How to optimize Social Media engagement with Content Marketing

1. CONTENT MARKETING FOR SOCIAL MEDIAHOW TO OPTIMIZE SOCIAL MEDIAENGAGEMENT WITH CONTENT MARKETINGSTEPHANE LAGRANGE | REVSQUARE | MAY 21st, 2013

2. 2Marketing is no longerabout the stuff that youmake, but aboutthe stories you tell.Seth Godin

3. 3WHAT IS CONTENT MARKETING?

4. INTRODUCTIONDOES HE DO CONTENT MARKETING?4

5. 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.

6. 6Content Marketing is the scienceof publishing content with theintent of creating a transaction.

7. 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

8. 81. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESS

9. 9Why Social Media Marketing?1. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESS

10. 10Build an audience to leverageWord of Mouth(stay top of mind, generate referrals)

11. 11Be part of the conversation(extend customer service & manageyour reputation)

12. 12To distribute your branded content(SEO, Viral Marketing, Leadgeneration)

13. 13BUT dont loose track aboutwhy youre doing this.

14. 14Conversions

15. 15Make sure you definemeasurable goals1. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESS

16. 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

17. 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

18. 182. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCE

19. 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

20. 201. CONTENT IS FUEL FOR SOCIALMEDIA SUCCESSYour contentSocial MediasitesSales!LeadsClients shareexperiencesVisitorsVisitors convertinto leadsLeads convertinto salesYou distributecontentVisitors sharecontentTestimonials

21. 21Questions?

22. 222. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCE

23. 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.

24. 24

25. 25http://market-by-numbers.com/2010/06/customer-development-funnel-image-v-4/THE BUYER PROCESS2. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCE

26. 26Search Engines,Social MediaExplorationWebsite, Blog Decision makingeCommercePurchase /TransactionSocial MediaSharing theexperience

27. 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

28. 282. DEFINE PERSONAS TOUNDERSTAND YOUR AUDIENCETHE BUYER PERSONA FORM [TOOL]

29. 29Questions?

30. 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.

31. 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

32. 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

33. 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

34. 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

35. 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

36. 363. DEFINE YOUR CONTENTSTRATEGY & TOPICSPURPOSE OF PLATFORMSYour contentSocial MediasitesSales!LeadsClients shareexperiencesVisitorsVisitors convertinto leadsLeads convertinto salesYou distributecontentVisitors sharecontentTestimonials

37. 37Do you have a blog?3. DEFINE YOUR CONTENTSTRATEGY & TOPICS

38. 38

39. 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

40. 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

41. 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

42. 4242

43. 433. DEFINE YOUR CONTENTSTRATEGY & TOPICSOK this is great! Butwhat the heck am Igoing to talk about?

44. A FEW STATS ON CONTENT CHALLENGES44http://www.emarketer.com/Article/Which-Social-Media-Marketing-Tactics-Work-Best/1009756 Challenging3. DEFINE YOUR CONTENTSTRATEGY & TOPICS

45. 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.)

46. 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

47. 473. DEFINE YOUR CONTENTSTRATEGY & TOPICSMIND MAPPING EXERCISE

48. 48

49. 493. DEFINE YOUR CONTENTSTRATEGY & TOPICSMIND MAPPING TOOLS

50. 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

51. 513. DEFINE YOUR CONTENTSTRATEGY & TOPICSCONTENT CURATION TOOLS

52. 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

53. 53Questions?

