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© 2013 SnapApp. 1© 2013 SnapApp
How to Increase Engagement and Drive
Conversions with Interactive Content
Presented by:
Seth Lieberman, CEO
Michelle Chaplin, Senior Manager of Online Fundraising
April 23rd, 2013
#HASHTAG-HERE
© 2013 SnapApp. 2
Presenters
 15+ years of experience in the online
advertising space
 Repeat Entrepreneur | Lead
generation, affiliate marketing and
corporate branding
 Father | Runner | Diver | General Life
Enthusiast
 Currently managing and growing list of
~800,000 leads & ~2,000 customers
(donors)
 Nine years of experience with
marketing/ business development for
non-profit and for-profit organizations
 MBA from NYU Stern School of
Business
Seth Lieberman
Founder & CEO
Michelle Chaplin
Senior Manager of
Online Fundraising
© 2013 SnapApp. 3
About
 One platform for all channels; web, social,
mobile and email
 Deep engagement analytics that drive
actionable insights
 Marketing Automation integration & data
capture with no IT required
Content Creation Platform
Create, deploy and manage interactive content to generate leads, increase
engagement and drive revenue across your online presence
© 2013 SnapApp. 4
About
 Public Broadcasting Service (PBS) is a non-profit public
broadcasting television network
 PBS and our member stations are America’s largest
classroom, the nation’s largest stage for the arts and a
trusted window to the world
 Educational media helps prepare children for success in
school and opens up the world to them in an age-
appropriate way.
© 2013 SnapApp. 5
Agenda
 Changing the Game with Interactive Content
 Under the Hood: The Mechanics of Interactive Content
 What’s the Hold Up? False Starts in Content Marketing
 Interactive in Action: PBS Sets a New Pace
 Supercharge Your Content Marketing: Getting Started
with Interactive
 Final Thoughts
 Q&A
6
3
4
2
1
7
5
© 2013 SnapApp. 6
POLL-
 How much is interactivity is part of your content
marketing strategy?
 (Select one)
 We are interactive rockstars! We regularly deploy multiple
types of engagements across our entire web presence
 We are ahead of the curve with useful tools, polls and surveys
on a few different channels.
 We dip our toes in interactive, and occasionally deploy a
survey or poll.
 What’s interactive content again?
© 2013 SnapApp. 7
Changing the Game
with Interactive Content
© 2013 SnapApp. 8
B2B Content Marketing Usage By Tactic
*2013 B2B Content Marketing Benchmarks – North America: CMI/MarketingProfs
© 2013 SnapApp. 9
What it means to be Interactive?
“Interactive content creates a natural call & response dialogue that
inherently drives better results & more satisfied users”
• Interactive is Way to think about calls-to-action
• Engages users in two-way, cooperative interaction
ServicesVerbs (Active) Nouns (Passive)
Assess
Test
Learn
Enter
Vote
Benchmark
Read
Watch
Download
Listen
© 2013 SnapApp. 10
Interactive Calls to Action
• Tailored to specific buyers & subjects for engagement with
online content
• Creates a better, more valuable user experience AND drives
marketing outcomes
Contests
& Competitions
Special
Offers
Diagnostics
Polls
Promotions
& Giveaways
Assessments
Knowledge
Tests
Surveys
© 2013 SnapApp. 11
Results Acheived
Click-Through
Rate (CTR)
58%
Share/ Virality
Rate
20%
Content
Completion Rate
85% 81%
Conversion/ Goal
Completion Rate
Mouse-Over
Rate
67%
AwarenessCustomer
Acquisition
Time On Site
Leads Generated Web Traffic
© 2013 SnapApp. 12
Interactive Content Shifts Your Marketing Curve
Internal Technologies
Web Analytics, BI, Digital Asset Management, CRM, SEO, Marketing Dashboards,
Campaign Management, Competitive Intelligence, Content
External Technologies
Content Creation, Marketing Automation, Email
Marketing, Landing Pages, Ads, Data, Media Spend,
Mobile Marketing, Behavioral Targeting, Web site, Social
Monitoring, Community
Product Technology
Location, RFID, UGC, Usage
Metrics, Community, BI Metrics
Resources Used
TotalMarketingOutput
Base on Scott Brinker’s marketing technology stack
Interactive shifts the
whole marketing
technology stack up.
© 2013 SnapApp. 13
Under the Hood:
The Mechanics of Interactive Content
© 2013 SnapApp. 14
Key Considerations
1. Calls-to-Action
• What are they now?
• What are your goals?
