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30/ 60/ 10: The Golden Ratio for Social Marketing February 2014 www.rallyverse.com @rallyverse
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30/ 60/ 10: The Golden Ratio for Social Marketing

Sep 10, 2014

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Rallyverse

In planning your social and content marketing strategy, what's the right mix of first-party and third-party content? How often should you post purely promotional messages?

While plenty of people will tell you that it "depends," we're willing to commit to a specific ratio: 30/ 60/ 10. It's how we run our social media and content marketing, and we think it's a good way for you to run yours as well.
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Page 1: 30/ 60/ 10: The Golden Ratio for Social Marketing

30/ 60/ 10:The Golden Ratio for Social MarketingFebruary 2014

www.rallyverse.com@rallyverse

Page 2: 30/ 60/ 10: The Golden Ratio for Social Marketing

In planning your social media content marketing strategy, what’s the right mix of content?

Page 3: 30/ 60/ 10: The Golden Ratio for Social Marketing

How much of curated content should you share? How much of your owned content should you share?And how often should you post purely promotion calls to action?

Page 4: 30/ 60/ 10: The Golden Ratio for Social Marketing

The easy answer is, “It depends.”

But we can do better than that .

Page 5: 30/ 60/ 10: The Golden Ratio for Social Marketing

We can recommend a specific ratio. One that we live by every day:

Page 6: 30/ 60/ 10: The Golden Ratio for Social Marketing

30/ 60/ 10Owned/ Curated/ Promotional

Page 7: 30/ 60/ 10: The Golden Ratio for Social Marketing

That is, 30 percent of what you share should be Content You Created.60 percent of what you share should be Content You Curated.and10 percent of what you share should be Calls To Action.

Page 8: 30/ 60/ 10: The Golden Ratio for Social Marketing

Here’s why(and how):

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Owned Content

Page 10: 30/ 60/ 10: The Golden Ratio for Social Marketing

What counts as your Owned Content?Your blog.Your photos.Your videos.Your slides.Whether they’re hosted on your own domain or elsewhere.

Page 11: 30/ 60/ 10: The Golden Ratio for Social Marketing

What Owned Content Looks Like:

Page 12: 30/ 60/ 10: The Golden Ratio for Social Marketing

So if it’s your social media presence, why only 30 percent Owned Content?

Page 13: 30/ 60/ 10: The Golden Ratio for Social Marketing

Because you don’t want to talk about yourself all day. (It’s boring and self-absorbed).Because you may not have enough Owned Content.(It can be tough to create.)

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Curated Content

Page 15: 30/ 60/ 10: The Golden Ratio for Social Marketing

What’s Your Curated Content?Links to content created by others that’s relevant to your brand, your industry and your community.

Your Curated Content should always contain more than a link – it needs your POV and commentary.

Page 16: 30/ 60/ 10: The Golden Ratio for Social Marketing

What Curated Content Looks Like:

Page 17: 30/ 60/ 10: The Golden Ratio for Social Marketing

Why spend so much time on Your Curated Content?How does Curated Content make a difference for your marketing?

Page 18: 30/ 60/ 10: The Golden Ratio for Social Marketing

Because it allows you to engage your community in the most relevant topic right now. (That topic might not be you, but that doesn’t mean you shouldn’t chime in.)Because you have too many composer windows to fill.(Especially on high-frequency social networks.)

Page 19: 30/ 60/ 10: The Golden Ratio for Social Marketing

10

Promotional Content

Page 20: 30/ 60/ 10: The Golden Ratio for Social Marketing

What’s Promotional Content?It’s your call to action:30% Off All Purchases!Sign Up For A Demo!Try Our Product For 14 Days!

Page 21: 30/ 60/ 10: The Golden Ratio for Social Marketing

What Promotional Content Looks Like:

Page 22: 30/ 60/ 10: The Golden Ratio for Social Marketing

Why so little promotional content?

Isn’t the point of all of this motivating customer actions and attitudes?

Page 23: 30/ 60/ 10: The Golden Ratio for Social Marketing

Because too much selling on social is a turnoff. (Too much selling could cause you to lose followers.)Because your users don’t log in looking for deals.(Your sales messages need to be mixed with things that inform and entertain.)

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60/ 30/ 10

Summary

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Rallyverse Confidential — Do Not Distribute

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If you’re looking for guidance on what the right mix of content is for your business, we recommend:

30/ 60/ 10Owned/ Curated/ Promotional

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So if you’re sending 10 Tweets today, it means:3 pieces of Owned Content6 links to Curated Content1 Call To Action

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The 30/ 60/ 10 Ratio In Action

Owned Curated Promotional

Page 28: 30/ 60/ 10: The Golden Ratio for Social Marketing

Of course, as they say,

YMMV(Your Mileage May Vary.)

Page 29: 30/ 60/ 10: The Golden Ratio for Social Marketing

Perhaps your business is better with 40/ 50/ 10Or even20/ 75/ 5

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But our experience says that

30/ 60/ 10 is a great starting point.

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And how do you find the content to fill out that 30/ 60/ 10 marketing mix?

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Don’t worry:Rallyverse can help

.

Page 33: 30/ 60/ 10: The Golden Ratio for Social Marketing

Thank You

[email protected]@rallyverse