1. August 10–12, 2015
#CZLSF | @ClickZLiveThe Global Conference Series Designed by Digital Marketers, for Digital Marketers
Content & Social
A Match Made in Digital Heaven
Jillian Laks
Scripps Networks Interactive
Audience Development Manager

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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Did you know? I’m the only me.
ü I dare you to successfully Google another Jillian Laks
ü I’m an Audience Development Manager at Food.com
ü Cue question: What’s Audience Development?
ü A good way to create engaging PowerPoint is to include memes on every other slide
ü I’ll travel to take food photos
ü I host a “Cheese of the Month” Club
ü I have a dog that is quite possibly craftier than I am
ü 99% of my crew ask me for advice on updating their LinkedIn accounts + which restaurants have the most
Instagram-worthy dishes (but no one asks me for dog training tips)
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
What You’re In For (Today’s Agenda)
ü Food.com Case Study
ü Where to Be in the Social Space
ü What Makes Good Social Content?
ü Numbers: Goals, Metrics + Monetization
ü Engagement and Social Listening
ü Best Practices + Takeaways
ü Bonus: Market Your Social Self
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
Food.com
ü Food.com is owned by Scripps Networks Interactive
(sister site to Food Network, Cooking Channel, HGTV,
Travel Channel, DIY Network, Great American Country)
ü Eating is sharing: #CookAndTell – 3rd largest food site
ü Wowza: 15+ year lifespan, 500,000+ UGC recipes,
125,000+ UGC photos, millions of recipes + over 40
million monthly users
ü Video: Launched February 2014
ü App: Launched July 2014, #1 in Food & Drink at the
time
ü Mobile: 60% of users use Food.com on devices
ü Redesign: Savvy new responsive design look launched
March 2015 (emphasis on personality + voice) –
sharing in social made easier,
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
FDC Social Media Transformation
@JillianLaks
July 2013
ü Facebook: 182,000
ü Pinterest: 74,000
ü Twitter: 23,000
TOTAL: 279,000
July 2015
ü Facebook: 2,357,208
ü Pinterest: 156,400
ü Instagram: 47,049
ü Twitter: 35,800
ü Google+: 189,046
ü YouTube: 880
ü SnapChat: TBD
TOTAL: 2,786,383
Facebook
=
1195%
increase!
Instagram
=
60%
MOM
increase!

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
Voice + Content
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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Social Listening
@JillianLaks
PSA:
The
first
person
to
tweet
me
an
awesome
#FoodLyric
or
#FoodMovieQuote
gets
chocolate

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
Consistency + Timing
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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The Competition
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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Content Type Matters
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
Video: Rethink Your Content
@JillianLaks

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Ride the (Video) Wave
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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Snapchat
ü We are all on a learning curve for this platform
ü If Instagram is the destination, Snapchat is the ride
ü “How many marketers does it take to figure out SnapChat?”
ü Discover vs. Stories
ü 12 Brands on Discover: Food Network, BuzzFeed, Comedy Central
ü Create a brand “Story” (1 billion stories viewed/day)
ü Snapchat users behave differently
ü iPhone organic videos preferred – produce on the fly
ü Content performs differently than on site
ü Video disappears after 24 hours
ü It’s where your future demographic is
ü Key audience: 18-24 year olds (71% under 34)
ü 100 million + active users
ü 500+ million snaps taken each day
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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Have Fun
@JillianLaks
è

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@JillianLaks
Engage

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@JillianLaks

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Numbers Make Snazzy PowerPoints
ü What are your goals?
ü Additional fans/followers
ü Additional shares/likes/comments
ü Increased video plays
ü Drive increased unique visitors + PVs to site
ü Monetization
ü Brand awareness/positive content sentiment
ü What are your benchmarks?
ü Increase social traffic by 30% YOY
ü Increase followers by 10% MOM
ü Increase social site visitor length to 10 PVs
ü Get x amount more followers than a competitor
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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Social Driving Editorial Curation
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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Monetization
ü Social has become a
form of currency for
monetization and cross
promotion
ü Here’s an exercise: Put
a physical value on
your social presence
where you allocate $ to
each follower and $ to
each page view driven
by social
ü Monitor trends to create
unique sponsored
social opportunities
ü Add on to onsite
opportunities
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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Tip Flash Session
ü Set measurable growth metrics
ü Designate an accountable social media/content guru
ü Keep your posts short, sweet + to the point (don’t let links get lost)
ü Create campaign buckets and track which content performs best
ü Post consistently
ü Have a social content calendar
ü Incorporate SEO best practices
ü Repost the good stuff for new followers + different time zones
ü Have fun + try trippy new things
ü Video reach = winning
ü Include photo content with link posts
ü Listen to your audience, join in on hashtag trends, engage
ü Monitor your competitors
ü Use the free insights available to you
ü Monetize
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks

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August 10–12, 2015 | #CZLSF | @ClickZLive
You + Social
ü LinkedIn :
ü Think of LinkedIn as an
SEO for recruiters and get
to the top of search results
ü Include an intro with
popularly searched
industry keywords:
Audience Development,
Social Media Marketing
ü More text. Bullet out your
job descriptions (with
growth metrics and $
managed when available)
ü Shoot for 500+
connections
ü Have a professional photo
ü Get recommendations
ü Join groups, follow
influencers + companies
@JillianLaks
ü Twitter + Facebook
ü Don’t get catfished
ü If public: Watch your words
ü Have an appropriate photo
ü Share relevant industry
links
ü Catch on to the
conversation buzz
ü All Channels
ü You don’t need to be active on
every channel, but test things
ü Be aware of social log in: You
want Lyft to pick you up
ü Be open to the new!
ü RE: Snapchat (You can
always discreetly ask the
intern)

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August 10–12, 2015 | #CZLSF | @ClickZLive
@JillianLaks