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OMS Miami<br />Content Marketing for Acquisition<br />Chris Baggott<br />CEO/Co-founder<br />Compendium	<br />chris@compen...
2<br />clients<br />
My Promise To You:<br />This is all true<br />This Works<br />It’s measurable  <br />It’s easy<br />Most of it you have no...
80% of all blog traffic comes from a “first time visitor”<br />Hi!<br />I’m New Here<br />
“Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the ne...
Travel, Tweets and Trends<br />Key Findings from Study – People Visit 22 Online Places Before Booking<br />What it means t...
C.O.P.E	<br />Create Once Publish Everywhere<br />
The Social Media Long Tail<br />
What's my Klout?<br />
Dunbar Circle<br />“Put differently, people who are members of online social networks are not so much networking as they a...
Capture content from landing pages and email<br />
Capture content from social media<br />
Easily moderate and publish content for organic and social search<br />
Acquire new customers on high converting landing pages<br />
Email encourages individual social publishing<br />
Email to Post<br />Administrator / Algorithm<br />Email to Post <br />allows any email content that is delivered to a spec...
College Network & Compendium:<br /><ul><li>Sample program to drive UGC via email
Promoted via Facebook, Twitter, and through a mass email to 40,000 customers and leads in their system</li></li></ul><li>S...
Why Are They Successful?<br /><ul><li>Consistent content production
Tracking
Goals
Integration with the website
Blog specific contests
Have the entire company on board and are looking at how to incentivize their sales team (over 200 people) to write about t...
Store Manager Stories<br />Address/store # allows for geo targeting of content<br />Landing Page<br />Store Manager Blog F...
Collecting Stories via Email<br />
Old Way:  Customers might post on Trip Advisor<br />
Traffic Following Reminder Email<br />
Blog Only<br />
Average Click Through Rate of 16%<br />
Target: 1500 Terms<br />20 Geographies<br />
Atlanta Focus<br />
Store Stories<br />
Store Manager Stories<br />Address/store # allows for geo targeting of content<br />Landing Page<br />Store Manager Blog F...
Collecting Stories via Email<br />
Immediate Response!<br />
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Chris Baggott's OMS Miami Presentation

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  • Email to Post makes content creation and participation in a blogging strategy dead simple. Any user can forward or send an email to a specific email address. The content in the email will turn into the body of the post and any attached images will be imbedded into the post as well. The user can determine whether their Email to Post content waits as a “draft” in their user account or goes directly to the Administrative layer for moderation and publishing. Do you have an employee or constituent that is scared of a new technology? Do you have customer support representatives that receive and answer customer questions via email? Do you receive wonderful testimonials or feedback from customers through a general email account? If so, Email to Post is an ideal solution that allows an organization to leverage this content as a important part of their online marketing strategy.
  • Just Search Traffic
  • Sears outlet has built Compendium directly into their in-store system. The store managers have goals related to the number of stories produced a week. All they have to do is log into the system they log into anyway. See that blog button? When they push that…..
  • They land on this form. The fields are already filled out with the product information and an image of the product. The store person can upload their own picture…for example a picture of the happy customer. They tell a simple story and boom…that content gets published to the locally target store pages.
  • In every sale where they can collect an email address the follow up with a series of emails asking for content. They test the heck out of this and have a really high response rate. When a customer story goes live they push the second email with the facebook button. This encourages the customer who just wrote the story to push it to THEIR facebook. Which they do in droves. Facebook is now a significant source for local store traffic.
  • Transcript of "Chris Baggott's OMS Miami Presentation"

    1. 1. OMS Miami<br />Content Marketing for Acquisition<br />Chris Baggott<br />CEO/Co-founder<br />Compendium <br />chris@compendium.com<br />@chrisbaggott<br />
    2. 2. 2<br />clients<br />
    3. 3. My Promise To You:<br />This is all true<br />This Works<br />It’s measurable <br />It’s easy<br />Most of it you have not heard today<br />
    4. 4.
