Digital content the currency of the web


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A big note of gratitude to my collaborate and solo flying presenter Kelly Craft.

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  • So we’ve talked about how to share, but WHAT should you share?Content doesn’t just mean blog posts, it can be anything that anything that adds value to your community. It can be news articles, white papers, daily special offerings, sale notices, videos, other tweets, blog comments or discussions, links to your web site, radio/tv/print ads, or cute pictures of kittens.The key is to understand is that people buy, sell, trade and discuss your brand based on the content you provide them with that adds value to their day or makes the job or decision-making easier. How do you find great content? Let’s explore the many sources.
  • People are producers and consumersContent are your assetsLinks are the value. How they are shared and how they contribute to conversionsThe key is to understand is that people buy, sell, trade and discuss your brand based on the content you provide them with that adds value to their day or makes the job or decision-making easier. Content doesn’t just mean blog posts, it can be anything that anything that adds value to your community. It can be news articles, white papers, daily special offerings, sale notices, videos, other tweets, blog comments or discussions, links to your web site, radio/tv/print ads, or cute pictures of kittens.
  • We’ll walk through the key elements of an evolved social strategy today. Now, we keep in mind that we have folks here today from both ends of the spectrum – those just starting out with social media, and some who have been participating on social channels for several years. As such, we’ll try our best to
  • There are many ways to organize and source content, but its helpful if you have a simple framework to work with. We manage it by categorizing our sources of content in this way, not just to have a guideline for discovery of new content or reuse of existing content, but this can also be important when it comes to our campaign and content analytics, just like we categorize other marketing efforts into buckets like: print, radio, tv, etc. The three main categorizations we use are:Internal – content that we ‘own’ or have created ourselves or for our organizationExternal – content that is created/owned by other individuals or organizationsEvolving Content – these are often most readily found via social channels where trends can surface in seconds. An example of this might be a local snow storm. If it will impact your business, this is content you might want to share on the fly. Likewise, you might be attending an local event like this summit and will see interesting trends bubbling up through the social streams as people attend each session and the keynote. Evolving content is usually unplanned and moves rapidly through social channels. We share content with our audience because we all have a common interest. We can expect that the same theme will be covered in various sources of content we curate or discover. Content from all sources should be integrated to deliver your message to your audience to effectively meet your goals AND theirs.
  • A content calendar is your roadmap to help you determine “What should I post”.Having a content calendar will provide you with guidance and reminders to share all the relevant information that you want on your products, services, industry and more.You can have two types of content calendars. One is a larger roadmap of promotions and special events throughout the year to highlight. The other is a weekly calendar that can give structure to your exact daily content such as 3rd party links, photos, a Fan of the Week, etc.
  • Determining factors:Your audience, what do they expect – can Coke get away with an iPhone video or do we expect more from themYour budget – if you can’t afford a high definition video production, what can you reasonably do with your budget – some basic and essential equipment really isn’t that expensive and your community may have facilities for you to access.
  • With a plan, team and willing subjects you’ll be surprised how easy it is to produce a videoWhat is the most important concept/idea to cover in your video (no more than 1 or 2)Develop a list of participants (your on air/voice over folks)Write your interview questions or script in advance – it’s okay to just do bullet points, ensure everyone is on point.Create and stick to a schedule for the shoot and advise participants – if you only need them for 20 minutes, let them know2. Create quality control – whether high quality or product demo, ensure your camera is set properly, eliminate background noise, test sound levels etc3. Edit your raw footage – reduce it to easily manageable segments, if you don’t have budget for someone to edit it for you, there are free tools (but first check your local community college and high school for a worker bee that may be willing to help for a portfolio or gratiuity). 4. Distribution – Up load your video, even if Vimeo, you can share to YouTube – distribute it via your newsletter, embed in your website, blog and get the message out.Tip: Whenever possible, make your video content Evergreen. Resource to share: and
  • Write BlogCreate 4 – 10 pg slide deck of your blog each page 1 image and 1 or 2 keywords to illustrate blog – up load to SlideShareRead your blog into an audio program and record your podcast – Audacity or suchUse Screenr or like to record your slide deck on your computer and speak to each slide – upload your new video to YouTubeDistribute, Distribute, Distribute 
  • Relate context to the buyer’s journey from the last session.
  • Detail differences between normal conversation mapping and this mapping.
  • Notes:As a thank you to all who have attended our sessions today, we’d like to offer each of you a mini-audit of any one social profile/channel you are currently using.  We will provide you with a short review including: •Three suggestions for improving presence on the channel.•Three suggestions for additional content sources for their field or industry.•An overall recommendation for strategic improvement. There will be a button at the bottom right of our home page that links to it and the promo code is DDGSMS25 and is needed for submission. Please look for it at the end of today. If you have any trouble finding it please send us an email or a tweet!
