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Sharing the preso I gave today
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Social Media Content StrategyTactics and Best Practices
David CarterFounder, Chief Technology Officer
@dkrcarter david.carter@awarenessnetworks.com
© 2009 Awareness
Agenda
• Strategy Purpose: Linking Your Strategy to Content Marketing
• The Link between Content Marketing and Social Media
• 8 Steps to Social Media Content Strategy
© 2009 Awareness CONFIDENTIAL
Strategy Purpose: Linking Your Strategy to Content Marketing
Why Do We Content Market?• Leads/Conversions• Thought Leadership• Customer Education• Market Leadership Thru Case Study• Engage the customer
What are the goals of your business?
How do you measure your success?
© 2009 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
Traditional Ways of Content Marketing
• Promote it on your home page• SEO• Purchase Advertising• Buy a List• Email Your Clients
These work, do not abandon them, but you can also• Blog about it• Tweet About it• Post to your FaceBook Page• YouTube
© 2009 Awareness CONFIDENTIAL
Traditional Ways of Content Marketing
• Promote it on your home page• SEO• Purchase Advertising• Buy a List• Email Your Clients
These work, do not abandon them, but you can also• Blog about it• Tweet About it• Post to your FaceBook Page• YouTube
© 2009 Awareness CONFIDENTIAL
Owned MediaOwned MediaPaid MediaPaid MediaOwned Media
Owned Media Earned MediaOwned Media Earned MediaOwned Media Earned MediaOwned Media Earned Media
Traditional Ways of Content Marketing
• Promote it on your home page• SEO• Purchase Advertising• Buy a List• Email Your Clients
These work, do not abandon them, but you can also• Blog about it• Tweet About it• Post to your FaceBook Page• YouTube
© 2009 Awareness CONFIDENTIAL
Owned MediaOwned MediaPaid MediaPaid MediaOwned Media
Owned Media Earned MediaOwned Media Earned MediaOwned Media Earned MediaOwned Media Earned Media
Do This Now
Listen/Converse
• Listen to the conversation that is already happening?• Where is it happening?• Who are the thought leaders?• Who are the curators?
Dive in find your “Secret Sauce”• Respond/Ask• Follow/Friend/Favorite etc.
© 2009 Awareness CONFIDENTIAL
© 2009 Awareness CONFIDENTIAL
Track Everything!
• Who published It• When did you publish it• Where did you publish it
• What got the most > Comments> Likes> Retweets> Favorites> Clicks
• Eventually> Who is commenting> Who is Likes> Who is Retweets> Who is Favorites> Who is Clicks > What is their sentiment> What is their influence/reach
The Link Between Content Marketing & Social Media
• In the old days, we thought email was viral and that people would share good information.. They didn’t
• People did however over use the “reply all” and the notion of a conversation was born
• The Essence of Social Media is Sharing/Engaging> I tweet something, it may get @replied, retweeted PUBLICLY> I post something in Facebook it may get commented/liked and show up
in that persons profile/wall
> These public endorsements are earned media> These are great places to promote content and web link
8:35
Why Bother With Social Media - Mobile
• Yesterday IDC announced that SmartPhones overtook PC Sales> Smart Phones almost always have Email, Twitter, Facebook and YouTube
pre-installed now.> People “live” on their phone> Smart Phone = Social Media Device
• Smart Phones will overtake “Feature Phones” by Q3
• Social Media Generates SMS Messages> Twitter & Facebook can be configured to send SMS messages
• Smart Phones are Location Sensitive> More ways to connect with someone at the exact right time/place
© 2009 Awareness CONFIDENTIAL
Why Bother With Social Media - Friends
• Social Media is about the endorsement to your friends> “I bought a brand new Hyundai Tucson”> “David Likes Hyundai”
• Social Media is about asking friends> “Has anyone ever bought a Samsung Plasma TV?”
• Social Media is about “media”> Photos, Videos, Maps, Apps
© 2009 Awareness CONFIDENTIAL
Why Bother With Social Media - SEO
The Flow
• Marketer writes content posts to web site• Creates Landing page / registration• SEO’s the heck out of landing page• Promotes via email, paid media
• Tweet, Blog, Post, Share link to content• Search Engines find this content too
• Some Customers @replies, retweet, comment, post, like etc
© 2009 Awareness CONFIDENTIAL
Capturing Social Registrations (Facebook)
Key Things you want a Facebook user to do• Like your page• Comment
• Tell you their email address• Allow you to see access their profile• Allow you to write on their wall
The last three points require them to add an app
© 2009 Awareness CONFIDENTIAL
8 Steps to Social Media Strategy
1. Understand your existing content strategy, goals and KPMs2. Echo what you do already in social media
if you email it, tweet it3. Measure, Track everything4. Listen to who/where the conversation is today
Thought leaders, and Curators5. Join the conversation6. Make a change based on what you learned7. Get Social Profile info into your CRM8. Go back to Step 3 and repeat
© 2009 Awareness CONFIDENTIAL
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