    5. 5. 80% of all blog traffic comes from a “first time visitor”<br />Hi!<br />I’m New Here<br />
    6. 6. “Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the new world”<br /> —Vanessa Fox<br />
    7. 7.
    8. 8.
    9. 9. Travel, Tweets and Trends<br />Key Findings from Study – People Visit 22 Online Places Before Booking<br />What it means to you?<br />SEO<br />Facebook<br />Twitter<br />Blogging<br />Email<br />Photos & Video<br />Employee Participation<br />
    10. 10. C.O.P.E <br />Create Once Publish Everywhere<br />
    11. 11.
    12. 12.
    13. 13.
    14. 14.
    15. 15.
    16. 16.
    17. 17. The Social Media Long Tail<br />
    18. 18. What's my Klout?<br />
    19. 19. Dunbar Circle<br />“Put differently, people who are members of online social networks are not so much networking as they arebroadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."<br />
    20. 20. Capture content from landing pages and email<br />
    21. 21. Capture content from social media<br />
    22. 22. Easily moderate and publish content for organic and social search<br />
    23. 23. Acquire new customers on high converting landing pages<br />
    24. 24. Email encourages individual social publishing<br />
    25. 25. Email to Post<br />Administrator / Algorithm<br />Email to Post <br />allows any email content that is delivered to a specific email address to be turned into a post that can be moderated and published. This is ideal for organizations that want to make content creation dead simple for their users/authors.<br />
    26. 26. College Network & Compendium:<br /><ul><li>Sample program to drive UGC via email
    27. 27. Promoted via Facebook, Twitter, and through a mass email to 40,000 customers and leads in their system</li></li></ul><li>Stats:<br /><ul><li> Nearly 100 user generated</li></ul> stories <br /><ul><li> 40 resulting comments on the</li></ul> stories <br /><ul><li> Thousands of "likes" on the </li></ul> story posts<br /><ul><li>Are tracking an avg. of 35 </li></ul> additional Facebook fans per<br /> day from the campaign<br /><ul><li> Increased organic search </li></ul> traffic by 25%<br />
    28. 28. Why Are They Successful?<br /><ul><li>Consistent content production
    29. 29. Tracking
    30. 30. Goals
    31. 31. Integration with the website
    32. 32. Blog specific contests
    33. 33. Have the entire company on board and are looking at how to incentivize their sales team (over 200 people) to write about their experiences.</li></li></ul><li>Store Manager Stories<br />
    34. 34. Store Manager Stories<br />Address/store # allows for geo targeting of content<br />Landing Page<br />Store Manager Blog Form <br />
    35. 35. Collecting Stories via Email<br />
    36. 36. Old Way: Customers might post on Trip Advisor<br />
    37. 37.
    38. 38.
    39. 39.
    40. 40.
    41. 41.
    42. 42.
    43. 43.
    44. 44.
    45. 45.
    46. 46.
    47. 47.
    48. 48. Traffic Following Reminder Email<br />
    49. 49.
    50. 50.
    51. 51.
    52. 52.
    53. 53.
    54. 54.
    55. 55. Blog Only<br />
    56. 56. Average Click Through Rate of 16%<br />
    57. 57. Target: 1500 Terms<br />20 Geographies<br />
    58. 58.
    59. 59.
    60. 60.
    61. 61.
    62. 62.
    63. 63.
    64. 64.
    65. 65.
    66. 66. Atlanta Focus<br />
    67. 67. Store Stories<br />
    68. 68. Store Manager Stories<br />Address/store # allows for geo targeting of content<br />Landing Page<br />Store Manager Blog Form <br />May 2011: 16.4% CTR<br />
    69. 69. Collecting Stories via Email<br />
    70. 70. Immediate Response!<br />
    71. 71.
    72. 72.
    73. 73.
    74. 74. Did I keep my promise:<br />This is all true<br />This Works<br />It’s measurable <br />It’s easy<br />Most of it you have not heard today<br />
    75. 75. Questions?<br />Chris Baggott<br />CEO/Co-founder<br />Compendium <br />chris@compendium.com<br />@chrisbaggott<br />
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