Awesome Content For Your Social Campaigns

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  • http://blog.hubspot.com/marketing/ab-tests-run-homepage-listhttp://blog.hubspot.com/blog/tabid/6307/bid/30893/How-to-Split-Test-Your-Facebook-Ads-to-Maximize-Conversions.aspx
  • "So you know you need content that can be shared and consumed on social media. But what next? Creating content that can be consumed on social media, that helps your audience do something better (maybe their job, or life?) will be best. AT HubSpot, we create content that helps marketers do their jobs better. We promote this across social media, knowing that our audience is often on social. Think about why you are creating content. Is it to help people? WE create content for a variety of different personas. In a given month, we set goals to create a certain number of content pieces for each persona. We think about each of their needs, and help solve their problems. We set other goals too. For example, we look to generate a certain number of view, leads and customers from each piece of content we create.
  • Slide needs work design-wise.AMANDA TO TRANSISITON INTO CONTENT CREATION BY DISCUSSING HOW HUBSPOT USES CONTENT TO ACHIEVE OUR GOALS. This image is our content library, but another image may be better. I am open to other ideas. We don’t have a library of our social only images
  • Amanda:Internal:Curated content:Collaborative content:
  • Persona: Who does the content resonate most with? Where are they? Determine this and promote it in these places. Purpose: Don’t promote something just for the sake of it, promote it with a purpose in mind. The purpose could be a problem you are trying to solve, Promotion: Actually plan out where you will be promoting what. Create a timeline for creation + posting, and stick to it. Keep up communication around the project, in weekly team meetings to updates.Period: Know the length of your campaign. Set a time period up front, to allow for others to plan accordingly, and to set clear expectations.
  • NOTE: WAITING ON BETTER IMAGE
  • CONTENT: Determine what content works on each network. Remember, the audience varies slightly in their wants and needs. For example, a professional piece of content htat helps people do their jobs better may work well on LinkedIn, as linkedin is in it’s nature, a professional network. The same content may not work as well on other networks. Images should also be optimize for each network. The dimensions vary greatly, and the last thing you want is an image that is cut off! I also suggest not automatically posting the same images on each network, as the dimensions vary and something that looks good on Twitter, will be different than what looks good on Facebook. Can we push this link out; http://blog.hubspot.com/marketing/ultimate-guide-social-media-image-dimensions-infographic
  • CONTENT: Determine what content works on each network. Remember, the audience varies slightly in their wants and needs. For example, a professional piece of content htat helps people do their jobs better may work well on LinkedIn, as linkedin is in it’s nature, a professional network. The same content may not work as well on other networks. Images should also be optimize for each network. The dimensions vary greatly, and the last thing you want is an image that is cut off! I also suggest not automatically posting the same images on each network, as the dimensions vary and something that looks good on Twitter, will be different than what looks good on Facebook. Can we push this link out; http://blog.hubspot.com/marketing/ultimate-guide-social-media-image-dimensions-infographic
  • Getting more followers is great, but don’t let that be your only goal. More followers can turn into website views, leads and ultimately, customers. When at all possible, include links in your posts, back to content on your website. Use unique tracking on each link to determine what performs best of your social media posts. Track people that come from a specific campaign, on say, Twitter. See how they interact with your website, and how many turn into customers. Over time, you will be able to come up with conversion rates for each type of content and each network. Use these as benchmarks, as you measure new campaigns. Also, use the data collected to optimize future campaigns. If you notice campaigns with video clips of sneak peeks of your content on Twitter turn into customers at 3%, and a similar campaign on Facebook converts at 1%, create more campaigns similar to this on Twitter. Likes/followersWebsite viewsLeadsRevenue/Customers
  • We at hubspot track all sorts of things: views, submissions, new contacts and customers, from each piece of content.
  • IMAGES AND FONT FROM COMPUTER ON MONDAY AM

