This is a lecture I gave at a social media marketing class at St. Edwards University. The presentation shares some context on the evolving marketing landscape, and how social media data and analytics can be used for both planning as well as measuring and optimizing ROI.
Virtually all major vote-forecasters put Hillary Clinton’s chances of winning in the range of 70 to 99 percent. Everyone from Nate Silver to The New York Times to CNN predicted a Trump loss—and by sizable margins. Even Trump campaign reporter Maggie Haberman said in the Times: “The tools that we would normally use to help us assess what happened failed”. In other words, according to all forecasts, Trump’s election was not supposed to happen. …. but it did happen!
However, his election did not come as a surprise to us!
The results of NABU Socials (BDT Sentiment Analysis System), which reflects our deep understanding of Social Media, had been telling us that result since the very beginning. We were also told that the most crucial States were in favor of Trump. We did offer free access to our tool, but very few used it and even fewer paid attention to its indications.
http://elections.bdt.systems
We overestimate changes in the short run and underestimate them in the long runHelge Tennø
A short introduction to two critical points for understanding the current changes and how they affect companies' customer and business value. The goal of the presentation is to inspire a discussion to develop a shared language and understanding.
Pokud značku pojímáme ve správném kontextu a ne jen jako grafickou zkratku vyjádřenou v logu, je dobrá značka pro veřejnou instituci stejně důležitá jako pro privátní firmu. Zaslouží si stejnou pozornost a péči.
This is an updated version of previous presentations I've given on my Reciprocity Theory and the Purpose Economy. I dive into foundational human behavior, technological revolutions, socio-economic evolutions of the last fifty years, and what this means for marketers.
Today's C-Suite and the organizations they lead are falling into a self-inflicted trap: a theory I've come to refer to as the "Technology Paradox". At the core of the theory are two opposing forces affecting organizations, embedded in the market trends I shared with the CEOs and in their inherent response (1) the external market force of social technologies disrupting industries and the structure of the workforce, and (2) the internal force of organizations reacting with tactical, technology solutions vs. responding with strategic, human solutions.
Virtually all major vote-forecasters put Hillary Clinton’s chances of winning in the range of 70 to 99 percent. Everyone from Nate Silver to The New York Times to CNN predicted a Trump loss—and by sizable margins. Even Trump campaign reporter Maggie Haberman said in the Times: “The tools that we would normally use to help us assess what happened failed”. In other words, according to all forecasts, Trump’s election was not supposed to happen. …. but it did happen!
However, his election did not come as a surprise to us!
The results of NABU Socials (BDT Sentiment Analysis System), which reflects our deep understanding of Social Media, had been telling us that result since the very beginning. We were also told that the most crucial States were in favor of Trump. We did offer free access to our tool, but very few used it and even fewer paid attention to its indications.
http://elections.bdt.systems
We overestimate changes in the short run and underestimate them in the long runHelge Tennø
A short introduction to two critical points for understanding the current changes and how they affect companies' customer and business value. The goal of the presentation is to inspire a discussion to develop a shared language and understanding.
Pokud značku pojímáme ve správném kontextu a ne jen jako grafickou zkratku vyjádřenou v logu, je dobrá značka pro veřejnou instituci stejně důležitá jako pro privátní firmu. Zaslouží si stejnou pozornost a péči.
This is an updated version of previous presentations I've given on my Reciprocity Theory and the Purpose Economy. I dive into foundational human behavior, technological revolutions, socio-economic evolutions of the last fifty years, and what this means for marketers.
Today's C-Suite and the organizations they lead are falling into a self-inflicted trap: a theory I've come to refer to as the "Technology Paradox". At the core of the theory are two opposing forces affecting organizations, embedded in the market trends I shared with the CEOs and in their inherent response (1) the external market force of social technologies disrupting industries and the structure of the workforce, and (2) the internal force of organizations reacting with tactical, technology solutions vs. responding with strategic, human solutions.
Co-presentation with Brian Marshall, Mark Wilson, and Chad Rikansrud at SHARE Atlanta, 2016. - Discussing The various approaches to mainframe security and hacking.
