content marketing: from good to great — zena weist (social fresh west 2012)
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![Page 1: Content Marketing: From Good To Great — Zena Weist (Social Fresh WEST 2012)](https://reader036.vdocuments.mx/reader036/viewer/2022062615/547f5bddb4af9fe07c8b45a8/html5/thumbnails/1.jpg)
1P r o p r i e t a r y & C o n fi d e n t i a l
Content Marketing: From Good To Great
Zena Weist VP of Strategy Expion @zenaweist
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2P r o p r i e t a r y & C o n fi d e n t i a l
How can I optimize my brand so that it's a sought-after participant in relevant
conversations?
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3P r o p r i e t a r y & C o n fi d e n t i a l
From Good To Great• Listen & Resolve • Be Relevant• Have Cadence• Share Information• Share Expertise• Be Engaging
• Address “Unspoken” Needs
• Media for the Medium• Crowdsourcing with BI
Twist• Go Local• Converged Media• Location, Location,
Location
Shift Your Thinking: From Good To Great
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4P r o p r i e t a r y & C o n fi d e n t i a l
No other social network even comes close
of all Americans age 12 and over have a personal profile on Facebook
54%
http://www.socialhabit.com/
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5P r o p r i e t a r y & C o n fi d e n t i a l
Source: Simply Measured, August 2012
http://www.slideshare.net/simplymeasured/instagram-brand-adoption-study
Facebook Twitter Google+ Pinterest Instagram0%
20%
40%
60%
80%
100%
98%94%
64%
51%
40%
Interbrand 100 Adoption by Social Network
% W
ith
Act
ive P
rofile
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6P r o p r i e t a r y & C o n fi d e n t i a l
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8P r o p r i e t a r y & C o n fi d e n t i a l
Media for the Medium
From Good To Great
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9P r o p r i e t a r y & C o n fi d e n t i a l
From Good To Great
Media for the Medium
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10P r o p r i e t a r y & C o n fi d e n t i a l
Media for the Medium
http://expi.co/0FrF
http://expi.co/0FrH
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11P r o p r i e t a r y & C o n fi d e n t i a l
Crowdsourcing with a BI Twist
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12P r o p r i e t a r y & C o n fi d e n t i a l
of National Marketers are looking to
modify, adapt and localize their marketing content, messaging and engagement practices.
86% Source: www.marketingprofs.com November 2, 2011
(CMO Council Research)
Go Local
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13P r o p r i e t a r y & C o n fi d e n t i a l
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
Why local market pages make sense:Local Has Higher Engagement - Active Fans %
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14P r o p r i e t a r y & C o n fi d e n t i a l
Both Great
Go Local
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15P r o p r i e t a r y & C o n fi d e n t i a l
Converged Media
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16P r o p r i e t a r y & C o n fi d e n t i a l
Media Clover Leaf
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17P r o p r i e t a r y & C o n fi d e n t i a l
expi.co/0Doz
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18P r o p r i e t a r y & C o n fi d e n t i a l
Converged Media
Applebee’s 2 for $20 Page Post Sponsored Story
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19P r o p r i e t a r y & C o n fi d e n t i a l
Applebee’s Sponsored Story by The Numbers
STATS Dates: April 10 and 11, 2012
Impressions 13,786,319
Frequency 2.8
Clicks 6,177
CTR 0.045%
Actions N/A
Spend $1,024.52
CPM $0.07
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20P r o p r i e t a r y & C o n fi d e n t i a l
Applebee’s Tuesday Page Post on Timeline Sponsored Story
Converged Media
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21P r o p r i e t a r y & C o n fi d e n t i a l
Applebee’s Sponsored Story by The Numbers
STATS Dates: May 29 and 30, 2012
Impressions
2,811,023
Frequency 3.4
Clicks 31,267
CTR 1.112% HIGHEST EVER
Actions 33,696
Spend $743
CPM $0.26
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22P r o p r i e t a r y & C o n fi d e n t i a l
Location
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23P r o p r i e t a r y & C o n fi d e n t i a l
Location
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24P r o p r i e t a r y & C o n fi d e n t i a l
Location
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25P r o p r i e t a r y & C o n fi d e n t i a l
Location
#tweetfromtheseat
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26P r o p r i e t a r y & C o n fi d e n t i a l
Location
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27P r o p r i e t a r y & C o n fi d e n t i a l
Bundled Greatness expi.co/0FWS
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28P r o p r i e t a r y & C o n fi d e n t i a l
Content Marketing: Q&A
Zena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif