Content Management in Social Media | Social@Scale Summit

Content Management in Social Media
Angie Pascale | Social Media Director | Location3 Media

© 2013 Sprinklr. All rights reserved.

@angiepascale | @Location3

The Traditional Mental Model of Marketing



Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

The New Mental Model of Marketing



Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google

In 2010, we needed information from 5.4 sources before making a purchase.
By the end of 2011, we needed 10.4.



An era of self-serve information


The Path To Purchase: A customer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.

Researc
h

Content

Incentiv
e

Blogs

Interest
Content

Content

Website
s

Intent
Discover
y

Input
Friend
s

Content
Authoritie
s

Content


LOCATION3

Decisio
n

Video


SEARCH

LEADS

CONTENT

BRAND



SOCIAL


What Content Should You Create?



Understand The
Needs of Your
Audience


Understand The
Behavior of Your
Audience

Photo Credit: http://www.flickr.com/photos/igorza76/8109506828/

Deliver Value To
Your Audience

Content = YOUTILITY

Source: Jay Baer, Convince and Convert

Using Social Data to Learn About Audiences

Social Data Mining

Organic & Paid
Search Data

Social Referral Data

Social Network
Demographics &
Usage

Customer Segments
& Brand Personas

Influencer
Identification



Facebook Custom Audience

Upload email or phone list to Facebook for
demo- and psychographic insights.

Compare to all of U.S. to find if your audience
over- or under-indexes in specific areas.


CONTENT PILLARS
Content Pillars provide a creative filter and platform
that is rooted in customer needs, brand voice and
personality, and business objectives.
Pillars represent a starting point that allow a brand to
live within its core environment, while also stretching
into adjacent, relevant and credible aspects of your
customers’ lives.


Photo Credit: http://www.flickr.com/photos/31246066@N04/5670645385

Sample Content Pillar



Cowboy

Legacy
Americana
Authenticity
Craft

Hipster



How to Manage & Maximize Content



Don’t just have a Facebook
strategy or a Twitter
strategy.

Tie efforts together and
move customer through the
funnel by driving them to your site.


Sharing on social channels
Beyond Facebook & Twitter
Learn to love Google+ (yes, I’m serious)
Use hashtags
Know your dimensions
Build relationships



Google+ Post ranks for ―business
signs.‖ Note the meta description.

While ―business signs‖ is in the Google+ post, that’s not
what was used as the description.

Google pulled the description from the linked article.


Using can increase engagement by hashtags on Instagram, Facebook, Vine
and Pinterest translate seamlessly when these posts are tweeted.



Know Your Tags!
#susanalbumparty

Susan Album Party

#rimjobs

Reach in Motion Jobs

#hobbitch

Hobbit CH

#clitfest

C Lit Fest



Content Formats
You need to be aware of how your
content will display on different social
networks and devices.

http://www.lunametrics.com/blog/201
2/11/12/final-social-media-sizingcheat-sheet



SEO Integration
Social signals don’t directly impact ranking of content, but they do
help to increase traffic and generate links, which are key factors
in ranking.
Google has indicated that they are working on weighting the
ranking of identities.



Content Amplification

OWNED
Just creating content doesn’t mean users will
come consume and engage with it. You must
draw attention to the content through owned,
earned and paid content amplification methods.

PAID



EARNED

Paid Content Distribution



Content Distribution Checklist

SOCIAL CHANNELS - CONTENT
Facebook – Page, Group
Owned Forum/Community
Twitter
Google+ - Page, Community, Hangout
YouTube
LinkedIn – Channel, Group
Pinterest
Other Videos Sites (e.g., Vimeo)
SlideShare/Issuu
Tumblr
Instagram
Vine
Foursquare – Tip, Local Update, Special
SOCIAL CHANNEL - CREATIVE
Facebook App
Facebook Event
Social Skinning Takeover
OTHER DIGITAL OPPORTUNITIES
Email/Newsletter


BOOKMARKING SITES
Digg
Reddit
StumbleUpon
Buzzfeed
Newsvine
OTHER DIGITAL OPPORTUNITIES
PRWeb
PitchEngine
Social Syndication Service
Infographic Submissions Sites
Contest Submission Sites
Image Submission Sites
Vertical-specific Social (L3 owned)
Wikipedia Linking
Event Submission Sites
Email/Newsletter
Non-owned Forum/Community
OUTREACH
Media Outreach
Community Outreach
Blogger Outreach
Influencer Outreach
Blog Commenting
Community Q&A


PA I D M E D I A

ON-SITE
Landing Page
Thank You Page
Blog
Resource Page
Press Room
Internal Linking

EARNED MEDIA

OWNED MEDIA

Use this checklist to ensure each piece of content is being maximized across all owned, earned and paid media channels.
PAID MEDIA
Facebook – Ads, Offers
Promoted Tweets
Twitter Lead Gen Card
LinkedIn Ads
Foursquare Promoted Update
Foursquare Post Check-in
Tumblr Sponsored Posts
Paid Search
GDN
Display
YouTube Promoted Videos
Google Video Ads
Mobile
Pinterest Promoted Pin
Instagram Sponsored Photo
CONTENT AMPLIFICATION
Outbrain
Taboola
Facebook Promoted Post
LinkedIn Sponsored Update
StumbleUpon Paid Discovery
Reddit
Disqus Paid Discovery
Zemanta
nRelate


Tracking Content Success



Content Performance Metrics
Content performance can be measured in five buckets. The specific metrics in each bucket vary based on objectives, strategy and
resources. Some common metrics are listed below.

Awareness
• Impressions
• Reach
• Mentions


Consumption
•
•
•
•

Clicks
Visits
Referrals
Bounce rate

Engagement
•
•
•
•
•
•
•

Likes
Shares
Retweets
Favorites
+1s
Pins
Time on site

Actions
• Leads/sales
• PDF downloads
• Newsletter
signups
• Site navigation


SEO Impact
• Increased
organic site
traffic & activity
• Increased
organic
backlinks
• Increased
engagement on
specific content
pieces

CONTENT IS
FIRE

KNOW YOUR
AUDIENCE

MAXIMIZE
DISTRIBUTION

TRACK AND
MEASURE

The path to
purchase is no
longer linear. You
need to be where
your customers are,
providing YOUtility
through custom
content.

Understand your
audience and how
you can provide
value through
compelling and
useful content.

Use earned, owned
and paid media to
ignite your content
across social media
and other digital
channels.

Measure content in
five areas:
awareness,
consumption,
engagement,
actions and SEO
impact. Customize
metrics to fit your
needs.



FIND ME

Angie Pascale
Social Media Director
apascale@location3.com
@angiepascale
about.me/angiepascale
Location3.com
@Location3
facebook.com/Location3Media


Content Management in Social Media | Social@Scale Summit

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