Social Media Content Strategy Tactics and Best Practices David Carter Founder, Chief Technology Officer @dkrcarter  [email...
Agenda <ul><li>Strategy Purpose:  </li></ul><ul><ul><li>Linking Your Strategy to Content Marketing </li></ul></ul><ul><li>...
Strategy Purpose:  Linking Your Strategy to Content Marketing <ul><li>Why Do We Content Market? </li></ul><ul><li>Leads/Co...
© 2009 Awareness  CONFIDENTIAL
© 2009 Awareness  CONFIDENTIAL
Traditional Ways of Content Marketing <ul><li>Promote it on your home page </li></ul><ul><li>SEO </li></ul><ul><li>Purchas...
Traditional Ways of Content Marketing <ul><li>Promote it on your home page </li></ul><ul><li>SEO </li></ul><ul><li>Purchas...
Traditional Ways of Content Marketing <ul><li>Promote it on your home page </li></ul><ul><li>SEO </li></ul><ul><li>Purchas...
Listen/Converse <ul><li>Listen to the conversation that is already happening? </li></ul><ul><li>Where is it happening? </l...
© 2009 Awareness  CONFIDENTIAL
Track Everything! <ul><li>Who  published It </li></ul><ul><li>When  did you publish it </li></ul><ul><li>Where  did you pu...
The Link Between Content Marketing & Social Media <ul><li>In the old days, we thought email was viral and that people woul...
Why Bother With Social Media - Mobile <ul><li>Yesterday IDC announced that SmartPhones overtook PC Sales </li></ul><ul><ul...
Why Bother With Social Media - Friends <ul><li>Social Media is about the  endorsement  to your friends </li></ul><ul><ul><...
Why Bother With Social Media - SEO © 2009 Awareness  CONFIDENTIAL
The Flow <ul><li>Marketer writes content posts to web site </li></ul><ul><li>Creates Landing page / registration </li></ul...
Capturing Social Registrations (Facebook) <ul><li>Key Things you want a Facebook user to do </li></ul><ul><li>Like your pa...
8 Steps to Social Media Strategy <ul><li>Understand your existing content strategy, goals and KPMs </li></ul><ul><li>Echo ...
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My Presentation for SES New York 2011 on Content Marketing: Social Media Strategy Tactics & Best Practices

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My Presentation for SES New York 2011 on Content Marketing: Social Media Strategy Tactics & Best Practices

