Download - Infinigraph NBC presentation SMM11
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Analyze · Automate · Activate
CASE STUDYCASE STUDYCASE STUDYCASE STUDY
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Why is my content not getting more attention?
THINGS ARE CHANGING
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ABOUT THEGRIO.COM• TheGrio.com - First video-centric news
community focused on serving African-Americans
• Social Reach - 372,547 FB & Twitter Followers
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MY SOCIAL MEDIA CONUNDRUM
• ROI for social media is tough to value.
• Growing Facebook and Twitter audiences cost time and $$.
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A SOLUTION - CURATING SOCIAL CONTENT
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IT WORKSIndustry standard banner
CTR ~ .03% - .06%
CURATED SOCIAL CONTENT
.45% CTR
68% of people are more likely to remember an ad with social context. - Nielsen
300x250
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CHALLENGES
• Paid, Earned and Owned Media has to work together
• "Brands as Publishers“
• Can’t just rely on onechannel
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BIG BRAND USE PAID MEDIA TO FACEBOOK
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SOLUTION
• Source highly relevant content based on consumer behavior and intent
• Increase engagement on your Facebook and Twitter around relevant content
• Know what's resonating in your community and where
There's 3 types of people who'll read your content: Igniters (1%), Sharers (9%), and Watchers (90%)
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SOCIAL TRENDING CONTENT IN ADS
Real-time filtered trending content; in ads, apps, website and FB landing pages - content marketing at scale.
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RESULTS
• Unit ran on TheGrio – 2% CTR “Highly Relevant”
• Unit ran on iOne network – With Trending content 0.5% CTR average Without average is 0.05%
10X greater interaction
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MELDING PAID WITH OWNED AND EARNED MEDIA
• Use social media as a barometer to what's relevant
• Expose content to target audience in an interactive format
• Create discovery in many places drives interaction
There’s no silver bullet in content marketing.
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GOT INTELLIGENCE?
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USE CASES FOR TRENDING CONTENT
• Trending content is portable to apps too
Both Facebook and Twitter together streaming within app
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HOW IT WORKS
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Social Mass
INTELLIGENCE CONTENT SCALING
Content Intelligence
Ad Networks
Brand Web Site
Facebook page
House Ads
Mobile
In Apps
3rd party or Partner siteCuration
Cloud Ad/App delivery
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BENEFITS
• Content is always changing
• Visually Dynamic
• Social shares build-in
• Consumers see 3 to 5 on average
• Simple!
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SOME TAKE AWAY
• Paid media can drive target traffic to your social presence
• If done well, content marketing results in great success across a brand's paid, owned, & earned media
• Content marketing isn't about taking away from your other marketing efforts. Use content to fuel your other existing channels
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THANK YOU
• Dan Wolsey - TheGrio−[email protected]
• Chase McMichael – InfiniGraph−[email protected]
m −@chasemcmichael