Tom Webster, Vice President of Strategy for Edison Research, discusses low-cost content marketing strategies for small businesses. He notes that while flashy infographics may grab attention, they often do not translate to real business results for small companies with limited budgets. Instead, small businesses should focus on regular, relevant content that provides value for customers. Webster also emphasizes the importance of looking outside one's own company for objective market research insights to confirm understanding of customers' needs and behaviors.
2. • We’ve got a great interview today with a thought leader in
Social Media & Research : Tom Webster of Edison
Research
• Author of BrandSavant : a repository of data being
generated by social, digital and traditional media – that
acutally offers insight into that data.
• Want to find out the data of WHO is actually using Social
Media, and why your brand to should be there? Find it
here……ON THE EDGE!
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6. Segment 1: News
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• MASHABLE : YouTube's Apps Will Soon Let You Watch
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• CNBC : Twitter IPO: Is it the next Google or Groupon? / Jeff
Cox
• TECHCRUNCH : Microsoft Launches Internet Explorer 11
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9. Coming Up
We’re speaking to Tom Webster today!
Tom is Vice President of Strategy for Edison Research, a custom market
research company best known as the sole providers of exit polling data
during US elections for all the major news networks.
We’re going to be speaking to Tom about Social Media changes, reflect
on one or two of the studies he’s been a part of and some predictions of
changes in the social landscape – all tying into why your brand needs to
be part of this consumer pool.
Stay tuned to the Edge, right after this
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11. INTRO
• Stay with us this segment…
• We’re talking to Tom Webster of Edison Research and the blog
BrandSavant – lending us keen insights into the true research
into social media and how it affect news, elections and buying
habits
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12. EDGE OF THE WEB
• Thanks For Listening / I’m Erin Sparks / Joined By My
Colleague Tom Brodbeck with Site Strategics / Check Us Out
At Site Strategics Dot Com / We Are Your Local Internet
Marketing Management Company / We Do Cost Effective
Web Design / With Google – Yahoo – Bing Search Engine
Marketing Management That Not Only Provides You Great
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13. AND – NEW SERVICE FROM SITE STRATEGICS
We are the fast & easy way for small businesses to
make Mobile Apps
We talked about how many apps are being launched daily, more apps are launched than
babies being born daily! The reality is that with the adoption of the mobile devices and
the “second screen” marketing, the ability to connect with consumer loyalty is stronger
than ever. Building an app can connect you to your customer
It’s easy and fast
We have templates for:
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14. #EDGETALK : Tom Webster
• I’d like to introduce Tom Webster to listeners of
Edge of the Web Radio
• Tom Webster is Vice President of Strategy for Edison
Research, a custom market research company best
known as the sole providers of exit polling data during
US elections for all the major news networks.
• He has nearly 20 years of experience researching
consumer usage of technology, new media and social
networking, and is the principal author of a number of
widely-cited studies, including The Social Habit, Twitter
Users in America, and the co-author of The Infinite Dial,
America's longest running research series on digital
media consumption.
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15. #EDGETALK : Tom Webster
• Tom also has a deep background in research in both media
and entertainment research, and has conducted the largestever segmentation study of music and lifestyle preference in
UK history.
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15
16. #EDGETALK : Tom Webster
• Thanks for Coming on the Edge today, Tom!
• Tom also has a deep background in research in both media
and entertainment research, and has conducted the largestever segmentation study of music and lifestyle preference in
UK history.
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16
17. #EDGETALK : Tom Webster
• Edison Research, if listeners don’t know, is a premier
research and analysis organization that provides studies
inside the music , radio and talent industry, with structured
and intuitive testing.,
• Edison Research conducts research across the media
spectrum, working with radio stations, cable networks,
print publications, Internet ventures, record labels, TV
stations and sports franchises.
• Every year they conduct audience research for over 100
media properties worldwide.
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17
18. #EDGETALK : Tom Webster
• Edison Research also does election polling, consumer
surveys and provides numerous published studies that
help marketers and businesses alike.
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18
19. #EDGETALK : Tom Webster
• First and foremost, Tom….what is your impression of
research and data analysis inside of social media – has
the industry matured to a degree of reliable insight?
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20. #EDGETALK : Tom Webster
• Tom, there’s so many points I’d like to cover with you, I’d like
to start with a deceptively simple question.
