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SPARK 2016: How to Amplify Targeted Content With Targeted Social Advertising & Content Technologies
The document outlines strategies and technologies for amplifying content and improving marketing effectiveness, emphasizing data-driven approaches and personalized customer journeys. It highlights the importance of social media marketing, content creation, and targeted advertising to engage audiences and improve results. The document also discusses various tools and methods for content scheduling, distribution, and promotion across different digital platforms.
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Similar to SPARK 2016: How to Amplify Targeted Content With Targeted Social Advertising & Content Technologies
SPARK 2016: How to Amplify Targeted Content With Targeted Social Advertising & Content Technologies
- 1. Actionable Ways, Strategies,and Technologies to Amplify Your Content Travis Wright Chief Marketing Technologist CCP Digital ccpdigital.com/spark @teedubya
- 2. Who is thisTravis Wright dude? @teedubya • Radio Disc Jockey at Age 13. • Military Intelligence and Russian Linguist in the US Army. • Stand-up comedian since 1995. • Web developer since 1996. • SEO & “Geo-Targeting” SMB – Fortune 50’s brands since 1998. • Former Global Social Media Strategist – Norton / Symantec • Chief Marketing Technologist – CCP Digital • Tech Journalist for CMO.com, MarketingLand, Business.com & others • Inc. Magazine Columnist – Tech Tools for Entrepreneurs • Hosting Venture Beat’s MarTech podcast launching in Q2. • @teedubya on Twitter #DMS2015ccpdigital.com/spark @teedubya
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- 4. Who is thisTravis Wright dude NOT? @teedubyaccpdigital.com/sparkccpdigital.com/spark @teedubya
- 5. this is asocial event #Spark16 @teedubyaccpdigital.com/spark
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- 13. Silos and Silosof Data @teedubyaccpglobal.com/cmworld ccpdigital.com/spark @teedubya
- 14. • Ask &Answer the right questions • Integrate marketing strategies • Optimize your marketing mix • Know your audience • Recognize your customer • Personalize customer journey • Create a better user experiences Data-Driven Marketing Making Smarter & More Impactful Decisions @teedubyaccpglobal.com/cmworld ccpdigital.com/spark @teedubya
- 15. Enhance Your MarketingStrategy Deliver Better Results Throughout The Customer Journey ccpdigital.com/spark @teedubya
- 16. Coordinate Your Efforts U.S.retailers lose nearly $100 billion each year from poorly executed cross-channel marketing efforts. Source: DataMonitor ccpdigital.com/spark @teedubya
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- 19. @teedubya’s Tools –ccpdigital.com/spark ccpdigital.com/spark @teedubya
- 20. ccpdigital.com/spark @teedubya Pillars ofSocial Business Strategy
- 21. Pillars of SocialBusiness Strategy 1. Social Media Marketing + Community Management 2. Content Strategy, Curation, Creation 3. Social Media Selling & Relationship Building 4. Social Media Talent Acquisition 5. Social Advertising & Paid Amplification ccpdigital.com/spark @teedubya
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- 23. @JasonMillerCA According to AdobeResearch, Over 198 Million People Block Ads. @teedubyaccpglobal.com/cmworldccpdigital.com/spark @teedubya
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- 26. Help us ObiwanContentobi – You’re our only hope. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
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- 36. CONTENT PLANNING &RESEARCH @teedubyaccpdigital.com/spark @teedubya
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- 39. @teedubya GREAT WAYS TOORGANIZE CONTENT @KMULLETT
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- 42. CONTENT SCHEDULING &DISTRIBUTION @teedubyaccpdigital.com/spark @teedubya
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- 45. ccpglobal.com/cmworld @teedubya Start a Fire@startafire? http://www.startafire.com ccpdigital.com/spark @teedubya
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- 49. WAYS TO PROMOTE @teedubyaccpdigital.com/spark@teedubya • Found via Search / SEO • Traditional Social Sharing • Word of Mouth • Email Marketing • Facebook/Linkedin Groups • Hashtags via Twitter • Foster Employee Advocacy • Newsjack Events via Social • Repurpose Content • Influencer Outreach • Guest Blogging • Syndicated Content • Pinterest • Micro-targeting Ideal Customers • Facebook Boosted Posts • Promoted Tweets • LinkedIn Sponsored Updates • YouTube Paid Ads • StumbleUpon Paid Discovery • Reddit Ads • Native Advertising • Paid Content Discovery • PPC – Google Adwords or Bing • Retargeting • Curation Apps • ???
