Delivering Branded Content through Social Media


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Recently presented at Atlanta's SoCon10 social media conference - helping companies build brand visibility by distributing existing brand content through social media channels.

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Delivering Branded Content through Social Media

  1. 1. Delivering Content Through Social Media What works best for your message…
  2. 2. What We Will Cover <ul><li>Essentials for Online Brand Visibility </li></ul><ul><li>Delivering Branded Content through: </li></ul><ul><li>Blogs </li></ul><ul><li>Twitter </li></ul><ul><li>Video </li></ul><ul><li>Images </li></ul><ul><li>Presentations </li></ul><ul><li>Cross Promotion </li></ul><ul><li>Homework </li></ul>01 02 03 04
  3. 3. “ One of the most important things about the social web is to promote all your content and all your sites on all other sites and communities, so you can drive traffic.” Jeffrey L. Cohen Consistency of message Utilization of assets Promotion of online presence Essentials for Branded Visibility Online
  4. 4. Delivering Brand Content Through Blogs <ul><li>Build upon existing marketing materials like white papers and press releases, and deliver new supporting content on your blog and/or through engaging online influencers: </li></ul><ul><ul><li>Online or video interviews with white paper authors/company leaders </li></ul></ul><ul><ul><li>Online Q&As with readers, employees, media </li></ul></ul><ul><ul><li>Supporting points of view and short industry stories </li></ul></ul><ul><li>Things to Remember… </li></ul><ul><ul><li>Make sure content is compelling to keep users eager for new content </li></ul></ul><ul><ul><li>Use relevant keywords in your content to improve search engine visibility </li></ul></ul><ul><ul><li>Embed links back to your main site and other online assets </li></ul></ul>
  5. 5. Boeing’s B2B Blog – Randy’s Journal As the basis of Boeing’s social media presence, Randy’s Journal was started over 4 years ago to build the online conversation around commercial aviation. Creating a personality, and a “face” to Boeing, Marketing VP, Randy Baseler (now authored by new VP, Randy Tinseth) cultivated relationships and engaged over 500,000 viewers in its first two years.
  6. 6. Delivering Brand Content Through Twitter <ul><li>Microblogging sites like Twitter can be utilized to offer: </li></ul><ul><ul><li>Another channel to distribute of blog content, press releases, company news and activity </li></ul></ul><ul><ul><li>Ability to share existing content in relevant conversations with other users </li></ul></ul><ul><ul><li>Real-time coverage, updates and brand interactions at industry events and trade shows </li></ul></ul><ul><ul><li>Lead gen opportunities, when sharing marketing news, promotions and sales </li></ul></ul><ul><li>Things to Remember… </li></ul><ul><ul><li>Blog platforms offer the ability to sync blog posts with automatic Twitter updates (or “Tweets”) </li></ul></ul><ul><ul><li>Use to shorten urls to press releases and other company news </li></ul></ul>
  7. 7. @delloutlet Posting deals on refurbished computers from the Dell Outlet provides Twitter followers a chance to be the first to know about online deals. DellOutlet hit sales at over $1MM in its first year, reaching of $3MM as of June ’09 and now boasting more than 1 million followers.
  8. 8. Delivering Brand Content Through Video <ul><li>Using video sharing sites, marketers can feature content through: </li></ul><ul><ul><li>Episodic video series focused on specific topics of interest </li></ul></ul><ul><ul><li>How-to or business tips series </li></ul></ul><ul><ul><li>Interview Series with employees, industry leaders or event attendees </li></ul></ul><ul><li>Things to Remember… </li></ul><ul><ul><li>Video content should be short, to the point and interesting, providing insights and/or entertainment to the viewer </li></ul></ul><ul><ul><li>Users have the ability to subscribe to the business channel, rate videos, send to colleagues and embed on their own business sites, so content needs to be worth sharing </li></ul></ul><ul><ul><li>Videos don’t just have to live on a video-sharing site, include them in blog posts, reference them on Twitter and include in LinkedIn Updates </li></ul></ul>
  9. 9. IBM Mainframe To create awareness for IBM’s new Mainframe value proposition, the company launched a video series on YouTube aimed at IT Influencers. By leveraging YouTube and the broader social web, IBM created an “IBM mainframe meets &quot;The Office“ video series which led to a 25x increase in traffic to its Mainframe website and greater awareness among key IT influencers.
