The document discusses 3 approaches for improving how organizations use social media. It recommends:
1) Driving social media efforts towards specific business objectives like awareness, donations, or community building.
2) Creating useful, value-driven content rather than advertisements since people are more likely to share useful content than ads.
3) Designing content using the S.T.E.P.P.S framework (Social, Triggers, Emotion, Public, Practical, Stories) to increase shareability.
2. Twitter handle: @MrobertsOnline
About Me
Mike Roberts
• Earned Media Strategist at
Covario
• Content / Social Media
strategist for Fortune500
and 1000 brands, non-profits
and startups
• Digital trends video blogger
(AllegorieDesign.com)
• Frequent speaker
5. Twitter handle: @MrobertsOnline
Drive Business Objectives
WHY IS THIS IMPORTANT?
• How much is a ‘Like’ worth?
• How much time / resources should be spent on this?
• How much is this helping our organization?
6. Twitter handle: @MrobertsOnline
Drive Business Objectives
WHAT IS YOUR GOAL?
• Awareness
• Message dissemination
• Research
• Increase donations
• Build a community
• This will drive the other objectives too
9. Twitter handle: @MrobertsOnline
Ads VS. Content
ADVERTISEMENTS
• Directly tries to sell
something
• Pay to produce and to
distribute the ad
• Only helps understand
product features / benefits
• Interrupts people
• Run in campaigns with
ending dates
CONTENT MARKETING
• Doesn’t try to sell anything
directly
• Pay to produce, but gets
distributed by average people
• Provides real value without a
catch
• People seek this out
• Ongoing with no ending
13. Twitter handle: @MrobertsOnline
92%
70%
58%
50%
40%
36%
36%
33%
33%
29%
0% 20% 40% 60% 80% 100%
Social Recommendations
Customer Reviews
Company Website
Emails Subscribed to
Search Ads
Online Video Ads
Social Network Ads
Online Banner Ads
Mobile Display Ads
Mobile Text Ads
Consumer Trust By Channel
Global avergae %
of consumers that
completely or
somewhat trust
messagesAds
Earned
People Don’t Trust Ads
Based on survey
data from 28,000+
respondents in 56
countries.
18. Twitter handle: @MrobertsOnline
The S.T.E.P.P.S. Framework
Social Currency We share things that make us look
good
Triggers Top of mind, tip of tongue
Emotion When we care, we share
Public Built to show, built to grow
Practical Value News you can use
Stories Information travels under the
guise of idle chatter
19. Twitter handle: @MrobertsOnline
Practical Implementation
5 Applications
• Turn the unique ways your organization is changingthe world
into content that can be used online.
• Allow the people/animals you impact to tell their stories by
creating digital content.
• Involve people who are passionate about your cause with fun
and engaging opportunities.
• Give your staff, volunteers and partners the freedomto
publishcontent that connects you to your supporters.
20. Twitter handle: @MrobertsOnline
Quick Recap
3 Takeaways
• Determine how social media will help your organization meet
it’s business goals.
• Make content that real people would find valuable and
helpfulrather than continually selling them on your
organization.
• Create smarter content by using the S.T.E.P.P.Sframework to
increase its shareability.
23. Twitter handle: @MrobertsOnline
Additional Resources
Books I Recommend
• Contagious by Jonah Berger
• Socialnomics by Eric Qualman
• Hierarchy of Contagiousness by Dan Zarella
• Purple Cow by Seth Godin
• The Science of Marketing by Dan Zarella
• Groundswell
• Utility by Jay Baer
24. Twitter handle: @MrobertsOnline
Additional Resources
BLOGS I RECOMMEND
• Hubspot (General Inbound Marketing)
• Content Marketing Institute (Content Marketing)
• Occam’s Rasor (Analytics)
• Marketing Profs
• Mashable
• Read Write Web
• Fast Company (General industry news)
• McKinsey Quarterly