Presentation from Search Fest 2015 talking about Transforming your Content Marketing and everything to do with visual content marketing and getting the most out of your visuals.
4. @Matt_Siltala
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%
5. @Matt_Siltala
Videos on landing pages
increase page conversions
rates by
80%
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%
10. @Matt_Siltala
Pinterest
70,000,000
Users
14.2 MINUTES/MONTH
Avg. time spent on Pinterest
80% OF PINS
Are repins (Best image size: 600 x 800)
80%
Of users are female
78 CENTS IN SALES/PIN
On average. Up 25% since 2012
10 MILLION
U.S. monthly unique visitors
(Faster than any independent site in history)
12. @Matt_Siltala
62%
61%
59%
42%
Of brands
have Pin It
buttons
Of brands
have Tweet
buttons
Of brands
have Like
buttons
Of brands
have Google+
buttons
Pinterest’s ‘Pin It’ button has now
overtaken Facebook’s ‘Like’ button
and Twitter’s ‘Tweet’ button on brands’ product pages.
13. @Matt_Siltala
Facebook
1.39 Billion
Users
20 MINUTES/DAY
Avg. time spent on Facebook
300 MILLION
Photos uploaded every day
4.5 BILLION
Likes per day
1.972 MILLION
Friend requests per day
30 BILLION
Whats App messages per day
https://zephoria.com/social-media/top-15-valuable-facebook-statistics/
14. @Matt_Siltala
Facebook
Cover Photo: 851 x 315
Profile Photo: 180x 180 (recommended)
Shared Photos: 403 x 403
Facebook Page Post Images: 960 x 960
Link previews: 90 x 90
Ad image size: 100 x 72
Sponsored Story Images: 194 x 139
Milestone or Highlighted Post: 843 x 403
http://www.techwyse.com/blog/infographics/facebook-cheat-sheetsize-and-dimensions/
15. @Matt_Siltala
Twitter
645,750,000
Users
12:51 MINUTES/DAY
Avg. time spent on Twitter
500+ MILLION
Tweets everyday
2.1 BILLION
Twitter search engine queries
(per day)
75%
Of users are on mobile
208 FOLLOWERS
Per user (on average)
http://techcrunch.com/2013/10/03/mobile-twitter-161m-access-from-handheld-devices-each-month-65-of-ad-revenues-coming-from-mobile/
16. @Matt_Siltala
Google+
300,000,000
Users
5.5 MINUTES/MONTH
Avg. time spent on Google+
1.5 BILLION
Photos uploaded every week
20 MILLION
Mobile monthly users
33% OVERALL
Growth per year
56% GROWTH
In usage for member
(Ages 45-54)
http://www.digitaltrends.com/social-media/google/#ixzz3SDrWEMnx
34. WITH THESE TIPS:
1. Become a better writer
2. See what the buzz is about
3. Leverage what you’ve got
4. Give them a window into your inner workings
5. Newsjack
6. Think like a journalist
@Matt_Siltala
38. Three years ago, it all started with this single infographic…
100,000+
Social Shares
Thousands
Of Links Built
Thousands
Of $$$ generated
@Matt_Siltala
47. Our interactive table outperformed
Friskies "list" because ours was
more visual.
@Matt_Siltala
48. • Blog posts
• New Releases
• Linkbait articles
• Infographics
• Video
• Podcasts
• Images/Memes
• White Papers
• Power Points
Repurpose successful content
you already have into:
TRANSFORM
CONTENT YOU
ALREADY HAVE
@Matt_Siltala
50. The Quicksilver had a pair of
cargo shorts in stores that
were not
Selling like they had
anticipated
THE PROBLEM
@Matt_Siltala
51. We worked with the
sales team to get the
MOST commonly asked
questions and highlights
of the shorts and created
a series of infographics
and displays that sold the
shorts and made the
sales associates jobs
easier.
THE SOLUTION
@Matt_Siltala
53. ADP had a ton of products,
but their sales people didn’t
have
very good tools to sell all
products.
THE PROBLEM
@Matt_Siltala
54. Created infographics every month for them, each
time highlighting a new product.
THE SOLUTION
@Matt_Siltala
55. Measured
each graphic’s
popularity by
polling people
on Social
Media
Repurposed
successful
content into
slide decks,
videos, motion/
interactive
graphics, etc.
Created
offline materials
out of graphics
that would help
their sales team
(showrooming
using iPads, videos)
Sales
Increased
THE RESULT
@Matt_Siltala
56. • ADP sales team now has a tool to learn
& promote their products
• ADP can use successful content to
drive PR
• Increased brand awareness
• More mentions, more rankings for their
name
• Helps reputation management
BIGGER PICTURE
@Matt_Siltala
57. JewishBoston.com wanted to
modernize their Hagaddah so
that Young and inactive Jews
might
be interested in using it for
Passover (a.k.a. we need to
make it “hip”).
