Social Media Meet Local ROI

Aaron Kahlow(AaronKahlow)

CEO amp Founder wwwOnlineMarketingInstituteorg

Aaron Kahlow Digital Marketer Been There and Done it

Entrepreneur Build Cool Companies

Traveler Why do you Think Irsquom In Here

Educator How I started OMI ldquoAlways Seeking the Middle Pathrdquo

Aaron Kahlow Digital Marketer Been There and Done it

Entrepreneur Build Cool Companies

Traveler Why do you Think Irsquom In Here

Educator How I started OMI ldquoAlways Seeking the Middle Pathrdquo

Agenda bull Big Picture Global Industry Trends amp Research

bull The Tactics From Leading Instructors

ndash Start with Big Numbers ndash Business Impact amp Case Study(s) ndash Actual Tactics

bull The Point The Foundation for Success

Objectives

bull Importance amp Opportunity

bull Facts and Ammunition to take back to office to prioritize focus amp budget

bull Teach a few Tactics Main goal to commit to learning

bull PastPresent Research Partners

bull Education Efforts of 1000s students

bull eLearning Center 100s Classes from the Worldrsquos Top Practitioners

bull And Workshops around the World (like this)

Reference Where my Information Comes

bull PastPresent Research Partners

bull Education Efforts of 1000s students

bull eLearning Center 100s Classes from the Worldrsquos Top Practitioners

bull And Workshops around the World (like this)

Reference Where my Information Comes

What do you do How Important is Digital amp Social to Business WhereHow do you stay on top of changes How often

Now You

Big Picture

Research amp Trends

Wherersquos the Action

Big 3 Trends 2013

bull Facebook

bull Video

bull Mobile

FACEBOOK RESEARCH

Staggeringly Huge

1 Billion Already

Penetration Everywhere

Dubai UEA the Exception

What are People Doing On Facebook 40 of Time on News Feed (Highest)

VIDEO

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Wherersquos the Action

Big 3 Trends 2013

bull Facebook

bull Video

bull Mobile

FACEBOOK RESEARCH

Staggeringly Huge

1 Billion Already

Penetration Everywhere

Dubai UEA the Exception

What are People Doing On Facebook 40 of Time on News Feed (Highest)

VIDEO

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Big 3 Trends 2013

bull Facebook

bull Video

bull Mobile

FACEBOOK RESEARCH

Staggeringly Huge

1 Billion Already

Penetration Everywhere

Dubai UEA the Exception

What are People Doing On Facebook 40 of Time on News Feed (Highest)

VIDEO

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

FACEBOOK RESEARCH

Staggeringly Huge

1 Billion Already

Penetration Everywhere

Dubai UEA the Exception

What are People Doing On Facebook 40 of Time on News Feed (Highest)

VIDEO

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Staggeringly Huge

1 Billion Already

Penetration Everywhere

Dubai UEA the Exception

What are People Doing On Facebook 40 of Time on News Feed (Highest)

VIDEO

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Penetration Everywhere

Dubai UEA the Exception

What are People Doing On Facebook 40 of Time on News Feed (Highest)

VIDEO

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

What are People Doing On Facebook 40 of Time on News Feed (Highest)

VIDEO

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

VIDEO

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Video Consumption (peek to future)

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Video is King

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 17

Video Consumption Is Up bull Video consumption is up

43 from just a year ago

bull The average viewer in the US watched ~4 videosday in Jan rsquo12

bull 84 of the US audience

watched videos online in Jan lsquo12

Source ReelSEO Internet Retailer

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 18

Mobile Video Is Emerging ndash Fast bull The percentage of non-desktop video plays

more than doubled in Q4 rsquo11 bull Viewers are more than twice as likely to

complete a video when watching on a non-desktop device

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

CANrsquoT FORGET MOBILE

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Bigger Than Computer And Social

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

YOUR PEERS So now we know itrsquos important So what Are Your Peers Doing

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Social Role for Company Missing

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Lacking Serious Integration

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Traffic amp Mentions (wonrsquot get too far)

