Travel Alberta - Social Media Summit - Feb 23 2012

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Here is the minimized slide deck from today's presentation. Thank you for having me and don't hesitate to get in touch.

Here is the minimized slide deck from today's presentation. Thank you for having me and don't hesitate to get in touch.

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  • - Good morning \n- Thank you for having me\n- excited to be here \n- appreciate the opportunity to share some ideas with you this morning\n- COMPRESSED ABOUT 4 HOURS WORTH OF MATERIAL INTO 1.5 - WHY?\n- WANT THIS TO BE A VALUABLE USE OF YOUR TIME - QUESTIONS - STOP ME.\n
  • - TODAY - ADVANCED SOCIAL MEDIA - START OFF WITH WHAT IS FACEBOOK\n- TODAY - WE GET WORK DONE\n- ALREADY DOING A LOT OF THINS RIGHT - WE’LL LOOK FOR AREAS TO ADVANCE & IMPROVE\n- SHARE WITH YOU - TOOLS AND TECHNIQUES - BRAINSTORMING EXERCISES AS WELL\n\n\n
  • PLAN FOR TODAY\n- 3 KEY TRENDS - HOW THEY’LL SHAPE YOUR JOB\n- HOW TO PUT TOGETHER SOCIAL MEDIA OBJECTIVES THAT MAKE SENSE TO BOARDS\n- HOW TO ORGANIZE YOUR MARKETING ASSETS - STREAMLINED - FOCUSED\n- GET INTO CONTENT MARKETING - STORYTELLING\n- TWO OR THREE BRAINSTORM SESSIONS - A LOT OF WORK - LET’S GET STARTED\n
  • Facebook Timeline\nGoogle - one account - PLUS YOUR WORLD\n
  • LETS GET STARTED WITH STRATEGY MAPPING\n\n- PROCESS I USE - CLIENTS - DIAL IN - REAL SIMPLE SPECIFIC DIGITAL MARKETING OBJECTIVES\n- INFORM US - WHICH MARKETING CHANNELS - WHAT THE PURPOSE IS OF EACH - WHAT WE WILL MEASURE\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - ROW 1\n- ROW 2 \n- WHY SEQUENCE - WHY SEQUENCE\n- FOLLOWING - REACH - REVENUE\n\n*** MAKES SENSE - QUESTIONS BEFORE MOVING FORWARD\n\n- WITH THESE OBJECTIVES IN MIND\n\n
  • - WE CAN NOW PUT TOGETHER AN ENGAGEMENT MAP\n- SORT AND ORGANIZE ALL OUR MARKETING ASSETS INTO ONE COHESIVE SYSTEM\n
  • - EXAMPLE OF A SIMPLE ENGAGEMENT MAP - USING 4 ASSETS \n\n- BREAK IT DOWN - 3 PIECES - THE HEART - SUPPORTING ASSETS - ENGAGEMENT DIRECTIONALS\n\n- LETS LOOK AT THEM IN DETAIL\n
  • - THE HEART IS THE HUB OF YOUR MARKETING MIX - TIP OF THE FUNNEL\n- FOCAL POINT OF ALL YOUR MARKETING EFFORTS - WHERE ALL OTHER ASSETS SHOULD LEAD TO\n- AUDIENCE CENTRED - CHANNEL THAT YOUR INTENDED AUDIENCE IS MOST COMFORTABLE WITH\n- OUR INDUSTRY - THIS TIME - MOST DECISION MAKERS - GROWN UP WITHOUT COMPUTERS \n- OTHER HAND - FASHION BOUTIQUE - TARGETING YOUNG PROFESSIONAL FEMALES - FACEBOOK\n- METRICS - AD - MAGAZINE - PAGE - VISITS - WORTH IT?\n
  • - THE HEART IS THE HUB OF YOUR MARKETING MIX - TIP OF THE FUNNEL\n- FOCAL POINT OF ALL YOUR MARKETING EFFORTS - WHERE ALL OTHER ASSETS SHOULD LEAD TO\n- AUDIENCE CENTRED - CHANNEL THAT YOUR INTENDED AUDIENCE IS MOST COMFORTABLE WITH\n- OUR INDUSTRY - THIS TIME - MOST DECISION MAKERS - GROWN UP WITHOUT COMPUTERS \n- OTHER HAND - FASHION BOUTIQUE - TARGETING YOUNG PROFESSIONAL FEMALES - FACEBOOK\n- METRICS - AD - MAGAZINE - PAGE - VISITS - WORTH IT?\n
