Leveraging Content on Social Mediawith Mary Garrick, PR + Content Marketing Manager and Kari Palmer, Business Development Director, Oxiem

@MaryG_PR I @karipalmer I @oxiem I @interact13 #interact13

“Social media is the fuel to set your content on fire.”-Jay Baer, @jaybaer, social media speaker, author and coach

Facebook

Facebook

• Don’t be hot & cold; post 5-10 times per week

• It’s good to be brief, but better to be good

• Get smarter about targeting – Learn how to use Page Post Targeting

• Never stop measuring fan engagement

• Get up to speed on Graph Search

Facebook

Who uses Facebook well? Purina ONE

Pet brand PurinaOne represents Facebook marketing that uses phenomenal storytelling to stand out.• Longer posts,

supplemented with a picture, tell compelling stories.

• Posts are well written and inspire hundreds of comments from fans.

• Each piece of content is highly relevant to the brand’s audience.

Who uses Facebook well? ARAMARKARAMARK uses its social media resources to highlight employee participation in community programs, putting a personal touch on the mammoth brand.

• ARAMARK has over 250,000 employees scattered across the globe providing managed services including food, uniforms and facilities to airlines, hospitals, schools and sporting venues.

Twitter

• Tell a story, one tweet at a time• #hashtags are your friend• Use it as a testing ground• Cover industry events

Who uses Twitter well?TACO BELLWith 270,000+ followers, food chain Taco Bell has found a great social media niche for its nationwide brand.• Even followers with

small influence get retweets and responses. The brand’s voice is

• down-to-earth and (at times) hilarious.

• Events and promotions get great visibility.

• Hashtags, especially trending topics, ensure even

• non-followers can find the brand’s tweets.

Who uses Twitter well?CaterpillarWith 28,000+ followers, they are the kind of business that could have easily written off social media as “not a good fit”, instead they jumped in a few years back.• Company updates • Links to forums

hosted by the company

• Customer service, they often direct followers to a local dealer that can help with specific equipment

YouTube & Vimeo

• Enable video embedding• Mix professional and homegrown

content• Show, don’t tell• Keep it short• Think compilations, not long shots

Who uses video well?ALLSTATEMajor insurance brand Allstate maintains a fully branded YouTube channel that capitalizes on the brand’smultiple video campaigns.• Quick videos that show,

instead of just telling, have contributed to more than 26 million views.

• Videos range from professionally shot commercials (Mayhem campaign) to homegrown compilations (John Riggins’ Hometown Hall of Famer video).

Who uses video well?GEGE has embraced all things social media which is evident from the home page on their website.• GE has published a

compelling series of videos on YouTube that is sharable via social media.

LinkedIn

• Spruce up your company page• Encourage staff to stay plugged in• Think quality, not quantity• Participate in groups• Leverage user-generated content

with recommendations• Add the “Follow Company” button

Who uses LinkedIn well?Social enterprise software developer Salesforce maintains a clean LinkedIn company page, to which nearly 10,600 employees have connected—and they’ve amassed more than 81,800 followers. • Page

administrators typically post only 2-3 times a day.

• The company’s 12 products include 933 recommendations.

Google+

• Offer a healthy mix of content media• Symbols like @ and + are your friend• Share individual content from your

staff• Get more mileage from archived

content• Use longer-form content for

commentary• Hangout with your audience

Who uses Google+ well?DELLComputer hardware brand Dell produces a solid mix of content including videos, pictures, and infographics with corresponding copy.• Consistent updates

include at least a few tags to enhance searchability.

• Long-form text helps put rich media in perspective by offering some background and commentary.

Who uses Google+ well?SIEMENSThey are the largest Europe-based electronics and electrical engineering company with over 360,000 employees worldwide. • Consistent updates to

connect and celebrate their employees.

• Circles dedicated to their business units.

• They often use video to tell stories about what they do and share on Google+

Pinterest

• Decide if the platform fits your audience

• It’s more than just images• Show your customers some love• Share your reading list• Show your company personality• Add “pin this” button to site images

Who uses Pinterest well?GENERAL ELECTRICGeneral Electric’s “From the Factory Floor” board includes tons of behind-the-scenes content about the company’s engineers and technology.• The board mixes

picture and video content with great calls to action to repin content.

• High-quality content points to other branded social media like YouTube, Facebook, and Flickr.

Instagram & Flickr

Instagram & Flickr

• Post images that accompany your content with a link to the piece

• Share unique, behind-the-scenes and personal content

• Tie promotions to images• Turn followers into sources of content• Offer high-quality peripheral content

Who uses Instagram well?RED BULLWith around 450,000 followers, Red Bull takes advantage of its extreme sports sponsorships to keep followers engaged.• Red Bull posts

visually stimulating pictures of skaters, snowboarders, and other athletes, reinforcing its brand with the occasional can of Red Bull.

• Hashtags like #givesyouwings are frequently coupled with pictures for better visibility and trending opportunities.

SlideShare

SlideShare

• Share your eBooks• Recycle old content• Embed your slides on other sites• Spend time on you title slides• Create lengthy, data-driven

presentations

Who uses SlideShare well?HELP SCOUT

Support desk software developer Help Scout has an active SlideShare presence that uses eBooks to drivetraffic back to its website.• Presentations include

sleek title pages with phenomenal design throughout.

• Slides are numerous and include lots of data to whet the appetites of analytical readers.