Social insights can help salespeople tailor and share the content that appeals to their target buyer. If you sell to Sales VP's, Leadtail's social insights reports yields valuable information that you can use. On our webinar, we discussed opportunities based on the data.
eFactor: Why Customer Experience is the Next Big Thing in SalesBarbara Giamanco
Customer experience makes a big difference in selling today.Every touch point in the process from moving someone to an interested buyer to a customer for life. How well do you stack up?
Influencer Marketing: A Look at Mom Bloggers, Their Influence and ReachWomen's Marketing, Inc.
Moms have always shared information on brands and products, but mom bloggers are changing the way women find and engage with brands. Learn how influencer marketing can elevate your brand and discover actionable tips for working with bloggers.
Social media grows bigger and bigger each day, and as it does so, fans and followers seem to become more demanding with the brands they follow, requesting more interaction, better content, and quicker responses in return for their loyalty. The following are ten social media marketing trends that can help you grow your social media audience.
Pinning for fun and profit, presented by Natanya AndersonSocialMedia.org
In her Brands-Only Summit presentation, Whole Foods Market's Director of Social Media and Digital Marketing, Natanya Anderson, shares the broad-based lifestyle approach they’ve applied to their social media strategy.
She talks about Pinterest, lessons learned around imagery, contest ups and downs, and more.
Digital marketing trends that will help your future strategyNatalia Chrzanowska
Marketing environment is constantly changing. Brands that want to stay ahead of competition must follow current trends and more importantly listen to their audiences. Consumers nowadays are more impatient and more demanding than ever. They expect brands to solve their problems and meet their expectations. On the other hand, they do not trust brands anymore. That's why you should think of redefining your marketing strategy and adjust it to today's reality.
Social insights can help salespeople tailor and share the content that appeals to their target buyer. If you sell to Sales VP's, Leadtail's social insights reports yields valuable information that you can use. On our webinar, we discussed opportunities based on the data.
eFactor: Why Customer Experience is the Next Big Thing in SalesBarbara Giamanco
Customer experience makes a big difference in selling today.Every touch point in the process from moving someone to an interested buyer to a customer for life. How well do you stack up?
Influencer Marketing: A Look at Mom Bloggers, Their Influence and ReachWomen's Marketing, Inc.
Moms have always shared information on brands and products, but mom bloggers are changing the way women find and engage with brands. Learn how influencer marketing can elevate your brand and discover actionable tips for working with bloggers.
Social media grows bigger and bigger each day, and as it does so, fans and followers seem to become more demanding with the brands they follow, requesting more interaction, better content, and quicker responses in return for their loyalty. The following are ten social media marketing trends that can help you grow your social media audience.
Pinning for fun and profit, presented by Natanya AndersonSocialMedia.org
In her Brands-Only Summit presentation, Whole Foods Market's Director of Social Media and Digital Marketing, Natanya Anderson, shares the broad-based lifestyle approach they’ve applied to their social media strategy.
She talks about Pinterest, lessons learned around imagery, contest ups and downs, and more.
Digital marketing trends that will help your future strategyNatalia Chrzanowska
Marketing environment is constantly changing. Brands that want to stay ahead of competition must follow current trends and more importantly listen to their audiences. Consumers nowadays are more impatient and more demanding than ever. They expect brands to solve their problems and meet their expectations. On the other hand, they do not trust brands anymore. That's why you should think of redefining your marketing strategy and adjust it to today's reality.
In many ways, athletes, teams, and leagues invented the idea of loyalty. They have engendered the sort of passion and engagement that today’s consumer loyalty programs work hard to achieve. However, sports organizations cannot only rely on the loyalty that is generated by winning seasons and championship trophies. It will be increasingly important for organizations to understand fan behaviors and preferences to deliver experiences that nurture fans’ loyalty and extend it beyond the field.
For more visit: www.deloitte.com/us/SportsLoyalty
It goes without saying that every brand should have a presence on social media. Learn how brands can build awareness, engagement, and sales by using the right platform, posting relevant content, and authentically communicating with their followers.
[WEBINAR] How B2B Marketers Engage on Twitter | Leadtail & DNN SoftwareLeadtail
If you’re a B2B marketer or a marketer that sells to these highly coveted decision makers, you’ll want to join us for our upcoming webinar: How to Engage B2B Marketers Using Social Media.
During this webinar, we’ll reveal 5 critical insights you can apply right now to better reach and engage B2B marketers on social media. By incorporating these insights into your marketing playbook, you’ll answer questions like:
• Which social networks and platforms should you be active on?
