Social Media - Apple Box Studios

SECTION 1

Content Marketing vs. Social Media

The second big mistake is misunderstanding the relationship between content marketing and social media. Content marketing and social media are not separate initiatives. Content is fire. Social media is gasoline. Use social to drive awareness of your content more so than awareness of your company. Like social and email, content and social should be working VERY closely together.

Content Marketing & Social Media Myths:

“It is about creating as little content as possible, with as much impact as possible.”
– Robert Rose CMI World Conference

Myth 1: Social Media is just a channel and doesn’t count as content marketing

While it’s true that social media provides additional channels to distribute your content, it shouldn’t be assumed that those channels should be ignored as their own unique marketing opportunity.

Instead of using social purely for content amplification, treat social channels as actual publishing platforms. Content marketing isn’t a cut-and-paste process; you’re best served by defining within your content strategy how you will uniquely adapt your efforts to social in order to maximize user experience and enhance your brand. The better your content fits into a social channel, the better it will be received and the better it will perform for you. –skyword.com

Myth 2: Social is not measurable

Social is extremely measurable, but first you have to do something that can be measured. Tracking URLs, visibility into your purchase funnel, unified customer databases can all answer that question: “are we making money at this?”

Myth 3: Company channels are your most important social assets

Social success is about people, not logos. If you add up the number of social connections of your employees, they almost always exceed the connections for your official company accounts. Activating your employees and decentralizing social media is the next phase of success.

Myth 4: Your content marketing should be about your products/services

Is a brochure “content marketing?” Is your content marketing a repackaged brochure? If your content doesn’t have intrinsic value – if it can’t stand alone as something people actually want, you’re not thinking hard enough. Make the story bigger, and create content that is related to your business, but isn’t 100% about your business.

Myth 5: Too much content will give away your secrets

A list of ingredients doesn’t make someone a chef.

Myth 6: The rules are different in B2B

Yes, the purchase funnel and some of the tactics are different in B2B. But the strategic thrust of content and social are the same regardless of what you’re selling.


SECTION 2 – FACEBOOK

Facebook is a free online social networking service that allows anyone who claims to be at least 13 years old worldwide to create profiles, upload photos and video, send messages, add other users and receive automatic notifications. Users can also join common-interest user groups as well as share, like and comment on posts. Users must register/login before using the site, which gives Facebook specific user information. This is a big part of Facebook’s pitch – that it has so much user info that it can more effectively target ads to those who will be responsive to the content. Most of Facebook’s revenue comes from advertising.

Demographic

Gender Age U.S.
(millions)
Monthly active users worldwide
1.71 billion (50% 1-year increase)
U.S. males 46%
All males 66%
18-24 26.6 Users spend an hour a day on Facebook
25-34 33.2 Over 162.9 million U.S. Facebook users
35-44 26.1 1.13 billion active users logging in daily
U.S. females 54%
All females 76%
45-54 23.2 On average, the Like and and Share buttons are viewed across 10 million websites daily.
55-64 18.4
65+ 12.5 67% internet users U.S. using FB
82% internet users U.K. using FB

Facebook for Brands

Demographic: Reach people by their age or gender
In 2009 the Facebook newsfeed was unrestricted, displaying every published story. Due to the heavily increased volume of content, EdgeRank was implemented as the newsfeed algorithm in 2010. This was a way to govern what ad content was displayed, and how high to display it based on affinity, weight and time decay. EdgeRank experienced many updates with the intention of displaying more quality content to keep users interested. “Give the people what they want” is a part of the idea, and this means that users do not want to be so aggressively targeted by ads. Organic and paid reach became two very important tools for brands. They should go hand-in-hand because they significantly affect one another, however this is not easy due to increased ad demand at a higher cost. EdgeRank has been replaced by a machine-learning based algorithm, making it more difficult and expensive for brand reach.
What you can do:

  1. Engage your audience with content more worthy of attention
  2. “Pay to play” with targeted ad

Publish Things that are More Worthy of Engagement

People aren’t using Facebook at all times to find products or services, which is why Facebook makes it harder to succeed with low quality content. Facebook is monitoring four things: LIKE your post, COMMENT on your post, SHARE your post, or CLICK a link in your post. If users aren’t doing one of these actions, Facebook thinks your audience is uninterested in your content and then they won’t push your posts out into the news feed. However, it is very possible to increase your organic reach and then combine the increase with a new understanding of Facebook ads. The goal is to craft posts that will ensure these actions are happening:

TOOL BOXFACEBOOK GRAPH SEARCH
Graph Search helps you find more of the people, places and things you’re looking for and discover new connections based on what others have shared with you.

FOR BRANDS: Facebook Graph Search grants brands access to real-time conversations, identifying brand advocates, monitoring public mentions from user and tracking public opinions over time.

