The biggest challenge to create a durable and engagement social media experience is to publish the right content mix to maximize engagement and ultimately convert your fan base into customers.
Content Marketing supports Social Media management by helping companies plan for the right content strategies.
This presentation given at Word of Mouth Marketing University (WOMMU) will help you understand:
- Social Media ROI
- Four types of content to create engagement and conversions
- How to brainstorm content ideas
- How to plan the right mix for your editorial calendar
- The tools to help you publish content effectively
- How to measure the performance of you content
5Did Commander Chris Hadfield do ContentMarketing?No. While extremely popular on social media, hedoesn’t intentionally market or sell anything.Did NASA do Content Marketing?No. While benefiting from Commander Hadfield’sfame, they don’t intentionally market or sellanything.So was there any Content Marketing at play?Yes, the social media platforms used byCommander Chris Hadfield did intentionallybenefit from the published content.
6Content Marketing is the scienceof publishing content with theintent of creating a transaction.
AGENDA7SESSION AGENDA1. Content is fuel for Social Media success2. Define personas to understand your audience3. Define your content strategy & topics4. Organize it all with an editorial calendar5. Define and measure performance
15Make sure you definemeasurable goals1. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESS
A FEW STATS ON SOCIAL MEDIA GOALS161. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESShttp://www.emarketer.com/Article/Which-Social-Media-Marketing-Tactics-Work-Best/1009756
171. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESShttp://www.emarketer.com/Article/Which-Social-Media-Marketing-Tactics-Work-Best/1009756 ContentA FEW STATS ON SOCIAL MEDIA TACTICS
182. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCE
CONTENT IS KING191. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESSContent drives:• Engagement from Social Media• Traffic from Search Engines (SEO)• Direct marketing from Emails & Newsletters• Promotional campaigns• Events• Sales
201. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESSYour contentSocial MediasitesSales!LeadsClients shareexperiencesVisitorsVisitors convertinto leadsLeads convertinto salesYou distributecontentVisitors sharecontentTestimonials
222. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCE
UNDERSTAND YOUR AUDIENCE232. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCE• Identifying your audiences enables you to betterunderstand what are the key triggers for your targetaudience.• At a high level, there is a strong difference in decisionmaking whether your audience is B2C, B2B or both.• There can be a bias on demography whether youraudience is mostly male or female, or both.• And then, you need to account for your audience’sdecision making process in order to be there whenthey need you.
25http://market-by-numbers.com/2010/06/customer-development-funnel-image-v-4/THE BUYER PROCESS2. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCE
26Search Engines,Social MediaExplorationWebsite, Blog Decision makingeCommercePurchase /TransactionSocial MediaSharing theexperience
UNDERSTAND YOUR AUDIENCE272. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCETailor your content according to your audiences:• Buyer group (B2B or B2C)• Demographics (Male, Female, Income)• Level of interest in you product (Need/Pain point vsNice to Have)• Decision making process• Platforms they interact the most with
282. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCETHE BUYER PERSONA FORM [TOOL]
303. DEFINE YOUR CONTENTSTRATEGY & TOPICSTHE 5 TYPES OF CONTENT1. OriginalMostly used on your Blog2. CuratedMostly used on Social Media3. From the community (UGC)Blog & Social Media4. Promotional (it’s all about you)Mostly used on Social Media5. AdvertisingOther properties, usually not relevant for sharing.
313. DEFINE YOUR CONTENTSTRATEGY & TOPICS1. Original (all about your audience)• Informative (Did you know)• Utility / Useful (How to)• Exclusive (Behind de scenes)• Questions (Answers to)• Within daily life context (event, weather,news, etc.)THE 5 TYPES OF CONTENT
323. DEFINE YOUR CONTENTSTRATEGY & TOPICS2. Curated (keep the audience engaged)• Articles from other sources (blogs,news, etc.)• Mention of other interesting websites• Mention of interesting videos or photos• Mention of interesting events• Mention of interesting people• Source for original contentTHE 5 TYPES OF CONTENT
333. DEFINE YOUR CONTENTSTRATEGY & TOPICS3. From the community (UGC)• Testimonials• UGC photos & videos• Polls• Mentions from other blogs or socialmedia usersTHE 5 TYPES OF CONTENT
343. DEFINE YOUR CONTENTSTRATEGY & TOPICS4. Promotional (it’s all about you & conversions)• Contests & Sweepstakes• Coupons & deals• Exclusive channel promotions• Sign up to our newsletter• Register to our event• Follow us on another social channelTHE 5 TYPES OF CONTENT
353. DEFINE YOUR CONTENTSTRATEGY & TOPICS5. Advertising• Not relevant for sharing unless you have amassive campaign running in traditionalmedia you want to talk about.• Otherwise it’s just bragging.THE 5 TYPES OF CONTENT
363. DEFINE YOUR CONTENTSTRATEGY & TOPICSPURPOSE OF PLATFORMSYour contentSocial MediasitesSales!LeadsClients shareexperiencesVisitorsVisitors convertinto leadsLeads convertinto salesYou distributecontentVisitors sharecontentTestimonials
37Do you have a blog?3. DEFINE YOUR CONTENTSTRATEGY & TOPICS
39In 2011, HubSpot data showed that there is a direct correlation of bloggingwith traffic and lead generation.Companies that blogged go once a week:• 55% more Web site visitors,• 97% more inbound links and• 434% more indexed pages.Insights from HubSpots The 2011 State of Inbound Marketing² report found that:• 57% of companies who blog have acquired a customer from a blog-generatedlead,• 72% who blog weekly have acquired new customers and• 76% have acquired customers while blogging 2-3 times a week.3. DEFINE YOUR CONTENTSTRATEGY & TOPICSBLOGGING: DID YOU KNOW?http://www.b2binbound.com/blog/?Tag=Buyer%20Persona
40http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-Blogging-Performance-NEW-DATA.aspxIN 2013: YOU NEED TO BLOG MORE…40
41IN 2013: YOU NEED TO BLOG MORE…http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-Blogging-Performance-NEW-DATA.aspx41
