BostInno State of Innovation: Building Social Capital With Content

GA & STATE OF INNOVATION

HELLO INNOVATORS

ABOUT GENERAL ASSEMBLY

What is General Assembly?

Established in early 2011 as an innovative community in New York City for entrepreneurs and startup companies, General Assembly is an educational institution that transforms thinkers into creators through education in technology, business, and design at fifteen campuses across four continents.

15 Global Campuses

What GA Can Do For You

GA & STATE OF INNOVATION

Learn @ GA Teach @ GA Hire @ GA

GA Offerings

Steph Parker - @stephparker Engagement Supervisor, AMP Agency

BUILDING SOCIAL CAPITAL WITH CONTENT

BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT

Takeaways:

• A conceptual grasp of content marketing principles • An overview of the digital marketing landscape • An understanding of how to align your value proposition with the right influencers

and subsequent audiences

#BOSSOI


SOCIAL CAPITALThe ultimate weight your business and your brand carry in the eyes of your prospective customers.

VALUE PROPOSITIONWhat your business/brand offers up to consumers to attract them. The value is ultimately determined by them, not you.

OUR CORE MARKETING PRINCIPLES FOR THE NEXT 45(ISH) MINUTES:

What’s in it for me? Is the net benefit worth it?How do I feel about this?

BRANDA person’s feelings about what a business is. It’s a combination of expectations, stories, and experiences someone has.

#BOSSOI

BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT #BOSSOI


MARKETING = DIGITAL. DIGITAL = CONTENT. CONTENT = EVERYTHING.

BUILDING SOCIAL CAPITAL

#BOSSOI


BLOG/PUBLISHERSOCIAL APPSDISPLAYEMAILMESSAGING

lol

#BOSSOI


SOCIAL CAPITALWhat I’m going to get from giving you my time.

VALUE PROPOSITIONContent.

CORE PRINCIPLES, TURNED DIGITAL:

BRANDHow that content is going to make me feel.

#BOSSOI


PEOPLE & ENTITIES WHO ALREADY HAVE TRUST.

CUE THE INFLUENCERS

TRAVEL BRAND

(and don’t make their audiences feel like they’re being sold)

#BOSSOI


BLOG/PUBLISHERSOCIAL APPSDISPLAYEMAILMESSAGING

Influencers & thought leaders

#BOSSOI


I’m working with an influencer!

#BOSSOI


Awareness

Industry Perceptions

Brand Perceptions

Value of Goods

$$$

The Marketing Funnel

#BOSSOI


Awareness

Industry Perceptions

Brand Perceptions

Value of Goods

$$$

What will get someone’s attention?

What will foster confidence?

What will make an emotional connection?

How can we get people to cash in on our social capital?

How can we get someone to buy again?

#BOSSOI


SOCIAL POST STUNTVIDEO SERIESLONGFORM BLOG

Small Challenge Big Challenge

Bite-size content Full course meal

#BOSSOI


Takeaways:

• A conceptual grasp of content marketing principles

• An overview of the digital marketing landscape

• An understanding of how to align your value proposition with the right influencers and subsequent audiences

• Value Proposition • Brand • Social Capital

• Social, blogs/publishers, messaging, email, display, apps

1. Determine where your audience is along the funnel 2. Evaluate the challenge associated with that stage 3. Identify opportunities for influencers to maximize their impact 4. Rinse & repeat as often as necessary

#BOSSOI

CHEERS.BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT

Slides available at stephparker.me @stephparker @GA_Boston @AMP_Agency

http://stephparker.me

Presentations & Public Speaking

BostInno State of Innovation: Building Social Capital With Content