Mike LewisVP of Marketing & Sales, Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.commike.lewis@awarenessnetworks.com

social marketing software

Making Sense of Social Content Marketing

In the next 30 minutes you will...

• 5 Most Common Challenges facing Marketers

• Lessons from the experts

• Examples of Successful Content Strategies

• Simple Content Management Plan

A Little About Me

• Boston native, New Dad, Entrepreneur and marketing guy

• Ran marketing & sales at several start-ups and have used more than social media alone

• Active blogger, tweeter, and social media enthusiast

• VP of Marketing & Sales at Awareness Inc.

!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.

!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.

Adver&sing,  Marke&ng,  and  PR  Agencies

Telecommunica&ons

Educa&on  &  Non  Profit

Retail/  E-­‐Commerce

SoAware  &  Technology

Media  &  Entertainment

Hospitality  &  Leisure

Other

Financial  Services

• quickly takes a look at several aspects of social marketing - such as how you manage, publish and engage using social media - to determine where your social marketing efforts fall with respect to others.

• Webinar - Tomorrow at 2pm ET - http://tinyurl.com/SMIQ-webinar

• Take the SMIQ at http://tinyurl.com/SMIQ-test

A personal story...

ooops...wrong day

The Next day...

How’d they know that?

It was this guy!!!

My Experience =“Customer WOW

Moment”

What I thought...

Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.

What actually happened...

Not as exciting, but a great story none the less

It’s about the content I published & the brand’s

reaction to it.

So, what’s it all about?

The way we communicate has evolved

Social Media represents the largestcommunications shift in history

Businesses (and marketers)are struggling to figure it out

Printing Press1400’s

Telegrpah/Telephone1800’s

Recordable MediaLate 1800’s

TV1900’s

1) Many-to-Many Pattern

2) A single channel for all media types

3) Your audience is nowthe content producer

4) Savvy audience moved fromBroadcast to dialog

Source: clay shirky @cshirky

• © 2009 Awareness CONFIDENTIAL

5TOP

Challenges

Inability to Scale#1

4 channels300K+ fans

Activegroups 1 Channel 3 Accts 1 page

15K fansX

Security & Control#2

Customer ServicePR

Marketing

Customer ServicePR

Marketing

Customer ServicePR

Marketing

Lack of Resources& Buy-in

#3

Reporting is Ad-Hoc#4

Centralization#5

all challenges are opportunities in disguise

Brands with Social Content strategies to watch

Demonstration often beats description

Multimedia conveys excitement

Bottom-up combined with top-down for maximum

impact Social media drives

ongoing engagement via e-mail

Principal Value

Ford’s Content Factory

“We use whatever channel we can to spread the message.”

-Scott Monty, head of social media

• Constantly delivers news about the company’s reinvention using every available media social channel.

• Press releases paired with video, images, audio whenever possible

• Everything is shareable, nearly all is tweeted• Key metrics: retweets, Facebook comments, media

coverage, awareness studies

New viewers to history channel

"America The Story of US" became the most watched

and highest rated program in the network's history.

Principal Value“Teaming up with foursquare for the

AMERICA THE STORY OF US promotion reinforces the HISTORY

brand's 360 degree approach of aggressively reaching our viewers in

new platforms,"Chris Moseley, SVP of Marketing for

HISTORY.

HISTORY Sprinkles Tips... Everywhere• Tips placed at Historically significant locations around

the country• Tips are focused on location but serve to promote

the TV show “America: The Story of Us”• Users automatically entered into a sweepstakes, in

which 10 randomly selected users will win prizes each week from April 25 through June 6

Viral Buzz throughout the series

So, what’s next?

Take an inventory of what you have in place. Understand where the holes are and plan content

around what is missing

Perform a Content Audit

Build out a content plan that includes an editorial calendar that defines channels to publish to

Develop a Content Plan

Don’t be afraid to outsource and find

Build Content

Deploy content to targeted sources, test effectiveness, modify when necessary and grow

Deploy, Test & Grow

Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com

mike.lewis@awarenessnetworks.com