Awesome deck on the future of social - social 3.0
Gone are the days of vanity measurement, brand clutter and tired content - this is social 3.0 - the future, deep social!
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
A brilliant group of marketers from brands, agencies and vendor platforms descended on Miami for the WOMMA Summit 2015. Here are the top 10 lessons we walked away with, but only because there wasn’t room for the uncountable lessons actually learned.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
DanyaShea Digital Marketing provides integrated and holistic social media marketing services to improve your web site conversions, gain new customers and increase sales and profitability.
This is a SAMPLE overview of services offered.
What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice – some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
1) Identify the most relevant conversations and decision-driving communities
2) Join the most critical conversations and add value
3) Leverage brand advocates and influencers
4) Measure the impact of social influence activities
Generation Influence: Gen Z and the power of identity in marketingWP Engine
The human experience is now officially a digital experience for every generation, but for Generation Z, the most Internet-dependent generation in history, the shift has been less extreme. Technology, brands, and Gen Z are all inextricably linked, creating opportunities and challenges for today’s brands.
This study by WP Engine and The Center for Generational Kinetics reveals how Gen Z is influencing marketing and the buying habits of every generation.
Register for this energetic, fast-paced on-demand webinar to learn about more about this data in context: https://hs.wpengine.com/webinar-generation-influence-gen-z
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
A brilliant group of marketers from brands, agencies and vendor platforms descended on Miami for the WOMMA Summit 2015. Here are the top 10 lessons we walked away with, but only because there wasn’t room for the uncountable lessons actually learned.
Brand As Verb: Principles of High Performing Experience BrandsBen Grossman
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them. Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs.
DanyaShea Digital Marketing provides integrated and holistic social media marketing services to improve your web site conversions, gain new customers and increase sales and profitability.
This is a SAMPLE overview of services offered.
What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice – some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
1) Identify the most relevant conversations and decision-driving communities
2) Join the most critical conversations and add value
3) Leverage brand advocates and influencers
4) Measure the impact of social influence activities
Generation Influence: Gen Z and the power of identity in marketingWP Engine
The human experience is now officially a digital experience for every generation, but for Generation Z, the most Internet-dependent generation in history, the shift has been less extreme. Technology, brands, and Gen Z are all inextricably linked, creating opportunities and challenges for today’s brands.
This study by WP Engine and The Center for Generational Kinetics reveals how Gen Z is influencing marketing and the buying habits of every generation.
Register for this energetic, fast-paced on-demand webinar to learn about more about this data in context: https://hs.wpengine.com/webinar-generation-influence-gen-z
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
At the Digital Innovation Forum 2015 (brought to you by Big Hospitality and Restaurant Magazine), our CEO, Paul, and Sam, Head of Strategy, gave a presentation on Digital Branding for Social Content. The presentation focused around a case study for a recent project of ours for Wollensky's Grill in Chicago. Here are the slides from said presentation, with a full video and blog to follow.
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Bra...Ogilvy Consulting
Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.
Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.
Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...Social Media Today
If you’re like most marketers, you’re facing a conundrum: sales demands are just as high as ever, but traditional marketing has long lost its momentum. Marketers are scrambling for ways to add value for a potential customer without seeming intrusive or clunky. Luckily, companies that commit to a social presence have mounds of data to help them out, and a particularly important area of data is behavioral analytics. Looking at data that only includes your brand mentions is one thing, but looking at the way your customer behaves online--whether it directly involves your brand or not--can help revamp your lead generation and conversion process. But what kinds of behavioral analytics should you be looking at and exactly how do they lead to insights about your sales cycle? How do you move from numbers to targeted marketing?
In this webinar, we’ll discuss:
Which tools and platforms will help you gather analytics data and wade through analysis;
How to identify behavior that tells you where your potential customer is most susceptible to being converted;
The difference between aggregate and individual analysis, and pros and cons for both;
Why integrating behavior analytics into your marketing strategy is key to finding new sales opportunities.
A full day workshop for executives, marketing heads and communications heads on --
1. How to organize and energize brand evangelists to achieve business objectives?
2. How to create influencer platforms and programs that work both online and offline?
3. How to build strong relationships with influencers by integrating online communities and offline events?
I have used versions of this slide deck for the following workshops:
- Private workshop for MSLGROUP clients in Taiwan.
- Private workshop for MSLGROUP offices in India, China, Taiwan, Hong Kong, Japan and Singapore.
