Social Content Strategy
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The document discusses social content strategy and outlines 8 steps for effective social content: 1) listen first, 2) stop creating poor quality content, 3) engage with others, 4) find your voice, 5) be helpful, 6) understand the rhythm of different social channels, 7) don't make excuses to avoid certain channels, and 8) be entertaining if possible. It provides examples and suggestions for implementing each of the 8 steps for creating successful social media content.
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Social Content Strategy
- 1. Social Content Strategy Michael Brenner SAP Vice President - Marketing & Content Strategy @BrennerMichael
- 4. © 2013 SAP AG. All rights reserved. @B@renBnreernMniecrhMaeiclh4ael
- 5. Me, 20 pounds years ago @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 5
- 6. Today we are all connected @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 6
- 7. Content used to be easy . . . Today, YOU are the news! 50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business… © 2013 SAP AG. All rights reserved. @BrennerMichael 7
- 8. What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 8
- 9. © 2013 SAP AG. All rights reserved. @B@renBnreernMniecrhMaeiclh9ael
- 10. @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 10
- 11. © 2013 SAP AG. All rights reserved. @BrennerMichael 11
- 12. @BrennerMichael
- 13. And Not Enough Like This… @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 13
- 14. @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 14
- 15. Social Media (Get Shared) Why Is Content Marketing Important? From: Joe Pulizzi, Content Marketing Institute STORYTELLING Lead Generation (Get Leads) Search Engine Optimization (Get Found) © 2013 SAP AG. All rights reserved. @BrennerMichael 15
- 16. A Content Hub Run Like a Business PAID Converged EARNED Awareness Ads Paid social promotion: Via Twitter, Linked-In, Facebook, YouTube Demand Gen extensions: E-mail, digital assets, mailers Life Business Innovation OWNED SAP.com: Sales Demo Tools Events Social Communities: - Twitter, Linked, facebook, G+ Publish stories PR: Content promoted and showcased via Press Releases and PR initiatives © 2013 SAP AG. All rights reserved. @BrennerMichael 16
- 17. Business Innovation (launched March 27, 2012) A “Content Hub” to earn traffic instead of buying it http://blogs.sap.com/innovation Design: “Subtly” Branded Target: Business Execs+ Stage: Early- to Mid-stage Editorial: Keyword-driven Content: No Budget 100s of authors (“Author Curation”) ~50% external CTA: Subscribe, Offers, Explore Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange © 2013 SAP AG. All rights reserved. @BrennerMichael 17
- 18. 8 Steps To Effective Social Content 1. Listen first 2. Stop creating crap 3. Engage 4. Find your voice 5. Be helpful 6. Rhythm: 4-1-1 rule of social sharing 7. Reject excuses for not using certain channels 8. Be entertaining © 2013 SAP AG. All rights reserved. @BrennerMichael 18
- 19. 1. Listen: 2 Ears, 1 Mouth © 2013 SAP AG. All rights reserved. @BrennerMichael 19 @BrennerMichael
- 20. The buyer journey starts with a search . . . Top Customer Terms: • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from …? • Who are the top vendors in…? Terms SAP Ranked For: • What is SAP? • SAP Software? • SAP HANA? • SAP ERP? • SAP Business Intelligence? • SAP Crystal Reports™? © 2013 SAP AG. All rights reserved. @BrennerMichael 20
- 21. 2. Stop Creating… http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 21
- 22. 3. Engage: Don’t Be That Guy @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 22
- 23. Meet Lindsey @LindseyLaManna © 2013 SAP AG. All rights reserved. @BrennerMichael 23
- 24. 4. Find Your Voice: It Takes Practice @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 24
- 25. Be Helpful 5. Always Be Helpful! @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 25
- 26. Most Popular Articles (10X average Pageviews) •Top 50 Influencers for each topic •Top 10 Blog Sites for each topic •Terms You Need To Know •Myths…Busted •10 Predictions for… •What is…? •The First Step to Success in… •How To Get Ahead With… © 2013 SAP AG. All rights reserved. @BrennerMichael 26
- 27. 6. Find Your Rhythm: 4-1- 1? @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 27
- 28. Social Rhythm: Each Channel Has One Facebook Twitter Google+ Linkedin © 2013 SAP AG. All rights reserved. @BrennerMichael 28
- 29. 7. Reject Excuses To Not Use Any Channel @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 29
- 30. 8. If you can… Be Entertaining http://www.youtube.com/watch?feature=player_embedded&v=3pffeMdDSoY @BrennerMichael © 2013 SAP AG. All rights reserved. @BrennerMichael 30
- 31. 8 Steps To Effective Social Content 1. Listen first 2. Stop creating crap 3. Engage 4. Find your voice 5. Be helpful 6. Rhythm: 4-1-1 rule of social sharing 7. Reject excuses for not using certain channels 8. Be entertaining © 2013 SAP AG. All rights reserved. @BrennerMichael 31
- 32. Thank you! Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: Slides available on: Slideshare.net/MichaelBrenner Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Twitter: @brennermichael
Notas del editor
- Storytelling is old as we are. Social media allows us to tell stories in exciting and challenging new ways.
- And it’s not really about the stories, is it? It’s about the emotions.
- These are my children.
- This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
- Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
- Simply because they don’t want to engage with this guy. The overly-promotional brand marketer.
- And they are bored with the lack of interesting, helpful or entertaining content.
- This is disrupting entire industries like print where the US newspaper industry is now down nearly $40 Billion dollars from it’s height.
- Ignore banner ads
- They are looking for brands who act like they care. Who touch their hearts and inspire their minds.
- They are looking for brands who don’t just perform what is expected, but who go the extra distance. Dave Grohl from Foo Fighters doesn’t just write the lyrics, sing the songs, play the guitar, he also pours his fans a beer.
- I used this slide a thousand times. Huge thanks to my friend Joe Pulizzi. Content marketing and effective storytelling are about getting found, getting shared and getting leads. It is about earning our audience’s attention vs buying it. That’s why content marketing is important
- We run our content hub like a business and force ourselves to return a profit.
- So we proposed the creation of a content hub. It is subtly branded so as not to feel too promotional. It’s keyword-driven. We seek to answer our customers top questions. We had no budget for content. So I went out and found volunteers in what I call “author curation.” Find those who are writing in your space and invite them to contribute on your platform. You get hopefully great content, a built-in social audience and the writers get additional exposure and inbound links to the their home sites. Finally, we seek to drive action! And so we are testing multiple methods for conversions. We also looked and many external sites like AMEX Open Forum, Adobe CMO.com and we’re trying to learn from them and emulate what works.
- I also did some analysis of search patterns in our solution areas and found that in almost every one of our product categories, the number of unbranded searches far outweighs the number of branded search. Think of this as a litmus test for brand affinity. It’s more than a measure of awareness but a measure of how well people act on awareness.
- Our most popular content tends to be practical tips on who to follow, terms you need to know, predictions and step-by-step guides. This content forms the foundation of our site.
- http://www.youtube.com/watch?feature=player_embedded&v=3pffeMdDSoY
- So in conclusion: know your why? Before you start down the path of what and how. Be able to tell your own story. Look to create content that simply answers your customers key questions. Look at market examples for how to improve. Be clear with your goals. And know that you can only succeed with the help of your team. I hope you found this informative, maybe a little entertaining? I know I had fun. I’m around later for questions. Thanks so much for your attention!