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Your personality determines your digital marketing success.

This masterclass is about the person behind the marketing, it is a journey of discovery. Marketing is about people.

Andrew started his career in 1987 at Mindef and most of his experience is in the dating industry, after which he decided to get into marketing.

Game: select one picture from each column then after you have the three pictures, prioritize them as 1, 2, 3. They are personality treats that show who you are.

Type 1: Perfectionist in work – using methodology, defining goals, has his own standards, leading by example, inflexible, his biggest fear is to be criticized.

Type 2: Considerate Helper / Giver, people person, generous, helpful, it is about supportive others. Depending on they state of mind they can lift you up or manipulate him. They are very good at digital marketing in terms of customer service.

Type 3: Competitive, charismatic, adaptable, very good at test marketing and crisis management. Optimistic, competent, able to motivate people, natural campaign builder, measuring success, a natural achiever as a Digital Marketer. As a customer he wants to show off and have success.

Type 4: Intense creator, self absorbed, emotional, dreamer, ritual maker, self destructive, At work they are very creative, innovative, he is a storyteller, good branding, they like VIP treatment.

Type 5: Quiet thinker, likes knowledge, self reliant, private, reserved, perceptive, cool and collected, almost no emotions, uses his mind. Very good at marketing research, likes to be low key

Type 6: Loyal skeptic, independent, obedient, follower, they like everything planned, paranoid, careful,
At work they are committed, loyal, best team player, they have order, good with checklists. If he is a buyer he will go safe and flow with the majority.

Type 7: Enthusiastic Visionary – not stable, adventure, fun, free, risk taker, short term projects, good multitasker, good engager, change is fun, easily distracted, their goal is to be happy, not detail focused.

Type 8: Active challenger – direct, straight forward, dominant, Challenger, Controlling, Intimidating, Independent, self reliant, leadership roles,

Type 9: adaptive peace maker, genuine, negociator, procrastinate, good negociator, inclusive. In work he is great at social media, go with the flow.

The combination between three of each of those personality types sais a lot about the work type, the conflict styles. See the system called enneagram, therefore our personality determines how we work, how we react, connect to the others, adapt or innovate in our work.

Presenting Wendy’s case study – the rap song on iTunes, the style on Twitter, tone of voice very snarky, funny, young, youthful, social, urban male, their objective is to be distributive
Social media categories to create Wow moments; it’s about engagement and using tactics to identify segments within your markets; it’s important to refine the process

Assessment: the sales team, mid level managers, etc. can provide typical questions and responses; most companies that do well on social media listen to their audiences; answer FAQs via social media. Tone doesn’t have to be one or the other – you can provide a mixture on different platforms. Content vs. output capacity – do you have enough resources/staff to manage all of your platforms or should you dedicate your energy to managing two really well? Don’t just plan posts; plan the purpose of your posts.

Planning: Know your tone and keep it consistent; plan your content and provide a variety (i.e. planned post, motivational quote, live feature, etc.); don’t forget to build in wow moments for events/milestones such as mother’s day, super bowl, etc.
Governance: look at likes as well as loves, sad faces, etc. How long do visitors spend on our sites/platforms? Engagement happens along the way, but you must refine that process along the way.

Capture/capitalize on WOW moments
“Happy Mother’s Day” example from California Pizza Kitchen Dear Mom campaign; emotional bonding experience
Oreo commercial posed as Super Bowl ad example: after this moment Oreo grew by 20% due to an increase in brand perception; Oreo made the lights out content because they were engaged in current events and ready to respond; they empowered their social media team to create the image/post
Arby’s hat tweet at Pharrell started a three-month “roast beef;”
You are the broadcasting company now – you have all the necessary tools and platforms
Ellen/Samsung Oscar selfie – after Ellen said she blew Twitter up, people went to Twitter, and it blew up after; this was an example of product placement; Samsung spent 20 million on a sponsorship, but other companies spent closer to 50 million for advertising

Is your company ready to react/respond if the Starbucks “incident” happens? Assess your potential and governance plan in advance. The CEO responded, and Starbucks shut down and refined its process for diversity training. This probably would be a win for Starbucks because it would be seen as major decisive action to close on May 29; big news on re-opening day.

Justin Bieber tweets about Call me maybe…resulted in 1 billion+ views of Carly’s video; after Justin’s lip sync video, 87,000 videos were created by users. This was a PR/social strategy (same management)

If you can master those three categories, you can create WOW moments for you/company/audience.

The Opportunity: people are using messenger, chats, DM
More people interact with other people in messaging environments than just browsing on social media (2015)

Business started automating ads/content with FB messenger; you always want to be where your target audiences are. Understand the medium and be creative to make your content fit the platform.
A chatbot is software that acts like a human…a voice with personality
Technically, Siri and Alexa a voice activated chatbots. Why chatbot funnels in FB messenger?
When you get FB leads, you know they’re a real person. Your chat has access to bio/demo data parts of the person’s profile. This information allows you to program your funnel sequence and customize messages.

How do you get people to become leads and then nurture them? Traditional funnel conversion sends them to a page, but chatbot funnel sends them into a conversation where you can deliver the information, segment, nurture, etc., then a landing page.

