WEBINAR: Content is the Car, Social Media is the Gas

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WEBINAR: ClearEdge Marketing VP of Marketing & Digital Services, Michelle Krier, to Host Webinar with the TechServe Alliance on “Content is the Car, Social Media is the Gas.”

Michelle discusses the strategy behind content creation as well as the importance of selecting the right social media channels, when and how to best position your content so you receive maximum exposure, and finding influencers to help promote your content.

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WEBINAR: Content is the Car, Social Media is the Gas

  1. 1. www.clearedgemarketing.comContent is the CAR, Social Media is the GASPut the Pedal to the Metal &Rev Up Your Online PresencePresented by:Michelle Krier, VP Marketing & Digital Services
  2. 2. Your Presenter: Michelle KrierVP, Marketing & Digital Services• Spearheading ClearEdge Marketing’s Digital Services andSocial Media teams• Designs and executes web, mobile and social mediamarketing efforts• Pioneer in combining social media with traditional recruitingfor an industry-leading RPO firm• President, AMA-Milwaukee; co-chair, Social Media SIG2
  3. 3. Q&A on Twitter• We want to hear from you during this webinar and after Send us a tweet with the following in front of the message:@clearedgemktg It will show up on our Twitter profile, open for the public toview We will reply during the webinar or after• Follow us at twitter.com/clearedgemktg• Also follow us on… Facebook: facebook.com/ClearEdgeMarketing LinkedIn: linkedin.com/company/clearedge-marketing3
  4. 4. Today’s Agenda• A Quick Case for SOCIAL MARKETING• Content as the CAR, Social Media as the GAS• Why Content Matters• 10 Tips for Content Development & Management• Q&A4
  5. 5. A Quick Case for Social Media Marketing5It’sWhere People Are+ 27% of total U.S. internet time is spent onsocial networking sites.(Source: Experian)Social Leads to Websites+ Companies that generate more than 1,000Facebook likes also receive nearly 1,400website visits a day.(Source: HubSpot)Lead Generation+ 43% of all marketers have found a customervia LinkedIn in 2013.(Source: HubSpot)Smart Social Media+ Social media produces almost double themarketing leads of trade shows,telemarketing, direct mail or PPC.(Source: HubSpot)
  6. 6. Content Is the CAR6Quality content drives qualityleads to your business.
  7. 7. Social Media Is the GAS7Social media fuels and acceleratesnetworking and lead generation.
  8. 8. In social media marketing, which is most important when itcomes to the content you post?A. Frequency – How often you post.B. Quality – What you are posting.8???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….??...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….You Tell Me…
  9. 9. Frequency Is Important, Content Quality Is VITAL• Superior content is the best way to grow your brand, connect withprospective clients and candidates and increase revenue• Let’s explore the many reasons quality social content is so critical: The self promotion pitfall The fight for audience attention Google’s got your number Content shelf life has expanded exponentially Quality content improves brand perception Great content has legs Content strength and value can overcome sales objections9
  10. 10. The Self Promotion Pitfall10• You, You, YOU TALK Is a Problem If self promotion is all you post, you will loseyour audience- DON’T: Focus exclusively on yourservices, your products- DON’T: Make your social sites a place forunrelenting sales pitches- DO: Sprinkle in job postings andpromotions amid other valuable content.Variety and audience focus is the key. Social media audiences want more:- Want to be engaged- Want to learn- Want to be entertained
  11. 11. You Are Competing for Audience Attention• COMPETITION Is Stiff Your audience’s attention is greatly divided bydevices, destinations and endless opportunitiesto consume content Content producers with higher value contentwill win a larger, better audience11
  12. 12. Google’s Got Your Number• Google PENGUIN 2.0 What Is It?- Latest build of Google’s ranking algorithms- First release that factors in social signals: businesseswill see a direct correlation between social signalsand their rankings- Quality and authority: Rankings will also be weighedbased on the quality of the content, the user’sexperience and the website’s authority (age, content,backlinks and social signals) How to Work With It?- Focus on increasing content quality and improvinguser experience by adding compelling content to yourwebsite and social media sites- Backlink audit your website and remove useless links12
