o Maturing partner ecosystem • Twitter o More programmatic options o Tailored audiences o TV relationship o TV synced ads Maturing ad models and emerging players.
  • 20. Content Marketing • Driven by: o Continued pressure on ads o Marketing fragmentation • Google o Cheap link-building doesn’t work • More on this later. How do you reach customers? Have them come to you.
  • 21. Omnichannel • Cross channel planning • Cross channel attribution o Viewability o 3rd party tracking • Integrated mobile o Experience o Marketing o Measurement • Real time execution • DMP support o Geo tactics o Audience tactics o Contextual • Marketing Automation Plan and execute as coherent cross channel experience
  • 25. What’s going to happen? • More B2C, B2B2C marketing automation • Possible death of cookies o Mobile IDs, accounts and relationships with pubs • Truly amazing analytics • Creative shops using data as part of the dev process • Real time across channels • Increased “brand as publisher” • Listening tool roll up
  • 26. Scrappy Startups vs Big Budget Marketing What’s the difference?
  • 27. Agencies analyze relationships cross platform and cross channel. Startups tend to measure in silos
  • 28. Agencies analyze relationships cross platform and cross channel. Startups have to learn each lesson the hard way
  • 29. Agencies manage experts executing coordinated marketing initiatives, often on an international scale - and establish consensus among the many global clients who must weigh in. Startups have one or two people on marketing
  • 30. Agencies optimize entire portfolios Startups will need to focus on optimizing one or two things against a small number of metrics.
  • 31. Agencies optimize across both online and offline initiatives. Startups must rely on online conversion metrics.
  • 32. Agencies deal in the millions to tens of millions. Challenges grow exponentially as higher numbers of products, competitors and other dimensions are added. Startups deal with marketing budgets in the tens to hundreds of thousands.
  • 33. Agencies leverage buying power across clients to get more for each dollar, including preferred inventory, information and access to their clients. Startups deal with self-serve systems and prices.
  • 34. Agencies are working toward predictive measurement and analytics. Startups utilize reactive analytics (and that’s OK).
  • 36. pro·mo·tion [pruh-moh-shuh n] n. The act of promoting or the fact of being promoted; advancement. n. Advertising; publicity.
  • 38. Owned • Research TW & FB hashtags relevant to your company • Create and circulate content using the same hashtags • Cross post: TW, FB, Tumblr • Add value: o Don’t shill o Add links to other relevant conversations, not just your own site • Follow everyone back, to start
  • 39. Earned • Follow everyone back, to start o Use lists to filter noise based on your research • Go interact with the people most like the ones you want to reach. o Thank them for the follow. DM/ Email/ Comment is fine o Interact with them • Attend in person events. Social is not just FB. It’s “network” in all dimensions. • Research all the people who sign up for your list, to follow you, who comment on your FB page or blog or whatever o Run them through LinkedIn & find out who they are o Try Topsy, Little Bird, to see who the influential accounts are similar to the ones that follow you.
  • 57. MOST POWERFUL ON THE INTERNET!
  • 66. Not all social networks have the same utility
  • 68. (Not a Corp.) Be yourself
  • 78. How to add and capture value Social Network Marketing
  • 79. Thesis Ambitious marketers can use social networks to add value to public conversations through ● effective curation ● narrating our work ● making it a habit Good for individual’s online social capital = good for the company we work for.
  • 80. Scope: You, the individual Company wins Profit One of the best things you can do for your company's brand: strengthen your personal brand online. Credibility: sales is about trusted advisorship New business opportunities Thought leadership Word of mouth marketing Increased visibility & discoverability on social web
  • 81. Example: IBM Social Computing “what really differentiates us in the marketplace: us” “it is very much in IBM's interest [for individual employees] to be aware of and participate in this sphere of information, interaction and idea exchange” No: “IBMers should not use these media for covert marketing or public relations on behalf of IBM.”
