SlideShare a Scribd company logo
Content is KingCreating content to drive business
Who is This Guy?Currently –Director of Marketing TurnHereCo-Founder Social Media Club Orange CountyBlogs at ReelSEO.com, OC Register Social Sunday, pmorganbrown.comPreviously –Founder and Editor, BlownMortgage.comCo-Founder of New Day Trust MortgageSr. Account Exec, Inter@ctivate, online marketingDir. of Operations, SalesMountain.com
AgendaWhy content?Facebook YouTubeTwitter Flickr
Social Media Content Strategy: Content is King
Social Media Content Strategy: Content is King
What’s it All About?ConnectionsWith customersWith mediaWith suppliersWith influencersWith colleaguesWith people
What’s it All About?AuthorityBuild a reputationDemonstrate expertiseShare informationHelp peoplehttp://www.flickr.com/photos/macwagen/131360868/
What’s it All About?ValueFor customersFor the communityFor othersFor youhttp://www.flickr.com/photos/schlachet/3366994378/
You need a plan,
and a Framework.People – identify owners and responsibilitiesObjectives – identify goals of social media effortsStrategies – identify strategies, messages and tactical executionTechnologies – identify technologies, communities, measurement and monitoring
Facebook
Social Media Content Strategy: Content is King
Social Media Content Strategy: Content is King
Σu  w  de          eeedges eu  wdaffinity score between viewing user and edge creator
weight for this edge type (create, like, tag, etc.)
 time decay factor based on how long ago edge was createdCreate a Page
Social Media Content Strategy: Content is King
Add Your PhotoMax size is 200 x 600
Import Your Blog
Add Photos & Video
Import Twitter
Create a Landing Page
Engage
Know Your Audience
Build Your Fan Base
Share Content
YOUTUBE
32,410,886,000January 2010http://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Releases_January_2010_U.S._Online_Video_Rankings
Consumers Search for VideosSearch Engines by Query Volume:GoogleYouTubeYahoo!
A video is 50 times more likely than a text page on the same topic to appear on Google’s first page of search results.Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009
Set Up Your Channel
Set Up Your Channel
Set Up Your Channel
Set Up Your Channel
Creating Video ContentMeet a needPay attention to production valueOptimize for YouTube searchCreate a call to action
Easy Video ContentProduct demosCompany overviewsHow-to videosCustomer testimonialsStreaming events
Social Media Content Strategy: Content is King
Social Media Content Strategy: Content is King
Distribute Everywhere
twitterThe slides are from the Twitter for Business Website – get the originals at http://business.twitter.com/
Why Twitter?Everyday, millions of users create, share and discover ideas on TwitterUsers also find great value in connecting with businesses of all kinds on Twitter to:Share their experiences, both good and not so goodProvide feedback on recent events or launchesDiscuss product ideasLearn about exclusive deals or offersGet customer serviceTo read more, go to business.twitter.com/twitter101/cases
A few Twitter success storiesTwitter users follow Dell Outlet for exclusive deals on electronics—and have driven more than $3M in sales through TwitterIce cream eaters in New York give local chain Tasti-D-Lite marketing feedback via Twitter—and sometimes get surprise dessert deliveriesCoffee drinkers in Houston choose CoffeeGroundz for the personal relationships they’ve built on Twitter—and the shop’s Twitter-based orderingTo read more, go to business.twitter.com/twitter101/cases
How does it work?Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. The messages (also known as tweets) are public, and you decide which accounts you want to receive messages fromTwitter works equally well from your desktop or mobile phoneTo read more, go to business.twitter.com/twitter101/cases
Before you dive inIf you want to spend time listening first, you don’t need an account to search at search.twitter.comTry searching for your company and a few key topics in your fieldListening can help you get a sense of how you want to engage on TwitterTo read more, go to business.twitter.com/twitter101/cases
