What do social media marketers care about and why? Inside the social media mind, presented at the Hewlett Packard brown bag lunch.

1. SOCIAL
Inside
MEDIA
the MIND
@heidimiller
www.heidi-miller.com
www.spoken.com summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

2. SOCIAL
Inside
MEDIA
the MIND
@heidimiller
www.heidi-miller.com
www.spoken.com summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

3. @heidimiller
WHATit is.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

4. @heidimiller
WHATit is.
MARKETING
Integrated to marketing/PR, not a separate
initiative.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

5. @heidimiller
WHATit is.
MARKETING
Integrated to marketing/PR, not a separate
initiative.
SOCIAL
Markets are conversations. People trust
employees and passionate activists more than
business leaders or spokespeople.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

6. @heidimiller
WHATit is.
MARKETING
Integrated to marketing/PR, not a separate
initiative.
SOCIAL
Markets are conversations. People trust
employees and passionate activists more than
business leaders or spokespeople.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

7. @heidimiller
WHATit is.
MARKETING
Integrated to marketing/PR, not a separate
initiative.
SOCIAL
Markets are conversations. People trust
employees and passionate activists more than
business leaders or spokespeople.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

8. @heidimiller
WHATit is.
MARKETING
Integrated to marketing/PR, not a separate
initiative.
SOCIAL
Markets are conversations. People trust
employees and passionate activists more than
business leaders or spokespeople.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

9. @heidimiller
WHATit is.
MARKETING
Integrated to marketing/PR, not a separate
initiative.
SOCIAL
Markets are conversations. People trust
employees and passionate activists more than
business leaders or spokespeople.
MEASURABLE
Since social media happens online, it can and
should be measured against marketing goals.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

10. @heidimiller
WHATit isn’t.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

11. @heidimiller
WHATit isn’t.
SOCIAL MEDIA MARKETING
one-way
Announcements and
commands don’t get as far as
questions, polls and
groundwork for user
generated content.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

12. @heidimiller
WHATit isn’t.
SOCIAL MEDIA MARKETING
one-way
Announcements and
commands don’t get as far as
questions, polls and
groundwork for user
generated content.
Friday, April 5, 13

13. @heidimiller
WHATit isn’t.
SOCIAL MEDIA MARKETING
one-way
Announcements and
commands don’t get as far as
questions, polls and
groundwork for user
generated content.
Friday, April 5, 13

14. @heidimiller
WHATit isn’t.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

15. @heidimiller
WHATit isn’t.
SOCIAL MEDIA MARKETING
just for youth
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.
Friday, April 5, 13

16. @heidimiller
WHATit isn’t. Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

17. @heidimiller
WHATit isn’t.
SOCIAL MEDIA MARKETING
Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
free
Like any other business skill,
it’s not expensive to do but
requires expertise. And
strategy, dedication and
consistency.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

18. @heidimiller
WHATit isn’t.
SOCIAL MEDIA MARKETING
Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
free
Like any other business skill,
it’s not expensive to do but
requires expertise. And
strategy, dedication and
consistency.
Friday, April 5, 13

19. @heidimiller
WHATit isn’t.
SOCIAL MEDIA MARKETING
Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
free
Like any other business skill,
it’s not expensive to do but
requires expertise. And
strategy, dedication and
consistency.
Friday, April 5, 13

20. @heidimiller
CONTENTMARKTING.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

21. @heidimiller
CONTENTMARKTING.
WHAT IS IT?
media
photos
videos
CREATION audio
podcasts
infographics
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

22. @heidimiller
CONTENTMARKTING.
WHAT IS IT?
media
photos
videos
CREATION audio
podcasts
infographics
+ publishing
content
blog posts
SHARING white papers
case studies
Tweets summary
ebooks
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

23. @heidimiller
CONTENTMARKTING.
WHAT IS IT?
media
photos
videos
CREATION audio
podcasts
infographics
+ =
• Michelin guides in 1900
ACQUIRE• 1904 Jell-O cookbook
publishing
CUSTOMERS
• 2013 free white papers
and webinars
content
blog posts
SHARING white papers
case studies
Tweets
ebooks
Friday, April 5, 13

24. @heidimiller
HOWit works.
EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY
Producing a plethora of Providing consistent, Providing frequent, Tracking the
valuable content relevant content relevant new content with conversation can
positions the person/ positions the person/ targeted keywords can provide opportunities
brand as an expert. brand as THE place to go. improve Google ranking. for development.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

25. @heidimiller
HOWit works.
SOCIAL MEDIA MARKETING
EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY
Producing a plethora of Providing consistent, Providing frequent, Tracking the
valuable content relevant content relevant new content with conversation can
positions the person/ positions the person/ targeted keywords can provide opportunities
brand as an expert. brand as THE place to go. improve Google ranking. for development.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

26. @heidimiller
HOWit works.
SOCIAL MEDIA MARKETING
EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY
Producing a plethora of Providing consistent, Providing frequent, Tracking the
valuable content relevant content relevant new content with conversation can
positions the person/ positions the person/ targeted keywords can provide opportunities
brand as an expert. brand as THE place to go. improve Google ranking. for development.
Friday, April 5, 13

