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Digital Content Marketing & E Commerce - Waggener Edstrom APAC Studio D, Zaheer Nooruddin


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A presentation about the relationship between digital content marketing and E Commerce in the Sales Funnel online by Zaheer Nooruddin, regional vice president Asia Pacific at Waggener Edstorm Studio D

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Digital Content Marketing & E Commerce - Waggener Edstrom APAC Studio D, Zaheer Nooruddin

  1. 1. Waggener Edstrom WorldwideZaheer Nooruddin Studio D
  2. 2. • • • • • •*Barclays Capital. BCG, 2012
  3. 3. Guiding Principles of Creating Digital Content in the Age of Social Media and E Commerce Guiding Principles of Creating Digital Content in the Age of Social Media and eCommerce
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  7. 7. “ ”
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  10. 10. • A match made in heaven?• Or a total strategic mismatch?!
  11. 11. Forrester Research, 2012
  12. 12. Forrester Research, 2012
  13. 13. Monetate, 2012
  14. 14. Nielson, 2011
  15. 15. VoiceAwarenessLoyaltyIntentLeads gen
  16. 16. CASE STUDY“Conversations and Communities” team of 40 andthey have several blogs, including a direct toconsumer blog and several special interest blogsand engage in almost every major social mediachannelSome other highlights• Over 65 corporate Twitter accounts• More than 400,000 followersThey do promote on Twitter e.g.“15% off any Dell Outlet Inspiron 15 – 1545 laptop.Enter code at checkout: S2?70S6LK1VWVS – only at– exp 8/315:05 AM Aug 28th from CoTweet”Have sold over $3 million in sales via Twitter
  17. 17. CASE STUDY “Marketing People Love” : tool Marketed exclusively through social media 450,000 leads 2-4% of qualified leads convert to customersHOW : Hired an intern to post its software tutorial videos on YouTube. “We didn’t promote them at all, and we started to get over 10,000 views a month of those videos up on YouTube”OUTCOME: “A combination of social media, SEO, and blogging is by far the highest ROI of any marketing out there.” $84 cost per lead versus $220 for traditional marketing
  18. 18. ••••••••• Average cost per lead with a content/social media marketing blend is 60% lower than traditional outbound marketing.
  19. 19. 1 2 3 4Content Focus Content Type Posting Frequency Content Calendar
  20. 20. 20% of content should be "OPC" — other peoples content. That mandates a willingness to allow user- generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust.70% of content should focus on your 10% of content should becustomers interests and needs. This can be promotional. If you areaccomplished through how-to tips, answers willing to focus 90% of yourto frequently asked questions, and links to content on others, then,helpful resources. Ask yourself, "Would I hopefully, no one willfind this content helpful?" If the answer is complain when 1/10th of ityes, then its probable others will too. calls attention to your products and services.
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  22. 22. • Special reports• eBooks• Guest blog posts• Blog posts• Web pages• Social media posts• Landing pages• eBooks going into detail • Brochures (People rarely want to do • Case studies it themselves, but it • Special reports or answers their questions white papers about what you’ll do for • Product them) comparisons• Webinars with special highlighting features offers to attendees and benefits• Blog posts that link to • FAQs purchase device
  23. 23. Don’t publish junk. Better to be quiet than to queer the signal-to-noise ratio.
  24. 24. Brands taking the social networks into their sites rather than just pushing content to them. "Orbital Content" - taking all of the places you are appearing on the web and putting them in one bucket – driving to ecommerce.Search engines increasingly favor Social Signals and Blended Results (multimedia). Keywordoptimize your content towards commerce across all channels.
  25. 25. Paid Promotion – the best branded content should be used to extend content lifecycle.
  26. 26. Hashtagcampaigns
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  28. 28. Waggener Edstrom WorldwideZaheer Nooruddin Studio D