Social Media Content Strategy: Content is King
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Transcript of Social Media Content Strategy: Content is King
Content is King
Creating content to drive business
Who is This Guy?
• Currently –Director of Marketing TurnHereCo-Founder Social Media Club Orange CountyBlogs at ReelSEO.com, OC Register Social
Sunday, pmorganbrown.com
• Previously –Founder and Editor, BlownMortgage.comCo-Founder of New Day Trust MortgageSr. Account Exec, Inter@ctivate, online
marketingDir. of Operations, SalesMountain.com
Agenda
• Why content?• Facebook • YouTube• Twitter • Flickr
What’s it All About?
• Connections– With customers– With media– With suppliers– With influencers– With colleagues– With people
What’s it All About?
• Authority– Build a
reputation– Demonstrate
expertise– Share
information– Help people
http://www.flickr.com/photos/macwagen/131360868/
What’s it All About?
• Value– For customers– For the
community– For others– For you
http://www.flickr.com/photos/schlachet/3366994378/
You need a plan,
and a Framework.
• People – identify owners and responsibilities
• Objectives – identify goals of social media efforts
• Strategies – identify strategies, messages and tactical execution
• Technologies – identify technologies, communities, measurement and monitoring
Σ u w d e e e
edges e
-affinity score between viewing user and edge creator
- weight for this edge type (create, like, tag, etc.)
- time decay factor based on how long ago edge was created
u wd
Create a Page
Add Your Photo
Max size is 200 x 600
Import Your Blog
Add Photos & Video
Import Twitter
Create a Landing Page
Engage
Know Your Audience
Build Your Fan Base
Share Content
Text Photo Video0
2
4
6
8
10
12
14
16
18
Interactions per Item Type
Interactions
YOUTUBE
32,410,886,000
January 2010
http://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Releases_January_2010_U.S._Online_Video_Rankings
Search Engines by Query Volume:
1. Google
2. YouTube
3. Yahoo!
Consumers Search for Videos
Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009
A video is 50 times more likely than a text page on the
same topic to appear on Google’s first page of search
results.
Set Up Your Channel
Set Up Your Channel
Set Up Your Channel
Set Up Your Channel
Creating Video Content
• Meet a need
• Pay attention to production value
• Optimize for YouTube search
• Create a call to action
Easy Video Content
• Product demos
• Company overviews
• How-to videos
• Customer testimonials
• Streaming events
Distribute Everywhere
The slides are from the Twitter for Business Website – get the originals at http://business.twitter.com/
Why Twitter?
• Everyday, millions of users create, share and discover ideas on Twitter
• Users also find great value in connecting with businesses of all kinds on Twitter to:– Share their experiences, both good and not so
good– Provide feedback on recent events or launches– Discuss product ideas– Learn about exclusive deals or offers– Get customer serviceTo read more, go to business.twitter.com/twitter101/cases
A few Twitter success stories
• Twitter users follow Dell Outlet for exclusive deals on electronics—and have driven more than $3M in sales through Twitter
• Ice cream eaters in New York give local chain Tasti-D-Lite marketing feedback via Twitter—and sometimes get surprise dessert deliveries
• Coffee drinkers in Houston choose CoffeeGroundz for the personal relationships they’ve built on Twitter—and the shop’s Twitter-based orderingTo read more, go to business.twitter.com/twitter101/cases
How does it work?
• Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces.
• The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from
• Twitter works equally well from your desktop or mobile phone
To read more, go to business.twitter.com/twitter101/cases
Before you dive in
• If you want to spend time listening first, you don’t need an account to search at search.twitter.com – Try searching for your company and a
few key topics in your field
• Listening can help you get a sense of how you want to engage on Twitter
To read more, go to business.twitter.com/twitter101/cases
Getting started is easy
• Signing up for an account takes just a few minutes
• To help people recognize and trust your account, fill out your profile completely and include a picture
To read more, go to business.twitter.com/twitter101/cases
Follow relevant accounts
• Following somebody means you’ve subscribed to their tweets
• To find people talking about your company or topics in your field, use search.twitter.com
• When you find a good candidate, look under their picture for the Follow button
• You can also choose to interact without following an account, just send them a tweet
To read more, go to business.twitter.com/twitter101/cases
Finding People
Post tweets
• People like tips, links to interesting stories and blogposts (they don’t have to be about your company), exclusive deals and a good sense of humor.
• People like the human touch and will appreciate posts with your thoughts and experiences more than you think
• They also like it when you say hi, respond to their questions, comments, praise, complaints and jokes
To read more, go to business.twitter.com/twitter101/cases
Key terms…
• To follow somebody is to subscribe to their messages
• A tweet is an individual message• A DM or direct message is a private
message on Twitter• RT or retweet is to repost a valuable
message from somebody else on Twitter and give them credit
• Trending topics are the most-discussed terms on Twitter at any given momentTo read more, go to business.twitter.com/twitter101/cases
…and some special lingo
• @username is a public message to or about an individual on Twitter
• A hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topic
• Shortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automatically
To read more, go to business.twitter.com/101/learning
Best practices
• Build relationships on Twitter– Listen for comments about you– Respond to comments and queries– Ask questions– Post links to things people would find
interesting– Retweet messages you would like to share– Use a friendly, casual tone– Don’t spam peopleTo read more, go to business.twitter.com/twitter101/cases
Best practices
• Leverage the real-time nature of Twitter– Ask questions, float ideas, solicit
feedback – and expect fast feedback most of the time
– If you’ve launched a product, new store or new campaign, search Twitter for comments
– Respond to customer service issues quickly
– Engage in discussion on a tricky public issue your company is dealing with
To read more, go to business.twitter.com/twitter101/cases
Best practices
• Measure the value of Twitter– Before setting up measurement tools, focus on
the quality of your engagement: do a gut-check of how things are going
– Try to analyze the quality of feedback and topics of discussion, you may find this changing over time
– Keep a tally of questions answered, customer problems resolved and positive exchanges held
– When offering deals on Twitter, use a unique coupon code or separate landing page
To read more, go to business.twitter.com/twitter101/cases
Tools to be more effective
• Bit.ly – a link shortener that also provides analytics
• Tweetdeck – a desktop Twitter & Facebook client
• Listorious, Wefollow, Twellow – directories of Twitter users
• Twubs – Twitter groups built around hashtags
FLICKR
Flickr Do’s
• Use your company name or website address as your username
• Use your Flickr profile to highlight your company, products or services
• Upload quality photos of things related to your business
• Write appropriate text for each photo and include a link back to an appropriate web page
• Participate in the community– Comment and favorite photos– Join groups and participate in conversations
http://www.smallbusinesssem.com/articles/marketing-on-flickr/
Flickr Don’ts
• Stuff linked keywords into your photo descriptions, comments on other people’s photos, etc.
• Plaster your URL on the photos themselves
• Post ads or spam to groups
• Violate Flickr TOS by blatantly trying to exploit for commercial purposes
FINAL THOUGHTS
It’s a marathon, not a sprint.
http://www.flickr.com/photos/oskarn/125630791/
Don’t spread
yourself too thin.
http://www.flickr.com/photos/lynac/373285375/
What’s your plan?
It’s
OKto start small.
Resources
• http://business.twitter.com/
• http://mashable.com/guidebook/facebook/
Me
Morgan [email protected]@morganb(949) 954-0205pmorganbrown.comlinkedin.com/in/morganb