Define Value for your Consumers, Create Content Your Audience Wants, Measure & Adjust

1. Providing Value to Users
via Social & Mobile
#SMAC @ #NYXPO
October 17, 2013

2. Disclaimers
@RevChrisMurphy #SMAC #NYXPO

3. We Should No Longer Separate
“Social” or “Mobile” from “Digital”
@RevChrisMurphy #SMAC #NYXPO

4. 50% of users use mobile as their primary means of
accessing the internet
Social Media generates double the leads of trade shows,
telemarketing, daily mail, PPC
Mobile searches make up 25% of all searches
4.2 Billion people access social media via mobile
51% of Mobile traffic sources from mobile video
60% say social media makes them more likely to share
products & services
74% of users say mobile advertising influences them to
try something new
46% of users say they turn to social media to help with
purchase decisions
80% say they download an app after seeing a mobile ad
Source: Visual.ly- 2013 Social Media Facts; Digital Buzz- State of Mobile 2013
@RevChrisMurphy #SMAC #NYXPO

5. Digital Strategy Should Not Be Separated
From Traditional Advertising Strategy, or
Even Overall Business Strategy
@RevChrisMurphy #SMAC #NYXPO

6. Now We Can Start J
@RevChrisMurphy #SMAC #NYXPO

7. val•ue
Noun
1. the regard that something is held to deserve; the
importance, worth, or usefulness of something.
synonyms: worth, usefulness, advantage, benefit, gain, help, merit
2. a person’s principles or standards of behavior;
one’s judgment of what is important in life.
synonyms: principals, ethics, beliefs, standards, moral code
Source: Oxford English Dictionary
@RevChrisMurphy #SMAC #NYXPO

8. val•ue
Noun
1. benefit, personal gain or improvements to life that
a consumer experiences from your brand
synonyms: worth, usefulness, advantage, benefit, gain, help, merit
2. core values that consumers relate to or believe in,
that makes them feel good about your brand
synonyms: principals, ethics, beliefs, standards, moral code
Source: translation done in my brain
@RevChrisMurphy #SMAC #NYXPO

9. Defining What “Value”
Means To Your Audience
@RevChrisMurphy #SMAC #NYXPO

10. Step 1: Get to Know Your Consumer
Who are they?
Where are they?
What Are Doing?
• Age
• Gender
• Interests
• Devices
• Channels (site, social, etc.)
• Apps
• Consuming
• Sharing/Commenting
• Buying
@RevChrisMurphy #SMAC #NYXPO

11. Step 2: Create Something They WANT
Entertainment
Education
Relevance
Utility
Something
you’d want to
see regardless
of brand
sponsorship
Exclusive,
useful
information
you feel good
about knowing
Anything that
keeps you up
to speed,
current and/or
on-trend
Something
that makes
your life easier
Reward
An offer, swag
or something
else of
monetary/
material value
@RevChrisMurphy #SMAC #NYXPO

12. Step 3: Protect Yourself From Yourself
Put checks and balances in
place with filters
Rule of Thumb:
If your content doesn’t pass
through 3 or more filters,
abort mission!
@RevChrisMurphy #SMAC #NYXPO

13. Communicating with Users
@RevChrisMurphy #SMAC #NYXPO

14. Talk About Your Feelings
Does your audience know about your core values, and why you
do what you do?
Why
We believe that…
How
We do that by…
WHY
What
HOW
We make…
WHAT
Reference: Simon Sinek TedTalk, How Great Leaders Inspire Action
@RevChrisMurphy #SMAC #NYXPO

15. Don’t Be The Dinner Party Guest Everyone Wants
Silenced… Permanently.
Broadcasting
What
how we talk to users
Facilitating
how we talk about ourselves
Why
how it should look
@RevChrisMurphy #SMAC #NYXPO

16. Be Original, But Don’t Reinvent The Wheel
Have a Clearly Defined Voice & POV
Know What Sets You Apart From The Pack & Talk About It
(Cartoon by Eric Jacobsen)
@RevChrisMurphy #SMAC #NYXPO

17. Measurement & Adjustment
@RevChrisMurphy #SMAC #NYXPO

18. #Fail With Flair!
Test and target your content to
see what works when for who
and how.
Keep a running spreadsheet
tracking all social post, ad and
app performance.
Learn and optimize on the fly, in
real time!
@RevChrisMurphy #SMAC #NYXPO

19. Benchmark Against Yourself
Measure where you are currently,
and define the KPI’s for where you
want to be.
Avoid measuring against
competitors- it’s never apples to
apples.
INDUSTRY
BENCHMARKS
@RevChrisMurphy #SMAC #NYXPO

20. $
Get Cozy With Non-Monetary ROI
Unless you drive to purchase in all
communications (you shouldn’t be if
you’ve been paying attention), ROI does
not always correlate with $ signs.
ROI in digital comes in many hard-totrack forms like awareness,
consideration, advocacy and word of
mouth.
?
@RevChrisMurphy #SMAC #NYXPO

21. Ask Me Questions!
linkedin.com/in/chrismurph26
@RevChrisMurphy #SMAC #NYXPO

22. Thank You!
@RevChrisMurphy #SMAC #NYXPO