How to build a strong content marketing strategy that's organic and authentic
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This document provides an overview of how to build an authentic content marketing strategy using brand advocates. It discusses using customers as the best influencers through a brand advocate program that engages them to create and share content for rewards. This increases brand awareness and conversions. Specific strategies covered include using customer video reviews on product pages, geo-targeted in-store engagement through mobile apps, and photo/video contests to reach new audiences. Metrics from contests can track social reach and brand impressions generated. An authentic approach using customers leads to more impactful and trusted user-generated content for marketing.
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How to build a strong content marketing strategy that's organic and authentic
- 1. HOW TO BUILD A STRONG CONTENT MARKETING STRATEGY THAT'S ORGANIC AND AUTHENTIC Melissa D. Salas, Indi.com melissa@indi.com With the rise in Influencer Marketing today, consumers are becoming more concerned with the authenticity of their beloved influencer's posts, do they really love it or are they being paid to say that? In this session, I will review these concerns and give the tools brands needs to build a strong content marketing strategy that's organic and authentic. 1
- 2. INTRODUCTION Who I am and what we do quickly. With visuals. 2
- 3. WHO WE ARE Indi is led by a team of ecommerce veterans Former: • Executive Advisor noon.com ($1B funded ecommerce in Dubai) • CEO & Chairman Bluefly.com (sold) • Executive Officer Rakuten • CEO Rakuten North America • CEO and President Buy.com • Sold Buy.com to Rakuten for $250M • Operating Partner Clearlake Capital • Board Member Coastal.com (sold for $400M) • Board Member Linkshare • Board Member Rakuten USA • Board Member PrimeSport (sold to Carlyle) Current: • Board Member Intercollegiate Tennis • Ranked #1 in US in Men’s Doubles Tennis (past 10 years in age group) N E E L G R O V E R Current: • Global Brand Development & Marketing Director for Indi.com Former: • Senior Director of Marketing for Swiss Watch International • On-Air Personality and Co-Host for Buy.com TV Show • Director of Marketing & Public Relations for Buy.com • Advisory Board Member, Affiliate Summit • Public Speaker & Emcee • Filmed over 5,000 product review videos M E L I S S A S A L A S Hi I’m Melissa and ….. 3
- 4. BRAND ADVOCATE, VIDEO REVIEWS, CONTESTS & CONTENT SHOPPING Your associates and customers are the best and most authentic influencers you have no matter how many followers they have. Our performance-based solution engages them to become a virtual sales force. Customers earn rewards and make money through sharing in social. Engage your customers to submit content directly to you and then share into their social media to leverage their reach. You own all the content and data, while they drive your brand awareness Embedded in Brand's Website and Apps Linked to INDIvidual Social Streams Your Customers, Employees and Influencers Direct Traffic and Sales to Your Website! All Powered by Indi Part of quick intro of who I am and the company work for…. Only mention of company 4
- 6. B R A ND S YOUR BRAND’S BEST INFLUENCER IS YOUR EXISTING CUSTOMER WHO ORGANICALLY AND AUTHENTICALLY LOVES YOUR BRAND. Customer word-of-mouth advertising remains the richest path to authenticity, new customers, and ROI. Say the slide. Customers have the TRUE influence to get you NEW customers. 6
- 7. 92% of consumers TRUST peer recommendations over advertising -Nielsen 25% of US online adults CONSUME UGC related to a product or service daily - Forrester Millenials & UGC • 30% of their media diet isUGC • 70% prefer endorsements peer over celebrities • Find UGC to be 35% more memorable and 50% more trusted than traditional media THE POWER OF THE PEER USER-GENERATED CONTENT UGC is TRUSTED, CONSUMED & ENGAGED with at record levels It’s the power of the peer. 70% of millennials prefer peer recommendations over celebrity endorsements because its authentic. More and more people are sharing every aspect of their lives in social, insta story to facebook stories and snapchat. The conversions are there not only because it’s 100% authentic, but also because the conversations last beyond the post. At the gym, at work, girls night, weekend bbq’s… you get the idea. 7
- 8. 79% of people say UGC highly impacts their purchasing decisions, yet only 13% said content from a brand is impactful and a mere 8% said professional influencer-created content would highly impact their purchasing decision. Source: SocialMediaToday.com 8
