BostInno State of Innovation: Building Social Capital With Content
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You've mastered the art of securing venture capital. But without the social capital to match, your influence will fall flat. Content is the currency of the web, and can unlock the doors to a digital marketing strategy that positions your company where it belongs. In this session, we'll scratch the surface of how leveraging influencers and thought leaders in your vertical can act as the lighting rod to your digital marketing efforts.
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BostInno State of Innovation: Building Social Capital With Content
- 1. GA & STATE OF INNOVATION HELLO INNOVATORS
- 3. What is General Assembly? Established in early 2011 as an innovative community in New York City for entrepreneurs and startup companies, General Assembly is an educational institution that transforms thinkers into creators through education in technology, business, and design at fifteen campuses across four continents.
- 5. What GA Can Do For You GA & STATE OF INNOVATION Learn @ GA Teach @ GA Hire @ GA
- 6. GA Offerings
- 7. Steph Parker - @stephparker Engagement Supervisor, AMP Agency BUILDING SOCIAL CAPITAL WITH CONTENT
- 8. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT Takeaways: • A conceptual grasp of content marketing principles • An overview of the digital marketing landscape • An understanding of how to align your value proposition with the right influencers and subsequent audiences #BOSSOI
- 9. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT SOCIAL CAPITAL The ultimate weight your business and your brand carry in the eyes of your prospective customers. VALUE PROPOSITION What your business/brand offers up to consumers to attract them. The value is ultimately determined by them, not you. OUR CORE MARKETING PRINCIPLES FOR THE NEXT 45(ISH) MINUTES: What’s in it for me? Is the net benefit worth it?How do I feel about this? BRAND A person’s feelings about what a business is. It’s a combination of expectations, stories, and experiences someone has. #BOSSOI
- 10. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT #BOSSOI
- 11. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT MARKETING = DIGITAL. DIGITAL = CONTENT. CONTENT = EVERYTHING. BUILDING SOCIAL CAPITAL #BOSSOI
- 12. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT BLOG/ PUBLISHERSOCIAL APPSDISPLAYEMAILMESSAGING lol #BOSSOI
- 13. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT SOCIAL CAPITAL What I’m going to get from giving you my time. VALUE PROPOSITION Content. CORE PRINCIPLES, TURNED DIGITAL: BRAND How that content is going to make me feel. #BOSSOI
- 14. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT PEOPLE & ENTITIES WHO ALREADY HAVE TRUST. CUE THE INFLUENCERS TRAVEL BRAND (and don’t make their audiences feel like they’re being sold) #BOSSOI
- 15. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT BLOG/ PUBLISHERSOCIAL APPSDISPLAYEMAILMESSAGING Influencers & thought leaders #BOSSOI
- 16. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT I’m working with an influencer! #BOSSOI
- 17. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT Awareness Industry Perceptions Brand Perceptions Value of Goods $$$ TheMarketingFunnel #BOSSOI
- 18. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT Awareness Industry Perceptions Brand Perceptions Value of Goods $$$ What will get someone’s attention? What will foster confidence? What will make an emotional connection? How can we get people to cash in on our social capital? How can we get someone to buy again? #BOSSOI
- 19. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT SOCIAL POST STUNTVIDEO SERIESLONGFORM BLOG Small Challenge Big Challenge Bite-size content Full course meal #BOSSOI
- 20. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT Takeaways: • A conceptual grasp of content marketing principles • An overview of the digital marketing landscape • An understanding of how to align your value proposition with the right influencers and subsequent audiences • Value Proposition • Brand • Social Capital • Social, blogs/publishers, messaging, email, display, apps 1. Determine where your audience is along the funnel 2. Evaluate the challenge associated with that stage 3. Identify opportunities for influencers to maximize their impact 4. Rinse & repeat as often as necessary #BOSSOI
- 21. CHEERS. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT Slides available at stephparker.me @stephparker @GA_Boston @AMP_Agency