Social Media & Content Marketing - An Optimized Approach #OptimizeBook

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Presentation on optimizing social media and content marketing for better performance across the customer lifecycle. By Lee Odden, CEO of TopRank Online Marketing at SMBMSP (social media breakfast …

Presentation on optimizing social media and content marketing for better performance across the customer lifecycle. By Lee Odden, CEO of TopRank Online Marketing at SMBMSP (social media breakfast Minneapolis, St. Paul MN).

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  • Lee Odden's new book, Optimize: How to Attract and Engage More Customers By Integrating SEO, Social media, and Content Marketing, gives readers a practical approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement. We're pleased to have Lee back on the SMBMSP stage to dive deeper into the connection between social media and content marketing. Whatever your goals, marrying social media and content for a particular audience can produce a mutual win. Lee will share the value of guiding the integration of different social channels with a contact strategy, how social can shape the customer journey and act an influencer as part of an integrated campaign, and more.Connect with Lee:http://twitter.com/leeoddenhttp://www.toprankmarketing.comhttp://www.toprankblog.comhttp://optimizebook.com
  • Lee Odden is the CEO of TopRank Online Marketing, editor at MarketingBlog.com and Author of the new book, Optimize: How to Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing published by Wiley.  He's been cited in the New York Times, Forbes, The Economist and The Wall Street Journal for his internet marketing and PR expertise and writes a Social Media Marketing column for ClickZ.  Lee has worked with hundreds of companies developing strategic search, social and content marketing programs and speaks internationally on the convergence of internet marketing, PR and new media.
  • http://www.ericsson.com/news/110214_more_than_50_billion_244188811_c
  • http://blog.outbrain.com/2012/03/state-of-content-marketing-2012.html
  • http://www.emarketer.com/Article.aspx?R=1008790&ecid=a6506033675d47f881651943c21c5ed4
  • http://www.toprankblog.com/2011/06/content-marketing-definition-tactics/
  • AlgorithmsPandasPenginshttp://media.photobucket.com/image/panda+banksy+/MrPacMan36/Banksy%20Panda/BanksysPanda.pnghttp://coloringpages101.com/printable_page/7596/Penguin/Angrypenguinrev1.aspx
  • http://www.smartinsights.com/wp-content/uploads/2012/06/content-matrix.jpg
  • http://heidicohen.com/content-marketing-purchase-process/
  • Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  • Single content object vs. connected ideas across content & social mediaThemes and narrative across media typesOptimize and socialize
  • https://www.marketingsherpa.com/barrier.html?ident=31928
  • Source:https://www.marketingsherpa.com/barrier.html?ident=31928