2. Actions
• How to make them truly
‘actionable’
Hold These in Your Head
© 2013 SnapApp. 15
Why Interactive Content Works
It provides some sort of value
 Education
 Entertainment
 Utility
 It impacts behavior
 Creates a collaborative dialogue
 Satisfies fundamental human desires
 Competition, achievement, cognizance, etc.
Content works because…
© 2013 SnapApp. 16
Value is a Two-Part Equation:
Users give you
You give users
Time + Data
Real-Time Value
© 2013 SnapApp. 17
Real-Time Results for Users
Value comes in many forms:
“By actively answering questions/participating users
receive specific result in real time”
Users input
time & data,
and receive
real-time results.
Users input
time & data,
and receive
real-time results.
Special
Offers
ExperienceInformationStatusRewards Entertainment
© 2013 SnapApp. 18
Deeper, More Actionable Data & Intelligence
for Marketers
 Gentler, progressive approach to
collecting profile and lead data
 Richer, More Valuable User
Experiences
 Deeper, more actionable insights
 Shape engagements to learn what
you need to know
© 2013 SnapApp. 19
Deliver Experiences Where Users Are
Facebook
800 Millions accounts
and growing—you need
to be there and be active Twitter
Go viral! Tap into your
network’s network
Mobile
Reach the smart phone
audience— that’s 50% of
the mobile market
Website / Blog
Bring people to your site
and keep them there
Google Plus
Bump up your SEO
results with +1s
Email
Is not dead—but you need
to keep it interesting! Ad Unit
Move beyond the static
banner ad to something
that really works
LinkedIn
Fast growing, relevant
and targeted
Engage with users where they already are
© 2013 SnapApp. 20
Interactive Drives Deeper insights and Better Experiences
Channels
Interactive
Content
Outcomes
Drive Sales
Spark Conversation
& Build Awareness
Amplify &
Extend Reach
Capture
Actionable
Data
Increase
Engagement
Boost
Conversions
Display
Social ads
Mobile
ads
Blog &
Mobile
Website/
Microsites
Email
Polls
Contests &
Competitions
Special
Offers
Diagnostics
Promotions
& Giveaways
Assessments
Knowledge
Tests
Surveys
© 2013 SnapApp. 21
What’s the holdup?
False Starts in Content Marketing
© 2013 SnapApp. 22
If we know it works, why don’t people do it?
Challenges that B2B
Content Marketers Face
Perception
Vs
Reality
Perception
IS
Reality
or,
© 2013 SnapApp. 23
Even if you win the battle…
 Even when you can
overcome the challenges,
you aren't convinced you
are doing a great job
 Just 36% of B2B marketers
believe they are effective at
content marketing
Nobody is that humble
© 2013 SnapApp. 24
We all agree there is room for improvement
Confidence Gap
 Effectiveness Ratings of
Tactics Among B2B Users
© 2013 SnapApp. 25
The Hurdles Don’t Stop There…
IT/ Technology
BudgetPeople & Skills
© 2013 SnapApp. 26
Extend & Expand Efforts & Investments
 Leverage existing investments
 CMS/WCM
 CRM
 Marketing Automation
 Extend capabilities
 Content seamlessly feeds your existing campaigns and
programs
 Creates additional, more actionable data
© 2013 SnapApp. 27
Snapshots of
Success
© 2013 SnapApp. 28
Create Brand Engagement | Rockwell Automation
Cross-channel distribution
to engage customers and
drive leads
• Global campaign designed to
drive engagement around
major company event
• Simultaneous deployment of
same content across multiple
platforms
• Lead data flows seamlessly
into their marketing
automation platform
© 2013 SnapApp. 29
Drive Software Downloads & Trials | Webroot
Cross-channel engagements to
drive website traffic and
signups for free downloads
• Multiple engagement types
deployed initially on Facebook
• Linkouts drive users to website –
direct to more information or free
trial download
• Leads captured on website before
downloading free trial
• All data integrated seamlessly into
Eloqua
© 2013 SnapApp. 30
Self-assessments to Drive Targeted Offers | DDI
Assessments profile prospects and
drive targeted product suggestions
• Unique DDI resource
recommendations served
based on assessment Q&A
• Eloqua integration triggers
tailored follow-up email
• In-app links drive traffic to
content on DDI website
© 2013 SnapApp. 31
• Assessment test designed to
qualify prospects
• iPad giveaway used as draw and
promoted across site
• Q&A information used in real-
time to qualify prospect and
direct user to targeted
whitepaper download
• All data flows seamlessly into
marketing database
Pre-sales Qualification | Forescout
Drive Engagements for
Specific Shows & Newsletter Signup
