Interactive Marketing 2017 Program

Boston University Summer Program
Università Cattolica del Sacro Cuore @ BU, Summer 2017
Interactive Marketing
Communications
The marketing world is changing rapidly, and many businesses are
rethinking how they organize and execute the marketing function.
This course explores the evolution of interactive marketing
communications – specifically about the increasingly integrated
marketing and corporate communications roles. We’ll touch on
advertising, PR, corporate communications, SEO, social media,
interactive and digital content and many other topics. The course
also includes a final project.

Your Instructors
Todd Van
Hoosear
@vanhoosear
Florida-based public
relations agency
professional
Jeff Cutler
@jeffcutler
Boston-based journalist and
consultant
#bucattolica

Grading
• There are four factors in your grade:
1. Personal IRL and online participation score (60%)
• In-person class participation (1 point per contribution, 15 points max, Todd & Jeff)
• Online hashtag participation (0-2 points per social post, 15 points max, Todd)
• Twitter growth rank (1-4=15; 5-8=14; 9-12=13; 13-15=12; 16-18=11; 19+=10, Todd)
• Engagement rank (1-4=15; 5-8=14; 9-12=13; 13-15=12; 16-18=11; 19+=10, Todd)
2. Judges’ team-wide presentation score (20%)
• 1st = 20; 2nd = 18; 3rd = 16; 4th = 14; 5th = 12 – averaged across Todd & Jeff
3. Inter-team individual and team evaluations (10%), based on these criteria:
• Individual presentation: 1-5 points based on what you learned in presentation skills
course, averaged across all students
• Team score: 1-5 points based on creativity, practicality and overall structure, averaged
across all students
4. Intra-team evaluations (10%), based on amount and/or value of contribution to
the team leading up to final presentation, averaged across all team members
(10 pts)

Two Important Checklists
Where the Digital Marketing $
is being spent
What your team needs to
address for your class project
1. Business Objectives
2. S.M.A.R.T.* Goals
3. Community Profiles
4. Content and Channels
5. Messaging
6. KPIs

THE HISTORY OF MARKETING
Day 1: Part 1

Todd’s 6 Eras of Communication
1. Illustration*
2. Spoken Word
3. Written Word
4. Printed Word
5. Mass Media
6. Social Media
http://www.flickr.com/photos/37644376@N00/3402
1850/
http://www.flickr.com/photos/darwinbell/15518368
2/
http://www.flickr.com/photos/burwash_calligrapher
/6478042809/
http://www.flickr.com/photos/queen_of_subtle/446
2520710/
http://www.flickr.com/photos/videocrab/116136642
/
http://www.flickr.com/photos/aslanmedia_official/6
292167103/
Used under Creative Commons licensing.
* Added by Kylie Keegan

Tomi Ahonen’s Seven* Mass Media
1. Print
2. Recordings
3. Film
4. Radio
5. Television
6. Internet
7. Mobile*
http://www.tomiahonen.com/ * Recently he’s talked about an eighth form of mass media:
augmented reality.
http://www.flickr.com/photos/tncountryfan/6176358339/

History of Marketing
A History of Advertising by Henry Sampson
• Greece: Politics, with a little commerce:
Town crier, known to announce sales
• Rome:
• Wine, with a little commerce
• Already jaded: “Vino vendibili suspensa
hedera non opus est” – “Good wine
needs no bush”
• Acta Diurna (Rome, c151BC) – Daily
Roman Gazette (Stone / Metal)
• Libelli: Bills announcing estate sales,
baths, lost & found, etc.
• London: The rise of the “billsticker” and
the “bellman”

http://blog.hubspot.com/blog/tabid/6307/bid/31278/The-History-of-Marketing-An-Exhaustive-Timeline-INFOGRAPHIC.aspx
A History of Advertising by Henry Sampson
• The First Newspapers:
• Kaiyuan Za Bao (Beijing, 713-734) – Handwritten Tang Dynasty “Bulletin of the
Court”
• Notizie Scritte (Venice, 1556) – Cost one gazetta, leading to the name
• Strasbourg Relation (Germany, 1605) – First modern newspaper
• The First Advertisement: The honor probably goes to France’s Journal Général
d’Affiches, or Petites Affiches, first published in 1612

http://en.wikipedia.org/wiki/Mail_order
http://www.chiefmarketer.com/direct-marketing/introduction-myths-of-direct-marketing-history-01102008
http://wayback.archive.org/web/20081211102142/http://directmag.com/history/birth-telemarketing/
• 1744: Benjamin Franklin sells scientific and
academic books by mail, offers first
guarantee
• 1872: Montgomery Ward launches first
catalog
• 1893: T.B. Russell writes article in Printer’s
Ink magazine titled “With English
Advertisers” with perhaps the first mention
of “direct mail”
• 1903: Preview of telemarketing when the
Multi-Mailing Co. of New York used
telephone directories as a source for
(postal) mailing lists
• 1905: Homer Buckley builds first direct mail
advertising business

http://wayback.archive.org/web/20090108145433/http://directmag.com/history/1121-direct-mail-ww1/
http://www.prwatch.org/prwissues/1996Q4/ewen.html
http://www.economist.com/node/17722733
• Early 20th Century: L.L. Bean & Sears
take off
• 1906: Ivy Lee issues the first press
release
• WWI: Big transition from door-to-door to
direct mail
• 1916-1935: Eddie Bernays writes
Propaganda, The Engineering of Consent
and Crystallizing Public Opinion (later
used by Goebbels in Nazi Germany)

Ivy Lee’s “Blindingly Obvious” Idea
• Public opinion can be a very dangerous thing,
but Lee realized early on that it can be
manipulated as well
• Started as a reporter, then a publicist before
opening his own shop and taking on a long-
boiling anthracite coal strike
• Lee hit upon an idea: Send news desks a (daily)
stream of statements and facts about the strike
• While well received at first, some members of
the press complained that they were just well-
disguised (and free) ads
• As a result, he issued his “Declaration of
Principles”
http://pr.wikia.com/wiki/Ivy_Lee

