You've mastered the art of securing venture capital. But without the social capital to match, your influence will fall flat. Content is the currency of the web, and can unlock the doors to a digital marketing strategy that positions your company where it belongs. In this session, we'll scratch the surface of how leveraging influencers and thought leaders in your vertical can act as the lighting rod to your digital marketing efforts.
3. What is General Assembly?
Established in early 2011 as an innovative community in
New York City for entrepreneurs and startup companies,
General Assembly is an educational institution that
transforms thinkers into creators through education in
technology, business, and design at fifteen campuses across
four continents.
7. Steph Parker - @stephparker
Engagement Supervisor, AMP Agency
BUILDING SOCIAL
CAPITAL WITH CONTENT
8. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
Takeaways:
• A conceptual grasp of content marketing principles
• An overview of the digital marketing landscape
• An understanding of how to align your value proposition with the right influencers
and subsequent audiences
#BOSSOI
9. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
SOCIAL CAPITAL
The ultimate weight your
business and your brand
carry in the eyes of your
prospective customers.
VALUE PROPOSITION
What your business/brand
offers up to consumers to
attract them. The value is
ultimately determined by
them, not you.
OUR CORE MARKETING PRINCIPLES FOR THE NEXT 45(ISH) MINUTES:
What’s in it for me? Is the net benefit worth it?How do I feel about this?
BRAND
A person’s feelings about
what a business is. It’s a
combination of
expectations, stories, and
experiences someone has.
#BOSSOI
10. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT #BOSSOI
11. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
MARKETING = DIGITAL.
DIGITAL = CONTENT.
CONTENT = EVERYTHING.
BUILDING
SOCIAL
CAPITAL
#BOSSOI
12. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
BLOG/
PUBLISHERSOCIAL APPSDISPLAYEMAILMESSAGING
lol
#BOSSOI
13. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
SOCIAL CAPITAL
What I’m going to get from
giving you my time.
VALUE PROPOSITION
Content.
CORE PRINCIPLES, TURNED DIGITAL:
BRAND
How that content is going
to make me feel.
#BOSSOI
14. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
PEOPLE & ENTITIES WHO
ALREADY HAVE TRUST.
CUE THE
INFLUENCERS
TRAVEL BRAND
(and don’t make their audiences feel like they’re being sold)
#BOSSOI
15. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
BLOG/
PUBLISHERSOCIAL APPSDISPLAYEMAILMESSAGING
Influencers & thought leaders
#BOSSOI
16. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
I’m working with
an influencer!
#BOSSOI
17. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
Awareness
Industry Perceptions
Brand Perceptions
Value of Goods
$$$
TheMarketingFunnel
#BOSSOI
18. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
Awareness
Industry Perceptions
Brand Perceptions
Value of Goods
$$$
What will get someone’s attention?
What will foster confidence?
What will make an emotional connection?
How can we get people to cash in on our social capital?
How can we get someone to buy again?
#BOSSOI
19. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
SOCIAL POST STUNTVIDEO SERIESLONGFORM BLOG
Small Challenge Big Challenge
Bite-size content Full course meal
#BOSSOI
20. BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
Takeaways:
• A conceptual grasp of content marketing principles
• An overview of the digital marketing landscape
• An understanding of how to align your value proposition with the right influencers
and subsequent audiences
• Value Proposition
• Brand
• Social Capital
• Social, blogs/publishers, messaging, email, display, apps
1. Determine where your audience is along the funnel
2. Evaluate the challenge associated with that stage
3. Identify opportunities for influencers to maximize their impact
4. Rinse & repeat as often as necessary
#BOSSOI
21. CHEERS.
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
Slides available at stephparker.me
@stephparker
@GA_Boston
@AMP_Agency