Post on 16-Jul-2015
transcript
Agence Tesla: From Conversation to Conversion
- Trained in Journalism, Politics & Business Intelligence
- Team of 5 in Singapore, 5 in Paris
- Startups, SMEs, Fortune 500 clients
47% % of Millenials who say
Brand Reputation matters as much as Job Offer
(Spherion Staffing)
A World Gone Social: Key Trends
1 Brands are Media - You don’t talk = you don’t exist
- You talk about you = you’re boring!
2 Conversations are Everywhere - Time spent on website: 2-5min/visit
- Time spent on social media: 2h30/day
Market Research > Social Media Listening Breakdown per
source type
Sentiment Analysis
Keywords associated
Categories (Companies, Products…)
Browse history
PR > Bloggers
• Monthly traffic: 1.2M (self-declared), as of 2012
• Facebook: 210K, 15% engagement rate
• Twitter: 177K
• Monthly traffic: 2.2M (web+mobile) as of July, 2012
• Facebook: 220K fans, 23% engagement rate
• Twitter: 273K
Time Management: Outsource or Get Trained
1 Outsource everything - Expensive: $5-15k website, $10-30k app, $2-5k social media & content
management…
- Professional quality & focus on YOUR business
2 Get Trained - Ideal configuration: Marketing Assistant (Junior / Intern)
- Get part of the skills + Transferability
Content Best Practices: What are your Values?
1 Find your Brand Pillars - Unique Value Proposition
- Values: independence, autonomy, creativity, innovation
2 Embody your brand through content - Multimedia: blog, pictures, video,
infographics
- Consistency: don’t change it every other month
Content Best Practices: Editorial Planning
- What are your campaign goals?
- What kinds of content can help you achieve it?
- When/how often will content be published
Content Best Practices: Content “Template"
70%
20%
10%
70-20-10 Rule Remixed: from Web Reviews, links etc Time Needed: 10-30 min
Original: Infographics, blog posts, opinion Time Needed: 2-4h
Commercial: Infographics, blog posts, opinion Time Needed: 2-4h
Content Best Practices: How To Come Up With Ideas
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Some Pointers To Get You Started Talk about your industry! Main trends, perspectives, key people, and why YOU are different
Let people do your content. Do web reviews, curate links, interview others
Identify a key topic, develop one long piece/white paper, break it down into smaller pieces like a series
Content Best Practices: Bringing Content Together
Blog
FB
- Core Content, Calls To Action, SEO Friendly
- Pictures, Links To Website, Boost Posts
- Post as many times as you want, Ads
LinkedIn - Post as many times as you want, Ads
Digi
tal P
latfo
rms
Content Best Practices: Optimise with SEO
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Create “Cornerstone” Content
Develop foundational articles rich in content and links, one article one keyword
Highlight Key Words In Articles, Tags and Image Tags/Details
Reinforce links and keywords
Social Media Best Practices: How It Works - FB
Promote Posts, Engaging With Audience
Share promotions and invite customers to participate in contests
Social Media Best Practices: How It Works - LinkedIn Account and Company Info
- Make your brand vision clear with your banner and info
- Connect with
employees, partners and other brands