Shareable Content“with a dash of performance marketing”

By

Clifton FlackHead of Global

Universal McCann Digital

No tricks…

MARKETING

15 minutes looks like this…

• Everybody loves content

• Why we share

• The 3 rules

• Kick-starting the sharing

• Track | Optimize | Repeat

**the case study you’ll want to see **

But First….Insanity Becomes Reality

• 4.2 bn people use mobile to access social sites

• 23% FB users check their newsfeed 5 times+ per day

• 28% of Retweets on Twitter include “please RT!”

• Snapchat users share 400m images per day

• Every second 8000 users ’like’ a photo on Instagram

Everybody loves content

The Connected Generation

1. Technology makes it easy2. Services make it fun3. Society makes it essential

Shareable content…huh?!

Why We Share:

1. Strengthen Social Bonds2. Define / Refine Our Identity3. Status Enhancement / Reinforcement

Creating that which must be shared

3 Rules of creating shareable content:

1. Understand your target market2. Define the ‘why would I share this?’3. Embed the tools to enable sharing

Kick-starting the sharing

Get the engine running:

1. Distribute through your community2. Enlist the help of others3. Add some budget

Track | Optimize | Repeat

Rock – n - Roll

1. TRACK:• Set Goals• Use Analytics

2. OPTIMIZE: • Always Be Testing• Remarketing Works!

3. REPEAT• Follow the flow• Highlight the perfect journey

The Case Study

THE COMPANY : Option Rally A leading Binary Options Broker

THE MISSION : Drive awareness + source new potential traders

THE CHALLENGE(s) : Highly competitive & performance obsessed industry

THE BUDGET : Not Big

The Case Study

OUR SELF EXAMINATION:

WHO … are we targeting?

WHAT … are we offering?

HOW … do we want to be perceived?

WHY … will visitors choose us?

The Case Study

OUR STRATEGY:

WHO : Men, Ego, Obsessive, Compulsive, Freedom

WHAT : Addictive, Entertaining, Professional CONTENT

HOW : Be different, Be cool, Be better, Be independent

WHY : No reason !!

The Case Study

Daily Market News with Amy Anderson

The Case Study

The Case Study

But it should not stop there….

Amy is not just a traffic generator…

…she’s the face of the brand

Featured on…

Home Page, Landing Pages,

Banners, Emails, Webinars and more…

The Case Study

Amy Anderson

• Signup Increased by 45%• Traders Increased by 25%• Retention Increased by 40%

5 Million Views

10% of annual digital sales in one day

Supported by the ‘banned ad’ PR campaign

Takeaways

• Know Yourself• Know Your Market• Create What They Want

• Analyze, Optimize & Scale

In Short…..‘MARKETING’

I’m Clifton Flack

Head of Global @ Universal McCann Digital

It’s been my pleasure and hopefully yours too…

cliftonf@usearch.co.il

Twitter.com/cliftonflack