Post on 08-May-2015
Creating Awesome Content For Social Campaigns
April 16th, 2014
#socialcontent
PRESENTORS
Holly HamannCo-founder and CMO
TapInfluence@HollyHamann
Amanda SibleyAmanda Sibley
Co-marketing Manager, HubSpot@AmandaSibley
#socialcontent
WHAT WE’LL COVER
GETTING SOCIAL-READY SETTING GOALS IDENTIFYING SOCIAL INFLUENCERS
MEASURE THE RIGHT WAYMAKING THE MOST OF YOUR CONTENT
#socialcontent
80%OF PEOPLE CHECK THEIR PHONE WITHIN
15 MINUTES OF WAKING UPSOURE: IDC RESEARCH
110X A DAY
THEY WILL CHECK THEIR PHONE AN
AVERAGE OFSOURE: IDC RESEARCH
#socialcontent
THERE IS A CONSTANT FEED OF SOCIAL CONTENT
AND BRANDS NEED HELP TO STAND OUT
REACH THEM VIA A TRUSTED SOURCE AND ADD VALUE TO THEIR LIVESDO:
DISRUPT THEM BY TRYING TO SELL THEM SOMTHINGDON’T :
#socialcontent
SOCIAL CONTENT DOES JUST THAT
VISUAL VISCERAL VALUABLE VIRAL
It’s creative and catches
the consumer’s attention
It evokes emotion and
creates a connection with
the consumer and
ultimately affinity for your
brand
It tells your brand story with
personal context to add
value to the target
customer’s life
It gets distributed more
naturally from person to
person via all social
channels
#socialcontent
GET SOCIAL-READY: WHERE IS YOUR AUDIENCE AND
WHAT DO THEY NEED?
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 1)
#1 Platform to Kill Time=
Pinterest is the #1 platform for killing time.
#socialcontent
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 2)
#1 Platform to Kill Time=
Blogs are the #1 platform for product recommendations
WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL PLATFORMS? (part 3)
#1 Platform to Kill Time=
Twitter is the #1 platform for complaining.
What Does All This Mean?
ALWAYS AB TEST
WHAT TO TEST ON SOCIAL:• Timing• Networks• Images• Copy
#socialcontent
SETTING GOALS
Goals are a Must!
Add value to your audience.
• Determine your audience’s needs
• Help them solve pain points and problems.
• Give them the tools to do their jobs better
Use metrics that will help your business.
• Reach and branding• Leads for sales team• Likes/Follows to increase long
term lead generation• Revenue and customers
YOU NEED CONTENT TO ADD VALUE
CREATING THE RIGHT CONTENT
FIND CONTENT CREATORS
Internal Curate Collaborate
WHAT DO THEY HAVE THAT BRANDS DON’T?
1. Trust2. Very targeted audience3. Authentic consumer experience4. Bigger reach than brands5. Better, faster, cheaper6. Shareable
WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A BRAND?
Product fit is #1 consideration
WHAT TO LOOK FOR IN AN INFLUENCERLOOK AT CONTENT
RELEVANCE
POST FREQUENCY
AUDIENCE DATA
CONTENT QUALITY
AUDIENCE ENGAGEMENT
LOOK FOR PROFESSIONALISM
BUILD A RELATIONSHIP
BE RESPONSIVE
BE CLEAR ABOUT EXPECTATIONS
COMPENSATE THEM
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#socialcontent
Let them tell authentic stories
Think of them as partners
Showcase content on various of Facebook, Pinterest, Twitter, YouTube
Give proper influencer attribution
Provide clarity on what actions you want the audience to take
Be “always on”
Increase value (and exposure) of content by using in ebooks, blog posts, webinars, email marketing, advertising, case studies
Compensation
THE KEYS
TO WORKING WITH INFLUENCERS
4. GET THE MOST OUT OF YOUR CONTENT
GET THE RIGHT CONTENT IN FRONT OF THE RIGHT PEOPLE
HAVE A PLAN
PurposePersona PeriodPromotion
\
ENCOURAGE SHARING
DON’T BE AFRAID OF LINKS
Links
Clicks
Views
Leads
Customers
KEEP MOBILE IN MIND
OPTIMIZE CONTENT AND IMAGES FOR PLATFORM
OPTIMIZE CONTENT AND IMAGES FOR PLATFORM
5. THE RIGHT WAY TO MEASURE
GO BEYOND THE
LIKE
TRACK YOUR SUCCESS
TRACK HOLISTICALLY
Don’t add to the noise,
add
QUESTIONS?
@HollyHamann@AmandaSibley
#socialcontent