Inside the social media mind 4 5-13

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What do social media marketers care about and why? Inside the social media mind, presented at the Hewlett Packard brown bag lunch.

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Inside the social media mind 4 5-13

  1. 1. SOCIAL Inside MEDIA the MIND @heidimiller www.heidi-miller.com www.spoken.com summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  2. 2. SOCIAL Inside MEDIA the MIND @heidimiller www.heidi-miller.com www.spoken.com summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  3. 3. @heidimiller WHATit is. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  4. 4. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  5. 5. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  6. 6. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  7. 7. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  8. 8. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  9. 9. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. MEASURABLE Since social media happens online, it can and should be measured against marketing goals. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  10. 10. @heidimiller WHATit isn’t. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  11. 11. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way Announcements and commands don’t get as far as questions, polls and groundwork for user generated content. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  12. 12. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.Friday, April 5, 13
  13. 13. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.Friday, April 5, 13
  14. 14. @heidimiller WHATit isn’t. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  15. 15. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING just for youth People of all ages participate in social media. Never assume that only Gens Y and Z are participating. Remember that your mom is on Facebook.Friday, April 5, 13
  16. 16. @heidimiller WHATit isn’t. Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  17. 17. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf free Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  18. 18. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf free Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency.Friday, April 5, 13
  19. 19. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf free Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency.Friday, April 5, 13
  20. 20. @heidimiller CONTENTMARKTING. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  21. 21. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  22. 22. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics + publishing content blog posts SHARING white papers case studies Tweets summary ebooks WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  23. 23. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics + = • Michelin guides in 1900 ACQUIRE• 1904 Jell-O cookbook publishing CUSTOMERS • 2013 free white papers and webinars content blog posts SHARING white papers case studies Tweets ebooksFriday, April 5, 13
  24. 24. @heidimiller HOWit works. EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  25. 25. @heidimiller HOWit works. SOCIAL MEDIA MARKETING EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  26. 26. @heidimiller HOWit works. SOCIAL MEDIA MARKETING EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development.Friday, April 5, 13
  27. 27. @heidimiller BORING TRUTH All social media “experts” do is to define their goals, develop content that matches those goals and measure success against themFriday, April 5, 13
  28. 28. @heidimiller PROCESS. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  29. 29. @heidimiller PROCESS. for content marketing summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  30. 30. @heidimiller PROCESS. for content marketing CRAFT mission statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  31. 31. @heidimiller PROCESS. for content marketing + CRAFT mission SET goals statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  32. 32. @heidimiller PROCESS. for content marketing + + CRAFT ENGAGE mission SET goals your idols statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  33. 33. @heidimiller PROCESS. for content marketing + + CRAFT ENGAGE mission SET goals your idols statement DEFINE CONTENTFriday, April 5, 13
  34. 34. FACEBOOK WALL @heidimiller YER DOIN IT WRONG WHY CONTENT MARKETING STRATEGY IS IMPORTANT Can you think of examples of people doin’ it wrong?Friday, April 5, 13
  35. 35. @heidimiller WHYcontent strategy. Source: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html NO ONE CARES No one cares about your brand but you. People care about their own passions. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  36. 36. @heidimiller WHYcontent strategy. Because no one cares about your brand Source: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html NO ONE CARES No one cares about your brand but you. People care about their own passions. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  37. 37. @heidimiller WHYcontent strategy. Because no one cares about your brand Source: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html NO ONE CARES No one cares about your brand but you. People care about their own passions. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  38. 38. @heidimiller WHYcontent strategy. SELLING Sleazy selling will incur the wrath of the internet. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  39. 39. @heidimiller WHYcontent strategy. Because no one cares about your brand SELLING Sleazy selling will incur the wrath of the internet. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  40. 40. @heidimiller WHYcontent strategy. Because no one cares about your brand SELLING Sleazy selling will incur the wrath of the internet. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  41. 41. @heidimiller WHYcontent strategy. Because no one cares about your brand SELLING Sleazy selling will incur the wrath of the internet. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  42. 42. @heidimiller WHYcontent strategy. Because no one cares about your brand SELLING Sleazy selling will incur the wrath of the internet.Friday, April 5, 13
  43. 43. @heidimiller WHYcontent strategy. Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html SELFISH DOUCHE Acting like a sleazy, selfish jerk doesn’t work. Don’t be that guy. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  44. 44. @heidimiller WHYcontent strategy. Because no one cares about your brand Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html SELFISH DOUCHE Acting like a sleazy, selfish jerk doesn’t work. Don’t be that guy. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  45. 45. @heidimiller WHYcontent strategy. Because no one cares about your brand Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html SELFISH DOUCHE Acting like a sleazy, selfish jerk doesn’t work. Don’t be that guy. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  46. 46. @heidimiller WHYcontent strategy. Because no one cares about your brand Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html SELFISH DOUCHE Acting like a sleazy, selfish jerk doesn’t work. Don’t be that guy.Friday, April 5, 13
  47. 47. @heidimiller HOWcontent marketing. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  48. 48. @heidimiller HOWcontent marketing. Open source marketing poll Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  49. 49. @heidimiller HOWcontent marketing. Open source marketing market poll research Blogger Aggie Sez used social Use a Facebook poll to media to survey her audience determine: what kind of and crowdsourced a blog post podcast content, what prizes based on over 200 responses. to print, what the demand was for. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  50. 50. @heidimiller HOWcontent marketing. Open source marketing market poll promote research Blogger Aggie Sez used social Use a Facebook poll to Knight News Challenge in media to survey her audience determine: what kind of 2009 used social media to and crowdsourced a blog post podcast content, what prizes attract and engage OS based on over 200 responses. to print, what the demand was developers interested in for. innovating digital news. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  51. 51. @heidimiller HOWcontent marketing. Open source marketing market poll promote research Blogger Aggie Sez used social Use a Facebook poll to Knight News Challenge in media to survey her audience determine: what kind of 2009 used social media to and crowdsourced a blog post podcast content, what prizes attract and engage OS based on over 200 responses. to print, what the demand was developers interested in for. innovating digital news.Friday, April 5, 13
  52. 52. @heidimiller WHATwe care about. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  53. 53. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  54. 54. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  55. 55. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. MEASURING SUCCESS Content marketers measure success against marketing goals. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  56. 56. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. MEASURING SUCCESS Content marketers measure success against marketing goals. CLIENT We care about keeping the client happy.Friday, April 5, 13
  57. 57. @heidimiller www.heidi-miller.com QUESTIONme. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care aboutFriday, April 5, 13
  58. 58. @heidimiller Q&A www.heidi-miller.com QUESTIONme.Friday, April 5, 13

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