- 50. Google Buy Buttonon SERPS The Periodic Table of SEO Success Factors – Search Engine Land ccpdigital.com/spark @teedubya
- 51. Moz SEO CheatSheet 3.0 – Moz ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya
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- 57. Use hashtags tosearch for threads about subjects such as #socialselling.
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- 70. ccpglobal.com 10740 NallAve, Suite 310, Overland Park, KS 66211 913.948.7400 Digital Advertising ccpdigital.com/spark @teedubya
- 71. The Advertising Quandary “Halfthe money I spend on advertising is wasted; the trouble is I don’t know which half.” -- John Wanamaker, father of modern advertising and a “pioneer in marketing.” ccpdigital.com/spark @teedubya
- 72. Digital Advertising Highly-targeted, relevanttraffic to your site. • Paid Search Advertising • Display Advertising • Native Advertising • Social Media Advertising • Retargeted Advertising ccpdigital.com/spark @teedubya
- 73. PAID SEARCH ANDSEO @teedubyaccpdigital.com/spark @teedubya
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- 76. ccpglobal.com/martechconf @teedubya Harness dataexplosion for better ad predictions Yesterday’s data 5 – 8 data points Every possible data point about a clickvs 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
- 77. ccpglobal.com/martechconf @teedubya Quantic Mind@quanticmind http://quanticmind.com 31% 63% 70% 105% Week 3 4 5 6 Not QuanticMind QuanticMind Gross Margin % Lift
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- 81. @teedubya Facebook Graph Searchopens up many different opportunities.
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- 83. Interest Graph Actionson Content ccpdigital.com/spark @teedubya
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- 87. @teedubya Facebook Graph Searchopens up many different opportunities, BRO. ccpdigital.com/spark @teedubya
- 88. Impact of TargetedSocial Advertising By targeting specific groups with paid ads, companies can dramatically increase their Facebook audience. ccpdigital.com/spark @teedubya
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- 93. Third-Party Databases Combine Facebookdata and interest targeting ccpdigital.com/spark @teedubya
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- 95. Social Affinity Targeting Womenaged 50+ who liked “American Doll” proved to an ideal correlation for a children’s specialty furniture manufacturer. ccpdigital.com/spark @teedubya
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- 97. $240 billion ccpdigital.com/spark @teedubya SomeFacts About Facebook
- 98. Before We MoveOn, Water Break… ccpdigital.com/spark @teedubya
- 99. Number of monthlyactive users? 1.44 billion ccpdigital.com/spark @teedubya
- 100. Number of monthlyactive users? 1.59 billion ccpdigital.com/spark @teedubya
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- 104. 7,125 Wal-Mart HQexecs and employees. Results: 1,108 clicks. 15.5% CTR!! Wal-Mart Inception
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- 106. 2,563 Starbucks HQexecs and employees. Results: 556 clicks. 21.6% CTR!! Starbucks Inception
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- 111. ccpglobal.com/cmworld @teedubyaccpdigital.com/spark @teedubya StumbleUpon Ads– stumbleupon.com/advertising
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- 115. Twitter offers avariety of paid services to advertisers. Promoted accounts. This is considered the quickest way to build an active community of advocates and influencers for your business. Custom targeting and audience profiles ensure your account is suggested to a highly involved audience. BUILD LOYALTY | INCREASE EARNED MEDIA | GROW ADVOCATE COMMUNITY Promoted Accounts @teedubyaccpdigital.com/spark @teedubya
- 116. Trends are populartopics happening right now, on Twitter. Because these Trends are placed prominently next to a user’s timeline, they get mass exposure. Your Promoted Trend is featured at the top of the list for an entire day. When a user clicks on your Promoted Trend, it takes them to your marketing message displayed through your Promoted Tweet. MAKE ANNOUNCEMENTS | SEED CONVERSATIONS | KICKOFF EVENTS Promoted Trends @teedubyaccpdigital.com/spark @teedubya
- 117. 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. Users who dislike a Promoted Tweet can simply dismiss it from their timeline with a single click. AMPLIFY CONVERSATIONS | LEVERAGE REAL-TIME INTENT | DRIVE ENGAGEMENT Promoted Tweets @teedubyaccpdigital.com/spark @teedubya
- 118. 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 @teedubyaccpdigital.com/spark @teedubya
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- 122. ccpdigital.com/spark @teedubya Outbrain @Outbrainhttp://outbrain.com
- 123. ccpdigital.com/spark @teedubya Taboola @Taboolahttp://taboola.com
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- 125. Social Recruiting The BrightestNew Talent Isn’t on Job Boards. 40-50% of the applicants we deliver are not currently looking for jobs. • Use targeted digital advertising to deliver ideal “passive” candidates • lower your recruiting costs and save you time. • target competitors, location, and even job titles to attract your ideal candidates. ccpdigital.com/spark @teedubya
