The Digital Marketing Workshop SXSW 2014

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Information about The Digital Marketing Workshop SXSW 2014

Published on March 10, 2014

Author: blakerobinson



This is the deck used in The Digital Marketing Workshop at SXSW 2014.

Panelists include:

Blake Robinson, Director, Product & Marketing @Annalect
Israel Mirsky, Global Managing Director, Social & Performance @ Annalect

Margaret Francis, VP, Product @Heroku

Marshal Kirkpatrick, CEO @GetLittleBird

The Digital Marketing Workshop SXSW 2014 #reachhack

Who we are Blake Robinson - @blake Director, Product & Marketing, @Annalect Israel Mirsky - @IsraelMirsky Global Managing Dir, Social & Performance, @Annalect Margaret Francis - @MargaretFrancis VP, Product, @Heroku Marshall Kirkpatrick - @MarshallK CEO, @GetLittleBird

What is marketing?

mar·ket·ing [mahr-ki-ting] n. The act or process of buying or selling in a market. n. The commercial functions involved in transferring goods from producer to consumer.

Marketing typically works like this

Marketing should work like this

What’s happening now? What’s coming up? Marketing Trends

Data Management Platforms DMPs Enable: • Cross channel audience targeting • Effective, efficient programmatic • Reach/frequency << BIG DEAL • Contributes to marketing automation across channels • Supports understanding of social paid effectiveness • Informed RTB • Advanced analytics

demo requests: DMP

Marketing Automation • Demand generation • Lead management • Lead scoring • Lead nurturing • Lead generation • Campaign analysis • Lead qualification • Sales effectiveness • Sales Intelligence • …and now B2C

Shape Media and Response Tactics Generate Relevant (Effective) Creative Real time Be relevant to individuals and to the zeitgeist.

The rise of the small and second screens Mobile

Social • Facebook o New ad units o Focus on bottom line metrics o Maturing partner ecosystem • Twitter o More programmatic options o Tailored audiences o TV relationship o TV synced ads Maturing ad models and emerging players.

Content Marketing • Driven by: o Continued pressure on ads o Marketing fragmentation • Google o Cheap link-building doesn’t work • More on this later. How do you reach customers? Have them come to you.

Omnichannel • Cross channel planning • Cross channel attribution o Viewability o 3rd party tracking • Integrated mobile o Experience o Marketing o Measurement • Real time execution • DMP support o Geo tactics o Audience tactics o Contextual • Marketing Automation Plan and execute as coherent cross channel experience


demo requests: Advanced Analytics

The Future

What’s going to happen? • More B2C, B2B2C marketing automation • Possible death of cookies o Mobile IDs, accounts and relationships with pubs • Truly amazing analytics • Creative shops using data as part of the dev process • Real time across channels • Increased “brand as publisher” • Listening tool roll up

Scrappy Startups vs Big Budget Marketing What’s the difference?

Agencies analyze relationships cross platform and cross channel. Startups tend to measure in silos

Agencies analyze relationships cross platform and cross channel. Startups have to learn each lesson the hard way

Agencies manage experts executing coordinated marketing initiatives, often on an international scale - and establish consensus among the many global clients who must weigh in. Startups have one or two people on marketing

Agencies optimize entire portfolios Startups will need to focus on optimizing one or two things against a small number of metrics.

Agencies optimize across both online and offline initiatives. Startups must rely on online conversion metrics.

Agencies deal in the millions to tens of millions. Challenges grow exponentially as higher numbers of products, competitors and other dimensions are added. Startups deal with marketing budgets in the tens to hundreds of thousands.

Agencies leverage buying power across clients to get more for each dollar, including preferred inventory, information and access to their clients. Startups deal with self-serve systems and prices.

Agencies are working toward predictive measurement and analytics. Startups utilize reactive analytics (and that’s OK).

Re: Promotion

pro·mo·tion [pruh-moh-shuh n] n. The act of promoting or the fact of being promoted; advancement. n. Advertising; publicity.

Managing your mediums

Owned • Research TW & FB hashtags relevant to your company • Create and circulate content using the same hashtags • Cross post: TW, FB, Tumblr • Add value: o Don’t shill o Add links to other relevant conversations, not just your own site • Follow everyone back, to start

Earned • Follow everyone back, to start o Use lists to filter noise based on your research • Go interact with the people most like the ones you want to reach. o Thank them for the follow. DM/ Email/ Comment is fine o Interact with them • Attend in person events. Social is not just FB. It’s “network” in all dimensions. • Research all the people who sign up for your list, to follow you, who comment on your FB page or blog or whatever o Run them through LinkedIn & find out who they are o Try Topsy, Little Bird, to see who the influential accounts are similar to the ones that follow you.

