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Mapping Content To Social Platforms
The document discusses effective content marketing strategies tailored to various social media platforms, emphasizing the importance of creating valuable and engaging content. It highlights the need to understand audience demographics, preferences, and platform characteristics to maximize reach and engagement. The document also explores the role of influencers in content promotion and shares case studies demonstrating successful content marketing initiatives.
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Mapping Content To Social Platforms
- 1. Content Marketing: Mapping ContentTo Social Platforms
- 2. PRESENTORS Holly Hamann Co-founder andCMO 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 THECONTENT MARKETING EXPLOSION WHICH PLATFORMS ARE RIGHT FOR YOUR BRAND? CREATING THE RIGHT CONTENT CASE STUDIESMAKING THE MOST OF YOUR CONTENT
- 4.
- 5. 80% OF PEOPLE CHECKTHEIR PHONE WITHIN 15 MINUTES OF WAKING UP SOURE: IDC RESEARCH
- 6. 110X A DAY THEY WILLCHECK THEIR PHONE AN AVERAGE OF SOURE: IDC RESEARCH
- 8. THERE IS ACONSTANT FEED OF SOCIAL CONTENT
- 9. YOU ARE COMPETING FORATTENTION AGAINST EVERYTHING
- 10. HOW DO YOUSUCCEED AGAINST AN INVITATION AVALANCHE?
- 11. DON’T JUST CREATECONTENT - CREATE CONTENT THAT MATTERS
- 12. 30%More forwards foruseful New York Times articles WE CRAVE USEFUL THINGS Source: Contagious
- 13. THE DIFFERENCE BETWEEN HELPING& SELLING IS JUST 2 LETTERS
- 14. SOCIAL PLATFORMS: WHERE ISYOUR AUDIENCE AND WHAT DO THEY NEED?
- 15. WHAT TYPE OFCONTENT 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 OFCONTENT 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 OFCONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 3) #1 Platform to Kill Time = PINTEREST Twitter is the #1 platform for complaining.
- 18. What Time ofDay To Post? WHAT TIME OF DAY IS BEST?
- 19.
- 21. KEYS TO IDENTIFYING THERIGHT 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
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- 23. SOCIAL CONTENT IS… VISUALVISCERAL 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 toyour 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 TOCREATE GREAT CONTENT Produce Curate Collaborate
- 27. CELEBRITY STATUS QUALITY CONTENT CREATORS BUZZBUILDERS & PROMOTERS ADVOCATES & EMPLOYEES
- 28. 92% of global consumers trustUGC and WOM more than advertising WE TRUST PEOPLE, NOT LOGOS Source: Nielsen
- 29. WHAT DO THEY HAVE THATBRANDS 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 LOOKFOR 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 tellauthentic 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 GREATSTORIES
- 33. 4. MAKING THEMOST OF YOUR CONTENT
- 34. GET THE RIGHT CONTENT IN FRONT OFTHE RIGHT PEOPLE
- 35. HAVE A PLAN PurposePersonaTime PeriodPromotion
- 36. Post onall 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 INFLUENCERSCARE ABOUT WHEN WORKING WITH A BRAND?
- 38.
- 39.
- 40. 50 Bloggers 60 Days Blogs,Facebook, Twitter, Instagram, Pinterest “Always On” Social Content Hub
- 41. RESULTS 31% Overall pages viewedper 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.
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- 43. The power ofpretty pictures…
- 45. #IScream4ID 40 Bloggers 30 Days NewProduct Support Drive Awareness and Trial Establish ID Pinterest Community Hub
- 46. NEW ID FLAVORLAUNCH
- 47. RESULTS Reach 2M 7M Views 92k 1 month 621k8 month Engagement 8k+ 20.9 k
- 48. ID PUMPKIN FRENZYSEPT 2013
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