My Progress Software Webinar on Social Media


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How to get started and succeed in social media in 2013.

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My Progress Software Webinar on Social Media

  1. 1. Social Media, Content and theMagic of MarketingTodd Van HoosearPrinciple, Fresh Ground #ProgressSW 1
  2. 2. If you build it… 2
  3. 3. Will they come? 3
  4. 4. What is Inbound Marketing?“Inbound Marketing” is another term for contentmarketing. It focuses on using multimediacontent to create awareness, drivetraffic and close sales.It works.But… 4
  5. 5. It’s a Search GameAnd a social game. The two are blurring and merging. 5
  6. 6. Content MarketingIt’s not magic. It doesn’t just work.It requires strategic planning, nimbleness and ahealthy dose of culture change. #ProgressSW 6
  7. 7. Today’s WebinarWe’ll tackle how to win the content marketinggame. We’ll focus on the two most criticalsuccess factors: search and social. #ProgressSW 7
  8. 8. By the EndYou’ll have a strategic framework for starting orrevising your content marketing, SEO and socialmedia programs, and you’ll understand howthey all fit together. #ProgressSW 8
  9. 9. Your Presenter 9
  10. 10. The Old SEO GameTo understand content marketing,we have to start with SEO #ProgressSW 10
  11. 11. SEO, SEM, PPC and Other TLAsThere’s “paid search” (a.k.a. advertising) and “organicsearch” (a.k.a. SEO) ‣ Search engine marketing (SEM) is a combination of paid search programs (PPC) and “organic” search optimization (SEO) ‣ Paid search models includes: 1. Pay-per-click (PPC) 2. Cost-per-impression (CPI or CPM) (M=1,000)‣ Organic search (i.e., SEO) focuses on “unpaid” ways to improve search engine results page (SERP) placement 11
  12. 12. One Unpaid Spot “Above the Fold” Paid Placement Unpaid (Organic) Placement 12
  13. 13. What’s a SERP? Search Engine Results Pages 13
  14. 14. SEO’s GOAL:Get on the Front Page (of SERPs) 14
  15. 15. On-Page vs. Off-Page SEODirect Control vs. Indirect Control ‣ On-Page SEO focuses on how you can improve the content, structure and navigability of your own site ‣ Off-Page SEO focuses on, well, pretty much everything else, including • DNS (Domain name services) • Social media • Inbound links • Press releases • PPC 15
  16. 16. 9 Steps to SEO SuccessThese still work. But now there’s one more element that’skey to SEO success… 1. Market research 2. Keyword research 3. On-page optimization 4. Site structure 5. Link building 6. Brand building 7. Viral marketing 8. Adjusting 9. Staying up-to-date 16
  17. 17. The New SEO GameTo understand how SEO has evolved, we need tounderstand social media #ProgressSW 17
  18. 18. Social Media 18
  19. 19. Social Media’s Impact on SEO Before After 19
  20. 20. What is Social Media?‣ Social media is a set of channels, tools and philosophies for creating content, building community, joining (and shaping) the conversation, and ultimately “converting”‣ Social media is not just a new way to communicate: it’s a new way to do business‣ Ultimately, social media, and more specifically social marketing, is about turning your customers and influencers into salespeople. 20
  21. 21. Four Critical Questions to AskBefore you dive into social marketing orany significant content marketing program #ProgressSW 21
  23. 23. Question #2 23
  24. 24. Question #3 24
  25. 25. Question #4 25
  26. 26. Good News / Bad News YOU CAN MEASURE EVERYTHING! Flickr photo used with permission under Creative Commons license: 26
  27. 27. Five Keys to Survival / SuccessKeeping your head above water when evaluatingsocial media tools and content strategy isn’t easy,but these will help… #ProgressSW 27
  28. 28. Step #1: Define Social Success1. Overall, and for each campaign, start by defining your conversion indicator • Traffic? • Information? • Sales?2. What are the leading indicators of progress toward this conversion? • Maybe # of Twitter followers is one of those, maybe not… Image lifted shamelessly, then modified, from: 28
  29. 29. Step #2: Calculate Risk Tolerance I’ve seen some great social and content campaigns scuttled before they’ve even launched because of insufficient risk tolerance… 1. To succeed, you need to delegate… 2. To delegate, you need to give up control… 3. To give up control, you need to trust! 29
  30. 30. Step #3: Inventory Your Assets • Who and what do you have at your disposal currently to help – Champion the program? – Create content? – Engage with your community? – Measure the effectiveness of your program? – Escalate and respond to issues and feedback? • What’s more effective, 10% of 10 people’s time, or 100% of 1 person’s time? 30
  31. 31. Step #4: Find Tools & Techniques• Discovery• Listening• Creating, Sharing & Amplifying• Engagement & Workflow• Automation*• Collaborating• Measuring & Reporting• Outsourcing* 31
  32. 32. Step #5: Create a Policy• Define clear parameters for – Who your community is – How you will engage with them (and who will do it) – How you will not engage with them – How to delineate official from unofficial communications 32
  33. 33. Step #6: Build an Ed Cal 33
  34. 34. Some Content Marketing SecretsHere are some insights from other marketers, along withsome tips, tricks and techniques to get the most out ofcontent marketing efforts… #ProgressSW 34
  35. 35. Top B2B Content Marketing Goals 35
  36. 36. Top Content MarketingPlatforms, Tactics & Influencers 36
  37. 37. 37
  38. 38. 6 Keys to Sharable Content 38
  39. 39. (Some) Content (Marketing) Rules‣ Start with the why‣ Define success‣ Speak human (but read tech)‣ Reimagine (but don’t recycle)‣ Share, solve, but don’t shill‣ Listen and learn 39
  40. 40. Rand Fishkin’sContent Marketing Manifesto I pledge to create something remarkable – something that people will love. Something they will want to share. Something I can be proud of. And if it fails to achieve my marketing goals, I won’t give up. I will try again. My failures will be the practice I need to earn future successes and future customers. 40
  41. 41. THANK YOU!Todd Van HoosearPrinciple, Fresh #ProgressSW 41
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