Content is King

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Content is king:

May 22, 2013 Samantha Campbell and Elizabeth Peters Content is king

Social platforms:

Social platforms

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Facebook

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Facebook The Community Center

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Facebook The Community Center • 1.1 billion monthly users

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Facebook The Community Center • 1.1 billion monthly users • Two-thirds of all Internet users are on Facebook

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Facebook The Community Center • 1.1 billion monthly users • Two-thirds of all Internet users are on Facebook • 20% of all time spent on Internet is spent on Facebook

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Facebook The Community Center Use Facebook to Share brand content Cultivate relationships Encourage brand advocacy

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Facebook The Community Center Use Facebook to Share brand content Cultivate relationships Encourage brand advocacy Budget time to Share once or twice a week Respond once or twice a day

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Google+

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Google+ The Social Layer

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Google+ The Social Layer • Over 500 million Google+ registrations

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Google+ The Social Layer • Over 500 million Google+ registrations • Over one-third of Google+ users are active each month

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Google+ The Social Layer • Over 500 million Google+ registrations • One-third of Google+ users are active each month • Active users spend >12 minutes on the Google+ stream each day

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Google+ The Social Layer But what is it? Social Circles Blogging Platform YouTube Communities (interest groups) Hangouts (chats) 200+ Custom Apps

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Google+ The Swiss Army Knife But what is it? Social Circles Blogging Platform YouTube Communities (interest groups) Hangouts (chats) 200+ Custom Apps

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Google+ The Swiss Army Knife Communities

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Google+ The Swiss Army Knife Communities

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Google+ The Swiss Army Knife Participation may influence SEO Google rewards Google+ brands with right rail space.

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Google+ The Swiss Army Knife Customize your profile Add photos that reinforce brand identity Accurate “ about ” information

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Google+ The Swiss Army Knife Customize your profile Add photos that reinforce brand identity Accurate “ about ” information If you have capacity Post engaging content, build following Participate in communities

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Twitter

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Twitter The Cocktail Party

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Twitter The Cocktail Party • Over 500 million registered accounts (16% of all Internet users)

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Twitter The Cocktail Party • Over 500 million registered accounts (16% of all Internet users) • 5% of users account for 75% of activity

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Twitter The Cocktail Party • Over 500 million registered accounts (16% of all Internet users) • 5% of users account for 75% of activity • 18-29 year olds are twice as likely to use as 30-49 year olds

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Twitter The Cocktail Party Share pithy, interesting content Tidbits of compelling, mission-related content: images, inspiration Timely updates for visitors: storm closings, “ don ’ t miss ” ephemeral experiences Retweets of brand-aligned content

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Twitter The Cocktail Party Use as a conversation tool Search yourself to learn about your customers ’ values and visit experiences Jump into relevant conversations Answer the questions in your interactions feed in a timely manner Favorite / comment on fan posts

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Instagram

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Instagram Everyman ’ s Photo Gallery

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Instagram Everyman ’ s Photo Gallery • 100 million active users

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Instagram Everyman ’ s Photo Gallery • 100 million active users • 40 million posts each day

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Instagram Everyman ’ s Photo Gallery • 100 million active users • 40 million posts each day • Blacks and Latinos are more likely to use Instagram than whites

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Instagram Everyman ’ s Photo Gallery Use it to Humanize your organization Show off the beauty of collections Run photo contests

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Instagram Everyman ’ s Photo Gallery Use it to Humanize your organization Show off the beauty of collections Run photo contests Be social Hashtags: the more the merrier Like and comment

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Pinterest

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Pinterest The Wish List

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Pinterest The Wish List • 49 million members; 10 million unique visits per month

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Pinterest The Wish List • 49 million members; 10 million unique visits per month • 5:1 female to male; users spread roughly equally among ages 25-54

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Pinterest The Wish List • 49 million members; 10 million unique visits per month • 5:1 female to male; users spread roughly equally among ages 25-54 • Repins comprise 80% of content

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Pinterest The Wish List Treat it like photo albums or window dressing Select images that express brand ’ s lifestyle Use it to collect and share • Images of pretty gift shop items • How to ’ s • Compelling behind-the-scenes photos – Repin!

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Tumblr

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Tumblr The ’ Zine

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Tumblr The ’ Zine • 31 million members posting content

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Tumblr The ’ Zine • 31 million members posting content • 30 views per visit; 20 billion page views each month

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Tumblr The ’ Zine • 31 million members posting content • 30 views per visit; 20 billion page views each month • 50% of members are 18-34

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Tumblr The ’ Zine • 31 million members posting content • 30 views per visit; 20 billion page views each month • 50% of members are 18-34 • Most active in California, followed by New York and Texas

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Tumblr The ’ Zine Style of content Tone is intellectual, self-reflexive Art, celebrity, history Good platform for single theme blogs

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Tumblr The ’ Zine Style of content Tone is intellectual, self-reflexive Art, celebrity, history Good platform for single theme blogs Opportunity to expand your reach Can run organization ’ s blog through Tumblr Remember to express your hippest self

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YouTube The Video Library Vimeo The Video Festival Vine The Six-Second Saga

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Flickr The Stock Agency Foursquare The Location Shout-out Linked In The HR Hub

Building relationships:

Building relationships

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Every interaction is an opportunity to Build brand loyalty and advocacy

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Every interaction is an opportunity to Build brand loyalty and advocacy

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Every interaction is an opportunity to Build brand loyalty and advocacy Drive visitation

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Every interaction is an opportunity to Build brand loyalty and advocacy Drive visitation Mitigate negative experiences or opinions

Make supporters your stars:

Make supporters your stars

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Make supporters your stars Like their comments and posts about you

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Make supporters your stars Like their comments and posts about you Respond, and say thank you!

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Make supporters your stars Like their comments and posts about you Respond, and say thank you! Reward them

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Make supporters your stars Like their comments and posts about you Respond, and say thank you! Reward them Celebrate their content

Measuring engagement:

Measuring engagement

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Measuring engagement Social metrics awareness vs engagement

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Platform Awareness Fans, Reach Followers Followers Followers Circled In Followers

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Platform Awareness Engagement Fans, Reach Comments, likes, shares Followers @Replies, favorites, retweets Followers Comments, likes, pins Followers Comments, likes Circled In Comments, +1s, shares Followers Comments, hearts, reblogs

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Measuring engagement Social metrics Awareness v s Engagement

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Measuring engagement Social metrics Awareness vs. engagement Discover what resonates with your audience

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Measuring engagement Social metrics Awareness vs. engagement Discover what resonates with your audience A dapt based on performance

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Measuring engagement Social metrics Awareness vs. engagement Discover what resonates with your audience Adapt based on performance Diversify content strategy

THANK YOU!:

THANK YOU!

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No part of this presentation may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission of the American Public Gardens Association. Copyright © 2013 by the American Public Gardens Association. All rights reserved. The American Public Gardens Association Vision: A world where public gardens are indispensable APGA 2013 Garden Evolution Conference _______________________________________________