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International Franchise Association 2014 Digital Marketing and Technology Summit Presentation on Content Marketing & Social Media Lead Generation in Franchising

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Learn how to leverage social media for lead generation through content marketing. This presentation will cover …

Learn how to leverage social media for lead generation through content marketing. This presentation will cover

-The difference between content marketing and social media
-Key constituents in the process
-The social foundation
-Buyer persona's
-The customer buying cycle
-Key examples of franchisor best in class for social media and content marketing


Published in: Marketing

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  • Please connect with me in the following channels:
    Nicole Hudson
    https://www.facebook.com/Nicole.M.Hudson
    www.linkedin.com/in/nicolehudson/
    http://www.slideshare.net/NicoleHudson1
    @FranDevMaven
    [email_address]
    248.808.9922
    Inbound Lead Solutions
    http://www.slideshare.net/NicoleHudson1
    https://www.facebook.com/InboundLeadSolutions
    http://inboundleadsolutions.com
    http://www.linkedin.com/company/3119743?trk=tyah&trkInfo=tas%3AInbound%20Lead%20Sol%2Cidx%3A1-1-1
    @getinboundleads
  • How Social & SEO extend reach.
    According to a recent content marketing survey by the UK’s Direct Marketing Association and CMI, 90% of marketers use social media outlets other than blogs as a content distribution channel. Interestingly, 78% do use blogs and another 52% rely on publishing white papers on their websites.
    Social media and consistent content creation work hand in hand to provide the people you’re trying to influence or inform with a reason to follow you in the first place. It also provides an opportunity to develop an online personality and voice with a low-friction means of engaging easily with people and connecting them with your story. Social media can also be a great way of discovering topics that your customers and prospects want to hear about.
    SEO also works alongside social media and must be strategically aligned and integrated with it. As search engines continue to refine and modify their algorithms, old-school techniques like back-linking and keyword stuffing are becoming much less effective. So once you’ve invested all of the effort to create great content, you need to do all that you can to ensure that it will get found.
  • Content marketing heavily involves social media. And, of course, in social media, marketers use content to get their messages across. But although there is plenty of overlap between content marketing and social media marketing, they are actually two distinct entities, with different focal points, goals, and processes. To help clear the confusion, let’s look at the major ways in which they differ:
    Center of gravity
    In social media marketing, the center of gravity — the focus of the marketing activity — is located within the social networks themselves. When marketers operate social media campaigns, they are operating inside of Facebook, inside of Twitter, inside of Google+, etc. As they produce content, they place it inside of these networks.
    In contrast, the center of gravity for content marketing is a brand website — whether it be a branded URL like AmericanExpress.com or a microsite for a brand’s specific product, likeAmex’s Open Forum. Social networks are vital to the success of content marketing efforts, but here, Facebook, Twitter, and Google+ are used primarily as a distributor of links back to the content on the brand’s website — not as containers of the content itself
  • The process starts with understanding what the goals from all the constituents are, then mapping out requirements for each of those. Once the goals are understand, the target audience and stage of the buying cycle are identified, then the strategies can be mapped out. Themes and stories can be developed. Finally your technology foundation helps you pick the disseminate and quantify the content and the ROI.
  • The Create, Edit, and Manage stage included all of the modern web content management systems (WCMS) and blogging solutions, along with file-sharing technologies such as Dropbox, Box, etc.
    The Aggregate, Curate, and Optimize stage included classic content optimization, testing, and personalization tools such as Adobe Test & Target, Optimost, and Monetate.
    The Promote, Converse, and Listen stage included social channels, as well as enterprise listening tools such as Radian6 and Attensity.
    The Measure, Analyze, and Learn stage included many web analytics tools such as Google Analytics, Webtrends, and Adobe SiteCatalyst.
    Content collaboration tools — where Create, Edit, and Manage overlaps with Aggregate, Curate, and Optimize. These tools facilitate content editorial work flow, empower the enterprise to manage teams (either external or internal), and enable collaboration on content for content marketing purposes.
    Curation and conversation tools — where Aggregate, Curate, and Optimize overlaps withPromote, Converse, and Listen. These tools help to promote, publish, and aggregate content in meaningful ways; in many cases, they also help manage the content optimization process by using social signals, and can even facilitate some level of unified content conversation.
    Social content analytics tools — where Promote, Converse, and Listen meets Measure, Analyze, and Learn. These tools help to maintain relevance in conversation, while also providing insight into what we should be talking about — from specific niche social channel analytics, to semantic processing of social media conversations.
    Engagement automation tools — where Measure, Analyze, and Learn comes back around to overlap with Create, Edit, and Manage. Beyond classic marketing automation, many of these tools not only have the ability to manage some form of content, but they can do so from the point of view of helping the marketer “optimize” content for engagement and conversion purposes.
  • marketers are facing a dramatically different buying cycle today, where customers self-educate almost to the point of sale. This is changing the way content is consumed as part of the lead generation process. It also puts the onus on serving not just prospects with content, but also existing customers.
  • Storytelling is much more than just a pile of sentences strung together with a few arresting headlines. Your story (if you’ve invested in developing one) becomes engaging by taking people on a journey in which characters and content reflects our lives, desires and aspirations.
    If great content built around your story online is the new bait, then social media is one of the many channels that can attract people to it. But make no mistake, social media is competing with email, pay-per-click ads, search results and even traditional media as one of the ever growing list of channels available for distributing your message — and value.
  • “A lot of content marketing is focused on the top of the funnel, but we now need to create more content for further down the pipeline,” “This means we need to get better at not just creating thought leadership content, but also business case studies and solutions-oriented content.
  • Please connect with me in the following channels:
    Nicole Hudson
    https://www.facebook.com/Nicole.M.Hudson
    www.linkedin.com/in/nicolehudson/
    http://www.slideshare.net/NicoleHudson1
    @FranDevMaven
    [email_address]
    248.808.9922
    Inbound Lead Solutions
    http://www.slideshare.net/NicoleHudson1
    https://www.facebook.com/InboundLeadSolutions
    http://inboundleadsolutions.com
    http://www.linkedin.com/company/3119743?trk=tyah&trkInfo=tas%3AInbound%20Lead%20Sol%2Cidx%3A1-1-1
    @getinboundleads
  • Transcript

