MHSCN Presentation on Social Media & Content Marketing


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MHSCN Presentation on Social Media & Content Marketing

  1. 1. Social Media #mhscnsm 11/3/2011 1
  2. 2. Social Media & Business #mhscnsmSarah KuglinRedwood Valley Technical SolutionsWeb Design and Social Media••••• 11/3/2011 2
  3. 3. 9 out of 10 Internet Users visited a social networking site each month in 2010. SOURCE: COMSCORE, FEBRUARY 2011 11/3/2011 3
  4. 4. US Internet users spend 3x more minutes on blogs &social networks than on email SOURCE: THE NIELSEN COMPANY, NOVEMBER 2010 11/3/2011 4
  5. 5. Social Media is a conversation…supported by online 11/3/2011 5
  6. 6. 11/3/2011 6
  7. 7. Social Media & Business 1. Set Goals and Make a Plan 2. Have Clear Objectives 3. Strategy 4. 11/3/2011 7
  8. 8. Make a Plan• How can you use Social Media for your business? Use tools like Facebook, Twitter, LinkedIn and YouTube to: •Building Brand Awareness •Increase Traffic To Your Website •Improve Search Results •Generate Leads •Engage With Customers •Educate Your Customers •Share Ideas and Knowledge •Listen to your Followers •Providing Customer Service •Testimonials and Feedback 11/3/2011 8
  9. 9. Your StrategyHave clear objectives so you can measure the results of your time spent on Social Media networks.Your Measurable Goals Might Be To: o Drive traffic to your blog and website o Grow your mentions and shares o Enhance customer service and customer experience o Grow your email list o Gain targeted media attention o Crowdsource new products or services o Generate sales leads o Sell more products or services 11/3/2011 9
  10. 10. Your Strategy• Your strategy should achieve the goals of the organization as a whole, and require participation by all areas of the business.• Designate your team of administrators, content providers and resources. It needs to be done professionally and consistently.• Use a Social Media Policy in-house. Your team should know what they can and cannot share online. 11/3/2011 10
  11. 11. Your Strategy• How will you handle negative feedback? o Treat negative feedback like any other customer service issue. o Do your best to move a negative conversation off-line. Suggest a resolve and a way to contact you offline. o Social Media gives you a way to respond and resolve negative experiences. o Respond immediately! Others will see your promptness to resolve. o Don’t remove negative posts (with exceptions).Defining all of this will help you create a sharing strategy! 11/3/2011 11
  12. 12. Strategy and Tactics 1. Relationship Marketing and Social Media 2. How To Use Content to Build Relationships 3. Convert Followers Into Customers 4. Reputation Management 5. Measuring Your Efforts 6. Time & Investment 7. Embrace the 11/3/2011 12
  13. 13. Relationship Marketing • “In the world of Social Media, Relationships are the new Currency” – Toby Bloomberg • “Social Media is about Sociology and Psychology, not technology” – Brian Solis • People still do business with people they like, know and 11/3/2011 13
  14. 14. Relationship Marketing• Relationship marketing refers to everything you do to make your prospective and current customers aware of your products and services, position your business in their minds as the obvious choice, and help you to build lifelong, profitable relationships with them. -Mari Smith, The New Relationship Marketing Book 11/3/2011 14
  15. 15. Relationship Marketing• Use Social Networks to nurture and grow relationships with current and potential customers.• Build relationships with customers through a video they watch, a white paper or a blog post they read.• Content helps a person who is thinking about buying a product, actually buy it. 11/3/2011 15
  16. 16. Relationship Marketing• Companies that are succeeding at Social Media Marketing and Relationships make a• commitment to customer service and create demand for their 11/3/2011 16
  17. 17. Relationship Marketing Follow Mari Smith’s Four-Part Formula for Building a Loyal Community 1. Build a Quality Network 2. Provide Quality Content 3. Be Consistent 4. Be Genuine, Authentic, Passionate, and 11/3/2011 17
