Clear Verve Marketing's presentation at Social Media University Milwaukee. Discusses the results of the Southeast Wisconsin Content Marketing Study and archetype theory to present a way to determine the best way to present an organization's content, whether online or offline.
Common Marketing Mistakes of NonprofitsZizzo Group
Common marketing mistakes that nonprofits make include being afraid to spend money on marketing, trying to do all marketing in-house without outside help, being too focused on events over relationship building, not having an overall marketing plan, and focusing on feelings rather than the marketing benefits for sponsors. They should present corporate sponsorships as marketing opportunities for businesses and be realistic in their planning.
This document discusses how community relations and public relations have changed in the digital age. It explains that community relations involves starting a dialogue to help a community understand an organization, while public relations shapes an organization's image through ongoing communication. It notes that while social media allows for increased storytelling and communication, it also means losing some message control and dealing with more noise. The document provides tips for effective PR, including having a news-focused communications plan, being consistent, and emphasizing storytelling.
This document lists various interior design products and their locations. It mentions sliding door dividers, freestanding shelves, ceiling curtains, hanging fabric panels, hanging metal discs, and loft buildings in different neighborhoods in Los Angeles and Anaheim where these products have been installed.
Me, myself, I exploring conceptions of self and others in Indonesian names and pronouns with eatrly learners, Presentation by Anne Marie Morgan at AFMLTA conference Sydney 2009
This document discusses authorship and AuthorRank, which is Google's attempt to recognize high-quality authors and give their content higher rankings in search results. It provides several methods for marking up pages with authorship information, including rel=author links and Google Profile verification. While there is currently no clear evidence AuthorRank directly impacts rankings, Google employees have suggested it may provide benefits in the future if authors build quality content and strong reputations. The best way to increase AuthorRank is to create great content, engage with users, and publish on high-authority sites to naturally build expertise and influence over time.
Common Marketing Mistakes of NonprofitsZizzo Group
Common marketing mistakes that nonprofits make include being afraid to spend money on marketing, trying to do all marketing in-house without outside help, being too focused on events over relationship building, not having an overall marketing plan, and focusing on feelings rather than the marketing benefits for sponsors. They should present corporate sponsorships as marketing opportunities for businesses and be realistic in their planning.
This document discusses how community relations and public relations have changed in the digital age. It explains that community relations involves starting a dialogue to help a community understand an organization, while public relations shapes an organization's image through ongoing communication. It notes that while social media allows for increased storytelling and communication, it also means losing some message control and dealing with more noise. The document provides tips for effective PR, including having a news-focused communications plan, being consistent, and emphasizing storytelling.
This document lists various interior design products and their locations. It mentions sliding door dividers, freestanding shelves, ceiling curtains, hanging fabric panels, hanging metal discs, and loft buildings in different neighborhoods in Los Angeles and Anaheim where these products have been installed.
Me, myself, I exploring conceptions of self and others in Indonesian names and pronouns with eatrly learners, Presentation by Anne Marie Morgan at AFMLTA conference Sydney 2009
This document discusses authorship and AuthorRank, which is Google's attempt to recognize high-quality authors and give their content higher rankings in search results. It provides several methods for marking up pages with authorship information, including rel=author links and Google Profile verification. While there is currently no clear evidence AuthorRank directly impacts rankings, Google employees have suggested it may provide benefits in the future if authors build quality content and strong reputations. The best way to increase AuthorRank is to create great content, engage with users, and publish on high-authority sites to naturally build expertise and influence over time.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Industrial Tech SW: Category Renewal and CreationChristian Dahlen
Every industrial revolution has created a new set of categories and a new set of players.
Multiple new technologies have emerged, but Samsara and C3.ai are only two companies which have gone public so far.