    • 1. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 2. Content Marketing & Social Media Lead Generation in Franchising Nicole Hudson Inbound Lead Solutions President @GetInboundLeads DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 3. Question: How do you leverage social media for lead generation in a franchise system? Answer: A Content Marketing Strategy DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 4. Content Marketing vs. Social Media Marketing: What is the difference? DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 5. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 6. The Constituents & Goals DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 7. Social Foundation = Content Marketing Technologies DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 8. • Market Segment • Company Size • Role • • • • Goals Challenges Behavior Content Preferences DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 9. Buyer Profiles • The Franchise Sales Candidate • The Customer • The Franchisee’s • Referral Partners, Advocates and Vendors DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 10. Inbound Lead Solutions DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 11. What Content Engages Your Audience? Content, Context & Channel Alignment DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 12. Channel Selection & Distribution DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 13. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 14. What Happens When Social Media is Added To the Mix? DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 15. Paid Social Advertising DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 16. Measurement & ROI DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 17. Facebook DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 18. Twitter DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 19. Google+ Local DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 20. Video & Visual • • • • • You Tube Vimeo Pinterest Instagram Vine DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 21. LinkedIn – Franchise Development DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 22. LinkedIn – Franchise Development DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 23. LinkedIn Ad’s – Buyer Persona Targeting DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 24. LinkedIn – Slide Share DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 25. LinkedIn Case Study - Franchising DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA
    • 26. DRIVING GROWTH in CHALLENGING TIMES February 22-25, 2014 | New Orleans Convention Center/Hilton Riverside & Towers | New Orleans, LA