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8 Steps To Effective Content for Social Media

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For the third week in a row, I find myself at another amazing marketing conference. This time, it’s the Social Media Strategies Summit #SMSsummit in New York City where hundreds of social-minded digital marketers are looking to learn top tips and tricks for how to be more effective with social media marketing.

My talk is on some ideas for how to develop a content strategy for your social efforts. I have always seen the value in great content developed with the customer in mind. But social media needs great content, and great content needs social media, so you can’t be successful with just one.

My own journey into social was relatively opportunistic. After working for the same company for almost 10 years, I decided to find a new job. And Linkedin seemed like the right thing to try out at the time. And so in 2004, I joined up and started connecting with those I had worked with in the past. I gave no thought to having any kind of “strategy” for Linkedin. That was 9 years ago!

I joined Twitter in 2009. And for more than 3 months I logged in every day for about 15 minutes and watched the screen, Matrix-style, in awe of what was going on. Then I sent my first tweet and slowly started re-tweeting other people’s content each day – content I wanted to read and I thought others would find interesting. I also joined Facebook. Connected with a few friends and hardly ever logged in.

Then I started blogging. And suddenly I got it. Content and Social go hand-in-hand. You can’t have one without the other.

Unfortunately, most companies started using social media simply to promote the same old tired campaign messages and events. And many wondered why their social media wasn’t generating ROI.

Effective social media starts with a solid foundation and mindset of customer-centric storytelling. That helps your content get found, get shared and helps you get leads.

So based on my experience, lots of trial and error (mostly errors) and an attempt at having a little fun, I developed these 8 tips to generating effective content for social media:

8 Steps To Effective Content For Social Media

1. Listen first
2. Stop creating crap
3. Engage your audience
4. Find your voice
5. Be helpful
6. Find your Rhythm: (the 4-1-1 rule of social sharing)
7. Reject excuses for not using any social channels
8. Be entertaining, if you can

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8 Steps To Effective Content for Social Media