433. DEFINE YOUR CONTENTSTRATEGY & TOPICSOK this is great! Butwhat the heck am Igoing to talk about?
A FEW STATS ON CONTENT CHALLENGES44http://www.emarketer.com/Article/Which-Social-Media-Marketing-Tactics-Work-Best/1009756 Challenging3. DEFINE YOUR CONTENTSTRATEGY & TOPICS
453. DEFINE YOUR CONTENTSTRATEGY & TOPICSFOCUS ON ORIGINAL CONTENTOriginal content guidelines• Informative (Did you know)• Utility / Useful (How to)• Exclusive (Behind de scenes)• Questions (Answers to)• Within daily life context (event, weather,news, etc.)
463. DEFINE YOUR CONTENTSTRATEGY & TOPICSNEVER RUN OUT OF IDEASUse a mind mapping tool to graphcontent topics• Define your main topic areas• Define subtopics• Define content subject ideas
473. DEFINE YOUR CONTENTSTRATEGY & TOPICSMIND MAPPING EXERCISE
493. DEFINE YOUR CONTENTSTRATEGY & TOPICSMIND MAPPING TOOLS
503. DEFINE YOUR CONTENTSTRATEGY & TOPICSCONTENT CURATION FOR ENGAGEMENTCurated content for social media• Articles from other sources (blogs,news, etc.)• Mention of other interesting websites• Mention of interesting videos or photos• Mention of interesting events• Mention of interesting people• Source for original content
513. DEFINE YOUR CONTENTSTRATEGY & TOPICSCONTENT CURATION TOOLS
52Common engagement tactics on Social Media:• Be useful (a resource) and entertaining• Use trivia and current events• Share engaging curated content aligned withyour brand or product• Polls and questions to receive feedback• Contests & sweepstakes every 4-6 weeks• Offer very limited time coupons and offersexclusive to the channel you are promotingYOUR GOAL: TO ENGAGE WITH CONTENT3. DEFINE YOUR CONTENTSTRATEGY & TOPICS
544. ORGANIZE IT ALL WITH ANEDITORIAL CALENDARBRINGING IT ALL TOGETHERContentTypesContentTopicsContentFormatsContentDistributionOriginalCuratedCommunityPromotionalArticleVideoPhotoInfographicContestWebsiteSocial MediaNewslettersInformativeUsefulEntertainingBusiness Goals (i.e. intent) & KPIsExclusive
554. ORGANIZE IT ALL WITH ANEDITORIAL CALENDAREDITORIAL CALENDAR TEMPLATE
MOST COMMON KEY PERFORMANCE INDICATORS(KPI) ON SOCIAL MEDIA595. DEFINE AND MEASUREPERFORMANCE• Likes, Followers, Fans, etc• Shares, Retweets, Repins, Mentions, etc.• Localization check ins• Most engaging content types• Most engaging content topics
MOST IMPORTANT KPIs FOR YOUR BUSINESS605. DEFINE AND MEASUREPERFORMANCE• Referral traffic to website from Social Media• Conversions/sales that were referred bySocial Media• Newsletter subscription from Social Media• Registered contest participants from SocialMedia• Coupon redemptions from Social Media
61Social Media Engagement:Facebook Insights, LinkedInGroups & Hootsuite61
82Interactive agency specializingin content marketing and digitalinnovationStarted in 2002, Revsquare is an interactive agency based inNew York with offices in Paris (France), Montréal (Canada),Sydney (Australie), Warsaw (Poland), and in Singapore.Revsquare serves leading Fortune 500 media and retailcompanies, small & medium companies around the world, aswell as start-ups trying to establish a name for themselves.www.revsquare.com82