Stories are the concurrency of the network. We share them - from person to person - transmitting information, experiences, behaviors, and beliefs. We've been exchanging stories since the beginning of time and brands have often tried to co-op this tradition as a means to communicate heritage, association, and products. With content creation at a fever pitch in this ubiquitously connected world, publishing for the "social" news feed is an ever-present ambition for contemporary marketers. This is a high level look at how one might approach this coveted competency.
Networks of influence - Social Media Week (NYC), 2015Marcus Collins
It’s been said that “Good marketers see consumers as complete human beings with all the dimensions real people have.” Demographics fail to accurately describe "real people." Of course, that’s why marketer focuses on psychographics because they paint a more vivid picture of who are. However, the truth is, psychographics are byproducts of our networks. Our networks are not only better representations of us, but they are also strong predictors of the what we are likely to do.
Microsoft: The blank canvas: Planning our Instagram launch, presented by Rob ...SocialMedia.org
In his SocialMedia.org Member Meeting case study presentation, Microsoft's Senior MarComm Manager, Rob Wolf, goes through the steps of their recent launch on Instagram.
Rob unveils why Microsoft chose to join Instagram and what their #DoMore campaign accomplished in establishing their presence.
Google, Machine Learning, Chips, & Digital StrategyRhea Drysdale
My Pubcon 2016 Masters kick off talk on the future of search and social and how marketers and organizations can prepare for all of the innovative technological changes coming from Google, Facebook, and Amazon. Human behavior impacts the creation of technology. Companies are trying to solve problems for what we love and hate as users, so if we study human behavior (especially our stakeholder's) we can anticipate change in a sea of content and daily news updates. Google's investment in machine learning, Google's launch of the Pixel Phone and ownership of hardware, the development of Google Assistant and introduction of it across multiple devices, Amazon Echo, Apple's Siri, Facebook Instant Articles, Accelerated Mobile Pages, devaluing intrusive interstitials algorithmically, Facebook Live, Periscope, the iOS 10 update, and so much more are all answers to human desires and needs. Focus on what humans want and don't want and you'll "win" at SEO, content, social, and more. Don't just rely on tools though, because keyword research can't tell you about search intent and personalized, machine learning algorithms. You'll have to study and understand users to get that. Thankfully we can study things like suggestion chips and filter chips to better understand user's wants, context, relevance, and topic modifiers.
We all know what social media is. The majority of us tweet, post, snap, and check our feeds on a regular basis. In our work lives, we also think about social as a marketing tool. We've all seen great cases (and even built some ourselves) that have driven brand awareness, engaged with consumers on extremely high levels, created brand loyalists, and even closed a sale on the final step in the path to purchase. It is imperative as we strive to achieve the things listed in the prior sentence that we step back and ensure we stick to key principles every digital strategist considers as a first step in any situation when dealing with social media.
To serve as a reminder of “what” those principles are, Y&R Midwest’s Social/Digital Planning Director Greg Getner and Account Executive Zach Kraemer compiled a deck showcasing a top-line view of those key social media principles gleaned from the Social Media Week 2014 in Chicago.
Networks of influence - Social Media Week (NYC), 2015Marcus Collins
It’s been said that “Good marketers see consumers as complete human beings with all the dimensions real people have.” Demographics fail to accurately describe "real people." Of course, that’s why marketer focuses on psychographics because they paint a more vivid picture of who are. However, the truth is, psychographics are byproducts of our networks. Our networks are not only better representations of us, but they are also strong predictors of the what we are likely to do.
Microsoft: The blank canvas: Planning our Instagram launch, presented by Rob ...SocialMedia.org
In his SocialMedia.org Member Meeting case study presentation, Microsoft's Senior MarComm Manager, Rob Wolf, goes through the steps of their recent launch on Instagram.
Rob unveils why Microsoft chose to join Instagram and what their #DoMore campaign accomplished in establishing their presence.
