Michael Shilling Blogging Talk The Digital Imaging Show Birmingham 2014
1. Create a content marketing
machine to drive the right sort
of targeted traffic to your
website
Michael Shilling
@memorygate
#DIGSHOW2014
2. The bit about me
I Shoot Babies
[mostly]
Keen Blogger
Studio in South
Wimbledon in a
Soft-Play Centre
@memorygate #DIGSHOW2014
3. What are we after?
The 1%
@memorygate #DIGSHOW2014
4. Key Elements
Strangers
Visitors
Customers
Promoters
Attract
Convert
Close
Delight
@memorygate #DIGSHOW2014
5. How do we reach the
1%?
Blogging - 55% more web traffic and 70% more leadsGreat content -
fantastic and inspiring imagery - helpful articlesEmail Marketing - still a
powerful tool for turning leads into clientsFacebook - can help build email
lists, book sessions, creates advocates of your brand etc etcLanding
Pages - helps you test the success of a campaign - one per
campaign Google - Google+ - Authorship - Analytics - Webmaster
Tools Pinterest - amazing visual tool TwitterInstagram You Tube
Blogging - 55% more web traffic and 70% more leadsGreat content -
fantastic and inspiring imagery - helpful articlesEmail Marketing - still a
powerful tool for turning leads into clientsFacebook - can help build email
lists, book sessions, creates advocates of your brand etc etcLanding
Pages - helps you test the success of a campaign - one per
campaign Google - Google+ - Authorship - Analytics - Webmaster
Tools Pinterest - amazing visual tool TwitterInstagram You Tube
@memorygate
#DIGSHOW2014
7. Social media marketing trends in 2014
#2. Planning becomes a
@memorygate
necessary evil
#DIGSHOW2014
8. Emerging social media marketing
trends in 2014
#3. Brands out-published
traditional publishers
@memorygate
#DIGSHOW2014
9. Social media marketing trends in 2014
#4. Visual social takes
@memorygate
centre stage
#DIGSHOW2014
10. Social media marketing trends in 2014
#5. Social mobile is now
@memorygate
mandatory
#DIGSHOW2014
11. Social media marketing trends in 2014
#6. Social media
automation is no
longer a dirty word
@memorygate
#DIGSHOW2014
12. Social media marketing trends in 2014
#7. Wearable social
takes big baby steps
@memorygate
#DIGSHOW2014
13. Social media marketing trends in 2014
#8. Google+ starts
moving content
and then Google begun to dump it
@memorygate
#DIGSHOW2014
14. Social media marketing trends in 2014
#9. The increasing
authority of online
@memorygate
influencers
#DIGSHOW2014
15. Social media marketing trends in 2014
#10. Brands start ignoring
mass media in larger
@memorygate
numbers
[and Google starts giving brands lots of love]
#DIGSHOW2014
16. Inbound Marketing Audit
Create a 'state of the union'
@memorygate
report
&
Create a monthly report
#DIGSHOW2014
28. Facebook
HOrganic reach - HPaid reach - NOrganic reach of page posts of your posts - AMPaid impressions of your posts - AS
@memorygate
count of fans online - BT
#DIGSHOW2014
35. Setting Targets
Based on previous performance which metics would you
like to increase and by how much?What would you have to
do? - create more image based posts - post more videos
etc etcWhat worked? How easy is it to repeat?
@memorygate
#DIGSHOW2014
38. Creating content
Making artMy definition of art contains three elements:Art
is made by a human being.Art is created to have an
impact, to change someone else.Art is a gift. You can sell
the souvenir, the canvas, the recording... but the idea itself
is free, and the generosity is a critical part of making art.By
my definition, most art has nothing to do with oil paint or
marble. Art is what we're doing when we do our best work.
@memorygate
Seth Godin
#DIGSHOW2014
39. Do you remember the old
American dream?
Keep your head down
Follow instructions
Show up on time
Work hard
Suck it up
@memorygate
…you will be rewarded
#DIGSHOW2014
40. The new American
Dream
Be remarkable
Be generous
Create art
Make judgment calls
Connect people and ideas
@memorygate
…and we have no choice
but to reward you
Seth Godin
Linchpin 2010
#DIGSHOW2014
41. Creating Content
We are creating a product for someone, a unique and
bespoke product that no one else can or will own.
