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Social Fresh West Content Marketing: Good To Great

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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. 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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  • Almost 35K posts From 384 national restaurant chain brand pagesAlmost 1.5M comments 13.5M likes
  • Addressing an “unspoken” need – Chaboni for dessert4x the amount of likes3x comments10x shares
  • http://expi.co/0FrF - Shane’s blog posthttp://expi.co/0FrH - Adweek
  • http://expi.co/0FrF - Shane’s blog posthttp://expi.co/0FrH - Adweek
  • BI = Business IntelligenceStreamline process (if content strategist have access to see what’s performing well with other locations)Conversation audits are important to establish a baseline but then you need to shift thinking to conversation pulse scorecardsNear real-time competitive intel, who are the top performers, what content is resonating the best for our targetWork smarter, not harder
  • Talk about meeting an “unspoken” needZappos claims that users are 13 times more likely to share a purchase on Pinterest than on Twitter or Facebook, and Will Young, director of Zappos Labs, the division who created PinPointing, speaks to the app’s potential:Social shopping is a total buzzword that people throw around, but I don’t think any big brands have cracked it. When we talk to people and ask what they think is the best social-shopping experience, they say Pinterest, and it’s not even a retailer.Can PinPointing transform Pinterest from a ‘wish-list’ to a retailer?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).
  • Facebook’s format lends itself well to questions that spark dialogue via threaded conversations
  • Final exampleConverged Media - H&R Block case study – AmericanMustachInstitute.org – 85% Males 21-35256MM Media Impressions91 National media HitsInterviews: CNN, ABC News, Fox News, BloombergBuzz Score: 6 to 20

Transcript

  • 1. 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
  • 2. 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
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 6P r o p r i e t a r y & C o n f i d e n t i a l
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. Media for the Medium 10 P r o p r i e t a r y & C o n f i d e n t i a l
  • 11. Media for the Medium expi.co/0FrF expi.co/0FrH 11 P r o p r i e t a r y & C o n f i d e n t i a l
  • 12. Crowdsourcing with a BI Twist 12 P r o p r i e t a r y & C o n f i d e n t i a l
  • 13. 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) 13 P r o p r i e t a r y & C o n f i d e n t i a l
  • 14. 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 14 P r o p r i e t a r y & C o n f i d e n t i a l
  • 15. Go LocalBoth Great 15 P r o p r i e t a r y & C o n f i d e n t i a l
  • 16. Converged Media 16P r o p r i e t a r y & C o n f i d e n t i a l
  • 17. Media Clover Leaf 17P r o p r i e t a r y & C o n f i d e n t i a l
  • 18. expi.co/0Doz 18P r o p r i e t a r y & C o n f i d e n t i a l
  • 19. Converged MediaApplebee’s 2 for $20 Page Post Sponsored Story 19 P r o p r i e t a r y & C o n f i d e n t i a l
  • 20. 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
  • 21. Location 21P r o p r i e t a r y & C o n f i d e n t i a l
  • 22. Location 22P r o p r i e t a r y & C o n f i d e n t i a l
  • 23. Location 23P r o p r i e t a r y & C o n f i d e n t i a l
  • 24. Location #tweetfromtheseat 24P r o p r i e t a r y & C o n f i d e n t i a l
  • 25. Location 25P r o p r i e t a r y & C o n f i d e n t i a l
  • 26. Bundled Greatness expi.co/0FWS 26P r o p r i e t a r y & C o n f i d e n t i a l
  • 27. Content Marketing: Q&A expi.co/0FvEZena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif 27 P r o p r i e t a r y & C o n f i d e n t i a l