We had the opportunity to interview rockstar speaker Dennis Yu! Eight questions to get to know Dennis Yu, including his tips just for you!
1. Tell us about yourself. How did you get into marketing?
I got my start in marketing running analytics at Yahoo!. I’ve always been a data driven person (I won several math competitions in school) and it happens that my knack for analysis complimented marketing.
I’ll say that I never liked the idea of sales, and that good marketers don’t actually “market”, but are actively thinking of ways to benefit others as opposed to push products on them. This is the core of what we practice at BlitzMetrics.
2. What market project or accomplishment are you most proud of? What made it successful and what did you learn?
Landing the Golden State Warriors (GSW) was a big accomplishment. They’re an enterprise level client and winning team that we love, which makes our job really fun. I get excited when they win, because I get to build our custom audiences off of the traffic they drive.
We’ve used Facebook to drive 29X ROAS on ticket sales, 19X ROAS on merchandise sales to supplement their success on the court, with off court sales. Facebook featured GSW as a case study for their ads platform here.
I’ve learned that achievements like this come from repeatable excellence, a result from checklist processes developed through trial and error.
You can’t scale without process. It’s the same reason that McDonald’s fries are good at every location. It’s a “recipe” that repeatedly yields success. The same logic applies to our processes for digital marketing.
3. For marketing, how do you decide which social media channels and tactics are worth it? For example, should we be on Snapchat or are Instagram Stories better? Or both?
We decide based on trial and error. Sometimes it’s obvious, like with LinkedIn, which has notoriously high CPM (only worth it for B2B marketing). Facebook is our “go-to” network– they have more data on their users than the other networks and their ads platform and UI is more efficient with power editor. This means more targeting options faster…what’s not to love? Don’t forget about optimized cost per mille (oCPM) where the machine does the legwork on boosted posts– automatically targeting users that will resonate based on gender, location, etc.
Twitter is still tightening their ads optimization, so advertising there is less likely to produce quality results or drive conversions.
Snapchat still has a long way to go in before I trust it as an ads platform. It’s just not there yet…still more of a messaging app than a social network.
Snapchat can, however, be good for your personal brand if you’re on it frequently as a form of “mini-vlogging” (and if folks are actually watching it).
Yes on Instagram – stories and all. The key is cultivating audiences across as many high traffic social sites/networks, since people tend to prefer some over others. Instagram ads are rolling out now to where you can create a business account for ads. Generally, there’s more potential for success here over Snapchat.
4. What is the best advice you ever received or read about advanced Facebook marketing?
“Focus on your learning curve, not your earning curve” – advice that Al Casey, my mentor from American Airlines, gave to me. This rings just as true for Facebook marketing. Many digital marketers are self-proclaimed experts, but it baffles me how someone can claim to know everything there is to know on a subject like digital marketing, where the landscape is constantly changing.
This is the earning mentality, which is best to avoid, since becoming an “expert” isn’t a good long term plan. If you focus on your learning curve as Mr. Casey suggested, you’ll always be at the cutting edge and your success will speak for itself. It’s the same advice I give to budding and experienced digital marketers alike.
5. What advice do you have for small businesses on a budget when it comes to digital and social media marketing? Where should they start?
For just a dollar a day, small business can laser target users based on interests and features of competitor audiences. This is the most targeted, least expensive method for small business owners and it starts by making a Facebook page and business account.
It’s also worth mention Pokémon Go. Using Poké-stops and lures can and should be used to draw in customers for small businesses. I’m unsure of its longevity, but it’s worth monetizing in the meantime.
6. What do you predict will be the “killer marketing tactic” for 2017?
I’m predicting the rise of VR and AR in 2017, which means the killer marketing tactic will literally be out of this world. The folks that can use 360 videography and augmented reality ad placements will see immense success.
Virtual reality is coming fast and those who can adapt to it and effectively market there will see great success not just in 2017, but the years to come.
More relevant to the current state of technology is video. We’re already seeing video getting unprecedented organic/paid engagement and it’s converting for fractions of a penny. It will only get better in 2017 as Facebook continues to roll out video features that get favored in the news feed like Live.
They’ll keep giving their new gadgets priority in the news feed, so the underlying tactic is to hop on Facebook’s new features while they’re fresh to get priority over other content in the news feed.
7. At Social Media Rock Star Event, you will be speaking about advanced Facebook marketing. Can you share a few tips and takeaways?
Consider the powerful micro-targeting that Facebook makes readily available via their detailed library of interests, job titles, and employers. Twitter and LinkedIn still can’t compare here, because their platforms don’t lend themselves to the mass customization of profiles that exists on Facebook.
You’ll learn how to leverage this highly targeted amplification of content to incept media outlets and industry leaders to create brand awareness and generate hype for your businesses and personal brands, effectively turning Facebook into your personal PR team.
8. What are you looking forward to most at Social Media Rock Star Event? Why should people come to see you?
I’m looking forward to seeing what Lee Odden’s keynote titled “How to Win Social Friends & Influence Your Customers” paying homage to Dale Carnegie’s best-seller.
More and more, we’re seeing that the key to inbounding clients is having a personal brand that acts as a lead magnet. To do this effectively, it’s crucial to have influence, and Lee will be speaking on this– I’m excited to learn his strategy and use it to improve our influence generation process from it.
I have hours of information to teach on Facebook marketing, so this session will be jam packed with examples of media inception techniques and case studies like how Michael Johnson used our dollar a day strategy to help his buddies (the guys from “Trump v. Bernie”) emerge into the limelight, earning spots by targeting CNN, NY Times, Fox and many more.
We have a full guide with stepwise instructions on how to do this…we’re not keeping it secret. I want to share our Facebook marketing processes, which are the same ones we teach our young specialists who work on accounts like the Golden State Warriors.
You’ll learn how we use Facebook custom audiences to create remarketing groups – using Google Tag Manager and pixels to track – and how to drive high ROI and conversion rates through simply using the Universal Pixel as a method of targeting audiences that are more likely to convert.