Ivy Lee’s “Declaration of Principles”
• This is not a secret press bureau. All our work is done in the open. We aim to supply news.
• This is not an advertising agency; if you think any of our matter ought properly to go to your
business office, do not use it.
• Our matter is accurate. Further details on any subject treated will be supplied promptly, and any
editor will be assisted most cheerfully in verifying directly any statement of fact.
• Upon inquiry, full information will be given to any editor concerning those on whose behalf an
article is sent out.
• In brief, our plan is, frankly and openly, on behalf of business concerns and public institutions, to
supply to the press and public of the United States prompt and accurate information concerning
subjects which it is of value and interest to the public to know about.
• Corporations and public institutions give out much information in which the news point is lost to
view. Nevertheless, it is quite as important to the public to have this news as it is to the
establishments themselves to give it currency.
• I send out only matter every detail of which I am willing to assist any editor in verifying for
himself.
• I am always at your service for the purpose of enabling you to obtain more complete information
concerning any of the subjects brought forward in my copy.
Bullets are mine. Compare these with the Cluetrain Manifesto, written 93 years later. How modern is this thinking?

The First Press Release: 1906
• Just a month after issuing his
declaration, there was a terrible
rail accident that killed 53
people
• Lee was retained to get the
word out on behalf of his client,
the Pennsylvania Railroad
Company
• He issued a “press release”
• His words made it into The New
York Times verbatim!
• His next big client was John D.
Rockefeller!http://www.economist.com/node/17722733

From Principled to “Poison Ivy”
• Lee’s support of Rockefeller led him
to be criticized by many on the left,
including “Mother” Jones, the liberal
magazine’s namesake
• By 1915, despite attempts to remain
behind the curtains, Lee was outed
as a highly-paid consultant
($1,000/mo in 1914!)
• By 1919, Upton Sinclair, author of
The Jungle, had him in his sights and
had labeled him “Poison Ivy.”
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
http://www.motherjones.com/about/what-mother-jones/our-history http://lamar.colostate.edu/~pr/ivylee.pdf

Enter Eddie Bernays
• Nephew of Sigmund Freud,
who shaped his world view:
Humans are easily swayed by
irrational thought and “herd
mentality,” making mani-
pulation a necessary tool
• Served on WWI Committee on
Public Information
• Saw value of controlling info
In 1914, Lee made $1,000 less a year than my very first job offer in 1992!
• Wrote Propaganda, The Engineering of Consent and Crystallizing
Public Opinion (later used by Goebbels in Nazi Germany)
http://www.prwatch.org/prwissues/1996Q4/ewen.html http://www.economist.com/node/17722733

PR’s Flawed Roots
• Dig deep into the technology, culture and
mindset of this dangerous combination:
– Freudian psychology
– The influence of mass media and the one-to-many
broadcast model that prevailed for most of the 20th
Century.
• PR is deeply flawed because of this
http://www.flickr.com/photos/makasu/397792717/

Moving On: Radio, Phones, TV

The Rise of TV

Sputnik and Social Media
There was a sudden crisis of confidence in American technology,
values, politics, and the military. Science, technology, and
engineering were totally reworked and massively funded in the
shadow of Sputnik. The Russian satellite essentially forced the
United States to place a new national priority on research
science, which led to the development of microelectronics—the
technology used in today's laptop, personal, and handheld
computers. Many essential technologies of modern life, including
the Internet, owe their early development to the accelerated
pace of applied research triggered by Sputnik.
“
”http://www.pbs.org/wgbh/nova/space/sputnik-impact-on-america.html

History of the Internet
http://www.internetsociety.org/internet/what-internet/history-internet/brief-history-internet
http://blog.ibefound.com/wp-content/uploads/2014/08/timeline-history-of-the-internet.png

http://www.mediabistro.com/alltwitter/social-media-1969-2012_b45869

The Rise of PCs, Dawn of Mobile

Social Media – A History
(cont’d)

The Big Tech Trends
• AI and big data
– Related: IoT
• Sharing economy
– Related: Distributed trust and the block chain
• Hyper-globalization vs hyper-localization
– Related: Donald Trump, Angela Merkel, additive manufacturing
http://www.digitaltrends.com/features/the-history-of-social-networking/
http://sproutsocial.com/insights/social-media-trends/

Media Trends
• Smartphone penetration rates slow, but usage grows
• Mobile advertising drives digital growth
• Global internet advertising has officially surpassed global TV
advertising
• Measurability is critical, and ROI is still hard to measure
• Picture and video search
• UGC still hot
• Get more from Mary Meeker here:
http://www.kpcb.com/internet-trends

FUNDAMENTALS OF DIGITAL
MARKETING (PART 1)
Day 1: Part 2

Defining Digital Marketing
• Digital marketing is the set of processes and tools that
centralize both the consumer’s experience AND the
brand’s experience
• The goal of digital marketing is to drive and create action
that is mutually beneficial to the consumer and the brand
• Is it digital marketing, or just marketing?