  13. 13. Expanded Content Shelf Life• The SHELF LIFE of content has expanded Social media/internet keeps content alive foryears and years Content’s life and message is in control of themarketplace in some part Ensuring the quality of content placed in themarketplace is critical to reputation andopportunity development13
  14. 14. Quality Content Improves Brand Perception• Quality Content BUILDS BRAND Demonstrates why customers should buya particular product or service Shifts the conversation from price to theoverall value Elevates the company and its offersabove competitors.14
  15. 15. Great Content Has Legs• Good Content Will TAKE YOU PLACES High-quality content that can be repurposed forvarious mediums- Articles- Blog posts- Infographics- Webinars- Seminars- How-tos- Marketing campaigns15
  16. 16. Great Content Can Improve Sales• HIGH QUALITY content demonstratesexcellence Providing valuable, insightful content is a great way todemonstrate the quality, culture and character of yourbusiness- Prospective clients on the fence can be persuaded withstrong content Great content is an effective way to combat thecommodity buying behavior that is especially strong inIT services- Can position a company as a consultative provider Great content can help overcome sales objections, suchas size or experience- It makes a case for your expertise16
  17. 17. Content & Social Media: Can’t Have One Without the Other17Just as a car needs effective gas toperform, content needs fuel topropel it forward. Today socialmedia offers a high-octaneopportunity to distribute valuablebusiness content and turbo chargeyour marketing success.
  18. 18. 10 TIPS FOR MARRYING YOUR CONTENT TOYOUR SOCIAL MEDIA EFFORTS18
  19. 19. TIP #1: SELECT THE RIGHT SOCIAL MEDIA CHANNELS19
  20. 20. Know Your Visitors• Learn which social media sites are MOSTIMPORTANT to your visitors• How and why are they using them? To find jobs? To find talent? To find services? To gain knowledge? To network?20
  21. 21. Tools to Discover Your Visitors• Examples of FREE Analytics Google Analytics (google.com/analytics) Yahoo Web Analytics (web.analytics.yahoo.com) 4Q by iPerceptions (4qsurvey.com) Twitalyzer (twitalyzer.com) Google Website Optimizer• Examples of FEE-BASED Analytics Crazy Egg (crazyegg.com) Optimizely (optimizely.com) Kissinsights from Kiss Metrics (kissinsights.com) ClickTale (clicktale.com)Analytic Tools insights from Inc.com article “11 BestWeb Analytics Tools,” December 2010:http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html21
  22. 22. Select Social Media Based on Your Visitors• Know your VISITORS• Develop social media strategies and platforms thatwill REACH THEM• Select social media sites/tools based on: Your audiences Your culture Your geography22
  23. 23. TIP #2: IDENTIFY & EXPAND CONTENT PRODUCERS23
  24. 24. How many website and social media content producers doesyour business have today?A. 1B. 2-4C. 5-10B. More than 1024???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….??...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….You Tell Me…
  25. 25. Identify & Expand Your Content Producers25• EXPAND who is contributing SMEs Executives Recruiters Consultants PR/Communication staff/partners• DEFINE their audience Who is speaking to clients? Who is speaking to candidates? Who is talking to the media?
  26. 26. CASE STUDY: CRI26
  27. 27. TechServe Alliance Content Resources27• Ready to go content Quarterly client newsletter Quarterly consultant newsletter IT Employment Index• Content to harvest & shape IT services white papers IT industry news and updates
  28. 28. Consider a Guest Blogger28• GUEST Content Providers Offer outside perspective andknowledge Increase your credibility with third-party presence Can quid pro quo: Opportunity toshare/blog on partner site andincrease visibilityClearEdge blogsfor a partnerA Partner blogs forClearEdge
  29. 29. TIP #3: DETERMINE FREQUENCY
  30. 30. How often is your business posting new, valuable content to itssocial media sites?A. MonthlyB. WeeklyC. DailyB. Multiple times per day30???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….??...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….???...???..???….You Tell Me…
