Corporate Social Content Strategy

Social Media Strategy
Agence Ometz

SOCIAL CONTENT STRATEGY
SOCIAL MEDIA
Agenda
Overview & Opportunity
Hub & S p oke Social Media
Blogging
Facebook
LinkedIn
Twitter

SOCIAL MEDIA
Who Am I?
Consultant @gypsybandito
Video Host @watchmojo
Former Agency Hack @nvi @shareresults
Former Staff Editor @revenews
Since 2005

SOCIAL MEDIA
Uses & Applications
Branding
Visibility
CRM
Social “ Notworking ”

SOCIAL MEDIA
Social Media Difference Mutli-Medium Two-Way Medium

SOCIAL MEDIA
Multi-Medium Text Images Audio Video

SOCIAL MEDIA
Two-Way Medium

SOCIAL MEDIA
Two-Way Medium
B r ands  Consumers
Consumers  Brands
Consumers  Consumers

SOCIAL MEDIA
Word of Mouth Before

SOCIAL MEDIA
Word of Mouth After

SOCIAL MEDIA
Social Strategies
ORM – Online Reputation Management
SEO – Search Engine Optimization
Lead Generation
Customer Service / Relations
Branding / Visibility
Data Mining

SOCIAL MEDIA
“ Your brand is not what you say it is, it ’ s what Google says it is. ” -- Chris Anderson Editor, Wired Magazine Author, The Long Tail

SOCIAL MEDIA
Blended Search Results

SOCIAL MEDIA
Blended Search Opportunity
Be Found
Control What ’ s Found
Legitimacy / A u thority / Credibility
Own the First Page

SOCIAL MEDIA
Blended Search – Above the Fold
73% don ’ t go past 1 st page
71% don ’ t go past first 5 results
10% go to 3 rd result
4.5% go to 5 th result

SOCIAL MEDIA
Blended Search – Ingredients
Blogs
Social Media Profiles
Images / Videos
News

SOCIAL MEDIA

Hub & Spoke Social Content STRATEGY
SOCIAL MEDIA

Hub & Spoke Social Content STRATEGY
SOCIAL MEDIA
Hub
Company Blog
Spokes
Facebook
LinkedIn
Twitter

BLOG INTEGRATION
SOCIAL MEDIA
Goals
Content Publishing Hub
News, Announcements, etc.
Support SEO Efforts
Drives Traffic
Increase User Engagement
Provide Social Platform

BLOG INTEGRATION
SOCIAL MEDIA
SEO Benefits
Updated Content
Posts, Comments, etc.
Structured Content
Categories, Tags, Users, RSS Feed, etc.
Interlinking

BLOG INTEGRATION
SOCIAL MEDIA
Blogging Ideas
Industry Observations
Tutorials / How To ’ s
Com pa ny News
Something More …
Personal Brand
Contests
Videos / Podcasts

BLOG INTEGRATION
SOCIAL MEDIA
Getting Started
Wordpress Installed
Comprehensive Social Features
Facebook Connect Integration
5 x Pre-Launch Filler Posts
2 x Posts / Month Ongoing (min)

SOCIAL MEDIA CONTENT STRATEGY
SOCIAL MEDIA
Goals
Drive Traffic
Raise Brand Awareness
Position Your Brand as Social
Foster User Engagement
Support SEO

SOCIAL MEDIA CONTENT STRATEGY
SOCIAL MEDIA
Requirements
Blog (social platform)
Custom Content
Social Integration
Like / Tweet Buttons
Social Widgets
Social Content Sites
Reddit, StumbleUpon, Digg
Mixx, Propeller, etc …

BUSINESS CASE: SHERWEB.COM
SOCIAL MEDIA
Facebook Etiquette Blog Post
>20,000 Visits over 48 Hours
>60,000 Visits over 1 Month
124 Comments
PageRank 3

BLOGGER OUTREACH
SOCIAL MEDIA
Goals
Engage Influencers
Evangelize Your Products/Services
Create Buzz
Build Backlinks ( SEO )
Drive Sales

BLOGGER OUTREACH
SOCIAL MEDIA
Deliverables
List of Targeted I n dustry Bloggers
Targeted Email Template
Feedback on Blogger Responses
Blogger Backlinks

BUSINESS CASE: MICROSOFT CANADA
SOCIAL MEDIA
Make Web Not War 2010:
Open-Source / Interoperability Event
Targets:
250 Registrations
80 Contestants
Results:
397 Registrations
81 Contestants

FACEBOOK
SOCIAL MEDIA
Overview
A place where people connect …
A personal environment …
Personal / Professional Collide
Facebook Ads
Facebook Connect

FACEBOOK PAGES
Social Media Strategy for Ecommerce
Roadmap
Optimized Page
Welcome Tab
Integrated Shopping
Run Ad Campaigns
Sponsor Contests

