What are we going to do?1. Concept of Identity and Reputation
2. Content: Where to put it and how to do it
3. Content Exercise
4. A Mobile Moment
5. Tracking: Where to put it and how to do it
6. Tracking Exercise
7. If we have time (or need to kill time): Myth Busting
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Concept of Identity and Reputation
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identity
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other people define us
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troubled
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responsible
smartfun
shymusical
kind
lazyabsent-minded
meticulous
athleticbookish
skinny
fat funny
stylish
artsysparkle
chip off the old block
bossy
follower
troubled
messyneatcompulsive
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I was the responsible one
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You know, your sister
thinks you’re beautiful...
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But everybody always
thought she was the pretty
one in the family.
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identity = who you are
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reputation - what others
think of you
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shaped by 2 things:
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shaped by 2 things:
What you put out there
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shaped by 2 things:
What you put out there
How other people respond to you
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12-step classes
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Stuck on the 1st step
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admitted we were powerless
over __________
and that our lives had become
unmanageable
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admitted we were powerless
over my ex’s alcoholism
and that our lives had become
unmanageable
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admitted we were powerless
over my children’s choices
and that our lives had become
unmanageable
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admitted we were powerless
over taxes
and that our lives had become
unmanageable
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admitted we were powerless
over my past
and that our lives had become
unmanageable
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admitted we were powerless
over the future
and that our lives had become
unmanageable
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admitted we were powerless
over the natural disaster
and that has impacted
our community
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admitted we were powerless
over the budget that limits our
ability to do all the marketing
stuff I want to do
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and the Internet
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text
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text
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text
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text
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text
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“A brand is no longer what
we tell the consumer it is - it is
what the consumer tells each
other it is.”Scott Cook | Intuit
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Action: Focus on interesting,
compelling, up-to-date content
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text
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text
brag
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text
brag
spy
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text
brag
spy
gossip
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text
brag
spy
gossip
emote
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text
brag
spy
gossip
emote
remember birthdays
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text
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text
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text
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text
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Facebook’s Graph Search
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why do I care?
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text
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text
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text
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text
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textMy friends who like Carnegie Hall WV
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textMy friends who like Carnegie Hall WV
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Prediction: More focus on engagement
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Action: Increase engagement by putting content where
engagement is top-of-mind
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Where’s Your Content?
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Where’s Your Content?
On Your Website?
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Where’s Your Content?
On Your Website?
But is it HERE?!?
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get your content off your site and out to where people are spending their time
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text
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text
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text
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text
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text
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text
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Break and then an exercise
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Small Budget Content Ideas
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Big Budget Content Ideas
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a mobile moment
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mobile = devices
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text
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text
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text
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text
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by 2014 more than half of web traffic will come from a
mobile device
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text
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email open rates on smartphones +34%
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on desktops?down 9.5%
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So...think mobile first
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Action: Think responsive design
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text
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text
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text
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text
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This is what happens when you use images without web text.
1Thursday, April 25, 13
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text
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text
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text
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tracking
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email open rate
click-through-rate
cost-per-impression
conversion rate
phone calls
guide requests
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your goal is not an open rate
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your goal is heads in beds
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your goal is heads in bedticket sales
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your goal is heads in bedticket sales to make money
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your goal is heads in bedticket sales _____________
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realisticmeasurable
key performance indicators
a good goal
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universally acceptedkey-performance-indicators
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• Increased number of brand mentions for a specific product and/or phrase
• Increased sales and or buzz during off-season time• Increased share of voice in the market place • Number of Facebook fans• Number of Twitter followers• Increase in check-ins• Influence of followers and fans• Number of YouTube video views• Comments on posts (blog, Facebook updates)• Retweets• Change in search engine rankings
Key Performance Indicators
• Change in sentiment• Time spent with distributed content• Increase in website traffic • Increase in website referral traffic from social sites to
your website• Surveys taken, polls taken• Contest entries• Increase in customer satisfaction• Research and development time saved• Cost savings from traditional advertising• Change in conversion rate• Increased attendance
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be realistic
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analytics
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Look at Your Flowchart
1. Online = $50,000
2. Offline = $50,000
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Remember Those KPIs?
1. Online = $50,000- 20,000 heads in beds | $2.50 per head
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Remember Those KPIs?
1. Online = $50,000- 20,000 heads in beds | $2.50 per head
how much is a head worth?there’s your ROI
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Remember Those KPIs?
1. Online = $50,000- 20,000 heads in beds | $2.50 per head