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Seth Lieberman
This document discusses strategies for content marketing and engagement across digital platforms. It emphasizes measuring results, creating compelling content, and blending web and social experiences. Tactics mentioned include using "hourglass" content that spreads virally, understanding what drives engagement like creating reasons to participate and gamifying elements, and cross-promoting content across different channels. The goal is to drive marketing and sales results at scale through analytical testing of content and tactics.
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Seth Lieberman
- 1. Seth Lieberman CEO PangeaMedia / SnapApp.com slieberman@pangeamedia.com Twitter: @SethWLieberman #pubappx
- 2. "While the oldWeb was about sites, clicks and eyeballs, the new Web is about communities, participation and peering," -Don Tapscott, author of Wikinomics 2
- 3. Content Marketing Ads Social
- 4. Goals Vision • Marketing Goals • Sales Goals • Content + Editorial Strategy Tactics Actions
- 5. BE ANALYTICAL If youcan’t measure you can’t repeat. If you can’t repeat you can’t scale.
- 6. “Plans are great.But missions are better. Missions survive when plans fail”
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- 8. Content is King The King is Dead Long Live the King
- 9. Content Types • Now •Soon • Forever
- 10. “Game Mechanics” Collaborative Competitive /Comparative Cash
- 11. Anatomy of Engagement Don’tbury the lede Create reason to participate Set the hook Make the participation interesting Capture the value Drive the desired event Deliver the payload Make it worth it
- 12. Use “Hourglass” Content Exposure Viral Image: Watercrest
- 13. Facebook vs YourWebsite photo Original photo credit: geile/leon
- 14. What’s a “like”worth Image credit digitalforreallife.com
- 15. Cross Pollination: Web+ Social • It takes the web and social to bear the most fruit • Mix and match content • Blend the experience, don’t box users in (or out) Photo via Andy Mayer
- 17. What’s What onFacebook • Timeline: Replaces the profile, makes historical status updates, Likes and app installs more visible. • Ticker: The Ticker replaces the "All Stories" vs "Top Stories" distinction that use to exist. Now only high quality stories go on the News Feed, and everything else goes in the Ticker. The Ticker is the firehose of data for everything your friends and the pages you subscribe to are doing and saying. Everything goes into the ticker, but then the EdgeRank algorithm determines which things get promoted to appear in the News Feed. • OpenGraph API: The OpenGraph API is a new way to manage “gestures” (i.e., like, read, listen to, cook, write, etc.), and permissions for posting about those gestures/actions that the user makes. The Ticker gives OpenGraph API something to post into other than your News Feed.
- 18. Drive Engagement Througha Funnel Where Web FB twitter display mobile local s c i t What y l Custom a Why email Lead Gen n A Win
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- 20. Case Study: • 31,000 Entries • 78% Entry Rate • 20% Share Rate • 77% Marketing Conversion
- 23. SOCIAL LUMAscape Social Marketing Management URL Shorteners Stream Platforms Twitter Apps Social Publishing Platforms Content Curation Analytics Facebook Apps Social Promotion Platforms Social Commerce Platforms M Social Advertising Platforms Facebook Gaming C A O R N K Social Ad Networks Social Data Social Search S E U Social TV Social Networks - Other T Social Intelligence Social Scoring M E E R Social/Mobile Apps & Games Social Shopping Content Sharing (Reviews/Q&A/Docs) R Blogging Social Business Software Platforms Social Referral Photo Sharing External (Customer) Facing Plug-ins/Widgets Traditional Publishers Community Platforms Internal (Employee) Facing Denotes acquired company © LUMA Partners LLC 2011
- 24. Have a plan Measureyour results Be clever with your content Cross pollinate
- 25. App.SnapApp.com/mediabistro • Seth Lieberman • CEO Pangea Media / SnapApp.com • slieberman@pangeamedia.com • Twitter: @SethWLieberman • #pubappx