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Social Media Content Flow: Creating Social Media Content That's On Target

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Too many brands fail at social media because they just "do" social media. Effective social media content has to come from a well-planned flow that reaches all the way back to brand identity, buyer personas, and targeted content planning.

Published in: Business

Social Media Content Flow: Creating Social Media Content That's On Target

  1. 1. Social Content Flow Building Effective Tributaries from Strong Sources
  2. 2. Why Most Brand Social Media Is #Fail
  3. 3. State of Search 2014 @marktraphagen
  4. 4. State of Search 2014 @marktraphagen So….what marketing trend should we pursue next?
  5. 5. State of Search 2014 @marktraphagen Billboards are hot!
  6. 6. State of Search 2014 @marktraphagen
  7. 7. State of Search 2014 @marktraphagen Billboards!Billboards!Billboards!
  8. 8. State of Search 2014 @marktraphagen You’ve sold me! But which billboards should we be on?
  9. 9. Facebillboard has the most users…
  10. 10. Twitboard is good for posting links…
  11. 11. LinkedBoard if we’re B2B…
  12. 12. State of Search 2014 @marktraphagen Great. Now. Who wants to write up WHY we should be on each of those billboards?
  13. 13. State of Search 2014 @marktraphagen
  14. 14. State of Search 2014 @marktraphagen
  15. 15. Your Social Media Cart Is In Front of Your Horses!
  16. 16. Strong Source = Strong Tributaries
  17. 17. Brand Identity Steps toward Social Media Flow
  18. 18. Brand Identity Buyer Personas
  19. 19. Brand Identity Buyer Personas Content Targeting
  20. 20. Brand Identity Buyer Personas Content Targeting Social Promotion
  21. 21. Brand Identity Start With Your Brand Identity
  22. 22. 1. Brand Values Define Why Your Brand Matters
  23. 23. 1. Brand Values 2. Brand UVP Express that in a Unique (Brand) Value Proposition
  24. 24. 1. Brand Values 2. Brand UVP 3. Brand Story Write Out the Brand Story You Want to Communicate
  25. 25. Be Able to State the WHY of Your Brand
  26. 26. Brand Identity Buyer Personas Next: Define Buyer Personas
  27. 27. Many Buyer Types = Many Content Targets
  28. 28. Learn How to Construct Personas: stonet.co/PersonaBible
  29. 29. Brand Identity Buyer Personas Content Targeting Build Targeted Content That Links Your Brand Story to Specific Buyer Types
  30. 30. Content Is Foundation of All Your Marketing
  31. 31. Stone Temple Consulting Content Marketing Success By Design
  32. 32. 1. Identify Target Personas
  33. 33. 2. Establish Campaign Themes
  34. 34. 3. Collect Message Keywords
  35. 35. 4. Break KWs Into Topics
  36. 36. 5. Find Outreach Targets (Publishers)
  37. 37. 6. Identify Influencers
  38. 38. 7. Identify SMEs
  39. 39. NOW Get Social!
  40. 40. Brand Identity Buyer Personas Content Targeting Social Promotion
  41. 41. Content Refraction (One way to expand and hyper-target your content in social media)
  42. 42. Look for the “mini-content” in each anchor content piece
  43. 43. Make Mini-Content Slices into Individual Social Content Posts
  44. 44. Unique Title Unique Content Link to Full Content Unique Image
  45. 45. Let’s Review
  46. 46. Brand Identity
  47. 47. Brand Identity Buyer Personas
  48. 48. Brand Identity Buyer Personas Content Targeting
  49. 49. Brand Identity Buyer Personas Content Targeting Social Promotion
  50. 50. • Mark Traphagen • www.stonetemple.com • Sr. Dir. Online Marketing Let’s connect! +MarkTraphagen @MarkTraphagen THANKS!

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