Google, Machine Learning, Chips, & Digital StrategyRhea Drysdale
My Pubcon 2016 Masters kick off talk on the future of search and social and how marketers and organizations can prepare for all of the innovative technological changes coming from Google, Facebook, and Amazon. Human behavior impacts the creation of technology. Companies are trying to solve problems for what we love and hate as users, so if we study human behavior (especially our stakeholder's) we can anticipate change in a sea of content and daily news updates. Google's investment in machine learning, Google's launch of the Pixel Phone and ownership of hardware, the development of Google Assistant and introduction of it across multiple devices, Amazon Echo, Apple's Siri, Facebook Instant Articles, Accelerated Mobile Pages, devaluing intrusive interstitials algorithmically, Facebook Live, Periscope, the iOS 10 update, and so much more are all answers to human desires and needs. Focus on what humans want and don't want and you'll "win" at SEO, content, social, and more. Don't just rely on tools though, because keyword research can't tell you about search intent and personalized, machine learning algorithms. You'll have to study and understand users to get that. Thankfully we can study things like suggestion chips and filter chips to better understand user's wants, context, relevance, and topic modifiers.
We all know what social media is. The majority of us tweet, post, snap, and check our feeds on a regular basis. In our work lives, we also think about social as a marketing tool. We've all seen great cases (and even built some ourselves) that have driven brand awareness, engaged with consumers on extremely high levels, created brand loyalists, and even closed a sale on the final step in the path to purchase. It is imperative as we strive to achieve the things listed in the prior sentence that we step back and ensure we stick to key principles every digital strategist considers as a first step in any situation when dealing with social media.
To serve as a reminder of “what” those principles are, Y&R Midwest’s Social/Digital Planning Director Greg Getner and Account Executive Zach Kraemer compiled a deck showcasing a top-line view of those key social media principles gleaned from the Social Media Week 2014 in Chicago.
Audiense Pusar Intergation: From Audiense to Pulsar ExampleAudiense
Using our integration with Pulsar you can build better Search trackers that are based on relevant individuals, rather than keywords. This will allow you to extract and activate valuable insights in real time from a panel of influencers or an audience:
Audiense pulsar integration from Audiense to Pulsar Audiense
Using our integration with Pulsar you can build better Search trackers that are based on relevant individuals, rather than keywords. This will allow you to extract and activate valuable insights in real time from a panel of influencers or an audience:
N-TEN #14NTC 7 Sexy Secrets of Successful Nonprofit CampaignsCheryl Contee
Are you a nonprofit, NGO, social enterprise or foundation? You know the campaigns that inspire you with their breakthrough success. Learn their secrets! Here's the hottest ways to reach, cultivate, convert and capture data back into your CRM using cutting-edge apps and techniques.
The Rebirth Of The Italian WordPress Community - WCEUFrancesca Marano
How Italy went Meetup and WordCamp crazy in 12 months: this is the tale of the Italian WordPress Community with some actionable tips for growing your community.
Geofilters are a fun and powerful way to bring local Snapchatters together to share content. If you’re smart and strategic, you can target certain locations at certain times to promote your brand among demographics who will be most interested.
You’ll learn how to:
Think about different uses for Geofilters
Use existing Geofilters to tell your audience where you are
Design and submit a free Community Geofilter for a public location
Purchase an On-Demand Geofilter to promote your brand in a certain area
Comply with Geofilter submission guidelines
Create Geofilters if you don't have Photoshop expertise or an in-house designer
Estimate pricing and get the most for your budget
Find and understand Geofilter analytics
This slide presentation is summary of all the ways the new changes in the Facebook news feed makes our experience much richer. The new changes are also great for brands.
Expanding Engagement and Inspiring Action with Your Next Product LaunchCNW Group
Expanding Engagement & Inspiring Action with Your Next Product Launch discusses:
-A comprehensive approach for a product launch
-Strategic planning, story creation, content & tools, adoption & retention
-Accurate measurement of product launch campaigns
How to Update Your Social Media Marketing Strategy for 2021Julia Campbell
Learn How to Adjust Your Social Media Marketing Strategy for your nonprofit after a tumultuous 2020!
The COVID-19 pandemic, the election, and racial justice protests of 2020 have upended the entire nonprofit landscape. It is no longer business as usual for nonprofit fundraisers.