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Opportunity Not Relevant

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Everyone Struggling

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

And Nodda on Action

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Research To Action

bull Numbers that can NOT be understated Amazing Opportunity Time and Place

bull Peers ldquoLackrdquo is YOUR Opportunity bull Big Trends with BIG Market share Gains in

ndash Mobile ndash Video ndash Facebook

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

A Taste Top 10 Tactics

From the 5 Social Media Classes

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Tactics Overview

1 Amplification ndash Facebook Butterfly Effect

2 Attribution ndash Measurement Reality

3 Video ndash Biggest Missed Opportunity

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Warning These Can NOT Be Done

Without Proper Training

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

POWER OF AMPLIFICATION 1

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

How it Works

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Accelerating Reach

ldquoMost Leading Brands achieved Amplification of extending Reach of earned media to Fans and friends of 50 -

200 rdquo

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Driving Audience

ldquo23000 visitors to site vs

320000 to Fans Pagerdquo

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Holiday Specific Focused Time

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Numbers Donrsquot Lie

bull Benchmark 01 CTR for Display v 1 for Facebook

bull Onsite Increase in store purchase 38 (Starbucks)

bull eCommerce 209 Online Purchases (Amazon)

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

IMPORTANCE OF ATTRIBUTION

2

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

The Buy Cycle Think Touch Points

Source Forrester

Advice from colleague or friend

Web Blog amp Media

Web Blog Media amp industry pros

Web social amp email

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

So Take a Holistic Strategy

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Implement Multi-Channel Attribution

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

Keyword 2 Keyword 3

Most advertising tracking systems report and act on only the last click prior to purchase

Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Implement Multi-Channel Attribution

6 0 2 5 1 0 5

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Keyword 2 Keyword 3 Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

Implement Multi-Channel Attribution

4 0 1 0 1 0 4 0

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Keyword 2 Keyword 3 Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

Implement Multi-Channel Attribution

2 5 2 5 2 5 2 5

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Keyword 2 Keyword 3 Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

Implement Multi-Channel Attribution

1 0 0 ( L a s t C l i c k ) 0 0 0

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

Keyword 1

Madonna Tickets TicketsNowcom

Buy Madonna tickets Now Available

2012 Madonna Tour TicketsNowcom

Get your tickets now For Madonnarsquos 2012 tour

Keyword 2 Keyword 3 Ad 1

Concert Tickets Get your tickets now TicketsNowcom

TicketsNowreg Official Site TicketsNowcom

Official Site of TicketsNowcomtrade reg -

Official Site

Last Click Attribution Undervalues Facebook Performance (as evident earlier)

Increase in Facebook ROI for Retail Advertiser Based on Revenue Attribution

bull First Only

bull Prefer First

bull Distribute Evenly

bull U-Shaped

bull Prefer Last

bull Last Touch

20 40 60 80 100

First Only Prefer First Distribute Evenly U-Shaped Prefer Last Last Touch

WHAT SAP IS SEEING

It Happens Just need to track 32311 31911 Conversion

Direct

Google PPC

Google PPC

31511 31111

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

Follow the Money

WHAT SAP IS SEEING

It Happens Just need to track 32311 31911 Conversion

Direct

Google PPC

Google PPC

31511 31111

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

Follow the Money

It Happens Just need to track 32311 31911 Conversion

Direct

Google PPC

Google PPC

31511 31111

Email Google Organic

Yahoo Organic

Google Display

Twitter Google Organic

NYT Referral

Follow the Money

Follow the Money

There is value here These actions lead to your future conversions

Goals

Measure Micro Conversion

Presenter

Presentation Notes

Now we can turn the previous visualization into something that has actual VALUE associated with it1313How do all those non-converting visits from social contribute to my bottom line1313So to all those people that say I can NOT measure socialhellip Irsquom calling your bluff1313Is this 100 perfect no1313This is how you need to think of social13