Getting started is easySigning up for an account takes just a few minutesTo help people recognize and trust your account, fill out your profile completely and include a pictureTo read more, go to business.twitter.com/twitter101/cases
Follow relevant accountsFollowing somebody means you’ve subscribed to their tweets To find people talking about your company or topics in your field, use search.twitter.com When you find a good candidate, look under their picture for the Follow buttonYou can also choose to interact without following an account, just send them a tweetTo read more, go to business.twitter.com/twitter101/cases
Finding People
Post tweetsPeople like tips, links to interesting stories and blogposts (they don’t have to be about your company), exclusive deals and a good sense of humor.People like the human touch and will appreciate posts with your thoughts and experiences more than you thinkThey also like it when you say hi, respond to their questions, comments, praise, complaints and jokesTo read more, go to business.twitter.com/twitter101/cases
Key terms…To follow somebody is to subscribe to their messagesA tweet is an individual messageA DM or direct message is a private message on TwitterRT or retweet is to repost a valuable message from somebody else on Twitter and give them creditTrending topics are the most-discussed terms on Twitter at any given momentTo read more, go to business.twitter.com/twitter101/cases
…and some special lingo@username is a public message to or about an individual on TwitterA hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topicShortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automaticallyTo read more, go to business.twitter.com/101/learning
Best practicesBuild relationships on TwitterListen for comments about youRespond to comments and queriesAsk questionsPost links to things people would find interestingRetweet messages you would like to shareUse a friendly, casual toneDon’t spam peopleTo read more, go to business.twitter.com/twitter101/cases
Best practicesLeverage the real-time nature of TwitterAsk questions, float ideas, solicit feedback – and expect fast feedback most of the timeIf you’ve launched a product, new store or new campaign, search Twitter for commentsRespond to customer service issues quicklyEngage in discussion on a tricky public issue your company is dealing withTo read more, go to business.twitter.com/twitter101/cases
Best practicesMeasure the value of TwitterBefore setting up measurement tools, focus on the quality of your engagement: do a gut-check of how things are goingTry to analyze the quality of feedback and topics of discussion, you may find this changing over timeKeep a tally of questions answered, customer problems resolved and positive exchanges heldWhen offering deals on Twitter, use a unique coupon code or separate landing pageTo read more, go to business.twitter.com/twitter101/cases
Twitter
Tools to be more effectiveBit.ly – a link shortener that also provides analytics Tweetdeck – a desktop Twitter & Facebook client Listorious, Wefollow, Twellow – directories of Twitter usersTwubs – Twitter groups built around hashtags
FLICKR
Social Media Content Strategy: Content is King
Flickr Do’sUse your company name or website address as your usernameUse your Flickr profile to highlight your company, products or servicesUpload quality photos of things related to your businessWrite appropriate text for each photo and include a link back to an appropriate web pageParticipate in the communityComment and favorite photosJoin groups and participate in conversationshttp://www.smallbusinesssem.com/articles/marketing-on-flickr/
Flickr Don’tsStuff linked keywords into your photo descriptions, comments on other people’s photos, etc.Plaster your URL on the photos themselvesPost ads or spam to groupsViolate Flickr TOS by blatantly trying to exploit for commercial purposes
Social Media Content Strategy: Content is King
FINAL THOUGHTS
It’s a marathon, not a sprint.http://www.flickr.com/photos/oskarn/125630791/
Don’t spread yourself too thin.http://www.flickr.com/photos/lynac/373285375/
What’s your plan?It’s OKto start small.