• What topics should you build your content marketing strategy around?
• Which publications should you leverage for PR and online advertising?
• What are the top B2B vendors doing right, and how can you do it right too?
• How can you become more influential with B2B marketers?
These strategies reflect the findings of a recent report prepared by Leadtail in collaboration with DNN, which summarizes the activity of 500 B2B marketers on Twitter from June 1 to August 31, 2013
Check out these slides and discover how you can use social insights to better reach, engage, and influence B2B marketers.
Back in 2006 when Twitter launched people didn't know what hash tags were, or in 2004 when Facebook launched, fan pages didn't exist!.
Since then technology has moved on. Learn the latest trends in social media, from Like gating on Facebook to Market research.
This white paper aims to help readers understand the impact of Social Media on eCommerce businesses in the current economic environment. Retailers and eCommerce businesses need to leverage the reach of Social Media to connect with a bigger audience. This paper will explain how to utilize the power of social platforms to influence people’s choice and increase sales.
For more details, click here - https://www.youtube.com/watch?v=iO85sohKwKg
How Millennials are Reshaping the Buying & Selling ExperienceChelsea Peitz
Information about today's real estate marketplace and how Millennial preferences are affecting the real estate industry and how realtors and lenders communicate and interact with this demographic.
Virtual volunteers and social media - Mar Dixon #Frivillig2.0Michel Steen-Hansen
I dag afholder Tænketanken Fremtidens Biblioteker konference "Frivillighed 2.0". Den hedder 2.0 fordi konferencen skal identificere hvordan kulturinstitutioner i fremtiden interagerer med det civile samfundet. Vores pointe er nemlig, at i fremtidens velfærdssamfund vil der opstå helt nye og andre former for, hvordan borgerne deltager i udviklingen af vores fælles institutioner. Kulturinstitutioner er i front i forhold til denne nye udvikling, hvor mange andre institutioner i f.eks. den sociale sektor kan lære meget af hvordan man i fremtiden indrager de som mange i dag kaldes "frivillige". Det stiller store krav til alle os der arbejder i instituionerne at være åbne for de nye generationer som ikke bare kommer og indgår i et "vagtskema" men forventer en helt anden meningsskabende værdi. Vi har også inddraget flere internationale erfaringer, fordi vi mener vi kan lære meget af hvordan man gør i et internationalt perspektiv.
Program_DB_firkant
Vi tror på at institutionernes samarbejde med borgerne kan udvikle og skabe værdi, ikke bare for institutionerne, men også for det enkelte menneske og for hele samfundet.
Det er noget af mit udgangspunkt, når jeg i dag skal være moterator på konferencen. I dagens løb vil jeg lægge de enkelte oplæg ud, så der vil være mulighed for at følge med og kommentere.
www.biblioteksdebat.dk
In his Brands-Only Summit author discussion, Peppers & Rogers Group's Founding Partner, Don Peppers, talks about his book, "Extreme Trust: Honesty as a Competitive Advantage."
He explains how the payoff of generating extreme trust and long-term customer relationships is worth it for all businesses.
Innovative Search Marketing. A presentation on the effective and innovative use of Search Marketing as part of a wider Digital Marketing strategy. Presented in January 2009 while at Neo@Ogilvy in Singapore.
How SingTel Uses Social Media for Customer SupportMiguel Bernas
A report on how SingTel, one of Asia's leading telecommunications companies, is using social media to transform its Customer Service and build a community of fans.
Presented by Miguel Bernas, Director, Digital Marketing at the Social Media World Forum 2011 in Singapore.
In many ways, athletes, teams, and leagues invented the idea of loyalty. They have engendered the sort of passion and engagement that today’s consumer loyalty programs work hard to achieve. However, sports organizations cannot only rely on the loyalty that is generated by winning seasons and championship trophies. It will be increasingly important for organizations to understand fan behaviors and preferences to deliver experiences that nurture fans’ loyalty and extend it beyond the field.
For more visit: www.deloitte.com/us/SportsLoyalty
It goes without saying that every brand should have a presence on social media. Learn how brands can build awareness, engagement, and sales by using the right platform, posting relevant content, and authentically communicating with their followers.
[WEBINAR] How B2B Marketers Engage on Twitter | Leadtail & DNN SoftwareLeadtail
If you’re a B2B marketer or a marketer that sells to these highly coveted decision makers, you’ll want to join us for our upcoming webinar: How to Engage B2B Marketers Using Social Media.
