inside the social media mind 4 5-13
Post on 19-Sep-2014
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DESCRIPTION
What do social media marketers care about and why? Inside the social media mind, presented at the Hewlett Packard brown bag lunch.TRANSCRIPT
SOCIAL MEDIA MIND
@heidimillerwww.heidi-miller.com
www.spoken.com
Inside the
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
SOCIAL MEDIA MIND
@heidimillerwww.heidi-miller.com
www.spoken.com
Inside the
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit is.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit is.Integrated to marketing/PR, not a separate initiative.
MARKETING
SOCIALMarkets are conversations. People trust employees and passionate activists more than business leaders or spokespeople.
MEASURABLESince social media happens online, it can and should be measured against marketing goals.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit isn’t.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.
one-way
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.
one-way
@heidimiller
Friday, April 5, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Announcements and commands don’t get as far as questions, polls and groundwork for user generated content.
one-way
@heidimiller
Friday, April 5, 13
WHATit isn’t.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
People of all ages participate in social media. Never assume that only Gens Y and Z are participating. Remember that your mom is on Facebook.
just for youth
@heidimiller
Friday, April 5, 13
WHATit isn’t.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
Friday, April 5, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency.
free
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Source: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
Friday, April 5, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency.
free
@heidimillerSource: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
Friday, April 5, 13
WHATit isn’t.SOCIAL MEDIA MARKETING
Like any other business skill, it’s not expensive to do but requires expertise. And strategy, dedication and consistency.
free
@heidimillerSource: http://cdn2.hubspot.net/hub/53/blog/docs/ebooks/the_2012_state_of_inbound_marketing.pdf
Friday, April 5, 13
CONTENTMARKTING.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
CONTENTMARKTING.WHAT IS IT?
@heidimiller
CREATION
mediaphotosvideosaudio
podcastsinfographics
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
SHARING
publishing content
blog postswhite paperscase studies
Tweetsebooks
CONTENTMARKTING.WHAT IS IT?
@heidimiller
CREATION
+
mediaphotosvideosaudio
podcastsinfographics
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
SHARING
publishing content
blog postswhite paperscase studies
Tweetsebooks
CONTENTMARKTING.WHAT IS IT?
@heidimiller
CREATION
ACQUIRE CUSTOMERS+ =
mediaphotosvideosaudio
podcastsinfographics
• Michelin guides in 1900• 1904 Jell-O cookbook• 2013 free white papers
and webinars
Friday, April 5, 13
OPPORTUNITYTracking the conversation can provide opportunities for development.
GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.
INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.
EXPERTProducing a plethora of valuable content positions the person/brand as an expert.
HOWit works.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
OPPORTUNITYTracking the conversation can provide opportunities for development.
GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.
INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.
EXPERTProducing a plethora of valuable content positions the person/brand as an expert.
HOWit works.@heidimiller
SOCIAL MEDIA MARKETING
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
OPPORTUNITYTracking the conversation can provide opportunities for development.
GOOGLE JUICEProviding frequent, relevant new content with targeted keywords can improve Google ranking.
INFO LOCUSProviding consistent, relevant content positions the person/brand as THE place to go.
EXPERTProducing a plethora of valuable content positions the person/brand as an expert.
HOWit works.@heidimiller
SOCIAL MEDIA MARKETING
Friday, April 5, 13
BORING TRUTHAll social media “experts” do is to define their goals, develop content that matches those goals and measure success against them
@heidimiller
Friday, April 5, 13
PROCESS.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
PROCESS.for content marketing
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
PROCESS.for content marketing
CRAFT mission
statement
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
PROCESS.for content marketing
CRAFT mission
statementSET goals+
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
PROCESS.for content marketing
CRAFT mission
statementSET goals ENGAGE
your idols+ +
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
PROCESS.for content marketing
CRAFT mission
statementSET goals ENGAGE
your idols
DEFINE CONTENT
+ +
@heidimiller
Friday, April 5, 13
WHY CONTENT MARKETING STRATEGY IS IMPORTANTCan you think of examples of people doin’ it wrong?
