content scale & outreach by square vanilla - #digitaltrends
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Outreach and Scalability Katie Thomas
Always have to have some stats! • 27,000,000 pieces of content are shared each day • Each month, 329 million people read blogs. • 99% of people who share via social networks are sharing via mulAple plaBorms.
• Clicks from shared content are 5 Ames more likely to result in a purchase.
• InteresAng content is a top 3 reason that people follow brands on social media.
• 90% of the informaAon that comes to the brain is visual. • 68% of consumers spend Ame reading content from a brand they are interested in. SOURCE: NEWSCRED
• Social media lead conversion rates are 13% higher than the average lead conversion rate.
SOURCE HUBSPOT
Research and Personas
Outreach and Scale – how has Social enabled and changed this?
Harnessing those in>luencer-‐advocates
• Social Listening • Convert Influencers • Build a Database • Leverage the voices • ConAnue to build and strengthen
BUT!
Defining those communiAes you will target is no simple task. Every demographic count, and the more segmented your outreach can be, the beRer.
What will you do?
Inform? Download?
Discuss? Answer? Educate?
Your brand sense of humour? What’s your story?
So how easy does Social Media make your content plan scalable?
Content Pillars Summer Days
Keeping them
amused Free things to do
Vouchers
Kids
Food
Drink
Best Places
Picnics
Best and worst
Games to play
Great Gear
Beaches
All the main plaBorms make it very easy to share content in their owned space….. BUT don’t forget integraAng across plaBorms and non owned spaces such as personal blogs …..
Leverage people not products
Just one idea…..
• PromoAons • UnificaAon • ConversaAons • TargeAng • InnovaAon
Or Introduce Content with Infographics
• Shared on the web • Easy to understand • Get more shares than other content. • Easy and powerful viral markeAng tool
Community Management: How do you go from 1:1 to 1:1,000,000? • Moderate to deal with trolls • Embrace proac9veness • Recognize you can’t talk to everyone • Respond publicly when possible • Help customers to help customers • Build an army of advocates • Know your customer
How do you stay engaging while driving business results at scale? • Know your objec9ves • Know your channels • Execute with rigor
Some musts to keep it working • Stop targeAng the same people • Look at your wider public influencers • Track your influencers through analyAcs • IncenAvise them, but subtly • Balance the value exchange • Treat it like a long term relaAonship not short
Thank you for having me
@Kateet