7. Brand marketing is f*#?ed.
P&G, Unilever need to go
direct to market and move to a
24/7 newsroom
MIKE O’BRIEN IDM lecturer, TFM speaker and
Consultant to the Consultants
“
”
8.
9. 800% increase
in blog posts published by
brands
-89% drop
in social shares per post
2016
10. Only a few articles break through
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
TOP 20 BOTTOM 450
31 x Search (56% of traffic)
43 x Social (9% of traffic)
IFSEC Global.com, analysis of top 1000 articles (Source: Adobe Analytics)
11. 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Automotive
News
Charity & NFP
Cruise b2b
Financial advice
Travel
Fashion
Brand Licensing
Consumer electronics
Maritime
IT
Aviation
Food Ingredients
Pharma
Safety
Marketing
Security
UBM.com and competitors
Construction
Fire
Data can show us what to stop
Social networks by industry, ranked by importance of Facebook (Source: Buzzsumo)
74%
Facebook
2%
G+
25%
Pinterest
42%
Twitter 70%
Linkedin
12. Brand Strategic
Objectives
The six steps of EMEA’s Content Plans
Identify and
prioritise strategic
business objectives
(eg more visitors,
grow data, match
buyers and sellers)
that content can
help to deliver.
Use customer
insight and develop
personas to help
understand what
kind of content
engages visitor/
exhibitor.
Create an agreed
content plan
articulating the
programme for
content both online
and at live events,
and how that
content will be used
to market the event
Customer Insight Content
Plan
KPIs /
Metrics
1 2 3
6
Generate content
for key persona
groups
• Conference
production
• Publishing and
curate relevant
content from
other sources
• Deliver pre-show
online content
aligned to content
at the live event
Content distribution
as part of event
marketing plan.
Bespoke content
distribution plans
created for some
content to generate
data, leads, traffic
and event
conversions
Content
Production
Content
Distribution
4 5 6
Creating clarity and identifying priorities for teams
Set KPIs to measure
the delivery of the
strategic business
objectives e.g.
• Audience
engagement
• New data
acquisition
• Event conversions
Test / Measure / Improve
13. ACQUISITION
Size of audience (Unique Users)
NEW DATA
Newsletter sign ups and downloads
EVENT REGISTRATION
Tracked registrations from content
Content KPIs
14. -
2,000
4,000
6,000
8,000
10,000
12,000
14,000
- 200 400 600 800 1,000 1,200 1,400
IFSEC Global
SHP Online
CallCentre
Ecommerce
Insights
TFM Insights
Routes Online
Seatrade
Maritime
Seatrade
Cruise
Newdataacquiredthroughcontent(2)
Event registrations tracked from content (3)
Online audience indicated by size of the bubble (1)
Comparing performance and conversion rates
15. 55,000 unique users (+65% yoy)
Making it no.1 in its competitive set
traffic has grown from
25% of traffic in 2013
to 60% in 2016.
$3,500 value of PPC
(Source: SEM Rush)
1,274 tracked event registrations (+287% YoY)
The most shared
website in market
with 38% of all shares
(Source: BuzzSumo)
ACQUISITION
KPI: Unique Users
CONVERSION #1
KPI: New Data
CONVERSION #2
KPI: Event Registration
11,000 new names (+10%YoY)
added to the database
.
2016 case study
90% improvement in Conversion Rate
Optimisation through UX improvements
16. EPIC SPLIT Volvo Trucks and Forsman & Bodenfors
50%
of truck buyers
are “more likely
to buy Volvo”
Winner: “Most Effective” Cannes Lions 2015
85
million
views
31%
increase in sales
of Volvo trucks
Nov ’15 yoy
17. “The Science of Marketing”
Marketing has become data-driven and we are your smartest friend.
21. • A ‘test and learn’ approach informed by digital experiments can help us to
re-define our live events.
• Content planning works by focusing resource on delivering the brand
objectives. But it is only the first step.
• We need bigger, more creative experiences to cut through. Traditional
approaches will not give us the results we need.
Editor's Notes
Asked here today by GEM to
To talk about, raise some questions about how content and brand work together
Show you that is now more is more important than ever
Because the world is changing.
Let’s start off looking at what on earth happened this year!
Looking at global Google search Trends, We can use searches for God as our base line. It’s fairly consistent 1 million searches per month
Lots of high profile deaths
Brexit took many people by surprise - a trumph of Emotion of reason
Britain, what have you done?
And then, this happened.
17x more than God
But all this pails into significance in the face of the mighty Pokemon trend.
25x bigger than God
When Pokemon was released in the UK we published a number of articles in different markets around here and were experiencing 4X double the usual open rates and response to storis. In two completely different markets – Marketing Technology and in Security – getting on this trend was highest traffic day of the year.
In these uncertain times…. Digital tools can help us to understand what is going on.
Mike O’Brien, IDM lecturer, friend of TFM and the guy who training Deloittes at the moment on digital marketing
We photographed him last week in 240 and this is what he was talking about
He’s talking about reacting as quickly as Oreo Cookies did when the lights when out at the Super Bowl for half an hour
But if traditional approach to brand management has changed, so has content.
In 2015-2016 we have passed the point of saturation with content – the amount produced outstrips the ability to consumer it.
I’m sure we’ve all been guilty of publishing stuff for the sake of it, doing more things.
The problem is, so does everyone else.
5 MILLION BLOG posts
Recent study:
800% increase in brands producing blog posts; and this has contributed to nearly 90% drop in social shares
Something else happened this year… we passed the point of ‘content shock’
Talked about for a long time, but last 12 months seeing real data.
Big blogs like Moz, Kissmetrics, T… all dropping shares.
(source Track Maven)
Over the last five years, the average number of blog posts published per brand per month increased by 800 percent. However, over the same time the average number of social shares per post (from Facebook, Twitter, LinkedIn, and Pinterest) decreased by 89 percent.
Online. But I would argue the same thing at live events
So what does this mean??
Are we suffering from this? Yes we are.
Here is one of our content sites – IFSEC Global where the top 20 articles = Bottom 450 articles
There is a huge performance gap between great and merely good or OK.
We need to understand what makes the really good content work, and do more of it.
Less and better.
How do we do this? Data of course.
Huge gap between good (top 20-30) and mediocre performance.
Top performers have perform significantly better across all metrics
Top 1000 artilces
Top 20 articles IFSEC Global = Bottom 450
What is it that makes a top 30 articles work and how can we do more of them?
Can we get better at predicting and improve strike rate (Hit : Miss)
Search is main driver of scale – the geatest driver of traffic for top performing articles. Search is not evenly distributed – a gulf between front page of google and nowhere.
SEO plan for each brand is potentially most important thing we can do
However - strong correlation between social and other sources of traffic (primariliy email newsletter). Useful as indicator of what resonates with audience, to improve email communications.
What is the social formula for each brand?
Social media as early warning system
How quickly can we react to an article getting social traction e.g. PPC
How can we testing ideas and headlines before it gets to the database
What do we do with our greatest hits?
How frequently should we repromote?
So how do we make sure that we are focusing our efforts in the most productive way
Support the brand objectives
Measure product against product
How this works in practise….
But if this all sounds very data-driven,
Content is not just about the metrics
Emotion/design is still important.
Content planning works as an advertising brief – set the foundation for a creative leap
Much like how advertising agencies use a process to enable creativity
That delivers results
The brand objectives and insights should be a brief for us to make a creative leap
See the importance of it
Concept for Seatrade Asia: Culture Clash - tradition meets the Future