The document discusses how traditional marketing is no longer as effective due to consumers being exposed to thousands of advertisements daily. It argues that modern marketing needs to focus on building meaningful relationships with customers through influential content. This involves creating content that is topical, tells stories, is emotive, targeted, stands for something, and is trustworthy. Examples are provided of how various companies have successfully used social media to build brand loyalty and trust through their customer service approaches and creation of influential content. Common objections to content marketing are addressed, such as an industry being boring or niche, or having a lot of competition, and ways to overcome these objections are presented.

1. Marketing in the
Social Age
Kristian Bannister
Creative Director [at] No Pork Pies
@YeahKristian

2. Traditional marketing
is not as effective as it
used to be

3. Users are being exposed
to more and more content
everyday

4. Average consumer is exposed to
2k – 5k adverts a day
£8.3 billion is spent of advertising
in UK every year
89% of adverts are ignored

5. We can only maintain
150 stable relationships
at one time
Dunbar’s Number

6. Hang about, I have
over 500 friends on
Facebook #swag

7. Can the same be true
for brands?

8. We need to build
meaningful relationships
with our customers

9. Modern marketing is not
just about promotion…

10. Modern marketing is not
just about promotion…
It’s about conversations

11. How do we build
a meaningful
relationship?

12. We create a brand that is
INFLUENTIAL

13. It’s about creating influential
content…

14. It’s about creating influential
content…
Web content is a public
conversation between your
company and your users

15. Influential content…
changes ATTITUDE & encourages ACTION

16. ATTITUDE
1. Awareness
2. Likeability
3. Trust

17. ACTION
MOTIVATION

18. ACTION
MOTIVATION ABILITY

19. ACTION
MOTIVATION ABILITY TRIGGER

20. ACTION
MOTIVATION ABILITY TRIGGER RESULT

21. So how do we turn
REGULAR content into…

22. So how do we turn
REGULAR content into…
INFLUENTIAL content?

23. TOPICAL /
NEWSWORTHY

25. TELL STORIES

26. EMOTIVE

29. “When you try to reach
everyone, you risk reaching no
one”
Colleen Jones
Clout – The Art and Science of Influential Web Content

30. TARGETED

33. STAND FOR
SOMETHING

34. “Your brand has to stand for
something. If everyone loves you, you
might be doing something wrong”
Joe Pulizzi

35. TRUSTWORTHY

36. Competitive Market: Southwest & Jet Blue
70% bookings through web channels. Understand that their
audience are tech savvy. First airline to add fleet-wide Wi-Fi.
Early adopters of social customer service using Twitter and
Facebook to deal with positive and negative feedback.
Built brand loyalty with rewards & compensation for their
customers through Twitter and Facebook.
Built brand trust with their open approach to customer
service.

37. So what’s stopping you?

38. “Our industry is boring”

39. “Our industry is boring”

40. “Our industry is boring”
Huge increase in brand awareness - Over 300 million views!
Content that taps into a new audience, very sharable.
Content promotes quality of product.
Created a whole new revenue stream with impression based
advertising on their videos.
Sales up 500% in 2008, 700% in 2009.
Put a face to their brand!

41. “We only deal in B2B”

42. “We only deal in B2B”
71% of B2B buyers use the internet
to get their information

43. “We only deal in B2B”
Experts in content marketing. Thought leaders in their field.
Wide range of content: podcasts, webinars, eBooks, blog, free tools.
Found the value in their customers needs.
Appeals to business of all sizes. Scalable content marketing!
Lots of entry points in their lead generation funnel.

44. “Our audience is very niche”

45. “Our audience is very niche”
Create content that provides real value to your audience.
Stand out as a thought leader in your industry.
Easier to identify contacts already engaging in social networks.
Build a community around your niche regardless of the users
location.
Attract more qualified leads > generate high-quality conversions.
Better to have 100 fully engaged fans, than 1000 unengaged.

46. “There’s a lot of competition”

47. “There’s a lot of competition”
Know your audience
Have a strong brand personality
Be genuine

48. Let’s recap

49. NEWSWORTHY TELL STORIES TARGETED
STAND FOR
EMOTIVE TRUSTWORTHY
SOMETHING

50. Thank You!
Kristian Bannister
Creative Director [at] No Pork Pies
@YeahKristian