Smx2014 clifton flack_shareable content_v2

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How to Make Shareable Content. Presentation from SMX Israel 2014 By Clifton Flack Head of Global Universal McCann Digital

Marketing

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 **

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

Everybody loves content
The Connected Generation
1. Technology makes it easy
2. Services make it fun
3. Society makes it essential

Shareable content…huh!?

Why We Share:

1. Strengthen Social Bonds
2. Define / Refine Our Identity
3. Status Enhancement / Reinforcement

Creating that which must be shared

3 Rules of creating shareable content:

1. Understand your target market
2. Define the „why would I share this?‟
3. Embed the tools to enable sharing

Kick-starting the sharing

Get the engine running:

1. Distribute through your community
2. Enlist the help of others
3. Add some budget

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

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

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?

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 !!

The Case Study

Daily Market News with Amy Anderson

The Case Study

Amy Anderson
• Signup Increased by 45%
• Traders Increased by 25%
• Retention Increased by 40%

5 Million Views

10% of annual digital sales in one day
Supported by the „banned ad‟ PR campaign

Takeaways
• Know Yourself
• Know Your Market
• Create What They Want
• Analyze, Optimize & Scale

In Short…..„MARKETING‟

I‟m Clifton Flack
Head of Global @ Universal McCann Digital
It‟s been my pleasure and hopefully yours too…

cliftonf@usearch.co.il
Twitter.com/cliftonflack

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Smx2014 clifton flack_shareable content_v2

1. Shareable Content “with a dash of performance marketing” By Clifton Flack Head of Global Universal McCann Digital

2. No tricks… MARKETING

3. 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 **

4. 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

5. Everybody loves content The Connected Generation 1. Technology makes it easy 2. Services make it fun 3. Society makes it essential

6. Shareable content…huh!? Why We Share: 1. Strengthen Social Bonds 2. Define / Refine Our Identity 3. Status Enhancement / Reinforcement

7. Creating that which must be shared 3 Rules of creating shareable content: 1. Understand your target market 2. Define the „why would I share this?‟ 3. Embed the tools to enable sharing

8. Kick-starting the sharing Get the engine running: 1. Distribute through your community 2. Enlist the help of others 3. Add some budget

9. 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

10. 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

11. 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?

12. 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 !!

13. The Case Study Daily Market News with Amy Anderson

14. The Case Study

15. 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…

16. The Case Study Amy Anderson • Signup Increased by 45% • Traders Increased by 25% • Retention Increased by 40%

17.

18. 5 Million Views 10% of annual digital sales in one day Supported by the „banned ad‟ PR campaign

19.

20. Takeaways • Know Yourself • Know Your Market • Create What They Want • Analyze, Optimize & Scale In Short…..„MARKETING‟

21. I‟m Clifton Flack Head of Global @ Universal McCann Digital It‟s been my pleasure and hopefully yours too… cliftonf@usearch.co.il Twitter.com/cliftonflack

Smx2014 clifton flack_shareable content_v2

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