This document discusses the evolution of digital marketing agencies and content strategies. It notes that agencies have evolved from focusing solely on creative or media to integrated models. It also discusses how digital content and consumer/marketer behaviors have changed, requiring different content strategies like campaigns rather than constant posting. Several platforms are mentioned as important for engagement, like Instagram, and tips provided for the best times to post and establishing roles for different channels. Consumer insights and targeting specific audiences are also highlighted as important aspects of an effective strategy.
Discover: How Discover Financial Services made BtoB fresh, fun, and sociable,...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, Discover Financial Services' Social Media Project Manager, Laura Bretz, talks about how they're navigating social media in the BtoB space.
Laura explains the steps she took to rebrand their BtoB division in social media, find the right resources and relevant conversations, and engage with customers.
Blue Cross and Blue Shield: Our journey to social commerce, presented by Lynd...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, Blue Cross and Blue Shield of IL, TX, OK, NM, MT's Senior Director of Digital Communications, Lynde O'Brien, explains how they're using social media to measurably support business priorities.
Lynde walks us through the steps they took to move social media into the direction of social commerce, from getting social a seat at the table, to creating alignment throughout the business.
The Power of Hindsight: Using Historical Data to Make Better DecisionsBrandwatch
How many times have you looked back and thought, ‘If only I’d known x’? We’ve all experienced the power of hindsight, and luckily now businesses can harness that power by analyzing historical social data.
In these webinar slides we're exploring the benefits of using historical Twitter data for your business.
Nine key ways wearable technology affects social media. Presented at Pubcon 2015 in Las Vegas on October 6, 2015.
The technology "wearables" market grew 600+% in the second half of 2014, in comparison to the first. The industry as a whole is projected to hit $14 billion by 2018. It is also projected that 1 in 5 people will have some kind of wearable technology in 2015. This session will highlight everything that you need to know in order to stay on top of your game in the "wearable" technology market.
Discover: How Discover Financial Services made BtoB fresh, fun, and sociable,...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, Discover Financial Services' Social Media Project Manager, Laura Bretz, talks about how they're navigating social media in the BtoB space.
Laura explains the steps she took to rebrand their BtoB division in social media, find the right resources and relevant conversations, and engage with customers.
Blue Cross and Blue Shield: Our journey to social commerce, presented by Lynd...SocialMedia.org
In her SocialMedia.org Member Meeting case study presentation, Blue Cross and Blue Shield of IL, TX, OK, NM, MT's Senior Director of Digital Communications, Lynde O'Brien, explains how they're using social media to measurably support business priorities.
Lynde walks us through the steps they took to move social media into the direction of social commerce, from getting social a seat at the table, to creating alignment throughout the business.
The Power of Hindsight: Using Historical Data to Make Better DecisionsBrandwatch
How many times have you looked back and thought, ‘If only I’d known x’? We’ve all experienced the power of hindsight, and luckily now businesses can harness that power by analyzing historical social data.
In these webinar slides we're exploring the benefits of using historical Twitter data for your business.
Nine key ways wearable technology affects social media. Presented at Pubcon 2015 in Las Vegas on October 6, 2015.
The technology "wearables" market grew 600+% in the second half of 2014, in comparison to the first. The industry as a whole is projected to hit $14 billion by 2018. It is also projected that 1 in 5 people will have some kind of wearable technology in 2015. This session will highlight everything that you need to know in order to stay on top of your game in the "wearable" technology market.
360i’s Marketing Leadership Playbook provides guidance to marketers on how they can reimagine their approaches to marketing to advance legacy infrastructure, pave the way for more progressive advertising and move the industry forward in this new digital era.
The Busy Marketer's Guide to Image Rights ManagementFlashStock
Let's face it: you're busy, but you still need stunning, authentic imagery for your channels that is completely worry-free. This guide explains everything you need to know about using content properly and avoiding legal headaches.
Hootsuite's Manifesto: Building a Social RevolutionHootsuite
This document is a resource for all Hootsuite employees. We give this to each new team member who joins us. Hootsuite's Manifesto contains our core principles, some stories of our history and culture, and a special Peepsbook.