1 Integration - Search and Social should be planned and optimized ldquotogetherrdquo but executed ldquoseparatelyrdquo

1 Develop clear goals and KPIs -- overall and per

channel

2 Leverage technology for automation and scale

3 Build Proper Attribution Key

Key Takeaways

POWER OF VIDEO CISCO STYLE

3

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55

Video Is a Valuable Marketing Asset View 44 more pages while on Ciscocom

Are twice as likely to engage with high-value conversion activities on Ciscocom

Are 41 more likely to return to Ciscocom

Are 5 times more likely to click-through on a blog post with video

Video viewers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56

Video Lifts Email Click-through

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57

Shared Videos Sell More Product bull When someone watches a recommended video their

brand recall goes up 7 and enjoyment goes up 14

bull Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent

Unruly video study January 2012

10 times more videos are shared on Facebook vs Twitter

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58

Tech-related Video Downloads Are Not Limited to the Work Day

27 before normal business

hours

53 during normal business

hours

61 after normal business hours

S T W Th F 50 on the weekends

M S 50 on the weekends

92 watch or download tech-related videos during the work week

IDG 2012 study with 6622 B2B IT decision makers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59

Video TypesStage of Sales Process Types of Video Productions Definition of Video Type Sales Stage

1 Advertisement High production value Awareness

2 Thought Leadership Talking head or interview Awareness

3 Business Challenges Industry trends Consideration

4 Case Study Customer or Cisco product stories Consideration

5 Demo ProductSolution deep dive Design

6 Technology Solution Multiple product solution Design

7 Video Data Sheet Product specifications Design

8 Training Course curriculum How-to Post-sale

9 Event Presentation Event All

10 Program Series Program series All

11 Other On location event recording All

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

1 Integration - Search and Social should be planned and optimized ldquotogetherrdquo but executed ldquoseparatelyrdquo

1 Develop clear goals and KPIs -- overall and per

channel

2 Leverage technology for automation and scale

3 Build Proper Attribution Key

Key Takeaways

POWER OF VIDEO CISCO STYLE

3

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55

Video Is a Valuable Marketing Asset View 44 more pages while on Ciscocom

Are twice as likely to engage with high-value conversion activities on Ciscocom

Are 41 more likely to return to Ciscocom

Are 5 times more likely to click-through on a blog post with video

Video viewers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56

Video Lifts Email Click-through

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57

Shared Videos Sell More Product bull When someone watches a recommended video their

brand recall goes up 7 and enjoyment goes up 14

bull Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent

Unruly video study January 2012

10 times more videos are shared on Facebook vs Twitter

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58

Tech-related Video Downloads Are Not Limited to the Work Day

27 before normal business

hours

53 during normal business

hours

61 after normal business hours

S T W Th F 50 on the weekends

M S 50 on the weekends

92 watch or download tech-related videos during the work week

IDG 2012 study with 6622 B2B IT decision makers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59

Video TypesStage of Sales Process Types of Video Productions Definition of Video Type Sales Stage

1 Advertisement High production value Awareness

2 Thought Leadership Talking head or interview Awareness

3 Business Challenges Industry trends Consideration

4 Case Study Customer or Cisco product stories Consideration

5 Demo ProductSolution deep dive Design

6 Technology Solution Multiple product solution Design

7 Video Data Sheet Product specifications Design

8 Training Course curriculum How-to Post-sale

9 Event Presentation Event All

10 Program Series Program series All

11 Other On location event recording All

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

POWER OF VIDEO CISCO STYLE

3

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55

Video Is a Valuable Marketing Asset View 44 more pages while on Ciscocom

Are twice as likely to engage with high-value conversion activities on Ciscocom

Are 41 more likely to return to Ciscocom

Are 5 times more likely to click-through on a blog post with video

Video viewers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56

Video Lifts Email Click-through

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57

Shared Videos Sell More Product bull When someone watches a recommended video their

brand recall goes up 7 and enjoyment goes up 14

bull Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent

Unruly video study January 2012

10 times more videos are shared on Facebook vs Twitter

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58

Tech-related Video Downloads Are Not Limited to the Work Day

27 before normal business

hours

53 during normal business

hours

61 after normal business hours

S T W Th F 50 on the weekends

M S 50 on the weekends

92 watch or download tech-related videos during the work week

IDG 2012 study with 6622 B2B IT decision makers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59

