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Festival of Marketing Presentation 2016
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Jason Miller's Festival of Marketing Presentation.
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Global Content Marketing Leader at LinkedIn, Best Selling Author, Rock n Roll PhotographerAdvertisement
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Festival of Marketing Presentation 2016
- ABOUT JASON MILLER Group Manager, Content Marketing and Social Media at LinkedIn Author of Welcome to the Funnel: Proven Tactics to Turn Your Content Marketing and Social Media up to 11 Rock n Roll Photographer
- FOR THE FIRST TIMEIN THE HISTORYOF MEDIA YOU CAN ENGAGE WITH THE WORLD’SPROFESSIONALS IN ONE PLACE
- 61M senior-level influencers 40M decision makers 10.7M opinion leaders 6.8M C-level execs 22.8M Mass Affluent 4.1M IT decision makers 450Mprofessionals are on LinkedIn THE LARGEST GLOBAL COMMUNITY OF PROFESSIONALS 3.1M marketers
- PROFESSIONALS ENGAGE WITH PURPOSE – AND WITH CONTENT 9 billion content impressions / week 15X content vs job postings in the feed 57% mobile
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- of overall respondents say they would consider ending a brand relationship because of irrelevant promotions, and an additional 22% say they would definitely defect from the brand. RAGE AGAINST IRRELEVANCE…. 44%
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- 14 Repurpose content like leftover Turkey
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- THE KEYWORDS Moz.com Moz.com
- The Sophisticated Marketer’s Guide to LinkedIn The Big Rock – The Debut
- Repurpose, Repurpose, Then Repurpose Some More 19
- 23 Turkey Slices (Non Gated) MQL No Yes Revenue BIG ROCK (Gated) Lead Capture Nurture No Yes SlideShare Infographic Webinar Podcast Blog Post Sales SDR Sales Qualified?
- Email Blog InMail Company Page Sponsored Content SlideShare Display PPC Twitter The Always on Strategy For those about to Launch….. FIRE!
- 25 The Results Out of the Gate 4% 6% 9% 15% 32% 34% Email Blog InMail Direct/SEO Other Display AdWords United States Netherlands India Canada Australia UK Germany New Zealand Singapore France64% 7% 7% 7% 6% 2% 1% 1%
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- 28 18,000% ROI
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- 31 The Sophisticated Marketer’s Guide to Thought Leadership Overcoming the Sophomore Slump
- 32 The Turkey Slices The Sophisticated Marketer’s Guide to Thought Leadership
- 33 The Sophisticated Marketer's Guide to Content Marketing The Masterpiece
- 34 Audio Book Responsive Design Exploring New Formats
- 35 Starting a Sophisticated Movement
- v 36 v
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- One of our evergreen pieces of content, The Sophisticated Marketer’s Guide of LinkedIn, continues to generate the highest number of downloads and the highest number of marketing qualified leads. k+
- Set up a test of different updates to reach different audiences. Sponsored Update 1: Targeted to CMOs These insights can help you drive transformational change to your business. Sponsored Update 2: Targeted to Marketing Directors Need to demonstrate the ROI of your marketing efforts? These insights can help. Sponsored Update 3: Targeted to Social Media Managers Social media managers: Get the insights you need to drive the engagement you want. Big Rock Content Example: B2B Marketing company XYZ has recently launched a new piece of research and is publishing updates to LinkedIn to drive marketers to download it.
- Guide’ saw a 100% increase in click through rate (CTR). The image with the quote saw a 30% lift in CTR versus the image image versus a human and the human saw +160% CTR and +290% CVR.
- RUNNING SPONSORED CONTENT WE SEE 25% increase in Open Rate 95% increase in CTR 5.32% CTR 75% OR 6.19% CTR 61% OR
- 2013-14 2015 2016-17
- GOING GLOBAL
- The blog is the social media rug that ties the room together.