Digital Marketing: Then
History of Digital Marketing
• 1744: Ben Franklin launches first mail-
order guarantee
• 1903: First combination of telephone
directories and direct mail
• 1971: First email
• 1978: First email spam (from DEC)
• 1986: ACT! Contact management and
database marketing software launched
• 1994: First banner ad (in HotWired,
precursor to WIRED), first search
engine
• 1997: First social network:
SixDegrees.com
Digital Marketing Over the
Decades
 1970s: Telesales
 1980s: Contact Management
 1990s: Sales Force Automation
 2000s: Customer Relationship
Management
 2010s: Marketing Automation

Digital Marketing: Then vs Now
THEN:
• Analog-centric
• Digital marketing was a
subset of marketing
• Print, outdoor &
broadcast accounted
for vast majority of
budget, strategic
emphasis
• Online was an add-on
NOW:
 Digital-first
 Digital marketing IS
marketing
 Digital spend catching
up with analog

What is Digital Marketing Today?
• “In simplistic terms, digital marketing is the promotion of products or brands
via one or more forms of electronic media. Digital marketing differs from
traditional marketing in that it involves the use of channels and methods that
enable an organization to analyze marketing campaigns and understand
what is working and what isn’t – typically in real time.” – SAS Institute
• “In its short history, digital has evolved rapidly as a push-pull marketing
channel, with marketers and consumers alike embracing a wide range of
touch points such as social media to engage with one another. Within the
past few years, digital has shed its reputation as the nascent weak sister to
offline marketing.” – GigaOM

Channel Madness
“A marketing channel is a set
of practices or activities
necessary [but insufficient] to
transfer the ownership of
goods from the point of
production to the point of
consumption.”
- Wikipedia
http://www.smartinsights.com/online-
brand-strategy/multichannel-
strategies/selectmarketing-channels/
• Sales and marketing
channels transfer
information
• Payment systems transfer
money
• Distribution channels
transfer goods

Channel Madness
http://www.econtentmag.com/Articles/Editorial/Feature/Multichannel-vs-Omnichannel-Marketing-Is-There-
a-Difference-and-What-Does-It-Mean-to-You-102361.htm

Which Programs Are Getting the Biggest
Budgets (2014 Data)

The Shifting Digital Marketing Dollar

Where Digital Marketing is Heading

5. Messaging
6. KPIs
HELP FOR YOUR CLASS PROJECT
OVERVIEW OF
YOUR CLASS
PROJECT
Day 1: Part 3

Your Class Project
• Form a group of 4 people (groups of 5 are okay)
1. Name a team leader
2. Assign 1 or 2 items from the list on the next page to each member
• Pick a company to “help” by preparing a marketing proposal (see next
slide).
• The company must:
1. Be primarily English-language
2. Have a public website
3. Have an email marketing database visible on site
4. Have a social media presence (at least two social networks)
5. Have a blog or some form of content marketing program

Your Class Project
Prepare and present an interactive marketing strategy and plan addressing:
• The primary BUSINESS OBJECTIVE that your proposal attempts to achieve. This company is
facing at least one major business challenge that your proposal is trying to help overcome. What is
the challenge that your proposal focuses on?
• One or two primary S.M.A.R.T.* goals. While business objectives can often be nebulous, and
often difficult to measure, a business goal must be SMART. It can be high-level, but it still must be
specific and directly measurable. It should be attainable, results-oriented (in K.D. Paine’s words,
“Outcomes-focused”) and have a specific time-frame defined. For example, “increase the
percentage of online sales from social media sources from 0% to 15% within six months of
implementation.”
• Your Community. To whom will your efforts be focused on, primarily? Define your community
(a.k.a., “target audience”) in terms of 1-3 “buyer personas” (more on buyer personas here:
http://bit.ly/BuyerPersonas ). Be sure to include a description of their influences (and influencers),
which will impact your recommendations.
• The Content and Channel. What kind of content does your community consume and/or create,
and on which online/social channels (i.e., platforms, social networks or online technologies)?
Which of these channels will you focus on to deliver your message?
• The Message. What is the broader message that you will deliver to this community over the
channel, and what is the essential “call to action” (i.e., “ask”) that you will communicate?
• The KPIs. Finally, what are the key performance indicators that you will use to measure the
success of your campaign? These should be similar is design to the SMART goal identified in Part
1, and should all clearly support that goal, but these are 3-5 more specific metrics that will allow
you to track the success of your campaign. For a little more on KPIs, visit
http://www.refresher.com/alrpmkpi2011.html

5. Messaging
6. KPIs
THE MARKETING
PROCESS
Day 1: Part 3
✔
✔

Marketing Alignment
• The big question: Does marketing drive business
strategy, or does business strategy drive marketing
• Understand the difference between
– Goals and objectives
– Business strategies (or business objectives)
– Marketing objectives (vs goals)
– Marketing tactics (or goals)

Alignment Exercise
1. Timeframe
How long you'll focus on the specific
components you will identify in your Focus
Canvas.
2. Our Meaning Beyond Money
The higher purpose your company is meant to
achieve.
3. Why We're Different
A short list that defines the valuable
characteristics unique to your company.
4. The Value We Provide
A clearly communicated statement that helps
your customers understand what you do and
gives them reason to choose you over your
competition.
5. What We're Trying to Accomplish
The goals your teams (and company) are
working to accomplish.
6. Who Our Customers Are
The very specific audience groups you're
working to earn and retain.
7. How We're Helping Our Customers
The things you're doing to remain relevant in
your customers' lives.
8. What's Important Now
The most important things (up to three) that
you need to focus on over the next 90 days in
order to accomplish goals and move the
company forward.
https://moz.com/blog/how-to-align-your-entire-
company-with-your-marketing-strategy

Smart Marketers Remember That
• The goal of digital marketing is to drive and create action
that is mutually beneficial to the consumer and the brand
• They will keep their job longer if their CEO and
management team not only trusts them, but depends on
them
• They create a chain of trust from the CEO to the
consumer
• They leverage technology to inform the company’s
management and consumers on the best choices

Smart Marketers use SMART Goals
pecific
easurable
ttainable
esults-Oriented
ime Bound
Slide courtesy of Kami Huyse of Zoetica (@kamichat)

Which of these are SMART Goals?
• Get on page one of SERPs for key industry term
• Grow RSS or email subscriptions by 100%
• Have an average of 3 comments per post
• Increase the number of Facebook users “talking about” our page by
75
• Grow inbound links by 50
• Have at least two blog and media mentions per week
• Grow our Alexa ranking by 500 places by n date
• Improve the sentiment so there are more positive mentions than
negative ones
• Grow web traffic by 200%
• Grow downloads or sales by 50% over next four months“Secrets of Social Media Marketing” Chapter 15

