3 Red Hot Social Marketing Hacks To Crush in 2015 By Dan Morrison - #SEJSummit Silicon Valley

@DanimalsHouse

3 RED HOT SOCIAL MARKETING HACKS TO ACHIEVE ROI SUCCESS

Daniel Morrison | @DanimalsHouse

@DanimalsHouse

@DanimalsHouse

@DanimalsHouse

1,2,3 TAKEAWAYS

1.  Inject users into YOUR funnel with Social Psychographic Data

2.  Cookie with Retargeting Pixels {Owned}

3.  Nurture & Convert with Remarketing & RLSA 2  1   3  

@DanimalsHouse

1. Sell with Social Psychographic Data Image  credit:  NASA  GSFC  

@DanimalsHouse Image  credit:  NASA  GSFC  

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

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

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

NEW SOCIAL GOALS

•  Scalable Psychographic Traffic •  Attributable CONVERSION $$$

•  Real Links from Good Authority Sites SEO

•  Social Signals from Strong Users SEO

•  Focused Likes, Follows, Shares SEO $$$

•  Insulation from Harsh SEO Updates SEO

•  PR Distribution to Bloggers & Media SEO

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

SALES! Owned Audiences ü  Psychographically-focused ü  Omnichannel retargeting/

remarketing ü  INCLUDING Search

Remarketing

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

PSYCHOGRAPHIC TARGETING

@DanimalsHouse

1,2,3 TAKEAWAYS

1.  Inject users into YOUR funnel with Social Psychographic Data

2.  Cookie with Retargeting Pixels {Owned}

3.  Nurture & Convert with Remarketing & RLSA 2  1   3  

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

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

Attractions, Medical Condition, Economic Status, Peccadilloes, Desires, Correspondences, Empathies, Relationships,

Appetites, Weaknesses, Tastes, Inclinations, Corporate Loyalties

WHOLE CUSTOMER TARGETING: SELLING WITH PSYCHOGRAPHICS /

TARGETING

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

BUILD RIGHT PERSONAS

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

“ROOT” BEHAVIOR PERSONA INTENT

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

“ROOT” BEHAVIOR PERSONA INTENT

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

CLARIFY BY “ACTIVE” FILTERS

•  Playing •  Buying •  Selling •  Going to •  Trying •  [KW] with •  Spending time •  Traveling with •  Traveling to •  Watching •  Attending •  Visiting •  Touring •  Shopping for

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

POTENTIAL FINANCIAL QUALIFIERS

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

POTENTIAL FINANCIAL QUALIFIERS

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

DUAL ROOT PERSONAS

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

BEHAVIOR + CLASS

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

DISCIPLINED, HIGH INTENT, ACTIVE, TARGETING

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

TIPS FOR BUILDING RIGHT PERSONAS

•  Root your persona in behavioral intent for single root personas

•  Get active when clarifying your interest filters •  Consider passive intents when developing

creative + landing pages •  Research the source of the data to give the

data authority •  Layer on potential financial qualifiers

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

COOKIE POOLS

@DanimalsHouse

1,2,3 TAKEAWAYS

1.  Inject users into YOUR funnel with Social Psychographic Data

2.  Cookie with Retargeting Pixels {Owned}

3.  Nurture & Convert with Remarketing & RLSA

2  1   3  

@DanimalsHouse Image  credit:  Montulli  Blog  

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

ARE AUDIENCES ARE THE NEW KEYWORDS?

Audience  Cookie  Pools  

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

WEBSITE ADS

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

PSYCHOGRAPHIC TARGETING

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

URL TAGGING FOR SEGMENTING

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

EXTERNAL TRAFFIC DRIVING UNIT

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

RLSA – HOW IT WORKS

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

1.  Place remarketing tags on your website 2.  Define lists in AdWords based upon rules,

behaviors, landing pages etc 3.  Assign remarketing lists to ad groups 4.  Set bid modifiers / adjustments 5.  Tailor creative based upon touch points

@DanimalsHouse

ADWORDS REMARKETING SETUP

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

DEFINE RULES FOR AUDIENCE CREATION

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

ASSIGN AUDIENCES TO AD GROUPS

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

NURTURE & CONVERT

@DanimalsHouse

1,2,3 TAKEAWAYS

1.  Inject users into YOUR funnel with Social Psychographic Data

2.  Cookie with Retargeting Pixels {Owned}

3.  Nurture & Convert with Remarketing & RLSA

2  1   3  

@DanimalsHouse

HYPER SEGMENTATION REQUIRES MASS AMOUNTS OF DATA

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

STRATEGIES FOR RLSA

@DanimalsHouse

Awareness

Research

Comparison

Purchase

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

MAP CUSTOMER JOURNEY

@DanimalsHouse © 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

SET FREQUENCY CAPS

@DanimalsHouse

SET MEMBERSHIP LIST DURATION

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

IMPLEMENTATION RESULTS

•  Optimize your bids based upon intent •  Tire reseller increased sales by 22% by bidding up previous

homepage visitors •  Broaden your keywords

•  Vacation tour company increased conv rate by 300% by bidding on broad keywords for previous purchasers (gift, holiday gift)

•  Custom your ad text •  TelCo customer provides 3 services – TV, voice and internet •  Experienced 66% decrease in Cost Per Order by serving

custom ad copy based upon segmented visitors by service type

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

Data  Credit:  Think  with  Google  Case  Studies  

@DanimalsHouse

3 TAKEAWAYS

@DanimalsHouse

1,2,3 TAKEAWAYS 1.  Inject users into YOUR funnel with Social

Psychographic Data

2.  Cookie with Retargeting Pixels {Owned}

3.  Nurture & Convert with Retargeting & Search Remarketing

2  1   3  

© 2015, is a publication of aimClear®, an integrated social, search, PR & display marketing agency.

@DanimalsHouse

Email  [email protected]  to  get  on  the  list!    

@DanimalsHouse

THANKS