  • Digital content the currency of the web

    1. 1. "Digital Content – The Currency of the Web" Content Creation Strategy for SMBs Blogs, Videos, Slide Decks, Groups Sponsored by: Waterloo Region Small Business Resource Center Presented by: Kelly Craft & Gordon Diver
    2. 2. Introduction @krcraft & @gdiver62 • We are NOT a social media „gurus‟ • We are experienced business strategists who also know social well • Lateral, tech-savvy hybrids spanning strategy, design, implementation & analytics • Diehard data geeks & Compelling narrative story engineers • Committed to holistic approach to business strategy • Silo-busters and frequent dinosaur-tippers © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    3. 3. Housekeeping / Q&A Connect with us: LinkedIn: Kelly Craft Twitter: @krcraft LinkedIn: Gordon Diver Twitter: @gdiver62 © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    4. 4. Digital Currency “Content is the currency of the web.” © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    5. 5. Setting the stage Success in social media and organic search is only possible with an optimized content strategy. Figure out what a CONVERSION means to you. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    6. 6. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    7. 7. Content Strategy Thinking about *content from the earliest stages of a brand through maintenance. * Content = texts, images, documents, videos, tools, etc. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    8. 8. Content Economy First there was SEO. Then there was Social. Now Content is the currency of the web. • Producers and Consumers PEOPLE CONTENT • Links are the value. How they are shared and how they contribute to conversions LINKS © 2013 Aptisense • Content are your assets #wrsbrc Presented by: @krcraft & @gdiver62
    9. 9. Web sites, plus social networks Web site SEO Content Social “Optimized content marketing is the art of understanding Social networks, and prospects need to exactly what your customers plus web sites know and deliberately producing optimized content on keyword phrases that are driving organic search traffic and conversions. Then delivering that optimized content to them in a relevant and compelling way to grow your business by socializing the content through your organizations social networks.” Krista LaRiviere – CEO gShift © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    10. 10. Types of Content © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    11. 11. Content Strategy – Moving Parts Content Inventory Audit Content Strategy Document Publish Enter in CMS Content Templates Writing/ Producing © 2013 Aptisense #wrsbrc Content Calendar Presented by: @krcraft & @gdiver62
    12. 12. When architected well, it happens seamlessly. User-generated content Subscriptions Marketing content Engineering content © 2013 Aptisense CRM content Web Site / Blog Tech content #wrsbrc RSS feeds Training content Presented by: @krcraft & @gdiver62 Support center content
    13. 13. Can you fill a user value gap? Exploit the potential of your content: • Is it structured? • Can it be re-used? • Can it be filtered? • Can it be searched (more importantly, found)? • Can it be personalized? • Can it be integrated? • Can your content converge? • Can it be syndicated? • Can it interoperate with other systems? © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    14. 14. Content Strategy - Evaluate Evaluate what is known: • Audience • Be sure you got it right • Use personas • Current Content • Is it usable, readable, consistent, in need of updating, can convert to other forms of content? • Competitor Content • Good & bad • Copy, or get creative? © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    15. 15. Content Inventory/Audit • What you already have and what to do with it • Gives a baseline • Provides a way forward © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    16. 16. Content Strategy - Plan Do a short 1-page summary document outlining content strategy. This will help you plan all events and roll-outs. © 2013 Aptisense #wrsbrc • Recommendations • Editorial/Content Calendar • Maintenance • Future Initiatives Presented by: @krcraft & @gdiver62
    17. 17. Content Templates • Create a few basic templates for types of content • This will help you put content together more quickly, efficientl y, and consistently • Will also help you keep track of content to recycle © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    18. 18. Content Curating Benefits to Curating:  Ease the demand to constantly create original content  Generate new ideas for content to share  Agility – able to respond to trends quickly  Add other points of view  Enable your audience to share and contribute © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    19. 19. AGENDA Sources for inspiration Have lots of informative and helpful content. Establish credibility as someone who is knowledgeable in the field. 1 2 3 Follow relevant hash tags and LinkedIn groups. Read more than you post. Social updates. Blogs. Newsletters. Follow interesting people who are already successful in your industry. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    20. 20. Content Curation - Sources Internal External Evolving Blogs Other Blogs Tweets Industry News Facebook Posts Community Events G+ Updates Community/Industry Reviews LinkedIn Discussions Industry Events Blog Comments Podcasts, Videos, Images Hashtags/Trends Partners/Alliances News Events Website Product/Service Mktg Testimonials Customer Support Info Videos, Images Company Events Sales, Contests, Surveys Press and Media © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    21. 21. Content Calendar To set up your social content calendar: 1. Choose a topic or topics 2. Set up a schedule 3. Develop a curation system 4. Schedule posts (from within Facebook or with a third party like Hootsuite) © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    22. 