Thanks to the proliferation of social media, brands are no longer competing against each other. They are competing against every form of messaging.
Consumers (particularly Millennials) know when they are being marketed to, and anything that sounds like a pitch will be ignored.
Peer opinions, in fact, are considered two to three times more reliable than brand messaging.
2. State Farm Digital (Enterprise
Marketing),
State Farm Insurance
Huonks.com • brian@huonks.com
Linkedin/in/bkhuonker • Twitter.com/bkhuonker
www.slideshare.net/bkhuonker
@Midwest Social Media Conference
atMidwest.com
BRIAN HUONKER,
MS, SAFe® Agile, CLU®, Human Factors CUA®
4. BREAKING THROUGH THE SOCIAL
CLUTTER
Millennials spend an
average of 5.4
hours/day
consuming user
generated content
80% of all online
content is user
generated
25% of the search
results for the top
brands goes to user
generated content
6. BREAKING THROUGH THE SOCIAL
CLUTTER
What this illustrations is (tip #1) is know your
audience.
Brainstorm them.
Create profiles of them (and have fun)
Discover where they are at
Do they use Twitter (Does anyone?), LinkedIn, Instagram,
Email (not if they under 20), etc…
They might have different personalities on them, uses them
differently
Allows for the “like” to happen. Not the button, but the
relationship.
Once you create a connection, you begin a relationship
Once a relationship, conversations can happen
Once, conversations begin, trust is established
7. BREAKING THROUGH THE SOCIAL
CLUTTER
59% of users are happy to
share branded content
following a positive
experience
Referrals deliver higher-
quality leads
References help sales
close deals
Buyers prefer to engage
with peers
Extends your reach to
customers you are not
engaging with
Over 70% of consumers
trust the opinions of their
peers
9. Thanks to the proliferation of social media,
brands are no longer competing against
each other. They are competing against every
form of messaging.
Consumers (particularly Millennials) know
when they are being marketed to, and
anything that sounds like a pitch will be
ignored.
Peer opinions, in fact, are considered two to
three times more reliable than brand
messaging.
Breaking Through the Social
Clutter
10. BREAKING THROUGH THE SOCIAL
CLUTTER
It’s sharing branded content through
stories to:
Capture the brand’s persona through branded
storytelling.
Enable social sharing through brand advocates.
Enable brand discovery through consumer
exploration.
Connect the brand to consumers in context
through cultural, relevant and valuable content.
Change and enhance the consumer experience.
Create visible brand value through the content.
Continuously measure, examine, and optimize
the consumer experience.
11. BREAKING THROUGH THE SOCIAL
CLUTTER
Tip #1: Set your social media goal
in order to have clear and
measurable return on investment.
Determine what you want to
achieve with social media?
Does that align with your overall
company vision, mission and
marketing strategy
Should they align it to other
campaign goals
Are your objectives S.M.A.R.T:
specific, measurable, attainable,
relevant, and time-bound?
Record them in your content
calendar (not only for tracking but
for future articles/posts)
12. BREAKING THROUGH THE SOCIAL
CLUTTER
Tip #2: Painted a Story
Create content that is valuable
in customers’ eyes using data
gained from audiences.
Discover what makes your
business unique and weave it in.
Begin work on your content
brand at the point of
transaction (talk to them as if
they were a customer).
Write for the Millennial and
post-Millennial generation (aka
“bathroom copy”).
Create culturally relevant
content.
13. BREAKING THROUGH THE SOCIAL
CLUTTER
Tip #3: Do the research in order
to uncover what customers want
to hear from you.
What’s in it for the customer
What keywords are customers using
What questions are customers
asking
What are customers saying about
you already in social media?
What problems do customers have?
What are customers saying about
your competitors?
What are your competitors saying
about you?
What is industry experts saying?
What comments are customers
leaving?
Where is the you in here? Well, there’s
one. What have you had success with?
14. BREAKING THROUGH THE SOCIAL
CLUTTER
Tip #4: Answer those questions
with.
Good and bad examples.
Represents the hero and the
villain.
Visuals. Illustrate main points
(people skim… remember the
bathroom copy?)
How to videos. Helps explain
processes or instructions easier
than written (HowToPlay)
Q&A. With you customers
Summaries of industry research.
You are an expert through those
you know.
Repurposed content from other
stories.
15. BREAKING THROUGH THE SOCIAL
CLUTTER
Tip #5: Wrap them in strategic
forms
Hero Content.
Developed twice a year, content is
focused on the high awareness of
brand, content.
Chipotle’s Scarecrow
Exploration Content
Regular scheduled content
designed to gain attention.
Short form articles, infographics,
quizzes, etc.
Cultivating Content.
Simplest in nature but most
effective, content is designed to
continuously engage.
Slideshows, links to external
articles
“Gamification” Content
The power of game elements to tell
stories
16. BREAKING THROUGH THE SOCIAL
CLUTTER
Tip 6: Shout It To The
World.
Encourage sharing
By employees
by friends
by advocates
Everyone you meet
Submitted to news
aggregators, bloggers,
industry sites
Be optimize for local
searches in key market areas
Include reference in other
marketing material.
Content Sharing with
suppliers and other
businesses.
Monitor your post, respond to
all comments.
17. “Small businesses should be even more focused on content
marketing than larger brands,” says Brenner. “Small businesses
don’t have the luxury of massive budgets that are over-weighted
in ineffective advertising. But they also need to drive brand
awareness and leads with limited resources. Content marketing is
a great way for small businesses to do both.”
— Neil Patel, co-founder of KISSmetrics and Crazy Egg
Breaking Through the Social
Clutter
18. BREAKING THROUGH THE SOCIAL
CLUTTER
Take-A-Way:
People like to
share stories (it
makes them appear
smarter)
Native, not deceptive
Individual, ready to
evolve
Deliver on emotion
Reserve judgment
Act like the locals
19. BREAKING THROUGH THE SOCIAL
CLUTTER
Take-A-Way: Help
the customers
(everyone needs it
but doesn’t admit it)
Solve a problem
Escape for the
moment
Fuel their creativity
and play
Spotlight pop culture
Discover new things
Succeed