During this webinar, we’ll reveal 5 critical insights you can apply right now to better reach and engage B2B marketers on social media. By incorporating these insights into your marketing playbook, you’ll answer questions like:
• Which social networks and platforms should you be active on?
• What topics should you build your content marketing strategy around?
• Which publications should you leverage for PR and online advertising?
• What are the top B2B vendors doing right, and how can you do it right too?
• How can you become more influential with B2B marketers?
These strategies reflect the findings of a recent report prepared by Leadtail in collaboration with DNN, which summarizes the activity of 500 B2B marketers on Twitter from June 1 to August 31, 2013
Check out these slides and discover how you can use social insights to better reach, engage, and influence B2B marketers.
Back in 2006 when Twitter launched people didn't know what hash tags were, or in 2004 when Facebook launched, fan pages didn't exist!.
Since then technology has moved on. Learn the latest trends in social media, from Like gating on Facebook to Market research.
This white paper aims to help readers understand the impact of Social Media on eCommerce businesses in the current economic environment. Retailers and eCommerce businesses need to leverage the reach of Social Media to connect with a bigger audience. This paper will explain how to utilize the power of social platforms to influence people’s choice and increase sales.
For more details, click here - https://www.youtube.com/watch?v=iO85sohKwKg
How Millennials are Reshaping the Buying & Selling ExperienceChelsea Peitz
Information about today's real estate marketplace and how Millennial preferences are affecting the real estate industry and how realtors and lenders communicate and interact with this demographic.
Virtual volunteers and social media - Mar Dixon #Frivillig2.0Michel Steen-Hansen
I dag afholder Tænketanken Fremtidens Biblioteker konference "Frivillighed 2.0". Den hedder 2.0 fordi konferencen skal identificere hvordan kulturinstitutioner i fremtiden interagerer med det civile samfundet. Vores pointe er nemlig, at i fremtidens velfærdssamfund vil der opstå helt nye og andre former for, hvordan borgerne deltager i udviklingen af vores fælles institutioner. Kulturinstitutioner er i front i forhold til denne nye udvikling, hvor mange andre institutioner i f.eks. den sociale sektor kan lære meget af hvordan man i fremtiden indrager de som mange i dag kaldes "frivillige". Det stiller store krav til alle os der arbejder i instituionerne at være åbne for de nye generationer som ikke bare kommer og indgår i et "vagtskema" men forventer en helt anden meningsskabende værdi. Vi har også inddraget flere internationale erfaringer, fordi vi mener vi kan lære meget af hvordan man gør i et internationalt perspektiv.
Program_DB_firkant
Vi tror på at institutionernes samarbejde med borgerne kan udvikle og skabe værdi, ikke bare for institutionerne, men også for det enkelte menneske og for hele samfundet.
Det er noget af mit udgangspunkt, når jeg i dag skal være moterator på konferencen. I dagens løb vil jeg lægge de enkelte oplæg ud, så der vil være mulighed for at følge med og kommentere.
www.biblioteksdebat.dk
In his Brands-Only Summit author discussion, Peppers & Rogers Group's Founding Partner, Don Peppers, talks about his book, "Extreme Trust: Honesty as a Competitive Advantage."
He explains how the payoff of generating extreme trust and long-term customer relationships is worth it for all businesses.
Innovative Search Marketing. A presentation on the effective and innovative use of Search Marketing as part of a wider Digital Marketing strategy. Presented in January 2009 while at Neo@Ogilvy in Singapore.
How SingTel Uses Social Media for Customer SupportMiguel Bernas
A report on how SingTel, one of Asia's leading telecommunications companies, is using social media to transform its Customer Service and build a community of fans.
Presented by Miguel Bernas, Director, Digital Marketing at the Social Media World Forum 2011 in Singapore.
Listen Up! How to Use Listening to Reach Your Business GoalsKarianne Stinson
Presentation for SMX Social Media Marketing Conference in Las Vegas on November 19, 2014. Tips for marketers and businesses on how you can use social listening to further your business goals. Includes some free tools for listening.
The Six Highest Performing B2B Blog Post FormatsBarry Feldman
If your B2B blogging goals include earning social media shares and backlinks to boost your search rankings, this infographic lists the size best approaches.
Each technological age has been marked by a shift in how the industrial platform enables companies to rethink their business processes and create wealth. In the talk I argue that we are limiting our view of what this next industrial/digital age can offer because of how we read, measure and through that perceive the world (how we cherry pick data). Companies are locked in metrics and quantitative measures, data that can fit into a spreadsheet. And by that they see the digital transformation merely as an efficiency tool to the fossil fuel age. But we need to stretch further…
Anvil's Lunch & Learn on Using Social to Amplify Your BrandAnvil Media, Inc.
