Creative Writing for Social Media to Build Your Brand and Business Susan Gunelius President & CEO, KeySplash Creative, Inc...
What You’ll Learn Today HOW to create content that people want to read, discuss, and share. HOW to get started the right w...
Why Are We Here? 1. HOW social media and content can build your brand and business. What? This isn’t  the Justin Bieber co...
How ALL Businesses Can Benefit from Social Media <ul><li>Get entry points! </li></ul><ul><li>Get found! </li></ul><ul><li>...
What Social Media and Content Marketing Can Do for You <ul><li>Audience engagement </li></ul><ul><li>Media coverage </li><...
What Social Media and Content Marketing Can Do for You <ul><li>Rumors </li></ul><ul><li>Inaccuracies </li></ul><ul><li>Dis...
Gary Vaynerchuk of WineLibrary.tv New Jersey Wine Store Social Media $70 million in sales per year and 50% of sales from t...
Strategic Planning HOW to get started the right way. 2.
Shift from Marketer to Publisher <ul><li>Media and publishers provide content readers want and need. </li></ul><ul><li>Mar...
Step 1: Set Your Goals <ul><li>If you just want to sell more stuff, you’ll fail. </li></ul><ul><li>Why are you on the soci...
Avoid Excessive Selling <ul><li>Ski.com </li></ul>Image via: Facebook.com/skivacations 1 Facebook Page Photo Upload  with ...
Step 2: Research and Benchmarking <ul><li>Customers  and  competitors </li></ul><ul><li>Look outside your  industry </li><...
Step 3: Brand Yourself <ul><li>Promise:  unique value proposition </li></ul><ul><li>Position:  differentiators </li></ul><...
3 Steps of Brand Building <ul><li>Consistency </li></ul><ul><li>Persistence </li></ul><ul><li>Restraint </li></ul>Meet cus...
Step 4: Find Your Best Audience <ul><li>Listen </li></ul><ul><li>Join </li></ul><ul><li>Engage </li></ul><ul><li>Share </l...
Example: Cakes for Occasions <ul><li>Pictures </li></ul><ul><li>Real-time promotions  </li></ul><ul><li>Picked up by Bosto...
Step 5: Find the Influencers <ul><li>Find the people online who already have the eyes and ears of your target audience. </...
Example: Roger Smith Hotel <ul><li>Connected and engaged with influencers </li></ul><ul><li>Special Twitter discounts </li...
Step 6: Establish Your Core Branded Online Destination Blog Facebook LinkedIn YouTube Twitter Flickr SlideShare Exec Tweet...
Social Media and Content Touch All Areas of a Business <ul><li>Marketing </li></ul><ul><li>Create Content </li></ul><ul><l...
Time to Create Content HOW to create content that people want to read, discuss, and share. 3.
Step 7: Content is Key <ul><li>What  you say: </li></ul><ul><ul><li>Publish content your audience needs and wants. </li></...
Traditional vs. New Media Marketing <ul><li>One-to-many </li></ul><ul><li>Interrupt </li></ul><ul><li>Repeat </li></ul><ul...
The 80-20 Rule For every 20% of self-promotional  content you produce,  create 80% that is  not  self-promotional.
Example: NakedPizza <ul><li>Twitter discounts lead to direct sales. </li></ul><ul><li>68% of single-day sales have come fr...
10 Social Media Writing Tips <ul><li>Short </li></ul><ul><li>Lists </li></ul><ul><li>Headlines and subheadings </li></ul><...
Types of Content <ul><li>News </li></ul><ul><li>Interviews </li></ul><ul><li>Research </li></ul><ul><li>Promotions </li></...
Writing Headlines that Get Noticed <ul><li>Promise something </li></ul><ul><li>Be plausible </li></ul><ul><li>Answer “what...
Headline Samples <ul><li>10 Mistakes to Avoid … </li></ul><ul><li>The Secrets of … </li></ul><ul><li>5 Ways to … </li></ul...
How to Write Content People Want to Read <ul><li>Start strong </li></ul><ul><li>Benefits </li></ul><ul><li>Emotional trigg...
Writing for an Audience that Scans Inverted Pyramid Conclusion (most important point) Most important supporting info Less ...
Starting Strong Tips <ul><li>Share a personal story </li></ul><ul><li>Ask a question </li></ul><ul><li>Offer immediately a...
