Post on 09-May-2015
Twitter: @pgillin
Amplifying Your Message with Social
MediaPaul Gillin
Curator, Infoboom
Author:
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
Twitter: @pgillin
Eric Lai, Sybase
Twitter: @pgillin
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Key Points
• Catalog existing content assets• Look for opportunities to repurpose• Break long-form content into pieces• Optimize everything for search• Use text, audio, video and images liberally• Tag and describe • Make it easy to share
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Publish Everywhere
60 million members600 million
members
200 million members
2 billion daily views
20 million daily visitors
100 million members
10 million members
1 million daily visitors
1.5 million daily visitors
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New Publishing Lifecycle
Begins as a tweet
Becomes a blog entry
Feeds a podcast
Stokes a white paper
That gets tweeted!
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Think Modular
•Shifting Mindsets•Investing In Today – And Tomorrow •Top It Business And IT Priorities Across Industries•Top Ten Technology Focus Areas •Cloud Computing•Business Analytics•Partnering For Growth •Top IT Priorities•Barriers To Addressing Top IT Priorities
Subtopics
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Why Not Flickr-ize This Graphic?
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Spread the Message
Corporate website
Feed Aggregator
Partner website
Email Newsletter
Twitter: @pgillin
Key ActionsCredibility Through Validation
Source: Elliance, Inc.
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The Power of 130
The average Facebook member has 130 friends, who each receive notifications of their network’s Facebook activities
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Source: Conversation Marketing
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Engage Popular People
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Video Never Dies - Cisco on YouTube
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New Life For Old PowerPoints
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Bonus Views for Snapshots
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Be Visible
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Even Spreadsheets
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Reuse & Repackage - Converge
ID3 tags provide detailed descriptions. Without them, the audio is invisible to search engines
Each podcast includes a written transcription (good for SEO)
White paper topics typically include accompanying podcasts
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Squandered Opportunities
PDF fields are often left unfilled, leaving search engines to guess at their contents
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Customize Message to Members
Hey, Bobby:
Dear Robert:
Duuuuude!
@bob:
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Respect the Medium
People go to…
To Play
To Work
To Be Entertained
To Share
Customize the message to the audience (and leave room for retweets!)
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Social Users Engage Differently
Share Click Engage
8% 18X 1.6
39% 3X 2.8
38% 1X 3.0
15% 6X 1.5
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New Breed of Publishing Platforms
Hootsuite
Awareness Social Hub Spredfast
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Post Everywhere Instantly
TweetDeck
Spoke Social
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Dashboards Monitor & Publish
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Promote Everywhere It Makes Sense
Use Every Available Channel to Promote
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“In supply chain, laughter really is the best medicine.”
-Kirsten Watson, director of corporate marketing.
An Integrated Approach
Kinaxis’ Supply Chain
Expert Community
Twitter: @pgillin
Strategy - Expand Digital Footprint
Pictures
Presentations Videos
Podcasts
Source: Jim Cahill
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E-Mail Ties It All Together
TechSmith integrates all its social activities into a monthly e-mail that’s full of tips, insights, contests and fun
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Look for Impact
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Thank You!
Paul Gillin
508-656-0734
paul@gillin.com
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Join us for more discussion in the PartnerWorld Forum:
"Making Business Sense of Social Media and Social Networking"