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Content Management in Social Media | Social@Scale | Angie Pascale

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Social Media Director Angie Pascale discusses how to manage content in social media campaigns. Key takeways include why content is so important to digital marketing campaigns, how to use social media data to learn about your target audience, how to maximize content across owned, earned and paid media and how to track success.

This presentation was delivered at Sprinklr's (http://www.sprinklr.com/) Social@Scale summit on February 24, 2014 in Denver.

Learn more about Location3 Media's social media and other digital marketing services: http://www.location3.com/services/.

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Content Management in Social Media | Social@Scale | Angie Pascale

  1. 1. Content Management in Social Media Angie Pascale | Social Media Director | Location3 Media © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  2. 2. @angiepascale | @Location3
  3. 3. The Traditional Mental Model of Marketing © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3 Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
  4. 4. The New Mental Model of Marketing © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3 Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
  5. 5. In 2010, we needed information from 5.4 sources before making a purchase. By the end of 2011, we needed 10.4. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  6. 6. An era of self-serve information © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  7. 7. 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 © 2013 Sprinklr. All rights reserved. LOCATION3 Decisio n Video @angiepascale | @Location3
  8. 8. SEARCH LEADS CONTENT BRAND © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3 SOCIAL
  9. 9. Content Management in Social Media What Content Should You Create? © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  10. 10. Understand The Needs of Your Audience © 2013 Sprinklr. All rights reserved. Understand The Behavior of Your Audience @angiepascale | @Location3 Photo Credit: http://www.flickr.com/photos/igorza76/8109506828/ Deliver Value To Your Audience
  11. 11. Content = YOUTILITY © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3 Source: Jay Baer, Convince and Convert
  12. 12. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  13. 13. 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 © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  14. 14. 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. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  15. 15. 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. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3 Photo Credit: http://www.flickr.com/photos/31246066@N04/5670645385
  16. 16. Sample Content Pillar © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  17. 17. Cowboy Legacy Americana Authenticity Craft Hipster @angiepascale | @Location3
  18. 18. Content Management in Social Media How to Manage & Maximize Content © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  19. 19. 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. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  20. 20. Sharing on social channels Beyond Facebook & Twitter Learn to love Google+ (yes, I’m serious) Use hashtags Know your dimensions Build relationships © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  21. 21. 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. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  22. 22. Using can increase engagement by hashtags on Instagram, Facebook, Vine and Pinterest translate seamlessly when these posts are tweeted. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  23. 23. Know Your Tags! #susanalbumparty Susan Album Party #rimjobs Reach in Motion Jobs #hobbitch Hobbit CH #clitfest C Lit Fest © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  24. 24. 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 © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  25. 25. 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. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  26. 26. 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 © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3 EARNED
  27. 27. Paid Content Distribution © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  28. 28. 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 © 2013 Sprinklr. All rights reserved. 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 @angiepascale | @Location3 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
  29. 29. Content Management in Social Media Tracking Content Success © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  30. 30. 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 © 2013 Sprinklr. All rights reserved. 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 @angiepascale | @Location3 SEO Impact • Increased organic site traffic & activity • Increased organic backlinks • Increased engagement on specific content pieces
  31. 31. 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. © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
  32. 32. FIND ME Angie Pascale Social Media Director apascale@location3.com @angiepascale about.me/angiepascale Location3.com @Location3 facebook.com/Location3Media © 2013 Sprinklr. All rights reserved. @angiepascale | @Location3

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