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 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:
  • Social Media Content Strategy: Content is King

    1. 1. Content is King<br />Creating content to drive business<br />
    2. 2. Who is This Guy?<br />Currently –<br />Director of Marketing TurnHere<br />Co-Founder Social Media Club Orange County<br />Blogs at, OC Register Social Sunday,<br />Previously –<br />Founder and Editor,<br />Co-Founder of New Day Trust Mortgage<br />Sr. Account Exec, Inter@ctivate, online marketing<br />Dir. of Operations,<br />
    3. 3. Agenda<br />Why content?<br />Facebook <br />YouTube<br />Twitter <br />Flickr<br />
    4. 4.
    5. 5.
    6. 6. What’s it All About?<br />Connections<br />With customers<br />With media<br />With suppliers<br />With influencers<br />With colleagues<br />With people<br />
    7. 7. What’s it All About?<br />Authority<br />Build a reputation<br />Demonstrate expertise<br />Share information<br />Help people<br /><br />
    8. 8. What’s it All About?<br />Value<br />For customers<br />For the community<br />For others<br />For you<br /><br />
    9. 9. You need a plan,<br />
    10. 10. and a Framework.<br />People – identify owners and responsibilities<br />Objectives – identify goals of social media efforts<br />Strategies – identify strategies, messages and tactical execution<br />Technologies – identify technologies, communities, measurement and monitoring<br />
    11. 11. Facebook<br />
    12. 12.
    13. 13.
    14. 14. Σ<br />u w d<br />e ee<br />edges e<br />u wd<br /><ul><li>affinity score between viewing user and edge creator
    15. 15. weight for this edge type (create, like, tag, etc.)
    16. 16. time decay factor based on how long ago edge was created</li></li></ul><li>Create a Page<br />
    17. 17.
    18. 18. Add Your Photo<br />Max size is 200 x 600<br />
    19. 19. Import Your Blog<br />
    20. 20. Add Photos & Video<br />
    21. 21. Import Twitter<br />
    22. 22. Create a Landing Page<br />
    23. 23. Engage<br />
    24. 24. Know Your Audience<br />
    25. 25. Build Your Fan Base<br />
    26. 26. Share Content<br />
    27. 27. YOUTUBE<br />
    28. 28. 32,410,886,000<br />January 2010<br /><br />
    29. 29. Consumers Search for Videos<br />Search Engines by Query Volume:<br />Google<br />YouTube<br />Yahoo!<br />
    30. 30. 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.<br />Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009<br />
    31. 31. Set Up Your Channel<br />
    32. 32. Set Up Your Channel<br />
    33. 33. Set Up Your Channel<br />
    34. 34. Set Up Your Channel<br />
    35. 35. Creating Video Content<br />Meet a need<br />Pay attention to production value<br />Optimize for YouTube search<br />Create a call to action<br />
    36. 36. Easy Video Content<br />Product demos<br />Company overviews<br />How-to videos<br />Customer testimonials<br />Streaming events<br />
    37. 37.
    38. 38.
