Video on Demand

Instead of filming one angle, 360 let’s you share a variety of perspectives. It’s taking off. YouTube started supporting it last March. Facebook since September.

What makes great 360 content?

• Immersive…put somebody in a time or place
• Unique perspective…has to be different
• A great experience. Give them an emotion

Who benefits

• Sports teams and sponsors
• Brands
• Events
• Tourism
• Real Estate

Facebook marketing can drive massive engagement. One in every five mobile minutes is spent on FB. FB Paid Media adds fuel to the fire for 360 Video

• Incorporate your brand creatively
• Leverage FB Marketing the right way
• You can target it correctly
• The opportunity is now
• Create great content…not bullshit content.
• Gaming is the key…Twitch is where gamers go and stream them playing games.

Marketing is growth. Your goal should always be to over achieving on revenue targets. Growth is sales and marketing working together. What is the obstacle in front of us? Marketing as we know it has changed. Marketing has a lovability problem. Why aren’t marketers seen as positive?

Marketers have been bad. The old marketing playbook is broken. We have trained consumers to ignore us. While watching television, we use commercial time to get a snack. There is email…blocking. To add fuel to the fire, 66% of consumers are on the do not call list. The buyer is in control.

So how do you create marketing that people love? Adopt an inbound philosophy. Make it seller centric.
Our customers start their search online. We need to create content that adds value to their need.
Do you rent or own your marketing? Inbound is an equity building owned strategy.

56% of leads that HubSpot generates come from campaigns that ran months ago.
91% of marketers are using content.
42% say they are effective at it.

What content is good and bad according to your customer?
Market to others as you would want to be marketed to…it’s the golden rule.

Getting the Consumer to Connect with your Brand.
Solution: Creating viral videos that connect people to their passion. Sports.
You’re trying to get people to love your brand.

You have to enable videos to go viral.

Brand:

• Surprise and delight…blow people away
• Be authentic
• Stand for more than your bottom line
• Treat content as brand fuel
• Create experiences and adventures
• Make it personal

Make it viral…creating compelling content. Blow people away. Utilize influence. Strategically place content. Evoke high emotions. Make it simple and quick. Be relevant to the brand.

Increase ROI of social media marketing. One trick that will always work in social media…are you listening? If you use social listening effectively, you will save time energy and money. Listen before you create content.

When you create content ask if it:

• Adds value?
• Help or interrupt their online experience?
• Does it make their face move?

How do we really know? Content production: mirror vs photograph. We are drowning in data but staving for insight. We are data rich and insight poor.

Listen For:

• What is trending
• How do different targets speak
• Listen to competitors
• Listen to conversations
• Listen to your own communities
• Listen to forums…google forums for (fill in the blank)

How to Listen

• Decide what you’re listening for and what you are going to do with it
• Gain insights
• Listening in context
• Don’t speak like your target unless it’s natural
• Don’t comment things that are totally irrelevant to you unless there’s a clear connection
• Don’t open a conversation without thinking it through

There is a data explosion and digital disruption.

What makes a great experience? It should be compelling, personal and useful.
Content is key. Content needs to have context. Content is king, context is queen. Content should be centralized.

Deliver the experience. This needs to be orchestrated. Cross channel campaign management.
Optimize the experience: it’s all about context. Don’t fear the algorithms.

Blueprint for success: data is the foundation, content is your brand, orchestrate & deliver, optimize and learn.

Online reviews mean a great deal to businesses, as they are considered what customers experience and how they feel during and after the transaction. 92% of consumers read online reviews before making a purchase. We have evolved to trust strangers’ reviews on the Internet. 87 % of customers will not consider businesses with low ratings. Reviewing has become a phenomenon in all types of businesses, B2C and B2B, from tourism industry to health care industry. Public opinions, which are very visible, can make businesses feel overwhelmed or even helpless as they feel they have no control over such important matter. However, consider the following facts: 82% of consumers read 2 to 10 reviews, not just 1 single bad review; 69% of consumers believe reviews older than 3 months do not matter; and Google algorithms tend to pick up fresh content (75% of Yelp’s site traffic comes from Google), businesses have an opportunity to turn online reviews to their advantages.