This is a short profile showcasing our approach to Content & Digital Marketing in Kenya. These slides also include case studies from previous employment and currently. We love digital, we live for epic native content.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Accompanying webinar deck from Ethology's Mike Corak and Benjamin “Benjie” Pressman detailing how to tie social media across your earned, owned and paid digital media efforts in 2015 to accelerate your impact and deliver results. Both speakers tradeoff sharing their top social media marketing trends for 2015, so that you can hit the New Year running.
Key takeaways:
1. The most important platforms for brands.
2. How to ensure your company is set up to execute social effectively.
3. Ways to amplify social activity beyond organic engagement.
Thanks for checking out our latest deck about our services and work examples. Contact us if you'd like more information or a free consultation/estimate.
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
70% of campaign performance is driven by creative, yet the majority of markets are still using static banners with no personalisation or data insights.
Come learn how JoyStick has rolled out data-driven campaigns with smart personalized creatives for global brands such as Google, Nike, HBO & Netflix to name only a few.
This powerful program will further enhance your skills on designing, planning, analyzing and effectively utilizing the full range of PR media and channels. When devising strategic plans for campaigns the basic is to have a road map, to identify objectives and strategies, to plan and to execute. This program will delve into how to achieve key objectives, to communicate key messages, to target the right media channel to the intended audience, to identify the perfect face to communicate the messages, to utilize resources and mostly importantly how to evaluate the success of the campaign.
1) Understanding Public Relations
2) Objectives and Stakeholders
3) Generating Your Ideas
4) Getting Your Story Out
5) Managing Your brand through PR
6) Traditional Media
7) Communications Trends
8) Press Conferences
9) PR Measurement
10) Crisis Management
One of the most important decisions a startup has to make is the choice of a public relations firm. This presentation describes the capabilities of NYC PR agency Bridge Global Strategies for launching startup companies.
360i’s Marketing Leadership Playbook provides guidance to marketers on how they can reimagine their approaches to marketing to advance legacy infrastructure, pave the way for more progressive advertising and move the industry forward in this new digital era.
The Busy Marketer's Guide to Image Rights ManagementFlashStock
Let's face it: you're busy, but you still need stunning, authentic imagery for your channels that is completely worry-free. This guide explains everything you need to know about using content properly and avoiding legal headaches.
Hootsuite's Manifesto: Building a Social RevolutionHootsuite
This document is a resource for all Hootsuite employees. We give this to each new team member who joins us. Hootsuite's Manifesto contains our core principles, some stories of our history and culture, and a special Peepsbook.
This is a short profile showcasing our approach to Content & Digital Marketing in Kenya. These slides also include case studies from previous employment and currently. We love digital, we live for epic native content.
Riding the next wave of PR and social media trends in 2019Lars Voedisch
Where and how to engage your audiences: From IGTV, TicToc and stories to Dark Social
How to connect with today’s audiences: Brand experiences and values
Why it’s all about touchpoints and personas
Speed update: 2019 social media and PR trends brands can’t afford to miss
Accompanying webinar deck from Ethology's Mike Corak and Benjamin “Benjie” Pressman detailing how to tie social media across your earned, owned and paid digital media efforts in 2015 to accelerate your impact and deliver results. Both speakers tradeoff sharing their top social media marketing trends for 2015, so that you can hit the New Year running.
Key takeaways:
1. The most important platforms for brands.
2. How to ensure your company is set up to execute social effectively.
3. Ways to amplify social activity beyond organic engagement.
Thanks for checking out our latest deck about our services and work examples. Contact us if you'd like more information or a free consultation/estimate.
Marketing Your Station is a PDF of materials from a one-day workshop for personnel from local radio and TV stations.The same presentation is available with embedded links through my website, BrainSnacksCafe.com.
70% of campaign performance is driven by creative, yet the majority of markets are still using static banners with no personalisation or data insights.
Come learn how JoyStick has rolled out data-driven campaigns with smart personalized creatives for global brands such as Google, Nike, HBO & Netflix to name only a few.