- 9. Brand Awareness Product SalesPrizes, Free Product, Product Commissions or Gift Certificates **Photo/Video Your content isn’t being seen. Brands receive less than 1% organic engagement on Social Media CURRENT NETWORK EFFECT WORD OF MOUTH EFFECT INFLUENCERS CELEBRITIES BRAND CUSTOMERS* * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * *FRIENDS FAMILY FOLLOWERS * * * FRIENDS FAMILY FOLLOWERS * * * BRAND FRIENDS FAMILY FOLLOWERS * * * FOLLOWERS ~0.25 - 5% FOLLOWERS *Social Referral Programs Have Driven Over 150% Conversion Increase Compared to Direct Site Conversion. Source: Indi.com SOCIAL NETWORK EFFECT 9
- 10. INFLUENCER MARKETING PAY SOMEONE TO SAY THEY LOVE YOUR BRAND? PAY SOMEONE TO SAY THEY LOVE YOUR BRAND? Or PAY SOMEONE WHO REALLY DOES LOVE YOUR BRAND! 10
- 11. PROFESSIONAL INFLUENCER MARKETING IN FLUX “I'm very pessimistic about it. We don't just want to buy them with money. That's not going to be sustainable.” “The more I encounter our local marketing programs and sometimes I see huge budgets for influencer marketing... no, no, no. Sometimes it's necessary, but it’s more a real person, your neighbor, that we're looking for.” “This generation wants [brands] to be more real, authentic and organic” -Samsung Global CMO, June 19, 2019 The Drum 11
- 13. BRAND ADVOCATE PROGRAM UGC REVIEWS UGC LOCATION BASED UGC CONTESTS Engage your shoppers with authentic product video reviews and testimonials by your customers and embed on product display page, which can increase conversions by up to 80%. Your associates and customers are the best and most authentic influencers you have no matter how many followers they have. Engage your customers to become a virtual sales force. Digitally engage with all your app customers when in-store. This is the perfect time to collect UGC and reviews from customers. Educate customers about your Brand Advocate Program whereby customers can receive rewards for promoting their content and driving new app downloads and sales. Engage your customers to submit content directly to you and then share into their social media to leverage their reach. You own all the content and data, while they drive your brand awareness to win a prize. AUTHENTIC CONTENT MARKETING Key takeaways for road to authenticity in social media and your website when using UGC (user generated content). Then I break down each one. 13
- 14. BRAND ADVOCATE MARKETING YOUR CUSTOMERS CREATE CONTENT, DRIVE TRAFFIC AND SALES TO YOUR WEBSITE VIA THEIR SOCIAL CHANNELS 1. Everyone in this room loves products and services they use on the daily. Even last night you may have been bragging about a product you use, a service you’ve experienced or a restaurant you went to here in NYC, or, even your Marriott hotel stay in social media and to your colleagues. What if I told you that everyone in this room COULD earn commissions for the sales you influence? But you’re not an influencer? Yes you are! That’s brand advocate marketing. 14
- 15. CUSTOMER CONTENT CREATORS YOUR GREATEST SALES FORCE OWN IT, TRACK IT, REWARD IT CONVERSIONS ARE THERE BECAUSE REAL CONVERSATIONS HAPPEN E V E N A F T E R T H E P O ST 79% of people say UGC highly impacts their purchasing decisions, yet only 13% said content from a brand is impactful and a mere 8% said professional influencer-created content would highly impact their purchasing decision. Source: SocialMediaToday.com 15
- 17. indi.com/p/C58A0BBD/gd6rv WHEN CUSTOMERS POST, IT IS MORE AUTHENTIC Existing Customer New Customer 1. Existing Customer receives email to submit a review 2. Customer submits and gets their link to share on social media 3. Friend sees post on social and clicks link to purchase 4. Brand gets new customer sale indi.com/p/C58A0BBD/gd6rv Discuss how to acquire new customers via customer influence 17
- 18. PRODUCT PAGE VIDEO | PHOTO REVIEWS Video UGC has been proven to increase sales by up to 80% *FORBES REAL PEOPLE. REAL REVIEWS. 18
- 19. LOCATION BASED ENGAGEMENT TARGET YOUR CUSTOMER RIGHT IN YOUR STORE! 3. 19
- 20. Example: Geofenced Nekter Stores Digitally engage with all your app customers when in- store. This is the perfect time to collect UGC and reviews from customers. Brands can also educate customers about their Brand Ambassador Program whereby customers can receive rewards for promoting their content and driving new app downloads and sales. IN-STORE AND GEO TARGETED ENGAGEMENT 20
- 22. STARBUCKS – VIDEO AND PHOTO SOCIAL CONTESTS How To Reach New Audiences 1. Upload great photos or videos 2. Once approved, they share via social media 3. They get their friends to watch, like, and share. Incentivize your customers and employees to create great content and share it to win. Track all views, time watched, all social shares and interactions on all social platforms to generate the leader board of results and winners. *Engagement Challenges Have Increased Social Reach By Up to Tens of Millions of Additional Brand Impressions Over Brand’s Social Reach Alone 22
- 23. DATA 23
- 24. BRAND ADVOCATE MARKETING IS MEASURABLE EVEN WITH PRIVATE SOCIAL ACCOUNTS HAVE SOCIAL BRANDING, INSIGHT, TRANSPARENCY, TARGETED REACH, TRAFFIC & SALES 24