@teedubya
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
@teedubya
@teedubya
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
@teedubya
AgendaSocial Business Strategy
Account Based Content Marketing
Organic Content Amplification Tactics
Account Based Advertising
Marketing Technologies
???
Profit!!
@teedubya
Social Business vs. Social Media?
Social Media is a set of tools, technologies, and channels.
@teedubya
@teedubya
Social Business vs. Social Media?
Social media is the medium and applications that allow users to create and share content and to participate in social networking.
@teedubya
@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
@teedubya
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FOUNDATIONS
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MarTech Stack
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C-SUITE
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INTERNAL SOCIAL
@teedubya
C-SUITE
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LEAD GENERATION
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SOCIAL ACCOUNTS
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THOUGHT LEADERSHIPEXECUTIVE PROFILES
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SUPPORT
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TECH LEADERSHIP
INFLUENCER COMMUNITY
PART
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SYST
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EXEC
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COMM
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SUPPORT/FORUMS
SUPPORT CHANNELS
RECR
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RSRE
CRUI
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SERV
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MANAGED SOCIAL
NETWORKS
BRAND ADVOCATES
Strategy/Goals Social Policy Workflows
Compliance Foundations
Security Social Analytics
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A SOCIAL BUSINESS
@juliovisko
@teedubya
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 ccpglobal.com/cmworld @teedubyaccpdigital.com/emfl @teedubyaFacebook Groups
@teedubya • #CMWorld
@teedubya ccpglobal.com/cmworld @teedubyaccpdigital.com/emfl @teedubya@teedubya#FlipMyFunnel @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
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
@teedubya
@teedubya
Impact of Targeted Social Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.
@teedubya
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
@teedubya
@teedubya
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
@teedubya
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
@teedubya@teedubya
@teedubya
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