Social Media Workshop with Paul Maccabee and Christina Milanowski of Maccabee PR

Social Media Workshop

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November 19, 2014

11/18/2014MACCABEE | A Strategic Public Relations & Online Marketing

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Welcome to #MWMCSocial

Paul Maccabee

@MaccabeePR

Christina Milanowski

@ChristinaMila

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Agenda

Social Media Strategy

Secrets of Behavioral Psychology

What’s Your Content Marketing Call-To-Action?

Best Practices in the Art of Visual Content

Resources

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Harry Bliss, The New Yorker, 2012

Social Media Strategy


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Do Social Media Numbers Matter?

46.5M

Followers76M Views 45M Fans

49.5M Views

65M Views


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OfficeMax Case Study

http://brinx.it/Akv


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Social Media = The Means, Not the End

• To increase awareness of your product or service and tell your brand story.

• To acquire sales leads.

• To convince a consumer to walk into a store and buy your product.

• To create customer loyalty.

• To spark long-term back-and-forth conversations.

• To drive direct traffic to your website, microsite, landing page and other web assets.

• To engage with consumer, business or trade media – editors, producers, bloggers.

• To acquire an attendee at a tradeshow to visit your booth.

• To secure donations or volunteers for non-profit organizations.

• To connect with referral sources and other influencers.


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Proving the Value of Social Media


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Infrastructure


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How To Choose Social Media Channels

• Multiple Channels Conundrum

• SEO and Functionality Considerations

• Where to Build Your Content Ship

• Niche Social Channels

• Audience Demographics

http://brinx.it/w2d


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A New Way of Viewing Social Media

Social Media IS NOT IS

LinkedInJust a Resume and Recruitment Social Media Channel

A Content Distribution Channel

YouTubeA Repository for Your Old Videos

A Search Engine Crossed with a Content Distribution Channel

SlideShareJust a Library of Old PowerPoints

A Sales Lead Generating, Web-Traffic Building Content Vehicle


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Crash Course in Tools

Social Media Monitoring Tools

• Social Mention

• Hootsuite

• Twitter Analytics

• Google Analytics

Content Sharing Sites

• Digg

• Reddit

• StumbleUpon

• Niche article syndication sites

Marketing Automation Software

• HubSpot

• Marketo

• Eloqua

• Act-On

Influencer Tools

• Twitter

• Traackr

• Klout

• Kred

• IZEA

• SWAY! Group

Secrets of Behavioral

Psychology

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• Encourage social sharing of your content with others?

• Generate the most possible page views and readership?

• Maximize your click-thru rates?

• Spark more retweets?

• Generate more links back to your site?

• Spark engagement via comments attached to your content?

• Increase number of prospects who download content, such as your

white paper, e-book or infographic?

• Improve the findability of your brand and content on search engines

like Google?

Goals for Your Social Media-Delivered Content


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Psychology of Twitter

October, 2011

Source: buffersocial, August 2013


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Psychology of Facebook

Source: Buddy Media, 2011


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Psychology of Pinterest

Source: SYNECORE Technologies. August 2012


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Psychology of Instagram

Source: SimplyMeasured, August 2012


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Psychology of LinkedIn

Source: buffersocial, March 2014


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Psychology of Blog Engagement

Source: buffersocial, March 2014

, 2011

Breakout Session!

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What’s Your Content

Marketing Call-To-Action?

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What Is Content Marketing?

“Content marketing is a

marketing technique of creating

and distributing valuable,

relevant and consistent content

to attract and acquire a clearly

defined audience – with the

objective of driving profitable

customer action.”-Content Marketing Institute


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Content Marketing 101


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Content Marketing Case Study

http://brinx.it/w51


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Quality Content Best Practices

• Relevant and shareable

• Sparks emotional reaction – laughter, mouth drops,

WTF!

• Content that’s about the viewer or reader and not

about you

• Visual

• Novel, bold and original


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It’s Not About You


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Shareable Content

Source: Buzzsumo, May 2014


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Landing Pages and Testing

Best Practices in the

Art of Visual Content

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13 Visual Content Best Practices

1. Stay “on brand”

2. Make it original

3. Leverage Pinterest

http://brinx.it/AJz


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4. Use video effectively

5. Find ways to add humor

6. Ride the trends


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7. Be snackable

8. Batch content

9. Marry content with context

10. Activate your passionate

advocates


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11. Know the rules

12. SlideShare is a go-to network for

business info

13. Don’t forget about the press release

Thank You!


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Paul Maccabee [email protected] | @MaccabeePR

Christina [email protected] | @ChristinaMila

612-337-0087

A Strategic Public Relations

& Online Marketing Agency

Maccabee.com

mailto:[email protected]

mailto:[email protected]

Resources

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Online Resources

Mashable

Marketing Land

(especially CMO Zone)

Social Media Today

SocialFresh.com

Upworthy Insider blog

Content Marketing

Institute

HubSpot.com blog

Buffer.com blog

Ragan PR Daily

Social Media Examiner


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Maccabee’s Favorite Publications

“Epic Content Marketing” by Joe Pulizzi

“The Science of Marketing: When to

Tweet, What to Post, How to Blog” by Dan

Zarella

“Visual Marketing Revolution: 26 Rules to

Help Social Media Marketers Connect the

Dots” by Stephanie Diamond

“Inbound Marketing: Get Found using

Google, Social Media and Blogs” by Brian

Halligan and Dharmesh Shah

“The Power of Visual Storytelling: How to

Use Visuals, Videos, and Social Media to

Market Your Brand” by Ekaterina Walter

and Jessica Gioglio

“Webs of Influence: The Psychology of

Online Persuasion” by Nathalie Nahai


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Maccabee’s Favorite Publications, Cont.

“Return on Engagement: Content, Strategy and Design Techniques for Digital Marketing” by Tim Frick

“BtoB Digital Marketing: Using the Web to Market Directly To Businesses” by Michael Miller

“Optimize: How To Attract and Engage More Customers by Integrating SEO, Social Media and Content Marketing” by Lee Odden

“YouTube Marketing Power: How to Use Video to Find More Prospects, Launch Your Products, Reach a Massive Audience” by Jason Miles

“Conversion Optimization: The Art and Science of Converting Prospects to Customers” by Khalid Saleh and Ayat Shukairy

“Ultimate Guide to Link Building” by Eric Ward and Garrett French

“Renegades Write the Rules: How the Digital Royalty Use Social media to Innovate” by Amy Jo Martin

“World Wide Rave: Creating Triggers that get Millions of People to Spread Your Ideas and Share Your Stories” by David Meerman Scott

Q&A

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