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Content Marketing: From Good To Great

Zena Weist VP of Strategy Expion @zenaweist

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How can I optimize my brand so that it's a sought-after participant in relevant

conversations?

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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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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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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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expi.co/05Ur

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Media for the Medium

From Good To Great

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From Good To Great

Media for the Medium

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Media for the Medium

http://expi.co/0FrF

http://expi.co/0FrH

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Crowdsourcing with a BI Twist

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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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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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Both Great

Go Local

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Converged Media

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Media Clover Leaf

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expi.co/0Doz

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Converged Media

Applebee’s 2 for $20 Page Post Sponsored Story

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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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Applebee’s Tuesday Page Post on Timeline Sponsored Story

Converged Media

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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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Location

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Location

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Location

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Location

#tweetfromtheseat

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Location

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Bundled Greatness expi.co/0FWS

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Content Marketing: Q&A

Zena Weist VP of Strategy Expion @zenaweist Image credit: http://molliejohanson.com/wildolive/great.gif