This presentation was given at the OCMA (Orange County Marketing and Advertising association on 10/16/13. It's filled with fun and insightful information about how your company can improve its content marketing by curating and sharing content that your customers will engage with.
Research-Backed Methods for Creating Highly-Engaging ContentFractl
See Fractl's data-informed process for creating content marketing campaigns that attract massive media attention and social sharing. Presented by our Associate Marketing Director Kerry Jones at Attachmedia's A4 Advanced Analytics & Advertising conference in Lima, Peru.
The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices Spredfast
Smart Social New York 2017 Breakout Session
Speakers:
Matt Siegel, Chief Digital Officer at Roc Nation
Nola Weinstein, Global Head of Social & Experiential Marketing at Twitter
Dan Porter, Chief Executive Officer at Overtime
Influencing the Influencer (Influencer Marketing Done Right)CleverGirlsColl
For five years, Clever Girls has been running successful influencer marketing campaigns (from hiring bloggers, to engaging influencers on Twitter, Facebook, Pinterest and Instagram).
Originally prepared and presented for Shop.org 2014 Summit ("Digital Bootcamp"), this presentation gives a high-level overview of how to approach integrated influencer marketing programs.
Research-Backed Methods for Creating Highly-Engaging ContentFractl
See Fractl's data-informed process for creating content marketing campaigns that attract massive media attention and social sharing. Presented by our Associate Marketing Director Kerry Jones at Attachmedia's A4 Advanced Analytics & Advertising conference in Lima, Peru.
The Risks & Rewards of Celebrity, Influencer, and Executive Social Voices Spredfast
Smart Social New York 2017 Breakout Session
Speakers:
Matt Siegel, Chief Digital Officer at Roc Nation
Nola Weinstein, Global Head of Social & Experiential Marketing at Twitter
Dan Porter, Chief Executive Officer at Overtime
Influencing the Influencer (Influencer Marketing Done Right)CleverGirlsColl
For five years, Clever Girls has been running successful influencer marketing campaigns (from hiring bloggers, to engaging influencers on Twitter, Facebook, Pinterest and Instagram).
Originally prepared and presented for Shop.org 2014 Summit ("Digital Bootcamp"), this presentation gives a high-level overview of how to approach integrated influencer marketing programs.
The Emotional Drivers of Highly Successful Viral ContentFractl
Harvard Business Review contributor and VP of Creative at Fractl, Kristin Tynski discusses the internal research into the emotional activators that are at the heart of viral content. She shares specific examples of how to apply these emotions and dive into the insights learned from the success of other emotional content innovators from across the web. She describes actionable tips for creating content that can gain major sharing traction, mainstream pickups, and viral success.
Face it: content is expensive. Done well, it requires an ecosystem of resources that might include writers, designers, developers or producers. Why bother with all of this expense if it’s not working for you? This Content Marketing Master Class will set you off down the right path on your content efforts. This class is jam-packed with tactics, tools and techniques that you can use to plan a strategic content calendar, create killer content with fewer resources and make your “back catalog” of content work harder for your business. The class will cover content planning and editorial strategy, content production and content optimization. If you are eager to polish your content marketing efforts in 2016, this is the class for you.
More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.
How to Create a Cohesive Social Media Marketing PlanCindy Kim
So how do marketing professionals take the reins and steer a cohesive, integrated social media marketing plan? You start by understanding your marketing and content marketing model well enough to integrate social media practices and tools into the overall program. That takes good internal planning. My “5 Must Haves of Social Media Marketing” will help you get there. These must-haves are:
1. Shifting + Controlling of Consumers and Audiences
2. Planning with Internal + External Customers in Mind
3. Aligning + Orchestrating Integrated Content Strategy
4. Executing as a Team
5. Measuring Impact to Business with Focus
Social Media Marketing Trends 2017 by SocialbakersJeraldine Phneah
Social media marketing trends in 2017 backed with data and case studies:
1. Social media adspend on the rise
2. The growth and adoption of Social Video
3. Brands adopting media house approach to content
4. Working with influencers & leveraging user generated content
5. Increased involvement of brands in social activism & politics
Influencer Marketing Overview by BDMI (Aug 2014)Sim Blaustein
Overview of the influencer marketing space including a 'lumascape' inspired chart showing the landscape of companies active in the space.
This is a living document, so check back for updates. Any and all feedback is welcome!
Please feel free to contact us at info@bdmifund.com!
