Our Nov 7 2012 webinar. Jason Cormier of Room 214 presented How We Boosted TCBY Engagement by 398%. Natalie Petouhoff presented Brand Engagement and Content Performance. Brian Carter presented Answers to Frequent Questions About Content Marketing. How big data empowers better performance, and how critical interaction is to Social Media ROI.
How Meality achieved 2000% fan growth and 3% CTR increase with Big Data Combi...Infini Graph
Content has become the "Key Stone" to building a solid digital strategy. Not just social but overall marketing strategy. At JUMP 2013 held by eConsultancy Jan 30th in NY Troy Alan Dir of Marketing at Me-Ality and Chase McMichael CEO and Co-Founder InfiniGraph talk on how big data insights and marketing intelligence can grow and increase engagement with your fan base. See how 3.3 CTR and 2000% growth can be achieved as well as using trending content Hypercuration filtered on Photos amplifies your Pinterest with 50% consecutive growth. See video here http://youtu.be/e49QZD14EcQ Also see Fashion/Apparel analysis http://bit.ly/WjYpma and Fashion Women http://bit.ly/Yw1zna used in this presentation
Danette Gossett @MarketngTidbits
Successful brands are organized for #contentmarketing and social @ChaseMcMichael #cometoJUMP
Aneta Hall @anetah
TY to my fav #cometojump speakers: @jimsterne @ChaseMcMichael @TejP @jeffreyaallen @PaullYoung @JeffRagovin Bernice @pranavyadav
Margaret Molloy @MargaretMolloy
Intrigued by #InfiniGraph as content curation tool @ChaseMcMichael #cometoJUMP
Margaret Molloy @MargaretMolloy
Successful brands are organized for #contentmarketing and social @ChaseMcMichael #cometoJUMP
Alisha Outridge @AlishaOutridge
Facebook is an interest graph. Twitter is a conversation graph #ComeToJump
11 Content Marketing Predictions for 2015Nextpoint
Though content marketing is maturing as an industry, 2015 is likely to see some wild new trends. Our content thought leaders dish on everything that lies ahead this year, from futuristic concepts like "smart content" and wearables to throwbacks like custom print magazines.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
Learn inbound marketing from Ingenex CEO and LA2M founder Derek Mehraban. Mehraban offers his expertise on the development and management of an inbound marketing strategy in business advertising, as well as the many benefits it offers to business growth and company sales.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-word-year
Last week I presented on a NewsCred webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.
I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.
I used some stats and research and graphs to show that content marketing is all the marketing that's left. And my focus for the future of content marketing was for brands to be:
Informative
Visual
Shareable (and snackable, consumable, digestible, and always-on)
Entertaining
But I don't think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!
So check out the presentation above
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
How Meality achieved 2000% fan growth and 3% CTR increase with Big Data Combi...Infini Graph
Content has become the "Key Stone" to building a solid digital strategy. Not just social but overall marketing strategy. At JUMP 2013 held by eConsultancy Jan 30th in NY Troy Alan Dir of Marketing at Me-Ality and Chase McMichael CEO and Co-Founder InfiniGraph talk on how big data insights and marketing intelligence can grow and increase engagement with your fan base. See how 3.3 CTR and 2000% growth can be achieved as well as using trending content Hypercuration filtered on Photos amplifies your Pinterest with 50% consecutive growth. See video here http://youtu.be/e49QZD14EcQ Also see Fashion/Apparel analysis http://bit.ly/WjYpma and Fashion Women http://bit.ly/Yw1zna used in this presentation
Danette Gossett @MarketngTidbits
Successful brands are organized for #contentmarketing and social @ChaseMcMichael #cometoJUMP
Aneta Hall @anetah
TY to my fav #cometojump speakers: @jimsterne @ChaseMcMichael @TejP @jeffreyaallen @PaullYoung @JeffRagovin Bernice @pranavyadav
Margaret Molloy @MargaretMolloy
Intrigued by #InfiniGraph as content curation tool @ChaseMcMichael #cometoJUMP
Margaret Molloy @MargaretMolloy
Successful brands are organized for #contentmarketing and social @ChaseMcMichael #cometoJUMP
Alisha Outridge @AlishaOutridge
Facebook is an interest graph. Twitter is a conversation graph #ComeToJump
11 Content Marketing Predictions for 2015Nextpoint
Though content marketing is maturing as an industry, 2015 is likely to see some wild new trends. Our content thought leaders dish on everything that lies ahead this year, from futuristic concepts like "smart content" and wearables to throwbacks like custom print magazines.
