social content strategy
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Social Content StrategyMichael BrennerSAP Vice President - Marketing & Content Strategy@BrennerMichael
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Me, 20 pounds years ago
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Today we are all connected
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Content used to be easy . . . Today, YOU are the news!
50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business…
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What’s Wrong With Our Content? It’s Too Much Like This…
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And Not Enough Like This…
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Social Media(Get Shared)
Lead Generation(Get Leads)
Search Engine Optimization(Get Found)
STORYTELLING
Why Is Content Marketing Important?From: Joe Pulizzi, Content Marketing Institute
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A Content Hub Run Like a Business
PAID Converged EARNED
Awareness Ads
Demand Gen extensions: E-mail, digital assets, mailers
Paid social promotion: Via Twitter, Linked-In, Facebook, YouTube
Life
Business Innovation
SAP.com:
Sales Demo Tools Events
Social Communities: - Twitter, Linked, facebook, G+
PR: Content promoted and showcased via Press Releases and PR initiatives
Publish stories
OWNED
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Business Innovation (launched March 27, 2012)A “Content Hub” to earn traffic instead of buying it
Design: “Subtly” Branded
Target: Business Execs+
Stage: Early- to Mid-stage
Editorial: Keyword-driven
Content:
No Budget
100s of authors (“Author Curation”)
~50% external
CTA: Subscribe, Offers, Explore
Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange
http://blogs.sap.com/innovation
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8 Steps To Effective Social Content
1. Listen first
2. Stop creating crap
3. Engage
4. Find your voice
5. Be helpful
6. Rhythm: 4-1-1 rule of social sharing
7. Reject excuses for not using certain channels
8. Be entertaining
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1. Listen:
2 Ears, 1 Mouth@BrennerMichael
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The buyer journey starts with a search . . .
Top Customer Terms:• What is real-time analytics?• What is cloud computing?• What is Big Data?• What are mobile solutions?• How are companies benefiting
from …?• Who are the top vendors in…?
Terms SAP Ranked For:• What is SAP?• SAP Software?• SAP HANA?• SAP ERP?• SAP Business
Intelligence?• SAP Crystal Reports™?
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http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge
2. Stop Creating…
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3. Engage: Don’t Be That Guy
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Meet Lindsey @LindseyLaManna
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4. Find Your Voice: It Takes Practice
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Be Helpful
5. Always Be
Helpful! @BrennerMichael
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Most Popular Articles (10X average Pageviews)
•Top 50 Influencers for each topic
•Top 10 Blog Sites for each topic
•Terms You Need To Know
•Myths…Busted
•10 Predictions for…
•What is…?
•The First Step to Success in…
•How To Get Ahead With…
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6. Find Your Rhythm: 4-1-1?
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Social Rhythm: Each Channel Has One
Facebook Twitter Google+ Linkedin
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7. Reject Excuses To Not Use Any Channel
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http://www.youtube.com/watch?feature=player_embedded&v=3pffeMdDSoY
8. If you can…
Be Entertaining
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8 Steps To Effective Social Content
1. Listen first
2. Stop creating crap
3. Engage
4. Find your voice
5. Be helpful
6. Rhythm: 4-1-1 rule of social sharing
7. Reject excuses for not using certain channels
8. Be entertaining
Thank you!Michael BrennerVice President, SAP Marketing & Content [email protected]
Connect with Me:
Slides available on: Slideshare.net/MichaelBrenner
Marketing Blog:B2B Marketing Insider
SAP Content Hub:Business Innovation
Twitter:@brennermichael