the business of digital: chapter 2 - the age of content - the media landscape is shifting

WEB PRESENCE ANALYTICS FOR AGENCIES & BRANDS

The Business of Digital

“The Media Landscape is Shifting”

Krista LaRiviere Cofounder & CEO, gShift Director, SEMPO.org

@KristaLaRiviere @gShi0Labs #WhatTheShi0

1.  Trends 2.  The Collision, The Content, The Client 3.  Discoverability, Data 4.  Distribution 5.  Amplification 6.  Measurement

Let’s Talk About…

gShift helps marketers create smarter content. We enhance content marketing discoverability in search and social. We have proprietary engagement & performance metrics to prove it.

gShift’s Software


gShi% lives at the data intersec1on of Content Marke1ng, Influencer Marke1ng & SEO.

Social Influencers are now the distribu>on channels of brand content.

Content Marketing

Social Media

Brands are demanding measured results of their investments into content crea>on.

Unique content-‐level data across an en>re web presence including influencer analy>cs for decision making and repor>ng.

Search engine op>miza>on is about brand discovery by keyword & content.

SEO Influencer



kontextURLs – The World’s Smartest URL

Track engagement of off-site and offline content by channel and influencer. Vanity short URL. Conversion pathways. Deep content engagement analytics from social combined with all your SEO data to prove content marketing investment.

SaaS platform collects and stores billions of content-level data points from search and social. We do this for 10,000+ brands and 6,000+ users in 22 countries. We transform big data into insights with intelligence for decision making. Analytics informs the content marketing workflow process helping content marketers create smarter content and prove engagement & performance of that content investment.

gShift’s Software


#6: Discovered

#5: Dominate

#4: Difference

#3: Delivered

#2: Decisions

#1: Data

The Six D’s To Digital Discoverability


Digital Marketers Grapple with ROI


Content Marketing

Social Media

SEO Influencer Amplifica1on


Behaviour & Technology “Where should I place my ad?”

to “How do I deliver extraordinary branded moments?”

The Media Landscape is Shifting

Content Marketing

Social Media



Content Marketing

Social Media

Influencer Amplifica1on


Content Marketing

Social Media



Content Marketing

Social Media



Not CRM. Now it’s CMT

Mobile Has Gone Mainstream

GSM Associa>on, Oct 7, 2014

7.2 billion people and devices


Content Marketing

Social Media



What is this all about, really?

“It’s about the long-‐term process of enhancing both the brand's web presence asset and the opportunity for discoverability in search and social, throughout the prospect's buying cycle and across any device.”

-‐ Krista


Content Marketing

Social Media



-  Complete digital chaos -  Media landscape shifting -  Digital landscape shifting -  Customer in control -  Massive responsibility What do you do? What do you focus on? 1.  Content 2.  Distribution 3.  Measurement 4.  Collaborate

The Perfect Storm

CONTENT IS THE

KINGPIN “The most important opportunity is content as this pervades all the digital media that we are using to reach our audiences.”

Adobe/EConsultancy


Content Marketing

Social Media


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Brands are experiencing disruptive change with 67% of a customer’s digital interaction with brand content is off-site.

aware

eval

buy

aware

buy

buy

discover

advocate

discover

aware

eval

discover

inform

inform

inform

eval

eval

eval

aware inform

advocate

aware

eval

discover

eval

eval

advocate

advocate

eval

buy

advocate

discover

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reality Buyers control their own journey 67% of the journey is off-site

Content Marketing

Social Media

, Paid Media


Influencers,

36

With gShi0… Content

Search Social •  Content Performance Cloud captures -‐  Content consumed -‐  Context -‐  compe>>ve insight -‐  Engagement journey

•  Informing Paid Ads

Email Off-‐Line

Content Performance Cloud Compe11ve | Content | Context | Engagement

Informed Paid Adver1sing (what works)


Content Marketing

Social Media


Content Marketing

Social Media


SEO & INFLUENCER MARKETING

-‐  Using keywords to find influencers -‐  Understand audience profiles by

demographics. -‐  Local influencer marke>ng -‐  Who’s talking about “smart water”

and related topics. -‐  Lesser known influencers who can

aggregately expand your poten>al audience reach.

-‐  Managing and paying influencers. -‐  Tracking their impact through the

funnel. -‐  Final repor>ng.

Content Marketing

Social Media






Data: Tomoson

Content Marketing

Social Media



Content Marketing

Social Media



Influencer Analy1cs

45

Unified Reporting & Analytics Dashboard

Content Marketing

Social Media



Native Advertising is the natural bridge between Owned, Earned and Paid Content. Amplify through paid or kick start a campaign.

Content Marketing

Social Media



Focus on: 1.  Content 2.  Distribution 3.  Measurement 4.  Collaborate

The Perfect Opportunity