digital marketing ninjutsu
TRANSCRIPT
A master can teach many things. But the most important lesson for
a ninja is to learn oneself.
Eurovision in numbers
• European song competition • 39 countries • One of the most watched non-
sporting events in the world, with audience figures having been quoted in recent years as anything between 100 million and 600 million internationally.
Results
• 3rd place
• 150K new Facebook likes
• 25K Twitter followers
• more than 10 million views on Youtube
Digital Marketing Loop
PLAN DELIVER MEASURE OPTIMIZE
1 2 3 4
Trial and Error
PLAN
1
GOAL: We want people to talk
about us
GOAL: We want people to talk
about us
CHANNELS
How do we want to do that
Magazines Social Mobile
…
GOAL: We want people to talk
about us
CHANNELS
How do we want to do that
Magazines Social Mobile
…
ADVERTISING
EMAIL CAMPAIGN
MOBILE APP
SOCIAL MEDIA
WEB SITE
Facebook Ads Google Ads
Banners
Blog Facebook Page
Twitter Youtube
Blog Facebook Page
Twitter Youtube
DELIVER
2
How to create content that sticks?
1
11
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Reasons we share
It makes us stop and think
It’s embarassing
It will make someone smile
Social capital is a quality derived from the structure of an individual’s network relationships
Meet Mariam
233 connections
669 friends
136 followers
115 people in circles
300K likes
6.2M followers
Old Spice campaign in numbers
• PR impressions were estimated by McBeth, at the time of the interview, at 1-1.5 billion.
• Facebook fans grew by 118%
• YouTube subscribers grew 227%
• Twitter followers saw the biggest bump at 2,800% growth
Old Spice body wash sales have increased 107% in the past month in
part thanks to that social media marketing campaign.
It’s not about you, it’s about them
Grand Coffee Facebook App
• 2 months later – 45K active users – 250K wall posts – 420 houses built
10.000 new likes
Digital is a targeting heaven
QUESTION: How many engaged girls between 24 and 36 live
in San Francisco?
Smart Targeting
• Lots of possibilities – Geotargeting
– Targeting by age
– By Sex
– By Interests
– By Statussa
• Different formats – Standard
– Like the page
– Sponsored stories
Mobile Apps
Google Ads
Get the most out of each and every channel
Niikka.com
600 friends
138 followers
55 pinners
Integration level - insane J
• Twitter + TV
• Youtube + Facebook + Twitter – Description, annonations
• Facebook + Twitter + Youtube – Involver.com
• Blog + Facebook + Twitter
• Mobile + Youtube + Soundcloud
#HASHTAGS
• #europesma
• #dopobede
You should know by now
• What is social capital
• Why people share
• How to create a targeted campaign
• How to get the most out of the campaign
MEASURE
3
Are you good with numbers?
2 < 3
Why would you use any of these tactics?
CAC tactic1 < CAC tactic2
Basic Concepts
• Pageviews
• Pageviews/Visit ratio
• Time on page
• Click through rate
• Banner Blindness
Analytics Demo
Evernote Demo
• Love Evernote
• Use it at school a lot
• Meetup was about to come…
OPTIMIZE
4
Digital Marketing Loop
PLAN DELIVER MEASURE OPTIMIZE
1 2 3 4
Trial and Error
A master can teach many things. But the most important lesson for
a ninja is to learn oneself.
