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How a B2B SaaS platform is transforming itself into a      media company
Critical Media@criticalmentionfacebook.com/criticalmentionFOUNDED: 2002• NUMBER OF EMPLOYEES: 100+• HEADQUARTERED: New Yor...
Digital Footprint                         New York                OregonFlorida
The Gamemonitor.criticalmention.com/bdi Listen, Create, Publish, Earn Money*
Tools
Tools    Our Own Dog Food           Subscription/Free• Critical Mention - listen        Google Analytics                  ...
Search
How We SearchWeb SearchSocial SearchBroadcast SearchPrint Search
Social
Our Social Pillars1.   Branding & Thought Leadership2.   Lead and Prospect Generation3.   Reputation Management4.   Audien...
Convergence
Convergence  How are you using what isbeing mentioned on TV or in Social Media to power yourclient’s marketing strategies?...
Listen
Case: Critical Minute                                      Listen1.        Take your core “head” terms and set up custom  ...
Create
Case: Critical Minute      Create
Engage
Case: Critical Minute                         EngageSocial Media Sites – publish videosdirectly to popular social mediasit...
Strategy
Case: Election Coverage
Case: Election Coverage
Case: Critical MinuteCase: Critical MinuteExpanding beyond PR to marketing and advertising – digital & social
User Experience
audienceprospect  sale
Analytics
Attribution
CRM
Creative
Production
ProductionRecommendations:1. Share Google Calendars and Drive    1. Creative Schedule    2. Social Schedule    3. Content ...
Automation
AutomationPaid Search – automated rules andreporting.Scheduled:1. Emails2. Posts3. Campaign launches (Paid)Google AlertsWe...
Always Be Testing
Always Be Testing (AB)Promotional offers – our audience loves gift cardsWhat creative generates the most demo leads?The mo...
Reporting
ReportingAnalytics – reports emailed tostakeholdersDaily Marketing report – email to morethan 20 team membersLead, sale, l...
CHAPTER 1: THE GAMEEngage – monitor.criticalmention.com/bdiCHAPTER 2: THE TOOLS                       CHAPTER 4: THE PRODU...
Success
Thank you!Dane WisemanDigital Marketing ManagerCritical Mediadwiseman@criticalmention.com646-218-9442                     ...
How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum
How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum
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
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

www.bdionline.com

Published in: Business
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Transcript of "How a B2B SaaS platform is transforming itself into a media company - BDI 1/30/13 Search & Social Leadership Forum"

  1. 1. How a B2B SaaS platform is transforming itself into a media company
  2. 2. Critical Media@criticalmentionfacebook.com/criticalmentionFOUNDED: 2002• NUMBER OF EMPLOYEES: 100+• HEADQUARTERED: New York CityPRODUCT LAUNCHES • Critical Mention – 2004 • Syndicaster – 2009 • ClipSyndicate – 2009 • Partner API - 2010 • AllMedia - 2012
  3. 3. Digital Footprint New York OregonFlorida
  4. 4. The Gamemonitor.criticalmention.com/bdi Listen, Create, Publish, Earn Money*
  5. 5. Tools
  6. 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. 7. Search
  8. 8. How We SearchWeb SearchSocial SearchBroadcast SearchPrint Search
  9. 9. Social
  10. 10. Our Social Pillars1. Branding & Thought Leadership2. Lead and Prospect Generation3. Reputation Management4. Audience Research & Retention
  11. 11. Convergence
  12. 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. 13. Listen
  14. 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. 15. Create
  16. 16. Case: Critical Minute Create
  17. 17. Engage
  18. 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. 19. Strategy
  20. 20. Case: Election Coverage
  21. 21. Case: Election Coverage
  22. 22. Case: Critical MinuteCase: Critical MinuteExpanding beyond PR to marketing and advertising – digital & social
  23. 23. User Experience
  24. 24. audienceprospect sale
  25. 25. Analytics
  26. 26. Attribution
  27. 27. CRM
  28. 28. Creative
  29. 29. Production
  30. 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. 31. Automation
  32. 32. AutomationPaid Search – automated rules andreporting.Scheduled:1. Emails2. Posts3. Campaign launches (Paid)Google AlertsWebmaster toolsAnalyticsContent Distribution
  33. 33. Always Be Testing
  34. 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. 35. Reporting
  36. 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. 37. CHAPTER 1: THE GAMEEngage – monitor.criticalmention.com/bdiCHAPTER 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. 38. Success
  39. 39. Thank you!Dane WisemanDigital Marketing ManagerCritical Mediadwiseman@criticalmention.com646-218-9442 Visit Critical Media 521 5th Ave, 16th Floor

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