Social Media: The Rising Star for Your Digital Marketing Strategy
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It's finally happened, social media has grown up and sold out. And it's awesome. For digital marketers, the maturing advertising options on social networks have created a huge opportunity to reach and engage audiences in a way that has never been possible. Tune into this webinar to learn how social media fits into your digital marketing strategy, what advertising options are available, how to reach your target audience, how to measure your results, and what you'll need to be successful.
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Social Media: The Rising Star for Your Digital Marketing Strategy
- 1. Social Media: The Rising Star for Your Digital Marketing Strategy Mike Tomita Director, Online Marketing Marketo
- 2. Page 2Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Agenda • The Digital Marketing Mix • Ad Options • Targeting • Measurement • Keys to Success
- 3. Page 3Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 4. Page 4Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 5. Page 5Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 6. Page 6Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 7. Page 7Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 20122011 2013 2014 2015 20162010
- 8. Page 8Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Who is your audience?
- 9. Page 9Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Digital Advertising Market Share 8.6% 10.7% 12% 35% 33% 31% 2014 2015 2016 (projected) source: WSJ.com
- 10. Page 10Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Find Your Audience
- 11. Page 11Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 The Social Game is Pay-to-Play
- 12. Page 12Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Promoted ImpressionsOrganic Impressions
- 13. Page 13Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Promoted ImpressionsOrganic Impressions
- 14. Page 14Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 15. Page 15Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Lead Generation Ads
- 16. Page 16Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Link Ads
- 17. Page 17Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Video Ads
- 18. Page 18Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Snapchat Geofilter Lens Video
- 19. Page 19Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 The Rise of Snapchat Snapchatters watch over 10 billion videos per day Bloomberg – As of April, 2016 On any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States. Nielsen Media Impact, Reach Duplication, Nielsen Total Media Fusion/GfK MRI Survey of The American Consumer 9/1/2015 – 9/30/2015 (Television, Internet, and Mobile)
- 20. Page 20Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 82% 90% 58%
- 21. Page 21Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 82% 90% 58% 56% Mobile ONLY
- 22. Page 22Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 What are your objectives for each channel?
- 23. Page 23Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Establish Your Advertising Goals Branding Acquisition Nurturing Retention/Adoption Upsell/Cross-Sell Check All That Apply
- 24. Page 24Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Establish Your Advertising Goals Branding Acquisition Nurturing Retention/Adoption Upsell/Cross-Sell Check All That Apply
- 25. Page 25Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Identify Your Audience Personas Background Pain Points Sources of Information Channel Affinity Preferred Content Medium
- 26. Page 26Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Define Your Cross-Channel Strategy
- 27. Targeting Options • Location • Language • Age • Gender • Connections Basic Targeting • Demographics • Interests • Behaviors • Job Details • Travel Preferences • Mobile Usage • 3rd Party Data Advanced Targeting Retargeting • Website Visit Frequency • Time Since Website Visit • Website Pages Visited • Purchases • Known Data
- 28. Page 28Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Audience segments are created using 1st party data based attributes & behavior Unknown users sharing common attributes are identified using 3rd party data Your digital ads are targeted to this new audience that mirrors your best buyer profile Look-a-Like Audiences
- 29. Page 29Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 What Works for Us • Interests • Marketing, Competitors, … • Firmographics • Company, Job Role, … • Website Retargeting • Days since last visit, non-converters, … • Database Lists • Revenue Stage, Unopened email, …
- 30. Page 30Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 of marketers use single attribution of marketers attribute across multiple programs and people do not use any type of attribution tracking The Lenskold Group / eMedia Lead Generation Marketing ROI study 45% 21% 20%
- 31. Page 31Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Single-Touch Paid Search Ad Clicks through, does not convert and takes no further action Social Media Ad Clicks through, browses the website but takes no further action Email Clicks through, and takes action Makes a purchase or is becomes a sales qualified opportunity Webinar Registration Registers for, but does not attend, a webinar
- 32. Page 32Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Single-Touch Paid Search Ad Clicks through, does not convert and takes no further action Makes a purchase or is becomes a sales qualified opportunity $10,000 $10,000
- 33. Page 33Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Multi-Touch Paid Search Ad Clicks through, does not convert and takes no further action Social Media Ad Clicks through, browses the website but takes no further action Email Clicks through, and takes action Makes a purchase or is becomes a sales qualified opportunity Webinar Registration Registers for, but does not attend, a webinar
- 34. Page 34Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Multi-Touch Paid Search Ad Clicks through, does not convert and takes no further action Webinar Registration Registers for, but does not attend, a webinar Social Media Ad Clicks through, browses the website but takes no further action Makes a purchase or is becomes a sales qualified opportunity $10,000 $3,333 $3,333 $3,333 Email Promotion Clicks through, and takes action $0
- 37. Page 37Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Quantity vs Quality Paid Search Social Media Paid Search Social Media Leads Opportunities +58% +198%
- 38. Page 38Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017
- 39. Page 39Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Key Questions to Address Which ad channels are working? Which campaigns are working within a channel? How should I allocate budgets between channels? How are my channels performing vs others?
