advancedSOCIAL MEDIA        marketing                    Image by: sheeps.it
» Trends» Objective Mapping» Engagement Mapping» Applied Content Marketing» Collective Brainstorm
01: privacy02: mobile03: tablets
strategymap              Image by: sheeps.it
High Online Visibility                    Increase Reach                                            Attract a FollowingGen...
engagementmap            Image by: sheeps.it
© Ernest Barbaric
» Marketing Hub                    » Audience Centred                    » Primary Metrics© Ernest Barbaric
» Supporting Asset                    » Marketing Funnel                    » Specific Purpose© Ernest Barbaric
» Engagement                    » Relation                    » Interaction Points© Ernest Barbaric
contentmarketing
» Profiling» Decision Making» Content Strategy» Digital Storytelling
1. Name2. Age3. Gender4. Attitudes5. Attributes6. Image
Name:    Julia Brown      Age:   47  Gender:    Female           OutgoingAttitudes: Likes to Entertain           Loves Coo...
bit.ly/MPersona11
Think & Feel?Hear?                   See?         Say & Do?
ACTIVE EVALUATION     INITIAL  CONSIDERATION                 LOYALTY LOOP        MOMENT       SET                         ...
“   Align content to the    decision process.                           ”
“   Stories are the currency    of engagement.                           ”
... and then wewent skinny dipping.
“   Find & engage your    existing evangelists.                            ”
» Emotion trumps logic.» Memory is visual.» Sensual branding.» Build social objects.» Storyboard.
@ebarbaric
Travel Alberta - Social Media Summit - Feb 23 2012
Travel Alberta - Social Media Summit - Feb 23 2012
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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.

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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 of "Travel Alberta - Social Media Summit - Feb 23 2012"

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

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