Day two of SAScon, all jam packed with information on
suffering SEO, search, paid social, millennials and the media,
diffusion of innovators, influencer distribution PR, branding and
targetability as well as much much more
It's day 2 of SAScon and we are here again to keep you up to
date with our live blog! Follow us through the day and hear what is
going on at this great conference minute by minute!
Incase anyone is feeling a little wary we have water and
refreshments for all at our stand!
Richard Gregory introduces Day 2
He launched our research http://bit.ly/TheCandidateGoNorth Read,
We are here with Marty Weintraub,
Founder and Evangelist of aimClear, from Minnesota,
Starting out with a song and we can get the chance to
go to The Stone Roses concert with him! He starts out with the
headline: "what the hell is marketing now?" With great enthusiasm
he jumps straight into the talk about native content and SEO!
Psychographic targeting is used for political
publications. He addresses the issues of sponsored content
interlinked in organic search.
'Why make news when
you can just buy it?'
Why suffer at SEO? Why worry about it when you
can just buy it? Social PPC Targeting Generation 5. Marty has done
Facebook ads for 5 years. Now we have layered Psychographics and
America gets a lot more data than Europe, which is a huge
"Root" Behaviour Persona Intent
We are looking at purchase behaviour and
where we get the data from. Most of the data information comes from
our MasterCard. The second layer is: Clarify
With "Active" Filters to find the key words. Identifying personas,
you look at what they buy and Mortgages. Lookalike modelling, which
is used for targeting customers, where companies find new people,
potential customers, who behave like current customers. This is
found through current data migration of customer behaviour.
The other word for PR is 'Influencer Marketing':
Thought Leader, people who have authority, vertical media roles,
distribution: AKA PR
Links, Chatter, Citations
News SEO, Mentions, Interviews, Placed
Customer Relations (support, branding,
Looking at audience details from the data
you retrieve from platforms like Twitter or even your mastercard..
Location, Interest, Behaviour, Job title,
for segmented package CVS
Marty is looking at personality targeting
and not just creating profiles through data migration and consumer
Retargeting Generation: Psychographic
Filtering AKA turn social cookie pools over to performance
marketers. Search PPC is so expensive now - turn readily available
huge-social-data into attributable
This is what you look at when
Search - Social
Retarget big key words into multiple platforms,
Filtering big key words retargeting + vertical creative. Go
vertical with creative!
Targeted ads to YOUR followers
We are here with Laura Thomas from MediaCom
talking Paid Social!
"If it doesn't sell, it isn't
Are we restricted within paid social? We are
tied into direct response, last click win, one dimensional paid
social media. In the golden age of TV, it took us three months to
understand if our TV advertising was effective. But Facebook has
given users the power to know instantly through audience engagement
on social media.
Social advertising has to empower us! We now
know more about our audience than ever before, so we can target
more effectively. And we have more creative options than ever
before. Data is enabling personalisation at scale and we have so
many opportunities for consumer engagement. Like through SnapChat
and the filters, where companies can add a filter related to a
The combinations of format and targeting offer
endless opportunities for genuine valuable engagement. We are
experiencing a blurring of approaches as paid social moves towards
broadcast. We watch 40 years worth of live video daily!
Cultural moments! Like branded emoji, when using
a hashtag on Twitter. Starbucks and the EUROs have used
Conversational Ads on Twitter
Have a video advert and create a conversation
through Twitter Ads.
Facebook is focusing in Video now! Brands come
to life on Facebook where people discover what matters to them. 8
billion video views on Facebook every day, 75% on mobile. Videos
are evolving, especially with 360 videos and was the natural next
step for a truly immersive experience, as it let people feel it.
Facebook live is a game changer now!
Technology is empowering i the be creative its
enabling heart and thumb-stopping work. Check out the campaign
#LookingForYou 'There's a dog looking for you at
We're looking at great and successful campaigns:
Twitter enabled Sweden steal the Super Bowl.
What is a millennial?
