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Content and Social Media Marketing Priorities 2013

Webinar delivered by Marie Page for Smart Insights on content and social media marketing.

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Content and Social Media Marketing Priorities 2013

  1. 1. Content and Social Media Marketing Priorities 2013 Marie Page <Insert Digital Marketing Practitioner, Tutor a headshot Consultant, & Author of Smart Insights pic> new e-book on Facebook MarketingDigital Marketing Priorities 2013 Summit 11th January 2013. Brought to you by:
  2. 2. Agenda A look at content marketing and platforms Some cautionary tales Predictions for 2012 Facebook algorithm changes and what you can do about it Don‟t kill them with content 2
  3. 3. The Guru’s Speak: "Content is the only marketing left” Seth Godin “No one cares about your products. Far better is for companies to start viewing themselves as sources of information” Brian Kardon, Eloqua “The one who has the more engaging content wins, because frequent and regular contact builds a relationship” Joe Pulizzi, CMI “Content is now a marketing cornerstone because: - Interruption marketing doesn’t work anymore - Customer behaviour and expectations are changing - Everyone is a publisher” Ann Handley, Marketing Profs 3
  4. 4. What is Content Marketing? “A marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience” Pulizzi and Barrett (2009). 4
  5. 5. Content marketing strategy > Effectiveness and Efficiency 5
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  7. 7. Stelzner: Primary vs Nuclear TEFL Taster example 7Smart Insights Explainer example
  8. 8. Why Content Marketing? Interesting content is a top 3 reason people follow brands on social media (GetSatisfaction, 2011). 3 in 4 marketers cite compelling content as a factor in closing sales, 70% of consumers prefer getting to know a company via articles rather than advertisements and 60% feel more positive about a company after reading content on its site. ContentPlus (2012) 8
  9. 9. Image: Think like a PUBLISHER not an advertiser Not interruptive marketing that just sends messages Engage with them Create exceptional (great) content that people will want to share 9
  10. 10. The value of content 10
  11. 11. “Sometimes I hear companies talk about theirsocial media strategy, and they start theconversation by talking about technology, theneventually get to their content. They need to flipthat. Content is key. Pay more attention to itthan the bells and whistles.” Ann Handley MarketingProfs, 2011 11
  12. 12. 4 key Goals for content marketing The ultimate goal of content marketing is to be so engaging that your customers will eventually buy, but before that you need to achieve one of these 4 foundational objectives to attract interest, increase page views and maintain reader loyalty.1. Educate This type of content is often prefaced by a headline that starts with “How” . People‟s thirst for knowing how to start a blog, market their business or solve a problem2. Inform Keeping people up to date with the latest news was the domain of the newspaper, trade magazines or TV. Today the blog or social network is the source.3. Entertain It doesn‟t have to be a video and entertainment can also be a media type that informs and entertains. Infographics can also be included in this category. Humour is one of the vital components here.4. Inspire This can be a challenge but inspiring people to be better, to push their limits or to be successful should be woven into your content. This content can be examples of other successful people that have overcome adversity people or creative examples that showcase others achievements. Thanks to Geraint Holliman of HPS Group for this and a couple of other slides 12
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  16. 16. User Generated Content In a Travel Weekly study from June 2012, nearly a third of travellers ages 21 to 34 who read travel review websites said those sites, which are heavy with user-generated content, had “much influence” on their travel plans, compared to only about one in five travellers ages 35 and over. 18
  17. 17. Word of Mouth Marketing Word-of-mouth marketing is the primary factor behind 20- 50% of all purchasing decisions McKinsey (2010) Brands should be creating “killer” content that “converts browsers into buyers and customers into regular or (better yet) rabid fans, ambassadors and advocates”. Handley & Chapman (2012) Over 50% of British people admit they are more likely to click on a story if it comes from someone they know (Reuters, 2012) 19
  18. 18. Be Careful 20
  19. 19. Be Careful 21
  20. 20. Content Marketing Institute Predictions for 2013 Marketing teams will continue to reinvent themselves to support content marketing efforts Visuals and video will play a more important role Marketers need to re-think “web-only” to adapt to consumers who want info 22
  21. 21. Ideas for Video 24
  22. 22. YouTube Channel 25
  23. 23. iTunes U 26
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  25. 25. Devices and Platforms 28
  26. 26. Impact for Content Consider how content looks on other devices Does your content even work on handhelds? Content needs to be chunked to be fed into platforms for different devices Facebook Apps? Mobile site? Facebook login? Call or Check-in? Likes or Videos? 29
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  28. 28. The Facebook Edgerank Algorithm Every bit of FB content is known as an “edge”- status update, a like, a photo, a change in relationship status The newsfeed isn‟t really a feed of news, instead it‟s a chart of the most „important‟ Edges which are determined by the EdgeRank Algorithm.Traditionally 3 elements:  Affinity  Edge weight What about the  Recency new “Spam” score? 31
  29. 29. EdgeRank is now based on four things: Yours and other peoples relationship with a brand (affinity): the more you and other people engage with a post, the more likely you are to see it The type of post: simple status updates seem to trump other content now Time: the older a post is, the less likely it is to be viewed...with a catch (which I will explain below). EdgeRank is now also ranked based on the level of negative feedback a brand and posts receives. In short, engagement and the type of post improves your EdgeRank score, while the time decay and the negative feedback makes it worse. These four factors combined is what determines the success of your post. 32
  30. 30. They may be fans but do they see your updates? 203% PTAT! 33
  31. 31. Photos vs status updates Lessons for understanding Edgerank: Plain text status updates have more weight than photos so drive more reach. Likes: 64 Comments: 7 Shares: 1 Reach: 1444Likes: 59Comments: 8Shares: 0Reach: 853 34
  32. 32. Likes: 64 Comments: 7 Likes: 15 Shares: 1 Comments: 19 Reach: 1444 Shares: 1Likes: 16 Reach: 1419Comments: 2Shares: 0Reach: 1171 Plain text updates Lessons for understanding Edgerank: Reach is driven by engagement. The more engagement, the higher the reach. Comments drive reach more than likes Likes: 3 Comments: 56 Shares: 1 Reach: 2294 Likes: 39 Comments: 6 35 Shares: 1 Reach: 1507
  33. 33. Photos Lessons for understanding Edgerank: High numbers of Likes and Comments will drive more reachLikes: 12Comments: 0Shares: 4Reach: 525 Likes: 59 Comments: 8 Shares: 0 Reach: 853 Likes: 11 Comments: 2 Shares: 2 Reach: 581 36
  34. 34. Don’t Over Do It Engagement advertising firm SocialVibe that one-third of US internet users who had ended a social connection with a brand did so because the company simply posted too many updates. 37
  35. 35. Summary – questions please! 1 2 3 4 5 38