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Social media makes a company’s actions visible as they’ve never been before – which provides both excellent opportunities and challenges for brands. This session will cover topics that have become especially pertinent for brand marketing as the influence of social media continues to grow, including: brand accountability, brand trust, brand flexibility, brand experience and branded content. This topic will cover best practices in brand marketing across social channels and tips for brands looking to keep in tune with the changing trends and increasing expectations of social media users.
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Brand Marketing + Social Strategy
Ryan Smith, COO Loves golfing, his dogs and Nicolas Cage movies
(not necessarily in that order)
THEY’RE BETTER TOGETHER
A DIGITAL MARKETING AGENCY THAT: !!
MAKES content MANAGES distribution
MONITORS audience response MODERATES dialogue
MEASURES performance
What Is Raidious?
Web + Blog + Social + Email + Automation + Interactive + Search + More
Brand Strategy -> Social Strategy
DIGITAL MARKETING DOESN’T WORK … WITHOUT CONTENT. RAIDIOUS MAKES THE CONTENT THAT MAKES DIGITAL MARKETING WORK.
Brand Strategy -> Social Strategy
Strategy + Analytics Content
Distribution Interactive
Attacking Digital Strategy
Strategy + Analytics
Content
Distribution Interactive
Our Focus Today
Delivering content to existing audience and targeting new groups for growth.
What Is Distribution?
“If content is king, then distribution is queen and she wears the pants.” – Chad Pollitt, Digital Relevance
Creating remarkable content is paramount. !
Distributing that content to the right audience, on the right platform, at the right time is what takes your
social strategy to the next level.
Organic vs. Paid Distribution
Organic AND Paid Distribution
Create remarkable content. Identify influencers. Monitor your channels. Moderate your channels. Brand your channels.
Organic Distribution
Remarkable content starts with a plan …
Persona
Attitudes, Perceptions, Motivations
How Miranda uses the Internet
Hopes, Fears, DreamsFrom an early age, Miranda knew she was going to be a great mother. She knows it sounds cheesy, but Miranda’s ultimate life goal is to raise her children into happy, productive adults. Her biggest fear is not being able to protect her children from the things that life throws at them.
As a stay-at-home mom, the majority of Miranda’s time spent on the Internet is to keep in touch with family and keep her children’s busy schedules organized. While she knows she can get email updates to her iPhone 4, she prefers to check her inbox twice a day – once in the morning and once in the evening – on her PC. She usually checks Facebook at this time, as well. Miranda’s children helped her set up a Twitter account and showed her how to follow their school sports teams’ accounts, but she’s not sure she understands the purpose of the platform. She wonders why the coaches and teachers at the schools can’t just email her.
Miranda prides herself in keeping a healthy and happy home. She thinks of herself as the “cool mom” and has always encouraged her kids to have friends over for play dates and sleepovers. From social media trends to popular brands, Miranda pays close attention to the conversations her kids have with their friends and tries to make sure they always have what they need and want. Because she has a high regard for safety, sometimes her kids accuse her of being over protective.
FULL NAME Miranda Jones FAMILY STATUSMarried; children in 6th, 9th
grades
AGE 45 TRANSPORTATION 2013 GMC Arcadia
EDUCATION BA, SPEA HOBBIESReading on her Kindle, Pinot
Club, PTA, yoga
JOB TITLE Stay-at-home mom MEDIAFox & Friends, local paper,
Upworthy
SALARY / HHI
$115K NEIGHBORHOOD Suburbia
Subject Topography
Remarkable content starts with a plan …
Have a point …Entertain Inspire Educate Inform !
or don’t publish.
The Noise Problem
Paid Distribution
Native Ads Influencer OutreachContributionSyndication
Paid Distribution
Audience
Organic Reach - Shrinking
Paid Reach
Paid Distribution
We have seen a dramatic drop in organic reach and engagement across all channels, yet:
!“Social Media lead conversion rate is 13% higher than
the average lead conversion rate.” – HubSpot !
CLIENT 1: National B2B CLIENT 2: B2C Home Goods Club
CLIENT 3: Not-for-Profit Museum CLIENT 4: B2C Outdoor Retailer
The Solution
Combine your brand and social strategy. !
Use all the data at hand to make smart decisions.
CLIENT 1: National B2B
CLIENT 2: B2C Home Goods Club CLIENT 3: Not-for-Profit Museum
It’s not the end of social; it’s the maturing of social. !
No more silos.
DOWNLOAD Content Distribution 101
at raidious.com/SMSS
