#CMWorld SOCIAL & CONTENT MARKETING TWITTER CHAT Featuring Kinvey’s Joe Chernov @JChernov and Content Marketing Institute’s Joe Pulizzi @JoePulizzi #CMWorld • contentmarketingworld.com
#CMWorldSOCIAL & CONTENTMARKETINGTWITTER CHATFeaturing Kinvey’s Joe Chernov @JChernovand Content Marketing Institute’s Joe Pulizzi @JoePulizzi
#CMWorld • contentmarketingworld.com
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
Q1: Let’s get started! What comes first? Social media or content marketing?
#CMWorld
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
A1: Let’s start w/ a bang: Not only does content come 1st, but w/o it,
the only real use case for social is customer support #CMWorld
@jchernov
A1: Social is a comm channel. It should be a part of your CM strategy,
(when relevant). They are not mutually exclusive #CMWorld @CMIContent
@lucasmillerwsu
@CMIContent At least social media listening and consumption first.
Must research your audience/community before creating content. #cmworld
@njh287
A1. Content. Social spreads the message and is integral in overall strategy,
but you have to have something of value to say #cmworld
@KaitlinSolomon3
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
Q2: With so many social platforms available, how does someone decide
which ones to use for their org?#CMWorld
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Social & Content Marketing #CMWorld • Twitter Chat
A2: Start by placing bets (where do you think your prospects are). Then let
the data inform future investments #CMWorld
@jchernov
A2. You pick social platforms based on where your audience is – not for the shiny
toy value :) #CMWorld
@ardath421
A2: Identify goals. Then find which social channels your customers are hanging out
at. We don’t need to be using every channel. #cmworld
@JoePulizzi
A2- Go where your members are. Not all social platforms fit your target audience.
Adapt the ones your members/customers prefer. #cmworld
@KaitlinSolomon3
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
Q3: Do you see orgs on too many social platforms (& using them poorly)
or too few (& missing opportunity)?#CMWorld
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Social & Content Marketing #CMWorld • Twitter Chat
A3: Both. However, the ones on too many, but doing so ineffectively is more con-
cerning, as it can have an adverse affect. #cmworld
@Bonini84
A3: Absolutely. When we do enterprise audits, recommendations are almost always
that they need less channels, not more. #cmworld
@JoePulizzi
A3. I think difficulty is limiting to what you can do well. Trying to be everywhere is
not a strategy that’s sustainable #cmworld
@ardath421
@CMIContent A3. Too many. But # isn’t the issue. Challenge is view that a small
consistent broadcast presence is ok. #CMWorld
@wittlake
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Social & Content Marketing #CMWorld • Twitter Chat
Q4: Quality visuals are very shareablein social media. What are some ideasto create strong visuals? #CMWorld
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Social & Content Marketing #CMWorld • Twitter Chat
@CMIContent A4 Think value w/ visuals. Answer a question. Feeling should be less
“Thats interesting,” more “I want to share this.” #cmworld
@njh287
A4: I don’t want one visual story. I want 50 visual components that tell a story over a
year. #cmworld
@JoePulizzi
@WOMMA @JoePulizzi Images can enhance the story & make it more human, but not
when you’re using it just because it’s available #CMWorld
@Soundboardit
@CMIContent A4. Visuals should simplify communication. Too many visuals
(infographics!) do the opposite. #CMWorld
@wittlake
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
Q5: Has your social media strategy changed in the last year?
If so, how? #CMWorld
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
@CMIContent A5 Still look to drive traffic/subs, but shifting a bit from establishing in-
dustry cred to leveraging new contacts made #cmworld
@njh287
A5. I think it’s changed in the last month. What people want to talk about changes all
the time #cmworld
@ardath421
Q5: While objectives have stayed the same, our strategy is ever-evolving. But we don’t
sell out the brand for the latest channel. #CMWorld
@MichaelMooneyy
A5: A good social strategy can weather the change. Not that it doesn’t evolve, but it’s
not forced to b/c of changing networks #CMWorld
@Soundboardit
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Social & Content Marketing #CMWorld • Twitter Chat
Q6: What is the social channel(s) your business uses most often? #CMWorld
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
A6: At @Kinvey we market to developers, CIO, CTO. We assumed Facebook
would be inefficient, yet data says we were wrong #CMWorld
@jchernov
A6 Ran a test for workshop at Confab - Slideshare brought 2.5X views & shares
than blog post on same subject #cmworld
@ardath421
Has anyone noticed how much people are sharing on @LinkedIn these days?
