social test 2
"I'd always thought that the things you collect say so much about who you are." says this childhood bug collection is "Pinterest 1.0."
using social media to fight crime
Criminals post incriminating information on social sites Courts ruled even if private - you give up privacy when you tell someone else - evidence is admissible Government subpoenas private information and gets action fast 9/10 warrants use social media as a way to substantiate probable cause New job area - Social Media Forensics Infiltrating crime rings with fake accounts Facebook cracks down on fake accounts, who's side are they on? Opportunities at the national level with terrorism and at the local level with thugs
linkedin engagement plan
Daily Interact with your homepage feed Weekly Post something Add new contacts Monthly Update your profile Contribute to a couple of Groups Reach out to old contacts After every email, phone call or interview, log your results. Reflect on what worked and didn't and record it for later review.
what type of content should i create?
Define the purpose of your content To inform (conceptual knowledge) To teach (how to) To inspire To entertain To persuade To start a conversation To spark a controversy To express an opinion To share industry knowledge or resources Identify typical content presentation methods Articles or blog posts Infographics Videos Cartoon drawings Animations Tutorials Podcasts Presentations You want your content to strike the right balance between being informative and entertaining while also making sure it supports a larger company strategy.
content marketing
Discuss how your product will solve a customer's need, not just how great it is
disadvantages of timeline contest
Do not receive an email address with the entry Can't reshare the post easily to tell people about the contest multiple times Need to post the rules of the contest and the required release of Facebook's responsibility for the contest somewhere within the post (or a link to the terms and rules of your contest) Contests may not increase fans as much as a like-gated app would Could be harder to notify the winner if the winner is not paying attention If you require both a like and a comment, it could be a pain to validate
how do they access info
Do they attend events? Do they like email newsletters? Do they access content online or via a mobile device? Do they get most of their information during work hours or at home? Do they get their information through word-of-mouth from their business community? Does advertising play a role?
Square
Dorsey was fired from Twitter, started
why content marketing
Engaging content is one of the most powerful online marketing techniques available today, it underpins many of your online marketing efforts including: SEO Paid Search Marketing Social Media Marketing Email Marketing Conversion rate optimization
legal vs. illegal
Facebook can take your page down if they want to They offer a service and you are their customer You can control your content, but you don't own the process - renting house vs. owning it
search engine optimization for facebook
Focus on keyword-rich status updates: Bing powers the second arm of Graph Search Facebook recommends that brand pages optimize their content (status updates, captions, etc.) with relevant keywords. Make sure your status updates correspond with the keyword strategy developed within the content strategy
quality over quantity
Focus on producing high-quality (not high-quantity) content that engages audiences and motivates them to take action. Content should be strategic, brand-centric, buyer-persona focused, optimized for search engines, technically sound, creative and results-driven.
storytelling
Focus on the big idea. This is not a selling tool. It is the foundation for all future content development How do we find the story we were meant to tell through our content? How do we ensure we've focused our content on meeting our audience's needs, as well as our own? How do we translate our story into enough content to support our mission? If you have your content in place, you can focus on capturing the emotions of your audience
vine
Founded June, 2012 Sold to Twitter October, 2012 $30 million Official launch January, 2013
snapchat
Founded as a class project in April 2011 at Stanford They currently have 100 million users sharing more than 6B photos per day is great for age 13-25 demographic. offers inexpensive access to young audiences, and done right, can fit seamlessly into any mobile strategy Inspiration: a friend grumbled about regretting sending a photo from his smartphone. Picaboo aimed to solve that problem with self-destructing snaps, Mission Impossible style.
advantages of app contest
Gather email addresses to connect with those people again More control over the look and feel of the contest Can like-gate the entry so that you grow your fans Easy resharing to promote the contest multiple times Easy to have rules posted within the app Contest apps have metrics that show data about when people are entering and where they are coming fromAdds value to business bc you can store email addresses for future list
advantages of timeline contest
Gives you more engagement fast Quick and easy to set up Fun and easy to engage people to enter Free to run Works on mobile devices
linkedin for small business
Grow your community of followers Engage employees Convert current customers to followers Participate in Groups Create your content stream Demonstrate value Post frequently Mix content formats Encourage followers to engage Dive into comments
mixing live and digital
Here are some examples of how to use social media for organizers of events Be semi-obnoxious: Tell people what your hashtags and handles are, and what platforms you are on Tell your audience what they will get for following you on social media: Post behind-the-scenes photos and other exclusive content on Twitter. Spell it out: Before going to breaks, place promos for social media channels. At a conference you can remind the audience, from the podium, what the handles and hashtags are and, during breaks, run a tweet wall on the main screen. Be active on social media during your event: The various platforms are active throughout the broadcast. At a conference, it's important to have active official accounts to direct, guide, and enhance the conversation, so you aren't just relying on attendee participation. Think about social media long before the event: Live events are not an "in the moment" thing. It's never a good idea to wait for the last minute. Almost every rule we're taught can get broken in this instance Spell out what you want people to do and where you want them to go Get people to tweet questions to a handle, let them come up on a board, then the speaker can address them good idea for large crowds bc people don't like to talk in front of a lot of people
instagram vs. snapchat
IG has twice as many daily active users as SC (300m vs. 150m) IG has a broader reach and more time-tested tools Nike says "Snapchat may have a higher ratio of loyal millennial users than Instagram, but Instagram has way more users overall." Instagram's new feature doesn't spell death for Snapchat, but it certainly will slow its advertising growth at a very important time. Milennials like snapchat as a platform, but marketers don't see it lasting long-term
content marketing math
Just because you can measure everything digitally speaking - doesn't mean you should Don't get caught in the weeds proving what is intuitive Decide what is important and keep those few numbers in your stakeholder's head Spend your time and effort creating content - less time and effort publishing it and measuring it You will be pressured to measure and justify both your content and social spend Just don't chase the wrong metrics and then believe them Think logically, measure what you can and ladder it back up to your objectives Youll feel the pressure to tell happy stories You need to have the courage to be effective
social media networks
Just channels If something stops working for you, stop using it and find something else that does work for you
optimize content for reach
Keywords for Content Development Brainstorm a list of possible keywords Make sure you are not thinking in industry jargon but instead thinking about how people solve a problem Use Social sites to monitor use of keywords Validate keyword ideas through Twitter & Social Mention Pay attention to the conversation around the keywords Use Google AdWords to see frequency and context Even though we are not creating content for Google, we do need to pay attention to how Search will affect our ability to build audience
know your audience
Knowing who your buyers are is great, but understanding how and why they consume content will help you truly and effectively engage them from an unknown prospect to an evangelist for your brand.