- 126. Facebook Graph Searchallows for Social HR Recruiting ccpdigital.com/spark @teedubya
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- 131. Drive Candidates toYour Funnel ccpdigital.com/spark @teedubya
- 132. @teedubya Facebook Graph Searchallows for Social HR Recruiting ccpdigital.com/spark @teedubya
- 133. Reach Your RecruitingGoals 14,576 Reach | 456 Click | 17 Resumes | 3 Hires | Ad Spend $209 | Saved Fees $92,500 ccpdigital.com/spark @teedubya
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- 141. COMPETITIVE ANALYSIS &MEASUREMENT @teedubyaccpdigital.com/spark @teedubya
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- 143. Nearly 4000 MarketingTechnologies Over 40 Categories And Growing…. ccpdigital.com/spark @teedubya
- 144. @teedubya’s Tools –ccpdigital.com/spark ccpdigital.com/spark @teedubya
- 145. @teedubya 17 Killer ContentTemplates: bit.ly/17templates Twitter Chat Master List: http://bit.ly/TwitterChatMaster Feature your Brand on Tumblr: http://brands.tumblr.com Complete Guide to Twitter Cards: dev.twitter.com/docs/cards The Advanced Guide to Content Marketing: bit.ly/advcontent AJ Kohn’s Author Rank Resource: http://bit.ly/rel-author-resource Three Very Handy Content Marketing Tools: http://www.siegemedia.com/tools The 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/4yqEOj The 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-strategies The Beginner’s Guide to Conversion Rate Optimization: https://qualaroo.com/beginners-guide-to-cro The Ultimate Guide to the Google AdWords Keyword Planner: http://bit.ly/Adwords-Keyword-Planner Dana Lookadoo’s Structured Social Sharing Formula & Worksheet: http://yseo.us/sssf | http://yseo.us/sssfw Hubspot's Guide to Creating Buyer Personas: http://offers.hubspot.com/free-template-creating-buyer-personas Annie Cushing’s Hundreds of Tools for Marketers: http://www.annielytics.com/hundreds-of-tools-for-marketers Paddy Moogan’s Big Ass List of Link Building Resources: http://www.linkbuildingbook.com/link-building-resources.html ccpdigital.com/spark @teedubya
- 146. @teedubya’s Mind BlowingTools – ccpdigital.com/spark
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Editor's Notes
- #23 Planning your content is just as important as writing and editing your content. If it’s not well-planned then you won’t be able to place it well and it has zero chance of going viral. If it’s meant to be evergreen, it’ll never be in thought leadership territory and it’s basically not competitive. Why write something that nobody wants to read?
- #34 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #37 Planning your content is just as important as writing and editing your content. If it’s not well-planned then you won’t be able to place it well and it has zero chance of going viral. If it’s meant to be evergreen, it’ll never be in thought leadership territory and it’s basically not competitive. Why write something that nobody wants to read?
- #38 Creating a content opportunity report (COR), because it is time to get serious. Stop talking about Editorial Calendars before accessing the monthly, quarterly, and yearly known opportunity. Let’s do an EPIC Content Audit - do they have any viral or useful content that will draw sticky visits, social shares, and backlinks that isn't over the top promotional? If the boss is there, he is hearing that this is important. If the in-house is there, he is glad to hear someone reinforcing the need. Days of the Year – where you go to investigate odd holidays and content opportunities. Holiday Insights – Another site for finding absurd or abnormal holidays. (Today is Absurdity Day) GatherContent – Get content from your clients. (Freemium, $49+/mo) DIVVY HQ – (starting at $25/user/mo) CoSchedule – Editorial calendar and scheduling. Watch settings. ($10/mo) ScribbleLivet – Editorial calendar, publishing to social. (starting at $2k/mo) Edit Flow – Calendar plugin for WordPress – (Free) Content Opportunity Report - http://bit.ly/1wG5xuj Editorial Calendar Plugin for WordPress – (Free)
- #51 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.
- #52 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.
- #53 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.
- #54 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.
- #55 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.
- #56 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.
- #57 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.
- #62 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #63 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #64 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #66 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #70 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.
- #110 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.
- #111 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.
- #112 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.
- #113 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.
- #131 ----- Meeting Notes (10/21/14 16:20) ----- Animated slide
- #143 Identify your keywords. Created with SimplyMeasured, TagCrowd, Wordle and Photoshop.