Content marketing is the key to getting found online and standing out in the crowd. Learn how to develop and use compelling social content to drive traffic to your product listings. Part 2 of this 3-part series will focus on social content marketing, including Facebook, Twitter, and Crowdsourcing. Join eCommerce marketing expert Lisa Suttora, Founder and CEO of Lisa Suttora International, for this informative session on social content marketing and learn: • How to create a Facebook presence that engages buyers and drives sales • How to use Twitter to expand your customer reach • Crowdsourcing content to grow your KLTC (Know, Like, and Trust and Convert Factor)

1. Part 2: Social Content Marketing
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

2. AGENDA
 Why Social Content?
 Three Content Channels
 Facebook Strategy
 Twitter Strategy
 Crowdsourcing Content Strategy
 Action Assignments
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

3. THREE CONTENT CHANNELS
 Today‟s content is EVERYTHING you publish on the
web.
Social Visual Written
Content
Facebook Pinterest Blogs
spans
across
Twitter YouTube Articles
channel
s.
Email
Pinterest Infographics
Marketing
Crowd Press
Instagram
Sourced Releases
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

4. WHY SOCIAL CONTENT?
 Nice to have or necessity?
 Necessity
 Increases the KLTC (Know, Like, Trust and Convert ) factor of
your brand
 Brands that show up consistently, with interesting content build a following
 Brands who personally engage with individuals create customers
 Customers buy from brands they know, like and trust
 Builds credibility
 Differentiates you from the competition
 Enables people to share and talk about your brand
 Drives traffic
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

5. WHY SOCIAL CONTENT?
 Drives traffic and conversions
Your
Online
Store Your
(Search Online
dependent Store
.)
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

6. COMPOUND INTEREST
 Social is here to stay
 It will only get bigger
 Putting in place a solid social content
marketing strategy will position your
business for the future
 Need a plan to make it work for your
business!
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

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8. COMMERCE VS. MARKETING
 Three ways to use Facebook in ecommerce
 Commerce
 Customer buys product on your Facebook shop
 Facebook has not cracked the “Buy it on Facebook” code
 The Gap, JC Penny, Nordstrom closed their Facebook shops
 Debate continues as to whether Facebook is a place to hangout or shop
 Marketing
 Brand Presence – KLTC factor
 Buyers check Facebook reputations for brands
 Drive Traffic
 Send buyers off Facebook to your online store or products in a marketplace
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

9. MARKETING
Brand Presence
How to build a brand presence
Increase your KLTC factor
Drive Traffic
Send buyers off Facebook to your online
store or products in a marketplace
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

10. BUILD A BUSINESS PAGE
 Tips related to you products
 Images of your products
 Sales, discounts
 New product announcements
 Ask questions/for opinions
 Product videos
 Industry stats
 Testimonials
 Product Reviews
 Interact with customers
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

11. BUSINESS STORY
 A business journal
o Each post is a page in the book
o The story unfolds on the page
o Builds the KLTC factor
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

12. FACEBOOK AND SEARCH
ENGINES
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13. BRANDED URL
 Use in your marketing
Vanity URL
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14. COVER PHOTO
 851 pixels wide by 315 pixels high
 Panorama
 Collage
 Change it every few months
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

15. COVER PHOTO
 Effective Cover Photos
 Represent your brand
 Evoke a feeling
 Restrictions
 No contact
information
 No call to actions
 No purchase
information
 Less than 20% can be
text
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

16. PANORAMA VS COLLAGE
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

17. PROFILE IMAGE - HEADER
 160 pixels wide by 160 pixels high
 Logo or image
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

18. PHOTOS
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

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21. CUSTOM TABS
Custom Tabs
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22. BUILD A BUSINESS PAGE
 Tips related to you products
 Images of your products
 Sales, discounts
 New product announcements
 Ask questions/for opinions
 Product videos
 Industry stats
 Testimonials
 Product Reviews
 Interact with customers
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

23. IMAGES
 403 pixels by 403 pixels
 Share 3x‟s as much as a text only post
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

24. PROMOTIONS
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25. CUSTOMER EXAMPLES
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26. BLOG POSTS
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

