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WEB PRESENCE ANALYTICS
FOR AGENCIES & BRANDS
The Business of Digital
“The Media Landscape is Shifting”
Krista LaRiviere
Co...
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
1.  Trends
2.  The Collision, The Content, The Client
3.  Disco...
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
gShift helps marketers
create smarter content.
We enhance content
marketing discoverability in
search and social.
We have ...
gShi%	
  lives	
  at	
  the	
  data	
  
intersec1on	
  of	
  	
  
Content	
  Marke1ng,	
  Influencer	
  
Marke1ng	
  &	
  S...
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
kontextURLs – The World’s Smartest URL
Track engagement of off-...
SaaS platform collects and stores
billions of content-level data
points from search and social.
We do this for 10,000+ bra...
#6:	
  Discovered	
  
#5:	
  Dominate	
  
#4:	
  Difference	
  
#3:	
  Delivered	
  
#2:	
  Decisions	
  
#1:	
  Data	
  
T...
Digital Marketers Grapple with ROI
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
	
...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
Mobile Has Gone
Mainstream
GSM	
  Associa>on,	
  Oct	
  7,	
  2014	
  
7.2	
  billion	
  people	
  and	
  devices	
  
@Kri...
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
What is this all about, really?
“It’s	
  about	
  the	
  long-­‐term	
  process	
  of	
  enhancing	
  both	
  the	
  brand...
Content
Marketing
Social
Media
Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
- ...
CONTENT
IS THE
KINGPIN “The most important
opportunity is content
as this pervades all the
digital media that we
are using...
Content
Marketing
Social
Media
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
33
Brands are experiencing disruptive
change with 67% of a customer’s
digital interaction with brand
content is off-site.
aware	
  
eval	
  
buy	
  
aware	
  
buy	
  
buy	
  
discover	
  
advocate	
  
discover	
  
aware	
  
eval	
  
discover	
 ...
Content
Marketing
Social
Media
,	
  Paid	
  Media	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
Influencer...
36
With	
  gShi0…	
  
Content	
  
Search	
   Social	
  
•  Content	
  Performance	
  
Cloud	
  captures	
  
-­‐  Content	
...
Content
Marketing
Social
Media
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
Content
Marketing
Social
Media
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
SEO & INFLUENCER MARKETING
	
  
...
Content
Marketing
Social
Media
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
SEO & INFLUENCER MARKETING
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
SEO & INFLUENCER MARKETING
@KristaLaRiviere	
  	
  @gShi0Labs	
...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
45
Unified Reporting & Analytics Dashboard
Content
Marketing
Social
Media
SEO	
   Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi...
Content
Marketing
Social
Media
Influencer	
  
Amplifica1on	
  
@KristaLaRiviere	
  	
  @gShi0Labs	
  	
  #WhatTheShi0	
  
Fo...
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The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape is Shifting

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Join Krista LaRiviere - CEO of gShift as she dives into the changing Media Landscape at The Business of Digital: Chapter 2 - The Age of Content:

In a digital world where your prospects and customers are always-on, advertisers and agencies must flip their orientation and shift their thinking from “where should I place my ad” to “how do I deliver extraordinary branded moments”. With contextually correct content at the core of multichannel digital marketing strategies, the effective mix of paid, owned and earned tactics is essential to the success of any digital campaign. Social media, PR, influencer marketing, SEO, content marketing, email – these are tactics longing to be brought together with paid strategies in a truly integrated approach to talk to the audience when they are ready to interact with a brand.

As the modern prospects progresses through the sales funnel to a final purchasing decision, having the technical agility to measure insight and engagement of owned and earned content in-the-moment, on a one-on-one basis is your competitive advantage.

Published in: Marketing
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The Business of Digital: Chapter 2 - The Age of Content - The Media Landscape is Shifting

