kcsem july talk: using social and content marketing to activate audiences
TRANSCRIPT
#KCSEMA
Alyssa MurfeyDirector Of [email protected]
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
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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
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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
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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
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What engaging stories and
pieces of value can you create for your target
audiences?
Using Social Media and Content Marketing to Activate Audiences
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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
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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
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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
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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
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New advertising products: Facebook carousel ads
Using Social Media and Content Marketing to Activate Audiences
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New advertising products: Facebook dynamic product ads
Using Social Media and Content Marketing to Activate Audiences
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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
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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!
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Questions?Thank you for having me!@[email protected]
Using Social Media and Content Marketing to Activate Audiences