40 Top PR Pros Share Their Secrets For Effective Influencer MarketingThe Shelf
Influencer marketing has proven to be one of the effective and sustainable marketing channels for both large and small brands. When executed well, it increases exposure, credibility, sales, customer loyalty, user-generated content, social followings, virality, search rankings, and so much more.
Unlike more traditional forms of marketing, influencer marketing is a little messier. Brands are dealing with millions of individual influencers as opposed to one platform (like Google Adwords where you pay a certain amount and guaranteed clicks come out the other side). So, if you're one of those brands who feels like a fish out of water, not to worry, we got your back!
We did the legwork for you by going straight to the experts (40 PR professional ninjas, to be exact) on how to role out campaigns that knock socks off! You're welcome.
This is my presentation to the meetup.com Online Marketing Sydney group on 28 May, 2015.
You can read the blog post that accompanies the presentation here: http://mikehickinbotham.com/organic-and-paid-social-media-marketing-strategy/
The Facebook Newsfeed in 2018 is going to be a different ball game with posts by friends and family being prioritized over brands and publishers.
These changes are not the first, and not the last. What can marketers do to adapt? Be the first to understand what’s working and what’s not, and adapt to change faster than the competition.
Join Socialbakers next week in our webinar as we recap what are the changes in the Facebook Newsfeed and more importantly, share tips on what you can do to work around them.
The Emotional Drivers of Highly Successful Viral ContentFractl
Harvard Business Review contributor and VP of Creative at Fractl, Kristin Tynski discusses the internal research into the emotional activators that are at the heart of viral content. She shares specific examples of how to apply these emotions and dive into the insights learned from the success of other emotional content innovators from across the web. She describes actionable tips for creating content that can gain major sharing traction, mainstream pickups, and viral success.
Face it: content is expensive. Done well, it requires an ecosystem of resources that might include writers, designers, developers or producers. Why bother with all of this expense if it’s not working for you? This Content Marketing Master Class will set you off down the right path on your content efforts. This class is jam-packed with tactics, tools and techniques that you can use to plan a strategic content calendar, create killer content with fewer resources and make your “back catalog” of content work harder for your business. The class will cover content planning and editorial strategy, content production and content optimization. If you are eager to polish your content marketing efforts in 2016, this is the class for you.
More than a decade ago, there were no such thing as 'traditional' or 'digital' PR agencies, there were only PR agencies. Now, the landscape is very different; some agencies have embraced the opportunities that digital can offer and others are being left behind.
How to Create a Cohesive Social Media Marketing PlanCindy Kim
So how do marketing professionals take the reins and steer a cohesive, integrated social media marketing plan? You start by understanding your marketing and content marketing model well enough to integrate social media practices and tools into the overall program. That takes good internal planning. My “5 Must Haves of Social Media Marketing” will help you get there. These must-haves are:
1. Shifting + Controlling of Consumers and Audiences
2. Planning with Internal + External Customers in Mind
3. Aligning + Orchestrating Integrated Content Strategy
4. Executing as a Team
5. Measuring Impact to Business with Focus
Social Media Marketing Trends 2017 by SocialbakersJeraldine Phneah
Social media marketing trends in 2017 backed with data and case studies:
1. Social media adspend on the rise
2. The growth and adoption of Social Video
3. Brands adopting media house approach to content
4. Working with influencers & leveraging user generated content
5. Increased involvement of brands in social activism & politics
Influencer Marketing Overview by BDMI (Aug 2014)Sim Blaustein
Overview of the influencer marketing space including a 'lumascape' inspired chart showing the landscape of companies active in the space.
This is a living document, so check back for updates. Any and all feedback is welcome!
Please feel free to contact us at info@bdmifund.com!
40 Top PR Pros Share Their Secrets For Effective Influencer MarketingThe Shelf
Influencer marketing has proven to be one of the effective and sustainable marketing channels for both large and small brands. When executed well, it increases exposure, credibility, sales, customer loyalty, user-generated content, social followings, virality, search rankings, and so much more.
Unlike more traditional forms of marketing, influencer marketing is a little messier. Brands are dealing with millions of individual influencers as opposed to one platform (like Google Adwords where you pay a certain amount and guaranteed clicks come out the other side). So, if you're one of those brands who feels like a fish out of water, not to worry, we got your back!
We did the legwork for you by going straight to the experts (40 PR professional ninjas, to be exact) on how to role out campaigns that knock socks off! You're welcome.
