smx2014 clifton flack_shareable content_v2
DESCRIPTION
How to Make Shareable Content. Presentation from SMX Israel 2014 By Clifton Flack Head of Global Universal McCann DigitalTRANSCRIPT
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Shareable Content“with a dash of performance marketing”
By
Clifton FlackHead of Global
Universal McCann Digital
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No tricks…
MARKETING
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15 minutes looks like this…
• Everybody loves content
• Why we share
• The 3 rules
• Kick-starting the sharing
• Track | Optimize | Repeat
**the case study you’ll want to see **
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But First….Insanity Becomes Reality
• 4.2 bn people use mobile to access social sites
• 23% FB users check their newsfeed 5 times+ per day
• 28% of Retweets on Twitter include “please RT!”
• Snapchat users share 400m images per day
• Every second 8000 users ’like’ a photo on Instagram
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Everybody loves content
The Connected Generation
1. Technology makes it easy2. Services make it fun3. Society makes it essential
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Shareable content…huh?!
Why We Share:
1. Strengthen Social Bonds2. Define / Refine Our Identity3. Status Enhancement / Reinforcement
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Creating that which must be shared
3 Rules of creating shareable content:
1. Understand your target market2. Define the ‘why would I share this?’3. Embed the tools to enable sharing
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Kick-starting the sharing
Get the engine running:
1. Distribute through your community2. Enlist the help of others3. Add some budget
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Track | Optimize | Repeat
Rock – n - Roll
1. TRACK:• Set Goals• Use Analytics
2. OPTIMIZE: • Always Be Testing• Remarketing Works!
3. REPEAT• Follow the flow• Highlight the perfect journey
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The Case Study
THE COMPANY : Option Rally A leading Binary Options Broker
THE MISSION : Drive awareness + source new potential traders
THE CHALLENGE(s) : Highly competitive & performance obsessed industry
THE BUDGET : Not Big
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The Case Study
OUR SELF EXAMINATION:
WHO … are we targeting?
WHAT … are we offering?
HOW … do we want to be perceived?
WHY … will visitors choose us?
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The Case Study
OUR STRATEGY:
WHO : Men, Ego, Obsessive, Compulsive, Freedom
WHAT : Addictive, Entertaining, Professional CONTENT
HOW : Be different, Be cool, Be better, Be independent
WHY : No reason !!
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The Case Study
Daily Market News with Amy Anderson
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The Case Study
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The Case Study
But it should not stop there….
Amy is not just a traffic generator…
…she’s the face of the brand
Featured on…
Home Page, Landing Pages,
Banners, Emails, Webinars and more…
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The Case Study
Amy Anderson
• Signup Increased by 45%• Traders Increased by 25%• Retention Increased by 40%
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5 Million Views
10% of annual digital sales in one day
Supported by the ‘banned ad’ PR campaign
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Takeaways
• Know Yourself• Know Your Market• Create What They Want
• Analyze, Optimize & Scale
In Short…..‘MARKETING’
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I’m Clifton Flack
Head of Global @ Universal McCann Digital
It’s been my pleasure and hopefully yours too…
Twitter.com/cliftonflack