curation
Link to = quote Drives traffic to original content owners Beneficial to content creators Fair Use legal doctrine Adds value to readers Valued by Google gives proper rights to original source
mobile optimization
Make it Fast - Mobile site needs to load in 5 seconds or less Avoid Heavy Graphics - Most mobile devices don't support flash Touch is the new Click - Use drop down menus, check boxes, and pre-populated fields Every Device is Important - Not just iPhone and smartphone users Minimize graphics - they take forever to load. Have smaller or lower resolution graphics
getting buy-in
Make the business case What is the need? How big of a need is it? What is the business model? What is your differentiating value? What are the risks? Pilot Length of the pilot: Six months minimum Goal: Expected changes, metrics Fear Benchmark against the competition (Sounds like your paper...) 23% of marketers cite getting executive buy-in as a challenge for Content Marketing
optimize content for mobile
Nearly half of audiences today use a mobile device as their primary tool for content consumption Two ways to plan for mobile: m.sitename.com Responsive Design
measurement
Once you know your budget, you are still unable to know for sure but you can make assumptions: Source and quantity of traffic to your site. Web referrals are the most basic measuring stick and indicates where your website traffic is coming from and at what rate. Visits to purchase rate is defined as the number of sessions your visitors require to move from first interaction to a completed purchase. You cant measure everything, and its not in your best interest to spend too much effort trying
optimize for paid distribution
Once you've identified your target keywords, you have to be sure that your content is optimized for them.
tags on youtube
Only add to the tag section of your metadata. Adding additional tags to the description of your video constitutes spam and may result in the removal of your video, demotion in search, or account termination.
4 ways to use social media to boost events
Organizing the Event Promoting the Event Encouraging Engagement During the event Extending the LTV of the event through photos, videos, and blog posts Before - convincing people to show up During - people talking about how awesome event is and engaging with what's happening in the moment After - make people who werent there feel left out that they didnt come
open forum
Place for small business owners to go to get advice and understand what major issues are and how they might figure them out
composer
Post regularly on your page to reach your audience and drive engagement.
linkedin optimization
Public Profile Make as much information public as possible There is no SEO without a public profile Complete your profile Professional headshot Headline: Appears in LinkedIn Search Results Summary, specialty, skills, experience, education, etc. Link your profile to your blog Embed your blog to LinkedIn Gain skills endorsements and endorse others Get & Give Recommendations Builds credibility Appears on contact's updates Embed PowerPoint presentations Enhances branding Gains visibility through SlideShare Add the Amazon Reading List Application Share what you are reading Use Status Updates Appears only for first level contacts Keeps your network informed
loreal
Rather than speaking to customers' needs and issues, creating world-class content about customers' aspirations and interests in fashion and beauty and are driving sales growth as a result.
evergreen content
Reformatting a blog post about the ALS Ice Bucket Challenge into an infographic or podcast about the viral event won't do much. Why? Because it's outdated and no longer useful. Only repurpose content that is evergreen in nature, aka content that continues to be valuable and relevant over the months (or ideally years).
why use linkedin
Showcase your experience Previous held positions Recommendations Build your brand Locate prospects Stay connected to your contacts Dynamic CRM Allow people to find you Focus your expertise. Don't try to be all things to all people. Understand who you serve and how you deliver value.
measuring success
Social Math is about Strength, Sentiment, Passion, & Reach Content Math is about Conversion
kate spade
The Kate Spade blog is at the heart of content marketing for the Kate Spade brand, which is known for its designer handbags, apparel, accessories, and home goods. While other fashion and style blogs tell readers what to wear, this one focuses on how to wear what's in style. It also adds special touches to the digital experience with different types of media, including music.
content marketing
The context of the website permits much longer forms of content: Blog posts Videos Infographics eBooks Brands model their behavior after that of media publishers
gap analysis
The difference between the content you have and the content your audience needs
responsive web design
The layout and content adapts to the user's environment including their screen size, platform and even orientation. It works on a majority of devices, including those that haven't been invented yet. capability is built into HTML5 so it is not expensive to create. Device agnostic - plays an experience that makes sense on the size of the screen of the device you're using frontera pesos program
content strategy
The purpose of blank is to facilitate the consistent delivery of interesting stories. The end result is that you will attract and retain the attention of the targeted audience that you want to reach. It is possible to achieve business objectives through blank without social media marketing. However, social media marketing can help distribute content much faster and reach more people than the website alone.
understanding your purpose
The why must come before the what You must have clear marketing objectives It's not what you sell, it's what you stand for To work, your mission statement has to be all about the pain points of your readers and followers or it simply won't work. Mission must communicate Who is core audience target What will be delivered WIFM: Outcome for the audience
listening
There are two parts of any conversation: talking (your content) and listening. Not only do you need to set up listening posts, but you also need to figure out how to respond to the conversation. The few pieces that you are creating from scratch need to be beautiful, emotional, really connect with audience
what type of content should i create?
This a great way to help focus the content on strategic objectives Balance these things when creating content entertain - monthly inspire - biweekly start conversation - weekly teach how to do something - 2x week provide relevant info - 3x week infographics - monthly videos - weekly written articles - daily
audience
Understand Your Audience Create Personas Schmooze Influencers
plan fundamentals
Understanding Your Purpose Building the Business Case Managing the Process
profile picture
Use a logo that people associate with your business. needs to be iconic representation of the brand going to be seen every time you post or post something on someone else's profile Use a consistent and branded profile picture that scales well from 180x180 to 32x32 pixels. follows your business on Facebook as a thumbnail on sponsored ads and posts.
amazon
Used for products, whereas yelp is used for establishments reviews are the social aspect
vine for business
Visual content significantly boosts content marketing success Video is projected to account for 69% of all consumer internet traffic by 2017 Information can be communicated faster in video People are more likely to share video content The barrier for entry is much lower than it once was No longer need an expensive video shoot 6 second limit keeps costs low Brand Vines are shared four-times more than any other online videos Five Tweets per second contain a Vine link. Brands are now doing "product placement" with Vine Celebs/Influencers The going rate is $5k - $35k depending on the influencers reach and audience.
build personas
WHO is the persona? What traits characterize her? WHAT roles does she play? What does her typical day look like? WHERE is there a gap in her needs/wants (beyond our products/services)? WHEN does she need to close this gap (i.e., where is she in the purchase funnel)? WHY would she care about us, as a company (aside from our product)?
from strategy to creation
What type of content should I create? Creating an Effective Content Mix Types of Content We All Love
home.com
Whether it's a delicious recipe, an inspiring décor idea or a refreshing approach to organizing, we strive to help you [Moms] create a home that's truly your own. Everything we do here is designed to empower and inspire you to make your home even better, and most importantly, a place you love to be.
identify target audience
Who is our content meant to reach? How can we provide value to them beyond our products and services? How can we use our content to support them through their buyer's jouney?
nat geo on instagram
With more than 9 million followers, more than any other brand, and almost 5,000 posts, is all in on this channel. Their pictures are incomparable. Their captions are illuminating. Following them on Instagram is like going on a guided tour of the world.
yelp
Yelp was founded in 2004 by a couple of guys from PayPal. Jeremy finished his first year at Harvard Business School. Russel holds a BS in Computer Science from the University of Illinois Jeremy is still CEO. Russel kept his ownership stake but is travelling extensively for the past few years.
views and apps
Your photos, events, and custom apps.