- 40. Page 40Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Map Out Your Plan • Build your digital advertising team • Identify your audience personas • Establish your advertising goals • Define your cross-channel strategy • Allocate your budget
- 41. Page 41Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Hybrid Build Your Digital Advertising Team Small Team: • Campaign Management • Creative Services Large Team: • Social Media Advertising • Data Analysis • Video Production • Industry Expertise • Shared Vision • Similar Background • Proven Track Record In-House Agency In-House + Agency
- 42. Page 42Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Our Digital Marketing Team Content Paid Search Social Media SEO Web Personalization Creative Services SEM AgencySEO Agency
- 43. Page 43Marketo Proprietary and Confidential | © Marketo, Inc. 1/4/2017 Takeaways • You have more options than ever – try them all • Start simple and expand when you’re ready • Personalize your ads to cut through the noise • Coordinate across channels and devices • Evaluate success based on your objectives • Think beyond early-stage metrics
Notas del editor
- It's finally happened, social media has grown up and sold out. And it's awesome. For digital marketers, the maturing advertising options on social networks have created a huge opportunity to reach and engage audiences in a way that has never been possible. Tune into this webinar to learn how social media fits into your digital marketing strategy, what advertising options are available, how to reach your target audience, how to measure your results, and what you'll need to be successful.
- First banner ad - October 27, 1994 About the same time as the launch of Netscape Navigator
- First banner ad - October 27, 1994 Where did this mountain come from? With the internet came an explosion of ad types and formats Then along comes the smartphone and the hill gets even steeper We are really at the beginning of the opening up of social networks to paid advertisement
- We do need to keep in mind that advertising on these platforms is still a relatively new addition It’s only been about 6 years since Twitter first launched a paid advertising option And really, it’s only in the past few years that B2B marketers have had any real lead generation options available There are other social networks, like Line (Asia) – but these are the top US based networks
- The top marketing channels they all expected to engage with their customers - #1 is social media So what does that mean for all the digital marketing leaders out there? Ask for more budget and resources! Start evaluating your social media strategy
- In Q1 of 2016 Facebook’s ad revenue was reported at $5.2 billion In 2016 Facebook is project to claim about 12% of the global digital-advertising market up from 10.7% last year and 8.6% in 2014 In 2016 Google’s share is projected to decline to 31% Down from 33% in 2015 and 35% two years ago. Source: http://www.wsj.com/articles/facebook-revenue-soars-on-ad-growth-1461787856
- Find out where your target audience spends their time and where they go to find what they need Once you identify where they are you can decide what ads will work best to reach them Most channels CAN work for any of your goals, but you’ll probably find that some work better for acquisition than nurturing for example The only way to know for certain is to test them out.
- Invest in promoting your social media content if you want to be seen There are some exceptions, like search – but it doesn’t compare
- Twitter – Organic vs Promoted reach
- Facebook – Organic vs Promoted reach
- Keep in mind how your audience is using each channel Are they looking at photos on Instagram? Better have a highly visual ad. Are they on Twitter and therefore probably on a mobile devices? Make sure your post click experience is optimized for mobile.