Anvil's Social Media Specialist, Melissa Fears, presented at Anvil's quarterly Lunch & Learn on using social to amplify your brand, increase followers, and obtain more customers.
During a recent presentation to Dallas Social Media Club, Chuck Hemann outlined the ten trends in digital analytics today. This comes from his work with clients as part of W2O Group, as well as extensive research that was done to write his new book, Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World.
Wondering how to get a sense of how your customer experience ranks with respect to best practices? How do you incorporate new channels with the traditional channels? Here's 7 steps to get you started!
User generated content marketing - JustKapture InnovationsManish Agarwal
"User Generated Content" Marketing has a great potential for all industries. It's the best way to marketing or promote your product n services. It's like Word-of-mouth publicity.
Visit Us : http://www.justkapture.com/
Online Reputation IS Your Reputation: Are You Listening?Campus Sonar
Social listening is more than responding to Facebook and Twitter posts. Used strategically, it supports four business
functions: reputation management, customer service, market research, and brand benchmarking. This session will define social listening, explore use-cases for higher ed, and review tools to support a robust social listening program.
Social Media Summer School - Session 5 (social listening, engaging customers,...Rare Communications
Learn how to listen on social media, how to engage your customers, how to build your community and how deal with negative social media attention aka trolls.
Social Marketing 2.0 & Social Commerce 2.0 - 2014 New Business Development Co...Dream Local Digital
Shannon Kinney joins Inland Press Association and Creative Circle Media Solutions for the 2014 New Business Development Conference, August 7-8 in Chicago.
She will be presenting in two sessions, covering what's next with mobile marketing and social marketing 2.0.
Schedule Shannon to speak with your group >> http://dreamlocal.com/seminar-request/
PurcoSA2014 WeCollaborateSA Strategic Social Media for Sellerscherylannsmith
The purpose of this presentation is to help marketers and brands create a social media strategy that caters to their target community, with thought starters on how to be outstanding.
Strategic Social Media for Sellers
Let's be honest, it's a Millennial's world! Learn how to capture more millennial market share and build lasting relationships to keep them loyal to your business and products.
Nightclub and Bar Convention 2017 - Building Loyal Clients In A Millennial's ...Jason Mitchell
Millennials are…? Can you answer this question? If not, you will need to if you want to build loyal customers in a millennial's world. Millennials currently account for one fourth of the entire population and $200 billion in annual spending power. They are self-reliant and socially engaged, are tech driven and utilize multiple communication channels and devices, are savvy and price sensitive when shopping, and seek authenticity in what they purchase. Although they can be challenging to engage and retain as customers, they can be very loyal to a brand once engaged. So how do we engage millennials and build them into loyal customers? This panel will discuss techniques you can use to build millennials into returning guests, over and over again.
Behavioral Storytelling Method: Listen, Invite, Reward, CelebrateMichael Leis
A perspective on a reusable method for developing content and campaign strategy for social media. You'll see not only innovative ways of doing social research on an audience, but how to organize tactics against a storytelling structure to make sure that everyone in your network can participate and become a part of your brand community. This method has built social brands like Taco Bell, Discover, KFC, Tombstone Pizza, and numerous other brands across industries.
http://spiral16.com Tracy Panko, CEO of Spiral16, a social media monitoring software and services company, presents a deck that looks at the state of social media in 2014. This presentation goes through the basics of social media engagement for Twitter, includes new information about Instagram and Pinterest, and looks forward to the future of the collaborative economy.
The travel, tourism and hospitality industry is one of the most dynamic industries in today’s global economy. Tourism is typically one of the top three sources of revenues for cities, states and countries worldwide
Similar to Content People Crave - SMX East 2014 (20)
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
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.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
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.
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.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
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
1. Content People Crave
Tips for Creating Content People Will Love and Share
Karianne Stinson
Senior Strategist at Mediabrands Publishing
#SMX #32A @Karianne
3. Optimized Content Marketing
Content
Marketing
Social
Media
SEO
In order to be successful, SEO, social media and content marketing
should all work collaboratively.
