7. Sharing Content
10%
Direct promotions
30%
Links to company
content
60%
Links to third party
content
8. Links, Reach & SEO
• SEO-driven leads have the highest lead-to-close rate
(15%) among common lead generation sources. Paid
search leads average a 7% rate, while outbound
marketing leads (e.g., direct mail, telemarketing) close
at a 2% rate. (Econsultancy)
• B2B marketers believe social media is critical to
organic search success. Marketers rate social media as
the second-most important factor (64%) in search,
behind only strong content (82%). (BtoB Magazine)
• 57% of B2B marketers say SEO has the biggest impact
on their lead generation goals. (Mindjumpers)
9. Build your network
• Search on key phrases in each
network, and in Google
• Look for highly engaged people,
pages, and groups
• Use listening tools to find influencers
• Find creative ways to connect, share,
follow – engage!
10. Maintain an Online Influencer list
Blog/Publication/Organization First Last Type Beat/Focus URL Twitter Linkedin Facebook
http://www.facebook.com/home.php?sk=g
Facebook Group: "Cloud Computing" FB Group Cloud Computing roup_8450870046
http://www.linkedin.com/groups?gid=6151
LinkedIn Group: "Cloud Computing" LI Group Cloud Computing 3&mostPopular=&trk=tyah
Cloud Computing Blog: "Chaotic Flow" Joel York Blog Cloud Computing http://chaotic-flow.com/ chaoticflow
Cloud Computing Blog: "Cloud Computing" Chirag Mehta Blog Cloud Computing http://cloudcomputing.blogspot.com/ chirag_mehta
Cloud Computing Blog: "Cloud CTweaks" Blog Cloud Computing http://www.cloudtweaks.com/ cloudtweaks
http://www.infoworld.com/d/cloud-
Cloud Computing Blog: "Infoworld Cloud Computing Blog" David Linthicum Blog Cloud Computing computing/blogs DavidLinthicum
Cloud Computing Blog: "SaaS Blog" Blog Cloud Computing http://www.saasblogs.com/ datamation
Cloud Computing Blog: "Smooth Span" Bob Warfield Blog Cloud Computing http://smoothspan.wordpress.com/ BobWarfield
Cloud Computing Blog: "Software as Services" Phil Wainewright Blog Cloud Computing http://www.zdnet.com/blog/saas zdnet, pchilww
Twitter: @Health_IT TW Healthcare IT health_it
Twitter: @HITNewsTweet TW HealthcareIT hitnewstweet
http://www.facebook.com/healthcareitnew
Facebook Page: "Healthcare IT News" FB Group HealthcareIT s
http://www.linkedin.com/groups?gid=4009
LinkedIn Group: "Health Informatics Technology (HIT)" LI Group Healthcare IT 6&mostPopular=&trk=tyahLinkedIn
LinkedIn Group: "Healthcare Information & Management Systems http://www.linkedin.com/groups?gid=9311
Society" LI Group Healthcare IT 5&mostPopular=&trk=tyah
Facebook Page: "National Cyber Security Alliance" FB Group Cybersecurity http://www.facebook.com/staysafeonline
http://www.linkedin.com/groups?gid=3841
LinkedIn Group: "Information Security Community" LI Group Cybersecurity 2&mostPopular=&trk=tyah
Twitter: @cybersecure TW Cybersecurity
Twitter: @msftsecresponse TW Cybersecurity
http://www.linkedin.com/groups/IT-
Specialist-Group-
37485?gid=37485&mostPopular=&trk=tyah
LinkedIn Group: "IT Specialist" LI Group General IT
16. It’s not about you
Remember, no matter what type
of content you are sharing – it’s
about your customers, not you!
17. Exercise 1
Write down three customer/audience pain
points or priorities.
What do they care about?
18. Curating Content
• Internal: Make an inventory,
organize by customer pain points,
etc.