What is a Conversion?
• A conversion is a measurable event that indicates movement through the sales and
marketing process (funnel)
• Possible examples of conversions:
– Follow / friend / fan a social profile
– Like / +1 / favorite a post
– Share / re-tweet content
– Sign up for mailing list
– Open email
– Click-through to website
– Ask for more information on offering
– Purchase
– Repurchase
– Advocacy / evangelism
http://en.wikipedia.org/wiki/Conversion_rate

The “New Marketing” Funnel

Diffusion of Innovations Theory
(or, the New Media Adoption Process)

Mapping Conversion Flow
Twitter/LinkedIn
Re-Tweet/Like/Share/Subscribe
Intermediary Content Opt In
Landing Pages/Blog
Download Content
Level of Engagement
Engage Activate
Read More

The 2/3 Step Process
Twitter
“Applause Rate”
(Favorites, Likes)
Low Engagement
High
Engagement Medium Activation
Lead Generation
High Activation
Share
“Amplification Rate”
(Retweets)
Download
Opt In
Engage Activate
Medium
Engagement
LinkedIn
Activation (Click)
“Engagement Rate”
(Original Tweets
or Replies)
Bounce
Lands on Slideshare/Blog Post/Website,
Reads, No Follow-through
Low Activation
Clicks to Read More on Site

5. Messaging
6. KPIs
MEASUREMENT
AND ANALYTICS
Day 1: Part 4
✔
✔
✔

The Three Os of Measurement
1. Outputs – Results of
publicity efforts
2. Outtakes – How people
think as a result of these
outputs
3. Outcomes – How their
behavior changes as a
result of these outtakes
O
Katie Paine, via
“Secrets of Social Media Marketing” Chapter 15

What’s Missing?
• Katie Paine’s Three Os describe most, but not all, of the metrics
we should be tracking
• They represent the part of the marketing / PR process over which
you have the most control

The Two Is
• Missing are the two important factors that you have the least
control over
– Inputs are the “raw materials,” resources and tools that you have been
given to accomplish your task
– Impact is the positive economic or life change brought about as a result of
the outcomes

Ad Value Equivalency
• The calculation of space or time used for earned
media (publicity or news content) by comparing
it to the cost of that same space or time if
purchased as advertising
http://www.crttbuzzbin.com/2013/01/09/pr-strategists-need-to-kill-ad-value-equivalency-ave-and-get-serious-about-bottom-line-results/

The Problems with AVE
1. AVEs do not measure outcomes
2. AVEs reduce public relations to media relations
3. AVEs treat advertising and PR as cost
alternatives, flying in the face of integrated
measurement
4. AVEs provide no diagnostic value – they don’t tell
you what’s working
5. AVEs do not take into consideration credibility,
and ignore social media
6. AVEs are commonly used in conjunction with
multipliers (i.e., “this article is worth 2x its AVE
because it has editorial credibility”), but no
research supports this
http://metricsman.wordpress.com/2011/04/16/aves-are-a-disease-%E2%80%93-here%E2%80%99s-a-little-vaccine/
http://www.instituteforpr.org/wp-content/uploads/Dispelling_Myth_of_PR_Multiplier.pdf

Alternatives to AVE
1. gAVE (Google AVE =
CPC x search
volume)
2. Reach/OTS/Frequen
cy
3. ROE: Return on
Engagement?
4. AMEC’s response: A
grid of alternatives
http://www.prweek.com/uk/news/903837/AVE-debate-Measuring-value-PR/
http://www.catherinelane.com/ave-is-a-dying-breed-but-what%E2%80%99s-the-alternative/
http://www.slideshare.net/garydpreston/g-ave-slide-share
http://www.chalkablog.com/2014/07/10-
top-tools-for-measuring-pr.html

Alternatives to AVE: AMEC
http://amecorg.com/downloads/resource/ValidMetricsFramework7June2011PrintVersion.pdf

The NEW Barcelona Principles
1. Goal setting and measurement are fundamental to communication and
public relations
2. Measuring communication outputs is great, but also measuring outcomes
is even more important
3. The effect of communication efforts on organizational performance can
and should be measured
4. Measurement and evaluation require both qualitative and quantitative
methods
5. AVEs are not the value of communications
6. Social media can and should be measured consistently with other media
channels
7. Measurement and evaluation should be transparent, consistent and valid
http://amecorg.com/how-the-barcelona-principles-have-been-updated/

“Get to Know Me”
• Two ways to learn about your customers:
– Observe
• Easier and easier to do
• Testable (e.g., via A/B
Testing)
– Ask
• Harder
• Intrusive (when to do it?)
• More subject to bias
• Potentially more rewarding

Net Promoter Score
http://www.netpromoter.com/np/calculate.jsp
http://en.wikipedia.org/wiki/Net_Promoter

Impact
• ROI is just 1 metric
• It may not even be the
most important metric!
• It’s the best
measurement of impact
we have though

The Tangibles of ROI
(Gain from Investment – Cost of
Investment)
Cost of Investment
ROI
(%) =
 Gain: Total revenue generated that can be attributed to the program /
campaign
(If the program or campaign is not aimed at revenue generation, you
can substitute “cost savings”)
 Cost: Total cost of program / campaign, including:
 Staff time, calculated by FTE %age of salary or hourly rates
 Hard costs

The Measurement Challenge
• The graph you're looking at shows co-variance, or
correlation. Two upward-trending lines representing
the traffic to your blog and the number of leads
generated.
• Is the increase in web traffic causing the increase in
leads? Or is the increase in leads causing an
increase in web traffic? Or is something else (or
multiple things) causing both?
• There is no way to tell. That is to say, you cannot infer
causation from mere correlation.
• To infer causation, you must be able to attribute
results to your efforts. You can do this a few different
ways:
– Use Google Analytics Campaign Codes
– Use your own link shortener
– Use unique landing pages for each campaign

