Social Media Content Strategy: Content is King

Content is King

Creating content to drive business

Who is This Guy?

• Currently –Director of Marketing TurnHereCo-Founder Social Media Club Orange CountyBlogs at ReelSEO.com, OC Register Social

Sunday, pmorganbrown.com

• Previously –Founder and Editor, BlownMortgage.comCo-Founder of New Day Trust MortgageSr. Account Exec, Inter@ctivate, online

marketingDir. 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 e e

edges e

-affinity score between viewing user and edge creator

- weight for this edge type (create, like, tag, etc.)

- time decay factor based on how long ago edge was created

u wd

Create a Page

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

Text Photo Video0

2

4

6

8

10

12

14

16

18

Interactions per Item Type

Interactions

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

Search Engines by Query Volume:

1. Google

2. YouTube

3. Yahoo!

Consumers Search for Videos

Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009

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.

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 serviceTo 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 orderingTo 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 momentTo 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 peopleTo 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

OKto start small.

Resources

• http://business.twitter.com/

• http://mashable.com/guidebook/facebook/

Me

Morgan Brownmorganb@gmail.com@morganb(949) 954-0205pmorganbrown.comlinkedin.com/in/morganb