The document provides tips for better marketing in 3 key areas: 1) Focus on useful, creative, and altruistic content that serves the audience rather than just promoting yourself. 2) Leverage social media strategically by understanding where your audience is and providing valuable, relevant content. 3) Repurpose content across multiple formats like infographics, lists, slides, and interactive pages to expand reach and engage audiences. The overall message is that modern marketing requires moving beyond selfish ads and outdated approaches to truly connect with and serve potential customers.

1. Recipe for better marketing.
#ConnectShare october 2013
Chris Bennett
CEO
@chrisbennett
chris@97thfloor.com

2. We live in a different world.
We used to walk on the moon.
Now we base jump from space.

3. We watch video when we want
with no commercials.

4. We order groceries when we want
and have them delivered to our front porch

5. We get live ER wait times
from the freeway

6. We get clothes customized to us
sent to us on a monthly basis

7. It is estimated that we see up to
5000
ads every day.
Source: NYT http://www.nytimes.com/2007/01/15/business/media/15everywhere.html

8. So why do we still have websites
that look like a $150 template?

9. Why do we have Selfish Ads?
Why are our marketing
campaigns
Selfish
Tell me more about these remarkable women
Source: http://www.slideshare.net/randfish/secret-ingredients-of-better-marketing

10. Why do we have impersonal sites?
I came to Sears.com so I could click on a banner ad for the Raddison

12. 98%
of Americans distrust
information on the web
Source: 98% of Americans Distrust the Internet (Harris Interactive)
hat tip: @randfish

13. Reasons Americans distrust
information on the internet:
59%
Too Many Ads
SOURCE: 98% of Americans Distrust the Internet
Source: 98% of Americans Distrust the Internet (Harris Interactive)
hat tip: @randfish

14. Reasons Americans distrust
information on the internet:
56%
Outdated Information
Source: 98% of Americans Distrust the Internet (Harris Interactive)
hat tip: @randfish

15. Reasons Americans distrust
information on the internet:
53%
Information is Self-Promotional
Source: 98% of Americans Distrust the Internet (Harris Interactive)
Source: 98% of Americans Distrust the Internet (Harris Interactive)
hat tip: @randfish

16. Page abandonment vs. Page load time in Seconds.
Source: http://blog.kissmetrics.com/loading-time/?wide=1

17. Page speed expectations.
Source: http://blog.kissmetrics.com/loading-time/?wide=1

18. Page speed expectations.
Source: http://blog.kissmetrics.com/loading-time/?wide=1

19. Anyone can compete with anyone on the internet.

20. Your are limited only by your imagination
sky’s the limit

21. You can’t just dump money and hope it works.
This isn’t TV advertising.

22. Our content needs to be creative.
Source: http://www.youtube.com/watch?v=_joDNOpeWWo

23. Our content needs to be useful.
Source: http://www.slideshare.net/97thfloor/typeface-7-slides

24. Our content needs to be altruistic.
Source: http://www.dropdowndeals.com/blog/diy-starbucks-holiday-drinks/

25. Content is no different.

26. Content is no different.
Reading “How to Win Friends and Influence People”
should be done at least every couple of years.

27. Switch your thinking.

28. Don’t try to convince your audience to love your content.

29. Your content should love your audience.

30. The rest will take care of itself.

31. Visualize the complex for better digestion

32. It’s all about the data.
Source: http://darkhorseanalytics.com/blog/data-looks-better-naked/

33. It’s all about the data.
Source: http://darkhorseanalytics.com/blog/data-looks-better-naked/

34. “I keep saying that the sexy job in
the next 10 years will be
statisticians, and I’m not kidding.”
- Hal R. Varian, chief economist at Google

