social in action: streamline your social content marketing
DESCRIPTION
As social media strategies continue to evolve, finding the ability to relate to your customers and stay relevant remains top of mind. Whether it is being responsive with engaging content or providing clear purchase and services paths to each customer, extending brand love and trust is a key component to a successful social media content strategy. In this webinar we joined Al Sturgeon, Product Adoption Manager, ExactTarget Marketing Cloud and Dawn DeVirgilio, Global Social Media Manager, ExactTarget Marketing Cloud as they discussed how Radian6 Buddy Media Social Studio can help social marketers streamline and publish engaging content that resonates with customers. Watch the webinar recording and slides to learn how you can help invite your customers to respond and share your social content to expand reach.TRANSCRIPT
Social in Action: Streamline Your Social Content Marketing
Dawn DeVirgilio, Global Social Media Manager
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Deliver Personalized Content AcrossEvery Channel and Device
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Our Vision for Social Marketing
Introducing…
Collaborative Spaces for Teams to Operate at
Social Speed & Agility
Plan, Source, and Publish Compelling, Brand-Safe
Social Content
Enable Authentic Interactions with Every
Consumer
Assess and Refine Your Strategy Based on Results
and Data
Workspaces Social Content Marketing Engagement Analytics
Consumer Ease of Use + Enterprise Class Capabilities
Speakers
Dawn DeVirgilioGlobal Social Media Manager
@dawndevirgilio
Agenda • How is the ExactTarget Marketing Cloud Social Team structured?
• What does the content creation process look like?
• Messaging specific to Facebook vs Twitter
• Playbook & Rules of Engagement
ETMC Social TeamHow are you structured?
Hub & Spoke
Focus on Collaboration
Customer Service Sales
Product Marketing
Public RelationsDeliverability ExecutivesHuman Resources
Events
PartnersLegal
Social is Global
ETMC Social TeamWhat does your content creation process look like?
76% of Marketers favor email as their first online “check” of the day. (Subscribers, Fans & Followers, Marketers from Mars)
Check Twitter & Facebook
Curate Content
We use Rallyverse to curate and scale our content marketing efforts.
Schedule Content
Create and publish content, at scale, across channels in real time.
Engagement
Ongoing Monitoring of Mentions, Brand Buzz and routing of social conversations within the organization.
ETMC Social TeamNetwork Specific Messaging
PILLAR: ROLE: WEIGHT: DESCRIPTION:
Data Tells All Credibility 15%Maintain the authority of the brand by demonstrating expertise through data. Content ideas include data points relevant marketing communications from CMO to brand marketer.
Be Inspired Motivation 20%Provide inspiring ideas from social marketers. Content should spark inspiration for others faced with similar challenges or questions. Content ideas include quotes or motivational “posters,” video and blog posts
Personal Development Lifestyle 15%
Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development.
Strategy How-To Education 25%Build the value of the Marketing Cloud by providing strategy answers and ideas from Cloud marketers.
Research Thought Leadership 25%
Create content that caters to the personal side of the marketer. This would include fashion, time management, and personal development.
The content pillars act as guideposts when executing our strategy with designated weights to use for content planning and development
Content Marketing: Pillars
Content Marketing: Pillar Modules
Current Pillars
Data Tells All Be Inspired Personal Development
Strategy How-To Research
#MobileMondays ✓ ✓ ✓ ✓ ✓
#TipTuesdays ✓ ✓ ✓ ✓ ✓
#CrossChannelWednesdays ✓ ✓ ✓ ✓ ✓
#SocialThursdays ✓ ✓ ✓ ✓ ✓
#FunFriday ✓ ✓
Create content modules to plan for recurring content themes each week. The following list includes a sampling of existing ideas – all of which ladder up to at least one content pillar, if not multiple pillars:
ETMC Social TeamPlaybook & Rules of Engagement
Social Workflow
Assess Route Respond Complete
Guidelines for Social Engagement
• Respond at least once publically. • Get background information including Social Bio and Salesforce details.• Ask to provide confidential details via DM• Keep broad helpful conversations public. • When not to engage. We expect a basic level of civility; disagreements are
fine, but mutual respect is a must, and profanity or abusive language are out-of-bounds.
Focus on how to be social not on how to do social.
- @jaybaer
Succeed withSocial MediaText “SOCIAL” to 38767
Tips | Strategies | Trends
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