BostInno State of Innovation: Building Social Capital With Content
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Transcript of BostInno State of Innovation: Building Social Capital With Content
GA & STATE OF INNOVATION
HELLO INNOVATORS
ABOUT GENERAL ASSEMBLY
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.
15 Global Campuses
What GA Can Do For You
GA & STATE OF INNOVATION
Learn @ GA Teach @ GA Hire @ GA
GA Offerings
Steph Parker - @stephparker Engagement Supervisor, AMP Agency
BUILDING SOCIAL CAPITAL WITH CONTENT
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
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
SOCIAL CAPITALThe ultimate weight your business and your brand carry in the eyes of your prospective customers.
VALUE PROPOSITIONWhat 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?
BRANDA person’s feelings about what a business is. It’s a combination of expectations, stories, and experiences someone has.
#BOSSOI
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT #BOSSOI
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
MARKETING = DIGITAL. DIGITAL = CONTENT. CONTENT = EVERYTHING.
BUILDING SOCIAL CAPITAL
#BOSSOI
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
BLOG/PUBLISHERSOCIAL APPSDISPLAYEMAILMESSAGING
lol
#BOSSOI
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
SOCIAL CAPITALWhat I’m going to get from giving you my time.
VALUE PROPOSITIONContent.
CORE PRINCIPLES, TURNED DIGITAL:
BRANDHow that content is going to make me feel.
#BOSSOI
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
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
BLOG/PUBLISHERSOCIAL APPSDISPLAYEMAILMESSAGING
Influencers & thought leaders
#BOSSOI
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
I’m working with an influencer!
#BOSSOI
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
Awareness
Industry Perceptions
Brand Perceptions
Value of Goods
$$$
The Marketing Funnel
#BOSSOI
BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
Awareness
Industry Perceptions
Brand Perceptions
Value of Goods
$$$
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
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
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
CHEERS.BOSTON STATE OF INNOVATION 2016: BUILDING SOCIAL CAPITAL WITH CONTENT
Slides available at stephparker.me @stephparker @GA_Boston @AMP_Agency