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Everybody knows a strong social media presence requires relevant content for users to react to, engage with, and share. However, making this a reality is easier said than done, especially if your content strategy and social media teams aren’t working together to develop strategically calendared content and in-the-moment posts. Moderated by Jay Baer, New York Times Best-Selling Author of YouTility, and featuring Benjie Pressman, social director at ethology, and Anna Hrach, head of content strategy at ethology, “How to Integrate Social Media and Content Strategy” will help ensure your social media and content strategy efforts work in tandem to support business objectives, engage audiences, and produce more meaningful results.
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#Contentandsocial
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How to Integrate Content Strategy & Social Media
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Thank You for Joining Us!
Benjie Pressman @bpressman Director of Social Media, Ethology
Anna Hrach @annabananahrach Content Strategy Manager, Ethology
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Hello and Welcome!
Jay Baer @jaybaer President, Convince & Convert Best-Selling Author, Youtility
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About Our Sponsors The American Marketing Association is a professional association for individuals and organizations leading the practice, teaching and development of marketing knowledge worldwide. Our principle role is to serve as a forum to connect like-minded individuals and foster knowledge sharing, provide resources, tools and training and support marketing practice and thought leadership around the globe. www.ama.org Ethology is a digital marketing agency that’s changing the face of integrated digital marketing. Our agency scientifically grows your business by understanding your audience. We then craft authentic human experiences for your customers to better engage with your brand. Our scientific approach uses metrics, analytics and strategy. The human experiences we create require empathy, emotion and grace. Ethology’s core service strengths lie within five distinct tactical categories including: Digital Strategic Planning; Customer Experience: Content Strategy and UX Design; Content Marketing; Search: Organic, Paid and Local; and Advanced Analytics. www.ethology.com Convince & Convert is a strategic consulting firm that works with leading companies in North America to improve their social media and content marketing. The company also produces the award-winning Convince & Convert blog (named #1 content marketing blog in the world) and the popular Social Pros podcast. www.convinceandconvert.com
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Audit & Autographed Book Giveaway
Stay tuned until the end of the webcast, because today’s audience members will be entered into a drawing to win:
One free content & social media audit
or
One of three autographed copies of Youtility
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Content and Social Media can transform your business. But which one comes first?
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Why Content Strategy & Social Media?
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“Content is now king! Create it now, and create lots of it on every channel!”
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“We need more ‘likes,’ shares and followers. Oh, and more conversions too!”
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“Remember Oreo’s ‘dunk in the dark’ tweet? What’s our ‘Oreo moment’?”
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Stop Focusing on the Output. Start with Strategy. Focus on the Process. Break the Silos.
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Social Media is the #1 Content Channel for Brands
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No One Seems to Know if it’s Really Working
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Yet, Content Marketing Spending Increases…
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…While Strategy is Lacking.
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Reality: Social Needs Content Strategy
Prolific Medium Moves Fast Fades Fast
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Reality: Social Needs Content Strategy
Without brand-level alignment and guidelines, social can go very wrong, very fast.
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Reality: Content Strategy Needs Social
Validate Strategy
Tie Back to Objectives
Produce Desired Outcomes
Meaningful Connections
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Reality: Content Strategy Needs Social
Platforms constantly innovating and
multiplying
Consumer behavior changing rapidly
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The Solution: Integrate Content Strategy & Social
Audience Intelligence
The “Who”
• Who are we speaking to?
• Who is our customer?
• Whose needs do we need to consider?
1 2 3
Social Strategy
The “How”
• How is content to be distributed?
• How are channels different?
• How will customers react?
Execution Reporting
The “Where”
• Where did we succeed?
• Where did efforts fall short?
• Where can opportunities be found?
Editorial Execution
The “What”
• What are we going to create?
• What is the posting schedule?
• What gets promoted?
The “Why”
• Why are we creating content in the first place?
• Why will users care?
Content Strategy
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Integration Result: Customer-Centric Content
Addressing customers’ needs and pain points will pay off in content quality, site performance, social engagement & conversions. Sounds a little like “Youtility” huh?