How Can You Ensure Attribution?
ESSENTIAL
• Web Analytics (e.g.,
Google Analytics)
(Behavior -> Site Content -
> All Pages)
BETTER
 Campaign Codes +
 Link Shortener (e.g.,
bitly.com) +
 Web Analytics (e.g., Google
Analytics)

The Intangibles of ROI: Not Just $$
http://gillin.com/blog/2010/06/how-to-calculate-social-marketing-roi/

The Best Social Media Metrics*
1. Conversation Index – Ratio of posts to comments or
replies
2. Amplification Rate – How many people share each
post/update/tweet/etc.
3. Applause Rate – How many people “like,” “+1” or
“favorite” each piece of content
4. Economic Value – Sum of short- and long-term revenue
and cost savings
http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Paul’s Favorite Metrics
• Page Views – Simple but easy, as long as you understand difference
between views (or visits) and visitors
• Returning Visitors – How sticky is your site? Over time this becomes
more important
• Pages Per Visit – Keep it trending upward; it’s another measurement
of stickiness
• RSS Subscriptions – How many people read your blog on a regular
basis (in theory)
• Referring Sites – Who’s sending you the most traffic, to where, and
why?
• SERP – Where do you rank?
• Search Terms – Use these to optimize your site content

The Best Tools for Measuring
Effectiveness
http://www.thehubcomms.com/who-is-winning-the-marketing-
cloud-wars/article/336854/

What Drives You? *
AWARENESS
• Ideal for
– Feeding the top of the
sales and marketing funnel
– Influencing the influencers
of big ticket or long lead
item purchases
– Driving sales of impulse,
small ticket or in-store retail
items
• Top campaign/program
priorities
– Exposure
– Eyeballs
– Quick purchases
• Pair with
– Strong analytics
LEAD GENERATION
 Ideal for
 Going deeper into the
sales and marketing
funnel
 Reaching the buyer of big
ticket or long lead items
directly
 Online sales
 Top campaign/program
priorities
 Actions
 Wallets
 Pair with
 A solid email marketing
program
 Marketing automation
* And your boss

ASPECTS OF DIGITAL MARKETING
SOCIAL MEDIA
MARKETING
Day 2: Part 1
✔

What is Social Media?
• Social media is a set of channels, tools and philosophies for
creating content, building community, joining (and shaping) the
conversation, and ultimately “converting”
• Social media is not just a new way to communicate: it’s a new
way to do business
• Ultimately, social media, and more specifically social
marketing, is about turning your customers and influencers
into salespeople.
92

“Ultimately social media is not about the tools, technology and whiz-bang
things. It’s about culture and culture change.”
- @ScottMonty

Categorizing Social Media Tools &
Platforms
(c. 2009)

Marketing Technology Landscape: 2011
(~150)

Marketing Technology Landscape: 2016
(~3,800)

My Favorite Tech Model
http://techcrunch.com/2015/04/07/modeling-mediums-of-communication/

Social Media Consultant’s Rule #1
There’s no such thing as a Twitter
or a Facebook strategy!
http://www.flickr.com/photos/14724437@N00/9852723845/

There is no formula for viral marketing!*
http://www.forentrepreneurs.com/lessons-learnt-viral-marketing/

Put people first, not technology!
SHINY OBJECT
SYNDROME

5. Messaging
6. KPIs
TARGETING
Day 2: Part 2
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Creating a Customer Profile
• Give them a name, e.g., “Sally Spender”
• If necessary, include
– The User
– The Decision Maker
– The Influencer
– The Buyer
• There may be more than one
• Include both
– Demographics
– Psychographics
– Socialgraphics
http://www.entrepreneurship.org/en/resource-center/customer-profile.aspx
http://www.businessesgrow.com/2013/01/26/forget-demographics-its-all-about-the-socialgraphics/

CONTENT
MARKETING
Day 2: Part 3
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What is Content Marketing?
• Content marketing was a response to the evolution of
search engine technology
• Since content marketing’s rapid rise to popularity, search
engine technology has evolved
• Content marketing techniques must evolve with it

Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—
North America: Content Marketing
Institute/MarketingProfs

Content Marketing is Hot
Source: 2016 B2B Content Marketing Trends—North America: Content Marketing Institute/MarketingProfs

Content Marketing is Big. BUT…
http://www.flickr.com/photos/22711505@N05/5766880112/
If you build it…

Content Marketing
http://www.flickr.com/photos/jewe/2905913332/
Will they come?

Content Marketing =
Search + Social + Media
… Only If You Can Be Found
It’s a search game. And a social game. And a media
game. All in one.

Content Marketing ≠ Inbound Marketing
A good content marketing program used to be able thrive on
one web presence (a website or blog with dynamic
content) surrounded by a good social media
Program. This “inbound” model does
Not work as effectively now
As it used to.
Why?
http://www.flickr.com/photos/jameskm03/5990507429/

A Day in the Life of a Content Marketer
• 6am: Check Twitter
• 6:15am: Check Twitter again. Anything new?
• 6:30am: Check Twitter. Did someone just tweet at me?
• 6:45am: Check Twitter yet again. Why hasn’t anybody tweeted
me?
• 7:00am: Drive to work. How am I supposed to check Twitter?
• 7:30am: This Twitter withdrawal is going to kill me!
• 8:00am: Finally, I can check Twitter again.
• … etc., ad infinitum

My Secret Sauce
1. I subscribe to my favorite blogs via
– Feedly (for reading on my mobile phone)
– Email subscriptions
2. I aggregate my favorite blog content into a single email using Yahoo! Pipes,
IFTTT and Feedburner so I get one or two emails a day with headlines and
links
3. If I find an article I want to curate and share, I use two browser plugins…

Curation, Not Just Creation
• Content curation, or the reuse/repackaging of other people’s content, is
becoming hugely popular
• You must be able to add value to that content: commentary, insight or more
news