With all the noise on social media, physical distancing, and serious ethical considerations clouding the platforms, how can we continue to reach our audiences and spread our messages online?
In this webinar, nonprofit social media experts Julia Campbell and Susu Wong will review important shifts in the social media landscape that nonprofits need to understand; discuss ways to stay relevant on social media in times of uncertainty; and provide a framework for your 2021 social media marketing strategy.
Julia Campbell was recently named one of the 25 most influential nonprofit thought leaders and one of the seven nonprofit thought leaders to follow on Twitter during the coronavirus crisis. Julia Campbell is on a mission to make the digital world a better place.
She is the author of two books, a mom of two kids, and a Returned Peace Corps Volunteer. Her passion is to get organizations and change makers to stop spinning their wheels and start getting real results using digital tools. You can check out her thoughts and ideas at www.jcsocialmarketing.com/blog.
Susu Wong is the Founder and Principal of Tomo360, a digital marketing agency that helps businesses and nonprofits with their websites, graphic design, social media and email marketing, SEO and more!
Using her diverse business experience, Susu and the Tomo360 team have successfully helped hundreds of clients to fulfill their digital marketing needs. Susu has a unique combination of marketing, business, and technical experience that provides a well-rounded advantage to her clients.
She is also a Co-Founder of Women Accelerators, a nonprofit organization that is passionate about promoting the advancement of women.
Audiense Pusar Intergation: From Audiense to Pulsar ExampleAudiense
Using our integration with Pulsar you can build better Search trackers that are based on relevant individuals, rather than keywords. This will allow you to extract and activate valuable insights in real time from a panel of influencers or an audience:
Audiense pulsar integration from Audiense to Pulsar Audiense
Using our integration with Pulsar you can build better Search trackers that are based on relevant individuals, rather than keywords. This will allow you to extract and activate valuable insights in real time from a panel of influencers or an audience:
N-TEN #14NTC 7 Sexy Secrets of Successful Nonprofit CampaignsCheryl Contee
Are you a nonprofit, NGO, social enterprise or foundation? You know the campaigns that inspire you with their breakthrough success. Learn their secrets! Here's the hottest ways to reach, cultivate, convert and capture data back into your CRM using cutting-edge apps and techniques.
The Rebirth Of The Italian WordPress Community - WCEUFrancesca Marano
How Italy went Meetup and WordCamp crazy in 12 months: this is the tale of the Italian WordPress Community with some actionable tips for growing your community.
Geofilters are a fun and powerful way to bring local Snapchatters together to share content. If you’re smart and strategic, you can target certain locations at certain times to promote your brand among demographics who will be most interested.
You’ll learn how to:
Think about different uses for Geofilters
Use existing Geofilters to tell your audience where you are
Design and submit a free Community Geofilter for a public location
Purchase an On-Demand Geofilter to promote your brand in a certain area
Comply with Geofilter submission guidelines
Create Geofilters if you don't have Photoshop expertise or an in-house designer
Estimate pricing and get the most for your budget
Find and understand Geofilter analytics
This slide presentation is summary of all the ways the new changes in the Facebook news feed makes our experience much richer. The new changes are also great for brands.
Expanding Engagement and Inspiring Action with Your Next Product LaunchCNW Group
Expanding Engagement & Inspiring Action with Your Next Product Launch discusses:
-A comprehensive approach for a product launch
-Strategic planning, story creation, content & tools, adoption & retention
-Accurate measurement of product launch campaigns
How to Update Your Social Media Marketing Strategy for 2021Julia Campbell
Learn How to Adjust Your Social Media Marketing Strategy for your nonprofit after a tumultuous 2020!
The COVID-19 pandemic, the election, and racial justice protests of 2020 have upended the entire nonprofit landscape. It is no longer business as usual for nonprofit fundraisers.
With all the noise on social media, physical distancing, and serious ethical considerations clouding the platforms, how can we continue to reach our audiences and spread our messages online?
