Step-by-Step Social Media That WorksApril 15, 2015

Agenda

● What is the Content Marketing Institute?● Your idea of social vs. the business of social● Community management ● Social data & social listening● What can you do right now?

@MoninaW | @cmcphillips

Content Marketing InstituteCMI teaches marketers how to effectively own their media channels to attract and retain customers.

@MoninaW | @cmcphillips

@MoninaW | @cmcphillips

Your idea of social vs. the business of social

photo credit: meltwater.com

@MoninaW | @cmcphillips

photo credit: findsomewinmore.com

@MoninaW | @cmcphillips

CMI Channel Plan

TWITTER- Announcements, News, Recognition = Increased website traffic- Chats, Conversations = build CM community online FACEBOOK- Promotion = increased actions such as website traffic, twitter chat attendance, slideshare downloads- Engagement/Sharing content from members of CM community = Increased FB visits- Inspiration (CM examples, JP quotes) = Increased FB visits, brand awareness INSTAGRAM- Event photos = tagging people, building audience, getting in event hashtag streams, building community- NEVER PROMOTIONAL. EVER.- Getting to know CMI/photos from JP/RR on the road, photos of team planning sessions SLIDESHARE- Research = thought leadership/expertise, helpful. Goal to drive downloads for lead gen- CCO SlideShares = CCO subscriptions- Fun/Misc SlideShares = brand awareness, demand gen, event registrations – depending on presentation LINKEDIN- Group = conversations, thought leadership, building community, continuing to build CMI as clear industry leader- Business Page = Announcements, News, Recognition = Increased website traffic

Community Management

@MoninaW | @cmcphillips

photo credit: http://j.mp/1D4MtMU

@MoninaW | @cmcphillips

@MoninaW | @cmcphillips

Here’s the before...

@MoninaW | @cmcphillips

Here’s the after...

Social Media in Marketing Brand Values

Brand awareness

Increase position in industry

Establish thought leadership

Customer loyalty

Consumer Values

Make a difference

Solve a problem

Share their story/passion

Foster a community

@MoninaW | @cmcphillips

@MoninaW | @cmcphillips

@MoninaW | @cmcphillips

Social Data & Social Listening

Importance of Insights & DataSocial data to improve marketing and editorial efforts

• Look at various content that resonates most with people by platform

• Analyze to understand what these audiences like

• Create more content along those lines

@MoninaW | @cmcphillips

Know Your Surroundings

19@MoninaW | @cmcphillips

@MoninaW | @cmcphillips

What can you do right now?● Update profiles● Connect with the right people on social● Disconnect from the wrong people● Engage, build relationships, ask questions● College is done - but keep learning!

@MoninaW | @cmcphillips

Be Smart

@MoninaW | @cmcphillips

Be Mindful

@MoninaW | @cmcphillips

Be Empathetic

@MoninaW | @cmcphillips

Be PreparedAlways be thinking of the future

Social media playbook◦ Define brand voice

◦ Explain differences in each platform

◦ Be explicit about do’s and don'ts

@MoninaW | @cmcphillips

Disconnect

@MoninaW | @cmcphillips

Questions?Stay in touch!

Let’s Connect!

@MoninaW____________

@cmcphillips____________

@CMIContent____________

@joepulizzi