Creative Writing for Social Media to Build Your Brand and BusinessPresentation Transcript
Creative Writing for Social Media to Build Your Brand and Business Susan Gunelius President & CEO, KeySplash Creative, Inc. www.keysplashcreative.com Creative Writing for Social Media to Build Your Brand and Business Featuring concepts from some of Susan’s popular books, including:
What You’ll Learn Today HOW to create content that people want to read, discuss, and share. HOW to get started the right way. 1. 2. 3. HOW social media and content can build your brand and business.
Why Are We Here? 1. HOW social media and content can build your brand and business. What? This isn’t the Justin Bieber concert?
How ALL Businesses Can Benefit from Social Media
Get entry points!
What Social Media and Content Marketing Can Do for You
Long-term, sustainable, organic growth
What Social Media and Content Marketing Can Do for You
Distrust and uncertainty
Misaligned brand perceptions
Gary Vaynerchuk of WineLibrary.tv New Jersey Wine Store Social Media $70 million in sales per year and 50% of sales from the Web.
Strategic Planning HOW to get started the right way. 2.
Shift from Marketer to Publisher
Media and publishers provide content readers want and need.
Marketers provide sales copy.
It’s not about you!
Give something useful, valuable, or entertaining that’s NOT about your products or business!
Step 1: Set Your Goals
If you just want to sell more stuff, you’ll fail.
Why are you on the social web?
What do you want to get from it?
Reach younger demographic
Avoid Excessive Selling
Image via: Facebook.com/skivacations 1 Facebook Page Photo Upload with Comments + = $70,000 SALE
Step 2: Research and Benchmarking
Customers and competitors
Look outside your industry
Step 3: Brand Yourself
Promise: unique value proposition
Message: customer perceptions and expectations
Find your niche and focus on it!
3 Steps of Brand Building
Meet customer expectations for your brand in every interaction, and don’t give up!
Step 4: Find Your Best Audience
Develop relationships that lead to loyalty and trust and build your band of brand advocates!
Example: Cakes for Occasions
Picked up by Boston Media
Business grew 25% and saved $10,000 in marketing expenses in 1 year thanks to social media.
“ We learned our audience was on Facebook, so that’s where we went.” - Kelly Delaney, Owner Cakes for Occasions
Step 5: Find the Influencers
Find the people online who already have the eyes and ears of your target audience.
They’re powerful sources of word-of-mouth.
Example: Roger Smith Hotel
Connected and engaged with influencers
Special Twitter discounts
Twitter kiosk in hotel
Special hotel welcome to guests who come from social web
Step 6: Establish Your Core Branded Online Destination Blog Facebook LinkedIn YouTube Twitter Flickr SlideShare Exec Tweets Page Your Group Ads Other Groups Your Group Other Groups Answers Twellow Profile Sample Business Social Media Presence
Social Media and Content Touch All Areas of a Business
You name it!
Other social bookmarking sites
Review sites like Yelp and Epinions
Niche networking sites
Time to Create Content HOW to create content that people want to read, discuss, and share. 3.
Step 7: Content is Key
What you say:
Publish content your audience needs and wants.
How you say it:
Be human, be honest, be transparent, and be you!
Give something extra or exclusive.
Leave jargon and corporate rhetoric out.
Quality trumps quantity.
Traditional vs. New Media Marketing
Traditional New Media vs.
The 80-20 Rule For every 20% of self-promotional content you produce, create 80% that is not self-promotional.
Twitter discounts lead to direct sales.
68% of single-day sales have come from Twitter.
Twitter integrated into point-of-sale system.
Twitter kiosks set up in stores.
Previous direct mail newsletter content is now fed into Twitter.
“ Direct mail is sent to a single address but there are multiple people in those houses. We want to maximize and extend our marketing reach, and Twitter helps us do this in leaps and bounds.” -- Jeff Roach, NakedPizza co-founder
10 Social Media Writing Tips
Headlines and subheadings
20% or less self-promotion
No silo marketing
Types of Content
Images and video
Commentary and opinion
And so much more!
If content isn’t useful or relevant to your audience, don’t publish it. No clutter!
Writing Headlines that Get Noticed
Answer “what’s in it for me?”
10 Mistakes to Avoid …
The Secrets of …
5 Ways to …
Tips for _____ the Pros Don’t Want You to Know
Why I Never …
10 Lessons from …
What You Need to Know About …
Top 10 Best/Funniest/Weirdest/Worst …
5 Reasons …
20 Things You Might Be Missing …
How to Write Content People Want to Read
You not me
How and why
Promise reward and deliver on it
“ I grew up hearing about mistresses from my mother. She would tell us about the ‘fancy women’ her grandfather, Stephen Adelbert Griggs, an affluent Detroit brewer and municipal politician, maintained in what she disdainfully referred to as a ‘love nest.’ Why did Great-grandmother Minnie tolerate this? “ By Elizabeth Abbott, 9/2/11
Writing for an Audience that Scans Inverted Pyramid Conclusion (most important point) Most important supporting info Less important supporting info Background info
Starting Strong Tips
Share a personal story
Ask a question
Offer immediately actionable help
Cite a relevant piece of research data
Tap into nostalgia
Offer reassurance or a sense of belonging
Be useful or entertaining from the start or delete until the most important content is first.
Formatting Your Content
Headings and subheadings - 8 words or less
Short paragraphs - 3 sentences or less
Bullets and numbered lists
Useful links - 1 link every 250 words
Legible font - 14 pt., Georgia or Verdana
People should know what your content is about by quickly skimming it.
Monitor Your Content Performance
Use tools to track traffic, sharing and conversations.
Publish more content that’s working and tweak underperforming content.
Find your most engaged audience and acknowledge them.
Most Important – Get Started
Every minute you’re not on the social web is a missed opportunity that your competitors are happy to seize.
Every additional minute you spend on the social web can only benefit your business.
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Contact Susan Gunelius
A Books by Susan Gunelius Available through Amazon, Barnes & Noble, and all online and offline book sellers Coming in 2012: The Complete Idiot’s Guide to LinkedIn