How to optimize Social Media engagement with Content Marketing

CONTENT MARKETING FOR SOCIAL MEDIA

HOW TO OPTIMIZE SOCIAL MEDIA

ENGAGEMENT WITH CONTENT MARKETING

STEPHANE LAGRANGE | REVSQUARE | MAY 21st, 2013

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Marketing is no longer about the stuff that you

make, but about the stories you tell.

Seth Godin

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WHAT IS CONTENT MARKETING?

INTRODUCTION

DOES HE DO CONTENT MARKETING?

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http://bit.ly/124yYXi

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Did Commander Chris Hadfield do Content

Marketing?

No. While extremely popular on social media, he

doesn’t intentionally market or sell anything.

Did NASA do Content Marketing?

No. While benefiting from Commander Hadfield’s

fame, they don’t intentionally market or sell

anything.

So was there any Content Marketing at play?

Yes, the social media platforms used by

Commander Chris Hadfield did intentionally

benefit from the published content.

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Content Marketing is the science

of publishing content with the

intent of creating a transaction.

AGENDA

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SESSION AGENDA

1. Content is fuel for Social Media success

2. Define personas to understand your audience

3. Define your content strategy & topics

4. Organize it all with an editorial calendar

5. Define and measure performance

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1. CONTENT IS FUEL FOR SOCIAL

MEDIA SUCCESS

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Why Social Media Marketing?


MEDIA SUCCESS

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Build an audience to leverage

Word of Mouth

(stay top of mind, generate referrals)

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Be part of the conversation

(extend customer service & manage

your reputation)

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To distribute your branded content

(SEO, Viral Marketing, Lead

generation)

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BUT don't loose track about

why you're doing this.

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Conversions

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Make sure you define

measurable goals


MEDIA SUCCESS

A FEW STATS ON SOCIAL MEDIA GOALS

16 1. CONTENT IS FUEL FOR SOCIAL

MEDIA SUCCESS

http://www.emarketer.com/Article/Which-Social-Media-Marketing-Tactics-Work-Best/1009756















MEDIA SUCCESS


Content

A FEW STATS ON SOCIAL MEDIA TACTICS














18 2. DEFINE PERSONAS TO

UNDERSTAND YOUR AUDIENCE

CONTENT IS KING


MEDIA SUCCESS

Content drives:

• Engagement from Social Media

• Traffic from Search Engines (SEO)

• Direct marketing from Emails & Newsletters

• Promotional campaigns

• Events

• Sales


MEDIA SUCCESS

Your content

Social Media

sites Sales!

Leads

Clients share experiences

Visitors

Visitors convert into leads

Leads convert into sales

You distribute content

Visitors share content

Testimonials

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Questions?

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2. DEFINE PERSONAS TO





• Identifying your audiences enables you to better

understand what are the key triggers for your target

audience.

• At a high level, there is a strong difference in decision

making whether your audience is B2C, B2B or both.

• There can be a bias on demography whether your

audience is mostly male or female, or both.

• And then, you need to account for your audience’s

decision making process in order to be there when

they need you.

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http://market-by-numbers.com/2010/06/customer-development-funnel-image-v-4/

THE BUYER PROCESS

2. DEFINE PERSONAS TO

















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Search Engines, Social Media

Exploration

Website, Blog Decision making

eCommerce Purchase / Transaction

Social Media Sharing the experience




Tailor your content according to your audience's:

• Buyer group (B2B or B2C)

• Demographics (Male, Female, Income)

• Level of interest in you product (Need/Pain point vs

Nice to Have)

• Decision making process

• Platforms they interact the most with



THE BUYER PERSONA FORM [TOOL]

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Questions?

30 3. DEFINE YOUR CONTENT

STRATEGY & TOPICS

THE 5 TYPES OF CONTENT

1. Original Mostly used on your Blog

2. Curated Mostly used on Social Media

3. From the community (UGC) Blog & Social Media

4. Promotional (it’s all about you) Mostly used on Social Media

5. Advertising Other properties, usually not relevant for sharing.


STRATEGY & TOPICS

1. Original (all about your audience)

• Informative (Did you know)

• Utility / Useful (How to)

• Exclusive (Behind de scenes)

• Questions (Answers to)

• Within daily life context (event, weather,

news, etc.)



STRATEGY & TOPICS

2. Curated (keep the audience engaged)

• Articles from other sources (blogs,

news, etc.)

• Mention of other interesting websites

• Mention of interesting videos or photos

• Mention of interesting events

• Mention of interesting people

• Source for original content



STRATEGY & TOPICS

3. From the community (UGC)

• Testimonials

• UGC photos & videos

• Polls

• Mentions from other blogs or social

media users



STRATEGY & TOPICS

4. Promotional (it’s all about you & conversions)

• Contests & Sweepstakes

• Coupons & deals

• Exclusive channel promotions

• Sign up to our newsletter

• Register to our event

• Follow us on another social channel



STRATEGY & TOPICS

5. Advertising

• Not relevant for sharing unless you have a

massive campaign running in traditional

media you want to talk about.

