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8 Steps To Effective Content For Social Media - Newscred Webinar PowerPoint Presentation
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8 Steps To Effective Content For Social Media - Newscred Webinar

8 Steps To Effective Content For Social Media - Newscred Webinar

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8 Steps To Effective Content For Social Media - Newscred Webinar

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  1. 8 Steps To Effective Social Content Michael Brenner SAP Vice President - Marketing & Content Strategy @BrennerMichael

  2. Our Speakers Shafqat Islam is the Co-Founder and Chief Executive Officer of NewsCred, the world’s leading content marketing and syndication platform. As CEO, Shafqat manages the strategic growth of the company, pioneering a new content ecosystem for brands and publishers. Follow him: @shafqatislam or @newscred. Michael Brenner is the VP of Global Marketing and Content Strategy for SAP. Michael developed an award winning inbound marketing content destination for SAP called Business Innovation. He is the author of B2B Marketing Insider blog, a contributor on Forbes an a frequent speaker at many industry events. Michael started his career nearly 20 years ago in sales, followed by field, product and corporate marketing positions at the Nielsen company. He then led marketing for 2 companies prior to joining SAP. Follow him: @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 2

  3. @BrennerMichael

  4. @BrennerMichael

  5. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 5

  6. Me, 20 pounds years ago @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 6

  7. Today we are all connected @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 7

  8. Content used to be easy . . . Today, YOU are the news! 50 years ago, Gallup released research that said delivering news is the most effective way to attract people to your business… @BrennerMichael © 2013 SAP AG. All rights reserved. 8

  9. What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 9

  10. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 10

  11. @BrennerMichael © 2013 SAP AG. All rights reserved. 11

  12. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 12

  13. @BrennerMichael

  14. And Not Enough Like This… @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 14

  15. @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 15

  16. While Content Is Exploding @BrennerMichael © 2013 SAP AG. All rights reserved. 16

  17. Why Is Content Marketing Important? From: Joe Pulizzi, Content Marketing Institute Search Engine Optimization (Get Found) Social Media (Get Shared) STORYTELLING Lead Generation (Get Leads) @BrennerMichael © 2013 SAP AG. All rights reserved. 17

  18. A Content Hub Run Like a Business PAID Converged EARNED Life Awareness Ads Social Communities: - Twitter, Linked, facebook, G+ Business Innovation Publish stories Paid social promotion: Via Twitter, Linked-In, Facebook, YouTube OWNED SAP.com: PR: Content promoted and showcased via Press Releases and PR initiatives Demand Gen extensions: E-mail, digital assets, mailers Sales Demo Tools Events @BrennerMichael © 2013 SAP AG. All rights reserved. 18

  19. Business Innovation A “Content Hub” to earn traffic instead of buying it http://blogs.sap.com/innovation Design: “Subtly” Branded Target: Business Execs+ Stage: Early- to Mid-stage Editorial: Keyword-driven Content: No Budget 100s of authors (“Author Curation”) ~50% external CTA: Subscribe, Offers, Explore  Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange © 2013 SAP AG. All rights reserved. @BrennerMichael 19

  20. Created An Infographic to Report on Goals: Reach, Engagement AND Conversions Traffic and leads we would’ve NEVER seen •What content drives Unique Visitors? •How much traffic from Social + Search? •How much of our search traffic is non-branded or using product terms? •Are we showing true ROI? Recognized for customer- centric content strategy by Fast Company, Digiday, Content Marketing Institute and more… All language sites YTD through April 30, 2013 © 2013 SAP AG. All rights reserved. @BrennerMichael 20

  21. Organic & Social Traffic “Up and To The Right” @BrennerMichael © 2013 SAP AG. All rights reserved. 21

  22. 8 Steps To Effective Social Content 1. Listen first 2. Stop creating crap 3. Engage 4. Find your voice 5. Be helpful 6. Rhythm: 4-1-1 rule of social sharing 7. Reject excuses for not using certain channels 8. Be entertaining @BrennerMichael © 2013 SAP AG. All rights reserved. 22

  23. 1. Listen: 2 Ears, 1 Mouth @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 23

  24. The buyer journey starts with a search . . . Top Customer Terms: • What is real-time analytics? • What is cloud computing? • What is Big Data? • What are mobile solutions? • How are companies benefiting from …? • Who are the top vendors in…? Terms SAP Ranked For: • What is SAP? • SAP Software? • SAP HANA? • SAP ERP? • SAP Business Intelligence? • SAP Crystal Reports™? @BrennerMichael © 2013 SAP AG. All rights reserved. 24

  25. 2. Stop Creating… http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 25

  26. 3. Engage: Don’t Be That Guy @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 26

  27. Meet Lindsey @LindseyLaManna @BrennerMichael © 2013 SAP AG. All rights reserved. 27

  28. 4. Find Your Voice: It Takes Practice @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 28

  29. Be Helpful 5. Always Be Helpful! @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 29

  30. Most Popular Articles (10X average Pageviews) •Top 50 Influencers for each topic •Top 10 Blog Sites for each topic •Terms You Need To Know •Myths…Busted •10 Predictions for… •What is…? •The First Step to Success in… •How To Get Ahead With… @BrennerMichael © 2013 SAP AG. All rights reserved. 30

  31. 6. Find Your Rhythm: 4-1-1? @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 31

  32. Social Rhythm: Each Channel Has One Facebook Twitter Google+ Linkedin @BrennerMichael © 2013 SAP AG. All rights reserved. 32

  33. 7. Reject Excuses To Not Use Any Channel @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 33

  34. 8. If you can… Be Entertaining http://www.youtube.com/watch?feature=player_embedded&v=3pffeMdDSoY @BrennerMichael @BrennerMichael © 2013 SAP AG. All rights reserved. 34

  35. 8 Steps To Effective Social Content 1. Listen first 2. Stop creating crap 3. Engage 4. Find your voice 5. Be helpful 6. Rhythm: 4-1-1 rule of social sharing 7. Reject excuses for not using certain channels 8. Be entertaining @BrennerMichael © 2013 SAP AG. All rights reserved. 35

  36. Slides available on: Slideshare.net/MichaelBrenner Marketing Blog: B2B Marketing Insider SAP Content Hub: Business Innovation Questions? Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me: Twitter: @brennermichael