In this webinar, nonprofit social media experts Julia Campbell and Susu Wong will review important shifts in the social media landscape that nonprofits need to understand; discuss ways to stay relevant on social media in times of uncertainty; and provide a framework for your 2021 social media marketing strategy.
Julia Campbell was recently named one of the 25 most influential nonprofit thought leaders and one of the seven nonprofit thought leaders to follow on Twitter during the coronavirus crisis. Julia Campbell is on a mission to make the digital world a better place.
She is the author of two books, a mom of two kids, and a Returned Peace Corps Volunteer. Her passion is to get organizations and change makers to stop spinning their wheels and start getting real results using digital tools. You can check out her thoughts and ideas at www.jcsocialmarketing.com/blog.
Susu Wong is the Founder and Principal of Tomo360, a digital marketing agency that helps businesses and nonprofits with their websites, graphic design, social media and email marketing, SEO and more!
Using her diverse business experience, Susu and the Tomo360 team have successfully helped hundreds of clients to fulfill their digital marketing needs. Susu has a unique combination of marketing, business, and technical experience that provides a well-rounded advantage to her clients.
She is also a Co-Founder of Women Accelerators, a nonprofit organization that is passionate about promoting the advancement of women.
The Revolution will not be Televised...but if you're lucky, it'll be memed.Tara Hunt
I gave this presentation at CTAM Canada's annual gathering at Corus HQ in Toronto on June 20th. I think it's safe to say that it was a bit...um...controversial.
In order to prepare for this talk, I poured over mutiple reports and studies about the state of the Canadian Media and Entertainment industry. These reports included a lot of hand-wringing over online and American VOD services (Neflix, etc), but really discounted "User-Uploaded Video" (or "User-Generated Content") as largely irrelevant (except for the CRTC, who seems to want to regulate and tax creators).
So...that's what I focused on in here: UGC, including Creators (and online influencers), remix/mashup culture, stans/super fans, and social media content in general.
Three points where I think the audience winced:
1. with the enormous growth in available content, we are seeing a huge appetite for diverse stories - we don't need any more content aimed at white people.
2. the biggest competitors for attention are your own audience, who are no longer "consumers"...they are creators. And there are many of them and growing.
3. stop worrying about people stealing your content. Content isn't where the value lies. Attention is where the value lies. You should be encouraging them to steal! It's free marketing!
I guess I can understand why my message was a little controversial, but I want to help, not hurt.
The Next Wave: Emerging Trends in Nonprofit Social Media MarketingBloomerang
https://bloomerang.co/resources/webinars/
Julia Campbell will provide a framework for evaluating the best platforms for your unique organization, as well as ideas for creating great social media content your audience will love.
The live event experience has become increasingly laced with technology – from interactive displays to mobile apps and all-things socially shareable.
For Millennials, the value of a live event is in the “transparent” integrationof the live and digital experience. Take a closer look at what drives Millennial behavior, and the need for marketers to adopttech-transparency to engage them.
Bryan Rasch - Chief Digital Officer
GMR Marketing
Stop Saying Viral - A Case for Spreadable MediaEva Hasson
This is a presentation about viral media. It was prepared as a workshop and draws heavily on the writings of people like:FARIS YAKOB, BUD CADDELL, MIKE ARAUZ, HELGE TENNO, HENRY JENKINS & ANA DOMB, NOUVE INTERPLAY and others. It essentially makes a case for the adoption of the term "spreadable media" when referring to viral. To know why, you will have to read on.
Hot off the Press! Read Abacus' Co-Founder Jeff Goldenberg's take on the problems plaguing the ad industry and the solutions that will enable the winners to emerge
Tutorial introducing Twitter to busy executives interested in joining and mastering the conversation. Created by Karyn Cooks, Flair Media & Elizabeth Brooks, Str.ate.gy. Twitterverse slide courtesy of and credited to Brian Solis.
Digital PR Basics for Nonprofits - How to Get Visibility for Your CauseJulia Campbell
It's a crowded, cluttered, noisy online landscape, with information coming at us from every angle. How can a small nonprofit stand out without spending hours on social media or tons of money on advertising? In this webinar, Nonprofit Digital PR expert Julia Campbell will explain the concept of Digital PR, why it's vital for nonprofits, and how to start a Digital PR plan. Nonprofits will come away with techniques that they can implement to build movements and connect with supporters, in an authentic and ethical way.