1. Be Relevant

  • Know your audience – What do they want to know?
  • Write about current events holidays or seasons
  • Link fans to articles that their community will care about

2. Deliver Content that Interests your Fans

  • Try posting different types of status updates, related and not related to your product and company
  • Use Facebook’s Graph Search to learn about your audience
  • Post specials only to Facebook fans through giveaways/offers/coupons
  • Show your fans the fun! If it’s appropriate for your brand, go ahead and get a little weird
  • Crowd source to learn what customers really want

3. Give Good Customer Service

  • Use Facebook as a customer service tool
  • Respond to everyone as quickly as possible. People like immediacy, but don’t forget to tag them to let them know that you’ve responded
  • Sign comments with initials – fans are people, they want to know/feel like they are being helped and heard by real people too

4. Follow the 70/20/10 Rule

  • The majority (70%) of your content that a page puts up should be brand – and business-building, meaning it’s information that is valuable to your followers. Content shared from other sources makes up 20% and the remaining 10% is self-promotional

5. Post Consistently

  • Try to post at least once a day, but don’t overdo it. Too much content will only annoy fans. Answer first – when is my audience most likely to be engaged with my content on Facebook?

6. Be Clever & Story Tell with Video & Photos

  • When fans scroll through the news feed, videos and pictures catch eyes more than text posts. Posting images can help increase engagement and shares and it has an 84% more click –through rate than text-based photos.
  • Create stand-alone visual campaigns
  • Incorporate fan-generated content
  • Share your history – positive nostalgia fosters true emotional connection
  • Tell the story behind your logo, mascot, choice of location or something else that makes your company unique

Facebook Ads – Pay to Play

Facebook has a cost per mille, or impressions (CPM) and cost per click (CPC) pricing structure. If brand awareness is the business goal, CPM is usually ideal as for a fixed price, as many people can be reached as possible. Facebook uses a Vickrey auction model, don’t bid too low. You may not reach enough people and, generally, you get what you pay for. If the business goal is conversions, more situations can be covered. This is the challenging goal that not only involves bidding, but also setting appropriate ad creatives and building a tailored audience. Ads will be shown in different placements on Facebook depending on the goal, targeting and creative choices. If someone in the target audience has a friend who likes your Page, that person might see your ad with the social context “Jane Doe likes this.” You can specify where the ad is placed, who sees it and the cost. There are three places you can place ads: News Feed and Side Bar on desktop or mobile news feed. Newsfeed has the highest CTR & Engagement and is great for driving leads and generating organic results. Side bar ads are low performances/low price and are good for retargeting. No matter the business goal, it is extremely important to continuously evaluate the strategies used.

Facebook Ads Targeting Capabilities

  • Location – Specific states, cities, or zip codes
  • Demographics – Age, gender, education, has children and more
  • Interests – Reach people based on their interests, hobbies and Pages they like
  • Connections – Reach people who are connected to your page
  • Behaviors – find people based on their purchase behaviors, device usage and other activities
  • Partner Categories – reach people based on offline behaviors they take outside of Facebook

Boosted Posts

You are able to pay to promote your posts as a way to reach new audiences through targeting, promote offers, news and special events. When you click Boost Post, you will choose your audience and budget.

Facebook Offers

Facebook Offers are posts about a special discount or promotion that can be created right from your page at the top of its timeline. An offer post is unique in that customers who claim the offer can redeem it either at a URL that you provide or in store, your choice. Once you create an offer, you are unable to edit or delete it. People have the option to share offers they claim with their friends, which means you’ll reach more people. When you set up an offer, you need to add a budget to promote it. You’ll be able to choose from different budgets, depending on how many people you want to reach. You can also boost your offer.

HINTKeep your Facebook ad’s “Potential Reach” between 100,000 and 500,000, depending on your ad budget.

Targeting

Targeting ensures your ad will be seen by the people you want to click on it – i.e., those who are most likely to engage with your content.
Three main targeting approaches – they can be used separately, or in conjunction with each other:

1. Demographic Targeting: the most straightforward targeting strategy with Facebook ads is demographics: age, gender, location, etc., as well as the more specific demographic categories like sexual orientation, relationship status, workplace, and education level.
2. Precise Targeting: Precise targeting allows you to show your promoted content exclusively to people who have expressed interest in your subject matter. Interest targeting is based on a user’s stated “likes” and interests, and allows advertisers to home in on their optimal content audience.
3. Broad Category Targeting: Allows you to target your ads to Facebook users based on, essentially, the categories those users can be placed in. Some examples include people whose marital status indicates that they are engaged, people who are expecting a baby, small business owners, etc.

