The document discusses how social media can empower businesses. It notes that monolithic marketing messages no longer work in a world with many choices, and that trust is now the most important factor for customers. The document advocates using social media to engage customers, gain their trust, and allow their feedback to improve all aspects of the business. It provides examples of how various departments like sales, customer service, and marketing can benefit from an integrated social media strategy.
Employer marketing has become a mature strategy focusing on both internal and external branding, using modern techniques to emphasize the authenticity of your brand story. These are 10 trends as applied by some Belgian employers.
Data driven marketing - Inspiration & Steps to move forwardGus Murray
How digital insights and personalisation are changing the way organisations use their corporate website.
Propeople’s Chief Digital Strategy officer and former SMW Speaker of the Year Gus Murray, delivers an evening of insights, predictions & cocktails. Join us as he shares his experiences working for leading Nordic & Global brands on the future of Data Driven Marketing, B2B / B2C Communications, Insights and digital strategy.
Covered in this session:
> How personalisation is changing the way B2B communicate with their customers
> Content as your customers first purchase
> Using social to better inform your audience understanding
> Social as a service opportunity, and
> The Attention web.
Evolution of Mad Men: How Data and Technology Power Customer Experiences Mariam Giorgadze
The presentation aimed to present to non-marketing audience how the face of marketing has changed and is using data and technology to power entire customer journey and build business relationships that deliver value. It's the combination of multiple great sources and my personal work experience.
How to create a predictable social selling funnelMick Griffin
Today many brands are still cold calling, and cold mailing not because it's right, but because it's predictable. 1000 cold calls will get you 1 sale. Here i explain how social selling is also predictable and how you will get more sales from less work.
What is Employee Advocacy? | April 2016 Roundtable HighlightsKaryn Cooks, MNLM
Get up to speed on some of the basics around Employee Advocacy, with expert commentary from my panelists Julio Viskovich (rFactr), James Nickerson (Dynamic Signal), and Aubrey Littleton (Altimeter Group.) You'll find highlights from our April 2016 discussion here.
Social Media Week 2014: Modern Market Research Mashwork
Rethink everything you know about the consumer decision journey. SMG and Mashwork have executed several consumer decision journey studies together across automotive, technology and b2b spaces and draw on insight gleamed during this research to form the basis of this presentation. These studies map social conversation data against traditional purchase funnels (awareness, consideration, purchase, advocacy). The results are compelling, adding depth to each stage of the purchase journey while simultaneously shedding light on new targeting opportunities.
PRESENTERS: Kate Sirkin, EVP Global Research at Starcom Mediavest Group Stuart Schwartzapfel, CSO at Mashwork
Employer marketing has become a mature strategy focusing on both internal and external branding, using modern techniques to emphasize the authenticity of your brand story. These are 10 trends as applied by some Belgian employers.
Data driven marketing - Inspiration & Steps to move forwardGus Murray
How digital insights and personalisation are changing the way organisations use their corporate website.
Propeople’s Chief Digital Strategy officer and former SMW Speaker of the Year Gus Murray, delivers an evening of insights, predictions & cocktails. Join us as he shares his experiences working for leading Nordic & Global brands on the future of Data Driven Marketing, B2B / B2C Communications, Insights and digital strategy.
Covered in this session:
> How personalisation is changing the way B2B communicate with their customers
> Content as your customers first purchase
> Using social to better inform your audience understanding
> Social as a service opportunity, and
> The Attention web.
Evolution of Mad Men: How Data and Technology Power Customer Experiences Mariam Giorgadze
The presentation aimed to present to non-marketing audience how the face of marketing has changed and is using data and technology to power entire customer journey and build business relationships that deliver value. It's the combination of multiple great sources and my personal work experience.
How to create a predictable social selling funnelMick Griffin
Today many brands are still cold calling, and cold mailing not because it's right, but because it's predictable. 1000 cold calls will get you 1 sale. Here i explain how social selling is also predictable and how you will get more sales from less work.
