Index
- The Future Consumer | Keynote with Randi Zuckerberg from Zuckerberg Media
- “Meh” to “Marvelous”: How to Market on Facebook Ads in the Era of Killer Competition | Susan Wenograd from Aimclear®
- Unlocking the Value of Social – How to Achieve ROI Beyond Marketing | Georgia Dahle from Hootsuite
- Analytics and Attribution: Measuring the Success of Influencer Marketing | Michelle Stinson Ross from Apogee Results
- Elevate Your Content Strategy: How to Scale and Produce Effective Consumer Conversations | Keynote with Beverly Jackson, VP of Marketing MGM Resorts International
- Website Migration: What to do Pre, During, and Post | Samantha Kermode from Vertical Measures
- Keyword Research Like a Pro: Next-Level SEO Techniques for Modern Marketers | Matthew Capala from Alphametic
- Actionable Tips for Using Attribution to Demonstrate How PPC Drives Results | Jeff Baum from Hanapin
- Behavioral Sciences for Better Conversion Optimization| Brian Massey from Conversion Sciences
- What Marketers Can Learn About Social Media From DJ Khaled and Drake | Carlos Gil from Gil Media Co.
- How to Generate Revenue with Video Marketing | Antoine Dupont from Katapult Marketing
- The Role of Cognitive Biases in Marketing | Nick Glavor with Zoho Social
- LinkedIn on LinkedIn: How to Combine Account Based Marketing and Social Selling | Ty Heath from LinkedIn
The Future Consumer | Keynote with Randi Zuckerberg from Zuckerberg Media
Every one of us has an opportunity to reach people – we are all sitting on an idea that could be used by millions of people
The Future Buyer
- Knows Everything is Media
- Seeking Tech-Life Balance
- Values Unique Experiences
- Has a Different Kind of Career
Everything is Media
- Red Bull’s Live Stream Free Jump on FB
- Nothing to do with selling
- Most watched Live Stream Event in History
- Big brands realizing that everyone needs to be a media company
- Invest in an Audio Strategy
- Blogging is Saturated – Podcasting is HOT right now
- Test Long-Form content
Tech-Life Balance
- Digital Detox Hotels
- ‘Nothing’ App
- Work, Friends, Sleep, Fitness, Family – Pick 3 and be excellent at them
Scarcity and Unique Experiences
- Everyone’s creating media … Who’s listening?
- Need to create unique experiences online
- Go LIVE
- ‘In Real Life’ Experiences – Help people get outside and experience your brand
Has a Different Kind of Career
- ICE Hotel in Canada (remade every year): Built in January and melts in April
- Dinner in the Sky
- Gym Pop Up Restaurant where you pay with exercise
- ‘Experience Stores’ – Places with backgrounds where people can take pictures
- Everyone has a ‘Side Hustle’
- Everyone is a Brand
- Modern Office Perk
“Meh” to “Marvelous”: How to Market on Facebook Ads in the Era of Killer Competition | Susan Wenograd from Aimclear®
What’s Changed?
- Massive amount of new advertisers
- Ad Inventory Saturated = Costs Up
- Creating more Ad Inventory that isn’t effective
- Everyone caught on to high-value lookalike audiences
- Video isn’t as novel as it used to be
- The Good News
- FB ads still work, just not as easily as before
- Advertisers are running Conversion Campaigns and then Retargeting them – 2 most expensive types of media on FB
Conversions are a long and winding road
- IDENTIFY and BUILD remarketing pools
- Odds of converting people outside of remarketing pools are low
- Go for Longer Plays
- People that have to buy NOW are going to be expensive
- Getting in front of people and then retargeting to them
- Align values of audience to what your cost is
- Conversion ads don’t scale very well
- Leverage things you’re doing elsewhere to create paths
- Organic Content. Remarket people who interact.
Retarget users on other platforms – Set up pixels to retarget specific parameters (LinkedIn example)
- Integrate your channels
Look at What’s Working for you
- If something is doing well, do more of it
- “Email is our most successful channel”
- Remarket for email and messenger sign-ups
- EXAMPLE – VIP client sign-ups for Black Friday: $4.16 per sign up, 700%+ ROAS for Black Friday sales to users on that list.
