lgbt online marketing presentation 2015

9/23/2015 LGBT Social Media & Web 2.0 Marketing

#LGBTBiz - Advanced LGBT Online Marketing Strategies for 2015

@mattskal

#LGBTBizTech

mattskal PinkBananaMedia& mattskal

@LGBTBizTech

LGBT Online & Social Media

MarketingPresentation Overview

9/23/2015 LGBT Online & Social Media Marketing

PART 1:

1. Programmatic Ad Buying – What is it?

2. Programmatic Ad Buying using Targeted Key Words

3. Targeted Key Words in Social Media

4. Content Marketing: Photos, Blogs/Articles, Videos

- targeted key words in form of #hashtags

PART 2:

1. SEO and PPC – Analysis of your Business Landscape

Step 1: Analysis of your Domain Name

Step 2: Analysis of your Competitive Landscape

2. Advanced social media analytics & competitive analysis


Marketing1. Programmatic Ad Buying


Automated, Real-Time Bidding on ad placements on the some of

the top LGBT websites that are part of the programmatic ad buying

network.


Marketing


Programmatic Ad Buying

In this example - Targeting LESBIANS in LOS ANGELES


MarketingProgrammatic Ad Buying


In this example - Targeting LESBIANS in LOS ANGELES


MarketingProgrammatic Ad Buying


In this example –

a GAY RESORT targeting GAY MEN in LOS ANGELES

LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying


LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying - MOBILE


LGBT Online MarketingHyper-Targeted Programmatic Online Ad Buying


LGBT Online MarketingProgrammatic Ad Buying - ReTargeting

Ads appear based on my web surfing history


LGBT Online MarketingProgrammatic Ad Buying

using Key Words

Ad appears in articles throughout

the Internet based on key word

matches


LGBT Online MarketingLGBT Programmatic, from a Media Company’s perspective - the

“Waterfall”


Typically sold at

approx. $10 CPM

In-House Banner Ad

1st Tier Programmatic Ad

2nd Tier Programmatic Ad

House Ad

Approx. $5 CPM

Approx. $1-2 CPM

Trade/No-Cost

LGBT Online Marketing1st Tier Performance – Fill Rates


LGBT Online Marketing


LGBT Online MarketingTIP: Use UTM codes in your ad’s URL

TIP 2: Ensure landing page is a match to the ad creative


http://www.discoverlosangeles.com/gayla

?utm_source=Towleroad

&utm_medium=banner

&utm_term=gayLA

&utm_content=728x90

&utm_campaign=winterinla


2. Key words for

social media marketing - #hashtags


LGBT Online MarketingSocial Media numbers in 2014




Social Media Usage by Age Groups

LGBT Online MarketingEvolution of Online Activity



How to Choose #hashtags to use

Look at it as Search Engine

Optimization (SEO), but for

social media.

Options include:

- Region: #GayMiami

- Theme: #GaySports

- Unique: #CMI2014


LGBT Online MarketingPhotos Connected with Business + Hashtags


#LGBTBizTech Conference Speaker -

Auston Matta from TwoBadTourists -

Developing and Successfully Executing an

Online Campaign as an Amateur or Small

Business #LGBTBiz #LGBTWeekNYC

http://www.lgbtbiztech.com/speaker/AustonMatta.cfm

Posted on Facebook with connection to profile

Posted on Instagram with connection to profile

Posted on Twitter with connection to profile

Posted on Google Plus with connection to profile

https://www.facebook.com/hashtag/lgbtbiztech

https://www.facebook.com/TwoBadTourists

https://www.facebook.com/hashtag/lgbtbiz

https://www.facebook.com/hashtag/lgbtbiz

http://www.lgbtbiztech.com/speaker/AustonMatta.cfm

LGBT Online MarketingPhotos Connected with Business + Hashtags


LGBT Online MarketingTIP: Posting directly versus using app to do multiple posts


LGBT Online MarketingImpact of Adding Images to Tweets


LGBT Online MarketingNew in 2015 - Twitter “Quotes” – 117 more characters for you to share




TIP: @ Symbol used on LinkedIn, Twitter, Facebook, Instagram and

Google+



Photos – Unique Idea for promotion on social media

Photo is taken and a printout is handed to them with identifying number for photo.