  • - THE HEART IS THE HUB OF YOUR MARKETING MIX - TIP OF THE FUNNEL\n- FOCAL POINT OF ALL YOUR MARKETING EFFORTS - WHERE ALL OTHER ASSETS SHOULD LEAD TO\n- AUDIENCE CENTRED - CHANNEL THAT YOUR INTENDED AUDIENCE IS MOST COMFORTABLE WITH\n- OUR INDUSTRY - THIS TIME - MOST DECISION MAKERS - GROWN UP WITHOUT COMPUTERS \n- OTHER HAND - FASHION BOUTIQUE - TARGETING YOUNG PROFESSIONAL FEMALES - FACEBOOK\n- METRICS - AD - MAGAZINE - PAGE - VISITS - WORTH IT?\n
  • - PIECES OF MARKETING FUNNEL - SHOULD ALL LEAD BACK TO THE HEART OF YOUR ENGAGEMENT MAP\n- FISHING NETS in the OCEAN OF BUSINESS\n- SPECIFIC PURPOSE - ACCESS AND REACH A SPECIFIC TARGET MARKET - SPECIFIC SET OF METRICS\n- FOR EXAMPLE - YOU MAY USE TWITTER TO REACH OUT TO EVENT ORGANIZERS - PURPOSE OF NETWORKING OFFLINE\n- EASY TO MEASURE - HOW MANY PEOPLE HAVE YOU MET - INITIATED CONTACT ON TWITTER?\n
  • - PIECES OF MARKETING FUNNEL - SHOULD ALL LEAD BACK TO THE HEART OF YOUR ENGAGEMENT MAP\n- FISHING NETS in the OCEAN OF BUSINESS\n- SPECIFIC PURPOSE - ACCESS AND REACH A SPECIFIC TARGET MARKET - SPECIFIC SET OF METRICS\n- FOR EXAMPLE - YOU MAY USE TWITTER TO REACH OUT TO EVENT ORGANIZERS - PURPOSE OF NETWORKING OFFLINE\n- EASY TO MEASURE - HOW MANY PEOPLE HAVE YOU MET - INITIATED CONTACT ON TWITTER?\n
  • - PIECES OF MARKETING FUNNEL - SHOULD ALL LEAD BACK TO THE HEART OF YOUR ENGAGEMENT MAP\n- FISHING NETS in the OCEAN OF BUSINESS\n- SPECIFIC PURPOSE - ACCESS AND REACH A SPECIFIC TARGET MARKET - SPECIFIC SET OF METRICS\n- FOR EXAMPLE - YOU MAY USE TWITTER TO REACH OUT TO EVENT ORGANIZERS - PURPOSE OF NETWORKING OFFLINE\n- EASY TO MEASURE - HOW MANY PEOPLE HAVE YOU MET - INITIATED CONTACT ON TWITTER?\n
  • - ENGAGEMENT DIRECTIONALS\n- VISUALLY SHOW RELATION BETWEEN ASSETS - HOW THEY WORK TOGETHER - SUPPOSED TO ACCOMPLISH\n- ALLOW YOU TO STREAMLINE YOUR EFFORTS - FOR EXAMPLE - RE-USE AN ARTICLE - FOR TWITTER, NEWSLETTER\n- WHAT IS BEING PASSED FROM ONE ASSET TO ANOTHER\n- FOR EXAMPLE - NEWSLETTER - INCLUDE A LINK TO AN ARTICLE ON YOUR BLOG - PASSING A VALUE - INTERACTION\n\nLET’S PUT THESE TOGETHER - AND SEE HOW IT WORKS\n
  • - ENGAGEMENT DIRECTIONALS\n- VISUALLY SHOW RELATION BETWEEN ASSETS - HOW THEY WORK TOGETHER - SUPPOSED TO ACCOMPLISH\n- ALLOW YOU TO STREAMLINE YOUR EFFORTS - FOR EXAMPLE - RE-USE AN ARTICLE - FOR TWITTER, NEWSLETTER\n- WHAT IS BEING PASSED FROM ONE ASSET TO ANOTHER\n- FOR EXAMPLE - NEWSLETTER - INCLUDE A LINK TO AN ARTICLE ON YOUR BLOG - PASSING A VALUE - INTERACTION\n\nLET’S PUT THESE TOGETHER - AND SEE HOW IT WORKS\n
  • - ENGAGEMENT DIRECTIONALS\n- VISUALLY SHOW RELATION BETWEEN ASSETS - HOW THEY WORK TOGETHER - SUPPOSED TO ACCOMPLISH\n- ALLOW YOU TO STREAMLINE YOUR EFFORTS - FOR EXAMPLE - RE-USE AN ARTICLE - FOR TWITTER, NEWSLETTER\n- WHAT IS BEING PASSED FROM ONE ASSET TO ANOTHER\n- FOR EXAMPLE - NEWSLETTER - INCLUDE A LINK TO AN ARTICLE ON YOUR BLOG - PASSING A VALUE - INTERACTION\n\nLET’S PUT THESE TOGETHER - AND SEE HOW IT WORKS\n
  • CONTENT MARKETING \n\n\n
  • 4 SEPARATE, BUT RELATED IDEAS\n
  • STOP\n\n- answer the question WHO - ideal client - your customer can be the membership\n- people who are great customers - excited to see them - make your day seem better - make you love your job\n- it’s all rainbows - sunshine and unicorns\n- those are the kind of people we want to profile\n\nthis is a marketing persona \n- use this to define and understand our target markets \n- in order to serve them better - better experience - develop affinity for your brand\n