• Give us some perspective in the perceived role that social
networkers – people with social media account – have
towards online brands
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20
21. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking to Tom Webster of
Edison Research
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21
22. #EDGETALK : Tom Webster
• Can you speak to Content marketing, and why "more" isn't the
best approach to sustainable customer acquisition or
retention.
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22
23. #EDGETALK : Tom Webster
• Can you tell us about the report that you created call the The
Social Habit, Twitter Users in America?
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24. #EDGETALK : Tom Webster
• Can you speak to the concept of Big data, how organizations
are approaching it, using it correctly, and incorrectly?
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25. What’s Coming Up
• COMING UP /
• We’re continuing our conversation with Tom Webster of Edison
Research, and talking a bit more about social media and
consumerism
• COMING UP ON THE EDGE!
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27. #EDGETALK#
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28. #EDGETALK : Tom Webster
• We’re continuing a conversation with Tom Webster, Vice
President of Strategy for Edison Research, a custom market
research company best known as the sole providers of exit
polling data during US elections for all the major news
networks.
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28
29. #EDGETALK : Tom Webster
• Tom to continue:
• What would you see as the biggest fallacy when companies
perform their own research into social media, and
subsequently their content creation and messaging?
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30. #EDGETALK : Tom Webster
• Okay – I’m going to throw up a softball – and trust me, you’re
among friends here.
• Talk a minute about lazy marketing and marketers
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31. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking to Tom Webster of
Edison Research
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31
32. #EDGETALK : Tom Webster
• What are your thought about Infographics for use in Social
Sharing and Inbound Marketing
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32
33. #EDGETALK : Tom Webster
• What would be your digital media market research insights for
businesses (small, medium or large)
• Why should they look outside for confirmation of their
perspectives of their consumers?
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33
34. #EDGETALK : Tom Webster
• Thank you so much for your time today, truly appreciate the
perspective of research inside of Social Media marketing
• How do we find out more about what you doing?
• Blog – Twitter
• Where are you speaking next?
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34
35. Break
Back: Segment
4
COMING UP / ALRIGHT –
Time and again we hear the same old argument that we shouldn't
be building links, but that we should be focusing on developing
exciting and unique content that encourages organic linking all by
itself. I completely agree with this statement, but I see businesses
misinterpret this far too often.
If you run a local business and have a relatively small budget for
your online marketing, is spending that money on a flashy
infographic going to be the best use of your resources? More often
than not, it isn't. We’ll talk about how you can perform Content
Maketing on a small budget – coming up after the break!
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37
37. INTRO
• Small businesses face a big challenge: they must balance the
need to market themselves with small marketing budgets.
• It's crucial that they get the word out about their products and
services, but they often have limited resources. Therefore,
small businesses need ways to market themselves in ways that
don't break the bank.
• We’re going to talk about Content Marketing on a small budget
– so stay tuned.
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39
38. REJOIN
THANKS FOR LISTENING / I’M ERIN SPARKS / JOINED BY THOMAS
BRODBECK / THIS SHOW IS PRESENTED BY SITE STRATEGICS /
CHECK US OUT AT SITE STRATEGICS DOT COM / WE ARE YOUR
LOCAL INTERNET MARKETING MANAGEMENT COMPANY / WE DO
COST EFFECTIVE WEB DESIGN / WITH GOOGLE – YAHOO – BING /
SEARCH ENGINE MARKETING MANAGEMENT THAT NOT ONLY
PROVIDES YOU GREAT RANKINGS ON SEARCHES BUT ALSO
TRANSLATES INTO SALES
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39. NEWSLETTER SIGNUP
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Newsletter!
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•We are dropping a useful PRO TIP into each Newsletter as
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•Simply signup for the Newsletter on Edge of the Web dot
Com or Site Strategics dot com!
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40. WE’VE GOT AN APP!
•
•
•
•
•
•
Listen to our podcasts
All of our Videos
Twitter Feed
Facebook
Photos of the Show
Stats Bragging Page
And….
•
1-877-SEO-4-WEB
1-877-736-4932
42
Score My Site Tool!
Submit your site, and
we’ll review it for you –
give you some
knowledge about hor
the engines see you!
