This document discusses content marketing and social media marketing. It begins with introducing the presenter and their background. It then covers topics like the challenges of 2012, the stages of the social media ROI cycle, what content marketing is, the three E's of content development, and a 14 step social media marketing plan. It emphasizes transforming social media into social business and measuring the ROI of social media strategies. The overall message is how to develop an effective content and social media marketing plan.

1. Content Marketing
April 2012

2. Today’s Presentation
• Casey Koppenhoefer
• You can call me Casey Kope
• Digital Strategy Manager
• Originally from Atlanta, GA
• @FitDawg
• Facebook.com/FitDawg
• http://www.linkedin.com/pub/casey-
koppenhoefer/16/104/41a
• Certified Personal Trainer Georgia Bulldog Fanatic

3. Today’s Topics
• 2012 Challenge
• 3 Stages of Social Media
ROI Cycle
• What is Content
Marketing?
• The 3 E’s of Content
Development
• 14 Step Social Media
Marketing Plan

4. 2012 Predictions
• Sharing on Facebook will grow exponentially.
• Better tracking metrics will value content.
• YouTube is poised to disrupt the television
landscape.
• Second tier, personalized networks will become
mainstream.

5. 2012 Challenge
Transform Your Social Media Into Social Business

6. Social Business
What are the Benefits of a Social Business?

7. ROI Cycle

8. ROI Cycle

9. ROI Cycle

10. ROI Cycle

11. Inbound Permission Marketing
75% of People Think Advertisers LIE

14. Understand Your Audience

16. 14 Step Social Media Plan
1. Identify the personas of your audience

17. 14 Step Social Media Plan
2. Develop content that speaks to the pain points of each

18. 14 Step Social Media Plan
3. Identify sources of content in your organization

19. 14 Step Social Media Plan
4. Develop content for each stage of the customer lifecycle

20. 14 Step Social Media Plan
5. Create an editorial calendar for your content plan

21. 14 Step Social Media Plan
6. Assign content production to as many people as possible

22. 14 Step Social Media Plan
7. Develop diversified portfolio of content across various platforms

23. 14 Step Social Media Plan
8. Leverage social media as engagement channels

24. 14 Step Social Media Plan
9. Define success metrics & measure impact of your strategy

25. 14 Step Social Media Plan
10. Gain C-level Support

26. 14 Step Social Media Plan
11. Produce content that has sales impact

27. 14 Step Social Media Plan
12. Focus on the 4 E’s of content development

28. 14 Step Social Media Plan
13. Experiment with your content

29. 14 Step Social Media Plan
14. Study in & outside your industry for new ideas

30. Marketing Spend

31. Marketing Spend

32. ROI of Social Media
• Quantitative vs. Qualitative Goals
• Search Results Rankings
• Website Traffic Sources
• 100 Ways to Measure Social Media
marketersstudio.com/2009/11/100-ways-to-measure-social-media-.h
• ROI Tracking Software

38. Any Questions?