Content Management in Social Media | Social@Scale Summit

© 2013 Sprinklr. All rights reserved.

Content Management in Social MediaAngie Pascale | Social Media Director | Location3 Media

@angiepascale | @Location3


The Traditional Mental Model of Marketing

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google



The New Mental Model of Marketing

Source: Socialnomics, 2009; Google/ Shopper Sciences Zero Moment of Truth Study, 2011, Febuary 23, 2012; Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google



In 2010, we needed information from 5.4 sources before making a purchase. By the end of 2011, we needed 10.4.



An era of self-serve information@angiepascale | @Location3


Input

Discovery

Intent

Websites

Blogs

Video

Friends Content

Incentive

Authorities

Decision

Interest

Research

Content

Content

Content

Content

The Path To Purchase: A customer-directed, socially-influenced, brand-inspired pursuit of truth and opportunity.

LOCATION3@angiepascale | @Location3


CONTENT

SEARCH

SOCIAL

BRAND

LEADS



What Content Should You Create?

Content Management in Social Media



Understand The Needs of Your Audience

Understand The Behavior

of Your Audience

Deliver Value To Your

Audience

Photo Credit: http://www.flickr.com/photos/igorza76/8109506828/



Content = YOUTILITY

Source: Jay Baer, Convince and Convert



Using Social Data to Learn About Audiences

Social Data Mining

Customer Segments & Brand Personas

Social Network Demographics & Usage

Organic & Paid Search Data Social Referral Data

Influencer Identification



Facebook Custom Audience

Upload email or phone list to Facebook for demo- and psychographic insights.

Compare to all of U.S. to find if your audience over- or under-indexes in specific areas.



Content Pillars provide a creative filter and platform that is rooted in customer needs, brand voice and personality, and business objectives.

Pillars represent a starting point that allow a brand to live within its core environment, while also stretching into adjacent, relevant and credible aspects of your customers’ lives.

CONTENT PILLARS

Photo Credit: http://www.flickr.com/photos/31246066@N04/5670645385



Sample Content Pillar


Cowboy Hipster

LegacyAmericana

AuthenticityCraft



How to Manage & Maximize Content

Content Management in Social Media



Tie efforts together and move customer through the funnel by driving them to your site.

Don’t just have a Facebook strategy or a

Twitter strategy.



Sharing on social channels

Beyond Facebook & Twitter

Learn to love Google+ (yes, I’m serious)

Use hashtags

Know your dimensions

Build relationships



Google+ Post ranks for “business signs.” Note the

meta description.

While “business signs” is in the Google+ post, that’s not what was used as the description.

Google pulled the description from the linked article.



Using can increase engagement by hashtags on Instagram, Facebook, Vine and Pinterest translate seamlessly when these posts are tweeted.



Know Your Tags!

#susanalbumparty

#rimjobs

#hobbitch

#clitfest

Susan Album Party

Reach in Motion Jobs

Hobbit CH

C Lit Fest@angiepascale | @Location3


Content FormatsYou need to be aware of how your content will display on different social networks and devices.

http://www.lunametrics.com/blog/2012/11/12/final-social-media-sizing-cheat-sheet







SEO Integration

Social signals don’t directly impact ranking of content, but they do help to increase traffic and generate links, which are key factors in ranking.

Google has indicated that they are working on weighting the ranking of identities.



Content Amplification

Just creating content doesn’t mean users will come consume and engage with it. You must draw attention to the content through owned, earned and paid content amplification methods.

OWNED

EARNEDPAID



Paid Content Distribution



OW

NE

D M

ED

IA

EA

RN

ED

ME

DIA

PA

ID M

ED

IA

ON-SITE Landing Page Thank You Page Blog Resource Page Press Room Internal Linking

SOCIAL CHANNELS - CONTENT

ð Facebook – Page, Groupð Owned Forum/Communityð Twitter ð Google+ - Page, Community, Hangoutð YouTube ð LinkedIn – Channel, Groupð Pinterest ð Other Videos Sites (e.g., Vimeo)ð SlideShare/Issuuð Tumblrð Instagramð Vineð Foursquare – Tip, Local Update, Special

SOCIAL CHANNEL - CREATIVEð Facebook Appð Facebook Eventð Social Skinning Takeover

OTHER DIGITAL OPPORTUNITIES

ð Email/Newsletter

BOOKMARKING SITES Digg Reddit StumbleUpon Buzzfeed Newsvine

OTHER DIGITAL OPPORTUNITIES

PRWeb PitchEngine Social Syndication Service Infographic Submissions Sites Contest Submission Sites Image Submission Sites Vertical-specific Social (L3 owned) Wikipedia Linking Event Submission Sites Email/Newsletter Non-owned Forum/Community

OUTREACH

Media Outreach Community Outreach Blogger Outreach Influencer Outreach Blog Commenting Community Q&A

PAID MEDIAð Facebook – Ads, Offersð Promoted Tweetsð Twitter Lead Gen Cardð LinkedIn Adsð Foursquare Promoted Updateð Foursquare Post Check-inð Tumblr Sponsored Postsð Paid Searchð GDNð Displayð YouTube Promoted Videosð Google Video Adsð Mobileð Pinterest Promoted Pinð Instagram Sponsored Photo

CONTENT AMPLIFICATION

ð Outbrainð Taboolað Facebook Promoted Postð LinkedIn Sponsored Updateð StumbleUpon Paid Discoveryð Redditð Disqus Paid Discoveryð Zemantað nRelate

Content Distribution ChecklistUse this checklist to ensure each piece of content is being maximized across all owned, earned and paid media channels.



Tracking Content SuccessContent Management in Social Media



Content Performance MetricsContent performance can be measured in five buckets. The specific metrics in each bucket vary based on objectives, strategy and resources. Some common metrics are listed below.

Awareness

• Impressions• Reach• Mentions

Consumption

• Clicks• Visits• Referrals• Bounce rate

Engagement

• Likes• Shares• Retweets• Favorites• +1s• Pins• Time on site

Actions

• Leads/sales• PDF

downloads• Newsletter

signups• Site

navigation

SEO Impact

• Increased organic site traffic & activity

• Increased organic backlinks

• Increased engagement on specific content pieces


© 2013 Sprinklr. All rights reserved. @angiepascale | @Location3

CONTENT IS FIRE

The path to purchase is no

longer linear. You need to be where your customers are, providing

YOUtility through custom content.

KNOW YOUR AUDIENCE

Understand your audience and how you can provide value through

compelling and useful content.

MAXIMIZE DISTRIBUTION

Use earned, owned and paid media to ignite your content across social

media and other digital channels.

TRACK AND MEASURE

Measure content in five areas: awareness,

consumption, engagement,

actions and SEO impact.

Customize metrics to fit your

needs.


Angie PascaleSocial Media [email protected]@angiepascaleabout.me/angiepascale

[email protected]/Location3Media

FIND ME


Content Management in Social Media | Social@Scale Summit

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