However, it must be acknowledged that “Manipurated” can be harmful. “Manipurated” can present itself in:
 Fake review: as much as 25% of reviews submitted to Yelp are fake, and even with Yelp’s screening, there is no guarantee that they are authentic. Companies/individuals who are in the business of providing fake reviews, may go through extreme measurements to create complete fake personas if needed. However, fake reviews are a zero sum game. They do not help the sellers, the buyers nor the review platform as they distort the implied trust in the online reviewing process.
 Profiteering: Sales Industry calls this practice “Fear-based selling” where companies are forced to pay to even have their voices heard. This creates conflict of interest and results in some real anger against review-and/or-rating companies.
 Reputation Management: Many operate this service almost in a form of blackmailing. The scheme involves several phases: initial contact, offering, and menace. Businesses are pressured into overpaying for opaque offering and receiving bad advices

Five steps to fight back and win in the online reviewing battle:
1. Know where to see and be seen: be aware of online review platform for your businesses and if you are being reviewed
2. Make every review count: treat each review as an marketing opportunity, and it can show potential consumers that you are paying attention
3. Keep it fresh: do not hesitate to actively ask your customers / clients for reviews
4. Show off reviews: mention this to current and potential customers / clients
5. Know when, why and how to seek help: Sometimes, your internal efforts may not be enough to solve problems. Thus, it is alright to seek help from a reputation management company or lawyer.

In short, make it a habit to manage your online reviews. Daniel suggests that the code of conduct should include:
 practice good review hygiene every single day
 take the commitment seriously
 avoid taking review personally
 follow the steps and don’t cut corners

More specifically, Daniel suggests to spend roughly 20 minutes daily to perform the following tasks
 New review: quickly scan for new reviews
 Draft your answers: keep it concise, stop, drop and roll
 Cross-promote your good reviews: promote it now if you find something good
 Review the reviews: to determine what people say and what you should do next.

● When figuring out your time as a marketer, ask yourself what is the most important – paid social or SEM? Figure out your KPIs ASAP.
● SEM platforms:
○ AdWords – ad extensions – can help your campaigns perform better
○ Bing adCenter
○ Yahoo Gemini
● Wall Street has reported that keywords and clicks have gotten more expensive over the last 2 years
● Media auctions can be painful – the winner’s curse: there are only 2 kinds of marketers at the top of the PPC search results:
○ Brilliant marketers
○ lucky/irrational idiots
● There are lots of layers in the paid search process
○ Quality score = Google gives to each ad and keyword combo in its system at a specific time and geo (pre-click leverage)
○ Your score compares you against your peers
○ When you have a higher quality score, you have more leverage
○ Every improvement you make (e.g. average order size, shopping cart size, conversion rate, CTR), the max bid increases — think of it as compound impact
● Bid Management: top 10% of keywords spend 80% of your budget (based on 25 client analysis)
○ Long-tail: so skinny and long that it’s almost not worth it to go after
○ You should spend all of your time trying to optimize around your top 10%
● Your top 10% of spending keywords
○ Optimal geography – a person’s geography tells you about your consumers
○ Keyword tells you about intent
● PLA = product listing ads (product SKU, description)
● Long tail = wrong tail: going long won’t work because someone w/ broader match type will likely prevail
● Segmentation = your best tool
○ Do an analysis of day parting based on conversion rate and incremental page views
○ A bid management platform will notice if something breaks
● Attribution modeling = You need to figure out all the other steps the consumer took to click on your ad (e.g. a display ad delivered 20% of impact that led to click and conversion on search ad)
○ Marginal elasticity: does purchase behavior changed based on price? Example: cigarettes and gas are not elastic.
○ What keywords are more or less elastic? You need to look at keyword elasticity to determine bid.
○ A common question is should we bid on our brand keyword (e.g. Foot Locker)? The smart marketers have a different CTA for a paid search vs. an organic search.
○ You should also take into account Microconversions (newsletter registrations, visits to Contact Us page, Facebook likes)
● Geo-targeting analysis: look at conversion rate by geo
● Question: how do you supervise an agency and audit to know they’re doing SEM correctly (e.g. do you look at bounce rate metrics)?
○ Answer: opportunity costs are difficult to measure. You can hire another agency to audit the original agency’s campaigns. Look at quality score in relation to account structure.
● SEO — you need the right site strategy: you need to understand the rapidly changing world of algorithms that dramatically change rankings.
○ Google has made more changes in the last 3 years than in the previous 10 years because SEO’ers are getting more savvy.
○ SEO is a meritocracy – find the SEO “white space”
○ Search engine land: periodic SEO chart https://searchengineland.com/seotable
○ Google has changed its search algorithm in the last 3 years to steer away from keywords to intent
○ Google has gone beyond universal search (images, site, etc…) – they look beyond content now; they are trying to guess what your customers want
■ Google imputes Likely Intent = you need to think about what Google thinks is likely
○ No human will know why something ranks (years ago, humans did determine the ranking), now metrics drive the algorithm
■ Relative CTR vs. other results
■ Long to short click ratio
■ Metrics of user engagement on the page
○ Still, you need old ranking inputs (and then layer in new algorithmic factors)
■ Layer in searcher behavior outputs: visits (search, direct, other), time on site, bounce rate, pageviews per session, sharing via Gmail, repeat visits
○ Does improving CTR improve your position? Not necessarily. Take bounce rate into account as well.
○ Every element counts (Moz): did you get organic sitelinks? Is there a brand dropdown? Is the title compelling?
○ Does social activity predict SEO success? Google will look at dwell time, bounce rate, email data, Google G+ engagement. Think beyond clicks and focus on your social presence.
● SEO isn’t purely a marketing function; other groups in your company should be thinking about the company’s search results.
○ HR should think about LinkedIn results showing up in a search.
○ Investor Relations should be interested in showing in relevant search results when people search for stock prices

