3 Red Hot Social Marketing Hacks To Crush in 2015 By Dan Morrison, Dir. Client Services at aimClear The data's in and speaks volumes! Savvy marketers are pioneering award-winning techniques to turn readily available huge-social-data into attributable conversion. Join Daniel as he covers selling with first-touch social psychographic data: disciplined, high intent, active targeting, including owned-audience cookie pools for performance marketers to exploit. We’ll take a pragmatic look into targeting that pays, conversion and the evolving social-data marketer's integrated role.

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3 RED HOT SOCIAL
MARKETING HACKS TO
ACHIEVE ROI SUCCESS
Daniel Morrison | @DanimalsHouse

2. @DanimalsHouse

3. @DanimalsHouse

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1,2,3 TAKEAWAYS
1. Inject users into YOUR funnel with Social
Psychographic Data
2. Cookie with Retargeting Pixels {Owned}
3. Nurture & Convert with Remarketing & RLSA
2
1
3

5. @DanimalsHouse
1. Sell with Social Psychographic Data
Image
credit:
NASA
GSFC

6. @DanimalsHouse Image
credit:
NASA
GSFC

7. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

8. @DanimalsHouse © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

9. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

10. @DanimalsHouse
NEW SOCIAL GOALS
• Scalable Psychographic Traffic
• Attributable CONVERSION $$$
• Real Links from Good Authority Sites SEO
• Social Signals from Strong Users SEO
• Focused Likes, Follows, Shares SEO $$$
• Insulation from Harsh SEO Updates SEO
• PR Distribution to Bloggers & Media SEO
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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SALES!
Owned Audiences
ü Psychographically-focused
ü Omnichannel retargeting/
remarketing
ü INCLUDING Search
Remarketing
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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PSYCHOGRAPHIC
TARGETING

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1,2,3 TAKEAWAYS
1. Inject users into YOUR funnel with Social
Psychographic Data
2. Cookie with Retargeting Pixels {Owned}
3. Nurture & Convert with Remarketing & RLSA
2
1
3

14. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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Interests, Affinities, Proclivities, Biases, Predispositions,
Religion, Sexuality, Occupation, Education, Workplace,
Preferences, Age, Gender, Likings, Age, Predilections,
Attractions, Medical Condition, Economic Status, Peccadilloes,
Desires, Correspondences, Empathies, Relationships,
Appetites, Weaknesses, Tastes, Inclinations, Corporate
Loyalties
WHOLE CUSTOMER TARGETING:
SELLING WITH PSYCHOGRAPHICS /
TARGETING

16. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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BUILD RIGHT PERSONAS
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

18. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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“ROOT” BEHAVIOR PERSONA INTENT
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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“ROOT” BEHAVIOR PERSONA INTENT
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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CLARIFY BY “ACTIVE” FILTERS
• Playing
• Buying
• Selling
• Going to
• Trying
• [KW] with
• Spending time
• Traveling with
• Traveling to
• Watching
• Attending
• Visiting
• Touring
• Shopping for
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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POTENTIAL FINANCIAL QUALIFIERS
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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POTENTIAL FINANCIAL QUALIFIERS
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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DUAL ROOT PERSONAS
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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BEHAVIOR + CLASS
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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DISCIPLINED, HIGH INTENT, ACTIVE,
TARGETING
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

27. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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TIPS FOR BUILDING RIGHT PERSONAS
• Root your persona in behavioral intent for
single root personas
• Get active when clarifying your interest filters
• Consider passive intents when developing
creative + landing pages
• Research the source of the data to give the
data authority
• Layer on potential financial qualifiers
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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COOKIE POOLS

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1,2,3 TAKEAWAYS
1. Inject users into YOUR funnel with Social
Psychographic Data
2. Cookie with Retargeting Pixels {Owned}
3. Nurture & Convert with Remarketing & RLSA
2
1
3

31. @DanimalsHouse Image
credit:
Montulli
Blog

32. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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ARE AUDIENCES ARE THE NEW KEYWORDS?
Audience
Cookie
Pools
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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WEBSITE ADS
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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PSYCHOGRAPHIC TARGETING
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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URL TAGGING FOR SEGMENTING
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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EXTERNAL TRAFFIC DRIVING UNIT
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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RLSA – HOW IT WORKS
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
1. Place remarketing tags on your website
2. Define lists in AdWords based upon rules,
behaviors, landing pages etc
3. Assign remarketing lists to ad groups
4. Set bid modifiers / adjustments
5. Tailor creative based upon touch points

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ADWORDS REMARKETING SETUP
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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DEFINE RULES FOR AUDIENCE CREATION
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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ASSIGN AUDIENCES TO AD GROUPS
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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NURTURE &
CONVERT

43. @DanimalsHouse
1,2,3 TAKEAWAYS
1. Inject users into YOUR funnel with Social
Psychographic Data
2. Cookie with Retargeting Pixels {Owned}
3. Nurture & Convert with Remarketing & RLSA
2
1
3

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HYPER SEGMENTATION REQUIRES MASS
AMOUNTS OF DATA
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

45. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

46. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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STRATEGIES FOR RLSA

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Awareness
Research
Comparison
Purchase
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
MAP CUSTOMER JOURNEY

49. @DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
SET FREQUENCY CAPS

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SET MEMBERSHIP LIST DURATION
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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IMPLEMENTATION RESULTS
• Optimize your bids based upon intent
• Tire reseller increased sales by 22% by bidding up previous
homepage visitors
• Broaden your keywords
• Vacation tour company increased conv rate by 300% by
bidding on broad keywords for previous purchasers (gift,
holiday gift)
• Custom your ad text
• TelCo customer provides 3 services – TV, voice and internet
• Experienced 66% decrease in Cost Per Order by serving
custom ad copy based upon segmented visitors by service type
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.
Data
Credit:
Think
with
Google
Case
Studies

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3 TAKEAWAYS

53. @DanimalsHouse
1,2,3 TAKEAWAYS
1. Inject users into YOUR funnel with Social
Psychographic Data
2. Cookie with Retargeting Pixels {Owned}
3. Nurture & Convert with Retargeting & Search
Remarketing
2
1
3
© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

54. @DanimalsHouse
Email
megan@aimclear.com
to
get
on
the
list!

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THANKS