Manufacturing startups constitute the largest pipeline share of unicorns and IPO candidates in the SF Bay Area, and software startups dominate in Germany.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Best practices for project execution and deliveryCLIVE MINCHIN
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Structural Design Process: Step-by-Step Guide for BuildingsChandresh Chudasama
The structural design process is explained: Follow our step-by-step guide to understand building design intricacies and ensure structural integrity. Learn how to build wonderful buildings with the help of our detailed information. Learn how to create structures with durability and reliability and also gain insights on ways of managing structures.
Taurus Zodiac Sign: Unveiling the Traits, Dates, and Horoscope Insights of th...my Pandit
Dive into the steadfast world of the Taurus Zodiac Sign. Discover the grounded, stable, and logical nature of Taurus individuals, and explore their key personality traits, important dates, and horoscope insights. Learn how the determination and patience of the Taurus sign make them the rock-steady achievers and anchors of the zodiac.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
2024 State of Marketing Report – by HubspotMarius Sescu
https://www.hubspot.com/state-of-marketing
· Scaling relationships and proving ROI
· Social media is the place for search, sales, and service
· Authentic influencer partnerships fuel brand growth
· The strongest connections happen via call, click, chat, and camera.
· Time saved with AI leads to more creative work
· Seeking: A single source of truth
· TLDR; Get on social, try AI, and align your systems.
· More human marketing, powered by robots
ChatGPT is a revolutionary addition to the world since its introduction in 2022. A big shift in the sector of information gathering and processing happened because of this chatbot. What is the story of ChatGPT? How is the bot responding to prompts and generating contents? Swipe through these slides prepared by Expeed Software, a web development company regarding the development and technical intricacies of ChatGPT!
Product Design Trends in 2024 | Teenage EngineeringsPixeldarts
The realm of product design is a constantly changing environment where technology and style intersect. Every year introduces fresh challenges and exciting trends that mold the future of this captivating art form. In this piece, we delve into the significant trends set to influence the look and functionality of product design in the year 2024.
How Race, Age and Gender Shape Attitudes Towards Mental HealthThinkNow
Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits.
To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups.
Technology
For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did.
While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis.
Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad.
Age and Gender
When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same.
Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers.
Race Affects Attitudes
As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).
AI Trends in Creative Operations 2024 by Artwork Flow.pdfmarketingartwork
Creative operations teams expect increased AI use in 2024. Currently, over half of tasks are not AI-enabled, but this is expected to decrease in the coming year. ChatGPT is the most popular AI tool currently. Business leaders are more actively exploring AI benefits than individual contributors. Most respondents do not believe AI will impact workforce size in 2024. However, some inhibitions still exist around AI accuracy and lack of understanding. Creatives primarily want to use AI to save time on mundane tasks and boost productivity.
Organizational culture includes values, norms, systems, symbols, language, assumptions, beliefs, and habits that influence employee behaviors and how people interpret those behaviors. It is important because culture can help or hinder a company's success. Some key aspects of Netflix's culture that help it achieve results include hiring smartly so every position has stars, focusing on attitude over just aptitude, and having a strict policy against peacocks, whiners, and jerks.
PEPSICO Presentation to CAGNY Conference Feb 2024Neil Kimberley
PepsiCo provided a safe harbor statement noting that any forward-looking statements are based on currently available information and are subject to risks and uncertainties. It also provided information on non-GAAP measures and directing readers to its website for disclosure and reconciliation. The document then discussed PepsiCo's business overview, including that it is a global beverage and convenient food company with iconic brands, $91 billion in net revenue in 2023, and nearly $14 billion in core operating profit. It operates through a divisional structure with a focus on local consumers.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
How to Prepare For a Successful Job Search for 2024Albert Qian
The document provides guidance on preparing a job search for 2024. It discusses the state of the job market, focusing on growth in AI and healthcare but also continued layoffs. It recommends figuring out what you want to do by researching interests and skills, then conducting informational interviews. The job search should involve building a personal brand on LinkedIn, actively applying to jobs, tailoring resumes and interviews, maintaining job hunting as a habit, and continuing self-improvement. Once hired, the document advises setting new goals and keeping skills and networking active in case of future opportunities.