Learning objectives:
What is Digital PR and why it's more than just "getting on social media"
How to start a manageable Digital PR Plan for your nonprofit
Tried-and-true techniques and tools to manage online overwhelm and get better results from your digital marketing activities
This presentation was delivered at Pubcon 2016 in Las Vegas. Talks about the upfront planning and strategy involved in a smart content marketing program. Going beyond Brand-focused content and SEO and shifting to a people-centric approach.
Similar to Brand Publishing For The News Feed (20)
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
11. @Marctothec
TODAY’S AGENDA:
1. STORIES - THE POWER OF STORYTELLING
2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’
3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL
4. OPTIMIZATION - BUILD TO SHARE
18. @Marctothec
STORIES THAT SHOCK US STORIES THAT INSPIRE US STORIES THAT TOUCH US
STORIES THAT MAKE US LAUGH STORIES THAT MAKE US CRY STORIES THAT MAKE US ANGRY
19. @Marctothec20
[Stories] are important cognitive events, for
they encapsulate, into one compact package,
information, knowledge, context, and emotion”
- Daniel Pink, “A Whole New Mind”
“
“
20. @Marctothec
WE THINK IN NARRATIVES ALL DAY LONG,
NO MATTER IF IT IS ABOUT BUYING
GROCERIES. WE MAKE UP (SHORT)
STORIES IN OUR HEADS FOR EVERY
ACTION AND CONVERSATION.
25. @Marctothec
KNOWLEDGE THAT IS DISSEMINATED
LARGELY THROUGH ORAL COMMUNICATION
AND IS CENTRAL TO THE IDENTITY, BELIEFS,
AND TRADITIONS TO A GROUP OF PEOPLE
29. @Marctothec
PLOTS THAT OFTEN REVOLVE AROUND
ANXIETIES SURROUNDING MODERN
BEHAVIOR (HITCH-HIKING, SEX, DRUGS) OR
INVENTIONS (CARS, PHONES, MICROWAVE)
59. @Marctothec61
All but one came up with elaborate narratives
to explain what the movements were about.
Instead of registering inanimate shapes, they
imagined humans with vivid inner lives.
- Heider & Simmel
“
“
64. @Marctothec
TODAY’S AGENDA:
1. STORIES - THE POWER OF STORYTELLING
2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’
3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL
4. OPTIMIZATION - BUILD TO SHARE
86. @Marctothec
SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE
AS SEEN IN MAGAZINES
FRANCHISE
‘Who wore it best?’ ‘So hot, everyone’s wearing it!’
‘The Look for less’
PUBLISHER
87. @Marctothec
SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE
AS SEEN IN LATE NIGHT SHOWS
FRANCHISE
‘History of Rap’ ‘Epic Lip Sync Battle’
‘Thank You Notes’
PUBLISHER
88. @Marctothec
SCALABLE CONTENT SERIES WITH A REPEATABLE DEVICE
AS SEEN IN CELEBRITY NEWS SHOWS
FRANCHISE
‘Guess Me From Behind’ ‘Bitch Stole My Look’
‘Fashole Of The Week’
