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10+ Social Media Tips - Social Media Starts with a Content Strategy

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Presentation originally given for the Virtual MENG chapter, Joe Pulizzi discusses the most important aspect of successful social media - the content strategy. Then proceeds to give tips, tricks and …

Presentation originally given for the Virtual MENG chapter, Joe Pulizzi discusses the most important aspect of successful social media - the content strategy. Then proceeds to give tips, tricks and insights into creating a plan that makes sense for you. Blogging, Twitter and more is covered.

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  • Our goal today is to be the trusted expert for our customers. That’s how we will grow our businesses.
  • Over 90% of consumers use the internet as part of their decision-making process. If you are not there, you may get left out of the buying process.
  • And that’s why I believe that content marketing needs to be the core of your marketing program, which will be the engine of your entire marketing program. Content marketing is the art of understanding what your customers need to know and delivering it to them in a compelling way. Instead of focusing on your product or service and selling them, you devote resources to creating information that your customers and prospects need. Discuss Terms for a minute
  • This is your marketing. Journalism plus marketing, call it advanced storytelling, is how the future marketing departments will function, not because they want to, but because they can and must.
  • Like it or not, we are all publishers. Just look at the ways we are going to market. Looks a lot like publishing, right?
  • Find
  • Your content should NOT be about you, your company or your products and services. That’s the content marketing difference.
  • Anything you create needs to have the possibility of spreading. Have you ever seen people spread around a print ad, or an online display ad? Probably not. Create information that people talk about.
  • I’m sure many of you have heard about this case study, but it’s always worth repeating. This is WillitBlend.com, created by, of course, a blender manufacturer called Blendtec. With less than $1000 in total investment, they put up a website that featured 2 minute videos of the CEO blending up items using their blender. For example, they blended up chuck norris action figures, golf balls and even an iPhone. The Results…over the past two years. 120 million+ total views of their videos How has that changed the business? According to BlendTec executive George Wright, retail sales have increased by more than 500%, which he attributes almost solely to the video series. BlendTec is now perceived as the undisputable blending king through this mixture of information entertainment content. When you get a chance, it’s worth checking out.
  • 2% of attendees used direct mail to make a buying decision in the last few months. Same for yellow pages. 90% used Google or a search engine over the last few months to make a buying decision or recommendation. 75% using Facebook. 20% using Twitter
  • Google Alerts is a free tool. The first thing you need to do is create a gmail (or google mail account), which is also free. Once you have a Gmail account, go to www.google.com/alerts. Then, just type in your keywords. In this screen, you can see I typed in content marketing, which will search for the words content and marketing being in close proximity of one another, and send you an alert as google picks it up, once a day or once a week. You can set up as many words as you want.
  • And here’s what it looks like when I get the email. So, in this alert, someone at bizsugar blogged about my article, Patsi Krakoff is talking about content marketing – so I should go comment there, and the third one discusses a company that offers content marketing and social media – definitely have to check that out.

Transcript

  • 1. Social Media Tips & Tricks Blogging, Twitter and lots more… Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
  • 2. Follow me @juntajoe
    • Evangelist, speaker, author for content marketing – why marketers need to be publishers.
    • Founder and Chief Content Officer for Junta42 – content marketing matching service.
    • Co-author of Get Content Get Customers (McGraw-Hill)
  • 3.
    • The people you want to connect with through social media are seeking information that is
    • Relevant
    • Compelling
    • Educational
    • Entertaining
    Social Media Truth #1
  • 4. Social Media Truth #2 Forrester Research
  • 5. Social Media Truth #3
    • Most Marketers are Horrible Publishers
  • 6.  
  • 7.
    • Who Cares?
  • 8. Social Media does not work without having something valuable to say!
  • 9. You Need to Be a Publisher First
    • Like it or not, everyone is a publisher, and you need to understand what that means.
    • Look at your marketing activities…starting to feel a lot more like publishing.
    Magazines Newsletters
  • 10. No Content, No Social Media Image from Story Worldwide
  • 11. The Secret Sauce Your Knowledge Their Needs
  • 12.  
  • 13. It’s Not about You!
    • Provide relevant content that gives solutions to some of the toughest problems customers are facing.
    • (leave out the sales pitch while building the relationship!)
  • 14. Then Your Ideas Spread!
    • Position yourself as the trusted solutions provider for your industry and help people spread the word!
  • 15.  
  • 16. Now for Some Tips
  • 17. Blogging
  • 18. My Blog – since April, 2007 (400 posts later)
  • 19. Tip #1 - Listen/Commenting
    • Where are your customers hanging out?
    • Target Top 15-20 blogs in your niche.
  • 20. Listen First!
    • www.google.com/alerts
  • 21.  
  • 22. Twitter Search (search.twitter.com)
  • 23. Tip #2 – Blog RSS to Twitterfeed
  • 24. Tip #3 – Be Consistent
  • 25. Tip #4 – Track Performance
  • 26. Tip #5 – Length and Style
    • Shorter is often better (250 words)
    • Bullets/Lists do better
    • Titles are like magazine covers
    • Shake it up (video/audio)
    • Link to other bloggers
    • Link to other articles
    • Proofread
  • 27. Tip #6 – Niche is Better
  • 28. Twitter Tips
  • 29. What is Twitter?
  • 30. Signing Up and Getting Things Right
  • 31. Then, download Tweetdeck
  • 32. Tip #1 – Try not to answer the question
  • 33. Tip #2 – Be Democratic
  • 34. Tip #3 – Link updates to Facebook
  • 35. Five Twitter DO NOTS
    • Constant Tweeting about You
    • Mistaking Public Tweets and Direct Messages
    • Cryptic Replies (@you “I know”)
    • Links only i.e., http://bit.ly/jkl7
    • Auto Direct Messages
    http://www.socialmediatoday.com/SMC/118535
  • 36. The Best of the Rest (in super fast mode)
  • 37. Get Your Google Profile
  • 38. Hootsuite – good for multiple Twitter Accounts
  • 39. LinkedIn Answers – Become the Expert
  • 40. Slideshare – Your Preso on Steroids
  • 41. Friendfeed – Your Social Media Lifeline
  • 42. StumbleUpon – You Share, People will Follow
  • 43. BW Business Exchange
  • 44. Namechk – Reserve Your Username
  • 45. Ping.fm – Update all Social Networks at one time
  • 46. The Dramatic Conclusion
  • 47. What if?
    • What if your customers/followers saw you as the industry thought leader?
  • 48. What if?
    • What if they signed up for your enewsletters and other marketing because they were interested in what you had to say, and thought it could positively impact their lives?
  • 49. What if?
    • What if your customers spread your content to prospects for you - essentially becoming your marketing distribution arm?
  • 50. Free White Paper on How to Be a Publisher!
    • http://tinyurl.com/VMENG-J42
  • 51. Questions? Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com www.joepulizzi.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: Joe.Pulizzi Twitter: juntajoe