Content and Social Media: The Peanut Butter and Jelly of Marketing

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May 2014 Presentation to the Baltimore Social Media Meetup by Dov Hoffman, Right Source Marketing
@dovhoffman
@rightsource
@BaltSocMedia
http://www.meetup.com/Baltimore-Social-Media/

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Content and Social Media: The Peanut Butter and Jelly of Marketing

  1. 1. rightsourcemarketing.com Content and Social Media: The Peanut Butter and Jelly of Marketing May 8, 2014
  2. 2. rightsourcemarketing.com About Dov 2  Marketing Manager, Right Source Marketing  Vice President of Collegiate Relations, Baltimore Chapter of the American Marketing Association  Staten Island Native (yes, the “Forgotten Borough”)  Fan of spicy foods (still searching)  Avid world traveler - 19 states and counting; Israel, England, France, Greece, Mexico, Iceland, Jamaica, Netherlands, Panama, as well as the Cayman Islands @dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  3. 3. rightsourcemarketing.com Housekeeping Rules 3@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia  @dovhoffman  @rightsource  @BaltSocMedia  #BaltSocMedia “If it’s memorable, it’s tweetable.” - @SimonTBailey
  4. 4. rightsourcemarketing.com The Game Has Changed 4@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  5. 5. rightsourcemarketing.com The Game Has Changed 5@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  6. 6. rightsourcemarketing.com The Game Has Changed 6@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia Source: SiriusDecisions
  7. 7. rightsourcemarketing.com The Peanut Butter and Jelly of Marketing 7@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia Content Social Media
  8. 8. rightsourcemarketing.com What is Content Marketing? 8@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia “Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.” Source: Content Marketing Institute
  9. 9. rightsourcemarketing.com  93% of B2B marketers use content marketing  Content marketing generates 3 times as many leads, per dollar spent, as traditional marketing tactics  77% of business buyers prefer different content at various stages of the product research process  43% of organizations have a dedicated content marketing executive  Content marketing makes 70% of consumers feel closer to a company  65% of content marketers tailor content to industry trends Fun Facts on Content Marketing 9@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia Source: 57 Remarkable Content Facts from Curata
  10. 10. rightsourcemarketing.com Make It Remarkable 10@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia Every single day…  2,000,000 blog posts are written  294,000,000,000 emails are sent  864,000 hours of video are uploaded to YouTube
  11. 11. rightsourcemarketing.com The Content Marketer’s Mindset 11@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia  Content marketing is not another tactic  Content marketing is not another line item  Content marketing impacts marketing AND customer service, public relations, recruiting and more
  12. 12. rightsourcemarketing.com Why Content Marketing? 12@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia “Content is the cost of entry to relevance in today’s society.” “The top 1-5% [of executives and social media personalities] in the next few years will have full-time content people around them. There are going to be 500 to 5,000 people at this time next year who employ a full-time content person.” – Gary Vaynerchuk
  13. 13. rightsourcemarketing.com Social Media is No Different 13@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  14. 14. rightsourcemarketing.com Content Marketing Planning 14@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia  Only 44% of B2B Marketers have a written content marketing strategy  Only 11% of companies that rate content marketing as ineffective have a written strategy  B2B Marketers with a content marketing strategy are 600% more likely to be effective  2/3 of B2B Marketers without a content marketing strategy are creating more content now than they did in the previous year View Full Content Marketing Institute (CMI) Research
  15. 15. rightsourcemarketing.com Relationship of Content to Social Media 15@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  16. 16. rightsourcemarketing.com Relationship of Content to Social Media 16@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  17. 17. rightsourcemarketing.com The Game is Changing…Or Is It? 17  Don’t criticize, condemn or complain.  Give honest and sincere appreciation.  Acquire in the other person an eager want. @dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  18. 18. rightsourcemarketing.com Social Media Landscape 18@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia  Social media is used by 87% of B2B marketers to distribute content  LinkedIn’s conversion rate is 3 times higher than Twitter and Facebook  71% of tweets are ignored, only 23% generate replies  70% of organizations have a presence on Google+  43% of content marketers say social media is a top contributor to marketing success Source: 57 Remarkable Content Facts from Curata
  19. 19. rightsourcemarketing.com Six Tips for Your Social Media Strategy 19@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  20. 20. rightsourcemarketing.com Tip #1: Don’t Assume 20@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  21. 21. rightsourcemarketing.com Tip #2: Don’t Give Your Keys to the Intern 21@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  22. 22. rightsourcemarketing.com Pro Tip: Social Media Required Skills 22@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia  Community mindset  Writing proficiency  Tech savviness  Ability to think visually  Capable of crunching data  Ability to act like a sponge “Social success is now about optimization, not colonization.” - Jay Baer
  23. 23. rightsourcemarketing.com Tip #3: Don’t Follow the Pack 23@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia “Social media is not simply a means to an end – it is part of your content marketing strategy.”
  24. 24. rightsourcemarketing.com Tip #4: Don’t Think You Can Just Build 24@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia “Social media is about being social, not just pushing out your messages.”
  25. 25. rightsourcemarketing.com Tip #5: Don’t Toot Your Own Horn 25@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  26. 26. rightsourcemarketing.com Pro Tip: Starbucks 26@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia “We’ve learned to focus not on selling something through social media but on how to engage our customers.” – Troy Alstead, Starbucks CFO
  27. 27. rightsourcemarketing.com Tip #6: Don’t Skip the Research 27@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia “Take a trip back to your school days and do your research.”
  28. 28. rightsourcemarketing.com Six Tips for Your Social Media Strategy 28 1. Don’t assume that you can execute just social media. 2. Don’t let the intern run your social media program. 3. Don’t do social media because everyone else is doing it. 4. Don’t have a “build it and they will come” mentality. 5. Don’t use social media (or expect it to serve) as a sales channel. 6. Don’t skip the research. @dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  29. 29. rightsourcemarketing.com Example: Red Cross, Everyone Messes Up 29@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  30. 30. rightsourcemarketing.com Example: Red Cross, Don’t Freak Out 30@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  31. 31. rightsourcemarketing.com Example: Dogfish, Leverage Mistakes 31@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia
  32. 32. rightsourcemarketing.com Key Takeaway: Content and Social Media 32@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia “Don’t let the social media tail wag the content marketing dog!”
  33. 33. rightsourcemarketing.com Thank You! 33 Dov Hoffman Right Source Marketing @dovhoffman @rightsource dov@rightsourcemarketing.com www.rightsourcemarketing.com www.marketingtrenches.com @dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia Want these tips? Visit go.rightsourcemarketing.com/BaltSocMedia

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