• At the peak of the era of mass communication, an elite
few controlled the news and content agenda in print,
radio and television
– e.g., The Boston Globe’s editorial staff
• As digital media evolved the capacity to support
multiple channels, segmentation began
– At first, left- vs right-leaning media
– Then much more fragmentation
• Today, with so many channels across so many media,
content consumption choices are much more difficult
Evolution of Content Consumption

Information Overload
• Definition: When the volume of potentially useful and relevant information available exceeds processing
capacity and becomes a hindrance rather than a help
• 90% of all the data in the world has been generated over the last two years
• Information consumption in the US is in the order of 3.6 zettabytes (3.6 million million gigabytes)
• The average American consumes 34 gigabytes / 12 hours of information per day – outside of work
• “Between the dawn of civilization through 2003 about 5 exabytes of information was created. Now, that
much information created every 2 days” (Eric Schmidt – former Google CEO)
• In the US, people who text send or receive an average of 35 texts per day
• 28% of office workers time is spent dealing with emails
• The typical Internet user is exposed to 1,707 banner ads per month
• The human brain has a theoretical memory storage capacity of 2.5 petabytes
• The maximum number of pieces of information a human brain can handle concurrently is 7 (Miller’s Law)
• Information (over)load is linked to greater stress, and poorer health
• Overuse of social media can lead to short-term memory loss
http://digitalintelligencetoday.com/fast-facts-information-overload-2013/

The Rise of Filters
“It’s not information overload. It’s filter failure.”
- Professor Clay Shirky

Breaking Through the Filters
• One of your biggest challenges as a marketer is breaking
through the background noise levels of online media

Breaking Through the Filters
http://www.socialbakers.com/blog/1304-understanding-increasing-facebook-edgerank
http://searchenginewatch.com/article/2291146/EdgeRank-is-Dead-Long-Live-Facebooks-EdgeRank-Algorithm

The Risk of EdgeRank
Social media practitioners fall victim to three key ailments.
This is the third of them…
• If you or your company put
news gathering completely
in the hands of your social
graph and algorithms,
you’re likely suffering
from…
FISHBOWL
SYNDROME

The Risk of EdgeRank
Fishbowl Syndrome is dangerous for individuals and companies!
• Eli Pariser describes the
risks perfectly in his
TED talk, website and
book on “The Filter
Bubble.”
• Jonathan Stray found
five ways to break out of
your filter bubbles.
http://www.niemanlab.org/2012/07/are-we-stuck-in-filter-bubbles-here-are-five-potential-paths-out/
http://www.thefilterbubble.com/

5. Messaging
6. KPIs
HONING YOUR
MESSAGE
Day 2: Part 2
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Every channel is different – pick
the right message for the right
channel

Influence the Influencers

Find Your Voice First
• Opinions are more interesting, and more valuable in a Twitter world,
than facts
• Becoming a trusted source is a very valuable position
• Remember that PR is storytelling, and…
• Social media is the ultimate cocktail party, and…
• The hit of the party is often the best storyteller, and…
• Stories require characters, but…
• Characters have flaws, so…
• Don’t be afraid to show your own, and others’, flaws – chances are
they’re going to be found anyway
http://www.entrepreneur.com/article/222779#

Then Find Your Influencers
• The Cocktail Party Model (D.M. Scott)
• Don’t pitch them right away
• Paul Gillin’s Advice: Court Them
– Make initial contact meaningful
– Ask for advice
– Take conversation offline
– Treat bloggers like media
• “Listeners make the best conversationalists”
- Solis

• Reach (how many people does this particular influencer
influence compared to other influencers)
• Relevance (how closely aligned are the topics that this
influencer writes/talks about compared to your
organization’s topics)
• Reputation (what is the common opinion that people
have about a particular influencer compared to other
influencers)
• Receptivity (how approachable is this particular
influencer, and how likely are they to be influenced by
you – shoot too high and they may not be receptive.
Too low and they won't have enough followers to make
it worth the effort)
133
Rank Them
R

The Influence Formula
Calculate an influence score between 0 and 1000 for each by assigning a
numeric value to each R in the following way, and multiplying these values
together:
• Reach: 0-10, with 10 representing a wide reach and 0 a very narrow
reach
• Relevance: 0-10, with 10 representing a very close fit and 0 a stretch
• Reputation: 0-10, w/ 10 being a household name and 0 a relative
unknown
• Receptivity: A percentage likelihood of action, represented decimally,
from
.0 (0%) to 1 (100%)
I = r1 x r2 x r3 x r4

Aristotle’s 3 Modes of Persuasion
1. Ethos – Appeal to
ethic or moral
standards
2. Pathos – Appeal to
emotions
3. Logos – Appeal to
logic

Appeals to Ethics/Morals
I am…
• Trustworthy
• Knowledgeable
• Authoritative
• Overwhelming
Must be established first, before the other modes can be
effective

Appeals to Emotion
• The Higher Emotions
– Altruism
– Love
– Etc.
• The Base Emotions
– Greed
– Lust
– Etc.

Appeals to Logic
• Facts
• Case studies
• Statistics
• Experiments
• Logical reasoning
• Analogies
• Anecdotes

What It Tells Us
1. The human brain is lazy.
2. Thinking logically takes a lot of energy.
3. Therefore we take shortcuts.
4. These shortcuts leave gaps – sometimes BIG ones.
5. Good editors remember to check the gaps.
6. Good PR professional pitchers understand that we use
our gut first, then our brain.

Influence Tactics
1. Rational Persuasion (Appeal to Thoughts) l
2. Inspirational Appeal (Appeal to Feelings) p
3. Personal Appeal (Appeal to Relationships) e
4. Consultation (Question)
5. Ingratiation
6. Coalitions
7. Relentless Pressure
8. Reciprocity & Exchange
The Influencing Formula by Elizabeth Larson & Richard Larson

The Six Forms of Power
1. Coercive – The “Stick” l
2. Referent – The “Name Drop” e
3. Reward – The “Carrot” l
4. Authority – The “Title” e
5. Expertise – The “Smarts” e
6. Leadership – Inner Power + Charisma + Interpersonal
Skills lep
The Influencing Formula by Elizabeth Larson & Richard Larson

The Art of the Pitch
• “The biggest problem in PR is that people don’t read
enough.”
– Former Journalist Ed Zitron
1. Has the reporter/outlet already written about topic?
2. Will it be interesting to their readers? How?
3. What do they love writing about? What interests them
as a human being and a reporter/blogger/editor?