Transcript

  • 1. Creating Awesome Content For Social Campaigns April 16th, 2014 #socialcontent
  • 2. PRESENTORS Holly Hamann Co-founder and CMO TapInfluence @HollyHamann Amanda Sibley Amanda Sibley Co-marketing Manager, HubSpot @AmandaSibley #socialcontent
  • 3. WHAT WE’LL COVER GETTING SOCIAL-READY SETTING GOALS IDENTIFYING SOCIAL INFLUENCERS MEASURE THE RIGHT WAYMAKING THE MOST OF YOUR CONTENT #socialcontent
  • 4. 80% OF PEOPLE CHECK THEIR PHONE WITHIN 15 MINUTES OF WAKING UP SOURE: IDC RESEARCH
  • 5. 110X A DAY THEY WILL CHECK THEIR PHONE AN AVERAGE OF SOURE: IDC RESEARCH
  • 6. #socialcontent
  • 7. THERE IS A CONSTANT FEED OF SOCIAL CONTENT
  • 8. AND BRANDS NEED HELP TO STAND OUT
  • 9. REACH THEM VIA A TRUSTED SOURCE AND ADD VALUE TO THEIR LIVES
  • 10. DISRUPT THEM BY TRYING TO SELL THEM SOMTHING
  • 11. #socialcontent
  • 12. SOCIAL CONTENT DOES JUST THAT VISUAL VISCERAL VALUABL E VIRAL It’s creative and catches the consumer’s attention It evokes emotion and creates a connection with the consumer and ultimately affinity for your brand It tells your brand story with personal context to add value to the target customer’s life It gets distributed more naturally from person to person via all social channels #socialcontent
  • 13. GET SOCIAL-READY: WHERE IS YOUR AUDIENCE AND WHAT DO THEY NEED?
  • 14. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 1) #1 Platform to Kill Time = PINTEREST Pinterest is the #1 platform for killing time. #socialcontent
  • 15. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 2) #1 Platform to Kill Time = PINTEREST Blogs are the #1 platform for product recommendations
  • 16. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 3) #1 Platform to Kill Time = PINTEREST Twitter is the #1 platform for complaining.
  • 17. What Does All This Mean?
  • 18. ALWAYS AB TEST WHAT TO TEST ON SOCIAL: • Timing • Networks • Images • Copy #socialcontent
  • 19. SETTING GOALS
  • 20. Goals are a Must!
  • 21. Add value to your audience. • Determine your audience’s needs • Help them solve pain points and problems. • Give them the tools to do their jobs better Use metrics that will help your business. • Reach and branding • Leads for sales team • Likes/Follows to increase long term lead generation • Revenue and customers
  • 22. YOU NEED CONTENT TO ADD VALUE
  • 23. CREATING THE RIGHT CONTENT
  • 24. FIND CONTENT CREATORS Internal Curate Collaborate
  • 25. WHAT DO THEY HAVE THAT BRANDS DON’T? 1. Trust 2. Very targeted audience 3. Authentic consumer experience 4. Bigger reach than brands 5. Better, faster, cheaper 6. Shareable
  • 26. WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A BRAND? Product fit is #1 consideration
  • 27. WHAT TO LOOK FOR IN AN INFLUENCERLOOK AT CONTENT RELEVANCE POST FREQUENCY AUDIENCE DATA CONTENT QUALITY AUDIENCE ENGAGEMENT LOOK FOR PROFESSIONALISM BUILD A RELATIONSHIP BE RESPONSIVE BE CLEAR ABOUT EXPECTATIONS COMPENSATE THEM 1 2 3 4 5 6 7 8 9 10 #socialcontent
  • 28. Let them tell authentic stories Think of them as partners Showcase content on various of Facebook, Pinterest, Twitter, YouTube Give proper influencer attribution Provide clarity on what actions you want the audience to take Be “always on” Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies Compensation THE KEYS TO WORKING WITH INFLUENCERS
  • 29. 4. GET THE MOST OUT OF YOUR CONTENT
  • 30. GET THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE
  • 31. HAVE A PLAN PurposePersona PeriodPromotion
  • 32. ENCOURAGE SHARING
  • 33. DON’T BE AFRAID OF LINKS Links Clicks Views Leads Customers
  • 34. KEEP MOBILE IN MIND
  • 35. OPTIMIZE CONTENT AND IMAGES FOR PLATFORM
  • 36. OPTIMIZE CONTENT AND IMAGES FOR PLATFORM
  • 37. 5. THE RIGHT WAY TO MEASURE
  • 38. GO BEYOND THE LIKE
  • 39. TRACK YOUR SUCCESS
  • 40. TRACK HOLISTICALLY
  • 41. Don’t add to the noise, add
  • 42. QUESTIONS? @HollyHamann @AmandaSibley #socialcontent