  10. 10. Delivering Brand Content Through Images <ul><li>Photo sharing sites, like Flickr, provide a: </li></ul><ul><ul><li>Social archive of images that can be publicly viewed and utilized to support other digital content </li></ul></ul><ul><ul><li>Platform to categorize and feature images from events, trade shows, products and community involvement </li></ul></ul><ul><ul><li>Networking opportunity with other contributors to the sharing site, relevant photos can linked to company galleries and connections made </li></ul></ul><ul><li>Things to Remember… </li></ul><ul><ul><li>As with all content, remember the importance of keywords, tagging images to include searchable brand terms and topic specific terms </li></ul></ul><ul><ul><li>Like video, photos already posted on photo sharing sites can be featured in relevant blog posts, referenced in Tweets and even on the main Web sites. </li></ul></ul>
  11. 11. The Scania Group Images and video are strong assets to collect and feature in social media press rooms. The Scania Group, a leading truck manufacturer, features image feeds and even a sharable application (or widget) that pulls from Flickr to showcase their products, services and company.
  12. 12. Delivering Brand Content Through Presentations <ul><li>Slideshare is a presentation sharing community that allows businesses to publish (either publicly or privately) presentations to a share site for others to view </li></ul><ul><ul><li>With slideshare users have ability to download the presentation, share with colleagues via email or link, embed in their own business sites, comment on the presentation </li></ul></ul><ul><ul><li>Presentation views and embeds can be tracked to measure success of the presentation and interest on that particular topic </li></ul></ul><ul><ul><li>Instead of emailing a presentation to colleagues and peers, posting on slideshare improves search engine visibility for the content and company </li></ul></ul><ul><li>Things to remember… </li></ul><ul><ul><li>Give the presentation a relevant, and easy to search title and tag it with specific company keywords </li></ul></ul><ul><ul><li>Support your presentation by posting about it (and embedding it) on your blog, and distribute the link through Twitter </li></ul></ul><ul><ul><li>Of course you can promote your work through traditional email outreach as well </li></ul></ul>
  13. 13. Make your recent presentations visible online – connecting it back to your company’s Web site – by uploading to
  14. 14. Cross Promotion is Key <ul><li>Now that you are using the various social tools to deliver branded content, make sure you are supporting the content you have created by cross referencing your content </li></ul><ul><li>Include links to your YouTube channel, Flickr gallery, SlideShare folder, Twitter handle and blog on your company’s Web site </li></ul><ul><li>Refer to your company’s Web site in your Twitter handle bio, your YouTube Channel and Flickr Gallery descriptions </li></ul><ul><li>Include links back to your online presence at the end of your SlideShare presentations and in your LinkedIn company profile </li></ul><ul><li>And remember to integrate your message across platforms </li></ul>Insert Your Company Here
  15. 15. Your Homework <ul><li>Find one company actively sharing content using each social site previously mentioned. Note what type of content seems to resonate most strongly in terms of views, comments and sharability. </li></ul><ul><li>What can be learned from these companies and applied to your compay as you begin to deliver content on the social web? </li></ul><ul><li>View the presentation below on SlideShare and develop a checklist of existing content that your company could deliver through social media. </li></ul><ul><li> </li></ul>
  16. 16. Resources – Best Practices for Delivering Content <ul><li>10 Business Blogging Best Practices </li></ul><ul><li> </li></ul><ul><ul><li>4 Tips to Build and Engaged Twitter Audience </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li>SEO for YouTube - How to Search Optimize Video for B2B Marketing </li></ul></ul><ul><ul><li>Leveraging Slideshare to Gain Rank in the Search Engines </li></ul></ul>
  17. 17. CONTACT Kristin Parrish Digital Strategist | 360° Digital Influence Ogilvy Public Relations Worldwide [email_address] 404-881-2324 @KParrish926