  • 82. My personal career Blogging • Working in public ->AOL • Finding things 1st -> TC • Putting it all together ->RWW Now • Productizing my lessons learned • Leveraging my personal social capital • Putting the machine into your hands with Little Bird (GetLittleBird.com)
  • 84. Metrics ROI Awesomeness New business opportunities earned and won Connections to target market influencers (Little Bird) Klout score
  • 85. Strategy: Always add value Mechanical: IF you are interesting and useful THEN people will talk about you BECAUSE when people spread your interesting content THEY get points for being interesting themselves. Poetic: Adding value is good because the Internet is wonderful. The Network of People offers an abundance of beauty and knowledge, discovery and empowerment - let’s revel in and celebrate it!
  • 86. Five ways to add value with curation Tactic: Curation
  • 88. 2. Say it best
  • 90. 4. Bring a unique perspective
  • 92. Tactic: Working out loud Working Out Loud = Observable Work + Narrating Your Work Bryce Williams Social Collab Consultant, Eli Lilly @TheBrycesRight Stowe Boyd: ● Discover key information earlier ● Succeed, improve or fail more quickly ● Increases resilience in uncertainty
  • 93. Tactic: Make it a habit BJ Fogg’s model ● Make it small ● Tie it to an anchor habit (eg read 5 tweets) ● Celebrate
  • 94. Tactic: Make it a habit Marshall’s model ● Oversubscribe and filter ● Monitor for break- out hits & key opportunities ● Put it in a UI you’ll trip over
  • 95. Tactic: Make it a habit If/Then ● If I’ve arrived at work, if it’s after lunch, then scan the trade press ● If I’m doing business with someone new, then I analyze their industry connections ● If something happens in the world that I can add value to the discussion around, then I will at least Tweet about it
  • 96. To summarize: 1. Grow yourself - it will serve your company well. 2. Add value - make the pie higher for everyone, the social web follows an abundance model 3. Curate strategically - being awesome online is an art and science 4. Work out loud - that way everyone learns more, faster 5. Take steps to make it a habit - wash, rinse, repeat. Hustle + patience + creativity + generosity + relevance + luck = success!
  • 99. Do you have all these programs?
  • 100. Are you able to measure ROI?
  • 105. No single approach dominates - it’s a mix.
  • 109. Set achievable goals • Find users / customers: o Get 100 legitimate prospects in your email list • Prepare to raise money: o Target 10 firms and their principals/ analysts/ associates • Connect with influencers: o Get 10 relevant people following you • Network with peers: o Connect with 10 people in your field. Establish a relationship
  • 111. http://www.flickr.com/photos/itsgreg/446061432 Analytics are the measurement of movement toward your business goals.
  • 112. A good metric is Clear, comparable ratios Tied to your business model Actionable, not vain Correlated or causal Leading or Lagging
  • 113. Comparable Ratios: Miles/mpg/tpmph • Clear: You know 60MPH is twice as fast as 30MPH o In a country, speed limits and mileage are well understood o Kilometers are conveniently decimal; miles map to hours • Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal • Business model: You can measure “MPH divided by speeding tickets” as a metric of “driving fast without losing my license”
  • 114. A few words on causality.
  • 128. BAD METRIC. If it can’t change your behavior, then it’s a...
  • 129. If you can only measure a few things
  • 130. Most startups don’t know what they’re going to be when they grow up.
  • 131. A growth rate of 5% per week is good, 7% is very good and more than 7% is excellent. As a startup, you must measure growth.
  • 132. But what kind of growth should you measure?
  • 133. Startups and smaller initiatives should consider measuring the following: • Revenue • Conversions • Desired interactions • Shares of content or product • Engagements with your content or your product • Uniques and pages visited
  • 135. Twitter Ads Increase Awareness & Intent
  • 137. FB Custom Audience: The Clymb
  • 138. FB Custom Audience: The Clymb
  • 140. Qualitative value of Twitter follower
  • 141. Quantitative value of Twitter follower
  • 142. Marketing on a budget