- Marcus Evans Social Media Marketing Conference, November 2010.
- Private workshop for RPG Group, June 2010.
- Private workshop for BIAL, June 2010.
- NASSCOM Foundation workshop, April 2010.
- NASSCOM Emerge Workshop, April 2010.
- Guest Lecture at MICA, March 2010
Social Brands: The Future Of Marketing eBook by Simon KempSimon Kemp
The world’s best brands don’t just predict the future; they define the future on their own terms. However, it’s the brands that define their future in terms of the enduring value they add to people’s lives that are most likely to succeed. This eBook presents a series of provocations to help you define your brand’s vision of the future, and helps you to start bringing that vision to life today by building a more social brand. Find out more at http://eskimon.com/social-brands
Stuff about Twitter & Social Media for Marketing Magazine event (http://bit.ly/31Zea6) October 2009 with case studies from Five by Five & from Phones 4 U.
bluurb.wordpress.com
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
How can you build up long-lasting relationships with dialogue partners and use social media to attract and engage quality customers? By Jaydip Chowdhury
It was not Omar Al Mukhtar who introduced
the Arab Spring to Egypt but a
Google executive, Wael Ghonim, whose
campaign on Facebook and the famous
#Jan25 tweet that undermined Hosni
Mubarak’s political regime in Egypt. Similarly,
it was not a management consultant
who shaped customer service benchmarks
at United Airlines but a YouTube
video released by Dave Carol and his
band, earning more than 150,000 views
for his song about how United Airlines
broke his guitar during a transit from
Chicago to Omaha.
RedSwan5 Digital Workshop for Marketing TeamsKim Donlan
If you aren't marketing from the customer's perspective, you are not doing as well as you could be. To help, we are sharing the core of our digital workshop for B2B marketing teams who need to creating a richer user and brand experience. This is for brands that have most of the pieces but perhaps in the wrong sequence, place or media type. This workshop is customized for clients who need to transition to a richer brand experience and stronger digital strategy. Contact Kim Donlan Kdonlan@RedSwan5.com
Branding, Trust and the Empowered Consumer: Mumbai EditionEric Weaver
My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest.
Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust.
This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust.
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
At the Digital Innovation Forum 2015 (brought to you by Big Hospitality and Restaurant Magazine), our CEO, Paul, and Sam, Head of Strategy, gave a presentation on Digital Branding for Social Content. The presentation focused around a case study for a recent project of ours for Wollensky's Grill in Chicago. Here are the slides from said presentation, with a full video and blog to follow.
How to build a global passion brand: Insights from the 2013 Social@Ogilvy Bra...Ogilvy Consulting
Every day people have millions of conversations about brands around the world. Many of these are advocacy mentions that help brands significantly amplify their marketing.
Research suggests that up to 80% of reach from marketing campaigns now comes from network amplification through advocacy. This means brands that can’t generate substantial advocacy will simply pay more to market less efficiently than those who make advocacy a brand priority.
Social@Ogilvy analyzed 7 million brand social mentions across 4 countries (Brazil, China, UK, US) and 22 brands (with data from partners CIC, Salesforce Marketing Cloud, and Visible Technologies) to analyze the key drivers of advocacy. Find out more in this report or visit social.ogilvy.com/Advocacy2013
Behavioral Analytics: How Your Customers’ Behaviors and Profiles Can Shape Yo...Social Media Today
If you’re like most marketers, you’re facing a conundrum: sales demands are just as high as ever, but traditional marketing has long lost its momentum. Marketers are scrambling for ways to add value for a potential customer without seeming intrusive or clunky. Luckily, companies that commit to a social presence have mounds of data to help them out, and a particularly important area of data is behavioral analytics. Looking at data that only includes your brand mentions is one thing, but looking at the way your customer behaves online--whether it directly involves your brand or not--can help revamp your lead generation and conversion process. But what kinds of behavioral analytics should you be looking at and exactly how do they lead to insights about your sales cycle? How do you move from numbers to targeted marketing?
In this webinar, we’ll discuss:
Which tools and platforms will help you gather analytics data and wade through analysis;
How to identify behavior that tells you where your potential customer is most susceptible to being converted;
The difference between aggregate and individual analysis, and pros and cons for both;
Why integrating behavior analytics into your marketing strategy is key to finding new sales opportunities.