© 2013 SnapApp. 32
• QR code generated survey deployed at
annual channel partner event
• Q&A information used in real-time to
define respondent as particular fun
persona
• Personas promoted as fun aspect of
event and tied to giveaways
• Leadgen form gates result providing
detailed information on respondent
Create Buzz at Event | RSA
© 2013 SnapApp. 33
Interactive in Action:
PBS Sets a New Pace
© 2013 SnapApp. 34
PBS Fundraising | Goals
 Generate leads to build their email and donor lists
 Create more holistic view of the user and gather more
in-depth lead data
 Expand and improve the effectiveness of their
existing marketing efforts
 Deepen relationships by matching subscribers to their
local PBS station
 Drive engagements for specific shows
 Drive 3,000 leads for each piece of content created
© 2013 SnapApp. 35
PBS Fundraising | The Requirements
 Extensibility & flexibility
 Support immediate and future needs
 Multiple lead generation, nurturing and retention programs
 Leverage existing infrastructure
 Integrate with Eloqua marketing automation
 Cross-channel distribution
 Measurability & in-depth analytics
 Ability to test, measure, analyze and optimize campaigns
 Limited IT involvement
© 2013 SnapApp. 36
PBS Fundraising | The Solution
Create interactive content aligned
to popular shows and major events
Create interactive content aligned
to popular shows and major events
Diagnostics Polls Surveys
Email Website
© 2013 SnapApp. 37
© 2013 SnapApp. 38
PBS Fundraising | The Results
 Lead Acquisition & Cultivation
 34k+ new leads
 Updated profiles of 5k existing contacts
 Matched 11k+ to local member stations
More than
132,000
completions
© 2013 SnapApp. 39
PBS Fundraising | The Results
 Engagement
 Personality tests (assessments/ diagnostic
quizzes) generated the highest completion, lead
form submission, and share rates
 PBS most engaging type of interactive content
 Improved email performance - quizzes among
highest CTR
 Social Sharing
 Interactive content embedded in
emails generated consistently
higher share rate
 Most social buzz, traffic
generations and lead form
completions when tied to specific
content
© 2013 SnapApp. 40
User Flow
Takes Quiz
Inputs Information
Gets Quiz Results
Receives Welcome Email
Newsletter/Cultivation
© 2013 SnapApp. 41
Back-end Flow
Quiz/App PromotionQuiz/App Promotion
Lead CollectionLead Collection
Snap App FeederSnap App Feeder
EloquaEloqua
© 2013 SnapApp. 42
Quiz Promotion
© 2013 SnapApp. 43
Lead Collection
Test Skip Option
• Decreases lead
generation
• Increases goodwill
© 2013 SnapApp. 44
SnapApp Feeder
© 2013 SnapApp. 45
Eloqua
© 2013 SnapApp. 46
Final Thoughts
© 2013 SnapApp. 47
Key Takeaways & Success Factors
 In a new era of empowered customers, it is critical to
create quality content that is relevant & provides value
 Interactive content is a tool not a project
 Identify existing marketing priorities/projects/events
 Map engagement types to each project/event based upon goal, channel, etc.
 View as part of the marketing mix for every promotion/event/program you are
running
 You already have content – use it
 Identify personas and qualification questions
 Inventory existing assets - whitepapers, data-sheets, etc.
 Secure existing campaign graphics and artwork
 Define promotion plan
 Interactive content works, but it needs traffic
 Promote/deploy across paid, owned and earned channels
© 2013 SnapApp. 48
Thank You!
© 2013 SnapApp. 49
Questions?
Seth Lieberman
slieberman@snapapp.com
blog.snapapp.com
@Snap_App
www.facebook/SnapApp
Michelle Chaplin
mlchaplin@pbs.org
@michellecruns
© 2013 SnapApp. 50
SnapApp Is Industrial Strength Marketing
 Create & Promote
 Choose from the broadest selection of content and app types.
 Complete customization of every aspect: look, feel & function.
 Promote content seamlessly & simultaneously across the web, mobile, social & email.
 Drive Results
 Convert: Collect leads, opt-ins, subscriptions, Likes, +1’s, Follows, Pins, etc.
 Increase: Time on site, unique traffic, page views and advertising revenues
 Drive: Conversation, buzz and referral traffic.
 Optimize & Learn
 Out-of-the box analytics show how your different content performs & converts by
type, by channel and in real time.
 Collect deep click stream and response data tied to each lead record for more
qualified and complete profiles.
 Integrate with other your existing business tools & services to compliment your
existing ecosystem.
