new engagement models (gary griffiths)
TRANSCRIPT
PRESENTED BY!
#C2C14!
New Engagement Models!Gary Griffiths, CEO & Co-founder, Trapit!!
CASE STUDY
Like virtually all CMOs, !SGI’s’S Bob Braham faced a problem:!
!• He knew SGI needed to be active on social
networks to reach new audiences…"
• And he wanted SGI employees to be socially active too…"
• But, he was scared to death of what they may say."
• To do either requires massive amounts of content, far more than SGI could create."
!
!!
THE INTERNET
MEET
THE INTERNET? Really?!
!t’s NOISY!!
• 28,125 blog posts go live every minute.!
!
• 600 new videos are uploaded to YouTube every minute.!
!
• 90% of the world’s content has been created in the past 2 years.!
!
So I can just get great content From the Internet, right?
SGI TRIED SEARCH,!But…!
!t’s BROKEN!!
• The No. 1 ranked page receives 33% of Google search traffic.!
• The first page of search results receives 92% of Google search traffic.!
• Which means there’s a ton of high-quality, relevant content that no one sees.!
THE INTERNET
SEARCH TRIE
D
TO TAME
MEET
SEARCH
THE INTERNET
SOCIAL T
RIED
TO TAME
MEET
SOCIAL
SORRY,!!t’s BROKEN, TOO!
!
• Social Networks are an echo chamber – 70% of links come from only 200 sources.!
• Results are ephemeral – the half-life of a tweet is measured in minutes.!
• Content is random – not rigidly tied to a topic!
Well, how using about social Media to discover new content?
OK, so if the Internet is clogged with stuff I don’t need, ""And trying to find it on Social"Networks requires more patience – and budget – than I’ve got, ""How do I execu"
"OK, so if the Internet is clogged with stuff I don’t need, ""And trying to find it on Social Networks requires more patience – and budget – than I’ve got, ""How do I execute a content strategy?"
A real dilemma to face: "
THEN SGI MET TRAPIT:!!t’s CURATION!!!t’s DISCOVERY!!
!
• TRAPIT has a large digital library with over 100K human-vetted sources. !
!
• TRAPIT’s unique technology discovers relevant, high-quality content that you never knew existed.!
!
• TRAPIT is ROI: its streamlined work flow saves cash and resources!
"
• TRAPIT is cloud-based, so it’s available wherever you need it.!
THE INTERNET
TRAPIT T
AMED
THE INTERNET
MEET
YOURFEEDS
THE TRAPITLIBRARY
YOURCONTENT
FYI: IT’S 2X THE SIZE OF GOOGLE NEWS
BY DRAWING ON MULTIPLE SOURCES OF CONTENT
HOW DOES TRAPITDISCOVER CONTENT?
TRAPIT:!!t’s PERSONAL!
!• SGI chooses their
topics.!!• TRAPIT looks for
content all-day long just for SGI.!
!• SGI decides what’s
relevant.!
• TRAPIT learns and refines SGI’s personal library.!
TRAPIT:!!t’s DELIVERY!
!• SGI decides:!
• what to share.!• how to share it.!• where to share it.!• with whom to share it.!• when to share it.!
!• SGI posts directly from the
Trapit interface—no copy and paste required!!
!
!t’s SEAMLESS!!
!
TRAPIT:!!t’s INSIGHT!
SGI can analyze how their visitors engage with the content on their website.!
__________________________________________________________________________
h,ps://www.youtube.com/watch?v=x-‐YnuhZ_AnA&feature=youtu.be
TRAPIT:!!t’s BELIEVING!
ww
TRAPIT:!!t’s VERSATILE!
!!!!SGI uses Trapit to stay up-to-date on competition!!
And uses Trapit to “social sell…”!!
While maintaining a smart, relevant presence on social media.!
!t’s RELEVANCE!!t’s DISCOVERY!!t’s CONNECTING!!t’s RESULTS!