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Content Re-definedMoving beyond 2015 Mauricio Escobar eDigital презентация
Содержание
- 1. Content Re-definedMoving beyond 2015 Mauricio Escobar eDigital
- 2. AGENDA Branded
- 3. Support customer aspirations & goals. Allow for
- 4. 1. Branded content ≠ User engagement @eDigitalAus
- 5. Content Tsunami Content doubles every 9-24
- 6. @eDigitalAus
- 7. Low Engagement Study: 2.5k brands 7 Social
- 8. @eDigitalAus
- 9. FACEBOOK 43 million fans - 0.006% ER INSTAGRAM 1.2 million fans 3% ER @eDigitalAus
- 10. Thousands of ads per day
- 11. FRIENDS AND PEER RECOMMENDATIONS http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html @eDigitalAus
- 12. Edelman 2015 Trust Barometer Aus data @eDigitalAus http://www.edelman.com.au/wp-content/uploads/2015/02/2015-Edelman-Trust-Australia-Results.pdf Study: 33k people 27 countries
- 13. @eDigitalAus http://www.edelman.com.au/wp-content/uploads/2015/02/2015-Edelman-Trust-Australia-Results.pdf
- 14. WHAT TO DO? Provide ways to:
- 15. Best Job in the world Tourism Qld
- 16. EXAMPLE – INFLUENCERS
- 17. 2. COLLABORATION WITH INFLUENCIAL CONTENT CREATORS @eDigitalAus
- 18. Influencing Content Creators can help a brand:
- 19. COLLABORATION Re Loyalty Increased Reach Cost-effective Authentic Influencing Marketing @eDigitalAus
- 20. Fullscreen (Youtube creators) Niche (Owned
- 21. Review influencers http://totems.co/blog/gender-instagram-infographic/ INFLUENCE = POPULARITY
- 22. Pop-culture CREATION Or Highly engaged niche tribes. Ultimate benefit 14 @eDigitalAus
- 23. 3. SCALING CONTENT Which content to prioritise? @eDigitalAus
- 24. Awareness of needs Brand
- 25. 11 ABANDONMENT https://econsultancy.com/blog/61991-83-of-online-shoppers-need-support-to-complete-a-purchase-stats Shopping abandonment Live Person
- 26. @eDigitalAus
- 27. @eDigitalAus
- 28. Understand Channel Usage UNDERSTAND THE CHANNEL @eDigitalAus
- 29. 20 http://totems.co/blog/gender-instagram-infographic/ @eDigitalAus
- 30. 1. Group related small pieces of content into a “master” piece. Test different options @eDigitalAus
- 31. Test different options 2. Serialize big chunks of content. Volvo Trucks @eDigitalAus
- 32. 3. Recycling Social Media Content on
- 33. 4. Improve your “evergreen” content Nad’s Test different options @eDigitalAus
- 34. Social Media Aggregators Stakla Livefire Stylematch.com @eDigitalAus
- 35. Livefire @eDigitalAus
- 36. Re Know what makes customers “tick”
- 37. Take a stand, be consistent with the delivery. BE CONSISTENT @eDigitalAus
- 38. More branded Content ≠ benefiting less Learnings 2016 @eDigitalAus
- 39. Right balance BC + UGC + PGC @eDigitalAus
- 40. Content scalability is imperative @eDigitalAus
- 41. Content Predictions 2016 BRANDS Data driven real
- 42. THANK YOU mauricio@edigitalagency.com.au Twitter: @eDigitalAus
Слайд 2AGENDA
Branded content ≠ user engagement
Scaling Content
Collaboration with content creators
@eDigitalAus
Слайд 3Support customer aspirations & goals.
Allow for exponential sharing your website cant
WHY CONTENT
Help convert, retain & develop your most profitable customer.
Allow for “personal” on the go communications.
Show what inspires your brand.
