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#LSS2017: Social, Search, and Content & Martech Strategies that Grow Sales
The document discusses various strategies in social, search, and content marketing aimed at increasing sales, led by Travis Wright, an experienced marketing technologist. Key topics include social business strategy, targeted content marketing, organic content amplification, account-based advertising, and the use of various marketing technologies. The document also highlights the importance of integrating social media within organizations and the effective use of both paid and organic marketing tactics.
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#LSS2017: Social, Search, and Content & Martech Strategies that Grow Sales
- 1. @teedubya Social, Search, andContent & MarTech Strategies that Grow Sales Travis Wright CMO/CTO – CCP.Digital @teedubya Social, Search, and Content & MarTech Strategies that Grow Sales @teedubya
- 2. @teedubya Who is thisTravis 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. • Local SEO & Creating Content since 1998. • Former Global Social Media Strategist – Norton / Symantec • Tech Journalist & Columnist MarketingLand, Inc., VentureBeat & others • Author of Book, Digital Sense, published by Wiley, Jan 2017 • Chief Marketing Technologist – CCP.Digital • @teedubya on Twitter & on LinkedIn @teedubya
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- 4. @teedubya Who is thisTravis Wright dude NOT? @teedubya
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- 6. @teedubya Who is thisTravis Wright dude NOT? @teedubya
- 7. @teedubya Latest animal-named Googlealgorithm change?
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- 16. @teedubya Agenda ①Social Business Strategy ②TargetedContent Marketing ③Organic Content Amplification Tactics ④Account Based Advertising ⑤Marketing Technologies ⑥??? ⑦Profit!!
- 17. @teedubya 1 Social BusinessStrategy
- 18. @teedubya Social Media is aset of tools, technologies, and channels that allow users to create and share content and to participate in social networking. @teedubya
- 19. @teedubya Social Business is theway of connecting and providing value to your customers, by integrating social media throughout your organization. @teedubya • #CMWorld@teedubya
- 20. @teedubya Social Business vs.Social Media? Source: David Armano @teedubya
- 21. @teedubya Do we needa Social Business Framework? If so, which one? @teedubya
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- 23. @teedubya Source: Dion Hinchcliffe- EBiz @teedubya
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- 29. @teedubya 350 Categories ofMarTech http://ccp.digital/rioseo
- 30. @teedubya Social Media Social Media Collaborationw/ Julio Viskovich
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- 32. @teedubya C-SUITE SUPPORT HR R&D IT MARKETING SALES Strategy/Goals Social Policy Workflows Compliance Foundations Security Social Analytics Access:Web/Mobile FOUNDATIONS Collaboration w/ Julio Viskovich
- 33. @teedubya C-SUITE CRM WEB ANALYTICS SUPPORT HR R&D IT MARKETING SALES MARKETING AUTOMATION CUSTOMERSERVICE PLATFORM Strategy/Goals Social Policy Workflows Compliance Foundations Security Social Analytics Access:Web/Mobile MarTech Stack Collaboration w/ Julio Viskovich
- 34. @teedubya C-SUITE CRM WEB ANALYTICS SUPPORT HR R&D IT MARKETING SALES MARKETING AUTOMATION CUSTOMERSERVICE PLATFORM INTERNALSOCIAL NETWORKS INTERNALSOCIAL NETWORKS Strategy/Goals Social Policy Workflows Compliance Foundations Security Social Analytics Access:Web/Mobile INTERNAL SOCIAL Collaboration w/ Julio Viskovich
- 35. @teedubya C-SUITE CRM WEB ANALYTICS SUPPORT HR R&D IT MARKETING SALES MARKETING AUTOMATION CUSTOMERSERVICE PLATFORM WEBSITES DEMAND GENERATION INTERNALSOCIAL NETWORKS INTERNALSOCIAL NETWORKS Strategy/Goals Social Policy Workflows Compliance Foundations Security Social Analytics Access:Web/Mobile LEAD GENERATION Collaboration w/ Julio Viskovich
- 36. @teedubya C-SUITE CRM WEB ANALYTICS SUPPORT HR R&D IT MARKETING SALES MARKETING AUTOMATION CUSTOMERSERVICE PLATFORM WEBSITES DEMAND GENERATION PERSONAL ACCOUNTS COROPORATE ACCOUNTS INTERNALSOCIAL NETWORKS INTERNALSOCIAL NETWORKS Strategy/Goals Social Policy Workflows Compliance Foundations Security Social Analytics Access:Web/Mobile SOCIAL ACCOUNTS Collaboration w/ Julio Viskovich
- 37. @teedubya THOUGHT LEADERSHIP EXECUTIVE PROFILES C-SUITE CRM WEB ANALYTICS SUPPORT HR R&D IT MARKETING SALES TECHLEADERSHIP INFLUENCER COMMUNITY Strategy/Goals Social Policy Workflows Compliance Foundations Security Social Analytics Access: Web/Mobile MARKETING AUTOMATION CUSTOMERSERVICE PLATFORM WEBSITES DEMAND GENERATION PERSONAL ACCOUNTS COROPORATE ACCOUNTS INTERNALSOCIAL NETWORKS INTERNALSOCIAL NETWORKS A SOCIAL BUSINESS Collaboration w/ Julio Viskovich
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- 39. @teedubya BRO is thenew SEO?
