1. Part 2: Social Content Marketing L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

2. AGENDA Why Social Content? Three Content Channels Facebook Strategy Twitter Strategy Crowdsourcing Content Strategy Action Assignments L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 3. THREE CONTENT CHANNELS Todays content is EVERYTHING you publish on theweb.Social Visual WrittenContent Facebook Pinterest Blogs spans acrossTwitter YouTubeArticleschannel s. EmailPinterestInfographicsMarketingCrowdPressInstagram SourcedReleases L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 4. WHY SOCIAL CONTENT? Nice to have or necessity? Necessity Increases the KLTC (Know, Like, Trust and Convert ) factor ofyour brand Brands that show up consistently, with interesting content build a following Brands who personally engage with individuals create customers Customers buy from brands they know, like and trust Builds credibility Differentiates you from the competition Enables people to share and talk about your brand Drives traffic L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 5. WHY SOCIAL CONTENT? Drives traffic and conversionsYour Online StoreYour(SearchOnline dependent Store .) L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 6. COMPOUND INTEREST Social is here to stay It will only get bigger Putting in place a solid social contentmarketing strategy will position yourbusiness for the future Need a plan to make it work for yourbusiness! L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 7. L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 8. COMMERCE VS. MARKETING Three ways to use Facebook in ecommerce Commerce Customer buys product on your Facebook shop Facebook has not cracked the Buy it on Facebook code The Gap, JC Penny, Nordstrom closed their Facebook shops Debate continues as to whether Facebook is a place to hangout or shop Marketing Brand Presence KLTC factor Buyers check Facebook reputations for brands Drive Traffic Send buyers off Facebook to your online store or products in a marketplace L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 9. MARKETINGBrand Presence How to build a brand presence Increase your KLTC factorDrive Traffic Send buyers off Facebook to your onlinestore or products in a marketplace L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 10. BUILD A BUSINESS PAGE Tips related to you products Images of your products Sales, discounts New product announcements Ask questions/for opinions Product videos Industry stats Testimonials Product Reviews Interact with customers L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 11. BUSINESS STORY A business journalo Each post is a page in the booko The story unfolds on the pageo Builds the KLTC factor L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 12. FACEBOOK AND SEARCH ENGINES L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 13. BRANDED URL Use in your marketing Vanity URL L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 14. COVER PHOTO 851 pixels wide by 315 pixels high Panorama Collage Change it every few months L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 15. COVER PHOTO Effective Cover Photos Represent your brand Evoke a feeling Restrictions No contact information No call to actions No purchase information Less than 20% can be text L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 16. PANORAMA VS COLLAGE L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 17. PROFILE IMAGE - HEADER 160 pixels wide by 160 pixels high Logo or image L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 18. PHOTOS L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 19. L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 20. L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 21. CUSTOM TABS Custom Tabs L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 22. BUILD A BUSINESS PAGE Tips related to you products Images of your products Sales, discounts New product announcements Ask questions/for opinions Product videos Industry stats Testimonials Product Reviews Interact with customers L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 23. IMAGES 403 pixels by 403 pixels Share 3xs as much as a text only post L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 24. PROMOTIONS L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 25. CUSTOMER EXAMPLES L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 26. BLOG POSTS L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 27. VIDEOS Shared 10x as much as a text only post L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 28. PROMOTED POSTS L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 29. INSTALL FACEBOOK LIKE BUTTON http://developers.facebook.com/docs/reference/plugins/like/ L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 30. FACEBOOK FOLLOW US BUTTON L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 31. FACEBOOK ACTION ASSIGNMENT Set up a Facebook Business page Get your Branded URL Post once a day 3-5 days per week Add Facebook buttons to your website Let your customers know about your page Interact with comments on your page L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 32. L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 33. WHY TWITTER? Reach Other people to retweet your content and spread your message to their audience. SEO Both Google and Bing index Tweets and Twitter Profiles Place value on how many times you are retweeted Promotion Engagement Easy to have short, powerful, interactions with yourcustomers L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 34. L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 35. INFLUENCERS Look at profiles of the people you want to follow (niche related)and then see who they follow. If you interact with these influencers they may follow you andthen their followers may follow you. If you get a mention or a ReTweet by an influencer their followerswill see that and may follow you. L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 36. TWITTER PRESENCE Cover Photo1252x626 BrandedBackground L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 37. BRANDLESS L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 38. BRANDED L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 39. TWITTER BIO 160 character bio to describe your brand/what you sell L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 40. WHAT TO TWEET Tips related to you products Sales, discounts New product announcements Ask questions/for opinions Ask which of your products they like thebest? Tweet cool pictures of your product Ask for the retweet! Tweet recent blog posts Tweet a video L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 41. HASHTAGS Use hashtags to assist in getting your tweets picked up in Twittersearch L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 42. REPLY AND RETWEET Ease of reply and retweet make Twitter a perfect environment forsharing Retweet when a customer says something good about yourcompany L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 43. BUILD A FOLLOWING Followerwonk.com Find people with interests in your products to follow L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 44. SEARCH TWITTER www.search.twitter.com L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 45. TWITTER ADVANCED SEARCH https://twitter.com/search-advanced https://support.twitter.com/articles/71577-how-to-use-advanced-twitter-search# L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 46. ADVANCED SEARCH Trends Influencers Customers Marketing ideas L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 47. INSTALL TWEET BUTTON https://twitter.com/about/resources/buttons L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 48. TWITTER FOLLOW US BUTTON https://twitter.com/about/resources/buttons L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 49. TWITTER ACTION ASSIGNMENT Set up a Twitter page Get your Branded @twittername Post once a day 3-5 days per week Add Tweet button to your website Let your customers know about your Twitter profile Interact with comments on your page L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 50. L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 51. WHAT IS CROWDSOURCING CONTENT? Turning customer comments intomarketing Passive Customers post to YouTube, Facebook, Twitter,website etc Active You solicit feedback from your customers andpost YouTube, Facebook, Twitter, website etc L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 52. COMPANY GENERATED Dollar Shave Club Took a mundane product Added humor Spent $10K on a video 6,807,604 views to date Average CPC for a groupof "shave" relatedkeywords $1 #5 rank in Google organicsearch for the keywordshave www.dollarshaveclub.com LisaSuttora.com 53. CROWD SOURCED CONTENT Customers generated marketing content LisaSuttora.com 54. CROWD SOURCED CONTENTSocial Proof 55. SOCIAL CROWD SOURCED CONTENTContest Infographic Pinned toPinterest LisaSuttora.com 56. BLOG L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 57. CROWDSOURCING CONTENT Let your customers know you want to hear fromthem Give them a platform to post freely Facebook Twitter Pinterest Blog YouTube Showcase their comments Dont leave them buried in the archives! Spotlight Customer of the Month Product of the Month Ask for feedback! L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G 58. Thank you for your time and attentionVisual Content MarketingFor more information, visit: lisasuttora.com monsooncommerce.comView this presentation at youtube.com/user/MonsoonCommerce L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G