● Youtility: Be a farmer, not a hunter
○ Example: Hilton taught concierges how to search for questions on social sites and respond to users
○ Example: Disney Magic Timer app w/ Oral-B
● 3 types of Youtility:
○ Self-serve information: SEO 101, consumer has intent to make a purchase
■ Intercept example: UK app that gives you an eye test and then recommends a nearby optician
■ If you teach better, you sell better
○ Radical Transparency: build trust with your consumers via your content
■ GoodRX site which shows how different pharmacies price medications
○ Real-Time Relevancy
■ Vanderbilt University created an app for coaches to track heat index, weather in the summer
■ New-York Presbyterian Hospital created a public safety commercial on how to do CPR, then created a playlist on Spotify with songs that had the same beat as Stayin’ Alive (you should push on the chest to the same beat as Stayin’ Alive – 100 beats/minute)
● 10 mistakes to avoid in content marketing
1. Not knowing your audience
2. No “About” page – e.g. no information about an e-book
3. Not promoting your content on social (content is fire, social media is gasoline; use social to promote Youtility first, company second
4. Not sharing personal stories
5. Poor editing & typos; Video content should be less than 2 minutes; ideal blog post for B2B side ~ 750-1500 words
6. No editorial mission or voice
7. Content that is not visual enough: people only read 20% of the text on a page. When an image is paired w/ the text, ppl retain 65% of the content 3 days later.
8. Not analyzing data: review your analytics to learn about what people like and don’t like (Google Analytics, email surveys, content shares on social media, hashtag analysis)
9. Not creating relevant headlines
i. 6-8 words are the ideal number of words in a headline
ii. The Ultimate Headline formula: number + adjective + keyword + rationale + promise = ultimate formula
10. Ignoring comments: even negative comments should help your content strategy
● Content Operations
○ The See-Think-Do Model: the master funnel for any content strategy
■ See: Awareness
■ Think: Consideration, Research
■ Do: Conversion, Action
■ Share: sharing activity, public reviews, UGC
○ Follow the 1:8 Rule – for every 1 piece of content, you should be able to produce 8 different pieces of follow-up content (e.g. video based on original blog post)
○ Amplify through Brand Ambassadors: consider paid promotion and content, SocialToaster is a good tool
○ Align with Fan Usage: be where the fans are (e.g. on Facebook – users are on between 7 AM – 8 PM MST). B2B: Sunday nights are peak usage times for your B2B clients for a blog post.
○ Align with Personas: create personas of your customers and align your content to market to them
■ Example: Flowcrete (flooring & cleaning solution) created personas for an (e.g.) janitor and then created specific marketing content to each persona