Everyone born after 1982 and before 2000 basically! They are
tech-savy, fun, innovative, lazy, smart, selfish, spoiled and
boring!! This generation is loyal to brands and very technology
Narcissistic, but also self aware.
Lazy and entitled, but limited access to
The 5 distinct tribes of Millennials
Why is the media so obsessed with
The Money? The Future of technology led brand
Slick Digital Experiences Are Demanded.
As Marketers we crave delivering what's new and
trend led. But innovation should be used at a product level.
Established players are facing an existential crisis…..
Stop viewing Millennials as 'The
They are the here and now…..
So what can brands do?.. Be Authentic
55% rank brands that stand for high quality as
44% said brands who talked to them as a real
person seemed more authentic
Lunch Break - Yums
We have had our lunch now and we're ready with Lisa Myers from
Verve Search talking Creative campaigns for SEO!
Thinking framework for creative campaigns!
People don't buy WHAT you do, but WHY you do it. What you do is
just the proof.
Diffusion of Innovations
Everytime we do campaigns, it has to be close to
our values and vision.
"The idea needs to be simple and compact enough
to be sticky and meaningful enough to be different"
Does it support our vision and
Simple yet meaningful core ideas?
Easy to use
just don't work in the battlefield. - plans that are small can
continue to build momentum and keep adding layers. Don't always
stick to the plan go where the campaign leads you. Emotional
investment through collaborations makes outreach.
Data and emotions are your friends.
Nostalgia and history + technology = sweet
TV coverage organically is the best thing to
The 100 People Theory
How can people with the same background act
differently? HOW YOU THINK
How you succeed? Not how - WHY! Passion,
Money Ladder Paragram
A lab with 5 monkeys and there was a ladder with
bananas. Every time they tried to reach for the bananas, so they
sprayed water at them until they stopped. Then they brought in a
new monkey who went straight for the bananas, then the other
monkeys started to beat up the monkey. Then they brought in another
monkey and the monkey that wasn't sprayed helped beat up the new
monkey and didn't know why.
'It's not who you
are that holds you back, it's who you think you are. It's all about
We're here with Joanna Parnell,
Managing Partner at MEC (who features in our latest research )
Big draw to manchester was the agency that i was
coming to work for.
Channel and content- why does this
Where is it done badly?...
Examples news content matched with media
content. Fan fighting in France overlaid with waking dead zombie
Ladies in bikini overlaid on mans Facebook
Random hashtags that aren't relevant ie sticking
#RIPprince on end of homebase tweet
It's about the experience. Today we are so lazy
that we don't even want to flip our screen, so we need to make it
easier for the user to catch the attention and increase the
It's about the context and the attention
How do we determine the appropriate
Introducing MEC Momentum
Passive stage - Trigger - Active Stage -
Purchase (and it's a cycle, because once you've bought one pair of
shoes, you will buy another pair)
We operate in the active stage of content and
the user experience is affected from all stages. Think about the
whole cycle and then build your content around that.
Don't follow the herd, it's already too crowded
We have to rely on paid media a lot more these
days. Stand out and have a point of view - but don't do it on the
Audience outputs drive content
What's important - What we do - How long we
70% linking and liking happens in the Passive
Moving on to Smoking Gun PR, Managing Director
The challenges we all face:
Greater noise & clutter
Demands for ROI
Yet, great opportunities
There are so much noise out there and the demand
is so high! PR is trying to help a warmer globe about brands
through earned media.
We need to evolve our brand archetypes - be less
of a magician!
Intelligent Measurement is one of the most
crucial tasks we in PR need to address
Measure the smoke! Dashboard of brand
heuristics! PR without intelligent measurement is Fluffy
Step 1: Channel Audit
Strength/weaknesses of channel
Stage of transaction for target
Synergies within channels
Step 2: Intelligent measurement audit
What needs to be measured?
What evaluation opportunities within
What tracking opportunities within
What potential for iteration?
And that is all the sessions we are able to catch, wow
weren't they brilliant!! Until next year guys!