social media for business pce spring 2012
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Social Media for Business PCE Spring 2012. Session 8 Instructor: Mala Sarat Chandra [email protected] TA: Derek Belt [email protected]. Agenda. Student Presentations The Role and Importance of Content Strategy Infographic Review. Information noun - PowerPoint PPT PresentationTRANSCRIPT
Social Media for BusinessPCE
Spring 2012
Session 8Instructor: Mala Sarat Chandra
[email protected]: Derek Belt
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Agenda
Student PresentationsThe Role and Importance of Content StrategyInfographic Review
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Informationnoun
1. facts provided or learned about something or someone2. what is conveyed or represented by a particular arrangement or sequence of thingsInformation strategy comprises the needs of the entire organization
Contentnoun
Information for use on a websiteContent strategy comprises that which is published on the web
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Content Marketing
.. A term that refers to the creation and sharing of content for marketing purposes. In digital channels, it refers to content that resides on properties the brand or marketer owns (website) or largely controls from a content perspective (social media channels, syndication). Content marketing differs from advertising in that, unlike advertising, a media buy is never part of the equation.
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- Rebecca Lieb, Altimeter Group
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Branded Content
Brand authored, to establish identity and affinity.Add context and dimension.Start conversations and build loyalty.Provide intrinsic value independent of product or service.Engage and inspire a consumer base.Unlike traditional advertisement, it relies on organic peer-to-peer distribution.
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Source: MarketingCharts.com
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Mechanics of Digital Distribution
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Source: Mashable
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Kanon Vodka
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Introduced to the US in 2010. No paid media. Relied on branded content to appeal to the target audience of taste-makers on a gut level, implicit association with “cool”.
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Content Marketing Process Infographic
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Be AuthenticOverzealous brand management can render good content inert.
Be up to date.A week is a lifetime and can mean the difference between 1,000 and 100,000 views.
Create Culture.Don’t be a passive participant.
Optimize for your audience.Encourage distribution, achieve the shareability factor.
Measure, measure, measure.Consistent measurement and tactical iteration are vital for success.
Have fun with it.Be creative, flexible, dynamic. If you are not enjoying the process, its doubtful your fans will.
Branded Content Best Practices
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Source: Alex Yenni, The Rise of Branded Content
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Use Content to Start Conversations that
Meet Your Goals
Deliver the right information, in the right way, to the right people.Understand what kind of conversations are possible and useful.Understand what conversation styles technologies can promote.
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Conversations on social media are information exchanges between peoplePeople create informationPeople listen to informationPeople curate information People respond to information People repeat information
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Types of Social Media Conversations
1. Two speak, listen, respond2. One speak, many listen, few respond3. Many speak, listen and respond
synchronously4. Many speak, listen and respond
asynchronously
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What types of conversation?
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1, 2, 3, 4. Like = Repeat.
2, 3, 4. Retweet = Repeat.
2, 4. Link = Repeat.
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Keys to Success
Successful online contentEstablishes the brand as a thought leaderBuilds online reputation and trustInforms and EducatesSolves problemsEntertains
It is your information, relevant to your userIt is your Credibility, Authority, Reputation
“Everytime you write, you have an opportunity to communicate and convince”- David Meerman Scott
LikeTrustKnowYOU
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Source: Ruder Finn
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Intent Driven Marketing
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What insights can you glean from consumer data?What actions would you like customers to take as a result of your campaign?How does your current online presence fit with your customers’ intent?How could you modify your online presence to align their intent with your desired user action?
Source: Ged Carroll, Ruder Finn
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Understanding Audience Interests
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Twitter Keyword Search Toolshttp://timc.idv.tw/wordcloud/en/#
tweetwhen.com
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It is Your InformationHow do you speak to your users
Broadcast or narrow cast?Facilitation, recognition, status?
How relevant it is to your usersHow aligned with their interests and concerns?Exciting? Surprising? Entertaining? Educational?
Are they willing to talk back to youIs someone listening to their response?Do they feel rewarded for their response?
