Writing for Social Media:
Why Content Matters – Part I
Presented by:
Brandon Knapp
Sesame Confidential
A Little About Me…
• Graduate of the Business Administration
program at the University of Washington
with a concentration ...
Part I - Agenda
• What is content marketing?
• Why is content important?
• How to create custom content?
8/14/2013 | 3
Ses...
Part I - Agenda
8/14/2013 | 4
Sesame Confidential
Website Blog Facebook Twitter
CONTENT MARKETING
What? Why? How?
8/14/2013
Sesame Confidential
| 5
What is content marketing?
• Creating & distributing relevant and
valuable content to attract and engage new
patients
• Co...
What are the goals of content marketing?
8/14/2013 | 7
Sesame Confidential
Why is content important?
• Marketers, on average, spend over a quarter of their
marketing budget on content marketing. (B...
Why is content important?
• Meet your patients where they are – Online!
• 1.11 Billion monthly active users – 23% increase...
Before you start…
• What are the goals of your campaign?
• What social networks will work to
accomplish your goals?
• What...
WEBSITE BLOG
A blog (a contraction of the words web log) is a discussion or
information…
8/14/2013
Sesame Confidential
| 11
What is the impact of having a website blog?
8/14/2013
Sesame Confidential
| 12
Creating content for your website blog
• Think of your blog as your office news
page.
• Use your blog as the hub of all yo...
Creating content for your website blog
• What should I blog about?
• What makes your practice unique?
• Become a resource ...
Tips for effective blog content formatting
8/14/2013 | 15
Sesame Confidential
1
2
3
4
5
Tips for effective blog content formatting
8/14/2013 | 16
Sesame Confidential
Compelling Headline
Tips for effective blog content formatting
8/14/2013 | 17
Sesame Confidential
Visual Content
Tips for effective blog content formatting
8/14/2013 | 18
Sesame Confidential
Subheadings
Tips for effective blog content formatting
8/14/2013 | 19
Sesame Confidential
Line Breaks
Tips for effective blog content formatting
8/14/2013 | 20
Sesame Confidential
Bulleted & Numbered Lists
FACEBOOK
An online social networking service with the mission to make the world
more open and connected.
8/14/2013
Sesame ...
Creating content for Facebook
• What should I be posting about?
• It’s all about engagement, not just your number
of Likes...
Facebook – Contest & Giveaways
• A great way to engage patients online is through contests/
promotions/ giveaways, however...
Facebook – Graph Search
• Graph Search will now allow
users to search based off the
‘likes’ of their friends on
Facebook
•...
Tips for utilizing Facebook effectively
• “Like” and “Share” other page’s content
8/14/2013 | 25
Sesame Confidential
Tips for utilizing Facebook effectively
• Use Facebook’s built-in scheduling feature
8/14/2013 | 26
Sesame Confidential
TWITTER
Twitter is an information network made up of 140-character messages
called Tweets.
8/14/2013
Sesame Confidential
|...
Creating content for Twitter
• Twitter now has more than 140 million active
users, sending 340 million tweets every day
• ...
Quick Twitter 101 Tips
• DISCOVER SOURCES: Find and follow others
• CHECK IT OFTEN: Pay attention to what’s
happening
• BU...
Quick Twitter 101 Tips: “Hashtag”
8/14/2013 | 30
Sesame Confidential
PART I - RECAP
Writing for Social Media: Why Content Matters!
8/14/2013
Sesame Confidential
| 31
Part I - Recap
• Write for patients, not search engines
• Content should ultimately expand awareness
• Be cautious of post...
YouTube
Part II - Agenda
8/14/2013 | 33
Sesame Confidential
InstagramGoogle+
solutions@sesamecommunications.com
www.sesamecommunications.com
877·633·5193
solutions@sesamecommunications.com
www.sesame...
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Writing for Social Media - Part 1

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Do you feel you’re not getting nearly enough interaction with patients on Facebook? More and more doctors are realizing there is a secret behind posting on their social media sites. In this session, you’ll learn how to make your blog postings, Facebook status updates and tweets more relevant, valuable and interesting to your patients and readers.

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Writing for Social Media - Part 1