Formatting Your Content <ul><li>White space </li></ul><ul><li>Headings and subheadings  - 8 words or less </li></ul><ul><l...
Monitor Your Content Performance <ul><li>Use tools to track traffic, sharing and conversations. </li></ul><ul><li>Publish ...
Most Important – Get Started <ul><li>Every minute you’re not on the social web is a missed opportunity that your competito...
FREE Bonus Chapter (Not in the Book) for Conference Attendees I want to read  30-Minute Social Media Marketing bonus chapt...
Contact Susan Gunelius <ul><li>Website:   </li></ul><ul><li>www.KeySplashCreative.com </li></ul><ul><li>Twitter:  </li></u...
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Creative Writing for Social Media to Build Your Brand and Business

  1. 1. 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:
  2. 2. 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.
  3. 3. Why Are We Here? 1. HOW social media and content can build your brand and business. What? This isn’t the Justin Bieber concert?
  4. 4. How ALL Businesses Can Benefit from Social Media <ul><li>Get entry points! </li></ul><ul><li>Get found! </li></ul><ul><li>Get traffic! </li></ul>
  5. 5. What Social Media and Content Marketing Can Do for You <ul><li>Audience engagement </li></ul><ul><li>Media coverage </li></ul><ul><li>Relationships </li></ul><ul><li>Brand loyalty </li></ul><ul><li>Long-term, sustainable, organic growth </li></ul>INCREASE <ul><li>Awareness </li></ul><ul><li>Recognition </li></ul><ul><li>Website traffic </li></ul><ul><li>Sales </li></ul><ul><li>Word-of-mouth marketing </li></ul>
  6. 6. What Social Media and Content Marketing Can Do for You <ul><li>Rumors </li></ul><ul><li>Inaccuracies </li></ul><ul><li>Distrust and uncertainty </li></ul><ul><li>Brand confusion </li></ul><ul><li>Misaligned brand perceptions </li></ul>DECREASE
  7. 7. Gary Vaynerchuk of WineLibrary.tv New Jersey Wine Store Social Media $70 million in sales per year and 50% of sales from the Web.
  8. 8. Strategic Planning HOW to get started the right way. 2.
  9. 9. Shift from Marketer to Publisher <ul><li>Media and publishers provide content readers want and need. </li></ul><ul><li>Marketers provide sales copy. </li></ul><ul><li>It’s not about you! </li></ul>Give something useful, valuable, or entertaining that’s NOT about your products or business!
  10. 10. Step 1: Set Your Goals <ul><li>If you just want to sell more stuff, you’ll fail. </li></ul><ul><li>Why are you on the social web? </li></ul><ul><li>What do you want to get from it? </li></ul><ul><li>Goals </li></ul><ul><li>Raise awareness </li></ul><ul><li>Customer service </li></ul><ul><li>Feedback </li></ul><ul><li>Publicity </li></ul><ul><li>Marketing </li></ul><ul><li>Reach younger demographic </li></ul><ul><li>Social Media </li></ul><ul><li>Blog </li></ul><ul><li>Facebook </li></ul><ul><li>Foursquare </li></ul><ul><li>Twitter </li></ul><ul><li>Flickr </li></ul><ul><li>YouTube </li></ul><ul><li>Livestream events </li></ul><ul><li>E-newsletter </li></ul>
  11. 11. Avoid Excessive Selling <ul><li>Ski.com </li></ul>Image via: Facebook.com/skivacations 1 Facebook Page Photo Upload with Comments + = $70,000 SALE
  12. 12. Step 2: Research and Benchmarking <ul><li>Customers and competitors </li></ul><ul><li>Look outside your industry </li></ul>
  13. 13. Step 3: Brand Yourself <ul><li>Promise: unique value proposition </li></ul><ul><li>Position: differentiators </li></ul><ul><li>Message: customer perceptions and expectations </li></ul>Find your niche and focus on it!
  14. 14. 3 Steps of Brand Building <ul><li>Consistency </li></ul><ul><li>Persistence </li></ul><ul><li>Restraint </li></ul>Meet customer expectations for your brand in every interaction, and don’t give up!
