2. A master can teach many things.
But the most important lesson for
a ninja is to learn oneself.

4. 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.

5. Results
• 3rd place
• 150K new Facebook likes
• 25K Twitter followers
• more than 10 million views on Youtube

6. Digital Marketing Loop
PLAN DELIVER MEASURE OPTIMIZE
1 2 3 4
Trial and Error

7. PLAN
1

8. GOAL:
We want
people
to talk
about us

9. GOAL:
We want
people
to talk
about us
CHANNELS
How do we want
to do that
Magazines
Social
Mobile
…

10. 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

11. DELIVER
2

12. How to create content
that sticks?

13. 1
11
1111
11111111
1111111111111111
11111111111111111111111111111111
1111111111111111111111111111111111111111111111111111111111111111

15. Reasons we share

18. It makes us stop and think

19. It’s embarassing

21. It will make someone smile

23. Social capital is a quality
derived from the structure
of an individual’s network
relationships

24. Meet Mariam
233
connections
669
friends
136
followers
115
people in circles

26. 300K
likes
6.2M
followers

27. 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

28. Old Spice body wash sales have
increased 107% in the past month in
part thanks to that social media
marketing campaign.

30. It’s not about you, it’s
about them

31. Grand Coffee Facebook App
• 2 months later
– 45K active users
– 250K wall posts
– 420 houses built
10.000 new likes

33. Digital is a targeting
heaven

34. QUESTION:
How many engaged girls
between 24 and 36 live
in San Francisco?

35. Smart Targeting
• Lots of possibilities
– Geotargeting
– Targeting by age
– By Sex
– By Interests
– By Statussa
• Different formats
– Standard
– Like the page
– Sponsored stories

36. Mobile Apps
Google Ads

37. Get the most out of each
and every channel

38. Niikka.com
600
friends
138
followers
55
pinners

39. Integration level - insane J
• Twitter + TV
• Youtube + Facebook + Twitter
– Description, annonations
• Facebook + Twitter + Youtube
– Involver.com
• Blog + Facebook + Twitter
• Mobile + Youtube + Soundcloud

40. #HASHTAGS
• #europesma
• #dopobede

42. 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

43. MEASURE
3

44. Are you good with numbers?
2 < 3

45. Why would you use any of these
tactics?
CAC tactic1 < CAC tactic2

46. Basic Concepts
• Pageviews
• Pageviews/Visit ratio
• Time on page
• Click through rate
• Banner Blindness

47. Analytics Demo

48. Evernote Demo
• Love Evernote
• Use it at school
a lot
• Meetup was
about to come…

49. OPTIMIZE
4

50. Digital Marketing Loop
PLAN DELIVER MEASURE OPTIMIZE
1 2 3 4
Trial and Error

52. A master can teach many things.
But the most important lesson for
a ninja is to learn oneself.

53. Thank You!
• Nebojsa Radovic
• nebojsa@radovic.info
• Twitter.com/eniac
• Facebook.com/eniacman