Welcome to the Video on Demand Page for DigiMarCon North America 2025.
Below are the video and slide decks for all the General Session keynote presentations on Thursday, May 12th, 2016 at New York Marriott Marquis, New York, NY.
Thursday, May 12th, 2016
Lifecycle marketing is about attracting, selling and wowing!
Why should you attract? Because most people don’t know about your company. With demographics, you can target your customers. With psychographics, you learn how your customers think. Video is powerful. Think about creating your own channel. Attract interest and collect leads. Think of yourself as a tribe builder. Think of yourself as a publisher. And remember, design matters. Instead of asking potential customers to “subscribe” to your newsletter, offer them the chance to “sign up for (insert value add here).”
Selling is educating. What do your customers care about? Remind your customers that they need your services. Know what your offer is and know when to make the offer. Do your homework and know what stage of the selling cycle your customers are in. You need to educate them when they are hot. Educate. Offer. Close.
How do you WOW your customers? Deliver value, offer more and get referrals. Help your sales team deliver and delight your customers. Remember the value of touch points. Consider a welcome phone call. Up sell, cross sell and get referrals.
Mobile is redefining everything. Do you have an integrated mobile engagement strategy? Customers are constantly connected — 177 minutes a day average and check their mobile device an average of 150 times a day. Now is the time to integrate mobility into your touch points.
Look at the opportunities. How can you deliver a Transformative Customer Experience? Think of events that would bring value to your customers. Good, better, best. A good experience is a mobile offer. A better experience is to think about your customer. A best experience, a transformative experience, includes behavioral profiling and allows for interaction at the time of mobile purchase. It exists and doesn’t require a large application. Remember to track your mobile campaign performance and capture analytics. Mobile can bridge all of our assets and it is not expensive.
Interruption Doesn’t Work Anymore. Today the only messages people see and hear are the ones they choose to see and hear. 200,000,000 people block all ads. You have a choice. You don’t have to watch ads. Do you have a content strategy…or a collateral strategy? How do you make content primary, not secondary? Best content has a story…brand storytelling. Do you have authority to publish your content? We’re going to be producing journalism, not marketing. Find your story…interview your audience.
When creating content, think about:
What makes an effective brand story? An authentic narrative that only your can own. Then build content around that brand.
Tell the story…that’s the process. How does your brand serve your audience? You must earn attention. Brand stories must be good, true, and contagious. Stories must embody the brand and differentiate your story.
Brands are stories… What is yours?
“Why 360° VR Video is the Future of Social Media Marketing” will open your eyes in all directions and shed some light on how you can utilize this technology for entertainment, engagement and sales.
Brian Cristiano, CEO of BOLD Worldwide will explain the value, excitement and execution of 360° video through an in-depth discussion and real-life examples. Attendees will walk away with a deep understanding of why brands need to use it and how to leverage social media to drive interaction.
While 360° VR video is quickly emerging as a new content frontier, it is still in its infancy. Now is the time to get in the game.
Instead of filming one angle, 360 let’s you share a variety of perspectives. It’s taking off. YouTube started supporting it last March. Facebook since September.
What makes great 360 content?
Who benefits
Facebook marketing can drive massive engagement. One in every five mobile minutes is spent on FB. FB Paid Media adds fuel to the fire for 360 Video
Marketing is growth. Your goal should always be to over achieving on revenue targets. Growth is sales and marketing working together. What is the obstacle in front of us? Marketing as we know it has changed. Marketing has a lovability problem. Why aren’t marketers seen as positive?
Marketers have been bad. The old marketing playbook is broken. We have trained consumers to ignore us. While watching television, we use commercial time to get a snack. There is email…blocking. To add fuel to the fire, 66% of consumers are on the do not call list. The buyer is in control.
So how do you create marketing that people love? Adopt an inbound philosophy. Make it seller centric.
Our customers start their search online. We need to create content that adds value to their need.
Do you rent or own your marketing? Inbound is an equity building owned strategy.
56% of leads that HubSpot generates come from campaigns that ran months ago.
91% of marketers are using content.
42% say they are effective at it.
What content is good and bad according to your customer?
Market to others as you would want to be marketed to…it’s the golden rule.
Getting the Consumer to Connect with your Brand.
Solution: Creating viral videos that connect people to their passion. Sports.
You’re trying to get people to love your brand.
You have to enable videos to go viral.
Brand:
Make it viral…creating compelling content. Blow people away. Utilize influence. Strategically place content. Evoke high emotions. Make it simple and quick. Be relevant to the brand.
Increase ROI of social media marketing. One trick that will always work in social media…are you listening? If you use social listening effectively, you will save time energy and money. Listen before you create content.
When you create content ask if it:
How do we really know? Content production: mirror vs photograph. We are drowning in data but staving for insight. We are data rich and insight poor.
Listen For:
How to Listen
There is a data explosion and digital disruption.
What makes a great experience? It should be compelling, personal and useful.
Content is key. Content needs to have context. Content is king, context is queen. Content should be centralized.
Deliver the experience. This needs to be orchestrated. Cross channel campaign management.
Optimize the experience: it’s all about context. Don’t fear the algorithms.
Blueprint for success: data is the foundation, content is your brand, orchestrate & deliver, optimize and learn.
Online reviews mean a great deal to businesses, as they are considered what customers experience and how they feel during and after the transaction. 92% of consumers read online reviews before making a purchase. We have evolved to trust strangers’ reviews on the Internet. 87 % of customers will not consider businesses with low ratings. Reviewing has become a phenomenon in all types of businesses, B2C and B2B, from tourism industry to health care industry. Public opinions, which are very visible, can make businesses feel overwhelmed or even helpless as they feel they have no control over such important matter. However, consider the following facts: 82% of consumers read 2 to 10 reviews, not just 1 single bad review; 69% of consumers believe reviews older than 3 months do not matter; and Google algorithms tend to pick up fresh content (75% of Yelp’s site traffic comes from Google), businesses have an opportunity to turn online reviews to their advantages.