27. VIDEOS
 Shared 10x as much as a text only post
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

28. PROMOTED POSTS
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

29. INSTALL FACEBOOK LIKE BUTTON
 http://developers.facebook.com/docs/reference/plugins/like/
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

30. FACEBOOK FOLLOW US BUTTON
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

31. FACEBOOK ACTION ASSIGNMENT
 Set up a Facebook Business page
 Get your Branded URL
 Post once a day 3-5 days per week
 Add Facebook buttons to your website
 Let your customers know about your page
 Interact with comments on your page
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

32. © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

33. WHY TWITTER?
 Reach
 Other people to retweet your content and spread your message to their audience.
 SEO
 Both Google and Bing index Tweets and Twitter Profiles
 Place value on how many times you are retweeted
 Promotion
 Engagement
 Easy to have short, powerful, interactions with your
customers
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

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35. INFLUENCERS
 Look at profiles of the people you want to follow (niche related)
and then see who they follow.
 If you interact with these „influencers‟ they may follow you and
then their followers may follow you.
 If you get a mention or a ReTweet by an influencer their followers
will see that and may follow you.
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

36. TWITTER PRESENCE
Cover Photo
1252x626
Branded
Background
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

37. BRANDLESS
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38. BRANDED
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

39. TWITTER BIO
 160 character bio to describe your brand/what you sell
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

40. WHAT TO TWEET
 Tips related to you products
 Sales, discounts
 New product announcements
 Ask questions/for opinions
 Ask which of your products they like the
best?
 Tweet cool pictures of your product
 Ask for the retweet!
 Tweet recent blog posts
 Tweet a video
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

41. HASHTAGS
 Use hashtags to assist in getting your tweets picked up in Twitter
search
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

42. REPLY AND RETWEET
 Ease of reply and retweet make Twitter a perfect environment for
sharing
 Retweet when a customer says something good about your
company
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

43. BUILD A FOLLOWING
 Followerwonk.com
 Find people with interests in your products to follow
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

44. SEARCH TWITTER
 www.search.twitter.com
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

45. TWITTER ADVANCED SEARCH
 https://twitter.com/search-
advanced
 https://support.twitter.com
/articles/71577-how-to-
use-advanced-twitter-
search#
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

46. ADVANCED SEARCH
 Trends
 Influencers
 Customers
 Marketing ideas
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

47. INSTALL TWEET BUTTON
 https://twitter.com/about/resources/buttons
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

48. TWITTER FOLLOW US BUTTON
 https://twitter.com/about/resources/buttons
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

49. TWITTER ACTION ASSIGNMENT
 Set up a Twitter page
 Get your Branded @twittername
 Post once a day 3-5 days per week
 Add Tweet button to your website
 Let your customers know about your Twitter profile
 Interact with comments on your page
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

50. © L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

51. WHAT IS CROWDSOURCING
CONTENT?
 Turning customer comments into
marketing
 Passive
 Customers post to YouTube, Facebook, Twitter,
website etc
 Active
 You solicit feedback from your customers and
post YouTube, Facebook, Twitter, website etc
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

52. COMPANY GENERATED
 Dollar Shave Club
 Took a mundane product
 Added humor
 Spent $10K on a video
 6,807,604 views to date
 Average CPC for a group
of "shave" related
keywords $1
 #5 rank in Google organic
search for the keyword
“shave”
 www.dollarshaveclub.com
© LisaSuttora.com

53. CROWD SOURCED CONTENT
 Customers generated marketing content
© LisaSuttora.com

54. CROWD SOURCED CONTENT
Social Proof

55. SOCIAL – CROWD SOURCED CONTENT
Contest Infographic Pinned to
Pinterest
© LisaSuttora.com

56. BLOG
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

57. CROWDSOURCING CONTENT
 Let your customers know you want to hear from
them
 Give them a platform to post freely
 Facebook
 Twitter
 Pinterest
 Blog
 YouTube
 Showcase their comments
 Don‟t leave them buried in the archives!
 Spotlight Customer of the Month
 Product of the Month
 Ask for feedback!
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G

58. Thank you for your time and attention
Visual Content Marketing
For more information, visit:
lisasuttora.com
monsooncommerce.com
View this presentation at youtube.com/user/MonsoonCommerce
© L I S A S U T T O R A A N D S T R A T E G I C B I Z MA R K E T I N G