inside the social media mind

SOCIAL MEDIA MIND

@heidimillerwww.heidi-miller.com

Inside the

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

SOCIAL MEDIA MIND

@heidimillerwww.heidi-miller.com

Inside the

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit is.@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit is.Integrated to marketing/PR, not a separate initiative.

MARKETING

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit is.Integrated to marketing/PR, not a separate initiative.

MARKETING

SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit is.Integrated to marketing/PR, not a separate initiative.

MARKETING

SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit is.Integrated to marketing/PR, not a separate initiative.

MARKETING

SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit is.Integrated to marketing/PR, not a separate initiative.

MARKETING

SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit is.Integrated to marketing/PR, not a separate initiative.

MARKETING

SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.

MEASURABLESince social media happens online, it can and should be measured against marketing goals.

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit isn’t.@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit isn’t.SOCIAL MEDIA MARKETING

Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.

one-way

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit isn’t.SOCIAL MEDIA MARKETING

Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.

one-way

People of all ages participate in social media. Never assume that only Gens Y and Z are participating. Remember that your mom is on Facebook.

just for youth

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATit isn’t.SOCIAL MEDIA MARKETING

Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.

one-way

People of all ages participate in social media. Never assume that only Gens Y and Z are participating. Remember that your mom is on Facebook.

just for youth

Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency.

free

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

CONTENTMARKTING.@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

CONTENTMARKTING.WHAT IS IT?

@heidimiller

CREATION

mediaphotosvideosaudio

podcastsinfographics

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

SHARING

publishing content

blog postswhite paperscase studies

Tweetsebooks

CONTENTMARKTING.WHAT IS IT?

@heidimiller

CREATION

+

mediaphotosvideosaudio

podcastsinfographics

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

SHARING

publishing content

blog postswhite paperscase studies

Tweetsebooks

CONTENTMARKTING.WHAT IS IT?

@heidimiller

CREATION

ACQUIRE CUSTOMERS+ =

mediaphotosvideosaudio

podcastsinfographics

• Michelin guides in 1900• 1904 Jell-O cookbook• 2013 free white papers

and webinars

Thursday, April 4, 13

OPPORTUNITYTracking the conversation can provide opportunities for development.

GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.

INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.

EXPERTProducing a plethora of valuable content positions the person/brand as an expert.

HOWit works.@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

OPPORTUNITYTracking the conversation can provide opportunities for development.

GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.

INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.

EXPERTProducing a plethora of valuable content positions the person/brand as an expert.

HOWit works.@heidimiller

SOCIAL MEDIA MARKETING

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

OPPORTUNITYTracking the conversation can provide opportunities for development.

GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.

INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.

EXPERTProducing a plethora of valuable content positions the person/brand as an expert.

HOWit works.@heidimiller

SOCIAL MEDIA MARKETING

Thursday, April 4, 13

BORING TRUTHAll social media “experts” do is to define their goals, develop content that matches those goals and measure success against them

@heidimiller

Thursday, April 4, 13

PROCESS.@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

PROCESS.for content marketing

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

PROCESS.for content marketing

CRAFT mission

statement

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

PROCESS.for content marketing

CRAFT mission

statementSET goals+

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

PROCESS.for content marketing

CRAFT mission

statementSET goals ENGAGE

your idols+ +

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

PROCESS.for content marketing

CRAFT mission

statementSET goals ENGAGE

your idols

DEFINE CONTENT

+ +

@heidimiller

Thursday, April 4, 13

WHY CONTENT MARKETING STRATEGY IS IMPORTANTCan you think of examples of people doin’ it wrong?

@heidimillerFACEBOOK WALL

YER DOIN IT WRONG

Thursday, April 4, 13

SELLINGDirect selling without establishing credibility, familiarity and engagement doesn’t work.

SELFISH DOUCHEActing like a selfish jerk who only wants to talk but not listen doesn’t work.

YELLINGYelling into the echo chamber doesn’t work.

WHYcontent strategy.@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

SELLINGDirect selling without establishing credibility, familiarity and engagement doesn’t work.

SELFISH DOUCHEActing like a selfish jerk who only wants to talk but not listen doesn’t work.

YELLINGYelling into the echo chamber doesn’t work.

WHYcontent strategy.@heidimiller

Thursday, April 4, 13

HOWcontent marketing.@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

HOWcontent marketing.Open source marketing

Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.

poll

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

HOWcontent marketing.Open source marketing

Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.

poll

Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.

market research

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

HOWcontent marketing.Open source marketing

Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.

poll

Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.

market research

Knight News Challenge in 2009 used social media to attract and engage OS developers interested in innovating digital news.

promote

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

HOWcontent marketing.Open source marketing

Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.

poll

Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.

market research

Knight News Challenge in 2009 used social media to attract and engage OS developers interested in innovating digital news.

promote

@heidimiller

Thursday, April 4, 13

WHATwe care about.@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATwe care about.What is relevant to our audience? What moves them to engage and participate.

RELEVANT content

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATwe care about.What is relevant to our audience? What moves them to engage and participate.

RELEVANT content

ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATwe care about.What is relevant to our audience? What moves them to engage and participate.

RELEVANT content

ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.

MEASURING SUCCESSContent marketers measure success against marketing goals.

@heidimiller

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

WHATwe care about.What is relevant to our audience? What moves them to engage and participate.

RELEVANT content

ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.

MEASURING SUCCESSContent marketers measure success against marketing goals.

CLIENT

We care about keeping the client happy.

@heidimiller

Thursday, April 4, 13

QUESTIONme.@heidimiller

www.heidi-miller.com

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

summary

Thursday, April 4, 13

Q&AQUESTIONme.

@heidimillerwww.heidi-miller.com

Thursday, April 4, 13