A full day workshop for executives, marketing heads and communications heads on --
1. How to organize and energize brand evangelists to achieve business objectives?
2. How to create influencer platforms and programs that work both online and offline?
3. How to build strong relationships with influencers by integrating online communities and offline events?
I have used versions of this slide deck for the following workshops:
- Private workshop for MSLGROUP clients in Taiwan.
- Private workshop for MSLGROUP offices in India, China, Taiwan, Hong Kong, Japan and Singapore.
- Marcus Evans Social Media Marketing Conference, November 2010.
- Private workshop for RPG Group, June 2010.
- Private workshop for BIAL, June 2010.
- NASSCOM Foundation workshop, April 2010.
- NASSCOM Emerge Workshop, April 2010.
- Guest Lecture at MICA, March 2010
Social Brands: The Future Of Marketing eBook by Simon KempSimon Kemp
The world’s best brands don’t just predict the future; they define the future on their own terms. However, it’s the brands that define their future in terms of the enduring value they add to people’s lives that are most likely to succeed. This eBook presents a series of provocations to help you define your brand’s vision of the future, and helps you to start bringing that vision to life today by building a more social brand. Find out more at http://eskimon.com/social-brands
Stuff about Twitter & Social Media for Marketing Magazine event (http://bit.ly/31Zea6) October 2009 with case studies from Five by Five & from Phones 4 U.
bluurb.wordpress.com
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
How can you build up long-lasting relationships with dialogue partners and use social media to attract and engage quality customers? By Jaydip Chowdhury
It was not Omar Al Mukhtar who introduced
the Arab Spring to Egypt but a
Google executive, Wael Ghonim, whose
campaign on Facebook and the famous
#Jan25 tweet that undermined Hosni
Mubarak’s political regime in Egypt. Similarly,
it was not a management consultant
who shaped customer service benchmarks
at United Airlines but a YouTube
video released by Dave Carol and his
band, earning more than 150,000 views
for his song about how United Airlines
broke his guitar during a transit from
Chicago to Omaha.
RedSwan5 Digital Workshop for Marketing TeamsKim Donlan
If you aren't marketing from the customer's perspective, you are not doing as well as you could be. To help, we are sharing the core of our digital workshop for B2B marketing teams who need to creating a richer user and brand experience. This is for brands that have most of the pieces but perhaps in the wrong sequence, place or media type. This workshop is customized for clients who need to transition to a richer brand experience and stronger digital strategy. Contact Kim Donlan Kdonlan@RedSwan5.com
Branding, Trust and the Empowered Consumer: Mumbai EditionEric Weaver
My presentation from the 2009 World Brand Congress in Mumbai. It discusses the concept and practice of branding in the context of consumer trends, social trends, and the collapse of trust in our audiences toward marketers and marketing. Peers have become the most trusted group, yet we continue to kill consumer trust through intrusion, interruption and self-interest.
Time, attention and trust have shrunk, while product choice and media noise have exploded. Social channels provide us with the ability to gain back the one thing we can change: trust. Under pressure in this global recession to drive revenue? The old tactics no longer work. You need to regain trust.
This is a larger presentation than my traditional Trust preso. It covers more ground. I encourage branding professionals, marketers and advertisers interested in growing revenue to consider your approach through the lens of trust and through channels like social marketing that build trust.
Humans first—a Hootsuite guide to social media strategyJames Mulvey
I developed this story about building social strategies around four fundamental human needs. This deck was used as an executive talk-track and sales enablement piece for our enterprise sales team.
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.
Here are 15 areas that I'm thinking about in my day job in marketing, public relations and social media at Ketchum, as we head towards 2015. They're not so much predictions for the coming 12-months, as work in progress. All 15 areas point to a combination of opportunity and hard work in 2015.
8 Things People Don't Tell You About Social MediaFalcon.io
Social media marketing can appear deceptively simple, and is commonly misunderstood. It isn’t intentional, but sometimes, our own social media and digital marketers are to blame for these common misconceptions. If there’s one thing we know for certain, it’s that social media marketing is not simple and requires comprehensive planning, and a great deal of creativity. It’s about time we shed light on anything, and everything people don’t tell you about social media marketing. It’s time every social media and digital marketer gets the credit they deserve.
