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Social Media Content Strategy: Content is King
 

Social Media Content Strategy: Content is King

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Creating an effective social media program requires a content creation and marketing strategy. In this presentation I cover the basics of creating a content strategy for Facebook, YouTube, Twitter ...

Creating an effective social media program requires a content creation and marketing strategy. In this presentation I cover the basics of creating a content strategy for Facebook, YouTube, Twitter and Flickr. In particular, Facebook presents an interesting content strategy challenge with the need for marketers and brands to optimize content for Facebook's EdgeRank.

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  • Why is content king?Starts a conversationCreates links and interactions (likes, comments, etc.)Creates PageRankCreatesEdgeRankLeads to greater visibilityPOSITIVE FEEDBACK CYCLE
  • 500 million users – 3rd largest country in the worldLots of privacy issues – need to be awareEver-changing TOS/rules (sweepstakes rules, recent landing page debacle)55-65 year old females are the fastest growing segment on Facebook (Socialnomics, 2009)Passed Yahoo! for the #1 display advertiser on the web by impressions served (comScore, May 2010)Passed Google for the number of visits per week (Experian Hitwise, May 2010)
  • The secret to content on Facebook is getting into the Top News section of the user page.
  • Multiply these factors for each Edge then add the Edge scores up and you have an Object’s EdgeRank. And the higher that is, the more likely your Object is to appear in the user’s feed. It’s worth pointing out that the act of creating an Object is also considered an Edge, which is what allows Objects to show up in your friends’ feeds before anyone has interacted with them.In other, hopefully less confusing words, an Object is more likely to show up in your News Feed if people you know have been interacting with it recently. That really isn’t particularly surprising. Neither is the resulting message to developers: if you want your posts to show up in News Feed, make sure people will actually want to interact with them.Read more: http://techcrunch.com/2010/04/22/facebook-edgerank/#ixzz0oXZEd3dX

Social Media Content Strategy: Content is King Social Media Content Strategy: Content is King Presentation Transcript

