Emerging Strategies for Social Brands
 

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Presentation by Jason Stein, Founder & President of Laundry Service, at Shoutlet's Social Marketing Summit Feb. 28, 2013.

Presentation by Jason Stein, Founder & President of Laundry Service, at Shoutlet's Social Marketing Summit Feb. 28, 2013.

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  • I’m thrilled to be speaking here today. It’s an exhilarating time to be working in social media. But for many people, it can be overwhelming and exhausting. Social media is evolving in hyper-speed. Everyday there are great new tools, platforms, tactics, native ad units… Facebook literally changes its algorithm in real time. I devote one full hour everyday to “keeping up.” I am happy to do it. Success in social media requires a commitment to change. To speed. To being fresh and current and cutting edge. So, today I’m going to share with you the most exciting Emerging Strategies for Social Brands. Before I get started, by a show of hands, how many people work at a brand? An agency? Tech companies?
  • Now that social media has been adopted by almost all brands, emerging strategies in converged media have become vital to success. It’s only through the lens of converged media that you can manage an organized, successful social media program. Just a quick review: owned media X. Earned Media is X. Paid Media is X. Owned and Earned Converge when your post is shared or your tweet is retweeted. Owned and paid converge when you amplify Facebook posts or tweet with native ads. Earned and Paid converge when you run Facebook Sponsored Stories. Owned, earned and paid converge when you retweet a journalist or blogger or influencer and then do a white labeled promote retweet… which we’ll get it into a little bit later.
  • I’m thrilled to be speaking here today. It’s an exhilarating time to be working in social media. But for many people, it can be overwhelming and exhausting. Social media is evolving in hyper-speed. Everyday there are great new tools, platforms, tactics, native ad units… Facebook literally changes its algorithm in real time. I devote one full hour everyday to “keeping up.” I am happy to do it. Success in social media requires a commitment to change. To speed. To being fresh and current and cutting edge. So, today I’m going to share with you the most exciting Emerging Strategies for Social Brands. Before I get started, by a show of hands, how many people work at a brand? An agency? Tech companies?
  • 1) Snackable content every day instead of high budget commercial content We call it snackable because it’s easy, quick and fun to consume. And like any good snack, it’s doesn’t take too long to make.
  • Daredevil Felix Baumgartner makes record 700 mph jump from the edge of space. Amazing? Yes. Snackable? No.
  • A Cartier video about a golden tiger statue that comes to life, jumps through a glass window and races two white horses in the snow in Russia outside of an enormous castle. Cool? Yes. Snackable. No.
  • 34,000 miles, dropped in on three continents, 13 countries and 16 cities.
  • Now let’s talk about what IS snackable content. On Facebook, the photo is far and away the best snackable content. Channel Fragmentation - the right content for the right channel - Facebook - Photos - Instagram photos get more organic reach for pages than regular uploads. Discuss constant algorithm tweaks and staying ahead of the curve
  • Now let’s talk about what IS snackable content. On Facebook, the photo is far and away the best snackable content. Channel Fragmentation - the right content for the right channel - Facebook - Photos - Instagram photos get more organic reach for pages than regular uploads. Discuss constant algorithm tweaks and staying ahead of the curve
  • Now let’s talk about what IS snackable content. On Facebook, the photo is far and away the best snackable content. Channel Fragmentation - the right content for the right channel - Facebook - Photos - Instagram photos get more organic reach for pages than regular uploads. Discuss constant algorithm tweaks and staying ahead of the curve
  • Now let’s talk about what IS snackable content. On Facebook, the photo is far and away the best snackable content. Channel Fragmentation - the right content for the right channel - Facebook - Photos - Instagram photos get more organic reach for pages than regular uploads. Discuss constant algorithm tweaks and staying ahead of the curve
  • Now let’s talk about what IS snackable content. On Facebook, the photo is far and away the best snackable content. Channel Fragmentation - the right content for the right channel - Facebook - Photos - Instagram photos get more organic reach for pages than regular uploads. Discuss constant algorithm tweaks and staying ahead of the curve
  • Now let’s talk about what IS snackable content. On Facebook, the photo is far and away the best snackable content. Channel Fragmentation - the right content for the right channel - Facebook - Photos - Instagram photos get more organic reach for pages than regular uploads. Discuss constant algorithm tweaks and staying ahead of the curve
  • I’m thrilled to be speaking here today. It’s an exhilarating time to be working in social media. But for many people, it can be overwhelming and exhausting. Social media is evolving in hyper-speed. Everyday there are great new tools, platforms, tactics, native ad units… Facebook literally changes its algorithm in real time. I devote one full hour everyday to “keeping up.” I am happy to do it. Success in social media requires a commitment to change. To speed. To being fresh and current and cutting edge. So, today I’m going to share with you the most exciting Emerging Strategies for Social Brands. Before I get started, by a show of hands, how many people work at a brand? An agency? Tech companies?
  • Another reason it’s important to set up that agency newsroom is because when you’re pumping out real time content, earned and paid media also have to happen in real time.
  • Another reason it’s important to set up that agency newsroom is because when you’re pumping out real time content, earned and paid media also have to happen in real time.
  • I’m thrilled to be speaking here today. It’s an exhilarating time to be working in social media. But for many people, it can be overwhelming and exhausting. Social media is evolving in hyper-speed. Everyday there are great new tools, platforms, tactics, native ad units… Facebook literally changes its algorithm in real time. I devote one full hour everyday to “keeping up.” I am happy to do it. Success in social media requires a commitment to change. To speed. To being fresh and current and cutting edge. So, today I’m going to share with you the most exciting Emerging Strategies for Social Brands. Before I get started, by a show of hands, how many people work at a brand? An agency? Tech companies?
  • Post-view Attribution Measure and assign value to every impression and click in the path to purchase with bespoke attribution models.
  • Post-view Attribution Measure and assign value to every impression and click in the path to purchase with bespoke attribution models.
  • Post-view Attribution Measure and assign value to every impression and click in the path to purchase with bespoke attribution models.
  • Post-view Attribution Measure and assign value to every impression and click in the path to purchase with bespoke attribution models.

Emerging Strategies for Social Brands Presentation Transcript

  • 1. Welcome to Today’s Presentation1
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  • 7. Welcome to Today’s Presentation Not Snackable TNT drama button7
  • 8. Welcome to Today’s Presentation Not Snackable TNT drama button8
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  • 11. Welcome to Today’s Presentation Channel Fragmentation Show Facebook/Twitter/Tumblr Shows all types of content (Instagram/Vine/Photos/Gifs11
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  • 13. Welcome to Today’s Presentation Show Facebook/Twitter/Tumblr Shows all types of content (Instagram/Vine/Photos/Gifs13
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  • 17. Welcome to Today’s Presentation One slide for each channel/content type - Tumblr - animated GIFs/Memes - next step is identifying why things fly through the ecosystem, who the influencers are and other metrics17
  • 18. Welcome to Today’s Presentation - Twitter - Vine - Voice - irreverent, tongue-in-cheek voice, (Nets PR, Oreo)18
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  • 21. Welcome to Today’s Presentation What’s Happening Now21
  • 22. Welcome to Today’s Presentation What’s Happening Now22
  • 23. Welcome to Today’s Presentation Real-Time Marketing23
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  • 28. Welcome to Today’s Presentation Real-Time Marketing28
  • 29. Welcome to Today’s Presentation 3) Real-Time Marketing - Idea of command centers around relevant events - Oreo example - Brands amplifying influencers real-time content with promoted retweet29
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