Program is fully optimized for smartphones and social media sharing, with

corporate sponsor branding prominent throughout the campaign.




You can see how photos were spread via social media using

Tagboard.com



View #GayPalmSprings on TagBoard



View #GayResort on TagBoard



View #GayTravel on TagBoard

LGBT Online MarketingContent Marketing & Sharing via Social Media using #hashtags


LGBT Online MarketingTIP: Find a program that helps you share to multiple social media

channels


Scoop.it’s incredible

social media sharing

capabilities.

LGBT Online MarketingGoogle’s new Twitter integration debuts August 2015


LGBT Online MarketingContent Posting Analytics - Twitter


LGBT Online MarketingMeasuring Reach and Impressions with TweetReach.com


LGBT Online MarketingContent Posting Analytics - LinkedIn


LGBT Online MarketingFacebook Insights and Reporting


LGBT Online MarketingAdvanced Analytics – SimplyMeasured.com


LGBT Online MarketingMeasuring the Power of an Influencer’s Individual Reach


Questions?

Matthew Skallerud

www.PinkBananaMedia.com

[email protected]

(323) 963-3653

Los Angeles | New York


http://www.pinkbananamedia.com/

mailto:[email protected]


PART 2SEO and PPC – Analysis of your Business Landscape

Step 1: Analysis of a Domain


LGBT Online MarketingSEO and PPC – Analysis of your Business Landscape

Pay-Per-Click (PPC) Ad History



SEO Keyword Performance w/estimated $ value



Top SEO Key Words



Top Sites Your Domain Competes With in Search



Top PPC Keyword Performance



Your PPC Ad History



Your Inbound Backlinks



Your Top 10 Keyword History



SEO and PPC – Analysis of your Business Landscape

Step 2: Analysis of Competitive Landscape



Overview of SEO Key Word Analysis



Analyzing best variations of key words



Ad History for key words



Ad Summary



Organic Search Results



Historical Ranking



4. Advanced social media analytics & competitive

analysis


LGBT Online MarketingAdvanced Social Media Analytics & Competitive Analysis

Companies in the Landscape



Companies with Social Presences



Social Audience Overview



Social Activity Volume



Social Engagement Volume



Analysis by Social Media Channel - Twitter



Analysis by Social Media Channel – Twitter FOLLOWERS



Analysis by Social Media Channel – Average Daily Tweet Volume



Analysis by Social Media Channel – Average Engagement Rate per

Tweet


Average Engagement Rate per Tweet

The average number of interactions (retweets and favorites), per thousand followers, of this company's

tweets during this time period.


Analysis by Social Media Channel – Total Engagement for Tweets


Tweet Engagement Total

The total number of interactions (retweets and favorites) of this company's own tweets during this time

period.


Analysis by Social Media Channel – Average Total Engagement per

Tweet


Average Engagement Total per Tweet

The average number of interactions (retweets and favorites) of this company's tweets during this time

period.


Total Volume vs. Average Total Engagement per Tweet


Average Engagement Total per Tweet

The average number of interactions (retweets and favorites) of this company's tweets during this time

period.

Questions?

Matthew Skallerud


[email protected]

(323) 963-3653






So what can we do for you?

Reach the Gay & Lesbian Community

Leverage the Power of Social

Relationships


LGBT Online MarketingSo what can we do for you?

We can work with you on strategy and

implementation to reach your target market

in the LGBT community online, via:

• Social Media Distribution

• E-Mail & Banner Ad campaigns

• Online editorial, photos and video

Typical client price range is from $1,000 per

month to $10,000 per month


Merging PR, Advertising & Social Media with...

The Power of Individuals, their Interactions and their

Relationships!

@LGBTBizTech #LGBTWeekNYC

#LGBTBizTech

Questions?

Matthew Skallerud


[email protected]

(323) 963-3653





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