lift 2016: build better content - tests, benchmarks, and creative optimization by lindsey sanford
TRANSCRIPT
#LIFTSocial
Build Better Content
Lindsey Sanford | Symphony Talent
@LindseySanford | #LIFTSocial
Lindsey SanfordVP, Content Marketing
Marketing to Talent
Speaker:
@LindseySanford | #LIFTSocial
Agenda
You Mean You Don’t Just DO Social? • Lay the foundation • Tap into resources • Test the content • Prove its success
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Lay the Foundation
@LindseySanford | #LIFTSocial
of Consumers Consult Reviews Before a Purchase
of Consumers Trust Online Reviews as Much as Personal Recommendations
@LindseySanford | #LIFTSocial
88%
90%
@LindseySanford | #LIFTSocial
But What Does It Mean?
0%
5%
10%
15%
20%
25%
30%
35%
Positive Trends Review
@LindseySanford | #LIFTSocial
What Do You Do With It?
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Platform
Localized
Theme
Updated
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Data Inspired vs. Data Driven
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Business Case
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Get Competitive
0%
5%
10%
15%
20%
25%
30%
35%
Positive Trends Review
What are your
competitors
@LindseySanford | #LIFTSocial
Identify Your Trends, but Don’t Limit Your Potential
0%
5%
10%
15%
20%
25%
30%
35%
Positive Trends Review
What do you wish
were here?
@LindseySanford | #LIFTSocial
Dismiss Your Pride
It Doesn’t Matter If It’s True
It’s What Your Audience Believes to be True
@LindseySanford | #LIFTSocial
Measure Consistently, Continuously
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There Is Another Reason
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Test the Results
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Apply Labels to Your Content
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Understand Content Theme Success
Impressions or Reach
Engaged Users or Engagement
@LindseySanford | #LIFTSocial
Understand Content Theme Success
0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00%
Purchase(Do)
CommunityResponsibility
EmployeeHighlight
LiveEvent
Engagement%(avg.)
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A/B Testing
VS.
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Help Them Along
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The Consumer Journey
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The Consumer Journey
See
ThinkThinkThinkThink
Think
Do
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Are There Themes That Perform Better?
See
ThinkThinkThinkThink
Think Do
Community Outreach
Employee Stories
Live Events
@LindseySanford | #LIFTSocial
Applying Paid Strategy To Content Marketing
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Email Matching (Retarget Your Consumers / Audience)
Look-a-like Audience
Location Targeting
Snapchat
@LindseySanford | #LIFTSocial
Email Matching (Retarget Your Consumers / Audience)
Look-a-like Audience
Pixel Targeting
Follower Targeting
@LindseySanford | #LIFTSocial
Email Matching (Retarget Your Consumers / Audience)
Look-a-like Audience
Pixel Targeting
Follower Targeting
Focusing on Engagement
@LindseySanford | #LIFTSocial
Live Event Targeting
Interest Targeting
Follower Targeting
QUESTIONS
#LIFTSocial
Thank You
#LIFTSocial