Social Media Content That Engages and Converts

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How to create social media content that engages and converts. How can businesses create blog posts, images, infographics and other content that people will read.

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Social Media Content That Engages and Converts

  1. 1. #DFWRocks2014   @EricTTung   Social  Content  That  Engages  &  Converts   @EricTTung   #DFWRocks2014  
  2. 2. ©  Copyright  6/29/14  BMC  SoCware,  Inc  2   1.  Social  is  all  about   content.   @EricTTung   #DFWRocks2014  
  3. 3. ©  Copyright  6/29/14  BMC  SoCware,  Inc  3   ©  Copyright  6/29/14  BMC  SoCware,  Inc  3   It’s  All  About  Content  &   Rela>onships…   …which  create  posi>ve,  helpful   conversa>ons.   @EricTTung   #DFWRocks2014  
  4. 4. The  difference   between  selling   and  helping  is  only   two  leGers   -­‐@JayBaer   @EricTTung   #DFWRocks2014  
  5. 5. ©  Copyright  6/29/14  BMC  SoCware,  Inc  5   ©  Copyright  6/29/14  BMC  SoCware,  Inc  5   @EricTTung   #DFWRocks2014  
  6. 6. 2010   @EricTTung   #DFWRocks2014  
  7. 7. ©  Copyright  6/29/14  BMC  SoCware,  Inc  7   ©  Copyright  6/29/14  BMC  SoCware,  Inc  7   2/3  of  content  marketers  find  it  difficult  to  produce  enough  content.   50%  struggle  with  producing  the  kind  of  content  that  engages.   @EricTTung   #DFWRocks2014  
  8. 8. ©  Copyright  6/29/14  BMC  SoCware,  Inc  8   ©  Copyright  6/29/14  BMC  SoCware,  Inc  8   Manage  Conversa>on  &  Content  Effec>vely   United  divides   their  team  into   two:   -­‐  Proac>ve     -­‐  Reac>ve   @EricTTung   #DFWRocks2014  
  9. 9. ©  Copyright  6/29/14  BMC  SoCware,  Inc  9   2.  Format  Your  Content   To  Get  Results   @EricTTung   #DFWRocks2014  
  10. 10. ©  Copyright  6/29/14  BMC  SoCware,  Inc  10   ©  Copyright  6/29/14  BMC  SoCware,  Inc  10   Do  you  have  an  interes>ng   headline?   80%  will  read  the  headline,  only   20%  will  read  the  post   @EricTTung   #DFWRocks2014  
  11. 11. ©  Copyright  6/29/14  BMC  SoCware,  Inc  11   ©  Copyright  6/29/14  BMC  SoCware,  Inc  11   If  your  post  is  over  5   paragraphs,  add   sec>on  headers  to   improve  readability.   @EricTTung   #DFWRocks2014  
  12. 12. ©  Copyright  6/29/14  BMC  SoCware,  Inc  12   ©  Copyright  6/29/14  BMC  SoCware,  Inc  12   Add  an  image,   graph,  quote-­‐ callout  for  every   250-­‐500  words.   @EricTTung   #DFWRocks2014  
  13. 13. ©  Copyright  6/29/14  BMC  SoCware,  Inc  13   ©  Copyright  6/29/14  BMC  SoCware,  Inc  13   Have  a  Call  to  Ac>on   @EricTTung   #DFWRocks2014  
  14. 14. ©  Copyright  6/29/14  BMC  SoCware,  Inc  14   ©  Copyright  6/29/14  BMC  SoCware,  Inc  14   Sharing  a  link  to   your  post  isn’t   enough  to  get  it   read.  Give  users   a  reason  to  click   your  link.   @EricTTung   #DFWRocks2014  
  15. 15. ©  Copyright  6/29/14  BMC  SoCware,  Inc  15   ©  Copyright  6/29/14  BMC  SoCware,  Inc  15   Email  your   Coworkers…   Tell  them  to   promote  your   stuff  for  you.   @EricTTung   #DFWRocks2014  
  16. 16. ©  Copyright  6/29/14  BMC  SoCware,  Inc  16   3.  Create  mul>-­‐ channeled  content.   @EricTTung   #DFWRocks2014  
  17. 17. ©  Copyright  6/29/14  BMC  SoCware,  Inc  17   ©  Copyright  6/29/14  BMC  SoCware,  Inc  17   When  You  Create  Content,  Make  it  Mul>-­‐Purpose   @EricTTung   #DFWRocks2014  
  18. 18. ©  Copyright  6/29/14  BMC  SoCware,  Inc  18   ©  Copyright  6/29/14  BMC  SoCware,  Inc  18   Make  Sure  Your  Graphics  Fit  The  Channel   @EricTTung   #DFWRocks2014  
  19. 19. ©  Copyright  6/29/14  BMC  SoCware,  Inc  19   ©  Copyright  6/29/14  BMC  SoCware,  Inc  19   Tweet  One  and   Done?  Think  Again:     Schedule  tweets  and   posts  over  the  next   couple  weeks.     @EricTTung   #DFWRocks2014  