50

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Eloqua SnapApp PBS webinar 4 23-2013

  • 1. © 2013 SnapApp. 1© 2013 SnapApp How to Increase Engagement and Drive Conversions with Interactive Content Presented by: Seth Lieberman, CEO Michelle Chaplin, Senior Manager of Online Fundraising April 23rd, 2013 #HASHTAG-HERE
  • 2. © 2013 SnapApp. 2 Presenters  15+ years of experience in the online advertising space  Repeat Entrepreneur | Lead generation, affiliate marketing and corporate branding  Father | Runner | Diver | General Life Enthusiast  Currently managing and growing list of ~800,000 leads & ~2,000 customers (donors)  Nine years of experience with marketing/ business development for non-profit and for-profit organizations  MBA from NYU Stern School of Business Seth Lieberman Founder & CEO Michelle Chaplin Senior Manager of Online Fundraising
  • 3. © 2013 SnapApp. 3 About  One platform for all channels; web, social, mobile and email  Deep engagement analytics that drive actionable insights  Marketing Automation integration & data capture with no IT required Content Creation Platform Create, deploy and manage interactive content to generate leads, increase engagement and drive revenue across your online presence
  • 4. © 2013 SnapApp. 4 About  Public Broadcasting Service (PBS) is a non-profit public broadcasting television network  PBS and our member stations are America’s largest classroom, the nation’s largest stage for the arts and a trusted window to the world  Educational media helps prepare children for success in school and opens up the world to them in an age- appropriate way.
  • 5. © 2013 SnapApp. 5 Agenda  Changing the Game with Interactive Content  Under the Hood: The Mechanics of Interactive Content  What’s the Hold Up? False Starts in Content Marketing  Interactive in Action: PBS Sets a New Pace  Supercharge Your Content Marketing: Getting Started with Interactive  Final Thoughts  Q&A 6 3 4 2 1 7 5
  • 6. © 2013 SnapApp. 6 POLL-  How much is interactivity is part of your content marketing strategy?  (Select one)  We are interactive rockstars! We regularly deploy multiple types of engagements across our entire web presence  We are ahead of the curve with useful tools, polls and surveys on a few different channels.  We dip our toes in interactive, and occasionally deploy a survey or poll.  What’s interactive content again?
  • 7. © 2013 SnapApp. 7 Changing the Game with Interactive Content
  • 8. © 2013 SnapApp. 8 B2B Content Marketing Usage By Tactic *2013 B2B Content Marketing Benchmarks – North America: CMI/MarketingProfs
  • 9. © 2013 SnapApp. 9 What it means to be Interactive? “Interactive content creates a natural call & response dialogue that inherently drives better results & more satisfied users” • Interactive is Way to think about calls-to-action • Engages users in two-way, cooperative interaction ServicesVerbs (Active) Nouns (Passive) Assess Test Learn Enter Vote Benchmark Read Watch Download Listen
  • 10. © 2013 SnapApp. 10 Interactive Calls to Action • Tailored to specific buyers & subjects for engagement with online content • Creates a better, more valuable user experience AND drives marketing outcomes Contests & Competitions Special Offers Diagnostics Polls Promotions & Giveaways Assessments Knowledge Tests Surveys
  • 11. © 2013 SnapApp. 11 Results Acheived Click-Through Rate (CTR) 58% Share/ Virality Rate 20% Content Completion Rate 85% 81% Conversion/ Goal Completion Rate Mouse-Over Rate 67% AwarenessCustomer Acquisition Time On Site Leads Generated Web Traffic
  • 12. © 2013 SnapApp. 12 Interactive Content Shifts Your Marketing Curve Internal Technologies Web Analytics, BI, Digital Asset Management, CRM, SEO, Marketing Dashboards, Campaign Management, Competitive Intelligence, Content External Technologies Content Creation, Marketing Automation, Email Marketing, Landing Pages, Ads, Data, Media Spend, Mobile Marketing, Behavioral Targeting, Web site, Social Monitoring, Community Product Technology Location, RFID, UGC, Usage Metrics, Community, BI Metrics Resources Used TotalMarketingOutput Base on Scott Brinker’s marketing technology stack Interactive shifts the whole marketing technology stack up.