    39. 39. Distribute Everywhere<br />
    40. 40. twitter<br />The slides are from the Twitter for Business Website – get the originals at<br />
    41. 41. Why Twitter?<br />Everyday, millions of users create, share and discover ideas on Twitter<br />Users also find great value in connecting with businesses of all kinds on Twitter to:<br />Share their experiences, both good and not so good<br />Provide feedback on recent events or launches<br />Discuss product ideas<br />Learn about exclusive deals or offers<br />Get customer service<br />To read more, go to<br />
    42. 42. A few Twitter success stories<br />Twitter users follow Dell Outlet for exclusive deals on electronics—and have driven more than $3M in sales through Twitter<br />Ice cream eaters in New York give local chain Tasti-D-Lite marketing feedback via Twitter—and sometimes get surprise dessert deliveries<br />Coffee drinkers in Houston choose CoffeeGroundz for the personal relationships they’ve built on Twitter—and the shop’s Twitter-based ordering<br />To read more, go to<br />
    43. 43. How does it work?<br />Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. <br />The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from<br />Twitter works equally well from your desktop or mobile phone<br />To read more, go to<br />
    44. 44. Before you dive in<br />If you want to spend time listening first, you don’t need an account to search at<br />Try searching for your company and a few key topics in your field<br />Listening can help you get a sense of how you want to engage on Twitter<br />To read more, go to<br />
    45. 45. Getting started is easy<br />Signing up for an account takes just a few minutes<br />To help people recognize and trust your account, fill out your profile completely and include a picture<br />To read more, go to<br />
    46. 46. Follow relevant accounts<br />Following somebody means you’ve subscribed to their tweets <br />To find people talking about your company or topics in your field, use <br />When you find a good candidate, look under their picture for the Follow button<br />You can also choose to interact without following an account, just send them a tweet<br />To read more, go to<br />
    47. 47. Finding People<br />
    48. 48. Post tweets<br />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.<br />People like the human touch and will appreciate posts with your thoughts and experiences more than you think<br />They also like it when you say hi, respond to their questions, comments, praise, complaints and jokes<br />To read more, go to<br />
    49. 49. Key terms…<br />To follow somebody is to subscribe to their messages<br />A tweet is an individual message<br />A DM or direct message is a private message on Twitter<br />RT or retweet is to repost a valuable message from somebody else on Twitter and give them credit<br />Trending topics are the most-discussed terms on Twitter at any given moment<br />To read more, go to<br />
    50. 50. …and some special lingo<br />@username is a public message to or about an individual on Twitter<br />A hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topic<br />Shortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automatically<br />To read more, go to<br />
    51. 51. Best practices<br />Build relationships on Twitter<br />Listen for comments about you<br />Respond to comments and queries<br />Ask questions<br />Post links to things people would find interesting<br />Retweet messages you would like to share<br />Use a friendly, casual tone<br />Don’t spam people<br />To read more, go to<br />
    52. 52. Best practices<br />Leverage the real-time nature of Twitter<br />Ask questions, float ideas, solicit feedback – and expect fast feedback most of the time<br />If you’ve launched a product, new store or new campaign, search Twitter for comments<br />Respond to customer service issues quickly<br />Engage in discussion on a tricky public issue your company is dealing with<br />To read more, go to<br />
    53. 53. Best practices<br />Measure the value of Twitter<br />Before setting up measurement tools, focus on the quality of your engagement: do a gut-check of how things are going<br />Try to analyze the quality of feedback and topics of discussion, you may find this changing over time<br />Keep a tally of questions answered, customer problems resolved and positive exchanges held<br />When offering deals on Twitter, use a unique coupon code or separate landing page<br />To read more, go to<br />
    54. 54. Twitter<br />
    55. 55. Tools to be more effective<br /> – a link shortener that also provides analytics <br />Tweetdeck – a desktop Twitter & Facebook client <br />Listorious, Wefollow, Twellow – directories of Twitter users<br />Twubs – Twitter groups built around hashtags<br />
    56. 56. FLICKR<br />
    57. 57.
    58. 58. Flickr Do’s<br />Use your company name or website address as your username<br />Use your Flickr profile to highlight your company, products or services<br />Upload quality photos of things related to your business<br />Write appropriate text for each photo and include a link back to an appropriate web page<br />Participate in the community<br />Comment and favorite photos<br />Join groups and participate in conversations<br /><br />
    59. 59. Flickr Don’ts<br />Stuff linked keywords into your photo descriptions, comments on other people’s photos, etc.<br />Plaster your URL on the photos themselves<br />Post ads or spam to groups<br />Violate Flickr TOS by blatantly trying to exploit for commercial purposes<br />
    60. 60.
    61. 61. FINAL THOUGHTS<br />
    62. 62. It’s a marathon, not a sprint.<br /><br />
    63. 63. Don’t spread <br />yourself <br />too thin.<br /><br />
    64. 64. What’s your plan?<br />It’s <br />OK<br />to start small.<br />
    65. 65. Resources<br /><br /><br />
    66. 66. Me<br />Morgan Brown<br /><br />@morganb<br />(949) 954-0205<br /><br /><br />
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