Eric Rehl, Robert W Baird Presentation - BDI 4/14/11 Financial Services Social Communications Leadership Forum
Social Content MarketingEric Rehl, Interactive, Robert W. BairdFinancial Services Social Communications ForumBusiness Development InstituteApril 14, 2011 – New York
Agenda • A little about Baird • Baird’s social presence, and why we did it • What is social content marketing? • Formalizing social content marketing • 5 rules to live by • What’s next?
A Little About Baird • Headquarters in Milwaukee, WI • Founded in 1919 • Approximately 2,600 Associates worldwide • Offices in USA, Europe and Asia • $82 Billion in AUM • Complimentary business lines: Wealth management Capital markets Equity research Asset Management Private equity • Employee owned – “fiercely independent”
Baird’s Social Presence TODAY COMING SOON PrivateCommunities
Why Did We Do It? • Reputation management BUT HOW DO YOU DO IT? • Brand awareness • Products? • Market our capabilities • Pricing? • Recruiting • People? • DIFFERENTIATE • Performance? SOCIAL CONTENT MARKETING Demonstrate Expertise, Prove Capabilities = Differentiate
What Is Social Content Marketing?Content marketing is not a new concept, butSOCIAL MEDIA has changed it. OLD SOCIALCreation and distribution of content Offering relevant content to theto attract or retain customers. right audience where they are.• Website • Facebook• Email • LinkedIn• Direct mail • Twitter• Hand-to-hand • YouTube• Press releases • Slideshare • Digg • Reddit • Share Unexplored marketing • Blogs opportunities • Communities • RSS Untapped content • Mobile potential • And so on…
Formalizing Social Content Marketing Good News – You are probably doing some of this already. • Establish social media strategy and presence • Find and generate content Look internally – probably already being produced…and approved Research and analysis Newsletters Videos, speeches, presentations Create new social initiatives • Establish editorial management – must be someone’s job • Tagging and metadata (SEO) • Minimize PDFs…to an extent that’s realistic • Partner with Compliance Help them understand the nature of social distribution
Social Content Marketing – 5 Rules to Live By Rule 1: Tell…don’t sell. • People don’t want to be sold to via social media…they are seeking content that adds value for them. • Regardless of your content strategy (thought leadership, recruiting, etc.), your audience will see right through selling via social media…and will turn away. • Let the story your content tells do the selling.
Social Content Marketing – 5 Rules to Live By Rule 2: Just because you have a social presence…does not mean you are present. • It’s not enough to just be out there. • Audience needs to know you are active to continue visiting, stay engaged. • Consistently publishing and sharing.
Social Content Marketing – 5 Rules to Live By Rule 3: Be consistent. Be relevant. • Consistency is key. • Establishing a publishing schedule and stick to it. • At Baird… Twitter: 2 tweets/day Facebook: 4-5 postings/week YouTube/LinkedIn: Ad hoc, as content is available • Content must be relevant to audience to be of value. • Publish selectively – what’s relevant for Twitter may not be relevant for Facebook.
Social Content Marketing – 5 Rules to Live By Rule 4: Compliance corners…don’t cut them. • Compliance corners are square…not round. • Engage Compliance as a partner is social content marketing – make them part of publishing schedule. • Best way to torpedo social content publishing is to introduce unnecessary Compliance risk.
Social Content Marketing – 5 Rules to Live By Rule 5: Activate, activate, activate…repeat. • Critical element that is often overlooked. • This is not “Field of Dreams”…audience will not come just because you build it. • Activate your social presence: Integrate into other online channels – websites, email signatures, online advertising, cross promote social. Integrate into traditional communications channels. Leverage employee networks. Drive traffic to social channels first. SEO
What’s Next for Social Content Marketing? IT’S ALL ABOUT MOBILE • You’ve seen the stats… By end of 2011, 50% of mobile devices in use will be smart phones Smart phones expected to out- sell computers and laptops during 2011 holiday season • I AM NOT talking about the social platforms going mobile. They are already there. • I AM talking about your content being ready for mobile. Is it consummable via mobile devices? HTML as much as possible Optimize for mobile interfaces – mobile sites and apps
Thank You. Questions? Eric Rehl Robert W. Baird & Company Vice President, Interactive 414-298-7465 email@example.com @ericrehl