T H E I M P O RTA N C E O F C O N T E N T M A R K E T I N G I N

S O C I A L M E D I A

July 2013

+ M E E T O U R T E A M

Tansley Stearns @tansleys

Patrick Rooney @patrick1rooney

T H I N K . D O . C H A N G E . F I L E N E ’ S A P P R O A C H

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Content Marketing in Social

Samples of Content Marketing

Demo of QUEsocial

Next Steps & Solutions

Questions

T O D A Y ’ S A G E N D A

F O L L O W U S

@fileneresearch & #Filene

C O N T E N T M A R K E T I N G & C R E D I T U N I O N S P E R F E C T M A R R I A G E

Content marketing is a marketing technique of creating and distributing

relevant and valuable content to attract, acquire, and engage a clearly

defined and understood target audience – with the objective of driving

profitable customer action.

“

” Content Marketing Institute

S O M E B A S I C T R U T H S

→  Content is the engine that drives social media →  Individual employees use social media on their own →  Finding good content is time consuming →  Content is rarely aligned with the brand →  Content is rarely trackable →  Content can be the difference between success and

failure in social media

C O N S U M E R S W A N T C O N T E N T

→  November 2012 nRelate/Harris Interactive Study on content consumption →  92% of US respondents consume content online

•  Read an average of 3-4 articles AND •  Watch 2-3 videos per session

→  48% of respondents are more likely to click on related content after reading/watching

G I V E M E , G I V E M E !

W H A T I S C O N T E N T ?

→  Articles →  Blogs →  Brand information →  Posts or updates →  Conversations →  Videos →  Webcasts / podcasts →  Events

→  Relevant →  Aligned →  Useful →  Quality →  Timely →  Targeted →  Sharable →  Scalable →  Healthy mix (70/30)

W H A T M A K E S G O O D C O N T E N T ?

→  Articles →  Blogs →  Brand information →  Posts or updates →  Conversations →  Videos →  Webcasts / podcasts →  Events

→  Drives sustained interaction →  Gives people a reason to keep

coming back →  Elevates thought leadership →  Increases lead generation →  Improves SEO →  Drives website traffic

W H Y I S C O N T E N T S O I M P O R T A N T ?

80% of business decision makers prefer to get company information in a series of articles versus an advertisement 70% say content marketing makes them feel closer to the sponsoring company 60 % say that company content helps them make better product decisions. Source: Roper Public Affairs

W H E R E D O Y O U F I N D G O O D C O N T E N T ?

→  Company →  News sites (USA Today, Wall Street Journal, Huffington

Post)

→  Industry websites

→  Filene Research Institute

→  Your connections

→  Google Reader / Alerts

→  Aggregators (Alltop, Smart Brief)

Planning for successful

social content marketing.

D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y

→  Plan Know what you want to accomplish.

Align with organizational objectives.

Define success.

Outline rules of the road and guardrails.

Identify sources for content.

Establish a time for sharing.

D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y

→  Plan →  Develop your story

Define what you want to be known for.

Define your tone of voice.

Establish a story arc to guide content.

D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y

→  Plan →  Develop your story →  Understand your audience

Develop archetypes to guide content.

Know where your audience is.

Understand how they interact.

Listen and adjust.

D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y

→  Plan →  Develop your story →  Understand your audience →  Define a process

Create a playbook for interaction.

roles and responsibilities

curation

timing

interaction

resources

protocol

review

D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y

→  Plan →  Develop your story →  Understand your audience →  Define a process →  Interact

Start conversations.

Respond to comments.

Comment on others content.

Share content.

D E V E L O P I N G A S O L I D C O N T E N T M A R K E T I N G S T R A T E G Y

→  Plan →  Develop your story →  Understand your audience →  Define a process →  Interact →  Measure

Level of interaction.

Reach of sharing.

Network growth.

A / B testing for different content.

SEO impact.

Web traffic.

Lead generation.

Referrals.

C O N T E N T M A R K E T I N G I N A C T I O N

They Are Getting it Right!

G E N E R A L M I L L S T A B L E S P O O N

C O M M U N I T Y F O R T H O S E T H A T L O V E F O O D & E N T E R T A I N I N G

M E A N S T I N K S S E C R E T R E A C H E S Y O U N G W O M E N

L I B E R T Y M U T U A L D O I N G T H E R I G H T T H I N G

W I N S W A G

What new content marketing initiative do you plan to try?

