cpamerica 2015
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Matt HamesContent Strategist@mhamesLinkedin.com/in/matthames716 289 8086
This presentation is available at slideshare.net/mhames
Agenda times
About todayIntro/about digital media Goal settingDigital media – the tools20 minute Break Content creation Analytics Closing remarks/questions
#thisiswhereIwork
About me
Social network
What is the value of a social network?
For an individual, the value is in the community
For a brand, the value is in harnessing the community
And the data
Digital media is about a change in behaviorA convergence, where online stopped
being about ‘websites’ and started being about experiences
The best digital platforms are designed for the swipe, not the click
2nd Law of Social Networking
TRADITIONAL MEDIA SOCIAL MEDIA
One way, brand speaking Two way / a conversation
Focused on the brand Focused on the consumer
Brand in control Consumer in control
Repeating the message Adapting the message
Entertaining Involving
Brand created content User created content / Co-creation
Space defined by Media Owner Space defined by Consumer
You
YouTube
Delicious Google+
Livestream
Flickr
#PlusTheNextShinyThing
You
YouTube
Delicious Google+
Livestream
Flickr
Bio
Why Twitter is a good place to startYou have to wrote a bio in 160
characters.
3 parts to a strong online bio
Focus
Exceptional
Genuine
Bio words
Dad, MomEntrepreneurProblem solverFitness buff Sports fan, playerPhilanthropist
AccuracyExcitementTargetedFlatteringHumanizing Intriguing It is connected
Target market
Social media is marketing You must target people
20
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
Martin Ferber
19
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
Martin Ferber
20
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
21
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
22
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
23
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
24
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
25
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
26
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
27
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
Craft a persona This can be a real person, or a
caricature of people
Content created or shared online will be about attracting the 20 people in your target market.
Generate behavior
Set a goal. In 12 months, you will do the
following: 1. make contact with 1-3 of the
people in your target market. 2. When you make contact, you will
tell them about content you created.
The tools
Facebook has over 1.3 billion members 50% of all Canadians have a profile!
Source: http://www.facebook.com/press/info.php?statistics
Facebook page posting is almost useless. Your content is actively in competition with cute kids and kittens
Worst still, Facebook doesn’t like it. You will lose. So advertise.
Facebook advertising
Custom audience
It is about your personal life. A Facebook page is useless, Facebook
advertising is amazingOrder Lynda.com for a month and
watch the Power Editor module. It is life changing.
YouTube is the second most used search engine after Google.
4 billion videos are watched on Facebook each day.
People choose to watch video Phones and tablets help
Three kinds of video
User Generated
Quick-Post
Professional
YouTube offers an opportunity for people with video content.
Because the URL is meaningless, great care should be taken with the title, description and tags.
Help people who are looking for content to find your content – the title and description should have keywords
YouTube allows infinite amount of tags, so add as many as possible.
A YouTube channel offers the ability to post videos we create, and videos created by people in one place.
Facebook videos offer auto play, and an easy way to sort videos.
Summary Video is being created more and more Video is the best way to show off the
emotion of the brand and and involvement of fans
YouTube and Facebook are the best places to show off video.
337M+ professionalsTwo new member joins every secondExecutives from all Fortune 500
companies
Fill out your LinkedIn profile to 100% (A profile with a photo is 11x more
likely to be viewed) Connect to people Create or share content
Profile
Skills
People who list skills receive 13 times the profile views
Groups
16
Groups
16
Groups
A group is a virtual meeting place of like-minded people
Ask questions, start discussions, engage with people in the group
Step 2 – Add connections
Once your profile is squeaky clean, add connections
If you sit down at a business meeting and someone wants to connect, you don’t ignore them
Also, if we find we have mutual connections our conversation will fundamentally change
LinkedIn.com/edu/
Step 3: Create content
Create content in many ways: On your wall Through applications
TwitterBlog postingSlideshare
Using LinkedIn Pulse
On Content
Use a photoWhen possible, use more words not
less. When possible, post at night or on
weekends. (Hootsuite scheduler)
When a LinkedIn member shares six pieces of content, on average, they receive six profile views and make two new connections.
The company page receives two views.
LinkedIn Advertising
1. Complete your profile to 100%
2. Choose your public URL and share it
3. Connect to people
4. Give and get recommendations from trusted colleagues – or presenters you like
5. Create content
6. Boost the content
7. Bid for impressions, and bid highest
8. Tell LinkedIn pulse your interests
9. Follow thought leaders for updates
10. Visit www.learn.linkedin.com for more tools
Recap on tools
LinkedIn is awesome Twitter isn’t Facebook ads can be life-changingFacebook and YouTube are criticalQuestions?
Content creation
Break
Know your best voice.
• Journalistic• Institutional• Funny• Scholarly• Informative
What content will you create?
News and web aggregationCommentary-drivenEcho-chamber content from other strategic
communications vehiclesComment-enabled Questions
The content
Do you want them comment? Pro-tip: ask for comments if you want comments
Do you want them share it? Where?
Know what will trigger content
Identify specific events that will trigger social media posts – Media stories Other web posts (Pulse)News about the brand EventsOther communications that can be repurposed
Know when you will post content.
Schedule content Fill in the holes with timely posts Core posting patterns can be regular, but it
is more important to create content when there is a story to tell
Test different times of the day to deliver content
Know your strategic fit.
How will you cross-link between media? Who will respond to stakeholder comments
or questions? The content creator or someone else?
Measure
Measure
For most of the day, we’ve talked about a few things: Who are you targeting? Where will you target them? What content will you share/create
Measure
What behavior do you want to generate?Phone call? Web click? Connection? Client?
We can throw all kinds of analytics at you from many tactics.
Things you can measure: Links to your firm web siteConnectionsEngagementCPC
Platform People % alumni Monthly Reach
Facebook 17,013 40% 760.5K
Twitter 15,700 6% 263.9K
Linkedin University page
22,406 89% 50.9K
LinkedIn alumni group
7,327 98% ??
Google+ 1,339 9% 6.2K (+ SERP)
YouTube 1,118 ? 12.3K
Pinterest 544 ? 20.1K
The vanity metrics
The vanity metrics
The thing you want to measure
Behavior It comes back to the goals You create a persona. You create
content. Your friend….
• CEO• Wants Internet to be
the first thing everyone checks in the morning because they want to see what’s going on.
• Not because they have to.
• Understand social media
• Wants to highlight retirements.
GoalsUse of social media?
Pain Points Questions
• Reluctantly.• Has a computer at
home and at the office.
• Recognizes the usefulness of the tool.
• How do you promote engagement with the content?
• What do you know?
• Where are the experts?
Martin Ferber
95
Martin doesn't fully understand social media, but understands that a lot of content meaningful to his company is online. He wants to know who is an expert and what they know.
What do you know?
• Time. • Effort.• Feels like SM
doesn’t have a high level of interactivity
• Feels like social media is about broadcasting one point of view.
• Social media is critical to the company.
• Agrees that social media is a useful tool to add context.
Wired?
Behavior
Your friend…should do something Vanity metrics, likes, comments, etc,
will come.
You
YouTube
Delicious Google+
Livestream
Flickr
The metrics
The metrics
Google Analytics
Get it.
URL builderhttps://support.google.com/analytics/
answer/1033867?hl=en#using_the_url_builder
Or Google “Campaign URL builder”
Source
Measure behavior
Measure calls. Measure clicks. Measure connection to one of your
“20” Just decide before you create content,
what you will measure. And measurements will be easy.
Questions
This presentation is available for download at slideshare.net/mrhames
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