Content Strategy is Not Content MarketingRich Schwerin
While content strategy and content marketing are two different practices, both are integral for success. In this short deck, prepared for the San Mateo B2B Bloggers Meetup, I outline some of the differences and similarities between content strategy and content marketing, shine a spotlight on mavens Kristina Halvorson and Joe Pulizzi, and recommend next steps.
Learn inbound marketing from Ingenex CEO and LA2M founder Derek Mehraban. Mehraban offers his expertise on the development and management of an inbound marketing strategy in business advertising, as well as the many benefits it offers to business growth and company sales.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-word-year
Last week I presented on a NewsCred webinar on the future of content marketing. I talked about how marketing has always used great storytelling to connect with people.
I talked about how we are becoming a much more visual society, scanning information for the details we need in less than a second.
I used some stats and research and graphs to show that content marketing is all the marketing that's left. And my focus for the future of content marketing was for brands to be:
Informative
Visual
Shareable (and snackable, consumable, digestible, and always-on)
Entertaining
But I don't think any of these should be content marketing word of the year! I just know that your audience wants stories, not ads. And I hope to help you give it them!
So check out the presentation above
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
The frameworks in this document are probably most helpful for those who are already familiar with or practice content strategy. They also represent the ones we particularly like and use the most here at KBS. We hope you find them useful.
In this presentation, I have explained the various KPIs for Content Marketing. You can use these KPIs for accessing the effectiveness of Content Marketing Campaigns within your organisation.
Digital marketing fundamentals for new business owners presented in Charleston, S.C. for SCORE. Covering content marketing strategy, SEO, blogging, and pay per click advertising.
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.
You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition
And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Part Two of my presentation series for the Inbound E-marketing class I teach at Carroll Community College.
Key Topics:
- Getting Started with a Content Marketing Plan
- Executing Your Content Marketing Plan
- Achieving Long-term Success
Managing a Growing Social Media Strategy - APACSysomos
As social media becomes more engrained in your business, a solid social strategy can be complicated. How can you keep up with what works best in today’s constantly changing environment? How do you connect your regions and teams to gain visibility across paid media campaigns on social?
Social media channels have grown beyond Facebook, Instagram and YouTube. Channels such as WeChat and Weibo have different tactics and best practices that your teams based in the United States and Europe want visibility into.
View this presentation to learn tips from the pros on growing your social media strategy. We’ll cover 10 tips that successful brands follow, and explore best practices for taking social media to the next level as your social footprint grows.
Join us on this webinar where we discuss the new improvements made to our real-time social research tool MAP. We show off our brand new user interface and new software features.
Learn how to:
Easily customize your data reports with the ability to create a dashboard.
Get minute-by-minute analysis of spikes and dips in chatter with time-based search.
Run analytics against shortened URLs
Please enjoy!
In this presentation, I have explained why you should create a news section of your industry and have a specific dedicated section of your website for the same. I have also explained how it will help your brand grow and rank higher in SERP.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
In this presentation, I have explained the various KPIs for Content Marketing. You can use these KPIs for accessing the effectiveness of Content Marketing Campaigns within your organisation.
Digital marketing fundamentals for new business owners presented in Charleston, S.C. for SCORE. Covering content marketing strategy, SEO, blogging, and pay per click advertising.
Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more.
You will learn:
- How to execute and promote an effective content marketing campaign
- Marketing strategies for specific types of content Software tools you can leverage for content marketing
- Where to get the scoop on your competition
And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.
http://www.b2bmarketinginsider.com/content-marketing/content-marketing-that-converts
How Do You Create Content Marketing That Converts?
There’s been a fundamental shift in the way marketers and customers create, consume, and share content. Every day, billions of photos are uploaded, tweets are posted, snapchats are sent, and pieces of content are shared.
As marketers, we need to consider how our customers are consuming content and where, when, and how to engage them.
A content marketing strategy should be designed to engage your audience throughout the buyer’s journey. Producing relevant content for each lifecycle stage and delivering it at the right time and place is crucial to successful content marketing.
Part Two of my presentation series for the Inbound E-marketing class I teach at Carroll Community College.
