Post on 22-Jun-2015
description
Waggener Edstrom Worldwide Zaheer Nooruddin Studio D APAC znooruddin@waggeneredstrom.com Twitter.com/@Digible
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*Barclays Capital. BCG, 2012
Guiding Principles of Creating Digital Content in the Age of Social Media and E Commerce
Guiding Principles of Creating Digital Content in
the Age of Social Media and eCommerce
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• A match made in heaven?
• Or a total strategic mismatch?!
Forrester Research, 2012
Forrester Research, 2012
Monetate, 2012
Nielson, 2011
Voice
Loyalty
Intent
Leads gen
Awareness
CASE STUDY
“Conversations and Communities” team of 40 and they have several blogs, including a direct to consumer blog and several special interest blogs and engage in almost every major social media channel Some other highlights • Over 65 corporate Twitter accounts • More than 400,000 followers They do promote on Twitter e.g.
“15% off any Dell Outlet Inspiron 15 – 1545 laptop. Enter code at checkout: S2?70S6LK1VWVS – only at http://bit.ly/SM28A – exp 8/315:05 AM Aug 28th from CoTweet”
Have sold over $3 million in sales via Twitter
CASE STUDY
“Marketing People Love”
http://www.hubspot.com/
WHAT : WebsiteGrader.com tool Marketed exclusively through social
media 450,000 leads
2-4% of qualified leads convert to customers
HOW : Hired an intern to post its software
tutorial videos on YouTube. “We didn’t promote them at all, and we started to get over 10,000 views a month of those videos up on YouTube”
OUTCOME: “A combination of social media, SEO, and blogging is by far the highest ROI of any marketing out there.”
$84 cost per lead versus $220 for
traditional marketing
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Average cost per lead with a content/social
media marketing blend is 60% lower than
traditional outbound marketing.
Content Focus
1 Posting Frequency
3 Content Calendar
4 Content Type
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70% of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too.
20% of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust.
10% of content should be promotional. If you are willing to focus 90% of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
http://www.youtube.com/watch?feature=player_embedded&v=xA0tpVLS9PE#
• Special reports
• eBooks
• Guest blog posts
• Blog posts
• Web pages
• Social media posts
• Brochures
• Case studies
• Special reports or
white papers
• Product
comparisons
highlighting features
and benefits
• FAQs
• Landing pages
• eBooks going into detail
(People rarely want to do
it themselves, but it
answers their questions
about what you’ll do for
them)
• Webinars with special
offers to attendees
• Blog posts that link to
purchase device
Don’t publish junk. Better to be quiet than to queer the signal-to-noise ratio.
Search engines increasingly favor Social Signals and Blended Results (multimedia). Keyword
optimize your content towards commerce across all channels.
Brands taking the
social networks into
their sites rather than
just pushing content to
them.
"Orbital Content" -
taking all of the places
you are appearing on
the web and putting
them in one bucket –
driving to ecommerce.
Paid Promotion – the best branded content should be used to extend content lifecycle.
Hashtag
campaigns
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Waggener Edstrom Worldwide Zaheer Nooruddin Studio D APAC znooruddin@waggeneredstrom.com Twitter.com/@Digible