  20. 20. ©  Copyright  6/29/14  BMC  SoCware,  Inc  20   ©  Copyright  6/29/14  BMC  SoCware,  Inc  20   Use  Your  Blog  Post  in  a  Comment  (in  a  non-­‐spammy  way)  
  21. 21. ©  Copyright  6/29/14  BMC  SoCware,  Inc  21   ©  Copyright  6/29/14  BMC  SoCware,  Inc  21   And  Create  Deriva>ve  Pieces   @EricTTung   #DFWRocks2014  
  22. 22. ©  Copyright  6/29/14  BMC  SoCware,  Inc  22   ©  Copyright  6/29/14  BMC  SoCware,  Inc  22   Add  a  Query  String  to  Track  Clicks   hJps://www.bmc.com/?cmp=twiGer_social_na_blog_newit     URL   Code   Source   Medium   Term   Content   Campaign   @EricTTung   #DFWRocks2014  
  23. 23. ©  Copyright  6/29/14  BMC  SoCware,  Inc  23   4.  Conversa>on  is  the   best  Content   @EricTTung   #DFWRocks2014  
  24. 24. ©  Copyright  6/29/14  BMC  SoCware,  Inc  24   ©  Copyright  6/29/14  BMC  SoCware,  Inc  24   Neilsen  Trust  Ra>ngs,  2013  
  25. 25. Have  Something  Worth  Talking  About   Content   Reach   Do  Friggin   Awesome   Stuff   ConversaUon.   @EricTTung   #DFWRocks2014  
  26. 26. ©  Copyright  6/29/14  BMC  SoCware,  Inc  26   5.  Social  Networks  Will  Pull  More   Context  From  Your  Interac>ons.   @EricTTung   #DFWRocks2014  
  27. 27. ©  Copyright  6/29/14  BMC  SoCware,  Inc  27   ©  Copyright  6/29/14  BMC  SoCware,  Inc  27   But  in  the  near  future…         …won’t  maGer  as  much  anymore.   @EricTTung   #DFWRocks2014  
  28. 28. ©  Copyright  6/29/14  BMC  SoCware,  Inc  28   ©  Copyright  6/29/14  BMC  SoCware,  Inc  28   Get  Ready  for  the  Internet  of  Social.   You’ve  Heard  About  The  Internet  of  Things….   @EricTTung   #DFWRocks2014  
  29. 29. @EricTTung   #DFWRocks2014  
  30. 30. @EricTTung   #DFWRocks2014  
  31. 31. @EricTTung   #DFWRocks2014  
  32. 32. ©  Copyright  6/29/14  BMC  SoCware,  Inc  32   6.  Make  your  customers   create  the  content  for  you.   @EricTTung   #DFWRocks2014  
  33. 33. ©  Copyright  6/29/14  BMC  SoCware,  Inc  33   ©  Copyright  6/29/14  BMC  SoCware,  Inc  33   So  Do  Stuff  Like  This.   @EricTTung   #DFWRocks2014  
  34. 34. ©  Copyright  6/29/14  BMC  SoCware,  Inc  34   ©  Copyright  6/29/14  BMC  SoCware,  Inc  34   And  This…   @EricTTung   #DFWRocks2014  
  35. 35. ©  Copyright  6/29/14  BMC  SoCware,  Inc  35   ©  Copyright  6/29/14  BMC  SoCware,  Inc  35   And  This…  And  Conversa>on  will  happen.   @EricTTung   #DFWRocks2014  
  36. 36. ©  Copyright  6/29/14  BMC  SoCware,  Inc  36   ©  Copyright  6/29/14  BMC  SoCware,  Inc  36   And  you’ll  get  stuff  like  this…   @EricTTung   #DFWRocks2014  
  37. 37. ©  Copyright  6/29/14  BMC  SoCware,  Inc  37   ©  Copyright  6/29/14  BMC  SoCware,  Inc  37   Do  This…   @EricTTung   #DFWRocks2014  
  38. 38. ©  Copyright  6/29/14  BMC  SoCware,  Inc  38   ©  Copyright  6/29/14  BMC  SoCware,  Inc  38   And  Get  This…   @EricTTung   #DFWRocks2014  
  39. 39. ©  Copyright  6/29/14  BMC  SoCware,  Inc  39   ©  Copyright  6/29/14  BMC  SoCware,  Inc  39   And  THIS.   @EricTTung   #DFWRocks2014  
  40. 40. ©  Copyright  6/29/14  BMC  SoCware,  Inc  40   ©  Copyright  6/29/14  BMC  SoCware,  Inc  40   @EricTTung   #DFWRocks2014  
  41. 41. ©  Copyright  6/29/14  BMC  SoCware,  Inc  41   ©  Copyright  6/29/14  BMC  SoCware,  Inc  41   @EricTTung   #DFWRocks2014  
  42. 42. ©  Copyright  6/29/14  BMC  SoCware,  Inc  42   ©  Copyright  6/29/14  BMC  SoCware,  Inc  42   If customer service is an afterthought, your customers will make you an afterthought, as well. 
 - @PeterShankman @EricTTung   #DFWRocks2014  
  43. 43. ©  Copyright  6/29/14  BMC  SoCware,  Inc  43   ©  Copyright  6/29/14  BMC  SoCware,  Inc  43   Thank  You!     Connect  with  me:     @EricTTung     Or  Text  EricTTung  to  50500  for   a  SMS  Business  Card  
  44. 44. ©  Copyright  6/29/14  BMC  SoCware,  Inc  44   ©  Copyright  6/29/14  BMC  SoCware,  Inc  44   Thank  You   @EricTTung   #SocialAtScale  
  45. 45. ©  Copyright  6/29/14  BMC  SoCware,  Inc  45  

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