  • STOP\n\n- answer the question WHO - ideal client - your customer can be the membership\n- people who are great customers - excited to see them - make your day seem better - make you love your job\n- it’s all rainbows - sunshine and unicorns\n- those are the kind of people we want to profile\n\nthis is a marketing persona \n- use this to define and understand our target markets \n- in order to serve them better - better experience - develop affinity for your brand\n
  • STOP\n\n- answer the question WHO - ideal client - your customer can be the membership\n- people who are great customers - excited to see them - make your day seem better - make you love your job\n- it’s all rainbows - sunshine and unicorns\n- those are the kind of people we want to profile\n\nthis is a marketing persona \n- use this to define and understand our target markets \n- in order to serve them better - better experience - develop affinity for your brand\n
  • STOP\n\n- answer the question WHO - ideal client - your customer can be the membership\n- people who are great customers - excited to see them - make your day seem better - make you love your job\n- it’s all rainbows - sunshine and unicorns\n- those are the kind of people we want to profile\n\nthis is a marketing persona \n- use this to define and understand our target markets \n- in order to serve them better - better experience - develop affinity for your brand\n
  • STOP\n\n- answer the question WHO - ideal client - your customer can be the membership\n- people who are great customers - excited to see them - make your day seem better - make you love your job\n- it’s all rainbows - sunshine and unicorns\n- those are the kind of people we want to profile\n\nthis is a marketing persona \n- use this to define and understand our target markets \n- in order to serve them better - better experience - develop affinity for your brand\n
  • STOP\n\n- answer the question WHO - ideal client - your customer can be the membership\n- people who are great customers - excited to see them - make your day seem better - make you love your job\n- it’s all rainbows - sunshine and unicorns\n- those are the kind of people we want to profile\n\nthis is a marketing persona \n- use this to define and understand our target markets \n- in order to serve them better - better experience - develop affinity for your brand\n
  • WHEN would be a good time to connect with her? - planning vacation?\nHOW - audio / video\nWHERE - which channel would you use to reach her?\nWHY - why would she engage with you?\n
  • download the persona worksheet - there for you for free\n\nEMPATHY MAP - PUT OURSELVES IN THE SHOES AND HEAD OF OUR CONSUMERS\n
  • THINK - FEEL - HOPES - DREAMS - FEARS - ASPIRATIONS - NO TIME WITH KIDS - QUALITY TIME - FAMILY\n\nSEE - ENVIRONMENT - FRIENDS - WHAT OPTIONS THEY HAVE - CHOOSING A PLACE TO GO\n\nHEAR - WHO RECOMMENDED SOMETHINGS - FRIENDS - INFLUENCERS\n\nSAY - HOW DO THEY BEHAVE TOWARDS OTHERS - WHAT DO THEY SAY TO OTHERS? - WANT MORE TIME - STORY OF A PAST EXPERIENCE\n\n
