Social Media Content Strategy: Content is King

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

Authority
Build a reputation
Demonstrate expertise
Share information
Help people
http://www.flickr.com/photos/macwagen/131360868/

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

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

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

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

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

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

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

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

…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

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

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

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

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Social Media Content Strategy: Content is King

by Morgan Brown on May 21, 2010

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Social Media Content Strategy: Content is King — Presentation Transcript