The document discusses strategies for effective content marketing, focusing on the integration of content, analytics, and paid media to enhance return on investment (ROI). Key elements include creating a segmented content strategy, utilizing social listening, and targeting specific audiences to optimize engagement. It emphasizes the need for tailored content delivery to the right people at the right time to achieve success in digital marketing.

1. Breaking through the clutter:
Using content, analytics and
paid to achieve ROIsquared
@christuff
@22squared
#socialfresh

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TECHNOLOGY ADOPTION CURVES

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PRE-ROLL VIDEO TV
FOLLOWING

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MOBILE BANNERS ONLINE BANNERS
FOLLOWING

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FACEBOOK EMAIL MARKETING
FOLLOWING

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CONTENT MARKETING IS THE SH*#!

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BRAND CONSUMER
“CONTENT BRANDS CARE ABOUT”
CONTENT “MONEYBAGS”
THE REALITY:
“CONTENT PEOPLE CARE ABOUT”

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A QUICK STORY...
11

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#REALLIFE

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#REALLIFE

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STRIKING A CHORD
KAREN PAUL GRAMPS

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ART & SCIENCE
VOICE
CONTENT
EARNED
ENGAGEMENT
IDEAS
INFLUENCE
VIRALITY
DISTRIBUTION
PAID
AMPLIFICATION
SCALE
PURCHASE
SOCIAL SUCCESS IS A MIX OF:

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RIGHT
PEOPLE+RIGHT
CONTENT
RIGHT
TIME+

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RIGHT CONTENT
1. SEGMENTED CONTENT STRATEGY
2. SOCIAL LISTENING/REPORTING
3. UNPUBLISHED PAGE POSTS (DARK POSTS)

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RIGHT PEOPLE
1. UNPUBLISHED PAGE POSTS PAID
2. HYPER-TARGETING SUB-TRIBES
3. CUSTOM AUDIENCES
4. DATALOGIX/POLK RETARGETING
5. FACEBOOK EXCHANGE

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RIGHT TIME
1. ESTABLISHING “IF THIS THEN THAT” (IFTTT)
2. USING DATA TO DETERMINE SWEET TIMES
3. SLOTTING MEDIA TO FOLLOW DEVICE USE

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ITERATE

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THE VALUE OF AN IMPRESSION VARIES DRAMATICALLY
15
MINUTES
1ST SHARE 2ND SHARE
ENTER
PAID
100K IMPRESSIONS (IMP)
1 HOUR
1ST SHARE 2ND SHARE
ENTER
PAID
2M IMP
1ST SHARE 2ND SHARE
ENTER
PAID
50K IMP2 DAYS
1ST SHARE 2ND SHARE
ENTER
PAID
10K IMP9 DAYS
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ENGAGEMENT ROI

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ROIMPRESSIONS

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• Tracking since March 2009
• Very strong agreement with Rasmussen (r = 0.91) and Gallup (r = 0.90)
• Higher agreement with both than between Gallup and Rasmussen (r = 0.84) Facebook margin of error +/- 2% or smaller | Gallup margin of error +/- 3% | Rasmussen margin of error +/- 4%
Do
you
approve
or
disapprove
of
the
job
that
Barack
Obama
is
doing
as
president?
THEY ARE ALSO ACCURATE

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ROINVESTMENTS

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1. ABILITY TO DEFINE EXACT ROI
2. RETARGETING
3. VALUE OF A FAN

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API
LOCAL STORE CIRCULAR
LOCAL DEALS AT SCALE

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SPONSORED STORIES
CONTENT MARKETING
LIKE TAB
SOCIAL IMPRESSIONS FACEBOOK EXCHANGE
DATALOGIX RETARGETING
CUSTOM AUDIENCES
FACEBOOK OFFERS
AWARENESS
CONVERSION/
ROI
ADVOCACY/LOYALTY
ENGAGEMENT
2011
2012
2013
2013
MOONTOAST/POINTROLL

32. Thanks!
@christuff
@22squared
#socialfresh