This powerful program will further enhance your skills on designing, planning, analyzing and effectively utilizing the full range of PR media and channels. When devising strategic plans for campaigns the basic is to have a road map, to identify objectives and strategies, to plan and to execute. This program will delve into how to achieve key objectives, to communicate key messages, to target the right media channel to the intended audience, to identify the perfect face to communicate the messages, to utilize resources and mostly importantly how to evaluate the success of the campaign.
1) Understanding Public Relations
2) Objectives and Stakeholders
3) Generating Your Ideas
4) Getting Your Story Out
5) Managing Your brand through PR
6) Traditional Media
7) Communications Trends
8) Press Conferences
9) PR Measurement
10) Crisis Management
One of the most important decisions a startup has to make is the choice of a public relations firm. This presentation describes the capabilities of NYC PR agency Bridge Global Strategies for launching startup companies.
Training presentation on strategic account planning for PR professionals covering what planners do, where to get insights and the ingredients for a strategy.
Social Media Marketing & the Travel IndustryGina Lednyak
What is social media marketing and how does it effect the tourism industry, how can your business leverage social media and finally what does the future of social media hold and what does it mean for your travel business.
Authentic, creative imagery of your beauty product, that captures the genuine look and feel of your brand, can engage your audience and drive traffic to your social media platforms. See how we're creating customized content for brands like Johnson's Baby, Neutrogena, and Dove that tells their unique story.
Authentic, creative imagery of your B2B product, that captures the genuine look and feel of your brand, can engage your audience and drive traffic to your social media platforms. See how we're creating customized content for brands like Xerox, Dun & Bradstreet, and Corning that tells their unique story.
Authentic, creative imagery of your vehicles, that captures the genuine look and feel of your brand, can engage your audience and drive traffic to your social media platforms. See how we're creating customized content for brands like Mercedes-Benz and Land Rover that tells their unique story.
Many brands are not getting their Instagram strategy right. Why? Because they're not following the simple lessons outlined in our Instagram Marketing Strategy E-Book. It contains everything you need to know about this emerging social channel from the creative minds at FlashStock, the leaders in authentic, customized brand imagery.
Authentic event imagery that captures the genuine look and feel of your brand can engage your audience and drive traffic to your social media platforms. See how we're creating customized content for brands like Budweiser, Pandora Radio, and Land Rover that tells their unique story.
Brands today need more content than ever before as they struggle to find cost effective ways to produce the volumes of assets needed for marketing. From technology to freelancers, brand have more options then ever before to create content. Learn how some of the most innovative marketers create consistent and compelling experiences at scale.
Platforms like Instagram, YouTube, and Vine are creating a new ecosystem of technologies, producers, and influencers as brands search for new ways to create content. Learn how this ecosystem is taking shape, the leaders, and the hot spaces to watch.
InfluenceHER: The Social Influence of Women on InstagramFlashStock
How much social influence do women have on Instagram? Learn from our panelist of top marketers on working with female Instagram influencers to power your marketing efforts.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
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
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
4. PROPRIETARY & CONFIDENTIAL
4
Digital Content: Then and Now
Creative
Agencies
Grey
Ogilvy
Y&R
W&K
BBDO
Digital Natives
360i
Razorfish
Droga5
Digitas
R/GA
Media
Agencies
SMG
OMD
Carat
Zenith
Mediacom
Social Upstarts
MRY
Deep Focus
Vayner
We Are Social
Big Fuel
Public Relations
Edelman
Weber
Fleischman
Ketchum
8. PROPRIETARY & CONFIDENTIAL
8
Key platforms and consumer behaviors evolve
constantly… as so do we
Growth
Digital
Marketing
Targeting
Tools
Active
Users
Brand
Presences
Content
Quality
Ad
Offerings
Cost To
Market
Research
Tools
Global
Markets
Publishing
Tools
Reporting
Tools
Organic
Reach
Earned
w/o Paid
“Free”
Marketing
Results
9. PROPRIETARY & CONFIDENTIAL
9
A digitally-centered model with integrated
creative & media is more efficient & effective
CONNECTED
PLANNING
CONTENT
EXECUTION
AMPLIFICATION MEASUREMENT
Leverage Insights,
Media, Analytics &
Social Marketing
experts in the digital
strategy & media
planning process
Shift the balance in
how brand creative
is conceived,
created, published
& monitored
Target content to
audiences based on
demo & interest
categories,
declared affiliations,
behaviors, locations
& devices
Measure effects of
media touch-points &
individual content
units against
business results; &
how they work
in combination
14. PROPRIETARY & CONFIDENTIAL
14
Revitalized a heritage brand & driving
sales during a category slow period
WAKE UP & SMELL
THE BACON
14
UNSUNG BACON
BACON BARTER SAY IT WITH BACON
17. PROPRIETARY & CONFIDENTIAL
17
Industries are being thrown upside-down as the
internet trifecta has reached critical mass.