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- 42. @teedubya @teedubya’s Tools –ccp.digital/rioseo @teedubya
- 43. @teedubya 2 Targeted ContentMarketing
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- 47. @teedubya Personas @teedubya • #CMWorld@teedubya• #CMWorld PERSONAS MakeMyPersona.com
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- 60. @teedubya Ways to PromoteOrganically • Found via Search / SEO • Email Marketing • 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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- 71. @teedubya 4 Paid SocialAdvertising @teedubya
- 72. @teedubya Wal-Mart Selling has Changed Upto 17 people influence enterprise purchases
- 73. @teedubya Paid Promotion • Micro-targetingIdeal 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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- 77. @teedubya Keywords Yes No LikesNo 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
- 78. @teedubya Interest Graph Actionson Content @teedubya
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- 80. @teedubya @teedubya Facebook GraphSearch opens up many different opportunities.
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- 83. @teedubya Impact of TargetedSocial Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience.
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- 87. @teedubya Third-Party Databases Combine Facebookdata and interest targeting
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- 91. @teedubya 7,125 Wal-Mart HQexecs and employees. Results: 1,108 clicks. 15.5% CTR!! Wal-Mart Inception
- 92. @teedubya @teedubya Snip.ly @sniplyhttp://snip.ly
- 93. @teedubya 2,563 Starbucks HQexecs and employees. Results: 556 clicks. 21.6% CTR!! Starbucks Inception @teedubya
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- 99. @teedubya Geo Target users based on geographic location Narrowin 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
- 100. @teedubya Promoted Tweets areordinary 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
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- 118. @teedubya $183+ Billion dollarsin investments @teedubya
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- 122. @teedubya Look at yourAssets as Layers, Dimensions & Decisions @teedubya
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- 125. @teedubyaGhostery @ghostery http://ghostery.com@teedubya#MARTECHccpglobal.com/martech @teedubya@teedubya
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- 128. @teedubya Harness data explosionfor better ad predictions Yesterday’s data 5 – 8 data points Every possible data point about a click vs Premature relationship of page views to purchase probability 15 10 5 -20 -10 10 20 30 40 50 60 In depth seasonality and other insights 15 10 5 -20 -10 10 20 30 40 50 60 PUBLISHER PERFORMANCE EXTERNAL DRIVERS Keyword Impressions Nasdaq Airport status Match-type Clicks NYSE Sports calendar (US, UK) Ads Minimum bid Fed interest rate Football Placement Current bid Weather.com Soccer Position Location Temperature Baseball Slot Quality score Rain Basketball Click-type Competition Humidity Holiday calendar Landing page Zip code – demographic Events calendar Time of day Tax Starbucks index Day of week Education level Concerts (Live Nation) Device Household income Competitive search Marital status SEM Rush Presence of children Keyword spy Age SpyFu Gender Google ADVERTISER SEASONALITY SCALING FACTORS USER Conversions Time Search engine Search query Revenue Day of week Campaigns Device LTV Month Keywords Geo/location Revenue parameters Year Ad copy Custom parameters Holidays Business constraints Other business metrics Promotions Today’s data
- 129. @teedubya 31% 63% 70% 105% Week 3 45 6 Not QuanticMind QuanticMind Gross Margin % Lift QuanticMind @QuanticMind http://www.quanticmind.com @teedubya
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- 132. @teedubya Distilled ODN @distilledhttp://www.distilledodn.com @teedubya
- 133. @teedubya Harness data explosionfor better ad predictions Yesterday’s data 5 – 8 data points Every possible data point about a click vs Premature relationship of page views to purchase probability 15 10 5 -20 -10 10 20 30 40 50 60 In depth seasonality and other insights 15 10 5 -20 -10 10 20 30 40 50 60 PUBLISHER PERFORMANCE EXTERNAL DRIVERS Keyword Impressions Nasdaq Airport status Match-type Clicks NYSE Sports calendar (US, UK) Ads Minimum bid Fed interest rate Football Placement Current bid Weather.com Soccer Position Location Temperature Baseball Slot Quality score Rain Basketball Click-type Competition Humidity Holiday calendar Landing page Zip code – demographic Events calendar Time of day Tax Starbucks index Day of week Education level Concerts (Live Nation) Device Household income Competitive search Marital status SEM Rush Presence of children Keyword spy Age SpyFu Gender Google ADVERTISER SEASONALITY SCALING FACTORS USER Conversions Time Search engine Search query Revenue Day of week Campaigns Device LTV Month Keywords Geo/location Revenue parameters Year Ad copy Custom parameters Holidays Business constraints Other business metrics Promotions Today’s data
