content management in social media | social@scale summit
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© 2013 Sprinklr. All rights reserved.
Content Management in Social MediaAngie Pascale | Social Media Director | Location3 Media
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
The Traditional Mental Model of Marketing
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
The New Mental Model of Marketing
Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
In 2010, we needed information from 5.4 sources before making a purchase. By the end of 2011, we needed 10.4.
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Input
Discovery
Intent
Websites
Blogs
Video
Friends Content
Incentive
Authorities
Decision
Interest
Research
Content
Content
Content
Content
The Path To Purchase: A customer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.
LOCATION3@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
What Content Should You Create?
Content Management in Social Media
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Understand The Needs of Your Audience
Understand The Behavior
of Your Audience
Deliver Value To Your
Audience
Photo Credit: http://www.flickr.com/photos/igorza76/8109506828/
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Content = YOUTILITY
Source: Jay Baer, Convince and Convert
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Using Social Data to Learn About Audiences
Social Data Mining
Customer Segments & Brand Personas
Social Network Demographics & Usage
Organic & Paid Search Data Social Referral Data
Influencer Identification
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Facebook Custom Audience
Upload email or phone list to Facebook for demo- and psychographic insights.
Compare to all of U.S. to find if your audience over- or under-indexes in specific areas.
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Content Pillars provide a creative filter and platform that is rooted in customer needs, brand voice and personality, and business objectives.
Pillars represent a starting point that allow a brand to live within its core environment, while also stretching into adjacent, relevant and credible aspects of your customers’ lives.
CONTENT PILLARS
Photo Credit: http://www.flickr.com/photos/31246066@N04/5670645385
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
How to Manage & Maximize Content
Content Management in Social Media
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Tie efforts together and move customer through the funnel by driving them to your site.
Don’t just have a Facebook strategy or a
Twitter strategy.
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Sharing on social channels
Beyond Facebook & Twitter
Learn to love Google+ (yes, I’m serious)
Use hashtags
Know your dimensions
Build relationships
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Google+ Post ranks for “business signs.” Note the
meta description.
While “business signs” is in the Google+ post, that’s not what was used as the description.
Google pulled the description from the linked article.
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Using can increase engagement by hashtags on Instagram, Facebook, Vine and Pinterest translate seamlessly when these posts are tweeted.
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Know Your Tags!
#susanalbumparty
#rimjobs
#hobbitch
#clitfest
Susan Album Party
Reach in Motion Jobs
Hobbit CH
C Lit Fest@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Content FormatsYou need to be aware of how your content will display on different social networks and devices.
http://www.lunametrics.com/blog/2012/11/12/final-social-media-sizing-cheat-sheet
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
SEO Integration
Social signals don’t directly impact ranking of content, but they do help to increase traffic and generate links, which are key factors in ranking.
Google has indicated that they are working on weighting the ranking of identities.
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Content Amplification
Just creating content doesn’t mean users will come consume and engage with it. You must draw attention to the content through owned, earned and paid content amplification methods.
OWNED
EARNEDPAID
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
OW
NE
D M
ED
IA
EA
RN
ED
ME
DIA
PA
ID M
ED
IA
ON-SITE Landing Page Thank You Page Blog Resource Page Press Room Internal Linking
SOCIAL CHANNELS - CONTENT
ð Facebook – Page, Groupð Owned Forum/Communityð Twitter ð Google+ - Page, Community, Hangoutð YouTube ð LinkedIn – Channel, Groupð Pinterest ð Other Videos Sites (e.g., Vimeo)ð SlideShare/Issuuð Tumblrð Instagramð Vineð Foursquare – Tip, Local Update, Special
SOCIAL CHANNEL - CREATIVEð Facebook Appð Facebook Eventð Social Skinning Takeover
OTHER DIGITAL OPPORTUNITIES
ð Email/Newsletter
BOOKMARKING SITES Digg Reddit StumbleUpon Buzzfeed Newsvine
OTHER DIGITAL OPPORTUNITIES
PRWeb PitchEngine Social Syndication Service Infographic Submissions Sites Contest Submission Sites Image Submission Sites Vertical-specific Social (L3 owned) Wikipedia Linking Event Submission Sites Email/Newsletter Non-owned Forum/Community
OUTREACH
Media Outreach Community Outreach Blogger Outreach Influencer Outreach Blog Commenting Community Q&A
PAID MEDIAð Facebook – Ads, Offersð Promoted Tweetsð Twitter Lead Gen Cardð LinkedIn Adsð Foursquare Promoted Updateð Foursquare Post Check-inð Tumblr Sponsored Postsð Paid Searchð GDNð Displayð YouTube Promoted Videosð Google Video Adsð Mobileð Pinterest Promoted Pinð Instagram Sponsored Photo
CONTENT AMPLIFICATION
ð Outbrainð Taboolað Facebook Promoted Postð LinkedIn Sponsored Updateð StumbleUpon Paid Discoveryð Redditð Disqus Paid Discoveryð Zemantað nRelate
Content Distribution ChecklistUse this checklist to ensure each piece of content is being maximized across all owned, earned and paid media channels.
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Tracking Content SuccessContent Management in Social Media
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved.
Content Performance MetricsContent performance can be measured in five buckets. The specific metrics in each bucket vary based on objectives, strategy and resources. Some common metrics are listed below.
Awareness
• Impressions• Reach• Mentions
Consumption
• Clicks• Visits• Referrals• Bounce rate
Engagement
• Likes• Shares• Retweets• Favorites• +1s• Pins• Time on site
Actions
• Leads/sales• PDF
downloads• Newsletter
signups• Site
navigation
SEO Impact
• Increased organic site traffic & activity
• Increased organic backlinks
• Increased engagement on specific content pieces
@angiepascale | @Location3
© 2013 Sprinklr. All rights reserved. @angiepascale | @Location3
CONTENT IS FIRE
The path to purchase is no
longer linear. You need to be where your customers are, providing
YOUtility through custom content.
KNOW YOUR AUDIENCE
Understand your audience and how you can provide value through
compelling and useful content.
MAXIMIZE DISTRIBUTION
Use earned, owned and paid media to ignite your content across social
media and other digital channels.
TRACK AND MEASURE
Measure content in five areas: awareness,
consumption, engagement,
actions and SEO impact.
Customize metrics to fit your
needs.
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