shea - ama marketing slam
TRANSCRIPT
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Unheard of Success Through BetterSocial Listening
Brendan Shea
Senior Manager of Content@frombrendan
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Monitoring vs. Listening
#CAMAExpert
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Social monitoring sees the trees; social listening scans the forest.
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Identify Trends
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The 6 Cs of Content Insights
● Content nuggets● Campaigns● Contributors● Co-marketers● Community● Competition
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Provide Solutions
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Solution: NFL Dogs From Hebrew National
● Trend spotting around tailgating conversations
● 32 pieces of microcontent ● Coverage from Mashable to
“Good Morning America”● Increased fall dollar sales by
almost 8%
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Solution: At-Home Ombre Kit From L’Oreal
● Mined YouTube data to identify trends
● New product + content hubs ● 50% of buyers new to
category
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Solution: Image Size Guide From Sprout
● SEO volume + social FAQs ● 3rd highest webpage for
new users● Single highest traffic-
driving blog post ● Highest revenue-driving
blog post
#CAMAExpert
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Optimize for Social
#CAMAExpert
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Optimize for Social
● Long articles, brief posts● @mention sources● Hashtags on Twitter● Clear CTA● Fit images to native layouts● A/B test headlines● Post off peak
#CAMAExpert
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Measure Your Results
#CAMAExpert
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Buzzsumo to Assess Content Performance
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Thank You!Connect with me @frombrendan