- Use &gclid in FB retargeting audience URL to segment people who clicked on ads
TIPS
- Use Analytics Mercilessly. Conversions take time.
- Test vs. Control Group using different attributes for testing Brand Traffic/Awareness
Unlocking the Value of Social - How to Achieve ROI Beyond Marketing | Georgia Dahle from Hootsuite
How people spend their time online:
- Social/Messaging = 39%
- Email = 33%
- Social = Purchase Driver
How can you harness this in a unified way?
- Succeeding With Social
- Building for Tomorrow
- Measuring along the Way
- What the organization needs
- What the customer needs
- How they work together
Succeeding With Social: in 4 years, 1 billion users moved to private (messaging) channels
- New forces, new rules on social
- Moving from public spaces to private spaces after privacy issues on social
- More users looking to engage in messaging app
- Integration of data across all platforms
- Personalize social content
- Rethink how you develop content
- Personalization
- Content Segments
- Identify certain pieces of content that can be manipulated
- EXAMPLE: Lexus – analyzed FB data and created ads based on location, buying preferences, etc. and saw a 300% increase in performance and in video views
- Content Segments
Building for Tomorrow
- Organizations have expanded social beyond marketing
- HR/Sales/Customer Service
- Building Blocks to Become a Social Organization
- A: Advocacy
- Brands built from the inside out
- Leverage employees as advocates
- Employees are more credible than others
- C: Customer First
- Why people follow you
- Deliver Customer Service
- Intro New Products
- Advertise their products
- 90% of Brands use social for Brand Awareness
- Insight and Connection
- Why people follow you
- E: Ecosystem you put them in
- EXAMPLE: Jaguar Land Rover unites organic and paid data to understand the customer journey
- Understood consumer behavior and transformed how they are creating their products
- EXAMPLE: Jaguar Land Rover unites organic and paid data to understand the customer journey
Measuring Along the Way
- Company Goals
- Drive Revenue
- Reduce Costs
- Mitigate Risks
- Customer Goals
- Inspire Me
- Help Me Decide
- Show me you Care
- Business outcomes must match up with what the customer wants
- Business – How can we sell more products on instagram?
- Customer – Where can I find people that like the things I like?
- Business – How can we generate higher quality leads?
- Customer – How is this product relevant to my needs? (How is the customer engaging with that content?)
- Business – How can we offer good customer support at a low cost?
- Customer – where can I find help now?
- EXAMPLE: VISA helped do this by cutting email by 45% with a messaging bot – 78% of all inquiries answered within 2 minutes
- Community Engagement
- Peer-to-Peer Inspiration
- Company invites people to go online, demo products, and share experiences
Social Support can Mitigate Risk
- Allows companies to listen to feedback online
- Opportunity isn’t just to achieve business objectives, it’s to change how we do business.
Analytics and Attribution: Measuring the Success of Influencer Marketing | Michelle Stinson Ross from Apogee Results
Customer Lifetime Value = $ (Average Transaction) + Annual Purchase Frequency + Expected Years of Relationship
Influencer KPI
- Backlinks for SEO
- Social Advocacy
- Web/PR
Link Building
- Introducing people on the web to your topic
- Things we measure:
- New backlinks acquired
- Acquisition rate of new links
- Contrast with old number of backlinks
- Improved Rankings of Resource Pages
- Make sure content is relevant to landing page
- Referral Traffic
- How much traffic?
- How long did they stay?
- New backlinks acquired
Press & PR
- Lifts in Organic Brand Search Traffic
- Direct traffic – auto-filled URLs
- Growth in traffic to resource pages
- Tools: Google Search Console (Search), SEMRush (Backlinks), Google Analytics (Acquisitions, Referral Traffic)
Link Building
- Things to ask for:
- EXAMPLE: For extended access to SaaS product we want articles written with specific keywords and Google-friendly topics
- Hyperlinked verbiage
- Tag URL for tracking so we can create a custom channel in Google Analytics
Tagged Social Mentions
- Track/Tag brand in the channel (Tag FB page if they’re talking about you on FB)
- How to Track:
- Use a tool to track Organic Social Mentions/Views
- Brand24
- Audience Acquisition instead of measuring Brand Awareness
- Audience Acquisition: Growth of email and retargeting lists
- Real Value comes from retargeting those who came to your site through the influencer and continuing the conversation
- Use a tool to track Organic Social Mentions/Views
Social Advocacy
- Things to ask:
- How many posts?
