Social Fresh West Content Marketing: Good To Great
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There’s a lot of buzz about content marketing. But what makes your content marketing plan go from good enough to great? Great content marketing combines community insights, an optimized distribution process and most importantly, content, that not only resonates with your customers and prospects, but also leads to preferred action. In this fast-paced session, Zena will lead you through helpful large brand content marketing case studies. She’ll share tips on streamlining process and trends to help you walk away with a “good to great” content marketing game plan.
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Social Fresh West Content Marketing: Good To Great
- 1. 1 P r o p r i e t a r y & C o n f i d e n t i a l Content Marketing: From Good To Great Zena Weist VP of Strategy Expion @zenaweist
- 2. 2 P r o p r i e t a r y & C o n f i d e n t i a l How can I optimize my brand so that it's a sought-after participant in relevant conversations?
- 3. 3 P r o p r i e t a r y & C o n f i d e n t i a l From Good To Great • Listen & Resolve • Be Relevant • Have Cadence • Share Information • Share Expertise • Be Engaging • Address “Unspoken” Needs • Media for the Medium • Crowdsourcing with BI Twist • Go Local • Converged Media • Location, Location, Location Shift Your Thinking: From Good To Great
- 4. 4 P r o p r i e t a r y & C o n f i d e n t i a l No other social network even comes close of all Americans age 12 and over have a personal profile on Facebook 54% http://www.socialhabit.com/
- 5. 5 P r o p r i e t a r y & C o n f i d e n t i a l Source: Simply Measured, August 2012 http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study 98% 94% 64% 51% 40% 0% 20% 40% 60% 80% 100% Facebook Twitter Google+ Pinterest Instagram % With Active Profile Interbrand 100 Adoption by Social Network
- 6. 6 P r o p r i e t a r y & C o n f i d e n t i a l
- 7. 7 P r o p r i e t a r y & C o n f i d e n t i a l expi.co/05Ur
- 8. 8 P r o p r i e t a r y & C o n f i d e n t i a l Media for the Medium From Good To Great
- 9. 9 P r o p r i e t a r y & C o n f i d e n t i a l From Good To Great Media for the Medium
- 10. 10 P r o p r i e t a r y & C o n f i d e n t i a l Media for the Medium
- 11. 11 P r o p r i e t a r y & C o n f i d e n t i a l Media for the Medium expi.co/0FrF expi.co/0FrH
- 12. 12 P r o p r i e t a r y & C o n f i d e n t i a l Crowdsourcing with a BI Twist
- 13. 13 P r o p r i e t a r y & C o n f i d e n t i a l of National Marketers are looking to modify, adapt and localize their marketing content, messaging and engagement practices. 86% Source: www.marketingprofs.com November 2, 2011 (CMO Council Research) Go Local
- 14. 14 P r o p r i e t a r y & C o n f i d e n t i a l Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers (using fan counts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1, 2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans Why local market pages make sense: Local Has Higher Engagement - Active Fans %
- 15. 15 P r o p r i e t a r y & C o n f i d e n t i a l Both Great Go Local
- 16. 16 P r o p r i e t a r y & C o n f i d e n t i a l Converged Media
- 17. 17 P r o p r i e t a r y & C o n f i d e n t i a l Media Clover Leaf
- 18. 18 P r o p r i e t a r y & C o n f i d e n t i a l expi.co/0Doz
- 19. 19 P r o p r i e t a r y & C o n f i d e n t i a l Converged Media Applebee’s 2 for $20 Page Post Sponsored Story
- 20. 20 P r o p r i e t a r y & C o n f i d e n t i a l Applebee’s Tuesday Page Post on Timeline Sponsored Story Converged Media
- 21. 21 P r o p r i e t a r y & C o n f i d e n t i a l Location
- 22. 22 P r o p r i e t a r y & C o n f i d e n t i a l Location
- 23. 23 P r o p r i e t a r y & C o n f i d e n t i a l Location
- 24. 24 P r o p r i e t a r y & C o n f i d e n t i a l Location #tweetfromtheseat
- 25. 25 P r o p r i e t a r y & C o n f i d e n t i a l Location
- 26. 26 P r o p r i e t a r y & C o n f i d e n t i a l Bundled Greatness expi.co/0FWS
- 27. 27 P r o p r i e t a r y & C o n f i d e n t i a l Content Marketing: Q&A Zena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif expi.co/0FvE
Notas do Editor
- Almost 35K posts From 384 national restaurant chain brand pages Almost 1.5M comments 13.5M likes
- Addressing an “unspoken” need – Chaboni for dessert 4x the amount of likes 3x comments 10x shares
- http://expi.co/0FrF - Shane’s blog post http://expi.co/0FrH - Adweek
- http://expi.co/0FrF - Shane’s blog post http://expi.co/0FrH - Adweek
- BI = Business Intelligence Streamline process (if content strategist have access to see what’s performing well with other locations) Conversation audits are important to establish a baseline but then you need to shift thinking to conversation pulse scorecards Near real-time competitive intel, who are the top performers, what content is resonating the best for our target Work smarter, not harder
- Talk about meeting an “unspoken” need Zappos claims that users are 13 times more likely to share a purchase on Pinterest than on Twitter or Facebook, and Will Young, director of Zappos Labs, the division who created PinPointing, speaks to the app’s potential: Social shopping is a total buzzword that people throw around, but I don’t think any big brands have cracked it. When we talk to people and ask what they think is the best social-shopping experience, they say Pinterest, and it’s not even a retailer. Can PinPointing transform Pinterest from a ‘wish-list’ to a retailer? via PSFK: http://www.psfk.com/2012/09/zappos-pinterest-pinpointing.html#ixzz27FWOxhTV
- Location - Why Tumblr? Huggies Milennial Moms target was there. “Right after we launched it, the growth of the following on Tumblr outpaced our Facebook page: 67,000 page views compared to 13,000 page views during the launch period. Since then, things have leveled off a bit....” Steven Strubbe, Associate Brand Manager and Digital Lead, Huggies
- Location = app but this hits on a lot of great points. Meeting an unspoken need with Crowdsourced content with a brand you can trust. The medium (app) is perfect for the media (mobile).
- Facebook’s format lends itself well to questions that spark dialogue via threaded conversations
- Final example Converged Media - H&R Block case study – AmericanMustachInstitute.org – 85% Males 21-35 256MM Media Impressions 91 National media Hits Interviews: CNN, ABC News, Fox News, Bloomberg Buzz Score: 6 to 20