Social Fresh WEST

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There’s a lot of buzz about content marketing. But what makes your content marketing plan go from good enough to great? Great content marketing combines community insights, an optimized distribution ...

There’s a lot of buzz about content marketing. But what makes your content marketing plan go from good enough to great? Great content marketing combines community insights, an optimized distribution process and most importantly, content, that not only resonates with your customers and prospects, but also leads to preferred action.

In this fast-paced session, Zena will lead you through helpful large brand content marketing case studies from large brands. She’ll share tips on streamlining process and trends to help you walk away with a “good to great” content marketing game plan.

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  • 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.

Social Fresh WEST Social Fresh WEST 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