merry morud - using social psychographic distribution to dominate audience targeting, customer...

Using Social Psychographic Distribution To Dominate Audience Targeting, Customer Acquisition (& SEO)Merry Morud, Social Advertising Director

aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

First:• What are Psychographics?• Internet Wide Big Data Psychographics• Content Distribution (Missing Link)• Lifecycle Targeting• Psychographic Retargeting• Sample Case• Link Building W/ Psychographics

Then: TACTICALSocial Distribution

Image Credit: John Morgan

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Social Content Distribution.

A MUST

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Yes!Social Signals Impact SEO

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Social Content Distribution. A MUST. bit.ly/SEOSocSig

“To summarize, it appears that

Google previously had major technical limitations

with regard to the

use of social signals as a ranking factor. With Hummingbird,

Google now has the infrastructure to better process social signals

(among other things).”

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Content Goals• Scalable Psychographic Traffic

• Attributable Conversion

• Real Links From Good Authority Sites

• Social Signals From Strong Users

• Focused Likes, Follows, Shares

• Insulation From Harsh SEO Updates

• PR Distribution To Bloggers & Media

SEO

SEO

SEO

SEO

$$$

SEO

$$$

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…And What IS “Content” Anyway?

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Amplify Content That Performs Organically!

Get More Out Of What Works

Content Distribution Is Everything

Content Distribution = Top of Funnel

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The Great 2013 Social Media Buzz Kill

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• Reduced SEO Discoverability P2P

• (extremely)Limited Free Social Propagation

• Easy For Links, Content & Buzz NOT To Pay

Big Problems For Organic Content Marketing

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SEO Distribution Neutered Years Ago

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© 2014, is a publication of aimClear®

aimClear, © 2013, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

Social Psychographic Units

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Social Targeting, Cool Like Search

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Interests, Affinities, Proclivities, Biases, Predispositions, Religion, Sexuality, Occupation, Education, Workplace, Preferences, Age, Gender, Likings, Age, Predilections, Attractions, Medical

Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships, Appetites, Weaknesses, Tastes, Inclinations,

Corporate Loyalties

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Targeting is Internet Wide, Including FB

BirthChild DeathSpouse DeathIllness Or InjuryNew JobLoss Of JobHS GradCollege GradImmigrationPregnancyLoss Of PregnancyImprisonment

HolidaysFalling In LoveEngagementMarriageSeparationDivorceState MoveCity MoveCheatingBuying A HomeBat/Bar MitzvahFirst Communion

BaptismMaking Sports TeamSweet 1621 Year Old BirthdayRetirement PlanningIn RetirementAdoptionName ChangeAuto Accident Sexual difficultiesCareer Change

Major Lifecycle Milestones

Human Life Cycle Targeting

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Example

Case

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Home Owners + Home Improvement Store Shoppers+ $125+K Income + Woodworking Affinity

+

+

+

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an integrated social, search, PR & display marketing agency.

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Social “Packaging”

Organic Only

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KPI: Web Traffic/ External Content KPIs

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$300.00

Total Cost

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Layered Actions

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aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

Page Post Ad Strategies: PR

• Promote Content to Media Pros• Successes:

– Interviews!

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Sail Through Algorithm Updates

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Link Building Distribution

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• Bloggers

• Anchors, Hosts

• Producers

• Journalists

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aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

aimClear®, an integrated social, search, PR, & displayMarketing Agency

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Email Has New Meaning,FB Custom Audiences

• Practically Nobody Sees Your Content

• FB-like Targeting = Internet Wide

• Create True Personas: Filter Retargeting

• Get Our Your WALLETS, People

• Psychographic Distribution=Awesome Links

• BE The Future, Or Lose Your Job

Takeaways

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TACTICALSocial Distribution

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• Paid Amplification Units– LinkedIn– Twitter– Facebook– G+ hack

• Bidding Strategies• Packaging for Optimal Social Impact• Filtered Retargeting• Tracking Success• Content Calendars• Targeting for [NEW] Focused Users

TACTICAL Social Distribution Covers:

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LinkedIn Paid Amplification

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LinkedIn Sponsored Post - Desktop

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LinkedIn Sponsored Post - Tablet

Headline Overlay on Image

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LinkedIn Sponsored Post - Mobile

Headline

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LinkedIn Posts – NEW (FB-like) Features

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LinkedIn Post – Organic Distribution Segmentation

Filter your ORGANIC post reach:• Company Size• Industry• Job Function• Seniority• Geo• Non-employees

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Facebook Paid Amplification

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Page Link PostAmplification

627px

1200px

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(actual) Image size in News Feed: 400 x 210

Similar Facebook Units: Page Post Ad, News Feed Ad, Unpublished Post – Let’s Jam

• Page Post Ad:– Sponsoring Update Posted

to Feed via Ads Manager– (Typically) More Character

Allowance

• News Feed Ad:– Created in Ads Manager

• Selected “Clicks to Website”

