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Moving the Needle: Curating Fan Content to Boost Brand Loyalty

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Moving the Needle: Curating Fan Content to Boost Brand Loyalty

  1. 1. Moving the NeedleCurating Fan Content to Boost Brand Loyalty
  2. 2. General Electric XYDOKatrina Craigwell Eric Roach@kcraigwell @veroachAOL AttentionMatt Knell Felicia Sullivan@MatthewKnell @felsullHearsay FeedMagnetAmy Millard Jason Ford@AMillard_tweets @jasford
  3. 3. General Electric XYDOKatrina Craigwell Eric Roach@kcraigwell @veroachAOL AttentionMatt Knell Felicia Sullivan@MatthewKnell @felsullHearsay FeedMagnetAmy Millard Jason Ford@AMillard_tweets @jasford
  4. 4. General Electric XYDOKatrina Craigwell Eric Roach@kcraigwell @veroachAOL AttentionMatt Knell Felicia Sullivan@MatthewKnell @felsullHearsay FeedMagnetAmy Millard Jason Ford@AMillard_tweets @jasford
  5. 5. General Electric XYDOKatrina Craigwell Eric Roach@kcraigwell @veroachAOL AttentionMatt Knell Felicia Sullivan@MatthewKnell @felsullHearsay FeedMagnetAmy Millard Jason Ford@AMillard_tweets @jasford
  6. 6. The trust gapConsumer Opinions Posted Online 70% 33% Most forms of Digital Marketing Nielsen, Global Trust in Advertising and Brand Messages: http://bit.ly/HyrAOP
  7. 7. Positive Brand Mentions
  8. 8. Positive Brand New Brand Fans Mentions
  9. 9. Case Studies
  10. 10. Questions
  11. 11. Surfacing ImpactAs we open our doors to illustrate more of what we do, we give people the opportunity toconnect very personal experiences with GE technology. These users represent the ‘impact’ sideof the GE story.
  12. 12. Viral Fan Content Also Viral Offline①  Fan Content ③  Fans Participate Reshared thousands of fans Agent shares fan sign up to receive a content on his sign for their Facebook page hometown
  13. 13. Case Study: Gossamer Gear Before After the first 30 days 22% average open rate 49% average open 13% average click rate 31% average click rate 237 clicks back to site 2.3K clicks back site Audience Response Thanks for the newsletter.  It was amazing. And I never write to anyone.  But two hours after I started reading your email, and many, many con- necting links later I suddenly realized my afternoon was half gone. I already enjoyed your outstanding videos, but this is terrific. A lot of your gear is on my list (its most of my list actually) for future purchases. Guaranteed. — David Henriksen Gossamer Gear Subscriber and Customer —1—
  14. 14. Tough Love’s Ditch or Date Attention & VH1 launched the interactive Facebook application Ditch or Date, where users were invited to share their worst dating stories. Top stories received prizes and video responses form the show’s host, Steve Ward•74% Facebook Fan Growth with over 12,000 votes on dating stories
  15. 15. General Electric XYDOKatrina Craigwell Eric Roach@kcraigwell @veroachAOL AttentionMatt Knell Felicia Sullivan@MatthewKnell @felsull Hearsay FeedMagnet Amy Millard Jason Ford @AMillard_tweets @jasford
  16. 16. Questions
  17. 17. Moving the NeedleCurating Fan Content to Boost Brand Loyalty

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