The Purpose Economy: Business Principles for the Post-Capitalist SocietyDavid Fossas
This presentation explores key trends and principles that business leaders, and especially marketers, should be thinking about. The story came about when I started asking myself "What's next?" With technologies and sciences converging, it's hard to conceive the pace of innovation slowing. If anything, it will continue to accelerate, and we'll see a new wave of technological revolutions advance our society. While I don't make any predictions about what that next wave will be, I do share some thoughts on how we can (1) anticipate the timing, and (2) how business leaders can adapt to this shifting landscape.
ASTD ICE 2011 Session W316: Description: By itself, training often is not enough to improve individual or organizational effectiveness. After all, training is only an appropriate intervention when the performance gap is due to a lack of skills and/or knowledge. Solutions that affect real change and fully address business needs typically involve multiple interventions. Learning and performance professionals require basic skills to gauge and stage business readiness to support training sustainability. The speaker will present a step-by-step approach that will allow you to start adding change management tools and techniques to your existing training toolkit.
Objectives:
-Identify common change-management tasks for learning initiatives
-Implement simple tools for creating deliverables
-Integrate change-management tasks with training tasks to create an overall transition strategy.
Modernizing Applications with Microservices and DC/OS (Lightbend/Mesosphere c...Lightbend
**Featuring Aaron Williams, Head of Advocacy at Mesosphere, Inc. and Markus Eisele, Developer Advocate at Lightbend, Inc.**
The traditional architecture that enterprises run their businesses on has typically been delivered as monolithic applications running in a virtualized, on-premise infrastructure. Public and private cloud technologies have changed everything, but if the applications are not designed, or re-designed, appropriately, then it is impossible to take advantage of the advances in both distributed application services and hybrid infrastructure. Consequently, enterprise architects are looking to microservices-based architectures as a means to modernize their legacy applications.
This webinar with Lightbend and partner Mesosphere will introduce a new framework specifically designed to help developers modernize legacy Java EE applications into systems of microservices and then discuss exactly what is required to run these distributed systems at enterprise scale.
Artificial Intelligence and mobile robotics are transforming businesses and the economy: this deck explores possible futures for companies and workers.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
PDF, audio, and voiceover are now available on designintechreport.wordpress.com
Today’s most beloved technology products and services balance design and engineering in a way that perfectly blends form and function. Businesses started by designers have created billions of dollars of value, are raising billions in capital, and VC firms increasingly see the importance of design. The third annual Design in Tech Report examines how design trends are revolutionizing the entrepreneurial and corporate ecosystems in tech. This report covers related M&A activity, new patterns in creativity × business, and the rise of computational design.
On Tuesday, March 30, 2010 I was invited to speak to a group of students studying Emerging and Social Media at Marquette University.
The topic of my presentation was Social Media Strategy and Implementation.
Use Stickybits to attach comments or questions, http://stickybits.com/c/7460958735923/krgRnrzT1bEBpes5LhJF9W
You can also read more on my blog, http://blog.jenders.com/2010/03/30/social-media-strategy-and-implementation/
Ideas to take the Puerto Rico VC Industry (or any country for that matter) to the next level. Policies, ecosystem development, think globally, liquidity and trust.
Co-presentation with Brian Marshall, Mark Wilson, and Chad Rikansrud at SHARE Atlanta, 2016. - Discussing The various approaches to mainframe security and hacking.
The Purpose Economy: Business Principles for the Post-Capitalist SocietyDavid Fossas
This presentation explores key trends and principles that business leaders, and especially marketers, should be thinking about. The story came about when I started asking myself "What's next?" With technologies and sciences converging, it's hard to conceive the pace of innovation slowing. If anything, it will continue to accelerate, and we'll see a new wave of technological revolutions advance our society. While I don't make any predictions about what that next wave will be, I do share some thoughts on how we can (1) anticipate the timing, and (2) how business leaders can adapt to this shifting landscape.