Key Topics:
- Getting Started with a Content Marketing Plan
- Executing Your Content Marketing Plan
- Achieving Long-term Success
Managing a Growing Social Media Strategy - APACSysomos
As social media becomes more engrained in your business, a solid social strategy can be complicated. How can you keep up with what works best in today’s constantly changing environment? How do you connect your regions and teams to gain visibility across paid media campaigns on social?
Social media channels have grown beyond Facebook, Instagram and YouTube. Channels such as WeChat and Weibo have different tactics and best practices that your teams based in the United States and Europe want visibility into.
View this presentation to learn tips from the pros on growing your social media strategy. We’ll cover 10 tips that successful brands follow, and explore best practices for taking social media to the next level as your social footprint grows.
Join us on this webinar where we discuss the new improvements made to our real-time social research tool MAP. We show off our brand new user interface and new software features.
Learn how to:
Easily customize your data reports with the ability to create a dashboard.
Get minute-by-minute analysis of spikes and dips in chatter with time-based search.
Run analytics against shortened URLs
Please enjoy!
In this presentation, I have explained why you should create a news section of your industry and have a specific dedicated section of your website for the same. I have also explained how it will help your brand grow and rank higher in SERP.
Unpredictable algorithm shifts. Falling reach and lower engagement rates. Growing consumer mistrust from fake news and data breaches.
Despite woes like these, people still use social media platforms – and marketers are still drawn to their relationship-building powers. In fact, in 2019 research from Content Marketing Institute and MarketingProfs, 61% of B2B marketers and 69% of B2C marketers say they’ve increased their use of social media for content marketing compared with one year ago.
However, navigating the social media landscape is like entering a dark forest without a map. If you aren’t familiar with the terrain and don’t have a solid plan, you can’t expect to reach your destination, let alone make it out of the woods unscathed.
This guide is full of tools that will help you find the best path to success, from planning your social media explorations, to growing legions of brand fans, to engaging them in meaningful ways.
We’ll cover the top content marketing opportunities in the social sphere, including:
- Landmark locations like Facebook, Twitter, and LinkedIn
- Video viewing-centric channels like YouTube and Twitch
- Streaming media sites like Snapchat Stories and Instagram Stories
- Emerging social platforms like Vero True Social and WeGather Online
Social Media Synergy Group - Session #1 - Presented by Ira Kaufman
There is a social media revolution going on and you can join in or watch as your competitors do. For successful results in social media you need an integrated media marketing strategy.
Title: Brand Matters
In this 60 minute intro session, you will learn a general overview of how to create, launch and maintain your brand and why your brand awareness affects how much capital you will get.
- Why your brand matters and how it impacts your success
- Creating & defining your brand
- Launching your brand publicly
- How to build your brand on social networks such as Twitter, Facebook, & Linkedin
In following sessions we will dive deeper into each social network and discuss how to make the most of each social platform.
Facebook Marketing Webinar with Michael LeanderMichael Leander
Presentation from a Markedu webinar about Facebook Marketing.
In the presentation Michael Leander gives his advice on different aspects of Facebook marketing. From getting started to measuring results.
Social Media: How to Build Brands, Find Followers and Attract Fans (PR News B...Sandra Fathi
Presentation at PR News Boot Camp in Washington DC on November 29th, 2012. How brands big and small use social media to reach millions, listening and engagement, tools of the trade, best practices and case studies, dos and dont's.
San Diego AMA Content Marketing Series 1: PersonasAMASanDiego
Learn how leading companies like IBM and Mitchell use data to create and manage agile personas that are relevant, drive content, and deliver marketing results. Jacques Pavlenyi (Senior Portfolio Manager at IBM, Program Director – Social Collaboration Software Marketing) and Sandra Piccillo (Senior Marketing Manager at Mitchell International) will provide a primer on persona creation and content marketing. They'll share their strategies for:
Creating a culture that values personas to save time and optimize budget
Developing “living” personas that maintain their relevance over time
Connecting personas with relevant content to maximize ROI
Writing actionable content for your personas
- See more at: http://sdama.org/events/content-marketing-series-1-brand-personas/
Beyond Cats: The basics of successful content marketingDeirdre Walsh
It's no secret that cats rule the internet; however, not every web asset can leverage these cyber stars. This presentation shares the 6 steps needed to build and optimize a successful content marketing program.