simple clarity
ability to simply and succinctly describe who you are, what you do and what makes you unique. linkedin
inbound marketing
about getting found online, through search engines and on sites like Facebook and YouTube and Twitter... If you only focus on this, you will fail as a marketing professional Have a plan for what happens once they find you
repurposing content
aka finding new ways to recycle your existing content) has a number of benefits, such as: Reaching a New Audience Dusting Off Forgotten Tales Making the Most of Your Efforts Webinars --> VideoTutorials Old Blog Posts --> Guides Internal Data --> Case Studies PowerPoint Presentation --> Slidedeck Interviews --> Expert Advice Ebook Visual Content --> Pinterest Board Slideshow --> Infographic Statistics --> Twitter Posts Blog Posts --> Tips Newsletter Blog Post --> Podcast Don't want to try to rehash something old that is no longer relevant Some content doesn't get old, other feels old quickly
delta
approach for optimizing content for mobile is old school and requires three distinct systems to support mobile users data has to remain up to date
because youtube is owned by blank, there are tons of analytics available
channel strategy
channel name structure tone desired action
linkedin for big business
citi - today over 370,000 members cnbc adobe
cost of content marketing
compared to paid search (often cited as most effective) 31% less expensive than paid search for mid-size organizations 41% less expensive than paid search for large organizations
consumer decision journey
consideration/awareness active evaluation purchase post purchase/loyalty
evolution of digital marketing
content marketing evolution presence - website publish - blog promote - email marketing engage - social media integrate - marketing automation don't start out super advanced - cant do everything at once Have to start out with baby steps If companies don't have first 3 steps in place but are on social, theyre probably just making noise You don't have to have every stage perfect before you move on to the next one, but they do need to be developed in order
semantic search (contextual search)
context + user intent = better results optimizing for paid distribution
vimeo
currently has only 60 million visitors per month. Vimeo has a much cleaner aesthetic appeal The user experience of Vimeo is at a complete different level from YouTube—everything is organized, easily searched, and it all feels like an artistic portfolio. The quality of video productions on Vimeo tends to be higher There is no limit on the length of videos being uploaded. Removed is all the commercial, gaming, and non-user-generated content. Vimeo is better for reaching a B:B audience Unlike YouTube, Vimeo is not free
editorial calendar
date for when to share each piece of marketing and who it's targeted to
content strategy
defines the Channel Strategy - not the other way around.
website
first stage of digital marketing You're online. Your site includes all the details about what you do and why you do it. These are the basic attributes you need to create a solid presence: content management system, search optimization basics, contact form, analytics Have with some degree of sophistication
ben silbermann
founder of Pinterest From Des Moines, IA Attended MIT & Yale
Kevin Systrom, Mike Krieger
founders of Instagram
reid hoffman, alan blue, konstantin guericke
founders of linkedin
evan spiegel, bobby murphy
founders of snapchat
dom hofmann, colin kroll, rus yusupov
founders of vine These guys aren't social. The internet knows nothing about them. Dom stepped down in January, 2014 Colin stepped down in April, 2014
youtube
has the most content and the most viewers of any video host on the Web. 100 hours of video are uploaded to YouTube every minute Over 6 billion hours of video are watched every month. YouTube has an 800 million-person per month audience 70% of YouTube traffic comes from outside the US YouTube is 100% free to use, with unlimited uploads and full customization YouTube limits all videos at 15 minutes (unless you get special permission) YouTube loses aesthetic appeal with a cluttered interface and high number of advertisements
buyer persona
includes: title, time in job, works directly with, daily tasks, responsibilities, likes/dislikes about job, frustrations, pressures, concerns, needs, role in buying process, buying stage, drivers to help people relate to these, add images and give names to profiles. assigning a name helps everyone on the team think of them as a real person, not just a piece of business
utility
is key Take a hard look at your content and see if what you are producing is actually useful for your customers. Is it making their lives better or jobs easier in some way?
heinz
lobbied the govt to have ketchup defined as a vegetable - for school lunches, they can serve french fries and ketchup and that can be the veggie Did this so they could sell more ketchup to schools
promoted account
make suggestions to you of accounts to follow, yellow arrow is indication that its paid advertising to try to get you to follow
content strategy process
not so much circular as it is spiral, starting at the big vision and then repeating at each stage as you drill down to more details
keyword research
part of blog Gradually, as you write more, you learn to align topics with keywords. You focus on topics and phrases that people are searching for and that aren't overly competitive.
commenting
part of blog Your blog is a social space. The posts spark conversation, readers comment, and you respond.
content producers
part of content marketing team These are the designers who make the content beautiful.
content creators
part of content marketing team These are the sources you mine for content as well as the writers who bring the stories to life.
chief listening officer
part of content marketing team This person is the "air-traffic control" for your social media and other content channels. They are there to listen to the groups of customers, prospects, influencers and competitors.
chief content officer/VP of marketing
part of content marketing team This person is the "chief storyteller" in your organization, with the vision.
managing editor
part of content marketing team This person is the "day-to-day storyteller" who is responsible for managing the daily details and schedules. Oftentimes, he works with others to create the content.
newsletter sign up
part of email marketing As you evolve, you need to keep extending your reach by growing your list. You may need to adapt your site by upgrading the sign-up form to capture audience interests.
google URL builder
part of email marketing Tag links from emails to the site. This segments traffic from email campaigns inside the Analytics. Now you can see how visitors who click through your emails are engaging with the site.
email marketing templates
part of email marketing The template matches the overall look of the website. Send using an email service provider (ESP) such as Mail Chimp or Constant Contact. The reports make it easy to track opens and clicks, but the tracking doesn't stop there...
e-commerce integration
part of marketing automation For product companies, e-commerce integration syncs your website with inventory, ERP, and accounting systems in real-time.
context
part of semantic search Moving even further away from simple keyword-driven search and into a more holistic view such as incorporating synonyms into search, and taking into account what other information appears on an entire site or page — to determine how relevant a result may be to the user's intended search.
user intent
part of semantic search Two people searching for the exact same term could have completely different results. Results could be impacted by user location, search history, social media network, and "likes," as well as many other factors, depending on the search engine's particular algorithm.
better results
part of semantic search means more useful and relevant results. Search engines are hoping to anticipate user needs and provide answers, not just results
social promotion
part of social media As your network and influence grows, tweets and posts begin to drive real traffic. Gradually, you're learning which networks give you the best results. With focus comes efficiency.
social listening tools
part of social media Thanks to tools like Sprout Social and Buffer, you fully aware of the conversations around you. You are hyper-aware of how you and your competitors are perceived.
online networking
part of social media You are finding relevant people on Twitter and LinkedIn and developing research skills. When possible, you move the conversation to email, phone, and face-to-face meetings to strengthen those connections.
scheduling
part of social media You're using a tool such as Hootsuite or TweetDeck to schedule posts in advance, helping you to do more with less effort.
content management system (CMS)
part of website The site is easy to update, thanks to tools like WordPress.
analytics
part of website Traffic and conversions are being tracked. Goals are set up and traffic from computers at the office are being filtered out.
contact form
part of website site has a form - not just an email link - for visitors to fill out for more information.
