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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:
  • Transcript

    • 1. Content is King
      Creating content to drive business
    • 2. Who is This Guy?
      Currently –
      Director of Marketing TurnHere
      Co-Founder Social Media Club Orange County
      Blogs at, OC Register Social Sunday,
      Previously –
      Founder and Editor,
      Co-Founder of New Day Trust Mortgage
      Sr. Account Exec, Inter@ctivate, online marketing
      Dir. of Operations,
    • 3. Agenda
      Why content?
    • 4.
    • 5.
    • 6. What’s it All About?
      With customers
      With media
      With suppliers
      With influencers
      With colleagues
      With people
    • 7. What’s it All About?
      Build a reputation
      Demonstrate expertise
      Share information
      Help people
    • 8. What’s it All About?
      For customers
      For the community
      For others
      For you
    • 9. You need a plan,
    • 10. 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
    • 11. Facebook
    • 12.
    • 13.
    • 14. Σ
      u w d
      e ee
      edges e
      u wd
      • affinity score between viewing user and edge creator
      • 15. weight for this edge type (create, like, tag, etc.)
      • 16. time decay factor based on how long ago edge was created
    • Create a Page
    • 17.
    • 18. Add Your Photo
      Max size is 200 x 600
    • 19. Import Your Blog
    • 20. Add Photos & Video
    • 21. Import Twitter
    • 22. Create a Landing Page
    • 23. Engage
    • 24. Know Your Audience
    • 25. Build Your Fan Base
    • 26. Share Content
    • 27. YOUTUBE
    • 28. 32,410,886,000
      January 2010
    • 29. Consumers Search for Videos
      Search Engines by Query Volume:
    • 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.
      Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009
    • 31. Set Up Your Channel
    • 32. Set Up Your Channel
    • 33. Set Up Your Channel
    • 34. Set Up Your Channel
    • 35. Creating Video Content
      Meet a need
      Pay attention to production value
      Optimize for YouTube search
      Create a call to action
    • 36. Easy Video Content
      Product demos
      Company overviews
      How-to videos
      Customer testimonials
      Streaming events
    • 37.
    • 38.
    • 39. Distribute Everywhere
    • 40. twitter
      The slides are from the Twitter for Business Website – get the originals at
    • 41. 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
    • 42. 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
    • 43. 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
    • 44. Before you dive in
      If you want to spend time listening first, you don’t need an account to search at
      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
    • 45. 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
    • 46. 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
      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
    • 47. Finding People
    • 48. 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
    • 49. 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
    • 50. …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
    • 51. 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
    • 52. 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
    • 53. 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
    • 54. Twitter
    • 55. Tools to be more effective – 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
    • 56. FLICKR
    • 57.
    • 58. 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
    • 59. 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
    • 60.
    • 62. It’s a marathon, not a sprint.
    • 63. Don’t spread
      too thin.
    • 64. What’s your plan?
      to start small.
    • 65. Resources
    • 66. Me
      Morgan Brown
      (949) 954-0205