Content Marketing:
Mapping Content To
Social Platforms
PRESENTORS
Holly Hamann
Co-founder and CMO
TapInfluence
@HollyHamann
Brittney Cooper
Marketing Director
Havertys
@Brittkne...
WHAT WE’LL COVER
THE CONTENT MARKETING
EXPLOSION
WHICH PLATFORMS ARE
RIGHT FOR YOUR BRAND?
CREATING THE RIGHT CONTENT
CASE...
THE CONTENT EXPLOSION
80%
OF PEOPLE CHECK THEIR PHONE
WITHIN 15 MINUTES OF WAKING UP
SOURE: IDC RESEARCH
110X
A DAY
THEY WILL CHECK THEIR PHONE
AN AVERAGE OF
SOURE: IDC RESEARCH
THERE IS A CONSTANT FEED
OF SOCIAL CONTENT
YOU ARE COMPETING
FOR ATTENTION
AGAINST EVERYTHING
HOW DO YOU SUCCEED AGAINST
AN
INVITATION AVALANCHE?
DON’T JUST CREATE CONTENT -
CREATE CONTENT THAT
MATTERS
30%More forwards for useful
New York Times articles
WE CRAVE
USEFUL
THINGS
Source: Contagious
THE DIFFERENCE BETWEEN
HELPING & SELLING
IS JUST 2
LETTERS
SOCIAL PLATFORMS: WHERE
IS YOUR AUDIENCE AND
WHAT DO THEY NEED?
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 1)
#1 Platform to Kill Time
=
PINTEREST
Pinterest is t...
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 2)
#1 Platform to Kill Time
=
PINTEREST
Blogs are the ...
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 3)
#1 Platform to Kill Time
=
PINTEREST
Twitter is the...
What Time of Day To Post?
WHAT TIME
OF DAY IS
BEST?
DOMINANT
PLATFORM
FOR BRAND
FOLLOWERS
Facebook 86%
Twitter 10%
None 4%
KEYS TO IDENTIFYING
THE RIGHT PLATFORMB2B or B2C
RESPONSE NEEDS
PRODUCT OR
SERVICE?
REGULATED?
LOCATION
BASED?
VISUAL?
TRA...
CREATING THE RIGHT
CONTENT
SOCIAL CONTENT IS…
VISUAL VISCERAL VALUABLE VIRAL
It’s creative and
catches the consumer’s
attention
It evokes emotion and...
Add value to your
audience.
• Determine your audience’s
needs
• Help them solve pain
points and problems.
• Give them the ...
3 WAYS TO CREATE GREAT CONTENT
Produce Curate Collaborate
CELEBRITY STATUS
QUALITY CONTENT
CREATORS
BUZZ BUILDERS &
PROMOTERS
ADVOCATES &
EMPLOYEES
92%
of global consumers
trust UGC and WOM
more than advertising
WE TRUST
PEOPLE, NOT
LOGOS
Source: Nielsen
WHAT DO
THEY HAVE
THAT BRANDS
DON’T?
1. Trust
2. Very targeted audience
3. Authentic consumer experience
4. Bigger reach t...
WHAT TO LOOK FOR IN
AN INFLUENCERLOOK AT CONTENT
RELEVANCE
POST FREQUENCY
AUDIENCE DATA
CONTENT QUALITY
AUDIENCE
ENGAGEMEN...
Let them tell authentic stories
Think of them as partners
Showcase content on various of
Facebook, Pinterest, Twitter,
You...
INSPIRE THEM
TO TELL
GREAT STORIES
4. MAKING THE MOST OF
YOUR CONTENT
GET THE
RIGHT
CONTENT
IN FRONT
OF THE
RIGHT
PEOPLE
HAVE A PLAN
PurposePersona Time PeriodPromotion
 Post on all appropriate platforms
 Make images pinnable
 Feed content to brand assets like microsites
 Make it easy t...
WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A
BRAND?
5. CASE STUDIES
#socialcontentstream #SMMW14
50 Bloggers
60 Days
Blogs, Facebook,
Twitter, Instagram,
Pinterest
“Always On” Social Content Hub
RESULTS
31%
Overall pages viewed per visit
increased 31% over the same
period last year.
56%
Overall time on site increase...