- LinkedIn coming soon
- Types: Filters Lenses Video + content
- SnapChat views were 10 Billion per day. http://www.bloomberg.com/news/articles/2016-04-28/snapchat-user-content-fuels-jump-to-10-billion-daily-video-views
- Don’t forget about mobile traffic! Mobile usage on social media channels LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/ Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/ Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/ Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
- Don’t forget about mobile traffic! Mobile usage on social media channels LinkedIn: http://www.medianama.com/2016/08/223-linkedin-india-37-million-users/ Facebook: http://thenextweb.com/facebook/2016/01/27/90-of-facebooks-daily-and-monthly-active-users-access-it-via-mobile/ Facebook mobile only: http://venturebeat.com/2016/01/27/over-half-of-facebook-users-access-the-service-only-on-mobile/ Twitter: http://venturebeat.com/2016/07/26/twitter-reports-3-million-new-users-602-million-in-revenue-1-year-after-dorseys-return/
- All Channels are not created equal
- What are you trying to achieve? These will vary by audience and may vary by channel as well
- What are you trying to achieve? These will vary by audience and may vary by channel as well
- Set your initial baseline so you can measure the performance of different campaigns over time.
- Now that you know your audience and have a good idea of where they are in their buyer journey how do you find the Buyer on Social. There are many ways to target the audience on social these days. You can target people based on common targeting options, advanced targeting options and even retargeting options. Target people based on scores and buyer stage
- Look-a-like audiences Find your best performing leads or highest value customers and find more people like them
- These metrics are from a report that is a few years old, but my guess is that the current breakdown is pretty similar. Please don’t be one of the 20% who doesn’t track your programs.
- Let’s look at this customer’s journey Does a search and clicks through a paid search ad. Does a little research, but ultimately doesn’t take any action A little later they get back to thinking about that purchase and remember your ad. They go directly to your website, but aren’t quite ready yet but sign up for your email updates. You are, of course, remarketing to this visitor and they see one of your ads on social media. Again click through but no action. Lastly they respond to one of your emails and either make a purchase or complete a lead generation form.
- In a single-touch model all of the revenue or pipeline credit would be given to 1 of the many touchpoints. In this case, it’s the first marketing touch, the email. In a first touch model this could be either the paid search ad (because of the click) or the Newsletter sign-up (because of the action).
- Now let’s take a look at a multi-touch attribution example
- Now let’s take a look at a multi-touch attribution example Using this method we would distribute the credit for the sale or opportunity among all of the touchpoints along the way This example distributes the credit evenly but you can weight these as well This method takes into account the full journey and not just 1 touchpoint along the way
- So let’s look at some of the top of the funnel programs to see where we are generating new names or targets from. This is a screenshot from our own revenue cycle analytics. From this report, you can see that you are receiving the most new names from your PPC campaign for branded terms, targeted at prospects in the United States. But which campaign is bringing in the leads most cost effectively? At $0 per lead, your blog is bringing in the most cost-effective leads, while your tradeshows are the most expensive. This may be because blogs consist of content that your internal team creates, while tradeshows involve extra costs for things like sponsorship, booth design, collateral printing, and shipping. But this is not a complete picture …
- You don’t want to optimize your programs based on the number of names they bring in. You need to look at later stage metrics such as the number of opportunities, pipeline and revenue won as well as a return on marketing investment. So if we look at the same programs, we’ll see that our tradeshows generated solid pipeline (T1 pipe of $1M and almost half of that revenue has been won; ) You also need to consider time to opp as it takes longer for some channels to convert leads to opportunities comparatively speaking
- This is an example from our own marketing mix here at Marketo In this data we can see that our social media campaigns brought in 58% more leads that our paid search campaigns However the quality of those paid search leads is considerably better and they produced 198% more sales opportunities The medium should be kept in context though. In paid search people are actively looking for a product or service In social media they’re attention is caught by an ad while they scrolling through posts on every subject under the sun
- A great real world representation of the noisy social/digital landscape Left shark is making a 1:1 connection
- Hi everyone, I manage all the digital programs at Marketo and I look at metrics all the time. There are 4 main questions that I often get asked by my seniors and I am always trying to stay on top of as well. Today I hope I can help you answer these questions by diving deeper into some of the topics that Brian mentioned earlier. Which channel is performing? How to allocate budget between channels? Which campaigns to allocate budgets to within a channel?
- Next it helps to map out where we want to get to
- Set your initial baseline so you can measure the performance of different campaigns over time.
- Email programs, content syndication, sponsored webinars, are under different teams
- Most importantly make sure you have the right technology to enable you to achieve your goals For B2B marketers, make sure you are thinking beyond acquisition and are evaluating pipeline and revenue metrics as well