A report by thenetworkone and Kurio.
The contributing experts and agencies are (in an alphabetical order): Sylwia Rytel, Social Media Supervisor, 180heartbeats + JUNG v MATT (PL), Sharlene Jenner, Vice President - Director of Engagement Strategy, Abelson Taylor (USA), Alex Casanovas, Digital Director, Atrevia (ES), Dora Beilin, Senior Social Strategist, Barrett Hoffher (USA), Min Seo, Campaign Director, Brand New Agency (KR), Deshé M. Gully, Associate Strategist, Day One Agency (USA), Francesca Trevisan, Strategist, Different (IT), Trevor Crossman, CX and Digital Transformation Director; Olivia Hussey, Strategic Planner; Simi Srinarula, Social Media Manager, The Hallway (AUS), James Hebbert, Managing Director, Hylink (CN / UK), Mundy Álvarez, Planning Director; Pedro Rojas, Social Media Manager; Pancho González, CCO, Inbrax (CH), Oana Oprea, Head of Digital Planning, Jam Session Agency (RO), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Shantesh S Row, Creative Director, Liwa (UAE), Rajesh Mehta, Chief Strategy Officer; Dhruv Gaur, Digital Planning Lead; Leonie Mergulhao, Account Supervisor - Social Media & PR, Medulla (IN), Aurelija Plioplytė, Head of Digital & Social, Not Perfect (LI), Daiana Khaidargaliyeva, Account Manager, Osaka Labs (UK / USA), Stefanie Söhnchen, Vice President Digital, PIABO Communications (DE), Elisabeth Winiartati, Managing Consultant, Head of Global Integrated Communications; Lydia Aprina, Account Manager, Integrated Marketing and Communications; Nita Prabowo, Account Manager, Integrated Marketing and Communications; Okhi, Web Developer, PNTR Group (ID), Kei Obusan, Insights Director; Daffi Ranandi, Insights Manager, Radarr (SG), Gautam Reghunath, Co-founder & CEO, Talented (IN), Donagh Humphreys, Head of Social and Digital Innovation, THINKHOUSE (IRE), Sarah Yim, Strategy Director, Zulu Alpha Kilo (CA).
Trends In Paid Search: Navigating The Digital Landscape In 2024Search Engine Journal
The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands.
It’s important that you’re ready to implement new strategies in 2024.
Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024.
You’ll learn:
- The latest trends in AI and automation, and what this means for an evolving paid search ecosystem.
- New developments in privacy and data regulation.
- Emerging ad formats that are expected to make an impact next year.
Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape.
If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.
5 Public speaking tips from TED - Visualized summarySpeakerHub
From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world.
With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively.
The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage.
Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience.
See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers
See the original article on Forbes here:
http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b
ChatGPT and the Future of Work - Clark Boyd Clark Boyd
Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world.
Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance.
For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age.
Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.
The document provides career advice for getting into the tech field, including:
- Doing projects and internships in college to build a portfolio.
- Learning about different roles and technologies through industry research.
- Contributing to open source projects to build experience and network.
- Developing a personal brand through a website and social media presence.
- Networking through events, communities, and finding a mentor.
- Practicing interviews through mock interviews and whiteboarding coding questions.
Google's Just Not That Into You: Understanding Core Updates & Search IntentLily Ray
1. Core updates from Google periodically change how its algorithms assess and rank websites and pages. This can impact rankings through shifts in user intent, site quality issues being caught up to, world events influencing queries, and overhauls to search like the E-A-T framework.
2. There are many possible user intents beyond just transactional, navigational and informational. Identifying intent shifts is important during core updates. Sites may need to optimize for new intents through different content types and sections.
3. Responding effectively to core updates requires analyzing "before and after" data to understand changes, identifying new intents or page types, and ensuring content matches appropriate intents across video, images, knowledge graphs and more.