PUBLISHER
100. @Marctothec
FOR BRANDS, FRANCHISES BECOME ESSENTIAL FOR PUBLISHING
GOTO DEVICES THAT DELIVER ON THE BRAND’S CONVICTIONS
Good stories from good times Neighborly assistance Fun with phones
Facebook
NotificationsYouWish
YouHad
Yougetnotificationswhensomeonetext
messagesyou,challengesyoutoamobilegame,
ortagsyouinaphoto.Butwouldn’titbegreatif
youcouldbenotifiedwhenyouhaverealneed
forit?Likewhensomeoneisabouttouseabad
Tastes of sophistication Go on an adventure
102. @Marctothec
1. PAIR UP
2. PICK A BRAND
3. WHAT DO WE WANT TO SAY?
4. HOW WOULD YOUR BRAND SAY IT?
5. CREATE THE DEVICE
LET’S MAKE SOME CONTENT FRANCHISES
104. @Marctothec
TODAY’S AGENDA:
1. STORIES - THE POWER OF STORYTELLING
2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’
3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL
4. OPTIMIZATION - BUILD TO SHARE
120. @Marctothec
THIS RIPPLE EFFECT IS COLLOQUIALLY REFERRED TO AS ‘VIRALITY’
WHICH ESSENTIALLY IS THE SPREAD OF A STORY/IDEA/CONTENT/MESSAGE FROM ONE PERSON TO THE NEXT
121. @Marctothec
BRANDS ADVERTISING TARGET AUDIENCE
CHECK
US
OUT
ENGAGE
NETWORK
SHARE
THIS IS WHAT MAKES ‘SOCIAL MARKETING’ SO UNIQUE
STORIES ARE PROPAGATED BY CREDENCE WHICH FUELS THE RIPPLE EFFECT
122. @Marctothec
Online
banner ads
33%
Online video
ads
36% Ads on
social networks
36%
Ads served
in search engine
results
40%
TV program
product
placements
40%
Before
Movie
Ads
41%
Radio
Ads
42%
Newspaper
Ads
46%
Billboards &
outdoor Ads
47%
TV
Ads
47%
Magazine
Ads
47%
Branded
websites
58%
Editorial
Content
58%
Consumer
opinions
posted online
70%
Recommendations
from people I know
92%
Display
ads on mobile
devices
33%
Emails I
signed up for
50% Brand
Sponsorships
47%
Source: Neilsen: Consumer Trust in Online, Social
and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4
CONSIDERING WE RELY ON PEOPLE SO HEAVILY
‘SHARES’ BECOME SUPER COMPILING
123. @Marctothec
PERHAPS EVEN THE MOST POWERFUL ACTION IN SOCIAL
BECAUSE IT LEVERAGES THE RIPPLE EFFECT UNLIKE ANY OTHER SOCIAL ACTION
124. @Marctothec
WHAT I SHARE: WHAT I’M SAYING
He loves his wife.
He’s
handsome
He teaches
He goes to
cool events
He’s really
into his
daughter
He’s a music-
head
He works in
advertising
He has good
taste
WHAT I SHARE HELPS ME SAY SOMETHING ABOUT MYSELF
EACH NOD HELPS TO SHAPE MY IDENTITY
138. @Marctothec
TODAY’S AGENDA:
1. STORIES - THE POWER OF STORYTELLING
2. PUBLISHING - BRAND STORYTELLING FOR THE ‘NEWS FEED’
3. ENGAGEMENT - LEVERAGING THE RIPPLE EFFECT OF SOCIAL
4. OPTIMIZATION - BUILD TO SHARE
140. @Marctothec
HOW MIGHT YOU OPTIMIZE YOUR FRANCHISES?
SO THAT THEY ARE BEST DESIGNED FOR THE NEWS FEED
141. @Marctothec
1. PAIR UP
2. PICK A BRAND
3. WHAT DO WE WANT TO SAY?
4. HOW WOULD YOUR BRAND SAY IT?
5. CREATE THE DEVICE
6. INTEGRATE THE SOCIAL ENGINEERING PILLARS
LET’S MAKE SOME CONTENT FRANCHISES
143. @Marctothec
SOCIAL ENGINEERING PILLARS:
1. GIVE PEOPLE A REASON TO TELL A STORY
2. HELP PEOPLE STRENGTHEN RELATIONSHIPS WITH PEOPLE THEY KNOW
3. CREATE OPPORTUNITY FOR PEOPLE TO CONNECT WITH NEW PEOPLE
148. @Marctothec
SOCIAL ENGINEERING PILLARS:
1. GIVE PEOPLE A REASON TO TELL A STORY
2. HELP PEOPLE STRENGTHEN RELATIONSHIPS WITH PEOPLE THEY KNOW
3. CREATE OPPORTUNITY FOR PEOPLE TO CONNECT WITH NEW PEOPLE