#SMX #32A @Karianne
4. Media Consumption is Up
Listening to music is up
⏏200%
Reading of magazines
is up
⏏100%
Watching videos is up
⏏250%
Accessing social
networks is up
⏏150%
Reading of books is up
⏏66%
In media terms, your audience is consuming more and more content
#SMX #32A @Karianne
5. People Trust and Value Brand Content
90% 78% 73% 69% 68%
of people prefer to get
information about an
organization through
a series of articles
rather than in
traditional advertising
of consumers trust
brand content
Of consumers spend
time reading content
from a brand they
are interested in
of consumers feel
that organizations
behind the content
are interested in
building good
relationships
of consumers find
custom content
Source: http://blogs.salesforce.com/company/2013/06/content-marketing-stats.html, http://unbounce.com/content-marketing/content-marketing-stats &
http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html
useful
#SMX #32A @Karianne
6. When asked,
people
are not
satisfied
with content
from brands
What:
The content is not always relevant to
what I want
Where:
The content is not in the channels
that I frequent
When:
The content is only available when
the brand wants to tell me something
#SMX #32A @Karianne
7. The Golden Rule
Treat Others
the Way You
Want to be
Treated.
#SMX #32A @Karianne
8. The Platinum Rule
Treat Others
the Way
THEY Want
to be
Treated.
Don’t create the content you or your company wants. Create what your
current and potential customers want.
#SMX #32A @Karianne
9. Know What Content Your Target
Audience Likes
Use the data to know what topics and types of content your audience likes.
#SMX #32A @Karianne
10. Even the Most Superficial Social Media
Activity is Driven by a Human Need
From the UM Wave 7: Cracking the Social Code – The Story of Why
http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf
#SMX #32A @Karianne
11. Content Should Appeal to a Human
Need
UM Wave research over the last 7 years across 65 countries found 5 human
and fundamental needs underpin all social behavior
#SMX #32A @Karianne
12. Diversion
40% of people who say they want entertaining experiences from brands say
that these experiences make the brand more desirable
#SMX #32A @Karianne
13. Recognition
Make your fans feel special! 65% of people who want brands to respond to their
complaints say that it makes them feel valued as customers when they do.
#SMX #32A @Karianne
14. Create content that is informative and useful
Progression
37% of people who want brands to help them develop their own skills and abilities
want to spend more time with the brand as a result
#SMX #32A @Karianne
15. Relationship
Give your fans more reasons to love your company and a community where
they can bond with one another
#SMX #32A @Karianne
16. Don’t just talk to your customers about your products,
listen to their needs as well!
Learning
#SMX #32A @Karianne
17. Why People Join Brand Communities
RELATIONSHIP
LEARNING
Learn more about
Get advance news
about products
Contact
companies &
influence
development
Get a personal
response to an
issue/complaint
RECOGNITION
It was
recommended to
Support a cause I
like
Get free content
DIVERSION
Feel part of a like-minded
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
community
Share my
appreciation with
others
me
Fill time/have fun
Develop my skills
Wave 6
Wave 7
PROGRESSION http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf
it
Associate with
something I think
is cool
While diversion is still strong, learning, relationships and recognition are growing
#SMX #32A @Karianne
18. Why People Unlike a Brand Page
11%
27%
24%
22%
21%
45%
Annoying & Irrelevant Content
Lets You Down
Original Competition Has Ended
Fake Behavior
Forgot Original Attraction
Page Dormant
Think about your fans and what THEY want if you want to keep them around!
Study done by UM London www.littlebookofcuriosity.co.uk #LBOC
#SMX #32A @Karianne
19. Brand Objective Meets Consumer Need
http://wave.umww.com/assets/pdf/wave_7-cracking-the-social-code.pdf
Find the consumer need which will also meet the brand objective
#SMX #32A @Karianne
22. Charles Schwab
#OwnYourTomorrow
The Ask: Video testimonials of people
who’ve switched financial advisors
The Insight: The reasons people switch
is emotional and personal
The Content: Videos that highlight
positive life changes
http://ownyourtomorrow.com/
#SMX #32A @Karianne
23. What Makes This
Campaign Interesting
• Each influencer told the story in their
own style
• Taps into people’s need for progression
• Mixed media
• Drove conversation about passions and
positive change
#SMX #32A @Karianne
24. Results:
7 weeks 9 videos
100+ pieces of micro content
1.5M+ video views 7K video likes
14K+ social shares
Vimeo Staff Pick
#SMX #32A @Karianne
25. AT&T’s
@SummerBreak
The Insight:
• Young Millennials love their
phones
• They don’t give a shit about
their phone carrier
The Content:
• Reality show told in a new way
through social media and
mobile technology
• Viewers were part of the
experience
#SMX #32A @Karianne
26. What Makes This
Creatively Innovative
• Real time reality
• Mixed media
• Always on
• Multiple points of view
• Multiple platforms
• Audience feedback drives the
story
#SMX #32A @Karianne
28. Results:
9 weeks 6+ hrs of content 84 videos
1000+ pieces of custom art 11,000+ tweets
644MM total impressions 15.3MM total views
10.4 MM consumer social engagements
350K subscribers
picked up for a second successful season
#SMX #32A @Karianne
Image credit: http://www.scuffletown.org/?p=1827
Diversion is the need state that most drives desirability for brands. 40% of people who say they want entertaining experiences from brands say that these experiences make the brand more desirable
Image credit: http://oldsweetwatercottage.blogspot.com/2010/03/crown-me.html
Recognition is the key need state for making consumers loyal to brands. 65% of people who want brands to respond to their complaints say that it makes them feel valued as customers when they do.
