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Sage Summit_Winning the Moment
- 1. Building a structureto capitalize events like Pokémon Go @lafauce @mattjrosenberg
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- 4. Some Theory SomePractice • Why We Do This • ZMOT • The Long Tail • The Biased Story Arc • Message Mirroring • Boolean Theory • Conversion Modeling • Winning the moment • Tools we can use • Research • Key Content Takeaways • What can we create to get into conversations • How we break into the story arc @lafauce @mattjrosenberg
- 5. • Micro Momentsare interactions with brands digitally/physically • Pokémon Go combines both • Happen without your interaction and pass quickly • They build equity and name recognition @lafauce @mattjrosenberg
- 6. Knowing yourvoice helps define which moments to engage with Pokémon Go ◦ A fun game but a moment to capitalize one ◦ A digital game requiring physical interaction @lafauce @mattjrosenberg
- 7. In thelast few weeks Pokémon Go has: ◦ Set the record for most downloads from the Apple Store in one week ◦ Been a near constant trend on most social networks ◦ Has helped small and medium businesses increase their traffic @lafauce @mattjrosenberg
- 8. There aremoments that overtake culture and present unique opportunities to interject How do you define what a moment is: ◦ Traditional News ◦ Social Media ◦ Organic (listen to your customers/friends/family) @lafauce @mattjrosenberg
- 9. Monitor/Listen ◦ Followthe news, watch for trends and cultural events Identify ◦ Find the moments in time that best can be aligned with your company based on research/buckets Assess ◦ Assess viability of the moment to create a win Deploy ◦ Find the best turnkey strategy and deploy the tactic @lafauce @mattjrosenberg
- 10. Drive foottraffic ◦ Lures ◦ Puts people in physical location Partner ◦ Be where people are…know where they are hunting ◦ Give out water or phone chargers, etc. Social ◦ If you have a fun voice, this is a chance to use it @lafauce @mattjrosenberg
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- 12. Not aDigital Apple @lafauce @mattjrosenberg
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- 14. Pull Model Content MarketingOver Time @lafauce @mattjrosenberg
- 15. Social Media /PR - Earned Search / Web - Owned Over time Focusing on the static website presence first and social media and experience as vehicles to drive to that content provides the optimal long-term results. • Social media: Creates initial attention for your message. Due to the volume of information, after a few hours the content can’t be found again. Content is not indexed by search engines making it hard to discover over time. • Experience: Has similar effects and needs to be sustained long-term to have a lasting impact on awareness. • Website content: Always indexed by search engines. Most important messages can always remain front and center because it is 100% controlled. Conversion Hours Days Months Years @lafauce @mattjrosenberg
- 16. Mom “Finds a storyand posts to social” Friends see message and share support Public hears messages from their online networks ands share Social Media Creates a Biased Story Arc @lafauce @mattjrosenberg
- 17. Identify whatwords or archetypes are used in a conversation Collate those items into your conversation Get the share @lafauce @mattjrosenberg
- 18. @lafauce @mattjrosenberg Widget AND(danger word AND danger word AND danger word) NOT (stupid chatter AND other stupid chatter) Widget AND (watch word AND watch word AND danger word) NOT (stupid chatter AND other stupid chatter) Filter pull Pull Pull It is how the internet works
- 19. @lafauce @mattjrosenberg Listen Who is talking already Create Contentthat mirrors conversation at first Engage Shift from post to conversation Adjust What worked, what didn’t, make better
- 20. Reactive communication ◦Requires arguably a greater level of advance planning than proactive engagement Develop a baseline to determine if a scenario is a responsible and you should be involved Just because someone, somewhere, says something doesn’t mean you need to respond Work to develop a personal response tree that outlines what you feel comfortable dealing with (this can be more mental) ◦ If you have a question about whether you should respond to something, talk to legal or your team Develop a structure for responding ◦ Know what you can and can’t say based upon your corporate guidelines If they are too constrictive, ask for clarification ◦ Think and never delete Discover>Evaluate> Respond @lafauce @mattjrosenberg
- 21. @lafauce @mattjrosenberg We justcovered how the internet works…let’s talk how to use it
- 22. • Your onlinevoice is the culmination of what you say, post or present online • News releases • Brochures • FAQs • Web content • Customer service • Linkedin • Facebook • Tweets…… • This list goes on…. @lafauce @mattjrosenberg
- 23. • Communicate value,authority, energy, • Professionalism and personality • Underscore organizational values and objectives • It is what your followers want @lafauce @mattjrosenberg
- 24. • Who arethe gatekeepers of the old guard • Are there gatekeepers in social media • Rapid communication • Constant changes require new processes and training • Multiple formats feature unique benefits and challenges • Blogs • Twitter • Facebook • YouTube @lafauce @mattjrosenberg
- 25. Channel Purpose OpportunityBest Practices • Create an ongoing forum to demonstrate your expertise and thought leadership • Establish a blog that drives traffic through with SEO tactics • Research topics and titles relevant to audiences using analytics tools • Create a branded media channel that connects with viewers directly • Create several videos focused on key messages organized in key channels • Mobile accessible • Include logo and key idea in first 5 seconds • Connect with professionals in an open environment • Generate a dedicated group of connections • Become trusted branded partner • Maintain strong professional voice • Moderate group to exclude any non-focused members • Establish tone and voice in a two- way conversation • Create a steady stream of conversation and involvement • Maintain current voice and tone of channel • Attract new followers by providing insights • Schedule • Provide visual content to help create a sense of community and tell a full story • Establish visually heavy conversation starters • Create timely content focused on specific topics • Utilize visuals to appear in people’s timeline • Create an ongoing forum to your key inspirations • Engage with like minded people in an low barrier model • Create boards focused on your passion • Tag and link • Sharing short-form videos and creating connections with images • Engage with like minded people in an low barrier model • Tag and link • Create short-form videos that quickly show why you are interesting @lafauce @mattjrosenberg
- 26. Not really butit works… trust me. @lafauce @mattjrosenberg
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- 29. @lafauce @mattjrosenberg "guinea pig"AND NOT (enzyme OR effect OR test OR findings OR drug OR research OR testing)
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- 31. Findings Ideas Petconversation is dominated by cute Sales in pets products are image based Keywords are dominated by social posts (lots of shares) High volume low authority Long tail is based on ◦ Pet guinea pig ◦ One cute pet guinea pig ◦ How to find a cute guinea pig Videos and image posts will get legs People are fond of their special guinea pig @lafauce @mattjrosenberg
- 32. Key Terms Buckets Guinea pig Cute Family Pet Loveable Pop corning Jumping Care Food Happy Hamster Gerbil Care for guinea pig How to make guinea pig happy Is your guinea pig the cutest How to have a guinea pig as a family pet Fun loving, popcorning, guinea pigs Why a guinea pig is better than a XXXX @lafauce @mattjrosenberg
- 33. Buckets and Themes Keywords relate to Buckets Keywords Appliedto Networks @lafauce @mattjrosenberg
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- 36. @lafauce @mattjrosenberg Howoften do I post? ◦ As often as you can afford. Who cares what I have to say? ◦ Someone always does. What if people say mean things to me? ◦ They will develop a response protocol. Is this worth my time? ◦ Most likely. How do I….