Transcript
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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


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