BMA Chicago - Content + Social - The B-to-B Dynamic Duo by Aaron Kahlow, OMI

Social Media + Content Marketing = B2B ROI

A Special BMA – Chicago Workshop

Produced by:

www.OnlineMarketingInstitute.org

Agenda

• Big Picture Global Industry Trends & Research

• The Tactics– Begin with End – Attribution – Business Impact When Done Right – Amplification – Example of Actual Tactics & Case Study(s) - Video

• The Point The Foundation for Success in Social

* A Moment on Education

Aaron Kahlow BIOBackground - Built 3 businesses in Digital

1. BtoB Agency of the Year – BusinessOnline

2. Largest Digital Education Event – OMS

3. Now, Global Destination for eLearning – OMI

Passion & Expertise • Digital Marketing & Social Media • Education – eLearning Technology

You

• Agency or Brand?

• Larger or Small ?

• Strategy or Tactics?

* Most pressing challenge we can help solve today?

Disclaimers

1) All Content is Sourced from OMI eLearning Tutorial Library

2) Tell Why and What… OMI Classes the “How”

Map the World of Social…

Platforms: Where’s the Action

Use Facebook as Example

1 Billion Already

What are People Doing On Facebook40% of Time on News Feed (Highest)

Bigger Than Computer.. And Social!

© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12© 2010 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 12

Content: Mobile Video

The percentage of non-desktop video plays more than doubled Quarterly

Viewers are more than twice as likely to complete a video when watching on a non-desktop device

Content: Video is King

Pillars to Success

• Think platform -website, Facebook, Instagram

• Device. Mobile

• Think Content – Video, blog, pictures (ex: visual story telling Instagram)

Ex: Facebook + Video + Mobile = ROI

Now, Let’s Learn.

Starts with Measurement

FUNNEL BROKEN…ALL ABOUT ATTRIBUTION

The Buy Cycle: Think Touch Points

Source: Forrester

Advice from colleague or friend

Web, Blog,& Media

Web, Blog,Media, & industry pros

Web, social, & email

Class: Social Media Attribution Modeling

Implement Multi-Channel Attribution

Keyword 1

Madonna TicketsTicketsNow.com

Buy Madonna tickets Now Available!

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert TicketsGet your tickets now!TicketsNow.com

TicketsNow® Official Site TicketsNow.com

Official Site of TicketsNow.com™. ® -

Official Site.

2012 Madonna TourTicketsNow.com

Get your tickets nowFor Madonna’s 2012 tour!

http://www.google.com/aclk?sa=l&ai=CfYId2oC2T9jDN8W4gwe1lrWfA-6blKoBkPqAhR2GhYoRCAAQASgDULvpwfYHYMmG_4fwo-wSoAH45tb-A8gBAaoEGU_QYzNwIX25P1DmTijnbeO58mkFSuo0wKC6BRMIzZGvvaiKsAIVhyzgCh0tNcWsygUA&ei=2oC2T828NYfZgAet6pTmCg&sig=AOD64_2Uo_Q6pJeUep7Yg3m8wbWMPVt9Eg&sqi=2&ved=0CAgQ0Qw&adurl=http://124.xg4ken.com/media/redir.php?prof=38&camp=1045&affcode=cr100810&cid=7697831816%7C209156%7Ctickets%20now&mType=p&networkType=search&GCID=1045&keyword=tickets%20now&url%5B%5D=http://www.ticketsnow.com/&rct=j&q=tickets+now


6 0 %2 5 %1 0 %5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1





Keyword 2 Keyword 3Ad 1


TicketsNow® Official Site TicketsNow.comOfficial Site of

TicketsNow.com™. ® - Official Site.



4 0 %1 0 %1 0 %4 0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1











2 5 %2 5 %2 5 %2 5 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1











1 0 0 % ( L a s t C l i c k )0 %0 %0 %

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly


Keyword 1










Class 2: Social Media ROI – SAP Case Study

It Happens, Just need to track3/23/113/19/11 Conversion

Direct

Google PPC

Google PPC

3/15/113/11/11

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

Follow the Money

Class 3 : Google’s ZMOT for Analytics

There is value here!These actions lead to your future conversions

Goals

Measure Micro Conversion

Class 5: comScores’ Facebook Amplification Research Review

How it Works

Accelerating Reach

“Most Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200% ..”

