Upload
michoel-ogince
View
840
Download
2
Tags:
Embed Size (px)
DESCRIPTION
MediaPost's Social Media Insider Summit '14 - Snackable Take Home Lessons
Citation preview
!
MediaPost’s
Social Media Insider Summit ‘14
Snackable Take Home Lessons
!
!
!Authored by Michoel Ogince
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 2
MY OFFICE FOR FIVE DAYS…CAPTIVA ISLAND, FL!
!
!
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 3
LESSON #1 THE NEWSROOMWHAT EXACTLY IS THE NEWSROOM?!
!
• It’s a process not a room.
• Technology, audience insights, strategy, content creation,
publishing, measurement.
• Layered with RTM, no - not (only) real-time marketing.
right-time marketing.
• Leverage quantitative and qualitative data to inspire
content creation.
!
!
!
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 4
LESSON #1 THE NEWSROOMTHE SIX USE CASES OF RTM
Text !
!Altimeter, Dec ‘13
!
!
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 5
LESSON #1 THE NEWSROOMMORE ON RTM
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 6
LESSON #1 THE NEWSROOMMORE ON RTM
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 7
LESSON #2 MODEL STRATEGY ON SOCIAL DNAVISA’S #GOINSIX CAMPAIGN
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 8
LESSON #2 MODEL STRATEGY ON SOCIAL DNAVISA’S #GOINSIX CAMPAIGN!
!
• Using data to predict how people will ‘say’ in social.
• Six words, six photos, six seconds.
• That’s all you need to tell a story.
!
!
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 9
LESSON #2 MODEL STRATEGY ON SOCIAL DNAVISA’S #GOINSIX CAMPAIGN!
!
• From products to passions, deals to inspiration, and
tools for living to life worth living.
• Consumers were invited to share how they #GoInSix.
• Influencers co-create #GoInSix stories of their own.
!
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.
!
!
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 10
LESSON #3 SOCIAL DATAWHAT ARE WE GOING TO MEASURE NEXT?
!
!
• Sentiment: accuracy 60% - 65%, long way to go.
• Beyond +ve, -ve and neutral to emotions.
• Emotional sentiment will be able to inform content strategy.
!
!
!
Text
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 11
LESSON #3 SOCIAL DATAWHAT ARE WE GOING TO MEASURE NEXT?
!
!
• Social media security, risk management & governance
metrics.
• Conversion metrics: true dollar-value ROI of social media.
• Fragmented and difficult process.
• Nomi, Estimote among others are building the future.
!
!Text
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 12
LESSON #3 SOCIAL DATAWHAT ARE WE GOING TO MEASURE NEXT?
Text
!
!
• Smart home, smart car, smart you.
• All layered with social media technology.
• AND data.
!
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 13
LESSON #4 IWEARYOURSHIRT.COMBE BOLD, TAKE RISKS, NEVER GIVE UP
Text
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 14
LESSON #4 IWEARYOURSHIRT.COMBE BOLD, TAKE RISKS, NEVER GIVE UP
!
!
• Jason Sadler, Jacksonville, FL.
• Jason pitched to wear your company shirt for a day
(human billboard).
• On January 1 ‘09, the price = $1. The price increased by
$1 for every day after January 1 = $66,795.
• In 2010 doubled the prices!
• 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.
!
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 15
LESSON #5 PAID, OWNED AND EARNEDMAKING THEM WORK TOGETHER
!
!
• Organizational structure needed improve communication
b/w POE teams.
• The customer experience across channels needs to blend.
• Challenge: In paid - search, social & display there are
different budgets & buyers.
• C-level wants aggregation, however on the
practitioner level there are different budgets,
platforms, data & operatives.
!
!
!
BIG FUEL FROM CONTENT TO COMMERCETMConfidential: Do not distribute All images and content are for proof only 16
THANK YOU
Thank You!
!
Michoel Ogince
Director, Platform & Product Strategy
@Twabbi