  18. 18. Relationship Marketing Best Practice Tips for Relationship Marketing using Social Media Tools 1. Ask questions and do surveys regularly 2. Request customer feedback as much as possible 3. Have effective Listening and monitoring tools in place 4. Have a corporate Social Media policy 5. Generate leads on a regular basis 6. Conducts regular training sessions 7. Stay on the cutting edge by evolving, adapting and integrating new technologies. 8. Embrace high-tech but always maintain high-touch 9. Strive for a very high customer satisfaction rate 10. Consistently goes out of your way to let our customers know how much you value 11/3/2011 18
  19. 19. Helpful Is The New Viral -HubspotFooter Text 11/3/2011 19
  20. 20. Content Marketing• Content Marketing is anything you create to share and tell your story. o Blog Post o Magazine or Newsletter o Video o Talking at an Event o Email o Tweets or Facebook Status Update o Posters, Brochures and all Printed 11/3/2011 20
  21. 21. Inbound marketing costs 62% less perlead than traditional,outbound marketing. SOURCE: HUBSPOT, 2011 11/3/2011 21
  22. 22. Content Marketing• Use Content Marketing to become a Center of Influence• What is Quality Content o Specialized Knowledge and Expertise o Answer common questions your customers have about your products or services o Share Quotes o Curate Quality Content o Repurpose Material o Regularly remind your community of what you have to offer 11/3/2011 22
  23. 23. Content Marketing• Be Consistent o What is your brand? What personality do you want to have or develop online? Keep your brand and message the same online and offline. o Consistently provide the content your followers are looking for• Be Genuine, Authentic, Passionate, and Caring o Be Yourself / Be The Brand o Customers have become brand advocates, you want them to know you care about your brand and about them. 11/3/2011 23
  24. 24. Content Marketing• Tell stories with your content!• Your day to day routine is an influential story to your customers.• Use a story to tell who you are and how you treat your 11/3/2011 24
  25. 25. Content Marketing• How do you come up with a story?• Ask Employees: Why do you work here? Why do you love it?• Ask customers why they use 11/3/2011 25
  26. 26. Content Marketing• Use a Content Calendar o This will help create consistency and quality in your content sharing strategy o Decided ahead of time what and when you will share, then and you can schedule content and posts o Use tools to monitor and schedule your posts like Hootsuite ( and TweekDeck ( 11/3/2011 26
  27. 27. Brand Management 11/3/2011 27
  28. 28. Schedule 11/3/2011 28
  29. 29. Content Marketing• Make Your Content Sharable Let others share your content and information too• Offer Social Proof The number of Likes, Share’s, Tweets, Plus 1’ 11/3/2011 29
  30. 30. 11/3/2011 30
  31. 31. Engage with Followers• Social networks require content, participation and engagement to grow. o Ask questions • what does your community want to hear • ask their opinions • ask about their experiences o Post and Tweet information that encourages comments and sharing (even offer incentives) o Provide value (offer discounts or giveaways, free Items like whitepapers, webinars, how to and tips) o Run Contests and promotions (with Facebook, follow their Guidelines) o Use Photos and Videos often. • Studies show photos get the highest engagement rate on Facebook. • Videos are often shared and become viral. 11/3/2011 31
  32. 32. Engage with Followers• Crowdsourcing o Use your network to enhance or create new products or services.• Engaging Includes Listening o Listen to what’s being said about you, then respond if needed. o Listen to news and exciting events in your industry • Share that news and information with your network 11/3/2011 32
  33. 33. Engage with Followers• Us your social profiles to engage with others in your field or industry o Comment on Blog Posts with relevant information o Share and Retweet information of influencers to your community o Find ways to engage with your community, not just on your page! 11/3/2011 33
  34. 34. EngagewithFollowers•• 11/3/2011 34
  35. 35. Convert Followers Into Customers• What do your followers need to do next… o Download a White Paper o Download a Video o Subscribe to my Blog o Subscribe to my Email List o Purchase my Products or 11/3/2011 35
  36. 36. Midas Video 11/3/2011 36