– NOT Posted to Organic Feed– CTA Buttons– Characters: 90/25/200

• Unpublished Post:

– Created in PE

– NOT Posted to

Organic Feed

– CTA Buttons

– More Character

Allowance

– A PAIN to Create en

masse

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Facebook Ads | Ad Unit: Page Image Ads

403px

403px

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Page Image PostAmplificationUpdate Truncates

~707(!!!) Characters

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• Test for audiences• Use Conversion Pixel =

advanced bidding• Rule of Thumb:

– SMALL audience (1K~5K) = CPM– Larger audience = CPC (test)

• Often: – CPM = REACH– CPC = Cheaper clicks

Facebook Bidding Strategies

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(overbid) CPCAudience: 150K

Actions: 93CPE: $2.14

eCPM: $12.92Reach: 3,928CTR: 2.347%Frequency: 1

Total Spend: $50.76

HIGH eCPM!

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(overbid) CPMAudience: 150K

Actions: 34CPE: $2.14

eCPM: $2.72Reach: 18,858CTR: 0.176%Frequency: 1

Total Spend: $51.33

Lower eCPM

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Twitter Paid Amplification

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Twitter: Promoted Tweets

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Targeting just got CRAZY GOOD!

Twitter: Promoted Tweets

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Twitter: Promoted DARK Tweets

This feature is GREAT for testing messaging to various audiences without flooding your Twitter feed.

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• Pay Per Engagement – Clicks

– RTs

– Follows

– Favorites

– Replies

• Bidding – START Moderate, bid up incrementally – $0.34 - $1

Twitter: Promoted Tweets

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Promoted Tweets = (organic) Analytics

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G+ Paid Amplification:

• Currently TESTING +Posts in GDN– Will make packaging even more important

• Alternative ways to promote G+ posts in other Social Channels…– Use G+ Post Detail Page URL

– Drive Users from Twitter, LinkedIn, Facebook

This tactic if for gaining more of the purest social signals for Google

aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

aimClear, © 2014, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

G+ Paid Amplification: LinkedIn Promoted Posts

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G+ Paid Amplification: Facebook Boost

• Image Post + Update (~90 Characters) + Bit.ly

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Facebook view G+ as Competition

We’ve tried…

CANNOT Do Page Post Ads to G+…

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Social Creative

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• PPAs – click-bait headline

• Soft(er) CTA

• (still) Important KWs in upper left

• Dynamic image– Orange

– High contrast

• Qualify Clicks with Copy

Packaging for Social

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http://bit.ly/SondheimAds

• Write for & LIKE Your

Audience

• Infuse Word Play

• Empower Your Audience

• Hook Them Early

• Reverse Your Process

• Step Away from the piano

Keyboard

• Use Unexpected

Resources

• Be Crystal Clear

• Be Defensible

• It’s Going to Take Time…

FacebookPackaging

Edit.~90 Char

.

Remove Link & Edit.

Edit: Click-Bait Headline!

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Twitter Packaging

• News Feed Ads & Link Images: 1200x627

Packaging for Social - Images

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EXTEND The Life of Content Distribution

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• Top of the Funnel– Vertical visitors via Search

– Pyschographics

• Bottom (Retargeting) – All

– Filtered: Search

– Filtered: Psychographics

– Filtered: Search + Psychographics

Filtered Retargeting

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Content Calendar Organization &

Deliverables Doc

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Social Amplification - Content Calendar

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Social Amplification – Basic

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Social Amplification – ADVANCED

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http://bit.ly/excellists

Social Amplification – ADVANCED

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• Tracking with Analytics

• Tag EVERYTHING– Be Consistent & CASE SENSITIVE

– c+p at the ready (FB, Twitter, LI, G+, Tumblr, Pinterest, etc)

• Custom Segments based on UTM Parameters

Social Amplification – Advanced

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Analyzing GA Data

• Goals– Key page views

• Conversion– sign-ups, checkouts

• Time on site

Social Amplification – Advanced

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Social Targeting

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Home Owners + Home Improvement Store Shoppers+ $125+K Income + Woodworking Affinity

+

+

+

Image Credit: Patty Y 1000 & Nicholas Eckhart & agordon1

$aimClear, © 2014, is a publication of aimClear®,

an integrated social, search, PR & display marketing agency.

| FB Ads Best Practices

Now Sprinkled in

‘Create Flow’

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FB Targeting | Categories galore!

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This Little Box Packs a WALLOP

Between Categories =

AND

Within Categories

= OR

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Partner Data

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Systems Admin / Procurement

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CTOs & Directors

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Facebook B2B Targeting Methods

• Job Titles

• Interests + Workplaces

• Interests + Industry

• Graduate + Degree + Workplace

• Conferences/Expos Attended

• Professional Publications

• Competition

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Targeting for Media & PR

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Targeting Grid

FYI: Small Segments = EXPENSIVE

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Invested. Writing the Checks?

