Search Fest 2016 presentation on Building a Brand with Social Media. This was an SEMpdx event held in Portland. This presentation also drops version two of Social MeOWdia Explained REDUX or Version 2 of Social MeOWdia Explained.

1. @Matt_Siltala

2. @Matt_Siltala
It’s all about BRANDS

3. Weallknowaboutthe
LOVE GOOGLE
GIVES BRANDS
@Matt_Siltala

4. Brands need SOCIAL
@Matt_Siltala

5. Brands need COMMUNITY
@Matt_Siltala

6. Which means
BRANDS NEED VISUAL CONTENT
@Matt_Siltala

7. VISUAL CONTENT
has madeAvalaunch Media what it is today
@Matt_Siltala

8. Lets take a trip down
MEMORY LANE
@Matt_Siltala

9. First launched at Search Fest
4 YEARS AGO
@Matt_Siltala

10. The STATISTICS
100,00+
SHARES
1,000+
LINKS
1 Million
VIEWS
$10,000+
GENERATED
@Matt_Siltala

11. The STATISTICS
Translatedinto
5 DIFFERENT
LANGUAGES
Usedinclassby
UNIVERSITY
PROFESSORS
Publishedin
EDUCATION
BOOKS
Usedforproject
INSPIRATION
Usedonover
100+ INDUSTRY
PRESENTATIONS
@Matt_Siltala

12. The SPINOFFS
@Matt_Siltala

13. YOU ASKED FOR IT
(no, pretty much demanded it)
@Matt_Siltala

14. http://avalaunchmedia.com/infographics/social-meowdia-explained-redux/
@Matt_Siltala

15. YES, I LOVE TALKING ABOUT CATS
(Cats + Internet = Win, right?)
@Matt_Siltala

16. WHATDOCATSHAVETODOWITHADIGITALMARKETINGAGENCY?
@Matt_Siltala

17. STRATEGY
@Matt_Siltala

18. PEOPLE STARTED
SHARING OUR GRAPHIC EVERYWHERE
and when they did they included
branded words like Avalaunch Media
@Matt_Siltala

19. They included words like “INFOGRAPHIC”
@Matt_Siltala

20. They included words like “MARKETING”
@Matt_Siltala

21. When the graphic is used our LOGO and BRAND
is right there in people’s faces
@Matt_Siltala

22. And every single one of
those stories, posts, links,
mentions in presentations
CAME BACK TO
AVALAUNCH MEDIA
@Matt_Siltala

23. It has been used in conferences all over the globe.
BRANDING POINTS TO AVALAUNCH MEDIA
@Matt_Siltala
(as recently as
LASTweek)

24. for our brand and branding…
IT WAS A GREAT WIN
@Matt_Siltala

25. It was also great for building a
COMMUNITY OF FOLLOWERS
@Matt_Siltala

26. SPEAKING OF OPRAH….
@Matt_Siltala

27. WHY DO WE
LOVE VISUALS?
@Matt_Siltala

28. THE SCIENCE
@Matt_Siltala

29. THE SCIENCE
Of info submitted to the
brain is visual
90%
60,000x
Images process
faster than text
of people respond to
visual information over
plain text
40%
@Matt_Siltala

30. THE SCIENCE
Videos on landing pages
increase page conversions
rates by
90%
94% MORE
Posts with visuals get
page visits and engagement
than those without
of consumers are more
likely to click on a
business whose image
appear in search results
60%
@Matt_Siltala

31. Ok,HOW doI
actuallydothis,Matt?
@Matt_Siltala

32. MOST IMPORTANT
Understand what you are creating
@Matt_Siltala

33. Large-scale, tentpole events or “go
big”moments that drive awareness
at scale.
Regularly scheduled “push” content
around customer passions.
Always-on “pull” content optimized
to user’s intent and interests.
HERO
HUB
HYGIENE
@Matt_Siltala