Tweet your answer with #Filene.

We’ll select one random tweet to win some Filene swag!

The impact of social content marketing.

F I L E N E R E S E A R C H / Q U E S O C I A L P I L O T

→  Conducted 3 month pilot with 38 credit unions →  More than 79% of the most active participants had a

“business win” from the Pilot →  Growing social networks and posting frequently are the

key factors to gaining business wins →  Twitter is the most popular social platform for the Pilot’s

best performers

C O N T E N T M A R K E T I N G D R I V E S S U C C E S S

33%

Sales

15%

Product Development

Recruiting

Customer Service 6%

46%

Track of participants 1 2 0 P E O P L E W I T H P R O F I L E S

P I L O T A C T I V I T Y T O T A L S

→  Articles shared: 3,338 times →  Twitter Posts: 16,910 →  LinkedIn Posts: 5,076 →  Facebook Posts: 2,318

→  LinkedIn Connection Growth: 10,429 →  Twitter Follower Growth: 11,024

R E A C H A N D I N F L U E N C E H A V E E X P A N D E D

A R T I C L E S S H A R E D

172

29

75

<  500 10,000  + 500  -­‐  1,999 2,000  -­‐  9,999

Average  number  of  articles  shared  

A V E R A G E N U M B E R O F P O S T S B Y S O C I A L P L A T F O R M

764

137

223

962361

253

3680

500  -­‐  1,999 2,000  -­‐  9,999 <  500 10,000  +

Facebook LinkedIn

TwiBer

“We have de!nitely gained more followers and have been able to create a lot of targeted, relatable, timely content from what we have learned with the Pilot.”

“Have made some new contacts that I hope will open new relationships for the credit union.”

“I have two loans in the pipeline based on a response to one of my posts. Hopefully they will complete and be disbursed.”

“My LinkedIn followers are asking more questions about [CU] as well as on twitter. I’m sharing relevant and informational pieces. I love the program!!!”

“We've used social media to recruit, engage our audiences, and generate leads. During the pilot we've had 3 leads develop via social media which are currently in the process of closing.”

“I have had multiple people reach out to me personally about my posts and wanting advice! I have been able to council people on credit reports and have gotten a loan out of the deal :)”

T A N G I B L E B U S I N E S S W I N S

The more users shared, the

more successful they were

in achieving business wins!

K E Y F I N D I N G

A B O U T Q U E S O C I A L

QUEsocial operationalizes social media across the organization to activate

employees to become brand ambassadors while converting their social activities into

measurable business wins.

Q U E S O C I A L M A K E S C O N T E N T M A R K E T I N G E A S Y, A C T I O N A B L E A N D M E A S U R A B L E . ✓ Ensures employees are aligned with and extending the brand ✓ Saves employees time by delivering content to their fingertips ✓ Motivates employees to share content, grow their professional

network, harness connections and convert to business outcomes ✓ Ensures cross-organizational best practices ✓ Reduces risk and ensures compliance ✓ Measures outcomes

Q U E S O C I A L E X T E N D S R E A C H , S A V E S T I M E A N D D R I V E S O U T C O M E S

measurable ROIopen APIs integrate with CRM, recruiting tools and other enterprise systems

deliver sharable content to employee fingertips for

one-touch sharing via email or SMS

gamificationfocused on converting social

activity into business outcomes

trainingto ensure consistent best practices and compliance

L E T ’ S T A K E A L O O K

W A N T M O R E ?

→  Impact Means “Do” →  QUEsocial Platform – Available for All Credit Unions

→  Engage your Employees as Ambassadors →  Access to Updated Curated Content Daily

→  Customized Webinars/Presentations for your Team

F I L E N E C A N H E L P

T H E L E A R N I N G N E V E R E N D S W I T H F I L E N E

→  Our Next Social Media Webinar: →  “Social Media as an Effective Recruiting Tool Webinar”

•  Monday, August 19, 2013 •  11:00 a.m. – 12:00 p.m. CDT

→  Register Now: →  https://www4.gotomeeting.com/register/850126839

→  Learn some of the best techniques for leveraging social media to recruit top talent. →  We'll share practical applications that CEOs, COOs, and HR

executives and their teams can begin using immediately.

J O I N U S F O R M O R E !

+ Q U E S T I O N S

T H A N K Y O U ! Tansley Stearns

tansleys@filene.org 608.661.3753