Social Media for Business PCE Spring 2012

1. Social Media for BusinessPCESpring 2012 Session 8 Instructor: Mala Sarat Chandra mchand1@uw.edu TA: Derek Belt derekbelt@gmail.com

2. Agenda Student Presentations The Role and Importance of Content Strategy Infographic Review Mala Sarat Chandra

3. Information noun 1. facts provided or learned about something or someone 2. what is conveyed or represented by a particular arrangement or sequence of things Information strategy comprises the needs of the entire organization Content noun Information for use on a website Content strategy comprises that which is published on the web Mala Sarat Chandra

4. Content Marketing .. A term that refers to the creation and sharing of content for marketing purposes. In digital channels, it refers to content that resides on properties the brand or marketer owns (website) or largely controls from a content perspective (social media channels, syndication). Content marketing differs from advertising in that, unlike advertising, a media buy is never part of the equation. - Rebecca Lieb, Altimeter Group Mala Sarat Chandra

5. Branded Content Brand authored, to establish identity and affinity. Add context and dimension. Start conversations and build loyalty. Provide intrinsic value independent of product or service. Engage and inspire a consumer base. Unlike traditional advertisement, it relies on organic peer-to-peer distribution. Mala Sarat Chandra

6. Source: MarketingCharts.com Mala Sarat Chandra

7. Mechanics of Digital Distribution Source: Mashable Mala Sarat Chandra

8. Kanon Vodka Introduced to the US in 2010. No paid media. Relied on branded content to appeal to the target audience of taste-makers on a gut level, implicit association with “cool”. Mala Sarat Chandra

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11. Content Marketing Process Infographic Mala Sarat Chandra

12. Branded Content Best Practices Be Authentic Overzealous brand management can render good content inert. Be up to date. A week is a lifetime and can mean the difference between 1,000 and 100,000 views. Create Culture. Don’t be a passive participant. Optimize for your audience. Encourage distribution, achieve the shareability factor. Measure, measure, measure. Consistent measurement and tactical iteration are vital for success. Have fun with it. Be creative, flexible, dynamic. If you are not enjoying the process, its doubtful your fans will. Source: Alex Yenni, The Rise of Branded Content Mala Sarat Chandra

13. Use Content to Start Conversations that Meet Your Goals Deliver the right information, in the right way, to the right people. Understand what kind of conversations are possible and useful. Understand what conversation styles technologies can promote. Mala Sarat Chandra

14. Conversations on social media are information exchanges between people People createinformation People listento information People curateinformation People respondto information People repeatinformation Mala Sarat Chandra

15. Types of Social Media Conversations • Two speak, listen, respond • One speak, many listen, few respond • Many speak, listen and respond synchronously • Many speak, listen and respond asynchronously Mala Sarat Chandra

16. What types of conversation? 2, 3, 4. Retweet = Repeat. 1, 2, 3, 4. Like = Repeat. 2, 4. Link = Repeat. Mala Sarat Chandra

17. Keys to Success “Everytime you write, you have an opportunity to communicate and convince” - David Meerman Scott Successful online content Establishes the brand as a thought leader Builds online reputation and trust Informs and Educates Solves problems Entertains It is yourinformation, relevantto your user It is your Credibility, Authority, Reputation

18. Source: Ruder Finn Mala Sarat Chandra

19. http://www.intentindex.com/ Mala Sarat Chandra

20. Intent Driven Marketing What insights can you glean from consumer data? What actions would you like customers to take as a result of your campaign? How does your current online presence fit with your customers’ intent? How could you modify your online presence to align their intent with your desired user action? Source: Ged Carroll, Ruder Finn Mala Sarat Chandra

21. Understanding Audience Interests Mala Sarat Chandra

22. Twitter Keyword Search Toolshttp://timc.idv.tw/wordcloud/en/#tweetwhen.com Mala Sarat Chandra

23. It is Your Information How do you speak to your users Broadcast or narrow cast? Facilitation, recognition, status? How relevant it is to your users How aligned with their interests and concerns? Exciting? Surprising? Entertaining? Educational? Are they willing to talk back to you Is someone listening to their response? Do they feel rewarded for their response? What are the opportunities for Engagement How do ideas spread and evolve? How effective is your packaging? How aligned is it with their goals?

24. The Power of the ASK Reminding users to contribute results in 23% increase in contribution Source: Rick Walsh, University of Michigan Mala Sarat Chandra

25. Triumvirate Environmental Website is the hub Focus on major social media sites only Provide relevant, topical content Multiple calls to action Easy to find, share

26. Sma Relevant, helpful information Clear, multiple calls to action Interactive, Dynamic Content

27. Triumvirate Environmental Blog Easy to Subscribe Easy to Share Easy to Find Relevant, Related, Topical

28. Related, relevant content Customer Testimonials & Educational Videos Mala Sarat Chandra

29. Which Wich Relevant, Related Content Clear Call to Action Mala Sarat Chandra

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31. Proctor & Gamble http://www.manofthehouse.com “We’ll make men out of you yet” Provides advice to men while promoting P&G products such as Gillette, Head & Shoulders Shampoo Publishes posts from several independent bloggers 500,000 unique visitors / month within 6 months of launch Source: Minh Uong/The New York Times

32. Content Strategy Develop content goals aligned with Business goals Enhance Brand Awareness Protect Reputation Build Community Provide Customer Service Generate Leads Facilitate R&D Good online content increases engagement Not Promotional Relevant Educational Well written Easy to find Provides proof points Simple to customize and share Engagement drives business results Increase revenue Reduce cost Improve customer satisfaction • “Content strategy …. understanding what your customers need to know and delivering it to them in a compelling way” • Joe Pulizzi, Content Marketing Institute