Do many people buy truly bespoke products anymore?
Are you in danger of becoming an off-the-shelf
photographer?
@memorygate #DIGSHOW2014
42. Creating Content
Does THAT excite you?
Is it the reason you want to quit your day
job?
Write down three things you are passionate
about.......don't write photography
@memorygate #DIGSHOW2014
43. My Three Things
Family
Great ideas
The need to create
something
important
@memorygate #DIGSHOW2014
44. Here’s what I do
Family Portrait Photographer
Studio
Location Portraits
@memorygate #DIGSHOW2014
45. 2 more lists
Describe your personalty in three words or phrases
Make a list of three things that you photograph that
really interest you - the best bits of the job!
@memorygate #DIGSHOW2014
46. Wedding Photographer
Example
Capturing the
emotional connection
between two people
The tiny details of the
day
Candid moments
Heart of sleeve
typeThorough
and detail
drivenAn
observer
@memorygate
#DIGSHOW2014
47. My Answers
Intimate family
portraiture
Quirky and humorous
portraits
Babies and 1st time
parents
An Artist
RomanticThink
I’m funny
@memorygate
#DIGSHOW2014
48. Matching your work and personality
Do your interests and
personality and work match?Is
there a gap between your
personal life and your
professional work?
Do your interests and personality and
work match?Is there a gap
between your personal life and
your professional work?
@memorygate
#DIGSHOW2014
50. Bert Stephani
He sold a lifestyle - this is true
marketingYour blog and your website and
YOU are selling a lifestyle so you have to
believe it to sell it
Once you do you will find your own Bert
Stephani to promote and sell your business
@memorygate
#DIGSHOW2014
51. Create a profile for yourself
Family Portrait photographer - studio
and locationFamilyGreat IdeasThe need
and desire
to create something
important
@memorygate
Quirky and humorous
portraits
Intimate family
portraitureBaby and 1st
time parents
#DIGSHOW2014
52. One thing about tone......
Tell me you love me
@memorygate
#DIGSHOW2014
53. Who are you writing for?
Who are you clients and what do they like?What
do they believe?Who do they trust?What are they
afraid of and who do they love?What are they
seeking?Who are their friends?What do they talk
about?
@memorygate
#DIGSHOW2014
55. She's looking for an engagement ringShe's
pregnantNatural livingCloth
NappiesSewingGluten free RecipesCrafts
@memorygate
#DIGSHOW2014
56. playroomsArt for kidsBuying guidesKids crafts Outdoor Science fafomri lkyi dspsaSceensrsaoinryy day activitiesLiteracy and
Food and recipesCreative kids partiesUnique kids
spacesCreative cakesChildren's booksNurseries
and kids roomsMurals Decals and Wall
treatments Painted and paper ceilings in kids
roomsFamily finds and products
@memorygate
Maths Traveling with
kids places to take your
kidsMother's and Father's
day giftsPositive Parenting
back to schoolOrganisation ideas
teaching Languages
#DIGSHOW2014
66. Wedding InspirationBridal fashion WeekHairstylesmake
upUnique
Ideas BouquetsDIYDressBridesmaidsGroomsRed
WeddingsBlue WeddingsGreen WeddingsWedding
DecorEngagement ShootVintage WeddingsBoho
WeddingsTravel Themed WeddingsInspiration
foodFairytale Weddings Autumn WeddingsWedding Chair decorWedding favours Sweet bar / buffet Fun photography ideas Cake toppersEco-friendly weddingsBrown paper weddings1940s Boards Veils and Headwear Wedding
CakesCocktailsTables number and name cardsWedding
StationaryJewelleryShoes
#DIGSHOW2014
@memorygate
Ceremony Ideaschildren at WeddingsWedding
FilmsStag and Hen partiesPets at
Weddings BoudoirRustic WeddingsDestination
WeddingsColour PalettesGlitterReal BridesWedding
Planning beauty articlesHoneymoon StyleSave the
dateModern WeddingsWedding momentsWedding
DiversityRetro Vintage ChicBlack and White
PhotographyNeutralsCelebrity WeddingsNautical
WeddingsWinter WeddingsInfographics City
WeddingsWedding lighting Wedding transportNail
PolishWedding giftsWedding Tablescapes
67. Persona Interests Family /
parenting
kids roomsMurals Decals and Wall treatments Painted and paper ceilings in kids roomsFamily finds and productsback funScience for kidsSensory activitiesLiteracy and Maths Travelling with kids places to take your kidsMother's #DIGSHOW2014
@memorygate
68. Persona Interests newborn
photography / baby
AnnouncementsBath timeAwwwMummy fitnessBirthday PartiesMummy ChicStylish PregnancyBaby AnimalsCelebrity projectsGetting ready for babyMust have baby products and gearGender reveal ideas and cakes getting organisedCraftsHeal #DIGSHOW2014