What are the opportunities for EngagementHow do ideas spread and evolve?How effective is your packaging?How aligned is it with their goals?
LikeTrustKnowYOU
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The Power of the ASK
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Reminding users to contribute results in 23% increase in contributionSource: Rick Walsh, University of Michigan
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Triumvirate Environmental
Website
Blogs
YouTube
Website is the hubFocus on major social media sites onlyProvide relevant, topical contentMultiple calls to actionEasy to find, share
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Sma
Relevant, helpful information
Clear, multiple calls to action
Interactive,Dynamic Content
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Triumvirate Environmental Blog
Easy to Subscribe
Easy to Share
Relevant, Related, Topical
Easy to Find
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Related, relevant content
Customer Testimonials & Educational Videos
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Which Wich
Relevant, Related ContentClear Call to Action
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Proctor & Gamblehttp://www.manofthehouse.com“We’ll make men out of you yet”
Provides advice to men while promoting P&G products such as Gillette, Head & Shoulders Shampoo
Publishes posts from several independent bloggers
500,000 unique visitors / month within 6 months of launchSource: Minh Uong/The New York Times
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Content StrategyDevelop content goals aligned with Business goals
Enhance Brand Awareness Protect ReputationBuild Community Provide Customer ServiceGenerate Leads Facilitate R&D
Good online content increases engagementNot Promotional RelevantEducational Well writtenEasy to find Provides proof pointsSimple to customize and share
Engagement drives business resultsIncrease revenueReduce costImprove customer satisfaction
“Content strategy …. understanding what your customers need to know and delivering it to them in a compelling way”-Joe Pulizzi, Content Marketing Institute
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Content Strategy Priorities
Inform Listeners
Facilitate Responders
Promote Speakers
Supply Repeaters
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Design Content to Suit Audiences and Channels
Blogs Informative, keyword driven, calls to action
Facebook Conversational, Interactive, Sharing
Twitter Concise, Sharing, ConversationalLinkedIn Professional, DiscussionsYouTube Entertaining, InformativeeBooks Educational, Informative
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Content Sources
Company Driven
Influencer Driven
Audience Driven
Community Driven
Website, Micro-sites, Corporate Blogs, Social Networks, Traditional Media
Forums, Content Sites, Professional Networks, Social Networks Microblogs
Editorials, Blogs, Microblogs, Events, Content Sites
Customize,Forward,Share,Comment
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Content Relevance
Business Interest Alignment with Company goals, objectives,
products & services. List of topics, sub-topics.
User Interest Needs, desires, values, objectives of the
target audience. Target audience personas. Listening tools, surveys.
Time Significance Seasons, weather, current events, sporting
events, popularity. Trending Topics
http://www.google.com/trends http://search.twitter.com/
Source: Jay Baer’s Convince&Convert blog
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Content Relevance ExamplesCompany Business Interest User
InterestTime Significance
Sample Content Heading
Wegmans Sell citrus fruit products
Wellness Winter Fight the Winter Blues with Sun-Sational Citrus!
