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Agenda
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+
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Agenda
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X
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Agenda
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#1 Trend
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#2
Trend
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(BIG GAP)
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Cindy Gallop Association of National Advertising
2010 Conference
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#3 Trend
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TIME
COMPLEXITY
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TIME
COMPLEXITY
ORGANISMS
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TIME
COMPLEXITY
ORGANISMS
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TIME
COMPLEXITY
BUSSINESS
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TIME
COMPLEXITY
TECHNOLOGY
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TIME
COMPLEXITY
MARRIAGE AROUSAL TRIGGERS
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TIME
COMPLEXITY
Your Digital & Social Media Marke<ng Plan
Your Insanely Complex Digital & Social Media
Marke<ng Plan
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RIGHT STRATEGY
WRONG STRATEGY
BAD EXECUTION GOOD EXECUTION
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Agenda
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4 Tips
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Anti -Marketing Complexity
4 Tips
To Make It Easier to Execute Against Digital Strategies
and Trends
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Anti -Marketing Complexity
Tip #1
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Tip #1
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Pick Only One!
Tip #1
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Exis<ng Customers Purchase More OLen.
Tip #1
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Create New Customers.
Tip #1
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Increase Purchase Volume.
Tip #1
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�
Pick Only One!
Tip #1
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Tip #1a
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Tip #1a
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Tip #1a
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Tip #1a
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Tip #1a
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Tip #1a
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Tip #1a
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Increase Repeat Web Visits from our TwiRer Community by 10% by the end of September.
Tip #1
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Increase our Female Facebook Fan Growth Rate by 15% by the end of Q3.
Tip #1
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Increase the social engagement of new product video content by 8% by the end of
the 2014.
Tip #1
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Anti -Marketing Complexity
Tip #1
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Anti -Marketing Complexity
Tip #2
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Tip #2
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Lag Indicators
Lead Indicators
Measures the Objec<ves
Measures the Ac<ons to
Achieve The Objec<ve
Hard to Influence Easier to Influence
Predictable
Tip #2
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Tip #2
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Lag Indicators
Lead Indicators
Measures the Objec<ves
Measures Ac<ons to
Achieve The Objec<ve
Tip #2
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Lag Indicators
Lead Indicators
Measures the Objec<ves
Measures Ac<ons to
Achieve The Objec<ve • Increase website conversions
Increase Posi<ve brand men<ons
• Facebook content Engagement “likes”
• TwiRer followers, RT • Shares, Comments
Tip #2
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Anti -Marketing Complexity
Tip #2
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Anti -Marketing Complexity
Tip #3
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Tip #3
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Tip #3
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Tip #3
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Tip #3
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Tip #3
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= X
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90
2014 Q1 & Q2 : Facebook Sen<ment Facebook Metrics – Engagement by Sentiment
.0009%
.04%
.003%
.05%
.0004%
.03%
.008%
.06%
.003%
.02%
.001%
.01%
.003%
.03%
.003%
.003%
.02%
.01%
.002%
.01%
.003%
.04%
.003%
.04%
4 4 4 3 4 3
26
217 370
136 109 67 70
177
151
136 114
117
0
100
200
300
400
500
600
JAN FEB MAR APR MAY JUN
Client A
Compe<tor #1
Compe<tor #2
Compe<tor #3
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Engagement with Content
49% of Visionworks content has an
image. 65% of total engagement comes from those images.
Compe<tor #3
Compe<tor#1 Client A
Compe<tor #2
91.3%
4.8% 3.3% .6%
65.9%
30.7%
3.4% 97.1%
.4% 2.5%
96.6%
.7% 2.7% .1%
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Content PosCng Style -‐ July Compe<tor #1 Client A
89.5%
5.9% 3.9% .7%
49%
9.4%
41.7%
90.7%
1.7% 7.6%
78.1%
8.5%
13.0% .4%
Compe<tor #2 Compe<tor #3
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Facebook Growth By Month August September October
Brand Likes % Growth
Engagement % growth
Likes % Growth
Engagement % growth
Likes % Growth
Engagement % growth
Client A 78.71% -‐29.68% 2.77% 5.50% 2.35% 100.87%
Compe<tor A 6.41% -‐13.53% 9.04% 46.69% 15.67% 136.80%
Compe<tor B 25.69% -‐1.19% 14.56% 95.67% .17% -‐72.67%
Compe<tor C 4.92% -‐8.25% 6.25% 56.85% 6.71% 6.72%
*Engagement Rate is based on Julys stats and con<nue from there
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Anti -Marketing Complexity
Tip #3
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Anti -Marketing Complexity
Tip #4
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Anti -Marketing Complexity
Tip #4
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TIME
COMPLEXITY
TECHNOLOGY
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