This is my presentation to the meetup.com Online Marketing Sydney group on 28 May, 2015.
You can read the blog post that accompanies the presentation here: http://mikehickinbotham.com/organic-and-paid-social-media-marketing-strategy/
The Facebook Newsfeed in 2018 is going to be a different ball game with posts by friends and family being prioritized over brands and publishers.
These changes are not the first, and not the last. What can marketers do to adapt? Be the first to understand what’s working and what’s not, and adapt to change faster than the competition.
Join Socialbakers next week in our webinar as we recap what are the changes in the Facebook Newsfeed and more importantly, share tips on what you can do to work around them.
Messaging design for content marketing chapman univChris Marocchi
This presentation was given to a Messaging Design II class at Chapman University in Orange, CA in 2014. It discusses how to structure messaging for content marketing and website development to reach your segmented audiences.
Thanks to the proliferation of social media, brands are no longer competing against each. They are competing against every form of messaging. Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored. Peer opinions, in fact, are considered two to three times more reliable than brand messaging.
Enter content marketing, or brand journalism, native advertising, etc…
- It’s sharing branded content through stories to:
- Capture the brand’s persona through branded storytelling.
- Enable social sharing through brand advocates.
- Enable brand discovery through consumer exploration.
- Connect the brand to consumers in context through cultural, relevant and valuable content.
- Change and enhance the consumer experience.
- Create visible brand value through the content.
- Continuously measure, examine, and optimize the consumer experience.
Storytelling and social media - your talent engagement toolkitUniversum Global
Kat Lynn, Associate Director Marketing & Communications, and Amelia Pardieu, Head of Digital Media, share how to use social media and storytelling to effectively boost your brand presence and communicate with talent in a meaningful way.
Social Tribe – Special Edition Pulse Report – COVID-19SocialTribe
We can't imagine a greater challenge than the one we face today, a global pandemic that threatens the health and well being of our families and communities. As a 100% remote agency, we have not skipped a beat with the upheaval COVID-19 is causing around the world, and are doing everything we can to provide our clients and partners with informed, uninterrupted support.
Our perspective is that as populations shift towards indoor activities, there will be a greater need than ever before for organizations to shift resourcing towards online activations. As digital marketing experts, we're prepared to do everything we can to help you navigate these changes. We are happy to help discuss ideas, shifts, pivots--anything we need to do to keep your business healthy and positioned for growth.
Learn Inbound 2016 > Content Marketing's Jerry Maguire MomentSimon Penson
Learn Inbound is Ireland's foremost digital marketing conference. It was also the platform from which Zazzle founder Simon Penson launched a new campaign against the current 'misuse' and 'misunderstanding' of what content marketing is, and how it should be delivered.
I created this presentation for the CEO Roundtable for the Nashville Business Incubation Center. This deck gives insight on how business owners can turn social media likes into sales leads.
How To Crush Content Marketing Through Newsletters, Nurturing, And RetargetingNewsCred
Sixty to seventy percent of marketing content goes completely unused (Sirius Decisions). Companies are regularly creating pieces of content with the idea of interesting consumers, generating leads, and progressing people down the funnel, but then their efforts fall flat when they launch.
Content, when done well, can be the fuel that powers your social media. In this presentation, learn how to broaden your reach and engage your core audiences with proven, compelling content for your social media channels. Learn how to create shareable brand content with the potential to go viral – and master the latest social media networks and techniques.
Talking at IBRC's Social Media Futures Congress as the opening comment on on "what is the future of #socialmedia?" My thoughts: I'm not sure, anyone who says they know for sure - doesn't know. But... what I do know, is that social and content will become one. It kinda already has.
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
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Observability Concepts EVERY Developer Should Know -- DeveloperWeek Europe.pdfPaige Cruz
Monitoring and observability aren’t traditionally found in software curriculums and many of us cobble this knowledge together from whatever vendor or ecosystem we were first introduced to and whatever is a part of your current company’s observability stack.
While the dev and ops silo continues to crumble….many organizations still relegate monitoring & observability as the purview of ops, infra and SRE teams. This is a mistake - achieving a highly observable system requires collaboration up and down the stack.