search optimization basics
part of website website needs to be built with search in mind or it may never rank well. Basic keyword research must be conducted, and page content should be aligned with the highest ranking phrases. The site should have search-friendly tags, headers and internal linking.
traffic sources
part of youtube analytics Understand how viewers discover your content at a channel and per-video level.
annotations report
part of youtube analytics Assess the click-through-rate (CTR) at the channel-level to understand the overall effectiveness of your strategy.
subscribers
part of youtube analytics Examine the dates or videos where there was a high gain or loss of subscribers to learn more about what resonates with your audience.
viewship
part of youtube analytics Identify and analyze your most viewed days, weeks, and individual videos to understand why they were so successful.
demographics and geographics
part of youtube analytics Optimize for international audiences by identifying the countries where your content is popular.
watch time or time watched
part of youtube analytics Provides viewer watch-time on your channel and on a per video level.
analyzer
personality type Different from The Cynic, believes in data, statistics and demonstrated facts. She'll consistently bring you back to your strategy by looking at proof that you're doing the right thing.
cynic
personality type He's the one in the meeting who rolls his eyes, always asks questions, presses the point. He's incredibly useful, though, because you'd make mistakes without this person. You'd start living in the clouds, instead of tackling the weeds.
risk taker
personality type She believes more is more, and isn't always thinking about the consequences of major decisions. The value is that she pushes the team forward. She lets you see what is possible and is not afraid of making mistakes.
user advocate
personality type The one person who circles the conversation back to the unique needs of each user.
cheerleader
personality type The person who provides encouragement, even in the face of what seems like an insurmountable problem or even failure.
how instagram makes money
photo, video, carousel ads Ad solutions support the following objectives: Clicks to website Website conversions Mobile app installs Video views Mobile app engagement Reach and frequency Note: Facebook doesn't break out Insta financials so we don't know exactly how much money they make.
CMI content marketing framework
plan audience story channels process conversations measurement
content strategy
planning for the creation, delivery, and governance of useful, usable content." activities are scalable and can be modified to fit any budget. You don't necessarily need a large, formal You just need to take the time to think things through: Goals Workflow Resourcing Success Metrics starts with the big picture and then drills down to a granular level that can be implemented and measured. It encompasses everything that impacts content, including workflow and governance. You can have several goals that make it up The complexity is in the layers. Each goal has it's own products and tactics and each tactic may need it's own strategy.
content curation
process of collecting, organizing and displaying information relevant to a particular topic or area of interest. Services or people that implement content curation are called curators. Curation services can be used by businesses as well as end users.
fresh content
pros CHALLENGE IMPROVES WRITING THOUGHT LEADERSHIP MORE PERSONALITY BOOKS, INFO PRODUCTS cons MORE TIME DEADLINES RELEARN HABITS
content curation
pros EFFICIENT CAN BE DELEGATED cons LOTS OF COMPETITORS TOPICS OFTEN OVERLAP LIMITED PERSONALIZATION NO BACK-END PRODUCTS
Business Objectives and Marketing Tasks
step 1 of building content marketing on strong strategic pillars At a minimum decide the basic marketing task you have at hand: direct sales, lead generation, public service announcement, donation drive, loyalty and retention, etc.
identify what you already have (inventory/audit)
step 1 of developing content strategy Give every piece of content you can put your hands on a specific inventory number in a spreadsheet and categorize it
seek the stage
step 2 of building content marketing on strong strategic pillars Find the person in your organization who knows the most about your customers - what they want, what they need, what their issues are. Get the honest answers to these three questions: What are the top 5 barriers your customer have that get in the way of your primary business objective? What are the top 5 "a-ha!" moments your new customers have? What are the top 5 questions your prospect or customers ask during the shopping process?
who are you trying to reach? (audience definition/personas)
step 2 of developing content strategy Remember What you or your team find personally motivating/interesting/persuasive is not likely to be the same as what drives your customers and prospects.
back it up
step 3 of building content marketing on strong strategic pillars Support the Sage's intuition with independent research and actual data
plotting and diagramming fun
step 4 of building content marketing on strong strategic pillars You should start to see commonalities Summarize the group in a statement like "they need to know that we're the best option for them" or "they need reinforcement from peers before they'll buy" or "they have to understand the problem before they'll hear about our solution." Out of these statements will come your pillars.
Xanga
stone (from twitter) created
content marketing
strategic marketing approach of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience - with the objective of driving profitable customer action.." Instead of pitching your products or services, you deliver information that makes your buyer more intelligent The essence of the strategy is the belief that if we deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty When customers are ready to buy, they'll buy from you not new
great content
strategy for is about taking the guesswork out of execution, so creativity about content can flourish. Making Content Valuable Findable Readable Understandable Actionable Shareable
annotations
text overlays that you can place on YouTube videos. Act as a subscribe button within the video Make areas of your video clickable and interactive Encourage community activity such as 'liking' the video or soliciting viewer comments Creative uses include placing hidden 'easter eggs' or interactive games in your videos
content marketing
the focus is actually on a brand's proprietary domains (website, blog, forum, etc.)
social media marketing
the focus of the activity is located within the networks or platforms themselves. Campaigns run on Facebook, Twitter, etc. Typically, the social networks are used to drive traffic back to the brand's site - not as containers of the content itself.
metadata
the information that surrounds your video: Title, Tags, and Description YouTube is the world's 2nd largest search engine informs the YouTube algorithm of a video's content, indexing it for search, promotion, related videos, and ad-serving. Provides viewers context for a video before, during, and after they watch. Use keyword-generating tools to help you find relevant and compelling keywords for your.
inc.com
the place where entrepreneurs and business owners can find useful information, advice, insights, resources and inspiration for running and growing their businesses.
content marketing
the practice of creating relevant and compelling content in a consistent fashion to a targeted buyer, focusing on all stages of the buying process, from brand awareness through to brand evangelism. inbound isn't enough
promoted trend
things going on in the world again, have to indicate that its paid advertising
fear
this sells for getting buy-in If you cant get someone to see the logic, scare them If we don't do this and here's what our competitors are doing - how far are we going to be left behind? How are you going to answer why we didn't do this if our competitors do?
optimizing title
tips for this for metadata make it compelling - this is your video's headline offer keywords first, branding at the end accurately represent your content choose titles that will lead to strong watch time avoid titles that trick viewers into clicking the video. this will cause drop-offs in the first few seconds of your video and will negatively impact your video's watch time performance
net likes
total page likes - people who stop liking you
owned
type of content post something on your own
earned
type of content shared content
paid
type of content use money to boost a post most important right now
tiffany & co on instagram
using Instagram to show every intricate detail that goes into creating the diamond rings and jewelry girls swoon over. On Instagram account, fans get an in-depth look at all the tools, techniques, and technicians involved in making the perfect piece of jewelry. Of course, there are also pictures of the final pieces themselves with their signature blue-green color. Give customers a better understanding of how your product is made. Craftsmanship is a dying art in this day and age. You work hard to build products that your customers love; show that side of the story alongside your finished product.