THE PROBLEM
@Matt_Siltala
58. Created eBook, app,
and helped redesign
part of their website to
make it more
attractive to a younger
audience (we made it
cool).
THE SOLUTION
@Matt_Siltala
59. 20,000+
App downloads
Word of mouth
about it spread on
social media
Created
Something physical
that could be
downloaded
THE RESULT
@Matt_Siltala
61. @Kristy
What’s your content marketing challenge? There’s a tool for that.
• Social Media Measurement
• Influencer Discovery and Outreach
• Insights Discovery
• Creation and Production
• Content Curation
Great content fills a need.
Amazing content has a voice – one that harmonizes with the brand.
Solid content is consistent – both with the brand voice but with itself.
It never feels like marketing/advertising and it’s timed appropriately
But it should feel good – the same care you take in your product experience needs to accompany your content creation.
But first, before Mat gets into what makes great content and showcasing some examples of that – let’s look at some folks that didn’t get it….quite right.
I think this is a good place to start. Hopefully it’s table stakes now because no one does this. None of us are creating sensationalistic headlines just to get more clicks on your content ala buzzfeed, upworthy and the like.
Unless you’re actually Upworthy or Buzzfeed, don’t use “you’ll never believe what happened next” headlines. In fact, even if you are them – can we all agree it’s time to move on?
Speaking of sensational headlines.
Taking risks is risky. So South Dakota learned.
This ad was initially targeted at drivers who end up over-correcting and jerking the wheel on icy roads. Targeting young men who are most likely to demonstrate this behavior.
Eventually they pulled the ad. It seems the risky move just didn’t have the desired effect.
http://www.argusleader.com/story/news/2014/12/11/jerk-drive-campaign-stirs-discussion/20240607/
Some brands build their brand on bricks of risk and offense. This particular commercial hit a particularly tender spot. [explain commercial]
Obviously when using potentially risky concepts in your content you run the risk of offending some people but you’ll need to weigh that risk carefully. One might want to stay away from promoting puppy mills for example. The outcry online was as loud as you’d expect – the internet loves puppies – and ultimately GoDaddy pulled their SB commercial. “Luckily” they happened to have another in their back pocket, but…
Over 42K signatures on the Change.org petition later.
Not sure this is consistent with their brand in any way. Even if they do want to be a little edgy.
Fifty Shades of Uncomfortable. This Domino’s ad is currently only running in Israel.
My biggest question really is – does this make you want to eat pizza? Perhaps this is in harmony with the Israeli Domino’s but I’m finding that a bit of a stretch honestly. This is just awkward.
There’s just no harmony I can find between Scandal and Denny’s. Even if you do put a piece of bacon in a sharp suit. When you have to reach this far for relevance there’s just no amount of content that is going to help you.
So speaking of appropriation.
What do capri pants have to do with MLK? Relevance is key.
If you’re going to participate in a holiday, I would think long and hard about how the virtues, purpose and meaning behind a holiday are relevant to your brand. If they’re not – don’t. NEXT.
Appropriation gets even more dangerous when you’re talking about something like this…..Context is everything. The basic premise of this app is that users can anonymously share secrets. While perhaps an interesting concept when marketed using a campaign that associates itself seemingly with a rape case via the #Vanderbilt tie in – it becomes immediately tasteless and completely offensive. This is beyond risky and just in the absolute worst taste. In case you’re wondering – rape is never funny and is definitely alwayss off limits.
I can see how this one happened. What I can’t understand is how no one foresaw the outfall of this one.
It’s hard to miss the ongoing conversation about how media portrays women, and the associated body acceptance movement. Essentially – most real people don’t look like this so representing this one body type as the perfect standard does a disservice to all of us. So when Victoria’s Secret presented this ad for their Body line, using this language you can perhaps see why so many feathers were ruffled. Originally displayed in the UK Victoria’s Secret ultimately had to change the text of the campaign and received untold damage to their brand by their exact demographic.
Has there ever been a bigger brand mismatch than the Speaker, John Boehner, using Taylor Swift gifs to make a point? At this point it seems that even the use of a gif is off-brand for him. And Taylor Swift? Nope.
The medium in which you convey your message is an important consideration when publishing. If your medium is detracting from your message or brand, then stay away from that medium regardless with how shiny they are or how much you’d like to give it a shot.
http://www.speaker.gov/general/12-taylor-swift-reactions-president-obamas-free-college-idea
Part of content is the format and experience. If you won’t do it for your users, do it for Google. But really, whatever the reason, just do it. Mobile is a critical format and ensuring a postive user experience for your mobile users will help build trust and greater engagement among other things.
At least pretend like you know me.
