THE IMPORTANCE OF CONTENT MARKETING IN SOCIAL MEDIA July 2013
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Content Marketing in Social
Samples of Content Marketing
Demo of QUEsocial
Next Steps & Solutions
Questions
T O D A Y ’ S A G E N D A
Content marketing is a marketing technique of creating and distributing
relevant and valuable content to attract, acquire, and engage a clearly
defined and understood target audience – with the objective of driving
profitable customer action.
“
” Content Marketing Institute
S O M E B A S I C T R U T H S
→ Content is the engine that drives social media → Individual employees use social media on their own → Finding good content is time consuming → Content is rarely aligned with the brand → Content is rarely trackable → Content can be the difference between success and
failure in social media
C O N S U M E R S W A N T C O N T E N T
→ November 2012 nRelate/Harris Interactive Study on content consumption → 92% of US respondents consume content online
• Read an average of 3-4 articles AND • Watch 2-3 videos per session
→ 48% of respondents are more likely to click on related content after reading/watching
G I V E M E , G I V E M E !
W H A T I S C O N T E N T ?
→ Articles → Blogs → Brand information → Posts or updates → Conversations → Videos → Webcasts / podcasts → Events
→ Relevant → Aligned → Useful → Quality → Timely → Targeted → Sharable → Scalable → Healthy mix (70/30)
W H A T M A K E S G O O D C O N T E N T ?
→ Articles → Blogs → Brand information → Posts or updates → Conversations → Videos → Webcasts / podcasts → Events
→ Drives sustained interaction → Gives people a reason to keep
coming back → Elevates thought leadership → Increases lead generation → Improves SEO → Drives website traffic
W H Y I S C O N T E N T S O I M P O R T A N T ?
80% of business decision makers prefer to get company information in a series of articles versus an advertisement 70% say content marketing makes them feel closer to the sponsoring company 60 % say that company content helps them make better product decisions. Source: Roper Public Affairs
W H E R E D O Y O U F I N D G O O D C O N T E N T ?
→ Company → News sites (USA Today, Wall Street Journal, Huffington
Post)
→ Industry websites
→ Filene Research Institute
→ Your connections
→ Google Reader / Alerts
→ Aggregators (Alltop, Smart Brief)
D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y
→ Plan Know what you want to accomplish.
Align with organizational objectives.
Define success.
Outline rules of the road and guardrails.
Identify sources for content.
Establish a time for sharing.
D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y
→ Plan → Develop your story
Define what you want to be known for.
Define your tone of voice.
Establish a story arc to guide content.
D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y
→ Plan → Develop your story → Understand your audience
Develop archetypes to guide content.
Know where your audience is.
Understand how they interact.
Listen and adjust.
D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y
→ Plan → Develop your story → Understand your audience → Define a process
Create a playbook for interaction.
roles and responsibilities
curation
timing
interaction
resources
protocol
review
D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y
→ Plan → Develop your story → Understand your audience → Define a process → Interact
Start conversations.
Respond to comments.
Comment on others content.
Share content.
D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y
→ Plan → Develop your story → Understand your audience → Define a process → Interact → Measure
Level of interaction.
Reach of sharing.
Network growth.
A / B testing for different content.
SEO impact.
Web traffic.
Lead generation.
Referrals.
G E N E R A L M I L L S T A B L E S P O O N
C O M M U N I T Y F O R T H O S E T H A T L O V E F O O D & E N T E R T A I N I N G
W I N S W A G
What new content marketing initiative do you plan to try?
Tweet your answer with #Filene.
We’ll select one random tweet to win some Filene swag!
F I L E N E R E S E A R C H / Q U E S O C I A L P I L O T
→ Conducted 3 month pilot with 38 credit unions → More than 79% of the most active participants had a
“business win” from the Pilot → Growing social networks and posting frequently are the
key factors to gaining business wins → Twitter is the most popular social platform for the Pilot’s
best performers
C O N T E N T M A R K E T I N G D R I V E S S U C C E S S
33%
Sales
15%
Product Development
Recruiting
Customer Service 6%
46%
Track of participants 1 2 0 P E O P L E W I T H P R O F I L E S
P I L O T A C T I V I T Y T O T A L S
→ Articles shared: 3,338 times → Twitter Posts: 16,910 → LinkedIn Posts: 5,076 → Facebook Posts: 2,318
→ LinkedIn Connection Growth: 10,429 → Twitter Follower Growth: 11,024
R E A C H A N D I N F L U E N C E H A V E E X P A N D E D
A R T I C L E S S H A R E D
172
29
75
< 500 10,000 + 500 -‐ 1,999 2,000 -‐ 9,999
Average number of articles shared
A V E R A G E N U M B E R O F P O S T S B Y S O C I A L P L A T F O R M
764
137
223
962361
253
3680
500 -‐ 1,999 2,000 -‐ 9,999 < 500 10,000 +
Facebook LinkedIn
TwiBer
“We have de!nitely gained more followers and have been able to create a lot of targeted, relatable, timely content from what we have learned with the Pilot.”
“Have made some new contacts that I hope will open new relationships for the credit union.”
“I have two loans in the pipeline based on a response to one of my posts. Hopefully they will complete and be disbursed.”
“My LinkedIn followers are asking more questions about [CU] as well as on twitter. I’m sharing relevant and informational pieces. I love the program!!!”
“We've used social media to recruit, engage our audiences, and generate leads. During the pilot we've had 3 leads develop via social media which are currently in the process of closing.”
“I have had multiple people reach out to me personally about my posts and wanting advice! I have been able to council people on credit reports and have gotten a loan out of the deal :)”
T A N G I B L E B U S I N E S S W I N S
The more users shared, the
more successful they were
in achieving business wins!
K E Y F I N D I N G
A B O U T Q U E S O C I A L
QUEsocial operationalizes social media across the organization to activate
employees to become brand ambassadors while converting their social activities into
measurable business wins.
Q U E S O C I A L M A K E S C O N T E N T M A R K E T I N G E A S Y, A C T I O N A B L E A N D M E A S U R A B L E . ✓ Ensures employees are aligned with and extending the brand ✓ Saves employees time by delivering content to their fingertips ✓ Motivates employees to share content, grow their professional
network, harness connections and convert to business outcomes ✓ Ensures cross-organizational best practices ✓ Reduces risk and ensures compliance ✓ Measures outcomes
Q U E S O C I A L E X T E N D S R E A C H , S A V E S T I M E A N D D R I V E S O U T C O M E S
measurable ROIopen APIs integrate with CRM, recruiting tools and other enterprise systems
deliver sharable content to employee fingertips for
one-touch sharing via email or SMS
gamificationfocused on converting social
activity into business outcomes
trainingto ensure consistent best practices and compliance
W A N T M O R E ?
→ Impact Means “Do” → QUEsocial Platform – Available for All Credit Unions
→ Engage your Employees as Ambassadors → Access to Updated Curated Content Daily
→ Customized Webinars/Presentations for your Team
F I L E N E C A N H E L P
T H E L E A R N I N G N E V E R E N D S W I T H F I L E N E
→ Our Next Social Media Webinar: → “Social Media as an Effective Recruiting Tool Webinar”
• Monday, August 19, 2013 • 11:00 a.m. – 12:00 p.m. CDT
→ Register Now: → https://www4.gotomeeting.com/register/850126839
→ Learn some of the best techniques for leveraging social media to recruit top talent. → We'll share practical applications that CEOs, COOs, and HR
executives and their teams can begin using immediately.
J O I N U S F O R M O R E !