I, a former op, would like to extend an invitation to all application developers to join the observability party will share these foundational concepts to build on:
GraphSummit Singapore | The Art of the Possible with Graph - Q2 2024Neo4j
Neha Bajwa, Vice President of Product Marketing, Neo4j
Join us as we explore breakthrough innovations enabled by interconnected data and AI. Discover firsthand how organizations use relationships in data to uncover contextual insights and solve our most pressing challenges – from optimizing supply chains, detecting fraud, and improving customer experiences to accelerating drug discoveries.
Sudheer Mechineni, Head of Application Frameworks, Standard Chartered Bank
Discover how Standard Chartered Bank harnessed the power of Neo4j to transform complex data access challenges into a dynamic, scalable graph database solution. This keynote will cover their journey from initial adoption to deploying a fully automated, enterprise-grade causal cluster, highlighting key strategies for modelling organisational changes and ensuring robust disaster recovery. Learn how these innovations have not only enhanced Standard Chartered Bank’s data infrastructure but also positioned them as pioneers in the banking sector’s adoption of graph technology.
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Communications Mining Series - Zero to Hero - Session 1DianaGray10
This session provides introduction to UiPath Communication Mining, importance and platform overview. You will acquire a good understand of the phases in Communication Mining as we go over the platform with you. Topics covered:
• Communication Mining Overview
• Why is it important?
• How can it help today’s business and the benefits
• Phases in Communication Mining
• Demo on Platform overview
• Q/A
Securing your Kubernetes cluster_ a step-by-step guide to success !KatiaHIMEUR1
Today, after several years of existence, an extremely active community and an ultra-dynamic ecosystem, Kubernetes has established itself as the de facto standard in container orchestration. Thanks to a wide range of managed services, it has never been so easy to set up a ready-to-use Kubernetes cluster.
However, this ease of use means that the subject of security in Kubernetes is often left for later, or even neglected. This exposes companies to significant risks.
In this talk, I'll show you step-by-step how to secure your Kubernetes cluster for greater peace of mind and reliability.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
In his public lecture, Christian Timmerer provides insights into the fascinating history of video streaming, starting from its humble beginnings before YouTube to the groundbreaking technologies that now dominate platforms like Netflix and ORF ON. Timmerer also presents provocative contributions of his own that have significantly influenced the industry. He concludes by looking at future challenges and invites the audience to join in a discussion.
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
GraphRAG is All You need? LLM & Knowledge GraphGuy Korland
Guy Korland, CEO and Co-founder of FalkorDB, will review two articles on the integration of language models with knowledge graphs.
1. Unifying Large Language Models and Knowledge Graphs: A Roadmap.
https://arxiv.org/abs/2306.08302
2. Microsoft Research's GraphRAG paper and a review paper on various uses of knowledge graphs:
https://www.microsoft.com/en-us/research/blog/graphrag-unlocking-llm-discovery-on-narrative-private-data/
Develop killer content that will resonate with your audience
1. Develop killer content that will resonate with your audience!
They’re not cyborgs, vampires or zombies. Treat your audience as human beings, and they’ll thank you for it.
3. The Process
The conversation is happening. Are you part of it? Or are you the lone voice crying in the wilderness?
4. A Series of Unfortunate Events
•Too often we’re pushing out content, but our audience is not engaging with us.
•Our message appears to be falling on deaf ears.
•We’re unable to build a network of followers.
5. The Future of Marketing Has Little to Do with Marketing
While technology is certainly part of the story, it’s not the story.
This isn’t about the new tools that are before you.
This isn’t about social media or popular social networks.
This isn’t about bloggers and blogging.
Nor is this about tablets, smartphones, and the app economy.
This is about putting the public back in public relations and social in social media and that has
nothing to do with tools or technology we
overly celebrate today. – Brian Solis
6. Unearthing The Problem
We’re told to engage.
We’re told that “Content is King.”
But from where do we get good
content?
How do we go about obtaining good content?
And how do we know what content will be valued and engaging for our customers?
7. How Do We Create Killer Content?
•Resurrecting The Art of Storytelling
•Evolving to Relationship Marketing
•The Magic of Content Curation
•Using Content Curation Tools
•Organizing and Sharing Your Message
•Monitor Your Conversations
9. Who Killed Storytelling? B2B Marketers who don’t think it’s relevant? Gen Y’ers and 144 character communications? MTV and quick-edit cuts? Social Media marketers focused solely on uni- directional messages?