Resourceshttp://business.twitter.com/http://mashable.com/guidebook/facebook/

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Social Media Content Strategy: Content is King

  • 1. Content is KingCreating content to drive business
  • 2. Who is This Guy?Currently –Director of Marketing TurnHereCo-Founder Social Media Club Orange CountyBlogs at ReelSEO.com, OC Register Social Sunday, pmorganbrown.comPreviously –Founder and Editor, BlownMortgage.comCo-Founder of New Day Trust MortgageSr. Account Exec, Inter@ctivate, online marketingDir. of Operations, SalesMountain.com
  • 6. What’s it All About?ConnectionsWith customersWith mediaWith suppliersWith influencersWith colleaguesWith people
  • 7. What’s it All About?AuthorityBuild a reputationDemonstrate expertiseShare informationHelp peoplehttp://www.flickr.com/photos/macwagen/131360868/
  • 8. What’s it All About?ValueFor customersFor the communityFor othersFor youhttp://www.flickr.com/photos/schlachet/3366994378/
  • 9. You need a plan,
  • 10. and a Framework.People – identify owners and responsibilitiesObjectives – identify goals of social media effortsStrategies – identify strategies, messages and tactical executionTechnologies – identify technologies, communities, measurement and monitoring
  • 14. Σu w de eeedges eu wdaffinity score between viewing user and edge creator
  • 15. weight for this edge type (create, like, tag, etc.)
  • 16. time decay factor based on how long ago edge was createdCreate a Page
  • 18. Add Your PhotoMax size is 200 x 600
  • 20. Add Photos & Video
  • 29. Consumers Search for VideosSearch Engines by Query Volume:GoogleYouTubeYahoo!
  • 30. A video is 50 times more likely than a text page on the same topic to appear on Google’s first page of search results.Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009
  • 31. Set Up Your Channel
  • 32. Set Up Your Channel
  • 33. Set Up Your Channel
  • 34. Set Up Your Channel
  • 35. Creating Video ContentMeet a needPay attention to production valueOptimize for YouTube searchCreate a call to action
  • 36. Easy Video ContentProduct demosCompany overviewsHow-to videosCustomer testimonialsStreaming events
  • 40. twitterThe slides are from the Twitter for Business Website – get the originals at http://business.twitter.com/
  • 41. Why Twitter?Everyday, millions of users create, share and discover ideas on TwitterUsers also find great value in connecting with businesses of all kinds on Twitter to:Share their experiences, both good and not so goodProvide feedback on recent events or launchesDiscuss product ideasLearn about exclusive deals or offersGet customer serviceTo read more, go to business.twitter.com/twitter101/cases
  • 42. A few Twitter success storiesTwitter users follow Dell Outlet for exclusive deals on electronics—and have driven more than $3M in sales through TwitterIce cream eaters in New York give local chain Tasti-D-Lite marketing feedback via Twitter—and sometimes get surprise dessert deliveriesCoffee drinkers in Houston choose CoffeeGroundz for the personal relationships they’ve built on Twitter—and the shop’s Twitter-based orderingTo read more, go to business.twitter.com/twitter101/cases
  • 43. How does it work?Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. The messages (also known as tweets) are public, and you decide which accounts you want to receive messages fromTwitter works equally well from your desktop or mobile phoneTo read more, go to business.twitter.com/twitter101/cases
  • 44. Before you dive inIf you want to spend time listening first, you don’t need an account to search at search.twitter.comTry searching for your company and a few key topics in your fieldListening can help you get a sense of how you want to engage on TwitterTo read more, go to business.twitter.com/twitter101/cases
  • 45. Getting started is easySigning up for an account takes just a few minutesTo help people recognize and trust your account, fill out your profile completely and include a pictureTo read more, go to business.twitter.com/twitter101/cases
  • 46. Follow relevant accountsFollowing somebody means you’ve subscribed to their tweets To find people talking about your company or topics in your field, use search.twitter.com When you find a good candidate, look under their picture for the Follow buttonYou can also choose to interact without following an account, just send them a tweetTo read more, go to business.twitter.com/twitter101/cases
  • 48. Post tweetsPeople like tips, links to interesting stories and blogposts (they don’t have to be about your company), exclusive deals and a good sense of humor.People like the human touch and will appreciate posts with your thoughts and experiences more than you thinkThey also like it when you say hi, respond to their questions, comments, praise, complaints and jokesTo read more, go to business.twitter.com/twitter101/cases