  1. 1. Social Media Content Strategy Tactics and Best Practices David Carter Founder, Chief Technology Officer @dkrcarter [email_address] © 2009 Awareness
  2. 2. Agenda <ul><li>Strategy Purpose: </li></ul><ul><ul><li>Linking Your Strategy to Content Marketing </li></ul></ul><ul><li>The Link between Content Marketing and Social Media </li></ul><ul><li>8 Steps to Social Media Content Strategy </li></ul>© 2009 Awareness CONFIDENTIAL
  3. 3. Strategy Purpose: Linking Your Strategy to Content Marketing <ul><li>Why Do We Content Market? </li></ul><ul><li>Leads/Conversions </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Customer Education </li></ul><ul><li>Market Leadership Thru Case Study </li></ul><ul><li>Engage the customer </li></ul><ul><li>What are the goals of your business? </li></ul><ul><li>How do you measure your success? </li></ul>© 2009 Awareness CONFIDENTIAL
  4. 4. © 2009 Awareness CONFIDENTIAL
  5. 5. © 2009 Awareness CONFIDENTIAL
  6. 6. Traditional Ways of Content Marketing <ul><li>Promote it on your home page </li></ul><ul><li>SEO </li></ul><ul><li>Purchase Advertising </li></ul><ul><li>Buy a List </li></ul><ul><li>Email Your Clients </li></ul><ul><li>These work, do not abandon them, but you can also </li></ul><ul><li>Blog about it </li></ul><ul><li>Tweet About it </li></ul><ul><li>Post to your FaceBook Page </li></ul><ul><li>YouTube </li></ul>© 2009 Awareness CONFIDENTIAL
  7. 7. Traditional Ways of Content Marketing <ul><li>Promote it on your home page </li></ul><ul><li>SEO </li></ul><ul><li>Purchase Advertising </li></ul><ul><li>Buy a List </li></ul><ul><li>Email Your Clients </li></ul><ul><li>These work, do not abandon them, but you can also </li></ul><ul><li>Blog about it </li></ul><ul><li>Tweet About it </li></ul><ul><li>Post to your FaceBook Page </li></ul><ul><li>YouTube </li></ul>© 2009 Awareness CONFIDENTIAL Owned Media Owned Media Paid Media Paid Media Owned Media Owned Media  Earned Media Owned Media  Earned Media Owned Media  Earned Media Owned Media  Earned Media
  8. 8. Traditional Ways of Content Marketing <ul><li>Promote it on your home page </li></ul><ul><li>SEO </li></ul><ul><li>Purchase Advertising </li></ul><ul><li>Buy a List </li></ul><ul><li>Email Your Clients </li></ul><ul><li>These work, do not abandon them, but you can also </li></ul><ul><li>Blog about it </li></ul><ul><li>Tweet About it </li></ul><ul><li>Post to your FaceBook Page </li></ul><ul><li>YouTube </li></ul>© 2009 Awareness CONFIDENTIAL Owned Media Owned Media Paid Media Paid Media Owned Media Owned Media  Earned Media Owned Media  Earned Media Owned Media  Earned Media Owned Media  Earned Media Do This Now
  9. 9. Listen/Converse <ul><li>Listen to the conversation that is already happening? </li></ul><ul><li>Where is it happening? </li></ul><ul><li>Who are the thought leaders? </li></ul><ul><li>Who are the curators? </li></ul><ul><li>Dive in find your “Secret Sauce” </li></ul><ul><li>Respond/Ask </li></ul><ul><li>Follow/Friend/Favorite etc. </li></ul>© 2009 Awareness CONFIDENTIAL
  10. 10. © 2009 Awareness CONFIDENTIAL
  11. 11. Track Everything! <ul><li>Who published It </li></ul><ul><li>When did you publish it </li></ul><ul><li>Where did you publish it </li></ul><ul><li>What got the most </li></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Likes </li></ul></ul><ul><ul><li>Retweets </li></ul></ul><ul><ul><li>Favorites </li></ul></ul><ul><ul><li>Clicks </li></ul></ul><ul><li>Eventually </li></ul><ul><ul><li>Who is commenting </li></ul></ul><ul><ul><li>Who is Likes </li></ul></ul><ul><ul><li>Who is Retweets </li></ul></ul><ul><ul><li>Who is Favorites </li></ul></ul><ul><ul><li>Who is Clicks </li></ul></ul><ul><ul><li>What is their sentiment </li></ul></ul><ul><ul><li>What is their influence/reach </li></ul></ul>
  12. 12. The Link Between Content Marketing & Social Media <ul><li>In the old days, we thought email was viral and that people would share good information.. They didn’t </li></ul><ul><li>People did however over use the “reply all” and the notion of a conversation was born </li></ul><ul><li>The Essence of Social Media is Sharing/Engaging </li></ul><ul><ul><li>I tweet something, it may get @replied, retweeted PUBLICLY </li></ul></ul><ul><ul><li>I post something in Facebook it may get commented/liked and show up in that persons profile/wall </li></ul></ul><ul><ul><li>These public endorsements are earned media </li></ul></ul><ul><ul><li>These are great places to promote content and web link </li></ul></ul>8:35
  13. 13. Why Bother With Social Media - Mobile <ul><li>Yesterday IDC announced that SmartPhones overtook PC Sales </li></ul><ul><ul><li>Smart Phones almost always have Email, Twitter, Facebook and YouTube pre-installed now. </li></ul></ul><ul><ul><li>People “live” on their phone </li></ul></ul><ul><ul><li>Smart Phone = Social Media Device </li></ul></ul><ul><li>Smart Phones will overtake “Feature Phones” by Q3 </li></ul><ul><li>Social Media Generates SMS Messages </li></ul><ul><ul><li>Twitter & Facebook can be configured to send SMS messages </li></ul></ul><ul><li>Smart Phones are Location Sensitive </li></ul><ul><ul><li>More ways to connect with someone at the exact right time/place </li></ul></ul>© 2009 Awareness CONFIDENTIAL
  14. 14. Why Bother With Social Media - Friends <ul><li>Social Media is about the endorsement to your friends </li></ul><ul><ul><li>“ I bought a brand new Hyundai Tucson” </li></ul></ul><ul><ul><li>“ David Likes Hyundai” </li></ul></ul><ul><li>Social Media is about asking friends </li></ul><ul><ul><li>“ Has anyone ever bought a Samsung Plasma TV?” </li></ul></ul><ul><li>Social Media is about “media” </li></ul><ul><ul><li>Photos, Videos, Maps, Apps </li></ul></ul>© 2009 Awareness CONFIDENTIAL
  15. 15. Why Bother With Social Media - SEO © 2009 Awareness CONFIDENTIAL
  16. 16. The Flow <ul><li>Marketer writes content posts to web site </li></ul><ul><li>Creates Landing page / registration </li></ul><ul><li>SEO’s the heck out of landing page </li></ul><ul><li>Promotes via email, paid media </li></ul><ul><li>Tweet, Blog, Post, Share link to content </li></ul><ul><li>Search Engines find this content too </li></ul><ul><li>Some Customers @replies, retweet, comment, post, like etc </li></ul>© 2009 Awareness CONFIDENTIAL
  17. 17. Capturing Social Registrations (Facebook) <ul><li>Key Things you want a Facebook user to do </li></ul><ul><li>Like your page </li></ul><ul><li>Comment </li></ul><ul><li>Tell you their email address </li></ul><ul><li>Allow you to see access their profile </li></ul><ul><li>Allow you to write on their wall </li></ul><ul><li>The last three points require them to add an app </li></ul>© 2009 Awareness CONFIDENTIAL
  18. 18. 8 Steps to Social Media Strategy <ul><li>Understand your existing content strategy, goals and KPMs </li></ul><ul><li>Echo what you do already in social media if you email it, tweet it </li></ul><ul><li>Measure, Track everything </li></ul><ul><li>Listen to who/where the conversation is today Thought leaders, and Curators </li></ul><ul><li>Join the conversation </li></ul><ul><li>Make a change based on what you learned </li></ul><ul><li>Get Social Profile info into your CRM </li></ul><ul><li>Go back to Step 3 and repeat </li></ul>© 2009 Awareness CONFIDENTIAL

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