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Writers/Journalists/Editors...TV News Anchor, Producer/Talk Show Host, War Correspondent, Senior Journalist, Journalist/Reporter, News Anchor/Reporter, Reporter/Columnist, Reporter/Correspondent, Television Producer, Muhabir, TV Host / Reporter, News Presenter, Blogspot, Press

Secretary, Writer, White House Press Secretary, TV Producer/Editor, Broadcasting Assistant, Journalist, News Anchor/Producer, Radio Show Producer, Web Journalist, Freelancer, News Producer, Blogger/Editor, Arts Journalist,

Blogger/Owner, Politisk journalist, Journalist and writer, news producer & presenter, TV Producer/Host, Writer/Editor/Journalist, Anchor/Reporter, Blogger/Admin, Politics Reporter, Anchor/Journalist, Web Editor/Journalist, Reporter/Anchor, a journalist, Reporter/Journalist, TV Producer/Presenter, International News Reporter, TV Anchor/Reporter, TV Program Producer,

Journalist/Presenter, Journalist Assistant, Writer and Journalist, Political Journalist, International News Editor, News

Producer/Writer, Breakfast Show Producer, News Producer/Reporter, Show Producer, TV News Anchor/Reporter, Political activist,Producer News, Reporter/Host, Reporter tv, Reporter/Photographer, Show Runner, TV Reporter, Senior Broadcast Journalist, Data Journalist, World News Editor, Political Reporter, Socio-Political-Legal Activist, Show Host/Producer, Journalist/Blogger/Writer, TV News

Reporter/Anchor, TV News Reporter, Politics news Reporter, Author, Journalist and Political activist., Journalist and blogger,

Reporter and Photographer, Blogger/Writer, researcher in political media - journalist, Senior Video Journalist, Writer/Journalist, Journalist/Editor, Freelance Journalist/Blogger, Producer/News Anchor, senior broadcast journalist/anchor, Show runners' assistant,

Senior Production Journalist, TV & Radio Producer, TV New Anchor & Journalist, Broadcasting Journalist, Blogger/Intern,

Journalist/Writer, Journalist/Columnist, Journalist/Blogger, Blogger/Journalist, Blogger/Author, Journalist/Anchor, Blogger and Writer,

Anchor/TV Presenter, Entertainment Show & Production, Wine Journalist, Journalist / Feature Writer,

Journalist/Writer/Editor, Blogger & Reblogger, TV Presenter-reporter, Broadcasting Manager, A journalist by profession, News

caster,Marketing Engineer,World representive, Blogger and Journalist, Show Creator, Producer, Director,, journalist secretary, Journalist & news anchor, News Producer, World News Editor and English News Anchor, World News Translator, Reporter Live, TV Anchor, As Fashion Journalist, TV CAMERA REPORTER, Journalist, Poet & Writor, Development Professional, Journalist, Political Activist ( LL.B., MA-sociology, MA-Public Admn, MBA,PGDCA), broadcasting, Student Activist & Political Analyst, Senior Photo-Journalist,

Political/Community activist, Director of Photography / Producer / War Correspondent, Production & Weekend Show

Host, News Link International, reporter political, International Breaking News Editor, Senior Camera Journalist, News Reporter's, Senior Crime Journalist, International News Stringer/Correspondent, Reporter/Political editor, Journalist/ Publicist/Blogger//Sound Promoter, Political rights activist وسياسيحقوقيناشط , Poltical and social activist, Journalist/Blogger Intern, Publicist Journalist of International Policy, Journalist & Senior Reporter, BCC World news, Show Producer & Leader, TV anchor, Political Activist & CEO or Blogger,Journalist,Writter,Essayist and Humorist

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Rolling with the Facebook Suggest Tool

• For Interests – it’s gotten MILES better

• Start with Root Interests

• <Root Interest> + “A”… “Z”

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Facebook Targeting Tools

• Google

• Thesaurus – social synonyms

• Wikipedia

• OneLook Reverse Dictionary

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Targeting: Precise Interests | FB Ads Best

Practices

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• Business Behaviors + Interest

• Job Titles + Interest

• Industry + Interest

MASH UPS with Precise Interests

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MASH UPS with Precise Interests

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Whole Human TargetingOccupations & EmploymentGroups &AffiliationsPublications Online & Off Product CategoriesClassic Mainstream InterestsFreaky PredilectionCompetitors

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Focus Your AudienceWith Categories & Demographics

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Targeting: Focus & Qualify Your Audience | FB Ads Best Practices

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Email me to get on the list! Merry@aimclear.com

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• Social Ad Units = Complex

• Test!– Ad Type

– CPC vs CPM vs Advanced CPM

• Creative is critical– Socially “Organic” + CTA

• Targeting– Use Qualifiers, but DON’T Filter too far

Social Amplification Tactical Takeaways

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Advanced Secrets…

• Facebook’s 1HR Decision

• NF vs RR

• Turn off mobile?

• Tanked?

• β Tool

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Thanks!

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