Content Marketing in 15 Minutes a Day


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Marketing Profs' Ann Handley and V3 Integrated Marketing's Shelly Kramer co-presented at the International Pizza Expo in Las Vegas in March 2014.Content Marketing in 15 Minutes a Day is focused on how restaurant industry professionals with businesses large and small can maximize their content marketing and social media efforts.

Topics covered included:

- How social media influences buying behavior
- Challenges for business owners related to content marketing and social media
- How to do your homework and figure out what kind of social media will work for you
- How to start with a competitive analysis
- How to develop a content marketing plan and a social media marketing plan
- Tricks for effective engagement across platforms
- Tools you can use to help maximize your social reach
- Mobile trends for restaurants and how to integrate mobile into your overall strategies
- How to look at your overall goals, your strategy and measure ROI

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  • If you don’t like this color combination, I can send you some others.
  • Early adopters out front. Linked data from a sharing of best practices to benefit overall marketing AND franchisor operations. Billing by franchise another benefit. Prime example of social being adopted from the bottom up – kind of cool.
  • Early adopters out front. Linked data from a sharing of best practices to benefit overall marketing AND franchisor operations. Billing by franchise another benefit. Prime example of social being adopted from the bottom up – kind of cool.
  • Early adopters out front. Linked data from a sharing of best practices to benefit overall marketing AND franchisor operations. Billing by franchise another benefit. Prime example of social being adopted from the bottom up – kind of cool.
  • Content Marketing in 15 Minutes a Day

