The second presentation to the Port Kembla Chamber of Commerce on What Social Can Do for You which focuses on content creation and marketing

1. 3 things SOCIAL
MEDIA CAN DO
FOR YOU – Pt2
With support from

2. TONIGHT
Creating Content to:
 Communicate
 Connect
 Engage

3. Source: steve-dale.net
The Evolution of Marketing
and Social Media

4. TRADITIONAL MARKETING
HOW:
Television, Paper Advertising, Radio
OUTCOME: Brand awareness,
create desire
EFFECTIVENESS: Scattergun
approach, improvement with targeted
magazines

5. SOCIAL MEDIA MARKETING
HOW:
Online – Web, Social Media, Video
OUTCOME:
- Provides (Personal) communication
- (Personal) Interaction
- Provide information (reduce sales
barrier, shorten sales cycle)
EFFECTIVENESS:
Target marketing, creation of dialogue –
company voice, instant access to
information

6. CONTENT MARKETING
HOW:
Online – Web, Social Media, Video
OUTCOME:
- Provides value
- Builds a community
- Telling a story
EFFECTIVENESS:
Sales through story telling, emotional
connection

7. The Next Big Thing?
MOMENT MARKETING
HOW:
Utilises data and technology to deliver
advertising and marketing > mobile, online,
social media
EFFECTIVENESS:
Delivering needs and wants by
understanding and accessing data
- Location, Time, Environment
- Behaviour

9. Who Does Content Well?

10. Creating Content

11. Focus On The WHY People Buy From YOU!
Inspired by: http://johngreathouse.com/spilling-the-beans

12. Understand Your Purpose
 Understand Your Customers/Audience
 Create Your Goals/Outcomes
 Measure Your Results

13. What is Content?
• Articles
• Books/eBooks
• Brochures/manuals
• Case Studies
• Information Guides
• Microsites/Web Pages
• Online Courses
• Podcasts/Video/Live
Streaming
• Presentations
• Product Data Sheets
• Reference Guides
• Resource Libraries
• RSS/XML Feeds
• Videos
• Visual Content
• Webinars/Webcasts
• White Papers
• Workbooks
• Status Updates
• Comments
• Events/Marketing
Rule: Content should to be able to communicate, add value & engage with your customers

14. The Tools of Facebook

15. The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights

16. The Tactics
Source: https://blog.bufferapp.com/facebook-data-study-insights

17. The Tactics
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

18. The first 18 characters of
each of your Facebook posts
serve as the meta title and the
meta description in SERPs.
The Tactics
18
F I R S T
C H A R A C T E R S

19. The Tactics – VDIEO is the NEW King
Source: http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic

20. Example – Written
On any given night in Australia 1
in 200 people are homeless
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics

21. Example – Visual Content 1
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics

22. Example – Visual Content 2
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Image Source: http://www.humanrights.gov.au

23. Example – Visual Content 3
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Image Source: http://www.homelessfriend.org

24. Example – Visual Content Analysis
Source: http://www.homelessnessaustralia.org.au/index.php/about-homelessness/homeless-statistics
Image Source: http://www.homelessfriend.org
Strong Emotive Image Easy To Read Static Highlight Text
Company Logo
Missing: Call To Action (CTA)

25. Start your engines
◦Gmail Alerts
◦All Top
◦BuzzSumo
◦Quora
◦Online Forums
◦Industry Magazine Articles
◦Competitors
◦Your Fans/Followers
◦ http://www.portent.com/tools/title-maker

26. Tool Kit
Portent’s Content Idea Generator
The Making of Stuff – Canva
Newsletter – MailChimp
Infographic – Piktochart
Images editing tool - PicMonkey

27. Tool Kit
Images - check for copyright
Buffer’ 53+ Free Image Sources - cool list
Death To The Stock Photo – stock photos
Unsplash – stock photo

28. Advanced Tools
◦Facebook Apps – Quizzes, Polls, Photo Competitions
◦ WooBox
◦ Heyo
◦EBook Recreation
◦ SimpleBooklet
◦Custom Audience Ads
◦ Facebook Pixel
◦List
◦ Social Media Today’s Brilliant List
◦ Boostlikes

30. Digital Strategy Weekly Theme
Monday
•Behind the Scenes
•About Your Business
•Inspiration
•Project
Tuesday
•Product/Services
•Description
•Uses
•Infomercial
Wednesday
•How to Use
•Tutorial
•Best Uses
•Tips and Tricks
Thursday
•Knowledge/Experience
•Related use
•Common issues
Friday
•Industry
•News
•Updates
•Interesting
Purpose
•Create a better
connection and
relationship with the
customer
Purpose
•Product/Service
Awareness
Purpose
•Better customer
experience
•Useable content
Purpose
•Awareness
•Exposure
Purpose
•Create content for
customers to return
•Exposure
Outcome
•Increase customer
loyalty
•Awareness
Outcome
•Request for service
•Sign-up
•Traffic Driver
Outcome
•Reduce product return
•Reduce time allocated
for customer support
Outcome
•Awareness to individual
•Awareness to customer
Outcome
•Fresh content supports
SEO
•Awareness of industry
•Gratitude

31. 30 Day Challenge
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Take a picture of
your organisation
Interview a
customer
Share Content Share some
inspiration
Share an event
Ask a question Post a special Share an image Promote your
community
Post a Friday
Fun One
Promote your
other social
media channels
Interview a
sponsor
Detail of your
program
Source: http://www.salesforce.com/uk/socialsuccess/social-media-marketing/facebook-b2b-case-study.jsp

32. Would Love To Hear From You:
Leigh Jewiss – RDA Illawarra
Ph: 4227 4500
Eml: leigh@rdaillawarra.com.au
@leighjewiss @rdaillawarra
au.linkedin.com/in/leighjewiss/