Social Media Integration | Communicorp Connect 2012 | Social Media Trainer Ke...
Blogging, web content & optimizing suzanne mc donald
1. Blogging, Web Content
Designated Editor
Speaking Series
& Optimizing
What Do I Get?
Rhode Island Hospitality Association
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor
2. suzanne’s experience
Social Media
Strategies professor
6 years Page 1
Masters in Journalism
& Mass Communications BA in Journalism
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6. Challenges we’ll address
How to boost brand awareness & loyalty?
How to discover influencers?
Which tools & platforms are worth using?
How to measure and boost ROI?
How to integrate across platforms?
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7. Google and Bing/Yahoo! serve
& protect their best interests
http://www.ukresistance.co.uk/pics4/jade_raymond_and_team.jpg
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8. Search engines crave
As any blogger or affiliate marketer will tell you
If no one is using search engines
If no one clicks, then
You won’t generate any income
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9. While
&
may be all-powerful
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10. They still have to contend with
@Sue_DesigEditor
http://www.buydarthvadercostume.net/wp-content/uploads/2010/08/darth-vader-costume-300x300.jpg
10
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11. … oops I mean
http://i.huffpost.com/gen/226787/thumbs/r-MARK-ZUCKERBERG-large570.jpg
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13. Links
Keywords Content
SEO
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14. Quality
content
Optimizes
Interests humans
social graph
Integrates
SEO
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15. Who is your audience?
Who might be your best advocates?
What are their defining characteristics?
What are they looking for?
Are you using the right vocabulary?
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16. Target
Desired audience
info
Usability
@Sue_DesigEditor
Visitors 16
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17. Where does content live?
Social
Media
Blog
Email
Website
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18. 4 stages to effectiveness
Stage 1 Your website
Stage 2 Your blog & email
Stage 3 Platforms & tools integration
Stage 4 Optimizing your platforms & metrics
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19. Stage 1 Your website
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20. How to fully maximize your content
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21. WordPress is free & versatile
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22. who is your audience?
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23. 4 steps to content planning
Step 1 Your audience & keywords
Step 2 Find & leverage the right tools
Step 3 Integrate social media channels
Step 4 Optimization & metrics
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29. Stage 2 Blog & email
Google & search engines <3 fresh content
Activate keywords & make multimedia
Offers a glimpse inside your brand
Enable and moderate comments
Leverage blog posts to feed email
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30. Blogs cited as least expensive
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38. Stage 3 Integrate social media
Claim social profiles
Determine most relevant social channels
Monitor, engage & integrate
Understand sentiment analysis
Weave your content across platforms
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39. Google
Alerts
Twitter
Facebook
Polls Social Trends
LinkedIn
Answers
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40. Tools to drive blogs & content
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41. Integrate appropriate social media channels
Bruno Maia, IconTexto
http://www.icontexto.com
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44. Show your brand or curate others’
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45. who is your audience?
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46. who is your audience?
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47. who is your audience?
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48. Stage 4 Social media optimization & metrics
Be more efficient
Be more effective
Optimize for performance
Calculate your ROI
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49. Maximize Your ROI
Step 1 Business development
Identify your best growth areas
Step 2 Keyword research
What vocabulary are people using?
Step 3 Build topics
Discuss topics that best serve your
growth markets & use keywords
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58. Blogging, Web Content
Designated Editor & Optimizing
Speaking Series
What Do I Get?
Rhode Island Hospitality Association
Questions? Happy to help!
Suzanne McDonald | Content & Social Strategist
Sue@DesignatedEditor.com
@Sue_DesigEditor
Notes de l'éditeur
This is more like it, though. A little snapshot of the future , helps to remind yourself why you’re working so hard, right? OK, let’s get back to earth
www.emarketer.com/Article.aspx?R=1008948
Invest first in what you can control, keep your site and blog as a hub for content that’s expensive to produce and won’t go away on a Facebok policy change
Longer-lasting vs. paid media More efficient & effective, Now you’ll know what’s working, Reduced customer service costs, Understand & relate to clients
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Need to develop a hypothesis of personae, whether you are marketing on the web or social. You need to SPEAK to SOMEONE. If everyone is a client, no one self-identifies as YOUR client … no one sees that what you do can solve his/her problem. URI students parents of young children=middle-aged
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Be sure to have a conversion, such as a newsletter signup
Editorial calendar should include: Holidays, Conferences Important dates/events that you’d like to get a post out ahead of Embed YouTube, Record your presentations, Review the books you’re reading, Schedule ahead Be sure to appoint an Editor and content quality control, a function DE provides for some clients, along w Editorial Calendar development http://sncr.org/2010/02/19/journalists-use-of-social-media-is-surging-according-to-2nd-annual-middlebergsncr-survey-of-media-in-the-wired-world/ 80% of journalists believe bloggers have become “important opinion shapers.” Society for New Communication Research
Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
Various channels that get leads: 52% of marketing pros said leads via blog had lower cost of acquisition.
Search marketing best practices: no duplicate content, enable social sharing with share buttons
Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
Be sure to have a conversion, such as a newsletter signup
Your website and blog Email newsletter Social media Blogger relations & PR In-person interactions Additional outreach platforms Tying it all together
Demonstrate thought-leadership, brand personality (example) B2B = P2P -> people want to interact with other humans, blogs & social make it possible, changing the way businesses interact forever
Be sure to have a conversion, such as a newsletter signup
Challenge: It’s not working the way we’d thought! Takes too much time! People are complaining. Benefit: Cheaper than paid media & longer-lasting. Take time to focus on what works. Respond and treat complaints on social media as any good customer service pro would Solution: Analyze & adjust & respond (to complainers & yourself)
What works & Your consumers vs. fans
The more content you create, the feedback you get, the more data to crunch and better understand your audience. Initially, it’s like an echo chamber, but as the voices increase, a clearer picture emerges Google Analytics: Map overlay, keywords, where they’re coming from
Something about regularly seeing someone, in person, that truly builds a relationship. Social media simply augments this, not necessarily supplants it. Next gathering a week from today at 41 North
