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