• Otherwise it’s just bragging.



STRATEGY & TOPICS

PURPOSE OF PLATFORMS

Your content

Social Media

sites Sales!

Leads

Clients share experiences

Visitors

Visitors convert into leads

Leads convert into sales

You distribute content

Visitors share content

Testimonials

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Do you have a blog?

3. DEFINE YOUR CONTENT

STRATEGY & TOPICS

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In 2011, HubSpot data showed that there is a direct correlation of blogging

with traffic and lead generation.

Companies that blogged go once a week:

• 55% more Web site visitors,

• 97% more inbound links and

• 434% more indexed pages.

Insights from HubSpot's The 2011 State of Inbound Marketing² report found that:

• 57% of companies who blog have acquired a customer from a blog-generated

lead,

• 72% who blog weekly have acquired new customers and

• 76% have acquired customers while blogging 2-3 times a week.


STRATEGY & TOPICS

BLOGGING: DID YOU KNOW?

http://www.b2binbound.com/blog/?Tag=Buyer%20Persona

http://blog.hubspot.com/blog/tabid/6307/bid/5506/Active-Business-Blogs-Draw-6-9-Times-More-Organic-Search-Traffic-Than-Non-Bloggers.aspx

http://www.b2binbound.com/blog/bid/38795/B2B-Lead-Generation-Setting-Content-Marketing-Goals

http://www.b2binbound.com/blog/bid/38795/B2B-Lead-Generation-Setting-Content-Marketing-Goals

http://www.b2binbound.com/blog/?Tag=Buyer Persona

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http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-Blogging-

Performance-NEW-DATA.aspx

IN 2013: YOU NEED TO BLOG MORE…

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http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-Blogging-Performance-NEW-DATA.aspx

























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IN 2013: YOU NEED TO BLOG MORE…

http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-Blogging-

Performance-NEW-DATA.aspx

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STRATEGY & TOPICS

OK this is great! But

what the heck am I

going to talk about?

A FEW STATS ON CONTENT CHALLENGES

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Challenging


STRATEGY & TOPICS















STRATEGY & TOPICS

FOCUS ON ORIGINAL CONTENT

Original content guidelines

• Informative (Did you know)

• Utility / Useful (How to)

• Exclusive (Behind de scenes)

• Questions (Answers to)

• Within daily life context (event, weather,

news, etc.)


STRATEGY & TOPICS

NEVER RUN OUT OF IDEAS

Use a mind mapping tool to graph

content topics

• Define your main topic areas

• Define subtopics

• Define content subject ideas


STRATEGY & TOPICS

MIND MAPPING EXERCISE

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STRATEGY & TOPICS

MIND MAPPING TOOLS


STRATEGY & TOPICS

CONTENT CURATION FOR ENGAGEMENT

Curated content for social media

• Articles from other sources (blogs,

news, etc.)

• Mention of other interesting websites

• Mention of interesting videos or photos

• Mention of interesting events

• Mention of interesting people

• Source for original content


STRATEGY & TOPICS

CONTENT CURATION TOOLS

http://bit.ly/opentopic

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Common engagement tactics on Social Media:

• Be useful (a resource) and entertaining

• Use trivia and current events

• Share engaging curated content aligned with

your brand or product

• Polls and questions to receive feedback

• Contests & sweepstakes every 4-6 weeks

• Offer very limited time coupons and offers

exclusive to the channel you are promoting

YOUR GOAL: TO ENGAGE WITH CONTENT


STRATEGY & TOPICS

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Questions?

54 4. ORGANIZE IT ALL WITH AN

EDITORIAL CALENDAR

BRINGING IT ALL TOGETHER

Content

Types Content

Topics Content

Formats

Content

Distribution

Original

Curated

Community

Promotional

Article

Video

Photo

Infographic

Contest

Website

Social Media

Newsletters

Informative

Useful

Entertaining

Business Goals (i.e. intent) & KPIs

Exclusive


EDITORIAL CALENDAR

EDITORIAL CALENDAR TEMPLATE

All rights reserved © 2012 56

Channel Frequency Month 1

Week 1 Week 2 Week 3 Week 4 Week 5

Blog 1x/week Blog post introducing the Aigle

Brand and its long

international history OR a blog

post focusing on Aigle's latest

contest. What are the choices

of prizes? Use images and

suggest other products that

could be upsold with the prize.

Blog post describing

one of this season's

collection with photos

OR a blog focusing

on outdoor pursuits in

the Montreal area.

Pursuits that would be

suited to Aigle's

apparel and footwear

offering.

Blog post describing a

recent outdoor event

that Aigle has

sponsored that has

allowed people to get

out in nature OR a

blog post describing

the upcoming grand

opening event, or

other event, and any

deals that are being

offered

Blog post introducing

the store staff at Aigle

and their involvement

with the fashion

industry OR a blog

post focusing on the

best fashion or

outdoor blogs in

Montreal. Compile a

list and describe what

each blog has to

offer. A mention of

other blogs can result

in reciprocation.

