This is the deck used in The Digital Marketing Workshop at SXSW 2014. Panelists include: Blake Robinson, Director, Social Data @Kantar Israel Mirsky, Global Managing Director, Social & Performance @ Annalect Margaret Francis, VP, Product @Heroku Marshal Kirkpatrick, CEO @GetLittleBird

1. The Digital Marketing
Workshop
SXSW 2014
#reachhack

2. 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

3. What is marketing?

4. 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.

5. Marketing typically works like this

10. Marketing should work like this

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

13. 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

15. demo requests: http://annalect.com/contact
DMP

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

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

18. The rise of the small and second screens
Mobile

19. 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.

20. 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.

21. 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

22. Omnichannel

23. demo requests: http://annalect.com/contact
Advanced Analytics

24. The Future

25. 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

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

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

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

29. 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

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

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

32. 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.

33. 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.

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

35. Re: Promotion

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

37. Managing your mediums

38. 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

39. 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.

40. Be succinct

44. Be contactable

48. Be visual

55. Be identifiable

57. MOST POWERFUL ON THE INTERNET!

60. Be social

66. Not all social networks
have the same utility

67. Brands are participants now

68. (Not a Corp.)
Be yourself

72. An easy secret
Content Marketing

78. How to add and capture value
Social Network
Marketing

79. 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.

80. 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

81. 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.”

82. 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
(GetLittleBird.com)

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

85. 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!

86. Five ways to add value with curation
Tactic: Curation

87. 1. Be first

88. 2. Say it best

89. 3. Aggregate

90. 4. Bring a unique perspective

91. (Definitely the toughest)
5. Be funny

92. 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

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

94. 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

95. 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

96. 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!

97. and determining ROI
Measurement

99. Do you have all these programs?

100. Are you able to measure ROI?

101. Social
Value

102. Top-Down Approaches

103. Bottom-Up Approaches

104. Determining the measurement mix

105. No single approach dominates - it’s a mix.

106. Planning for success

107. http://businessmodelgeneration.com/canvas

108. Choosing your
objectives

109. 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

110. Analyzing your
objectives

111. http://www.flickr.com/photos/itsgreg/446061432
Analytics are the measurement of
movement toward your business
goals.

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

113. 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”

114. A few words on causality.

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

129. If you can only measure
a few things

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

131. 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.

132. But what kind of growth should you measure?

133. 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

134. Twitter & Facebook Ads

135. Twitter Ads Increase Awareness &
Intent

136. Ads increase awareness

137. FB Custom Audience: The Clymb

138. FB Custom Audience: The Clymb

139. Facebook Fan Value

140. Qualitative value of Twitter follower

141. Quantitative value of Twitter follower

142. Marketing on a budget

165. Thanks everybody!
That’s all!