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Content is Still King, But it Needs Your Help
1. Content is Still King, But it Needs Your Help
Lionel Menchaca
2014 IABC Southern Region Conference, Oct. 17
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2. It’s Noisy Out There
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500M
tweets
60M
Instagram
photo uploads
30M
Facebook
small biz
pages
73M
WordPress
blogs
100
Hours of video
uploaded/ min
3. Things to Remember
1. Align your social content efforts with your communications
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and marketing efforts
2. Traditional PR still matters; Social content is additive to
the process
3. Build relationships internally and externally
4. Paid media is now a bigger part of the social content
equation
4. Being an Effective Communicator in 2014 and Beyond
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50%
10%
20%
20%
Relationship Builder
Content Creator
Internal SME Motivator
Hustler
5. Align Social Content with Communications and
Marketing Efforts
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Blog Posts
Facebook
Status Updates
Tweets
Google+
Updates
LinkedIn Status
Updates
YouTube
Videos
Press Releases
Pinterest Board
Topics
Global
Editorial
Calendar
• Aligning with Communications topics ensures social is augmenting strategic areas and
corporate objectives.
• Aligning with Marketing pillars ensures strategic value; opens possibility for paid media
in social.
6. Effective Content is About Balance
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Will lead you here:
Starting with Credibility
Builders…
What you
want to
promote
What matters
to customers
What
influencers
are talking
about
7. Social Content as Official Corporate Response Hub
1. Acknowledge (2 – 4 hours)
2. Confirm (24 – 48 hours)
3. Fix (2 days – several weeks)
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10. Turn Employees Loose as Topic Experts and Advocates
• Dell’s social training & activation program, SMaC University, launched in
August 2010 (heralded as “best-in-class” by Forrester Research)
10
10,000+
Certified
Practitioners
(50% active at least
monthly for Dell)
64% engaged
in Chatter
community
(most active group)
800+ SMaC
Champions
(1:7 personal posts
drive traffic to Dell)
200+ Social
SMEs/Execs
(Impact SEO, SOV,
revenue, cost savings)
Networks:
By function/region +
dedicated community for
certified social practitioners
Advocates:
Volunteer for specific tasks
to support business via
social outside of role
Thought Leaders:
Identify, train and support
internal experts to become
active social thought leaders
Certification:
Open to all employees;
3 foundational classes +
one platform elective
11. Paid Media is now a bigger part of the equation
• Jay Baer is right: Shotguns Trump Rifles
• Besides so much content, many social
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networks are now (or soon will be) public
companies
• When extra visibility is important (and
budget allows), look to content
syndication services; See Jordan
Teicher’s Contently post for insights
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THANK YOU
Lionel Menchaca
Email: lmenchaca@w2ogroup.com
Phone: 512.298.1189
• @LionelGeek on Twitter
• My WCG Blog Posts
• My Dell Blog Posts