Video TypesStage of Sales Process Types of Video Productions Definition of Video Type Sales Stage

1 Advertisement High production value Awareness

2 Thought Leadership Talking head or interview Awareness

3 Business Challenges Industry trends Consideration

4 Case Study Customer or Cisco product stories Consideration

5 Demo ProductSolution deep dive Design

6 Technology Solution Multiple product solution Design

7 Video Data Sheet Product specifications Design

8 Training Course curriculum How-to Post-sale

9 Event Presentation Event All

10 Program Series Program series All

11 Other On location event recording All

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 55

Video Is a Valuable Marketing Asset View 44 more pages while on Ciscocom

Are twice as likely to engage with high-value conversion activities on Ciscocom

Are 41 more likely to return to Ciscocom

Are 5 times more likely to click-through on a blog post with video

Video viewers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56

Video Lifts Email Click-through

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57

Shared Videos Sell More Product bull When someone watches a recommended video their

brand recall goes up 7 and enjoyment goes up 14

bull Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent

Unruly video study January 2012

10 times more videos are shared on Facebook vs Twitter

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58

Tech-related Video Downloads Are Not Limited to the Work Day

27 before normal business

hours

53 during normal business

hours

61 after normal business hours

S T W Th F 50 on the weekends

M S 50 on the weekends

92 watch or download tech-related videos during the work week

IDG 2012 study with 6622 B2B IT decision makers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59

Video TypesStage of Sales Process Types of Video Productions Definition of Video Type Sales Stage

1 Advertisement High production value Awareness

2 Thought Leadership Talking head or interview Awareness

3 Business Challenges Industry trends Consideration

4 Case Study Customer or Cisco product stories Consideration

5 Demo ProductSolution deep dive Design

6 Technology Solution Multiple product solution Design

7 Video Data Sheet Product specifications Design

8 Training Course curriculum How-to Post-sale

9 Event Presentation Event All

10 Program Series Program series All

11 Other On location event recording All

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 56

Video Lifts Email Click-through

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57

Shared Videos Sell More Product bull When someone watches a recommended video their

brand recall goes up 7 and enjoyment goes up 14

bull Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent

Unruly video study January 2012

10 times more videos are shared on Facebook vs Twitter

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58

Tech-related Video Downloads Are Not Limited to the Work Day

27 before normal business

hours

53 during normal business

hours

61 after normal business hours

S T W Th F 50 on the weekends

M S 50 on the weekends

92 watch or download tech-related videos during the work week

IDG 2012 study with 6622 B2B IT decision makers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59

Video TypesStage of Sales Process Types of Video Productions Definition of Video Type Sales Stage

1 Advertisement High production value Awareness

2 Thought Leadership Talking head or interview Awareness

3 Business Challenges Industry trends Consideration

4 Case Study Customer or Cisco product stories Consideration

5 Demo ProductSolution deep dive Design

6 Technology Solution Multiple product solution Design

7 Video Data Sheet Product specifications Design

8 Training Course curriculum How-to Post-sale

9 Event Presentation Event All

10 Program Series Program series All

11 Other On location event recording All

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 57

Shared Videos Sell More Product bull When someone watches a recommended video their

brand recall goes up 7 and enjoyment goes up 14

bull Purchase intent goes up - video enjoyment increased purchase intent (for consumer products) by 97 percent and brand association by 139 percent

Unruly video study January 2012

10 times more videos are shared on Facebook vs Twitter

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58

Tech-related Video Downloads Are Not Limited to the Work Day

27 before normal business

hours

53 during normal business

hours

61 after normal business hours

S T W Th F 50 on the weekends

M S 50 on the weekends

92 watch or download tech-related videos during the work week

IDG 2012 study with 6622 B2B IT decision makers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59

Video TypesStage of Sales Process Types of Video Productions Definition of Video Type Sales Stage

