SearchLove San Diego 2017 | Travis Wright | Social Business, Content Advertising and MarTech...

@teedubya

Travis Wright@teedubya

@teedubya

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

@teedubya

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

@teedubya #DMS2015 @teedubya

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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!!

@teedubya

1 Social Business Strategy

@teedubya

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.

@teedubya • #CMWorld@teedubya

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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

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C-SUITE

SUPPORT

MARKETING

FOUNDATIONS

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C-SUITE

SUPPORT

MARKETING

Strategy/GoalsSocial PolicyWorkflows

Compliance

FoundationsSecurity

Social AnalyticsAccess: Web/Mobile

FOUNDATIONS

@teedubya

C-SUITE

WEBANALYTICS

SUPPORT

MARKETING

PLATFO

Compliance

FoundationsSecurity

MarTech Stack

@teedubya

C-SUITE

WEBANALYTICS

SUPPORT

MARKETING

PLATFO

Compliance

FoundationsSecurity

INTERNAL SOCIAL

@teedubya

C-SUITE

WEBANALYTICS

SUPPORT

MARKETING

PLATFO

Compliance

FoundationsSecurity

LEAD GENERATION

@teedubya

C-SUITE

WEBANALYTICS

SUPPORT

MARKETING

PLATFO

Compliance

FoundationsSecurity

SOCIAL ACCOUNTS

@teedubya

THOUGHT LEADERSHIPEXECUTIVE PROFILES

C-SUITE

WEBANALYTICS

SUPPORT

MARKETING

TECH LEADERSHIP

INFLUENCER COMMUNITY

SUPPORT/FORUM

SUPPORT CHANNELS

ED SOCIAL

ADVOCATES

Compliance

FoundationsSecurity

PLATFO

A SOCIAL BUSINESS

@juliovisko

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2 Content Marketing & Amplification Tactics

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@teedubya @teedubya @teedubya

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Personas

@teedubya • #CMWorld@teedubya • #CMWorld

PERSONAS

MakeMyPersona.com

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Content

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@teedubya @teedubya@teedubya

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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

@teedubya

@teedubya @teedubya

@teedubya @ChrisPulleyccpdigital.com/emfl @teedubya@teedubya

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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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Account Based Marketing

@teedubya @teedubya

@teedubya

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

@teedubya

@teedubya @teedubya

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Native Adverti$$$ng

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

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@teedubya Zemanta @Zemanta http://zemanta.com

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Advanced Targeting

ccpdigital.com/emfl @teedubya@teedubya@teedubya

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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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@teedubya @teedubya

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Instagram Ads

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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

@teedubya @teedubya

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YouTube Ads

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@teedubya ccpglobal.com/cmworldPinterest Advertising

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@teedubya @teedubya

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Pixels Pixels Pixels

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@teedubya @teedubya

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Build Your MarTech Stack4

@teedubya @teedubya

@teedubya

MARTECHWOMEN

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@teedubya @teedubya

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@teedubya’s Tools – ccp.digital/searchlove

@teedubya

@teedubya @teedubya

@teedubya @teedubya#MARTECH @teedubya

@teedubya @teedubya

$11,222,000,000

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@teedubya @teedubya

@teedubya ccpglobal.com/martechconf

@teedubya@teedubya

@teedubya @teedubya

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2,651 Companies tracked

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$183+ Billion dollars in investments

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@teedubya ccpglobal.com/martechconf

@teedubya@teedubya

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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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Ghostery @ghostery http://ghostery.com

@teedubya

Build Your Marketing Technology Stack

Startup – SMB – Enterprise – NonProfit – ECommerceAre You a…?

@teedubya @teedubya

@teedubya

Account Based MarketingAd NetworkAdvertiser Campaign ManagementAttributionAudience ResponseBrand AdvocacyBusiness IntelligenceCall TrackingCampaign ManagementContent MarketingConversion Rate OptimizationCross-Channel AdvertisingData Management Platform (DMP)Demand GenerationDemand Side Platform (DSP)Digital AnalyticsDigital Analytics - Web CMS SuitesDigital SignageDisplay AdvertisingEmail MarketingEmail Marketing: Best of BreedEmail Marketing: SuitesEvent ManagementEvent Management Platforms

Event PlanningEvent Registration & TicketingGameification & LoyaltyKioskLead CaptureLead GenerationLead IntelligenceLead MiningLead ScoringMarketing AutomationMarketing Resource ManagementMedia and Influencer TargetingMedia MonitoringMobile AdvertisingMobile AnalyticsMobile App AnalyticsMobile App OptimizationMobile Crash ReportingMobile Event AppsMobile MarketingNative AdvertisingOnline Community ManagementOnline Review ManagementOrganic Search Marketing