The New World Of Digital, Content And Social Media Marketing And The Relevanc...Midas Touch Consultants
This is an introductory session outlining the reasons manufacturing or B2B services organizations should consider for diving into the digital, content or social world. It identifies some of the popular channels and various content options to consider. There is then, an exploration of how B2B Sales has changed with the influence of social media.
Artificial Intelligence: What are the different ways AI is going to transform the device-based experience for consumers?
How do you stay ahead of where AI is headed?
How should AI be leveraged to enhance brand trust, improve engagement and help consumers get jobs to be done in a way that is valued by consumers?
How can AI be employed to create better personal performance for individuals?
Visual Hypercuration InfiniGraph Capabilities 2013 The Content HubInfini Graph
Visual Hypercuratio™ is like an Owned Media Buzzfeed for brands. Content Hubs bring together InfiniGraph's Hypercuration™ with dynamic real-time visual content display on your ecom or blog site going from boring to exciting. Visual Hypercuration™ gives your consumers a reason to share at the same time unique high quality editorial on the same page is the juice Google requires to rank high. Now you have something to keep the customer coming back for more.
When Big Data and Predictive Analytics Collide: Visual Magic HappensInfini Graph
Big data is useless data unless you have a way to handle and perform meaningful analysis that drives a business outcome. Data visualization has transformed complex data sets into patterns now being used to constructed predictive models. In the massive exploding world of social data and content engagement the need for intelligent data mining and pattern prediction is required to realize data driving marketing. In this presentation, we will explore techniques, key takeaways and examples behind this fast growing market of predictive analysis.
Moneyball of Big Data and Real Time Insights are Changing EverthingInfini Graph
Passive Insights and delayed marketing are dead. Customers are demanding more engagement like no tomorrow and brands are unable to keep up with lack luster analytic and self monitoring tools based on 5 year ago technology. A new way of looking at the content consumption, connection graph, consumer engagement and performance measurement is needed. "Moneyball of Marketing" explains how a data driven approach to organic search can bring in net new customers. We're in the age of real-time trends and insights and response marketing is here. The brands that know what works what consumers engage with and have a grasp of industry behavioral insights are winning the game. Presentation at the BigDataCloud Today conf Jun 7th at the amazing Computer History Museum in Mt View .
Big Data Intelligence for Exceptional Engagement PerformanceInfini Graph
InfiniGraph is a cloud-based big data analytics platform that gives brands greater insight and competitive advantages in their date-driving marketing, customer engagement and e-commerce. InfiniGraph has “weaponized” the content calendar for marketers and can be described as a Buzzfeed for brands leverage the Content Hub to increase engagement performance. This is accomplished by analyzing and curating massive social media content (e.g., Facebook, Twitter, Instagram, YouTube etc.) and correlating it to meaningful industry, brand and consumer trends. InfiniGraph’s approach is radically different: using crowd-sourcing social intent and behavior (based on content interaction), it has organized a per-industry structure. This organization drives context, enabling the measurement of trends on over 250,000 brand sites, looking at trillions of consumer actions. See the Content Hubs in action here http://bit.ly/Content_Hub
InfiniGraph Capabilities and 2.8 ReleaseInfini Graph
InfiniGraph Capabilities and 2.8 Release Webinar see video here http://bit.ly/137jp3F See the 8 Ways Brands Use Content Engagement To Drive Strategy and post here http://bit.ly/UCT6kM
InfiniGraph is strategic and interactive intelligence that accelerates customer engagement (likes, shares, retweets, clicks and comments) with brand content, enhances search ads, and extends your social reach in unprecedented ways - all within your own display media and marketing campaigns.
Real Time Trends in Ads - Creating Intelligent Social Ads Infini Graph
"InfiniGraph uses social behavior to show you which content will drive the most engagement in your ads."
What your going to Get?
How to increase content engagement?
- InfiniGraph/Flite Ad Component
ads/apps/landing pages/websites
What’s Trending Content?
- Hypecuration what's relevant
- Most relevant content based on crowd action
How to create a Social Ad in real time
Intelligent Trending Content scales Engagement within Social Display AdsInfini Graph
InfiniGraph’s social rank algorithms, combined with intelligent content sourcing provides clients 30+% increase in engagement, We're the curation masters and make you the smartest person in the room on what's trending in your business.
