4. Marketers using social:
• Facebook:
• Twitter:
• LinkedIn:
• YouTube:
• Google+:
• Pinterest:
89%
87%
75%
72%
50%
40%
Only 34% have seen clear ROI from social.
Source: ExactTarget, "2014 State of Marketing"
7. Unless your site and social are
brand new, they're likely
speckled with outdated info.
Now is a great time to poke every nook and cranny of
your sites to ensure they're up to date.
8. A checklist to start from:
• Visit your site as a new customer would
• Contact info up to date and prominent?
• Click every link
• How does it look on mobile? Tablet?
• Try sharing your content on Facebook, G+, Twitter,
LinkedIn. How does it look?
• Are all your active social accounts linked from the
home page? Any inactive accounts?
9. 3.
Drag yourself (and your business)
kicking and screaming onto Google+.
(I know. I'm not happy about this either.)
10. Search is changing.
Quickly.
Google has quietly been giving increased
search prominence to its own business
listing info (via G+) and reviews (via Google
Places).
12. All signs point to Google
consolidating everything
into G+.
Whether it's YouTube or business listing
info, Google is nudging users toward G+ as a
primary hub for your personal and business
accounts. You might as well roll with it.
14. So is Google+ replacing
Facebook?
No. In terms of generating traffic and
engagement from business accounts, G+ is
actually a somewhat lousy and expensive
social network by comparison. But Facebook
and Google are clearly evolving separate,
gigantic ecosystems.
15. "You're not really
selling it, Dave."
Well, no, but keep these in mind:
• Google+ "authorship" is fantastic for writers
• G+ is rolling out new ad units all the time,
including promoted content on other sites
• The photo integration is pretty stellar
• Google+ will definitely continue to grow,
which can't necessarily be said for Facebook
17. Where are marketers
increasing investment in 2014?
• Email:
• Social:
• Search:
• Display:
52%
46%
41%
36%
Source: StrongView, 2014 Marketing Trends Survey
18. What are marketers prioritizing
in 2014?
• Integrating email with social:
• Expanding email loyalty programs:
• Optimizing email for mobile:
• Better segmentation/targeting:
59%
57%
55%
36%
Source: StrongView, 2014 Marketing Trends Survey
19. Unlike social media,
email is 'owned content'
Your list is yours to grow and maintain. And
it offers a level of customization and
segmentation social has never offered.
33. Discovering content is often
easier than creating it.
• Archived documents and video
• Vintage photography and ads
• Company history and publications
• Modern behind-the-scenes perspectives
35. The Internet may not
care about such things,
but we have to.
It's just not worth getting sued over a
kitten photo.
36. If you didn't make it,
license it or get it released in
writing, don't post it.
• Memes
• Songs
• News photos
• Fan photos
• Animated GIFs
37. To post this one animated GIF
of Ryan Gosling, you'd need
permission from:
• The copyright holder of
the original film
• The creator of the GIF
• Ryan Gosling
38. Experienced licensing
is one of the best
reasons to work with
an agency. This inhouse ad was initially
pulled from YouTube
due to song licensing
issues.
41. 1. Content Creation
2. Content Management
• CMS oversight
• Traffic and trends
• Rights management
• Content strategy and planning
• Freelancer coordination
42. 1. Content Creation
2. Content Management
3. Community Management
• Daily content posting
• Customer response and trafficking
• Page moderation and oversight
• Metrics: audience growth and engagement
• Staying current on best practices
• Sharing results/insights with content creators
43. How Content Strategy Flows
Content Strategy
Topic Expert
Identification and
Coordination
Traffic and
Trend Analysis
Content
Development
Community
Management
Editing, Proofing
and Fact-Checking
Content
Management
SEO and Social
Optimization
45. Writing social content in
advance ensures accuracy,
quality and buy-in.
It also makes social a more buttoned-up endeavor and
opens the process to other departments.
47. Feel like Twitter and Facebook
are mostly just noise?
• Use Twitter lists to sort and follow accounts specific
to your professional interests, client categories, etc.
48. Feel like Twitter and Facebook
are mostly just noise?
• Use Twitter lists to sort and follow accounts specific
to your professional interests, client categories, etc.
• Facebook lists are an under-used way to keep tabs on
competitors and news sources for your industry
49. Feel like Twitter and Facebook
are mostly just noise?
• Use Twitter lists to sort and follow accounts specific
to your professional interests, client categories, etc.
• Facebook lists are an under-used way to keep tabs on
competitors and news sources for your industry
• Customizing subreddits can actually make browsing
Reddit more productive and less NSFW
51. Digital marketing rewards
evolution and experimentation
When you start seeing diminishing returns, it's not
always because Facebook is a jerk. Sometimes it's a
sign that you're on autopilot.
53. Metadata determines how your
content is searched and shared.
If you don't code, tags can look convoluted,
but understanding them can be vital to increasing
your traffic and SEO.
55. Metadata is evolving rapidly
Tags used to be simple: headline, summary, etc.
Now they enable high-res image sharing, link site
content to social media accounts and much more.
60. Facebook Open Graph (OG)
tags worth knowing:
• Image (go horizontal, as large as possible)
• Article: Publisher (links your site content to your
Facebook page)
• Article: Author (links content to a user profile)
61. Other metadata to fall
in love with:
• Twitter Summary Cards w/ Large Image
- Makes your content look great on Twitter
• Schema.org
- Universal set of tags preferred by Google+
63. Facebook, Google and Twitter
always give preference to their
newest shiny objects.
Ad units are often at their cheapest and most effective
when they're brand spanking new. Invest early.
65. Despite the mainstreaming of
social, executives still aren't
the faces of their businesses.
Mid-level employees and anonymous business
accounts just aren't enough.
73. Yes, we're professionals.
But no one benefits
when we're boring.
If digital feels like drudgery, you're doing yourself,
your company and your customers a disservice.
74. Some parting thoughts:
• Stay active and engaged personally, not just
professionally
• When something's working well, tell your leadership
and make sure they understand it enough to brag
• Don't just measure. Create incentives. Make success
fun.
• Don't be afraid to experiment and fail. It sure beats
doing the same old thing...and still failing.
75. Thanks for your time.
David Griner
@Griner
DavidGriner.net
Slideshare.net/Griner