5 most popular blog content curation formats
weekly compilation listicles - 7 ways to do this - think Buzzfeed expert roundups - put industry experts together and ask them the same questions, but their answers together best of posts show and tell
sweepstakes
win completely by chance like to enter
start small and be focused
with adding content marketing to marketing mix Zero in on a target market segment and truly understand the personas within that target: pain points, issues, preferences, needs, etc. Once that foundation is there, you can begin to create content that addresses these challenges and opportunities.
contest
you have to do something, supposed to be based on some sort of skill best comment wins
lack of granularity
1 of 3 shortcomings of building with strong strategic pillars each of your personas will want/need content from your pillars in different volumes and degrees
lack of flexibility
1 of 3 shortcomings of building with strong strategic pillars some of your content ideas are inherently going to be "cross-pillar"
lack of prioritization
1 of 3 shortcomings of building with strong strategic pillars which pillars and tactics should you focus on / invest in first?
situational analysis
1/7 steps of channel plan What channels do we already have in place (Do not create new channels to maintain for every piece of content or campaign you create.)? Is our audience on those platforms? Where else might we want to be? What must change (add a blog, revisit our web strategy)? What must stop (divert resources from Facebook to somewhere else)?
channel objectives
2/7 steps of channel plan Map objectives of the marketing plan (goals) to the engagement cycle A channel's primary objective may be to "drive to" another channel Channels may have multiple objectives - campaign level vs. overall reason for being on the platform NOTE: Usually you are trying to balance campaign goals with "audience building" goals Do people come to Instagram to buy something or to become aware of what a company is doing? Info gathering/awareness - where coming to instagram comes into the engagement cycle first data - Use LinkedIn to drive traffic to our White Papers on our website lowe's - Use YouTube channel to drive traffic in the store with our DIY Series
blog
2nd stage of digital marketing Ready to move into content marketing The site is now more than an online brochure; it's a platform for publishing. Call it news, announcements, commentary, op-ed, or just "our latest thinking," but the site has a blog, and your organization is committed to posting on it consistently.
content plan
3/7 steps of channel plan Map the channel to the story structure Facebook Content Plan: Contest Media Buy Twitter Content Plan: Drive to FB Contest Buy Trending Topics Consider Context Short form content for mobile audience
email marketing
3rd stage of digital marketing Once you're publishing, move into the promotion era immediately. It's time to use tools beyond your website. It's time to use this to promote content.
metrics
4/7 steps of channel plan "goals" that align with your plan Goal is to get 1000 FB subscribers from the contest KPIs are the results How many subscribers did we get from the FB contest?
social media
4th stage of digital marketing You're now standing tall, moving faster, seeing farther. In this stage, your business is actively making useful connections through social media. Here are your new essential tools: online networking, social promotion, scheduling, social listening tools Use social to expand size of the pie Every post isnt on the fly - youre working with some grand plan of what youre trying to accomplish with this content
personas addressed
5/7 steps of channel plan Map objectives to personas Map channels to personas
marketing automation
5th stage of digital marketing In the final stage of evolution, you are connecting your marketing systems with your sales systems. Marketing is being integrated into all parts of the business. Marketing automation: The tools are in place to help you manage leads from their first visit through to the end of the sales process. Integrated systems like HubSpot and Marketo show detailed information for each contact (which emails did they open? which pages did they visit?)
management process
6/7 steps of channel plan Methods and processes for listening/monitoring and responding You should never plan to create a bunch of content without some kind of plan for how you're going to listen, monitor, and respond
editorial plan
7/7 steps of channel plan Maps to Global Editorial Calendar Cadence: three posts per day Tone: Friendly, funny and with a tongue in cheek attitude Call to Action: Click through to the blog Structure: 10-20 word post, plus pictures and a "conversion link"
content distribution strategy
A good content marketing channel plan frees you from the constraints of any one content channel. As your blog efforts wane, or as social media channels come and go — or as your success on any one of them ebbs and wanes — you won't be trapped into a singular platform.
planning calendar
A spreadsheet to help you prioritize project ideas, primary goal this supports, priority, what else needs to happen, estimated time to launch, estimated weekly time commitment, project lead, in house or outhouse, budget
linkedin is SEO/keyword driven
Add Keywords to Headlines Current work experience description Past work experience description Summary (Bio) Specialties (Indexed by Google) Lead with Keywords. The first 40-60 characters matter.
curated content
All content shouldn't be borrowed from other people - 100% of this wont get you where you're trying to go Eases budget and how much content you have to create originally
build content marketing on strong foundation
Anyone who's articulate, energetic, and convincing, they can make any or all of these ideas sound like the perfect thing to do: Compare and contrast your products or services against the competition Write articles about the goings-on in your industry sub-niche, with humor and snark Create videos that show off your customers, giving their stories the spotlight Offer nothing but coupons, offers or discounts Now that you have a strategy, don't go brainstorming a bunch of stuff just yet...
general mills
As one of the largest food-product brands in the United States, General Mills has an impressive recipe collection, and its content marketing site, Tablespoon, , stocks enough recipes to answer a family's call of "what's for dinner?" Using social networks like Pinterest, General Mills makes Tablespoon content easy to share, and as an added incentive, the site includes coupons that make recipes affordable as well. Strategy can be gathered from their numbers - where they are focusing their effort
selling content strategy before social strategy
At the heart of social media is the desire that every consumer has to talk about something interesting, compelling and relevant and to share that information with his or her friends. "What makes my brand so interesting that people will want to talk about it and share it with their friends?" Notice the question isn't "What can I talk about that will get shared?"
linked page strategy
Attract followers and leverage status updates Write company and product or service descriptions with SEO in mind Add a link to the landing page or embed a video. Use all LinkedIn features and functionality to tell your company story, improve search rankings and build audience
B:B Social Platform Personal Networking Platform When I graduated from Stanford, my plan was to become a professor and public intellectual. That is not about quoting Kant. It's about holding up a lens to society and asking 'who are we?' and 'who should we be, as individuals and a society?' But I realized academics write books that 50 or 60 people read and I wanted more impact.
essential skills
Be able to write and speak in a way that makes people feel welcomed and informed. Having the desire to create and share in your blood, means you will do well. Be well-versed in what makes for good content, Be able to manage an editorial calendar and contribute to content strategy. Advice: Give some serious thought to the role you play in groups. Be able to articulate the role you play and the value it adds to the group in an interview.
business goals of content marketing
Brand Awareness or Reinforcement Lead Conversion and Nurturing Customer Conversion Customer Service Customer Loyalty/Retention Customer Upsell Passionate Subscribers Smart, growing businesses leverage content marketing throughout all marketing initiatives — even (gasp) traditional marketing and advertising.
linkedin for professionals
Branding YOU A brand is a promise of an experience A personal brand is a reputation Great personal brands have something captivating and special about them. They stand out.
youtube programming
Captivate the Audience Calls to Action Regular Schedule Playlists Tent-Pole Programming Channel Experience Gone are the days when YouTube was exclusively a place for one hit, viral videos. To build a successful channel on YouTube, you've got to have a long term plan - a viable programming strategy. This means creating a cohesive viewing experience across videos on your channel, where each video fits into the larger channel vision - deciding what type of content to produce, as well as when to publish.
