2. MY OFFICE FOR FIVE DAYS…
CAPTIVA ISLAND, FL
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3. LESSON #1 THE NEWSROOM
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WHAT EXACTLY IS THE NEWSROOM?
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It’s a process not a room.
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Technology, audience insights, strategy, content creation,
publishing, measurement.
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Layered with RTM, no - not (only) real-time marketing.
right-time marketing.
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Leverage quantitative and qualitative data to inspire
content creation.
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4. LESSON #1 THE NEWSROOM
THE SIX USE CASES OF RTM
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Text
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Altimeter, Dec ‘13
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5. LESSON #1 THE NEWSROOM
MORE ON RTM
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6. LESSON #1 THE NEWSROOM
MORE ON RTM
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7. LESSON #2 MODEL STRATEGY ON SOCIAL DNA
VISA’S #GOINSIX CAMPAIGN
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8. LESSON #2 MODEL STRATEGY ON SOCIAL DNA
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VISA’S #GOINSIX CAMPAIGN
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Using data to predict how people will ‘say’ in social.
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Six words, six photos, six seconds.
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That’s all you need to tell a story.
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9. LESSON #2 MODEL STRATEGY ON SOCIAL DNA
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VISA’S #GOINSIX CAMPAIGN
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From products to passions, deals to inspiration, and
tools for living to life worth living.
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Consumers were invited to share how they #GoInSix.
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Influencers co-create #GoInSix stories of their own.
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330MM earned impressions & 37,046 storied
engagements per post. 6x the earned impressions and
more than 10x the storied engagements per post than
industry standards.
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10. LESSON #3 SOCIAL DATA
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WHAT ARE WE GOING TO MEASURE NEXT?
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Sentiment: accuracy 60% - 65%, long way to go.
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Beyond +ve, -ve and neutral to emotions.
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Emotional sentiment will be able to inform content strategy.
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11. LESSON #3 SOCIAL DATA
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WHAT ARE WE GOING TO MEASURE NEXT?
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Social media security, risk management & governance
metrics.
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Conversion metrics: true dollar-value ROI of social media.
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Fragmented and difficult process.
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Nomi, Estimote among others are building the future.
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12. LESSON #3 SOCIAL DATA
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WHAT ARE WE GOING TO MEASURE NEXT?
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Smart home, smart car, smart you.
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All layered with social media technology.
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AND data.
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13. LESSON #4 IWEARYOURSHIRT.COM
BE BOLD, TAKE RISKS, NEVER GIVE UP
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14. !
LESSON #4 IWEARYOURSHIRT.COM
!BE BOLD, TAKE RISKS, NEVER GIVE UP
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Jason Sadler, Jacksonville, FL.
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Jason pitched to wear your company shirt for a day
(human billboard).
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On January 1 ‘09, the price = $1. The price increased by
$1 for every day after January 1 = $66,795.
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In 2010 doubled the prices!
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In 2012, Sadler auctioned off the rights to change his
last name to whatever company bid the highest.
Headsets.com won, paying $45,000 to change his
name to Jason HeadsetsDotCom.
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15. !
LESSON #5 PAID, OWNED AND EARNED
MAKING THEM WORK TOGETHER
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Organizational structure needed improve communication
b/w POE teams.
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The customer experience across channels needs to blend.
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Challenge: In paid - search, social & display there are
different budgets & buyers.
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C-level wants aggregation, however on the
practitioner level there are different budgets,
platforms, data & operatives.
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!
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16. THANK YOU
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