SOCIAL                                      Inside                                                            MEDIA       ...
SOCIAL                                      Inside                                                          MEDIA         ...
@heidimiller                    WHATit is.                                                                                ...
@heidimiller                    WHATit is.                                                       MARKETING                ...
@heidimiller                    WHATit is.                                                       MARKETING                ...
@heidimiller                    WHATit is.                                                       MARKETING                ...
@heidimiller                    WHATit is.                                                       MARKETING                ...
@heidimiller                    WHATit is.                                                       MARKETING                ...
@heidimiller                    WHATit is.                                                       MARKETING                ...
@heidimiller                    WHATit isn’t.                                                                             ...
@heidimiller                    WHATit isn’t.                    SOCIAL MEDIA MARKETING                                 on...
@heidimiller                    WHATit isn’t.                    SOCIAL MEDIA MARKETING                                 on...
@heidimiller                    WHATit isn’t.                    SOCIAL MEDIA MARKETING                                 on...
@heidimiller                                               CONTENTMARKTING.                                               ...
@heidimiller                                                        CONTENTMARKTING.                                      ...
@heidimiller                                                        CONTENTMARKTING.                                      ...
@heidimiller                                                     CONTENTMARKTING.                                         ...
@heidimiller                    HOWit works.                        EXPERT                     INFO LOCUS                 ...
@heidimiller                    HOWit works.                    SOCIAL MEDIA MARKETING                        EXPERT      ...
@heidimiller                    HOWit works.                    SOCIAL MEDIA MARKETING                        EXPERT      ...
@heidimiller                BORING TRUTH                All social media “experts” do is to define their goals, develop con...
@heidimiller                    PROCESS.                                                                                  ...
@heidimiller                    PROCESS.                    for content marketing                                         ...
@heidimiller                    PROCESS.                    for content marketing                                   CRAFT ...
@heidimiller                    PROCESS.                    for content marketing                                         ...
@heidimiller                    PROCESS.                    for content marketing                                         ...
@heidimiller                    PROCESS.                    for content marketing                                         ...
FACEBOOK WALL                                                               @heidimiller                                  ...
@heidimiller                    WHYcontent strategy.                        YELLING                    SELFISH DOUCHE     ...
@heidimiller                    WHYcontent strategy.                        YELLING                 SELFISH DOUCHE        ...
@heidimiller                    HOWcontent marketing.                                                                     ...
@heidimiller                    HOWcontent marketing.                    Open source marketing                            ...
@heidimiller                    HOWcontent marketing.                    Open source marketing                            ...
@heidimiller                    HOWcontent marketing.                    Open source marketing                            ...
@heidimiller                    HOWcontent marketing.                    Open source marketing                            ...
@heidimiller                    WHATwe care about.                                                                        ...
@heidimiller                    WHATwe care about.                                                  RELEVANT content      ...
@heidimiller                    WHATwe care about.                                                  RELEVANT content      ...
@heidimiller                    WHATwe care about.                                                  RELEVANT content      ...
@heidimiller                    WHATwe care about.                                               RELEVANT content         ...
@heidimiller                                                                  www.heidi-miller.com                    QUES...
@heidimiller                        Q&A                                  www.heidi-miller.com                    QUESTIONm...
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Inside the social media mind

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What do social media marketers care about and why? Inside the social media mind, presented at the Hewlett Packard brown bag lunch.

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Inside the social media mind