  • Content is King
    Creating content to drive business
  • Who is This Guy?
    Currently –
    Director of Marketing TurnHere
    Co-Founder Social Media Club Orange County
    Blogs at ReelSEO.com, OC Register Social Sunday, pmorganbrown.com
    Previously –
    Founder and Editor, BlownMortgage.com
    Co-Founder of New Day Trust Mortgage
    Sr. Account Exec, Inter@ctivate, online marketing
    Dir. of Operations, SalesMountain.com
  • Agenda
    Why content?
    Facebook
    YouTube
    Twitter
    Flickr
  • What’s it All About?
    Connections
    With customers
    With media
    With suppliers
    With influencers
    With colleagues
    With people
  • What’s it All About?
    Authority
    Build a reputation
    Demonstrate expertise
    Share information
    Help people
    http://www.flickr.com/photos/macwagen/131360868/
  • What’s it All About?
    Value
    For customers
    For the community
    For others
    For you
    http://www.flickr.com/photos/schlachet/3366994378/
  • You need a plan,
  • and a Framework.
    People – identify owners and responsibilities
    Objectives – identify goals of social media efforts
    Strategies – identify strategies, messages and tactical execution
    Technologies – identify technologies, communities, measurement and monitoring
  • Facebook
  • Σ
    u w d
    e ee
    edges e
    u wd
    • affinity score between viewing user and edge creator
    • weight for this edge type (create, like, tag, etc.)
    • time decay factor based on how long ago edge was created
  • Create a Page
  • Add Your Photo
    Max size is 200 x 600
  • Import Your Blog
  • Add Photos & Video
  • Import Twitter
  • Create a Landing Page
  • Engage
  • Know Your Audience
  • Build Your Fan Base
  • Share Content
  • YOUTUBE
  • 32,410,886,000
    January 2010
    http://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Releases_January_2010_U.S._Online_Video_Rankings
  • Consumers Search for Videos
    Search Engines by Query Volume:
    Google
    YouTube
    Yahoo!
  • A video is 50 times more likely than a text page on the same topic to appear on Google’s first page of search results.
    Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009
  • Set Up Your Channel
  • Set Up Your Channel
  • Set Up Your Channel
  • Set Up Your Channel
  • Creating Video Content
    Meet a need
    Pay attention to production value
    Optimize for YouTube search
    Create a call to action
  • Easy Video Content
    Product demos
    Company overviews
    How-to videos
    Customer testimonials
    Streaming events
  • Distribute Everywhere
  • twitter
    The slides are from the Twitter for Business Website – get the originals at http://business.twitter.com/
  • Why Twitter?
    Everyday, millions of users create, share and discover ideas on Twitter
    Users also find great value in connecting with businesses of all kinds on Twitter to:
    Share their experiences, both good and not so good
    Provide feedback on recent events or launches
    Discuss product ideas
    Learn about exclusive deals or offers
    Get customer service
    To read more, go to business.twitter.com/twitter101/cases
  • A few Twitter success stories
    Twitter users follow Dell Outlet for exclusive deals on electronics—and have driven more than $3M in sales through Twitter
    Ice cream eaters in New York give local chain Tasti-D-Lite marketing feedback via Twitter—and sometimes get surprise dessert deliveries
    Coffee drinkers in Houston choose CoffeeGroundz for the personal relationships they’ve built on Twitter—and the shop’s Twitter-based ordering
    To read more, go to business.twitter.com/twitter101/cases
  • How does it work?
    Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces.
    The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from
    Twitter works equally well from your desktop or mobile phone
    To read more, go to business.twitter.com/twitter101/cases
  • Before you dive in
    If you want to spend time listening first, you don’t need an account to search at search.twitter.com
    Try searching for your company and a few key topics in your field
    Listening can help you get a sense of how you want to engage on Twitter
    To read more, go to business.twitter.com/twitter101/cases
  • Getting started is easy
    Signing up for an account takes just a few minutes
    To help people recognize and trust your account, fill out your profile completely and include a picture
    To read more, go to business.twitter.com/twitter101/cases
  • Follow relevant accounts
    Following somebody means you’ve subscribed to their tweets
    To find people talking about your company or topics in your field, use search.twitter.com
    When you find a good candidate, look under their picture for the Follow button
    You can also choose to interact without following an account, just send them a tweet
    To read more, go to business.twitter.com/twitter101/cases
  • Finding People
  • Post tweets
    People like tips, links to interesting stories and blogposts (they don’t have to be about your company), exclusive deals and a good sense of humor.
    People like the human touch and will appreciate posts with your thoughts and experiences more than you think
    They also like it when you say hi, respond to their questions, comments, praise, complaints and jokes
    To read more, go to business.twitter.com/twitter101/cases
  • Key terms…
    To follow somebody is to subscribe to their messages
    A tweet is an individual message
    A DM or direct message is a private message on Twitter
    RT or retweet is to repost a valuable message from somebody else on Twitter and give them credit
    Trending topics are the most-discussed terms on Twitter at any given moment
    To read more, go to business.twitter.com/twitter101/cases
  • …and some special lingo
    @username is a public message to or about an individual on Twitter
    A hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topic
    Shortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automatically
    To read more, go to business.twitter.com/101/learning
  • Best practices
    Build relationships on Twitter
    Listen for comments about you
    Respond to comments and queries
    Ask questions
    Post links to things people would find interesting
    Retweet messages you would like to share
    Use a friendly, casual tone
    Don’t spam people
    To read more, go to business.twitter.com/twitter101/cases
  • Best practices
    Leverage the real-time nature of Twitter
    Ask questions, float ideas, solicit feedback – and expect fast feedback most of the time
    If you’ve launched a product, new store or new campaign, search Twitter for comments
    Respond to customer service issues quickly
    Engage in discussion on a tricky public issue your company is dealing with
    To read more, go to business.twitter.com/twitter101/cases
  • Best practices
    Measure the value of Twitter
    Before setting up measurement tools, focus on the quality of your engagement: do a gut-check of how things are going
    Try to analyze the quality of feedback and topics of discussion, you may find this changing over time
    Keep a tally of questions answered, customer problems resolved and positive exchanges held
    When offering deals on Twitter, use a unique coupon code or separate landing page
    To read more, go to business.twitter.com/twitter101/cases
  • Twitter
  • Tools to be more effective
    Bit.ly – a link shortener that also provides analytics
    Tweetdeck – a desktop Twitter & Facebook client
    Listorious, Wefollow, Twellow – directories of Twitter users
    Twubs – Twitter groups built around hashtags
  • FLICKR
  • Flickr Do’s
    Use your company name or website address as your username
    Use your Flickr profile to highlight your company, products or services
    Upload quality photos of things related to your business
    Write appropriate text for each photo and include a link back to an appropriate web page
    Participate in the community
    Comment and favorite photos
    Join groups and participate in conversations
    http://www.smallbusinesssem.com/articles/marketing-on-flickr/
  • Flickr Don’ts
    Stuff linked keywords into your photo descriptions, comments on other people’s photos, etc.
    Plaster your URL on the photos themselves
    Post ads or spam to groups
    Violate Flickr TOS by blatantly trying to exploit for commercial purposes
  • FINAL THOUGHTS
  • It’s a marathon, not a sprint.
    http://www.flickr.com/photos/oskarn/125630791/
  • Don’t spread
    yourself
    too thin.
    http://www.flickr.com/photos/lynac/373285375/
  • What’s your plan?
    It’s
    OK
    to start small.
  • Resources
    http://business.twitter.com/
    http://mashable.com/guidebook/facebook/
  • Me
    Morgan Brown
    morganb@gmail.com
    @morganb
    (949) 954-0205
    pmorganbrown.com
    linkedin.com/in/morganb