Michael Janda Utah Digital Marketing Conference 2019 Learn more at: utahdmc.org Michael Janda will teach proven growth strategies for social media and provide you with a systematic process for planning social media content that can expand awareness of your brand. Session takeaways: Learn the difference between a linear and non-linear narrative Learn best practices for each social platform Learn how to plan social media long-form content Learn how to break social media content into short-form, shareable pieces Learn to measure and connect the dots between content and action

1. MAXIMIZING
MICRO-
MOMENTS //
–– Michael Janda
How to capture the
moments when people
make decisions.
michaeljanda.com @morejanda© Michael Janda

7. michaeljanda.com

8. @morejanda

9. +10,000/mo.
Here is how…
© Michael Janda

10. 2000
––
michaeljanda.com @morejanda© Michael Janda

11. 12 sec.
michaeljanda.com @morejanda© Michael Janda

12. michaeljanda.com @morejanda© Michael Janda
2018
––

13. michaeljanda.com @morejanda© Michael Janda
80-300x/day

14. michaeljanda.com @morejanda© Michael Janda
8 sec.

15. michaeljanda.com @morejanda© Michael Janda
-33%

16. michaeljanda.com @morejanda© Michael Janda
9 sec.

17. Declining Attention Span’s
Effect on Marketing
––
1. No time to consume all content
2. Overwhelming content gets skipped completely
3. Delivery speed matters (technical delivery)
4. “Hook” matters (first 8 seconds)
michaeljanda.com @morejanda© Michael Janda

19. Non-Linear Narrative
michaeljanda.com @morejanda© Michael Janda

20. Awareness
Interest
Consideration
Intent
Evaluation
Purchase
Marketing Funnel = Linear Narrative

21. Marketing must change.
michaeljanda.com @morejanda© Michael Janda

22. michaeljanda.com @morejanda© Michael Janda
“Micro-Moments”

23. Micro-moments occur
when people “reflexively
turn to a device.”
michaeljanda.com @morejanda© Michael Janda

24. Micro-Moments = Non-Linear Narrative
Source: Google
I want to
KNOW
moments
When someone is
exploring or
researching, but is
not necessarily in
purchase mode.
I want to
GO
moments
When someone is
looking for a local
business or is
considering buying
a product at a
nearby store.
I want to
DO
moments
When someone
wants help
completing a
task or trying
something new.
I want to
BUY
moments
When someone is
ready to make a
purchase and may
need help deciding
what to buy or how
to buy it.

25. KNOW
GO
BUY
KNOW
KNOW
GO
GO
BUY
BUY
DO
DO
DO
BUY
BUY
BUY
BUY
BUY
GO
KNOW
KNOW
KNOW
GO
GO
GO
GO
KNOWKNOW
KNOW
GO
GO
DO
DO
DO
DO

26. Marketers must
redefine the narrative
of their brand story.
michaeljanda.com @morejanda© Michael Janda

27. When do people consume content?
82%
While Waiting
75%
Using the Restroom
88%
While Driving
95%
Before Bed

28. 1-30 seconds
88%
While Driving

29. 1-3 minutes
82%
While Waiting

30. 4-7 minutes
75%
Using the Restroom

31. 15+ minutes
95%
Before Bed

32. HOW TO
MARKET
CONTENT
FOR //
MICRO-
MOMENTS
© Michael Janda
michaeljanda.com
@morejanda

33. 01
Create Long-form
Content First
michaeljanda.com @morejanda© Michael Janda

34. michaeljanda.com @morejanda© Michael Janda
1200+ words

35. michaeljanda.com @morejanda© Michael Janda
Long-form Content
Book

36. michaeljanda.com @morejanda© Michael Janda
Long-form Content
eBook

37. michaeljanda.com @morejanda© Michael Janda
Long-form Content
Website Article

38. Benefits of Long-form Content
––
1. Search engine attention
2. Increased time on site
3. Proof of authority and expertise
4. Social sharing
5. More value to reader (altruistic)
6. Foundation for a campaign
michaeljanda.com @morejanda© Michael Janda

40. michaeljanda.com @morejanda© Michael Janda
Average time spent
on this article…
14 minutes
37 seconds
1,856 words
Average time spent on
the rest of my site…
2 minutes
34 seconds

41. Long-form content is
extremely important.
(Even though your audience has A.D.D.)
michaeljanda.com @morejanda© Michael Janda

42. 02
Dissect the Long-
form Content into
Snackable Pieces
michaeljanda.com @morejanda© Michael Janda

43. michaeljanda.com @morejanda© Michael Janda
+

44. +

45. Meal

46. Snack

47. Long-form
Content

48. Snackable
Content

49. Scan long-form
content looking for…
––
1. Subtopics
2. Data / metrics
3. List items
4. Engaging quotes
5. Anything that can be extracted
into short-form content
STEP 01

