You ’re most often reacting to the need to be using social media but nonetheless are integrating into a wider communications strategy
There ’s a focus still on “campaigns” and how social media marketing can be integrated as a part of that, the listening and conversation is there with the consumers though the purpose remains promotional or at least very marketing orientated
“ Whether you choose to do something in-house or outsource is rarely a point of differentiation in the short run. But really building an expertise in-house can define a marketing organization over the long haul.”
Director, Lead Generation B2B technology, Achieving Digital Balance report
If you really want your organisation to embrace the change then take it slowly
Have a solid plan and a vision to take your organisation forward
Have senior management support to help you spread the word and report your successes
Find like-minded people from within, you don’ t have to do everything yourself
Section two: A guide to creating & distributing relevant content
“ Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. ” “ Get content, get customers ” – Joe Pulizzi
Human beings do not socialise in a random way - there is a tangible reason for bringing us together.
Social networks form around social objects, not the other way around
Source: Social object - gapingvoid.com/2007/12/31/social-objects-for-beginners/
An example: murdoch.edu.au Strategic goal Improving student attraction by developing more integrated marketing programs for target audiences. Target audience Year 12 High School Students sitting WACE (Western Australian Certificate of Education) exams. Social object Exams. What would they value? Support in the lead up to exams ( how to study as well as what to study ). How can you meet their need? Create a blog where students can access and interact with tips and advice direct from our lecturers. How could you package the content? Illustrated takeaways (info graphics) Top tips from attendees of exam preparation courses Guest lecturer blog articles Links to useful online resources (WACE Exams, Online study guides) What are your success measures? Engagement (dwell time, click depth) Sign up to online newsletter Sign up to Exam Preparation Seminars.
the99percent.com Strategic goal Increase conference and consultancy sales by positioning the99percent.com as a trusted resource for targeted audiences. Target audience Creative professionals. Social object Making ideas happen. What would they value? Advice, tips and cheat sheets from renowned industry leaders. How can you meet their need? Create a blog where proven idea makers can share knowledge in the form of articles, action orientated tips and best practice sessions. How could you package the content? Blog articles Illustrative conference take-aways Videos Cheat-sheets What are your success measures? Engagement (dwell time, click depth) “ Appreciates ” Tweets Comments
brainpickings.org Strategic goal Increase donations by fostering and nurturing relationships with subscribers. Target audience Non-industry specific audiences seeking inspiration. Social object Creativity. What would they value? Inspiration for creating and building new ideas. How can you meet their need? By bringing together different disciplines to inspire new ideas (A discovery engine for interestingness). Bring together things you didn ’ t know you were interested in until you are (educate). Separating the ‘ signal from the noise ’ (curate) How could you package the content? Blog articles Top 10 lists YouTube videos Curated maps/imagery What are your success measures? Engagement (dwell time, click depth) Social share (Facebook, Twitter) Newsletter sign ups
Section three: How well do you know your audience?
There ’s a focus still on “campaigns” and how social media marketing can be integrated as a part of that, the listening and conversation is there with the consumers though the purpose remains promotional or at least very marketing orientated.
What does this mean for content packaging for our intended audience?
Highlight: One in two students say social networking is the content they would access ‘ most often ’ online. Finding: 67% of females added comments to a social networking site daily-weekly
Highlight: Watching video created by other users is the second most popular online activity. Finding: 65% of male students consume video content daily-weekly
Highlight: Our students actively seek out reviews and opinions from others. Finding: 52% of students use online forums or discussion groups daily-weekly
Highlight: Students actively share and recommend content with their friends. Finding: Students on average have 200-300 social networking contacts
Highlight: More than a quarter of our students are creating and publishing their own content – they are drivers of social change. Finding: 61% of international students surveyed are actively creating content online