1 Advertisement High production value Awareness

2 Thought Leadership Talking head or interview Awareness

3 Business Challenges Industry trends Consideration

4 Case Study Customer or Cisco product stories Consideration

5 Demo ProductSolution deep dive Design

6 Technology Solution Multiple product solution Design

7 Video Data Sheet Product specifications Design

8 Training Course curriculum How-to Post-sale

9 Event Presentation Event All

10 Program Series Program series All

11 Other On location event recording All

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 58

Tech-related Video Downloads Are Not Limited to the Work Day

27 before normal business

hours

53 during normal business

hours

61 after normal business hours

S T W Th F 50 on the weekends

M S 50 on the weekends

92 watch or download tech-related videos during the work week

IDG 2012 study with 6622 B2B IT decision makers

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59

Video TypesStage of Sales Process Types of Video Productions Definition of Video Type Sales Stage

1 Advertisement High production value Awareness

2 Thought Leadership Talking head or interview Awareness

3 Business Challenges Industry trends Consideration

4 Case Study Customer or Cisco product stories Consideration

5 Demo ProductSolution deep dive Design

6 Technology Solution Multiple product solution Design

7 Video Data Sheet Product specifications Design

8 Training Course curriculum How-to Post-sale

9 Event Presentation Event All

10 Program Series Program series All

11 Other On location event recording All

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 59

Video TypesStage of Sales Process Types of Video Productions Definition of Video Type Sales Stage

1 Advertisement High production value Awareness

2 Thought Leadership Talking head or interview Awareness

3 Business Challenges Industry trends Consideration

4 Case Study Customer or Cisco product stories Consideration

5 Demo ProductSolution deep dive Design

6 Technology Solution Multiple product solution Design

7 Video Data Sheet Product specifications Design

8 Training Course curriculum How-to Post-sale

9 Event Presentation Event All

10 Program Series Program series All

11 Other On location event recording All

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 60

Length of Video Is Key

TubeMogul study in Q1 CYrsquo10 Hundreds of media companies (ie CBS) news outlets (ie AP) and YouTube stars (iesxephil) were included in the sample which spans video sites and platforms

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 61

Search Optimization for Video on YouTube

bull YouTube is the second largest search engine on the Web If yoursquore not placing your video on YouTube yoursquore missing out

bull Be consistentndash use the keyword at the beginning of the title description and tag

bull When tagging on YouTube the first keyword you use is weighted most heavily ndash Use relevant tags ndash 2 to 4 keywords ndash donrsquot keyword spam

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62 copy 2010 Cisco andor its affiliates All rights reserved Cisco Confidential 62

CTAs on YouTube

bull Paid - Call to Action Overlays ndash ndash Can ONLY appear at the bottom

half of a video player ndash Character limits ndash Headline ndash 25 ndash Description line 1 ndash 35 ndash Description line 2 ndash 35

bull Unpaid (use for all videos on YouTube) - Annotation ndash One style of font a few different

sizes and multiple color backgrounds

ndash No character limit ndash Can be placed anywhere

Non-paid

Paid

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

TIME TO WRAP What to do

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

Ex Business Value to True Measurement

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

Ex Integrated Organizational Social Strategy

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

Then Can Execute on the Social Tactics

bull Integration must use in all efforts digital SEO great example

bull Amplification increase awareness conversion amp sales NOT JUST Direct

bull Iteration Sheryl Sandberg once told me ldquokeep iterating til you get it rightrdquo

bull Attribution mature your analytics amp measure impact and whatrsquos important

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

ldquoProblems we have today cannot be solved in the same mindset

they wersquore createdrdquo

- Albert Einstein

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

wwwonlinemarketinginstituteorg

Contact Me at ldquoAaron Kahlowrdquo on Facebook Twitter or LinkedIn

Thank You

Next Steps to Learning

Want Access Social Media Classes or Research

Further References

eConsultancy Digital Intelligence Briefing Comscore Power of Like 2012 iMediaConnection 2012 InfoGraphics

