Digital summit 2012 final
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Digital summit 2012 final Presentation Transcript

  • 1. "I don’t go to news anymore. News comes to me” - Digital Summit 2012
  • 2. Topics Covered• Mobile • Usability• Social • Online Advertising• Online video • Email• Customer engagement • SEO
  • 3. GENERAL TAKEAWAYS• Brands are using social to talk directly to customers – Move beyond one directional broadcast style• Brands should doing long-term engagement vs. "campaigns" – Its not something you check off your to-do list• Engagement is 50% higher when brands reach fans on multiple social networks (Twitter, Facebook, etc.)
  • 4. GENERAL TAKEAWAYS• Make a fan feel special by coming to their rescue, solving problems, answering their questions – 44% of brands respond to issues on social channels. • Helps builds credibility and trust.• Show your appreciation – Reward your fans with “stuff”• Two things people want on social networks from big brands: 1. Discounts 2. Entertainment info
  • 5. GENERAL TAKEAWAYS• Be agile – Don‘t spend so much time worrying about every detail at the expense of missing out on benefits
  • 6. Customer Service
  • 7. Tips
  • 8. Compliments
  • 9. MOBILE• 480 million mobile Facebook users• Average person looks at their phone 150x/day• The avg. email is opened 48 hrs. after it’s sent – The avg. text is opened 4 minutes after sent • (that’s 720x faster than an email)• 83% of people sleep next to their smartphones• 60 minutes: time it takes to realize you left your wallet behind• 15 minutes: time it takes to realize you left your phone behind• 15% of children < age 11 own a mobile phone – NOT MINE!!!!
  • 10. FACEBOOKo Best days/times for maximum engagement 1. Midnight Sunday 2. Midnight Monday 3. 10 pm Friday 4. 11 pm Tuesdayo Sunday get 32% more interactions than weekdayso Recognize the power of the weekend/evenings o More laptop/desktop users weekends & evenings than on mobile
  • 11. FACEBOOKWHAT TO POST: Most engaged posts: o LOW cognitive requirements / HIGH emotional value o Fans want to FEEL - not think “Edgerank”:  Facebook’s algorithm  Influenced by “Likes” “Comments” “Shares”
  • 12. Saturday 10pm74 Likes, 56 Comments
  • 13. FACEBOOKIMAGES• Images ARE content!• Images that work well – Captions with 14 words or less – Orange or red (due to contrast with blue page) – Cute photos (i.e. puppies) – Implied motion• Videos: 10x more likely to be shared than links• Photos: 5x more likely to be shared than links• Think mobile/thumbnail when selecting images – High detail photos won’t look good on mobile devices.
  • 14. Facebook Clickability
  • 15. TWITTER• 1 billion tweets every 3 days• Engagement is key• People now expect to interact w/brands via Twitter – Ask questions – Give compliments – File complaints
  • 16. THUNDER’S DURANT GETS BORED
  • 17. PINTEREST– Longer shelf life than Facebook/Twitter • Make sure your content is long-lasting– Deep engagement /high trust– Positive and aspirational– 80% dominated by women
  • 18. Pinterest as page view driverAJC Pinterest page links to: AJC Travel page
  • 19. Pinterest as page view driverAJC PRR Pinterest links to: AJC PRR page
  • 20. GOOGLE PLUS• Influences SEO• Consider Google+ “Hangouts” – live web chat• G+ is the “thread across all Google products”• Five billion “Plus Ones” per day• Integrate with Google+ with putting a plus badge on your site
  • 21. SEO• Lots of SEO geek-speak• SEO is still important. It’s NOT dead!!!• AJC’s traffic from SEO: • AJC = 21% • accessAtlanta = 66% • Ajchomefinder = 75% • AJCCars = 67% • AJCJobs = 67% • AJCClassified = 67%• We STILL need to optimize our headlines & content for SEO
  • 22. What’s this mean for AJC?• “News comes to me” – New generation of headline writing• Readers “expect” to communicate with us via social• Social media platform lines aren’t solid – Cross-pollination is optimal• Fail fast – Experimenting yields “aha” moments