sej summit 2015: 3 red hot social marketing hacks to crush 2015 results by marty weintraub
TRANSCRIPT
3 RED HOT SOCIAL
MARKETING HACKS TO
CRUSH 2015 RESULTS
@MartyWeintraub
Sebastian Wenzel, Webanalyticsbook
Free 30-Day Trial
Instant data. Tweak
strategies. Benchmark
competitors.
CAN’T MAKE MONEY WITH SOCIAL?
$ Must integrate $$
$
$ $
WARSAW TO ROME, LONDON TO SAN FRANCISCO
THE DATA'S IN & SPEAKS VOLUMES!
SAVVY MARKETERS PIONEERING TECHNIQUES
TURN READILY AVAILABLE HUGE-SOCIAL-DATA
INTO ATTRIBUTABLE CONVERSION
1,2,3 TAKEAWAYS
1. Sell With Internet-Wide With Psychographics
2. New Expectations For Social Marketers
3. Filtered Retargeting From Social Cookie Pools 321
1. SELL WITH SOCIAL
PSYCHOGRAPHIC DATA
1. Sell With Social Psychographic Data
1 2 3
1. Sell & List Build With Psychographic Targeting
PAST MAINSTREAM CHANNELS
BUILDING TIGHT PERSONAS
1. Sell With Psychographics / Targeting
“ROOT” BEHAVIOR PERSONA INTENT
1. Sell With Psychographics / Targeting
CLARIFY BY “ACTIVE” FILTERS
1. Sell With Psychographics / Targeting
• Playing• Buying• Selling• Going to• Trying• [KW] with• Spending time• Traveling with• Traveling to• Watching• Attending• Visiting• Touring• Shopping for
POTENT FINANCIAL QUALIFIERS
1. Sell With Psychographics / Targeting
*NEW* “LIQUID” ASSETS!
DUAL ROOT PERSONAS
BEHAVIOR + CLASS
DISCIPLINED, HIGH INTENT, ACTIVE, TARGETING
1. Sell With Psychographics / Targeting
SPECIFICITY VS. SCALE
1. Sell With Psychographics / Targeting
EXTERNAL TRAFFIC DRIVING UNIT
1. Sell With Psychographics / Ad Unit
2. NEW EXPECTATIONS FOR
SOCIAL MARKETERS
2. New Expectations For Social Marketers
1 2 3
TEAM CURATED, OWNED-AUDIENCE COOKIE POOLS
FOR PERFORMANCE MARKETERS TO EXPLOIT
2. New Expectations For Social Marketers/Owned-Audiences
PIXEL-AS-THE-METAPHOR-RETARGETING
2. New Expectations For Social Marketers/Traditional Retargeting
X X
CATALOG RETARGETING
2. New Expectations For Social Marketers/Traditional Retargeting
PRODUCT FOLLOWS USERS
2. New Expectations For Social Marketers/Traditional Retargeting
FUNNEL RETARGETING
2. New Expectations For Social Marketers/Traditional Retargeting
AUDIENCE AS
RETARGETING METAPHORS
AudienceCookie Pools
“OWNED AUDIENCE”
COOKIE POOLS ARE
BRAND ASSETS
CURATE LISTS AS
VALUABLE BRAND ASSETS
“OWNED AUDIENCES”
2. New Expectations For Social Marketers/Owned-Audiences
FILTERED RETARGETING
3. Filtered Retargeting & 2nd Hop Cookie Pools
1 2 3
“WTF MARTY??”
UNDERSTANDING FILTERED FOLLOWING IS
PREREQUISITE FOR MODERN MARKETING
STRATEGISTS
3. Filtered Retargeting & 2nd Hop Cookie Pools / Must Know
3. Filtered Retargeting & 2nd Hop Cookie Pools / Possibilities
Conversion
TRACK THE DATA DATA HOPS
3. Filtered Retargeting & 2nd Hop Cookie Pools / 2nd Hop Cookies
TOSS-AROUND BUZZ TERMS
WITH NUMEROUS, FUZZY
MEANINGS.
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1,2,3 TAKEAWAYS
1. Sell With Internet-Wide With Psychographics
2. New Expectations For Social Marketers
3. Filtered Retargeting From Social Cookie Pools 321
THANK YOU!
@MartyWeintraub