Using Facebook ads to drive the right traffic to your content

There are strategies you can use to target your Facebook ads toward the right individuals, rather than sending them out into Facebook and crossing your fingers.

1. Custom Audience Targeting is when you import your existing contact database (RSS feed subscribers; clients or customers; newsletter subscribers; eBook subscribers, etc.) into Facebook’s ad tool. Facebook will find the user profiles that correspond with your provided email addresses, and allow you to target and adjust to those individuals.

2. Lookalike Audience Targeting: This method is useful for increasing your readership, but is currently only available through Google Chrome plug-in Power Editor or some third-party Facebook ad tools, and it requires an already imported custom audience. Facebook takes the custom audience you’ve defined and analyzes the demographic and interest characteristics of users, selecting the ones who fit the profile. Then it groups those users as a newly-defined “lookalike” audience.

Retargeting

A cookie-based technology that uses simple JavaScript code to anonymously “follow” your audience all over the Web. When a new visitor comes to your site, an anonymous browser cookie is dropped. Later, when your cookie visitors browse the Web, the cookie will let your retargeting provider know when to serve ads, ensuring that your ads are served only to people who have previously visited your site.

QUICK TIP

  • Create a lookalike audience from your existing blog subscribers.
  • Select a piece of content — an eBook, white paper, case study, etc. — to make available for free for a period of time (ideally this should be content that you were previously offering behind an email gate or other form of pay wall).
  • Create a Facebook ad that promotes this content and target it to your lookalike audience.
  • Ensure the Facebook ad mentions the exclusivity or limited-time availability of your content.

Retargeting Lost Readers on Facebook

Google Analytics’ Real-Time traffic is a graph within the analytics tool that shows how many people are currently on your blog or website. Google can give you their country of origin and the specific page or article they’re currently on. What it can’t do is give you their name or email address so, when they inevitably leave your site, you wouldn’t be able to track them down and remind them they should keep hanging out on your site.
Facebook ad retargeting can. Although only available through third-party software providers, Facebook ad retargeting allows you to track your bounced blog traffic back to Facebook.

How it Works:

  • Your chosen retargeting provider gives you a pixel that you can place within the code of your blog or anywhere else
  • Web traffic comes to your site from any source (e.g., search, advertising, syndicated content, social links, etc.).
  • Users check out your site, see what’s going on, and then bounce.
  • As they leave, though, they trigger the pixel you’ve placed within your site’s code.
  • When they return to Facebook, your content-oriented Facebook ad will follow them and show within their News Feed — driving them back to your content

Key Metrics to Monitor

  • Reach: How many users are you reaching? If not enough or none, increase bid
  • Frequency: How many times, on average, a unique user has seen your ad. When the ad has been seen too much, change the target or ads’ design
  • Cost per Action: This is your main metric to understand if FB Ads are profitable for you. You should focus on lowering this value.
  • Likes: Likes are just vanity metrics, very few people gained success due to likes. Look for actions like shares and engagement like comments instead.

Commentary

Facebook is now a content publisher – not a community. It doesn’t see its competition as other publishers, especially online. It sees its competition as broadcast and spot TV: Nothing but TV has Facebook’s reach. That’s why the video ads on Facebook are becoming so critical. Facebook will help you build an audience you can reach, but you won’t get there with organic reach. Now, it is an ad play, not a social play. Brands must not only have really good content, but a plan that pays to play.

HINTThe pixel you’re provided can be placed on any page of your website. When you find that site traffic to that page isn’t converting as well as you would like it to, you would set up a retargeted ad to appear the next time those visitors are logged into Facebook. The ad would be optimized to drive them back to that landing page (for example, by offering something of value that will


SECTION 3 – TWITTER

Twitter is an online social networking and micro blogging service that enables users to send and read short 140-character text messages, called “tweets.” Registered users can read and post tweets and can follow, favorite, share, “retweet” or comment back to other users. Twitter is proving to be a powerful tool for businesses.

Growth

  • 313 million monthly active users
  • 500 million tweets are sent per day
  • 257 million monthly active users are on mobile devices
  • Supports 35+ languages

Marketing Stats

  • 66.8% of US companies with 100+ employees use Twitter for marketing
  • 92% of companies Tweet more than once a day, 42% Tweet 1-5 times a day, 19% Tweet 6-10 times a day
  • 76% of consumers expect brands to respond to their query within the hour, but the average is 1 hour 24 minutes.
  • 76% of consumers are likely to recommend the brand following friendly service
  • Tweets with images receive 18% more click throughs, 89% more likes & 150% more retweets

Demographics

  • 37% of Twitter users are aged 18-29
  • 25% of Twitter users are aged 30-49
  • 15% of all female U.S. internet users use Twitter
  • 22% of all male U.S. internet users use Twitter

Twitter Glossary

Tweet (noun)
A message posted via Twitter containing 140 characters or less. To the right is an example of a tweet.

