Inside the social media mind

SOCIAL MEDIA MIND

@heidimillerwww.heidi-miller.com

Inside the

WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing

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Thursday, April 4, 13

WHATit is.@heidimiller


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WHATit is.Integrated to marketing/PR, not a separate initiative.

MARKETING

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MARKETING

SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.

@heidimiller


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MARKETING

SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.

MEASURABLESince social media happens online, it can and should be measured against marketing goals.

@heidimiller


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WHATit isn’t.@heidimiller


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WHATit isn’t.SOCIAL MEDIA MARKETING

Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.

one-way

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one-way

People of all ages participate in social media. Never assume that only Gens Y and Z are participating. Remember that your mom is on Facebook.

just for youth

@heidimiller


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one-way

People of all ages participate in social media. Never assume that only Gens Y and Z are participating. Remember that your mom is on Facebook.

just for youth

Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency.

free

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CONTENTMARKTING.@heidimiller


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CONTENTMARKTING.WHAT IS IT?

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CREATION

mediaphotosvideosaudio

podcastsinfographics


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SHARING

publishing content

blog postswhite paperscase studies

Tweetsebooks


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CREATION

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SHARING

publishing content

blog postswhite paperscase studies

Tweetsebooks


@heidimiller

CREATION

ACQUIRE CUSTOMERS+ =



• Michelin guides in 1900• 1904 Jell-O cookbook• 2013 free white papers

and webinars


OPPORTUNITYTracking the conversation can provide opportunities for development.

GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.

INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.

EXPERTProducing a plethora of valuable content positions the person/brand as an expert.

HOWit works.@heidimiller


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SOCIAL MEDIA MARKETING


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SOCIAL MEDIA MARKETING


BORING TRUTHAll social media “experts” do is to define their goals, develop content that matches those goals and measure success against them

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PROCESS.@heidimiller


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PROCESS.for content marketing

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CRAFT mission

statement

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CRAFT mission

statementSET goals+

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CRAFT mission

statementSET goals ENGAGE

your idols+ +

@heidimiller


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CRAFT mission

statementSET goals ENGAGE

your idols

DEFINE CONTENT

+ +

@heidimiller


WHY CONTENT MARKETING STRATEGY IS IMPORTANTCan you think of examples of people doin’ it wrong?

@heidimillerFACEBOOK WALL

YER DOIN IT WRONG


SELLINGDirect selling without establishing credibility, familiarity and engagement doesn’t work.

SELFISH DOUCHEActing like a selfish jerk who only wants to talk but not listen doesn’t work.

YELLINGYelling into the echo chamber doesn’t work.

WHYcontent strategy.@heidimiller


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SELLINGDirect selling without establishing credibility, familiarity and engagement doesn’t work.

SELFISH DOUCHEActing like a selfish jerk who only wants to talk but not listen doesn’t work.

YELLINGYelling into the echo chamber doesn’t work.

WHYcontent strategy.@heidimiller


HOWcontent marketing.@heidimiller


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HOWcontent marketing.Open source marketing

Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.

poll

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poll

Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.

market research

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poll


market research

Knight News Challenge in 2009 used social media to attract and engage OS developers interested in innovating digital news.

promote

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poll


market research

Knight News Challenge in 2009 used social media to attract and engage OS developers interested in innovating digital news.

promote

@heidimiller


WHATwe care about.@heidimiller


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WHATwe care about.What is relevant to our audience? What moves them to engage and participate.

RELEVANT content

@heidimiller


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RELEVANT content

ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.

@heidimiller


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RELEVANT content


MEASURING SUCCESSContent marketers measure success against marketing goals.

@heidimiller


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RELEVANT content


MEASURING SUCCESSContent marketers measure success against marketing goals.

CLIENT

We care about keeping the client happy.

@heidimiller


QUESTIONme.@heidimiller

www.heidi-miller.com


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http://www.heidi-miller.com


Q&AQUESTIONme.

@heidimillerwww.heidi-miller.com




Inside the social media mind

Technology

Transcript of Inside the social media mind