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Social Media: The Rising Star for Your Digital Marketing Strategy

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Social Media: The Rising Star for Your Digital Marketing Strategy

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It's finally happened, social media has grown up and sold out. And it's awesome. For digital marketers, the maturing advertising options on social networks have created a huge opportunity to reach and engage audiences in a way that has never been possible. Tune into this webinar to learn how social media fits into your digital marketing strategy, what advertising options are available, how to reach your target audience, how to measure your results, and what you'll need to be successful.

It's finally happened, social media has grown up and sold out. And it's awesome. For digital marketers, the maturing advertising options on social networks have created a huge opportunity to reach and engage audiences in a way that has never been possible. Tune into this webinar to learn how social media fits into your digital marketing strategy, what advertising options are available, how to reach your target audience, how to measure your results, and what you'll need to be successful.

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  • It's finally happened, social media has grown up and sold out. And it's awesome. For digital marketers, the maturing advertising options on social networks have created a huge opportunity to reach and engage audiences in a way that has never been possible. Tune into this webinar to learn how social media fits into your digital marketing strategy, what advertising options are available, how to reach your target audience, how to measure your results, and what you'll need to be successful.
  • First banner ad - October 27, 1994
    About the same time as the launch of Netscape Navigator
  • First banner ad - October 27, 1994
    Where did this mountain come from?
    With the internet came an explosion of ad types and formats
    Then along comes the smartphone and the hill gets even steeper
    We are really at the beginning of the opening up of social networks to paid advertisement
  • We do need to keep in mind that advertising on these platforms is still a relatively new addition
    It’s only been about 6 years since Twitter first launched a paid advertising option
    And really, it’s only in the past few years that B2B marketers have had any real lead generation options available
    There are other social networks, like Line (Asia) – but these are the top US based networks
  • The top marketing channels they all expected to engage with their customers - #1 is social media
    So what does that mean for all the digital marketing leaders out there?
    Ask for more budget and resources!
    Start evaluating your social media strategy
  • In Q1 of 2016 Facebook’s ad revenue was reported at $5.2 billion
    In 2016 Facebook is project to claim about 12% of the global digital-advertising market
    up from 10.7% last year and 8.6% in 2014
    In 2016 Google’s share is projected to decline to 31%
    Down from 33% in 2015 and 35% two years ago.
    Source: http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856
  • Find out where your target audience spends their time and where they go to find what they need
    Once you identify where they are you can decide what ads will work best to reach them
    Most channels CAN work for any of your goals, but you’ll probably find that some work better for acquisition than nurturing for example
    The only way to know for certain is to test them out.
  • Invest in promoting your social media content if you want to be seen
    There are some exceptions, like search – but it doesn’t compare
  • Twitter – Organic vs Promoted reach
  • Facebook – Organic vs Promoted reach
  • Keep in mind how your audience is using each channel
    Are they looking at photos on Instagram? Better have a highly visual ad.
    Are they on Twitter and therefore probably on a mobile devices? Make sure your post click experience is optimized for mobile.
  • LinkedIn coming soon
  • Types:
    Filters
    Lenses
    Video + content
  • SnapChat views were 10 Billion per day.
    http://www.bloomberg.com/news/articles/2016-04-28/snapchat-user-content-fuels-jump-to-10-billion-daily-video-views
  • Don’t forget about mobile traffic!
    Mobile usage on social media channels
    LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/
    Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/
    Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/
    Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
  • Don’t forget about mobile traffic!
    Mobile usage on social media channels
    LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/
    Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/
    Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/
    Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
  • All Channels are not created equal
  • What are you trying to achieve?
    These will vary by audience and may vary by channel as well
  • What are you trying to achieve?
    These will vary by audience and may vary by channel as well
  • Set your initial baseline so you can measure the performance of different campaigns over time.
  • Now that you know your audience and have a good idea of where they are in their buyer journey how do you find the Buyer on Social. There are many ways to target the audience on social these days. You can target people based on common targeting options, advanced targeting options and even retargeting options.

    Target people based on scores and buyer stage
  • Look-a-like audiences
    Find your best performing leads or highest value customers and find more people like them
  • These metrics are from a report that is a few years old, but my guess is that the current breakdown is pretty similar.
    Please don’t be one of the 20% who doesn’t track your programs.
  • Let’s look at this customer’s journey
    Does a search and clicks through a paid search ad. Does a little research, but ultimately doesn’t take any action
    A little later they get back to thinking about that purchase and remember your ad. They go directly to your website, but aren’t quite ready yet but sign up for your email updates.
    You are, of course, remarketing to this visitor and they see one of your ads on social media. Again click through but no action.
    Lastly they respond to one of your emails and either make a purchase or complete a lead generation form.
  • In a single-touch model all of the revenue or pipeline credit would be given to 1 of the many touchpoints.
    In this case, it’s the first marketing touch, the email.
    In a first touch model this could be either the paid search ad (because of the click) or the Newsletter sign-up (because of the action).
  • Now let’s take a look at a multi-touch attribution example
  • Now let’s take a look at a multi-touch attribution example
    Using this method we would distribute the credit for the sale or opportunity among all of the touchpoints along the way
    This example distributes the credit evenly but you can weight these as well
    This method takes into account the full journey and not just 1 touchpoint along the way
  • So let’s look at some of the top of the funnel programs to see where we are generating new names or targets from. This is a screenshot from our own revenue cycle analytics.

    From this report, you can see that you are receiving the most new names from your PPC campaign for branded terms, targeted at prospects in the United States. But which campaign is bringing in the leads most cost effectively? At $0 per lead, your blog is bringing in the most cost-effective leads, while your tradeshows are the most expensive. This may be because blogs consist of content that your internal team creates, while tradeshows involve extra costs for things like sponsorship, booth design, collateral printing, and shipping.

    But this is not a complete picture …
  • You don’t want to optimize your programs based on the number of names they bring in. You need to look at later stage metrics such as the number of opportunities, pipeline and revenue won as well as a return on marketing investment. So if we look at the same programs, we’ll see that our tradeshows generated solid pipeline (T1 pipe of $1M and almost half of that revenue has been won; )

    You also need to consider time to opp as it takes longer for some channels to convert leads to opportunities comparatively speaking
  • This is an example from our own marketing mix here at Marketo
    In this data we can see that our social media campaigns brought in 58% more leads that our paid search campaigns
    However the quality of those paid search leads is considerably better and they produced 198% more sales opportunities
    The medium should be kept in context though.
    In paid search people are actively looking for a product or service
    In social media they’re attention is caught by an ad while they scrolling through posts on every subject under the sun
  • A great real world representation of the noisy social/digital landscape
    Left shark is making a 1:1 connection
  • Hi everyone, I manage all the digital programs at Marketo and I look at metrics all the time. There are 4 main questions that I often get asked by my seniors and I am always trying to stay on top of as well. Today I hope I can help you answer these questions by diving deeper into some of the topics that Brian mentioned earlier.

    Which channel is performing?
    How to allocate budget between channels?
    Which campaigns to allocate budgets to within a channel?
  • Next it helps to map out where we want to get to
  • Set your initial baseline so you can measure the performance of different campaigns over time.
  • Email programs, content syndication, sponsored webinars, are under different teams
  • Most importantly make sure you have the right technology to enable you to achieve your goals
    For B2B marketers, make sure you are thinking beyond acquisition and are evaluating pipeline and revenue metrics as well

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