Tweet (verb)
Tweet, tweeting, tweeted. The act of posting a message through a Tweet.

Mention
Bring a Tweet to a user’s attention by including their @username in a Tweet. This is called a mention and will appear to the @username you mentioned as well as to all of your followers. You can see who mentioned you in the mention section of your Twitter profile.

Retweet
You can pass along someone’s Tweet by retweeting it. Just hit the Retweet button to send the original message to all of your followers.

Hashtag
Users often add the hashtag symbol (#) before words or phrases in their Tweets to categorize them for others or to organize conversations around a theme. Users can click on hashtags to see similary-themed Tweets.
Follow, Follower and Unfollow
To follow someone on Twitter is to subscribe to their Tweets in your timeline. A follower is another Twitter user who follows you. Top stop following another Twitter user is to unfollow them. Once you do this, their Tweets no longer show up in your timeline.

Timeline
Your timeline is a list of real-time Tweets from the users you are following.

@reply
An @reply is a Tweet

Twitter for Brands

Advertising on Twitter just makes sense. People turn to Twitter to bring them closer to the things they care about, to get news, to learn, to have fun and to engage with brands. With Twitter you can:

  • Link to content relevant to your audience
  • Follow hashtags (#) to find people who follow a related topic
  • Converse directly with followers
  • Customers are now expecting immediate and personalized customer service via Twitter

Pay Only for Engagement

You’ll only be charged when people follow your Promoted Account or retweet, reply, favorite, or click on your Promoted Tweets. You’ll never be charged for organic activity.

  • Set a budget – a daily budget for each campaign & you will never be charged more than what you want to spend
  • Place a bid – Twitter’s pricing system is based on bidding – you see the max amount you’re willing to spend per follow or click. Twitter even gives you suggestions for what you should bid to optimize your campaign. You can adjust your bid at any time.

Promoted Accounts

A Promoted Account is an ad that invites targeted Twitter users to follow your brand, which attracts more followers and builds a community. Followers engage, retweet, click through, continue the conversation and bring more like-minded followers. Once you have a follower, you can also continue to message these followers through both organic and Promoted Tweets.

On desktop, Promoted Accounts are displayed in a number of places like on the “Who to follow” page or on the home timeline on desktop and mobile, which looks like the image on the right.

Promoted Tweets

Promoted Tweets are similar to organic Tweets. They can be retweeted, replied to, and favorite. Promoted Tweets can include links to websites, hashtags and rich media.
1. Promoted Tweets gain wider distribution than organic tweets, and you pay only when someone engages with them
2. You can target Promoted Tweets to non-followers
3. You can promote Tweets that were published organically or create Tweets that aren’t published to all of your followers first.
4. Promoted Tweets are clearly identified as promoted. Only one Promoted Tweet will appear in a user’s timeline at any given time.
5. Promoted Tweets can appear in home timelines, at the top of relevant search results, search results for Promoted Trends, on Twitter’s desktop and mobile platform.

Promoted Trends

Trending topics on Twitter capture the moments consumers care about most. Trends appear in a module on the left side of the homepage, and you can change locations to see what’s trending in different areas around the country or world. Promoted Trends are positioned at the top of the list for a 24-hour window and are clearly marked with a promoted icon. Trends come with a special dashboard that gives insight into Trend performance and other analytics

Targeting Capabilities

Twitter’s targeting options include:

  • Geography – DMA or postal code
  • Gender – tailor specific messages to men or women to increase relevance
  • Behavior/ interest / device
  • Keywords – can pin your promoted tweets and connect with users searching for specific keywords or hashtags or on users’ timelines
  • Usernames / users like your followers
  • Tailored Audience – using your own data like cookie IDs, emails and Twitter user IDs
88% of brands have shared at least one video on Instagram -CMI

Analytics – Track Your Results in Real Time

Twitter has its own free analytics tool, which allows you to get extensive real-time updates on your follower numbers and what they’re interested in. Each Twitter Ad product has its own dashboard that provides reports for all engagements that campaigns receive, which goes for organic media as well. The Promoted Tweets and Accounts dashboards provide:

  • Performance metrics including:
    • Impressions / Clicks / Retweets
    • Follows, Follow Rates and Cost per follow
    • Engagement Rate / Total Engagement
    • Number of different tweets associated with the Trend campaign
  • Metrics table: Shows the Performance Metrics graph in a sortable grid
  • Target tabs: use to measure and optimize your spend on Twitter
“Tell a story with your images and have a balance of fun images and business pictures”
-SocialMediaExaminer