34. What motivates people to
SHARE?
@Matt_Siltala

35. JOURNALISTS LOVE FACTS,
they love data-driven content, as well as
content that is fun and easy to consume.
@Matt_Siltala

36. EVERGREEN Content
@Matt_Siltala

37. Content PEOPLE CARE ABOUT
@Matt_Siltala

38. Content that has GOOD RESEARCH & DATA
@Matt_Siltala

39. TRENDING THEMES Content
@Matt_Siltala

40. REAL TIME Content
With Coupon Box, they combine spending stats with real-time data and they have been a killer combo so far.
@Matt_Siltala

41. MAP Content
@Matt_Siltala

42. FINANCIAL Content
@Matt_Siltala

43. We have created amazing content,
NOW WHAT?
@Matt_Siltala

44. POST & PRAY,
right?
@Matt_Siltala

45. NO
Don’t just post & pray
@Matt_Siltala

46. HAVE A STRATEGY
for making it work
@Matt_Siltala

47. OUTREACH WINS
@Matt_Siltala

48. BE INVOLVED
in the front end of the content
creation process if possible
@Matt_Siltala

49. KEEP YOUR PITCH SHORT
AND TO THE POINT
Don’t be tricky with subject lines
@Matt_Siltala

50. INFLUENCER
Integration
@Matt_Siltala

51. of consumers rely on social media to inform
their purchasing decisions. (ODM)74%
of consumers trust peer recommendations.
(Nielsen)90%
of consumers rely on social media to inform
their purchasing decisions. (ODM)70%
higher rate of conversion on offers shared by trusted
advocates than offers sent by brands. (Zuberance)4x-10x
of purchasing decisions are primarily influenced by word-of-
mouth recommendation (McKinsey)20%-50%
@Matt_Siltala

52. Influencers are social media celebrities who have
thousands of loyal and engaged followers.
They span a broad range of categories, lifestyles,
platforms and audiences, which enables them to
communicate with very tailored niches of followers.
These followers perceive influencers as friends and role
models and are loyal to them. Thus, influencer content
can be highly engaging and impactful.
@Matt_Siltala

53. CASE STUDY
NordicTrack
YouTube views
4M+
Social shares
30K
ROI
350%
Press features150+
WORLD’S LARGEST TREADMILL DANCE
@Matt_Siltala

54. CASE STUDY
TurkishAirlines
YouTube views
143M+
Social shares
1.3M
Press features
2,000
KOBE VS. MESSI: THE SELFIE SHOOTOUT
Of the decade according to
YouTube#1 Ad
YouTube ad all time
MOST
WATCHED
@Matt_Siltala

55. BUILD RELATIONSHIPS
WITH JOURNALISTS
And only pitch content that
would resonate with their
audience
@Matt_Siltala

56. FOLLOW
THEM ON
TWITTER,
re-tweet their
stuff before pitching to
them if possible
@Matt_Siltala

57. BE CLEAR
WITH YOUR ASK
What will you give
them? What do you
want from them?
@Matt_Siltala

58. MAKE SURE YOU TIME YOUR
CONTENT CORRECTLY
(For example: Holiday content should
be posted 2 weeks prior)
@Matt_Siltala

59. SOCIAL AD Buying
@Matt_Siltala

60. Don’t forget to
SEO YOUR
VISUAL CAMPAIGNS
@Matt_Siltala

61. @Matt_Siltala
TOOLS WE CAN’T
LIVE WITHOUT

62. If you want to build a brand
YOU NO LONGER HAVE THE
OPTION TO “NOT BE SOCIAL”…
@Matt_Siltala

63. You do this with your visuals and you
ARE going to create a brand that
HAS a community and one that
Google WANTS to rank
@Matt_Siltala

64. Just remember, in this day and age your
CUSTOMERS WANT TO BE
A PART OF YOUR BRAND
@Matt_Siltala

65. When you have created that,
YOU HAVE CREATED A RECIPE FOR
SUCCESS
@Matt_Siltala

66. @Matt_Siltala