Smx2014 clifton flack_shareable content_v2
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How to Make Shareable Content. Presentation from SMX Israel 2014 By Clifton Flack Head of Global Universal McCann Digital
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Smx2014 clifton flack_shareable content_v2
- 1. Shareable Content “with a dash of performance marketing” By Clifton Flack Head of Global Universal McCann Digital
- 3. 15 minutes looks like this… • Everybody loves content • Why we share • The 3 rules • Kick-starting the sharing • Track | Optimize | Repeat **the case study you‟ll want to see **
- 4. But First…. Insanity Becomes Reality • 4.2 bn people use mobile to access social sites • 23% FB users check their newsfeed 5 times+ per day • 28% of Retweets on Twitter include “please RT!” • Snapchat users share 400m images per day • Every second 8000 users ‟like‟ a photo on Instagram
- 5. Everybody loves content The Connected Generation 1. Technology makes it easy 2. Services make it fun 3. Society makes it essential
- 6. Shareable content…huh!? Why We Share: 1. Strengthen Social Bonds 2. Define / Refine Our Identity 3. Status Enhancement / Reinforcement
- 7. Creating that which must be shared 3 Rules of creating shareable content: 1. Understand your target market 2. Define the „why would I share this?‟ 3. Embed the tools to enable sharing
- 8. Kick-starting the sharing Get the engine running: 1. Distribute through your community 2. Enlist the help of others 3. Add some budget
- 9. Track | Optimize | Repeat Rock – n - Roll 1. TRACK: • Set Goals • Use Analytics 2. OPTIMIZE: • Always Be Testing • Remarketing Works! 3. REPEAT • Follow the flow • Highlight the perfect journey
- 10. The Case Study THE COMPANY : Option Rally A leading Binary Options Broker THE MISSION : Drive awareness + source new potential traders THE CHALLENGE(s) : Highly competitive & performance obsessed industry THE BUDGET : Not Big
- 11. The Case Study OUR SELF EXAMINATION: WHO … are we targeting? WHAT … are we offering? HOW … do we want to be perceived? WHY … will visitors choose us?
- 12. The Case Study OUR STRATEGY: WHO : Men, Ego, Obsessive, Compulsive, Freedom WHAT : Addictive, Entertaining, Professional CONTENT HOW : Be different, Be cool, Be better, Be independent WHY : No reason !!
- 13. The Case Study Daily Market News with Amy Anderson
- 14. The Case Study
- 15. The Case Study But it should not stop there…. Amy is not just a traffic generator… …she‟s the face of the brand Featured on… Home Page, Landing Pages, Banners, Emails, Webinars and more…
- 16. The Case Study Amy Anderson • Signup Increased by 45% • Traders Increased by 25% • Retention Increased by 40%
- 18. 5 Million Views 10% of annual digital sales in one day Supported by the „banned ad‟ PR campaign
- 20. Takeaways • Know Yourself • Know Your Market • Create What They Want • Analyze, Optimize & Scale In Short…..„MARKETING‟
- 21. I‟m Clifton Flack Head of Global @ Universal McCann Digital It‟s been my pleasure and hopefully yours too… cliftonf@usearch.co.il Twitter.com/cliftonflack