What is Employee Advocacy? | April 2016 Roundtable HighlightsKaryn Cooks, MNLM
Get up to speed on some of the basics around Employee Advocacy, with expert commentary from my panelists Julio Viskovich (rFactr), James Nickerson (Dynamic Signal), and Aubrey Littleton (Altimeter Group.) You'll find highlights from our April 2016 discussion here.
Social Media Week 2014: Modern Market Research Mashwork
Rethink everything you know about the consumer decision journey. SMG and Mashwork have executed several consumer decision journey studies together across automotive, technology and b2b spaces and draw on insight gleamed during this research to form the basis of this presentation. These studies map social conversation data against traditional purchase funnels (awareness, consideration, purchase, advocacy). The results are compelling, adding depth to each stage of the purchase journey while simultaneously shedding light on new targeting opportunities.
PRESENTERS: Kate Sirkin, EVP Global Research at Starcom Mediavest Group Stuart Schwartzapfel, CSO at Mashwork
Our panel of Nadia Vanderhoof, Laura Richeson, Theresa Campbell, and Christina Thomas discuss best practices for hosting a successful influencer event. To see all of our speakers for 2018, go to FloridaBlogCon.com.
The Scott King Show CMO and Growth Marketing PodcastScott King
The Scott King Show is my personal podcast project where I interview CMOs and growth marketers from all of the world. I cover a range of advanced marketing topics and invite guests to speak about their marketing experiences. https://thescottking.com
Today, millennials’ social media usage has a direct effect on brand visibility, awareness, and conversion rates because they are overwhelmingly relying on social media for their wants and needs. Luckily, there are numerous ways to help improve your brand’s marketing strategy to captivate millennial consumers. Learn how you can turn them into life-long users of your brand for decades to come. https://advdms.com/blog/millennials-and-social-media
Did you know that 68 % of companies admit they are struggling to generate leads?
As a result, they struggle to make sales, and they are overspending their budget in Marketing.
When it comes to running your marketing, there are a few key points that you need to take into consideration in order to make it work for your business. But, what if I told you that there are some tactics that can work practically for any business if done in the right way.
In this FREE webinar, I’m going to share with you some of the top tactics for lead generations that are going to bring you the best ROI and sales.
What will you learn?
Interesting Digital Marketing Stats
Some of the top lead generation tactics & real examples
Marketing Tactics VS Marketing Strategy
Key takeaways
Key action points
Nick Jones on CSR - fit for today and tomorrow at #PRFestPRFest
Nick Jones, formerly NO.10 and Visa Europe, came to #PRFest to talk about Corporate Social Responsibility. Not just a tick box exercise for corporates, but meaninful, relevant and adding value. It has to underline the value of the organisation. www.prfest.co.uk
The Socially Powered Enterprise (for #SM201)Eric Weaver
SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
Our panel of Nadia Vanderhoof, Laura Richeson, Theresa Campbell, and Christina Thomas discuss best practices for hosting a successful influencer event. To see all of our speakers for 2018, go to FloridaBlogCon.com.
The Scott King Show CMO and Growth Marketing PodcastScott King
The Scott King Show is my personal podcast project where I interview CMOs and growth marketers from all of the world. I cover a range of advanced marketing topics and invite guests to speak about their marketing experiences. https://thescottking.com
Today, millennials’ social media usage has a direct effect on brand visibility, awareness, and conversion rates because they are overwhelmingly relying on social media for their wants and needs. Luckily, there are numerous ways to help improve your brand’s marketing strategy to captivate millennial consumers. Learn how you can turn them into life-long users of your brand for decades to come. https://advdms.com/blog/millennials-and-social-media
Did you know that 68 % of companies admit they are struggling to generate leads?
As a result, they struggle to make sales, and they are overspending their budget in Marketing.
When it comes to running your marketing, there are a few key points that you need to take into consideration in order to make it work for your business. But, what if I told you that there are some tactics that can work practically for any business if done in the right way.
In this FREE webinar, I’m going to share with you some of the top tactics for lead generations that are going to bring you the best ROI and sales.
What will you learn?
