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Social Content That Thrives in an Overcrowded Market
Harrison Blum, Owner at Z Interactive, LLC
April 12, 2016
Topics Covered Today
• Why are we here?• Building SMART Content Marketing Goals• Understanding the Customer Journey• Social Content Immersive• Custom Audiences Overview• Resources for Continued Learning & Success
Harrison Blum is an accomplished marketing professional and consultant with broad agency and entrepreneurial experience with a long history of building remarkable brands. He is the founder and owner of the Dallas-based integrated marketing agency, Z Interactive where he's had the pleasure working with companies SAP, Margaritaville Caribbean, Bowers & Wilkins and On The Border.
Blum has extensive knowledge of the entertainment industry where he began his career working with concert promotion giants AEG Live and Live Nation. He has proven success in brand development, content marketing and social strategy.
Harrison also contributes as a beer and lifestyle writer for CentralTrack and also founded Dallas’ first AHA recognized homebrew club.
Harrison Blum - Consultant - Owner at Z Interactive, LLC
Join the conversation on Twitter
@HarrisonBlum #DFWSEO
Let’s face it, you could be happier with the results from your content marketing strategy.
You Are Not Alone
There are millions of marketers who share the same anger, disappointment,
and concern over their content’s performance.
Facebook has more than 3 Million active advertisers.
Twitter has 130,000.
Instagram now has 400,000 active advertisers.
Post engagement on Facebook is at 0.53% of all page likes.
Twitter’s average engagement is 0.04% of total followers.
If you’re new to content marketing or just plodding along with a less-than-
effective content plan…
Let’s start from the beginning.
Where do my customers spend the most time online?
What type of content do they engage with most often? What content do they share?
Do you want to expand on your existing target audience or reach out to build a new one?
Specific (It’s attached to a particular need or objective.)
Measurable (You have objective, not subjective, metrics.)
Attainable (You can realistically expect to achieve it.)
Relevant (It furthers an overall business objective.)
Set SMART Content Marketing Goals
Time-bound (Predetermined deadline or end-date.)
Avoid vanity metrics such as “likes” and retweets; in themselves, they aren’t aligned with your marketing goals.
Instead think in concrete terms like traffic, leads, conversions, sales—objectives shared across multiple teams throughout the organization.
Increase engagement (time on site, number of pages viewed)
SMART Content Marketing Goals Might Be:
Improve website or landing page conversion rate
Increase the number of repeat visitors or return customers
Reduce average time to close for new customers
Increase revenue from upsell efforts
Sooo… what social content continues to thrive?!
Drive Website TrafficDON’T FORGET THE HARD SELL
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•Lists
•“Why” Posts
•Videos
•How-To
•“What” Posts
•Infographics
•Inspirational Stories
•Case Studies
Use Visual ContentIt sparks emotion, increases retention as well
as engagement (but it has to look good)!
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Facebook posts with images see 2.3X more engagement than those without images.
Higher retention of information and higher click-through rates are noticeable when consumers are exposed to series of related topics.
Introduce Content Series
Improve your imagery. Have your team come together for a brainstorming session. How can your images make a bigger impact? Can you think of an interesting concept for your Instagram profile?
Experiment with Instagram. Switch some of your focus from Twitter to Instagram. It’s still the platform to beat in terms of engagement.
Consider Instagram advertising to help you cut through the noise on the platform. It’s the best way to boost the size of your audience and the reach of your content.
46% of marketers say photography is critical to their current marketing and storytelling strategies.
As you have heard before, a picture is worth a thousand words. This gives your readers a thousand ways to interact with your content and engage with you.
“Photography is a high-risk, high-reward visual element. Make sure to utilize photos thoughtfully and meaningfully. Everyone has seen examples of stock photos that miss the mark and look inauthentic.”
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Jon Saquing, Optimizely Communication Designer
65% of senior marketing executives believe that visual assets, photos, video, illustrations and infographics, are part of the core to how the story of their brand is communicated
Post crisp, beautiful, unique imagery; think of yourself as a curator; don’t compromise on your image quality or post just for the sake of posting.
Pick a theme and stick to it.
Think of it as taking your followers on a journey with you
You want your followers to be invested in your story whether it’s through a location, activity, event, etc.