22. Blogging Blogging is a low-cost alternative to having a web presence. For small business owners without the time to learn web html or the money to hire a designer/developer, blogging offers an inexpensive method to get your company's name out on the Internet. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    23. 23. Blogging - What to Write? Blogs are a good way to drive traffic to your web site, establish you as leader/expert and share others‟ content (as associating yourself with others helps your credibility). Like many marketing methods, if you are going to do it yourself, you really have to like doing it and want to do it for reasons other than marketing. Guy Kawasaki Explains How Entrepreneurs Are Getting Social Media All Wrong: “My recommendation for SEO is very simple: It‟s Write Good Stuff. In my mind, Google is in the business of finding good stuff. It has thousands of the smartest people in the world, spending billions of dollars to find the good stuff. All you have to do is write the good stuff; you don't need to trick it. Let Google do its job and you do your job." © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    24. 24. Blogging for Small Business © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    25. 25. Blogging – Tips for Small Business © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    26. 26. So, should all businesses blog then? That depends… If you‟re blogging for the right reasons, then Yes. If you‟re blogging for the wrong reasons, then No. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    27. 27. The right reasons: • You‟ve got something to say • You will be measuring • You will be consistent • You have a dedicated time to write • You will be open • You have a blog strategy • You have it aligned to your brand • You have a content calendar © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    28. 28. The wrong reasons: • Your competitors are, so you should • “Every business should blog” • It will Power Ranger your SEO • You think the words „blog‟ and „blogger‟ are kinda sexy • You got a good deal on a FlipCam © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    29. 29. Blogging and marketing – goal #1 • Thought leadership • Awareness • Visibility • Promotion © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    30. 30. Blogging and marketing – goal #2 • Product • Sales • Leads • Acquisition © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    31. 31. Best Practice for Goal 2 Solve or Share: Your blog should either solve your customers‟ problems or share helpful resources.  Write blog posts about what your readers care about.  Think about frequently asked questions as fuel for blog posts.  Blogging is a chance to connect with your prospective customers in a real time way.  Keep in mind that your blog needs to be a part of your business and a continual part of your lead generation efforts.  Your blog won‟t magically build your business without active and ongoing promotion and participation. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    32. 32. Blogging and marketing – goal #3 • Retention • Customer Feedback • Focus groups • SCRM © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    33. 33. Examples of Blog Types  How-To Post – How to do something  Lists – Best of ...  Curated Post – Share others and comment  Thought Leadership – Posts that “make your reader go Hmmm”  What/Why – Explain a concept  Story – Feature a story about your team, client, situation  FAQ – Answer the most common questions you get (CX)  Interview – a industry leader, client or staff  Other Content – SlideShare deck, Video etc. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    34. 34. Blog Post Writing 101 - Template • Be specific. Pick a topic for each post and stay on it. • Use language that creates excitement & interest. • Use a template for a standard format and to organize your thoughts and ideas. • Link to additional content sources on your own or others‟ web sites. © 2013 Aptisense #wrsbrc Core Topic/Theory/Issue Opening paragraph with summary of topic and key concept. (Set some tension here pros & cons of the issue. You can make slightly controversial statements here.) Counter Theory/Issue Discoveries, advantages &/or obstacles. Elaborate on Theory/Issue Describe what it means, what your opinions are. Conclusion/Guidance End with Insight - Solutions/Suggestion (Bullet points) ALWAYS end posts with some sort of important question. You want people to engage, to comment, to argue, to ask more questions. Presented by: @krcraft & @gdiver62
    35. 35. Blog Sample – Using Template © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    36. 36. Thinking like a blogger 1. Periodic hero content 2. Snappy headlines 3. Easy to scan 4. Useful - Remember: WRITE GOOD STUFF! 5. Promote your content 6. Validate other content creators 7. Lateral thoughts © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    37. 37. Headlines Number + Adverb + Adjective + Topic + Focus + Benefit/Effect © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    38. 38. Video Have the right equipment: It is possible to do video on a budget, the keys are:  a good script,  a good camera (iPhone even works),  good audio,  proper lighting and,  Good editing software,  A YouTube or other account © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    39. 39. Why video is important After watching a video, a prospect will:  66 percent will continue to research a product  46 percent visit a vendor website or contact the vendor for more information Goals for video:  Increasing conversion rates  Improving brand awareness  Giving viewers something useful  Creating social engagements and sharing  Appearing in Google‟s SERPS  42 percent purchase a product  25 percent add the vendor to their consideration list Source: IDG Research Services, B2B video Jan2013 © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    40. 