- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
The Digital Marketing Workshop презентация
Содержание
- 1. The Digital Marketing Workshop
- 2. Who we are Blake Robinson - @blake
- 3. What is marketing?
- 4. mar·ket·ing [mahr-ki-ting] n. The act or
- 5. Marketing typically works like this
- 10. Marketing should work like this
- 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
- 15. demo requests: http://annalect.com/contact DMP
- 16. Marketing Automation Demand generation Lead management Lead
- 17. Shape Media and Response
- 18. The rise of the small and second screens Mobile
- 19. Social Facebook New ad units Focus on
- 20. Content Marketing Driven by: Continued pressure on
- 21. Omnichannel Cross channel planning Cross channel
- 22. Omnichannel
- 23. demo requests: http://annalect.com/contact Advanced Analytics
- 24. The Future
- 25. What’s going to happen? More B2C, B2B2C
- 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
- 29. Agencies manage experts executing coordinated marketing initiatives,
- 30. Agencies optimize entire portfolios Startups will need
- 31. Agencies optimize across both online and offline initiatives. Startups must rely on online conversion metrics.
- 32. Agencies deal in the millions to tens
- 33. Agencies leverage buying power across clients to
- 34. Agencies are working toward predictive measurement and analytics. Startups utilize reactive analytics (and that’s OK).
- 35. Re: Promotion
- 36. pro·mo·tion [pruh-moh-shuh n] n. The act
- 37. Managing your mediums
- 38. Owned Research TW & FB hashtags relevant
- 39. Earned Follow everyone back, to start Use
- 40. Be succinct
- 44. Be contactable
- 48. Be visual
- 55. Be identifiable
- 57. MOST POWERFUL ON THE INTERNET!
- 60. Be social
- 66. Not all social networks have the same utility
- 67. Brands are participants now
- 68. (Not a Corp.) Be yourself
- 72. An easy secret Content Marketing
- 78. How to add and capture value Social Network Marketing
- 79. Thesis Ambitious marketers can use social networks
- 80. Scope: You, the individual Company wins Profit
- 81. Example: IBM Social Computing “what really differentiates
- 82. My personal career Blogging Working in public
- 84. Metrics ROI Awesomeness New business opportunities earned
- 85. Strategy: Always add value Mechanical: IF
- 86. Five ways to add value with curation Tactic: Curation
- 87. 1. Be first
- 88. 2. Say it best
- 89. 3. Aggregate
- 90. 4. Bring a unique perspective
- 91. (Definitely the toughest) 5. Be funny
- 92. Tactic: Working out loud Working Out Loud
- 93. Tactic: Make it a habit BJ Fogg’s
- 94. Tactic: Make it a habit Marshall’s model
- 95. Tactic: Make it a habit If/Then If
- 96. To summarize: Grow yourself - it will
- 97. and determining ROI Measurement
- 99. Do you have all these programs?
- 100. Are you able to measure ROI?
- 101. Social Value
- 102. Top-Down Approaches
- 103. Bottom-Up Approaches
- 104. Determining the measurement mix
- 105. No single approach dominates - it’s a mix.
- 106. Planning for success
- 107. http://businessmodelgeneration.com/canvas
- 108. Choosing your objectives
- 109. Set achievable goals Find users / customers:
- 110. Analyzing your objectives
- 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
- 113. Comparable Ratios: Miles/mpg/tpmph Clear: You know 60MPH
- 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
- 132. But what kind of growth should you measure?
- 133. Startups and smaller initiatives should consider measuring
- 134. Twitter & Facebook Ads
- 135. Twitter Ads Increase Awareness & Intent
- 136. Ads increase awareness
- 137. FB Custom Audience: The Clymb
- 138. FB Custom Audience: The Clymb
- 139. Facebook Fan Value
- 140. Qualitative value of Twitter follower
- 141. Quantitative value of Twitter follower
- 142. Marketing on a budget
- 165. Thanks everybody! That’s all!
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
Слайд 2Who 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
Global Managing Dir, Social & Performance, @Annalect
Margaret Francis - @MargaretFrancis
VP, Product, @Heroku
Marshall Kirkpatrick - @MarshallK
CEO, @GetLittleBird
Слайд 4mar·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.
n. The commercial functions involved in transferring goods from producer to consumer.