27. @heidimiller
BORING TRUTH
All social media “experts” do is to define their goals, develop content that matches those
goals and measure success against them
Friday, April 5, 13

28. @heidimiller
PROCESS.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

29. @heidimiller
PROCESS.
for content marketing
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

30. @heidimiller
PROCESS.
for content marketing
CRAFT
mission
statement
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

31. @heidimiller
PROCESS.
for content marketing
+
CRAFT
mission SET goals
statement
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

32. @heidimiller
PROCESS.
for content marketing
+ +
CRAFT ENGAGE
mission SET goals your idols
statement
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

33. @heidimiller
PROCESS.
for content marketing
+ +
CRAFT ENGAGE
mission SET goals your idols
statement
DEFINE
CONTENT
Friday, April 5, 13

34. FACEBOOK WALL @heidimiller
YER DOIN IT WRONG
WHY CONTENT MARKETING STRATEGY IS IMPORTANT
Can you think of examples of people doin’ it wrong?
Friday, April 5, 13

35. @heidimiller
WHYcontent strategy.
Source: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html
NO ONE CARES
No one cares about your
brand but you. People
care about their own
passions.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

36. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
Source: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html
NO ONE CARES
No one cares about your
brand but you. People
care about their own
passions.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

37. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
Source: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html
NO ONE CARES
No one cares about your
brand but you. People
care about their own
passions.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

38. @heidimiller
WHYcontent strategy.
SELLING
Sleazy selling will incur the
wrath of the internet.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

39. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
SELLING
Sleazy selling will incur the
wrath of the internet.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

40. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
SELLING
Sleazy selling will incur the
wrath of the internet.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

41. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
SELLING
Sleazy selling will incur the
wrath of the internet.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

42. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
SELLING
Sleazy selling will incur the
wrath of the internet.
Friday, April 5, 13

43. @heidimiller
WHYcontent strategy.
Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html
SELFISH DOUCHE
Acting like a sleazy,
selfish jerk doesn’t work.
Don’t be that guy.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

44. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html
SELFISH DOUCHE
Acting like a sleazy,
selfish jerk doesn’t work.
Don’t be that guy.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

45. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html
SELFISH DOUCHE
Acting like a sleazy,
selfish jerk doesn’t work.
Don’t be that guy.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

46. @heidimiller
WHYcontent strategy.
Because no one cares about your brand
Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html
SELFISH DOUCHE
Acting like a sleazy,
selfish jerk doesn’t work.
Don’t be that guy.
Friday, April 5, 13

47. @heidimiller
HOWcontent marketing.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

48. @heidimiller
HOWcontent marketing.
Open source marketing
poll
Blogger Aggie Sez used social
media to survey her audience
and crowdsourced a blog post
based on over 200 responses.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

49. @heidimiller
HOWcontent marketing.
Open source marketing
market
poll research
Blogger Aggie Sez used social Use a Facebook poll to
media to survey her audience determine: what kind of
and crowdsourced a blog post podcast content, what prizes
based on over 200 responses. to print, what the demand was
for.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

50. @heidimiller
HOWcontent marketing.
Open source marketing
market
poll promote
research
Blogger Aggie Sez used social Use a Facebook poll to Knight News Challenge in
media to survey her audience determine: what kind of 2009 used social media to
and crowdsourced a blog post podcast content, what prizes attract and engage OS
based on over 200 responses. to print, what the demand was developers interested in
for. innovating digital news.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

51. @heidimiller
HOWcontent marketing.
Open source marketing
market
poll promote
research
Blogger Aggie Sez used social Use a Facebook poll to Knight News Challenge in
media to survey her audience determine: what kind of 2009 used social media to
and crowdsourced a blog post podcast content, what prizes attract and engage OS
based on over 200 responses. to print, what the demand was developers interested in
for. innovating digital news.
Friday, April 5, 13

52. @heidimiller
WHATwe care about.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

53. @heidimiller
WHATwe care about.
RELEVANT content
What is relevant to our audience? What moves
them to engage and participate.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

54. @heidimiller
WHATwe care about.
RELEVANT content
What is relevant to our audience? What moves
them to engage and participate.
ENGAGEMENT
Engagement can be measure through CTRs,
comments, Likes, RTs, mentions, etc.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

55. @heidimiller
WHATwe care about.
RELEVANT content
What is relevant to our audience? What moves
them to engage and participate.
ENGAGEMENT
Engagement can be measure through CTRs,
comments, Likes, RTs, mentions, etc.
MEASURING SUCCESS
Content marketers measure success against
marketing goals.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

56. @heidimiller
WHATwe care about.
RELEVANT content
What is relevant to our audience? What moves
them to engage and participate.
ENGAGEMENT
Engagement can be measure through CTRs,
comments, Likes, RTs, mentions, etc.
MEASURING SUCCESS
Content marketers measure success against
marketing goals.
CLIENT
We care about keeping the client happy.
Friday, April 5, 13

57. @heidimiller
www.heidi-miller.com
QUESTIONme.
summary
WHAT CONTENT BORING WHY OPEN SOURCE WHAT
is social marketing marketing truth content strategy marketing we care about
Friday, April 5, 13

58. @heidimiller
Q&A
www.heidi-miller.com
QUESTIONme.
Friday, April 5, 13