Optimizing Social Media: Making Real-Time Decisions on Real-Time DataInfini Graph
Social media, with its nebulous, random activity, also gives marketers a lot of real-time intelligence about where their market – or potential market – is, and what they are talking about. This has led to the new specialty of social media optimization, which leverages all this data so that marketers can make the most of social media. This session will look at methods for optimizing – from posting when a target market is most responsive to technologies that target potential fans or followers.
Case Study: NBC Uses Trending Content to Increase Engagement
Dan Woolsey (NBC News) and Chase McMichael (Infinigraph)
We all know that consumer behaviour is the best barometer to what's relevant. Actions equal intent, right? In this insightful session well hear how NBCUniversal used social intelligence on trending content to drive more engagement on Facebook, Twitter and on adverts. Their smart approach to content optimisation led to direct, measurable ROI.
InfiniGraph enable brands a smarter, faster and more intelligent way harness consumer social behavior creating the world’s smartest interest graphs for Facebook Ad Buys, Content Optimization and Intelligent Media Planning. Drive real Social ROI see 5X to 10x lift of your existing ad buys and content feeding engagement.
How to Maximize Engagement from Facebook AdsInfini Graph
Facebook sold $1.86 billion in ads in 2010, about 60% or $1.12 billion of which was self-serve, meaning advertisers bought directly using Facebook's targeting tools. Using crowdsourced social Intelligence can help improve CTR, reduce the cost-per-Like and increase consumer conversation. In this presentation Chase will show 5 key areas on how to maximize your Facebook engagement and share results on how Golden Spoon have achieved ongoing social success with their customers.
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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VAT Registration Outlined In UAE: Benefits and Requirementsuae taxgpt
Vat Registration is a legal obligation for businesses meeting the threshold requirement, helping companies avoid fines and ramifications. Contact now!
https://viralsocialtrends.com/vat-registration-outlined-in-uae/
Helen Lubchak: Тренди в управлінні проєктами та miltech (UA)
How TCBY Got 398% More Engagement With Data-Based Content Marketing
1. WEBINAR AGENDA
Introduction
How We Boosted TCBY Engagement By 398%
Jason Cormier, Room214
@jasoncormier
Brand Engagement & Content Performance
Natalie Petouhoff, Ph.D., Lecturer at UCLA
Author of Like My Stuff
@drnatalie
Frequent Questions About Content Marketing
Brian Carter, Author of The Like Economy
VP Customer Success, InfiniGraph
@briancarter
Additional Q&A
3. Contents
• The Digital Path to Success
(Big Picture)
• TCBY Case Study
• How TCBY achieved 398%
Increase in Brand Engagement
@jasoncormier | jcormier@room214.com
4. The Digital Path to Success Model
A repeatable process for optimization on:
– Research, analysis and strategy
– Content planning, creation and curation
– Segmentation, activation and acquisition
– Campaign creation and community management
@jasoncormier | jcormier@room214.com
5.
6.
7. 3 Steps to Research that Informs
Strategy
STEP 3: SHAPE CONTENT STRATEGY FROM ANALYSIS
- Brainstorming with consideration of how new data identifies
opportunities aligned with goals and objectives. Begin considering
content assets to support ideas and actions to follow
7
13. Interests Lead To Relevant Content Sources
• Extracting long tail
interests provides insights
on what consumers are
into
• Sources indicate relevant
content
• What trends verifies what
works
• Social targeting is based
on interests directly linked
to brand preferences
@jasoncormier | jcormier@room214.com
14. Industry Performance by Hour (Aggregated)
Insight: Taking it one step further and looking at time of day, Fro-yo fans are more
likely engage with their favorite brands around lunch hour, and then again in the
evenings, before and during dinner time.
* Times in Central Standard Time, CST
@jasoncormier | jcormier@room214.com
17. Take-aways:
• Content strategy is driven based
on crowd interactions
• Understand what content works
facilitates validation
• Consumer Interests is best for
targeting in social
• Content calendar must leverage
industry data
• Curation lifts overall post
engagement
Paid, Earned and Owned Media planning and execution
requires Content Intelligence.
@jasoncormier | jcormier@room214.com
18. Natalie Petouhoff, Ph.D.
Lecturer at UCLA
Author of Like My Stuff
Brand Engagement & Content Performance
19. Before Social Media:
Brands Strategies were defined by their
• Logo, font & color palette
• Static emblems
• Websites were online brochures
• Push key messages
@drnatalie
23. Those Social Digital Experiences
are made up of
People Interacting With Content
@drnatalie
24. With >3.5 Billion pieces of content
are Shared / Week
How can Marketer’s make sense of all this?