CONTENT
Provided by
Consumers & Pros
COMMUNITY
Context &
connectivity created
by & for users
COMMERCE
Products tagged &
ingested for
seamless purchase
27,000,000+
Pieces of content are shared every day
18. PROPRIETARY & CONFIDENTIAL
18
From FLOW… …to CAMPAIGNS
MICRO/MINI
• Social-mostly
• Requires
enhanced
planning /
ideation
• Have start &
end dates
BRAND/MACRO
• Lives across
broader platforms
• Larger production
budgets
ALWAYS-ON
• 1-off “flow” posts
• 4-6x/week
• RTM: Planned &
reactive
• Unplanned media
opportunities
TOP-OF-MIND
• Still “flow,” but not
daily (lower freq)
• Buckets/recurring
themes
• Posts must be
hyper-targeted
Fills up monthly content calendar Based off season/annual calendar
We focus on campaigns to achieve both
quantity and quality impressions
30. PROPRIETARY & CONFIDENTIAL
30
12%
Financial
Services
42%
TV/
Entertainment
67%
Luxury Retail
60%
Luxury Automotive
Instagram is the fastest-growing social
platform for brands and marketers.
53%
Quick Service
Restaurant
24%
Travel/
Leisure
23%
Food/
Beverage
30%
Beauty
21%
Automotive
51%
Clothing
30%
Overall
21%
Media
News/33%
Retail/
Consumer
31. PROPRIETARY & CONFIDENTIAL
31
Our target
consumer
s are
there.
300MMactive users
60%international
15x
greater
engagement
than Facebook
35%
visit multiple
times per day
76%American teens
53%ages 18-29
(Intro)
We’re an integrated agency of creative storytellers + analytical thinkers.
And a culture founded in continually finding new and better ways to help our clients succeed.
Our people have to lead, adapt and thrive in a rapidly evolving industry.
Remember that modern advertising and marketing is rooted in great visuals and copy.
Historically, the original ad agencies had big creative and art departments… but they were very late to digital, even later to social.
Brands typically paired them with a big, traditional media agency… and their year-long planning cycles.
Many brands also had another agency for just PR, but they weren’t really content creators, either.
(ANIMATE) Over last 20 years, digital-first agencies like mine sprung up.
Some were creative-only while others had integrated creative and media teams. These along with…
(ANIMATE) …specialty social start-ups that sprung up within the last five years, were the first to evolve to a digital and social content offering.
They’ve been more nimble, faster to evolve and invested heavily in visual capabilities
Now everyone says they’re digital with the agencies on the left having expanded their own capabilities.
But early success in digital didn’t initially require great visuals.
The skillsets required to deliver great results in social and digital content were generally broad…
You could have one person doing just about everything.
And for some brands, and even a few agencies, that old model is still in place.
But the digital landscape and the entire marketing ecosystem are changing at a pretty insane rate.
Consumer expectations are changing faster than we’re able to keep up with.
And almost all of the assumptions on which marketers are basing decisions – digital and traditional alike - are already outdated.
Agency leadership in a constantly changing landscape means both anticipating & responding to changes.
When social channels like FB and TW became great communities for fans, consumers and advocates, our job as marketers was to determine a value exchange between brand and consumers.
