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 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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Social Fresh WEST
- 1. 1 P r o p r i e t a r y & C o n f i d e n t i a l Content Marketing: From Good To Great Zena Weist VP of Strategy Expion @zenaweist
- 2. 2 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 it's a sought-after participant in relevant conversations?
- 3. 3 P r o p r i e t a r y & C o n f i d e n t i a l From Good To Great • Listen & Resolve • Be Relevant • Have Cadence • Share Information • Share Expertise • Be Engaging • Address “Unspoken” Needs • Media for the Medium • Crowdsourcing with BI Twist • Go Local • Converged Media • Location, Location, Location Shift Your Thinking: From Good To Great
- 4. 4 P r o p r i e t a r y & C o n f i d e n t i a l No other social network even comes close of all Americans age 12 and over have a personal profile on Facebook 54% http://www.socialhabit.com/
- 5. 5 P r o p r i e t a r y & C o n f i d e n t i a l Source: Simply Measured, August 2012 http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study 98% 94% 64% 51% 40% 0% 20% 40% 60% 80% 100% Facebook Twitter Google+ Pinterest Instagram % With Active Profile Interbrand 100 Adoption by Social Network
- 6. 6 P r o p r i e t a r y & C o n f i d e n t i a l
- 7. 7 P 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
- 8. 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 Medium From Good To Great
- 9. 9 P r o p r i e t a r y & C o n f i d e n t i a l From Good To Great Media for the Medium
- 10. 10 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
- 11. 11 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
- 12. 12 P r o p r i e t a r y & C o n f i d e n t i a l of National Marketers are looking to modify, adapt and localize their marketing content, messaging and engagement practices. 86% Source: www.marketingprofs.com November 2, 2011 (CMO Council Research) Go Local
- 13. 13 P r o p r i e t a r y & C o n f i d e n t i a l Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers (using fan counts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1, 2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans Why local market pages make sense: Local Has Higher Engagement - Active Fans %
- 14. 14 P r o p r i e t a r y & C o n f i d e n t i a l Both Great Go Local
- 15. 15 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
- 16. 16 P 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
- 17. 17 P 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
- 18. 18 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 Applebee’s 2 for $20 Page Post Sponsored Story
- 19. 19 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
- 20. 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 Tuesday Page Post on Timeline Sponsored Story Converged Media
- 21. 21 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
- 22. 22 P r o p r i e t a r y & C o n f i d e n t i a l Location
- 23. 23 P r o p r i e t a r y & C o n f i d e n t i a l Location
- 24. 24 P r o p r i e t a r y & C o n f i d e n t i a l Location
- 25. 25 P r o p r i e t a r y & C o n f i d e n t i a l Location #tweetfromtheseat
- 26. 26 P r o p r i e t a r y & C o n f i d e n t i a l Location
- 27. 27 P 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
- 28. 28 P 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&A Zena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif
Editor's Notes
- 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? Huggies Milennial 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.