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Expertcontent2

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Expert Content presentation #2

Expert Content presentation #2

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  • 1. Expert Content Campaigns: Blogs & Twitter gCampaigns that experienced success from launch on expert content platforms Jackie Titolo Pei Wang Pei Wang
  • 2. Case 1: ‘100 Bloggers Unite Against Breast Cancer Cancer’ CampaignGoal: Promote 10th anniversary of Pink Pony Foundation in 2010Action Taken: Formed coalition of top 100 women’s lifestyle blogs to runcampaign on their sitesWhy it worked:*United trendy with worthwhile social cause*Creative  bloggers brought individuality to coverage*Selected blogs had high readership & strong presence on multiple platformsResults:*Mainstream press coverage*Online auction
  • 3. Best Type of Content• Blogs: – Internal links, sidebars, calls to action increase traffic – Very visual, keep text short but creative – Establish strong personality – Interact to build relationships/community – Posts to go live early in day• Twitter: – Answers a question before followers/customer ask it – Immediate info  real time (late afternoon is best) – Grabs attention in few works – Off Offers “exclusive” information from a “human” voice “ l i ”i f ti f “h ” i – “Statement” content will be re-tweeted over “life” updates – Retweets, Hashtags, and Mentions• In common: – Consistency in posting/interaction – Strong voice – Links to video
  • 4. Case 2: Jeep Twitter Campaigns #jeeppuzzleResults:Increase new followers on twitterCreating a highly engaging and involving, participatorybrand experienceThe brand was mentioned on millions of blogs.The promotion videos were among the most viewed p gvideos
  • 5. Case 2: Jeep Twitter Campaigns Action Taken:Asking questions like – “What’s the best place your Jeephas taken you?”Advertises Jeep’s celebration events and Jeep’scommercialsPromotes pictures of the day, tailgates that thecompany holdsRespond to fans, customers and potential customers fans c stomers c stomerspromptly and with useful tips

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