Image credit:http://www.integritymc.com/blog/2012/12/a-simple-philosophy-growth-solves-all-problems/
Progression is the key need state for encouraging people to spend more time with a brand. 37% of people who want brands to help them develop their own skills and abilities want to spend more time with the brand as a result.
People want to learn new things, grow and get better. Consider creating content that will help them with that desire. Content that educates and informs can be helpful and engaging for your fans. Can you teach your fans a new lifehack? Or how to use your product in a new way? Something they want to know to enrich their lives.
Image credit: http://bravurasolutions.com/blog/2012/12/creating-an-emotional-connection-with-retirement-savings/
Relationship is a key need state for driving recommendations. If a brand enables someone to help others they are also more likely to recommend it to others.
Build a community and create content that helps your fans connect with you and one another. Often people will connect with a brand online because they want to be part of the inner circle. Give them a behind-the-scenes view of your company and engage with them on a human level. Talk with them, rather than at them. That will help deepen their love for your brand.
How you give your fans an opportunity to contribute will depend on the brand. Some brands let their fans choose to which charity they will donate. Others ask for contribution by encouraging fans be ambassadors for your brand. Especially your most avid fans will want a way to spread the love. Give them content that they can share and acknowledge them for their contribution.
Image credit: http://www.print-and-publish.co.uk/wp-content/uploads/2014/03/Row-Of-Books2.jpg
Whereas to drive sales a combination of Recognition and Learning is key. Educating people about your product while at the same time listening to their own needs makes consumers far more likely to buy your product.
Content is not just shared online; it is also talked about in the real world. Keller Fay (a research agency dedicated to measuring word of mouth) discovered that 90% of consumer conversation about brands and companies still happen offline. People will naturally continue to talk about topics they are passionate about and ones that keep them connected to their peers.
If we want consumers to connect with our brands we need to consider these consumer needs and what they deliver. The challenge is actually finding the place where consumer need and brand objective meet. Find the consumer need which, when fulfilled by the brand, will also meet the brand objective. This place between objective and need we call the Value Exchange and it’s the Value Exchange that we need to put at the heart of our communication. Because only when communication is successful with both the brand and the consumer will we go beyond campaign based activity and build a lasting relationship.
Schwab wanted to create a series of testimonial videos of people telling why they switched financial advisors.
Fundamentally, the reasons why people leave are similar – whether they are leaving a job, a relationship, a city or a financial advisor.
The videos tell the stories of why people left something to make a positive change in their life. It goes beyond the testimonials and taps into human emotion.
In a world where investors have long-standing relationships with financial advisors that span decades, it is increasingly difficult to get them to consider another financial advisor. How can we get them to think about exploring what else is out there? Change is hard.
Partnering with Vimeo, we created 9 videos that reveal the challenges people face in making positive change in their life. The films range from animation to documentary and explore why people leave relationships, places, or even states of mind.
Young Millennials love their phones, but they don’t have brand affinity for their phone carrier.
@SummerBreak was a familiar style of entertainment, but told in a new way that involved the audience.
The series told the stories of teens just like them and made the viewers feel included and a sense of belonging.
A key moment in AT&T’s customer journey is when a kid moves off their family plan and gets their own for the first time.
AT&T battles to be relevant or liked by kids at this key moment (16-20)
This audience is also redefining how they consume entertainment. (For example: they like some TV shows but consume them on their own terms)
9 weeks 6+ hrs of content 84 videos
1000+ pieces of custom art 11,000+ tweets
644MM total impressions 21.3MM total views
10.4 MM consumer social engagements
8% youtube engagements 350K subscribers