ASTD ICE 2011 Session W316: Description: By itself, training often is not enough to improve individual or organizational effectiveness. After all, training is only an appropriate intervention when the performance gap is due to a lack of skills and/or knowledge. Solutions that affect real change and fully address business needs typically involve multiple interventions. Learning and performance professionals require basic skills to gauge and stage business readiness to support training sustainability. The speaker will present a step-by-step approach that will allow you to start adding change management tools and techniques to your existing training toolkit.
Objectives:
-Identify common change-management tasks for learning initiatives
-Implement simple tools for creating deliverables
-Integrate change-management tasks with training tasks to create an overall transition strategy.
Modernizing Applications with Microservices and DC/OS (Lightbend/Mesosphere c...Lightbend
**Featuring Aaron Williams, Head of Advocacy at Mesosphere, Inc. and Markus Eisele, Developer Advocate at Lightbend, Inc.**
The traditional architecture that enterprises run their businesses on has typically been delivered as monolithic applications running in a virtualized, on-premise infrastructure. Public and private cloud technologies have changed everything, but if the applications are not designed, or re-designed, appropriately, then it is impossible to take advantage of the advances in both distributed application services and hybrid infrastructure. Consequently, enterprise architects are looking to microservices-based architectures as a means to modernize their legacy applications.
This webinar with Lightbend and partner Mesosphere will introduce a new framework specifically designed to help developers modernize legacy Java EE applications into systems of microservices and then discuss exactly what is required to run these distributed systems at enterprise scale.
Artificial Intelligence and mobile robotics are transforming businesses and the economy: this deck explores possible futures for companies and workers.
Digital Trends in 2017: Making Business Impact in a Changing WorldEdelman
Edelman Digital's 2017 report focuses on what we see as the
growing considerations that will impact brands.
Based on changes we observed in 2016, we’ll explore areas such as paid, search, influencers, conversational technologies, B2B
and others.
PDF, audio, and voiceover are now available on designintechreport.wordpress.com
Today’s most beloved technology products and services balance design and engineering in a way that perfectly blends form and function. Businesses started by designers have created billions of dollars of value, are raising billions in capital, and VC firms increasingly see the importance of design. The third annual Design in Tech Report examines how design trends are revolutionizing the entrepreneurial and corporate ecosystems in tech. This report covers related M&A activity, new patterns in creativity × business, and the rise of computational design.
On Tuesday, March 30, 2010 I was invited to speak to a group of students studying Emerging and Social Media at Marquette University.
The topic of my presentation was Social Media Strategy and Implementation.
Use Stickybits to attach comments or questions, http://stickybits.com/c/7460958735923/krgRnrzT1bEBpes5LhJF9W
You can also read more on my blog, http://blog.jenders.com/2010/03/30/social-media-strategy-and-implementation/
Ideas to take the Puerto Rico VC Industry (or any country for that matter) to the next level. Policies, ecosystem development, think globally, liquidity and trust.
Learn why earned media works in shaping business decision maker's perceptions, lessons from various communities, and how to effectively tell your community's story.
Building a PR Campaign for the Digital WorldAJ Gerritson
451 Marketing workshop presentation delivered on 2/3/2011. Presentation details the stated of today's media, digital public relations tools, steps for building an integrated campaign, and several case studies.
Building a PR Campaign for the Digital World 8.10cristinalepore
You practice traditional public relations, you’re aware of Web 2.0 and social media, you want to get ahead of competitors in the digital space, but you don’t understand how it all mixes together. More importantly, you’re worried about wasting resources by getting involved with digital PR campaigns. This workshop can help!
August's workshop will take a close look at current statistics, and several examples of both B2B and B2C companies that have built successful digital PR campaigns, as well as those that have failed. The pros at 451 Marketing will provide attendees with a preliminary plan to formulate a PR campaign for the digital world.
The What, How and Why in B2B Social Influencer MarketingMOI Global
How is Social Influencer Marketing relevant to B2B?
As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have a strong share of voice in their domain of interest. This document takes you through the What, How and Why.
