The Role Of Social Newsletters In

The Age Of Content Marketing

Presented by Sponsored by

#SocialContent

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Panelists

Alicia FiorlettaManaging Editor

Channel Marketer Report

MODERATOR

Marcia DoronMarketing Director

Altico Advisors

Jeff MesnikPresident

Socialize Your Stuff

The Role Of Social Newsletters

In The Age Of Content Marketing

What are we going to discuss?

• As a small to medium sized tech company how you cansucceed in this world of social and email marketing

• As an OEM with a channel how you can support your channel partners

• Hear how a Microsoft Channel Partner succeeded

• Real ideas on how to deploy your content marketing programs

Let’s not just say the words...

Why this matters

• Forrester Research - 77% of B2B technology decision makers are active on a social media

• Marketing Prof’s Report – Marketers were asked to report on what specific distribution channels they use to push social media content out to their markets:

• Over half of marketing professionals use Twitter (55%), Facebook (54%), and LinkedIn (51%).

• YouTube is still establishing its presence as a distribution channel for content marketing (38%).

• LinkedIn is used most frequently (67%) to distribute content among the smallest of companies (with less than 10 employees), compared to nearly half this number (35%) among those who employ 1,000 or more.

But... email is still number 1

More work!

How is a small business supposed to be able to maintain all of the new content channels?

• Create email content

• Create blog content

• Create Facebook posts, Twitter posts, manage LinkedIn groups

Introducing Marcia Doron

Remember that go digital slide? That was her directive:

• Started from nothing

• Contributor to monthly group blogs

• Daily blogging

• Created a weekly social newsletter

• Almost doubled quality web visits

15,000 hits/mo I need to do this on Altico's site - But how?

The struggle of getting started

1. Repurposed content from group blogs

2. Started posting to Facebook, Twitter, LinkedIn

3. ROAD BLOCK: Content

a. Where do I go for content

b. How do I blog daily

c. How do I get it found

d. How do I leverage social sites

Success found1. Started sourcing content from

Microsoft

a. Microsoft has a ton of content, but finding it all was NOT easy

b. Found an application that made finding and leveraging that content easy

2. Found that white papers if broken out gave me multiple posts

3. Started saving content from other newsletters, and tracking other bloggers

4. Started creating weekly social newsletters with the content

Traction and ROIThree days after blogging daily, Altico's blog was getting indexed by Google

Altico also used a weekly social newsletter to alert folks to the content

And by the end of the year they almost doubled quality visits

And the tracking has created qualified leads to hand over to the sales people

The takeaway: Social newsletters allow organizations to connect

the dots between social and email, creating a new opportunity to

drive loyalty and sales

Tactics

Leveraging LinkedIn Groups

1. Use popular comments and questions to build a blog

2. Respond to the comment and post a link to the blog for more

3. Use highly engaging comments as conversation starters on your own Facebook, Twitter, and blog sites

RSS for other blogs

Pointing to other sites and blogs is a good thing:

• Keeps the content fresh

• Demonstrates understanding of relevance

• Helps with SEO

Don't recreate the wheel

Leverage your content

• Focus on the blog first

• Tweet your blog

• Facebook your blog

• Newsletters are created from your posts

Place social content into your email newsletter, and watch your traffic grow

OEMs can help

1. Provide easy access to your content

a. Your content is typically all over the place (ex: Microsoft)

i. ERP has four YouTube Channels

ii. Seven Twitter channels

iii. 5 or 6 blogs

b. Tag content and make it relevant and available for your partners

2. Educate

3. Provide access to solutions to help

Benefits for the OEM

Current OEMs win.

• Over 6 million impressions in 30 Days

• 60 partners engage in content and brand

• New sales for the OEM and their partners

Other stories of success

• Dan Harding, Regional Director of Sales at ConnectandSell• He has increased pipeline

using LinkedIn in part by posting presentations and other articles of content

• Those posts get emailed out in network updates

• Mark Hamilton, VP of Marketing at newScale• Created a group and used

free content to drive people into an offer

• This was part of a social marketing plan that increased the sales pipeline by over $3 million

Takeaway

Don't kill email - it is the cornerstone of your content strategy

Special OfferCompanies in the channel:

We are offering two months free with a one year subscription to the Butterfly Publisher application:

o Content sources provided based on needSocial

o Dashboard for managing social networks

o Social Newsletter platform

o Training and best practices

OEMs:

We are offering a free partner education webinar on how to engage in social, leverage content from, you, LinkedIn, and other sources

www.socializeyourstuff.com/webinar

Q&A // Submit Your Questions

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Panelists // Q&A

Marcia DoronMarketing Director

Altico Advisors

Jeff MesnikPresident

Socialize Your Stuff

Thank You For Attending

This Webinar

You can download this presentation at:

http://bit.ly/socializeweb