mythbusters: content edition
Post on 29-Aug-2014
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Mythbusters: Content Edition
Presented by: Elle Shelley
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pinballstrategy.com @pinballstrategy #DSP14
Hi!
Things my Mom wants you to know
• Graduated (with honors!) from ASU W.P. School of Business • Founder + Chief Strategy Officer of Pinball Strategy • Launched seven startups within the last two years • Hablo Español • Classically-trained violinist
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pinballstrategy.com @pinballstrategy #DSP14
“Proof of Performance”
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pinballstrategy.com @pinballstrategy #DSP14
Hi!
Things I want you to know
• I love startups! • I want this to be fun and interactive • I have the world’s cutest dog
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pinballstrategy.com @pinballstrategy #DSP14
Meet Happy
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Game Time!
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pinballstrategy.com @pinballstrategy #DSP14
Myth: In the world of Content, it’s all about engagement.
FALSE!
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
It’s all about …
…Profitable Engagement
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pinballstrategy.com @pinballstrategy #DSP14
Hi!
What’s the Difference?
Conversations -> Conversions If you are engaging MORE with random people than your target audience, you are wasting your time.
It’s kinda like talking to yourself.
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
But how can I know if I’m just wasting my time?
Metrics, of course!
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pinballstrategy.com @pinballstrategy #DSP14
Hi!
Correlate the Data 1. Average Time on site 2. Goal Conversions
These two metrics should be positively correlated. In other words, as the average time on site increases, goal conversions should increase as well.
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pinballstrategy.com @pinballstrategy #DSP14
Myth: If you build it, they will come.
FALSE!
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
A Content Story
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pinballstrategy.com @pinballstrategy #DSP14
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pinballstrategy.com @pinballstrategy #DSP14
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pinballstrategy.com @pinballstrategy #DSP14
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pinballstrategy.com @pinballstrategy #DSP14
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pinballstrategy.com @pinballstrategy #DSP14
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pinballstrategy.com @pinballstrategy #DSP14
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
How did this happen when I have such great content?
Your content is not your problem,
my friend.
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
The Problem is …
…you don’t know what the
problem is!
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pinballstrategy.com @pinballstrategy #DSP14
(Those metrics aren’t very helpful … the magic happens in between)
Most companies only track three things
content
traffic
revenue
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Let’s steal a page from the
startup playbook
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pinballstrategy.com @pinballstrategy #DSP14
The Lean Marketing Framework
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Content is the magic that pulls people through the funnel
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Let’s see it in action
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pinballstrategy.com @pinballstrategy #DSP14
Hi!
Meet Stressfree Recipes
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
Acquisition: Top o’ the Funnel
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pinballstrategy.com @pinballstrategy #DSP14
Hi!
Take it from the Top Two Key Metrics to Measure: • Conversation Rate (CR)
• CR = (Total # Comments/Total # Impressions) * 100
• Amplification Rate (AR) • AR = (Total # Social Shares/Total # Impressions) * 100
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pinballstrategy.com @pinballstrategy #DSP14
Conversation Rate CR = (Total # Comments/Total # Impressions) * 100
(30/2,384) * 100 = 1.58%
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pinballstrategy.com @pinballstrategy #DSP14
(325/1,411) * 100 = 23%
Amplification Rate AR = (Total # Social Shares/Total # Impressions) * 100
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pinballstrategy.com @pinballstrategy #DSP14
Our approach &
capabilities
How can I Increase Conversation & Amplification Rates?
Find your brand’s Social Currency.
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pinballstrategy.com @pinballstrategy #DSP14
Social Currency: Tactic to Try
Manifesto Campaign
Defines the “WHY” Visuals + Words
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pinballstrategy.com @pinballstrategy #DSP14
Social Currency: Tactic to Try
PS: Download your free copy here: ebook.socialwhirled.com
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pinballstrategy.com @pinballstrategy #DSP14
Social Currency: Tactic to Try
Elle Shelley Founder and Chief Strategy Officer Elle@pinballstrategy.com @ElleShelley @PinballStrategy
thank you
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