FACEBOOK PAGES
Basics
Logo / Image
Info & Description
Branded URL
Photos, Videos, Etc …
Likes / Fans???
Welcome Tab

FACEBOOK PAGES
Welcome Tab

FACEBOOK PAGES
Facebook Shopping

FACEBOOK ADS
SOCIAL MEDIA
Goals
Branding
Increase Visibility
Engage Targeted Users
Facebook Fans (Facebook Insights)
Generate Leads

FACEBOOK ADS
SOCIAL MEDIA
Features
Demographic Targeting
Geo-Targeting
Pay Per Click
Set Daily Budget
Ads, Surveys, and Sponsored Stories

FACEBOOK ADS
Deliverables
Facebook Campaign Set-Up
Traffic to Site
Traffic to Fan Page
Ongoing Optimization
Targeted & Qualified Traffic

SOCIAL MEDIA CONTESTS
SOCIAL MEDIA
Opportunity
50% of users like to enter an contests or sweepstakes at least once/month.
Businesses that offer contests have twice as many social network fans.
– Forrester Research

Goals
Engage Consumers
Promote Your Products
Build Fans/Followers (generate “ Likes ” )
Leverage Users ’ Activity Feed
Stimulate Demand for Products/Services
Collect & Mine User-Data

SOCIAL MEDIA
Deliverables ( TBD )
TBD-number of Fans / “ Likes ” ( Branding )
TBD-number of Wall Comments ( Engagement )
TBD-number Blog Comments ( SEO )
User List / Database ( Open-Graph )

SOCIAL MEDIA
Ideas & Options
Facebook Contest ( Likes & Fans )
Blog Contest ( Comments & Emails )
Twitter Contest ( Tweets & Retweets )
Blogger Giveaways ( Backlinks & PR )

BUSINESS CASE: BOUCLAIR
SOCIAL MEDIA
Targeted Canadian Users
Traffic  Fan Page
Avg. CPC $0.51
>2,000 new Fans
>500 Email Addresses

FACEBOOK
SOCIAL MEDIA
Facebook Connect
Registration & Login
Access Real User Data
Choice of FB Features
Like, Share, Comment, etc.
Facebook Open-Graph

FACEBOOK OPEN GRAPH
SOCIAL MEDIA
Facebook Twitter LinkedIn Google Yahoo! Name X X X X X Email X X X Nickname X X X Photo X X X X X Profile URL X X X X X Birthday X X X Gender X X Location X X X X X Social Graph X X X X X More X X X X

FACEBOOK
SOCIAL MEDIA
Facebook Connect
Lollapalooza
99% more Page Views
Gawker
45% increase in registrations, week over week
Joost
30% more views, 15% more comments, 38% more invites

LinkedIn
SOCIAL MEDIA
Overview
Where professionals network …
A professional environment …
Controlled Privacy

LinkedIn
SOCIAL MEDIA
Features
Personal Profiles
Groups
Com pa ny Profiles
Job Posts

LinkedIn
SOCIAL MEDIA
To Do ’ s
Personal Branding
Pic, Bio, Expertise
Network Personal Branding
Connect / Rec om mend
Introductions
Job Marketing

LinkedIn Profile
SOCIAL MEDIA

LinkedIn Profile
SOCIAL MEDIA
To Do ’ s
Bio (keywords)
Resume (keywords)
Recommendations
100% Complete

LinkedIn Groups
SOCIAL MEDIA

LinkedIn Groups
SOCIAL MEDIA
To Do ’ s
Discussions
Member Networking
Job Opportunities & Promotion

LinkedIn Company Profiles
SOCIAL MEDIA

LinkedIn Company Profiles - Services
SOCIAL MEDIA

LinkedIn Company Profiles
SOCIAL MEDIA
To Do ’ s
Description (keywords)
Services (keywords)
Employee Profiles
Analytics

LinkedIn Company Profiles - Analytics
SOCIAL MEDIA

Twitter
SOCIAL MEDIA
Overview
A place to share & discuss …
A casual environment …
Real-Time Content

Twitter
SOCIAL MEDIA
To Do ’ s
Listen
Follow, Follow Back, Lists
Share
Tweet, Retweet
Dicsuss
@replies, #hashtags, DMs

Twitter
SOCIAL MEDIA
The Tweet

Twitter
SOCIAL MEDIA
[email_address]

Twitter
SOCIAL MEDIA
The Retweet (RT)

Twitter
SOCIAL MEDIA
The #HashTag

Twitter
SOCIAL MEDIA
Deliverables
Twitter Profile Set-Up
Segmented Following Lists
Community Outreach Strategy
Rules of Engagement
Building Followers
Primary Gatekeeper

SOCIAL MEDIA
QUESTIONS?
SocialEd.org/blog
[email_address]
@gypsybandito

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Corporate Social Content Strategy

by CT Moore

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