In this webinar we are diving into:
- Best kept social media marketing secrets
- Exposing social media marketing misinformation
- The truth about successful social media marketing
Social Marketing and Leveraging InfluencersBolaji Okusaga
Today, consumer expectation is on the rise and technologies are changing at a dizzying pace. At a time like this, we take a look at the place of influence in Social Media Marketing.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
An overview of social media marketing for small businesses. This was presented during the First MSU Main E-Commerce Expo in Marawi City last October 7, 2013.
Business manager playbook - James GaubertJames Gaubert
Everything you need to know on Facebook Business Manager in an awesome playbook! I can't take credit for this but its well worth a read if you are just getting into social media or if you are a seasoned veteran who just needs a refresher!
Is your PPC not working as hard as you would like? In this quick guide we touch on a couple of top tips that can help you to re-ignite your paid media activity!
Is it game over for Facebook? As we surge into the third wave of social media and Facebook makes some algorithm changes to help user experience, is it too little, too late? Milenials think Facebook is boring and for old people, and I for one can't even remember the last time updated my status!
Digital Agency Credentials - James Gaubert - Bruce Clay LLCJames Gaubert
Great set of digital agency credentials produced by James Gaubert at Bruce Clay Advertising LLC in Dubai, UAE. Creds covers expertise in SEO, PPC, social media, paid media, creative and Website design & build!
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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.
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.
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.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
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.
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.
2. The consumer mindset
What is Deep Social and how do I get there?
Why Ogilvy?
Where are you now? A diagnostic
4
16
28
31
Table of contents
3. The consumer mindset
What is Deep Social and how do I get there?
Why Ogilvy?
Where are you now? A diagnostic
4
16
28
31
4. Today we connect in more
ways than ever before
hours per day spent
on social media by
the average person
SOURCE: EMARKETER 2015, LATIN AMERICA AND EUROPE
hours per day spent on
a smartphone by the
average person
SOURCE: COMSCORE, NETMARKETSHARE, PANDORA,
FACEBOOK, FLURRY ANALYTICS 2015; US CONSUMERS
of the world’s
population use a
smartphone
SOURCE: EMARKETER 2015
61%6.1 3.7
5. These connections
have changed us.
We have new ways of
making decisions,
large and small.
of Millennials use their mobile devices
to complete at least one task when
looking to purchase a car.
SOURCE: EMARKETER 2015
of female shoppers turn to message
boards or blogs to inspire fashion-
related purchase decisions.
SOURCE: NETBASE 2013
62%80%
6. But many people now feel
overwhelmed.
They are burdened by
information from friends,
publishers and companies.
41%
of social media users plan to stop or
take a break/“vacation” due to
irrelevant updates on social networks
SOURCE: MARKETING TECH BLOG 2013
7. Brands aggravate the situation by pandering to:
Audience
Aiming for likes or shares, brands
undertake awkward (and ultimately
failed) attempts at relevance where it is
not appropriate.
Technology
Technology or technique are seen as
an end, not a means. Brands also
recycle old ideas coming off as "me
too" players.
Self
Still operating in broadcast mode,
brands fail to recognize the importance
of understanding the audience.
8. Brands aggravate the situation by pandering to:
Audience
Aiming for likes or shares, brands
undertake awkward (and ultimately
failed) attempts at relevance where it is
not appropriate.
Technology
Technology or technique are seen as
an end, not a means. Brands also
recycle old ideas coming off as "me
too" players.
Examples:
• Newsjacking/Trendjacking
• Taking a stance in a zone where the brand lacks relevance or credibility
Case Study: DiGiorno Pizza
Eager to look relevant around an emergent online conversation, DiGiorno Pizza made a
humorous attempt at joining the trending #WhyIStayed conversation. #WhyIStayed was a serious
discussion about domestic violence. DiGiorno did not take into account that the topic was off
brand and that their post was highly offensive. Plenty of engagement on the topic, but all negative.
Self
Still operating in broadcast mode,
brands fail to recognize the importance
of understanding the audience.
9. Examples:
• Joining a platform or use of technology with no strategic relevance or business impact
• Mistaking a listening platform, content studio or other technology as a strategy. Brands fail when
they do not look at the business impact they are trying to achieve
Case Study: NYPD
By promoting the hashtag #MyNYPD, the New York Police Department aimed to build community
connections through images of people sharing images of their favorite local policeman. The
hashtag resonated with Twitter users, but mainly to showcase police brutality. The NYPD owned
the hashtag, but not in a way that they wanted.
