#cmworld twitter chat with joe chernov on social & content marketing

#CMWorldSOCIAL & CONTENTMARKETINGTWITTER CHATFeaturing Kinvey’s Joe Chernov @JChernovand Content Marketing Institute’s Joe Pulizzi @JoePulizzi

#CMWorld • contentmarketingworld.com

http://twitter.com/jchernov

https://twitter.com/joepulizzi

http://contentmarketingworld.com


Social & Content Marketing #CMWorld • Twitter Chat

Q1: Let’s get started! What comes first? Social media or content marketing?

#CMWorld




A1: Let’s start w/ a bang: Not only does content come 1st, but w/o it,

the only real use case for social is customer support #CMWorld

@jchernov

A1: Social is a comm channel. It should be a part of your CM strategy,

(when relevant). They are not mutually exclusive #CMWorld @CMIContent

@lucasmillerwsu

@CMIContent At least social media listening and consumption first.

Must research your audience/community before creating content. #cmworld

@njh287

A1. Content. Social spreads the message and is integral in overall strategy,

but you have to have something of value to say #cmworld

@KaitlinSolomon3



http://twitter.com/lucasmillerwsu

http://twitter.com/njh287

http://twitter.com/KaitlinSolomon3



Q2: With so many social platforms available, how does someone decide

which ones to use for their org?#CMWorld




A2: Start by placing bets (where do you think your prospects are). Then let

the data inform future investments #CMWorld

@jchernov

A2. You pick social platforms based on where your audience is – not for the shiny

toy value :) #CMWorld

@ardath421

A2: Identify goals. Then find which social channels your customers are hanging out

at. We don’t need to be using every channel. #cmworld

@JoePulizzi

A2- Go where your members are. Not all social platforms fit your target audience.

Adapt the ones your members/customers prefer. #cmworld

@KaitlinSolomon3



http://twitter.com/ardath421

http://twitter.com/JoePulizzi




Q3: Do you see orgs on too many social platforms (& using them poorly)

or too few (& missing opportunity)?#CMWorld




A3: Both. However, the ones on too many, but doing so ineffectively is more con-

cerning, as it can have an adverse affect. #cmworld

@Bonini84

A3: Absolutely. When we do enterprise audits, recommendations are almost always

that they need less channels, not more. #cmworld

@JoePulizzi

A3. I think difficulty is limiting to what you can do well. Trying to be everywhere is

not a strategy that’s sustainable #cmworld

@ardath421

@CMIContent A3. Too many. But # isn’t the issue. Challenge is view that a small

consistent broadcast presence is ok. #CMWorld

@wittlake


http://twitter.com/Bonini84



http://twitter.com/wittlake



Q4: Quality visuals are very shareablein social media. What are some ideasto create strong visuals? #CMWorld




@CMIContent A4 Think value w/ visuals. Answer a question. Feeling should be less

“Thats interesting,” more “I want to share this.” #cmworld

@njh287

A4: I don’t want one visual story. I want 50 visual components that tell a story over a

year. #cmworld

@JoePulizzi

@WOMMA @JoePulizzi Images can enhance the story & make it more human, but not

when you’re using it just because it’s available #CMWorld

@Soundboardit

@CMIContent A4. Visuals should simplify communication. Too many visuals

(infographics!) do the opposite. #CMWorld

@wittlake




http://twitter.com/Soundboardit

http://twitter.com/wittlake



Q5: Has your social media strategy changed in the last year?

If so, how? #CMWorld




@CMIContent A5 Still look to drive traffic/subs, but shifting a bit from establishing in-

dustry cred to leveraging new contacts made #cmworld

@njh287

A5. I think it’s changed in the last month. What people want to talk about changes all

the time #cmworld

@ardath421

Q5: While objectives have stayed the same, our strategy is ever-evolving. But we don’t

sell out the brand for the latest channel. #CMWorld

@MichaelMooneyy

A5: A good social strategy can weather the change. Not that it doesn’t evolve, but it’s

not forced to b/c of changing networks #CMWorld

@Soundboardit




http://twitter.com/MichaelMooneyy

http://twitter.com/Soundboardit



Q6: What is the social channel(s) your business uses most often? #CMWorld




A6: At @Kinvey we market to developers, CIO, CTO. We assumed Facebook

would be inefficient, yet data says we were wrong #CMWorld

@jchernov

A6 Ran a test for workshop at Confab - Slideshare brought 2.5X views & shares

than blog post on same subject #cmworld

@ardath421

Has anyone noticed how much people are sharing on @LinkedIn these days?