What Social Media Networks Should Your Brand Be On?Falcon.io
Businesses need social media in order to stay relevant and visible to prospects and customers. But, just how much is too much when it comes to their social media presence? The truth is, more isn’t always better for effective marketing. Being selective about which social media networks a brand is on, is far better than over-saturating them all. Join us live as we discuss how to selectively choose social media networks for brands, and how this results in a more efficient marketing strategy.
In this webinar we'll dive into:
- The differentiation of audiences across platforms
- Distinguishing content between platforms when crossposting
- Niche social media networks to consider
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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.
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.
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.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
4. WE NOW LIVE IN THE AGE OF RELEVANCE
4
COMPLEXITY
Complexity &
Influence of
Stakeholder
Ecosystem
Radio Broadcast TV
24 Hour
News
Internet
Social
Web
1990s 2000s1980s1950s1920s
CONTROL
Company/
Brand Control
of Message “If the rate of change on the outside exceeds the
rate of change on the inside, the end is near.”
― Jack Welch
These brands
had great
reputations!
These brands
have terrible
reputations!
5. HOW CONTENT EVOLVED ONLINE
5
Content moved from long-form copy to short-
form, visual mix of original and curated
6. WHAT DRIVES CONTENT CONSUMPTION
6
QUALITY
What drives publisher stickiness
FRESH RELEVANTTRUSTED AUTHENTIC
UNIQUE
VALUED
ORIGINAL
CONTENT
1 “Content: What Drives Consumption? – AOL, 2010
7. WHAT DRIVES CONTENT SHARING
7
RELATIONSHIPSSELF-IMAGE
SELF-
FULFILLMENT
ENTERTAINMENT ADVOCACY
To grow and nourish
our relationships
To define ourselves to
others
To bring valuable &
entertaining content
to others
To add value to their
relationships
To get the word out
about causes or
brands
Motivators for sharing
*”Psychology of Sharing” – NYT, 2011
8. MEDIA IS NOW SYNDICATED
8
“Huffington Post and Flipboard often get more traffic from Times journalism than we do.”
– Jill Abramson, former Executive Director, New York Times, 2014
11. 2/3 OF DIGITAL UNIVERSE IS CONTENT CREATED BY
CONSUMERS
11
12. STORYTELLING: THE SCIENCE BEHIND THE ART
• Neuroeconomist, Paul Zak’s research
discovered “The Moral Molecule”, and
that
• Storytelling enables us to direct human
behavior by changing brain chemistry
through well-structured narratives
Tension synthesizes Cortisol
(focuses our attention)
+
Narrative synthesizes Oxytocin
(sense of empathy)
12
Act 3
CLIMAX
(turning point)
Act 2
COMPLICATION
(rising action)
Act 1
EXPOSITION
(inciting moment)
Act 4
REVERSAL
(falling action)
Act 5
DENOUEMENT
(moment of release)
FREYTAG’S PYRAMID
A simple storytelling structure that has worked for thousands of years
13. AUDIENCE DEVELOPMENT
Treat each story like its own product by developing an ecosystem to amplify the
story’s reach and engagement and to maximize its success. This process
includes three steps that guide us in creating multiple “waves” of amplification
for each story.