Brands aggravate the situation by pandering to:
Audience
Aiming for likes or shares, brands
undertake awkward (and ultimately
failed) attempts at relevance where it is
not appropriate.
Technology
Technology or technique are seen as
an end, not a means. Brands also
recycle old ideas coming off as "me
too" players.
Self
Still operating in broadcast mode,
brands fail to recognize the importance
of understanding the audience.
10. Brands aggravate the situation by pandering to:
Audience
Aiming for likes or shares, brands
undertake awkward (and ultimately
failed) attempts at relevance where it is
not appropriate.
Technology
Technology or technique are seen as
an end, not a means. Brands also
recycle old ideas coming off as "me
too" players.
Self
Still operating in broadcast mode,
brands fail to recognize the importance
of understanding the audience.
Examples:
• Content created by the brand for reasons that make sense to the brand, rather than the
audience
• Idea forced onto the platform
• Brand banter
Case Study: Audi
Audi’s forced attempt at implementing their #PaidMyDues campaign on Instagram with no
thought of the audience’s interests faced an onslaught of criticism. Fans insisted the Instagram
feed go back to car images.
11. These activities result in
Shallow
Social
Aimless Connections
Social efforts disjointed from the brand
and customer journey that result in
problems or missed opportunities.
Superficial Content
Content that does not build the brand,
business, reputation or bring value to
customers.
12. For self-preservation, people are
retreating into smaller, private
networks and blocking ads, while
social platforms tighten their filtering
algorithms.
year-on-year growth in mobile
messaging app usage worldwide
SOURCE: FLURRY “THE AGE OF LIVING MOBILE”, 2014
decline in organic reach on Facebook
SOURCE: OGILVY, ANALYSIS OF 100+ BRAND PAGES GLOBALLY FROM OCT 2013-FEB 2014
FOR MORE SEE THE SOCIAL@OGILVY PAPER “FACEBOOK ZERO”
50%316%
13. of B2C content goes unnoticed
by consumers.
SOURCE: BRIGHTEDGE CONTENT ENGAGEMENT REPORT 2015
Now everyone is filtering more
and seeing less. We only look at
what we want, when we want it.
80%
14. Brands are challenged to break through
How do I maintain RELEVANCE
and RESONANCE at the pace of
culture?
How do I EXCITE potential
customers in the era of
distraction?
How do I ENGAGE and BOND
with customers spoiled for choice
and holding little loyalty?
15. Brands are challenged to break through
How do I maintain RELEVANCE
and RESONANCE at the pace of
culture?
How do I EXCITE potential
customers in the era of
distraction?
How do I ENGAGE and BOND
with customers spoiled for choice
and holding little loyalty?
Move from a marketing
mindset to a publisher mindset
16. Brands are challenged to break through
How do I maintain RELEVANCE
and RESONANCE at the pace of
culture?
How do I EXCITE potential
customers in the era of
distraction?
How do I ENGAGE and BOND
with customers spoiled for choice
and holding little loyalty?
Move from a marketing
mindset to a publisher mindset
Transform from superficial
content to great stories and
experiences
17. Brands are challenged to break through
How do I maintain RELEVANCE
and RESONANCE at the pace of
culture?
How do I EXCITE potential
customers in the era of
distraction?
How do I ENGAGE and BOND
with customers spoiled for choice
and holding little loyalty?
Move from a marketing
mindset to a publisher mindset
Transform from superficial
content to great stories and
experiences
Shift from aimless
connections to meaningful
conversations and advocacy
18. The consumer mindset
What is Deep Social and how do I get there?
Why Ogilvy?
Where are you now? A diagnostic
4
16
28
31
19. Deep Social
• Move from marketing mindset
to publisher mindset
• Transform superficial content
to great stories and
experiences
• Shift from aimless connections
to meaningful conversations
20. Deep Social
• Move from marketing mindset
to publisher mindset
• Transform superficial content
to great stories and
experiences
• Shift from aimless connections
to meaningful conversations
21. Transforms brands from marketers
or broadcasters to culturally
relevant publishers.
Builds brands through a strategic
approach to content
development and engagement.
Uses data and social analytics to
ensure strategies are brand-driven
and audience-informed.
Move from marketing mindset to publisher mindset.
22. • Move from marketing mindset
to publisher mindset
• Transform superficial content
to great stories and
experiences
• Shift from aimless connections
to meaningful conversations
Deep Social
23. Transform superficial content to great stories and experiences.
Excite customers through insights, inspiration and innovation.