  • THINK - FEEL - HOPES - DREAMS - FEARS - ASPIRATIONS - NO TIME WITH KIDS - QUALITY TIME - FAMILY\n\nSEE - ENVIRONMENT - FRIENDS - WHAT OPTIONS THEY HAVE - CHOOSING A PLACE TO GO\n\nHEAR - WHO RECOMMENDED SOMETHINGS - FRIENDS - INFLUENCERS\n\nSAY - HOW DO THEY BEHAVE TOWARDS OTHERS - WHAT DO THEY SAY TO OTHERS? - WANT MORE TIME - STORY OF A PAST EXPERIENCE\n\n
  • THINK - FEEL - HOPES - DREAMS - FEARS - ASPIRATIONS - NO TIME WITH KIDS - QUALITY TIME - FAMILY\n\nSEE - ENVIRONMENT - FRIENDS - WHAT OPTIONS THEY HAVE - CHOOSING A PLACE TO GO\n\nHEAR - WHO RECOMMENDED SOMETHINGS - FRIENDS - INFLUENCERS\n\nSAY - HOW DO THEY BEHAVE TOWARDS OTHERS - WHAT DO THEY SAY TO OTHERS? - WANT MORE TIME - STORY OF A PAST EXPERIENCE\n\n
  • THINK - FEEL - HOPES - DREAMS - FEARS - ASPIRATIONS - NO TIME WITH KIDS - QUALITY TIME - FAMILY\n\nSEE - ENVIRONMENT - FRIENDS - WHAT OPTIONS THEY HAVE - CHOOSING A PLACE TO GO\n\nHEAR - WHO RECOMMENDED SOMETHINGS - FRIENDS - INFLUENCERS\n\nSAY - HOW DO THEY BEHAVE TOWARDS OTHERS - WHAT DO THEY SAY TO OTHERS? - WANT MORE TIME - STORY OF A PAST EXPERIENCE\n\n
  • THINK - FEEL - HOPES - DREAMS - FEARS - ASPIRATIONS - NO TIME WITH KIDS - QUALITY TIME - FAMILY\n\nSEE - ENVIRONMENT - FRIENDS - WHAT OPTIONS THEY HAVE - CHOOSING A PLACE TO GO\n\nHEAR - WHO RECOMMENDED SOMETHINGS - FRIENDS - INFLUENCERS\n\nSAY - HOW DO THEY BEHAVE TOWARDS OTHERS - WHAT DO THEY SAY TO OTHERS? - WANT MORE TIME - STORY OF A PAST EXPERIENCE\n\n
  • THINK - FEEL - HOPES - DREAMS - FEARS - ASPIRATIONS - NO TIME WITH KIDS - QUALITY TIME - FAMILY\n\nSEE - ENVIRONMENT - FRIENDS - WHAT OPTIONS THEY HAVE - CHOOSING A PLACE TO GO\n\nHEAR - WHO RECOMMENDED SOMETHINGS - FRIENDS - INFLUENCERS\n\nSAY - HOW DO THEY BEHAVE TOWARDS OTHERS - WHAT DO THEY SAY TO OTHERS? - WANT MORE TIME - STORY OF A PAST EXPERIENCE\n\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • 1. Initial set of locations - destinations - \n2. (Shopping) Add or subtract providers based on what they want and feel is right\n3. Select a brand or provider at the moment of purchase\n4. (ongoing exposure) based on the experience that follows - determines how they will act next time\n5. circumvent the top part of the decision making process - loyalty loop\n
  • \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • [link] FACEBOOK: Visit Montana vs Volkswagen netherlands \n
  • \n
  • Digital Storytelling\n\nBanff Video - CREATE STORIES\n
  • Digital Storytelling\n\nBanff Video - CREATE STORIES\n
  • [link] bedjump.com - created by hotels by city - worldwide attention - media coverage > BUDGET?\n\ngive them a place & opportunity to express themselves - \n\n[link] tarranea resort in california - wedding destination - higher budget\n\n
  • emotion - logic makes people think - emotion makes them ACT - folklore - stories - legends\nmemory - 83% of learning is visual\nSenses - smells of the beach, coconut, alberta prime beef, a song, souvenir, pictures\nsocial objects - like campfires - photo - video of the dancing guy\nStoryboarding - linear path of a person interacting with you online - best for campaigns\n\n
