A master can teach many things. But the most important lesson for

a ninja is to learn oneself.

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

Reasons we share

It makes us stop and think

It’s embarassing

It will make someone smile

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

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.

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 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

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

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