41. AND – NEW SERVICE FROM SITE STRATEGICS
We are the fast & easy way for small businesses to
make Mobile Apps
We talked about how many apps are being launched daily, more apps are launched than
babies being born daily! The reality is that with the adoption of the mobile devices and
the “second screen” marketing, the ability to connect with consumer loyalty is stronger
than ever. Building an app can connect you to your customer
It’s easy and fast
We have templates for:
•
Restaurants
•
Realtors
•
Lawyers
•
Bands
•
Sports
•
Churches
•
Professional Services
1-877-SEO-4-WEB
1-877-736-4932
43
42. Low Budget Content Marketing
ARTICLE: SEW / Phillip Thune
• Small businesses face a big challenge: they must balance the
need to market themselves with small marketing budgets. It's
crucial that they get the word out about their products and
services, but they often have limited resources. Therefore,
small businesses need ways to market themselves in ways
that don't break the bank.
• One way small businesses can grow their brand is through
content marketing through social media. They can create
valuable content about their industry, services, and benefits
and distribute it through blogs, Facebook, Twitter and the like
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45
43. Low Budget Content Marketing
When small businesses share great content in social media, they
become a trusted resource and build brand recognition without
having to spend too much money.
So what kind of content should small businesses create?
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46
44. Low Budget Content Marketing
• Blogs
• Every small business should have a blog. A blog is a place
where small businesses can write about their industry, new
products and services, and interesting facts about their
business.
• Blogs give companies a voice and facilitate conversations with
potential clients. They allow companies to publish information
that gets noticed and establishes them as thought leaders in
their industry.
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47
45. Low Budget Content Marketing
• Blog posts also boost SEO (search engine optimization). That
means that when people search the web for information, they
can find it on the company blog.
• Blog content drives people to websites, which ultimately drives
sales.
• Blog posts are also great fodder for social media channels.
Links to the latest company blog post should be shared
through Facebook, Google+, Twitter, LinkedIn and any other
social media channels.
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48
46. Low Budget Content Marketing
• Ebooks
• Ebooks are digital publications that people can read through
the Internet. They establish credibility because they provide
valuable knowledge and expertise to clients and sales
prospects.
• Additionally, ebooks generate leads. Every person that
downloads an ebook is a new lead. Businesses exchange the
valuable information in their eBook for an email address so
they can follow up about their company's products and
services. Like blog posts,
• Ebooks should be shared via social media channels so people
download it and it gets noticed.
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49
47. IF YOU’RE TUNING IN!
If you just tuned in:
You’re Listing to
Edge of the Web Radio
We’re talking about low budget
content marketing for your web
site
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50
48. Low Budget Content Marketing
• Slide Presentations
• Slide presentations are easy-to-read content that is presented
in the form of a slide show. Many businesses often have sales
presentations, conference presentations, and educational
content that can be published on their website and distributed
on social media.
• You can share slides on SlideShare, YouTube, Vimeo and
other channels. Doing so will help companies promote
themselves as industry experts.
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51
49. Low Budget Content Marketing
• Slide Presentations
• Slide presentations are easy-to-read content that is presented
in the form of a slide show. Many businesses often have sales
presentations, conference presentations, and educational
content that can be published on their website and distributed
on social media.
• You can share slides on SlideShare, YouTube, Vimeo and
other channels. Doing so will help companies promote
themselves as industry experts.
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52
50. Low Budget Content Marketing
• Press Releases
• Press releases are excellent ways to spread information,
boost SEO, and establish credibility in the market. They
contain information about new products and services,
company growth, major customer announcements and more.
• When companies write press releases and put them on
newswires, they invite journalists, bloggers, and major
publications to share their story. News releases are an integral
part of any marketing strategy. They detail milestones of the
company to the public and keep the business top of mind for
journalists covering the industry.
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51. #EXIT#
OUTRO MUSIC BED CLOSE TEXT
THANKS FOR LISTENING TO EDGE OF THE WEB
RADIO / A SPECIAL THANK YOU TO MY COLLEAGUE AT
SITE STRATEGICS – THOMAS BRODBECK / AND DOUG
KARR/MARTY THOMPSON FROM MARKETING TECH
BLOG / WE WISH YOU A GREAT WEEKEND AND MAKE
SURE TO CHECK OUT OUR MUST SEE VIDEOS AND
MUCH MORE INSIDER INFO AT EDGE OF THE WEB
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