54. 544. ORGANIZE IT ALL WITH ANEDITORIAL CALENDARBRINGING IT ALL TOGETHERContentTypesContentTopicsContentFormatsContentDistributionOriginalCuratedCommunityPromotionalArticleVideoPhotoInfographicContestWebsiteSocial MediaNewslettersInformativeUsefulEntertainingBusiness Goals (i.e. intent) & KPIsExclusive

55. 554. ORGANIZE IT ALL WITH ANEDITORIAL CALENDAREDITORIAL CALENDAR TEMPLATE

56. All rights reserved © 201256Channel Frequency Month 1Week 1 Week 2 Week 3 Week 4 Week 5Blog 1x/week Blog post introducing the AigleBrand and its longinternational history OR a blogpost focusing on Aigles latestcontest. What are the choicesof prizes? Use images andsuggest other products thatcould be upsold with the prize.Blog post describingone of this seasonscollection with photosOR a blog focusingon outdoor pursuits inthe Montreal area.Pursuits that would besuited to Aiglesapparel and footwearoffering.Blog post describing arecent outdoor eventthat Aigle hassponsored that hasallowed people to getout in nature OR ablog post describingthe upcoming grandopening event, orother event, and anydeals that are beingofferedBlog post introducingthe store staff at Aigleand their involvementwith the fashionindustry OR a blogpost focusing on thebest fashion oroutdoor blogs inMontreal. Compile alist and describe whateach blog has tooffer. A mention ofother blogs can resultin reciprocation.Blog post on anemployee profile.Who designs Aigleclothing and apparel?Who choosesmaterials? What typeof philosophy doesAigle keep in mindwhen it designs itsapparel and footwear.How is it tested?Contest 1x/mth Change social media contestevery 4-6 weeksChange social mediacontest every 4-6weeksChange social mediacontest every 4-6weeksChange social mediacontest every 4-6weeksNewsletter 1-2x/mth Offer a discount coupon dealexclusive to Aigle. Focus onone new collection. Includekey points from blog andselected Facebook posts.Focus on one newcollection or sale.Include key pointsfrom blog andselected Facebookposts.Focus on one newcollection orpromotion. Includekey points from blogand selectedFacebook posts.Focus on one newcollection or sale.Include key pointsfrom blog andselected Facebookposts.564. ORGANIZE IT ALL WITH ANEDITORIAL CALENDAREXAMPLE OF DETAILED EDITORIAL CALENDAR

57. All rights reserved © 201257Channel Frequency Month 1Week 1 Week 2 Week 3 Week 4Facebook & Twitter 5-7x/week Promote a currentcontest.Promote current contest. Talk about theecological properties ofAigles collection.Anything organic, madewith organic dyes etc.Post a photo of an outfitthat would be perfect fortodays weather.Post photos of newproduct arrivals.Ask fans which style ofAigle boots they like best.Talk about Aigleschildrens collections.Whats new andadorable for kids?Draw attention to theonline store. Where itships etc.Post link to weekly blog. Solicit feedback on thisseasons collectionincluding what new typesof product Aigle couldcarry that they arentcurrently carrying.Post link to weekly blog. Post an interesting factabout Aigles storyEncourage fans to signup for newsletter. Whatare the benefit? What isthe last coupon or offerthan was sent out?Tempt fans to sign up forthe newsletter by lettingthem know the latest offerthat was sent outInvite fans to a 5 a 7shopping event whereeveryone gets 10% off.Encourage fans to getout into nature bypromoting an outdoorevent happening closeto MontrealHold a Facebook pollasking questions aboutAigles brand.Post link to weekly blog. Hold a Facebook poll:Are rainboots just forrainy days?Post link to weekly blogPromote an eventhappening at Aiglesstore.Respond to a fan wallpost.Promote the latestcontest.Post photos of a shoethat is perfect for today.Encourage fans to getout into nature bypromoting an outdoorevent happening close toMontreal.Promote your online store.Are there special offerssuch as free shippingabove a specific purchasevalue?Respond to a fan wallpost.Promote Aigle GiftCards.57

58. 58Questions?

59. 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

60. 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

61. 61Social Media Engagement:Facebook Insights, LinkedInGroups & Hootsuite61

79. 79Questions?

80. 80http://bit.ly/cmlnkinJoin us on our LinkedIn group on Content Marketing:80

81. 81Stéphane Lagrange, CMO RevSquarestephanelagrange@revsquare.com@stf_lagrange / +Stephane Lagrangehttp://linkedin.com/in/slagrange/www.webtarget.com / @revsquareSTAY IN TOUCH

82. 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