The Digital Marketing Workshop SXSW 2014

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<ol><li> 1. The Digital Marketing Workshop SXSW 2014 #reachhack </li><li> 2. Who we are Blake Robinson - @blake Director, Product &amp; Marketing, @Annalect Israel Mirsky - @IsraelMirsky Global Managing Dir, Social &amp; Performance, @Annalect Margaret Francis - @MargaretFrancis VP, Product, @Heroku Marshall Kirkpatrick - @MarshallK CEO, @GetLittleBird </li><li> 3. What is marketing? </li><li> 4. marketing [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. </li><li> 5. Marketing typically works like this </li><li> 6. Marketing should work like this </li><li> 7. Whats happening now? Whats coming up? Marketing Trends </li><li> 8. Data Management Platforms DMPs Enable: Cross channel audience targeting Effective, efficient programmatic Reach/frequency AOL Finding things 1st -&gt; TC Putting it all together -&gt;RWW Now Productizing my lessons learned Leveraging my personal social capital Putting the machine into your hands with Little Bird ( </li><li> 49. Metrics ROI Awesomeness New business opportunities earned and won Connections to target market influencers (Little Bird) Klout score </li><li> 50. Strategy: 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 - lets revel in and celebrate it! </li><li> 51. Five ways to add value with curation Tactic: Curation </li><li> 52. 1. Be first </li><li> 53. 2. Say it best </li><li> 54. 3. Aggregate </li><li> 55. 4. Bring a unique perspective </li><li> 56. (Definitely the toughest) 5. Be funny </li><li> 57. Tactic: 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 </li><li> 58. Tactic: Make it a habit BJ Foggs model Make it small Tie it to an anchor habit (eg read 5 tweets) Celebrate </li><li> 59. Tactic: Make it a habit Marshalls model Oversubscribe and filter Monitor for break- out hits &amp; key opportunities Put it in a UI youll trip over </li><li> 60. Tactic: Make it a habit If/Then If Ive arrived at work, if its after lunch, then scan the trade press If Im 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 </li><li> 61. To summarize: 1. Grow yourself - it will serve your company well. 2. Add value - make the pie higher for everyone, the social web follows an abundance model 3. Curate strategically - being awesome online is an art and science 4. Work out loud - that way everyone learns more, faster 5. Take steps to make it a habit - wash, rinse, repeat. Hustle + patience + creativity + generosity + relevance + luck = success! </li><li> 62. and determining ROI Measurement </li><li> 63. Do you have all these programs? </li><li> 64. Are you able to measure ROI? </li><li> 65. Social Value </li><li> 66. Top-Down Approaches </li><li> 67. Bottom-Up Approaches </li><li> 68. Determining the measurement mix </li><li> 69. No single approach dominates - its a mix. </li><li> 70. Planning for success </li><li> 71. </li><li> 72. Choosing your objectives </li><li> 73. Set achievable goals Find users / customers: o Get 100 legitimate prospects in your email list Prepare to raise money: o Target 10 firms and their principals/ analysts/ associates Connect with influencers: o Get 10 relevant people following you Network with peers: o Connect with 10 people in your field. Establish a relationship </li><li> 74. Analyzing your objectives </li><li> 75. Analytics are the measurement of movement toward your business goals. </li><li> 76. A good metric is Clear, comparable ratios Tied to your business model Actionable, not vain Correlated or causal Leading or Lagging </li><li> 77. Comparable Ratios: Miles/mpg/tpmph Clear: You know 60MPH is twice as fast as 30MPH o In a country, speed limits and mileage are well understood o 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 </li><li> 78. A few words on causality. </li><li> 79. BAD METRIC. If it cant change your behavior, then its a... </li><li> 80. If you can only measure a few things </li><li> 81. Most startups dont know what theyre going to be when they grow up. </li><li> 82. 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. </li><li> 83. But what kind of growth should you measure? </li><li> 84. Startups 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 </li><li> 85. Twitter &amp; Facebook Ads </li><li> 86. Twitter Ads Increase Awareness &amp; Intent </li><li> 87. Ads increase awareness </li><li> 88. FB Custom Audience: The Clymb </li><li> 89. FB Custom Audience: The Clymb </li><li> 90. Facebook Fan Value </li><li> 91. Qualitative value of Twitter follower </li><li> 92. Quantitative value of Twitter follower </li><li> 93. Marketing on a budget </li><li> 94. Thanks everybody! Thats all! </li></ol>