Slides for a talk by independent consultant Marie Page showing content marketing and social media marketing techniques to increase your reach. This talk has detailed descriptions of how to do this through improving Facebook EdgeRank.

1. Digital Marketing Priorities 2013 Summit
11th January 2013. Brought to you by:
Content and Social Media Marketing
Priorities 2013
Marie Page
Digital Marketing Practitioner, Tutor
Consultant, & Author of Smart Insights
new E-book on Facebook Marketing
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2.  Digital marketing advice, training and consulting
www.smartinsights.com
About Dave Chaffey
About Dave Chaffey
• Author of 5 bestselling marketing books first
published in 2000, now in their 4th and 5th editions
• Online marketing consultant and trainer since
1997
• Manages SmartInsights.com: a marketing advice
site with Expert members in over 50 countries
January Offer: Free copy of Emarketing Excellence for first 50 new Expert-level members
Smart Insights Expert membership: www.smartinsights.com/membership
 Books

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Agenda
 A look at content marketing and platforms
 Some cautionary tales
 Predictions for 2012
 Facebook algorithm changes and what you can
do about it
 Don’t kill them with content
 Please get involved using the BrightTALK
buttons:

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The Guru’s Speak:
 "Content is the only marketing left”
Seth Godin
 “No one cares about your products.
Far better is for companies to start viewing themselves as
sources of information” Brian Kardon, Eloqua
 “The one who has the more engaging content wins,
because frequent and regular contact builds a
relationship”
Joe Pulizzi, CMI
 “Content is now a marketing cornerstone because:
- Interruption marketing doesn’t work anymore
- Customer behaviour and expectations are changing
- Everyone is a publisher”
Ann Handley, Marketing Profs

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What is Content Marketing?
 “A marketing technique of creating and
distributing relevant and valuable content to
attract, acquire and engage a clearly defined
target audience” Pulizzi and Barrett (2009).

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Content marketing strategy > Effectiveness and Efficiency

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Poll 1

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Smart Insights Explainer example
TEFL Taster example
Stelzner: Primary vs Nuclear

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Why Content Marketing?
 Interesting content is a top 3 reason people
follow brands on social media (GetSatisfaction,
2011).
 3 in 4 marketers cite compelling content as a
factor in closing sales, 70% of consumers prefer
getting to know a company via articles rather
than advertisements and 60% feel more positive
about a company after reading content on its site.
ContentPlus (2012)

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Think like a PUBLISHER not an advertiser
 Not interruptive marketing that just sends messages
 Engage with them
 Create exceptional (great) content that people will
want to share
Image:
gapingvoid.com

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The value of content Poll 2

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“Sometimes I hear companies talk about their
social media strategy, and they start the
conversation by talking about technology, then
eventually get to their content. They need to flip
that. Content is key. Pay more attention to it
than the bells and whistles.”
Ann Handley
MarketingProfs, 2011

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4 key Goals for content marketing
 The ultimate goal of content marketing is to be so engaging that your customers will eventually
buy, but before that you need to achieve one of these 4 foundational objectives to attract
interest, increase page views and maintain reader loyalty.
1. Educate
 This type of content is often prefaced by a headline that starts with “How” . People’s thirst for
knowing how to start a blog, market their business or solve a problem
2. Inform
 Keeping people up to date with the latest news was the domain of the newspaper, trade
magazines or TV. Today the blog or social network is the source.
3. Entertain
 It doesn’t have to be a video and entertainment can also be a media type that informs and
entertains. Infographics can also be included in this category. Humour is one of the vital
components here.
4. Inspire
 This can be a challenge but inspiring people to be better, to push their limits or to be
successful should be woven into your content. This content can be examples of other
successful people that have overcome adversity people or creative examples that showcase
others achievements.
Thanks to Geraint Holliman of HPS Group for this and a couple of other slides

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User Generated Content
 In a Travel Weekly study from June 2012, nearly a third of travellers
ages 21 to 34 who read travel review websites said those sites,
which are heavy with user-generated content, had “much influence”
on their travel plans, compared to only about one in five travellers
ages 35 and over.

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Word of Mouth Marketing
 Word-of-mouth marketing is the primary factor behind 20-
50% of all purchasing decisions McKinsey (2010)
 Brands should be creating “killer” content that “converts
browsers into buyers and customers into regular or
(better yet) rabid fans, ambassadors and advocates”.
Handley & Chapman (2012)
 Over 50% of British people admit they are more likely to
click on a story if it comes from someone they know
(Reuters, 2012)

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Be Careful

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Be Careful

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Content Marketing Institute
Predictions for 2013
 Marketing teams will continue to reinvent
themselves to support content marketing efforts
 Visuals and video will play a more important role
 Marketers need to re-think “web-only” to adapt to
consumers who want info
 http://contentmarketinginstitute.com/2012/12/social-media-content-marketing-predictions-2013/

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Video

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Ideas for Video

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YouTube Channel

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Devices and Platforms

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Mobile impact for content
 Consider how content looks on other devices
 Does your content even work on handhelds?
 Content needs to be chunked to be fed into
platforms for different devices
Call or Check-in?
Likes or Videos?
Facebook Apps?
Mobile site?
Facebook login?
Poll 3

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The Facebook Edgerank Algorithm
 Every bit of FB content is known as an “edge”- status
update, a like, a photo, a change in relationship status
 The newsfeed isn’t really a feed of news, instead it’s a
chart of the most ‘important’ Edges which are determined
by the EdgeRank Algorithm.
Traditionally 3 elements:
 Affinity
 Edge weight
 Recency
What about the
new “Spam”
score?

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EdgeRank is now based on four
things:
 Yours and other people's relationship with a brand (affinity): the more you
and other people engage with a post, the more likely you are to see it
 The type of post: simple status updates seem to trump other content now
 Time: the older a post is, the less likely it is to be viewed...with a catch
(which I will explain below).
 EdgeRank is now also ranked based on the level of negative feedback a
brand and posts receives.
 In short, engagement and the type of post improves your EdgeRank score,
while the time decay and the negative feedback makes it worse. These four
factors combined is what determines the success of your post.
 http://www.baekdal.com

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They may be fans but do they see your updates?
203% PTAT!

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Likes: 64
Comments: 7
Shares: 1
Reach: 1444
Likes: 59
Comments: 8
Shares: 0
Reach: 853
Photos vs status updates
Lessons for
understanding
Edgerank:
Plain text status updates have
more weight than photos so drive
more reach.

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Plain text updates
Likes: 3
Comments:
56
Shares: 1
Reach: 2294
Likes: 16
Comments: 2
Shares: 0
Reach: 1171
Likes: 64
Comments: 7
Shares: 1
Reach: 1444
Likes: 39
Comments: 6
Shares: 1
Reach: 1507
Likes: 15
Comments: 19
Shares: 1
Reach: 1419
Lessons for understanding
Edgerank:
Reach is driven by engagement. The
more engagement, the higher the
reach.
Comments drive reach more than likes

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Photos
Likes: 12
Comments: 0
Shares: 4
Reach: 525
Lessons for
understanding
Edgerank:
High numbers of Likes and
Comments will drive more reach
Likes: 59
Comments: 8
Shares: 0
Reach: 853
Likes: 11
Comments: 2
Shares: 2
Reach: 581

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Finally… Don’t Over Do It
 Engagement advertising firm SocialVibe that one-third of
US internet users who had ended a social connection
with a brand did so because the company simply posted
too many updates.
http://www.emarketer.com/Article.aspx?R=1009539#bAPKCfE73Qyyd8du.99

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Thank you for your participation
Your questions please
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and rate this webcast
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 Best wishes for 2013!
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