  • 13. © 2013 SnapApp. 13 Under the Hood: The Mechanics of Interactive Content
  • 14. © 2013 SnapApp. 14 Key Considerations 1. Calls-to-Action • What are they now? • What are your goals? 2. Actions • How to make them truly ‘actionable’ Hold These in Your Head
  • 15. © 2013 SnapApp. 15 Why Interactive Content Works It provides some sort of value  Education  Entertainment  Utility  It impacts behavior  Creates a collaborative dialogue  Satisfies fundamental human desires  Competition, achievement, cognizance, etc. Content works because…
  • 16. © 2013 SnapApp. 16 Value is a Two-Part Equation: Users give you You give users Time + Data Real-Time Value
  • 17. © 2013 SnapApp. 17 Real-Time Results for Users Value comes in many forms: “By actively answering questions/participating users receive specific result in real time” Users input time & data, and receive real-time results. Users input time & data, and receive real-time results. Special Offers ExperienceInformationStatusRewards Entertainment
  • 18. © 2013 SnapApp. 18 Deeper, More Actionable Data & Intelligence for Marketers  Gentler, progressive approach to collecting profile and lead data  Richer, More Valuable User Experiences  Deeper, more actionable insights  Shape engagements to learn what you need to know
  • 19. © 2013 SnapApp. 19 Deliver Experiences Where Users Are Facebook 800 Millions accounts and growing—you need to be there and be active Twitter Go viral! Tap into your network’s network Mobile Reach the smart phone audience— that’s 50% of the mobile market Website / Blog Bring people to your site and keep them there Google Plus Bump up your SEO results with +1s Email Is not dead—but you need to keep it interesting! Ad Unit Move beyond the static banner ad to something that really works LinkedIn Fast growing, relevant and targeted Engage with users where they already are
  • 20. © 2013 SnapApp. 20 Interactive Drives Deeper insights and Better Experiences Channels Interactive Content Outcomes Drive Sales Spark Conversation & Build Awareness Amplify & Extend Reach Capture Actionable Data Increase Engagement Boost Conversions Display Social ads Mobile ads Blog & Mobile Website/ Microsites Email Polls Contests & Competitions Special Offers Diagnostics Promotions & Giveaways Assessments Knowledge Tests Surveys
  • 21. © 2013 SnapApp. 21 What’s the holdup? False Starts in Content Marketing
  • 22. © 2013 SnapApp. 22 If we know it works, why don’t people do it? Challenges that B2B Content Marketers Face Perception Vs Reality Perception IS Reality or,
  • 23. © 2013 SnapApp. 23 Even if you win the battle…  Even when you can overcome the challenges, you aren't convinced you are doing a great job  Just 36% of B2B marketers believe they are effective at content marketing Nobody is that humble
  • 24. © 2013 SnapApp. 24 We all agree there is room for improvement Confidence Gap  Effectiveness Ratings of Tactics Among B2B Users
  • 25. © 2013 SnapApp. 25 The Hurdles Don’t Stop There… IT/ Technology BudgetPeople & Skills
  • 26. © 2013 SnapApp. 26 Extend & Expand Efforts & Investments  Leverage existing investments  CMS/WCM  CRM  Marketing Automation  Extend capabilities  Content seamlessly feeds your existing campaigns and programs  Creates additional, more actionable data
  • 27. © 2013 SnapApp. 27 Snapshots of Success
  • 28. © 2013 SnapApp. 28 Create Brand Engagement | Rockwell Automation Cross-channel distribution to engage customers and drive leads • Global campaign designed to drive engagement around major company event • Simultaneous deployment of same content across multiple platforms • Lead data flows seamlessly into their marketing automation platform
  • 29. © 2013 SnapApp. 29 Drive Software Downloads & Trials | Webroot Cross-channel engagements to drive website traffic and signups for free downloads • Multiple engagement types deployed initially on Facebook • Linkouts drive users to website – direct to more information or free trial download • Leads captured on website before downloading free trial • All data integrated seamlessly into Eloqua
  • 30. © 2013 SnapApp. 30 Self-assessments to Drive Targeted Offers | DDI Assessments profile prospects and drive targeted product suggestions • Unique DDI resource recommendations served based on assessment Q&A • Eloqua integration triggers tailored follow-up email • In-app links drive traffic to content on DDI website
  • 31. © 2013 SnapApp. 31 • Assessment test designed to qualify prospects • iPad giveaway used as draw and promoted across site • Q&A information used in real- time to qualify prospect and direct user to targeted whitepaper download • All data flows seamlessly into marketing database Pre-sales Qualification | Forescout Drive Engagements for Specific Shows & Newsletter Signup
  • 32. © 2013 SnapApp. 32 • QR code generated survey deployed at annual channel partner event • Q&A information used in real-time to define respondent as particular fun persona • Personas promoted as fun aspect of event and tied to giveaways • Leadgen form gates result providing detailed information on respondent Create Buzz at Event | RSA
