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How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum
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How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum


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Case Study: How a B2B SaaS platform is transforming itself into a media company …

Case Study: How a B2B SaaS platform is transforming itself into a media company
We’re winning the battle for creating engaging content for a multiscreen user experience. Learn how Critical Media is using content discovery, social sharing & analytics to drive their Search & Social strategies. We’ll review the impact of traditional and digital strategies on Search & Social and why broadcast is still King. In this case study, you’ll learn how to produce content (owned media) that your consumers are interested in and earn more qualified visitors to your site.
Presented by: Dane Wiseman, Digital Marketing Manager, Critical Mention

Published in: Business
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  • 1. How a B2B SaaS platform is transforming itself into a media company
  • 2. Critical 2002• NUMBER OF EMPLOYEES: 100+• HEADQUARTERED: New York CityPRODUCT LAUNCHES • Critical Mention – 2004 • Syndicaster – 2009 • ClipSyndicate – 2009 • Partner API - 2010 • AllMedia - 2012
  • 3. Digital Footprint New York OregonFlorida
  • 4. The Listen, Create, Publish, Earn Money*
  • 5. Tools
  • 6. Tools Our Own Dog Food Subscription/Free• Critical Mention - listen Google Analytics Google Webmaster Tools Google Trends Facebook Development• Syndicaster – create IFFT AdWords adCenter• ClipSyndicate – publish SEMrush/Spyfu Email CRM DSP Social Management
  • 7. Search
  • 8. How We SearchWeb SearchSocial SearchBroadcast SearchPrint Search
  • 9. Social
  • 10. Our Social Pillars1. Branding & Thought Leadership2. Lead and Prospect Generation3. Reputation Management4. Audience Research & Retention
  • 11. Convergence
  • 12. Convergence How are you using what isbeing mentioned on TV or in Social Media to power yourclient’s marketing strategies? Listen Create Engage
  • 13. Listen
  • 14. Case: Critical Minute Listen1. Take your core “head” terms and set up custom alerts in filters. 1. Google Alerts for Online Content 2. Social Mention for Social Content 3. Google Trends for Search & Keyword Research Tool for Discovery 4. Google Analytics, Google AdWords and Microsoft adCenter for historical performance (search terms)2. There is currently no free service for comprehensive TV coverage in all markets-- yet TV content remains king. 1. Local, national coverage of keyword mentions that influence your brand and industry. 2. News clips can be shared internally to showcase important of a keyword mention to a client
  • 15. Create
  • 16. Case: Critical Minute Create
  • 17. Engage
  • 18. Case: Critical Minute EngageSocial Media Sites – publish videosdirectly to popular social mediasites where your story can be heardby broader audiences. Sharingcontent on Facebook, Twitter andYouTube will help individualsconnect with your brandCMS systems – Tools help usconnect with Content ManagementSystems to make it easy to postedited videos directly to websites.
  • 19. Strategy
  • 20. Case: Election Coverage
  • 21. Case: Election Coverage
  • 22. Case: Critical MinuteCase: Critical MinuteExpanding beyond PR to marketing and advertising – digital & social
  • 23. User Experience
  • 24. audienceprospect sale
  • 25. Analytics
  • 26. Attribution
  • 27. CRM
  • 28. Creative
  • 29. Production
  • 30. ProductionRecommendations:1. Share Google Calendars and Drive 1. Creative Schedule 2. Social Schedule 3. Content Calendar 1. Schedule Content 2. Assign OwnersProject Management SystemFace time:1. Weekly Marketing Meetings2. Daily Discussions 1. Bandwidth 2. Freedom of Speech and Creative
  • 31. Automation
  • 32. AutomationPaid Search – automated rules andreporting.Scheduled:1. Emails2. Posts3. Campaign launches (Paid)Google AlertsWebmaster toolsAnalyticsContent Distribution
  • 33. Always Be Testing
  • 34. Always Be Testing (AB)Promotional offers – our audience loves gift cardsWhat creative generates the most demo leads?The most demo leads to sales?Simple > Complex
  • 35. Reporting
  • 36. ReportingAnalytics – reports emailed tostakeholdersDaily Marketing report – email to morethan 20 team membersLead, sale, lead-to-sale reports by repSuccess means more budget proposed budget best projected revenue current . projected revenue worst projected revenue
  • 37. CHAPTER 1: THE GAMEEngage – 2: THE TOOLS CHAPTER 4: THE PRODUCTIONTools CreativeSearch ProductionSocial AutomationCase Studies Always Be Testing (AB)ConvergenceListen CHAPTER 6: THE REPORTING & SUCCESSCreatePublishCHAPTER 3: THE STRATEGYStrategyUser ExperienceAnalyticsAttribution
  • 38. Success
  • 39. Thank you!Dane WisemanDigital Marketing ManagerCritical Mediadwiseman@criticalmention.com646-218-9442 Visit Critical Media 521 5th Ave, 16th Floor