A brief introduction to DataScience with explaining of the concepts, algorithms, machine learning, supervised and unsupervised learning, clustering, statistics, data preprocessing, real-world applications etc.
It's part of a Data Science Corner Campaign where I will be discussing the fundamentals of DataScience, AIML, Statistics etc.
Time Management & Productivity - Best PracticesVit Horky
Here's my presentation on by proven best practices how to manage your work time effectively and how to improve your productivity. It includes practical tips and how to use tools such as Slack, Google Apps, Hubspot, Google Calendar, Gmail and others.
The six step guide to practical project managementMindGenius
The six step guide to practical project management
If you think managing projects is too difficult, think again.
We’ve stripped back project management processes to the
basics – to make it quicker and easier, without sacrificing
the vital ingredients for success.
“If you’re looking for some real-world guidance, then The Six Step Guide to Practical Project Management will help.”
Dr Andrew Makar, Tactical Project Management
Don’t have a secret sauce formula for how to sneak lots of tweets into 10 minutes. Need to be thoughtful and actually communicate.
Want to help you with a new way to think
Don’t think about online or offline – think of it as marketing
Don’t think about tweets or posts or headlines – think about content
Don’t look for a magic ratio of online to offline or tweets to blog posts or emails. Think about your business’ personality and how you can provide a consistent experience.
What should you say?
How should you say it?
Where should that message go?
It can go a lot of places
So many approaches we wondered how businesses were handling this.
Although content marketing really isn’t new
John deere published a magazine back in 1895
Accts and lawyers ( not exactly innovative marketers) have been publishing newsletters as a cornerstone of their marketing for years
Term content marketing is fairly new and a big focus
We wanted to know how businesses are approaching the idea of content marketing in SE WI.
So we took a survey
Over 200 participants variety of industries
large and small. One person law firms, Kohler, Children’s Hospital, YMCA, Schools, PGA tour
About half had 100 or less employees and half 100 or more. About 20% had over 1000 employees. Diverse.
What did we learn?
Content Marketing is hard - Duh.
90% of respondents use content marketing in some way. Just below national average.
Those that don’t cite social media or company policy as challenges
2nd most common reason – inability to produce quality content or engaging content
Common reason cited by those using it too
CMI – 35% of most effective challenged with creating engaging content
47% of average effective
People know it’s tough – being proactive. 66% planned their strategy (national 44%). Important because there are big costs in marketing – either hard costs or time costs. Tough to plan. Nielsen research showed that when agencies plan multichannel marketing, only get about 7.6% overlap. Use two diff agencies – 7% overlap.
Diff measurement methods.
Demographics are too wide. 18 – 24. 25 – 54. example
Tough to be noticed – infobesity
Tons of content
Zillion platforms. 200 million active websites.
More people post to FB than their site
Your site should be center of online efforts
FB can be easier
if you do this, you’re not alone
What else do we see?
Email is not dead
Direct mail is not dead
Print newsletters are not dead
CMI – in person events are most effective – remember can also include online tactics
Average marketer uses 13 different tactics
Survey respondents had positive feelings about the effectiveness of CM
43% felt that photos generate the most response
23% felt company announcements generate the most response
19% felt video generates the most response.
Use it to support events, lead generation, supplement advertising efforts, and SEO
Remember – 3x to 4x additional spend when multichannel is used.
So we know it works
It’s a lot of work
It works
Want to do it right
What to say, so you can be engaging and connect with people
Stand out among the overload of messages
SAS research – key to getting multichannel right
Single view of customer across all platforms
Creating consistent customer experience
But diff places have different requirements for the message.
Your customers experience your brand as a whole. Website/Facebook/Store or office/print ads, all different. TO US! Same to your customer.
That’s where archetypes come in
Archetype theory – explain
12 in all
Divide into four groups of three
Think about which ones resonate with you.