Blog post on an

employee profile.

Who designs Aigle

clothing and apparel?

Who chooses

materials? What type

of philosophy does

Aigle keep in mind

when it designs its

apparel and footwear.

How is it tested?

Contest 1x/mth Change social media contest

every 4-6 weeks

Change social media

contest every 4-6

weeks

Change social media

contest every 4-6

weeks

Change social media

contest every 4-6

weeks

Newsletter 1-2x/mth Offer a discount coupon deal

exclusive to Aigle. Focus on

one new collection. Include

key points from blog and

selected Facebook posts.

Focus on one new

collection or sale.

Include key points

from blog and

selected Facebook

posts.

Focus on one new

collection or

promotion. Include

key points from blog

and selected

Facebook posts.

Focus on one new

collection or sale.

Include key points

from blog and

selected Facebook

posts.


EDITORIAL CALENDAR

EXAMPLE OF DETAILED EDITORIAL CALENDAR


Channel Frequency Month 1

Week 1 Week 2 Week 3 Week 4

Facebook & Twitter 5-7x/week Promote a current

contest.

Promote current contest. Talk about the

ecological properties of

Aigle's collection.

Anything organic, made

with organic dyes etc.

Post a photo of an outfit

that would be perfect for

today's weather.

Post photos of new

product arrivals.

Ask fans which style of

Aigle boots they like best.

Talk about Aigle's

children's collections.

What's new and

adorable for kids?

Draw attention to the

online store. Where it

ships etc.

Post link to weekly blog. Solicit feedback on this

season's collection

including what new types

of product Aigle could

carry that they aren't

currently carrying.

Post link to weekly blog. Post an interesting fact

about Aigle's story

Encourage fans to sign

up for newsletter. What

are the benefit? What is

the last coupon or offer

than was sent out?

Tempt fans to sign up for

the newsletter by letting

them know the latest offer

that was sent out

Invite fans to a 5 a 7

shopping event where

everyone gets 10% off.

Encourage fans to get

out into nature by

promoting an outdoor

event happening close

to Montreal

Hold a Facebook poll

asking questions about

Aigle's brand.

Post link to weekly blog. Hold a Facebook poll:

Are rainboots just for

rainy days?

Post link to weekly blog

Promote an event

happening at Aigle's

store.

Respond to a fan wall

post.

Promote the latest

contest.

Post photos of a shoe

that is perfect for today.

Encourage fans to get

out into nature by

promoting an outdoor

event happening close to

Montreal.

Promote your online store.

Are there special offers

such as free shipping

above a specific purchase

value?

Respond to a fan wall

post.

Promote Aigle Gift

Cards.

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Questions?

MOST COMMON KEY PERFORMANCE INDICATORS

(KPI) ON SOCIAL MEDIA

59 5. DEFINE AND MEASURE

PERFORMANCE

• Likes, Followers, Fans, etc

• Shares, Retweets, Repins, Mentions, etc.

• Localization check ins

• Most engaging content types

• Most engaging content topics

MOST IMPORTANT KPIs FOR YOUR BUSINESS

60 5. DEFINE AND MEASURE

PERFORMANCE

• Referral traffic to website from Social Media

• Conversions/sales that were referred by

Social Media

• Newsletter subscription from Social Media

• Registered contest participants from Social

Media

• Coupon redemptions from Social Media

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Social Media Engagement:

Facebook Insights, LinkedIn

Groups & Hootsuite

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Facebook Insights 62


Facebook Insights 63


Hootsuite Analytics 64


LinkedIn Group Activity 65







69 All rights reserved © 2013

URL shortners to track

clickthroughs & engagement:

Bit.ly

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Bit.ly – URL shortner 70


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75 All rights reserved © 2013

Social Sharing to track social

engagement on your blog:

AddThis.com

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Questions?

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http://bit.ly/cmlnkin

Join us on our LinkedIn group on Content Marketing: 80



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Stéphane Lagrange, CMO RevSquare

[email protected]

@stf_lagrange / +Stephane Lagrange

http://linkedin.com/in/slagrange/

www.webtarget.com / @revsquare

STAY IN TOUCH

mailto:[email protected]

https://twitter.com/stf_lagrange

https://twitter.com/stf_lagrange

https://plus.google.com/102578178172064657518/



http://www.webtarget.com/

https://twitter.com/revsquare

https://twitter.com/revsquare

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Interactive agency specializing

in content marketing and digital

innovation

Started in 2002, Revsquare is an interactive agency based in

New York with offices in Paris (France), Montréal (Canada),

Sydney (Australie), Warsaw (Poland), and in Singapore.

Revsquare serves leading Fortune 500 media and retail

companies, small & medium companies around the world, as

well as start-ups trying to establish a name for themselves.

www.revsquare.com

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http://www.revsquare.com/






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