If you want ROI in your social media efforts, you need a content strategy. Bernie Borges provides a 15 step plan to organize, execute and measure a digital strategy through a content strategy, using social media.

1. November 9, 2011

2. Social Media is
Still a Frontier

3. You Are Unique

4. 3 Stages of the Social Media
ROI Cycle
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106

5. Stage 1: Launch
50% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106

6. Stage 2: Management
40% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106

7. Stage 3: Optimization
10% of
businesses
http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point-
framework-4539106

8. A Little History…
 1990 to 1999  2000 to 2010
8

9. Social Media Today
Publish
Publish
MMO Share
Social
Apps / Discuss
Games
Social
Media Social
Virtual
Net-
Worlds
works
Live Micro-
Cast blog
Like
Stream

10. Outbound vs. Inbound Marketing
Outbound Marketing Inbound Marketing
10

11. Because…
76% of people think advertisers LIE

12. Most Trusted Advertising
1. Recommendations from “friends”
2. Other people’s opinions online
3. Company websites
4. Editorial content
5. Brand Sponsorships

13. Adopting Social Media Strategies
Measuring ROI
Fully Developed Strategy
Have a Social Media
Policy
Social Media
Championed by Highest
Leadership
At Least One Full-Time
Employee Dedicated To
Social-Media Strategy Heidi Cohen | April 18, 2011
http://www.clickz.com/clickz/column/2043696/forget-social-media-roi

14. There Are Many Qualitative Benefits
 Loyalty
 Trust
 Passion
 Interaction
But…how do
 Brand Awareness they impact
the bottom
line???

15. Think of Social Media as an
Integrated Ingredient
Channels
Search
Social
Media
Jay Baer 2010, convince and Convert
http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing

17. Must Be Organizationally in DNA

18. Integrate Social Media into Your
Cultural DNA
Content
Blogs, Videos, white
Papers, eBooks
Social
SEO Media
On-page, off- Twitter,
page, link LinkedIn,
building, analysis Facebook,
Forums, Blogs

20. New Marketing Paradigm…
a Mindset Shift
Relationship /
Content Strategy
Engagement
20

21. Content Strategy
Persona
Content
Strategy
Keywords
21

22. What is Content Marketing?
http://en.wikipedia.org/wiki/Content_marketing
Content marketing is an umbrella term
encompassing all marketing formats that involve the
creation or sharing of content for the purpose of
engaging current and potential consumer bases.
Content marketing subscribes to the notion that
delivering high-quality, relevant and valuable
information to prospects and customers drives
profitable consumer action. Content marketing has
benefits in terms of retaining reader attention and
improving brand loyalty.[1]
22

23. What is Content Marketing?
23

24. What is Content Marketing?
24

25. Content is Your
Marketing Foundation

26. Content is Your Currency!

27. Your Content Can Spread Online
Re-
Tweeted tweeted 10
on Twitter Times
Share on
Facebook
Bookmark
ed on
“Stumble
Your blog Upon
is
published

28. Focus on the
audience

29. The 3 E’s of Content…
Entertain
Educate Enlighten
Engagement

30. Understand Your Target Audience
Focus your
content on
“them”

31. Decision
Influencers Promoters End-users
Makers

32. Indentify Their Wants and Needs

35. 1. Identify the “personas”
of your target audience.
35

36. 2. Develop content
that speaks to the
pain points of
each of your
target personas.
36

37. 3. Identify
the sources
of content in
your
organization.
37

38. 4. Develop content
for each stage of
your customer’s
lifecycle.
38

39. 5. Create an editorial calendar of
your content plan.
39

40. 6. Assign content production
responsibilities to as many
people as possible.
Customer
Sales Marketing Editorial
Service
40

41. 7. Marketing department is traffic
coordinator, not producer of all
content.
41

42. 8. Develop a diversified portfolio of
content across different media and
formats.
42

43. 9. Leverage
social media as
communication
and
engagement
channels for
your content.
43

44. 10. Define many success metrics and
measure them to gauge impact of
your content strategy.
44

45. 11. C Level support is a must for
resource allocation & alignment
on success metrics.
45

46. 12. Produce content that
has a measurable impact
on sales to align with
corporate goals.
46

47. 13. Focus on educational content, not
on sales-centric content (3 E’s).
47

48. 14. Be willing
to experiment
with content.
48

49. 15. Study content marketing in and
outside your industry for new ideas.
49

50. Skills Needed?
 SME
 Listening
 Writing
 Story-telling
 Authentic
 Responsive
 Analytical
50

51. Measuring Results
Trust,
Authority,
Leads
CTAs
Engagement
Sharing/S
ocial
Networks
Content

52. Define Relevant Success Metrics
Quantitative Qualitative
 Sales  Sentiment
 New leads  Loyalty
 New qualified  Authority
subscribers  Interaction
 Reach  Feedback

53. Measure Brand Search Findings
Brand
Social media
Influencer content
Non-relevant

54. Measure Website Traffic Sources
Blog referral traffic
was 508 visits* (down
7% from September)
*less than 1% of website traffic in
September even though in top 25 sources
October 2011 54

55. Measure Leads: Organic Search

56. Measure Leads: Social Media

57. Measurement Goals 2011

58. 100 Ways to Measure Social Media
http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html

59. 100 Ways to Measure Social Media
http://www.tourismusdesign.com/wp-content/uploads/100-ways-to-measure-social-media-540x200.jpg

60. ROI of Social Media Summary
Have a strategy

61. ROI of Social Media Summary
Know your customer

62. ROI of Social Media Summary
Measure KPIs

63. ROI of Social Media Summary
Make it a family affair

64. ROI of Social Media Summary
Invest in the right tools

65. Facebook

66. Twitter

67. LinkedIn

68. Google+

69. YouTube

70. Be A Magnet
70

71. More conversation…
Bernie Borges
bernie@findandconvert.com Twitter: http://twitter.com/berniebay
727-234-0952 ext. 1001 LinkedIn:
Websites:
http://www.linkedin.com/in/berniebor
ges
http://www.findandconvert.com
Facebook:
http://www.bernieborges.com
http://www.facebook.com/findandcon
Blogs:
vert
http://www.findandconvert.com/blog
Google+
http://www.bernieborges.com/blog
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