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#ConnectShare october 2013
Recipe for better marketing.
Chris BennettCEO
We live in a different world.
We used to walk on the moon. Now we base jump from space.
We watch video when we want with no commercials.
We order groceries when we want and have them delivered to our front porch
We get live ER wait timesfrom the freeway
We get clothes customized to us sent to us on a monthly basis
It is estimated that we see up to
5000ads every day.
Source: NYT http://www.nytimes.com/2007/01/15/business/media/15everywhere.html
So why do we still have websitesthat look like a $150 template?
Why are our marketing campaignsSelfish
Tell me more about these remarkable womenSource: http://www.slideshare.net/randfish/secret-ingredients-of-better-marketing
Why do we have Selfish Ads?
I came to Sears.com so I could click on a banner ad for the Raddison
Why do we have impersonal sites?
98% of Americans distrust
information on the web
Source: 98% of Americans Distrust the Internet (Harris Interactive)hat tip: @randfish
SOURCE: 98% of Americans Distrust the Internet
Reasons Americans distrust information on the internet:
59%Too Many Ads
Source: 98% of Americans Distrust the Internet (Harris Interactive)hat tip: @randfish
Reasons Americans distrust information on the internet:
56%Outdated Information
Source: 98% of Americans Distrust the Internet (Harris Interactive)hat tip: @randfish
Reasons Americans distrust information on the internet:
53%Information is Self-Promotional
Source: 98% of Americans Distrust the Internet (Harris Interactive)
Source: 98% of Americans Distrust the Internet (Harris Interactive)hat tip: @randfish
Source: http://blog.kissmetrics.com/loading-time/?wide=1
Page abandonment vs. Page load time in Seconds.
Source: http://blog.kissmetrics.com/loading-time/?wide=1
Page speed expectations.
Source: http://blog.kissmetrics.com/loading-time/?wide=1
Page speed expectations.
Anyone can compete with anyone on the internet.
Your are limited only by your imagination
sky’s the limit
You can’t just dump money and hope it works. This isn’t TV advertising.
Our content needs to be creative.
Source: http://www.youtube.com/watch?v=_joDNOpeWWo
Our content needs to be useful.
Source: http://www.slideshare.net/97thfloor/typeface-7-slides
Our content needs to be altruistic.
Source: http://www.dropdowndeals.com/blog/diy-starbucks-holiday-drinks/
Content is no different.
Content is no different.
Reading “How to Win Friends and Influence People”should be done at least every couple of years.
Switch your thinking.
Don’t try to convince your audience to love your content.
Your content should love your audience.
The rest will take care of itself.
Visualize the complex for better digestion
It’s all about the data.
Source: http://darkhorseanalytics.com/blog/data-looks-better-naked/
It’s all about the data.
Source: http://darkhorseanalytics.com/blog/data-looks-better-naked/
“I keep saying that the sexy job in the next 10 years will be statisticians, and I’m not kidding.”
- Hal R. Varian, chief economist at Google
Let’s talk social.
If you build it they won’t come.
Just because you hear your nephew is talkingabout it doesn’t mean you need to be there.
Start by knowing where your audience is.
Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
Source: http://tracksocial.com/whitepapers
What to Tweet
When to Tweet daily - generally
Source: http://tracksocial.com/whitepapers
Source: http://tracksocial.com/whitepapers
When to Tweet weekly - generally
When to Tweet - custom based off your followers
Use Follwerwonk by Moz or Tweriod
Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
What to share
Source: http://tracksocial.com/whitepapers
Source: http://tracksocial.com/whitepapers
How often to share
Source: http://tracksocial.com/whitepapers
When to share daily - generally
Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx
Source: http://www.flowtown.com/blog/whos-using-google?display=wide
Who uses Google+
Other social
Repurposing content
re·pur·posed, re·pur·pos·ing, re·pur·pos·es. To use or convert for use in another format or product
What if I told you, “15 minutes or less could get you 35,000 views?”
Take an infographic and...
slice it up for slideshare, 35k views, top of the day, top of the week, http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target
10k+ views, top of the day, only 6 slides, http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you
Work your graphics into a BuzzFeed list, article views, 319k. Referrals from BF, 16,073
Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text. So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixar-theory/
Make your content interactive
Case Study in Interactive Content, http://www.desk.com/customer-service/how-to-improve-customer-service
Desk.com, awesome product that is widely used. Wanted a cool interactive way to explain benefits and really sell the product high in the Funnel.
We created an interactive explainer and the #’s are compelling.We created an interactive explainer and the #’s are compelling.
In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) complete the entire interactive. Remember this information is 100% about Universal Inbox. It is 100% “on brand.”
Avg. Time on Page is 3.2 minutes (that is from all traffic even social).
Interactive can tell a long and complicated story in a more compelling easy to digest way. Interactive can tell a long and complicated story in a more compelling easy to digest way.
Ranks in Google for phrases like, “How to Improve Customer Service.” The reaction from search traffic is phenomenal.
Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.
You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.
O.C. Tanner helps companies w/over 2,000 employees consistently appreciate and recognize their workforce. www.octanner.com
Blog content case study
Not a stretch that they recognize cool companies around the world. Nearly every company on the list shared socially. Total social reach in the Millions.
http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-boston/
You don’t always have to come up with new ideas
Beat a Dead Horse
If it works keep doing it again...
http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-for-in-seattle/
...and again.
http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-for-in-philadelphia/
Companies have started tweeting in hopes to be on the list one day.
Companies have started tweeting in hopes to be on the list one day.
You are all Hustlers
You are all Hustlers
In a one on one you could sell anyone.
You are all Hustlers
So why can’t your website, content and social do the same?
#ConnectShare october 2013
Recipe for better marketing.
Chris BennettCEO