40. Starting your Video To ensure that your video production effort is efficient and effective, be sure to execute these four steps: 1. Prep for the shoot; 2. Create Quality Control; 3. Edit your raw footage; 4. Know how, when and where your are going to share it. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    41. 41. Free vs Paid Channels © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    42. 42. Optimize Video Optimize:  Use your keywords  Explore CTA titles  Metadata – add a description of video  Tag your video  Give consideration to the thumbnail  And finally, ensure your channel is optimized as well Resource: Optimize your YouTube Video © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    43. 43. Images – Pictures Worth a 1000 Words Promote •While Instagram and Pinterest both are great tools to assist in the marketing of your products, their purpose can extend far beyond a catalog for your business. If you manufacture your own goods, consider giving your customers a peek at the process. This can be anything from the equipment you use to the design and building process. Your customers will appreciate getting a chance to see your products outside of the standard retail setting. Share Company News and Updates •Whether you want to unveil new products or make other business related announcements, everyone knows that a picture is worth a thousand words. Consider using creative means to convey your news to your customers. They will more than likely be receptive to news conveyed through non-traditional mediums. Show •While it‟s important for any business to put faces behind the company name, this concept is especially vital for smaller ventures. Your potential customers want to see that you are tied into the community, and giving them a look at your offices and your staff is a great way to show who you are. If possible, try to capture the mood of your office through the pictures you post as well. Connect •Your customers want to be kept in the loop regarding all aspects of your business, including promotional offers, new product offerings and any special events you may be attending or sponsoring. Image are a great way to quickly share this information with them, be it through a promotional flyer or a look-in at the event itself. Encourage •Encourage customers to pin sightings of your products on their pages or hold contests for the most creative pictures taken. Whatever you do, just make sure you give people reasons to keep checking back. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    44. 44. Pinterest • Low cost to create and maintain • Extends your brand catalogue • Adds personality – share your company culture • Community building is easy through hashtags, commenting, and user account following. • Use descriptions with easy keywords and hashtags, like “quick #dinners” and “#chicken breast recipes.” • Run contests that encourage entrants to get creative with their own pins • Use Pinterest‟s easy pin tracking feature for domains by typing into your browser the following: © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    45. 45. • We recommend FREE download – The Small Business Guide to Pinterest • Get a Pinterest Business Account © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    46. 46. Pinterest 1. When setting up your Pinterest account, add descriptive, keyword-rich text to your "About" description. This will help your Pinterest account show up in search engine results. Include your location as well. 2. To get the most visibility for your pins, connect your Pinterest account to your other social media outlets, such as Facebook and Twitter. Be sure to add your company's home page URL. 3. Name your pin boards after your business type, products, and services. For instance, if you sell women's sports attire and equipment, create pin boards for such topics as women's running shoes or best yoga mats. 4. Follow other Pinterest users in your local area and/or field of expertise. Comment on and share their pins; they'll often return the favor. Endorse the pins others share by clicking the " Like" button. 5. Develop an infographic related to your area of expertise and distribute it on Pinterest. Infographics are highly popular these days and the best ones tend to get reposted and shared widely. 6. Pay close attention to Pinterest users who get the most likes and repins. Follow them and learn from what they do. 7. Unlike Facebook or Google+, there's currently no distinction between people and brands on Pinterest. You'll get more traction if you approach the site more as a person, less as a brand. 8. Don't get too self-referential. Pinterest is about sharing passions; it's not for talking about yourself (a la Facebook). Don't get blatantly salesy, either. Just share interesting, funny, quirky, compelling images; the traffic to your site (and sales) will likely follow. 9. Post pictures on your own site or blog first, then pin those pictures on Pinterest. The pinned images will include a link back to your site, which will help drive traffic there. 10. Make sure to post a Pinterest follow button on your site. It's easy to do; just copy a snippet of HTML code, which you can get from Pinterest's Goodies page. 11. Be creative. Curate the quirky, odd, funny pictures that have some relevance to your brand, products, or services, and that appeal to women. 12. Serve as a resource. Share content that other users will love sharing. For example, a local bakery "could create boards for cupcake recipes, frosting tips, taste combinations, decorating ideas, party ideas, personal favorites, cake disasters, wedding planning and other topics their followers might be interested in. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    47. 