2012 State of Social Media Marketing: Social Media Measurement, Objectives, and Budget Implications
Content & Social Media Marketing on Budget #SMWMumbai
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Content & Social Media Marketing on Budget
Navneet Kaushal CEO PageTraffic
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www.pagetraffic.com
Navneet Kaushal Founder & CEO of PageTraffic
12 Years of Digital Search MarkeDng experience
Editor www.pagetrafficbuzz.com
Expert author on WebProNews, Search Newz, Clickz, Social Media Today,
Search Engine Journal, Promo<onWorld, Business 2 Community , India Digital Review etc
Regularly quoted on ET Now, Zee News, SeaQle Times, Hindustan Times, Livemint, BenefitIT etc.
About PageTraffic Established in 2002
95 people strong, with offices in New Delhi, Noida, Mumbai, Chicago & London
Offers SEO, SMO, PPC, Content MarkeDng, Web Development services
More than 3000 clients worldwide
Winner of Red Herring Top 100 Asia Award 2011
WHO AM I?
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WHY CONTENT & SOCIAL MARKETING IS IMPORTANT
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Every Minute of Every Day
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-‐ Mashable
Every Minute of Every Day
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571 websites are launched
Every Minute of Every Day
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571 websites are launched 350,000 tweets are tweeted
Every Minute of Every Day
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571 websites are launched 350,000 tweets are tweeted
48 hours of YouTube videos are uploaded
Every Minute of Every Day
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WHAT IS CONTENT MARKETING
The art of communicating with your customers without selling
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WHAT IS CONTENT MARKETING
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Inbound/Content Marketing
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Why is it important?
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Three Content Channels Today’s content is EVERYTHING you publish on the web.
Social
Crowd Sourced
Visual
YouTube
Infographics
Written
Blogs
Articles
Email Marketing
Press Releases
Content spans across
channels
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“...the [poten8al] customer needs evidence that we understand their problem be>er than they do before they’ll buy, share or recommend us...” @juntajoe
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When it comes to producing content
Make content that audience will want to see
And figure out how to remove as much branding as possible.
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Which content engages for you? • Informa<on and news
• Links to blog posts • Yours AND Others
• Free downloads • Zeitgeist • Ques<ons • Customer service Q&A • Polls/surveys
• Promo<ons • Sweepstakes
• (Contribute to win)
• New product info • Product discounts • Live events • Product reviews
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Social content
• Drives traffic and conversions
Your Online Store (Search
dependent) Your Online
Store
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Major Social Media Channels
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Why social Content? • Nice to have or necessity? • Necessity • Increases the KLTC (Know, Like, Trust and Convert ) factor of your brand
• Brands that show up consistently, with interes<ng content build a following
• Brands who personally engage with individuals create customers • Customers buy from brands they know, like and trust
• Builds credibility
• Differen<ates you from the compe<<on • Enables people to share and talk about your brand • Drives traffic
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What are you looking to achieve by use of Social Media
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Researching and Understanding your Social Media Audience
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Social Media Marketing with Facebook
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The Digital Landscape • Facebook
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Facebook Advantages ① Turn your friends into agents. ② Read news feed. Someone may post a “does anyone
know...” ③ Just like LinkedIn, there are Facebook groups. Watch and
get active. ④ You can email anyone in Facebook. ⑤ Research and join (“like”) company pages. Watch and
participate.
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Why Use Facebook? Social Media Marketing with Facebook
A. Business Page – for spreading your content
B. Multi-Media rich
C. It is where one in three internet users hang out
D. Self Serve Target Ads with user demographics
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Facebook Tips for B2C Companies Facebook Social Media Marketing – B2C
A. Welcome page
B. Provide an incentive for growing your Facebook “Likes”
C. Capture email subscriptions for your database
D. Offer specials
E. Publish content daily
F. Crowd sourced market research
G. Sell products on your Facebook store
H. Provide rich multimedia
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Facebook Tips for B2B Companies Facebook Social Media Marketing – B2B
A. Video Channel with “How To” Tutorials
B. News Updates in Your Industry
C. Provide an Incentive for Growing your Facebook “Likes”
D. Capturing Email Subscriptions for your database
E. Targeting Decision Makers through Paid SMM
F. Market Research and Surveys
G. Promote your Thought Leaders
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Create content that’s both high- quality and high-impact
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What Should I Post on Facebook?
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The number 1 rule of posting on Facebook?