There are now over 100MM branded social channels and streams, resulting in a rapid decline in organic reach and earned impression capabilities.
The bar for what constitutes good content has risen
…As has the cost required to ensure that enough consumers see it.
So we’ve had to evolve, bringing new strategic tools and tactics, updated digital architectures, as well as an evolving team with new skills, talent and responsibilities to integrate social, digital and traditional content.
A new kind of agency model integrates media and creative planning, with message, platform and timing now converging.
Brands and agencies are now recognizing that the process by which content should be planned, developed, distributed, monitored & optimized can prevent complacency as things continue to change.
(ANIMATE) For us, it is a 4-pronged planning approach powered by listening, data and research-driven insights to inform media and creative strategy.
(ANIMATE) An upgraded content and creative model requires being smarter with how and where resources are allocated.
(ANIMATE) Enhanced targeting enables us to reduce wasted impressions and reach higher value audience segments.
(ANIMATE) And measuring the effectiveness and value of content is not only possible, but required to validate and quantify how it impacts your business.
Each of these tasks shows how roles and responsibilities require greater specialization, but will result in a far greater content experience.
We know that great content matters… So how do we define great?
The key is being more purposeful with content.
That requires adaptability and a consistent strategic lens
…which in this case, is a simple, easy-to-remember set of questions
I’ll explain each, and show you an example of a brand that exemplifies these characteristics
Who are we talking to? What are we going to say? Where should we be saying it? And when?
(ANIMATE) Last is answering why Instagram is becoming such a prevalent factor in our marketing mix.
The first step is understanding who is our target consumer or audience?
- Is there more than one group?
- What are they talking about and where?
What deeper platform trends or usage info should we be aware of?
We answer this by uncovering insights to understand what will best apply to our target consumer.
Social listening uses real data to uncover insights and inspire content creation.
There is a diverse toolkit you can tap into. Lots of great data available. But you still need human analysts to sort, cull insights and make recommendations.
Don’t assume you know who your fans are, where they are talking or what motivates them to engage…
(ANIMATE) Let’s take a look at an example of how this works with Oscar Mayer.
Oscar Mayer learned that while people are talking A LOT about bacon, 98% of the conversations and searches taking place were unbranded.
So we listened to who was talking and where… and established a goal of getting people specifically to talk about the BRAND.
If Oscar could create an emotional connection between fans of bacon and their products, they could own the conversation.
The humorous and visually stunning creative campaigns that ultimately followed over the next year drove emotional resonance with Oscar Mayer bacon.
(ANIMATE) By ONLY focusing on digital – no TV, print – they actually drove a sales lift while overall bacon sales declined..
Here’s an example of what we created for Father’s Day
Oscar now has a really well-defined content strategy where they know who they’re talking to and how to mix every day content with bigger concepts.
What is our Content Strategy?
Just because you have content – or can easily make it – doesn’t mean it’s right.
And how do we break through the clutter?
Over the past 2-3 years, technology has made everyone – brands and consumers – into content creators.
The proliferation of clutter has made “share of screen” harder to come by.
27MM pieces of content shared every day. And every minute of the day:
But we learned VERY quickly that more content isn’t better if it doesn’t break through…
We’re now shifting the balance of content strategy to ensure that content is seen and keeps the brand connection strong with consumers going.
We’re also moving away from repurposing content created for one channel to another… towards creating content specifically for each platform.
(ANIMATE) There is still a case to be made for opportunistic content experiences, creating and cultivating on-brand, on-target conversations in the social, at relevant times… but you should only invest in creating more individual pieces of content with sufficient media spends.
Without it, the cost of actually making and publishing “flow” content is an inefficient way to spend marketing dollars.
(ANIMATE) Fewer, bigger activations, mini campaigns and broader campaigns are a far better bang for the buck. Rethinking volume & frequency of content.
You wouldn’t make 15 TV spots to support a new product extension, but you might make 2 or 3…
Case and point - Two years ago, for President’s Day, we saw countless companies create something that was in no way original, ownable or memorable.
(ANIMATE) Same thing happened in 2014.
