How to Build a (Basic) Social Marketing PlanJason Cruz
The creation of a social marketing plan shouldn't have to be complicated. In this talk, I outline two major themes of a social marketing strategy, and six specific 'checklist items' that one needs to design, create, and answer in order to build a basic social marketing strategy.
This talk was hosted by Writer's Block Philippines.
This is a presentation I held at SEM konferansen semkonferansen.no in Norway on the 16th of September.
It is about SPAM in social media, that it works and that it has become one very widespread activity.
3 Reasons you're looking for the wrong influencersJoão Romão
Marketers and Social Media professionals are focusing on Influencers. On this post, I try do dismistify some common beliefs and practices.
Know your influencers on http://getsocial.io
Road Not Taken: Influencers on Their Alternate Paths [INFOGRAPHIC]LinkedIn
In this latest series on LinkedIn, “The Road Not Taken,” we asked some of the world’s most successful professionals to explain how their career paths might have turned out differently. From Suze Orman and Deepak Chopra to the World Bank's Jim Kim and General Electric's Beth Comstock, more than 60 Influencers chimed in with inspiring tales and reflections of what might've been.
SearchFest Keynote presentation. I cover the shift in consumer behavior and the four key ways marketers need to adapt to stay relevant and competitive. Beyond new channels and updated tactics, marketers need to understand today's consumer.
Research-Backed Methods for Creating Highly-Engaging ContentFractl
See Fractl's data-informed process for creating content marketing campaigns that attract massive media attention and social sharing. Presented by our Associate Marketing Director Kerry Jones at Attachmedia's A4 Advanced Analytics & Advertising conference in Lima, Peru.
We can measure narrative strength. We're using the candidates' websites to demonstrate. Beginning with HillaryClinton.com and DonaldJTrump.com. This is part 1 of 3.
How to Build a (Basic) Social Marketing PlanJason Cruz
The creation of a social marketing plan shouldn't have to be complicated. In this talk, I outline two major themes of a social marketing strategy, and six specific 'checklist items' that one needs to design, create, and answer in order to build a basic social marketing strategy.
This talk was hosted by Writer's Block Philippines.
This is a presentation I held at SEM konferansen semkonferansen.no in Norway on the 16th of September.
It is about SPAM in social media, that it works and that it has become one very widespread activity.
3 Reasons you're looking for the wrong influencersJoão Romão
Marketers and Social Media professionals are focusing on Influencers. On this post, I try do dismistify some common beliefs and practices.
Know your influencers on http://getsocial.io
Road Not Taken: Influencers on Their Alternate Paths [INFOGRAPHIC]LinkedIn
In this latest series on LinkedIn, “The Road Not Taken,” we asked some of the world’s most successful professionals to explain how their career paths might have turned out differently. From Suze Orman and Deepak Chopra to the World Bank's Jim Kim and General Electric's Beth Comstock, more than 60 Influencers chimed in with inspiring tales and reflections of what might've been.
SearchFest Keynote presentation. I cover the shift in consumer behavior and the four key ways marketers need to adapt to stay relevant and competitive. Beyond new channels and updated tactics, marketers need to understand today's consumer.
Research-Backed Methods for Creating Highly-Engaging ContentFractl
See Fractl's data-informed process for creating content marketing campaigns that attract massive media attention and social sharing. Presented by our Associate Marketing Director Kerry Jones at Attachmedia's A4 Advanced Analytics & Advertising conference in Lima, Peru.
We can measure narrative strength. We're using the candidates' websites to demonstrate. Beginning with HillaryClinton.com and DonaldJTrump.com. This is part 1 of 3.
The Art of Story Telling using Social MediaSimplify360
Story telling is the fundamental aspect of social media. How you do it depends on you and your business goals. The presentation looks into the aspect of story telling using various media and platforms.
Do you want people to listen? Here are the four keys to telling a compelling story. In five minutes, we will show you how to tell a story people will not just love, but share.
Digital Storytelling and Social Media for Sustainable Destinations, a presentation given at the ESTC destination workshop on the topics of storytelling, social media and how destinations can market their sustainability.
Sweet Emotion: What makes content go viral and how marketers can design conte...Peter Abbott
Find out what cake, blending I-Pads, subway sandwich baby, and Willy Wonka have in common. Discover what makes content go viral and how marketers can design content to influence sharing.
