Joe PulizziFounder, Junta42 | Content Marketing InstituteCo-Author, Get Content Get Customers

The Social Media Publishing Model Kicking & Screaming Into Social

Who’s Joe Pulizzi? (@juntajoe)

• Speaker, blogger, evangelist, entrepreneur for content marketing.

Start with Questions

Today’s Goal

There are a ton of internal reasons to use social media, but today we

are trying to…

Attract and retain more (readers, attendees, subscribers)

by leveraging social media channels.

WARNING

• This is not easy

• You need to let go of your control issues.

• It’s not cheap…just a different kind of expensive.*

• BUT, if you do it right, this will work.

Jay Baer

Today’s Agenda

• First, five steps to a social media model that rocks.

• Second, a bunch of ideas for you to steal.

What Business Are You In?

What Business Are You In?

Publishing? or Customer Brand Engagement

The Ultimate Goal

The trusted, expert resource in your niche wherever your customers are at online.

How Many Tickets Do You Have?

How Many Tickets Do You Have?

More Content + More ConnectionsPowerful Online Footprint

Become the Magnet

Hubspot

Don’t Forget about Search

What Social Media Sites Do You Use to Distribute Content?

Twitter 55%

Facebook 54%

Blogs 51%

LinkedIn 51%

BtoB Content Marketing Survey | 2010

1. Find Your Customers!

• Target the top 10 – 15 blogs or websites in Your Niche

• Read and Get Active…start commenting

Where Are They Hanging Out?

Brian Solis

• LinkedIn Groups

• Yahoo! / LinkedIn Answers

• Google Groups

• Niche Online Communities (Ning?)

• Twitter/Facebook

• StumbleUpon

• BusinessWeek Xchange

Where Are They Hanging Out?

2. Sign Up Key Bloggers/Niche Sites

Work for them, not against them…

Think Like MarketingProfs…or

Think Like AOL (Believe it or Not)

3. Change Your Content Process

Vira

lhou

sing

fix.c

om

4. Create Employee Rock Stars

• Set up blogs for ALL your employees on your platform.

• Create a Social Media Policy (see IBM’s for an example)

• Teach them how to leverage social media (ACTUAL TRAINING)

By Giving Up Control You Can Take Back Control

Employees Are Your Marketing

5. Assign an Internal Champion

• Someone in your company needs to be a social media ambassador.

• Training, support and guidance.

• Identify the employees in your organization now that “get” this.

Ideas You Can Use

Twitter

Tip #1 – Try not to answer the question

Focus on what your audience cares about…and that’s it.

Tip #2 – Be Democratic

• Mix in other’s content, not just your own.

• Use title, then via @ so the person knows you are talking about them.

Tip #3 – Listen, Listen, Listen

Tip #4 – Use a Management System

Tweetdeck, Tweetgrid, Hootsuite

Tip #5 – Integrate with Content

Five Twitter DO NOTS

1. Constant Tweeting about You

2. Mistaking Public Tweets and Direct Messages

3. Cryptic Replies (@you “I know”)

4. Links only i.e., http://bit.ly/jkl7

5. Auto Direct Messages

http://www.socialmediatoday.com/SMC/118535

Facebook

Integrate FB with Your Content

Blogs

Blogs Get More Business

Blogs Get More Traffic

Blogs Get More Twitter Followers

Blogging Tips

• Shorter is often better (250 words)

• Bullets/Lists do better

• Titles are like magazine covers

• Shake it up (video/audio)

• Link to other bloggers

• Link to other articles

• Conversion blogging!

Conversion Blogging

Hubspot

LinkedIn

Sharing on LinkedIn

• 60 million+ members in over 200 countries.

• Consistently share posts and information through status updates.

• Integrate with Twitter by using #in

Choose Key Groups and Actively Share

• Assign employees to certain groups.

• Share relevant content.

Be the Expert using LinkedIn Answers

Even More Ideas

Be Where Your Readers Are

Slideshare Channel

Twitter Accounts One account for readersOne for customers

Something Remarkable (not content)

Drive Custom Programs w/Social

• Social Media doesn’t work without the creation of consistent, valuable content.

• YOU help them create their content.

• Then help them distribute that content through Twitter, Facebook, etc.

Sell content programs, but lead with social media

Listening Techniques (a service?)

Create a monthly fee to listen for customers

UDiligence – Reputation Mgmt

Suggestion BoxCould be sponsored. Add aquestion for sponsor or developspecifically for the sponsor.

Deal of the Day/Special Feature

Namechk Reserve Your Brand AcrossMultiple Social Media Sites

A Final, Helpful Resource

http://contentplaybook.com

Joe Pulizzijoe@junta42.com(216) 941-5842

Ways to Connect:http://joepulizzi.comTwitter: juntajoe

Thank You & Questions

Joe in Amsterdam - 2009