Lessons in driving buzz around branded videos.
Singapore-- With the proliferation of social media, content marketing has become increasingly important. Sarah Whyte, digital marketing manager from Tourism Queensland shared case studies at SES Singapore to illustrate how marketers can bring content to life on digital channels.
Roo Mail Video Mockumentary
How do you engage consumers online and bring your brand to life? Entertain to encourage sharing and discussions around your brand content seems to be the answer for Tourism Queensland's Roo Mail mockumentary.
In August, Tourism Queensland created four videos that included a 40-second teaser and stories around Jackie the kangaroo.
The mockumentary aimed to be humorous and controversial. Tourism Queenland used a combination of bought media, earned through PR advocates, and promotions on its websites and e-newsletters as well as social channels.
When Queensland was hit by cyclone Yasi in January, the price of bananas shot up in the country, resulting in negative sentiment.
When a new crop of bananas was ready in October, Australian Bananas - working with its agency Ikon - decided to get the news out with the goal to create positive discussions and sentiment. The board established a Twitter channel to follow the fruit as well as bought Facebook and Twitter advertising.
Additionally, Australian Bananas created video content and leveraged the community to extend conversations, according to Whyte.
The result: Facebook connections increased 162 percent. The brand added 4, 500 fans on Twitter; its video received 10,000 views on YouTube in four days, and it experienced a seven percent increase in positive sentiment.
Whyte also shared these key learnings on content marketing:
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
Adaline Lau, ClickZ Asia editor, oversees day-to-day editorial operations covering digital marketing from search to social media, mobile to analytics in the region. Before ClickZ, she was senior reporter at Marketing Magazine and has worked as a journalist for The Singapore Marketer and Asia Pacific Broadcasting. Connect with her @adalinelau or Google+.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT
October 23, 2014
1:00pm ET/10:00am PT