secrets to content creation and distribution at scale, jim tobin, social fresh conference 2015

Content Creation and Distribution At ScaleJim Tobin, President, Ignite Social Media

@jtobin

Social Media is Hard

2007 2008 2009 2010 2011 2012 2013 2014 2015

Facebook Changed The Game

2007 2008 2009 2010 2011 2012 2013 2014 2015

Always More Channels

The Rules Constantly Change

So Many of Us Turn To Ads

$9 Billion and Growing

The Great Failed Promise

2007 2008 2009 2010 2011 2012 2013 2014 2015

Social Is Where People Find Products

Media Spending is Misaligned

http://www.kpcb.com/internet-trends

Content is Not Searched, It’s Discovered

Content is Not Searched, It’s Discovered

Tremendous Opportunity

Opportunity 1: One at a Time

Steady Content Creation is HardWorst.

Blog post. Ever.

But Powerful

Options for Delivery

Internal Staff• Manage• Schedule• Nag nag nag

Agencies • More assured

of delivery• Industry

knowledge must be learned

• Higher cost than internal

Services• i.e., Contently,

NewsCred, etc.• Or freelancers• Deep

knowledge?• Plagiarism

checks

Opportunity 2: Employee Advocacy

Employee Advocacy

Employee Advocacy

For 51 Employees

Per Employee Per Work Day

Shares 57 1.3Impressions 51,105 1,161Clicks 100 2.3Reactions 40 0.9

But My Company/Industry isn’t Sexy

Opportunity 3: Organish™ Content

Costly Advice

Organic Drives Better Shopping Actions

76% Lift

28% Lift

Organic Drives Better Shopping Actions

55% Lift

No Lift

But… This…

Organish™ ApproachOrganish means content that thrives on the social web organically. Think of it more like a high quality product placement.

It feels organic, but we pay to syndicate it. It’s Organic-ish. It’s Organish™.

Images source: Pinterest - CorningWare Carusele Media Buy

Organish™ Results Organish saves money.

• Client #1– Reduced CPE on Twitter from $0.93 to $0.27 (71% reduction)

• Client #2– Reduced CPEs on Facebook by an average of 85%– Reduced CPEs on Twitter by an average of 74%

• Client #3– 34x decrease in CPE on Facebook

• $1.02 decreased to $0.03 (97% reduction)

Increased actions show people are seeing and reacting to your contentLower CPE indicates an increase in

media efficiency

http://www.ignitesocialmedia.com/social-media-budgets/why-you-shouldnt-separate-paid-media-from-social/

Opportunity 4: Influencer Created

Opt-in Influence?

http://www.steamfeed.com/influencer-marketings-dirty-little-secret/

Our Approach: Start with Great Content

Source: #Pyrex100

Source: #CWColor Source: #RevlonMustHaves Source: #FacesBehindHunger

Syndication is Key

Targeted Syndicatio

n

ContentCreation

ContentDiscovery

Organic Syndication

The Result? Content Everywhere™

The Result? Content Everywhere™

#ApothicWhite not only still had content live one year after the program ended, but the Pinterest board followers grew 20% in the year after, to over 9,500.

The content stays online, continuing to drive brand value long after the program ends.

The lifespan of an average blogpost is 2 years. In other words, it takes 2 years for the average blog post to generate 99% of the views it will ultimately receive.Source: http://www.convinceandconvert.com/content-marketing/lifetime-value-of-a-blog-post/

Good Content Leads to Sales

Sales In Store and Online• Online sold 123% more than

the following 2 week period• In-Store sold 25% more than the

following 2 week period

In Short

Content Marketing At ScaleHowever you create it, make it a real deliverable.

Before you start, know your goals (e.g., SEO, awareness, etc.)

Use your employees, but make it easy for them.

Respect the platform, Organish™ content maximizes impact per dollar.

Work hard up front, to get real influence at the end.

Content on your site is good, Content Everywhere™ is better.

Content Creation and Distribution At ScaleJim Tobin, President, Ignite Social Media

@jtobin