Key Metrics to Monitor:

  • Retweets – are followers engaging with your posts?
  • Mentions – are followers engaging/reaching out or back to you?
  • Reach – how many followers do you have? Do you need to find more ambassadors or start following and retweeting more users?
  • Use @mentions and RT’s to interact with your market and thought leaders
  • Respond to your @connects immediately
  • Use contests and coupons
  • Ask a question or give tips and tricks
  • Quote/share an educational/funny article


SECTION 4 – INSTAGRAM

Instagram is an online mobile photo and video-sharing and social networking service owned by Facebook that enables its users to take pictures and videos, apply digital filters to them, and share them on a variety of social networking services like Facebook, Twitter, Tumblr and Flickr.

Growth (Via Business Insider)

  • Grew its user base to 150 million monthly active users in half the time that it took Twitter and in two years less than Facebook
  • 1,000 comments per second & 1.2 billion likes per day
  • Fastest growing mobile social site
  • Added Instagram Video 1 year ago

Demographics

Instagram is largely made up of youthful demographics, with a significant skew towards women. More than 90% of Instagram’s active users are under the age of 35.

Instagram & Brands

The use of Instagram by brands has significantly increased. It has become a great opportunity for brands to get quick messages and photos to their target audiences, as users interact with image-based content more than any other form of content on social networks. Instagram’s photos show up on feeds not based on popularity, but based on pure timing unlike Facebook. It’s much easier to control who will see your message on Instagram, which is a big reason brands love using it. Here are five ways that you can use Instagram to achieve marketing goals:

1. Use Instagram profiles to reach a wider audience
The launch of Instagram profiles gives brands an opportunity to market on other devices beside mobile. Instagram pictures give your audience a better insight into your company. You can promote anything your company may be doing – from products/services to employees to customers to conferences

2. Create Engagement with Contests
Brands can easily ask users to use a particular hashtag for the contest by tagging their picture. It’s easy to search through pictures, ask other people to vote for their favorite picture and pick a winner. Contests can also increase your followers and engagement with your brand.

3. Reward Followers with Promo Codes
Your followers for looking at your pictures and reading the descriptions. For some companies, that’s a contest; for other companies, that may be including discounts or promo codes.

4. Feature Your Customers
Customers are your brand’s greatest advocates and are a great way to tell your company’s story from the perspective of someone outside the company.

5.Get More Interest in Your Events
Most conferences have a hashtag that attendees can follow on Twitter and Instagram that can be used to show others everything that’s going on, whether it’s visual or in 140 characters. Instagram Ads


SECTION 5 – SNAPCHAT

Snapchat is a photo messaging application that allows users to take photos, record videos, add text and drawings, and send them to a controlled list of recipients. Once opened, the message can only be viewed for up to 10 seconds before getting automatically deleted. 35% of Snapchat users use it because their content disappears.

Snapchat Stories

Snapchat recently launched the Stories feature, which has seemed to solidify Snapchat as a platform for marketers. Stories is a collection of posts or “snaps” that can be seen for 24 hours.

Growth

  • 9,000 photos are shared on average every second
  • 60 million daily users
  • Snapchat reaches 41% of 18-34 year olds in the US
  • Snapchat users spend 30 minutes a day on the platform

Demographics

  • 54% of Snapchat users use it daily
  • Age: 47% of Snapchat users are 18 to 24 year olds
  • Age: 71% younger than 34

Brands & Snapchat

Since the launch of the Stories feature, more and more brands are finding a way into Snapchat’s market. However, Snapchat will only work for some brands, due to its playful format. So far, brands like Taco Bell, the NBA, Grub Hub, Forever 21, Audi, and NARS have been jumping on Snapchat to reach audiences. For example, Taco Bell has been using Snapchat to announce hints and the premiere of its newest taco by snapping images of people with giant taco heads. However, using Snapchat for B2B would be much more complicated.

How Brands use it

  • Hosting contests
  • Providing sneak peeks & exclusive content
  • Offering coupons & discounts
  • Going behind-the-scenes
  • Using the Snapchat Stories feature
  • Introducing new products
  • Inviting fans to participate

The Downside

Paid ads are available now, although most of Snapchat’s users are under the age of 25 and not a desirable audience for many brands. There is not a high enough concentration level of older millennials as on Facebook, YouTube and Twitter. There have been media agency complaints in regard to Snapchat’s lack of sales team training.


SECTION 6 – YOUTUBE

YouTube is a video sharing and social website owned by Google. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small.