Interesting Digital Marketing Stats
Some of the top lead generation tactics & real examples
Marketing Tactics VS Marketing Strategy
Key takeaways
Key action points
Nick Jones on CSR - fit for today and tomorrow at #PRFestPRFest
Nick Jones, formerly NO.10 and Visa Europe, came to #PRFest to talk about Corporate Social Responsibility. Not just a tick box exercise for corporates, but meaninful, relevant and adding value. It has to underline the value of the organisation. www.prfest.co.uk
The Socially Powered Enterprise (for #SM201)Eric Weaver
SEATTLE, WASHINGTON, USA - April 15, 2010 - Presentation for the Microsoft Social Media 201 Conference (#SM201) held in Redmond, WA. Audio track to follow within a week.
Why the Grocery Business Must Go SocialEric Weaver
EVENT: 2010 Canadian Council of Grocery Distributors Western Conference
DATE: 1/28/10
AUDIENCE: Food manufacturers, suppliers, distributors
SYNOPSIS: Many Canadians are online, yet many are a bit skeptical about putting too much personal information online. Many traditional marketers are unsure about the value of social marketing as a part of their marketing mix.
5 Tips on How to Be Profitable using Social Media MarketingRoel Manarang
My presentation for the GDI SEO Training Camp hosted by Glen Dimaandal Inc. Learn easy, effective and profitable social media marketing tips for your business to help you enhance your branding, PR, drive sales and leads, and more.
Full Post: http://roelmanarang.com/profitable-social-media-marketing-tips/
AUDIENCE: Food and beverage manufacturers and distributors, with a relatively low involvement in social media
EVENT: 2010 Canadian Council of Grocery Distributors Western Conference
DATE: 28-Jan-10
SPEAKER: Eric Weaver, Tribal DDB Vancouver
SYNOPSIS: This covers the "why" and "how" concerning social media for the grocery industry.
Marketing Strategies: Harness The Power of Today's Communication Tools - Mart...MartinCoAd
Presented by: Zan Martin, Martin & Co.; Holly Krozel, VP Martin & Company; Jeff Lee, Martin & Company -Digital Marketing Director; Stacey David, Host & Producer, Stacey David's GearZ; Chad Reynolds, Co-Owner Bangshift.com; Jeff Nasi, Senior Director, Digital & Integrated Sales at TEN AfterMarket Digital; Marla Moore, Marketing Director, Coker Tire; Luanne Brown - President etool developers.
In just a few short years, the landscape of marketing communication has made a seismic shift. Advertising, marketing and public relations have converged into a melting pot that respected marketing trend-setters are referring to as Content Marketing. This does not replace traditional print, television, social media or video marketing, but completes it.
Learn how to perfect your website and use it as a self publishing tool by directing your fans to every piece of information they want about your brand. Learn about how your super fans (brand ambassadors) impact your brand identity significantly - and instantaneously. A brand’s superfans - the people who talk about your product however they can- online, word of mouth, on their blogs and myriad communication avenues can become a powerful marketing tool. Learn how to harness it.
Research shows that companies with 'social CEOs' enjoy higher levels of trust, and people are more likely to buy their products. Learn how easy it is to become a social CEO and how to empower and engage your employees to use social to help build your firm's brand and become brand ambassadors.
Are You Listening To Your Customers? Engage Customers Like Never Before.SAP Asia Pacific
Social Media channels offer marketers a rich opportunity to really engage their customers like never before.
Sadly, customer engagement today has namely been oneway' with many marketers using Social Media as a Digital Megaphone to shout about their Brand and Products in the hope that someone will 'like' them and find their 'content' funny.
This presentation explores the challenges marketers face in effectively engaging todays digital natives, as well as the opportunities that Social Channels offer them in really being able to 'listen' to their customers and harness insights on what is influencing them so as to be able to craft content that is both contextual and relevant.
Marketing Playbook 2020 // The next marketing managerAdv Media Lab
La tecnologia e il comportamento dei “consumatori” si evolveranno in modo imprevedibile da qui ai prossimi 5 anni. Come reagirà il mondo del marketing?
The job of being a marketer in 2015 is undoubtedly more difficult than it was 20 years ago. The proliferation of channels, markets, and, importantly, incomes in emerging markets around the world, has made marketing a complex discipline.