  • 49. Key terms…To follow somebody is to subscribe to their messagesA tweet is an individual messageA DM or direct message is a private message on TwitterRT or retweet is to repost a valuable message from somebody else on Twitter and give them creditTrending topics are the most-discussed terms on Twitter at any given momentTo read more, go to business.twitter.com/twitter101/cases
  • 50. …and some special lingo@username is a public message to or about an individual on TwitterA hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topicShortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automaticallyTo read more, go to business.twitter.com/101/learning
  • 51. Best practicesBuild relationships on TwitterListen for comments about youRespond to comments and queriesAsk questionsPost links to things people would find interestingRetweet messages you would like to shareUse a friendly, casual toneDon’t spam peopleTo read more, go to business.twitter.com/twitter101/cases
  • 52. Best practicesLeverage the real-time nature of TwitterAsk questions, float ideas, solicit feedback – and expect fast feedback most of the timeIf you’ve launched a product, new store or new campaign, search Twitter for commentsRespond to customer service issues quicklyEngage in discussion on a tricky public issue your company is dealing withTo read more, go to business.twitter.com/twitter101/cases
  • 53. Best practicesMeasure the value of TwitterBefore setting up measurement tools, focus on the quality of your engagement: do a gut-check of how things are goingTry to analyze the quality of feedback and topics of discussion, you may find this changing over timeKeep a tally of questions answered, customer problems resolved and positive exchanges heldWhen offering deals on Twitter, use a unique coupon code or separate landing pageTo read more, go to business.twitter.com/twitter101/cases
  • 55. Tools to be more effectiveBit.ly – a link shortener that also provides analytics Tweetdeck – a desktop Twitter & Facebook client Listorious, Wefollow, Twellow – directories of Twitter usersTwubs – Twitter groups built around hashtags
  • 58. Flickr Do’sUse your company name or website address as your usernameUse your Flickr profile to highlight your company, products or servicesUpload quality photos of things related to your businessWrite appropriate text for each photo and include a link back to an appropriate web pageParticipate in the communityComment and favorite photosJoin groups and participate in conversationshttp://www.smallbusinesssem.com/articles/marketing-on-flickr/
  • 59. Flickr Don’tsStuff linked keywords into your photo descriptions, comments on other people’s photos, etc.Plaster your URL on the photos themselvesPost ads or spam to groupsViolate Flickr TOS by blatantly trying to exploit for commercial purposes
  • 62. It’s a marathon, not a sprint.http://www.flickr.com/photos/oskarn/125630791/
  • 63. Don’t spread yourself too thin.http://www.flickr.com/photos/lynac/373285375/
  • 64. What’s your plan?It’s OKto start small.

Editor's Notes

  1. Why is content king?Starts a conversationCreates links and interactions (likes, comments, etc.)Creates PageRankCreatesEdgeRankLeads to greater visibilityPOSITIVE FEEDBACK CYCLE
  2. 500 million users – 3rd largest country in the worldLots of privacy issues – need to be awareEver-changing TOS/rules (sweepstakes rules, recent landing page debacle)55-65 year old females are the fastest growing segment on Facebook (Socialnomics, 2009)Passed Yahoo! for the #1 display advertiser on the web by impressions served (comScore, May 2010)Passed Google for the number of visits per week (Experian Hitwise, May 2010)
  3. The secret to content on Facebook is getting into the Top News section of the user page.
  4. Multiply these factors for each Edge then add the Edge scores up and you have an Object’s EdgeRank. And the higher that is, the more likely your Object is to appear in the user’s feed. It’s worth pointing out that the act of creating an Object is also considered an Edge, which is what allows Objects to show up in your friends’ feeds before anyone has interacted with them.In other, hopefully less confusing words, an Object is more likely to show up in your News Feed if people you know have been interacting with it recently. That really isn’t particularly surprising. Neither is the resulting message to developers: if you want your posts to show up in News Feed, make sure people will actually want to interact with them.Read more: http://techcrunch.com/2010/04/22/facebook-edgerank/#ixzz0oXZEd3dX