@eDigitalAus
Слайд 5Content
Tsunami
Content doubles every 9-24 months - depending on study
Track Maven
78% increase on content while
60% less engagement
Nearly a quarter of posts receive 0 Interatactions
Study:
8k brands
13 million pieces of content
7 billion interactions
@eDigitalAus
Слайд 7Low Engagement
Study:
2.5k brands
7 Social networks
3 million pieces of content
7 billion interactions
Forrester
0.1% ER
Instagram best performer
http://blogs.forrester.com/nate_elliott/14-04-29-instagram_is_the_king_of_social_engagement
@eDigitalAus
Слайд 10
Thousands of ads per day
(NY Times)
CONTENT BLINDNESS
60% cant
Only 33% trust banner ads (Nielsen)
@eDigitalAus
http://www.mediapost.com/publications/article/196071/banner-blindness-60-cant-remember-the-last-disp.html
http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
Слайд 11FRIENDS AND PEER
RECOMMENDATIONS
http://www.nielsen.com/us/en/press-room/2012/nielsen-global-consumers-trust-in-earned-advertising-grows.html
@eDigitalAus
Consumers trust peer-to-peer recommendations. Edelman 2015
92% trust recommendations
81% consumers are influenced by friends social media posts when making purchase decisions – Market Force
Слайд 12Edelman 2015
Trust Barometer
Aus data
@eDigitalAus
http://www.edelman.com.au/wp-content/uploads/2015/02/2015-Edelman-Trust-Australia-Results.pdf
Study:
33k people
27 countries
Слайд 13@eDigitalAus
http://www.edelman.com.au/wp-content/uploads/2015/02/2015-Edelman-Trust-Australia-Results.pdf
Слайд 14WHAT TO DO?
Provide ways to:
Access users generated content
Only top quality
Reach audiences
Adnews.com.au/user-generated-content-beats-traditional-advertising
@eDigitalAus
Слайд 15Best Job in the world
Tourism Qld
R: 34K entries
The art of the
Burberry
R: 50% online sales uplift year on year
@eDigitalAus
Слайд 16EXAMPLE – INFLUENCERS
The video: https://www.youtube.com/watch?v=TFksGJoNv-g
The campaign: https://www.youtube.com/watch?v=WD-eY_d4ta4
#whatilove
R: over 6k #whatilove submissions
@eDigitalAus
Слайд 18Influencing Content Creators can help a brand:
Re
Influencing Marketing
Create valuable content
Reach more
The right way - authenticity
Reach the right people – right alignment
@eDigitalAus
Слайд 19COLLABORATION
Re
Loyalty
Increased Reach
Cost-effective
Authentic
Influencing Marketing
@eDigitalAus
Слайд 20
Fullscreen (Youtube creators)
Niche (Owned by Twitter)
Snapfluence (Seen)
Buzzsumo
Klout
http://www.bloggingwizard.com/influencer-research-tools/
Influencers exchanges!
@eDigitalAus
Слайд 21Review influencers
http://totems.co/blog/gender-instagram-infographic/
INFLUENCE =
POPULARITY (# of followers) x
BRAND AFFINITY (expertise and
VOLUME (amount related content published) x
STRENGTH of relationship with followers and media
@eDigitalAus
Слайд 24
Awareness of needs
Brand consideration
Comparison/Research
Preference
Trial
Purchase
Usage/Enjoyment
Evaluation
Recommendation
Co-creation
Education
Disposal
Maintenance/upgrades
Nurture/Reward
Retention &
Development
Brand awareness
Acquisition
@eDigitalAus
Слайд 2511
ABANDONMENT
https://econsultancy.com/blog/61991-83-of-online-shoppers-need-support-to-complete-a-purchase-stats
Shopping abandonment
Live Person – Connecting with Consumers Report. P=5,700
UK, USA,
@eDigitalAus
Слайд 301. Group related small pieces of content into a “master” piece.
Test
@eDigitalAus
Слайд 32
3. Recycling Social Media Content on different platforms
Web Galleries:
Instush, Websta,
Test different options
@eDigitalAus
Слайд 41Content Predictions 2016
BRANDS Data driven real time view of Content ROI.
CREATORS More helping launch more new brands on niche markets.
PLATFORMS Better and more niche apps helping users read reviews and find exactly what they want.
USERS Anonymity = Publicness Increases on looking for the right review
@eDigitalAus