How do you get leads? Facebook comment tool is the best way to get leads. You can program your page to trigger a message after someone makes a comment.

FB messenger code can bring an opt-in lead; you can program your chatbot to go with keywords
How can we test the effectiveness of the bots? Track your content buckets and monitor questions/keywords from users/customers. You will need to monitor chats daily to determine how to update your responses.

Chatfuel.com and Manychat.com are recommended third-party sites for chat automation

Emotions play a huge role in helping tell a story and that reaches customer’s better than regular marketing methods.

Connecting emotionally the brand to the client is the best way to reach the client. We are bombarded by nearly 5000 ads per day and we (consumers) are now used to avoiding them, unless they “reaches” us.

Humans are programmed for stories and they have been for thousands of years. The four pillars of a story are: – people, a place, a purpose, and a plot.

Guide the heart to move the mind – best advice to write a good story that is meant to make clients take action. The Hero of the story has: uniqueness, desire, energy.

Storyboard or shortlist is what helps visualize the story, and that is created based on a creative brief – It is a living document which changes dynamically during the project. It is vital to define the keywords (about 5 of them for each storyboard). Each storyboard has different keywords and they can change depending on the priority of the project

A good script has to have the following elements :
– The hero
– The villain
– The guide
– The plan
– A call to action
– What leads to success
– Avoids failure
– Hero is transformed

Video communicates faster, it allows us to create emotions, and it is a perfect medium for branded content. Also Video allows a deeper analysis of engagement – we know exactly who watched it and where from, how long it took them, etc.

Presenting Higher Ground Project – from story board to final video – as an example.
Test A,B,C of the Video, on 3 min, 1 min and 30 seconds, on all High Traffic sites, like Youtube, Facebook, Twitter, NBC, Online Television, also getting a heatmap of the area where a video is viewed.

Pondhive, videohive – good stock for video

What if you take a closer more academic look at creativity? They’re not backed up by history or science.

Prodigy or practice? Creativity is a learnable, nurturable skill. There should be a correlation between IQ and creativity, but only up to an IQ of 104. We all have the same creative potential.

Story of video rental store in Arizona in 1985; Ted worked at the store, and decided to watch every single movie at the store. Fast forward…Ted Sarandos is the COO of Netflix

Consumption leads to creativity…consumption gives you the electricity for your light bulb moments
It’s about how much AND how you consume media.

Crossword puzzles can be solved in two different ways: logical processing and sudden insights
We experience aha moments in three ways because your “right” brain is super active

These aha moments are basic neuroscience. How can we learn to have more of them. “You can’t have insights about things you don’t anything about” Dr. Edward Bowden

Creativity is the ability to create things that are novel AND valuable.

Hits are about the rise and the fall…similar to creativity. The more we see something, the more positive we think it is and the more we like it. We crave the familiar. Familiarity also helps us judge safety. It helps drive preference. You should know what your consumer targets are used to seeing.

Things fall from favor

Mastering micro-moments: smart watch example with large display to show brand diversity and rising trends; marketing tries to build personal relationships through customization of widgets/interfaces. Retailers trigger content/deals based on geo-locations (i.e. when near Nordstrom’s, an email is sent); watch has weather feature due to mobile data for “what’s the weather today.” Google’s “buy now” feature skips the website and uses facial recognition to confirm purchase.

How many are geo-fencing, specifically around their competition? Attendee gave example of real estate ads served near divorce attorney’s office.

Visual ads and videos are becoming more popular…not just of the product but showing people engaged with the product/serve to evoke emotion. Sell the experience of the brand. Focus on problem-solving and pain points.

Voice: consumers want to use it more, now! Voice can help your business – snippets and meta data needs to sound normal and use common words. Lisa advises to read text out loud. Google scrapes websites for the most voice-friendly content. Kayla comments that blogs are answering the main questions, since websites don’t always answer the most FAQs. Focus on keywords and search queries. Establish what you want the user to feel before creating content to determine tone.

Data-driven marketing: review searches in the keyword box to adjust visits, time on page, and affiliate links. Favorite tools to analyze data include HotJar (website heat maps), Domo (source attribution, time on page, BrandMentions (social media sentiments in one interface, AgoraPulse (translated content)

Blockchain: FedEx, PS, Walmart, and LLBean are already using it. Blockchain is a chain of blocks with information, with digital timestamps. Digital ledger with data that is difficult to change once it has been stored. A block hash a hash with a unique identity similar to a fingerprint. The hash of the previous block is also included. Changing a single block will make previous blocks invalid. Proof-of-work mechanism slows down the creation of new blocks. Blockchains use peer to peer networks to avoid tampering. They are constantly evolving; smart contracts are stored on the blockchains.
Lisa Stauber gave Blockchain example of digital rights to content to show proof of authorship; trade coins for tools on MineCraft. Irene gave example of changing currency for B2B selling
Keep your content/interaction as human as possible.

