1. Page 1 © 2013 InfiniGraph, Inc.#EmMeCon
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Chase McMichael
Co-Founder CEO,
InfiniGraph.com
And, live to tell about it
How to Build a Content
Marketing Machine
2. Page 2 © 2013 InfiniGraph, Inc.#EmMeCon
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3. Page 3 © 2013 InfiniGraph, Inc.#EmMeCon
THERE’S
A NEW
WAVE
OF
BRAND
BUILDING
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Logos are static
They don’t talk
They don’t have conversations
They don’t engage
Brands are boring stories “content” are the lubricant to sales @chasemcmichael
#EmMeCon
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Brands…
NOW must become
Social
EXPERIENCES
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Strategy vs. Just DOING
• Do you know your
customer?
• What are they
acting on?
• Who achieves high
engagement?
• End results – Leads,
Sales, Branding?
Content makes your readers better informed and empowered @chasemcmichael
#EmMeCon
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Define what you want
clearly define what you are
looking to get out of it.
a marketing formula to know: audience + authenticity = influence @chasemcmichael
#EmMeCon
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Data driven PLAN = Better Content
Industry trends tells you what’s working - stop reinventing the wheel
@chasemcmichael # EmMeCon
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9
Because Marketers are in…
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George Takei IS “ENGAGEMENT”
>3M Talking About This
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Let’s look
aT one of the
photos he shared…
179,224 Likes
313,953 Shares
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Engagement: How Its Shared
*Source: Stamen
https://vimeo.com/50730773
• Starts from George
• People share it
• Shares spawn new
shares
http://www.facebookstories.com/stories/2200/data-visualization-photo-sharing-explosions
The two colors are gender
July to September 2012
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Engagement is Content Engagement
Where content is: status updates, links, photos, videos, etc…
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>3.5B of Content Shared / Week
How can marketers make
sense of all this BIG DATA?
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in
SOCIAL & DIGITIAL
INTERACTIONS…
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keyword-based social media monitoring and listening
And that’s necessary and good to do
but….
Many people have turned to keyword-based
Platforms to understand what customers are
saying
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Marketers Must Know
Engagement determines business
success by increasing:
• Positive sentiment
• Share of voice
• Awareness, interest,
consideration, intent
• Lead conversions rates & sales
• Loyalty, advocacy & referrals…
What drives engagement?
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Why Now What HAPPEN?
• We have move from a KEYWORD world to an
INTEREST GRAPH world.
• Content programming is now an integrated view with
a specific eye on consumer behavior = Competitive
Weapon
You are not the only brand connecting and communicating with your customers.
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To measure & compare engagement
requires something new…
Based on customer’s
collective:
• Actions
• Interests
• Needs
• Wants
• Dreams
• Behaviors….
That’s where interest graph data
comes into play
Think Different
That’s how you
gain an
emotional
connection
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The first two phases were driven by the:
1. Innovators
2. Early Adopters
WHAT’S SHIFTING
THE NEED FOR
SOCIAL MEDIA ROI?
We’re in the “third wave” of social.
They don’t need a
business case to adopt
something NEW
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5
• They are driving the questions about social media
ROI
• They want proof before they’ll get on board for
larger social media budgets
But the early majority are pragmatists…
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$OLUTION:
measure engagement
know for sure
if The Content is
driving marketing $uccess
$OLUTION:
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• Most brands didn’t realize they were
going to become content creators and
publishers
• They don’t have the budget to create
enough great content to be effective
at engaging their customers
• And the cost to promote content –
can be prohibitive
The challenges and the truth is…
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Step 1: Gather Insights
Step 4: Create
Engaging Content
Step 3: Find Your
Audience
Step 5: Design Sticky
Engagement
Step 6: Stop the Politics;
Gain Org Alignment
Step 2: Create a
Measurement Program
Need a Strategy for Return on investment
24
7 Steps To Fast Track Success
Step 7: Iterate and Pivot
Based on the
UCLA Course
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With your score,
Your brand is ready to go to the next level…
Are You Ready?
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Top companies are wondering how to take their
social media initiatives to the next level…
• Do more of the right things
• Put structure around what is unstructured
• Benchmark “As Is”
• Create a strategy and plan
• Track the progress
• Gather the right metrics
• Create and sustain world-class social media brand
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Social Media Assessments place you and your
brand in a leadership position…
5
• Clear answers and strong guidance
• A distinctive voice
• A competitive advantage
Be The Leader
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Know your audience
• What’s your customers
brand affinities? “Interest”
• What channels are they
most using ?
• What’s their influencers
creating?
Social data is one of the most powerful ways to segment your audience
@chasemcmichael # EmMeCon
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Converged Media Is Here
Work content across all channels and double down on paid when earned shows
traction @chasemcmichael #EmMeCon
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What’s Relevant
A more engaged audience is a more valuable audience @chasemcmichael
# EmMeCon
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What’s Trending?
Content is the social lubricant to sales @chasemcmichael #EmMeCon
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Competitive Insights – Industry Trends
Before you start
have a plan!