Слайд 13Data Management Platforms
DMPs Enable:
Cross channel audience targeting
Effective, efficient programmatic
Reach/frequency
DEAL
Contributes to marketing automation across channels
Supports understanding of social paid effectiveness
Informed RTB
Advanced analytics
Contributes to marketing automation across channels
Supports understanding of social paid effectiveness
Informed RTB
Advanced analytics
Слайд 16Marketing Automation
Demand generation
Lead management
Lead scoring
Lead nurturing
Lead generation
Campaign analysis
Lead qualification
Sales effectiveness
Sales Intelligence
…and
now B2C
Слайд 17
Shape Media and Response Tactics
Generate Relevant (Effective) Creative
Real time
Be relevant to
individuals and to the zeitgeist.
Слайд 19Social
Facebook
New ad units
Focus on bottom line metrics
Maturing partner ecosystem
Twitter
More programmatic options
Tailored
audiences
TV relationship
TV synced ads
TV relationship
TV synced ads
Maturing ad models and emerging players.
Слайд 20Content Marketing
Driven by:
Continued pressure on ads
Marketing fragmentation
Google
Cheap link-building doesn’t work
More on
this later.
How do you reach customers? Have them come to you.
Слайд 21Omnichannel
Cross channel planning
Cross channel attribution
Viewability
3rd party tracking
Integrated mobile
Experience
Marketing
Measurement
Real time execution
DMP
support
Geo tactics
Audience tactics
Contextual
Marketing Automation
Geo tactics
Audience tactics
Contextual
Marketing Automation
Plan and execute as coherent cross channel experience
Слайд 25What’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
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
Слайд 27Agencies analyze relationships cross platform and cross channel.
Startups tend to measure
in silos
Слайд 28Agencies analyze relationships cross platform and cross channel.
Startups have to learn
each lesson the hard way
Слайд 29Agencies 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
Слайд 30Agencies optimize entire portfolios
Startups will need to focus on optimizing one
or two things against a small number of metrics.
Слайд 31Agencies optimize across both online and offline initiatives.
Startups must rely on
online conversion metrics.
Слайд 32Agencies 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.
Слайд 33Agencies 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.
Слайд 34Agencies are working toward predictive measurement and analytics.
Startups utilize reactive analytics
(and that’s OK).
Слайд 36pro·mo·tion [pruh-moh-shuh n]
n. The act of promoting or the fact of
being promoted; advancement.
n. Advertising; publicity.
n. Advertising; publicity.
Слайд 38Owned
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
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
Слайд 39Earned
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.
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.
Слайд 79Thesis
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.
effective curation
narrating our work
making it a habit
Good for individual’s online social capital = good for the company we work for.
Слайд 80Scope: You, the individual
Company wins
Profit
One of the best things you can
do for your company's brand:
strengthen your personal brand online.
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
Слайд 81Example: 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.”
No: “IBMers should not use these media for covert marketing or public relations on behalf of IBM.”
Слайд 82My 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)
Now
Productizing my lessons learned
Leveraging my personal social capital
Putting the machine into your hands with Little Bird (GetLittleBird.com)
Слайд 84Metrics
ROI
Awesomeness
New business opportunities earned and won
Connections to target market influencers (Little
Bird)
Klout score
Слайд 85Strategy: 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!
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!
Слайд 92Tactic: 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
Bryce Williams
Social Collab Consultant, Eli Lilly
@TheBrycesRight
Stowe Boyd:
Discover key information earlier
Succeed, improve or fail more quickly
Increases resilience in uncertainty
Слайд 93Tactic: Make it a habit
BJ Fogg’s model
Make it small
Tie it to
an anchor habit (eg read 5 tweets)
Celebrate
Celebrate
Слайд 94Tactic: 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
Put it in a UI you’ll trip over
Слайд 95Tactic: 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
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
Слайд 96To 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!
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!
Слайд 109Set 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
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
Слайд 111http://www.flickr.com/photos/itsgreg/446061432
Analytics are the measurement of movement toward your business goals.
Слайд 112A good metric is
Clear, comparable ratios
Tied to your business model
Actionable, not
vain
Correlated or causal
Leading or Lagging
Correlated or causal
Leading or Lagging
Слайд 113Comparable 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
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”
Слайд 131A 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.
Слайд 133Startups 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
Engagements with your content or your product
Uniques and pages visited