35. Let’s talk social.

36. If you build it they won’t come.

37. Just because you hear your nephew is talking
about it doesn’t mean you need to be there.

38. Start by knowing where your audience is.

39. Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx

40. What to Tweet
Source: http://tracksocial.com/whitepapers

41. When to Tweet daily - generally
Source: http://tracksocial.com/whitepapers

42. When to Tweet weekly - generally
Source: http://tracksocial.com/whitepapers

43. When to Tweet - custom based off your followers
Use Follwerwonk by Moz or Tweriod

44. Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx

45. What to share
Source: http://tracksocial.com/whitepapers

46. How often to share
Source: http://tracksocial.com/whitepapers

47. When to share daily - generally
Source: http://tracksocial.com/whitepapers

48. Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx

50. Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx

51. Source: http://pewinternet.org/Reports/2013/Social-media-users.aspx

52. Who uses Google+
Source: http://www.flowtown.com/blog/whos-using-google?display=wide

53. Other social

56. Repurposing content
re·pur·posed, re·pur·pos·ing, re·pur·pos·es. To use or convert for use in another format or product

57. What if I told you, “15 minutes or less could get you 35,000
views?”

58. Take an infographic and...

59. slice it up for slideshare, 35k views, top of the day, top of the week, http://www.slideshare.net/SoleraNetworks/are-you-a-hackers-target

61. 10k+ views, top of the day, only 6 slides, http://www.slideshare.net/DrugRehabdotorg/how-meth-affects-you

62. Work your graphics into a BuzzFeed list, article views, 319k. Referrals from BF, 16,073

63. Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text.
So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixartheory/

64. Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text.
So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixartheory/

65. Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text.
So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixartheory/

66. Very popular theory, out of all our staff I sent it to (30+ people) 3 including me made it through the entire text.
So we made it visual, www.pixartheory.com. Original Theory at, http://jonnegroni.com/2013/07/11/the-pixartheory/

67. Make your content interactive

68. Case Study in Interactive Content, http://www.desk.com/customer-service/how-to-improve-customer-service

69. Desk.com, awesome product that is widely used. Wanted a cool interactive way to explain benefits and really sell the product high in the
Funnel.

70. WeWe created an interactive explainer and the
created an interactive explainer and the #’s are compelling.
#’s are compelling.

71. In Analytics the Graphic was Broken into 4 parts. 40% of all traffic (even social) complete the entire interactive. Remember this information
is 100% about Universal Inbox. It is 100% “on brand.”

72. Avg. Time on Page is 3.2 minutes (that is from all traffic even social).

73. Interactive a long and complicated story in a more compelling easy more way.
Interactive can tellcan tell a long and complicated story in a to digest compelling
easy to digest way.

74. Ranks in Google for phrases like, “How to Improve Customer Service.” The reaction from search traffic is phenomenal.

75. Even though it is very much on brand it is still getting a lot of social shares due to cool and unique factor.

76. You can put and track actual CTA’s on the graphic page. We track hovers over and clicks on CTA’s.

77. Blog content case study
O.C. Tanner helps companies w/over 2,000 employees consistently appreciate and recognize their workforce. www.octanner.com

78. Not a stretch that they recognize cool companies around the world. Nearly every company on the list shared socially. Total social
reach in the Millions.

79. http://www.octanner.com/blog/2013/01/top-10-coolest-companies-to-work-for-in-boston/

80. Beat a Dead Horse
You don’t always have to come up with new ideas

81. If it works keep doing it again...

82. http://www.octanner.com/blog/2013/03/the-11-coolest-companies-to-work-for-in-seattle/

83. ...and again.

84. http://www.octanner.com/blog/2013/04/top-10-coolest-companies-to-work-for-in-philadelphia/

85. Companies have started tweeting in hopes to be on the list one day.

86. Companies have started tweeting in hopes to be on the list one day.

87. You are all Hustlers

88. You are all Hustlers
In a one on one you could sell anyone.

89. You are all Hustlers
So why can’t your website, content and social do the same?

90. Recipe for better marketing.
#ConnectShare october 2013
Chris Bennett
CEO
@chrisbennett
chris@97thfloor.com