• Third party content: Scan
consistently
• User-generated content:
Engagement & content at the same
time
19. Internal Content
• Whitepapers • Infographics
• eBooks • Charts/graphs
• Presentations • 90 sec interviews
• Articles • How-to video using
• Blog posts screen capture with
• Research voice-over
reports/summaries • Quick-start guides
• Event video • Webinar recordings
• Photos • Product demos
20. Third Party Content
• Industry publications • Photos/images
• Video channels • Infographics
• Twitter feeds • Research
• Blogs • eBooks
• Articles • Webinars
• Podcasts • Tutorials
• Books
21. User-Generated Content
• Guest bloggers • Customer curated
• Video from contest content, Pinterest boards,
submissions blogrolls
• Photos/images • Best industry blog contest
22. Exercise 2
Pick one of the pain-points from the first
exercise and make a list of content assets you
have that could be valuable.
30. Blogs and customer acquisition
Increased frequency of blogging correlates with
increased customer acquisition. (Marketing Charts)
% of bloggers who acquire customers
via blog activity
100%
80%
60%
40%
20%
0%
> than 1x per day 1x per month < 1x per month
31. Blogs:
The single most important inbound marketing tool
• B2B companies with blogs generate 67%
more leads per month on average than
non-blogging firms. (Social Media B2B)
• When asked to rank the importance of the
services they use, 25% of users rated their
company blog as critical to their
business, while a further 56% considered
them either important (34%) or useful
(22%) for a total of 81%. (Marketing Charts)
48. Thank You
Susan Cato
susan.cato@balanceinteractive.com
@susancato
Notas del editor
There are so many “experts” trying to tell us what to do, it’s overwhelming and hard to keep up
Success in social media largely relies upon expanding your reach, because the more reach you have, the more the probability is that someone will engage with you and ultimately become a customer. Social media is the word of mouth of marketing, and you need to engage and grow as much as possible to be successful.You build reach by sharing valuable, meaningful content and knowledge in a context that is relevant to your customers
Whatever your objective: Leads, Sales, Brand Awareness – you need to build your reach, engage your audience, nurture relationships so the probability for the conversion/action increases
Whatever your industry, business, mission – there are communities of interest out there focusing in your subject area and you need to be in that mix to be successful online.
Why? Because people are researching on their own more than ever because of the web It would be a huge mistake not to be part of that mix! It’s going to be a lot easier to make the sale or conversion or generate the lead if you were part of their information gatheringYou become part of that mix by engaging your audience with value and knowledge, becoming a go-to resource built around your core competency and packaged around your customers needs.
You may be in business to sell a product, service or even a membership and in order to be successful you have to have subject matter expertise. Chances are you already have great content, knowledge assets (both documents and people)ResearchWhitepapersPresentationsCase StudiesArticlesBlog postsImagesInterviews (video, audio)How-to’s
You know your customers best. No one else can do that for you. It is your challenge to find your value that helps them:Address pain pointsSolve problemsMake them walk away smarterThought provokingHelps them be more efficient & effectiveAnd use this to create, curate, share and engage.
We have established that you are a SME, and that you really do know your audience best.
Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
Internal contentUser generated content:Video how to’sVideo contestsPhotos/imagesCustomer curated content – pinterest, blogrollsBest industry blog contest
Make your community members feel like experts, empower/encourage them to ask and answer each other questions
CompTIA’s long term strategy is to create additional credentials that IT professionals would want as they advance in their careers. Currently they are known mostly as the go-to organization if you are just starting out. One of the strategies is to expand their reach and nurture long-term relationships via social networks.The A+ Community was a small facebook page at the end of 2010. With just over 3000 fans – it was lackluster and mainly contained posts from CompTIA promoting it’s certifiations, webinars and other revenue generating activities.The strategy was simple – develop a content strategy that is valuable and relevant – and engage the fans accordingly.Career info, job of the week, job stats and data, weekly career advice chat, sample questions, what to expect on the credentialing exam,