10. Let’s Bring Sexy (Storytelling) Back
From the 2013 Killer Content Awards:
Goals:
1.Create a unique “killer” awareness campaign featuring a Zombie theme
2.Execute by Halloween to cash in on design strategy
3.Boost awareness of Sun Gard Cloud offerings among IT professionals; inform and educate prospects
Results:
1.150% higher click through rate
2.200% higher click to open rate
3.Delivered 24 leads
Sun Gard Cloud – Best Theme
11. Let’s Bring Sexy (Storytelling) Back
From the 2013 Killer Content Awards:
Goals:
1.Connect with 30 top Managed Print Services Accounts with a targeted ‘Get Optimistic’ campaign
2.Partner with Forbes in Print/iPad publication to offer content that focused on opportunity, change and business tips.
Results:
1.70% of the companies interacted with the microsite
2.Added 20,000 new contacts
3.Generated over 1k scheduled appts
4.Yielded $1.3 billion in pipeline revenue
Xerox – Best Brand Building Campaign
12. Product Marketing Is Now Relationship Marketing
How do we tell our story in an age of abbreviated messages and image sharing?
We need to experience a shift in our thinking.
When conducting inbound marketing, we cannot think in terms of how we market our products. Instead, we have to think about how we can engage our customers in dialogue. The product is secondary.
13. Content Marketing Is Not a Factory
We can’t produce content the same way we manufacture products. Efficiency is not the goal!
Listening & Discovery Sharing & Publishing Amplify Your Message
14. Content Curation Defined
Content curation is the process of collecting, organizing and displaying information relevant to a particular topic or area of interest.
21. Six Tips for Amplifying Engaging Content
From Hootsuite’s Ashley Jane Brooks, Sr. Brand Marketing Manager:
1.Don’t be a repeating station – add relevant context
2.Use handpicked content
3.Align content with your brand
4.Align content with your messaging
5.Don’t spray and pray
6.Don’t forget – your audience is human!
22. A Formula for Epic Content
Marketing Author and Blogger Ann Handley defines the formula for creating amplified epic content:
Useful x Enjoyable x Inspired = Effective
23. 3 Keys for Relevance
Ann provides 3 additional keys for content relevance:
1.Put the “Why” before the “What”
2.Build Your Audience
3.Create Content That’s Worth Sharing
(What will they thank you for?)
24. In Memoriam
•Tell Your Story Creatively
•Evolve to Relationship Marketing
•Curate Your Content
•Use Curation Tools
•Organize and Share Your Message
•Monitor Your Conversations
25. Stay in Touch!
Chris Marocchi
President, Klear Strat, LLC
chris@klearstrat.com
klearstrat.com
@klearstrat
facebook.com/klearstrat
Editor's Notes
When we’re disconnected, we turn off our audience. We need to figure out how we can ease our way into the crowd. The key is providing good content. Let’s get a good conversation going! But that’s easier said than done…
I think Brian Solis, principal from the Altimeter Group, is right on the money. He said this: Understand this opportunity that’s before you.
Here’s a clip from Mad Men to illustrate the art of storytelling. Don Draper, the chief creative officer, is going to pitch a campaign to marketing executives from Kodak.
http://youtu.be/IymKWEREBOM
Does story telling like this still exist in today’s marketing? IMHO, the first thing that happened to hinder our ability to communicate with our audience happened long before the advent of social media marketing. It started when B2B marketers decided that because they weren’t selling “consumer products”, that they didn’t need to follow the rigors of effective brand messaging.
They forgot that B2B buyers, whether they’re procurement professionals, engineers, line leads, or CEO’s – have a soul. They’re human beings. And they not only have emotions, they react emotionally. And sometimes irrationally. Never forget that there’s a story to be told in every product.
Chucky here represents B2B marketers who have stabbed storytelling in the heart, but Gen Yers and abbreviated communications buried the body!
SunGard Availability Services asked Bulldog Solutions to create an awareness campaign featuring a first-of-its-kind Zombie infographic and E-book to align with Halloween.
Xerox relied on premium content with a targeted “Get Optimistic” campaign. The company partnered with Forbes in a print and iPad publication to offer articles that focused on opportunity, change and business tips.
Can we resurrect the art of storytelling in this day and age? Absolutely! But where do we start? First, we have to stop thinking about ourselves.
We start with listening and discovery. We do this by using drones and the NSA to eavesdrop on our audience’s conversations. No, not really! But we can listen in using technology. By tracking our audience’s conversations and relevant content produced by industry thought leaders, we can better understand what topics are of interest to our audience.
