mapping content to social platforms

Content Marketing:

Mapping Content To Social Platforms

PRESENTORS

Holly HamannCo-founder and CMO

TapInfluence@HollyHamann

Brittney CooperMarketing Director

Havertys@BrittkneeC

Lori AndersonSocial Marketing Manager

White Wave Foods@LoriAnderson

Danielle Elliott SmithDigital CorresponentDanielleSmithMedia@DanielleSmithTV

WHAT WE’LL COVER

THE CONTENT MARKETING EXPLOSION

WHICH PLATFORMS ARE RIGHT FOR YOUR BRAND?

CREATING THE RIGHT CONTENT

CASE STUDIESMAKING THE MOST OF YOUR CONTENT

THE CONTENT EXPLOSION

80%OF PEOPLE CHECK THEIR PHONE WITHIN

15 MINUTES OF WAKING UPSOURE: IDC RESEARCH

110X A DAY

THEY WILL CHECK THEIR PHONE AN

AVERAGE OFSOURE: IDC RESEARCH

THERE IS A CONSTANT FEED OF SOCIAL CONTENT

YOU ARE COMPETING FOR ATTENTION

AGAINST EVERYTHING

HOW DO YOU SUCCEED AGAINST AN

INVITATION AVALANCHE?

DON’T JUST CREATE CONTENT -

CREATE CONTENT THAT MATTERS

30%More forwards for useful New York Times articles

WE CRAVEUSEFUL THINGS

Source: Contagious

THE DIFFERENCE BETWEEN HELPING & SELLING

IS JUST 2 LETTERS

SOCIAL PLATFORMS: WHERE IS YOUR AUDIENCE AND

WHAT DO THEY NEED?

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 1)

#1 Platform to Kill Time=

PINTEREST

Pinterest is the #1 platform for killing time.

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 2)

#1 Platform to Kill Time=

PINTEREST

Blogs are the #1 platform for product recommendations

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 3)

#1 Platform to Kill Time=

PINTEREST

Twitter is the #1 platform for complaining.

What Time of Day To Post?

WHAT TIME OF DAY IS BEST?

DOMINANTPLATFORMFOR BRANDFOLLOWERS

Facebook 86%

Twitter 10%

None 4%

KEYS TO IDENTIFYING THE RIGHT PLATFORMB2B or B2C

RESPONSE NEEDS

PRODUCT OR SERVICE?

REGULATED?

LOCATION BASED?

VISUAL?

TRACKING NEEDS

CUSTOMER DEMOGRAPHICS

GOALS - SEO, LIKES, SALES..

TIME

1

2

3

4

5

6

7

8

9

10

CREATING THE RIGHT CONTENT

SOCIAL CONTENT IS…

VISUAL VISCERAL VALUABLE VIRAL

It’s creative and catches

the consumer’s attention

It evokes emotion and

creates a connection with

the consumer and

ultimately affinity for your

brand

It tells your brand story with

personal context to add

value to the target

customer’s life

It gets distributed more

naturally from person to

person via all social

channels

Add value to your audience.

• Determine your audience’s needs

• Help them solve pain points and problems.

• Give them the tools to do their jobs better

Use metrics that will help your business.

• Reach and branding• Leads for sales team• Likes/Follows to increase long

term lead generation• Engagement with content• Revenue and customers

3 WAYS TO CREATE GREAT CONTENT

Produce Curate Collaborate

CELEBRITY STATUS QUALITY CONTENT CREATORS

BUZZ BUILDERS & PROMOTERS

ADVOCATES & EMPLOYEES

92% of global consumers trust UGC and WOM more than advertising

WE TRUSTPEOPLE, NOT

LOGOS

Source: Nielsen

WHAT DO THEY HAVE THAT BRANDS DON’T?

1. Trust2. Very targeted audience3. Authentic consumer experience4. Bigger reach than brands5. Better, faster, cheaper6. Shareable

WHAT TO LOOK FOR IN AN INFLUENCERLOOK AT CONTENT

RELEVANCE

POST FREQUENCY

AUDIENCE DATA

CONTENT QUALITY

AUDIENCE ENGAGEMENT

LOOK FOR PROFESSIONALISM

BUILD A RELATIONSHIP

BE RESPONSIVE

BE CLEAR ABOUT EXPECTATIONS

COMPENSATE THEM

1

2

3

4

5

6

7

8

9

10

Let them tell authentic stories

Think of them as partners

Showcase content on various of Facebook, Pinterest, Twitter, YouTube

Give proper influencer attribution

Provide clarity on what actions you want the audience to take

Be “always on”

Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies

Compensation

THE KEYS

TO WORKING WITH INFLUENCERS

INSPIRE THEM TO TELL GREAT STORIES

4. MAKING THE MOST OF YOUR CONTENT

GET THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE

HAVE A PLAN

PurposePersona Time PeriodPromotion

Post on all appropriate platforms Make images pinnable Feed content to brand assets like microsites Make it easy to share, like, pin, tweet, vote Extend the value of content by using in ebooks,

blog posts, webinars, email marketing,

advertising, and case studies Go mobile

WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A BRAND?

5. CASE STUDIES

#socialcontentstream #SMMW14

50 Bloggers60 Days

Blogs, Facebook,Twitter, Instagram,Pinterest

“Always On” Social Content Hub

RESULTS

31%Overall pages viewed per visit increased 31% over the same period last year.

56%Overall time on site increased by 56% over the same period one year before.

44%Increase in "share of voice" in June (due to the number of mentions of BBX in blog posts)

223%Increase in positive mentions of BBX.

RESULTS

Reach

2.3MViews

73kEngagement

5k+$246,361

TOTAL MEDIA VALUE

348%

ROI

The power of pretty pictures…

#IScream4ID40 Bloggers30 Days

New Product SupportDrive Awareness and TrialEstablish ID Pinterest Community Hub

NEW ID FLAVOR LAUNCH

RESULTS

Reach

2M7M

Views

92k 1 month

621k 8 month

Engagement

8k+20.9k

ID PUMPKIN FRENZY SEPT 2013

RESULTS

Reach

2.9MContent

7.7k

Entries

100kSOV

91%

Visits

137k

QUESTIONS?

@HollyHamann@BrittkneeC@LoriAnderson@DanielleSmithTV