- What kinds of posts?
- Length of Engagement
- Tag Social Profiles in Platform
- Tag URLs
- Each link they share is tagged for that channel
- Live Video Agreement
- Where will the stream occur?
- Access to audience that watched
- Engagement
- Will the influencer engage with the community and guide them through the process in their posts?
- Will they be required to like/share company posts?
- Reporting on Audience Reach and Engagement
- No analytic access to influencer channels
- Have to rely on them to report metrics
- Place value on the work and reported data, not the value of their audience
Elevate Your Content Strategy: How to Scale and Produce Effective Consumer Conversations | Keynote with Beverly Jackson, VP of Marketing MGM Resorts International
- Brands are challenged with competition of content – personal and otherwise
- Competing with incredible content like the videos in Ridiculousness
- People want real, pure content
- SnapChat content is some of the most authentic and creative content
Scaling your Social Strategy
- Expectations and trends
- Know what’s going on
- Stakeholders – know what they’re looking for
- Fall in love with your brand
Goals – Creating Content
- Break Records
- Innovative
- Award-Winning
- Performance-Based
- Live Content
Strategic Insights based on Data and Strategic KPIs
Build a COMPREHENSIVE Strategy
- Collaborate with PR and Communications Team
- Leverage Partnerships
- Current Events and Cultural Moments
- Strategic Paid Efforts
Delivering ROI
Brand Lift
- EXAMPLE: MGM Worked with Thrillist to create a campaign and influence people who already love Vegas to go back. Leveraged FB Game Show API and Instagram to produce content
- When rates (or demand) is/are low – extend story a little longer
CREATE BRAND LOVE
- Increase Live Event Coverage
- Scale Influencer Marketing
- Stabilize Engagement with an Optimized Content Strategy with fluctuating media budgets
Website Migration: What to do Pre, During, and Post | Samantha Kermode from Vertical Measures
Common Migration Issues
- No Staging site | Robots.txt
- Poor Redirect Strategy
- Slow Response Time
- Poor Communication
- Lack of Resources
- New Website Not SEO Friendly
- XML Sitemap
Vision – Why Migrate?
Focus Areas:
- Creative Design
- Web Dev Goals
- Branding
- Look and Feel
- UX
- Performance
- Page load speed
- Optimization goals
- Traffic growth
Site Migration: Simple & Complex
HTTP –> HTTPS
- Rebrand/Redesign
- New CMS
- Architecture Change/New URL Structure
- Consolidations (Migration of content and 301 redirects)
- International – multiple languages and domains
Conversion Rate Optimization
A/B Testing
- Send 50% of users to control page and send other 50% to test page where you’re making small tweaks
- Determine what’s causing higher conversion rates
- Use data to redesign
Address Unsolved Optimizations
- Title Tags
- Meta Descriptions
- H1 Tags
- Page Load Speed
- Images
- Content Bloat
- Redundant – might want to delete
- Outdated
- Timely – might want to keep
Structured Data
- Schema.org
- Twitter Card
- Open Graph
- AMP (Mobile)
- HrefLang
- Update Plugins
Pre Migration
- Benchmark your Analytics
Migration Checklist
- Pre Migration Audit
- Anticipate URL Parameters – prevent duplicate content from being indexed
- Set up analytics and search tools
- Crawl – pre launch for SEO data
- Measure current site analytics
- Measure current site speed
- Keyword rankings for site
- Site Structure
- Shopping for TVs – Start with TV page –> Samsung TVs more specifically
- No Index Dev Site
- <META NAME=”ROBOTS”CONTENT = “NOINDEX”>
- Check for Sitemaps
- If site needs HTML Sitemap, check test site for it
- Site must at least have an XML Sitemap
- Broken Internal Links
- Double check for broken links
- Clean up 404s
- 301 Redirect Strategy
- One redirect per page
- Robots.txt
- Identify areas of new site that should be blocked
- Set up and test the sitemap
Launch
- Implement XML Sitemap
- Check Robots.txt
- Check 301 Redirects
- Notify Search Engines
- Daily Check of Index
Post Migration
- Crawl new site for SEO Data
- Monitor Site performance
- Load Speed
- Analytics
Backlink Reclamation
- Broken Links
- Manual Outreach
- Prioritize by DA
Striking Distance
- Organic Position Distribution
- Check out what’s ranking on page 2 & 3 and see if you can move them to page 1
Owning your Audience
- Broken down into 3 Different Tiers
- Tier 3 – Short Term
- Someone that comes to your website and you retarget them
- Tier 2 – Non Owned
- May follow you on third party platforms
- Still have to run ads to get in front of them
- Tier 1 – Owned
- Within Database, possibly a customer. People coming to your website and downloading things.