social media marketing
Content is built to fit the context of the chosen social platform: 140 Characters for Twitter Contest, Quizzes & Games for Facebook Brands model their behavior after that of the individuals using the social network
duplication
Copy/paste = repeat Deprives original content owner from traffic Unethical to content creators Infringes copyright Adds no value to readers Penalized by Google stealing
direct response on twitter
@VirginAmerica wanted to extend low fares to a broader digital audience in a way that delivered a positive brand association for customers. They partnered with Stand Up To Cancer to launch "Fly Forward, Give Back," a one-day Twitter Exclusive flash sale. Fares started at $49 with $5 per booking going to the charity (up to a total of $50,000). Promoted Trend with the hashtag #FlyFwdGiveBack to broadcast the sale to a broader audience on Twitter. Raised the $50,000 for Stand Up To Cancer Fly Forward was one of the top five sales ever for the airline. Loyalty program, also saw a 25% increase in sign-ups over the previous week.
founded in 2006 Jack Dorsey had the idea after listening in to service workers on his police scanner as a child. They always spoke in short codes and acronyms. He noticed it was always about where they were going or what they were doing or where they just left. Dorsey's vision was for anyone with a phone to communicate this way with the whole world. Beneficial for anyone attending or watching a live event Always a business guy and a tech guy
jack Dorsey, biz stone
founders of Twitter
jeremy stoppelman, russel simmons
founders of yelp
chad hurley, steve chen, jawed karim
founders of youtube
promoted tweet
give twitter money to show this to the right audience
red bull on instagram
has never been just about its drink. high energy brand sponsors extreme athletes and events, and its awe-inspiring pictures of these events shares with fans fall perfectly in line with their brand. The company works hard to get followers in on the action without actually having to scale mountains or sail the high seas. Make sure the pictures you post have meaning to your customers. If you don't get excited about the picture you just took, neither will your fans. Take the time to think about what pictures your fans want to see from your brand and how to present them in an interesting way.
sephora on pinterest
in the "Daily Beauty Inspiration Business" Pinterest Goals Make it easy to pin from website Use email to encourage Pinterest engagement Encourage clients to pin their beauty 'shopping lists' describes themselves as in the beauty inspiration business, not makeup business Added the PinIt button to their site Launched with the "Color Wash" campaign Encouraged pinners to find and pin color-coordinated beauty treasures on website Connected through email creates Pinterest-centric emails and enables people to pin products from directly within the email They also create boards that reflect the design of their emails One email generated more than 14,000 repins. Two of the most repinned images to date were featured in a Pinterest email that went out to their entire client list. In the month following the first email campaign, also saw 60% growth in traffic from Pinterest. creates a Shoppable experience on Pinterest 140,000 followers 2,500 pins One strategy is the "It Lists" where the staff curates their favorite products, tips and tricks clients can pin these products to their own lists as favorites or later purchases.
track your pinning activity
part of analytics on pinterest find out how many people are pinning from your website, seeing your pins, and clicking your content. pick a timeframe to see how your numbers trend over time
learn what pinners like
part of analytics on pinterest find out which pins get the most repins, who pins them, and what else people pin alongside them. use this info to tailor your website and pinterest boards
cover photo
part of facebook page Use a photo that captures the essence of your brand and showcases your product or service. sometimes referred to as the "hero" image Add changing/updating this to your Editorial Calendar
promoted pins
part of how pinterest makes money Pinterest is striving to build a platform with the scale and engagement of Facebook and the purchasing intent of Google Generating $1.44 per active user and expects $9.34 by 2018 Forming e-commerce partnerships with Burberry, Walmart, and Nordstrom
put pinners first
pinning principle before you start pinning, consider what pinners really care about. check out your web analytics to see what they like best, or talk to them directly. tailor your pinning for them whole foods puts their sustainability-conscious pinners first with boards for gardening, DIY, and volunteer work
curate your collection
pinning principle create a few boards to start your collection. the very best boards are inspiring, with beautiful images that draw people in. they're also about a specific topic, like travel or recipes madewell curated a beautiful board with pins for every color of the rainbow
youtube analytics
robust tool that provides informative data and insights about your content, your audience, and your programming.
analytics on pinterest
see what people are pinning from your website
calls to action on youtube
should be minimal and simple. Too many prompts can cause confusion. The goal is to make it as easy as possible for viewers to perform an action. Subscribe to the channel More videos every week Watch another video View a playlist Continue to the next episode Asking viewers to Like, Favorite or Share helps content appear more places across the site It is against Ts&Cs of YouTube to incentivize clicks on video or features (give-aways or prizes)
facebook graph search
social search engine It enables people to use their friends and friends of friends as a filter Allows users to search (and provide answers) like never before powered by bing Say you're craving sushi on your first trip to Germany: Query: "Sushi restaurants in Berlin my friends like" Looking for a good mystery novel? Query: "Fiction books my friends have read" Graph Search is based on the idea that we like the same things our friends like Searching Google for "pizza restaurants in New Orleans" Graph Search for "Pizza my friends like in New Orleans." Facebook knows a lot about you and your life Google knows everything you've ever searched for Imagine if Facebook knew everything google did and vice versa? There's a fight for social search - Google wants to know about your friends so they can provide recommendations in context Same for facebook to know your searches
edge rank
the algorithm behind what facebook chooses to show to each person about perfecting content through patterns to show us content that we're likely to think is the most relevant shows us the right things at the right time Facebook had to behave with a fiduciary responsibility to their shareholders - they had to make money They had to behave in predictable ways that would return money to shareholders Facebook is exceptionally good at targeting and reaching the right audience but it's NOT free.
youtube
Early PayPal employees founded YouTube Beta was May 2005, six months before the official launch in November 2005. The site grew rapidly, and in July 2006 the company announced that more than 65,000 new videos were being uploaded every day, and that the site was receiving 100 million video views per day In October 2006 (11 months after public launch of the site) Google bought for $1.65 Billion (with a B).
For brands to be successful, they have to get past their inherent interest in selling and instead get interested in: Having a distinctive view of the world Cultivating a unique visual sense Capturing things that are interesting to the brand and to the core target customer Training your eye for what makes for a great, provocative, engaging image Like other social networks, the way for brands to be successful on Instagram is to be interesting - not pushing product Library for photos, diary of what you've been doing
people
Gender Age Country City Language
pinterest for business
Getting Started Establish the business account Verify your website Add the PinIt button to your site Unique platform - goes 2 ways People go from your site to pin things to pinterest Get people to go from your pinterest site to your actual website Pinterest has 30 billion pins and 750 million pinboards Yet users never feel overwhelmed For marketers Pinterest is ALL about sales and traffic It's not usually a first choice for social media marketing, it delivers measurable results that businesses can't ignore 500,000 businesses are on Pinterest Pinterest has a $65 average order value - $10 higher than Facebook's $55
integrity on yelp
If everyone knows that reviews are manipulated, it takes out social parity aspect and integrity Not illegal so they can order reviews how they want and remove ones they don't want to display
deadly facebook mistakes
Ignoring Facebook's guidelines. Offering a prize that users think is too good to be true. Breaking local, state, national, or international laws. We reserve the right to reject or remove Pages for any reason. These terms are subject to change at any time. It's facebook's platform - your page is only yours bc facebook gave it to you
In 2008, Newsweek said: To get an idea how crazy things have been, consider that, a "micro-blogging" site launched in 2006, earlier this year raised a reported $15 million in venture funding at an undisclosed valuation—even though the company hasn't made a dime so far and its managers aren't trying to. "We're prerevenue. We're focused on growth," CEO Jack Dorsey says, although he adds that intends to start generating revenue next year. How it will do that remains to be seen: lets people send 140-character bursts of text to a list of friends, telling them where they are and what they're doing at any given moment. That's it. That's the whole idea. Like Steve Jobs, Dorsey got kicked out of his own company for a couple of years and then brought back.