  • 33. © 2013 SnapApp. 33 Interactive in Action: PBS Sets a New Pace
  • 34. © 2013 SnapApp. 34 PBS Fundraising | Goals  Generate leads to build their email and donor lists  Create more holistic view of the user and gather more in-depth lead data  Expand and improve the effectiveness of their existing marketing efforts  Deepen relationships by matching subscribers to their local PBS station  Drive engagements for specific shows  Drive 3,000 leads for each piece of content created
  • 35. © 2013 SnapApp. 35 PBS Fundraising | The Requirements  Extensibility & flexibility  Support immediate and future needs  Multiple lead generation, nurturing and retention programs  Leverage existing infrastructure  Integrate with Eloqua marketing automation  Cross-channel distribution  Measurability & in-depth analytics  Ability to test, measure, analyze and optimize campaigns  Limited IT involvement
  • 36. © 2013 SnapApp. 36 PBS Fundraising | The Solution Create interactive content aligned to popular shows and major events Create interactive content aligned to popular shows and major events Diagnostics Polls Surveys Email Website
  • 38. © 2013 SnapApp. 38 PBS Fundraising | The Results  Lead Acquisition & Cultivation  34k+ new leads  Updated profiles of 5k existing contacts  Matched 11k+ to local member stations More than 132,000 completions
  • 39. © 2013 SnapApp. 39 PBS Fundraising | The Results  Engagement  Personality tests (assessments/ diagnostic quizzes) generated the highest completion, lead form submission, and share rates  PBS most engaging type of interactive content  Improved email performance - quizzes among highest CTR  Social Sharing  Interactive content embedded in emails generated consistently higher share rate  Most social buzz, traffic generations and lead form completions when tied to specific content
  • 40. © 2013 SnapApp. 40 User Flow Takes Quiz Inputs Information Gets Quiz Results Receives Welcome Email Newsletter/Cultivation
  • 41. © 2013 SnapApp. 41 Back-end Flow Quiz/App PromotionQuiz/App Promotion Lead CollectionLead Collection Snap App FeederSnap App Feeder EloquaEloqua
  • 42. © 2013 SnapApp. 42 Quiz Promotion
  • 43. © 2013 SnapApp. 43 Lead Collection Test Skip Option • Decreases lead generation • Increases goodwill
  • 44. © 2013 SnapApp. 44 SnapApp Feeder
  • 45. © 2013 SnapApp. 45 Eloqua
  • 46. © 2013 SnapApp. 46 Final Thoughts
  • 47. © 2013 SnapApp. 47 Key Takeaways & Success Factors  In a new era of empowered customers, it is critical to create quality content that is relevant & provides value  Interactive content is a tool not a project  Identify existing marketing priorities/projects/events  Map engagement types to each project/event based upon goal, channel, etc.  View as part of the marketing mix for every promotion/event/program you are running  You already have content – use it  Identify personas and qualification questions  Inventory existing assets - whitepapers, data-sheets, etc.  Secure existing campaign graphics and artwork  Define promotion plan  Interactive content works, but it needs traffic  Promote/deploy across paid, owned and earned channels
  • 48. © 2013 SnapApp. 48 Thank You!
  • 49. © 2013 SnapApp. 49 Questions? Seth Lieberman slieberman@snapapp.com blog.snapapp.com @Snap_App www.facebook/SnapApp Michelle Chaplin mlchaplin@pbs.org @michellecruns
  • 50. © 2013 SnapApp. 50 SnapApp Is Industrial Strength Marketing  Create & Promote  Choose from the broadest selection of content and app types.  Complete customization of every aspect: look, feel & function.  Promote content seamlessly & simultaneously across the web, mobile, social & email.  Drive Results  Convert: Collect leads, opt-ins, subscriptions, Likes, +1’s, Follows, Pins, etc.  Increase: Time on site, unique traffic, page views and advertising revenues  Drive: Conversation, buzz and referral traffic.  Optimize & Learn  Out-of-the box analytics show how your different content performs & converts by type, by channel and in real time.  Collect deep click stream and response data tied to each lead record for more qualified and complete profiles.  Integrate with other your existing business tools & services to compliment your existing ecosystem. 50

Hinweis der Redaktion

  1. A competitive marketing space has put increased emphasis on content marketing, and to cut through cluttered marketplaces and create a point of difference, businesses are calling on content marketing as a key means to capture audience engagement, establish brand authority, drive traffic and increase conversions.Bang for your Buck: Content Markting ROIWith engagement and search engine traffic the Holy Grail in the digital world, content marketing is key to securing competitive advantage. The explosive growth of social media has further exacerbated the crucial role content plays.valuable lead generation and marketing resources to educate, inform and inspire a target audience.