• Indentify –
• Effective content
• brand driving the
conversation
• engagement themes
Content is the essence and substance of your brand's conversation with
your audience @chasemcmichael #EmMeCon
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Key platforms for content marketing
• Business blogging
• eBooks and Whitepapers
• Webinars and Webcast
• Video
• Email Newsletters
• Sponsored Content
• Speaking engagements
Content marketing isn’t just the future, it’s the present @chasemcmichael
#mus13
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Develop Your Content Marketing Plan
• Create an editorial calendar
• Original, Paid and Curated
• Clearly define the process
• Use data to support:
• Amount of content
• Type of content
• Frequency
• Timing
Relevant useful niche content can convert niche audiences
@chasemcmichael #mus13
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What Channel Is Best
The question is less of scaling content for mass reach and more of scaling content for
many niche audiences @chasemcmichael #mus13
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Blogs are your Content HUB
• Blogs are owned media
• Blogs are a form of social
media
• Blogs support search
optimization
• NOTE: have your own URL
• http://blog.infinigraph.com
• Host your own blog
“Wordpress” etc
• Hook in with social
Your blog is like the bottle and your content is the wine - make more wine
@chasemcmichael #EmMeCon
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Curation is Vital
Focus on creating content that drives leads or sales @chasemcmichael #EmMeCon
• Be a thought leader
• Surface content
that’s relevant to
your industry
• Make your HUB a
discovery zone
• Give people a
reason to follow you
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Track Content Marketing Results
Web traffic is not a good enough ROI measurement for content. Time spent,
engagement, conversion, etc.. are! @chasemcmichael #EmMeCon
Room214 Case study
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How to make the best decisions
Increasing engagement
& the effectiveness of your
Social Media & Marketing Spend
Your homework is to master:
1.Knowing what format of content to create
2. Knowing where their engagement stacks up compared to their
competitors
3. Knowing what channel to post on
4. Knowing when to promote the content so it’s seen
5. Knowing what type of fans to engage with
6. Creating a lot of that great content
7. Saving money on content creation by curating highly trending
content
8. Creating an editorial calendar for posting/ reposting content
9. Making smart choices on ad buys & marketing partnerships
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Free eBooks – Knowledge
http://bit.ly/ContentROI http://bit.ly/7_Strategies
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Go here to get your brand’s report:
http://smo.infinigraph.com
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Thank You!
@chasemcmichael
@infinigraph
http://smo.infinigraph.com
http://www.infinigraph.com
YouTube /infinigraph
Slideshare /infinigraph
Great
Social Engagement
Is About
Knowing what
drives engagement
Editor's Notes EXAMPLE OF POPULATED SLIDE That’s because it’s only going to get more digital. The pace isn’t slowing down—it’s accelerating.Here’s one example how: More video has been uploaded to YouTube in the last 2 months than if ABC, NBC and CBS had been airing new content 24/7/365 since 1948; the date, by the way, when ABC first started beaming its signal into American households.But wait. That’s just the way many think about digital today—in terms of the “desktop.” What’s just around the corner is yet another sea change: the Web that’s not dominated by mobile. Reports now estimate that “mobile will take over the Web as soon as 2014”—in just 4 years. When they predict it will be 2x the size of the desktop Internet. How? The continued adoption of 3G and smart phones is a big reason. So is the unquenchable demand for the iPhone, iTouch, iTunes, and now iPad ecosystem of digital consumer content. What is content intelligence – SHIFT from keyword conversation to content interactions. [content creates conversation PLUS interaction, liking, sharing]Content programming is now an integrated view with a specific eye to consumer behavior – Competitive WeaponWe have moved from a Keywordworld to an Interest Graph world. Brands have to leverage consumer actions on content or they are programming BLIND. The many to many world is finding what’s relevant based on collective actions. The CMO office is now empowered to drive strategy and measure what’s an effective as well as competitive insight. Brands are now in a must have position of using data to validate their content/marketing direction. In my consulting practice, more and more people are coming to me and asking for help with social media ROI programs.I think they reasons why is several fold… First is that the innovators and early adopters are like kindling in any new field, especially technology. They fuel the fire for change… and they did that for social media…The Innovators: They tend to be the type of people who camp overnight at the Apple store to get the newest tech product. They buy products and try things before all the bugs are worked out of them. They don’t mind that everything isn’t figured out. In fact, they like to give feedback and be part of the development of a new field or product. It’s what makes them tick. These are the people saying, “What’s the ROI of your pants?” To them, a new technology is so obviously valuable that a calculation is not necessary.• The Early Adopters: If the technology proves to be interesting to the Innovators, the second smallest group, the Early Adopters, jump on board. Innovators are natural risk takers. They are enthusiasts and, like kindling, they help start the fire in any new field. As visionaries, they are looking for a breakthrough for the future direction of business. This is the group that is saying, “The ROI of Social Media is that you will be in business in 5 years.” To them it’s that clear that without it, you’d go out of business.