- 134. @teedubya 31% 63% 70% 105% Week 3 45 6 Not QuanticMind QuanticMind Gross Margin % Lift QuanticMind @QuanticMind http://www.quanticmind.com @teedubya
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- 140. @teedubya Get Little Bird@getlittlebird http://www.getlittlebird.com
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- 147. @teedubya Get Little Bird@getlittlebird http://www.getlittlebird.com
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- 149. @teedubya Nearly 6000 Marketing Technologies Over350+ Categories And Growing….
- 150. @teedubya @teedubya’s Tools –ccp.digital/rioseo @teedubya
- 151. @teedubya Marketing Technology Glossary– ccp.digital/rioseo
- 152. @teedubya @teedubya’s MKTG Tools– ccp.digital/rioseo @teedubya
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Editor's Notes
- #31 At buildout, a Social Organization includes all departments and employees in an organization It fosters and manages a coordinated effort It’s workflows tie into the existing processes and systems currently deployed
- #32 At buildout, a Social Organization includes all departments and employees in an organization It fosters and manages a coordinated effort It’s workflows tie into the existing processes and systems currently deployed
- #33 At buildout, a Social Organization includes all departments and employees in an organization It fosters and manages a coordinated effort It’s workflows tie into the existing processes and systems currently deployed
- #34 At buildout, a Social Organization includes all departments and employees in an organization It fosters and manages a coordinated effort It’s workflows tie into the existing processes and systems currently deployed
- #35 At buildout, a Social Organization includes all departments and employees in an organization It fosters and manages a coordinated effort It’s workflows tie into the existing processes and systems currently deployed
- #36 At buildout, a Social Organization includes all departments and employees in an organization It fosters and manages a coordinated effort It’s workflows tie into the existing processes and systems currently deployed
- #37 At buildout, a Social Organization includes all departments and employees in an organization It fosters and manages a coordinated effort It’s workflows tie into the existing processes and systems currently deployed
- #38 At buildout, a Social Organization includes all departments and employees in an organization It fosters and manages a coordinated effort It’s workflows tie into the existing processes and systems currently deployed
- #47 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #62 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #65 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #66 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #67 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #68 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #69 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #70 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #99 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #105 Gather offsite audience data as first party to you. Unify online data into individual user profiles for effective privacy management and data activation. Keep the data yours even when switching marketing vendors. Build your own first party cookie pool to analyze and activate at any time.
- #128 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #131 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #132 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #133 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #136 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #137 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #138 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #139 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #140 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #141 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #143 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #144 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #145 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #146 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #147 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #148 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #149 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.