Corporate Social Content Strategy

Social Media Strategy

Agence Ometz

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SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Agenda

• Overview & Opportunity

• Hub & Spoke Social Media

• Blogging

• Facebook

• LinkedIn

• Twitter

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Who Am I?

• Consultant @gypsybandito

• Video Host @watchmojo

• Former Agency Hack @nvi @shareresults

• Former Staff Editor @revenews

• Since 2005

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Uses & Applications

• Branding

• Visibility

• CRM

• Social “Notworking”

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Social Media Difference

Mutli-Medium

Two-Way Medium

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Multi-Medium

Text

Images

Audio

Video

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Two-Way Medium

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Two-Way Medium

• Brands Consumers

• Consumers Brands

• Consumers Consumers

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Word of Mouth Before

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Word of Mouth After

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Social Strategies

• ORM – Online Reputation Management

• SEO – Search Engine Optimization

• Lead Generation

• Customer Service / Relations

• Branding / Visibility

• Data Mining

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

“Your brand is not what you say it is, it’s what

Google says it is.”-- Chris Anderson

Editor, Wired MagazineAuthor, The Long Tail

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Blended Search Results

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Blended Search Opportunity

• Be Found

• Control What’s Found

• Legitimacy / Authority / Credibility

• Own the First Page

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Blended Search – Above the Fold

• 73% don’t go past 1st page

• 71% don’t go past first 5 results

• 10% go to 3rd result

• 4.5% go to 5th result

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Blended Search – Ingredients

• Blogs

• Social Media Profiles

• Images / Videos

• News

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

Hub & Spoke Social Content STRATEGY

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SOCIAL MEDIA

Hub & Spoke Social Content STRATEGY

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SOCIAL MEDIA

Hub

• Company Blog

Spokes

• Facebook

• LinkedIn

• Twitter

BLOG INTEGRATION

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SOCIAL MEDIA

Goals

• Content Publishing Hub

o News, Announcements, etc.

• Support SEO Efforts

• Drives Traffic

• Increase User Engagement

• Provide Social Platform

BLOG INTEGRATION

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SOCIAL MEDIA

SEO Benefits

• Updated Content

o Posts, Comments, etc.

• Structured Content

o Categories, Tags, Users, RSS Feed, etc.

• Interlinking

BLOG INTEGRATION

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SOCIAL MEDIA

Blogging Ideas

• Industry Observations

• Tutorials / How To’s

• Company News

• Something More…o Personal Brando Contestso Videos / Podcasts

BLOG INTEGRATION

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SOCIAL MEDIA

Getting Started

• Wordpress Installed

• Comprehensive Social Features

• Facebook Connect Integration

• 5 x Pre-Launch Filler Posts

• 2 x Posts / Month Ongoing (min)

SOCIAL MEDIA CONTENT STRATEGY

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SOCIAL MEDIA

Goals

• Drive Traffic

• Raise Brand Awareness

• Position Your Brand as Social

• Foster User Engagement

• Support SEO

SOCIAL MEDIA CONTENT STRATEGY

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SOCIAL MEDIA

Requirements

• Blog (social platform)

• Custom Content

• Social Integrationo Like / Tweet Buttonso Social Widgets

Social Content Sites

• Reddit, StumbleUpon, Digg

• Mixx, Propeller, etc…

BUSINESS CASE: SHERWEB.COM

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SOCIAL MEDIA

• Facebook Etiquette Blog Post

• >20,000 Visits over 48 Hours

• >60,000 Visits over 1 Month

• 124 Comments

• PageRank 3

BLOGGER OUTREACH

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SOCIAL MEDIA

Goals

• Engage Influencers

• Evangelize Your Products/Services

• Create Buzz

• Build Backlinks (SEO)

• Drive Sales

BLOGGER OUTREACH

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SOCIAL MEDIA

Deliverables

• List of Targeted Industry Bloggers

• Targeted Email Template

• Feedback on Blogger Responses

• Blogger Backlinks

BUSINESS CASE: MICROSOFT CANADA

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SOCIAL MEDIA

• Make Web Not War 2010: o Open-Source / Interoperability Event

• Targets: o 250 Registrationso 80 Contestants

• Results: o 397 Registrationso 81 Contestants

FACEBOOK

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SOCIAL MEDIA

Overview

• A place where people connect…

• A personal environment…

• Personal / Professional Collide

• Facebook Ads

• Facebook Connect

FACEBOOK PAGES

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Social Media Strategy for Ecommerce

Roadmap

• Optimized Page

• Welcome Tab

• Integrated Shopping

• Run Ad Campaigns

• Sponsor Contests

FACEBOOK PAGES

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Social Media Strategy for Ecommerce

Basics

• Logo / Image

• Info & Description

• Branded URL

• Photos, Videos, Etc…

• Likes / Fans???

