Презентация на тему The Digital Marketing Workshop

Презентация на тему The Digital Marketing Workshop, предмет презентации: Маркетинг. Этот материал содержит 165 слайдов. Красочные слайды и илюстрации помогут Вам заинтересовать свою аудиторию. Для просмотра воспользуйтесь проигрывателем, если материал оказался полезным для Вас - поделитесь им с друзьями с помощью социальных кнопок и добавьте наш сайт презентаций ThePresentation.ru в закладки!

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The Digital Marketing Workshop

SXSW 2014


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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

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What is marketing?

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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.

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Marketing typically works like this

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Marketing should work like this

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What’s happening now? What’s coming up?

Marketing Trends

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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

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demo requests: http://annalect.com/contact


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Marketing Automation

Demand generation
Lead management
Lead scoring
Lead nurturing
Lead generation
Campaign analysis
Lead qualification
Sales effectiveness
Sales Intelligence

…and now B2C

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Shape Media and Response Tactics

Generate Relevant (Effective) Creative

Real time

Be relevant to individuals and to the zeitgeist.

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The rise of the small and second screens


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New ad units
Focus on bottom line metrics
Maturing partner ecosystem

More programmatic options
Tailored audiences
TV relationship
TV synced ads

Maturing ad models and emerging players.

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Content Marketing

Driven by:
Continued pressure on ads
Marketing fragmentation
Cheap link-building doesn’t work
More on this later.

How do you reach customers? Have them come to you.

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Cross channel planning
Cross channel attribution
3rd party tracking
Integrated mobile

Real time execution
DMP support
Geo tactics
Audience tactics
Marketing Automation

Plan and execute as coherent cross channel experience

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demo requests: http://annalect.com/contact

Advanced Analytics

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The Future

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What’s going to happen?

More B2C, B2B2C marketing automation
Possible death of cookies
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

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Scrappy Startups vs Big Budget Marketing

What’s the difference?

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Agencies analyze relationships cross platform and cross channel.

Startups tend to measure in silos

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Agencies analyze relationships cross platform and cross channel.

Startups have to learn each lesson the hard way

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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

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Agencies optimize entire portfolios

Startups will need to focus on optimizing one or two things against a small number of metrics.

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Agencies optimize across both online and offline initiatives.

Startups must rely on online conversion metrics.

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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.

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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.

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Agencies are working toward predictive measurement and analytics.

Startups utilize reactive analytics (and that’s OK).

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Re: Promotion

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pro·mo·tion [pruh-moh-shuh n]

n. The act of promoting or the fact of being promoted; advancement.

n. Advertising; publicity.

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Managing your mediums

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Research TW & FB hashtags relevant to your company
Create and circulate content using the same hashtags
Cross post: TW, FB, Tumblr
Add value:
Don’t shill
Add links to other relevant conversations, not just your own site
Follow everyone back, to start

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Follow everyone back, to start
Use lists to filter noise based on your research
Go interact with the people most like the ones you want to reach.
Thank them for the follow. DM/ Email/ Comment is fine
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
Run them through LinkedIn & find out who they are
Try Topsy, Little Bird, to see who the influential accounts are similar to the ones that follow you.

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Be succinct

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Be contactable

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Be visual

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Be identifiable

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Be social

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Not all social networks have the same utility

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Brands are participants now

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(Not a Corp.)

Be yourself

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An easy secret

Content Marketing

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How to add and capture value

Social Network Marketing

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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.

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Scope: You, the individual

Company wins


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

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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.”

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My personal career

Working in public ->AOL
Finding things 1st -> TC
Putting it all together ->RWW
Productizing my lessons learned
Leveraging my personal social capital
Putting the machine into your hands with Little Bird (GetLittleBird.com)

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New business opportunities earned and won

Connections to target market influencers (Little Bird)

Klout score

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Strategy: Always add value

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.

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!

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Five ways to add value with curation

Tactic: Curation

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1. Be first

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2. Say it best

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3. Aggregate

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4. Bring a unique perspective

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(Definitely the toughest)

5. Be funny

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Tactic: Working out loud

Working Out Loud = Observable Work + Narrating Your Work

Bryce Williams
Social Collab Consultant, Eli Lilly

Stowe Boyd:
Discover key information earlier
Succeed, improve or fail more quickly
Increases resilience in uncertainty

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Tactic: Make it a habit

BJ Fogg’s model
Make it small
Tie it to an anchor habit (eg read 5 tweets)

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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

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Tactic: Make it a habit

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

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To summarize:

Grow yourself - it will serve your company well.
Add value - make the pie higher for everyone, the social web follows an abundance model
Curate strategically - being awesome online is an art and science
Work out loud - that way everyone learns more, faster
Take steps to make it a habit - wash, rinse, repeat. Hustle + patience + creativity + generosity + relevance + luck = success!

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and determining ROI


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Do you have all these programs?

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Are you able to measure ROI?

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Top-Down Approaches

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Bottom-Up Approaches

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Determining the measurement mix

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No single approach dominates - it’s a mix.

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Planning for success

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Choosing your objectives

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Set achievable goals

Find users / customers:
Get 100 legitimate prospects in your email list
Prepare to raise money:
Target 10 firms and their principals/ analysts/ associates
Connect with influencers:
Get 10 relevant people following you
Network with peers:
Connect with 10 people in your field. Establish a relationship

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Analyzing your objectives

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Analytics are the measurement of movement toward your business goals.

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A good metric is

Clear, comparable ratios
Tied to your business model
Actionable, not vain
Correlated or causal
Leading or Lagging

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Comparable Ratios: Miles/mpg/tpmph

Clear: You know 60MPH is twice as fast as 30MPH
In a country, speed limits and mileage are well understood
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”

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A few words on causality.

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If it can’t change your behavior, then it’s a...

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If you can only measure a few things

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Most startups don’t know what they’re going to be when they grow up.

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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.

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But what kind of growth should you measure?

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Startups and smaller initiatives should consider measuring the following:

Desired interactions
Shares of content or product
Engagements with your content or your product
Uniques and pages visited

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Twitter & Facebook Ads

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Twitter Ads Increase Awareness & Intent

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Ads increase awareness

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FB Custom Audience: The Clymb

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FB Custom Audience: The Clymb

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Facebook Fan Value

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Qualitative value of Twitter follower

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Quantitative value of Twitter follower

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Marketing on a budget

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Thanks everybody!

That’s all!

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