Social in Action: Streamline Your Social Content Marketing


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As social media strategies continue to evolve, finding the ability to relate to your customers and stay relevant remains top of mind. Whether it is being responsive with engaging content or providing clear purchase and services paths to each customer, extending brand love and trust is a key component to a successful social media content strategy. In this webinar we joined Al Sturgeon, Product Adoption Manager, ExactTarget Marketing Cloud and Dawn DeVirgilio, Global Social Media Manager, ExactTarget Marketing Cloud as they discussed how Radian6 Buddy Media Social Studio can help social marketers streamline and publish engaging content that resonates with customers. Watch the webinar recording and slides to learn how you can help invite your customers to respond and share your social content to expand reach.

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  • Now, I would like to take a moment to introduce our speakers for today and then we’ll get started!

    Speaker Bio – (2-3 sentences)
  • Social in Action: Streamline Your Social Content Marketing

    1. 1. Social in Action: Streamline Your Social Content Marketing Dawn DeVirgilio, Global Social Media Manager
    2. 2. Safe Harbor Safe Harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of, inc. could differ materially from the results expressed or implied by the forward looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statement concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new product and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our web hosting, breach of our security measures, the outcome of any litigations, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, or relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non- products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filing's section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered in time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available., inc. assumes no obligation and does not intend to update these forward looking statements.
    3. 3. Your active participation is encouraged Tweet to us using: #socialstudio
    4. 4. Questions? Tweet to us using: #socialstudio
    5. 5. The Platform for 1:1 Customer Journeys Build a Single View of the Customer Plan and Optimize the Customer Journey Deliver Personalized Content Across Every Channel and Device Measure the Impact on Your Business
    6. 6. Listen Engage Social Care / Business Process Publish Customer View Our Vision for Social Marketing
    7. 7. Introducing… Collaborative Spaces for Teams to Operate at Social Speed & Agility Plan, Source, and Publish Compelling, Brand-Safe Social Content Enable Authentic Interactions with Every Consumer Assess and Refine Your Strategy Based on Results and Data Workspaces Social Content Marketing Engagement Analytics Consumer Ease of Use + Enterprise Class Capabilities
    8. 8. Speakers Dawn DeVirgilio Global Social Media Manager @dawndevirgilio
    9. 9. Agenda • How is the ExactTarget Marketing Cloud Social Team structured? • What does the content creation process look like? • Messaging specific to Facebook vs Twitter • Playbook & Rules of Engagement
    10. 10. ETMC Social Team How are you structured?
    11. 11. Hub & Spoke
    12. 12. Focus on Collaboration Customer Service Sales Product Marketing Public Relations Deliverability Executives Human Resources Events Partners Legal
    13. 13. Social is Global
    14. 14. ETMC Social Team What does your content creation process look like?
    15. 15. 76% of Marketers favor email as their first online “check” of the day. (Subscribers, Fans & Followers, Marketers from Mars) Check Twitter & Facebook
    16. 16. Curate Content We use Rallyverse to curate and scale our content marketing efforts.
    17. 17. Schedule Content Create and publish content, at scale, across channels in real time.
    18. 18. Engagement Ongoing Monitoring of Mentions, Brand Buzz and routing of social conversations within the organization.
    19. 19. ETMC Social Team Network Specific Messaging
    20. 20. PILLAR: ROLE: WEIGHT: DESCRIPTION: Data Tells All Credibility 15% Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant marketing communications from CMO to brand marketer. Be Inspired Motivation 20% Provide inspiring ideas from social marketers. Content should spark inspiration for others faced with similar challenges or questions. Content ideas include quotes or motivational “posters,” video and blog posts Personal Development Lifestyle 15% Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development. Strategy How-To Education 25% Build the value of the Marketing Cloud by providing strategy answers and ideas from Cloud marketers. Research Thought Leadership 25% Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development. The content pillars act as guideposts when executing our strategy with designated weights to use for content planning and development Content Marketing: Pillars
    21. 21. Content Marketing: Pillar Modules Current Pillars Data Tells All Be Inspired Personal Development Strategy How-To Research #MobileMondays ✓ ✓ ✓ ✓ ✓ #TipTuesdays ✓ ✓ ✓ ✓ ✓ #CrossChannel Wednesdays ✓ ✓ ✓ ✓ ✓ #SocialThursdays ✓ ✓ ✓ ✓ ✓ #FunFriday ✓ ✓ Create content modules to plan for recurring content themes each week. The following list includes a sampling of existing ideas – all of which ladder up to at least one content pillar, if not multiple pillars:
    22. 22. ETMC Social Team Playbook & Rules of Engagement
    23. 23. Social Workflow Assess Route Respond Complete
    24. 24. Guidelines for Social Engagement • Respond at least once publically. • Get background information including Social Bio and Salesforce details. • Ask to provide confidential details via DM • Keep broad helpful conversations public. • When not to engage. We expect a basic level of civility; disagreements are fine, but mutual respect is a must, and profanity or abusive language are out-of-bounds.
    25. 25. Focus on how to be social not on how to do social. - @jaybaer
    26. 26. Succeed with Social Media Text “SOCIAL” to 38767 Tips | Strategies | Trends *Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP to Stop. T&Cs avail at
    27. 27. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment
    28. 28.