Driving Audience

“23,000 visitors to site vs.

320,000 to Fans Page”

Numbers Don’t Lie

• Benchmark: 0.1% CTR for Display v. 1% for Facebook

• Onsite: Increase in store purchase 38% (Starbucks);

• eCommerce: 209% Online Purchases (Amazon)

Class 6: Social Media & Content Marketing Framework

The Mother

ship

Content Marketing

Mothership

Digital property you own, like…

WebsiteMicrositeContent

CommunityBlog

Use for client/customer

interaction, demand

generation, lead conversion.

Mothership

Audience reaches you directly or touches base further out in space.

Content is your tractor beam.

Best Practices:1. Develop strategic brand voice and focus.2. Establish a content development pipeline.3. Develop social conversations that support

content sourcing, development and promotion.

4. Develop content marketing that lends itself to social distribution & promotion.

5. Lay the breadcrumb trail to measure results.

Class 7: Social Advertising & Retargeting Best Practics



What Makes it Cool


LinkedIn has too


Give it Some thought ..

Big Data, Retargeting

Using Google Data, FB Data, and Your Data!


Ultimate Cool!!!


End to End

Class 8: BtoB Video – Cisco Case Study


Video Is a Valuable Marketing AssetView 44% more pages while on Cisco.com

Are twice as likely to engage with high-value conversion activities on Cisco.com

Are 41% more likely to return to Cisco.com

Are 5 times more likely to click-through on a blog post with video

Video viewers


Shared Videos Sell More Product

When someone watches a recommended video, their brand recall goes up 7% and enjoyment goes up 14%

Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent

*Unruly video study, January, 2012

10 times more videos are shared on Facebook vs. Twitter


Tech-related Video Downloads Are Not Limited to the Work Day

27% before normal business

hours

53% during normal business

hours

61% after normal business hours

S T W Th F50% on the weekends

M S50% on the weekends

92% watch or download tech-related videos during the work week

*IDG 2012 study with 6,622 B2B IT decision makers


Video Types/Stage of Sales Process

Types of Video Productions Definition of Video Type Sales Stage

1. Advertisement High production value Awareness

2. Thought Leadership Talking head or interview Awareness

3. Business Challenges Industry trends Consideration

4. Case Study Customer or Cisco product stories Consideration

5. Demo Product/Solution deep dive Design

6. Technology Solution Multiple product solution Design

7. Video Data Sheet Product specifications Design

8. Training Course curriculum, How-to Post-sale

9. Event Presentation Event All

10. Program Series Program series All

11. Other On location event recording All


Length of Video Is Key

TubeMogul study in Q1 CY’10. Hundreds of media companies (i.e. CBS), news outlets (i.e. AP) and YouTube stars (i.e.sxephil) were included in the sample, which spans video sites and platforms


CTAs on YouTube

Paid - Call to Action Overlays – – Can ONLY appear at the bottom half

of a video player– Character limits: – Headline – 25 – Description line 1 – 35– Description line 2 – 35

Unpaid (use for all videos on YouTube) - Annotation– One style of font, a few different

sizes, and multiple color backgrounds– No character limit– Can be placed anywhere

Non-paid

Paid

Ultimately… Integrated Organization

TIME TO WRAPWhat to do?

Remember: Pillars to Conversion

• First: Think platform -website, Facebook, Instagram

• Next: Think Content – Video, blog, pictures (ex: visual story telling Instagram)

• Finally, Device. Mobile

Ex: Facebook + Video + Mobile = ROI

“The Problems we have today

Can not be solved in same mind

set they we’re created”

- Learn to Improve- Improve to Earn- Earn to Enjoy …

*Stop Doing, Start Learning

A Moment on Meaningful Change

Thank You

Quick Note: The Program

• 100s of BtoB Digital/Social Classes

• Latest Trends & Best Practices

• Certificate Program (request)

Card or [email protected]

Thank You