mapping content to social platforms
DESCRIPTION
Marketers now understand that content creation and distribution are not isolated initiatives. Crafting a successful content engagement strategy means understanding how consumers differ based on social platform and tailoring that content appropriately. For instance, Facebook is the best way to reach women between 18 and 29, and success requires instant responsiveness and availability. Tumblr and YouTube are where Millennials hang out, and they don’t rely as much on real-time engagement. Visual content gets more engagement on Pinterest and Instagram, and Twitter is where most people go to complain. How do brands optimize each channel and customize the distribution of content? This is the battleground that will heat up in 2014.TRANSCRIPT
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 is the #1 platform for killing time.
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 2)
#1 Platform to Kill Time=
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=
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