    1. 1. V3 Integrated Marketing Content Marketing. Can we do this in 15 minutes a day? Marketingprofs
    2. 2. Topics We’re Covering Today @ShellyKramer @MarketingProfs • Social Media Influences Buying Behavior • Time Is An Issue • Which Type of Social Media Will Work for Me? • Tricks to Effective Engagement • Tools to Maximize Social Reach • Strategy, Goals and Measuring ROI
    3. 3. @ShellyKramer @MarketingProfs Who Are We? Shelly Kramer CEO, V3 Integrated Marketing @ShellyKramer Ann Handley CCO, MarketingProfs @AnnHandley Co-Author Content Rules (Wiley)
    4. 4. @ShellyKramer @MarketingProfs WHY Are We Talking About This? The web has changed Everything
    5. 5. @ShellyKramer @MarketingProfs
    6. 6. And here’s what they’re doing
    7. 7. @ShellyKramer @MarketingProfs What’s going on 4.75 billion pieces of content shared on Facebook. Daily. That’s 3,298,611 per minute. 400 million tweets per day. That’s 277,779 per minute. 100 hours of video uploaded to YouTube. Every minute.
    8. 8. @ShellyKramer @MarketingProfs Customers do their homework Google’s Moment of Truth Research 2010 – 5.3 sources 2011 - 10.4 sources
    9. 9. @ShellyKramer @MarketingProfs Social Media Why Bother? 74% of consumers rely on social networks to guide purchase decisions (SproutSocial)
    10. 10. @ShellyKramer @MarketingProfs The Formula Has Changed Old Way: Money x Media = Business New Way: Time x Media = Business
    11. 11. @ShellyKramer @MarketingProfs Today …. Every company is a media company. Every company needs a content strategy. Every company needs a social media presence.
    12. 12. @ShellyKramer @MarketingProfs Why a media company? They tell stories – and they’re good at it. They’re in the business of creating and distributing content. They understand the power of relevant information. They are fast and they are everywhere. Can we all do this? No way, Jose.
    13. 13. @ShellyKramer @MarketingProfs
    14. 14. @ShellyKramer @MarketingProfs Media Bistro
    15. 15. @ShellyKramer @MarketingProfs Media Bistro
    16. 16. @ShellyKramer @MarketingProfs Major Product Categories for Social-to-Sale Purchases
    17. 17. @ShellyKramer @MarketingProfs Media Bistro
    18. 18. @ShellyKramer @MarketingProfs
    19. 19. @ShellyKramer @MarketingProfs Restaurants’Greatest Challenges? Budget + Time
    20. 20. @ShellyKramer @MarketingProfs Hey, can you work some of that social media magic for me?
    21. 21. @ShellyKramer @MarketingProfs Start with data. Information is power.
    22. 22. Do a Competitive Analysis What are we doing online? What are our competitors doing? What kind of content are they creating? How + where are they distributing + using it? Where do we have opportunities? Where are we totally sucking wind? What can we realistically handle?
    23. 23. Understand Your Customer Where do they hang out online? When are they typically online? What kind of content do they share? What kind of conversations do they have? Who are local influencers? How can we connect with them?
    24. 24. @ShellyKramer @MarketingProfs After You’ve Done Your Homework What’s Next?
    25. 25. Develop a Content Strategy Figure out your tone and audience Analyze your existing assets Figure out what kinds of content you think will work Engineer a content plan Figure out who can help with this internally Develop a content calendar Make a plan to create content to serve customers + prospects Figure out how you’ll measure success
    26. 26. @ShellyKramer @MarketingProfs Build Your Restaurant’s Profile ● Fill In The Blanks. Complete your social profiles as completely as possible. ● Be Visual. Use great photos as your cover photos and add your company logo. ● Capitalize On Traffic. Add follow and like buttons on your website. ● Earn Followers. Share content that serves your customers and prospects. ● Optimize. Make it easy for them to do business with you.
    27. 27. @ShellyKramer @MarketingProfs Every social media platform is unique…
    28. 28. @ShellyKramer @MarketingProfs What can I do? I have little time and budget…
    29. 29. @ShellyKramer @MarketingProfs Food + People = Instagram
    30. 30. @ShellyKramer @MarketingProfs How To Take Advantage of Instagram • Share behind-the-scenes moments • Celebrate your customers • Create a contest • Use Statigram to monitor likes, engagement • Create a unique hashtag that you can invite diners to use and print on tabletops, menus, in the restaurant, on drink coasters, etc.
    31. 31. @ShellyKramer @MarketingProfs Instagram Ideas Cross-pollinate social fan base by creatingan Instagram photo of the day contest
    32. 32. @ShellyKramer @MarketingProfs Instagram Ideas Celebrate your community of fans (who are probably already creating content at your place).
    33. 33. @ShellyKramer @MarketingProfs Instagram Ideas Be useful. #ComodoMenu
    34. 34. @ShellyKramer @MarketingProfs Instagram Ideas Tell a bigger story. #CaptureEuphoria
    35. 35. @ShellyKramer @MarketingProfs Little Guys Can Level The Playing Field
    36. 36. @ShellyKramer @MarketingProfs Take Advantage of Geo-location Based Apps and Platforms
    37. 37. @ShellyKramer @MarketingProfs A Google+ Page is Critical
    38. 38. @ShellyKramer @MarketingProfs Take Advantage Of Nearby Places For Facebook Pages
    39. 39. @ShellyKramer @MarketingProfs Reward People For Checking In
    40. 40. @ShellyKramer @MarketingProfs Yelp - YP Deals YP and Yelp have announced a strategic partnership that will in the near future provide YP advertisers with an enhanced presence on Yelp and effectively bring Yelp into the YP Local Ad Network. YP advertisers will gain access to the following: • Distribution/exposure to Yelp’s large local audience • The full range of profile features and capabilities associated with Yelp’s “branded profile” (call to action button, slideshows, ROI metrics, etc.)
    41. 41. @ShellyKramer @MarketingProfs Create An Event and Invite Influencers + Foodies
    42. 42. @ShellyKramer @MarketingProfs Be Strategic With Your Content and Content Sharing on Twitter and Facebook
