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The Art of Social Content Distribution


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At this year's ad:tech San Francisco, Jeff Pontes, Executive Consultant at Leopard, an Ogilvy Company, shared a unique perspective on how B2B brands can utilized social media to transform businesses. In his presentation, "The Art of Social Content Distribution," Jeff outlined his strategy to turn search into demand.

Published in: Technology, Business
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The Art of Social Content Distribution

  1. 1. The Art of SocialContent DistributionTactics for a B2B audience
  2. 2. Understanding the B2B online video landscape 92% 75% But the reality? of decision-makers view job-related videos Only 6% currently watch video online use video sites as an work info source
  3. 3. Connecting the content to a purchaseIt’s a simple 3-step process:1 Listen 2 Identify 3 Respond Search Post-Play Content Tagging and Distribution Demand Alignment Interaction development Optimizing generation results Desired post- Interview Video edit Video Quality TrackingConsumer viewing guides review Control against goalsIntent actionsmodeling Script Keyword/ Site uploads Optimizations Measurement development Metadata as necessary model development Video Production
  4. 4. Defining Social Content DistributionSocial Content Distribution is a B2B tool that: Transforms ―search‖ into ―demand‖ Engages users in regular web usage patterns Is strategically tagged to be found in ―unbranded search‖ Leverages customer content—―peers with experience‖
  5. 5. Clarifying Social Content DistributionSocial Content Distribution is NOT: Mass audience ―viral‖ videos Highly-produced, high-budget TV spots Overt or scripted testimonials Registerable offers
  6. 6. Requirements for program successBaseline requirements for program success: Consumer Intent Modeling on a defined audience Effective strategy for post-play interaction Engaging, audience-specific content Search and visual quality optimization Distribution to relevant online video sites
  7. 7. Requirements for video successBaseline requirements for video success: Destination URL omnipresent throughout video No more than two to three minutes in length Delivers the experience in bite-sized chunks Effective tagging and drive-to promotion
  8. 8. Understanding how to measure successQuantity is important, but success is measuredby the quality of your views: Percentage of click-through to landing page Landing page engagement rate
  9. 9. Converting search to engagementSearch is converted to engagement driving: Click-through rates higher than banners Higher landing page engagement High ROI – videos performing organically for over 2 years w/o media
  10. 10. THANK YOU
  11. 11. Contact Jeff Pontes Executive Consultant 555 17th Street, Suite 300 Denver, CO 80202 303-527-5131