  2. SnapApp enables B2B marketers to create, deploy and manage interactive content to generate leads, increase engagement and drive revenueacross their online presence. SnapApp enables B2B marketers to create, deploy and manage interactive content to generate leads, increase engagement and drive revenueacross their online presence.
  3. Defining Content Marketing
  4. Infographic of market overview The use of ALL tactics has risen across the board, with the exception of print.Official Definition: “Content Marketing is the art of understanding exactly what your prospects and customers need to know. Then delivering that content to them in a relevant and compelling way to grow your business”--The Content Marketing InstituteWhy does content matter?Content drives reach – builds awarenessConsumers seek itContent aids learning, decision making and purchaseContent fuels social media marketing: “social object”Content facilitates the “inbound” effectOnce, life was easyOne way communicationLimited communication channelsBroad reach per channelLower consumer expectation A linear engagement process
  5. Defining interactive notionVerbs (active) vs Nouns (passive)Calls to action that are active vs passive drive the natural engagement content creates to a marketing outcomeCreating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end usersBeyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareableencourages consumers to participate in the evolution of a brand[The thrust of this slide should be about how calls to action that are active vs passive drive the natural engagement content creates to a marketing outcome. Creating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end users]moving from “how do I generate more leads” to “how do I engage qualified buyers.”Beyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareable
  6. Defining interactive notionVerbs (active) vs Nouns (passive)Calls to action that are active vs passive drive the natural engagement content creates to a marketing outcomeCreating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end usersBeyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareableencourages consumers to participate in the evolution of a brand[The thrust of this slide should be about how calls to action that are active vs passive drive the natural engagement content creates to a marketing outcome. Creating that natural “call and response” creates a dialogue that thereby creates much better overall results and more satisfied end users]moving from “how do I generate more leads” to “how do I engage qualified buyers.”Beyond simple Diagnostics, quizzes and surveysTailored to specific buyers & subjectsUseful and shareable
  7. Data about interaction rates- mouseovers, clicks, lead conversions etc.Click-Through Rate (CTR)Marketing out-comings being driven- leads, downloads, etc.58% of users who see content click it91% of users complete the content engagement87% of users complete a lead gen form when shown11% Share Content
  8. Machine, Vehicle, Cogs….Thinking about how to make it workApply interactive mechanics to static content to drive engagement,
  9. Why Interactive Content WorksTo stand out, your content should be unique AND specific. But that doesn’t impact behavior or affect change. There is more to it than that. Interactive content works by satisfying fundamental human desires.Interactive Content IMPACTS BEHAVIOR by satisfying fundamental human desiresHuman DesiresRewardStatusAchievementSelf-ExpressionCompetitionAltuismCognizancePlayRecognitionLeaderboardsAppropriate challengesVariable rewarsCuriosityRepuation & IdentitySocial ProofStatusFeedback LoopsEtcTaking a page from B2C marketing….people are people and are fundamentally responsive and motivated by a few behaviors regardless of sectorsuse the same mechanics/dynamics in B2B with their own style, content and spin to generate resultsGame MechanicsEngagement is ubiquitus. Content Marketing is pervasive…
  10. Real time results for users [lays out the basic framework of users interacting with content actively by answering questions and delivering to them a target and specific result in real time ~alahubspot grader kind of notion. The concept of people give you time and data and get something back of value in real time]
  11. Deep data collection [all about the profile and lead data that gets collected, shortening of lead forms etc. this SHOULD be of clear and obvious benefit.]
  12. On average, B2B content marketers are using five social distribution channels; the most popular of those channels is LinkedIn, whereas Twitter had been the most popular the previous two years. – marketingprofs, 2013
  13. Producing content is addressed through ‘content creates content’This IS engagementThis IS varietyFaster time to ROI: Create in hours and minutes; not days and weeksMeasureable with BETTER, MORE ACTIONABLE INSIGHTSTie the channels together!Do the last two even exist?
  14. We know it doesn’t mean we are winning the war.“How B2B Marketers Rate the effectiveness of their Organization's content marketing”Just 36% of B2B marketers believe they are effective at content marketing“How B2B Marketers Rate the effectiveness of their Organization's content marketing”
  15. In-person events are #1, webinars are #3 because they are inherently ENGAGING#2, case studies, convey a story that the user can connect with, relate to; they are in a sense, simulating that engagement in their mind.Imagine if you could engage in a similar manner with ALL your content AND improve/enhance/extend what is already working Note that social media is NOT on this list. B2B marketers continue to rate in-person events as the most effective tactic (rated very effective or effective), followed by case studies in the No. 2 spot, this year surpassing webinars/webcasts, just as blogs edged out video for the No. 4 spot.Social media, just missed the list of the most effective tactics, with 49% rating it effective or very effective.