@drnatalie
25. Key Question:
How am I transitioning from a
static brand to a dynamic brand?
– Strategic Questions
– Am I effectively deploying my marketing spend?
• What are my competitors doing?
• Is my engagement better or worse than my competitors?
• What can I learn from my competitors?
• Is my content marketing a competitive differentiator?
– Do I know how to use real-time data to make these decisions?
– Are my expenditures being wasted or are they highly effective,
compared to competitors?
–Tactical Questions
• Am I creating enough of the right type of content?
• Am I releasing content on the right days and times of a day?
• What channels does my content perform better on?
26. Need a Strategy for Digital Marketing
UCLA Anderson Course Social Media Success
Step 6: Aligning Politics
Step 3: Finding Your & the Organization
Audience
Step 2: Creating a Step 5: Designing
Measurement Practice Galvanizing Interactions
Step 1: Gathering The Step 4: Creating
Right Insights Engaging Content
@drnatalie 26
29. The value of posting so much content
or that “social currency” is…
– Increase positive sentiment
– Increase share of voice
– Increase
awareness, interest, consideratio
n, intent
– Increase lead conversions rates
& sales
– Loyalty, brand advocacy &
referrals
@drnatalie
30. To make the transition from
Static Message Push
to
Dynamic Brand Conversation
Marketer’s need data to get answers for these…
– Strategic Questions
– Am I effectively deploying my marketing spend?
• What are my competitors doing?
• Is my engagement better or worse than my competitors?
• What can I learn from my competitors?
• Is my content marketing a competitive differentiator?
– Do I know how to use real-time data to make these decisions?
– Are my expenditures being wasted or are they highly effective, compared to
competitors?
– Tactical Questions
• Am I creating enough of the right type of content?
• Am I releasing content on the right days and times of a day?
• What channels does my content perform better on?
31. Isn't it worth
knowing what is
relevant to your
audience?
@drnatalie
32. What you need is competitive intelligence data
– It has evolved
– Was keyword-based monitoring & listening
– Now it’s Interest Graph-based
• Based on context of consumers collective actions
@drnatalie
33. Marketer’s are
flying blind
without this
interest graph data
But they don’t have to…
@drnatalie
34. New Industry Reports
provide…
Instant data at finger tips to evaluate &
compare to competitors:
• Change / improve strategy
• Drive tactical outcomes
– Brand Engagement
– Content
– Best type of content to create
– When to post the content:
better editorial calendaring
– Optimal channels to post in
– Ad Targeting Optimization
35. Benefit of using the New Industry Reports:
>30% increase engagement & content performance
By studying and applying the insights:
• Illuminate trends
• Uncover content-oriented
tactics
• Ensure content marketing
campaigns
• Emotional impact with
TCBY saw a consumers
398% increase • Achieve higher
engagement
Allows Marketer’s to make better and the right decisions
36. For marketer’s using Facebook
as part of their marketing funnel
Facebook’s EdgeRank Formula
Facebook’s
Edgerank Causes
Funnel Collapse
How?
• Edgerank is a filter
• Average Fan page only reaches
16-17% of fans
• PageLever data: Pages with
millions of fans reach <3% of
their fans
http://mysocialmediamatters.com/wp-content/uploads/2012/06/facebook-edgerank.jpg
37. You don’t have to be a rocket scientist
to understand…
The Bottom-line…
• If you are using Facebook for
Marketing
• EdgeRank filters content—
• So most of your fans never see
your content
• Making the affective number of
people in your marketing
funnel much smaller
http://beyondbridges.net/wp-content/uploads/2012/10/EDGERANK.png
39. Tactical:
Know what content -- to post when
Make better
decisions about
what content
to create
& when to post
40. Strategic and Tactical:
Content Marketing Calendar
for optimal engagement and
business results
Type Mon Tues Wed Thurs Fri Sat Sun
optional 10 optional optional 20 15
Status trending
posts
optional 25 optional optional 40 30
optional optional optional 12 optional
Link trending trending
posts posts
optional optional optional 20 optional
Post allocations over a 4-week period
7 14 repost 14
Photo trending
posts
15 20 repost 20
8 repost repost trending 6
Video
8 repost repost trending 6
41. Brian Carter
Author of The Like Economy, Facebook
Marketing and LinkedIn For Business
Frequent Questions About Budgeting, Planning,
Competitors & Real-Time Data
42. Decision-Making Data
Am I effectively deploying my marketing spend?
