Just the Facts• B2B Marketers allocate approximately 26% of their budgets to content marketing• The biggest challenge facing content marketers (36%) today: Producing Engaging Content• 51% of content marketers plan to increase their budgets over the next 12 months• Source: Marketo
Just the FactsThe most popular content marketingtactics used by businesses today include: • Social Media (79%)• Article posting (78%)• In-person events (67%)• eNewsletters (61%)• Case Studies (55%)Source: Marketo
B2B or is it really P2P?People Do Business with People!
• Do you have a Social Media Policy or Plan?• How many staff do you have available for your SM team (IT department, marketing pros, general admin, etc.)?
Uses of Social Media• Marketing/Branding (personal and corporate)• Customer Service – Monitor, Listen, Respond• Community Building Tip: Avoid social media fa=gue starts with – Learning, Listening, Sharing knowing WHY you are using it. • Relationship Building• Entertainment
A"ributes Facebook Twi"er YouTube LinkedIn Google+ Blog Professional x Only People you x x x know New x x x connec=ons Event-‐centric x x x Time x consuming Formal x x x x x Informal x x Marke=ng x x x x Educa=on x x x x x x High x x x Engagement Listening x x x x x
A Social Leader.Go to the people. Learn from them. Live with them. Start with what they know. Build with what they have. When the best leader’s job is done, when the task is accomplished, the people will say we have done it ourselves. -Lao Tzu
It starts offline.• Measure BUSINESS Metrics First – Phone calls – Meetings – Proposals – Increased attendance – New Sponsors – Money Saved – New Clients
And THEN we look at the online…• Objective v. Subjective = Numbers v. Conversation• Objective KPI – Interactions/Conversation • Retweets, Shares, Hashtag Usage, Mentions – ID Community Leaders – Positive Comments/Feedback – Likes/Followers (note we put this last!)• Reporting
Monitoring• Google Alerts• Yahoo Alerts (Yes, really)• Social Mention• Radian 6• Vocus
Tools – Metrics• Google Analytics• Twitter Reporting – HootSuite – Bit.ly (or other URL shortener) – Tweetdeck• Blog Comments• YouTube Hits/Subscribers• Facebook Insights – Likes/Reach/Comment
Reporting Tips• Share a content piece that generated a lot of hits.• Report on lead captures or conversions.• Give a summary of the most popular discussions on a topic• Ask leadership to participate! Make your community something the whole company is invested in, and working together to make succeed. -“Social Media Today”
• What do you want to accomplish? Goals and Strategy Objec=ves? Strategy • Based on your goals and resources which channel(s) Evalua=on are best for your organiza=on? Planning • How are you going to accomplish your goals? Planning Scheduling, etc. Access Implementa=on • Just Do it! Measure • What’s working? What’s not?
Content Marketing ChecklistFactor Things to Consider Goal Arac=ng new aendees? Keep ‘em coming back? Time Available How much =me does the channel take per day/week/month? Audience Where does your market get it’s content? Time Sensi=vity How quickly does you message need to get out? Technical Is programming involved? Will training be needed? Budget Do you have money to outsource wri=ng, etc.?
Social Media Checklist• Are you following clients/prospects/COIs• Are you starting conversations?• Are you finding out their interests?• Do they feel welcome connecting with you?• Are you sharing VALUABLE content?• Are you human?
Visit the history of your organization or event. When were you founded? Celebrating an anniversary? Timeline makes the past accessible! Display custom tabs for better engagement! Pin a post to the top of the pagefor better visibility. Like pages of interest to your audience.
YOUR Story: Cover Picture• 851 × 315 pixels• Different for Profile Picture• Change/Rotate (Before, During and After)• No Promotion/Contact Info
Three Ways to Connect Feature Personal Proﬁle Business Page Group Timeline Yes Yes No Connec=on Friend Like Invite Closed) (Open) (Open or Closed) Events Yes Yes Yes Updates Owner Admin Member Write on Wall Full control Full Control Full Control Apps Games, ac=vity Drive custom No tabs Docs No No Yes Photos Tagging Yes Yes Yes Chat Yes No Yes
Customization• Wildfireapp.com• Shortstack.com• Pagemodo.com• Involver.comExample of Visit Salt Lake City using ShortStack to create a customized contest.
Facebook Ads Promote Your Page With Facebook Ads
Live Stream Even Facebook uses Livestream to bring their event to remote attendees!
Coming Soon: Facebook OffersSoon you will be able to givediscounts via Facebook Offers Offer will be sent to email addresses connected to Facebook account.
EdgeRank and Engagement “How does News Feed determine which content is most interesting? The News Feed algorithm uses several factors, including:how many friends are commenting on a certain piece of content, who posted the content, and what type of content it is (e.g. photo, video, or status update). If you feel you are missing stories youd like to see orseeing stories in your News Feed that you dont want tosee, use the different News Feed controls to adjust your settings and give us feedback about your preferences.”
Google+• 100 million users• Search heavy• Personal and Business Pages• News and content• NEW
“The Speaker Who Won’t Leave” Jessica L. Levin, MBA, CMP President and Chief Connector Seven Degrees Communica=ons @jessicalevin www.linkedin.com/in/jessicalevin www.facebook.com/SevenDegreesCommunica=ons Gplus.to/7Degrees jlevin@sevendegreescommunica=ons.com 908-‐912-‐4418