The document outlines insights from the Social Fresh Conference, focusing on the rising importance of video in marketing and how to engage audiences effectively. Key speakers include industry leaders who emphasize creating shareable content and leveraging influencers. Additionally, it highlights Cision's role as a media intelligence company supporting communications and content marketing professionals.

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#cisionwebinar
Convert More Customers with
VIDEO + SOCIAL

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JASON KEATH
Social Fresh Conference
@jasonkeath
● Keynote speaker, marketing consultant
● CEO and Founder of Social Fresh Conference
● Longest running social marketing conference
● Next conference is Aug. 18-21 in Orlando
● Speakers include:
Spotify, Red Cross, Economist, Weather Channel,
Alaska Air, Twitter, HubSpot, Citrix, and more.
>> SocialFreshConference.com

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JEFF BARRETT
Status Creative
@Barrettall
● CEO of Status Creative - a PR firm that specializes in
leveraging new media and organic content.
● Shorty Award Winner (Best Business Blogger, 2015)
● Business Insider's #1 Ad Executive
● Forbes' Top 50 in Social Media and dances like Drake

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SOCIAL TRENDS in 2016
THE COMMON THEME IS VIDEO
● Periscope
● Blab
● Snapchat
● Facebook video
● Video ads on FB, Twitter, Instagram
Consumers and marketers are more interested in non-TV video more
than ever. This is a medium that is more emotional and helps build
trust.

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WHY VIDEO? WHY NOW?
1. BANDWIDTH
The infrastructure is strong enough to support easy viewing of video
content: live, streaming, autoplay
2. MOBILE
The mobile device is now the #1 computer. It allows easier creation
and consumption of video than ever before. Software and hardware.
3. CONTENT SATURATION
Video allows marketers to stand out in a new digital world where
consumers are clicking less and more skeptical than ever.

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TRUST CONTENT
n. Media that allows you to spend
more time and more meaningful
moments with an audience.

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If you’re not using video first
You’re last

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Seven Steps To Creating Great Content

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SEVEN STEPS
ENGAGEMENT
1. Don’t stress about quality
2. Understand what motivates audience to share
3. Create consistency, get viewers in a routine
NETWORK
1. Build base of influencers to share your content at any time
2. Create a motivation for them to share content
TIMING
1. No six-week lead time. Capitalize on conversation of the moment
2. Create content in advance with specific emotion

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How CyreneQ makes
$10,000 per Snapchat
Story
And why it’s worth
every penny

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Creating Content People Want to Share

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3 STEPS FOR SHAREABLE CONTENT
WHAT DOES THE MEDIA WANT TO SHARE?
You’re going to need conventional media, understand what their
motivation is, talk to editors and producers.
DON’T TRY TO CREATE A MOMENT
Don’t swim upstream. Create content that rides the wave of a
trending conversation.
WHY CONSUMERS WANT TO SHARE?
If you know what motivates your audience, you’ll know how to
inspire your audience.

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Oh...Snap. Live from The White House

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You need
influencers
Influencers
don’t need you

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DOs AND DON’Ts
DO PROVIDE VALUE
This can be social capital, exposure, monetary incentives or
unique access to brand.
DON’T ASSUME THEY WILL DO ANYTHING FOR FREE OR PAY TO GO
SOMEWHERE
Don’t make the mistake that a party invite is enough. If an
influencer has to pay to go somewhere they will probably pass.
DO FOCUS ON MID-TIER INFLUENCERS
Tyler Oakley is the best! Not every campaign needs him. Find the
50K Instagrammer or Snapchatter that perfectly fits your
demographic.

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Creating value
So influencers
will share your
content

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1. SOCIAL CAPITAL - Raise their profile
2. TRAVEL - Take them somewhere cool for free
3. ACCESS - Very unique access to brand or celebrity
4. CAREER - Boost their career profile
5. MONEY - Pay them cash money
6. KEEP BUILDING - Chances are you won't need to work with an
influencer all the time, every time. Stay in touch, provide value
even when not working, keep the relationship moving. They will
have other suitors. Remember that.
7. MAKE IT FIT - Influencers are careful what they share to their
audience. Let them own how they create content so it fits their
brand. Organic content can create up to 73% purchase intent
when done effectively with a network.
HOW TO MOTIVATE INFLUENCERS

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It’s all about…………
TIMING

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MEASURING VIDEO SUCCESS
1. PROCESS
How much of your video makes it to market? How long does it take you
to produce video? Is there a major bottleneck you can solve?
2. ENGAGEMENT
Views, followers and engagement. Adjust to your goals and platforms.
On Blab you might want to measure total tweets/total viewers. On
Snapchat, asking for screenshots is a great engagement metric.
3. CONVERSION
Always decide on a conversion point. Weather it is sharing your video,
qualified email leads, or hard sales numbers.
Use unique hashtags, tracking links, and coupon codes.

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CISION
About Cision
Cision is a leading global media intelligence company, serving the complete workflow of today’s
communications, social media and content marketing professionals. By offering the industry’s
most comprehensive PR and social software, rich analytics and a Global Insights team, Cision
enables clients to improve their marketing and strengthen data-driven decision making.
@Cision

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SOCIAL FRESH CONFERENCE
About Social Fresh
Social Fresh is where social marketers go to get inspired. As the longest running social marketing
conference, Social Fresh brings together the industry’s top thought leaders and practitioners.
Their annual conference spotlights the current best practices in social and gives guidance on the
future of the industry, all in a single track focused on actionable results. Social Fresh hosts the
weekly podcast series, the Social Toolkit, and publishes the daily social marketing industry
newsletter, SocialMediaCurrent.com.
@socialfresh

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JEFF BARRETT
About Jeff Barrett
Jeff Barrett is a Shorty Award Winner (Best Business Blogger, 2015), Business Insider's #1 Ad
Executive, Forbes' Top 50 in Social Media and dances like Drake. He is the CEO of Status
Creative - a PR firm that specializes in leveraging new media and organic content.
@Barrettall

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Q&A