  16. Integration with Marketing Automation [short overview about how to leverage your existing email and marketing automation expenditures and extend them. Goal here is to show how content seamlessly feeds your existing campaigns and programs, creates great new data.]
  17. PBS (Public Broadcasting System) was looking for new ways to generate leads to build their email and donor lists and to expand and improve the effectiveness of their existing marketing efforts. To achieve these goals, PBS wanted to take advantage of the power of interactive content, specifically it’s ability to i improve conversion rates and increase reach by fostering online engagement and social sharing.
  18. An extensible solution: PBS was not looking to execute against a single campaign, but rather was in search of an underlying platform that would enable it to run multiple lead generation, nurturing and customer retention programs in the present and future.An integrated approach: it was important that any solution integrate with existing systems and infrastructure including the Eloqua marketing automation platform, so that leads could be easily captured and nurtured. It was also important to find a solution that would cross channels including website, email, mobile and social media.Measurability: PBS wanted the ability to test, measure, analyze and optimize campaigns to improve performance.Limited IT involvement: To maximize effectiveness and streamline time to market, it was important that marketers in the PBS organization could create and execute campaigns without relying on IT for content creation, distribution or system integration.
  19. SnapApp allows PBS to easily create interactive content and align it to popular shows and major events including Downton Abbey and “Julia Child’s 100th Birthday Special.” Using surveys, polls and quizzes on web pages and in email outreach, PBS has boosted audience interaction and engagement and captured additional names for marketing lists. PBS has also improved the performance of its nurture programs by embedding quizzes and polls directly into emails.
  20. Lead Acquisition and Cultivation: In X MONTHS PBS generated nearly 34,000 leads from its SnapApp content. The four (4) pieces of interactive content created for the “Julia Child 100th Birthday Special” campaign generated 11,350 leads. The click rates on all content created with SnapApp averages XXXX and the actual lead collection/ submission rate exceeds 50%. More than 132,000 SnapApp quizzes, polls and surveys were completed in a x month time period. Email open and click rate performance also improved significantly after PBS embedded polls and quizzes. .. DATA Finally, PBS updated more than 5000 profiles with additional information and matched more than 11,000 individuals with their local PBS station.Engagement: PBS found personality tests (assessments/ diagnostic quizzes) generated the highest completion, lead form submission, and share rates, making them PBS’ most engaging type of interactive content. (what is the dATA ON THIS- what are the completion , submission and share rates (mean, median for personality test for pbs) Personality tests were especially effective when (embedded in emails or when embedded in content on the PBS website.)Real-time lead data is used to create short, geo-targeted content andlists for prospects to identify their local PBS stations or affiliates which allows local stations to target prospects with relevant communications. Social Sharing: In addition to improved email click performance, PBS discovered interactive content embedded in emails generated a favorable and consistently higher share rate verses content on other channels. Stat? . PBS also found that SnapApps tied to specific content, such as Downton Abbey, generated the most online buzz on social media channels, driving more traffic, interactions and lead form completions.
  21. Lead Acquisition and Cultivation: In X MONTHS PBS generated nearly 34,000 leads from its SnapApp content. The four (4) pieces of interactive content created for the “Julia Child 100th Birthday Special” campaign generated 11,350 leads. The click rates on all content created with SnapApp averages XXXX and the actual lead collection/ submission rate exceeds 50%. More than 132,000 SnapApp quizzes, polls and surveys were completed in a x month time period. Email open and click rate performance also improved significantly after PBS embedded polls and quizzes. .. DATA Finally, PBS updated more than 5000 profiles with additional information and matched more than 11,000 individuals with their local PBS station.Engagement: PBS found personality tests (assessments/ diagnostic quizzes) generated the highest completion, lead form submission, and share rates, making them PBS’ most engaging type of interactive content. (what is the dATA ON THIS- what are the completion , submission and share rates (mean, median for personality test for pbs) Personality tests were especially effective when (embedded in emails or when embedded in content on the PBS website.)Real-time lead data is used to create short, geo-targeted content andlists for prospects to identify their local PBS stations or affiliates which allows local stations to target prospects with relevant communications. Social Sharing: In addition to improved email click performance, PBS discovered interactive content embedded in emails generated a favorable and consistently higher share rate verses content on other channels. Stat? . PBS also found that SnapApps tied to specific content, such as Downton Abbey, generated the most online buzz on social media channels, driving more traffic, interactions and lead form completions.
  22. In summary, in conclusion…