- Tier 3 – Short Term
Keyword Research Like a Pro: Next-Level SEO Techniques for Modern Marketers | Matthew Capala from Alphametic
Start with the Buyer’s Journey
- Awareness – Provide useful info
- How To – Answer the question, be the resource
- Consideration – Be useful
- Decision – Present solutions
- Brand KWS – Present Product information
Persona-Based Keyword Funnel
Buyer Persona –> Keywords –> Content –> Conversion
Identify Transactional Keywords
- Check Suggested Bids for Competition
- Check SERP for Competition rankings
MozBar Plugin
Shows you SEO/Keyword rankings in SERP
“Red Carpet” Keywords = ‘Industry’ + ‘Service’ keywords
- Use Google ads to test keywords and then use keywords in SEO Strategy
Optimize for Featured Snippets and 0 Rank
- 60% of clicks go to 0 rank – Mobile
- 30% of clicks go to 0 rank – Desktop
- Get to the featured snippets
- Use Keyword Explorer tool on Moz to determine Opportunity
Answer Boxes Expanding
- Try creating content similar to the snippets
Exact Match ‘broad question’ – [How to make chicken soup]
- Answer question thoroughly
- Header must match question
Google Suggest – Predictive Search
See what people are searching for after your keyword
Answer the Public [Tool]
Variations of questions that people ask
Keywordtool.io
Allows you to put negative keywords
Soovle
Provides keyword data from more than just Google (Amazon, Wikipedia, etc.)
Ubersuggest
Related Topics
- Google’s Rankbrain
- Aims to understand semantics – what does the keyword really mean?
- Uses related topics that Google correlates with the Keyword you’re targeting
- ‘Best Netflix Shows’ … ‘Orange is the New Black’ in content
- “Enterprise software” + “Forum”
- Find key questions around what people are asking
- Find trends
- Hashtag Research
- Google indexing twitter hashtags
- Tool – Righttag
- Anticipate the Follow-Up Questions
- FAQ – Related Topics at bottom of each page to answer related questions
SEMRush – Keyword Magic Tool
- Place keyword
- See all questions people ask
Actionable Tips for Using Attribution to Demonstrate How PPC Drives Results | Jeff Baum from Hanapin
Attribution is the representation of all touch points along the conversion path
How to Set Attribution Model
- Sign In to Google Ads
- Tools –> Conversions
- Select conversion action and click edit
- Select Model
- Click Done
Interpreting Assisted Conversions by Channel
MCF Channel Grouping (Multi Channel Funnel) in Analytics
- Shows assisted conversions and last click conversions
- Channels with values 1+ in assisted/last click conversions are typically the ‘assisters’
- Channels with values less than one are closers
MCF Time Lag Report
- Check conversions throughout multiple days
- Try putting side by side with Google Ads time lag report
MCF Top Paths Report
- Shows conversion paths of users
How to leverage cross device attribution
- ‘16.9% of your conversions had cross device activity’
- Figure out where you can optimize along the way to help people make that final decision earlier
Attribution Section of Google Ads –> Compare Attribution Models
Building PPC Program for Cross Channel Basis
- Send traffic to conversion page across all platforms
- Must have clear campaign goals
Utilize Attribution to target the Right Audience
- Need a clear goal/intention to reach the right audience
- Be mindful of intentions because even if PPC isn’t converting, it may be attributing as a touch point
Account Structure
- Do we have the right settings in place?