13
How we package and distribute
the story
-------------------------------------------------
Formats
+
Channels
How we call attention
to the story
-------------------------------------------------
Influencers
+
Paid Targeting
How we create a two-way
relationship
-------------------------------------------------
Monitor & Respond
+
Surprise & Delight
2 31DISCOVERY PROMOTION CONNECTION
15. FROM ACCOUNT PLANNING TO AUDIENCE PLANNING
15
Finds…
• Segmentation
• Media Consumption
• Consumer Preference
• Group Opinion
weeks — months
Finds…
• Audiences (Tribes)
• Engagement Behavior
• Affinities
• Sentiment & Reviews
days — weeksspeed to insight
Planning 1.0
PowellRule:
40<>70
Social
Quantitative
Qualitative
Qualitative
Quantitative
Social
resources Planning 2.0
resources
16. THE ABC’S OF BRAND PLANNING
16
Audience
Truth
Category
Truth
Brand
Truth
Opportunity
Positioning Tagline/Campaign & Messaging
Activation Content Experiences
Media Earned Owned Paid
Brand Space Context & Opportunity
19. AND, HOW THEY ENGAGE IN RELEVANT TOPICS
19
Global Growth Outlook
Economic crises
Economic Growth
Indicators
Community Development
Renewable
Energy
Investment
Small Business
Development, Women
and Minority-owned
business
Mobile Payments
Affordable Housing
Financial Literacy
Energy
Efficiency
Investment
Mobile Banking
Payments Innovation
Education & Economic Growth
Home Ownership Programs
Youth Inclusion Programs
Women in Business
Leadership
Urban Transformation
20. UNDERSTAND WHO INFLUENCES THEM
20
BIO
Ylan Q. Mui is a reporter with the
Washington Post and a CNBC
contributor where she covers the
Federal Reserve and the economy,
including topics such as subprime
lending, consumer finance and
retail.
RELEVANT QUOTES
“The implosion of the subprime
lending market has left a scar on
the finances of black Americans –
one that not only has wiped out a
generation of economic progress
but could leave them at a financial
disadvantage for decades.”
“After years of bold action following
the global financial crisis, the
world’s central bankers are ready
to pass the baton. The
consensus… was that the power of
monetary policy to drive global
growth is nearing its limit.”
RELEVENT
ARTICLES
“For Black Americans,
Financial Damage
From Subprime
Implosion is Likely To
Last”
“Central Banks To
Lawmakers: You Try
Growing The
Economy”
“Janet Yellen defends
Federal Reserve
Politics Before Senate
Banking Panel”
@ylanmui
13K followers
462+ Connections
25 followers
4%
15% 15%
2%
65%
Financial Institutions Financial Crisis
TBTF Legislature
Stakeholders
21. AND, WHO INFLUENCES THOSE INFLUENCERS
21
160/1188 258/88372
WHOINFLUENCESTHEINFLUENCER?
Name / Outlet
Rank Score
Name / Outlet
Rank Score
Name / Outlet
Rank Score
Name / Outlet
Rank Score
WHODOESTHEINFLUENCERINFLUENCETHEMOST?
Name / Outlet
Rank Score
Name / Outlet
Rank Score
Name / Outlet
Rank Score
Name / Outlet
Rank Score
24. ARISTOTLE AND THE SECOND ROAD OF THOUGHT
24
ANALYTICS
“Where things cannot
be other than they are.”
Diagnoses the past
LOGIC
25. ARISTOTLE AND THE SECOND ROAD OF THOUGHT
25
ANALYTICS
“Where things cannot
be other than they are.”
Diagnoses the past
LOGIC
RHETORIC
“Where things can
be other than they are.”
Designs the future
INTUITION
26. S-CURVES OF INTUITIVE LEAPS AND INNOVATION
26
1ST: The ‘Industrial Revolution’ | Big Bang Moment: Arkwright’s mill opens in Cromford – 1771
2ND: Age of Steam & Railways | Big Bang Moment: Test of the ‘Rocket’ steam engine for the
Liverpool-Manchester railway – 1829
3RD: Age of Steal, Electricity & Heavy Engineering | Big Bang Moment: The
Carnegie Bessemer steel plant opens in Pittsburgh, PA – 1875
4TH: Age of Oil, the Automobile & Mass Production | Big Bang
Moment: First Model-T comes out of the Ford plant in Detroit, MI –