50. 82%
While Waiting
1-3 minutes
75%
Using the Restroom
4-7 minutes
88%
While Driving
1-30 seconds
95%
Before Bed
15+ minutes
Plan general content ideas based on time buckets.
STEP 02

51. S
1-30 sec.
M
1-3 min.
L
4-7 min.
XL
15+ min.
Content Planning Based on Time

52. Videos (Teaser)
Social Posts
S
1-30 sec.

53. Video (Teaser)
11 seconds
GOBUY
S
© McDonalds

54. © McDonalds

55. Social Post /
Product Feature
8-10 seconds
“INFINITI’s available #Bose sound systems are tuned
to the unique interior dynamics of every model–
meaning your #music always sounds great. What
songs get you signing along behind the wheel?”
GOKNOW
S
© Infiniti

56. Social Post /
Culture Photo
20 seconds
“Cup Art”
S DO KNOW
© Starbucks

57. Social Post / Quote
5 seconds
KNOW
S
© IBM

58. Social Post / Data
7 seconds
“10 years of Oscar nominated films for best visual
effects are powered by Quadro GPUS”
(Hijacking a trend = Oscars)
KNOW
S
© Nvidia

59. Landing Pages
Blog Articles
Videos (Medium)
M
1-3 min.

60. Landing Page
3 minutes
M KNOW BUY
© Airbnb

61. Blog Article
2 minutes
M KNOW BUY
© Adidas

62. Video (Short)
1 min. 18 sec.
KNOW
M
© BMW

63. © BMW

64. Videos (Long)
Blog Articles (Long)
Infographic
Case Studies
L
4-7 min.

65. Video (Long)
5 min. 31 sec.
KNOW
M BUY DO
© Nike

66. © Nike

67. Blog Article (Long)
5-7 minutes
GOKNOW BUY
L
© Anthropologie

68. Infographic
5-7 minutes
KNOW
L
© Coca-Cola

69. Case Study
4-5 minutes
BUYKNOW
L
© Instagram

70. Videos (XL)
eBooks
White Papers
Original Long-form
XL
15+ min.

71. BUY
Video (XL)
20 min. 22 sec.
KNOW
XL
© BMW

72. © BMW

73. BUY
eBook
15+ minutes
KNOW
XL
© Hootsuite

74. BUY
White Paper
15+ minutes
KNOW
XL
© Hubspot

75. Original Long-form Content
––
+

76. Time Locations Content
S 1-30 seconds
Social Posts
Videos (Teaser)
M 1-3 minutes
Landing Pages
Blog Articles
Videos (Short)
L 4-7 minutes
Videos (Long)
Blog Articles (Long)
Infographics
Case Studies
XL 15+ minutes
Videos (XL)
eBooks
White Papers
Original Long-form
michaeljanda.com @morejanda© Michael Janda

77. Generate specific
content ideas.
––
STEP 03
SOCIAL POST
“QUOTE”
INFOGRAPHIC
“DATA”
WHITE PAPER
“SUBTOPIC”

78. Define the
action for
each piece
of content.
––
STEP 04
SOCIAL POST
“QUOTE”
INFOGRAPHIC
“DATA”
WHITE PAPER
“SUBTOPIC”
BUY
KNOW
GO
DO
BUY

79. INFOGRAPHIC
“DATA”
KNOW BUY
LONG-FORM
CONTENT
ECOMMERCE
WEBSITE
Make it easy to take action.

80. Fewer choices
yields more action.
SIGN-UP
PAGE
DO
© Domino’s Pizza

81. © Google

82. 03
Measure
and Adjust
michaeljanda.com @morejanda© Michael Janda

83. Connect the dots of data…
michaeljanda.com @morejanda© Michael Janda
Views
Clicks
Searches
Downloads
Sales
Visits

84. TIPS– &
© Michael Janda michaeljanda.com @morejanda
THOUGHTS//
TAKEAWA
YS
FINAL

85. michaeljanda.com @morejanda© Michael Janda
Be smart with the first
8 seconds.

86. Create content based on intention…
michaeljanda.com @morejanda© Michael Janda
Know
Go
Do
Buy

87. Create content based on time…
michaeljanda.com @morejanda© Michael Janda
S
1-30 sec.
M
1-3 min.
L
4-7 min.
XL
15+ min.

88. Create content that
entices the user to
take the next action.
michaeljanda.com @morejanda© Michael Janda

89. Measure moments
and connect the
dots between
content and action.
michaeljanda.com @morejanda© Michael Janda

90. Maximize the
micro-moments.
michaeljanda.com @morejanda© Michael Janda

91. Download this presentation…
michaeljanda.com/micro
Connect with me…
@morejanda
Thank You!