  • emotion - logic makes people think - emotion makes them ACT - folklore - stories - legends\nmemory - 83% of learning is visual\nSenses - smells of the beach, coconut, alberta prime beef, a song, souvenir, pictures\nsocial objects - like campfires - photo - video of the dancing guy\nStoryboarding - linear path of a person interacting with you online - best for campaigns\n\n
  • emotion - logic makes people think - emotion makes them ACT - folklore - stories - legends\nmemory - 83% of learning is visual\nSenses - smells of the beach, coconut, alberta prime beef, a song, souvenir, pictures\nsocial objects - like campfires - photo - video of the dancing guy\nStoryboarding - linear path of a person interacting with you online - best for campaigns\n\n
  • emotion - logic makes people think - emotion makes them ACT - folklore - stories - legends\nmemory - 83% of learning is visual\nSenses - smells of the beach, coconut, alberta prime beef, a song, souvenir, pictures\nsocial objects - like campfires - photo - video of the dancing guy\nStoryboarding - linear path of a person interacting with you online - best for campaigns\n\n
  • emotion - logic makes people think - emotion makes them ACT - folklore - stories - legends\nmemory - 83% of learning is visual\nSenses - smells of the beach, coconut, alberta prime beef, a song, souvenir, pictures\nsocial objects - like campfires - photo - video of the dancing guy\nStoryboarding - linear path of a person interacting with you online - best for campaigns\n\n
  • - QUESTIONS \n- CONNECT\n

Transcript

  • 1. advancedSOCIAL MEDIA marketing Image by: sheeps.it
  • 2. » Trends» Objective Mapping» Engagement Mapping» Applied Content Marketing» Collective Brainstorm
  • 3. 01: privacy02: mobile03: tablets
  • 4. strategymap Image by: sheeps.it
  • 5. High Online Visibility Increase Reach Attract a FollowingGenerate Revenue Increase Conversions Stimulate Sharing Increase Retention Create a Community WHY? WHY?
  • 6. engagementmap Image by: sheeps.it
  • 7. © Ernest Barbaric
  • 8. » Marketing Hub » Audience Centred » Primary Metrics© Ernest Barbaric
  • 9. » Supporting Asset » Marketing Funnel » Specific Purpose© Ernest Barbaric
  • 10. » Engagement » Relation » Interaction Points© Ernest Barbaric
  • 11. contentmarketing
  • 12. » Profiling» Decision Making» Content Strategy» Digital Storytelling
  • 13. 1. Name2. Age3. Gender4. Attitudes5. Attributes6. Image
  • 14. Name: Julia Brown Age: 47 Gender: Female OutgoingAttitudes: Likes to Entertain Loves Cooking Mother of Two TeensAttributes: Married Drives a Subaru Forrester.
  • 15. bit.ly/MPersona11
  • 16. Think & Feel?Hear? See? Say & Do?
  • 17. ACTIVE EVALUATION INITIAL CONSIDERATION LOYALTY LOOP MOMENT SET OF PURCHASE TRIGGER POST-PURCHASE EXPERIENCEMcKinsey Quarterly
  • 18. “ Align content to the decision process. ”
  • 19. “ Stories are the currency of engagement. ”
  • 20. ... and then wewent skinny dipping.
  • 21. “ Find & engage your existing evangelists. ”
  • 22. » Emotion trumps logic.» Memory is visual.» Sensual branding.» Build social objects.» Storyboard.
  • 23. @ebarbaric