Content and Social Media: The Peanut Butter and Jelly of Marketing

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rightsourcemarketing.com Content and Social Media: The Peanut Butter and Jelly of Marketing May 8, 2014

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May 2014 Presentation to the Baltimore Social Media Meetup by Dov Hoffman, Right Source Marketing @dovhoffman @rightsource @BaltSocMedia http://www.meetup.com/Baltimore-Social-Media/

Transcript of Content and Social Media: The Peanut Butter and Jelly of Marketing

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Content and Social Media: The Peanut Butter and Jelly of Marketing

May 8, 2014

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About Dov

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Marketing Manager, Right Source Marketing

Vice President of Collegiate Relations, Baltimore Chapter of the American Marketing Association

Staten Island Native (yes, the “Forgotten Borough”)

Fan of spicy foods (still searching)

Avid world traveler - 19 states and counting; Israel, England, France, Greece, Mexico, Iceland, Jamaica, Netherlands, Panama, as well as the Cayman Islands

@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia

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Housekeeping Rules

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@dovhoffman

@rightsource

@BaltSocMedia

#BaltSocMedia

“If it’s memorable, it’s tweetable.”

- @SimonTBailey

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The Game Has Changed

4 @dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia

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The Game Has Changed

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The Game Has Changed

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Source: SiriusDecisions

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The Peanut Butter and Jelly of Marketing

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Content Social Media

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What is Content Marketing?

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“Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience – with the objective of driving profitable customer action.”

Source: Content Marketing Institute

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93% of B2B marketers use content marketing Content marketing generates 3 times as many

leads, per dollar spent, as traditional marketing tactics

77% of business buyers prefer different content at various stages of the product research process

43% of organizations have a dedicated content marketing executive

Content marketing makes 70% of consumers feel closer to a company

65% of content marketers tailor content to industry trends

Fun Facts on Content Marketing

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Source: 57 Remarkable Content Facts from Curata

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Make It Remarkable

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Every single day…

2,000,000 blog posts are written

294,000,000,000 emails are sent

864,000 hours of video are

uploaded to YouTube

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The Content Marketer’s Mindset

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Content marketing is not another tactic

Content marketing is not another line item

Content marketing impacts marketing AND customer service, public relations, recruiting and more

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Why Content Marketing?

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“Content is the cost of entry to relevance in today’s society.”

“The top 1-5% [of executives and social media personalities] in the next few years will have full-time content people around them. There are going to be 500 to 5,000 people at this time next year who employ a full-time content person.”

– Gary Vaynerchuk

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Social Media is No Different

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Content Marketing Planning

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Only 44% of B2B Marketers have a written content marketing strategy

Only 11% of companies that rate content marketing as ineffective have a written strategy

B2B Marketers with a content marketing strategy are 600% more likely to be effective

2/3 of B2B Marketers without a content marketing strategy are creating more content now than they did in the previous year

View Full Content Marketing Institute (CMI) Research

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Relationship of Content to Social Media

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Relationship of Content to Social Media

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The Game is Changing…Or Is It?

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Don’t criticize, condemn or complain.

Give honest and sincere appreciation.

Acquire in the other person an eager want.

@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia

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Social Media Landscape

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Social media is used by 87% of B2B marketers to distribute content

LinkedIn’s conversion rate is 3 times higher than Twitter and Facebook

71% of tweets are ignored, only 23% generate replies

70% of organizations have a presence on Google+

43% of content marketers say social media is a top contributor to marketing success

Source: 57 Remarkable Content Facts from Curata

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Six Tips for Your Social Media Strategy

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Tip #1: Don’t Assume

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Tip #2: Don’t Give Your Keys to the Intern

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Pro Tip: Social Media Required Skills

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Community mindset

Writing proficiency

Tech savviness

Ability to think visually

Capable of crunching data

Ability to act like a sponge

“Social success is now about

optimization, not colonization.”

- Jay Baer

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Tip #3: Don’t Follow the Pack

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“Social media is not simply a means to an end – it is part of

your content marketing strategy.”

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Tip #4: Don’t Think You Can Just Build

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“Social media is about being social, not just pushing out your messages.”

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Tip #5: Don’t Toot Your Own Horn

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Pro Tip: Starbucks

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“We’ve learned to focus not on selling something through social media but on how to engage our customers.”

– Troy Alstead, Starbucks CFO

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Tip #6: Don’t Skip the Research

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“Take a trip back to your school days and do your research.”

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Six Tips for Your Social Media Strategy

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1. Don’t assume that you can execute just social media.

2. Don’t let the intern run your social media program.

3. Don’t do social media because everyone else is doing it.

4. Don’t have a “build it and they will come” mentality.

5. Don’t use social media (or expect it to serve) as a sales channel.

6. Don’t skip the research.

@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia

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Example: Red Cross, Everyone Messes Up

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Example: Red Cross, Don’t Freak Out

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Example: Dogfish, Leverage Mistakes

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Key Takeaway: Content and Social Media

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“Don’t let the social media tail wag the content

marketing dog!”

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Thank You!

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Dov Hoffman Right Source Marketing @dovhoffman @rightsource [email protected] www.rightsourcemarketing.com www.marketingtrenches.com

@dovhoffman | @rightsource | @BaltSocMedia | #BaltSocMedia

Want these tips? Visit go.rightsourcemarketing.com/BaltSocMedia