47. Slide decks Why Bother? • Besides the fact that it‟s smart to regularly mix up your content offerings (people get bored with the same stuff over and over again), slide decks have several inherent benefits, including: • Easy to make and view - There are a variety of slide deck creation programs, and several sites where you can upload and view them. • Include multiple types of content (audio, written, and visual) – Allows for better explanations and more points for engagement. • Downloadable – Viewers can download and reuse your material (nearly everyone would rather use an awesome slideshow made by someone else than create their own), which means more brand exposure. • Shareable – In addition to downloading, people can link to your presentation and share it via social networks. This helps you reach a much larger audience and increases backlinks. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    48. 48. Slide Decks – Tips • Know your content!! • Start with the content – not the slides. Create an outline. • Keep the slides clean. • Use sans serif font. It is easy to see. • Make sure everyone can see your text on the slides. • Balance images and text. • Use humour. • The biggest fail in presenting is saying, “I apologize this slide is hard to read.” © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    49. 49. Slide Decks – Promotion Upload your presentation to a major slideshow site Use enticing titles and first slides Embed on your website too Invite others to reuse Publicize it Post/announce URL before and after show Shorten URLs Perform analytics Put links on the slides Include narration text below slides © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    50. 50. Slide Decks - Examples Perception – by Jordan Julien Social Media for Event Management - Digital Media Academy – From Likes to Loves in Social Business – Dachis Group Alarm Product Catalogue – DeWAR Secure – © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    51. 51. Groups Best Practices for LinkedIn Groups: Invest time and you‟ll see great returns: Get advise – ask questions of your fellow group members Provide advise when asked Generate ideas for your content to share with your audiences Be open to exploring new tools, thoughts and approaches Get traffic, bad form to spam, but perfectly legitimate to point someone to helpful content on your blog/website  Network to get clients – don‟t just join industry only groups – go where your prospects are and be helpful  Be open to opportunities you may not have considered, like speaking engagements      © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    52. 52. Putting it all together © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    53. 53. 4 from 1 – expanding content 1 3 2 © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    54. 54. Content Circle of Sharing Publish Promote Comment Contribute Pay it forward Pay it back Cross Comment Cross Promote Contribute in industry Back Link Ask for Link backs Build your network Network © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    55. 55. We consume content like music: in context. To create content with context, you‟ll want to understand these three things about your customers journey:  Their motivations, pain points, and role in the buying process,  Where along their buyer journey they are most likely to get stuck (road blocks, fears),  How you can get them unstuck and help them continue their journey to the end. © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    56. 56. Buyer’s Journey – Revisited ATTRACT CONVERT Visitors Prospects CLOSE Leads DELIGHT Customers Promoters Blog Forms Email Forums Keywords Calls-to-Action Social Media Social Media Social Media Landing Pages Blog Video © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    57. 57. Context © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    58. 58. 7 Elements of Context Relationships. • Time provides temporal information. Time provides related services that answer the question ”When”. Time. Location. Business process. • Placement by geo-spatial coordinates helps with narrowing geographic relevancy. Location answers the question of “Where” • Process helps determine flow and work order. Process answers the question of “How” • While related to relationships, the role is different because it addresses eligibility. Individuals can play different roles among a wide variety of relationships. Role. Sentiment. • Sentiment seeks to understand how an individual feels about an issue. Sentiment answers one dimension of the question of “Why”. • Intent anticipates future behavior. Intent answers the second dimension of the question Why” Intent. © 2013 Aptisense • An individual may serve as an employee, a parent, part of a community group, or other designation. Understanding the relationships help brands and organizations understand a broader set of experiences that answer the question “Who and What”. #wrsbrc Presented by: @krcraft & @gdiver62
    59. 59. Measurement & Conversions • Which 20% of our content produces 80% of our results? • Think and measure „end‟ actions – what are the conversion points? Downloads Requests Joins Subscribes Registers Calls Comments © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    60. 60. Conversation Mapping Jordan Julien – © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62
    61. 61. Our Thanks To You We‟d like to extend our thanks to all of you for attending the 2nd segment. Thanks also to the talented team here at the centre and especially Chris Farrell and Mistie Brown. If you learned beneficial skills here today, don‟t forget to mention that when you complete your feedback forms at the end of the Summer Company program. Give lots of kudos to Rob and the rest of the Great Team at the Waterloo Region Small Business Centre ! © 2013 Aptisense #wrsbrc Presented by: @krcraft & @gdiver62