Top Pitch Mistakes
• Wrong person/beat/name/outlet (read before you pitch)
• Buried lead (start with the ask/news, then back it up)
• Sounds like a marketing script (write like you speak)
• No links or contact info (make it easy for them to get
more info)

Social Media’s Impact on Pitching
1. Makes it easier to reach some folks, but…
2. It’s created a lot more noise!
3. It’s made everything public
4. It’s shortened our attention span
http://thenextweb.com/media/2011/10/01/the-art-of-the-pitch-inspiring-media-relations/
http://gawker.com/5949099/pr-dummies-how-not-to-pitch
http://www.vocus.com/invocus/media-blog/pitching-journalists-via-social-media-yay-or-nay/

EMAIL
MARKETING
Day 2: Part 4
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“What’s in YOUR Email
Database?”
• Name (first and last
– use separate
fields)
• Email (says a lot
about the contact)
– Location (based on
email domain)
– Company affiliation
(if work address)
– Social network
affiliation (via, e.g.,
MailChimp
SocialPro)
• Company Name
• Title

Opt-In vs. Opt-Out
• Opt-In = “Permission Marketing”
• Opt-Out = Minimum Requirement of CAN-SPAM
– Other Rules
1. Don’t use false or misleading header information.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Tell recipients where you’re located.
5. Tell recipients how to opt out of receiving future email
from you.
6. Honor opt-out requests promptly.
7. Monitor what others are doing on your behalf.
http://www.business.ftc.gov/documents/bus61-can-spam-act-compliance-guide-business

Opt-In vs. Opt-Out
http://mashable.com/2011/11/28/mailing-list-performance/

Opt-In vs. Opt-Out
• People who have actively opted in to receive
email open and click-through at much higher
rates than people that have been added to a
list without their knowledge
• Lately, opt-in is getting more people to open
the email, but it's not getting a significantly
higher percentage of that group to then click
on it
http://mashable.com/2011/11/28/mailing-list-performance/

SEARCH ENGINE
OPTIMIZATION
Day 2: Part 5
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What is SEO?
The Goal of
SEO is to push
your content to
the top of
Search
Engine
Results
Pages

“Above the Fold” in the Old Days
http://www.flickr.com/photos/globochem/2321238318/

“Above the Fold” Today
Paid Placement
Unpaid (Organic) Placement

SEM vs PPC vs SEO
• Search engine marketing (SEM) is a combination of paid
search programs and “organic” search optimization
• Paid search includes:
1. Pay-per-click (PPC)
2. Cost-per-impression (CPI or CPM) (M=1,000)
• Organic search (i.e., SEO) focuses on “unpaid” ways to
improve search engine results page (SERP) placement
http://en.wikipedia.org/wiki/Search_engine_marketing

9 Steps to SEO Success
1. Market research
2. Keyword research
3. On-page optimization
4. Site structure
5. Link building
6. Brand building
7. Viral marketing
8. Adjusting
9. Staying up-to-date
http://www.toprankblog.com/2007/01/google-cartoon/

On-Page vs. Off-Page
• On-Page SEO focuses on how you can improve the
content, structure and navigability of your own site
• Off-Page SEO focuses on, well, pretty much everything
else, including
– DNS (Domain name services)
– Social media
– Inbound links
– Press releases
– PPC
http://www.directtrafficmedia.co.uk/blog/on-page-seo-vs.-off-page-optimisation

PAID SEARCH
Day 2: Part 6
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PPC, PPM, CPL, HUH?
• PPC = Pay-Per-Click
– Only pay for clicks
– CPC = Cost-Per-Click
– PPA = Pay-Per-Action (e.g., when item is sold)
– CPA = Cost-Per-Action
– CPL = Cost-Per-Lead
• PPM = Pay-Per-Mille (1,000 impressions)
– Avoids click fraud
– CPM = Cost-Per-Mille

PPC 101
• PPC is not just about Google AdWords
– Bing (Microsoft) Ads
– Facebook PPC
– Yahoo! Network
– Chitika
• Not just text ads in SERPs
– YouTube
– Blogger
– Google Maps
– Google News
– Google Managed Placements (Ad Network)

How to Get Started in PPC
1. Create an AdWords account
2. Pick your audience
3. Choose your keywords that trigger the ad
4. Identify your call to action
5. Build your landing page
6. Build your ad
7. Test your ad
8. Deploy your ad
9. Measure your success

Ad Rank: Who’s #1
• Some factors influencing Quality Score are:
– The relevance of your landing page to the keyword
– The relevance of your ad to the keyword
– The performance of your landing page – a slow-loading website
will get a lower QS
– Your Click-Through-Rate (CTR)
– Historical performance of your campaigns

Google AdWords Accounts
• Keywords are bound to a group of ads
• This group of ads is part of a campaign
• The campaign will be part of your account

ADVERTISING &
THE COMING
CONVERGENCE
Day 2: Part 7
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PESO
• PAID = Money exchanged for space in magazine,
newspaper or online site; for time on radio, TV and
sometimes online channels
• EARNED = Coined by public relations
professionals to differentiate from paid media
• SHARED = Content shared on, and communities
built on, third-party social networks (e.g.,
Facebook, Twitter, LinkedIn, Pinterest, etc.)
• OWNED = Print collateral, websites, blogs, video,
podcasts, ebooks, etc.

Paid vs. Earned vs. Owned
• Advertising was traditionally the realm of paid media
• Public relations was traditionally the realm of earned
media
• Advertising claimed an early lead in “interactive” media
• PR claimed an early lead in “social” media
• Both PR and advertising are now competing for control of
owned media channels

POE vs PESO
• Which makes more sense?