1908
5TH: Age of Information & Telecommunications |
Big Bang Moment: The Intel microprocessor is
announced in Santa Clara, CA – 1971
6TH: Age of ? | Big Bang
Moment: TBD – 2021
27. THE INTUITIVE LEAP OF FAITH
27
Incremental
Discontinuous
Intuitive Leap
P = 40<>70
39. AND, PEOPLE ENGAGED
In first 18 months…
• 600 influencers from 31 countries
• Reached 469 million consumers
globally
• Achieved 23 million consumer
social interactions
• Facebook fan base grew by 2.2
million people
• Instagram followers grew by 1.8
million people
• Twitter followers grew by 1 million
people
39
41. LOOK AT MEASUREMENT IN TWO KEY AREAS
41
MARKETING METRICS
Deep analysis of channels
and tactics to understand
effectiveness and identify
opportunities to optimize
BUSINESS METRICS
Measurement of core
business goals and
achievement of business
objectives including sales
42. MEASUREMENT VIA OWNED, PAID, EARNED FUNNEL
42
OWNED
PAID
EARNED
CHANNEL
• Unique open rate
• Unique CTR
• Referrals to .com
• Unique visitors
• Time on site
• CTAs taken
• Engagements
• Referrals to .com
Email
SEO
.com
Social
• Unique open rate
• Unique CTR
• CPM, CPE, CPL
• PPC
• CTAs to LPs
• CPL
• CPM, CPC, CPE, CPL
• CPA, CPE, CPL
Email
Search
Display/Rich Media
Social
• Coverage
• Impressions
• SOV
Influencers/Trades/Media
CHANNEL KPIs SALES
VOLUME
REVENUE
SPEND • Media Only
• Media + Fee
• Media Only
• Media + Fee
TRAFFIC
# visitors # leads
• Media Only
• Media + Fee
• Media Only
• Media + Fee
# products sold
LEADS
$ revenue
43. REAL EXAMPLE
43
20%
30%
est.
PatientTraffic Leads Referrals
.COM1
2
3
800-LAPBAND
Surgeon Co-op
4
Referring
Physician &
Surgeon Practices
7,881
Calls thru May
237,643
Visits thru
May
1,647 to
2,745
Est. thru May
2,861
Reported thru
May
7.5%
15%
est.
32
%
49,439
5,464
1,647
to
2,745
2,861
1,771
21
%
69
%
250,032 – 251,130
Total with est.
54,903
total
9,987 – 14,793
Total with est.
7.5% to 15%
1,997 – 4,438
Total with est.
20% to 30%
Media Only $1,790,933 $32.62 $121.07 to $179.33 $403.55 to $896.63
$5.8mm to $12.9mm
Potential Revenue Impact
Television
($550,780)
Co-op Advertising
(Print/Outdoor
$745,000)
Social Media & PR
($27,600)
Interactive
(Banners $0)
(Search $347,013)
Collateral
($58,280)
Website
(SEO $0)
(Main. $9,799)
Strategy
($24,698)
Agency Mgmt.
($51,714)
Call Center
($148,140)
3,708
to
7,416
1,997
to
4,438
3%
5%
est.
44. REAL EXAMPLE
44
All Target Teens
97MM
total reach
4.85MM
“daily” reach
Paid
Social 35MM
impressions
1.14MM
engagements
CK
‘Cool Kids’
(~60k)
Package and Amplify
Drive incremental reach and frequency
using highly-targeted paid social to
keep BRAND top of mind with “Cool Kids”
Digital
advertising
Custom
Content
Influencer
activations
Media
Coverage
Events
246MM
impressions
5MM
video views
76MM
impressions
100MM
impressions
1MM+
impressions
Media Awareness Metric
twistASM
ASM&
twisttwisttwist
twist
twist
45. HOW THE COOL KIDS CONTRIBUTE TO 1 MILLION UNITS
45
All Target Teens
97MM
total reach
4.85MM
“daily” reach
Media Awareness Metric
Paid
Social 35MM
impressions
1.14MM
engagements
CK
‘Cool Kids’
(~60k)
Package and Amplify
Drive incremental reach and frequency
using highly-targeted paid social to
keep BRAND top of mind with “Cool Kids”
Assumptions
25% of Cool Kids
try Benzac
AND
Exposed Benzac to
their friends and
followers
AND
2% of these friends
tried Benzac too
=
309,000 units
+
14.7MM viral
impressions
Cool Kids
WOM
influences our
target teens
too
Digital
advertising
Custom
Content
Influencer
activations
Media
Coverage
Events
246MM
impressions
5MM
video views
76MM
impressions
100MM
impressions
1MM+
impressions
twistASM
ASM&
twist
46. REAL EXAMPLE
46
Engagement rates based on the audience size, industry benchmarks, 2015 Brand data, and 2016 Brand activities.