• Welcome Tab

FACEBOOK PAGES

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Social Media Strategy for Ecommerce

Welcome Tab

FACEBOOK PAGES

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Social Media Strategy for Ecommerce

Facebook Shopping

FACEBOOK PAGES

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Social Media Strategy for Ecommerce

Facebook Shopping

FACEBOOK ADS

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SOCIAL MEDIA

Goals

• Branding

• Increase Visibility

• Engage Targeted Users

• Facebook Fans (Facebook Insights)

• Generate Leads

FACEBOOK ADS

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SOCIAL MEDIA

Features

• Demographic Targeting

• Geo-Targeting

• Pay Per Click

• Set Daily Budget

• Ads, Surveys, and Sponsored Stories

FACEBOOK ADS

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Social Media Strategy for Ecommerce

Deliverables

• Facebook Campaign Set-Upo Traffic to Siteo Traffic to Fan Page

• Ongoing Optimization

• Targeted & Qualified Traffic

SOCIAL MEDIA CONTESTS

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SOCIAL MEDIA

Opportunity

• 50% of users like to enter an contests or

sweepstakes at least once/month.

• Businesses that offer contests have twice as many

social network fans.

– Forrester Research

SOCIAL MEDIA CONTESTS

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Social Media Strategy for Ecommerce

Goals

• Engage Consumers

• Promote Your Products

• Build Fans/Followers (generate “Likes”)

• Leverage Users’ Activity Feed

• Stimulate Demand for Products/Services

• Collect & Mine User-Data

SOCIAL MEDIA CONTESTS

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SOCIAL MEDIA

Deliverables (TBD)

• TBD-number of Fans / “Likes” (Branding)

• TBD-number of Wall Comments (Engagement)

• TBD-number Blog Comments (SEO)

• User List / Database (Open-Graph)

SOCIAL MEDIA CONTESTS

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SOCIAL MEDIA

Ideas & Options

• Facebook Contest (Likes & Fans)

• Blog Contest (Comments & Emails)

• Twitter Contest (Tweets & Retweets)

• Blogger Giveaways (Backlinks & PR)

BUSINESS CASE: BOUCLAIR

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SOCIAL MEDIA

• Targeted Canadian Users

• Traffic Fan Page

• Avg. CPC $0.51

• >2,000 new Fans

• >500 Email Addresses

FACEBOOK

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SOCIAL MEDIA

Facebook Connect

• Registration & Login

o Access Real User Data

• Choice of FB Features

o Like, Share, Comment, etc.

• Facebook Open-Graph

FACEBOOK OPEN GRAPH

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SOCIAL MEDIA

Facebook Twitter LinkedIn Google Yahoo!

Name X X X X X

Email X X X

Nickname X X X

Photo X X X X X

Profile URL X X X X X

Birthday X X X

Gender X X

Location X X X X X

Social Graph X X X X X

More X X X X

FACEBOOK

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SOCIAL MEDIA

Facebook Connect

• Lollapalooza

o 99% more Page Views

• Gawker

o 45% increase in registrations, week over week

• Joosto 30% more views, 15% more comments, 38%

more invites

LinkedIn

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SOCIAL MEDIA

Overview

• Where professionals network…

• A professional environment…

• Controlled Privacy

LinkedIn

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SOCIAL MEDIA

Features

• Personal Profiles

• Groups

• Company Profiles

• Job Posts

LinkedIn

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SOCIAL MEDIA

To Do’s

• Personal Brandingo Pic, Bio, Expertise

• Network Personal Brandingo Connect / Recommendo Introductionso Job Marketing

LinkedIn Profile

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SOCIAL MEDIA

LinkedIn Profile

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SOCIAL MEDIA

To Do’s

• Bio (keywords)

• Resume (keywords)

• Recommendations

• 100% Complete

LinkedIn Groups

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SOCIAL MEDIA

LinkedIn Groups

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SOCIAL MEDIA

To Do’s

• Discussions

• Member Networking

• Job Opportunities & Promotion

LinkedIn Company Profiles

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SOCIAL MEDIA

LinkedIn Company Profiles - Services

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SOCIAL MEDIA

LinkedIn Company Profiles

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SOCIAL MEDIA

To Do’s

• Description (keywords)

• Services (keywords)

• Employee Profiles

• Analytics

LinkedIn Company Profiles - Analytics

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SOCIAL MEDIA

LinkedIn Company Profiles - Analytics

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SOCIAL MEDIA

LinkedIn Company Profiles - Analytics

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SOCIAL MEDIA

Twitter

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SOCIAL MEDIA

Overview

• A place to share & discuss…

• A casual environment…

• Real-Time Content

Twitter

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SOCIAL MEDIA

To Do’s

• Listeno Follow, Follow Back, Lists

• Shareo Tweet, Retweet

• Dicsusso @replies, #hashtags, DMs

Twitter

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SOCIAL MEDIA

The Tweet

Twitter

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SOCIAL MEDIA

The@Reply

Twitter

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SOCIAL MEDIA

The Retweet (RT)

Twitter

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SOCIAL MEDIA

The Retweet (RT)

Twitter

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SOCIAL MEDIA

The Retweet (RT)

Twitter

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SOCIAL MEDIA

The #HashTag

Twitter

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SOCIAL MEDIA

Deliverables

• Twitter Profile Set-Up

• Segmented Following Lists

• Community Outreach Strategyo Rules of Engagemento Building Followers

• Primary Gatekeeper

SOCIAL CONTENT STRATEGY

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SOCIAL MEDIA

QUESTIONS?

• SocialEd.org/blog

• ctmoore@socialed.org

• @gypsybandito