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Chris BaggottCEO/Co-founderCompendiumchris@compendium.com@chrisbaggott
OMS DenverContent Marketing for Acquisition
June 2011
2
clients
My Promise To You:This is all trueThis WorksIt’s measurable It’s easy
Most of it you have not heard today
80% of all blog traffic comes from a “first time visitor”
Hi!I’m New Here
“Any page can be the entry page. . . . We have to rethink our approach to site design and user interaction based on the new world”
—Vanessa Fox
Travel, Tweets and Trends
Key Findings from Study – People Visit 22 Online Places Before Booking
What it means to you?
SEO
Blogging
Photos & Video
Employee Participation
C.O.P.ECreate Once Publish Everywhere
The Social Media Long Tail
What's my Klout?
“Put differently, people who are members of online social networks are not so much networking as they are broadcasting their lives to an outer tier of acquaintances who aren’t necessarily inside the Dunbar circle. Humans may be advertising themselves more efficiently. But they still have the same small circles of intimacy as ever."
Dunbar Circle
Capture content from landing pages and email
Capture content from social media
Easily moderate and publish content for organic and social search
Acquire new customers on high converting landing pages
Email encourages individual social publishing
Email to Post
Administrator / Algorithm
Email to Post allows any email content that is
delivered to a specific email address to be
turned into a post that can be moderated and
published. This is ideal for organizations
that want to make content creation dead
simple for their users/authors.
College Network & Compendium:• Sample program to drive UGC via email
• Promoted via Facebook, Twitter, and through a mass email to 40,000 customers and leads in their system
Stats:
• Nearly 100 user generated stories • 40 resulting comments on the stories • Thousands of "likes" on the story posts•Are tracking an avg. of 35 additional Facebook fans per day from the campaign• Increased organic search traffic by 25%
Why Are They Successful?• Consistent content production• Tracking• Goals• Integration with the website• Blog specific contests• Have the entire company on board and are looking at how to incentivize their sales team
(over 200 people) to write about their experiences.
Store Manager Stories
Store Manager Blog Form
Landing PageAddress/store
# allows for geo targeting
of content
Store Manager Stories
Collecting Stories via Email
Old Way: Customers might post on Trip Advisor
Traffic Following Reminder Email
Blog Only
Average Click Through Rate of 16%
Target: 1500 Terms20 Geographies
Atlanta Focus
Store Stories
Store Manager Blog Form
Landing PageAddress/store
# allows for geo targeting
of content
Store Manager Stories
May 2011: 16.4% CTR
Collecting Stories via Email
Immediate Response!
Did I keep my promise:
This is all trueThis WorksIt’s measurable It’s easy
Most of it you have not heard today
Chris BaggottCEO/Co-founderCompendiumchris@compendium.com@chrisbaggott
Questions?
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