Post on 09-May-2015
description
Fueling Social Programs with Winning Content Spredfast Achievement Series
#SFAchieve
Courtney DomanSocial Media Specialist Spredfast@cjdoman@spredfast
Connie Chan WangSocial Media Strategist LinkedIn@cheesycons@LinkedIn
Taulbee JacksonCEORaidious@taulbee@raidious
Today’s Presenters
#SFachieve@cjdoman
#SFachieve@cjdoman
“There is a content surplus and an attention deficit in the minds of consumers today.”
- @britopian
“High-quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online.” - @halvorson
“Content is fire. Social media is gasoline.” - @jaybaer
#SFachieve@cjdoman
#SFachieve@cjdoman
Who Contributes Content?
Employees across the organization• Leadership• Business units• Locations
Industry partners and peers
Customers• Ratings and reviews• User Generated Content
#SFachieve@cjdoman
Ratings and Reviews
#SFachieve@cjdoman
#SFachieve@cjdoman
User Generated Content
User Generated Content
#SFachieve@cjdoman
#SFachieve@cjdoman
What Makes Content Compelling?
INSPIRING
EDUCATIONALENTERTAINING
#SFachieve@cjdoman
Know your Audience
Inform Them
Motivate them to act
Make them laugh, make them cry
Building Blocks of Great Social Content
#SFachieve@cjdoman
K.I.S.S.Share this Stat!
73% share content to
connect with others who share
their interests-nytimes.com
#SFachieve@cjdoman
#SFachieve@cjdoman
The Social Business Textbook
A Framework for Great Content
#SFachieve@cjdoman
#SFachieve@cjdoman
Create
Converse
Curate
#SFachieve@cjdoman
Leverage real-time relevancy.
#SFachieve@taulbee
Take some chances.
#SFachieve@taulbee
There are no boring topics.
#SFachieve@taulbee
Know your audience.
#SFachieve@taulbee
Know your audience’s culture.
#SFachieve@taulbee
#SFachieve@taulbee
Know popular culture.
#SFachieve@taulbee
Show the story, don’t just tell it.
#SFachieve@taulbee
Think big.
#SFachieve@taulbee
Super Bowl XLVI Social Media Command Center
aka Raidious Control Real Time Brand News Room
Know why you’re doing this.
#SFachieve@taulbee
57,000+ new followers
35% increase in reach
1,211% increase in engagement
Responded to over 100 different real time situations.
Share of Voice parity with Target
Sentiment 81% Favorable
Best Black Friday in the history of the company.
Exceeded analyst expectations with earnings of $1.67 per share on profits of $1.27 Billion.
#SFachieve@taulbee
300k estimated impressions,
1800 confirmed mentions on twitter
47% positive sentiment (1% negative)
Local press
National press
Drove thought leadership reputation
#SFachieve@taulbee
Reach is up +36,000 in a year
50% increase in engagement
Email open rates up 12%
Email CTR up 13%.
#SFachieve@taulbee
25% increase in visits122% increase in page views45% decrease in bounce rate
Referrals from LinkedIn:Up 497%, #1 non-search referrer
Referrals from Facebook:Up 391%, #5 non-search referrer
Referrals from Twitter:Up 211%, #7 non-search referrer
Online leads, 2011: 15Online Leads, 2012: 6,625
#SFachieve@taulbee
Increased total audience from 100,000 to 1,500,000+.
Comp store sales up 5.5%.
Online sales increased 60.1%.
Engagement increased from 35 (Feb) to over 70,000 (Jul).
CEO credited social / content for sales increases.
#SFachieve@taulbee
Grew audience from 315 to over 49,000 in 12 months without any paid media or PR support.
2,000,000+ amplified impressions in 1st 6 months.
Total value: over $3.2 Million.
Delivered over 64 million impressions in two weeks.
Positive sentiment ratio of 3.6:1
Over $200 Million in media exposure, just for the “social media command center” coverage.
At kickoff, our Klout score exceeded the NFL’s regarding the Super Bowl.
#SFachieve@taulbee
#Winning Social Content
Connie Chan Wang Social Media Strategist at LinkedIn
@cheesycons
Social media is not an island
#SFachieve@cheesycons
LinkedIn is the world’s largest professional network
1 As of June 27, 20132 As of March 31, 2013
225M+Members Worldwide
Growing at more than two members per second >3M
88%2
1
Company Pages
Fortune 100 companies use LinkedIn Talent Solutions to hire
1
#SFachieve@cheesycons
LinkedIn’s Vision.Create economic opportunity for every professional in the world
#SFachieve@cheesycons
LinkedIn’s Mission.Connect the world’s professionals to make them more productive and successful
#SFachieve@cheesycons
We’re a part of professional conversations wherever they’re happening
#SFachieve@cheesycons
Our Social team is evolving into an internal agency
#SFachieve@cheesycons
5 steps to creating winning content
1. What’s your story? Define audience and goals.
2. What content is most engaging for this audience?
3. Which distribution channels should we leverage to reach our audience?
4. How do we measure success based on goals?
5. Can we extend this content?
#SFachieve@cheesycons
Case Study: Best LinkedIn Company Pages
#SFachieve@cheesycons
Goal: Encourage administrators to engage more with their LinkedIn Company Pages
#SFachieve@cheesycons
Crowdsourced content
#SFachieve@cheesycons
Created “Top 12 LinkedIn Company Pages of 2012” Slideshare
#SFachieve@cheesycons
Distributed content via all relevant channels
#SFachieve@cheesycons
Winning results
10% increase in LinkedIn Company Page administrators posting status updates
535k Views on Slideshare, continues to be most viewed deck on our channel
#SFachieve@cheesycons
Next Play
#SFachieve@cheesycons
Case Study: Most InDemand Employers
#SFachieve@cheesycons
Goal: Use LinkedIn data to help members & recruiters
#SFachieve@cheesycons
Created Top 10 Most InDemand Tech Startups
#SFachieve@cheesycons
Distributed content via all relevant channels
#SFachieve@cheesycons
Winning early results
#SFachieve@cheesycons
Next Play
#SFachieve@cheesycons
Social media is not an island
#SFachieve@cheesycons
Let’s keep talking!
@cheesycons
www.linkedin.com/in/conniechanwang
#SFachieve@cheesycons
Courtney Doman@cjdoman@spredfast
Connie Chan Wang@cheesycons@LinkedIn
Taulbee Jackson@taulbee@raidious
Thanks!
Slides from today’s presentation can be found at www.slideshare.net/spredfast
#SFachieve