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Introduction• @robgarner• Dir. Content Services, NA iProspect• Exec dir. of WorkHacker and The Digital Career
Center• 20 years in online marketing
– Search, social, and content practitioner– Writing and speaking about converged methodologies for 14 years
• Focus on digital marketing strategy, paid media, SEO, social, content, web development strategy
• Previously worked for Omnicom, iTraffic, Agency.com, iCrossing, Hearst
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The Digital Career Center - Mission- Improve the quality of life for the people it serves, and their immediate families–Evangelize and advocate for digital and technology industry employment to a disenfranchised audience–Help reduce the cost of welfare and government programs to tax payers –Help businesses find new talent–Help improve local economies
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The Digital Career Center• We are looking for
– training volunteers/ambassadors– Donations of laptops– Charitable donations– All donations are tax deductible
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CONTACT INFO• Twitter: @thedccorg
– Hashtag #DCCorg• Facebook:
www.fb.com/digitalcareercenter• Website: thedcc.org• Volunteer email:
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Elements of Real-Time Content Marketing
• Organizational shifts from passive to real-time engagement
• A redefining of audience• A redefining of brand to include the audience• In some cases, a redefinition of business practices• A greater commitment to sincerity• A reworking of the definition of social media to
become more inclusive of search principles• A deep understanding and executional capability in
search and findability issues• A deep understanding of building out earned
attention in social networks• A redefinition of the word publishing • A commitment to being a “marketer as media
publisher”
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ComdataSVS
Book-marking Accounts
Press Releases
Twitter Followers
Blog
Google+
Facebook Friends
Discuss-ion
boards
RSS Feed
Sharing
Passive Content Sharing and Distribution
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Bloggers Discussion Boards
New Content Streams
2nd Tier visibility
Geographic keywords
Your Blog Audience
Discovery Streams
Content Tagged from Keywords
Bookmarking Sites
RSS Feed Subscribers
Popularity Streams
Twitter Followers
FB Friends
Press Releases
YOUR Publishing
Platform TriggersACTIVE SHARING —
ExtendingYOUR
Content
Active Content Sharing and Distribution
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About Mattress Mack and Gallery Furniture
• Started in the ear[y 1980s in Houston with $5,000 by Jim McIngvale and his wife Linda
• Now has over $150MM annual revenue at three locations in Houston
• Heavy traditional media – until 2013• Mack is all about real-time marketing
• Slogans are “Today” and “Saves you money”
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Gallery Furniture Notable Facts• Built on Hard Work, Great Ambition
– Mack’s work ethic in instilled in everyone at Gallery Furniture
• Influence on American Industry– Emphasis on “Made in America” has reignited American
furniture industry • Houston's Philanthropist
"We believe in 'Capitalism with a Cause'," "Why work so hard if you can't do something positive with what you earn?“
– GF had a commercial running somewhere in Houston every 7 minutes of the day at one point
• Retailing Innovator– Largest independent furniture retailer in Texas — and
bigger than most in other states • A Well Recognized Citizen
– “The most famous man in Houston”, has spoken at over 3,000 community and civic events in the last 30 years
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Gallery Furniture Strategy Goals• Act fast with content production• Be nimble with response to real time news events• Amplify content through paid ads in Facebook• Cast a wide net, and produce content across a wide
variety of social spaces• Measure and reinvest accordingly• Treat every content interaction as a marketing
opportunity
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Content and Social Hub
Solid Wood Blog / News
Email List
Enhanced
Content Buildout
MattressMack .
com
GF.com
EN ES
Mobile APP
Sleep Blog/ News
GalleryFurniture .com
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We Identified Content Opportunities by Theme
• Houston – Geo branded and vendor terms, news, etc. No localized stories were off limits
• Wood• Sleep, insomnia, mattress tech, sleep disorders, sleep news• Houston Relocation Guide – competitive space• Community – showcase for community efforts – GF.com blog• Interior Design Guide and Newscenter• Seasonal – 12 Weeks of Bedding
– Prepare content for holidays and peak seasons
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The Proof is in the Numbers:The Proof is in the Numbers:
Most successful social posts ever: routinely exceeding over 10,000 likes on single Facebook posts
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The Proof is in the Numbers:The Proof is in the Numbers:
2014 best year since 2006
Weekly sales attributed to Facebook and content posts are higher than ever ($$$$$$$) for week of XXXXXX
2013 - 2013 - TransitionTransition
2014 - First 2014 - First YearYear DifferenceDifference
RevenueRevenue +6% +33.3% +45%
Net ProfitNet Profit +11% +60% +78%
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Gallery Furniture Executed on the Plan
Blog / News
Email List
Enhanced
Content Buildou
t
MattressMack .
com
GF.com
EN ES
Mobile APP
Sleep Blog/ News
GalleryFurniture .com
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Results• Content plus paid amplification has redefined the GF marketing strategy• A sophisticated attribution model has been created to show social
content touchpoints which contribute to a sale• As a result, a major portion of the traditional media budget has been
shifted to real-time content marketing– Spend is currently $15,000 per day in Facebook to amplify posts and
other content• As many as 30 people work on the social content team, depending on
the time of year• GF credits social content with a significant growth in sales, and
continues to reinvest
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Thank You• @robgarner• [email protected]• Fb.com/garner• 469.347.4090