- Choose the goal that best fits
- One campaign that just collects leads, one campaign aimed at bringing conversions in, and one campaign that drives awareness and collects cookies
Budgets and Bids
- High bids give you more real estate
- Don’t use Google Smart Bidding blindly
- Ad Copy – Transactional/Informative Keywords
Mapping Customer Journey
- Think through what the customers want and when
- Awareness > Research > Discovery > Purchase > Service > Checkout > Delivery
Create Your Own
- Who is Your Ideal Customer?
- Focus on Customer’s Goals
- Conversion Path – have you gone through their path?
Behavioral Sciences for Better Conversion Optimization | Brian Massey from Conversion Sciences
The Cost of a Miss
- Lost Time
- Agencies seeking Scapegoats
- Playing it safe in the future
- Affects career path
Using Behavioral Science to avoid these Failures
- LEARN SOMETHING FROM THE DATA
- Leverage Existing Data
- EXAMPLE: Went through 6 months of emails – ranked subject lines by the CTR – certain keywords stuck out
Building a Landing Page through Behavioral Sciences
Two Jobs
- Must keep promise of Email/Ad/Social Post
- Get the Visitor to Make a Choice
- They should never be confused as to what you’re asking
Use Keywords in Highest Performing Ads
- Need to make sure the article keeps the promise
Customer Research
- Marketing Studies
- Talk to Customers
- Look at Marketing Materials
The Right Image – Show employees & customers
UsabilityHub Helio – 5 second test – what does the customer see in 5 seconds
Eye-tracking (Sticky.ai) – See where visitors are looking – is your page layout effective
Heatmaps and Session Recording Software (Page Interaction Data)
Scroll Report
Just Ask People – Thank You Page Questionnaire
Study: A/B Testing
Reduce Risk during Design – Not After Launch
Tools
- Optimizely
- Hotjar
- Adobe Target
- Bl.Ink
What Marketers Can Learn About Social Media From DJ Khaled and Drake | Carlos Gil from Gil Media Co.
Humanize Your Brand
Make Human Connections
- Brands are creating noise on Social Media
- How do we rise above the noise and stand out?
Social is Constantly Evolving
- 1% or less engagement rate on Facebook
- Facebook is where brands go to advertise, and it’s where people go to ignore brands
Find ways to remove that logo and that company name, and replace it with a FACE. People are the brands. Think about your own social media activity…engage with friends and colleagues and people that will provide insights…People, Influencers, and Creators are the new brands.
- Take a page out of the Influencer handbook, and make your own influencers
- Use your employees
- Use social media to listen about your company, industry, and competition
Be Real. (as a brand)
Document what you do. Draw people in. Make them feel a connection.
- Be on the Social Networks where you can be GREAT.
- Select 1 or 2 Social Networks where your reach is maximized.
Audit Your Channels Consistently
- Community is always changing
Posting Frequency
- Post only when you have quality content to share
Captions: Ask Open Ended Questions.
- Conversation is content. Involve your brand in Discussions.
- Create original platform in native platforms. Videos, blog posts etc.
COMMENT ON OLD POSTS AND REVIEWS TO RE-ENGAGE FANS
Every week: re-engage users by commenting on an old, popular post; comment back to people; like comments, etc.
ENGAGE WITH PEOPLE THAT ARE PASSIONATE ABOUT YOUR BRAND
Instagram Stories
Use stories to keep audience engaged between posting dates.
Make sure you have a theme – Educate or Entertain
How to Generate Revenue with Video Marketing | Antoine Dupont from Katapult Marketing
“What’s in it for me?”
Produce content that MATTERS to them
Create GOOD content
- 10:00 – 12:00 minutes = sweet spot on YouTube
- No one wants to watch a commercial
How to find sources for content
- What matters to them? What do they want to watch?
- SEMRush – Keyword Magic Tool
- Enter keyword, and questions around keyword will show up.
