Disruptive Content Marketing,Disciplined Results презентация

Содержание

Hello, I’m Geoffrey Colon… @djgeoffe

Слайд 1Disruptive Content Marketing, Disciplined Results
Geoffrey Colon, Microsoft Search Advertising / @djgeoffe /

#ISUM15

Слайд 2Hello, I’m Geoffrey Colon…
@djgeoffe


Слайд 3I’d Like Your Participation Today…
@djgeoffe


Слайд 4I’d Like You to Share What You Learn…
@djgeoffe


Слайд 5Because The World of Marketing In the 21st Century Is About

Participating…

@djgeoffe


Слайд 6Because Marketing, Like Life, Imitates Art…
@djgeoffe


Слайд 7Participation Helps Us All Learn…
@djgeoffe


Слайд 8We All Participate When We Seek Solutions…
@djgeoffe


Слайд 9Which Allow Us To Perform Actions…
@djgeoffe


Слайд 10Many “Experts” Say These Solutions Can Be Found Via Content...
@djgeoffe


Слайд 11But We’re Overloaded with Information.
@djgeoffe


Слайд 12Let’s Disrupt How We Think About Content Marketing…
@djgeoffe


Слайд 13The World of Marketing Isn’t Really About “Content”...
@djgeoffe


Слайд 14It’s Not Even About Technology…
@djgeoffe


Слайд 15It’s About…
@djgeoffe


Слайд 16People, Participation, Experiences…
@djgeoffe


Слайд 17Our Wants, Needs, Feelz, Frustrations…
@djgeoffe


Слайд 18Our Place In The World.
@djgeoffe


Слайд 19What Is Relevant.
@djgeoffe


Слайд 20So How Do We Connect In a World of Abundance?
@djgeoffe


Слайд 21To Define the Future?
@djgeoffe


Слайд 22Authenticity.
@djgeoffe


Слайд 23Authenticity…
Authenticity is the degree to which one is true to one's

own personality, spirit, or character, despite external pressures. A lack of authenticity is considered in existentialism to be bad faith.

@djgeoffe


Слайд 24How Do We Show Authenticity?
@djgeoffe


Слайд 25We Share Via Biologically-Rooted Logic & Emotions…
Biologically we are wired to

share. Not just food, water and resources, but information too.

The section of the brain called the bilateral TPJ is dedicated to what other people think and feel.

The TPJ allows the association of emotions to events or individuals, aiding in the decision making process.

@djgeoffe


Слайд 26We Share Via Storytelling…
Storytelling was an ancient form of sharing. We

had to share in order to survive.

Our past is prologue.

@djgeoffe


Слайд 27And Enhance with Storymaking via Actions Made By Groups of People…
Real

Life Examples:

#OccupyWallStreet
#Ferguson
#BlackLivesMatter
#NoSyrianRefugees
#Anonymous
#GrowthHacking
#LeanStartup
#disruptivefm
#PPCChat

“We use other people's brains to navigate the world: to acquire skills and practices, and to access knowledge systems of long-dead strangers. We call this 'culture'.” ― Mark Earls

@djgeoffe


Слайд 28Top Down Communication is Strong Tied but S L O W…
Top

Down Usually Uses Closed networks at specific audience e.g., Direct Messages, Facebook Messenger, WhatsApp, SMS Text, Email (Internal)

Network Communication Usually Uses Open networks. Information spreads quicker, e.g. Facebook, Twitter, Instagram, Tumblr, Snapchat and then can be discovered via search: Bing or Google

@djgeoffe


Слайд 29When We Participate We Must Think of Groups Rather Than Individuals…
CMO
Chief

Digital Officer
Marketing Director
Marketing Manager
Search Marketing Manager
Social Media Manager



Marketing Department
Digital Marketing Team
Search Engine Marketing Team
Paid Advertising Team
Social Media Marketing Team

@djgeoffe


Слайд 30Why Do We Still Use “Spray and Pray?”
@djgeoffe


Слайд 31When There Is A Better People-Centric Way?
@djgeoffe


Слайд 32Because the Storytelling Shared Tells Us That Quantified Amplification Works…
@djgeoffe


Слайд 33The Biologically Rooted Process Is Working…
@djgeoffe


Слайд 34But We Can Disrupt Such Thinking Because We Can Connect With

Our Desired Audience…

@djgeoffe


Слайд 35By Creating New Categories That Didn’t Exist…
@djgeoffe


Слайд 36In Order To Differentiate Ourselves…
@djgeoffe


Слайд 37From All of the Noise and Clutter.
@djgeoffe


Слайд 38We Should Strive To Be Like a Mix of Leonardo DaVinci

and Oprah Winfrey and Grace Hopper and Russell Simmons…Generalist Hybrids

@djgeoffe


Слайд 39Instead of Being a Specialist…Be A Ronda Rousey
@djgeoffe


Слайд 40Diversify Your Experiences and Your Skills…
@djgeoffe


Слайд 41Have Your Audience Talking Even When Things Go Awry…
@djgeoffe


Слайд 42What 5 Diverse Factors Can Help Us?
@djgeoffe


Слайд 43Again, It All Begins By Understanding…
@djgeoffe


Слайд 44Live the Culture, Understand the Audience, Concentrate on Feelings…
@djgeoffe


Слайд 45Utilize Your Matrix of Tools…
People
Distribution to a Targeted Audience Based on

Context
Diversified Content Creation
Content Measurement
Audience Evolution as a Result of Behavioral Change Due to Technology

@djgeoffe


Слайд 46Put Them Into Action As a Marketing Generalist…
Search
Social
Email
Post-Digital
Influencers
Video
Thought Leadership
Customer

Listening

@djgeoffe


Слайд 47And Remember…
@djgeoffe


Слайд 48Thank You…
@djgeoffe
Blog.BingAds.com
E: gcolon@microsoft.com
linkedin.com/in/geoffreycolon


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