  31. 31. Good, Useful Content Posted Regularly Is a MUST• How often the world’s leading consumer brands post on Facebook:31Source: Socialbakers.com
  32. 32. What’s the Right Frequency for IT Services Firms?• Frequency should focus on QUALITY and on the CUSTOMER How many strong content producers do you have (business leaders, talented companybloggers, partners, etc.) How often can those producers deliver fresh content:- Article- Blog post- Webinar- News/PR link- Job listings- Event notice A business with 3-4 content producers should be able to update social media at least weekly,which is the minimum ClearEdge recommends a minimum of twice monthly content updates for IT servicesbusinesses32
  33. 33. Case Study: Palo Alto Staffing Technology33“I’m a firm believer in theimportance of generatingcontent that is relevant to theissues that our candidates andclients are facing. If thecontent is optimized for SEOand pushed out through theappropriate channels –including LinkedIn, Facebookand Twitter, then we are sureto hit our important targetaudiences with valuableinformation and create areputation as a thought leaderand go-to resource for staffingservices.”- David Chie, President, PaloAlto Staffing Technology
  34. 34. TIP #4: CREATE AN EDITORIAL CALENDAR
  35. 35. The Editorial Calendar• What should an EDITORIALCALENDAR include? Who is developing what content When it’s submitted Who reviews and approves it Publication dates Where it will be published (website,social communities, YouTube,Slideshare, etc.)35
  36. 36. TIP #5: USE YOUR WEBSITE TO SHARE SOCIAL CONTENT
  37. 37. Tips for Integrating Social Media with Your Website• PROMINENTLY feature social mediabuttons• Showcase social media forums whereyour business is active Twitter feeds Facebook posts• Use SHARE BUTTONS Make it easy for your visitors to sharecontent with others• Analyze performance Use analytical tools (like Google Analytics)to identify where social media is workingand where it’s not37
  38. 38. TIP #6: USE KEYWORDS
  39. 39. Use Keywords• Identify phrases that DRIVE TRAFFIC to your site Google Analytics Social Mention Twitter list• Provide the lists to content producers for inclusion in content when possible• Include RELEVANT KEYWORDS and search phrases in content whereverpossible Social content now effects real-time search results (Google, Bing, etc.)39
  40. 40. TIP #7: VARY YOUR CONTENT
  41. 41. Vary Your Content• GO BEYOND blog entries Video Pictures Webinars Hosted chats News Job listings Events Games• BRAINSTORM: Use your resources Bring content producers and staff together to brainstorm ideas fordiversifying social content41
  42. 42. TIP #8: USE THIRD-PARTY CONTENT STRATEGICALLY
  43. 43. Use Third-Party Content Strategically• Identify WORTHWHILE third-party content Partners Industry associations (TechServe Alliance!) Industry publications Industry news• When leveraging third-party content ADD YOUR INSIGHTS Provide context and perspective on the content you are sharing to demonstrate thoughtful,consultative content sharing• Link outside SPARINGLY Too many external links can hurt SEO rankings43
  44. 44. TIP #9: LEVERAGE WHAT YOU HAVE
  45. 45. Use Existing Content Strategically• You Already HAVE Content Case studies Client testimonials Surveys Events TechServe Alliance newsletters, industry updates, etc.• Inventory & REPURPOSE Content Dive into content already housed within your business and find out howit can be repurposed as social media content45
  46. 46. TIP #10: GET YOUR WHOLE TEAM ONBOARD
  47. 47. Use Your Entire Team to Promote & Share• COMPANYWIDE Promotion Once you have great content, getyour whole team to promote it:- Email signature links to tweets,posts, etc.- Social media posts of newcontent Create pre-written posts andtweets for staff to easily updatetheir own professional networkingsites with company news and ideas47
  48. 48. 48It’sYour Turn…Questions? Comments?
  49. 49. Need Help? Contact Us Any Time!49Michelle Krier, VP Marketingand Digital ServicesTel: 414.617.3103Email: mkrier@clearedgemarketing.comTwitter: @michellekrierLinkedIn: www.linkedin.com/in/michellekrierCompany Twitter: @clearedgemktgwww.clearedgemarketing.com

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