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Recipe for Better Marketing @ChrisBennett
 

Recipe for Better Marketing @ChrisBennett

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what brands need to do to catch up and be smarter about digital and content marketing.

what brands need to do to catch up and be smarter about digital and content marketing.

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    Recipe for Better Marketing @ChrisBennett Recipe for Better Marketing @ChrisBennett Presentation Transcript

    • Recipe for better marketing. #ConnectShare october 2013 Chris Bennett CEO @chrisbennett chris@97thfloor.com
    • We live in a different world. We used to walk on the moon. Now we base jump from space.
    • We watch video when we want with no commercials.
    • We order groceries when we want and have them delivered to our front porch
    • We get live ER wait times from the freeway
    • We get clothes customized to us sent to us on a monthly basis
    • It is estimated that we see up to 5000 ads every day. Source: NYT http://www.nytimes.com/2007/01/15/business/media/15everywhere.html
    • So why do we still have websites that look like a $150 template?
    • Why do we have Selfish Ads? Why are our marketing campaigns Selfish Tell me more about these remarkable women Source: http://www.slideshare.net/randfish/secret-ingredients-of-better-marketing
    • Why do we have impersonal sites? I came to Sears.com so I could click on a banner ad for the Raddison
    • 98% of Americans distrust information on the web Source: 98% of Americans Distrust the Internet (Harris Interactive) hat tip: @randfish
    • Reasons Americans distrust information on the internet: 59% Too Many Ads SOURCE: 98% of Americans Distrust the Internet Source: 98% of Americans Distrust the Internet (Harris Interactive) hat tip: @randfish
    • Reasons Americans distrust information on the internet: 56% Outdated Information Source: 98% of Americans Distrust the Internet (Harris Interactive) hat tip: @randfish
    • Reasons Americans distrust information on the internet: 53% Information is Self-Promotional Source: 98% of Americans Distrust the Internet (Harris Interactive) Source: 98% of Americans Distrust the Internet (Harris Interactive) hat tip: @randfish
    • Page abandonment vs. Page load time in Seconds. Source: http://blog.kissmetrics.com/loading-time/?wide=1
    • Page speed expectations. Source: http://blog.kissmetrics.com/loading-time/?wide=1
    • Page speed expectations. Source: http://blog.kissmetrics.com/loading-time/?wide=1
    • Anyone can compete with anyone on the internet.
    • Your are limited only by your imagination sky’s the limit
    • You can’t just dump money and hope it works. This isn’t TV advertising.
    • Our content needs to be creative. Source: http://www.youtube.com/watch?v=_joDNOpeWWo
    • Our content needs to be useful. Source: http://www.slideshare.net/97thfloor/typeface-7-slides
    • Our content needs to be altruistic. Source: http://www.dropdowndeals.com/blog/diy-starbucks-holiday-drinks/
    • Content is no different.
    • Content is no different. Reading “How to Win Friends and Influence People” should be done at least every couple of years.
    • Switch your thinking.
    • Don’t try to convince your audience to love your content.
    • Your content should love your audience.
    • The rest will take care of itself.
    • Visualize the complex for better digestion
    • It’s all about the data. Source: http://darkhorseanalytics.com/blog/data-looks-better-naked/
    • It’s all about the data. Source: http://darkhorseanalytics.com/blog/data-looks-better-naked/
    • “I keep saying that the sexy job in the next 10 years will be statisticians, and I’m not kidding.” - Hal R. Varian, chief economist at Google
    • Let’s talk social.
    • If you build it they won’t come.
    • Just because you hear your nephew is talking about it doesn’t mean you need to be there.
    • Start by knowing where your audience is.
    • Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
    • What to Tweet Source: http://tracksocial.com/whitepapers
    • When to Tweet daily - generally Source: http://tracksocial.com/whitepapers
    • When to Tweet weekly - generally Source: http://tracksocial.com/whitepapers
    • When to Tweet - custom based off your followers Use Follwerwonk by Moz or Tweriod
    • Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
    • What to share Source: http://tracksocial.com/whitepapers
    • How often to share Source: http://tracksocial.com/whitepapers
    • When to share daily - generally Source: http://tracksocial.com/whitepapers
    • Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
    • Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
    • Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
    • Who uses Google+ Source: http://www.flowtown.com/blog/whos-using-google?display=wide
    • Other social
    • Repurposing content re·pur·posed, re·pur·pos·ing, re·pur·pos·es. To use or convert for use in another format or product
    • What if I told you, “15 minutes or less could get you 35,000 views?”
    • Take an infographic and...
    • slice it up for slideshare, 35k views, top of the day, top of the week, http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target
    • 10k+ views, top of the day, only 6 slides, http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you
    • Work your graphics into a BuzzFeed list, article views, 319k. Referrals from BF, 16,073
    • Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixartheory/
    • Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixartheory/
    • Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixartheory/
    • Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixartheory/
    • Make your content interactive
    • Case Study in Interactive Content, http://www.desk.com/customer-service/how-to-improve-customer-service
    • Desk.com, awesome product that is widely used. Wanted a cool interactive way to explain benefits and really sell the product high in the Funnel.
    • WeWe created an interactive explainer and the created an interactive explainer and the #’s are compelling. #’s are compelling.
    • In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) complete the entire interactive. Remember this information is 100% about Universal Inbox. It is 100% “on brand.”
    • Avg. Time on Page is 3.2 minutes (that is from all traffic even social).
    • Interactive a long and complicated story in a more compelling easy more way. Interactive can tellcan tell a long and complicated story in a to digest compelling easy to digest way.
    • Ranks in Google for phrases like, “How to Improve Customer Service.” The reaction from search traffic is phenomenal.
    • Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.
    • You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.
    • Blog content case study O.C. Tanner helps companies w/over 2,000 employees consistently appreciate and recognize their workforce. www.octanner.com
    • Not a stretch that they recognize cool companies around the world. Nearly every company on the list shared socially. Total social reach in the Millions.
    • http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-boston/
    • Beat a Dead Horse You don’t always have to come up with new ideas
    • If it works keep doing it again...
    • http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-for-in-seattle/
    • ...and again.
    • http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-for-in-philadelphia/
    • Companies have started tweeting in hopes to be on the list one day.
    • Companies have started tweeting in hopes to be on the list one day.
    • You are all Hustlers
    • You are all Hustlers In a one on one you could sell anyone.
    • You are all Hustlers So why can’t your website, content and social do the same?
    • Recipe for better marketing. #ConnectShare october 2013 Chris Bennett CEO @chrisbennett chris@97thfloor.com