Social Content Marketing 1. Part 2: Social Content Marketing
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2. AGENDA
Why Social Content?
Three Content Channels
Facebook Strategy
Twitter Strategy
Crowdsourcing Content Strategy
Action Assignments
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3. THREE CONTENT CHANNELS
Today‟s content is EVERYTHING you publish on the
web.
Social Visual Written
Content
Facebook Pinterest Blogs
spans
across
Twitter YouTube Articles
channel
s.
Email
Pinterest Infographics
Marketing
Crowd Press
Instagram
Sourced Releases
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4. WHY SOCIAL CONTENT?
Nice to have or necessity?
Necessity
Increases the KLTC (Know, Like, Trust and Convert ) factor of
your brand
Brands that show up consistently, with interesting content build a following
Brands who personally engage with individuals create customers
Customers buy from brands they know, like and trust
Builds credibility
Differentiates you from the competition
Enables people to share and talk about your brand
Drives traffic
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5. WHY SOCIAL CONTENT?
Drives traffic and conversions
Your
Online
Store Your
(Search Online
dependent Store
.)
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6. COMPOUND INTEREST
Social is here to stay
It will only get bigger
Putting in place a solid social content
marketing strategy will position your
business for the future
Need a plan to make it work for your
business!
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8. COMMERCE VS. MARKETING
Three ways to use Facebook in ecommerce
Commerce
Customer buys product on your Facebook shop
Facebook has not cracked the “Buy it on Facebook” code
The Gap, JC Penny, Nordstrom closed their Facebook shops
Debate continues as to whether Facebook is a place to hangout or shop
Marketing
Brand Presence – KLTC factor
Buyers check Facebook reputations for brands
Drive Traffic
Send buyers off Facebook to your online store or products in a marketplace
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9. MARKETING
Brand Presence
How to build a brand presence
Increase your KLTC factor
Drive Traffic
Send buyers off Facebook to your online
store or products in a marketplace
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10. BUILD A BUSINESS PAGE
Tips related to you products
Images of your products
Sales, discounts
New product announcements
Ask questions/for opinions
Product videos
Industry stats
Testimonials
Product Reviews
Interact with customers
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11. BUSINESS STORY
A business journal
o Each post is a page in the book
o The story unfolds on the page
o Builds the KLTC factor
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12. FACEBOOK AND SEARCH
ENGINES
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13. BRANDED URL
Use in your marketing
Vanity URL
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14. COVER PHOTO
851 pixels wide by 315 pixels high
Panorama
Collage
Change it every few months
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15. COVER PHOTO
Effective Cover Photos
Represent your brand
Evoke a feeling
Restrictions
No contact
information
No call to actions
No purchase
information
Less than 20% can be
text
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17. PROFILE IMAGE - HEADER
160 pixels wide by 160 pixels high
Logo or image
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18. PHOTOS
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21. CUSTOM TABS
Custom Tabs
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22. BUILD A BUSINESS PAGE
Tips related to you products
Images of your products
Sales, discounts
New product announcements
Ask questions/for opinions
Product videos
Industry stats
Testimonials
Product Reviews
Interact with customers
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23. IMAGES
403 pixels by 403 pixels
Share 3x‟s as much as a text only post
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24. PROMOTIONS
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26. BLOG POSTS
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27. VIDEOS
Shared 10x as much as a text only post
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29. INSTALL FACEBOOK LIKE BUTTON
http://developers.facebook.com/docs/reference/plugins/like/
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30. FACEBOOK FOLLOW US BUTTON
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31. FACEBOOK ACTION ASSIGNMENT
Set up a Facebook Business page
Get your Branded URL
Post once a day 3-5 days per week
Add Facebook buttons to your website
Let your customers know about your page
Interact with comments on your page
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33. WHY TWITTER?
Reach
Other people to retweet your content and spread your message to their audience.
SEO
Both Google and Bing index Tweets and Twitter Profiles
Place value on how many times you are retweeted
Promotion
Engagement
Easy to have short, powerful, interactions with your
customers
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35. INFLUENCERS
Look at profiles of the people you want to follow (niche related)
and then see who they follow.
If you interact with these „influencers‟ they may follow you and
then their followers may follow you.
If you get a mention or a ReTweet by an influencer their followers
will see that and may follow you.
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36. TWITTER PRESENCE
Cover Photo
1252x626
Branded
Background
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37. BRANDLESS
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38. BRANDED
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39. TWITTER BIO
160 character bio to describe your brand/what you sell
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40. WHAT TO TWEET
Tips related to you products
Sales, discounts
New product announcements
Ask questions/for opinions
Ask which of your products they like the
best?
Tweet cool pictures of your product
Ask for the retweet!
Tweet recent blog posts
Tweet a video
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41. HASHTAGS
Use hashtags to assist in getting your tweets picked up in Twitter
search
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42. REPLY AND RETWEET
Ease of reply and retweet make Twitter a perfect environment for
sharing
Retweet when a customer says something good about your
company
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43. BUILD A FOLLOWING
Followerwonk.com
Find people with interests in your products to follow
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44. SEARCH TWITTER
www.search.twitter.com
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45. TWITTER ADVANCED SEARCH
https://twitter.com/search-
advanced
https://support.twitter.com
/articles/71577-how-to-
use-advanced-twitter-
search#
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46. ADVANCED SEARCH
Trends
Influencers
Customers
Marketing ideas
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47. INSTALL TWEET BUTTON
https://twitter.com/about/resources/buttons
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48. TWITTER FOLLOW US BUTTON
https://twitter.com/about/resources/buttons
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G
49. TWITTER ACTION ASSIGNMENT
Set up a Twitter page
Get your Branded @twittername
Post once a day 3-5 days per week
Add Tweet button to your website
Let your customers know about your Twitter profile
Interact with comments on your page
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51. WHAT IS CROWDSOURCING
CONTENT?
Turning customer comments into
marketing
Passive
Customers post to YouTube, Facebook, Twitter,
website etc
Active
You solicit feedback from your customers and
post YouTube, Facebook, Twitter, website etc
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52. COMPANY GENERATED
Dollar Shave Club
Took a mundane product
Added humor
Spent $10K on a video
6,807,604 views to date
Average CPC for a group
of "shave" related
keywords $1
#5 rank in Google organic
search for the keyword
“shave”
www.dollarshaveclub.com
© LisaSuttora.com
55. SOCIAL – CROWD SOURCED CONTENT
Contest Infographic Pinned to
Pinterest
© LisaSuttora.com
56. BLOG
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57. CROWDSOURCING CONTENT
Let your customers know you want to hear from
them
Give them a platform to post freely
Facebook
Twitter
Pinterest
Blog
YouTube
Showcase their comments
Don‟t leave them buried in the archives!
Spotlight Customer of the Month
Product of the Month
Ask for feedback!
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58. Thank you for your time and attention
Visual Content Marketing
For more information, visit:
lisasuttora.com
monsooncommerce.com
View this presentation at youtube.com/user/MonsoonCommerce
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