- Create videos that answer questions
- AnswerThePublic
- Free version
- Topic Tools
- TubeBuddy – Type question, will show you the volume of the question
- Avoid highly competitive questions
CREATE VIDEOS THAT ASK QUESTIONS PEOPLE WANT THE ANSWER TO – ‘HOW MUCH DO HEARING AIDS COST’
5 Subjects that buyer wants to know:
- Cost
- Problems
- Comparisons
- Reviews
- Best
How To Start your Videos
A-P-P Method: let the viewer know what they are in for
- Agree
- Promise
- Preview
- ‘I’m sure you would agree that.. But if I told you that… in this video I’m going to show you… “
Bridge Method
- Desired Situation
- Current Situation
- Offer Bridge
- ‘Imagine if you never had to…But right now you…in this video I’m going to…’
Don’t Script – Write an Outline
Rehearse
How to Grow and Promote your Videos
- FB – Largest Market
- Average $8-9 per 1,000 Reach
- $8 for less than 500 isn’t good
- ThruPlays
- Views above 15 seconds
- $8 / 350 (Thruplays) = $0.02 per thruplay
- Under $0.05 is Awesome
- Above $0.10 is not good
- Try starting Video Campaign for $1/day and after 7 days if it’s received 1,000 in reach – go for $30 in 30 days.
- YouTube – Largest Market
- Biggest Mistake: Chasing Subscribers
- YT Doesn’t promote videos based on # of subscribers
- Show up #1 as a suggested video
- Audience Retention should be over 50%
- View YT analytics to see retention rates on specific videos
- Peaks in the Retention Rate Chart show where viewers REWOUND — it’s either a great point, or it’s slightly confusing
Quality is the X Factor – Context is the Y Factor
- Don’t take your Instagram video and Upload them to YouTube
- Produce what matters to them
The Role of Cognitive Biases in Marketing | Nick Glavor with Zoho Social
Metacognition
- Thinking about thinking
- Affect Decision Making and Precision
Confirmation Bias
Tendency to filter info in a way that confirms previous notions
Social Biases
Systematic errors made when trying to understand the behavior of yourself or others
Memory Biases
- Enhance or impair the recall of memory
- Alter the content of a reported memory
Bandwagon Effect
Tendency for someone to like something if it’s already popular
- Why make a judgement for yourself if you’ve already found an answer elsewhere?
Anchoring Effect
Tendency to anchor on one piece of information when making a decision. Usually the first thing you hear.
Framing Effect
Write messaging towards the fact that this won’t be around forever
Propaganda
Trying to influence others
LinkedIn on LinkedIn: How to Combine Account Based Marketing and Social Selling | Ty Heath from LinkedIn
Bringing Marketing and Sales Together
Marketing Automation can lead to Market Alienation
Social Selling
- Meet the customer where they are with helpful content and conversation
- We expect great engagement (Spotify, Netflix, Amazon)
Challenges
- Sales and Marketing aren’t collaborating
- We’re using different data sets … Marketing Automation Tools (Marketers) vs. CRM Tools (Sales)
The most aligned companies lead the market
- 208% More revenue contributed by Marketing when aligned with Sales
What would a joint Sales & Marketing Effort look like?
- Find FIT – Unified View where Sales and Marketing can share info on customers
- Talk to each other more
- Focus on Buyer committee
- Who is in the committee? CMO? CRO?
- They need different info to make decisions – how do we serve them?
- Who is in the committee? CMO? CRO?
- Value thought leadership
- Intent – how do you know they’re ready to engage?
- Walk through the persona you’re trying to reach
- See where they engage and the topics they like
- Website Demographics: LinkedIn – shows you types of customers that are visiting your site. Place tag on site.
- Trending Content: Access through company pages and see what topics are trending among followers
- Audience Insights: 2H 2019
- Sales Lead and Account Targeting: 2H 2019 Bring sales and marketing together by giving Sales the option of marking their favorite leads in Sales Navigator
- Gives the Campaign Manager further targeting options
- Walk through the persona you’re trying to reach
LinkedIn Steps:
- Get data driven personas and insights
- Audit and Benchmark your existing content
- Operationalize the new journeys
Create a System for Constant Learning
- Know your audience and what they’re interested in
- Refine the cycle in collaboration with the Sales team
- Document what the buyer circle looks like
Tool: Deals
Shows the sales manager where the deal is in its process
