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Digital marketing ninjutsu
A master can teach many things.
But the most important lesson for
a ninja is to learn oneself.
Digital marketing ninjutsu
Eurovision in numbers
•  European song competition
•  39 countries
•  One of the most watched non-
sporting events in the world, with
audience figures having been quoted
in recent years as anything between
100 million and 600 million
internationally.
Results
•  3rd place
•  150K new Facebook likes
•  25K Twitter followers
•  more than 10 million views on Youtube
Digital Marketing Loop
PLAN DELIVER MEASURE OPTIMIZE
1 2 3 4
Trial and Error
PLAN
1
GOAL:
We want
people
to talk
about us
GOAL:
We want
people
to talk
about us
CHANNELS
How do we want
to do that
Magazines
Social
Mobile
…
GOAL:
We want
people
to talk
about us
CHANNELS
How do we want
to do that
Magazines
Social
Mobile
…
ADVERTISING
EMAIL CAMPAIGN
MOBILE APP
SOCIAL MEDIA
WEB SITE
Facebook Ads
Google Ads
Banners
Blog
Facebook Page
Twitter
Youtube
Blog
Facebook Page
Twitter
Youtube
DELIVER
2
How to create content
that sticks?
1
11
1111
11111111
1111111111111111
11111111111111111111111111111111
1111111111111111111111111111111111111111111111111111111111111111
Digital marketing ninjutsu
Reasons we share
Digital marketing ninjutsu
Digital marketing ninjutsu
It makes us stop and think
It’s embarassing
Digital marketing ninjutsu
It will make someone smile
Digital marketing ninjutsu
Social capital is a quality
derived from the structure
of an individual’s network
relationships
Meet Mariam
233
connections
669
friends
136
followers
115
people in circles
Digital marketing ninjutsu
300K
likes
6.2M
followers
Old Spice campaign in numbers
•  PR impressions were estimated by
McBeth, at the time of the interview, at
1-1.5 billion.
•  Facebook fans grew by 118%
•  YouTube subscribers grew 227%
•  Twitter followers saw the biggest bump at
2,800% growth
Old Spice body wash sales have
increased 107% in the past month in
part thanks to that social media
marketing campaign.
Digital marketing ninjutsu
It’s not about you, it’s
about them
Grand Coffee Facebook App
•  2 months later
–  45K active users
–  250K wall posts
–  420 houses built
10.000 new likes
Digital marketing ninjutsu
Digital is a targeting
heaven
QUESTION:
How many engaged girls
between 24 and 36 live
in San Francisco?
Smart Targeting
•  Lots of possibilities
–  Geotargeting
–  Targeting by age
–  By Sex
–  By Interests
–  By Statussa
•  Different formats
–  Standard
–  Like the page
–  Sponsored stories
Mobile Apps
Google Ads
Get the most out of each
and every channel
Niikka.com
600
friends
138
followers
55
pinners
Integration level - insane J
•  Twitter + TV
•  Youtube + Facebook + Twitter
– Description, annonations
•  Facebook + Twitter + Youtube
– Involver.com
•  Blog + Facebook + Twitter
•  Mobile + Youtube + Soundcloud
#HASHTAGS
•  #europesma
•  #dopobede
Digital marketing ninjutsu
You should know by now
•  What is social capital
•  Why people share
•  How to create a targeted campaign
•  How to get the most out of the
campaign
MEASURE
3
Are you good with numbers?
2 < 3
Why would you use any of these
tactics?
CAC tactic1 < CAC tactic2
Basic Concepts
•  Pageviews
•  Pageviews/Visit ratio
•  Time on page
•  Click through rate
•  Banner Blindness
Analytics Demo
Evernote Demo
•  Love Evernote
•  Use it at school
a lot
•  Meetup was
about to come…
OPTIMIZE
4
Digital Marketing Loop
PLAN DELIVER MEASURE OPTIMIZE
1 2 3 4
Trial and Error
Digital marketing ninjutsu
A master can teach many things.
But the most important lesson for
a ninja is to learn oneself.
Thank You!
•  Nebojsa Radovic
•  nebojsa@radovic.info
•  Twitter.com/eniac
•  Facebook.com/eniacman

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Digital marketing ninjutsu

Editor's Notes

  1. If I teach you some basic concepts and you add some imagination to that, you can achieve anything you want
  2. If Mariam does something for my campaign it will be exposed to 800 people
  3. If I teach you some basic concepts and you add some imagination to that, you can achieve anything you want