Transcript

  • 1. Social Media & Content Marketing An Optimized Approach @LeeOdden TopRankMarketing.com TopRankBlog.com CEO, Author, Blogger OptimizeBook.com@leeodden #OptimizeBook #smbmsp48
  • 2. About Lee & TopRank MarketingAttract – Engage – Convert @leeodden #OptimizeBook #smbmsp48
  • 3. Enough About Me, What About You? Audience Poll: What Are Your Social Objectives? 1. Awareness 2. Engagement 3. Customer Service 4. Direct Sales 5. Something Else? @leeodden #OptimizeBook #smbmsp48
  • 4. Ubiquitous Connectivity“50 billion connected devices Create by 2020.” Source: Ericcson, 2011 Consume Publish Interact Transact @leeodden #OptimizeBook #smbmsp48
  • 5. 69% 47% SEO Email 76% 35% 88% Syndication Display78% 12%Paid Search Content Shares of brand & agency marketers are using social media for content distribution. @leeoddenSource: State of Content Marketing, Outbrain 2012 #OptimizeBook #smbmsp48
  • 6. Why Invest in Social? 70% Increased presence across platforms Increased frequency 59% content publishing 50% More robust social marketing mgt More robust 45% social monitoring More socialSource: eMarketer / Awareness Inc. 2012 33% presence @leeodden #OptimizeBook #smbmsp48
  • 7. BUT… Is it Integrated? ?@leeodden #OptimizeBook #smbmsp48
  • 8. Is it Optimized?Contributed Articles Live Events ? Case Studies Facebook Twitter Infographic Blogs Videos @leeodden #OptimizeBook #smbmsp48
  • 9. Optimized & Integrated Is PowerfulCustomer Goals + Business Value Meet Customer Needs= Content Marketing Strategy = Achieve Business OutcomesBlogsLive EventsContributed ArticlesTwitterFacebookVideosInfographic @leeodden #OptimizeBook #smbmsp48
  • 10. Persona “Jane Exec” Influences CEO Marketing Goals: Fast, Save Optimization $, Serviceawareness interest consideration purchase retention advocacy Blog Facebook Email Offer Tips Articles Blog Fast Byline PPC Locator Newsletter Soc Net Ads Blog PPC Loyalty VIP Save $ Press Reviews Discount Community Referral Ads Blog PPC Loyalty VIP Service Press Reviews Discount Community Referral @leeodden #OptimizeBook #smbmsp48
  • 11. Fast@leeodden #OptimizeBook #smbmsp48
  • 12. 30 Content Marketing Tactics Article Marketing  News Release Advertorial  Online Magazines & Apps Blogging  Podcasts Case Studies  Print Magazines  Print Newsletters Crowdsource  Real-World Events Curate  Research & Surveys Digital Newsletters  Social Content eBooks  Teleclass & Telecasts Email  Traditional Media Interactive Games  Videos Images & Infographics  Virtual Conferences Interactive Tools  Webinars Microsites  Wikis Mobile Applications  White Papers Mobile Content Blog Post: tprk.us/30cmtactics @leeodden #OptimizeBook #smbmsp48
  • 13. To Optimize Isn’t Just About SEO @leeodden #OptimizeBook #smbmsp48
  • 14. To Optimize Is Continuous  Hypothesis  Plan  Implement  Measure  Refine  Repeat @leeodden #OptimizeBook #smbmsp48
  • 15. It’s Time to Re-Think “Optimization”Today’s digital world is complex, diverse, and changing fast. To “Optimize” is to know customers, technology and continuously adapt to reach business goals. Consumers are empowered by technology, expect more: user experience, speed, service. @leeodden #OptimizeBook #smbmsp48
  • 16. To Optimize is Relevant to All Corporate Content and Objectives Public Human Customer Marketing Relations Resources Service @leeodden #OptimizeBook #smbmsp48
  • 17. But First Things First:To Optimize SocialMedia & Content,You’ll Need toKnow the Customerand their Journey. @leeodden #OptimizeBook #smbmsp48
  • 18. Content Optimization Triology @leeodden #OptimizeBook #smbmsp48
  • 19. What’s Your Customer’s Journey? Is it Optimized?@leeodden #OptimizeBook #smbmsp48
  • 20. Traditional Sales Funnel Awareness Interest Consideration Purchase@leeodden #OptimizeBook #smbmsp48
  • 21. Social Media & Content Lifecycle Newsletter Social Ads PPC Reviews Community Forum Social Networks Email Blog Website Blog Online Ads Media consideratio awareness purchase retention advocacy n Direct Mail Email Store FAQ Word of Mouth Promotions Knowledge BaseP EcommerceR Radio TV Print @leeodden #OptimizeBook #smbmsp48
  • 22. Optimize Across the Customer Lifecycle Advocacy Awareness Retention Interest Purchase Consideration @leeodden #OptimizeBook #smbmsp48
  • 23. Map Content to Customer Journey Source: First 10 & Smart Insights @leeodden #OptimizeBook #smbmsp48
  • 24. Map Brand & Buyer Goals to Info Source: heidicohen.com/content-marketing-purchase-process/ @leeodden #OptimizeBook #smbmsp48
  • 25. Lifecycle Optimization Disconnect It’s not the media format that’s most important, it’s the information.Right: Info, Format, Timing @leeodden #OptimizeBook #smbmsp48
  • 26. Operationalize Optimizationawareness interest consideration purchase retention advocacy Who is What do What stories Make it your they care will connect easy to find audience? about? you? & share Preferences Search & Editorial Social & SEO Pain Points Social Data Calendar, Networking, P Behaviors Sources Repurpose R, Linking @leeodden #OptimizeBook #smbmsp48
