the trick to improving content roi - social media ......applying data to inform and drive marketing...
TRANSCRIPT
The Trick To Improving Content ROICarrie Kerpen@carriekerpen
“The fox has many tricks. The hedgehog has but one. But that is the best of all.”—Ralph Waldo Emerson
The Trick to Improving ROI
Here’s a simple question checklist for your content
Does your content:
The Trick to Improving ROI
Here’s a simple question checklist for your content
Does your content:
• Add value to the intended target?
The Trick to Improving ROI
Here’s a simple question checklist for your content
Does your content:
• Add value to the intended target?
• Help their online experience versus interrupt their experience?
The Trick to Improving ROI
Here’s a simple question checklist for your content
Does your content:
• Add value to the intended target?
• Make their face move?
• Help their online experience versus interrupt their experience?
Here’s a single question checklist for you:
The Trick to Improving ROI
How do you know?
The Trick to Improving ROI
Here’s a single question checklist for you:
The Mirror Vs. The Photograph
The Trick to Improving ROI
The single trick to improving your content ROI is...
The Trick to Improving ROI
The single trick to improving your content ROI is...
The Trick to Improving ROI
Are you listening?
The single trick to improving your content ROI is...
The Trick to Improving ROI
Are you listening?
No...That’s it!
Are.
Are.You.
Are.You.Listening!
The Art Of Listening
The Trick to Improving ROI
The Art Of Listening
of marketers say they need to be more data focused to succeed
The Trick to Improving ROI
76%
The Art Of Listening
of marketers say they need to be more data focused to succeed
agree that capturing and applying data to inform and drive marketing activities is the new reality
The Trick to Improving ROI
76% 74%
The Art Of Listening
of marketers say they need to be more data focused to succeed
agree that capturing and applying data to inform and drive marketing activities is the new reality
BUT HOW DO THEY DO IT? They’re at a loss.
The Trick to Improving ROI
76% 74%
We are drowning in data, yet we’re starving for insights
Things To Listen For
The Trick to Improving ROI
Things To Listen For
The Trick to Improving ROI
Wh
at’s
Tre
nd
ing
Things To Listen For
The Trick to Improving ROI
Targets Speak
How Different
Wh
at’s
Tre
nd
ing
Things To Listen For
The Trick to Improving ROI
Targets Speak
How DifferentCompetitors
Wh
at’s
Tre
nd
ing
Things To Listen For
The Trick to Improving ROI
Targets Speak
How DifferentCompetitors
Wh
at’s
Tre
nd
ing
Co
nve
rsa
tio
ns
Things To Listen For
The Trick to Improving ROI
Targets Speak
How DifferentCompetitors
Wh
at’s
Tre
nd
ing
Your Own
Communities
Co
nve
rsa
tio
ns
Things To Listen For
The Trick to Improving ROI
Targets Speak
How DifferentCompetitors
Wh
at’s
Tre
nd
ing
ForumsYour Own
Communities
Co
nve
rsa
tio
ns
How to Listen
The Trick to Improving ROI
How to Listen
The Trick to Improving ROI
How to Listen
The Trick to Improving ROI
You
How to Listen
InsightsThe Trick to Improving ROI
You
Listening Vs. Insights
Some Examples:
The Trick to Improving ROI
Some Examples:
The Trick to Improving ROI
The Trick to Improving ROI
The Trick to Improving ROI
Listening In Context
Don’t Speak Like Your Target Unless It’s Natural
The Trick to Improving ROI
Don’t Speak Like Your Target Unless It’s Natural
The Trick to Improving ROI
Don’t Comment On Things That Are Totally Irrelevant To You Unless There’s A Clear Connection
The Trick to Improving ROI
Don’t Comment On Things That Are Totally Irrelevant To You Unless There’s A Clear Connection
The Trick to Improving ROI
Don’t Comment On Things That Are Totally Irrelevant To You Unless There’s A Clear Connection
The Trick to Improving ROI
Don’t Open A Conversation Without Thinking It Through
The Trick to Improving ROI
The Trick to Improving ROI
Don’t Open A Conversation Without Thinking It Through
Don’t Open A Conversation Without Thinking It Through
The Trick to Improving ROI
So Now You Have Killer Content That Was Created Through Curation, Now What...
The Content Calendar Hack That Will Save You Time And Money
Content CalendarDate Promoted Image
03/25/16 Sponsorship
Lifestyle
Family
03/28/16
04/02/16
04/08/16
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tempor.
The Trick to Improving ROI
Category Facebook Status
Occasion
Content Highlights
The Trick to Improving ROI
Curate ReportThe purpose of this post is to incorporate custom content featuring Gerolsteiner in to popular holiday celebrations.
• In Q4 of 2015, posts featuring custom imagery where bottles are tailored to specific occasions, had 35% higher total engagements than the average Gerolsteiner post.
• Posts of this type accounted for the top 5 highest performing posts of Q4.
• Posts of a timely nature invite fans to engage with the content in the moment.
The Purpose
The Facts
The Proof
It’s the season for love!Remember: The best gifts are ones that sparkle.
GerolsteinerPosted February 14 2016
Pillar
Proof
Lifestyle
Health Product Family
The purpose of this post is to incorporate custom content featuring Gerolsteiner into popular holiday celebrations in order to increase engagement among current fans.
• In Q4 of 2015, posts featuring custom imagery where bottles are tailored to specific occasions, had 35% higher total engagements than the average Gerolsteiner post. • Posts of this type accounted for the top 5 highest performing posts of Q4.
• Posts of timely nature invite fans to engage with the content in the moment.
The Trick to Improving ROI
People influence people. Nothing influences people more than a recommendation from a trusted friend. A trusted referral influences people more than the best broadcast message.
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Thank You.@[email protected]