There are many fantastic design resources for non-designers.
Here are a few of my favorites!
https://www.facebook.com/groups/CanvaToolBox7DayChallenge/
Not to mention a world of people available to help you!
Shift From Automated to AuthenticSocial media is an extension of your brand.
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It’s clear that authenticity on social is key to having an engaged audience. Whether you’re involved in social marketing, customer service, community building or all of the above, being real to build relationships is where it’s at.
“
Candice Charleton, Manager, Social for Hootsuite
•Ninety-two percent of consumers say they trust earned media, while only half trust paid ads.
•Seventy percent of people want to learn about products through content vs. through traditional advertisements.
•An authentic strategy works. It may take time but it’s time well spent.
•Be the tortoise. Slow and steady wins.
Be transparent
Know your brand culture
Post in real-time
Hold conversations
Express opinions
Avoid formulaic responses
Make Video A PriorityAnd make it as sticky as possible!
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Inspire
Educate
Entertain
Test
GIFs are effective and surprisingly easy to create.
Keep Videos Short & To-The-Point
Consider How You’re Sharing
Use Tight Editing & Good Lighting
Use a Great Thumbnail
Just Get Started & Learn
Here are some of my favorites!
Have others?
Hot Videos Are Really StickyNot So Hot Videos Are Falling Off Quickly!
Boosting Facebook videos that are truly hot (views are 30%+ of impressions), don't decay over time for CPV (cost per view), in this case at 0.2 cents per view. Here's a hot video broken out by time zone of the user (impression) as opposed to time zone of the ads account.
But boosting video that isn't hot leads to rapid decay.
Dennis Yu - Blitzmetrics
Adapt & EvolveBe Where The Action Is By Integrating New Platforms
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It’s all about live streaming in 2016!
Millennials, a demographic marketers are spending 500% more to reach than all others combined, account for more than 7 out of 10 Snapchat users (eMarketer).
An estimated 200 million monthly active users send 700 million photos/videos each day, viewed 500 million times per day (Business Insider).
•Snapchat has gone from being a simple photo and video sharing app to a marketing tool that can’t be ignored.
•Since the beginning, Snapchat has been an app that encourages casual communication through the use of videos and photos.
•Between June and November of 2015, Snapchat’s video traffic more than tripled to 6 billion per day
•As it has attracted more eyeballs, the service has become a more popular destination for ad dollars
Snapchat isn't the next Facebook or Instagram, but the new TV. Think appointment-watching, awareness and buying eyeballs -- not growing communities, editorial calendars and real-time marketing.
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Victor Pineiro - AdAge
Teen retailer Wet Seal handed over its Snapchat account to a 16-year-old blogger for two days, resulting in 9,000 new followers and 6,000 views of the “My Story” (a Snapchat feature that allows all followers to see a post).
Try creating one yourself!
This one created on Freelancer for $30
In July 2015, Periscope users were watching 40 years' worth
of videos every day.
Facebook is getting in on the action too.
Contests
New Product Sneak Peaks
Coupons
Behind The Scenes
New Team Member Introduction
Targeted Videos
Creativity & Innovation Always WinsKnow Your Brand and Don’t Be Afraid of Risk
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432,660,000 social impressions and 4,086,000 plays on SoundCloud in 3 days.
"It's just good content. At the end of the day, it's most important to create
something worthwhile that makes you want to listen to it and not feel like
you're being sold to.”
Brands must strive to be "authentic and real with their customers."
Run Smart AdvertisingUsing Facebook Custom Audiences.
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• DDWCustomerListMarch2016• Lookalike(US,1%)-DDWCustomerListMarch2016• DesignerDoorsMarketSharpProspectsMarch2016• DesignerDoorsGeneralInterests
• CONVERSIONPIXEL-DDWHomepage• CONVERSIONPIXEL-ContactUsPage• CONVERSIONPIXEL-ThankYou
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And explore all that Facebook Advertising has to offer!
Canvas is an immersive and expressive experience on Facebook for businesses to tell their stories and showcase their products.
Canvas allows you to build a unique experience with the combination of text, images, videos, carousels, product feeds and more.
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Thank You
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Questions? Autographs?