- The Blogging Food Groups A steady diet of quality content for your blog Monday Tuesday Wednesday Thursday Friday Saturday Raisin Bran Spinach Roast Raisin Bran Spinach Raisin Bran Chocolate Cake
- Monday – Raisin Bran
- Tuesday - Spinach
- Wednesday: The Roast
- Thursday: Tabasco
- Friday: Chocolate Cake
- 5 Relevant Blogs Rolled Up into One Big Rock
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- 59 BONUS Chocolate Cake
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- The only art I’ll ever study is stuff that I can steal from. - David Bowie
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- The Death of the One Dimensional Marketer
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- 67 The four unique band members work together to deliver an amazing product. Lays Groundwork Fuels Content Fuels Demand Gen
- 68 They consistently deliver content that their fans want to consume and share.
- 69 Their PR efforts guide their vision as the hottest band in the world.
- Event Marketing: They deliver amazing experiences on tour
- #INBOUND14 They built a thriving community.
- “People want a thrill, people want a spectacle and people love to be entertained.”
- http://bit.ly/BigRockContent
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- 77 Thank You! Jason Miller Group Manager, Content Marketing @JasonMillerCA @LinkedInMktg
Editor's Notes
- Can you add a sound clip of London Calling here? DONE
- WE HAVE DUPICATED THIS SLIDE JUST IN CASE YOU LIKE THIS NEW VERSION
- Animate the sentences to appear with a click. So ‘What conversation do you want to own?’ Goes first and ‘What is the #1?’ appears second upon click. -> DONE TEXT in the style of: https://www.google.co.uk/search?q=punk+rock+UK&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj-mLaY0ITNAhUEIMAKHWOIDyYQ_AUIBygB&biw=1092&bih=589#tbm=isch&q=anarchy+in+the+UK&imgrc=GggkddxIFQf2MM%3A
- Can you add a crowd of hands popping up with some crowd noise cheering upon click? -> DONE
- Can you add this to play upon click that lights up the cannons? https://www.youtube.com/watch?v=aVkS-Ae8HC4 -> DONE
- Can you add a clip of this as background music to add a dramatic effect while I talk over this slide? https://www.youtube.com/watch?v=BNWpZ-Y_KvU -> DONE
- Can you add a quick clip of this? https://www.youtube.com/watch?v=Kmmb9uFwlTg VERY Quick. ->DONE
- Add a quick clip of: https://www.youtube.com/watch?v=l3i9ilHpPko -> DONE
- TEXT in the style of: https://www.google.co.uk/search?q=punk+rock+UK&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj-mLaY0ITNAhUEIMAKHWOIDyYQ_AUIBygB&biw=1092&bih=589#tbm=isch&q=anarchy+in+the+UK&imgrc=GggkddxIFQf2MM%3A ->DONE
- Can you clean up this slide and add an old school black and white flip counter to the top that starts at zero and goes to 100k plus? -> DONE
- Using Direct Sponsored Content, we A/B tested ‘eBook’ versus ‘guide’ to see which resonated better with our audience. ‘Guide’ saw a 100% increase in click through rate (CTR). Knowing that quotes and stats both work well, we tested an image featuring a statistic versus an image featuring a quote. The image with the quote saw a 30% lift in CTR versus the stat image. With a hypothesis that people like images of people rather than objects, we tested an image versus a human and the human saw +160% CTR and +290% CVR.
- Please clean this slide up. -> DONE
- Can you add some “pop” to this slide? It’s supposed to look like an EMPIRE of content : ) BIG, BOLD, RULING ALL! -> DONE
- Again, please just add some pop and shine to this one. ->-> DONE
- Again, please just add some pop and shine to this one.
- Again, please just add some pop and shine to this one. Maybe make them pop up or populate across the screen over the top of a globe since this is meant to represent a Global Always on mindset. -> DONE
- Animate each line to appear on click. -> DONE
- TEXT in the style of: https://www.google.co.uk/search?q=punk+rock+UK&source=lnms&tbm=isch&sa=X&ved=0ahUKEwj-mLaY0ITNAhUEIMAKHWOIDyYQ_AUIBygB&biw=1092&bih=589#tbm=isch&q=anarchy+in+the+UK&imgrc=GggkddxIFQf2MM%3A -> DONE
- Can You add this to start playing on Click at :12 second mark on? https://www.youtube.com/watch?v=1M02bAWDFkI -> DONE
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