Be succinct

Be contactable

Be visual

Be identifiable


Be social

Not all social networks have the same utility

Brands are participants now

(Not a Corp.) Be yourself

An easy secret Content Marketing

How to add and capture value Social Network Marketing

Thesis Ambitious marketers can use social networks to add value to public conversations through ● effective curation ● narrating our work ● making it a habit Good for individual’s online social capital = good for the company we work for.

Scope: You, the individual Company wins Profit One of the best things you can do for your company's brand: strengthen your personal brand online. Credibility: sales is about trusted advisorship New business opportunities Thought leadership Word of mouth marketing Increased visibility & discoverability on social web

Example: IBM Social Computing “what really differentiates us in the marketplace: us” “it is very much in IBM's interest [for individual employees] to be aware of and participate in this sphere of information, interaction and idea exchange” No: “IBMers should not use these media for covert marketing or public relations on behalf of IBM.”

My personal career Blogging • Working in public ->AOL • Finding things 1st -> TC • Putting it all together ->RWW Now • Productizing my lessons learned • Leveraging my personal social capital • Putting the machine into your hands with Little Bird (

Metrics ROI Awesomeness New business opportunities earned and won Connections to target market influencers (Little Bird) Klout score

Strategy: Always add value Mechanical: IF you are interesting and useful THEN people will talk about you BECAUSE when people spread your interesting content THEY get points for being interesting themselves. Poetic: Adding value is good because the Internet is wonderful. The Network of People offers an abundance of beauty and knowledge, discovery and empowerment - let’s revel in and celebrate it!

Five ways to add value with curation Tactic: Curation

1. Be first

2. Say it best

3. Aggregate

4. Bring a unique perspective

(Definitely the toughest) 5. Be funny

Tactic: Working out loud Working Out Loud = Observable Work + Narrating Your Work Bryce Williams Social Collab Consultant, Eli Lilly @TheBrycesRight Stowe Boyd: ● Discover key information earlier ● Succeed, improve or fail more quickly ● Increases resilience in uncertainty

Tactic: Make it a habit BJ Fogg’s model ● Make it small ● Tie it to an anchor habit (eg read 5 tweets) ● Celebrate

Tactic: Make it a habit Marshall’s model ● Oversubscribe and filter ● Monitor for break- out hits & key opportunities ● Put it in a UI you’ll trip over

Tactic: Make it a habit If/Then ● If I’ve arrived at work, if it’s after lunch, then scan the trade press ● If I’m doing business with someone new, then I analyze their industry connections ● If something happens in the world that I can add value to the discussion around, then I will at least Tweet about it

To summarize: 1. Grow yourself - it will serve your company well. 2. Add value - make the pie higher for everyone, the social web follows an abundance model 3. Curate strategically - being awesome online is an art and science 4. Work out loud - that way everyone learns more, faster 5. Take steps to make it a habit - wash, rinse, repeat. Hustle + patience + creativity + generosity + relevance + luck = success!

and determining ROI Measurement

Do you have all these programs?

Are you able to measure ROI?

Social Value

Top-Down Approaches

Bottom-Up Approaches

Determining the measurement mix

No single approach dominates - it’s a mix.

Planning for success

Choosing your objectives

Set achievable goals • Find users / customers: o Get 100 legitimate prospects in your email list • Prepare to raise money: o Target 10 firms and their principals/ analysts/ associates • Connect with influencers: o Get 10 relevant people following you • Network with peers: o Connect with 10 people in your field. Establish a relationship

Analyzing your objectives Analytics are the measurement of movement toward your business goals.

A good metric is Clear, comparable ratios Tied to your business model Actionable, not vain Correlated or causal Leading or Lagging

Comparable Ratios: Miles/mpg/tpmph • Clear: You know 60MPH is twice as fast as 30MPH o In a country, speed limits and mileage are well understood o Kilometers are conveniently decimal; miles map to hours • Rates: Miles travelled is good; miles per hour is better; accelerating or decelerating changes your gas pedal • Business model: You can measure “MPH divided by speeding tickets” as a metric of “driving fast without losing my license”

A few words on causality.

BAD METRIC. If it can’t change your behavior, then it’s a...

If you can only measure a few things

Most startups don’t know what they’re going to be when they grow up.

A growth rate of 5% per week is good, 7% is very good and more than 7% is excellent. As a startup, you must measure growth.

But what kind of growth should you measure?

Startups and smaller initiatives should consider measuring the following: • Revenue • Conversions • Desired interactions • Shares of content or product • Engagements with your content or your product • Uniques and pages visited

Twitter & Facebook Ads

Twitter Ads Increase Awareness & Intent

Ads increase awareness

FB Custom Audience: The Clymb

FB Custom Audience: The Clymb

Facebook Fan Value

Qualitative value of Twitter follower

Quantitative value of Twitter follower

Marketing on a budget

Thanks everybody! That’s all!

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