social + content: the ultimate 1-2 punch (from ama
TRANSCRIPT
Social + Content: The Ultimate 1-2 Punch
Jon Wuebben - CEO, ContentLaunch
Content Marketing is great…
…but doing content right in the social networks can be challenging!
@JonWuebben
Key Trends • Desktop social media is starting to fall, while mobile and tablet
social media usage is increasing (CONVERGENCE)
• There are differences in the ways people use smartphones and
tablets for social media
• Facebook marketing has become more complex, with less focus
on desktop oriented brand pages and more focus on the
newsfeed
• Mobile is rewriting the rules of social media marketing!
@JonWuebben
@JonWuebben
@JonWuebben
Social + Content Interaction ModelFive different types of interaction to be managed:
• Connecting to others
• Exposure, viewing information and activity within your network
• Sharing information with others
• Providing feedback on shared information or on a specific topic
• Communicating directly with others
@JonWuebben
What about Social Content on SmartPhones?
• Make your content readable on mobile (The Fix: Responsively designed website)
• Make your site feel like a mobile site– It’s all about touch, swipe, and that feeling of a full-screen, laid-back experience
– Readers tend to view more pages & spend far more time with your content
• Create custom, mobile-only assets– Softchoice recently put out an app that packaged all its various content assets into a single,
unified reading experience.
• Go for web, not native (most of the time)– Apple’s App Store is not always the best place to publish content(requires several steps for users
to access it)
– Go with a web app, or optimized website, instead of investing time and money on building a
closed-off native app
– All your SEO efforts & existing social traffic continues to contribute to your mobile visits.
• Get on the hot mobile social networks: Vine & Instagram– Where is your audience hanging out on mobile? Find their favorite apps, and start entertaining,
educating, and bringing your brand there (See GE’s Instagram Feed!)
@JonWuebben
Tools & Ideas
@JonWuebben
Tools to Improve Your Social + Content Efforts
• #1: Send SMS (Text) and Video Messaging With Mogreet Express
• 97% of mobile subscribers read an SMS within 15 minutes of receiving it. 84%
respond within 1 hour
• Mogreet Express lets you create SMS (text) or video messaging campaigns to incorporate into
social media
– Build a database of customers who want to receive your information and offers
• Promote your campaign on Facebook and Twitter. The easiest way to do this is by using
language such as: “Become a Mobile VIP. Just text YOURKEYWORDHERE to 12345
• Once you’ve promoted your new SMS (text) campaign and customers begin to opt in, message
them with valuable offers
• Incorporate your mobile call to action throughout your social media and you extend
conversations with your customers beyond Facebook or Twitter
@JonWuebben
Tools to Improve Your Social + Content Efforts
• #2: Run Facebook Contests With Heyo
• Heyo makes it easy to build a contest that integrates seamlessly with Facebook
• To make sure users receive the best user experience, Heyo’s smart URL
automatically reroutes users to the right location
– If users are on a desktop, they’re sent to the native Facebook tab
– If they’re on a mobile device, they receive the mobile contest application
• Heyo's easy-to-use dashboard lets you create beautiful pages in minutes
• Heyo is the easiest way to create engaging campaigns that are social and
mobile
– Drive traffic, leads and sales with a Facebook contest
@JonWuebben
Social Media Marketing Ideas to Grow Your Business
• Build Your Brand on Instagram
• Instagram can be used to promote your corporate brand
• Dave Kerpen, CEO of Likeable Media, uses Instagram to build brand awareness
by posting pictures of the Likeable foam hand at baseball games
around the country
• Shelly Kramer, founder of integrated marketing firm V3 uses humor to extend
her brand’s personality when she shares Instagram photos with her
clients
• When you post images from your mobile device to Instagram it can help you
form a strong connection with your audience and build a visual representation of
your brand
@JonWuebben
Social Media Marketing Ideas to Grow Your Business
• Drive Traffic to Your Site With Facebook’s Promoted Posts
• Promoted Post can drive traffic to a landing page on your mobile website
• Use Facebook’s Promoted Posts to show ads in the news feeds of mobile
users
• Retailers, e-commerce sites, mobile app developers and traditional
businesses have all used Facebook’s native advertising to acquire new
customers cost-effectively
• Unlike Facebook Ads or Sponsored Stories, which display in the right
sidebar, Promoted Posts are visible to mobile users because they display in
the Facebook news feed
@JonWuebben
Social Media Marketing Ideas to Grow Your Business
• Use a QR Code to Increase Your Social Audience
• 27% of all smartphone owners have scanned a QR code
• Great way to connect with people using social media on their mobile devices
• Simple technique to get more Twitter followers using QR codes: – Copy the URL and visit Mobile-Barcodes.com
– Paste the URL into the QR code generator and hit Submit
– You’ll have your very own QR code, which can be saved to your desktop
• Add the QR code to any printed materials—business cards, brochures, posters
• People who scan the QR code will be driven to your Twitter page, where they can
follow you from their mobile device
@JonWuebben
Case Study: How Intuit’s Facebook Content Strategy Changed
@JonWuebben
Intuit Innovators Program: Cementing Social/Mobile Integration
@JonWuebben
Intuit Innovators Program: Cementing Social/Mobile Integration
@JonWuebben
Intuit Innovators Program: Cementing Social/Mobile Integration
@JonWuebben
Intuit Innovators Program: Cementing Social/Mobile Integration
@JonWuebben
Take Aways• Sync up content and social teams within the organization
– Intuit and Capital One have named one executive to lead both disciplines
• Create share-worthy content! (especially with video)
• Consider going mobile first for social media initiatives– Smaller palette forces you to focus on what’s most important
• Don’t confuse or frustrate your users
• Photo (and video) content is more important than ever
• Start NOW to take advantage of the mobile migration
• Think smaller with Facebook marketing– Focus on newsfeed content, imagery and ads
• Content and Social are forever intertwined
@JonWuebben
• B
Content Launch
• Produce blogs, white papers, ebooks, case studies & more
• Work with 200 companies in over 50 different industries
Contact InformationJon Wuebben:
• (909) 437-7015 mobile
• Twitter: @jonwuebben
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Questions?
@JonWuebben