how instagram makes money
In December, 2012 Instagram changed it's terms of service to allow them to share your data with their new owner, Facebook, and its affiliates and advertisers, and use your photographs and identity in advertising without your consent, and without any revenue sharing. Public outcry made them put their Ts&Cs back like they were before. In March, 2013 they hired Emily White from Facebook and she was charged with figuring out how to make money. Her challenge was to figure out how to integrate marketing without jeopardizing Instagram's cool factor. How do we monetize Instagram without jeopardizing the cool factor?
facebook page insights
Understand the performance of your page Optimize how you publish to your audience so people will tell their friends about you Learn about your audience
captivate the audience
Viewers decide whether they are going to keep watching your video within the first few seconds. The video's content - "What am I watching?" - should be made perfectly clear in the first few moments to give viewers a reason to stick around. The right length for a video on YouTube is exactly as long as the content remains compelling to its audience. Having a beginning, middle, and end is fundamental to video structure.
earned $2.2 Billion in Revenue in 2015 Advertising is 87% of their total revenue Data Licensing makes up the other 13% They are currently losing money but not as much as they used to What theyre carrying on their books is whats keeping them from being profitable People who have been at twitter for a while are millionaires on paper, but cant sell their stock Since having to carry their riches on the books, theyre actually not a profitable company
optimization on youtube
ensure your videos reach the widest possible audience Metadata Thumbnail Optimization Annotations Channel Optimization Reaching All Audiences YouTube Analytics
tent pole programming on youtube
events are the cultural events that promotion, sponsors/advertisers, and viewing trends orbit around throughout the year. Discovery channel has Shark Week every year Scary movies get released near Halloween Talk shows have relationship experts on the week before Valentine's Day Release related content at least several days prior to the event. The weeks leading up to an event, 'the pre-buzz,' is just as important as the date of the actual event, maybe even more important.
GE
example of unlikely brand on pinterest Named their boards things that make you feel like you should dive in
metadata and thumbnails across the site and devices
'Channel Page' Placements Playlists show in the right column and on the videos tab. 'Featured Tab' thumbnails are much larger than elsewhere on site The Guide, Feed & Subscriptions Channel avatar is prominent, video thumbnail, playlist thumbnails, title, and limited first line(s) of description in feed. Search Format Thumbnail, first 60 characters of title, and ~140 characters from first lines of description. Mobile Primarily thumbnail-driven. Short title.
regular schedule on youtube
'Feed' your channel's feed! Upload videos Like, favorite, comment Manage playlists The same ideas that drive television viewership are applicable to the web. Regular release schedules Programming, Timely publishing However, it's important to 'react' to trending topics with relevant content when it makes sense for your audience.
pinned post
Anchor the most important story to the top of your Page for up to 7 days
brand communities
Applying the Tribes concept to brand communities didn't work for several reasons: Fans and likers usually didn't just like a page based on common interests (or other community defining characteristics) The vast majority of fans never participated on Facebook pages It is/was a one-sided conversation Size matters to the boss - quantity over quality Gimmicks, expensive apps and games drive a lot of the action TRUTH: Most brands didn't have a strategy in place to drive business value. They were just making noise. People liked things bc they thought they were painting a picture of themselves Didn't have a plan for content so what they posted was kind of random Didn't have a plan for facebook, thought they just needed to be there
disadvantages of app contest
Barrier to entry is a little higher Some contest apps do not work on mobile devices Cost Less people will enter bc you have to give them info Costs a little more, but you do get some more out of it
contests and sweeps on twitter
Best Practices Discourage the creation of multiple accounts - Penalty is all accounts will be suspended Discourage posting the same tweet multiple times - you will annoy your audience. Set a contest rule where one entry per day is allowed. Ask users to include an @reply to you in their update so you can see all the entries so you can be sure you are not filtering out people Follow Twitter Ts&Cs Don't use twitter in the way its not intended Don't want to retweet a million times a day to try to win a contest - that would annoy your twitter audience Don't want people to create multiple accounts to use to enter the contest "once a day"
Buddies from Stanford Graduated in 2006 Founded in 2010 Early investors included Jack Dorsey of Twitter With only 13 employees in April, 2012 Facebook bought for $1B in cash and stock "to capture and share the world's moments"
Business goal is to connect to what people are talking about right now. Connect in context because engaging with real-time Tweets can influence conversations in a way that can help build business. Listen & Learn (to the competition) should not be used only as a way to drive links back to the website Twitter is a conduit for Customer Care A lot of people get tweeting mad or tweeting happy - usually only Tweet when their experience is on one of the extremes is an in the moment way to connect with people
likes
Total Page Likes Net Likes Organic Likes Paid Likes
amazon
Customers can post comments on any customer review on to ask and answer questions or to share their own views about products. You don't have to buy the product to review it. A manufacturer, has the ability to add a highlighted comment that is always displayed immediately next Official Comments are in Beta (have been for 3 years) Only preferred high volume sellers can provide official comments Unlike Yelp, there is no direct response to customer comments on Amazon Don't let every company who sells through amazon to respond to reviews No direct response is its achilles heel
brand pages
In the beginning, the holy grail of social marketing was to get consumers to interact with other consumers in the context of the brand. Facebook seemed to be the natural place for this to take place online since the audience was already there and interacting with others. However, most Facebook blank were never communities. They were just glorified marketing channels. Technology enables conversations about products to take place at a large scale Brands were trying to create places for people to come and talk with each other just because 2 people like the same thing, doesn't mean theyre going to be friends People would like but never actually visit
GE on instagram
Instagram account. Its main objective is to show off work in different industries like energy, transportation, and aviation. also uses its account to run a contest to find its next "Instagrapher." The winner will be flown to Wales to photograph an aviation facility. Almost 4,000 Instagram photos were submitted with the designated hashtag #GEInspiredMe and then posted to Facebook, where fans voted for the finalists. If you have a less-than-sexy product or service, get creative. Holding a photo contest is a great way for customers to get excited about something they'd normally consider dry, expand your audience, and educate people about the important topics that surround your brand. What if you have a boring company? Instographer Own everything
channel experience on youtube
Just as you produce videos that you hope will retain viewers' interest for the duration, you will also want to create an experience that drives viewers' completion of a video to their watching more content from your channel. In-Video programming can be set to appear for the entire video, at the end of the video, or at specific time codes. You can also set the duration for how long the image will appear in the video Track viewership and other metrics affected by these new features. Make sure your timing and placements are not negatively affecting watch-time, retention, viewership, or other important metrics.