  1. 1. SOCIAL Inside MEDIA the MIND @heidimiller www.heidi-miller.com summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  2. 2. SOCIAL Inside MEDIA the MIND @heidimiller www.heidi-miller.com summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  3. 3. @heidimiller WHATit is. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  4. 4. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  5. 5. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  6. 6. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  7. 7. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  8. 8. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  9. 9. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. MEASURABLE Since social media happens online, it can and should be measured against marketing goals. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  10. 10. @heidimiller WHATit isn’t. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  11. 11. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way Announcements and commands don’t get as far as questions, polls and groundwork for user generated content. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  12. 12. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way just for youth Announcements and People of all ages participate commands don’t get as far as in social media. Never assume questions, polls and that only Gens Y and Z are groundwork for user participating. Remember that generated content. your mom is on Facebook. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  13. 13. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way just for youth free Announcements and People of all ages participate Like any other business skill, commands don’t get as far as in social media. Never assume it’s not expensive to do but questions, polls and that only Gens Y and Z are requires expertise. And groundwork for user participating. Remember that strategy, dedication and generated content. your mom is on Facebook. consistency. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  14. 14. @heidimiller CONTENTMARKTING. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  15. 15. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  16. 16. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics + publishing content blog posts SHARING white papers case studies Tweets summary ebooks WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  17. 17. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics + = • Michelin guides in 1900 ACQUIRE• 1904 Jell-O cookbook publishing CUSTOMERS • 2013 free white papers and webinars content blog posts SHARING white papers case studies Tweets ebooksThursday, April 4, 13
  18. 18. @heidimiller HOWit works. EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  19. 19. @heidimiller HOWit works. SOCIAL MEDIA MARKETING EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  20. 20. @heidimiller HOWit works. SOCIAL MEDIA MARKETING EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development.Thursday, April 4, 13
  21. 21. @heidimiller BORING TRUTH All social media “experts” do is to define their goals, develop content that matches those goals and measure success against themThursday, April 4, 13
  22. 22. @heidimiller PROCESS. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  23. 23. @heidimiller PROCESS. for content marketing summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  24. 24. @heidimiller PROCESS. for content marketing CRAFT mission statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  25. 25. @heidimiller PROCESS. for content marketing + CRAFT mission SET goals statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  26. 26. @heidimiller PROCESS. for content marketing + + CRAFT ENGAGE mission SET goals your idols statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  27. 27. @heidimiller PROCESS. for content marketing + + CRAFT ENGAGE mission SET goals your idols statement DEFINE CONTENTThursday, April 4, 13
  28. 28. FACEBOOK WALL @heidimiller YER DOIN IT WRONG WHY CONTENT MARKETING STRATEGY IS IMPORTANT Can you think of examples of people doin’ it wrong?Thursday, April 4, 13
  29. 29. @heidimiller WHYcontent strategy. YELLING SELFISH DOUCHE SELLING Yelling into the echo Acting like a selfish jerk Direct selling without chamber doesn’t work. who only wants to talk establishing credibility, but not listen doesn’t familiarity and engagement work. doesn’t work. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  30. 30. @heidimiller WHYcontent strategy. YELLING SELFISH DOUCHE SELLING Yelling into the echo Acting like a selfish jerk Direct selling without chamber doesn’t work. who only wants to talk establishing credibility, but not listen doesn’t familiarity and engagement work. doesn’t work.Thursday, April 4, 13
  31. 31. @heidimiller HOWcontent marketing. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  32. 32. @heidimiller HOWcontent marketing. Open source marketing poll Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  33. 33. @heidimiller HOWcontent marketing. Open source marketing market poll research Blogger Aggie Sez used social Use a Facebook poll to media to survey her audience determine: what kind of and crowdsourced a blog post podcast content, what prizes based on over 200 responses. to print, what the demand was for. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  34. 34. @heidimiller HOWcontent marketing. Open source marketing market poll promote research Blogger Aggie Sez used social Use a Facebook poll to Knight News Challenge in media to survey her audience determine: what kind of 2009 used social media to and crowdsourced a blog post podcast content, what prizes attract and engage OS based on over 200 responses. to print, what the demand was developers interested in for. innovating digital news. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  35. 35. @heidimiller HOWcontent marketing. Open source marketing market poll promote research Blogger Aggie Sez used social Use a Facebook poll to Knight News Challenge in media to survey her audience determine: what kind of 2009 used social media to and crowdsourced a blog post podcast content, what prizes attract and engage OS based on over 200 responses. to print, what the demand was developers interested in for. innovating digital news.Thursday, April 4, 13
  36. 36. @heidimiller WHATwe care about. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  37. 37. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  38. 38. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  39. 39. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. MEASURING SUCCESS Content marketers measure success against marketing goals. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  40. 40. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. MEASURING SUCCESS Content marketers measure success against marketing goals. CLIENT We care about keeping the client happy.Thursday, April 4, 13
  41. 41. @heidimiller www.heidi-miller.com QUESTIONme. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutThursday, April 4, 13
  42. 42. @heidimiller Q&A www.heidi-miller.com QUESTIONme.Thursday, April 4, 13
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