  37. 37. Reputation Management• Understand and know what people think, how they rate your work and what they are saying about you.• Use a Social Media Policy for RM o Establish rules for protecting your property, your brand, and projects that are not public yet. o Provide information for everyone on your team to convey the same message and response on your networks. o Makes it easier to respond to emergencies before they get out of 11/3/2011 37
  38. 38. Reputation Management• Use tools to listen, manage and monitor your reputation on social media networks and the web. o Google Alerts: o Social Mention: o Twilert: o Kurrently: o Boxcar:• Search the Social Networks o Search Facebook, Twitter, LinkedIn and Google +• Put a team member in charge o Regularly monitor your brand and have a process in place on how to respond when needed. 11/3/2011 38
  39. 39. Reputation 11/3/2011 39
  40. 40. Reputation 11/3/2011 40
  41. 41. 11/3/2011 41
  42. 42. Online Ranking• Scoring tools that rank your online presence o Klout ( o PeerIndex ( o Twitter Grader ( 11/3/2011 42
  43. 43. Set Metrics and Measure• “What gets measured, gets improved.” – Keith Cunningham• Use your Content Calendar to track which post topics generate the most response and sharing.• What day and time do you get the best impressions, comments and shares? o Is it the week day mornings, week day evenings or maybe the weekend. 11/3/2011 43
  44. 44. Facebook 11/3/2011 44
  45. 45. Set Metrics and Measure• Test, Experiment, Measure and Test Again.• Measure based on the goals you set in your plan o What metrics have you set as your goals to achieve? o What is your call to action? o What are you trying to get your community to do?• Use the tools available to measure your results o Facebook Insights, TweetReach and others o Google Analytics (or your website and blog analytics) 11/3/2011 45
  46. 46. Examples of Measuring• Goal: Drive traffic, gain followers, initiate shares• Objectives & Strategy: How, where, and when will you obtain your goal• Measure: The numbers using statistics & tools o How many participants o How much did they spend at the event o Number of new followers / fans o Number of impressions of your campaign o Number of mentions 11/3/2011 46
  47. 47. Set Metrics and Measure• Other Metrics you can measure and track: o Leads and customers o Fans, followers and unique visitors o Page views o Mentions, Retweets and Shares o Posts that are getting the most interaction o Traffic to your Blog and Website o Conversions and clicks o Retention and loyalty o Foot traffic – customers in the door o Enhance customer service and customer satisfaction o Grow your email list and subscribers o and many other metrics 11/3/2011 47
  48. 48. Set Metrics and Measure• Social Media can also be measured on: o Reputation Protection o Brand Advocacy Building o Research and Development o And more…• Remember your goals and how you effect your community. Do they take the actions you want them to take such as clicks, shares, likes and purchases? 11/3/2011 48
  49. 49. Time / Investment• “In the end, the reality is that you get out of social media what you invest in it.” -Brian Solis• “Remember, if someone can’t get from you what they are looking for, they are quick to go to somewhere else.” – Mari Smith 11/3/2011 49
  50. 50. How Can YouConvince Management?• Ask how they search for new products or services. o More than likely it’s online through search or using social networks (by asking friends).• Create a video or slideshow that spells out your goals, the tools you will use to achieve them, and how you will measure the success.• It takes time to build a community! Don’t expect immediate success, continue to work at your goals. 11/3/2011 50
  51. 51. Always Expect Change• Social Media is here to stay but the tools and how they work are always changing.• Keep and open mind, embrace the technological changes.• Remember, the social networks own your content and your followers. Use your website as your hub!• The concept of conversation, interaction and relationships with people will stay the 11/3/2011 51
  52. 52. Q&A Tweet questions and comments about the webinar using the has tag #mhscnsm or Ask Questions on Watch for my upcoming interview with Mari Smith, Social Media Expert and author of The New Relationship Marketing: How to Build a Large, Loyal, Profitable Network Using the Social Web on November 9, 2011. Join my email list to Sources:listen to the interview! Mari Smith Social Media Examiner 11/3/2011 52