Mapping Content To Social Platforms
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Marketers now understand that content creation and distribution are not isolated initiatives. Crafting a successful content engagement strategy means understanding how consumers differ based on social platform and tailoring that content appropriately. For instance, Facebook is the best way to reach women between 18 and 29, and success requires instant responsiveness and availability. Tumblr and YouTube are where Millennials hang out, and they don’t rely as much on real-time engagement. Visual content gets more engagement on Pinterest and Instagram, and Twitter is where most people go to complain. How do brands optimize each channel and customize the distribution of content? This is the battleground that will heat up in 2014.
Mapping Content To Social Platforms
- 1. Content Marketing: Mapping Content To Social Platforms
- 2. PRESENTORS Holly Hamann Co-founder and CMO TapInfluence @HollyHamann Brittney Cooper Marketing Director Havertys @BrittkneeC Lori Anderson Social Marketing Manager White Wave Foods @LoriAnderson Danielle Elliott Smith Digital Corresponent DanielleSmithMedia @DanielleSmithTV
- 3. WHAT WE’LL COVER THE CONTENT MARKETING EXPLOSION WHICH PLATFORMS ARE RIGHT FOR YOUR BRAND? CREATING THE RIGHT CONTENT CASE STUDIESMAKING THE MOST OF YOUR CONTENT
- 5. 80% OF PEOPLE CHECK THEIR PHONE WITHIN 15 MINUTES OF WAKING UP SOURE: IDC RESEARCH
- 6. 110X A DAY THEY WILL CHECK THEIR PHONE AN AVERAGE OF SOURE: IDC RESEARCH
- 8. THERE IS A CONSTANT FEED OF SOCIAL CONTENT
- 9. YOU ARE COMPETING FOR ATTENTION AGAINST EVERYTHING
- 10. HOW DO YOU SUCCEED AGAINST AN INVITATION AVALANCHE?
- 11. DON’T JUST CREATE CONTENT - CREATE CONTENT THAT MATTERS
- 12. 30%More forwards for useful New York Times articles WE CRAVE USEFUL THINGS Source: Contagious
- 13. THE DIFFERENCE BETWEEN HELPING & SELLING IS JUST 2 LETTERS
- 14. SOCIAL PLATFORMS: WHERE IS YOUR AUDIENCE AND WHAT DO THEY NEED?
- 15. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 1) #1 Platform to Kill Time = PINTEREST Pinterest is the #1 platform for killing time.
- 16. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 2) #1 Platform to Kill Time = PINTEREST Blogs are the #1 platform for product recommendations
- 17. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 3) #1 Platform to Kill Time = PINTEREST Twitter is the #1 platform for complaining.
- 18. What Time of Day To Post? WHAT TIME OF DAY IS BEST?
- 19. DOMINANT PLATFORM FOR BRAND FOLLOWERS Facebook 86% Twitter 10% None 4%
- 21. KEYS TO IDENTIFYING THE RIGHT PLATFORMB2B or B2C RESPONSE NEEDS PRODUCT OR SERVICE? REGULATED? LOCATION BASED? VISUAL? TRACKING NEEDS CUSTOMER DEMOGRAPHICS GOALS - SEO, LIKES, SALES.. TIME 1 2 3 4 5 6 7 8 9 10
- 23. SOCIAL CONTENT IS… VISUAL VISCERAL VALUABLE VIRAL It’s creative and catches the consumer’s attention It evokes emotion and creates a connection with the consumer and ultimately affinity for your brand It tells your brand story with personal context to add value to the target customer’s life It gets distributed more naturally from person to person via all social channels
- 24. Add value to your audience. • Determine your audience’s needs • Help them solve pain points and problems. • Give them the tools to do their jobs better Use metrics that will help your business. • Reach and branding • Leads for sales team • Likes/Follows to increase long term lead generation • Engagement with content • Revenue and customers
- 25. 3 WAYS TO CREATE GREAT CONTENT Produce Curate Collaborate
- 27. CELEBRITY STATUS QUALITY CONTENT CREATORS BUZZ BUILDERS & PROMOTERS ADVOCATES & EMPLOYEES
- 28. 92% of global consumers trust UGC and WOM more than advertising WE TRUST PEOPLE, NOT LOGOS Source: Nielsen
- 29. WHAT DO THEY HAVE THAT BRANDS DON’T? 1. Trust 2. Very targeted audience 3. Authentic consumer experience 4. Bigger reach than brands 5. Better, faster, cheaper 6. Shareable
- 30. WHAT TO LOOK FOR IN AN INFLUENCERLOOK AT CONTENT RELEVANCE POST FREQUENCY AUDIENCE DATA CONTENT QUALITY AUDIENCE ENGAGEMENT LOOK FOR PROFESSIONALISM BUILD A RELATIONSHIP BE RESPONSIVE BE CLEAR ABOUT EXPECTATIONS COMPENSATE THEM 1 2 3 4 5 6 7 8 9 10
- 31. Let them tell authentic stories Think of them as partners Showcase content on various of Facebook, Pinterest, Twitter, YouTube Give proper influencer attribution Provide clarity on what actions you want the audience to take Be “always on” Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies Compensation THE KEYS TO WORKING WITH INFLUENCERS
- 32. INSPIRE THEM TO TELL GREAT STORIES
- 33. 4. MAKING THE MOST OF YOUR CONTENT
- 34. GET THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE
- 35. HAVE A PLAN PurposePersona Time PeriodPromotion
- 36. Post on all appropriate platforms Make images pinnable Feed content to brand assets like microsites Make it easy to share, like, pin, tweet, vote Extend the value of content by using in ebooks, blog posts, webinars, email marketing, advertising, and case studies Go mobile
- 37. WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A BRAND?
- 38. 5. CASE STUDIES
- 40. 50 Bloggers 60 Days Blogs, Facebook, Twitter, Instagram, Pinterest “Always On” Social Content Hub
- 41. RESULTS 31% Overall pages viewed per visit increased 31% over the same period last year. 56% Overall time on site increased by 56% over the same period one year before. 44% Increase in "share of voice" in June (due to the number of mentions of BBX in blog posts) 223% Increase in positive mentions of BBX.
- 43. The power of pretty pictures…
- 45. #IScream4ID 40 Bloggers 30 Days New Product Support Drive Awareness and Trial Establish ID Pinterest Community Hub
- 46. NEW ID FLAVOR LAUNCH
- 47. RESULTS Reach 2M 7M Views 92k 1 month 621k 8 month Engagement 8k+ 20.9 k
- 48. ID PUMPKIN FRENZY SEPT 2013