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P r o p r i e t a r y & C o n f i d e n t i a l
Content Marketing:
From Good To Great
Zena Weist VP of Strategy Expion @zenaweist

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P r o p r i e t a r y & C o n f i d e n t i a l
How can I optimize my brand so that
it's a sought-after participant in
relevant conversations?

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P r o p r i e t a r y & C o n f i d e n t i a l
From Good To Great
• Listen & Resolve
• Be Relevant
• Have Cadence
• Share Information
• Share Expertise
• Be Engaging
• Address “Unspoken” Needs
• Media for the Medium
• Crowdsourcing with BI Twist
• Go Local
• Converged Media
• Location, Location, Location
Shift Your Thinking:
From Good To Great

4. 4
P r o p r i e t a r y & C o n f i d e n t i a l
No other social network even comes close
of all Americans age 12 and over
have a personal profile on
Facebook
54%
http://www.socialhabit.com/

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P r o p r i e t a r y & C o n f i d e n t i a l
Source: Simply Measured, August 2012
http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study
98%
94%
64%
51%
40%
0%
20%
40%
60%
80%
100%
Facebook Twitter Google+ Pinterest Instagram
%
With
Active
Profile
Interbrand 100 Adoption by Social Network

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P r o p r i e t a r y & C o n f i d e n t i a l

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P r o p r i e t a r y & C o n f i d e n t i a l
expi.co/05Ur

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P r o p r i e t a r y & C o n f i d e n t i a l
Media for the Medium
From Good To Great

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P r o p r i e t a r y & C o n f i d e n t i a l
From Good To Great
Media for the Medium

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P r o p r i e t a r y & C o n f i d e n t i a l
Media for the Medium
http://expi.co/0FrF
http://expi.co/0FrH

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P r o p r i e t a r y & C o n f i d e n t i a l
Crowdsourcing with a BI Twist

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P r o p r i e t a r y & C o n f i d e n t i a l
of National Marketers are looking to modify,
adapt and localize their marketing content,
messaging and engagement practices.
86%
Source: www.marketingprofs.com November 2, 2011
(CMO Council Research)
Go Local

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P r o p r i e t a r y & C o n f i d e n t i a l
Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers (using fan
counts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1,
2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans
Why local market pages make sense:
Local Has Higher Engagement - Active Fans %

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P r o p r i e t a r y & C o n f i d e n t i a l
Both Great
Go Local

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P r o p r i e t a r y & C o n f i d e n t i a l
Converged Media

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P r o p r i e t a r y & C o n f i d e n t i a l
Media Clover Leaf

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P r o p r i e t a r y & C o n f i d e n t i a l
expi.co/0Doz

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P r o p r i e t a r y & C o n f i d e n t i a l
Converged Media
Applebee’s 2 for $20 Page Post Sponsored Story

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P r o p r i e t a r y & C o n f i d e n t i a l
Applebee’s Sponsored Story
by The Numbers
STATS Dates: April 10 and 11, 2012
Impressions 13,786,319
Frequency 2.8
Clicks 6,177
CTR 0.045%
Actions N/A
Spend $1,024.52
CPM $0.07

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P r o p r i e t a r y & C o n f i d e n t i a l
Applebee’s Tuesday Page Post on Timeline Sponsored Story
Converged Media

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P r o p r i e t a r y & C o n f i d e n t i a l
Applebee’s Sponsored Story
by The Numbers
STATS Dates: May 29 and 30, 2012
Impressions 2,811,023
Frequency 3.4
Clicks 31,267
CTR 1.112% HIGHEST EVER
Actions 33,696
Spend $743
CPM $0.26

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P r o p r i e t a r y & C o n f i d e n t i a l
Location

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P r o p r i e t a r y & C o n f i d e n t i a l
Location

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P r o p r i e t a r y & C o n f i d e n t i a l
Location

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P r o p r i e t a r y & C o n f i d e n t i a l
Location
#tweetfromtheseat

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P r o p r i e t a r y & C o n f i d e n t i a l
Location

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P r o p r i e t a r y & C o n f i d e n t i a l
Bundled Greatness
expi.co/0FWS

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P r o p r i e t a r y & C o n f i d e n t i a l
Content Marketing:
Q&A
Zena Weist VP of Strategy Expion @zenaweist
Image credit: http://molliejohanson.com/wildolive/great.gif