  1. 1. WEB PRESENCE ANALYTICS FOR AGENCIES & BRANDS The Business of Digital “The Media Landscape is Shifting” Krista LaRiviere Cofounder & CEO, gShift Director, SEMPO.org
  2. 2. @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   1.  Trends 2.  The Collision, The Content, The Client 3.  Discoverability, Data 4.  Distribution 5.  Amplification 6.  Measurement Let’s Talk About…
  3. 3. @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  4. 4. gShift helps marketers create smarter content. We enhance content marketing discoverability in search and social. We have proprietary engagement & performance metrics to prove it. gShift’s Software @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  5. 5. gShi%  lives  at  the  data   intersec1on  of     Content  Marke1ng,  Influencer   Marke1ng  &  SEO.     Social  Influencers  are  now  the  distribu>on   channels  of  brand  content.   Content Marketing Social Media Brands  are  demanding  measured  results  of   their  investments  into  content  crea>on.   Unique  content-­‐level  data  across  an  en>re  web   presence  including  influencer  analy>cs  for   decision  making  and  repor>ng.   Search  engine  op>miza>on  is  about  brand   discovery  by  keyword  &  content.   SEO   Influencer   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  6. 6. @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   kontextURLs – The World’s Smartest URL Track engagement of off-site and offline content by channel and influencer. Vanity short URL. Conversion pathways. Deep content engagement analytics from social combined with all your SEO data to prove content marketing investment.
  7. 7. SaaS platform collects and stores billions of content-level data points from search and social. We do this for 10,000+ brands and 6,000+ users in 22 countries. We transform big data into insights with intelligence for decision making. Analytics informs the content marketing workflow process helping content marketers create smarter content and prove engagement & performance of that content investment. gShift’s Software @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  8. 8. #6:  Discovered   #5:  Dominate   #4:  Difference   #3:  Delivered   #2:  Decisions   #1:  Data   The Six D’s To Digital Discoverability @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  9. 9. Digital Marketers Grapple with ROI @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  10. 10. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Behaviour  &  Technology       “Where  should  I  place  my  ad?”       to       “How  do  I  deliver  extraordinary   branded  moments?”     The Media Landscape is Shifting
  11. 11. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  12. 12. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  13. 13. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  14. 14. Content Marketing Social Media Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0        
  15. 15. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  16. 16. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  17. 17. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  18. 18. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Not  CRM.  Now  it’s  CMT    
  19. 19. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Not  CRM.  Now  it’s  CMT    
  20. 20. @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  21. 21. Mobile Has Gone Mainstream GSM  Associa>on,  Oct  7,  2014   7.2  billion  people  and  devices   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  22. 22. @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  23. 23. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  24. 24. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  25. 25. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  26. 26. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  27. 27. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  28. 28. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  29. 29. What is this all about, really? “It’s  about  the  long-­‐term  process  of  enhancing  both  the  brand's   web  presence  asset  and  the  opportunity  for  discoverability  in   search  and  social,  throughout  the  prospect's  buying  cycle  and   across  any  device.”                                -­‐  Krista     @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  30. 30. Content Marketing Social Media Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   -  Complete digital chaos -  Media landscape shifting -  Digital landscape shifting -  Customer in control -  Massive responsibility What do you do? What do you focus on? 1.  Content 2.  Distribution 3.  Measurement 4.  Collaborate       The  Perfect  Storm  
  31. 31. CONTENT IS THE KINGPIN “The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.” Adobe/EConsultancy @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  32. 32. Content Marketing Social Media @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  33. 33. 33 Brands are experiencing disruptive change with 67% of a customer’s digital interaction with brand content is off-site.
  34. 34. aware   eval   buy   aware   buy   buy   discover   advocate   discover   aware   eval   discover   inform   inform   inform   eval   eval   eval   aware   inform   advocate   aware   eval   discover   eval   eval   advocate   advocate   eval   buy   advocate   discover   34 reality Buyers control their own journey 67% of the journey is off-site
  35. 35. Content Marketing Social Media ,  Paid  Media   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Influencers,    
  36. 36. 36 With  gShi0…   Content   Search   Social   •  Content  Performance   Cloud  captures   -­‐  Content  consumed   -­‐  Context   -­‐  compe>>ve  insight   -­‐  Engagement  journey   •  Informing  Paid  Ads   Email  Off-­‐Line   Content  Performance  Cloud   Compe11ve    |  Content  |  Context  |  Engagement   Informed  Paid  Adver1sing  (what  works)   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  37. 37. Content Marketing Social Media @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  38. 38. Content Marketing Social Media @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   SEO & INFLUENCER MARKETING   -­‐  Using  keywords  to  find  influencers   -­‐  Understand  audience  profiles  by   demographics.   -­‐  Local  influencer  marke>ng   -­‐  Who’s  talking  about  “smart  water”   and  related  topics.   -­‐  Lesser  known  influencers  who  can   aggregately  expand  your  poten>al   audience  reach.     -­‐  Managing  and  paying  influencers.   -­‐  Tracking  their  impact  through  the   funnel.   -­‐  Final  repor>ng.      
  39. 39. Content Marketing Social Media @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   SEO & INFLUENCER MARKETING
  40. 40. @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   SEO & INFLUENCER MARKETING @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Data:  Tomoson    
  41. 41. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0  
  42. 42. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Influencer  Analy1cs  
  43. 43. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Influencer  Analy1cs  
  44. 44. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Influencer  Analy1cs  
  45. 45. 45 Unified Reporting & Analytics Dashboard
  46. 46. Content Marketing Social Media SEO   Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Native Advertising is the natural bridge between Owned, Earned and Paid Content. Amplify through paid or kick start a campaign.
  47. 47. Content Marketing Social Media Influencer   Amplifica1on   @KristaLaRiviere    @gShi0Labs    #WhatTheShi0   Focus on: 1.  Content 2.  Distribution 3.  Measurement 4.  Collaborate       The  Perfect  Opportunity  

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