Engagement Rate Feb. Mar. April May June July Aug. Sept.
Facebook 3.33% 3.83% 3.83% 3.63% 3.33% 3.33% 3.83% 3.13%
Twitter 1.69% 2.39% 2.39% 2.19% 1.89% 2.19% 2.39% 2.19%
Instagram 1.95% 2.65% 2.65% 2.45% 2.30% 2.45% 2.45% 2.30%
Cool Kids represent a unique social (online and offline) amplifier group of teens within our target demographic.
These teens have large, active personal networks and are being leveraged to create the BRAND groundswell needed
to reach our 2016 goals.
Engagement rate is the core KPI – the signal of our success in connecting with the Cool Kids.
The engagement rate tells us whether Cool Kids are responding to the brand & content, and as a result, are
more likely to try and recommend Benzac. Through paid social media, we will package, amplify, and deliver content
from the broader plan plus unique, analytics-informed creative.
Equates to 35MM impressions and 1.14MM engagements
https://www.youtube.com/watch?v=q1a7tiA1Qzo
Through his research, neuroeconomist, Paul Zak, discovered what he dubs “The Moral Molecule”
Oxytocin is a neurochemical that is key to signaling trust and invoking a sense of empathy
Produced when we are trusted or shown a kindness
Motivates cooperation with others by
Enhancing the sense of empathy – our ability to experience others’ emotions
Research found that character-driven stories consistently cause oxytocin synthesis, and
The amount of oxytocin released by the brain predicted how much people were willing to help others (e.g. donating money to a charity associated with the narrative)
So, is it any wonder why the Ice Bucket Challenge went viral?
Research found that
In order to motivate a desire to help others, a story must first sustain attention – an increasingly scarce resource in the brain – by developing tension during the narrative
If that tension resonates strongly enough with the audience, then they will come to share the emotions of the characters in the story, and, after the story ends, likely to continue mimicking the feelings and behaviors of those characters
This explains your feelings of dominance after you watch James Bond save the world, or your desire to work out after watching the Spartans fight in the movie 300
Business implications
Enables better recall of key points in a presentation or speech
People are substantially more motivated by their organization’s transcendent purpose (how it improves lives) than by its transactional purpose (how it sells goods and services)
The former is effectively communicated through stories
Sources
“Why Your Brain Loves Good Storytelling” – written by Paul J. Zak, published by Harvard Business Review (October, 28, 2014) http://bit.ly/1yso8wD
That means we’re somewhere in between a Golden Age and political unrest
We experienced the financial bubble for the good part of the 1990s and early 2000s, and the collapse in 2008
Now we’re living in an economy that is taking full advantage of innovations in cloud computing, social technologies and mobile devices
These innovations have led to the collaborative economy, the democratization of content publishing and citizen reporters that can create movements for or against brands – or even governments – by identifying a cause, a purpose, that resonates with a community of people and exploiting it
Perhaps even more thought provoking is to think about what the next revolution might bring
Sources
“Technological Revolutions and Financial Capital: The Dynamics of Bubbles and Golden Ages” – written by Carlotta Perez, published by Edward Elgar Publishing Limited, 2002 (Chapter 2, page 11)
First eighteen months of the campaign, nearly 600 influencers from 31 countries reached over 469 million consumers, globally, and achieved some 23 million consumer social interactions. Calvin Klein’s audiences on social channels grew too: its Facebook fan base grew by 2.2 million people, Instagram by 1.8 million and Twitter by 1 million. A quick hashtag search on Instagram shows that over 400,000 images have been contributed by audiences to the #MyCalvins program.
Cool Kids reach = all Cool Kids x total followers
Brand ambassadors reach = assumes 5 ambassadors x avg social followership (7.9MM)
Estimated Paid Social Impressions based on 2016 budget and paid social plan