Delivering Content Through Social MediaWhat works best for your message…

What We Will Cover

Essentials for Online Brand Visibility

Delivering Branded Content through:

Blogs

Twitter

Video

Images

Presentations

Cross Promotion

Homework

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“One of the most important things about the social web is to promote all your content and all your sites on all other sites and communities, so you can drive traffic.”

Jeffrey L. Cohen

http://socialmediab2b.com/2009/04/b2b-social-media-example-siemens/

Consistency of message

Utilization of assets

Promotion of online presence

Essentials for Branded Visibility Online

Delivering Brand Content Through Blogs

Build upon existing marketing materials like white papers and press releases, and deliver new supporting content on your blog and/or through engaging online influencers:

• Online or video interviews with white paper authors/company leaders

• Online Q&As with readers, employees, media

• Supporting points of view and short industry stories

Things to Remember…

• Make sure content is compelling to keep users eager for new content

• Use relevant keywords in your content to improve search engine visibility

• Embed links back to your main site and other online assets

Boeing’s B2B Blog – Randy’s Journal As the basis of Boeing’s social media presence, Randy’s Journal was started over

4 years ago to build the online conversation around commercial aviation. Creating a personality, and a “face” to Boeing,

Marketing VP, Randy Baseler (now authored by new VP, Randy Tinseth) cultivated relationships and engaged over

500,000 viewers in its first two years.

Delivering Brand Content Through Twitter

Microblogging sites like Twitter can be utilized to offer:

• Another channel to distribute of blog content, press releases, company news and activity

• Ability to share existing content in relevant conversations with other users

• Real-time coverage, updates and brand interactions at industry events and trade shows

• Lead gen opportunities, when sharing marketing news, promotions and sales

Things to Remember…

• Blog platforms offer the ability to sync blog posts with automatic Twitter updates (or “Tweets”)

• Use bit.ly to shorten urls to press releases and other company news

@delloutlet

Posting deals on refurbished computers from the Dell Outlet provides Twitter followers a chance to

be the first to know about online deals. DellOutlet hit sales at over $1MM in its first year, reaching of

$3MM as of June ’09 and now boasting more than 1 million followers.

Delivering Brand Content Through Video

Using video sharing sites, marketers can feature content through:

• Episodic video series focused on specific topics of interest

• How-to or business tips series

• Interview Series with employees, industry leaders or event attendees

Things to Remember…

• Video content should be short, to the point and interesting, providing insights and/or entertainment to the viewer

• Users have the ability to subscribe to the business channel, rate videos, send to colleagues and embed on their own business sites, so content needs to be worth sharing

• Videos don’t just have to live on a video-sharing site, include them in blog posts, reference them on Twitter and include in LinkedIn Updates

IBM Mainframe

To create awareness for IBM’s new Mainframe value proposition, the company launched a video series on YouTube

aimed at IT Influencers. By leveraging YouTube and the broader social web, IBM created an “IBM mainframe meets

"The Office“ video series which led to a 25x increase in traffic to its Mainframe website and greater awareness

among key IT influencers.

Delivering Brand Content Through Images

Photo sharing sites, like Flickr, provide a:

• Social archive of images that can be publicly viewed and utilized to support other digital content

• Platform to categorize and feature images from events, trade shows, products and community involvement

• Networking opportunity with other contributors to the sharing site, relevant photos can linked to company galleries and connections made

Things to Remember…

• As with all content, remember the importance of keywords, tagging images to include searchable brand terms and topic specific terms

• Like video, photos already posted on photo sharing sites can be featured in relevant blog posts, referenced in Tweets and even on the main Web sites.

The Scania Group

Images and video are strong assets to collect and feature in social media press rooms. The Scania Group,

a leading truck manufacturer, features image feeds and even a sharable application (or widget) that pulls

from Flickr to showcase their products, services and company.

Delivering Brand Content Through PresentationsSlideshare is a presentation sharing community that allows businesses to publish (either publicly or privately) presentations to a share site for others to view

• With slideshare users have ability to download the presentation, share with colleagues via email or link, embed in their own business sites, comment on the presentation

• Presentation views and embeds can be tracked to measure success of the presentation and interest on that particular topic

• Instead of emailing a presentation to colleagues and peers, posting on slideshare improves search engine visibility for the content and company

Things to remember…

• Give the presentation a relevant, and easy to search title and tag it with specific company keywords

• Support your presentation by posting about it (and embedding it) on your blog, and distribute the link through Twitter

• Of course you can promote your work through traditional email outreach as well

Make your recent presentations visible online – connecting it back to your company’s Web site –

by uploading to SlideShare.net.

Cross Promotion is Key

• Now that you are using the various social tools to deliver branded content, make sure you are supporting the content you have created by cross referencing your content

• Include links to your YouTube channel, Flickr gallery, SlideShare folder, Twitter handle and blog on your company’s Web site

• Refer to your company’s Web site in your Twitter handle bio, your YouTube Channel and Flickr Gallery descriptions

• Include links back to your online presence at the end of your SlideShare presentations and in your LinkedIn company profile

• And remember to integrate your message across platforms

Insert Your Company Here

Your Homework

• Find one company actively sharing content using each social site previously

mentioned. Note what type of content seems to resonate most strongly in terms

of views, comments and sharability.

• What can be learned from these companies and applied to your compay as you

begin to deliver content on the social web?

• View the presentation below on SlideShare and develop a checklist of existing

content that your company could deliver through social media.

http://www.slideshare.net/basebot/b2b-content-marketing

Resources – Best Practices for Delivering Content

• 10 Business Blogging Best Practiceshttp://socialmediab2b.com/2009/06/business-blogging-best-practices/

• 4 Tips to Build and Engaged Twitter Audiencehttp://smallbiztrends.com/2009/08/tips-b2b-twitter-following.html

• SEO for YouTube - How to Search Optimize Video for B2B Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/4826/SEO-for-YouTube-How-to-Search-Optimize-Video-for-B2B-Marketing.aspx

• Leveraging Slideshare to Gain Rank in the Search Engineshttp://www.socialseo.com/leveraging-slideshare-to-gain-rank-in-the-search-engines.html

CONTACT

Kristin ParrishDigital Strategist | 360° Digital Influence

Ogilvy Public Relations Worldwidekristin.parrish@ogilvypr.com404-881-2324@KParrish926