@memorygate
69. Why are you creating your content?
• To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to
help people find youTo foster relationships give them a reason to tell others about youWhat do they talk about?
To attract new customersTo raise awareness about your company and create buzzTo share more information about your company to help people find youTo
foster relationships give them a reason to tell others about youWhat do they talk about?
@memorygate
#DIGSHOW2014
70. Types of content you could create
Start a series of related postsInvite
questions from readers - do this on
social media tooRevisit Old
postsListsHow to'sPersonal /
OpinionseBooksVideoAnimated
GIFsComics / CartoonsEmbedded
@memorygate
tweets or Facebook posts
#DIGSHOW2014
71. Types of content you
could create
ContentTestimonials and case studies Questions - as titles Photography questions in blog posts
@memorygate
#DIGSHOW2014
72. Types of content you
could create
ReviewsNewsjackingInterviewsRants PredictionsWhat ifs
Event informationInfographicsMemes
@memorygate
#DIGSHOW2014
75. Fundamentals list
Buyer persona Keyword research Expended keyword research
to include interestsEvents throughout the year - trends and hot
spotsContent ideas - brainstorming Where to publish Creating
an inbound marketing audit Creating a Schedule Set targets
based on your audit Decide what you are going to
measure Create - publish - promote - watch - replicate and
@memorygate
repeat
Buyer persona Keyword research Expended keyword research
to include interestsEvents throughout the year - trends and hot
spotsContent ideas - brainstorming Where to publish Creating
an inbound marketing audit Creating a Schedule Set targets
based on your audit Decide what you are going to
measure Create - publish - promote - watch - replicate and
repeat
#DIGSHOW2014
84. Creating a Campaign
Directions for campaign
Create client Persona
Create Offer
Do Keyword Research
Create Resource text and Images
Create Blog Post / Landing Page
template for offer
Create Follow up
WorkflowCreate Social Media
Sharing
ScheduleCreate EmailCreate
related Blog Post articles and
promoteCreate Facebook
ApplicationCreate Facebook Advert
@memorygate #DIGSHOW2014
95. Social Media Tasks
Pinterest
Weekly Create different themed board with minimum of 10 pinsPin blogposts to
relevant boards Follow 5 new people or boards - relevant to weekly
themeContent sourcesPinterest Search - term of the weekMemory Gate Blog -
@memorygate
guest blogs posts
#DIGSHOW2014
97. Social Media Tasks
Twitter
DailyCheck mentions and replyDo a daily RT WeeklyTweet blog posts from Hootsuite and follow
schedule Use buffer to tweet from followed RSS feeds #WeddingWednesdayOccasionally news
jack Follow 5 new people - Twitter recommendedContent sourcesMemory Gate blog and guest
blogsPhotography feedMummy blogger feedWedding feed
@memorygate
#DIGSHOW2014
98. Social Media Tasks
Facebook
DailyMin 3 posts a dayMorning - share from feedLunchtime - Memory Gate blog post - old or archived or
other content Weekly Share from Buffer - set to post twice a day - late afternoon and early
evening Share Pinterest board of the weekPhoto of the week - post to Eddie Catz as shareUpdate cover
photoLike 5 new pages - related to weekly Pinterest ThemeContent sourcesMemory Gate blog and guest
blogsPhotography feedMummy blogger feedWedding feedFacebook feed
@memorygate
#DIGSHOW2014
99. Social Media Tasks
Google+
Daily Check mentionsWeekly Share feeds from BufferShare blog posts from Hootsuite Post a gallery of
images 3-10 taken from blog post - link to articleFollow 5 people / connect with 5 suggestions Content
sourcesMemory Gate blog and guest blogsPhotography feedMummy blogger feedWedding feed
@memorygate
#DIGSHOW2014
Editor's Notes
Strangers
Attract - blog, keywords and social media
Visitors
Convert - Forms calls to action and landing pages
Leads
Close - Emails, calls or meetings
Customers
Delight - Sessions, Events, sharing
Promotors
Strangers
Attract - blog, keywords and social media
Visitors
Convert - Forms calls to action and landing pages
Leads
Close - Emails, calls or meetings
Customers
Delight - Sessions, Events, sharing
Promotors
Strangers