Mayo Clinic Health care support services
Patient Recovery
National Heart Month
Survival Stories from WomenHeart Champions
Whole Foods Market
Trial of new pork products
Family friendly
New animal welfare legal standards
This Little Piggy went to Whole Foods Market
Source: Jay Baer’s Convince&Convert blog
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Content Types and UsesWhite Papers Targets a business audience; syndicate to business websites through
services e.g. Tech Target and Knowledge StormDefines a problem; proposes a solution; does not pitch the company’s
products or services. Typically require registration to access – “gated”
eBooks Fun, thoughtful way to get information to specific audiences.Less text density, more graphical, easier to readTypically do not require registration – “ungated”
Email Newsletters Directly reach target audience members with useful information, product discounts, calls to action
Webinars Audio-visual-graphical-presentations by “mass influencers” or expertsEstablishes the sponsor company as a thought-leader, showcasing its
products and servicesFree webinars help build communities and lead to paid services
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Content Types and Uses
Research & Survey Reports
Showcase the company’s expertise and focus with statistically significant data and insights
Multimedia content Audios, videos, photos, graphs have the ability to provide significant value while engaging the audience
Competitions and contests can inspire greater audience participationExperts and influencers add value and improve content quality
Blogs Showcase the culture, value and expertise of a company by blogs written by employees and executives
Build a community of potential brand advocates by inviting comments and engaging through comments
Wikis Sponsored by companies to establish thought-leadership in distinct market segments
Active participation and contributions from the community enhance and amplify influence and effectiveness
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Microsoft Advertising
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Growth & Effectiveness in Marketing
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Source: Joe Pulizzi http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
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Distribution Channels & Content Type
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Source: Joe Pulizzi http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/
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Content must Rise Above the Din
110 million tweets per day
30B pieces of content shared per month on Facebook
People must hear or see the same content 3 to 5 times before it gets their attention or affects their behavior.
Post content at optimal times.
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Getting NoticedOptimize Content for discoverability with carefully selected keywords
Match Titles of the content piece to search patterns of the target audienceInclude keywords in descriptions that provide further context Use Tags derived from folksonomy within specific networksSelect the best keywords using online tools such as Google Adsense
Promote content through social bookmarking sites Delicious, Digg, Stumbleupon, Reddit
Hire agencies to help get content on these sites “voted up” to the front page carefullyUse Content Syndication Networks like Synnd.com
Increase the number of inbound Links retweets, shares, likes, favorites
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Dollar Shave Club
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Content CalendarMonday: Music Monday (music news/trivia, what is the bar currently playing?)
Sample: Now playing: Fleetwood Mac. What’s at the top of your playlist?
Tuesday: Trivia Tuesday (ask questions pertaining to your interests or the bar and offer a prize)
Sample: The predominant flavor in gin comes from what berry? First to answer correctly wins a free appetizer!
Wednesday: White Center Wednesday (spotlight community news)Sample: Don’t forget to check out the White Center Art Walk this week! Who’s attending?
Thursday: Thirsty Thursday (drink specials)Sample: $1 off all draft beers tonight when you mention you saw us on Facebook or Twitter!
Friday: Follow Friday (recommend others to your followers who you like and want to be affiliated with)
Our neighbors are awesome. Seriously. Check them out: (Links)
White Center Art Walk
Tweet Up4th of JulySpecial
Local musician performs
Brunch special
Music Monday
Music Monday
Music Monday
Music Monday
Trivia Tuesday
Trivia Tuesday
Trivia Tuesday
Trivia Tuesday
Thirsty Thursday
Thirsty Thursday
Thirsty Thursday
Thirsty Thursday
Follow Friday
Follow Friday
Follow Friday
Follow Friday
White Center Wednesday
White Center Wednesday
White Center Wednesday
White Center Wednesday
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American Express Open Forum
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Visit the website and its various social media sites and analyze their content strategy.What are your key take-aways?Are any of these techniques applicable to your project?
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Benefits of content syndication*... Creates multiple search engine references
to your content Increases your rankings in the search
engines for that content Gives you at least 200% more visibility in
the search engines Leads more people to join your social
channels Causes more and more people to link to
your content (backlinks) Causes your content to be picked up and
syndicated across many other networks besides the ones you are directly involved in.
Social Media Syndication
Source: Charles Heflin, Thomas RozofSource: Chris Heiler
“Content syndication is the science of extending the reach of your content in whatever form it takes”*
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Content AggregationCollection of content posted by a
person or brand from specified social media and feeds
Presented in a “dashboard” for viewing, commenting and sharing directly
Allows friends and followers to subscribe to the complete content stream
Enable social media analytics
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Infographics: Science of Timing Posts
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Summary
Good content is critical for EngagementEnlightening or EntertainingRelevant and TimelySharableClear calls to actionAvailable on demand
Engagement leads to conversion and advocacy
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