searchlove san diego 2017 | travis wright | social business, content advertising and martech...

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Travis Wright@teedubya

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Social Business, Content Advertising, & MarTech Strategies that Drive Growth

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Who TF is this Travis Wright dude?• Radio Disc Jockey at Age 13.• Military Intelligence and Russian Linguist in the US Army.• Stand-up Comic since 1995.• Web developer since 1996. • SEO & Creating Content since 1997.• Helped roll out Superpages with GTE/Verizon in 1997-98.• Former Global Social Media Strategist – Norton / Symantec• CMTO – CCP.Digital• Tech Journalist & Columnist MarketingLand, Inc., VentureBeat & others• Author of Book, Digital Sense, published by Wiley, Jan 2017• Cofounder of DeepSee.io, a deep learning & content aggregation startup

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Travis Wright is NOT Penn Jillette.

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http://digitalsen.se

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@teedubya’s Tools – ccp.digital/searchlove

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Agenda① Social Business Strategy② Content Marketing & Amplification③ Account Based Content Advertising④ Build Your MarTech Stack⑤ Marketing Technologies⑥ ???⑦ Profit!!

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1 Social Business Strategy

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Social Business is the way of connecting and providing value to your customers, by integrating social media throughout your organization to enhance your customer experience and to work towards business objectives.

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Social Business vs. Social Media?

Source: David Armano

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Do we need a Social Business Framework?

If so, which one?

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Source: Dion Hinchcliffe - EBiz

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Source: Dachis Group

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Source: LEADER Networks

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Social Media

Social Media

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LEAD GENERATION

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SOCIAL ACCOUNTS

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THOUGHT LEADERSHIPEXECUTIVE PROFILES

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MARKETING

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INFLUENCER COMMUNITY

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A SOCIAL BUSINESS

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2 Content Marketing & Amplification Tactics

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Personas

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PERSONAS

MakeMyPersona.com

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Content

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3 Account Based Advertising

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Wal-MartB2B Selling has Changed

Up to 17 people influence enterprise purchases

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Account Based Marketing

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Native Adverti$$$ng

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Advanced Targeting

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Advanced Targeting

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Third-Party Databases

Combine Facebook data and interest targeting

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Workforce Targeting

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Wal-Mart

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7,125 Wal-Mart HQ execs and employees. Results: 1,108 clicks. 15.5% CTR!!

Wal-Mart Inception

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2,563 Starbucks HQ execs and employees. Results: 556 clicks. 21.6% CTR!!

Starbucks Inception

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Facebook Graph Search opens up many different opportunities.

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Instagram Ads

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Geo

Target users based on

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Search

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Interest

Target users based on their

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Resonate with users

Mobile

Target users on the go

Reach at point-of-purchase

Look-a-likes

Target users who are similar to your followers

Increase potential reach

Gender

Target users based on gender

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relevancy

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YouTube Ads

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Pixels Pixels Pixels

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Con

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Build Your MarTech Stack4

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MARTECHWOMEN

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@teedubya’s Tools – ccp.digital/searchlove

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2,651 Companies tracked

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$183+ Billion dollars in investments

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Ghostery @ghostery http://ghostery.com

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Look at your Assets as Layers, Dimensions & Decisions

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AGENDA

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350 Categories of MarTechhttp://ccp.digital/searchlove

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Building an Open “Bus” Architecture MarTech Stack

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Open Bus MarTech ArchitectureTag Management System

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Data Layer

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Adobe DTM @AdobeMKTGCloud http://adobe.com

Tag management

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5 Marketing Technologies

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RankScience @rankscience http://www.rankscience.com

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Harness data explosion for better ad predictionsYesterday’s data

5 – 8 data points Every possible data point about a clickvs

Premature relationship of page views to purchase

probability

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10

5

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In depth seasonality and other insights

15

10

5

-20 -10 10 20 30 40 50 60

PUBLISHER PERFORMANCE EXTERNAL DRIVERSKeyword Impressions Nasdaq Airport statusMatch-type Clicks NYSE Sports calendar (US,

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Week 3 4 5 6

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Not QuanticMind QuanticMind

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Amplero @AmpleroInc http://www.amplero.com

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Cloudinary @cloudinary http://www.cloudinary.com

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Employee Advocacy

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Nearly 6000 Marketing Technologies

Over 350+ CategoriesAnd Growing….

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