After discovery, we’ll talk about how to share and publish your newly relevant and storytelling messages.
And that will be followed with an understanding of how we can amplify our message.
Let’s start with how we can identify how to obtain content that our audience is interested in.
Let’s start with how we can identify how to obtain content that our audience is interested in.
To start listening, you’ll need to start with technology tools. There are many that you could choose from, but for the purpose of today’s discussion, we’re going to focus on Hootsuite,Hootsuite syndicator, and Trendspottr. But to help you synthesize the options for your own review, I strongly recommend that you evaluate the following social curation tools:Contently – Connects brands with access to a large pool of newspaper and magazine journalists. Good for distribution.Little Bird – A platform that helps companies find, engage and subscribe to real influencers on any given topic.Bundle Post - Social Content Management System that automates back-office social media content, Curation and scheduling functions, resulting in consistent posting, dependable content and improved engagement. BP adds hashtags to your content to help amplify your message while you engage.Storify – Allows you to Collect media from across the web, publish and embed anywhere, then share and notify sources, go viral.Hootsuite – A social listening and communications management platform with lots of fun plugins and apps to help create a one-stop curation process.RSS Feeds – Users subscribe to feeds either by clicking on the browser's feed icon. The RSS reader checks the user's feeds regularly for new information and can automatically download it.Percolate – sources, curates and schedules content for brands to share on the social web. Also uses insights to suggest new content creation. For bigger companies.LookBook HQ – Similar to Slideshare. Allows you to format content (web pages, files, images and video) that become embeddable and sharable on social networks.Trendspottr - TrendSpottr serves as a predictive early warning system for companies, PR and digital agencies, news and media organizations and helps them to identify emerging news, events and issues that have high viral potential and market impact. Track Maven – shows how each piece of content is performing across paid, owned and earned media in real time. Creates alerts and competitor tracking; provides one feed for every one of your competitor’s content marketing channels.And many more!
Hootsuite Pro allows you to manage all of your social media outlets from one dashboard. This way you can see what your followers are posting, easily engage with them, and post information to them. Here you’ll see my Twitter dashboard, showing my home feed, Klear Strat mentions, direct messages received, and sent Tweets.
I use the Hootsuite Syndicator app to display updates to websites that I’m following – clients, competitors, influencers. Or use it to track information pushed out by public sites like Yahoo! and The Wall Street Journal.
Using the Trendspottr app, I can access posts related to topics I’m interested in – this one shows recent posts on killer content.You can also subscribe to company newsletters, emails and announcements to follow content published by influencers.
To start your content sharing and publishing, you’ll need to first create a content calendar. You can populate it by the day, week or month at a time. Be strategic! Don’t wait until the last minute, or your content will be forced and not relevant. Instead, determine what types of content you’ll want to share. An example: I follow this Pattern for weekly content sharing – Mondays = Marketing Strategy/Branding, Tuesdays = Industry Focused Marketing topics (usually mfg), Wednesdays = Sharing expertise and/or tips, usually original content, Thursdays = Social Media topics, Fridays = Fun Facts or something humorous (but relevant). Use your calendar to keep track of content (articles, white papers, infographics, presentations, etc.) and the links to the content. You’ll need this to organize your publishing tools.
Hootsuite Pro the allows you to bulk publish your messages in advance. You can publish to any or all of your social media outlets – do it in bulk and it will do the posting for you automatically! Simply upload a spreadsheet containing your content links (use bit.ly or the owl.ly function in Hootsuite to shrink your URL) and commentary, schedule content for distribution, and select the social media outlets you want to distribute to.
Make sure your content serves stakeholders with answers to problems, entertains them and/or improves their lives. Look for a bigger picture story, a new wrinkle about a current hot topic, or a breaking trend that’s changing the sector. Remember, this formula is exponential, not incremental!
Does your content answer these questions:Does your content help customers enjoy your product or service more?Will your content answer your customers’ questions?If you are in a B2B marketing role, does it make them better professionals?If they are consumers, does it improve their lives?When building your audience, think of yourself as offering “content as a service” – think content eco system, not content campaign.Your content should be intellectually divorced from your product, but emotionally wed to itBuild expertise, then you will build your audience.And ultimately, is it content that your audience will later thank you for?
My promise is this: as you follow these tips, your engagement with your audience will increase significantly. And if it doesn’t come back here next month and lunch will be on me.