Felix Salmon on The Native
Matrix
http://blogs.reuters.com/felix-salmon/2013/04/14/the-native-matrix/

There is a Convergence Happening in
Marketing
Image courtesy IDG

Defining Convergence
• The slow but steady integration of media channels, tools,
strategies, techniques and platforms
• Cannot exist without
1. A segmentation phase that will ultimately necessitate
convergence
2. A significant need to unify technology, processes or
measurement
3. A technological innovation that will enable the integration

The Segmentation Phase
As new technologies emerge and evolve, channel
segmentation is inevitable
– As printing became cheaper and easier, multiple newspapers
emerge in each market
– As cable improves TV signal transmission, and as digital cable
allows for more channels, new TV networks emerge
– As cell phone processing and display technology improves,
new mobile apps emerge

The Unification Drivers
The proliferation of channels and the emergence of new
technology can create potential disruptions that necessitate
convergence
– The emergence of Craigslist caused a precipitous drop in classified
ad revenue at newspapers, necessitating the deterioration of the wall
between paid and earned media
– The emergence of multiple social media platforms caused marketing
FOMA, concern about prioritization and optimization, budgeting, etc.
– The emergence of new marketing technologies allowed marketers to
begin to build a common profile of customers regardless of their
current or preferred interaction channel

The Integration Phase
• In order to realize convergence, users of a technology, tool or strategy
need to settle on one or a small few enabling integration technologies
that provide the backbone for integration
– The concept of an electric circuit allowed us to build a phone network as well as the
precursors to today’s computers and mobile phones
– The LAMP model (Linux Operating System + Apache Web Server + MySQL
Database + PHP Programming Language) brings all of these technologies together
to create much of today’s Web experience
– The API (Application Programming Interface) allows different desktop, web and
mobile apps to talk to one another – including all of our social media platforms and
tools
– XML (Extensible Markup Language) provides the basis for HTML (used to display
web pages), RSS (Really Simple Syndication, used to distribute content across
multiple platforms)
– TCP/IP powers the backbone of the Internet

What is Converging?
• The marketing technologies that companies use
• The marketing strategies that companies engage in
• The media categories that individuals and brands use to
interact with content and each other
• The specific channels where this interaction takes place
• The customer and brand experiences
• The specific social media platforms and the applications
used by brands and individuals

Summary of Trends
The Big Convergence
The Trend Manifestations
Technologies
Telesales ‣ Contact Management Software ‣ SFA ‣ CRM ‣ Marketing
Automation ‣ Digital Marketing Hub
Strategies
The Four Cs:
Content + Community + Conversation + Conversion
Media
PESO vs POE:
Paid + Earned + Shared + Owned
Experience
The Brand: Unified View of the Customer
The Consumer: Unified Brand Experience
Channels
Single Channel ‣ Multi-Channel ‣ Omnichannel
Web + Print + Out-Of-Home + Email + Phone + Brick & Mortar
Platforms / Apps
Twitter + Facebook + LinkedIn + Instagram + SnapChat + YouTube +
Pinterest + Flickr + Vine + Foursquare + Meerkat + Periscope + etc.

The Evolution of Marketing Technology:
1970-Tomorrow
• Take your customer database and digitize it: telesales
• Then port it to the personal computer: contact management software
• Then add collaboration, lead scoring and reporting: sales force automation
• Then port it to the web and add lifecycle management: customer
relationship management
• Then add SEO and some automation scripts: marketing automation
• Then add omnichannel support and mix in some consumer empowerment:
digital marketing hub
http://www.crmswitch.com/crm-industry/crm-
industry-history/

"The Hub of the Universe”
"[The] Boston State-
House is the hub of
the solar system.
You couldn't pry that
out of a Boston
man, if you had the
tire of all creation
straightened out for
a crowbar.”Oliver Wendell Holmes
The Autocrat of the Breakfast Table, vol. 1, no. 6
1858

What is a Marketing Hub?
“A digital marketing hub provides marketers and applications
with standardized access to audience profile data, content, workflow
elements, messaging and common analytic functions for
orchestrating and optimizing multichannel campaigns, conversations,
experiences, and data collection across online and offline channels, both
manually and programmatically.
“It typically includes a bundle of native marketing applications and
capabilities, but it is extensible through published services with
which certified partners can integrate.

The Gartner Marketing Hub Magic Quadrant
(December 2014)

Gartner’s Four Crucial Aspects of Digital
Marketing: The Four Es
1. Have a single view of the customer — Know who
you’re interacting with, no matter which channel or
identity they’re using.
2. Use the same content engine — Get everyone
involved – from content ideation, through to creation,
curation and engagement – using the same platform.
3. Address all channels — Most of your customers are
using multiple channels to interact with you. Have a
plan for each, even if you’re focusing on just a few.
4. Don’t stovepipe your measurement — Have a
consistent, overarching set of program objectives that
transcend the platform. Don’t get trapped into
platform-specific measurement.
Gartner, December, 2014
Engagement
Execution
Extensibility
Evaluation

Visualizing the Digital Marketing Hub
CMS
Email Marketing System
Facebook
Twitter
Other Social Channels
Web / Mobile / Tablet
F2F
Hootsuite
Tweetdeck
Google Analytics
Link Shorteners

Visualizing the Digital Marketing Hub
Knowledge
Interest
Intent
Action
Awareness
Your
Marketin
g Hub
Your Sales & Marketing Process
Your Channels

Transitioning to a Digital Marketing Hub, or,
Don’t Panic!

The 8 Keys to Digital Marketing Success
1. Content Creation, Curation & Management
2. Social Media Monitoring & Engagement
3. Advertising
4. Search Marketing
5. Lead Generation Mentality
6. Reporting, Analytics & Measurement
7. Automation Technology
8. Targeting & Testing

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