Article amp Pew Internet Study

• Slide Number 1
• Slide Number 2
• Agenda
• Objectives
• Slide Number 5
• Slide Number 6
• Big Picture
• Wherersquos the Action
• Big 3 Trends 2013
• Facebook Research
• Staggeringly Huge
• Penetration Everywhere
• What are People Doing On Facebook
• Video
• Video Consumption (peek to future)
• Video is King
• Video Consumption Is Up
• Mobile Video Is Emerging ndash Fast
• Canrsquot Forget Mobile
• Slide Number 20
• Bigger Than Computer And Social
• Your Peers
• Social Role for Company Missing
• Lacking Serious Integration
• Traffic amp Mentions (wonrsquot get too far)
• Opportunity Not Relevant
• Everyone Struggling
• And Nodda on Action
• Research To Action
• A Taste Top 10 Tactics
• Tactics Overview
• Warning
• Power of Amplification
• How it Works
• Accelerating Reach
• Driving Audience
• Holiday Specific Focused Time
• Numbers Donrsquot Lie
• Importance of Attribution
• The Buy Cycle Think Touch Points
• So Take a Holistic Strategy
• Implement Multi-Channel Attribution
• Implement Multi-Channel Attribution
• Implement Multi-Channel Attribution
• Implement Multi-Channel Attribution
• Implement Multi-Channel Attribution
• Last Click Attribution Undervalues Facebook Performance (as evident earlier)
• What SAP is Seeing
• It Happens Just need to track
• Slide Number 50
• Measure Micro Conversion
• Slide Number 52
• Slide Number 53
• Power of Video Cisco Style
• Video Is a Valuable Marketing Asset
• Video Lifts Email Click-through
• Shared Videos Sell More Product
• Tech-related Video Downloads Are Not Limited to the Work Day
• Video TypesStage of Sales Process
• Slide Number 60
• Search Optimization for Video on YouTube
• CTAs on YouTube
• Time to WRap
• Ex Business Value to True Measurement
• Ex Integrated Organizational Social Strategy
• Slide Number 66
• Then Can Execute on the Social Tactics
• Slide Number 68
• Slide Number 69
• Slide Number 70
• Further References

Further References

eConsultancy Digital Intelligence Briefing Comscore Power of Like 2012 iMediaConnection 2012 InfoGraphics

Article amp Pew Internet Study

• Slide Number 1
• Slide Number 2
• Agenda
• Objectives
• Slide Number 5
• Slide Number 6
• Big Picture
• Wherersquos the Action
• Big 3 Trends 2013
• Facebook Research
• Staggeringly Huge
• Penetration Everywhere
• What are People Doing On Facebook
• Video
• Video Consumption (peek to future)
• Video is King
• Video Consumption Is Up
• Mobile Video Is Emerging ndash Fast
• Canrsquot Forget Mobile
• Slide Number 20
• Bigger Than Computer And Social
• Your Peers
• Social Role for Company Missing
• Lacking Serious Integration
• Traffic amp Mentions (wonrsquot get too far)
• Opportunity Not Relevant
• Everyone Struggling
• And Nodda on Action
• Research To Action
• A Taste Top 10 Tactics
• Tactics Overview
• Warning
• Power of Amplification
• How it Works
• Accelerating Reach
• Driving Audience
• Holiday Specific Focused Time
• Numbers Donrsquot Lie
• Importance of Attribution
• The Buy Cycle Think Touch Points
• So Take a Holistic Strategy
• Implement Multi-Channel Attribution
• Implement Multi-Channel Attribution
• Implement Multi-Channel Attribution
• Implement Multi-Channel Attribution
• Implement Multi-Channel Attribution
• Last Click Attribution Undervalues Facebook Performance (as evident earlier)
• What SAP is Seeing
• It Happens Just need to track
• Slide Number 50
• Measure Micro Conversion
• Slide Number 52
• Slide Number 53
• Power of Video Cisco Style
• Video Is a Valuable Marketing Asset
• Video Lifts Email Click-through
• Shared Videos Sell More Product
• Tech-related Video Downloads Are Not Limited to the Work Day
• Video TypesStage of Sales Process
• Slide Number 60
• Search Optimization for Video on YouTube
• CTAs on YouTube
• Time to WRap
• Ex Business Value to True Measurement
• Ex Integrated Organizational Social Strategy
• Slide Number 66
• Then Can Execute on the Social Tactics
• Slide Number 68
• Slide Number 69
• Slide Number 70
• Further References