  1. 1. Writing for Social Media: Why Content Matters – Part I Presented by: Brandon Knapp Sesame Confidential
  2. 2. A Little About Me… • Graduate of the Business Administration program at the University of Washington with a concentration in Marketing • Specialized in developing integrated marketing campaigns, consumer buying behavior, and digital marketing strategy • Joined Sesame Communications at the beginning of 2012 • Lead Social Media Specialist on the Sesame Search team 8/14/2013 | 2 Sesame Confidential Brandon Knapp Lead Social Media Specialist
  3. 3. Part I - Agenda • What is content marketing? • Why is content important? • How to create custom content? 8/14/2013 | 3 Sesame Confidential
  4. 4. Part I - Agenda 8/14/2013 | 4 Sesame Confidential Website Blog Facebook Twitter
  5. 5. CONTENT MARKETING What? Why? How? 8/14/2013 Sesame Confidential | 5
  6. 6. What is content marketing? • Creating & distributing relevant and valuable content to attract and engage new patients • Communicating without selling • Two-way dialogue; not a one-way broadcast message. 8/14/2013 | 6 Sesame Confidential Share Engage Action
  7. 7. What are the goals of content marketing? 8/14/2013 | 7 Sesame Confidential
  8. 8. Why is content important? • Marketers, on average, spend over a quarter of their marketing budget on content marketing. (B2B Marketing Insider) • 62% of companies today outsource their content marketing — that’s up 7% from last year! (Mashable) • 61% of consumers say they feel better about a company that delivers custom content, they are also more likely to buy from that company. (Custom Content Council) • Interesting content is a top 3 reason people follow brands on social media. (Content+) 8/14/2013 | 8 Sesame Confidential
  9. 9. Why is content important? • Meet your patients where they are – Online! • 1.11 Billion monthly active users – 23% increase year-over- year • 751 Million active ‘Mobile’ users • Americans aged 18 – 64 y/o spend an average of 3.2 hours PER DAY on social media networks • Average of 67% of online adults use Facebook 8/14/2013 | 9 Sesame Confidential
  10. 10. Before you start… • What are the goals of your campaign? • What social networks will work to accomplish your goals? • What are the best practices of different social media networks? • Sesame Social makes it turn-key and simple • What makes your practice unique? 8/14/2013 | 10 Sesame Confidential
  11. 11. WEBSITE BLOG A blog (a contraction of the words web log) is a discussion or information… 8/14/2013 Sesame Confidential | 11
  12. 12. What is the impact of having a website blog? 8/14/2013 Sesame Confidential | 12
  13. 13. Creating content for your website blog • Think of your blog as your office news page. • Use your blog as the hub of all your networks • Difference between ‘On-Site’ vs. ‘Off- Site’ blogs • Frequency: At least once a week 8/14/2013 | 13 Sesame Confidential Blog Content: • Articles • Posts over 100 words • Newsletters • Office Events • Community
  14. 14. Creating content for your website blog • What should I blog about? • What makes your practice unique? • Become a resource to your community • What are the best practices? • Sesame Search Weekly 8/14/2013 | 14 Sesame Confidential Blog Content: • Articles • Posts over 100 words • Newsletters • Office Events • Community
  15. 15. Tips for effective blog content formatting 8/14/2013 | 15 Sesame Confidential 1 2 3 4 5
  16. 16. Tips for effective blog content formatting 8/14/2013 | 16 Sesame Confidential Compelling Headline
  17. 17. Tips for effective blog content formatting 8/14/2013 | 17 Sesame Confidential Visual Content
  18. 18. Tips for effective blog content formatting 8/14/2013 | 18 Sesame Confidential Subheadings
  19. 19. Tips for effective blog content formatting 8/14/2013 | 19 Sesame Confidential Line Breaks
  20. 20. Tips for effective blog content formatting 8/14/2013 | 20 Sesame Confidential Bulleted & Numbered Lists
  21. 21. FACEBOOK An online social networking service with the mission to make the world more open and connected. 8/14/2013 Sesame Confidential | 21
  22. 22. Creating content for Facebook • What should I be posting about? • It’s all about engagement, not just your number of Likes • When is the best time to post? • What are the ‘rules’ for Facebook posts? • Frequency: 2 – 3 times per week • How do I know what I am posting is effective? 8/14/2013 | 22 Sesame Confidential Facebook Content: • Pictures • Videos • Office updates • Emergencies • Special Occasions
  23. 23. Facebook – Contest & Giveaways • A great way to engage patients online is through contests/ promotions/ giveaways, however as of last year Facebook has enforced new rules and regulations: • E: Promotions • Promotions must now be run through an authorized partner, such as Sesame Sweepstakes 8/14/2013 | 23 Sesame Confidential iv. You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion participant. https://www.facebook.com/page_guidelines.php
  24. 24. Facebook – Graph Search • Graph Search will now allow users to search based off the ‘likes’ of their friends on Facebook • Engaging content will be a key part to ‘ranking well’ when someone does a search using • Roll-out of Graph Search has been slow, so you have time to ramp up the engagement of your Facebook Likes 8/14/2013 | 24 Sesame Confidential
  25. 25. Tips for utilizing Facebook effectively • “Like” and “Share” other page’s content 8/14/2013 | 25 Sesame Confidential
  26. 26. Tips for utilizing Facebook effectively • Use Facebook’s built-in scheduling feature 8/14/2013 | 26 Sesame Confidential
  27. 27. TWITTER Twitter is an information network made up of 140-character messages called Tweets. 8/14/2013 Sesame Confidential | 27
  28. 28. Creating content for Twitter • Twitter now has more than 140 million active users, sending 340 million tweets every day • Twitter is a conversation, focused on nurturing relationships • Give people a reason to follow you. Tweet and Retweet interesting things. • Twitter vs. Facebook: Breaching the two-degrees of separation • Frequency: Daily - VERY high level of engagement 8/14/2013 | 28 Sesame Confidential Twitter Content: • < 140 Characters • Share KOP leaders tweets • Retweet Community Tweets
  29. 29. Quick Twitter 101 Tips • DISCOVER SOURCES: Find and follow others • CHECK IT OFTEN: Pay attention to what’s happening • BUILD A VOICE: Retweet, Reply, React • MENTION: Include others in your content • https://business.twitter.com/ 8/14/2013 | 29 Sesame Confidential Twitter Content: • < 140 Characters • Share KOP leaders tweets • Retweet Community Tweets
  30. 30. Quick Twitter 101 Tips: “Hashtag” 8/14/2013 | 30 Sesame Confidential
  31. 31. PART I - RECAP Writing for Social Media: Why Content Matters! 8/14/2013 Sesame Confidential | 31
  32. 32. Part I - Recap • Write for patients, not search engines • Content should ultimately expand awareness • Be cautious of posting too often – Be strategic • Don’t post to post – it will come off as ‘spamy’ • Don’t forget that social media is about having a two way conversation. 8/14/2013 | 32 Sesame Confidential
  33. 33. YouTube Part II - Agenda 8/14/2013 | 33 Sesame Confidential InstagramGoogle+
  34. 34. solutions@sesamecommunications.com www.sesamecommunications.com 877·633·5193 solutions@sesamecommunications.com www.sesamecommunications.com 877·633·5193 Writing for Social Media: Why Content Matters – Part I 8/14/2013 Sesame Confidential | 34

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