  15. 15. Step 4: Find Your Best Audience <ul><li>Listen </li></ul><ul><li>Join </li></ul><ul><li>Engage </li></ul><ul><li>Share </li></ul>Develop relationships that lead to loyalty and trust and build your band of brand advocates!
  16. 16. Example: Cakes for Occasions <ul><li>Pictures </li></ul><ul><li>Real-time promotions </li></ul><ul><li>Picked up by Boston Media </li></ul><ul><li>Testimonials </li></ul><ul><li>Business grew 25% and saved $10,000 in marketing expenses in 1 year thanks to social media. </li></ul>“ We learned our audience was on Facebook, so that’s where we went.” - Kelly Delaney, Owner Cakes for Occasions
  17. 17. Step 5: Find the Influencers <ul><li>Find the people online who already have the eyes and ears of your target audience. </li></ul><ul><li>They’re trusted. </li></ul><ul><li>They’re shared. </li></ul><ul><li>They’re powerful sources of word-of-mouth. </li></ul>
  18. 18. Example: Roger Smith Hotel <ul><li>Connected and engaged with influencers </li></ul><ul><li>Special Twitter discounts </li></ul><ul><li>Twitter kiosk in hotel </li></ul><ul><li>Special hotel welcome to guests who come from social web </li></ul>
  19. 19. 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
  20. 20. Social Media and Content Touch All Areas of a Business <ul><li>Marketing </li></ul><ul><li>Create Content </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Digg </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Facebook </li></ul><ul><li>Google+ </li></ul><ul><li>You name it! </li></ul><ul><li>Customer Service </li></ul><ul><li>Direct Dialogue </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Google+ </li></ul><ul><li>Facebook </li></ul><ul><li>Public Relations </li></ul><ul><li>Commenting </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul><ul><li>Digg </li></ul><ul><li>StumbleUpon </li></ul><ul><li>Forums </li></ul><ul><li>Other social bookmarking sites </li></ul><ul><li>Review sites like Yelp and Epinions </li></ul><ul><li>Executive </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Blogs </li></ul><ul><li>LinkedIn Answers </li></ul><ul><li>Twitter </li></ul><ul><li>Quora </li></ul><ul><li>Human Resources </li></ul><ul><li>Networking </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Google+ </li></ul><ul><li>Niche networking sites </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>YouTube </li></ul>
  21. 21. Time to Create Content HOW to create content that people want to read, discuss, and share. 3.
  22. 22. Step 7: Content is Key <ul><li>What you say: </li></ul><ul><ul><li>Publish content your audience needs and wants. </li></ul></ul><ul><li>How you say it: </li></ul><ul><ul><li>Be human, be honest, be transparent, and be you! </li></ul></ul><ul><ul><li>Tell stories. </li></ul></ul><ul><ul><li>Give something extra or exclusive. </li></ul></ul><ul><ul><li>Leave jargon and corporate rhetoric out. </li></ul></ul><ul><li>Quality trumps quantity. </li></ul>
  23. 23. Traditional vs. New Media Marketing <ul><li>One-to-many </li></ul><ul><li>Interrupt </li></ul><ul><li>Repeat </li></ul><ul><li>Push </li></ul><ul><li>One-to-one </li></ul><ul><li>Enhance </li></ul><ul><li>Engage </li></ul><ul><li>Pull </li></ul>Traditional New Media vs.
  24. 24. The 80-20 Rule For every 20% of self-promotional content you produce, create 80% that is not self-promotional.
  25. 25. Example: NakedPizza <ul><li>Twitter discounts lead to direct sales. </li></ul><ul><li>68% of single-day sales have come from Twitter. </li></ul><ul><li>Twitter integrated into point-of-sale system. </li></ul><ul><li>Twitter kiosks set up in stores. </li></ul><ul><li>Previous direct mail newsletter content is now fed into Twitter. </li></ul>“ 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
  26. 26. 10 Social Media Writing Tips <ul><li>Short </li></ul><ul><li>Lists </li></ul><ul><li>Headlines and subheadings </li></ul><ul><li>Diversify </li></ul><ul><li>Link </li></ul><ul><li>Voice </li></ul><ul><li>Consistent </li></ul><ul><li>Relevant </li></ul><ul><li>20% or less self-promotion </li></ul><ul><li>No silo marketing </li></ul>Time Matters!