Attract - blog, keywords and social media
Visitors
Convert - Forms calls to action and landing pages
Leads
Close - Emails, calls or meetings
Customers
Delight - Sessions, Events, sharing
Promotors
Facebook likes were the start and the finish of Facebook marketing. Obtain 100,000 likes and you could reach a big crowd. Facebook becoming public means the shareholders want a return. That means that free reach is diminishing and paying for it is almost becoming the necessary evil.
Twitter has developed self serve ads like Facebook over the last 12 months in the USA and is now rolling it out into the UK and beyond. Yes, even Pinterest’s first promoted pins and advertising went live in October 2013.
It is becoming pay to play on social. The free lunch is much looking a touch smaller.
Jeffbullas's Blog.
No longer is it enough to say that you do social media marketing because you have a Facebook and Twitter page. The increasing complexity means you need a strategic social media marketing plan. This means defining your goals, audience and allocating a budget and appropriate resources just for starters.
It’s now time to write that social media marketing strategy.
Social media has given us the power, platforms and world reaching networks to all become publishers. Innovative and creative brands and businesses are realizing that social media and content publishing are synergistic cousins and cohorts. Create multimedia content and share it on social networks and you start global conversations.
Brands such as Red Bull, General Electric and Lorna Jane are becoming media companies and publishers with powerful results. Red Bull even has its own media company with nearly 150 employees. The humble blog is leaving its training wheels in the shed. Content is now where it’s at. Mass media is starting to struggle to compete with the amplification and viral velocity of social content driven by the crowd. Octoly discovered that 99% of brand conversations on YouTube are created by fans and followers.
Crowd sourced marketing is now becoming the norm rather than an afterthought.
Visual social content is now a serious contender in social media marketing due to the convergence of a few factors.
The rapid market penetration of smart phones and tablets
The widespread availability of high speed wireless networks
The decreased cost of data that makes high definition uploads cost effective
The emergence of focused visual media social networks such as Pinterest, Vine and Instagram
Add the emergence of visual content marketing platforms such as Shuttlerock and it’s a trend that is helping companies drive brand awareness and sales.
The rise of mobiles and their almost universal acceptance and use means that optimizing your social content for mobile is vital. This runs on a few levels.
This includes:
Make sure your blog is viewable on mobile devices by using responsive WordPress templates
Visual content such as images and video needs to be made easy to view on smart phones and tablets
12 months ago it was a nice to have but is now becoming essential.
Automation used to be a dirty word on social but doing “social at scale” means that you have no choice. New emerging startups such as Sprinklr are helping brands do social and digital marketing efficiently. Traditional technology companies such as Adobe, IBM, Oracle and Salesforce are acquiring and integrating Enterprise class social media infrastructure into their product offerings.
This trend is also seeing the maturing of previously free platforms such a Hootsuite to grow up and offer platforms that offer a solution and one portal for your social media marketing.
Google glass is offering the promise of doing social at the blink of an eye and with the movement of lips. 2014 will see the emergence of wearable technology that takes social out of your hand and onto your wrist and face. Samsung is also in the game with other startups trying to get a position on the starting line. The other vendor to watch here is Apple. Will they or won’t they play?
The two other important questions on this trend are, “what will be the adoption rate?” and “what will be its impact for social media marketers?” Look forward to reviewing the numbers in 2015.
