How a clear, smart content strategy makes or breaks the long-term success of social presences
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How a clear, smart content strategy makes or breaks the long-term success of social presences

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Well-developed and executed content strategy yields measurable return-on- investments. Unfortunately most businesses aren¶t putting resources into making the initial investment, resulting in a lot......

Well-developed and executed content strategy yields measurable return-on- investments. Unfortunately most businesses aren¶t putting resources into making the initial investment, resulting in a lot of noise and damage to brand reputation.

A clear, smart content strategy educates the target market, impacts organic search engine visibility, increases website traffic and conversion rates, and more.

The integral piece to success is, of course, locating the consumer. Social media is a must-have for any success B2B or B2C content strategy.

³The survey took a look at the habits of 1,600 Internet users from the U.S., UK, Germany and Japan and found that over the past two years alone, social web use in the workplace has risen from 19% to 24%." (Mashable)

This session assumes you understand the importance of concise language and bullet points. We will move beyond the basics to better understand how a clear, smart content strategy will ensure the success of a business' social presence. You will understand how to plan content that engages your market, impacts your analytics, compliments your business plan, and feeds your bottom line.

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  • “The survey took a look at the habits of 1,600 Internet users from the U.S., UK, Germany and Japan and found that over the past two years alone, social web use in the workplace has risen from 19% to 24%.”

    “Almost a third of laptop users around the world will use social websites while at work.”
    US Businesses: 21% use social media vs 32% w/laptops
    (Small businesses: 27 vs16% w/laptop)
  • 30.8% of smartphone users, compared with 22.5% in 2009
    11.5% of all mobile phone users.
    Of these: 55% women, 45% men
  • 30.8% of smartphone users, compared with 22.5% in 2009
    11.5% of all mobile phone users.
    Of these: 55% women, 45% men




  • “The survey took a look at the habits of 1,600 Internet users from the U.S., UK, Germany and Japan and found that over the past two years alone, social web use in the workplace has risen from 19% to 24%.”

    “Almost a third of laptop users around the world will use social websites while at work.”
    US Businesses: 21% use social media vs 32% w/laptops
    (Small businesses: 27 vs16% w/laptop)














Transcript

  • 1. How content strategy makes or breaks the long-term success of social presences www.digitalmark.me
  • 2. “Over the past two years alone, social web use in the workplace has risen from 19% to 24%.” www.digitalmark.me Source: Social Media Use in the Workplace on the Rise, Mashable (http://mashable.com/2010/07/12/social-media-at-work)
  • 3. “Almost a third of smartphone users access social websites.” Source: How are Mobile Phones Changing Social Media?, Vizworld www.digitalmark.me http://www.vizworld.com/2010/04/infographic-mobile-phones-changing-social-media/
  • 4. Why combining content & social media strategy works. www.digitalmark.me
  • 5. Content & Social Qualitative Objectives • Provide value to target markets • Create sharable content • Build trust • Improve interactivity • Consumer sentiment www.digitalmark.me
  • 6. Content & Social Quantitative Objectives • Website Analytics • Traffic • Diverse traffic sources • Page views (unique page views) • Conversion • Brand impressions • Organic search rankings www.digitalmark.me
  • 7. What does execution look like? www.digitalmark.me
  • 8. Strategy • Explicit qualitative and quantitative objectives are set • Online target market(s) are identified, profiled, and detailed • Relevant social media properties are identified and organized by engagement type • Content production and sharing teams are established • Social engagement teams are prepared www.digitalmark.me
  • 9. Knowing how to share content with social media www.digitalmark.me
  • 10. Preparation • Expert, creative content is developed • Content is written to educate and interest your target market about your brand values, products or services. • Keywords are used to improve search engine visibility. • Content can be both written and/or media (such as images, charts, video, or presentation slides). • Consider your target market: Jargon-use, reading style, content-type preferences, etc www.digitalmark.me
  • 11. Sharing (Distribution) • Content is distributed to websites with access to your target market, including social media properties. • All content links back to your business website. • Incoming links to your business website improve organic search engine visibility. • Social media users are invited to share their feedback, insight, or feelings regarding the content. Your social team participates in this reciprocal conversation. • Feedback may be posted with the original content OR on the various social media outlets. Conversation should be reciprocated in each. www.digitalmark.me
  • 12. Need proof? 20 content marketing case studies www.digitalmark.me
  • 13. Case Study: Overview • In order to better understand how to increase blog traffic, one client performed a test study with 20 sub-client blogs. • Each blog was allocated eight (8) articles to be posted to respective sub- client blog websites, totaling 160 articles. • Article content was then distributed to at least five (5) social media link sharing properties: StumbleUpon, Reddit, Digg, Tumblr, Twitter, Facebook, and others as appropriate www.digitalmark.me *Study completed March 2010 by Digital Mark LLC
  • 14. Case Study: Objectives • Primary objective: Increase business visibility by increasing website traffic • Secondary objectives: Improve supplemental visibility metrics, including: • New visits • Pages per visit, • Inbound links, • Alexa ranking, • Bounce rate, • Website “grade”, • Indexed pages. www.digitalmark.me
  • 15. Case Study: Blog articles • Articles were written for a minimum of 400 words, with some exceptions (such as project-based topics). • Articles were written to appeal to respective target markets, related to the client project or service type. • Images were required for every article submitted. www.digitalmark.me
  • 16. Case Study: Distribution • Articles were uploaded into respective Wordpress systems, issued relevant keyword tags (for SEO), and properly cited. • Once articles were uploaded, links to the blog home page and directly to the content were shared among the social media distribution properties. • This generates traffic from the social media website visitors, as well as improves the respective blog websites’ search engine visibility through incoming links and relevant keywords. www.digitalmark.me
  • 17. Case Study: Results • Adding and distributing 8 articles to 5-6 social media properties each gathered an average of approximately 39 visits (38.875) per article. • The small investment (only 8 articles per client) on a per-client basis suggests significant returns for a well-developed campaign. • On average, traffic increased by 300% between February and March 2010. New visitors increased by 19.14%. www.digitalmark.me
  • 18. Questions? www.digitalmark.me
  • 19. www.digitalmark.me digitalbusiness digitalmarketing >>>maximizing return on investments >>>consumer engagement gone wild >Digital Strategy >Social Web Engagement >Conversion Rates >Content Marketing >ROI Opportunity >Search Engine Optimization >Target Market Profiling >Geo-marketing >Information Architecture >Google Adwords >User Experience >Mobile Marketing
  • 20. reaching users: social influence • Accessed via apps or browser searches: • Reviews: social media communities & review sites (ex: CitySearch, Yelp) • Real-time conversation: layers on Android maps, tweets, FourSquare, and more by the day • Media: layers and search results; Flckr photos, YouTube videos, and more by the day www.digitalmark.me
  • 21. Smart businesses are accessed mobily. • Businesses have posted over 200,000 special offers on Yelp to date • Mobily scanned QR codes redirect users to a website, a video, an e-mail address or a phone number. • Open rates for SMS text message campaigns average 85 percent, compared to 30 percent for e-mail campaigns. San Diego News Network • Place Pages for Google Maps: Brand new opportunity source www.digitalmark.me
  • 22. Ready to make your mark? www.digitalmark.me
  • 23. www.digitalmark.me digitalbusiness digitalmarketing >>>maximizing return on investments >>>consumer engagement gone wild >Digital Strategy >Social Web Engagement >Conversion Rates >Content Marketing >ROI Opportunity >Search Engine Optimization >Target Market Profiling >Geo-marketing >Information Architecture >Google Adwords >User Experience >Mobile Marketing