instagram best practices
Maintain a consistent posting frequency Care about quality photography Tap user-generated content Integrate your Instagram strategy with other social media networks Engage in the conversations that are going on, both on your account and others Tag your location Research what people in your industry are posting Start following people in your industry
Marc Jacobs on Instagram
Marc Jacobs creatively used its account over the holidays to ask followers to share their family moments by using the hashtag #marcfam. The company then showcased its followers' photos and created a collage on its website for all to see. This technique gave customers a chance to participate in creative activity with the brand. Your customers love taking pictures and talking about their favorite products, so find ways to get your customers involved in your content creation.
how snapchat makes money
Multiple revenue streams, all centered on advertising Live Stories in which advertisers can sponsor a montage of photos and videos around a particular event, like the Super Bowl Hosts publisher content in its Discover section and splits revenue on ads sold alongside that content with those publishing partners Sells sponsored photo filters which seem to be popular with political candidates
facebook thoughts
Never forget Facebook is a public company Remember they own the platform "Free" is not really what it sounds like A balanced mix of Paid, Earned and Owned is required Read the Facebook Terms & Conditions. Paid - to boost a post most important rn Earned - shared content Owned - post something on your own
instagram's initial flaws
No really good/efficient way to build audience No Friend Finder capability No ways to purchase followers No built in analytics Use Statigr.am instead
how pinterest makes money
Originally, they partnered with a firm called SkimLinks, which automatically scans through every link posted on the site to see if it goes to a retail site with an affiliate program. If it finds that kind of link, it secretly adds an affiliate code that ensures Pinterest will make some cash from sales that derive from that link. Pinterest got negative press for not disclosing that little fact and ended their relationship with them due to public outcry. April, 2013 Now they have received a bunch more funding and are looking at ways to monetize. "A lot of last year was keeping up with growth [and] the big change with touch-screen devices. This year, we're building foundations to monetize." Pinterest is looking at: "Suggestions" which will work much like Promoted Tweets. You pin a bathing suit, they suggest a resort in Hawaii. July, 2013 Pinterest acquired Livestar, the social recommendation app that gave users ideas on the best content around them, adding the company's engineering team to Pinterest's talent. They make ad money but they need to get back to affiliate links
reach
Overall post reach Organic reach Paid reach* Facebook wants you to allocate funds to them bc they're an advertising platform
friend activity
People can see how their friends are engaging with your page.
starbucks on instagram
Swas an early adopter of Instagram and has over 1.6m followers to date. The company highlights in-store experiences at locations from around the world, shows how new coffee flavors are chosen and tested at headquarters, and provides information about its 'Create Jobs for the USA' program. Keep your content fresh, interactive, and aligned with the brand attributes you want your fans to notice. talks about history, process of making coffee, causes they support With more than 21,000 stores all over the world, clearly has a diverse range of material at its disposal to take pictures of and share. Which is just what you'll see on their Instagram account - a celebration of an iconic brand's products, not to mention a testimony to just how passionate customers are about this third place between work and home. From different stores tagged #WhereInTheWorld to people from all walks of life with their lattes, cappuccinos, and smoothies in hand, everyone everywhere seems to be enjoying the experience.
facebook cover image rules
The goal of this should be to tell your brand's story. Show why it's awesome. It should not be an advertisement. Cant just sticker it up and call it a day Shouldn't be call to action - click link below You may not encourage people to upload your cover to their personal timelines Covers may not include: Images with more than 20% text Price or purchase information, such as "40% off" or "Download it on socialmusic.com" Contact information such as a website address, email, mailing address, or information that should go in your Page's "About" section References to Facebook features or actions, such as "Like" or "Share" or an arrow pointing from the cover photo to any of these features Calls to action, such as "Get it now" or "Tell your friends." Cant be a link to another page
snapchat on the money trail
They received $94 million in funding Snapchat made no money until Q4 last year - now on pace for $350 million in 2016 Over a year ago they turned down an all cash $3 billion offer from FB They are now saying they have a $16B valuation - which is 50x earnings. For reference Facebook trades at 17x earnings THEY ARE CRAZY!!! Insane for not accepting offer from Facebook
To understand the people behind the company, watch the movie What it was & What it is & What it's not Analytics / Facebook Insights Rules for Promotions/Contests
facebook as ad platform
When Facebook went public, they unapologetically became an advertising channel FACT: EdgeRank got smarter and brand reach got smaller Reach is down to 6% organically so great content is no longer enough You have to pay to reach your audience and have them like your page You have to pay to promote posts to your target audience
posts
When Your Fans are Online Post Types Top Posts Post types - with video, photos, links
channel optimization
When setting up and optimizing your channel page, you should be thinking about visual branding, channel metadata, and channel organization. Templates, Modules, and Layout Each channel template highlights different types of content. Overview - highlights sets of content with shelves. Shelves are used to help you organize content - by "Popular Uploads," "Recent Uploads," or "Likes" - on your channel. Blogger - focuses on recent uploads or a featured playlist. This is best for creators who upload one type of serial content or want viewers to find most recent content first. Choose the right template for your channel to create the best experience for your content and schedule.
playlists on youtube
You can create playlists using your own content, other channels' videos, or a combination of both. Playlists should be an essential part of your channel strategy to increase watch-time and develop a programmed experience Featured on your channel Linked-to via annotations Appear in search results and suggested videos. For videos added to playlists, you can create 'in & out points' to allow a more seamless viewing experience. For example, use these to skip lengthy intros, credits, or annotated end-cards in a video. Use the playlist 'start and end time' feature under 'edit playlist.'
facebook page overview
a summary of the Page Likes, Post Reach, and Engagement sections. It's the replacement for the old Admin Panel and it offers more detailed information about engagement, as well as being an "at-a-glance" place to scan the performance of your last five posts. You can boost a post by paying Facebook to show your post to more people
thumbnail optimization
along with your video title, act as mini marketing posters for your content Clear, in-focus, hi-resolution (640px x 360px min., 16:9 aspect ratio) Bright, high-contrast Close-ups of faces Visually compelling imagery Well-framed, good composition Foreground stands out from background Looks great at both small and large sizes. Accurately represents the content.
how yelp makes money
by selling ads to local businesses - you'll see these clearly labeled Yelp Ads around the site Yelp puts ads first Yelp intentionally puts businesses with lower stars first If youre advertising, you get better positioning and your good reviews show up first
yelp
connects people with great local businesses and Business Accounts allow businesses to share information with the Community. Simply put, it's word of mouth - amplified. Over 45 million people visited in December, 2014 (down from 86 million in December 2012) Now they are saying they have 142 million monthly users and 31 million are non-US have written 100 million local reviews There are 2.1 million businesses that have claimed their pages but only 104k of them actually pay to advertise