Social media marketing as a newbie can be a bit tricky but we have compiled a few points from our expertise that can help you while you are starting out in Social media marketing. We have also made up checklist that you can use while doing the social media marketing
PRESENTED: 11/19/09 at the Vancouver Entrepreneur Meetup
AUDIENCE: Entrepreneurs, solo practitioners, marketers for startups; who are interested but not yet heavily involved in social media
This presentation covers:
- How culture shifts are forcing a shift in the marketing practice
- How entrepreneurs must approach their markets
- Some free tools for engaging with your customers
Keynote presentation s, m. l. xl. all sizes of data matter when you want to...Jayant Murty
This is a keynote delivered to C Suite audiences, Chief Digital officers and senior marketers across corporations to show how in the relentless pursuit of data lies the most innovative solutions to long standing problems in business and society at large
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.
Consumers Are Showrooming and Webrooming Your Business, Here's What That Mean...Md. Mehadi Hassan Bappy
The total presentation is based on two pdf and discusses two different scenarios of e-commerce and the digitalization of the online market system.
The first pdf is
Consumers Are Showrooming and Webrooming Your Business, Here's What That Means and What You Can Do About It
The second pdf is
How AI is Streamlining Marketing and Sales
The pdf are described with proper survey statistics and relevant examples.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
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.
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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
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.
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.
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
18. People ask me if their business should be embracing
social media
◼ And I say, I don’t know, is there more business near the
freeway?
WE KNOW WHAT HAPPENED
TO BUSINESSES THAT DIDN’T
THINK ABOUT THE FREEWAY
18
19. INJECT YOUR CUSTOMERS’ DESIRES, COCREATION AND FEEDBACK INTO THE ENTIRE
VALUE CHAIN
HR & TRAINING, INFRASTRUCTURE, IT
SUPPLY
CHAIN
OPS
SHIP &
DISTRIB
SALES,
MRKTG,
PR
CUST
CARE
19
21. YEARS WE’VE BEEN
APPROACHING THE
MARKET WITH AN
OUTBOUND MESSAGE
150
Marketers are following an
outbound methodology that has
existed for centuries. Because
for centuries…it worked.
21
23. When I was a kid, we had 3 channels that
shut down at midnight. We had one
newspaper. Work was over at 5pm. No info
overload. We could remember a tagline.
23
26. ORGANIC, SOCIALLY-JUST, SOY
HALF-CAFF, MOCHA FRAPPA WHATEV…
Monolithic messages no longer work in a world of a bajillion choices. We
can get anything we want, whenever, however. That expectation is set.
And you’ve likely seen how some people come completely unglued when
their Starbucks latte is made “wrong.”
26
27. THE CONSUMER IS NOW FIRMLY IN CONTROL
Time and attention are HUGE asks now. People are
time-starved and avoid your attention-getters. There’s
only one lever we can pull: TRUST.
We can also leverage consumer publishing,
which is, umm, more trusted than we are.
ORIGINAL VERSION: AGENT WILDFIRE
27
28. MARKETING OFTEN STUCK IN THE PAST
Those LED billboards that blind you at
night: when advertisers are willing to put
their offer above the safety of your family,
there’s a problem.
28
29. MARKETING OFTEN STUCK IN THE PAST
When airlines put ads on every
seatback or overhead bin so that you
can’t turn away, there’s a problem.
29
30. MARKETING OFTEN STUCK IN THE PAST
OMG, it’s Oprah’s last show! You find the link, click it...but instead you get 30
seconds of something you didn’t want. She looks like she’s happy she denied
you your show, doesn’t she? Marketing need trumps consumer desire.
30
31. 91%
OF PEOPLE GLOBALLY WILL BUY FROM
COMPANIES BASED ON TRUST
77%
PEOPLE WHO REFUSE TO BUY FROM COMPANIES
EDELMAN PR, 2009
THEY DISTRUST
31
32. GROWING REVENUE IS NOT ABOUT TAGLINES,
LOGOS, INTRUSION OR HANDWAVING. IT’S ABOUT
USING YOUR SOCIALLY POWERED MARKETING
EFFORTS TO GAIN TRUST.