TV Advertising: Nielsen Social Media: InfiniGraph
@briancarter | brian.carter@infinigraph.com
43. Industry Insight
• What is the
industry doing?
• Am I getting
better results
than my
competitors?
@briancarter | brian.carter@infinigraph.com
44. Competitive Focus
Are your expenditures being wasted or are they highly effective
compared to your competitors?
You You Competitor
# of Fans # of Fans
Reach & Awareness Reach & Awareness
Engagement Engagement
Clicks to Clicks to
Website Website
Conversions Conversions
@briancarter | brian.carter@infinigraph.com
47. Facebook Funnel
How much of my social media converts?
1,000,000 fans
120,000 reach per post Visible to
12% of
fans
600 interactions or
web visitors per 0.5%
post Interact
60 leads
10%
per post
become
leads
48. Funnel Collapse Syndrome
Why do you think engagement is so critical to bottom-line revenue?
1,000,000 fans 1,000,000 fans
Visible to Visible to 30,000
120,000 reach per post 12% of 3% of reach per
fans fans post
600 150 interactions
interactions or 0.5% or web visitors
web visitors Interact per post
per post
60 leads 10%
per post
become 15 leads
leads per post
49. Competitive Focus
How do we use social media indicators to judge competitiveness?
You You Competitor
Reach & Awareness Reach & Awareness
Engagement Engagement
Clicks to Website Clicks to Website
Conversions Conversions
50. Things that make you go, hmmm
• EdgeRank gives greater exposure (reach) to more
engaging and interesting posts
– Boring posts decrease your reach and hurt your
bottom line
• SM is supposed to drive people through your
marketing funnel
– If nothing is getting through your funnel, all your
effort is wasted
– Promoted posts will cost you $60,000 a week
• The solution is more interesting posts
53. Real-Time Data
How do we keep up in an ever-changing social media landscape?
• Update your reports
monthly
• Look at hypercuration
of competitors daily
• Watch for new
ideas, new trends and
new competition
54. Wrap-Up & Takeaways
• Register
• Search for your
brand
• Request a
Competitive
Brand
Intelligence
• Look at the free
Industry
Reports
• Onboarding
process, easy,
fast
56. UPCOMING WEBINARS
• Creating More Likeable Content
• Which Brands Are Stealing Your Fans?
• The Performance Focused Content Calendar
Editor's Notes
Welcome to the webinar- we’re all really excited to share some valuable and actionable information with you today. And I guarantee you this is the cutting edge of social media marketing. If you absorb this webinar today and take action on it, you’re going to be a couple years ahead of most of your competition. We’ll start with Jason Cormier of Room 214 and how they boosted engagement for TCBY by 398% - then Dr. Natalie Petouhoff will take us through the strategic level of Brand Engagement & Content Performance. Finally, I’ll answer some of the most frequent questions we get at InfiniGraph about Content Marketing. We’ll also have time at the end for your questions, so feel free to enter them during the webinar itself. Let’s get started. Jason, it’s all yours.
@jasoncormier jcormier@room214.com
Before Social Media:Brands Strategies were defined by theirLogo, font & color paletteStatic emblemsWebsites were Online BrochuresAnd they used these to Push key messages
Social media is driving a new wave of brand buildling
Brands are social experiences
And brands are digital experiences
With >3.5 Billion pieces of content are Shared / WeekHow can Marketer’s make sense of all this?
