Digital Content in Ecommerce - Waggener Edstrom APAC WE Studio D Zaheer Nooruddin
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This document provides guidance on creating digital content in the age of social media and e-commerce. It recommends focusing 70% of content on customer interests/needs, 20% on sharing other people's content, and 10% on promotional content. It also suggests using a variety of content types like reports, eBooks, blog posts, and social media updates. Content should be published regularly according to a calendar and drive traffic to ecommerce sites. Paid promotion can extend the lifecycle of quality branded content.
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Digital Content in Ecommerce - Waggener Edstrom APAC WE Studio D Zaheer Nooruddin
- 1. Waggener Edstrom Worldwide Zaheer Nooruddin Studio D APAC znooruddin@waggeneredstrom.com Twitter.com/@Digible
- 4. • • • • • • *Barclays Capital. BCG, 2012
- 5. Guiding Principles of Creating Digital Content in the Age of Social Media and E Commerce Guiding Principles of Creating Digital Content in the Age of Social Media and eCommerce
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- 12. • A match made in heaven? • Or a total strategic mismatch?!
- 17. Monetate, 2012
- 18. Nielson, 2011
- 22. CASE STUDY “Conversations and Communities” team of 40 and they have several blogs, including a direct to consumer blog and several special interest blogs and engage in almost every major social media channel Some other highlights • Over 65 corporate Twitter accounts • More than 400,000 followers They do promote on Twitter e.g. “15% off any Dell Outlet Inspiron 15 – 1545 laptop. Enter code at checkout: S2?70S6LK1VWVS – only at http://bit.ly/SM28A – exp 8/315:05 AM Aug 28th from CoTweet” Have sold over $3 million in sales via Twitter
- 23. CASE STUDY “Marketing People Love” http://www.hubspot.com/ WHAT : WebsiteGrader.com tool Marketed exclusively through social media 450,000 leads 2-4% of qualified leads convert to customers HOW : Hired an intern to post its software tutorial videos on YouTube. “We didn’t promote them at all, and we started to get over 10,000 views a month of those videos up on YouTube” OUTCOME: “A combination of social media, SEO, and blogging is by far the highest ROI of any marketing out there.” $84 cost per lead versus $220 for traditional marketing
- 24. • • • • • • • • • Average cost per lead with a content/social media marketing blend is 60% lower than traditional outbound marketing.
- 25. 1 2 3 4 Content Focus Content Type Posting Frequency Content Calendar
- 26. 20% of content should be "OPC" — other people's content. That mandates a willingness to allow user- generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 70% of content should focus on your 10% of content should be customers' interests and needs. This can be promotional. If you are accomplished through how-to tips, answers willing to focus 90% of your to frequently asked questions, and links to content on others, then, helpful resources. Ask yourself, "Would I hopefully, no one will find this content helpful?" If the answer is complain when 1/10th of it yes, then it's probable others will too. calls attention to your products and services.
- 30. • Special reports • eBooks • Guest blog posts • Blog posts • Web pages • Social media posts • Landing pages • eBooks going into detail • Brochures (People rarely want to do • Case studies it themselves, but it • Special reports or answers their questions white papers about what you’ll do for • Product them) comparisons • Webinars with special highlighting features offers to attendees and benefits • Blog posts that link to • FAQs purchase device
- 31. Don’t publish junk. Better to be quiet than to queer the signal-to-noise ratio.
- 32. Brands taking the social networks into their sites rather than just pushing content to them. "Orbital Content" - taking all of the places you are appearing on the web and putting them in one bucket – driving to ecommerce. Search engines increasingly favor Social Signals and Blended Results (multimedia). Keyword optimize your content towards commerce across all channels.
- 33. Paid Promotion – the best branded content should be used to extend content lifecycle.
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- 38. Waggener Edstrom Worldwide Zaheer Nooruddin Studio D APAC znooruddin@waggeneredstrom.com Twitter.com/@Digible