YOY change is amazing. #cmworld

@JoePulizzi

A6: We use Twitter & LinkedIn most. Why? Flexibility, measurability & most

important: chance to engage with new real people easily #CMWorld

@Consected





http://twitter.com/Consected



Q7: What do you think is themost undervalued social channel

out there? #CMWorld




Call me crazy, but I still think there is something to Google+. Over 350 million active us-

ers as of July. #cmworld

@JoePulizzi

You must build OWNED platforms (blog, website, email list, etc) since you control them.

What would happen if banned from Google? #cmworld

@heidicohen

A7: The most undervalued channel is the one you haven’t tested. The channel may vary

by co.; but the need to test doesn’t #CMWorld

@jchernov

A7- Seeing a lot of slideshare, google +, and blogs #cmworld

@KaitlinSolomon3



http://twitter.com/heidicohen





Q8: Do you modify content forvarious social channels or do you

simply distribute it? #CMWorld




A8. Content must be modified for different channels – different context, different

purposes #cmworld

@ardath421

A8: Yes! Striving for virtuous cycle: summarizing our eBooks into ungated Slide-

Shares that link back to the gated eBook #CMWorld

@jchernov

A8: you have to modify your content to match the messaging for the respective

channel. #CMWorld @CMIContent

@KevinDMcGinnis

A8- Absolutely modify! Each platform has requires different format and delivery to

fit the purpose, tone, and overall parameters #cmworld

@KaitlinSolomon3




http://twitter.com/KevinDMcGinnis




Q9: Does your company have aseparate social media person/team vs.

a content marketing person/team?#CMWorld




A9: Everyone is *responsible* for content, but one person needs to be

*accountable* for it! #CMWorld

@jchernov

A9: social and content marketing are together at #xerox. #CMWorld

@Kenericson

A9. Companies that separate content marketing and social media teams have

disconnects - saying so practically :) #cmworld

@ardath421

A9: Social media and online groups fall under the channel team, which works

closely with the content team. #CMWorld

@HiPhaedra



http://twitter.com/Kenericson


http://twitter.com/HiPhaedra



Q10: What is the top thing contentmarketers need to improve on or

learn when it comes to social media? #CMWorld




A10: If your content is about you, regardless of how polished it is, ain’t nobody

gonna share it. #CMWorld

@jchernov

A10: Considering the “reason to click.” There’s content overload out there. It’s all

about how you present the content that matters #cmworld

@Bonini84

A10. How to initiate a conversation their audience cares about – and then keep it

going #cmworld

@ardath421

A10- That there MUST be an integrated strategy to be effective. Also find your

influencers and recognize their value #cmworld

@KaitlinSolomon3



http://twitter.com/Bonini84





Want to learn more?Want to discuss the latest trends in content marketing and get advice from some of the experts you will see at Content Marketing World? Each week join Joe Pulizzi (@joepulizzi) and a guest as we discuss both key content marketing topics and event tracks for Content Marketing World, as well as our industry marketing summits.Simply follow #cmworld on twitter to join the conversation.

• July 2: Content Strategy with Michael Brenner @brennermichael

• July 9: Search and Social with Lee Odden @leeodden

• July 16: Financial Content Marketing with Mitch Joel @mitchjoel

• July 23: Social Media Marketing with Joe Chernov @jchernov

• July 30: B2B Content Marketing with Ardath Albee @ardath421

• August 6: Small Business Content Marketing with Brian Clark @copyblogger

• August 13: Multi-Channel Marketing with Andrew Davis @tpldrew

• August 20: Technology Content Marketing with Rohit Bhargava @rohitbhargava

Get transcripts from all #CMWorld Twitter chats and see the upcoming schedule: http://bit.ly/CMW_TwitterChats

Click Here toRead 58 Social Media

Tips for Content Marketing



http://twitter.com/MitchJoel

http://twitter.com/leeodden

http://twitter.com/mitchjoel



http://twitter.com/copyblogger

http://twitter.com/tpldrew

http://twitter.com/rohitbhargava

http://contentmarketinginstitute.com/2012/12/social-media-tips/


