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Social Fresh West Content Marketing: Good To Great

There’s a lot of buzz about content marketing. But what makes your content marketing plan go from good enough to great? Great content marketing combines community insights, an optimized distribution process and most importantly, content, that not only resonates with your customers and prospects, but also leads to preferred action. In this fast-paced session, Zena will lead you through helpful large brand content marketing case studies. She’ll share tips on streamlining process and trends to help you walk away with a “good to great” content marketing game plan.

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Social Fresh West Content Marketing: Good To Great

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Presentation Transcript

  1. Content Marketing: From Good To Great Zena Weist VP of Strategy Expion @zenaweist 1 P r o p r i e t a r y & C o n f i d e n t i a l

  2. How can I optimize my brand so that it's a sought-after participant in relevant conversations? 2 P r o p r i e t a r y & C o n f i d e n t i a l

  3. Shift Your Thinking: From Good To Great From Good • Listen & Resolve • Be Relevant • Have Cadence • Share Information • Share Expertise • Be Engaging To Great • Address “Unspoken” Needs • Media for the Medium • Crowdsourcing with BI Twist • Go Local • Converged Media • Location, Location, Location 3 P r o p r i e t a r y & C o n f i d e n t i a l

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

  5. Interbrand 100 Adoption by Social Network 100% 98% % With Active Profile 94% 80% 60% 64% 51% 40% 40% 20% 0% Facebook Twitter Google+ Pinterest Instagram Source: Simply Measured, August 2012 http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study 5 P r o p r i e t a r y & C o n f i d e n t i a l

  6. 6 P r o p r i e t a r y & C o n f i d e n t i a l

  7. 7 expi.co/05Ur P r o p r i e t a r y & C o n f i d e n t i a l

  8. Media for the Medium From Good To Great 8 P r o p r i e t a r y & C o n f i d e n t i a l

  9. Media for the Medium From Good To Great 9 P r o p r i e t a r y & C o n f i d e n t i a l

  10. Media for the Medium 10 P r o p r i e t a r y & C o n f i d e n t i a l

  11. Media for the Medium expi.co/0FrF expi.co/0FrH 11 P r o p r i e t a r y & C o n f i d e n t i a l

  12. Crowdsourcing with a BI Twist 12 P r o p r i e t a r y & C o n f i d e n t i a l

  13. Go Local 86% of National Marketers are looking to modify, adapt and localize their marketing content, messaging and engagement practices. Source: www.marketingprofs.com November 2, 2011 (CMO Council Research) 13 P r o p r i e t a r y & C o n f i d e n t i a l

  14. Why local market pages make sense: Local Has Higher Engagement - Active Fans % 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 14 P r o p r i e t a r y & C o n f i d e n t i a l

  15. Go Local Both Great 15 P r o p r i e t a r y & C o n f i d e n t i a l

  16. Converged Media 16 P r o p r i e t a r y & C o n f i d e n t i a l

  17. Media Clover Leaf 17 P r o p r i e t a r y & C o n f i d e n t i a l

  18. expi.co/0Doz 18 P r o p r i e t a r y & C o n f i d e n t i a l

  19. Converged Media Applebee’s 2 for $20 Page Post Sponsored Story 19 P r o p r i e t a r y & C o n f i d e n t i a l

  20. Converged Media Sponsored Story Applebee’s Tuesday Page Post on Timeline 20 P r o p r i e t a r y & C o n f i d e n t i a l

  21. Location 21 P r o p r i e t a r y & C o n f i d e n t i a l

  22. Location 22 P r o p r i e t a r y & C o n f i d e n t i a l

  23. Location 23 P r o p r i e t a r y & C o n f i d e n t i a l

  24. Location #tweetfromtheseat 24 P r o p r i e t a r y & C o n f i d e n t i a l

  25. Location 25 P r o p r i e t a r y & C o n f i d e n t i a l

  26. Bundled Greatness expi.co/0FWS 26 P r o p r i e t a r y & C o n f i d e n t i a l

  27. Content Marketing: Q&A expi.co/0FvE Zena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif 27 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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