Alexander Masons presentation från Cisions frukostseminarium den 13 september 2013: "Content marketing, big data och social media amplification"

1. Content Marketing
13 September 2013
Magnus Thell. VD Cision Nordics

2. 2222
Note: Circles indicate rough differences in industry scale
Source: VSS, Content Marketing Institute
Converged Media – New Opportunites

3. 3333
Content Marketing valuation

4. Section Divider
Content Marketing,
Big Data &
Social Media Amplification

5. Section Divider
Online Synlighet

9. Section Divider
Content Marketing

10. Vad är Content Marketing?
―Content marketing is the publication of material
designed to promote a brand, usually through a more
oblique and subtle approach than that of traditional
push advertising. The essence of good content
marketing is that it offers something the viewer wants,
such as information or entertainment. Content
marketing can take a lot of different forms, including
YouTube videos, blog posts and articles. It shouldn’t
really seem like marketing — in some cases, in fact, it
should only be identifiable as marketing because the
advertiser is identified as the content provider.‖
Source: www.whatis.techterms.com

11. Allt fler företag organiserar sig som medier

12. Tradionella medier når fler än någonsin!

13. Medierna letar nya intäktskällor - trafik

14. Content Marketing: How it works
Blog post written by The
Guardian
Amplified organic content
on sites in the network.
Now there are Candy
Crush socks
The Guardian

15. Client case: Happy Socks
 The Guardian posted a blog post about an external design
collaboration
 Using Cision’s Content Marketing service, Happy Socks were
able to amplify this post gaining 13,5 M impressions and
driving 6.000 people to the article.

16. Reflection from the campaign
If you want to measure your campaign
you should drive traffic to a site that you
can measure
Importance of headline and pictures –
think 10 headlines and 10 pictures!
Brand awareness and opinion
you should use earned media
To sell services you should
drive traffic to a site you own

17. Vad händer just nu i Sverige?

18. Vad händer just nu i Sverige?

21. Facts about day one:
 We maxed out our traffic in 1,5 hour – 350 visitors
 The story appered on 1 271 sites
 We got traffic from 103 sites

22. Our core markets!

23. Country Breakdown Monthly Page Views
UNITED STATES >11 000 000 000
UNITED KINGDOM >1 200 000 000
GERMANY >80 000 000
SWEDEN >55 000 000
NORWAY >26 000 000
DENMARK >20 000 000
FINLAND >17 000 000

24. Section Divider
Big Data
(from a PR perspecitve)

26. Section Divider
Social Media
Amplification

27. Filmen Gaggle AMP

30. Section Divider
Cision Events
september &
oktober

31. 26 sept. kl.16.00
Mårten Nylén & Cisionloppet

32. 15 oktober - En förmiddag med inspiration
• Hur tänker Di.se redaktion
• Cisions globala Sociala Medier undersökning
• Mer om Content marketing