I’ve been shopping with SA both in person and online for years now. I’ve bought running gear, swim gear, weight and lifting equipment. But I have never, not even once bought anything baseball related. Nor have I ever bought anything for a child. Why in the world would they send me this email? Not even once mind you – I got a follow up “don’t forget” on this campaign too.
Know your audience. Don’t be awkward. Are you talking about your product or with your customers in a manner they actually talk in and with? Does anyone other than this brand want to use that hashtag? The answer is no, not really. I checked.
Maybe I’m too old. But I would be careful, regardless of who you are, using language that’s to…uhm….colloquial. Be true to your brand of course, but let’s not get too far afield.
I wasn’t in NY. I don’t live in NY. I haven’t been to NY even in over a year. A waste of money here!
And... Sigh. It’s the little things, like automation, that can get you in the end if you’re not careful.
Timing is everything.
This tweet went out a day too late. Originally designed to honor the victims of WWI, it ultimately served as a reminder to everyone that they do indeed, sometimes forget.
And finally. Be careful with the snark. It can backfire on you…glass houses and all of that. Especially when you haven’t crossed your t’s and dotted all of your I’s.
we FIRST dropped Social MeOWdia at a Search Fest conference (this one we are doing this deck for) THREE YEARS ago and how it is still going strong because it is amazing evergreen type content
BIG NAMES WITH BIG FOLLOWERS TWEETING IT OUT
drive home the point why we do this ---- ie brand mentions ... talking about keywords relevant to your business (interactive, infographic all related to Brand Avalaunch Media)
drive home the point why we do this ---- ie brand mentions ... talking about keywords relevant to your business (interactive, infographic all related to Brand Avalaunch Media)
Measures your social accounts – pretty high level stuff, but it’s free. FREE. Tweets, RTs, RT reach, mentions, mention reach, favs, followers – for example.
Tons of platforms, G+, Tumblr, Facebook, Mail Chimp, GA, Moz, and on and on. Definitely one to check out.
Very flexible pricing – which is awesome for brands of all types. Allows listening and measurement at both the account and keyword level allowing you to monitor your performance but also the larger conversations.
This tool is cool because not only does it allow you to find influencers but it also helps you manage your relationships with them – with some neat reporting capabilities as well helping to take some of the burden out of proving the efficacy of your efforts.
Essentially a content influencer marketplace. The neat thing is it lets you collaborate with the creators and even measure the effectiveness of that content all from one platform.
This is a neat tool. They do a lot of stuff but they’re listed here for their influencer tool. They can help you find influencers by topic area, or even location. You can follow them right from this platform, analyze their profiles, see what kind of content they’re sharing and creating while also building out outreach lists and other tools.
Meltwater’s Ice Rocket.
While this tool has an engagement dash, it made today’s list for it’s lightweight social listening capabilities. Not as robust as something like a Radian6, it’s also got a far lower barrier to entry and learning curve. So depending what you’re looking for…
Real time social search with sentiment and associated keywords (HULLO OPPORTUNITY)
You can subscribe to the feed of your search to get ongoing updates, see the sources and even unique authors.
Oh, and free.
This is the sexy beast of content creation….if you’re using wordpress anyway.
This is a really easy, drag and drop style content creator. The tool is specially built for social and digital content. With all kinds of templates for presentations, facebook elements (cover, posts) Twitter elements (images, cards, etc), Instagram, blog graphics, and others its’ practically a DIY graphic design resource for all of your social creation needs. Obviously something like this isn’t going to have the same level of flexibility as a designer could give you, but if your’e limited on resources or just don’t need to get that specialized, this might be a good option for you.
Getting your images right-sized for the different uses on social can be such a giant PIA. This simple but super helpful tool from the Ninjas solves this nagging little problem. Will all kinds of presets for just about every different need you could have from favicon to facebook cover image, this tool can help you quickly resize your image to fit the standards perfectly.
This little mobile app is super fun. It does actually….exactly what it’s name says. It lets you put all kinds of text in different fonts over your images really easily amping up your instagrams and facebook uploads
Storify let’s you create collections, or stories, full of posts and updates from across the social web. For example a blog post that highlights different tweets on a hashtag, etc. This allows you to easily leverage posts all over on a theme or topic and collect them into a shareable format.
Video curation – for those that leverage video media.
This is a neat curation tool because it let’s you set TRAPS based on all kinds of things….URL’s, keywords, individual pieces of content, etc and it learns and optimizes itself based on your opinions and preferences – you thumb up stuff you like basically making it super easy to fine tune.
bit.ly/1BIDqSh
We covered a lot of ground today and Matt and I both thank you immensely for hanging with us through our time. If I had to summarize into three take-aways for you:
Do everything we said to do,
Stop doing everything we said to stop doing, and finally,
Get in touch with Matt or myself if you need help building out a stellar content marketing strategy for your organization.