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Social Media Content Strategy: Content is King

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Morgan Brown
Morgan Brown

Creating an effective social media program requires a content creation and marketing strategy. In this presentation I cover the basics of creating a content strategy for Facebook, YouTube, Twitter and Flickr. In particular, Facebook presents an interesting content strategy challenge with the need for marketers and brands to optimize content for Facebook's EdgeRank.

Tecnología
1 de 65
Content is King Creating content to drive business
Who is This Guy? Currently – Director of Marketing TurnHere Co-Founder Social Media Club Orange County Blogs at ReelSEO.com, OC Register Social Sunday, pmorganbrown.com Previously – Founder and Editor, BlownMortgage.com Co-Founder of New Day Trust Mortgage Sr. Account Exec, Inter@ctivate, online marketing Dir. 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
Facebook
Σ u w d e ee edges e u wd ,[object Object]
weight for this edge type (create, like, tag, etc.)
time decay factor based on how long ago edge was created,[object Object]
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
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
Consumers Search for Videos Search Engines by Query Volume: Google YouTube Yahoo!
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. Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009
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
twitter 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 service To 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 ordering To 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 moment To 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 people To 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
Twitter
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 OK to start small.
Resources http://business.twitter.com/ http://mashable.com/guidebook/facebook/

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Social Media Content Strategy: Content is King

  • 1. Content is King Creating content to drive business
  • 2. Who is This Guy? Currently – Director of Marketing TurnHere Co-Founder Social Media Club Orange County Blogs at ReelSEO.com, OC Register Social Sunday, pmorganbrown.com Previously – Founder and Editor, BlownMortgage.com Co-Founder of New Day Trust Mortgage Sr. Account Exec, Inter@ctivate, online marketing Dir. of Operations, SalesMountain.com
  • 3. Agenda Why content? Facebook YouTube Twitter Flickr
  • 4.
  • 5.
  • 6. What’s it All About? Connections With customers With media With suppliers With influencers With colleagues With people
  • 7. What’s it All About? Authority Build a reputation Demonstrate expertise Share information Help people http://www.flickr.com/photos/macwagen/131360868/
  • 8. What’s it All About? Value For customers For the community For others For you http://www.flickr.com/photos/schlachet/3366994378/
  • 9. You need a plan,
  • 10. 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
  • 12.
  • 13.
  • 14.
  • 15. weight for this edge type (create, like, tag, etc.)
  • 16.
  • 17.
  • 18. Add Your Photo Max size is 200 x 600
  • 20. Add Photos & Video
  • 28. 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
  • 29. Consumers Search for Videos Search Engines by Query Volume: Google YouTube Yahoo!
  • 30. 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. Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009
  • 31. Set Up Your Channel
  • 32. Set Up Your Channel
  • 33. Set Up Your Channel
  • 34. Set Up Your Channel
  • 35. Creating Video Content Meet a need Pay attention to production value Optimize for YouTube search Create a call to action
  • 36. Easy Video Content Product demos Company overviews How-to videos Customer testimonials Streaming events
  • 37.
  • 38.
  • 40. twitter The slides are from the Twitter for Business Website – get the originals at http://business.twitter.com/
  • 41. 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 service To read more, go to business.twitter.com/twitter101/cases
  • 42. 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 ordering To read more, go to business.twitter.com/twitter101/cases
  • 43. 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
  • 44. 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
  • 45. 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
  • 46. 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
  • 48. 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
  • 49. 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 moment To read more, go to business.twitter.com/twitter101/cases
  • 50. …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
  • 51. 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 people To read more, go to business.twitter.com/twitter101/cases
  • 52. 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
  • 53. 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
  • 55. 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
  • 57.
  • 58. 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/
  • 59. 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
  • 60.
  • 62. It’s a marathon, not a sprint. http://www.flickr.com/photos/oskarn/125630791/
  • 63. Don’t spread yourself too thin. http://www.flickr.com/photos/lynac/373285375/
  • 64. What’s your plan? It’s OK to start small.
  • 66. Me Morgan Brown morganb@gmail.com @morganb (949) 954-0205 pmorganbrown.com linkedin.com/in/morganb

Notas del editor

  1. Why is content king?Starts a conversationCreates links and interactions (likes, comments, etc.)Creates PageRankCreatesEdgeRankLeads to greater visibilityPOSITIVE FEEDBACK CYCLE
  2. 500 million users – 3rd largest country in the worldLots of privacy issues – need to be awareEver-changing TOS/rules (sweepstakes rules, recent landing page debacle)55-65 year old females are the fastest growing segment on Facebook (Socialnomics, 2009)Passed Yahoo! for the #1 display advertiser on the web by impressions served (comScore, May 2010)Passed Google for the number of visits per week (Experian Hitwise, May 2010)
  3. The secret to content on Facebook is getting into the Top News section of the user page.
  4. Multiply these factors for each Edge then add the Edge scores up and you have an Object’s EdgeRank. And the higher that is, the more likely your Object is to appear in the user’s feed. It’s worth pointing out that the act of creating an Object is also considered an Edge, which is what allows Objects to show up in your friends’ feeds before anyone has interacted with them.In other, hopefully less confusing words, an Object is more likely to show up in your News Feed if people you know have been interacting with it recently. That really isn’t particularly surprising. Neither is the resulting message to developers: if you want your posts to show up in News Feed, make sure people will actually want to interact with them.Read more: http://techcrunch.com/2010/04/22/facebook-edgerank/#ixzz0oXZEd3dX