Blue Ocean strategy talks about a brand having a blue ocean (without saturation) and red ocean (with competition). We need to move toward the blue ocean. There are lots of companies opening up in the Blockchain environment which means many opportunities to push content there. Learn to possibilities and then build content strategy around it.

Innovators are the developers; early adopters are angel investors now. Blockchain and content converge at the problems. Some companies are developing on the blockchain; i.e. Starbucks will reward in their coin/currency (beans) as you make purchases, and those rewards will have a digital currency in bitcoin value. They may move to cashless stores and incentive customers. Instead of marketing the coffee as Starbucks coffee, you can market the bean, brand the roasters/farmers, tell the story of the person who picked the bean, etc. Create content partnerships and connect it to the cup of coffee the person is drinking. Think about the wine industry. What kind of new data can I create a story, loyalty, authenticity around?

Walmart took their trackability from 6 days to 2 seconds on the blockchain. Example: Blue Bell
As a content marketer, think about brand differentiation regarding food supply chain. Instead of all shelves being pulled, messages could have been sent to only impacted stores/areas.
Find ways to bring in valuable data.

DuckSoup is good for extracting data from LI profiles.

Focus on “connections” in AdWords and display campaigns.

Extracted data will help sales team build good relationships. Ashley serves ads on a brand awareness basis with no real call-to-action. If they see you enough and at the right time, they’ll contact you.

The more niche your content is, the better. Retarget your keywords

LinkedIn Sales navigator lets you search by keyword. Point Drive allows you to track everything on a page (similar to Hubspot); you can create segmented landing pages housed in LinkedIn.

Basic attribution Implementation Framework – the new methodology

Multiple attribution models – lead sales attribution model + Finance & Sales Attribution model
Every customer journey is the different – so marketing specialists need to adapt their methodology.
Google analytics top conversion based on Alignment, Requirements, Research, Recommendations,

Implementation – they are using Bizible for Attribution Implementation !

Implementation timeline ready for beta launch – in their case study they started in and finished in 2015 and finished in 2018

Multiple attribution models -> Sales and marketing stockholders, Recruiters, Finance team – they all come together and launch the project successfully

Digital Marketing influencing client journey – both online and offline therefore the marketing is vital on all areas of the project

Within three weeks, they were able to predict what would happen if we ran a campaign

Former state of nurture series vs. new user-focused buyer’s journey

Migration was focused on short-form valuable content; 330/5 turned into a year-long process of revising content

First set of emails provided information; consideration content helps drive persona development; you have to create multiple campaigns to meet multiple needs and preferences

Top of the funnel content was easy to outsource/develop. Secondary assets drive more engagement…social media, infographics, etc.

3 stages in 3 pages: For every page a user hits, they need to get one layer deeper in the buyer journey.

Try to simplify/operationalize tasks

We are good at what we do, but we are not good at telling others how good we are at doing what we do. Substance vs. form

What is social selling profile? Visit linkedin.com/sales/ssi
• Orange: fill in your profile blanks
• Purple: can these people add value to your career
• Red: sharing updates on LI often
• Green: comment and respond in a timely manner

Top industry SSI rank…the smaller, the better

Increase your first bar by:
• Decent/recent picture
• Headline, tagline for your brand. What value are you giving? You are more than what you do.
• Customize your URL
• Summary is your cover letter: who you are, what you do now, what you’d like to do in the future, why you’re unique
• Social portfolio: can your work be found? Make sure the link is trusted.
• Be specific in your skills listed
• Experience does not need to be your copy+paste job description. Should be what did you achieve while you were there. (from ___ to____ over a period of ____)
• Make the right connections
• Find people you have served before asking for recommendations; lead with 4 questions

1. What is UGC Marketing?
Awareness, Consideration, Purchase, Service – some areas are better than others in terms of reaching the customer. We should reach the customer on the hot touchpoints. The best way of doing that is by creating meaningful content.
Out of all content out there, only 5 % of it is getting engaged, which must be engaging, original, relevant and has the power to be interactive
84 % of millennials tune out of the 5000 to 10000 ads that they get served everyday

The solution is to produce content that is relevant, current and interesting.

2. How to implement it?
Manual way: keywords, posting on Instagram and Facebook.
Automatic way: use platforms that automate content and posts it for you.
Defining and using smart curation for posting, publish and repurpose across customer journey
It can be implemented individually by the brand or by an agency or a freelancer.

3. Why to implement it and when?
The key is to generate key content and get interaction also very valuable is to inspire others to become brand ambassadors. When others create content for you, this simply reduces the cost of marketing. Customer generated content is very credible & efficient and very typical for the current times.

Marketing is not an acquisition game; it’s about retention

MVPs are also brand adopters

Lost revenue

How do we solve this dilemma?

If you’ve been using social media to look at your customers, you cannot do that anymore. No more click-thrus, etc. Understand what matters most. All you need name, email, phone, and address.
Connect relevant data sources in one place. Customize and personalize marketing. Contextual relevance; having your data clean will help deliver artificial intelligence. Leverage machine learning based on predictive modeling using past behavior

In a post purchase situation, put a call to action on the receipt or packing slip…ask them to post a photo/video; use this UGC