YOY change is amazing. #cmworld
@JoePulizzi
A6: We use Twitter & LinkedIn most. Why? Flexibility, measurability & most
important: chance to engage with new real people easily #CMWorld
@Consected
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Social & Content Marketing #CMWorld • Twitter Chat
Q7: What do you think is themost undervalued social channel
out there? #CMWorld
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
Call me crazy, but I still think there is something to Google+. Over 350 million active us-
ers as of July. #cmworld
@JoePulizzi
You must build OWNED platforms (blog, website, email list, etc) since you control them.
What would happen if banned from Google? #cmworld
@heidicohen
A7: The most undervalued channel is the one you haven’t tested. The channel may vary
by co.; but the need to test doesn’t #CMWorld
@jchernov
A7- Seeing a lot of slideshare, google +, and blogs #cmworld
@KaitlinSolomon3
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Social & Content Marketing #CMWorld • Twitter Chat
Q8: Do you modify content forvarious social channels or do you
simply distribute it? #CMWorld
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Social & Content Marketing #CMWorld • Twitter Chat
A8. Content must be modified for different channels – different context, different
purposes #cmworld
@ardath421
A8: Yes! Striving for virtuous cycle: summarizing our eBooks into ungated Slide-
Shares that link back to the gated eBook #CMWorld
@jchernov
A8: you have to modify your content to match the messaging for the respective
channel. #CMWorld @CMIContent
@KevinDMcGinnis
A8- Absolutely modify! Each platform has requires different format and delivery to
fit the purpose, tone, and overall parameters #cmworld
@KaitlinSolomon3
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
Q9: Does your company have aseparate social media person/team vs.
a content marketing person/team?#CMWorld
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
A9: Everyone is *responsible* for content, but one person needs to be
*accountable* for it! #CMWorld
@jchernov
A9: social and content marketing are together at #xerox. #CMWorld
@Kenericson
A9. Companies that separate content marketing and social media teams have
disconnects - saying so practically :) #cmworld
@ardath421
A9: Social media and online groups fall under the channel team, which works
closely with the content team. #CMWorld
@HiPhaedra
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
Q10: What is the top thing contentmarketers need to improve on or
learn when it comes to social media? #CMWorld
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
A10: If your content is about you, regardless of how polished it is, ain’t nobody
gonna share it. #CMWorld
@jchernov
A10: Considering the “reason to click.” There’s content overload out there. It’s all
about how you present the content that matters #cmworld
@Bonini84
A10. How to initiate a conversation their audience cares about – and then keep it
going #cmworld
@ardath421
A10- That there MUST be an integrated strategy to be effective. Also find your
influencers and recognize their value #cmworld
@KaitlinSolomon3
#CMWorld • contentmarketingworld.com
Social & Content Marketing #CMWorld • Twitter Chat
Want to learn more?Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits.Simply follow #cmworld on twitter to join the conversation.
• July 2: Content Strategy with Michael Brenner @brennermichael
• July 9: Search and Social with Lee Odden @leeodden
• July 16: Financial Content Marketing with Mitch Joel @mitchjoel
• July 23: Social Media Marketing with Joe Chernov @jchernov
• July 30: B2B Content Marketing with Ardath Albee @ardath421
• August 6: Small Business Content Marketing with Brian Clark @copyblogger
• August 13: Multi-Channel Marketing with Andrew Davis @tpldrew
• August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava
Get transcripts from all #CMWorld Twitter chats and see the upcoming schedule: http://bit.ly/CMW_TwitterChats
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