Picture and Photos Make sure your update includes an image, no matter what you’re sharing.
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Here are few type of posts you can try Make sure your update includes an image, no matter what you’re sharing.
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55 Anything Inspiring, Hilarious, or Culturally Relevant
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56 Anything Inspiring, Hilarious, or Culturally Relevant
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57 Pics of Babies and Cute Puppies
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58 Photos of your Office or Team
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59 Relevant & Practical Articles
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60 Tips about your product or service
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Social Media Marketing with Twitter
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5 Tips for Optimizing Twitter Social Media Marketing with Twitter
A. Include a photo or logo
B. Add your Facebook or Website’s URL
C. Write “Great Headlines”
D. Make sharing easy with a “ReTweet” button
E. Include “Follow me on Twitter” buttons on your blog
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Twitter Marketing Tips Social Media Marketing with Twitter
A. Develop a targeted Twitter following
B. Listen, engage and communicate and build loyal followers in your community
C. Create a live feed on the corporate brand name to see what the world is saying about you
D. Tweet your online specials that link to a landing page
E. Tweet your content
F. Network and Create contacts on Twitter by retweeting their content
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Use Twitter Effectively Social Media Marketing with Twitter
A. Tips related to you products
B. Sales, discounts
C. New product announcements
D. Ask questions/for opinions
E. Ask which of your products they like the best?
F. Tweet cool pictures of your product
G. Ask for the retweet!
H. Tweet recent blog posts
I. Tweet a video
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Social Media Marketing with LinkedIn
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There are a number of relevant groups to join and participate in within LinkedIn. LinkedIn /Groups
A. As a starting point, be sure your own personal LinkedIn profile is 100% complete.
B. And also - create a business LinkedIn page for your company.
C. Join relevant groups.
D. Start conversations and comment on interesting threads.
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Typical social networks you can be involved with and why:
1. Twitter – great for listening, tracking, research and targeting. 2. Blogs – the perfect and flexible platform for sharing your content. 3. Forums - if relevant, explore and become part of the community. 4. Facebook – building a community around shared interest. 5. LinkedIn Groups – great for targeting, growing authority, and becoming part of a shared community
network. 6. LinkedIn Company Page – the perfect B2B PR channel. Keeping your connections and employees fully
up to speed with content and news direct from your business/brand/service. 7. YouTube channel – it’s your own TV channel. Video can speak a thousand words. It’s the most
consumed media online – so consider your own channel. 8. Google+ - a must for social search. Google owns Google+ and ranks content on Google+. So be sure to
share your own blogs and authentic content into this network to amplify your online visibility. 9. Pinterest – pictures tell stories and people get engrossed browsing boards in Pinterest. Can be a really
great traffic generator – particularly useful if you have a very visual brand/product/service.
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Moving Beyond Social • Facebook updates, tweets, pins, shares, likes, etc are simple ways to spread the content and make it viral.
What aAer social sharing? How you
would convert them aAer the content goes viral?
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www.pagetraffic.com © PageTraffic Web-‐Tech. All Rights Reserved.
Pick Content Type
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www.pagetraffic.com © PageTraffic Web-‐Tech. All Rights Reserved.
Build Content With High Search Link Intent
KEYWORD “FACTS” KEYWORD “INFORMATION”
KEYWORD “DATA”
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Learn the art of storytelling
Copyright © www.pagetraffic.in
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Promote
Copyright © www.pagetraffic.in
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www.pagetraffic.com © PageTraffic Web-‐Tech. All Rights Reserved.
Measure Content Marketing Efforts • Content Consump<on
• Downloads, page views, par<cular queries rela<ng specific content, etc.
• Content Sharing • If your content is shared, measure what is shared the most, frequency of sharing, etc
• Lead genera<on or Conversion • Ac<ons taken aler consuming content like filling up contact forms, makes a purchase, inquires about your offerings, etc
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How PageTraffic Doing it?
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Download Free Content Marketing Guide
hJp://pt.gy/cm-‐pdfguide
THE FREE E-‐BOOK UNFOLDS • Strategies that cons<tute an effec<ve content
marke<ng plan • Formats that can be used to make your content
diversified • Techniques that can make it reach the right
audience • Metrics that can track the success of your
campaign
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Website: www.pagetraffic.com Email: [email protected] Twitter: @navneetkaushal Blog: www.pagetrafficbuzz.com Facebook: www.facebook.com/pagetraffic.in
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