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State Farm Digital (Enterprise Marketing), State Farm Insurance
Huonks.com • [email protected]
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®
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
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
BREAKING THROUGH THE SOCIAL
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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
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
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.
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)
BREAKING THROUGH THE SOCIAL
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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.
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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?
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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.
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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
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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.
“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
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
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