RESULTS
Reach
2.3M
Views
73k
Engagement
5k+
$246,361
TOTAL MEDIA
VALUE
348%
ROI
The power of pretty pictures…
#IScream4ID
40 Bloggers
30 Days
New Product Support
Drive Awareness and Trial
Establish ID Pinterest
Community Hub
NEW ID FLAVOR LAUNCH
RESULTS
Reach
2M
7M
Views
92k 1 month
621k 8 month
Engagement
8k+
20.9
k
ID PUMPKIN FRENZY SEPT 2013
RESULTS
Reach
2.9M
Content
7.7k
Entries
100k
SOV
91%
Visits
137k
QUESTIONS?
@HollyHamann
@BrittkneeC
@LoriAnderson
@DanielleSmithTV
Mapping Content To Social Platforms
Mapping Content To Social Platforms
Mapping Content To Social Platforms
Mapping Content To Social Platforms
Mapping Content To Social Platforms
Mapping Content To Social Platforms
Mapping Content To Social Platforms
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Mapping Content To Social Platforms

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Marketers now understand that content creation and distribution are not isolated initiatives. Crafting a successful content engagement strategy means understanding how consumers differ based on social platform and tailoring that content appropriately. For instance, Facebook is the best way to reach women between 18 and 29, and success requires instant responsiveness and availability. Tumblr and YouTube are where Millennials hang out, and they don’t rely as much on real-time engagement. Visual content gets more engagement on Pinterest and Instagram, and Twitter is where most people go to complain. How do brands optimize each channel and customize the distribution of content? This is the battleground that will heat up in 2014.

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Mapping Content To Social Platforms

  1. 1. Content Marketing: Mapping Content To Social Platforms
  2. 2. PRESENTORS Holly Hamann Co-founder and CMO TapInfluence @HollyHamann Brittney Cooper Marketing Director Havertys @BrittkneeC Lori Anderson Social Marketing Manager White Wave Foods @LoriAnderson Danielle Elliott Smith Digital Corresponent DanielleSmithMedia @DanielleSmithTV
  3. 3. WHAT WE’LL COVER THE CONTENT MARKETING EXPLOSION WHICH PLATFORMS ARE RIGHT FOR YOUR BRAND? CREATING THE RIGHT CONTENT CASE STUDIESMAKING THE MOST OF YOUR CONTENT
  4. 4. THE CONTENT EXPLOSION
  5. 5. 80% OF PEOPLE CHECK THEIR PHONE WITHIN 15 MINUTES OF WAKING UP SOURE: IDC RESEARCH
  6. 6. 110X A DAY THEY WILL CHECK THEIR PHONE AN AVERAGE OF SOURE: IDC RESEARCH
  7. 7. THERE IS A CONSTANT FEED OF SOCIAL CONTENT
  8. 8. YOU ARE COMPETING FOR ATTENTION AGAINST EVERYTHING
  9. 9. HOW DO YOU SUCCEED AGAINST AN INVITATION AVALANCHE?
  10. 10. DON’T JUST CREATE CONTENT - CREATE CONTENT THAT MATTERS
  11. 11. 30%More forwards for useful New York Times articles WE CRAVE USEFUL THINGS Source: Contagious
  12. 12. THE DIFFERENCE BETWEEN HELPING & SELLING IS JUST 2 LETTERS
  13. 13. SOCIAL PLATFORMS: WHERE IS YOUR AUDIENCE AND WHAT DO THEY NEED?
  14. 14. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 1) #1 Platform to Kill Time = PINTEREST Pinterest is the #1 platform for killing time.
  15. 15. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 2) #1 Platform to Kill Time = PINTEREST Blogs are the #1 platform for product recommendations
  16. 16. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 3) #1 Platform to Kill Time = PINTEREST Twitter is the #1 platform for complaining.
  17. 17. What Time of Day To Post? WHAT TIME OF DAY IS BEST?