@heidimillerFACEBOOK WALL
YER DOIN IT WRONG
Friday, April 5, 13
NO ONE CARESNo one cares about your brand but you. People care about their own passions.
WHYcontent strategy.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Source: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html
Friday, April 5, 13
NO ONE CARESNo one cares about your brand but you. People care about their own passions.
WHYcontent strategy.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Because no one cares about your brandSource: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html
Friday, April 5, 13
NO ONE CARESNo one cares about your brand but you. People care about their own passions.
WHYcontent strategy.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Because no one cares about your brandSource: http://www.heidi-miller.com/2011/04/hoovers-boycott-genuine-social-media-or-bogus-pr.html
Friday, April 5, 13
WHYcontent strategy.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
SELLINGSleazy selling will incur the wrath of the internet.
Friday, April 5, 13
WHYcontent strategy.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Because no one cares about your brand
SELLINGSleazy selling will incur the wrath of the internet.
Friday, April 5, 13
WHYcontent strategy.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Because no one cares about your brand
SELLINGSleazy selling will incur the wrath of the internet.
Friday, April 5, 13
WHYcontent strategy.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Because no one cares about your brand
SELLINGSleazy selling will incur the wrath of the internet.
Friday, April 5, 13
WHYcontent strategy.@heidimiller
Because no one cares about your brand
SELLINGSleazy selling will incur the wrath of the internet.
Friday, April 5, 13
WHYcontent strategy.@heidimiller
SELFISH DOUCHEActing like a sleazy, selfish jerk doesn’t work. Don’t be that guy.
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Source: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html
Friday, April 5, 13
WHYcontent strategy.@heidimiller
SELFISH DOUCHEActing like a sleazy, selfish jerk doesn’t work. Don’t be that guy.
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Because no one cares about your brandSource: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html
Friday, April 5, 13
WHYcontent strategy.@heidimiller
SELFISH DOUCHEActing like a sleazy, selfish jerk doesn’t work. Don’t be that guy.
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Because no one cares about your brandSource: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html
Friday, April 5, 13
WHYcontent strategy.@heidimiller
SELFISH DOUCHEActing like a sleazy, selfish jerk doesn’t work. Don’t be that guy.
Because no one cares about your brandSource: : http://www.heidi-miller.com/2011/04/how-not-to-use-linkedin.html
Friday, April 5, 13
HOWcontent marketing.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
HOWcontent marketing.Open source marketing
Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.
poll
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
HOWcontent marketing.Open source marketing
Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.
poll
Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.
market research
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
HOWcontent marketing.Open source marketing
Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.
poll
Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.
market research
Knight News Challenge in 2009 used social media to attract and engage OS developers interested in innovating digital news.
promote
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
HOWcontent marketing.Open source marketing
Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses.
poll
Use a Facebook poll to determine: what kind of podcast content, what prizes to print, what the demand was for.
market research
Knight News Challenge in 2009 used social media to attract and engage OS developers interested in innovating digital news.
promote
@heidimiller
Friday, April 5, 13
WHATwe care about.@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATwe care about.What is relevant to our audience? What moves them to engage and participate.
RELEVANT content
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATwe care about.What is relevant to our audience? What moves them to engage and participate.
RELEVANT content
ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATwe care about.What is relevant to our audience? What moves them to engage and participate.
RELEVANT content
ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.
MEASURING SUCCESSContent marketers measure success against marketing goals.
@heidimiller
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
WHATwe care about.What is relevant to our audience? What moves them to engage and participate.
RELEVANT content
ENGAGEMENTEngagement can be measure through CTRs, comments, Likes, RTs, mentions, etc.
MEASURING SUCCESSContent marketers measure success against marketing goals.
CLIENT
We care about keeping the client happy.
@heidimiller
Friday, April 5, 13
QUESTIONme.@heidimiller
www.heidi-miller.com
WHAT CONTENT WHY OPEN SOURCE WHATBORING marketing truth content strategy marketing we care aboutis social marketing
summary
Friday, April 5, 13
Q&AQUESTIONme.
@heidimillerwww.heidi-miller.com
Friday, April 5, 13