Insights
Use data and social analytics to
help brands connect naturally with
the right audience in the right place
at the right time.
Inspiration
Brands express themselves
through creative and effective
culturally relevant storytelling and
experiences.
Innovation
Cut through to distracted
audiences by doing things first
or differently.
24. • Move from marketing mindset
to publisher mindset
• Transform superficial content
to great stories and
experiences
• Shift from aimless connections
to meaningful conversations
Deep Social
25. Shift from aimless connections to meaningful conversations.
Spark conversations that build trust through precision and bonding, and are backed by measurement.
Precision
Move from broad demographics to
micro targeting at scale by elevating
behavior, interests and friendships.
Bonding
Move from community management to
customer bonding, shifting focus from
risk mitigation to revenue
opportunities through customer
acquisition, leads and sales.
Measurement
Success measured through
relevant harder business metrics
like leads, sales, brand
performance, loyalty and
advocacy.
26. Deep Social
• Move from marketing mindset
to publisher mindset
• Transform superficial content
to great stories and
experiences
• Shift from aimless connections
to meaningful conversations
27. Publisher Mindset
American Express
Challenge:
BUILD RELEVANCE THROUGH
INCREASED PUBLISHING
EFFICIENCY
Consistently create content to build brand
relevance among Prospects and
Cardmembers, while improving upon
efficiencies in content production to create a
uniform brand experience globally.
Solution:
FORMALIZED STRATEGY LEADING TO
A CONSISTENT BRAND EXPERIENCE
GLOBALLY
Established a process for planning, producing,
publishing, and analyzing content on a global scale.
This included 12 content toolkits per year, two
evergreen toolkits, learnings reports, and two
narrative themes informed by consumer insights,
built once and coordinated across 52 markets with
visuals, videos, and connected stories.
Result:
STREAMLINED PROCESSES WITH
A BOOST IN KPIs
Brand content consistently outperformed or
equaled KPI benchmarks every
month. Improved efficiencies led to a 128%
(YoY) increase in the number of markets using
Central Brand Content, a 246% (YoY) increase
in the amount of Central Brand Content used
along with considerable financial savings.
28. Stories and Experiences
Insights: VisitBritain
Challenge:
MAKE BRITAIN MORE
ACCESSIBLE
China is one of the UK’s fastest-growing
markets for inbound tourism, but Britain has
lost market share in recent years. Chinese
tourists saw Britain as emotionally and
geographically distant as well as insufficiently
welcoming. Britain needed to shift this
perception to become the most talked about
destination through earned influence, in a
market where everybody else buys it.
Solution:
CHINESE TRANSLATE BRITAIN FOR
THEMSELVES
Britain needed to find a way to speak the language of
the Chinese tourists and engage in new ways with
young and wealthy independent travellers. Social
listening highlighted the difficulty Chinese people
have pronouncing and remembering British place
names. For launch, Britain’s Ambassador to China
called on the Chinese to vote on Chinese names for
101 British points of interest. Places could be named
by visiting the attraction in person, uploading names
and photos to social media, and using the campaign
hashtag.
Result:
CREATED HIGH IMPACT IN TARGET
GROUP
More than 13,000 names came in, including Highland
Games as “strong men’s skirt party”, Stilton as
“porcelain cheese” and Savile Row as “street of the
tall, rich and handsome.” More than two million
people visited the campaign pages, 27 million
watched the launch video and more than 260 media
reported on the campaign that reached 300 million
potential Chinese tourists to Britain. Following the
campaign, visits to Britain from China spiked 20%, a
record increase.
29. Stories and Experiences
Inspiration: British Airways
Challenge:
INCREASE REVENUE ON MOST
POPULAR ROUTE
British Airways aimed to increase growth of
US business by 10% in North America. Flights
to and from the United Kingdom generated
the most revenue, but were not expected to
grow dramatically.
Solution:
TELL A TOUCHING STORY WITH
SIGNIFICANT CULTURAL RELEVANCE
Analyzing available data and over 1,400 worldwide
airline routes revealed an untapped opportunity in the
route between North America and India. To build
awareness, a short film was created, telling the story
of an expat son’s surprise visit to his mum in India
after a separation of 15 years. The touching reunion
between mother and son, made possible by British
Airways, was distributed exclusively online, and
coupled with social and search-intent data.