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Audience Informed Programs Rule
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How to Integrate: The Process & Deliverables
Audience Intelligence
The “Who”
1 2 3
Social Strategy
The “How”
Execution Reporting
The “Where”
Editorial Execution
The “What” The “Why”
Content Strategy
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How to Integrate: Audience Intelligence
Audience Intelligence
The “Who”
Social Listening Social Analytics Usability Tests
Journey Mapping Workshops Interviews
Analytics/Data Topical Demand
1 2 3
Social Strategy
The “How”
Execution Reporting
The “Where”
Editorial Execution
The “What” The “Why”
Content Strategy
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Multiple Sources for Gaining Audience Intelligence
Search Intelligence
Audience Research
Social Intelligence
Audience Intelligence
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How to Integrate: Content Strategy
Audience Intelligence
The “Who”
Social Listening Social Analytics Usability Tests
Journey Mapping Workshops Interviews
Analytics/Data Topical Demand
1 2 3
Social Strategy
The “How”
Execution Reporting
The “Where”
Editorial Execution
The “What” The “Why”
Core Messaging Strategy
Brand Strategy Business Goals
User Needs Voice/Tone Guide Content Inventory
Content Audit Editorial Calendar
Content Strategy
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Content Strategy: Benefits for Social
þ Develop overarching brand content strategy
þ Create one, unified voice, tone, style
þ Ensure on-brand content for every channel
þ Create repeatable content creation processes
þ Maximize impact for all marketing channels
þ Nurture a user’s brand experience from start to finish
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Content Strategy: Balance Business & User Goals
BRAND USERS
Supports Business
Objectives
Fulfills Audience
Needs
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Too brand-focused =
Sounds like a brochure Doesn’t meet user needs
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Too user-focused = No benefit for brand Still doesn’t answer questions
http://www.flickr.com/photos/icathing/7353057/
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How to Integrate: Social Strategy
Audience Intelligence
The “Who”
Social Listening Social Analytics Usability Tests
Journey Mapping Workshops Interviews
Analytics/Data Topical Demand
1 2 3
Social Strategy
The “How”
Channel Analysis Audience Insights
Messaging Alignment Distribution
Strategy Paid Media
Prospect Mining Social Calendar
Execution Reporting
The “Where”
Editorial Execution
The “What” The “Why”
Core Messaging Strategy
Brand Strategy Business Goals
User Needs Voice/Tone Guide Content Inventory
Content Audit Editorial Calendar
Content Strategy
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Content is Fire. Social Media is Gasoline.
Social media was never intended to be the world’s shortest press release
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Social Distribution Strategy
How do messages resonate differently on each platform?
Who are we talking to?
Where & when to distribute the
content
Content Strategy
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How to Integrate: Editorial Execution
Audience Intelligence
The “Who”
Social Listening Social Analytics Usability Tests
Journey Mapping Workshops Interviews
Analytics/Data Topical Demand
1 2 3
Social Strategy
The “How”
Channel Analysis Audience Insights
Messaging Alignment Distribution
Strategy Paid Media
Prospect Mining Social Calendar
Execution Reporting
The “Where”
Editorial Execution
The “What”
Create Publish
Syndicate Repurpose
Share Promote
The “Why”
Core Messaging Strategy
Brand Strategy Business Goals
User Needs Voice/Tone Guide Content Inventory
Content Audit Editorial Calendar
Content Strategy
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Social Execution Strategy
Content Strategy Social Distribution Strategy
Social Execution Strategy
Content Type RTM Content 3rd Party Content
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Content Strategy as Social Content Checklist
1 • Is this what my audience needs/
expects from my brand?
2 • How does this align with our
brand goals?
3 • Does this fit within our defined
voice and tone?
4 • Are there potential negative
outcomes to posting this content?
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Content Strategy as Real-Time Filter
1 • What is this trend about?
2 • Is the current discussion around this
trend open to brands?
3 • Does my brand have any connection
to this trend?
4 • Does joining this trend help drive any
of my defined business objectives?
5 • Can my brand say something unique
in relation to this trend?
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How to Integrate: Execution Reporting
Audience Intelligence
The “Who”
Social Listening Social Analytics Usability Tests
Journey Mapping Workshops Interviews
Analytics/Data Topical Demand
1 2 3
Social Strategy
The “How”
Channel Analysis Audience Insights
Messaging Alignment Distribution
Strategy Paid Media
Prospect Mining Social Calendar
Execution Reporting
The “Where”
Analytics Conversions
Shares Likes
Favorites New Leads Exposure
Web Traffic
Editorial Execution
The “What”
Create Publish
Syndicate Repurpose
Share Promote
The “Why”
Core Messaging Strategy
Brand Strategy Business Goals
User Needs Voice/Tone Guide Content Inventory
Content Audit Editorial Calendar
Content Strategy
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Measuring and Optimizing Content Marketing
Content Marketing Barometer
• Immediate feedback • Audience
confirmation • Successful topics
Content Marketing Optimizations
• Topic expansion • Audience refinement • Voice modulation
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Farmers Insurance Case Study for Integration Success
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Farmers Insurance: Content Strategy & Social Media
Ongoing Strategy
Centralized Systems
Farmers Groups
Content Strategy
Execution + Reporting + Editorial Strategy
Content Goals + User Objectives + Brand Guidelines
Farmers Internal Teams & Groups
Channels
Calendars Editorial Meetings Strategy Docs
Website Campaigns Social Media
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Effective Experiences: Content that Performs
Farmers Users Supports Business
Objectives
Fulfills Audience
Needs
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Effective Experiences: Content that Performs
Farmers Users Supports Business
Objectives
Fulfills Audience
Needs
Audience Intelligence
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Effective Experiences: Content that Performs
Farmers Users Supports Business
Objectives
Fulfills Audience
Needs
Audience Intelligence
Content Strategy
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Connecting Content Strategy & Social
Social Strategy
Editorial Execution
Reporting
þ Clicks to site
þ Engagement
þ Shares
þ Reach
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Q&A Time e
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Audit & Autographed Book Giveaway
Audience members will be randomly chosen to receive:
One free content & social media audit
or
One of three autographed copies of Youtility
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Thank You! Ethology 1.800.284.1694 [email protected] ethology.com
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