Don Draper's 3 Rules of Content MarketingJohn Mancini
A focus on how marketing has changed -- but also on how some elements have stayed the same -- using Don's perspectives as a frame. The presentation describes how the role of content has changed, and the increasing challenges facing organizations to deliver content that is targeted at the role, buying stage, and preferred delivery of prospects and leads.
Professor Jennifer Aaker and venture capitalist David Hornik explore the importance of stories in fueling growth and innovation in your company as well as the role of stories in shaping how others view your brand
The key to positioning Sustainable Tourism is demonstrating what sustainability is, communicating why sustainability matters, and convincing customers to act. This workshop will help participants understand:
the concept of story and the importance of effective storytelling in creating engaging content that leaves deep and lasting impressions
strategies, platforms, and tools that enable exposure, engagement and conversion
application in sustainable tourism for product differentiation and consumer education
MKT 420 SEO Week 4 Steps for performing an SEO Audit including SERP page analysis, content analysis, review of code, measuring trustworthiness, evaluating potential keywords and content organization.
High Impact Strategies for Enhancing Student Engagement Online and Hybrid Ma...Michael Germano
Strategies for impacting student success and satisfaction in online and hybrid classes via increasing social presence in digital learning environments.
2. DISCUSSION QUESTIONS
•
Why is narrower content more likely to be shared? What does this
mean? Give an example.
•
Utility or usefulness is a form of practical value. Explain.
•
What does Sephora’s social media presence say about value? Review
their FB, Twitter, Instagram and Pinterest ad explain what role value
plays in their social media content strategy.
•
What does the story about the Trojan Horse tell us in terms of viralness?
What does it illustrate?
•
What role do stories play in social currency? Emotion? Value?
•
According to Berger “Stories provide proof by analogy.” What does this
mean?
•
What role do stories play in Van’s social media content? How are they
living up to the promise of, according to Berger, “Information travels
under the guide of what looks like idle chatter.”
3. VALUE
Features+Benefits/Needs=Value
Not just price (although that can be a big
part of it!) All about importance, worth or
usefulness.
Value is not simply stated or affirmed. It is
established through sharing information in
ways that resonate.
Value is created when information is
shared that demonstrates needs that are
met by features.
Example 1
Example 2
Example 3
Example 4
4. VALUE
How do you define value?
Generally? In the context of
marketing? In the specific
context of content marketing
and social media marketing?
What role do participation and
social currency (WOM) play in
value?
Find an example of value in a
social media context. Share
and explain your impression of
effectiveness.
5. STORIES
The packaging for other
elements (emotion, value,
social currency, etc) of
viralness.
What makes stories or
narratives so useful in a
marketing context?
Look at Yelp! reviews for a
favorite business. What role
do stories play?
6. STORIES AS VESSELS
FOR CONTENT
Hold content together
Make it memorable. Message
may get distorted but key
elements will ‘survive’ intact if
relevant.
Experiment!
7. WHAT HAPPENS WHEN
DETAILS ARE NOT RELEVANT?
Goldenpalace.com
• Tattoo
• Belly flop
• Girl named goldenpalace.com
Have any of you heard of
goldenpalace.com?!
Mercede’s advertisement
9. HOW DO YOU CRAFT STORIES THAT
GET RETOLD WHILE RETAINING
ESSENTIAL ELEMENTS?
Focus on getting
people to talk about
the ‘right’ things…not
just getting them to
talk!
Valuable virality.
Audi
10. VALUABLE VIRALITY
What makes a viral campaign truly valuable? Results!
Are the Evian babies valuable? Panda Cheese’s Panda?
Kia Hamsters? Old Spice guy? Dove Real Beauty?
Geico memes? Dos Equis’ World’s Most Interesting Man?
11. LONG FORM BLOGGING
CRITIQUE
Critique each other’s work
Review each others work.
Offer one suggestion for
improvement for each
writer/blogger
Select three areas for
improvement that will be
incorporated in future blog
posts (email your three areas
for improvement to professor
by the end of the week!)
12. NEXT WEEK—FINAL CLASS!
Discuss fan media in relation to Berger’s STEPPS
Be prepared to show(case) your best content and
overall strategy
What do you learn about generating content that
gets shared? What would you do moving forward
with this site?
How would you change your editorial content
strategy if you were to continue with the site?