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8 Steps To Effective Content for Social Media

For the third week in a row, I find myself at another amazing marketing conference. This time, it’s the Social Media Strategies Summit #SMSsummit in New York City where hundreds of social-minded digital marketers are looking to learn top tips and tricks for how to be more effective with social media marketing. <br><br>My talk is on some ideas for how to develop a content strategy for your social efforts. I have always seen the value in great content developed with the customer in mind. But social media needs great content, and great content needs social media, so you can’t be successful with just one. <br><br>My own journey into social was relatively opportunistic. After working for the same company for almost 10 years, I decided to find a new job. And Linkedin seemed like the right thing to try out at the time. And so in 2004, I joined up and started connecting with those I had worked with in the past. I gave no thought to having any kind of “strategy” for Linkedin. That was 9 years ago! <br><br>I joined Twitter in 2009. And for more than 3 months I logged in every day for about 15 minutes and watched the screen, Matrix-style, in awe of what was going on. Then I sent my first tweet and slowly started re-tweeting other people’s content each day – content I wanted to read and I thought others would find interesting. I also joined Facebook. Connected with a few friends and hardly ever logged in. <br><br>Then I started blogging. And suddenly I got it. Content and Social go hand-in-hand. You can’t have one without the other. <br><br>Unfortunately, most companies started using social media simply to promote the same old tired campaign messages and events. And many wondered why their social media wasn’t generating ROI. <br><br>Effective social media starts with a solid foundation and mindset of customer-centric storytelling. That helps your content get found, get shared and helps you get leads. <br><br>So based on my experience, lots of trial and error (mostly errors) and an attempt at having a little fun, I developed these 8 tips to generating effective content for social media: <br><br>8 Steps To Effective Content For Social Media <br><br>1. Listen first <br>2. Stop creating crap <br>3. Engage your audience <br>4. Find your voice <br>5. Be helpful <br>6. Find your Rhythm: (the 4-1-1 rule of social sharing) <br>7. Reject excuses for not using any social channels <br>8. Be entertaining, if you can <br><br>See more at www.b2bmarketinginsider.com

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8 Steps To Effective Content for Social Media

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  1. Social Content Strategy Michael Brenner SAP Vice President - Marketing & Content Strategy @BrennerMichael

  2. @BrennerMichael

  3. @BrennerMichael

  4. @BrennerMichael

  5. Me, 20 pounds years ago @BrennerMichael

  6. Today we are all connected @BrennerMichael

  7. 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…

  8. What’s Wrong With Our Content? It’s Too Much Like This… @BrennerMichael

  9. @BrennerMichael

  10. @BrennerMichael

  11. @BrennerMichael

  12. And Not Enough Like This… @BrennerMichael

  13. @BrennerMichael

  14. 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)

  15. A Content Hub Run Like a Business PAID Converged EARNED AwarenessAds Social Communities: - Twitter, Linked, facebook, G+ Life 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

  16. Business Innovation (launched March 27, 2012)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

  17. 8 Steps To Effective Social Content • Listen first • Stop creating crap • Engage • Find your voice • Be helpful • Rhythm: 4-1-1 rule of social sharing • Reject excuses for not using certain channels • Be entertaining

  18. 1. Listen: 2 Ears, 1 Mouth @BrennerMichael

  19. The buyer journey starts with a search . . . Terms SAP Ranked For: • What is SAP? • SAP Software? • SAP HANA? • SAP ERP? • SAP Business Intelligence? • SAP Crystal Reports™? 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…?

  20. 2. Stop Creating… http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge @BrennerMichael

  21. 3. Engage: Don’t Be That Guy @BrennerMichael

  22. Meet Lindsey @LindseyLaManna

  23. 4. Find Your Voice: It Takes Practice @BrennerMichael

  24. Be Helpful 5. Always Be Helpful! @BrennerMichael

  25. 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…

  26. 6. Find Your Rhythm: 4-1-1? @BrennerMichael

  27. Social Rhythm: Each Channel Has One Facebook Twitter Google+ Linkedin

  28. 7. Reject Excuses To Not Use Any Channel @BrennerMichael

  29. 8. If you can… Be Entertaining http://www.youtube.com/watch?feature=player_embedded&v=3pffeMdDSoY @BrennerMichael

  30. 8 Steps To Effective Social Content • Listen first • Stop creating crap • Engage • Find your voice • Be helpful • Rhythm: 4-1-1 rule of social sharing • Reject excuses for not using certain channels • Be entertaining

  31. Slides available on: Slideshare.net/MichaelBrenner Marketing Blog: B2B Marketing InsiderSAP Content Hub:Business Innovation Twitter: @brennermichael Thank you! Michael Brenner Vice President, SAP Marketing & Content Strategy Michael.Brenner@SAP.com Connect with Me:

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