Social + Content: The Ultimate 1-2 Punch

Jon Wuebben - CEO, ContentLaunch

Content Marketing is great…

…but doing content right in the social networks can be challenging!

@JonWuebben

Key Trends • Desktop social media is starting to fall, while mobile and tablet

social media usage is increasing (CONVERGENCE)

• There are differences in the ways people use smartphones and

tablets for social media

• Facebook marketing has become more complex, with less focus

on desktop oriented brand pages and more focus on the

newsfeed

• Mobile is rewriting the rules of social media marketing!

@JonWuebben

@JonWuebben

@JonWuebben

Social + Content Interaction ModelFive different types of interaction to be managed:

• Connecting to others

• Exposure, viewing information and activity within your network

• Sharing information with others

• Providing feedback on shared information or on a specific topic

• Communicating directly with others

@JonWuebben

What about Social Content on SmartPhones?

• Make your content readable on mobile (The Fix: Responsively designed website)

• Make your site feel like a mobile site– It’s all about touch, swipe, and that feeling of a full-screen, laid-back experience

– Readers tend to view more pages & spend far more time with your content

• Create custom, mobile-only assets– Softchoice recently put out an app that packaged all its various content assets into a single,

unified reading experience.

• Go for web, not native (most of the time)– Apple’s App Store is not always the best place to publish content(requires several steps for users

to access it)

– Go with a web app, or optimized website, instead of investing time and money on building a

closed-off native app

– All your SEO efforts & existing social traffic continues to contribute to your mobile visits.

• Get on the hot mobile social networks: Vine & Instagram– Where is your audience hanging out on mobile? Find their favorite apps, and start entertaining,

educating, and bringing your brand there (See GE’s Instagram Feed!)

@JonWuebben

Tools & Ideas

@JonWuebben

Tools to Improve Your Social + Content Efforts

• #1: Send SMS (Text) and Video Messaging With Mogreet Express

• 97% of mobile subscribers read an SMS within 15 minutes of receiving it. 84%

respond within 1 hour

• Mogreet Express lets you create SMS (text) or video messaging campaigns to incorporate into

social media

– Build a database of customers who want to receive your information and offers

• Promote your campaign on Facebook and Twitter. The easiest way to do this is by using

language such as: “Become a Mobile VIP. Just text YOURKEYWORDHERE to 12345

• Once you’ve promoted your new SMS (text) campaign and customers begin to opt in, message

them with valuable offers

• Incorporate your mobile call to action throughout your social media and you extend

conversations with your customers beyond Facebook or Twitter

@JonWuebben

Tools to Improve Your Social + Content Efforts

• #2: Run Facebook Contests With Heyo

• Heyo makes it easy to build a contest that integrates seamlessly with Facebook

• To make sure users receive the best user experience, Heyo’s smart URL

automatically reroutes users to the right location

– If users are on a desktop, they’re sent to the native Facebook tab

– If they’re on a mobile device, they receive the mobile contest application

• Heyo's easy-to-use dashboard lets you create beautiful pages in minutes

• Heyo is the easiest way to create engaging campaigns that are social and

mobile

– Drive traffic, leads and sales with a Facebook contest

@JonWuebben

Social Media Marketing Ideas to Grow Your Business

• Build Your Brand on Instagram

• Instagram can be used to promote your corporate brand

• Dave Kerpen, CEO of Likeable Media, uses Instagram to build brand awareness

by posting pictures of the Likeable foam hand at baseball games

around the country

• Shelly Kramer, founder of integrated marketing firm V3 uses humor to extend

her brand’s personality when she shares Instagram photos with her

clients

• When you post images from your mobile device to Instagram it can help you

form a strong connection with your audience and build a visual representation of

your brand

@JonWuebben

Social Media Marketing Ideas to Grow Your Business

• Drive Traffic to Your Site With Facebook’s Promoted Posts

• Promoted Post can drive traffic to a landing page on your mobile website

• Use Facebook’s Promoted Posts to show ads in the news feeds of mobile

users

• Retailers, e-commerce sites, mobile app developers and traditional

businesses have all used Facebook’s native advertising to acquire new

customers cost-effectively

• Unlike Facebook Ads or Sponsored Stories, which display in the right

sidebar, Promoted Posts are visible to mobile users because they display in

the Facebook news feed

@JonWuebben

Social Media Marketing Ideas to Grow Your Business

• Use a QR Code to Increase Your Social Audience

• 27% of all smartphone owners have scanned a QR code

• Great way to connect with people using social media on their mobile devices

• Simple technique to get more Twitter followers using QR codes: – Copy the URL and visit Mobile-Barcodes.com

– Paste the URL into the QR code generator and hit Submit

– You’ll have your very own QR code, which can be saved to your desktop

• Add the QR code to any printed materials—business cards, brochures, posters

• People who scan the QR code will be driven to your Twitter page, where they can

follow you from their mobile device

@JonWuebben

Case Study: How Intuit’s Facebook Content Strategy Changed

@JonWuebben

Intuit Innovators Program: Cementing Social/Mobile Integration

@JonWuebben

Intuit Innovators Program: Cementing Social/Mobile Integration

@JonWuebben

Intuit Innovators Program: Cementing Social/Mobile Integration

@JonWuebben

Intuit Innovators Program: Cementing Social/Mobile Integration

@JonWuebben

Take Aways• Sync up content and social teams within the organization

– Intuit and Capital One have named one executive to lead both disciplines

• Create share-worthy content! (especially with video)

• Consider going mobile first for social media initiatives– Smaller palette forces you to focus on what’s most important

• Don’t confuse or frustrate your users

• Photo (and video) content is more important than ever

• Start NOW to take advantage of the mobile migration

• Think smaller with Facebook marketing– Focus on newsfeed content, imagery and ads

• Content and Social are forever intertwined

@JonWuebben

• B

Content Launch

• Produce blogs, white papers, ebooks, case studies & more

• Work with 200 companies in over 50 different industries

Contact InformationJon Wuebben:

• (909) 437-7015 mobile

• jon@contentlaunch.com

• Twitter: @jonwuebben

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Questions?

@JonWuebben