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Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)

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Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)

  1. Content Marketing: From Good To GreatZena Weist VP of Strategy Expion @zenaweist 1 P r o p r i e t a r y & C o n f i d e n t i a l
  2. How can I optimize my brand so that its a sought-after participant in relevant conversations? 2 P r o p r i e t a r y & C o n f i d e n t i a l
  3. Shift Your Thinking: From Good To Great From Good To Great• Listen & Resolve • Address “Unspoken” Needs• Be Relevant • Media for the Medium• Have Cadence • Crowdsourcing with BI Twist• Share Information • Go Local• Share Expertise • Converged Media• Be Engaging • Location, Location, Location 3 P r o p r i e t a r y & C o n f i d e n t i a l
  4. of all Americans age 12 and over54% have a personal profile on FacebookNo other social network even comes close http://www.socialhabit.com/ 4 P r o p r i e t a r y & C o n f i d e n t i a l
  5. Interbrand 100 Adoption by Social Network100% 98% % With Active Profile 94%80%60% 64% 51%40% 40%20% 0% Facebook Twitter Google+ Pinterest Instagram Source: Simply Measured, August 2012 http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study 5 P r o p r i e t a r y & C o n f i d e n t i a l
  6. 6P r o p r i e t a r y & C o n f i d e n t i a l
  7. expi.co/05Ur 7 P r o p r i e t a r y & C o n f i d e n t i a l
  8. Media for the MediumFrom Good To Great 8 P r o p r i e t a r y & C o n f i d e n t i a l
  9. Media for the MediumFrom Good To Great 9 P r o p r i e t a r y & C o n f i d e n t i a l
  10. Media for the Medium http://expi.co/0FrF http://expi.co/0FrH 10 P r o p r i e t a r y & C o n f i d e n t i a l
  11. Crowdsourcing with a BI Twist 11 P r o p r i e t a r y & C o n f i d e n t i a l
  12. Go Local86%of National Marketers are looking tomodify, adapt and localize their marketingcontent, messaging and engagementpractices. Source: www.marketingprofs.com November 2, 2011 (CMO Council Research) 12 P r o p r i e t a r y & C o n f i d e n t i a l
  13. Why local market pages make sense: Local Has Higher Engagement - Active Fans %Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers (using fancounts) compared to a sample of 190 local pages from different brands and local companies. Time period was May1, 2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans 13 P r o p r i e t a r y & C o n f i d e n t i a l
  14. Go LocalBoth Great 14 P r o p r i e t a r y & C o n f i d e n t i a l
  15. Converged Media 15P r o p r i e t a r y & C o n f i d e n t i a l
  16. Media Clover Leaf 16P r o p r i e t a r y & C o n f i d e n t i a l
  17. expi.co/0Doz 17P r o p r i e t a r y & C o n f i d e n t i a l
  18. Converged MediaApplebee’s 2 for $20 Page Post Sponsored Story 18 P r o p r i e t a r y & C o n f i d e n t i a l
  19. Applebee’s Sponsored Story by The Numbers STATS Dates: April 10 and 11, 2012 Impressions 13,786,319 Frequency 2.8 Clicks 6,177 CTR 0.045% Actions N/A Spend $1,024.52 CPM $0.07 19 P r o p r i e t a r y & C o n f i d e n t i a l
  20. Converged MediaApplebee’s Tuesday Page Post on Timeline Sponsored Story 20 P r o p r i e t a r y & C o n f i d e n t i a l
  21. Applebee’s Sponsored Story by The Numbers STATS Dates: May 29 and 30, 2012 Impressions 2,811,023 Frequency 3.4 Clicks 31,267 CTR 1.112% HIGHEST EVER Actions 33,696 Spend $743 CPM $0.26 21 P r o p r i e t a r y & C o n f i d e n t i a l
  22. Location 22P r o p r i e t a r y & C o n f i d e n t i a l
  23. Location 23P r o p r i e t a r y & C o n f i d e n t i a l
  24. Location 24P r o p r i e t a r y & C o n f i d e n t i a l
  25. Location #tweetfromtheseat 25P r o p r i e t a r y & C o n f i d e n t i a l
  26. Location 26P r o p r i e t a r y & C o n f i d e n t i a l
  27. Bundled Greatness expi.co/0FWS 27P r o p r i e t a r y & C o n f i d e n t i a l
  28. Content Marketing: Q&AZena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif 28 P r o p r i e t a r y & C o n f i d e n t i a l

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