  • 27. Optimize Customer Segments awareness interest consideration purchase retention advocacy Align Topical Needs With Content Buying Keywords Social Topics Content Type Cycle Awareness broad general issues blog, byline, social Stan Interest category investigative video, social feature comparison, Consideration comparison demos reviews Customer Segment Pain Purchase transactional referrals exclusive Points & Goals Retention tips connect with other users be a resource• Save time• Save money Advocacy supporting participation deliver as promised!• Dissatisfaction• Status @leeodden #OptimizeBook #smbmsp48
  • 28. Social Content Matrixawareness interest consideration purchase retention advocacy Topical Blog Post Infographic Video Facebook Post Theme Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Blog Post Infographic Video Facebook Post Weave Themes Into Stories @leeodden #OptimizeBook #smbmsp48
  • 29. Social Topic Matrix Keyword 1 Keyword 2 Keyword 3 Keyword 4Keyword A Blog Post Infographic Video News ReleaseKeyword B Blog Post Infographic Video News ReleaseKeyword C Blog Post Infographic Video News ReleaseKeyword D Blog Post Infographic Video News ReleaseKeyword E Blog Post Infographic Video News Release Create a Topic Matrix @leeodden #OptimizeBook #smbmsp48
  • 30. Measuring Business ValueSocial Content KPI’s Business Outcomes• Fans • Share of Voice• Friends • Improve Service• Followers • Shorter Sales• Comments Cycles• Likes • Increased Order• Google Plusses Quantity, Frequency• Links • More Referrals• SERPs • Lower Marketing• Search Traffic Costs • Grow Revenue • Improve Profits @leeodden #OptimizeBook #smbmsp48
  • 31. 1 Content & Media Discovery  Audience?  Goals?  Search?  Social?Prospect Journalist Customer  Influences? “Real influence isn’t huge fan & follower counts, it’s niche communities that take action” @leeodden #OptimizeBook #smbmsp48
  • 32. B2B Marketing SaaS Audience: Sales, Marketing Execs Keywords: Broad & Category Content: Resource Center, Blogs, Social Content, Media Optimize: Corp Site, Articles, Blogs, Digital Assets, Social Socialize: FB, LinkedIn, G+, Slideshare, Twitter, YouTube Integration: Marketing & PR Measure: Non-Brand Keyword Traffic, Social KPIs, Leads, Conversions@leeodden #OptimizeBook #smbmsp48
  • 33. Google+ FacebookInteractive Blogs Slideshare Twitter LinkedIn Flickr @leeodden #OptimizeBook #smbmsp48
  • 34. KPIs & Business OutcomesKPIs:20k+ Blog Subscribers 2,000+ customers, 4+ years • 700% revenue growth past24k Facebook Fans 2 years*46k Twitter Follows • Fastest growing SaaS after5,000+ LinkedIn Group salesforce.com (Jon Miller, VP Marketing)Members • SEO & Blogs most100’s top 10 Google effective lead gen sourcepositions“b2b marketing” (Jon Miller, VP Marketing) @leeodden #OptimizeBook #smbmsp48
  • 35. 2 Content & Media ConsumptionWhat’s the narrative?How will your contentpersuade?• Formats, Devices• Social topics, keywords• Editorial calendar “To stand out, your content should stand for something: unique & specific.” @leeodden #OptimizeBook #smbmsp48
  • 36. Consumption: F100 B2BVideo Content • Target audience engaged by video Web analytics, social shares, competitor analysis • No new budget to create video • 100+ non-promoted or offline videos • Audit video assets into themes that align with editorial plan • Apply Social & SEO best practices • Create channels by segment • Schedule uploads & shares • Result: Drives awareness, engagement, education @leeodden #OptimizeBook #smbmsp48
  • 37. 3 Content & Media EngagementWhat kind of engagementdo your customers expect?What topics will inspireaction along the customerlifecycle? Prospect Customer “Your community will be as interested in your content as the interest you show in the community.” @leeodden #OptimizeBook #smbmsp48
  • 38. Engagement: F100 Technology SMB CommunityTarget SMB audience seeks a “safe” environment to be educated on tech topics• Content Strategy aligns customer tech needs with editorial plan• Audit 100’s of existing content & media assets for repurposing• Develop new content, co-create content with partners• Content attracts & engages – gives more data for future content @leeodden #OptimizeBook #smbmsp48
  • 39. Optimization is an Approach Set Goals Repeat Make a Plan ABO Refine Implement Monitor & Measure @leeodden #OptimizeBook #smbmsp48
  • 40. Makes Sense, But… Can We Really Do This?@leeodden #OptimizeBook #smbmsp48
  • 41. Yes You Can You Can Do Anything! @leeodden #OptimizeBook #smbmsp48
  • 42. With theRight Plan OptimizeBook.com @leeodden #OptimizeBook #smbmsp48
  • 43. Optimized Planning: WHAT & WHY1. View of Search, Social &Content from 360 Degrees 2. Optimize Everywhere: Marketing & PR, B2B or B2C, SME or LE. 3. Research, Audit & Listen 4. Set Goals, Create a Roadmap @leeodden #OptimizeBook #smbmsp48
  • 44. Optimized Implementation: HOW Audience & Personas Keyword & Topic Research Content Plan Creation & Curation Content Optimization Social Networking Promotion Measure & Refine OptimizeBook.com @leeodden #OptimizeBook #smbmsp48
  • 45. Optimized to Scale: WHO Assess your organization’s “optimization readiness” & identify training opportunities. Make integrated search, social & content marketing part of your processes. OptimizeBook.com@leeodden #OptimizeBook #smbmsp48
  • 46. Optimize Is A State of Mind@leeodden #OptimizeBook #smbmsp48
  • 47. Thank You lee@toprank.org OptimizeBook.com TopRankMarketing.com TopRankBlog.com @leeodden #OptimizeBook #smbmsp48