Growth

  • Over a billion users
  • 6 billion hours of video watched per month on YouTube
  • Over 300 hours of video are uploaded per minute
  • Has launched local versions in over 88 countries

YouTube and Content Marketing

Businesses are flocking to video content marketing as an efficient and wickedly effective content tactic. But the focus on making the video often shadows the marketing of it. And winning followers on YouTube requires different strategies than doing so through other types of content marketing. 74% of B2B marketers use YouTube as a part of their content strategy.

Great video content + many videos = more subscribers + higher SEO rankings


1. Produce a lot of sharable content
The best YouTube content marketers produce more content.

  • Design it to be sharable
  • Tell a story
  • Shorter is usually better
  • Remember search
  • Make it easy to share (share buttons)

2. Integrate YouTube and web content:
The most effective video marketing programs create a symbiotic relationship between their two owned media platforms: their YouTube channel and their websites.

A YouTube embed is not just web content – it’s very important (Google-wise) web content. Integrating YouTube video increases search results.

3. Engage your community with YouTube:
Audiences are about 10 times more likely to engage, embed, share, and comment on video content than blogs or related social posts. This makes YouTube a powerful social media platform, not just an online video repository.

  • You can hyper-target your audience and use AdWords multi-formatted YouTube campaigns to make sure the content you’re putting out is the right content for your target audience.
  • Be responsive, ask questions and solicit responses to support commenting activity, and use external annotations and other effective call to action management strategies. Post regularly and keep an organized, user-friendly YouTube channel page.

Old Spice lit up its brand through a YouTube campaign that delivered videos in response to community feedback. The community responded by extensive sharing and video embeds. The result? Increased sales by 107%.

4. YouTube Advertising:
Paid media is a critical part of effective video content marketing. YouTube TrueView ads are not the same as Google AdWords. YouTube advertising can deliver 10 times the click-through rates when compared with traditional AdWords and video ad networks. It delivers results through diverse hyper-targeting options: contextual, behavioral, geo, retargeting and search.

YouTube advertising is meant to drive both engagement and calls to action. Increased engagement leads to increased sharing, which leads to increased sustained long-term views and social interaction. Below is what TrueView’s Promote Your Video steps look like.

YouTube is no longer just a nice-to-have marketing platform. It’s a must-have video content marketing engine. More importantly, YouTube and online video respond very positively to effective, actionable and well-targeted video content marketing.

According to a blog post by, Vanessa Pappas, the Global Head of Audience Development YouTube, these are the five most commonly misunderstood fundamentals about creating content for YouTube:

Myth #1: Virality is the only measure of YouTube success. The most successful creators release episodic series to generate high sharing and viral activity, as one video will often break out and then introduce massive audiences to the entire series.
Myth #2: You can only be successful on your own. While brand advertisers should optimize their own channels for discovery, authentic collaborations with YouTube creators can be a hugely impactful way to help new viewers discover their brands.
Myth #3: All videos must provide utility. Although how-to and informational videos play a key role in a content strategy, tapping into the cultural moments and memes that your audience is a part of on YouTube is an integral part of reaching new viewers.
Myth #4: People will watch your video where you want them to. In reality, a significant percentage of your audience will discover your video from a social feed, search result, or a related video placement. You’ll know you’ve done your job when every episode of your show can be fully appreciated by a first time viewer.
Myth #5: To keep viewers interested, you need to constantly reinvent your videos. Most top creators agree that consistency is crucial to success on the site. Stay true to who you are and be consistent – in format (a recurring series), elements (intros and outros), and voice. This will set a clear point of view that accurately reflects your brand and keeps your fans coming back for more.


 

SECTION 7 – LINKEDIN

LinkedIn is a social networking site designed specifically for the business community. The goal of the site is to allow registered members to establish and document networks of people they know and trust professionally. The site now offers brands advertising solutions. Users are able to create free LinkedIn accounts and can also upgrade to a premium account, which allows you to send InMails to reach anyone on LinkedIN, get additional search results and more info on who’s viewed your profile.

Growth

  • 450 million users
  • 128 million U.S. users
  • 106 million unique monthly visits
  • LinkedIn is responsible for a staggering 64% of all visits from social media channels to corporate websites
HINTBest time to post during the day: 2pm – 4pm EST
Best time to post in the evening: 8pm – 1am EST

Demographics

  • Gender: female 41%, 59% male
  • Education: college 50%, grad school 28%
  • Age: 25-34 22%, 35-44 21%, 45-54 22%
  • Income: $0-50k 32%, $50k-100k 31%

Use LinkedIn’s platform to:

Target

1. LinkedIn provides great targeting options, including the ability to target by job title, employer, role, skills, and interests
2. LinkedIn profiles contain more detailed and up-to-date “professional” information compared to what people list on their personal profiles on Facebook

Publish

1. Bring your content directly to your audience

  • Two types of campaigns: Sponsored Updates & Content Ads

Choose:

Ad Destination: Link your ad to either a LinkedIn profile page or an external URL. If you are driving traffic to your website, it is recommended that you tag your URLs so that you can measure the engagement and quality of traffic in your analytics platform

Ad Design: Create your headline and description: 25-character limit for headline and 75 characters for description. You can also add your imagery here.

