kcsem july talk: using social and content marketing to activate audiences

#KCSEMA

Alyssa MurfeyDirector Of Strategyamurfey@emfluence.com

Social Media + Content Marketing To Activate Audiences

@alysmurfey

#KCSEMA

What’s In Store•Discuss value exchange of content marketing.•Share listening tools to help guide decisions.•Let you know about the “hottest” new social advertising products.

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

What is content marketing? Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.

-The Content Marketing Institute

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Content marketing and advertising are converging.Marketers who have a documented content strategy (and follow it) are 35% more likely to succeed. –CMI

69% of people trust an organization’s educational content if it is discovered via a friend. – Kentico

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Content marketing and advertising are converging.Spending on native ads on social sites alone is expected to increase from $3.1 billion to $5 billion by 2017. – eMarketer

In a recent study, 86% of B2B buyers expressed some level of desire to access interactive / visual content on demand. -Demand Gen

Using Social Media and Content Marketing to Activate Audiences

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The best advertisements offer an emotional and/or utility value exchange.

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

What engaging stories and

pieces of value can you create for your target

audiences?

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Listening tools to understand your audiences + processes to respond efficiently are key to success.

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Using Social Media and Content Marketing to Activate Audiences

Track your engagement (especially clicks) and sentiment.

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Using Social Media and Content Marketing to Activate Audiences

Google Analytics Datahub

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Using Social Media and Content Marketing to Activate Audiences

Google Analytics Trackbacks

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Using Social Media and Content Marketing to Activate Audiences

Google Analytics Conversion Paths – What Content Converts?

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Using Social Media and Content Marketing to Activate Audiences

Google Analytics – Affinity Categories and In-Market Segments

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Using Social Media and Content Marketing to Activate Audiences

Google Trends + Buzzsumo Help You Find Trending Content

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Using Social Media and Content Marketing to Activate Audiences

Facebook Insights To See What “Sparks”

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Using Social Media and Content Marketing to Activate Audiences

Iconosquare: very affordable Instagram analytics

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Using Social Media and Content Marketing to Activate Audiences

Tailwind: affordable Pinterest analytics (and scheduling!)

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New advertising products: Instagram sponsored posts.

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

New advertising products: Instagram sponsored posts.

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Take advantage of Twitter cards + targeting for a more engaging experience.

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Take advantage of Twitter cards + targeting for a more engaging experience.

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Users are shifting to posting more visual, engaging content The number of video posts per person has increased 75% globally, and 94% in the US.” – Facebook, January 2015

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Video is the next frontier of superior visual content marketing. Results show that from the moment a video ad was viewed (even before one second), lift happened across ad recall, brand awareness, and purchase consideration.

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

Video is the next frontier of superior visual content marketing. People who watched under three seconds of the video ad created up to 47 percent of the total campaign value

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

New advertising products: Facebook carousel ads

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

New advertising products: Facebook dynamic product ads

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

New advertising products: Pinterest Promoted Pins

Using Social Media and Content Marketing to Activate Audiences

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New advertising products: Pinterest buyable pins

Using Social Media and Content Marketing to Activate Audiences

#KCSEMA

LinkedInPulse

Using Social Media and Content Marketing to Activate Audiences

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LinkedIn’s new products

Using Social Media and Content Marketing to Activate Audiences

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Using Social Media and Content Marketing to Activate Audiences

THANK YOU!

#KCSEMA

Questions?Thank you for having me!@alysmurfeyamurfey@emfluence.com

Using Social Media and Content Marketing to Activate Audiences