The Digital Marketing Workshop SXSW 2014

The Digital Marketing Workshop SXSW 2014

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



March 28, 2014


  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

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  10. Marketing should work like this

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

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  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
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  15. demo requests: 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: 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

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  44. Be contactable

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  48. Be visual

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  55. Be identifiable

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  60. Be social

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  66. Not all social networks have the same utility

  67. Brands are participants now

  68. (Not a Corp.) Be yourself

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  72. An easy secret Content Marketing

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  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 (
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  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

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  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


  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. Analytics are the measurement of movement toward your business

  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.

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

  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

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  165. Thanks everybody! That’s all!