Ad Variations: You can create multiple variations of ads. For each ad, you can choose either an external URL or a page on LinkedIn. The choice of location does not affect the price.

Push not Pull Advertising: This means that your audience is not actively looking for your product or service, so you have to work harder to make sure your ad stands out and captures the user’s attention. For example, question-style headlines get better engagement than statement headlines.

Pricing: CPC (cost-per-click) and CPM (cost per 1,000 impressions). The cost-per-click model has a minimum CPC of $2 — which makes it a higher cost network than Google or Facebook. LinkedIn also offers a suggested bid range to reach the top position.

2. Build an audience by utilizing LinkedIn Content Hubs
Company Pages – showcase your organization’s most important content and ideas, as well as your products and services

Slideshare Channels – Drive the awareness and sharing of your presentations, white papers and video content with SlideShare

Groups – Build interactive communities by showcasing thought leadership, engaging customers and prospects, and gaining feedback and insights

By building your company page, content marketers can deliver personalized content to receptive audience segments. LinkedIn is a ripe playground for B2B content. Spend some serious time optimizing your brandpage.
-Mike Weir, LinkedIn’s Global Head of Category Development for the technology industry

Extend

1. Your content is a conversation, not a billboard. Make sure your content is interactive.
2. Consider enhancing your content marketing by including Sponsored InMail and Display

Remember to:

  • Inform
  • Inspire
  • Listen
  • Ask questions


SECTION 8 – BLOGS

A blog offers an easy way to present brief chunks of frequently refreshed Web content. Backed with easy-to-use technologies for syndication, comments and trackbacks, blogs are often the blazing centers of social media solar systems that can incorporate sophisticated SEO strategies and community-building campaigns. Blogging is for…

  • Businesses eager to build communities around relevant issues/topics
  • Using the blog as a repository for your social media strategy
  • Improving search engine rankings (search engines LOVE blogs)
“Blogging, within the next 10 years, will be the pillar of any business and individual brand”
-The Sales Lion

Top Five Reasons You Should Blog

1. Blogs provide branded context for your content and social media content. As part of your firm’s owned media, blogs offer a branded context for your communications through the use of blog design elements that can be exported with the content.
2. Blogs facilitate content distribution through multiple channels. Blogs can expand your message delivery through email and RSS feeds at no additional cost. Blog posts can also be automatically collected into email digests.
3. Blogs integrate your brand into your content marketing and provide metrics for tracking. Beyond the blog’s branded context, blogs create a blog personality with a unique voice. They offer communications transparency and the opportunity to write in a conversational tone that makes your brand feel “human.”
4. Blogs are part of a company’s owned media. Blog content is owned by your organization and can be integrated into your website and social sites.
5. Blogs enhance search optimization.

Preparation & Strategy:

What are your blog’s business objectives?

  • To build the brand by providing content to support your offering and engage prospects
  • Expand reach by offering prospects solutions to their service needs through a variety of content forms such as checklists and how-to-videos
  • Support sales by giving potential buyers useful information
  • Spotlight thought leadership

Blog Team

Role Responsibilities
Management Don’t let other blogging sink to the bottom of the priority list
Marketer Your blog should support your marketing efforts
Content Creators The best content creators are subject-matter experts who can and want to convey information related to your offering and company
Editor Someone must guide the content direction so that it’s not just a vehicle for pushing marketing promotional messages.
Creative Creative resources can be important if you’re using visual content that needs to be developed specifically for your blog. Also, you may need additional photography or videos.
Analytics Support It’s important to track your results. This work can be incorporated into your on-going web analytics.

Posting

1. Speak to one target audience – who is buying what you’re selling and write a blog psot for them.
2. Be short and sweet – 400 – 1,000 words
3. Say something useful and interesting
4. Be a show off – Don’t tell readers your company is awesome; write great content so readers are the ones who say your company is awesome. Use concrete, specific language and examples in each post to build trust with your readers
5. Have a compelling title and leading paragraph
6. Include a Call to Action – event if it’s just a call to comment or connect on Facebook
7. Pics Get Clicks – support your text with images

Post Types

What “type” of post you write matters, because how you organize and communicate your incredible insights can make all the difference with your readers

B2B companies that blog receive more leads than those that don’t.

