• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
 

Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)

on

  • 2,392 views

 

Statistics

Views

Total Views
2,392
Views on SlideShare
2,309
Embed Views
83

Actions

Likes
5
Downloads
49
Comments
1

6 Embeds 83

http://www.conseilsmarketing.com 51
https://twitter.com 19
http://www.onlydoo.com 5
http://fr.slideshare.net 4
http://light.mindtalk.com 3
http://www.mindtalk.com 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel

11 of 1 previous next

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Edelman Transmedia Storytelling and the media clover leaf
  • Preferred action = impressions
  • The preferred action = engagement via click-thrus
  • Preferred action = clicks
  • via PSFK: http://www.psfk.com/2012/09/zappos-pinterest-pinpointing.html#ixzz27FWOxhTV
  • Location - Why Tumblr? HuggiesMilennial Moms target was there.“Right after we launched it, the growth of the following on Tumblr outpaced our Facebook page: 67,000 page views compared to 13,000 page views during the launch period. Since then, things have leveled off a bit....” Steven Strubbe, Associate Brand Manager and Digital Lead, Huggies
  • Location = app but this hits on a lot of great points. Meeting an unspoken need with Crowdsourced content with a brand you can trust. The medium (app) is perfect for the media (mobile).
  • There is a 400 percent growth in Twitter usage by 18-24 year olds. 1 in 5 are using Twitter daily.

Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012) Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012) Presentation Transcript

  • Content Marketing: From Good To GreatZena Weist VP of Strategy Expion @zenaweist 1 P r o p r i e t a r y & C o n f i d e n t i a l
  • How can I optimize my brand so that its a sought-after participant in relevant conversations? 2 P r o p r i e t a r y & C o n f i d e n t i a l
  • Shift Your Thinking: From Good To Great From Good To Great• Listen & Resolve • Address “Unspoken” Needs• Be Relevant • Media for the Medium• Have Cadence • Crowdsourcing with BI Twist• Share Information • Go Local• Share Expertise • Converged Media• Be Engaging • Location, Location, Location 3 P r o p r i e t a r y & C o n f i d e n t i a l
  • of all Americans age 12 and over54% have a personal profile on FacebookNo other social network even comes close http://www.socialhabit.com/ 4 P r o p r i e t a r y & C o n f i d e n t i a l
  • Interbrand 100 Adoption by Social Network100% 98% % With Active Profile 94%80%60% 64% 51%40% 40%20% 0% Facebook Twitter Google+ Pinterest Instagram Source: Simply Measured, August 2012 http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study 5 P r o p r i e t a r y & C o n f i d e n t i a l
  • 6P r o p r i e t a r y & C o n f i d e n t i a l
  • expi.co/05Ur 7 P r o p r i e t a r y & C o n f i d e n t i a l
  • Media for the MediumFrom Good To Great 8 P r o p r i e t a r y & C o n f i d e n t i a l
  • Media for the MediumFrom Good To Great 9 P r o p r i e t a r y & C o n f i d e n t i a l
  • Media for the Medium http://expi.co/0FrF http://expi.co/0FrH 10 P r o p r i e t a r y & C o n f i d e n t i a l
  • Crowdsourcing with a BI Twist 11 P r o p r i e t a r y & C o n f i d e n t i a l
  • Go Local86%of National Marketers are looking tomodify, adapt and localize their marketingcontent, messaging and engagementpractices. Source: www.marketingprofs.com November 2, 2011 (CMO Council Research) 12 P r o p r i e t a r y & C o n f i d e n t i a l
  • Why local market pages make sense: Local Has Higher Engagement - Active Fans %Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers (using fancounts) compared to a sample of 190 local pages from different brands and local companies. Time period was May1, 2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans 13 P r o p r i e t a r y & C o n f i d e n t i a l
  • Go LocalBoth Great 14 P r o p r i e t a r y & C o n f i d e n t i a l
  • Converged Media 15P r o p r i e t a r y & C o n f i d e n t i a l
  • Media Clover Leaf 16P r o p r i e t a r y & C o n f i d e n t i a l
  • expi.co/0Doz 17P r o p r i e t a r y & C o n f i d e n t i a l
  • Converged MediaApplebee’s 2 for $20 Page Post Sponsored Story 18 P r o p r i e t a r y & C o n f i d e n t i a l
  • Applebee’s Sponsored Story by The Numbers STATS Dates: April 10 and 11, 2012 Impressions 13,786,319 Frequency 2.8 Clicks 6,177 CTR 0.045% Actions N/A Spend $1,024.52 CPM $0.07 19 P r o p r i e t a r y & C o n f i d e n t i a l
  • Converged MediaApplebee’s Tuesday Page Post on Timeline Sponsored Story 20 P r o p r i e t a r y & C o n f i d e n t i a l
  • Applebee’s Sponsored Story by The Numbers STATS Dates: May 29 and 30, 2012 Impressions 2,811,023 Frequency 3.4 Clicks 31,267 CTR 1.112% HIGHEST EVER Actions 33,696 Spend $743 CPM $0.26 21 P r o p r i e t a r y & C o n f i d e n t i a l
  • Location 22P r o p r i e t a r y & C o n f i d e n t i a l
  • Location 23P r o p r i e t a r y & C o n f i d e n t i a l
  • Location 24P r o p r i e t a r y & C o n f i d e n t i a l
  • Location #tweetfromtheseat 25P r o p r i e t a r y & C o n f i d e n t i a l
  • Location 26P r o p r i e t a r y & C o n f i d e n t i a l
  • Bundled Greatness expi.co/0FWS 27P r o p r i e t a r y & C o n f i d e n t i a l
  • Content Marketing: Q&AZena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif 28 P r o p r i e t a r y & C o n f i d e n t i a l