    43. 43. Facebook is Visual Use high quality images Avoid large file sizes Right-size your images, use rectangles not squares Only post links that are mobile-friendly. You stand to lose over half your social audience over time if you don’t Link directly to the action that a social post implies. Don’t make your users endure multiple clicks *Data Courtesy of Tim Hayden
    44. 44. @ShellyKramer @MarketingProfs • Multi-unit locations need to consider separate FB accounts for each location, personalize your customers’ experiences. • Post photos of regulars and special guests (with permission). • Encourage patrons to tag themselves and their friends.
    45. 45. @ShellyKramer @MarketingProfs • Post about what’s going on in the area. • Use a lot of visuals. • Mix it up, ask questions, do polls to generate engagement. • Pay to advertise.
    46. 46. @ShellyKramer @MarketingProfs Tap into conversations already happening/trends: What’s top of mind for your customers?
    47. 47. Local Pages. They Make Sense.
    48. 48. They are happening. Without you.
    49. 49. Facebook and Franchises
    50. 50. Challenge: Corporate vs. Franchise Early adopters out front Show business value (more data, learn best practices from early adopters, franchise specific billing) Local pages, streamlined comms, learning from one another, libraries of “top posts,” mass capitalization on assets @shellykramer
    51. 51. Benefits Corporate brand page,1,550 local pages and 5K+ local users leads to a very rich database (customer service, menu offerings, etc.) 3.8M fans on brand level and 800K connections to fans across local pages, with less than 10% fan overlap. Better targeting, more personalization, better maximization of marketing spend @shellykramer
    52. 52. @ShellyKramer @MarketingProfs • Set up a Hootsuite account, and learn how to use its advanced geotargeted search feature. • Monitor conversations filtered by keywords that are occurring within a specific geographic radius. • Address all mentions of your business, even if they're negative. Show customers you care.
    53. 53. @ShellyKramer @MarketingProfs Twitter: Show some personality.
    54. 54. @ShellyKramer @MarketingProfs Twitter: Show some personality.
    55. 55. @ShellyKramer @MarketingProfs Ways To Use Twitter To Find Local Customers Find local people who tweetnear you Find local people with your city name in their profile
    56. 56. @ShellyKramer @MarketingProfs Ways To Use Twitter To Find Local Customers Find local people using Twitter Grader
    57. 57. @ShellyKramer @MarketingProfs Something to think about... • As a general rule, use Twitter for fun, and for increasing brand awareness and customer service. • Use Facebook for customer service. It's rare that anybody will Like a Facebook page unless they're already an existing customer.
    58. 58. @ShellyKramer @MarketingProfs Something to think about... • Treat social networks asseparate platforms, each with their strengths and limitations. Get to know their differences and make them work for you. • Don't try to be on every social media channel. Be where your customers are.
    59. 59. @ShellyKramer @MarketingProfs Make online reviews work for YOU!!
    60. 60. @ShellyKramer @MarketingProfs Content Checklist Claim your name Set up your profiles Participate Build your networks Create to servecustomers + prospects
    61. 61. @ShellyKramer @MarketingProfs
    62. 62. @ShellyKramer @MarketingProfs
    63. 63. @ShellyKramer @MarketingProfs
    64. 64. @ShellyKramer @MarketingProfs
    65. 65. @ShellyKramer @MarketingProfs Restaurant Mobile Trends 2014
    66. 66. @ShellyKramer @MarketingProfs Customers are turning to search to find nearby restaurants
    67. 67. @ShellyKramer @MarketingProfs Diners are interested in mobile ordering
    68. 68. @ShellyKramer @MarketingProfs Mobile rewards program are on the rise
    69. 69. @ShellyKramer @MarketingProfs Ways To Use Mobile Marketing To Reach Customers 1. Mobile coupons 2. Meal Specials 3. Table Availability Notifications 4. Birthday Reminders 5. Raffles
    70. 70. @ShellyKramer @MarketingProfs Content Best Practices Be human, act like you do IRL. Look the same, all across the web. Remember that you get what you give. Provide value. Don’t be afraid of fun. Quit marketing. Don’t be a douche.
    71. 71. @ShellyKramer @MarketingProfs How do I know if it’s working? DATA is KEY
    72. 72. @ShellyKramer @MarketingProfs Monitor Your Data Regularly
    73. 73. @ShellyKramer @MarketingProfs Let Data Show You What Works
    74. 74. Success With Content? Be Useful Don’t sell. Don’t be an egomaniac. Don’t bore. Act like a person, not a faceless corporate entity Stalk + emulate Create content that’s worth reading – focus on delivering value Curate content that further serves your audience Never underestimate the power of a smile Understand the importance of connecting social to business initiatives
    75. 75. Community Management They call it “Community Management” for a reason. Posting is advertising. Community building takes more than a schedule-it-and-forget-it mentality.
    76. 76. @ShellyKramer @MarketingProfs You have to know how to tell a great story, genuinely like people (or act like it), pay attention to them, and regularly deliver content that keeps them coming back for more. Technology can help, but it can’t do it all. It Takes a Human
    77. 77. @ShellyKramer @MarketingProfs Website Traffic Followers/Friends/Fans Most Popular Social Content Shares of Content, Conversations Facebook Insights Coupon Redemption SALES Ways To Measure Success
    78. 78. @ShellyKramer @MarketingProfs Test Measure Tweak Test Measure Tweak You get it …. There’s only one way to get there…
    79. 79. @ShellyKramer @MarketingProfs “It is not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is the most adaptable to change.” - Charles Darwin
    80. 80. @ShellyKramer @MarketingProfs Everybody thinks they can do it They’re mostly wrong.
    81. 81. @ShellyKramer @MarketingProfs Key to Success? Quit thinking about you and start thinking about them.
    82. 82. Here’s How to Stalk Us ShellyKramer /in/ShellyDeMotteKramer Co-Author, Content Rules Ann Handley /in/Ann Handley @ShellyKramer @MarketingProfs@MarketingProfs @ShellyKramer