However, it must be acknowledged that “Manipurated” can be harmful. “Manipurated” can present itself in:
Fake review: as much as 25% of reviews submitted to Yelp are fake, and even with Yelp’s screening, there is no guarantee that they are authentic. Companies/individuals who are in the business of providing fake reviews, may go through extreme measurements to create complete fake personas if needed. However, fake reviews are a zero sum game. They do not help the sellers, the buyers nor the review platform as they distort the implied trust in the online reviewing process.
Profiteering: Sales Industry calls this practice “Fear-based selling” where companies are forced to pay to even have their voices heard. This creates conflict of interest and results in some real anger against review-and/or-rating companies.
Reputation Management: Many operate this service almost in a form of blackmailing. The scheme involves several phases: initial contact, offering, and menace. Businesses are pressured into overpaying for opaque offering and receiving bad advices
Five steps to fight back and win in the online reviewing battle:
1. Know where to see and be seen: be aware of online review platform for your businesses and if you are being reviewed
2. Make every review count: treat each review as an marketing opportunity, and it can show potential consumers that you are paying attention
3. Keep it fresh: do not hesitate to actively ask your customers / clients for reviews
4. Show off reviews: mention this to current and potential customers / clients
5. Know when, why and how to seek help: Sometimes, your internal efforts may not be enough to solve problems. Thus, it is alright to seek help from a reputation management company or lawyer.
In short, make it a habit to manage your online reviews. Daniel suggests that the code of conduct should include:
practice good review hygiene every single day
take the commitment seriously
avoid taking review personally
follow the steps and don’t cut corners
More specifically, Daniel suggests to spend roughly 20 minutes daily to perform the following tasks
New review: quickly scan for new reviews
Draft your answers: keep it concise, stop, drop and roll
Cross-promote your good reviews: promote it now if you find something good
Review the reviews: to determine what people say and what you should do next.
Below are the slide decks for all the Master Classes on Friday, May 13th 2016 at New York Marriott Marquis, New York, NY.
Friday, May 13th, 2016
● Tribe building: Twitter chats, sponsored content
● Question: how do you keep building your audience without spending thousands in search/demand generation spending?
○ Answer: Your existing audience needs to be nurtured in conjunction with creating content for a new audience. Mix up evergreen content with fresh stuff; keep an editorial calendar updated; include news of the day (e.g. financial services – write blog posts on recent finance news). Consider using a platform like SproutSocial to coordinate.
● Influencer Marketing = you work with a marketer who has a large following on social sites. There are influencer marketing firms that you can hire to find the right influencers.
● Sponsored Content = sponsor an article on (e.g.) Mashable.com
● Sponsored Reviews = an influencer reviews your product. You have to be very clear with influencer to include your important keywords. This is a risky form of marketing because you are trusting another person to tout your product. You should require a final view of the review before they post publicly.
● Youtility: Be a farmer, not a hunter
○ Example: Hilton taught concierges how to search for questions on social sites and respond to users
○ Example: Disney Magic Timer app w/ Oral-B
● 3 types of Youtility:
○ Self-serve information: SEO 101, consumer has intent to make a purchase
■ Intercept example: UK app that gives you an eye test and then recommends a nearby optician
■ If you teach better, you sell better
○ Radical Transparency: build trust with your consumers via your content
■ GoodRX site which shows how different pharmacies price medications
○ Real-Time Relevancy
■ Vanderbilt University created an app for coaches to track heat index, weather in the summer
■ New-York Presbyterian Hospital created a public safety commercial on how to do CPR, then created a playlist on Spotify with songs that had the same beat as Stayin’ Alive (you should push on the chest to the same beat as Stayin’ Alive – 100 beats/minute)
● 10 mistakes to avoid in content marketing
1. Not knowing your audience
2. No “About” page – e.g. no information about an e-book
3. Not promoting your content on social (content is fire, social media is gasoline; use social to promote Youtility first, company second
4. Not sharing personal stories
5. Poor editing & typos; Video content should be less than 2 minutes; ideal blog post for B2B side ~ 750-1500 words
6. No editorial mission or voice
7. Content that is not visual enough: people only read 20% of the text on a page. When an image is paired w/ the text, ppl retain 65% of the content 3 days later.
8. Not analyzing data: review your analytics to learn about what people like and don’t like (Google Analytics, email surveys, content shares on social media, hashtag analysis)
9. Not creating relevant headlines
i. 6-8 words are the ideal number of words in a headline
ii. The Ultimate Headline formula: number + adjective + keyword + rationale + promise = ultimate formula
10. Ignoring comments: even negative comments should help your content strategy
● Content Operations
○ The See-Think-Do Model: the master funnel for any content strategy
■ See: Awareness
■ Think: Consideration, Research
■ Do: Conversion, Action
■ Share: sharing activity, public reviews, UGC
○ Follow the 1:8 Rule – for every 1 piece of content, you should be able to produce 8 different pieces of follow-up content (e.g. video based on original blog post)
○ Amplify through Brand Ambassadors: consider paid promotion and content, SocialToaster is a good tool
○ Align with Fan Usage: be where the fans are (e.g. on Facebook – users are on between 7 AM – 8 PM MST). B2B: Sunday nights are peak usage times for your B2B clients for a blog post.
○ Align with Personas: create personas of your customers and align your content to market to them
■ Example: Flowcrete (flooring & cleaning solution) created personas for an (e.g.) janitor and then created specific marketing content to each persona
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