  1. Social Content StrategyMichael BrennerSAP Vice President - Marketing & Content Strategy@BrennerMichael
  2. @BrennerMichael
  3. @BrennerMichael
  4. © 2013 SAP AG. All rights reserved. 4@BrennerMichael@BrennerMichael
  5. © 2013 SAP AG. All rights reserved. 5@BrennerMichaelMe, 20 pounds years ago@BrennerMichael
  6. © 2013 SAP AG. All rights reserved. 6@BrennerMichaelToday we are all connected@BrennerMichael
  7. © 2013 SAP AG. All rights reserved. 7@BrennerMichaelContent used to be easy . . . Today, YOU are the news!50 years ago, Gallup released research that said delivering newsis the most effective way to attract people to your business…
  8. © 2013 SAP AG. All rights reserved. 8@BrennerMichaelWhat’s Wrong With Our Content? It’s Too Much Like This…@BrennerMichael
  9. © 2013 SAP AG. All rights reserved. 9@BrennerMichael@BrennerMichael
  10. © 2013 SAP AG. All rights reserved. 10@BrennerMichael@BrennerMicha
  11. © 2013 SAP AG. All rights reserved. 11@BrennerMichael
  12. @BrennerMichael
  13. © 2013 SAP AG. All rights reserved. 13@BrennerMichaelAnd Not Enough Like This…@BrennerMichael
  14. © 2013 SAP AG. All rights reserved. 14@BrennerMichael@BrennerMichael
  15. © 2013 SAP AG. All rights reserved. 15@BrennerMichaelSocial Media(Get Shared)LeadGeneration(Get Leads)Search EngineOptimization(Get Found)STORYTELLINGWhy Is Content Marketing Important?From: Joe Pulizzi, Content Marketing Institute
  16. © 2013 SAP AG. All rights reserved. 16@BrennerMichaelA Content Hub Run Like a BusinessPAID Converged EARNEDAwareness AdsDemand Gen extensions:E-mail, digital assets, mailersPaid social promotion: ViaTwitter, Linked-In, Facebook, YouTubeLifeBusiness InnovationSAP.com:Sales Demo Tools EventsSocial Communities:- Twitter, Linked, facebook, G+PR: Content promoted andshowcased via Press Releasesand PR initiativesPublish storiesOWNED
  17. © 2013 SAP AG. All rights reserved. 17@BrennerMichaelBusiness Innovation (launched March 27, 2012)A “Content Hub” to earn traffic instead of buying it Design: “Subtly” Branded Target: Business Execs+ Stage: Early- to Mid-stage Editorial: Keyword-driven Content:No Budget100s of authors (“Author Curation”)~50% external CTA: Subscribe, Offers, Explore Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchangehttp://blogs.sap.com/innovation
  18. © 2013 SAP AG. All rights reserved. 18@BrennerMichael8 Steps To Effective Social Content1. Listen first2. Stop creating crap3. Engage4. Find your voice5. Be helpful6. Rhythm: 4-1-1 rule of social sharing7. Reject excuses for not using certain channels8. Be entertaining
  19. © 2013 SAP AG. All rights reserved. 19@BrennerMichael1. Listen:2 Ears, 1 Mouth
  20. © 2013 SAP AG. All rights reserved. 20@BrennerMichaelThe buyer journey starts with a search . . .Top Customer Terms:• What is real-time analytics?• What is cloud computing?• What is Big Data?• What are mobile solutions?• How are companies benefitingfrom …?• Who are the top vendors in…?Terms SAP Ranked For:• What is SAP?• SAP Software?• SAP HANA?• SAP ERP?• SAP BusinessIntelligence?• SAP Crystal Reports™?
  21. © 2013 SAP AG. All rights reserved. 21@BrennerMichaelhttp://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge2. Stop Creating…@BrennerMichael
  22. © 2013 SAP AG. All rights reserved. 22@BrennerMichael3. Engage:Don’t Be That Guy@BrennerMichael
  23. © 2013 SAP AG. All rights reserved. 23@BrennerMichaelMeet Lindsey @LindseyLaManna
  24. © 2013 SAP AG. All rights reserved. 24@BrennerMichael4. Find Your Voice:It Takes Practice@BrennerMichael
  25. © 2013 SAP AG. All rights reserved. 25@BrennerMichaelBe Helpful5. Always BeHelpful! @BrennerMichael
  26. © 2013 SAP AG. All rights reserved. 26@BrennerMichaelMost Popular Articles (10X average Pageviews)•Top 50 Influencers for each topic•Top 10 Blog Sites for each topic•Terms You Need To Know•Myths…Busted•10 Predictions for…•What is…?•The First Step to Success in…•How To Get Ahead With…
  27. © 2013 SAP AG. All rights reserved. 27@BrennerMichael6. Find YourRhythm: 4-1-1?@BrennerMichael
  28. © 2013 SAP AG. All rights reserved. 28@BrennerMichaelSocial Rhythm: Each Channel Has OneFacebook Twitter Google+ Linkedin
  29. © 2013 SAP AG. All rights reserved. 29@BrennerMichael7. Reject Excuses ToNot Use Any Channel@BrennerMichael
  30. © 2013 SAP AG. All rights reserved. 30@BrennerMichaelhttp://www.youtube.com/watch?feature=player_embedded&v=3pffeMdDSoY8. If you can…Be Entertaining@BrennerMichael
  31. © 2013 SAP AG. All rights reserved. 31@BrennerMichael8 Steps To Effective Social Content1. Listen first2. Stop creating crap3. Engage4. Find your voice5. Be helpful6. Rhythm: 4-1-1 rule of social sharing7. Reject excuses for not using certain channels8. Be entertaining
  32. Thankyou!Michael BrennerVice President,SAP Marketing & Content StrategyMichael.Brenner@SAP.comConnect with Me:Slides available on:Slideshare.net/MichaelBrennerMarketing Blog:B2B Marketing InsiderSAP Content Hub:Business InnovationTwitter:@brennermichael

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