This document provides an overview of content marketing and social media best practices. It discusses the three steps of the content marketing process: content creation, audience, and distribution. It then gives tips for each social media platform, such as posting regularly but varying formats on Facebook, and participating in conversations rather than just sharing links on Twitter. The document emphasizes building communities organically over time, being consistent and original, and focusing on goals rather than just growth in followers/likes. It also warns about potential pitfalls like privacy issues and changing platforms or strategies too frequently.
2. Me
Social media
consultant
75% volunteer +
consultant work
Reputation management
Events + SME marketing
Community growth
3. You
Goals for today
Existing knowledge
Existing profiles
Preferred social networks
Thoughts
4.
5.
6. The Content Marketing Process
1. Content creation
2. Audience
3. Distribution
1. Importance and Possibilities
7. Content Marketing
1. Content creation – what info will appeal?
Customers
Potential Customers
1. Audience
2. Distribution
1. Importance and Possibilities
8. Content Marketing
1. Content creation
2. Audience – how can they get involved?
Dynamics
Habits
Tech use
1. Distribution
1. Importance and Possibilities
9. Content Marketing
1. Content creation
2. Audience
3. Distribution - how + where do people view my
content?
Search
Shared via networks
Hardware
1. Importance and Possibilities
10.
11. Some Basics
Consistency is key
Line between private + business
Team vs employee profiles
People > numbers
Manual attention > automatic
1. Importance and Possibilities
13. Writing Copy
Static + dynamic information
Informative profile bio/blurb
Study your audience
‘We vs. I’?
Spell-check
14. Personalising Content
Credibility + approachability
Show, don’t say
Interest mashup
Do + Love
Use strengths, connections
Introduce key individuals
Keep content fresh
doctorpuppet.tumblr.com
15. Personalising Content
Tips (Margin Media):
1. Avoid industry jargon
2. Be yourself
3. Get in on conversation
4. Turn off the sales pitch
once in a while
5. Humour builds priceless
rapport – be tasteful
Pic: Anne Francis, Forbidden Planet, 1956
20. The Worst Facebook Page Admin
“Like/share if...” “Fill in the blank:...”
Lacks variation
Comments on irrelevant current events – badly!
Snarky to complaints
Blocks regularly
21. A Good Facebook Page Admin
Don’t ask for value, give it!
70-30
Variety of formats
Don’t profit from misfortune
Respectfully address feedback
22. The Worst Twerp
Poor follow/er ratio
Ask for retweets or follows
Use too many hashtags + apps
Retweet about themselves
Exist only for traffic
23. A Good Twerp
Follows slowly
Grows organically
Participates in conversation
Knows relevant hashtags
Collates praise privately
Doesn’t only link elsewhere
Responds well to criticism
28. Publishing Schedules
Activity Frequency Days Completed
Blog Weekly Tuesday
Facebook Daily
Twitter 3x Daily
Google+ 2x Weekly
Email Monthly Tuesday
YouTube Monthly Wednesday
Podcast Monthly Thursday
29. Mobile
Since 2010, Aussies using mobile internet (1x
p/day) has increased from 71% to 81%.
2011 = 45 minutes
April 2013 = 61 minutes
57% expect sites to be tailored to mobile use
campaignbrief.com
30. Protecting IP
Link to your previous posts
Mention or Google Alerts
Google Authorship
Rel=author attribute
Contact any thieves
31. Trolls, Haters and Others
Legal obligation?
Keep watch
Keep records
Remove
Inform community
Have a clear policy
Acknowledgment
Resolution
Don’t only tell them to
phone or email
Private message
Use like you would email
32. Avoiding Pitfalls
Know your privacy settings
Site’s terms of use
Contingency plans
Inappropriate manners
Leaks, thieves
Watch for negative results
FOMO, alienation
Change aversion
33. The secret? Effort.
Plan around your GOALS
Choose platform/s wisely
Build organically
Be original, consistent and honest
Manual > automatic
Stay on target
Show, don’t just tell
34.
35.
36. Resources
Web strategy planning template
By Bluewire Media and David Meerman Scott
Creative Commons License, Attribution 3.0
Tweet @nicolejensen
Notes de l'éditeur
Cut down. This is INTRO. Not intermediate or advanced.
Trust Value for newcomers – e.g. FAQ, welcome video Value for existing audience Do what you say