FLICKR.COM/PHOTOS/POWERBOOKTRANCE
32
33. BRANDED SITE
EXTERNAL MKTG-MANAGED PRESENCE
EXTERNAL THIRD-PARTY SITE
Integrated Traditional/Social Marketing Mix
DOT-COM SITE
COMPANY BLOG (IP)
YOUTUBE CHANNEL:
STORYTELLING, IP
ONLINE SAMPLING
EXTERNAL BLOGS: IP, TIPS
OUTDOOR
PR
SAMPLING PGMS
RECIPES
COMMENTS
E-COMMERCE PARTNER
L O Y A L T Y
HELPFUL RESOURCES
AMAZON
S T O R Y T E L L I N G
P U R C H A S E
PRINT
N E E D
D E T E R M I N A T I O N
ONLINE
A W A R E N E S S
EVENTS
SEO
E V A L U A T I O N / C O
M P A R I S O N
Social touchpoints can help build trust,
thus propelling a customer through the
purchase funnel.
TOPICAL COMMUNITIES:
IP, HELPFUL TIPS
PRODUCT
LAUNCH
MICROSITE
TRADITIONAL MEDIA/PR
FACEBOOK
FAN PAGE
RETAIL
33
35. Use social media as a trust-builder to put
out reputational wildfires.
“THE BEST WEAPON AGAINST SOCIAL MEDIA FIRE IS SOCIAL
MEDIA WATER.” – Ramon DeLeon, Domino’s Pizza
35
39. Prior to the 2010 CES, Kodak CMO
Jeffrey Hayzlett asked consumers to
name a new camera over Twitter. The
winner(s) would win a trip to Vegas
and help him launch it.
“I COULD HAVE JUST NAMED THIS THING THE VX150
OR ZI8. BUT I THOUGHT THAT THE PEOPLE WHO
BUY THE PRODUCT SHOULD COME UP WITH
SOMETHING MEANINGFUL TO THEM.” – JEFFREY
HAYZLETT,CMO, KODAK
39
44. $15K ON DIRECT MAIL = 200 NEW CUSTOMERS
$7,500 ON OUTDOOR = 300 NEW CUSTOMERS
$0 ON TWITTER = 1800 NEW CUSTOMERS
BUSINESS GROWTH: $4MM -> $50MM IN 3 YRS
44
50. STILL SKEPTICAL?
Many baby boomers are skeptical of the efficacy of social efforts because
we were trained to be guarded—and proper—in our business dealings.
PHOTO: FLICKR.COM/PHOTOS/YUGENRO
50
51. BOOMERS
All about propriety. We were trained in formalities, taught to never
offend. Oversharing is “weak.” Guarded = safe. And your suit & tie is
a sign of trustworthiness.
GENS X&Y
All about affinity. Formalities are ignored, sharing means being
found, and they grew up with Google. Your suit & tie = untrustworthy.
2010
THE YEAR MILLENIALS WILL SURPASS BOOMERS
IN THE WORKFORCE
PHOTO: FLICKR.COM/PHOTOS/KATINALYNN
51
52. This can feel like an “add-on” for overworked marketers. But consider the
designers who refused to convert to Mac. The CFOs who asked why we
needed internet email. The marketers who balked at hiring programmers.
Think substitution, not addition. Marketing energy vs. spend.
“BUT I DON’T HAVE TIME
FOR ONE MORE THING.”
Computer-based
graphic design, 1986
Email marketing, 1996
Web marketing, 1997
52
89. FIND WAYS TO INTERNALIZE
CUSTOMER ENGAGEMENT
FISH WHERE THE FISH ARE
FOCUS ON MARKETING
ENERGY, NOT MARKETING
SPEND
89
90. WHEN CONTENT IS ENGAGING,
IT CAN BE SHARED, TRUSTED
AND CREATE INFLUENCE
RESPECT TIME STARVATION
GIVE YOURSELF TIME
TRUST DRIVES TRANSACTIONS,
REPUTATION DRIVES REVENUE
90