travis wright at vendastacon 2017

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Social, Search, and Content & MarTech Strategies that Grows Sales

Strategy. Social Business. Marketing. Content. Advertising. Sales. Strategy. Social Business. Marketing. Content. Advertising. Sales.

Travis Wright CMO/CTO – CCP.Digital @teedubya

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Who 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. • Worked in Sales at Sprint while in College.• SEO & Creating Content since 1998.• Former Global Social Media Strategist – Norton / Symantec• Chief Marketing Technologist – CCP.Digital• Tech Journalist & Columnist MarketingLand, Inc., VentureBeat & others• Author of Book, Digital Sense, published by Wiley, Jan 2017• @teedubya on Twitter & on LinkedIn

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Who is this Travis Wright dude NOT?

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MARTECHWOMEN

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@teedubya’s Tools – ccp.digital/vendasta

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AgendaSocial Business Strategy

Account Based Content Marketing

Organic Content Amplification Tactics

Account Based Advertising

Marketing Technologies

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Profit!!

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1 Social Business Strategy

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Social Business vs. Social Media?

Social Media is a set of tools, technologies, and channels.

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Social media is the medium and applications that allow users to create and share content and to participate in social networking.

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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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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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COMM

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SUPPORT CHANNELS

RECR

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MANAGED SOCIAL

NETWORKS

BRAND ADVOCATES




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A SOCIAL BUSINESS

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2 Account-Based Content Marketing

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Account Based Marketing

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Personas

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PERSONAS

MakeMyPersona.com

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Content

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3 Organic Content Amplification Tactics

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Ways to Promote Organically• Email Marketing• Found via Search / SEO• Traditional Social Sharing• Word of Mouth• Facebook/Linkedin Groups• Hashtags via Twitter• Foster Employee Advocacy• Newsjack Events via Social• Repurpose Content• Influencer Outreach• Guest Blogging• Sales Reposting of Content• Pinterest

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Linkedin Groups

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Facebook Groups@teedubya

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Google+ Communities

@teedubya ccpglobal.com/cmworld @teedubyaccpdigital.com/emfl @teedubyaFacebook Groups

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Employee Advocacy

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@teedubya ccpglobal.com/cmworld @teedubyaccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel @teedubya

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4 Account Based Advertising

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Wal-Mart Selling has Changed

Up to 17 people influence enterprise purchases

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Wal-Mart Selling has Changed

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Paid Promotion • Micro-targeting Ideal Customers• Facebook Ad Targeting• PPC – Google Adwords or Bing• LinkedIn Sponsored Updates• Promoted Tweets• YouTube Paid Ads• Pinterest Ads• Native Advertising• Paid Content Discovery • Retargeting• Curation Apps• Syndicated Content

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Keywords Yes No

Likes No Yes

Demographics Limited Extensive

Psychographics No Yes

Geography Yes Yes

Internal URL No Yes

External URL Yes Yes

Purchase Intent Learn, Research None

Sales Cycle Short Long

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Interest Graph Actions on Content

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Advanced Targeting

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Facebook Graph Search opens up many different opportunities.

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$240 billion

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Impact of Targeted Social Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.

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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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Snip.ly @sniply http://snip.ly

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

Starbucks Inception

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@teedubya ccpdigital.com/emfl @teedubya@teedubya

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Instagram Ads

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Twitter Advertising

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Geo

Target users based on geographic

location

Narrow in on key markets

Search

Target users who are searching on relevant keywords

Ensure relevancy

Followers

Target your Followers

Leverage brand advocates

Interest

Target users based on their interests

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

Ensure Interest relevancy

Twitter Targeting Tools

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Promoted Tweets are ordinary Tweets purchased by advertisers who want to reach a wider group of users or to spark engagement from their existing followers.

A Promoted Tweet will appear in a user’s timeline only if the Tweet is likely to be interesting and relevant to that user.

AMPLIFY CONVERSATIONS | LEVERAGE REAL-TIME INTENT | DRIVE ENGAGEMENT

Promoted Tweets

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YouTube Ads

@teedubya ccpglobal.com/cmworldPinterest Advertising

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Native Adverti$$$ng

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Outbrain @Outbrain http://outbrain.com@teedubya

@teedubya Taboola @Taboola http://taboola.com

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Zemanta @Zemanta http://zemanta.com

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Pixels Pixels Pixels

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Con

fusi

ng?

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5 Marketing Technologies

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Dun & Bradstreet – dnb.com/sales-marketing @DnBUS

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rFactr Social Port – rfactr.com @rfactr

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AGENDA

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TrackMaven @trackmaven http://trackmaven.com

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AGENDA

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Get Little Bird @getlittlebird http://www.getlittlebird.com@teedubya

AGENDA

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Socedo @socedoapp http://socedo.com @teedubya

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Nearly 6000 Marketing Technologies

Over 350+ CategoriesAnd Growing….

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@teedubya’s Tools – ccp.digital/vendasta

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17 Killer Content Templates: bit.ly/17templatesTwitter Chat Master List: http://bit.ly/TwitterChatMasterFeature your Brand on Tumblr: http://brands.tumblr.comComplete Guide to Twitter Cards: dev.twitter.com/docs/cardsThe Advanced Guide to Content Marketing: bit.ly/advcontentAJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resourceThree Very Handy Content Marketing Tools: http://www.siegemedia.com/toolsThe Advanced Guide to SEO http://www.quicksprout.com/the-advanced-guide-to-seo/Neil Patel & Bronson Taylor’s Definitive Guide to Growth Hacking: http://goo.gl/4yqEOjThe Definitive Guide to Microsoft Excel for SEOs: http://www.distilled.net/excel-for-seo/The Complete List of Link Building Tactics http://pointblankseo.com/link-building-strategiesThe Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-croThe Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-PlannerDana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfwHubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personasAnnie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketersPaddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html

http://www.annielytics.com/hundreds-of-tools-for-marketers



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