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Big Content - And how to avoid the social media black hole - #eTAS15

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Big Content - And how to avoid the social media black hole (and the infinite scroll) - #eTAS15

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Big Content - And how to avoid the social media black hole - #eTAS15

  1. 1. @andrevankets #BigContent And… How to avoid the social media black hole
  2. 2. Slides are available for download bit.ly/bigcontent-blackhole
  3. 3. Grow businesses through better online marketing.
  4. 4. Social Media is not the answer.
  5. 5. #1 Too Easy http://how2becool.com/baby-selfie-app/
  6. 6. #2 Too Costly Organic post reach for brands 40% after Facebook’s EdgeRank update http://techcrunch.com/2014/04/03/the-filtered-feed-problem/ http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/
  7. 7. #3 Browse Mode http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/
  8. 8. #4 Infinite Scroll http://www.thejournal.ie/mobile-phone-while-driving-1858807-Dec2014/ https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513 Griffin Shea
  9. 9. http://fitnessblackandwhite.com/brad-pitt-fight-club-workout/
  10. 10. You are not special. You're not a beautiful or unique snowflake. You're the same decaying organic matter as everything else.
  11. 11. You are not special. You're not a beautiful or unique snowflake. You're the same decaying organic matter as everything else.
  12. 12. Be Here
  13. 13. And Here
  14. 14. Big Content
  15. 15. Big Content A specific form of content marketing
  16. 16. Content Marketing
  17. 17. Marketing Content Audience Action
  18. 18. Running a blog
  19. 19. Videos
  20. 20. Infographics http://www.loveinfographics.com/categories/environment-infographics/rhino-poaching-facts-infographic-infographic
  21. 21. TV Shows
  22. 22. Inflight Magazine
  23. 23. Relatively easy to clone
  24. 24. Big Content is…
  25. 25. A digital asset.
  26. 26. No-one’s done before.
  27. 27. Hard to copy.
  28. 28. Share-worthy.
  29. 29. Lives. On. Your. Website.
  30. 30. Big Effort.
  31. 31. Big Gap.
  32. 32. ?
  33. 33. Examples? (and proof that it works)
  34. 34. #1 Community
  35. 35. #2 Community + Content
  36. 36. Results?
  37. 37. •Launched March 2012 •20k verified users •1,728 published users •3,703 photo galleries •2,156 journals •842 videos •1,208 discussions threads •30k-60k visitors per month
  38. 38. #3 Solve a problem for travellers
  39. 39. This is OUR scenario. What do WE need.
  40. 40. www.drivesouthafrica.co.za/child-visa-checklist/
  41. 41. www.drivesouthafrica.co.za/child-visa-checklist/
  42. 42. Results?
  43. 43. Traffic Brand exposure Relationships
  44. 44. https://majestic.com Links!
  45. 45. Leads!
  46. 46. #4 Solve a problem + Content + Community
  47. 47. http://www.enca.com/herdtracker-helps-visitors-track-wilderbeest-migration
  48. 48. Results?
  49. 49. Solved a problem / Addressed a fear 27 times
  50. 50. Solved a problem / Addressed a fear
  51. 51. Solved a problem / Addressed a fear
  52. 52. Content Platform Sep ‘14 Sep ‘15 Live updates 159 590 Photos 78 1919 Videos 23 126
  53. 53. - 1.1k Email subscribers - 1.6k Twitter followers - 4.7k Facebook shares Travellers + Industry Community
  54. 54. Traffic - Enquiries - Safaris - 120k Website visits - 100s of enquiries - Dozens safaris booked
  55. 55. - 55 Links (Sep 2014) - 98 Links (Sep 2015) Links = SEO = Rankings Media Coverage
  56. 56. 9 Tips for creating your own Big Content
  57. 57. #1 Understand your customers’ fears
  58. 58. #2 Choose a problem to solve
  59. 59. #3 Know what’s out there
  60. 60. #4 Befriend a geek
  61. 61. #5 Build it
  62. 62. #6 On. Your. Own. Platform.
  63. 63. #6 On. Your. Own. Platform.
  64. 64. #7 Create a Content Pyramid
  65. 65. #8 Engage press http://www.okdork.com/2014/08/12/how-to-do-pr-for- your-startup-without-spending-any-money/
  66. 66. #9 Nurture and thank partners
  67. 67. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement
  68. 68. Keep Reading 1. http://www.briansolis.com/2013/01/what-your-business-needs-to-know-about-facebooks-edgerank/ 2. http://techcrunch.com/2014/04/03/the-filtered-feed-problem/ 3. https://medium.com/@griffinshea/the-hard-knock-school-of-travel-blogging-5e4f1ea77513 4. http://www.theatlantic.com/technology/archive/2013/12/2013-the-year-the-stream-crested/282202/ 5. http://www.okdork.com/2014/08/12/how-to-do-pr-for-your-startup-without-spending-any-money/ 6. http://en.wikipedia.org/wiki/SMART_criteria 7. http://www.ted.com/talks/derek_sivers_how_to_start_a_movement 8. http://moz.com/blog/why-big-content-is-worth-the-risk/ 9. http://www.fastcompany.com/3008494/big-data-comes-big-content 10.http://www.convinceandconvert.com/content-marketing/3-strategies-to-make-big-content-work-for- your-brand/ 11.http://www.slideshare.net/randfish/how-will-links-influence-seo-in-the-future • https://travelmassive.com/ • https://www.safarious.com • http://www.drivesouthafrica.co.za/child-visa-checklist/ • http://www.discoverafrica.com/herdtracker/
  69. 69. bit.ly/bigcontent-blackhole @andrevankets Thank you

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