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Not only is it hard for brands to create enough content to fuel digital and social channels, but brand-created content no longer performs as well as it once did. So how can you create content that ...

Not only is it hard for brands to create enough content to fuel digital and social channels, but brand-created content no longer performs as well as it once did. So how can you create content that actually resonates with your customers?

Content shared by advocates performs 10 times better than content shared to paid channels, and seven times better than content in owned channels. That’s why leading brands like Fossil are powering their customers and employees to create authentic brand content, including unique photos and videos, and share brand content on social channels.

In this webinar Jencey Keeton, Marketing Manager of Social Media at Fossil, will share how Fossil powers customer and employee advocates to create and distribute content for the brand.

You will also learn:

-How Fossil powers their advocates to boost brand and product awareness by creating and distributing brand content
-How to repurpose advocate-created content to fill your content gaps
-How leading brands leverage advocate content to increase social engagement and awareness

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  • Employee??
  • How to get more content? ASK!
  • Blog posts <br /> Instagram photos <br /> YouTube videos <br /> Pinterest boards <br />
  • Specifics - talk to Gina
  • http://www.b2bmarketinginsider.com/content-marketing/33-stats-future-content-marketing

7.15.14 7.15.14 Presentation Transcript

  • Fill Your Content Gap: Activate Advocates to Create Authentic Content #SMTLive
  • Thanks to Our Sponsor #SMTLive
  • Join the Conversation… #SMTLive
  • Our Speakers #SMTLive Jencey Keeton is a Global Social Media Marketing Manager for Fossil with eight years of traditional and digital marketing experience. She specializes in retail and live entertainment, creating brand strategy across digital touchpoints and tracking KPIs through consumer engagement and acquisition. In her current role, Jencey is focused on creating innovative and exciting content stories to raise awareness and engagement across social platforms, as well as building strategic programs with top bloggers and customer influencers. @justjencey Ann Handley speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program , and the co- author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.) Her new book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, will be published by Wiley in the fall of 2014. @MarketingProfs Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. Twitter: @nalvino Paul Gillin, moderator, is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007, including the monthly New Channels column in BtoB magazine for 7 years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com & he blogs at paulgillin.com & Newspaper Death Watch. Twitter: @pgillin
  • Advocate Marketing is trusted 92%trust recommendations from people they know over all other forms of advertisement 77%of consumers are more likely to buy a product when they hear about it from someone they trust
  • Brands engage thousands of insiders – their best employees, customers, partners & influencers – who create & share authentic brand content with their social networks. Customers Employees & Partners Social Media Team Turn social marketing inside out
  • Advocate content performs better 10X Advocate content receives 10 times more engagement than brand paid content 7X Advocate content receives 7 times more engagement than content posted to brand’s owned channels Advocate content gets more engagement Advocates are more trusted
  • Fossil’s approach Consumers Employees Social Influencers & Bloggers Consume Read, watch & experience content Share Push content into their social feeds Create Develop original content that authentically reflects their experiences
  • Program goals & KPIs Goals • Power advocates to create content • Increase brand awareness • Elevate existing brand perception KPIs • # of advocates • Content creation • Advocate & audience engagements • Mentions & impressions
  • Fossil style partners #fossilstyle • Women’s handbag • Men’s watches • Women’s watches • Women’s jewelry
  • Fossil Style Partners create & share
  • Advocates create authentic content
  • Advocates create authentic content
  • Initial program results Active advocates Advocate activities Audience engagements Program AMV to date $70K #AdvocateU 7K 1K 100
  • What’s next? • Utilize and repurpose advocate content on website, social, blog • Grow and scale existing customer programs • Activate employee advocates • Expand to new brands
  • Thank you Jencey Keeton @justjencey Download now: http://bit.ly/AdvocateContent Ebook Nicole Alvino @nalvino
  • 5 best practices for connecting with advocates/influencers.* • Recognize that your advocates are customers and employees as well as “influencers.” • Build a network before you need it. • Make them the hero – not your product or service. • Have a goal. • Generously define who’s who. *(and 1 pet peeve) #SMTLive
  • …and 1 pet peeve. Thinking transactions, not relationships. #SMTLive
  • #SMTlive Yes.
  • No. #SMTlive
  • Our Speakers #SMTLive Jencey Keeton is a Global Social Media Marketing Manager for Fossil with eight years of traditional and digital marketing experience. She specializes in retail and live entertainment, creating brand strategy across digital touchpoints and tracking KPIs through consumer engagement and acquisition. In her current role, Jencey is focused on creating innovative and exciting content stories to raise awareness and engagement across social platforms, as well as building strategic programs with top bloggers and customer influencers. @justjencey Ann Handley speaks and writes about how you can rethink the way your business markets. Cited in Forbes as the most influential woman in Social Media and recognized by ForbesWoman as one of the top 20 women bloggers, Ann Handley is the Chief Content Officer of MarketingProfs, a training and education company with the largest community of marketers in its category. She is a monthly columnist for Entrepreneur magazine, a member of the LinkedIn Influencer program , and the co- author of the best-selling book on content marketing, Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More) That Engage Customers and Ignite Your Business (Wiley, originally published 2011. Paperback 2012.) Her new book, Everybody Writes: Your Go-To Guide to Creating Ridiculously Good Content, will be published by Wiley in the fall of 2014. @MarketingProfs Nicole Alvino, Co-Founder and SVP of Strategy at SocialChorus. Nicole is Head of Strategy and is responsible for designing solutions to meet our customers’ specific marketing and business objectives. Formally, she was CEO and Founder of Dermalounge, a consumer skin health brand and early adopter of advocate marketing. Twitter: @nalvino Paul Gillin, moderator, is a writer, speaker and online media consultant who specializes in social media and content marketing. He is a prolific writer who has published five books and more than 300 articles since 2007, including the monthly New Channels column in BtoB magazine for 7 years. Paul is a veteran technology journalist with more than 25 years of editorial leadership experience. His website is gillin.com & he blogs at paulgillin.com & Newspaper Death Watch. Twitter:@pgillin
  • Tweet Now For Your Chance to Win a Free Ticket to The Social Shake-Up! #SMTlive Audience: Tell us why you want to go to The Social Shake-Up 2014 to be entered for a chance to win. Tweet: “I want to go to #socialshakeup because…” #SMTlive
  • Upcoming Webinar July 22nd Content Marketing: Is 2014 Really Shaping Up to Be The Year of Video? #SMTlive