Other Digital AdvertisingOther Event ManagementOther Lead GenerationOther Public RelationsPR AnalyticsPredictive AnalyticsPress Release DistributionPrint FulfillmentPublic Relations (PR)Publisher Ad ManagementSearch AdvertisingSearch MarketingSearch Marketing - Web CMS SuitesSocial AdvertisingSocial AnalyticsSocial Media ManagementSocial Media MgmtSocial Media MonitoringSocial Media SuitesSupply Side Platform (SSP)Video AdvertisingVisitor Identification

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@teedubya @teedubya

@teedubya @teedubya#MARTECHccpglobal.com/martech @teedubya@teedubya

AGENDA

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

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@teedubya @teedubya

@teedubya

Building an Open “Bus” Architecture MarTech Stack

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Open Bus MarTech ArchitectureTag Management System

@teedubya @teedubya

@teedubya

A/B Testing Ad Networks

Affiliate Marketing

Email Marketing

Lead NurturingMarketing Automation

Voice of Customer

Analytics

Banner Ads

Personalization

Search Engine Marketing

Visitor Remarketing

Visitor Retargeting

Social Marketing

• A/B Testing• Ad Networks• Affiliate Marketing

• Email Marketing• Lead Nurturing• Marketing Automation

• Analytics• Banner Ads• Chat

• Personalization• SEM• Social Marketing

• Visitor Remarketing• Visitor Retargeting• Voice of Customer

@teedubya

Tag Management Options

If you’re a Startup or SMB

@teedubya @teedubya

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Data Layer

Audience Profiles

Audience Actions

Audience Analytics

Tealium @tealium http://tealium.com

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@teedubya @teedubya

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Signal @signal http://signal.co

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@teedubya @teedubya

@teedubya

Benefits• “Siloed” solutions

enhance one another

• Collect, Own and Act on your data everywhere

• Leverage Best-of-Breed solutions without vendor lock-in

• Omni-channel profiles

• Single line of code• Data onboarding &

syndication• 100% of technologies

supported

ENSIGHTEN DATA LAYER (EDL)Standardize and control data across all 3rd party clouds, platforms and tools

AGILE MARKETING PLATFORM (AMP)Hybrid Client-Server Technology

Data Collection & Activation

Tag Management & Testing

Ensighten @ensighten http://ensighten.com

@teedubya @teedubya

@teedubya

Adobe DTM @AdobeMKTGCloud http://adobe.com

Tag management

Contextual Experience Management

Permission-Based Workflows

Rules-Driven Tag Execution

Data Distribution Management

@teedubya

@teedubya @teedubya

@teedubya Ghostery @ghostery http://ghostery.com @teedubya#MARTECHccpglobal.com/martech @teedubya@teedubya

@teedubya

5 Marketing Technologies

@teedubya

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

@teedubya

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

-20 -10 10 20 30 40 50 60

In depth seasonality and other insights

-20 -10 10 20 30 40 50 60

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

UK)Ads Minimum bid Fed interest rate FootballPlacement Current bid Weather.com SoccerPosition Location Temperature BaseballSlot Quality score Rain BasketballClick-type Competition Humidity Holiday calendar

Landing page Zip code – demographic Events calendarTime of day Tax Starbucks indexDay of week Education level Concerts (Live Nation)Device Household income Competitive search

Marital status SEM RushPresence of children Keyword spyAge SpyFuGender Google

ADVERTISER SEASONALITYSCALING FACTORS USER

Conversions Time Search engine Search queryRevenue Day of week Campaigns DeviceLTV Month Keywords Geo/locationRevenue parameters Year Ad copyCustom parameters HolidaysBusiness constraintsOther business metricsPromotions

Today’s data

@teedubya

Week 3 4 5 6

63% 70%

Not QuanticMind QuanticMind

Gross Margin% Lift

QuanticMind @QuanticMind http://www.quanticmind.com

@teedubya

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

@teedubya

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

@teedubya

Likelihood @likelihd http://www.likelihood.com

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Influential @influential_co http://www.influential.co

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

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

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TrackMaven @trackmaven http://trackmaven.com

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Employee Advocacy

@teedubya

Nearly 6000 Marketing Technologies

Over 350+ CategoriesAnd Growing….

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@teedubya’s MKTG Tools – ccp.digital/searchlove

@teedubya

@teedubya @teedubya’s MKTG Tools – ccp.digital/searchlove

SearchLove San Diego 2017 | Travis Wright | Social Business, Content Advertising and MarTech...

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