Result:
EXCEEDED BUSINESS
TARGETS FOR TICKET SALES
The video received over a million views on YouTube
and over 125,000 shares on Facebook. Ticket sales
from North America to India on ba.com increased by
65%. British Airways’ share of the North America to
India route increased from 5% to 38%.
30. Stories and Experiences
Innovation: Ron Brugal
Challenge:
PROMOTE NEW PRODUCT TO
TOUGH TO REACH AUDIENCE
Brugal Rum wanted to launch a new shaped
bottle, but their customers are notoriously
difficult to reach through traditional channels.
Also, Spain does not permit commercial
communication around alcohol on TV or
other conventional media. The challenge was
to find a new way to integrate content with an
alcoholic beverage while complying with all
legal restrictions.
Solution:
EXCITING EXPERIENCE, USING
SOCIAL SHARES FOR DISTRIBUTION
To build a modern, emotional and distinctive
connection, we linked Brugal to one of their
customers' most emotive touchpoints: electronic
music. We created the “Bottle Music Machine”, a
unique DJ mixing table made from 72 Brugal bottles
fitted with sensors. Creation was documented in real
time videos and the blueprints were shared on social
media.
Result:
BUZZ AND SALES
With a very low budget spent, the idea caused a
considerable stir. More than 17,300 references to the
project appeared in blogs and websites. The
documentary series registered more than 400,000
views. And, most importantly, consumers turned
Brugal into Spain’s top-selling rum in that period.
31. Challenge:
BUILD RELEVANCY THROUGH
INCREASED PUBLISHING
EFFICIENCIES
Consistently create content to build brand
relevance among Prospects and
Cardmembers while improving upon
efficiencies in content production to create a
uniform brand experience globally.
Meaningful Conversations
Precision: Philips
Challenge:
INCREASE DESIRE IN A LARGE
BUT DISPERSED MARKET
Implement micro-targeting at scale to grow
brand preference, consideration and
knowledge through a flow of relevant,
appealing content, catalysing the desire to
know more about Philips and buy products
online.
Solution:
RE-ENGAGEMENTS MOVED TO
QUALITY LEADS
Put in place a Real Time Marketing Center
that operates from Philips Headquarters in
Amsterdam. A team of seven experts supported
distribution and amplification of content across key
markets. Leveraging advanced socio-demo + passion
targeting and identification of Customer Lookalikes,
we re-engaged active prospects with additional
content and re-targeted paid advertising to site
visitors who haven’t signed-up, generating more
quality leads.
Result:
IMPROVED ENGAGEMENTS AND A
DECREASE IN COST PER LEAD
An Always-On Engagement Program identified
prospects for male grooming products and drove
them through the funnel. Campaign on Philips
shavers generated 2.3 millions views on brand
content, 126,000 shares and decreased the cost per
lead by 800%. On a separate campaign for Father's
Day, social delivered 23% lower CPL than the
average and saw a longer visit time than on any other
channels.
32. Meaningful Conversations
Bonding: Nespresso
Challenge:
INSPIRE EXISTING CLIENTS TO
BUY MORE
Increase revenue generated from existing
clients while maximizing the social ROI with a
more effective paid media strategy.
Solution:
DELIVERED EXPERIENCES BASED ON
PRODUCT PREFERENCES
Segment existing clients by product and
consumption rate with one creative designed for
each. A paid strategy micro-targeting content to
individual segments delivered a more personalized
brand experience.
Result:
INCREASED ADVOCACY AND
REPURCHASES
386% return on investment in social, with each $
invested in media generating $4.89 of sales. By
extending the email strategy to social we drove
better performance, growing loyalty of existing Club
Members through a flow of personalized content,
resulting in increased advocacy and repurchases.
Coordinating Facebook ads with email campaigns
drove 77% more reach than email-only.
33. Meaningful Conversations
Measurement: SmartCar
Challenge:
SPEED UP CAR PURCHASE
CYCLE IN CHINA
Buying a car in China is high touch and
resource intensive, with an average purchase
cycle of 204 days. SmartCar wanted to sell
more cars, quickly. To do this, we needed a
targeted social communication strategy that
reduced the cycle and changed consumer
behavior.
Solution:
REACH A TOUGH AUDIENCE IN
A NEW WAY
A high profile engagement strategy launched over
mobile instant messaging platform WeChat, to reach
China’s younger wealthy consumers. The plan
included a unique 360° view of the car’s interior and
media buys to support the first ever sale of cars via
mobile phones in China.