Key Question:How am I transitioning from a static brand to a dynamic brand?Strategic QuestionsAm I effectively deploying my marketing spend?What are my competitors doing?Is my engagement better or worse than my competitors?What can I learn from my competitors?Is my content marketing a competitive differentiator?Do I know how to use real-time data to make these decisions?Are my expenditures being wasted or are they highly effective, compared to competitors?Tactical QuestionsAm I creating enough of the right type of content?Am I releasing content on the right days and times of a day?What channels does my content perform better on
So if Marketers are in the business of making emotional connections in a constantly evolving ecosystem
And there is VALUE in SOCIAL INTERACTIONS
The Value in posting so much contentor that social currency isWhich we typically measure by Increase positive sentimentIncrease share of voice Increase awareness, interest, consideration, intentIncrease lead conversions rates & salesLoyalty, brand advocacy & referrals
To make the transition from Static Message Push to Dynamic Brand ConversationMarketer’s need data to get answers for these strategic and tactical questions we looked at earlier…
If you were hear in room with me and I asked any of you this question- I know that you would say- yes, it is worth knowing what is relevant to my audience
What you need is competitive intelligence dataIt has evolvedWas keyword-based monitoring & listeningNow it’s Interest Graph-basedBased on context of consumers collective actionsMarketer’s are flying blind without interest graph data
Marketer’s are flying blind without interest graph dataBut you don’t have to
New Industry reports provide this data Instant data at marketer’s finger tips to evaluate & compare to competitors:Change / improve strategyDrive Tactical outcomesBrand EngagementContentBest type of content to createWhen to post the content: better editorial calendaring Optimal channels to post inAd Targeting Optimization
The benefit of using the New Industry reports:Did I mention they are free?Clients typically see a >30% increase engagement and content performance by studying and applying the insights:These reportsIlluminate trendsUncover content-oriented tacticsEnsure that content marketing campaigns Have more emotional impact with consumers Achieve higher degrees of engagementAnd note- as Jason showed us earlier, TCBY saw a 398% increaseThis data allows Marketer’s to make better and the right decisions
And that data is especially important for marketer’s using facebook as part of their marketing funnelFacebook’s edgerank essentially collapses the marketing funnelHow?edgerank is really a filterthe average Fan page only reaches 16-17% of its fans. PageLever data shows pages with millions of fansreach as few as 3% of their fans
You don’t have to be a rocket scientistto understand…That the Bottom-line is…If you are using Facebook for MarketingEdgeRank filters content—So most of your fans never see your contentMaking the affective number of people in your marketing funnel much smaller
So what you need is data to make Strategic: decisionsLike creating real-time intelligence about customers, competitors and engagementCreate aNew and the right content and engagement plan
And you’ll have Tactical intelligence to Know what content -- to post When
And be able to create a strategic Content Marketing Calendar for optimal engagement andbusiness resultsWhat this represents is what type of content to postYou’ll see those blue boxes that say repostBrian is going to show us more about Edgerank and why your content is not getting seen and that you will need to repost and this data tells you when the best time to repost is – so you get the most engagement
Am I effectively deploying my marketing spend?For a TV buy who get Nielsen data. For social media, where is your data?In the first box, what other brands are your fans interacting with, and in the second, who are some key Twitter influencers.
What is the industry doing? CBIAm I doing it better than my competitors? CBI
Are my expenditures being wasted or are they highly effective compared to competitors.You won’t have competitors’ conversion data so you can only compare reach and engagement. Click data is only publicly availablefor those who use bit.ly.
Only 1% of your fans ever go back to your actual page or timeline, and only 16% of fans see the average page’s posts.
That means 83% of your fans, or more, don’t see your posts. This is the most common limit on Facebook ROI.
Here’s how the funnel goes normally- from awareness and fans to reach to engagement to conversions. Naturally, the numbers get smaller as we get toward the goal.
Here’s how the bottom of the funnel collapses if you don’t get reach at the top. If you have a million fans, why are there only a few hundred people interacting with your posts?
Whoever is getting the most interactions is probably also getting the most reach and awareness. And the one with the most interactions is also getting the most sales and leads. We know you can have all kinds of problems with websites and backends but if you fix those, and if your interactions come from posts that are relevant to your product, interactions should be a good indicator of your financial health. Even with brands that aren’t selling in social media, a good social media program should reflect the passion of your customers- e.g. even if Coca Cola isn’t using Facebook to sell more Coke, we should see people’s love of Coke in the engagement on their Facebook page.
Now look specifically at what kind of social media posts are getting the biggest results.
Everything you learn about the best content types and best days to post leads you to create a data-driven content calendar that will get you the greatest possible social media engagement for your brand.
We know that everyone is busy and a learning curve can become an impasse. Our tools are some of the easiest to learn and we devote some of our best and brightest social media strategies to training and brainstorming with our clients- we’ll help you set-up and interpret your competitive data and even help formulate social strategy and content marketing plans.