So what do you think happened this year? Did they learn?
HBO is a great example of a brand that knows how to break through.
For fans of Game of Thrones, waiting through the LONG offseasons are tough, so how does HBO keep the conversation going?
(ANIMATE) Their regular content calendar – the every day flow - is great… and actually looks better than it ever has. But that’s not always enough.
So we created a campaign based on an interesting Insight that we picked up from Social Listening…. Joffrey is the most hated character online.
(ANIMATE) “Roast Joffrey” was an offseason idea that we developed earlier this year – but instead of tapping into existing conversation, we actually created a new experience and earned millions of impressions rooted in social behaviors.
Oscar now has a really well-defined content strategy where they know who they’re talking to and how to mix every day content with bigger concepts.
Where are we engaging is a critical question that must be answered.
The key here is developing the right platform architecture.
Defining the role of channels, a platform architecture and strategy, is critical to getting to great content.
This means having an understanding of what features each platform offers, how consumers interact and what media/targeting opportunities exist.
The digital architecture we created for Coca-Cola’s year-long build-up to the 2014 World Cup illustrates how consumers move between Coca-Cola’s and FIFA’s paid, earned and owned properties.
Coke: Red circles represent their social channels
Green circles represent FIFA platforms
They used tumblr as the hub for all brand, fan and partner-genereated content, a ton of which actually came from instagram and twitter.
Content is ultimately the trigger that gets fans to move between places.
A great example of how this works with Scotts and Miracle Gro.
(ANIMATE) Facebook: is their primary social hub; and all about inspiration (inspiration)
(ANIMATE) YouTube: focuses on education and gardening/growing tips (education)
(ANIMATE) Twitter: cultural and conversational relevance (Conversation)
(ANIMATE) Added Instagram last month – celebrating the lives and lifestyles of growing enthusiasts (Celebration)
What, what, where… when?
When is the right time to post?
With the success of the Oreo over the past few years, the term “Real-time marketing” became a very popular thing.
Real-time activity is great during events but most brands that try this are being VERY wasteful with resources and time.
Instead of talking about real-time with them, we direct the conversation towards Right-Time Marketing.
What’s most important is that we ALL create the right content for the right consumer on the right platform at the right time.
For companies like Oreo now, fewer better posts are driving far greater results.
(ANIMATE) So it’s not just about reacting to a moment, but still planning to plan… and planning to react…
…and engaging, streamlining approval processes, media amplification and moderation.
The secret to success is in having an organized, disciplined content process – while still remaining innovative and flexibly iterative. It should build…
Sometime late last year, a Comm Mgr saw this post to the Oreo FB page by a fan. We then promoted it with great results.
(ANIMATE) Working together with creatives, the team built off of the insight that the millennial target likes to hack things… and conceived of a content series called “Snack Hacks.”
Threading this narrative over the second half of last year generated a ton of engagement, and yielded an even deeper understanding of our consumer.
(ANIMATE) But we didn’t stop there.
The social content series did so well that we took the concept even further, co-creating a significantly broader idea for Snack Hacks.
We partnered with celebrity chefs like Roy Choi and Michael Voltaggio to incorporate Oreos into their famous recipes and put it out there...
And with 6MM video views, this is a true success story that proves that great social content can extend out to become something much bigger.
We talk a lot about Facebook and Twitter, mostly because of scale and legacy.
But Instagram has arrived as a marketing platform, and we are driving change with most of our clients on Instagram in some capacity.
Brand marketers are catching on.
Biggest with retail, automotive, food and entertainment is catching up.
Using the same questions as before: Who…
For many of our client brands, the target consumers are there. And they are engaging far more.
53 percent of Internet-using adults age 18 to 29 are on Instagram. That’s up from 37 percent from last year.
What content are we going to put there?
We can find that right balance between campaigns and everyday conversational engagement.
And it’s obviously a highly-visual, disruptive environment
It’s flexible… and brands can find their comfort zone no matter what the visual identity of the brand is.
Instagram’s arrival has coincided with our evolution as a digital agency. It’s a perfect match.