Facebook’s necessity of monetizing its social network to appease shareholders and become a sustainable business could be creating an interesting tangential sideshow. It could be pushing users into Google’s arms by using Google+. Google plus is not a source of revenue and doesn’t need to make money. It is helping feed the search beast’s golden search goose called “Google Adwords”
With over half a billion user and growing it is now becoming a vital cog in SEO, social media marketing and content moving. My blog has seen an increase of over 300% in content amplification in the last 12 months on Google+.
Google plus needs to be on your social media event horizon.
Klout and Kred were two of the first movers to allocate online influencers some credibility. This was at first seen as imagined rather than true and authentic. As online influencers in their niches have grown tribes and followers on social networks brands are starting to come out to play.
Brands have done this in the past on traditional media and that is why mass media influencers such as Tiger Woods is sponsored by Nike. There is no reason why this should not also occur with social media. This is a trend that is starting to happen.
The question isn’t “should we?” It is more about ”how can we?”
The power of the social micro niche influencer on a global scale is now becoming evident and real. Expect to see this trend become more visible in 2014.
The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes.
A success?
The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?”
Expect to see to see more of this in 2014.
The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes.
A success?
The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?”
Expect to see to see more of this in 2014.
The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes.
A success?
The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?”
Expect to see to see more of this in 2014.
The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes.
A success?
The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?”
Expect to see to see more of this in 2014.
The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes.
A success?
The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?”
Expect to see to see more of this in 2014.
The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes.
A success?
The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?”
Expect to see to see more of this in 2014.
The first inkling of this was seen when Beyonce launched a new album in December last year. She ignored the traditional mass media release of a radio campaign, multiple TV appearances and retail and consumer brand promotions. Instead she announced it on Instagram to her 8 million followers with the word “Surprise” and proceeded to launch the 14 songs and accompanying 17 videos on iTunes.
A success?
The unofficial numbers are said to be 365,000 album downloads on the first day and 1.2 million tweets in 12 hours. Beyonce has her own distribution network and its called “social media”. The power of her fans and crowd sourced marketing is now apparent to all. An interesting question here is “does she need traditional mass media?”
Expect to see to see more of this in 2014.
Also there is time zone info
Go to Posts in insights and make some observations from the last week.
When are your fans online?
What times are best to engagement - when are they online?
Which post have performed best in the last week/month/year
As we’ve seen, that dream is over.
The problem
You can be an off the shelf photographer, you can rank well in Google, you invest heavily in traditional marketing and if the truth be told you can earn a good living.
The idea of building a factory business?
- ask people what they wrote, what they do for a living and what they photograph.
- ask people what they wrote, what they do for a living and what they photograph.
- ask people what they wrote, what they do for a living and what they photograph.
- ask people what they wrote, what they do for a living and what they photograph.
Art is something you create to inspire other people
Art is something you create to inspire other people
In the interview Bert talks about how a CAMERA managed to make that gap significantly smaller that now they overlap occasionally.
He didn't talk too much about it's technical features other than the physical size and the fact that he liked the image quality..... he actually describes the image quality as something he can't explain.
In the interview Bert talks about how a CAMERA managed to make that gap significantly smaller that now they overlap occasionally.
He didn't talk too much about it's technical features other than the physical size and the fact that he liked the image quality..... he actually describes the image quality as something he can't explain.
Does your work reflect all of these things?
What does this list say about the tone and style that your writing should adopt?
Does your work reflect all of these things?
What does this list say about the tone and style that your writing should adopt?
Seth Godin blog Monday
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
on Pinterest I typed in 1st time parents
Interesting tool - http://www.hittail.com/
HitTail tells you, in real-time, the most promising search terms you should target based on your existing traffic.
Interesting tool - http://www.hittail.com/
HitTail tells you, in real-time, the most promising search terms you should target based on your existing traffic.
Interesting tool - http://www.hittail.com/
HitTail tells you, in real-time, the most promising search terms you should target based on your existing traffic.
Interesting tool - http://www.hittail.com/
HitTail tells you, in real-time, the most promising search terms you should target based on your existing traffic.
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Facebook Facebook link http://a.pgtb.me/fL89zd