33. Content Strategy Priorities Inform Listeners Facilitate Responders Promote Speakers Supply Repeaters Mala Sarat Chandra

34. Design Content to Suit Audiences and Channels Blogs Informative, keyword driven, calls to action Facebook Conversational, Interactive, Sharing Twitter Concise, Sharing, Conversational LinkedIn Professional, Discussions YouTube Entertaining, Informative eBooks Educational, Informative

35. Content Sources Website, Micro-sites, Corporate Blogs, Social Networks, Traditional Media Customize, Forward, Share, Comment Forums, Content Sites, Professional Networks, Social Networks Microblogs Editorials, Blogs, Microblogs, Events, Content Sites

36. Content Relevance Business Interest Alignment with Company goals, objectives, products & services. List of topics, sub-topics. User Interest Needs, desires, values, objectives of the target audience. Target audience personas. Listening tools, surveys. Time Significance Seasons, weather, current events, sporting events, popularity. Trending Topics http://www.google.com/trends http://search.twitter.com/ Source: Jay Baer’s Convince&Convert blog

37. Content Relevance Examples Source: Jay Baer’s Convince&Convert blog

38. Content Types and Uses White Papers Targets a business audience; syndicate to business websites through services e.g. Tech Target and Knowledge Storm Defines a problem; proposes a solution; does not pitch the company’s products or services. Typically require registration to access – “gated” eBooks Fun, thoughtful way to get information to specific audiences. Less text density, more graphical, easier to read Typically do not require registration – “ungated” Email Newsletters Directly reach target audience members with useful information, product discounts, calls to action Webinars Audio-visual-graphical-presentations by “mass influencers” or experts Establishes the sponsor company as a thought-leader, showcasing its products and services Free webinars help build communities and lead to paid services

39. Content Types and Uses Research & Survey Reports Showcase the company’s expertise and focus with statistically significant data and insights Multimedia content Audios, videos, photos, graphs have the ability to provide significant value while engaging the audience Competitions and contests can inspire greater audience participation Experts and influencers add value and improve content quality Blogs Showcase the culture, value and expertise of a company by blogs written by employees and executives Build a community of potential brand advocates by inviting comments and engaging through comments Wikis Sponsored by companies to establish thought-leadership in distinct market segments Active participation and contributions from the community enhance and amplify influence and effectiveness

40. Microsoft Advertising

41. Growth & Effectiveness in Marketing Source: Joe Pulizzi http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/ Mala Sarat Chandra

42. Distribution Channels & Content Type Source: Joe Pulizzi http://www.contentmarketinginstitute.com/2011/12/2012-b2b-content-marketing-research/ Mala Sarat Chandra

43. Content must Rise Above the Din 110 million tweets per day 30B pieces of content shared per month on Facebook People must hear or see the same content 3 to 5 times before it gets their attention or affects their behavior. Post content at optimal times.

44. Getting Noticed Optimize Content for discoverability with carefully selected keywords Match Titles of the content piece to searchpatterns of the target audience Include keywords in descriptions that provide further context Use Tags derived from folksonomy within specific networks Select the best keywords using online tools such as Google Adsense Promote content through social bookmarking sites Delicious, Digg, Stumbleupon, Reddit Hire agencies to help get content on these sites “voted up” to the front page carefully Use Content Syndication Networks like Synnd.com Increase the number of inbound Links retweets, shares, likes, favorites

45. Dollar Shave Club Mala Sarat Chandra

46. Content Calendar Monday: Music Monday (music news/trivia, what is the bar currently playing?) Sample: Now playing: Fleetwood Mac. What’s at the top of your playlist? Tuesday: Trivia Tuesday (ask questions pertaining to your interests or the bar and offer a prize) Sample: The predominant flavor in gin comes from what berry? First to answer correctly wins a free appetizer! Wednesday: White Center Wednesday (spotlight community news) Sample: Don’t forget to check out the White Center Art Walk this week! Who’s attending? Thursday: Thirsty Thursday (drink specials) Sample: $1 off all draft beers tonight when you mention you saw us on Facebook or Twitter! Friday: Follow Friday (recommend others to your followers who you like and want to be affiliated with) Our neighbors are awesome. Seriously. Check them out: (Links)

47. Thirsty Thursday Music Monday Follow Friday Trivia Tuesday White Center Wednesday 4th of July Special Tweet Up Music Monday White Center Art Walk Trivia Tuesday Thirsty Thursday Follow Friday White Center Wednesday Follow Friday Music Monday Trivia Tuesday Thirsty Thursday White Center Wednesday Local musician performs Thirsty Thursday Follow Friday Brunch special Music Monday Trivia Tuesday White Center Wednesday

48. American Express Open Forum Visit the website and its various social media sitesand analyze their content strategy. What are your key take-aways? Are any of these techniques applicable to your project? Mala Sarat Chandra

49. Social Media Syndication “Content syndication is the science of extending the reach of your content in whatever form it takes”* Benefits of content syndication*... Creates multiple search engine references to your content Increases your rankings in the search engines for that content Gives you at least 200% more visibility in the search engines Leads more people to join your social channels Causes more and more people to link to your content (backlinks) Causes your content to be picked up and syndicated across many other networks besides the ones you are directly involved in. Source: Chris Heiler Source: Charles Heflin, Thomas Rozof

50. Content Aggregation Collection of content posted by a person or brand from specified social media and feeds Presented in a “dashboard” for viewing, commenting and sharing directly Allows friends and followers to subscribe to the complete content stream Enable social media analytics