  • How to posts
  • Narrative story posts
  • Sectioned posts that use a series of sub headers
  • The monologue-style video posts often used for Q&As
  • Lists

What You Can Do After You Post

To help you get your content noticed here is a list of tasks you can do:

1. SEO / Keyword integration
Your content may be fine as is, but a little keyword research and integration can have a big impact on search engine rankings and traffic. Go through your content and pick out the main topics covered in your post. After doing some quick keyword research, go back to your content and try to beef up your post title, content, meta description and tags with more popular terms/phrases.

2. Status updates
Don’t just type your blog post’s headline into all of your social site’s status boxes, include your shortened link and call it good. Each social site is a bit different (social etiquette, environment, audience demographics / psychographics). Tailoring your status/headline for each community will make a big difference. Also paying to boost can help reach your audience. Don’t forget to ask your followers to share or retweet the link.

3. Content teasers on other sites
Most social networking sites and online forums allow content promotion as long as it’s valuable, relevant to the community, and not blatant self-promotion. A great strategy is to write a compelling headline or question as your post title, then include some thoughtful commentary followed by your shortened URL. Lastly, ask for readers to provide feedback on the forum to continue the discussion.

4. Social Bookmarking
Although it’s not as powerful as it once was, posting your content to popular social bookmarking sites can still be a great source of traffic, back links and overall exposure. Think of social bookmarking as peer-reviewed content. If others bookmark/digg your content, you will have more exposure and more opportunity for others to link to you or reference your content on their sites.

Bookmarking sites: Digg, StumbleUpon, Delicious

5. Seek out and comment on other blogs with similar topics
Engage with people who seem to have relevant interests by providing helpful, valuable comments on other blogs that are interested in what your company posts about. This can be a great way to generate traffic, develop relationships, build a following and add back links. If you’ve just finished a blog post on a topic, now is the perfect time to do a quick search to find other blog posts on the same topic. Are the other posts lacking something that you covered in your post? Add your viewpoint in a genuine, non-self-promotional way. However, don’t forget to respond to your own reader comments and questions as quickly as possible first! This will show that you value their input.

6. Email signature
Another powerful little technique is to add your latest blog post headline to your email signature. Many email platforms now have nifty little apps (Wisestamp for Gmail) that will pull your latest blog post headline into your email signature automatically. Do it manually if you have to. You never know when a prospect, vendor or client might read a post that sparks a conversation or creates an opportunity.

7. Share your blog post with target customers
You’ve just created a blog post that you know would be beneficial for certain customers. Send them an email with the shortened URL and a note, “thought this could really help you.” Then check the analytics to see if they clicked on it.

8. Add your blog post to your next e-newsletter
If you have an e-newsletter, you should be incorporating at least some of your blog content. Include a few post headlines and see which posts get the most clicks. You may just find that you need to do some follow-up blog posts on a topic that received a lot of clicks.

9. Ask other bloggers to mention your post
Building relationships with other bloggers in your space and asking them to blog about or link to your post can be a great way to expand your reach. Reciprocating promotional efforts can have a big payoff in the form of high-quality back links and jumps in search engine rankings, blog traffic and subscribers.

How to Integrate Your SEO and Social Media Strategies:

Even great content can go unnoticed. Don’t solely rely on search engines and a handful of subscribers to pump up your volume, establish syndication connections and plan for some targeted promotion to ensure that each piece of blog content gets noticed by key influencers and your ideal customers.

1. Frame your social media marketing in terms of keywords
It’s not enough to think about what types of content your follows (or the people you would like to be your followers) are interested in. Think about the specific keywords or keyword phrases those people are actually searching social networks with.

2. Align social media and SEO Keywords
Cross-check that list of social keywords or phrases against your SEO keyword bank. Then leverage the resulting duplicate keywords across all your marketing channels like from your Facebook page “about” section and LinkedIn company. This will double the targeted strength of your outreach.

3. Integrate social media deeply into your website
Social sharing tools should be enmeshed in your site architecture.

  • Add social media profile badges to your home page, e-newsletter, and to individual blog posts
  • Add customized social media widgets to page sidebars and commenting functionality
  • Include links on each of your social media profiles to your other social profiles

4. Leverage your blog as an SEO and social media driver
Your blog post has rich potential. Strengthen your search engine rankings and your social media reach and engagement by doing the following:

  • Post strong, original content and promote it “early and often” on social media using keywords streamlined with you SEO practice Note: the way you promote a blog post on Twitter will be worded differently than the way you tease it on
  • Facebook – there’s no limit to how many times you can distribute each piece, as long as you do so tastefully and over a long period of time.
  • Create relevant internal links within every blog post you publish
  • Use your blog to build relationships with other industry blogs

5. Measure success and adjust using metrics
Monitor your website and social media activity and align reference points to get a sense of your hits and misses. The goal is to see upticks in engagement on social in addition to conversions on-site.