Most brands have a dominant and secondary personality so you’ll hear things that you relate with more than once.
For today don’t have to know exactly which one. Focus on the overarching characteristic of the group.
Everything is perfect, happy good, fulfilled
Self focused brands
Innocent – world is beautiful now, just look. Life is simple and happy. Pure or spiritual. Can be trusting or focusing on rebirth (spiritual) trying to get life right
Explorers – not happy now but if they look for it, they will be. Seek adventure. Not necessarily unhappy, but want to advance their life and can’t do it here. Provide novelty. Figure things out for yourself.
Mentor/sage – use knowledge or learning to understand the world. Products require learning curve. Need info to believe. Like to educate or be educated. Want to feel smarter or make better decisions.
Crossover – sesame street, Oprah
If your brand is about making life better – might be you. Emphasize perfection. Affects image choice. Affects word choice, keywords. Do you need to focus on spiritual things or simplicity. Can you communicate with a happy image or do you need to write a whitepaper?
Things aren’t right. They’ll change that. Sometimes positive, sometimes, negative.
Hero – saves the day. Do whatever it takes. Make a diff. rise to occasion. Want to feel tough, get fired up. Good if your org is especially good and competitors are sub par.
Outlaw – break rules, but not necessarily bad. Robin Hood. Lady Gaga (madonna) Products aimed at teens. Sometimes it’s people breaking the rules because they have no choice. Or experience being bad without really being bad. (diet products)
Magician. Make impossible happen. Have a secret way of doing things that actually works. Make dreams come true. Use this product usual won’t happen.
If you think of yourself as change agent, maybe need comparisons or before and after photos or videos. Case studies. Change related keywords. Try things that are more fun and magical – contests. Offline – lentiular business cards.
Want to be part of a group.
Accepted as who you are, don’t worry about what others think, or be likeable enough that everyone wants you
Powerful today – lack of connections – selfie show
Regular guy – everyone is great the way they are. Equality. Underdogs. Beautiful on outside but really a hot mess. The mindy project.
Jester – relax, have fun, enjoy the good in each other. Break rules in funny way. Or save you from the rules you just broke because you’re not really bad. (antacids) or make work seem like play.
Lover – make you appealing. Not always love. But people want you in their group. You are special. Or things you really care about – car is your baby.
Connector brands well suited to social media. Need to really interact. Questions, quizzes, etc. Live events.
Give structure to the world, control others, control by creating worlds they feel are right, or take responsibility for others.
Provide stability. Consistency.
Feels good in a world where things are changing rapidly.
Caregiver – desire to help others. Fear instability for others. Like a parent. Generous, compassionate, take care.
Creator – artistic, innovative, entrepreneurial. Didn’t like what was out there, did it better. Personalized experiences.
Ruler – avoid chaos by controlling the environment. Be successful on your own. Smarter. Leaders. Cadillac commerical
Give structure, want to talk about processes. Depending on what you are – infographic, detailed instructions, video. Rulers do well with learning events.
Knowing your archetype can help you figure out how to express what is most appealing and relatable about your brand.
Knowing what you need to express and what appeals to your audience can help you create what will hopefully be most effective and use it in the right places.
Give and take – have to listen to audience.
How to figure out – just do it.
Look at what you do. Does it reflect your archetype? Are you using text when you should be using images? Are you giving people chances to connect? Are you using keywords that emphasize what your prospects will find interesting
Knowing that the average marketer uses 13 platforms, where can you repurpose or augment your message. Archetype theory allows you to tweak the words but remain true to the basic idea. Makes it easier to modify message to suit venue.
Do what makes sense for you. Social media is important but as we’ve seen the traditional stuff isn’t gone. It’s different but it’s not gone.
Your homework – think about your business’ personality
Look at what you’re doing? Does it match this personality?
We covered a lot today. I didn’t give you a specific online/offline ratio. Give you something to think about.
Questions?