Result:
GENERATED SALES AND LEADS
Within a matter of weeks, 388 cars were sold. More
important, however, was overcoming the first and
hardest step of a car sale: getting potential
customers out for a test drive. Through the campaign
more than 6,700 direct connections were made to
potential SmartCar buyers in a hard-to-reach market,
many of whom expressed eagerness to take a test
drive.
34. Challenge:
BUILD RELEVANCY THROUGH
INCREASED PUBLISHING
EFFICIENCIES
Consistently create content to build brand
relevance among Prospects and
Cardmembers while improving upon
efficiencies in content production to create a
uniform brand experience globally.
Meaningful Conversations
Precision: Lexus
Challenge:
GENERATE TEST DRIVES FOR
THE NEW LEXUS CT200H
[To complete once more info is received from
Social Lab]
Solution:
APPLY A DIRECT MARKETING
APPROACH TO SOCIAL MEDIA
First, we segmented the audience based on interests,
and used Lookalike audience modelling to target
‘twins’ of those who had already expressed an
interest in Lexus. Next we tailored several messages
for each audience, and used A/B testing to optimize
content types, and ensured that we served the
highest preforming content to each respective
audience.
Result:
HIGHER TEST DRIVE RATE WITH
SOCIAL VS OTHER CHANNELS
Of the entire digital budget for this campaign, 1%
was allocated to social targeting. This 1% delivered
72% of all test drives. Facebook was the best driver
of conversion, and achieved an 88% lower cost per
test drive than other channels.
35. The consumer mindset
What is Deep Social and how do I get there?
Why Ogilvy?
Where are you now? A diagnostic
4
15
12
17
36. Sounds good, but now what?
Hmmm… I want to
understand the setting –
my social landscape and
opportunities – and create
ways to follow how it’s
working.
Business Ambition
Here we go! I’m defining
my customer’s journey. I
want to find more value in
them by understanding
their social roles.
Customer Experience
I know the players. But
what are the platforms,
content, technologies,
processes and people I
need to make them really
shine?
Social Architecture
Now I have a great plan.
I’m writing briefs. So I
need specific go-to-
market programs to
execute across partners,
teams and regions.
The Solution
Our work is in market! I
should harness my
results to drive better
performance for my
program and my
business.
Effectiveness
37. Hmmm… I want to
understand the setting –
my social landscape and
opportunities – and create
ways to follow how it’s
working.
Business Ambition
Here we go! I’m defining
my customer’s journey. I
want to find more value in
them by understanding
their social roles.
Customer Experience
I know the players. But
what are the platforms,
content, technologies,
processes and people I
need to make them really
shine?
Social Architecture
Now I have a great plan.
I’m writing briefs. So I
need specific go-to-
market programs to
execute across partners,
teams and regions.
The Solution
Our work is in market! I
should harness my
results to drive better
performance for my
program and my
business.
Effectiveness
38. The consumer mindset
What is Deep Social and How Do I Get There?
Why Ogilvy?
Where are you now? A diagnostic
4
16
28
31
39. Basic
Social media is used on a campaign and tactical
basis only.
Focus is on platform presence, not social
strategy.
Community management is uncoordinated with
enterprise customer service, sales or CRM teams
and platforms.
CREATIVELY: Emphasis is on channels with
smaller ideas that tend to be tactical, stunt-driven
or opportunistic.
Strategic
Social media integrates with the business,
but in an ad hoc manner.
Social is seen as a communication channel,
but is not always tied to business outcomes.
Social is considered in some parts of the
customer journey.
CREATIVELY: Social remains an
afterthought, with ideas wedged into social
(or social wedged into ideas).
Transformative
Social media builds brands, business and
reputation through a range of approaches, tools
and techniques.
Impact of social beyond platforms is taken into
consideration.
Social has been considered throughout every
step of the customer journey and brand
planning.
CREATIVELY: Ideas reign supreme, with
channels in service of ideas.
From Social To Deep Social
41. Questions?
Hannah Law
Vice President, Regional
Social@Ogilvy
@HannahLaw
Thomas Crampton
Global Managing Director
Social@Ogilvy
@ThomasCrampton
Andrew Thomas
Asia Lead
Social@Ogilvy
@Tommosg