  27. 27. Types of Content <ul><li>News </li></ul><ul><li>Interviews </li></ul><ul><li>Research </li></ul><ul><li>Promotions </li></ul><ul><li>Warnings </li></ul><ul><li>Images and video </li></ul><ul><li>Tips </li></ul><ul><li>How To </li></ul><ul><li>Lists </li></ul><ul><li>Commentary and opinion </li></ul><ul><li>Step-by-step instruction </li></ul><ul><li>And so much more! </li></ul>If content isn’t useful or relevant to your audience, don’t publish it. No clutter!
  28. 28. Writing Headlines that Get Noticed <ul><li>Promise something </li></ul><ul><li>Be plausible </li></ul><ul><li>Answer “what’s in it for me?” </li></ul><ul><li>Be intriguing </li></ul><ul><li>Be relevant </li></ul><ul><li>Be useful </li></ul><ul><li>Be specific </li></ul>
  29. 29. Headline Samples <ul><li>10 Mistakes to Avoid … </li></ul><ul><li>The Secrets of … </li></ul><ul><li>5 Ways to … </li></ul><ul><li>Tips for _____ the Pros Don’t Want You to Know </li></ul><ul><li>Why I Never … </li></ul><ul><li>10 Lessons from … </li></ul><ul><li>What You Need to Know About … </li></ul><ul><li>Top 10 Best/Funniest/Weirdest/Worst … </li></ul><ul><li>5 Reasons … </li></ul><ul><li>20 Things You Might Be Missing … </li></ul>
  30. 30. How to Write Content People Want to Read <ul><li>Start strong </li></ul><ul><li>Benefits </li></ul><ul><li>Emotional triggers </li></ul><ul><li>You not me </li></ul><ul><li>How and why </li></ul><ul><li>Promise reward and deliver on it </li></ul>“ 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
  31. 31. Writing for an Audience that Scans Inverted Pyramid Conclusion (most important point) Most important supporting info Less important supporting info Background info
  32. 32. Starting Strong Tips <ul><li>Share a personal story </li></ul><ul><li>Ask a question </li></ul><ul><li>Offer immediately actionable help </li></ul><ul><li>Cite a relevant piece of research data </li></ul><ul><li>Evoke emotions </li></ul><ul><li>Tap into nostalgia </li></ul><ul><li>Offer reassurance or a sense of belonging </li></ul>Be useful or entertaining from the start or delete until the most important content is first.
  33. 33. Formatting Your Content <ul><li>White space </li></ul><ul><li>Headings and subheadings - 8 words or less </li></ul><ul><li>Short paragraphs - 3 sentences or less </li></ul><ul><li>Bullets and numbered lists </li></ul><ul><li>Useful links - 1 link every 250 words </li></ul><ul><li>Legible font - 14 pt., Georgia or Verdana </li></ul><ul><li>Use images </li></ul>People should know what your content is about by quickly skimming it.
  34. 34. Monitor Your Content Performance <ul><li>Use tools to track traffic, sharing and conversations. </li></ul><ul><li>Publish more content that’s working and tweak underperforming content. </li></ul><ul><li>Find your most engaged audience and acknowledge them. </li></ul>
  35. 35. Most Important – Get Started <ul><li>Every minute you’re not on the social web is a missed opportunity that your competitors are happy to seize. </li></ul><ul><li>Every additional minute you spend on the social web can only benefit your business. </li></ul>
  36. 36. FREE Bonus Chapter (Not in the Book) for Conference Attendees I want to read 30-Minute Social Media Marketing bonus chapter by @susangunelius http://amzn.to/30minsmm <ul><li>Follow @susangunelius </li></ul><ul><li>Tweet the following message to get a free bonus chapter via a special Twitter direct message: </li></ul>
  37. 37. Contact Susan Gunelius <ul><li>Website: </li></ul><ul><li>www.KeySplashCreative.com </li></ul><ul><li>Twitter: </li></ul><ul><li>www.Twitter.com/susangunelius </li></ul><ul><li>Facebook: </li></ul><ul><li>www.Facebook.com/susangunelius </li></ul><ul><li>www.Facebook.com/keysplashcreative </li></ul><ul><li>LinkedIn: </li></ul><ul><li>www.Linkedin.com/in/susangunelius </li></ul><ul><li>Email: </li></ul><ul><li>[email_address] </li></ul>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
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