Inside the social media mind
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19-Sep-2014 -
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Transcript of Inside the social media mind
SOCIAL MEDIA MIND
@heidimillerwww.heidi-miller.com
Inside the
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
SOCIAL MEDIA MIND
@heidimillerwww.heidi-miller.com
Inside the
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit is.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
MEASURABLESince social media happens online, it can and should be measured against marketing goals.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit isn’t.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.
one-way
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.
one-way
People of all ages participate in social media. Never assume that only Gens Y and Z are participating. Remember that your mom is on Facebook.
just for youth
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.
one-way
People of all ages participate in social media. Never assume that only Gens Y and Z are participating. Remember that your mom is on Facebook.
just for youth
Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency.
free
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
CONTENTMARKTING.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
CONTENTMARKTING.WHAT IS IT?
@heidimiller
CREATION
mediaphotosvideosaudio
podcastsinfographics
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
SHARING
publishing content
blog postswhite paperscase studies
Tweetsebooks
CONTENTMARKTING.WHAT IS IT?
@heidimiller
CREATION
+
mediaphotosvideosaudio
podcastsinfographics
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
SHARING
publishing content
blog postswhite paperscase studies
Tweetsebooks
CONTENTMARKTING.WHAT IS IT?
@heidimiller
CREATION
ACQUIRE CUSTOMERS+ =
mediaphotosvideosaudio
podcastsinfographics
• Michelin guides in 1900• 1904 Jell-O cookbook• 2013 free white papers
and webinars
Thursday, April 4, 13
OPPORTUNITYTracking the conversation can provide opportunities for development.
GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.
INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.
EXPERTProducing a plethora of valuable content positions the person/brand as an expert.
HOWit works.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
OPPORTUNITYTracking the conversation can provide opportunities for development.
GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.
INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.
EXPERTProducing a plethora of valuable content positions the person/brand as an expert.
HOWit works.@heidimiller
SOCIAL MEDIA MARKETING
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
OPPORTUNITYTracking the conversation can provide opportunities for development.
GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.
INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.
EXPERTProducing a plethora of valuable content positions the person/brand as an expert.
HOWit works.@heidimiller
SOCIAL MEDIA MARKETING
Thursday, April 4, 13
BORING TRUTHAll social media “experts” do is to define their goals, develop content that matches those goals and measure success against them
@heidimiller
Thursday, April 4, 13
PROCESS.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
PROCESS.for content marketing
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
PROCESS.for content marketing
CRAFT mission
statement
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
PROCESS.for content marketing
CRAFT mission
statementSET goals+
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
PROCESS.for content marketing
CRAFT mission
statementSET goals ENGAGE
your idols+ +
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
PROCESS.for content marketing
CRAFT mission
statementSET goals ENGAGE
your idols
DEFINE CONTENT
+ +
@heidimiller
Thursday, April 4, 13
WHY CONTENT MARKETING STRATEGY IS IMPORTANTCan you think of examples of people doin’ it wrong?
@heidimillerFACEBOOK WALL
YER DOIN IT WRONG
Thursday, April 4, 13
SELLINGDirect selling without establishing credibility, familiarity and engagement doesn’t work.
SELFISH DOUCHEActing like a selfish jerk who only wants to talk but not listen doesn’t work.
YELLINGYelling into the echo chamber doesn’t work.
WHYcontent strategy.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
SELLINGDirect selling without establishing credibility, familiarity and engagement doesn’t work.
SELFISH DOUCHEActing like a selfish jerk who only wants to talk but not listen doesn’t work.
YELLINGYelling into the echo chamber doesn’t work.
WHYcontent strategy.@heidimiller
Thursday, April 4, 13
HOWcontent marketing.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
HOWcontent marketing.Open source marketing
Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.
poll
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
HOWcontent marketing.Open source marketing
Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.
poll
Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.
market research
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
HOWcontent marketing.Open source marketing
Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.
poll
Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.
market research
Knight News Challenge in 2009 used social media to attract and engage OS developers interested in innovating digital news.
promote
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
HOWcontent marketing.Open source marketing
Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.
poll
Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.
market research
Knight News Challenge in 2009 used social media to attract and engage OS developers interested in innovating digital news.
promote
@heidimiller
Thursday, April 4, 13
WHATwe care about.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATwe care about.What is relevant to our audience? What moves them to engage and participate.
RELEVANT content
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATwe care about.What is relevant to our audience? What moves them to engage and participate.
RELEVANT content
ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATwe care about.What is relevant to our audience? What moves them to engage and participate.
RELEVANT content
ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.
MEASURING SUCCESSContent marketers measure success against marketing goals.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
WHATwe care about.What is relevant to our audience? What moves them to engage and participate.
RELEVANT content
ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.
MEASURING SUCCESSContent marketers measure success against marketing goals.
CLIENT
We care about keeping the client happy.
@heidimiller
Thursday, April 4, 13
QUESTIONme.@heidimiller
www.heidi-miller.com
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Thursday, April 4, 13
Q&AQUESTIONme.
@heidimillerwww.heidi-miller.com
Thursday, April 4, 13