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Social Fresh WEST

There’s a lot of buzz about content marketing. But what makes your content marketing plan go from good enough to great? Great content marketing combines community insights, an optimized distribution process and most importantly, content, that not only resonates with your customers and prospects, but also leads to preferred action. In this fast-paced session, Zena will lead you through helpful large brand content marketing case studies from large brands. She’ll share tips on streamlining process and trends to help you walk away with a “good to great” content marketing game plan.

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Social Fresh WEST

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  1. Content Marketing: From Good To Great Zena Weist VP of Strategy Expion @zenaweist 1 P r o p r i e t a r y & C o n f i d e n t i a l

  2. How can I optimize my brand so that it's a sought-after participant in relevant conversations? 2 P r o p r i e t a r y & C o n f i d e n t i a l

  3. Shift Your Thinking: From Good To Great From Good • Listen & Resolve • Be Relevant • Have Cadence • Share Information • Share Expertise • Be Engaging To Great • Address “Unspoken” Needs • Media for the Medium • Crowdsourcing with BI Twist • Go Local • Converged Media • Location, Location, Location 3 P r o p r i e t a r y & C o n f i d e n t i a l

  4. of all Americans age 12 and over have a personal profile on Facebook 54% No other social network even comes close http://www.socialhabit.com/ 4 P r o p r i e t a r y & C o n f i d e n t i a l

  5. Interbrand 100 Adoption by Social Network 100% 98% % With Active Profile 94% 80% 60% 64% 51% 40% 40% 20% 0% Facebook Twitter Google+ Pinterest Instagram Source: Simply Measured, August 2012 http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study 5 P r o p r i e t a r y & C o n f i d e n t i a l

  6. 6 P r o p r i e t a r y & C o n f i d e n t i a l

  7. 7 expi.co/05Ur P r o p r i e t a r y & C o n f i d e n t i a l

  8. Media for the Medium From Good To Great 8 P r o p r i e t a r y & C o n f i d e n t i a l

  9. Media for the Medium From Good To Great 9 P r o p r i e t a r y & C o n f i d e n t i a l

  10. Media for the Medium http://expi.co/0FrF http://expi.co/0FrH 10 P r o p r i e t a r y & C o n f i d e n t i a l

  11. Crowdsourcing with a BI Twist 11 P r o p r i e t a r y & C o n f i d e n t i a l

  12. Go Local 86% of National Marketers are looking to modify, adapt and localize their marketing content, messaging and engagement practices. Source: www.marketingprofs.com November 2, 2011 (CMO Council Research) 12 P r o p r i e t a r y & C o n f i d e n t i a l

  13. Why local market pages make sense: Local Has Higher Engagement - Active Fans % Based on an analysis of Facebook activity on corporate pages for the top 50 restaurants and top 50 retailers (using fan counts) compared to a sample of 190 local pages from different brands and local companies. Time period was May 1, 2011 to October 31, 2011. Active Fans % = number of fan posts and comments/total fans 13 P r o p r i e t a r y & C o n f i d e n t i a l

  14. Go Local Both Great 14 P r o p r i e t a r y & C o n f i d e n t i a l

  15. Converged Media 15 P r o p r i e t a r y & C o n f i d e n t i a l

  16. Media Clover Leaf 16 P r o p r i e t a r y & C o n f i d e n t i a l

  17. expi.co/0Doz 17 P r o p r i e t a r y & C o n f i d e n t i a l

  18. Converged Media Applebee’s 2 for $20 Page Post Sponsored Story 18 P r o p r i e t a r y & C o n f i d e n t i a l

  19. Applebee’s Sponsored Story by The Numbers STATS Impressions Frequency Clicks CTR Actions Spend CPM Dates: April 10 and 11, 2012 13,786,319 2.8 6,177 0.045% N/A $1,024.52 $0.07 19 P r o p r i e t a r y & C o n f i d e n t i a l

  20. Converged Media Sponsored Story Applebee’s Tuesday Page Post on Timeline 20 P r o p r i e t a r y & C o n f i d e n t i a l

  21. Applebee’s Sponsored Story by The Numbers STATS Dates: May 29 and 30, 2012 Impressions 2,811,023 Frequency 3.4 Clicks CTR 31,267 1.112% HIGHEST EVER Actions Spend CPM 33,696 $743 $0.26 21 P r o p r i e t a r y & C o n f i d e n t i a l

  22. Location 22 P r o p r i e t a r y & C o n f i d e n t i a l

  23. Location 23 P r o p r i e t a r y & C o n f i d e n t i a l

  24. Location 24 P r o p r i e t a r y & C o n f i d e n t i a l

  25. Location #tweetfromtheseat 25 P r o p r i e t a r y & C o n f i d e n t i a l

  26. Location 26 P r o p r i e t a r y & C o n f i d e n t i a l

  27. Bundled Greatness expi.co/0FWS 27 P r o p r i e t a r y & C o n f i d e n t i a l

  28. Content Marketing: Q&A Zena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif 28 P r o p r i e t a r y & C o n f i d e n t i a l

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