  18. 18. DOMINANT PLATFORM FOR BRAND FOLLOWERS Facebook 86% Twitter 10% None 4%
  19. 19. KEYS TO IDENTIFYING THE RIGHT PLATFORMB2B or B2C RESPONSE NEEDS PRODUCT OR SERVICE? REGULATED? LOCATION BASED? VISUAL? TRACKING NEEDS CUSTOMER DEMOGRAPHICS GOALS - SEO, LIKES, SALES.. TIME 1 2 3 4 5 6 7 8 9 10
  20. 20. CREATING THE RIGHT CONTENT
  21. 21. SOCIAL CONTENT IS… VISUAL VISCERAL VALUABLE VIRAL It’s creative and catches the consumer’s attention It evokes emotion and creates a connection with the consumer and ultimately affinity for your brand It tells your brand story with personal context to add value to the target customer’s life It gets distributed more naturally from person to person via all social channels
  22. 22. Add value to your audience. • Determine your audience’s needs • Help them solve pain points and problems. • Give them the tools to do their jobs better Use metrics that will help your business. • Reach and branding • Leads for sales team • Likes/Follows to increase long term lead generation • Engagement with content • Revenue and customers
  23. 23. 3 WAYS TO CREATE GREAT CONTENT Produce Curate Collaborate
  24. 24. CELEBRITY STATUS QUALITY CONTENT CREATORS BUZZ BUILDERS & PROMOTERS ADVOCATES & EMPLOYEES
  25. 25. 92% of global consumers trust UGC and WOM more than advertising WE TRUST PEOPLE, NOT LOGOS Source: Nielsen
  26. 26. WHAT DO THEY HAVE THAT BRANDS DON’T? 1. Trust 2. Very targeted audience 3. Authentic consumer experience 4. Bigger reach than brands 5. Better, faster, cheaper 6. Shareable
  27. 27. WHAT TO LOOK FOR IN AN INFLUENCERLOOK AT CONTENT RELEVANCE POST FREQUENCY AUDIENCE DATA CONTENT QUALITY AUDIENCE ENGAGEMENT LOOK FOR PROFESSIONALISM BUILD A RELATIONSHIP BE RESPONSIVE BE CLEAR ABOUT EXPECTATIONS COMPENSATE THEM 1 2 3 4 5 6 7 8 9 10
  28. 28. Let them tell authentic stories Think of them as partners Showcase content on various of Facebook, Pinterest, Twitter, YouTube Give proper influencer attribution Provide clarity on what actions you want the audience to take Be “always on” Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies Compensation THE KEYS TO WORKING WITH INFLUENCERS
  29. 29. INSPIRE THEM TO TELL GREAT STORIES
  30. 30. 4. MAKING THE MOST OF YOUR CONTENT
  31. 31. GET THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE
  32. 32. HAVE A PLAN PurposePersona Time PeriodPromotion
  33. 33.  Post on all appropriate platforms  Make images pinnable  Feed content to brand assets like microsites  Make it easy to share, like, pin, tweet, vote  Extend the value of content by using in ebooks, blog posts, webinars, email marketing, advertising, and case studies  Go mobile
  34. 34. WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A BRAND?
  35. 35. 5. CASE STUDIES
  36. 36. #socialcontentstream #SMMW14
  37. 37. 50 Bloggers 60 Days Blogs, Facebook, Twitter, Instagram, Pinterest “Always On” Social Content Hub
  38. 38. RESULTS 31% Overall pages viewed per visit increased 31% over the same period last year. 56% Overall time on site increased by 56% over the same period one year before. 44% Increase in "share of voice" in June (due to the number of mentions of BBX in blog posts) 223% Increase in positive mentions of BBX.
  39. 39. RESULTS Reach 2.3M Views 73k Engagement 5k+ $246,361 TOTAL MEDIA VALUE 348% ROI
  40. 40. The power of pretty pictures…
  41. 41. #IScream4ID 40 Bloggers 30 Days New Product Support Drive Awareness and Trial Establish ID Pinterest Community Hub
  42. 42. NEW ID FLAVOR LAUNCH
  43. 43. RESULTS Reach 2M 7M Views 92k 1 month 621k 8 month Engagement 8k+ 20.9 k
  44. 44. ID PUMPKIN FRENZY SEPT 2013
  45. 45. RESULTS Reach 2.9M Content 7.7k Entries 100k SOV 91% Visits 137k
  46. 46. QUESTIONS? @HollyHamann @BrittkneeC @LoriAnderson @DanielleSmithTV

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