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![What is Content Marketing?
http://en.wikipedia.org/wiki/Content_marketing
Content marketing is an umbrella term
encompassing all marketing formats that involve the
creation or sharing of content for the purpose of
engaging current and potential consumer bases.
Content marketing subscribes to the notion that
delivering high-quality, relevant and valuable
information to prospects and customers drives
profitable consumer action. Content marketing has
benefits in terms of retaining reader attention and
improving brand loyalty.[1]
22](https://image.slidesharecdn.com/roiofsocialmedianov2011-111114081338-phpapp02/75/ROI-of-Social-Media-November-2011-22-2048.jpg)
Uploaded byBernie Borges
ROI of Social Media November 2011
The document discusses the three stages of the social media ROI cycle: launch, management, and optimization, highlighting how businesses need to integrate social media into their strategies. It emphasizes the importance of content marketing, engaging target audiences, and measuring various success metrics to gauge the effectiveness of social media efforts. Additionally, it calls for a cultural shift within organizations to prioritize and support social media initiatives.
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ROI of Social Media November 2011
- 1.
- 2. Social Media is Stilla Frontier
- 3.
- 4. 3 Stages ofthe Social Media ROI Cycle http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point- framework-4539106
- 5. Stage 1: Launch 50% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point- framework-4539106
- 6. Stage 2: Management 40% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point- framework-4539106
- 7. Stage 3: Optimization 10% of businesses http://www.slideshare.net/colleencar/increasing-social-media-roi-using-gladwells-tipping-point- framework-4539106
- 8. A Little History… 1990 to 1999 2000 to 2010 8
- 9. Social Media Today Publish Publish MMO Share Social Apps / Discuss Games Social Media Social Virtual Net- Worlds works Live Micro- Cast blog Like Stream
- 10. Outbound vs. InboundMarketing Outbound Marketing Inbound Marketing 10
- 11. Because… 76% of peoplethink advertisers LIE
- 12. Most Trusted Advertising 1.Recommendations from “friends” 2. Other people’s opinions online 3. Company websites 4. Editorial content 5. Brand Sponsorships
- 13. Adopting Social MediaStrategies Measuring ROI Fully Developed Strategy Have a Social Media Policy Social Media Championed by Highest Leadership At Least One Full-Time Employee Dedicated To Social-Media Strategy Heidi Cohen | April 18, 2011 http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
- 14. There Are ManyQualitative Benefits Loyalty Trust Passion Interaction But…how do Brand Awareness they impact the bottom line???
- 15. Think of SocialMedia as an Integrated Ingredient Channels Search Social Media Jay Baer 2010, convince and Convert http://www.slideshare.net/jaybaer/5-ways-to-integrate-social-media-in-your-marketing
- 17. Must Be Organizationallyin DNA
- 18. Integrate Social Mediainto Your Cultural DNA Content Blogs, Videos, white Papers, eBooks Social SEO Media On-page, off- Twitter, page, link LinkedIn, building, analysis Facebook, Forums, Blogs
- 20. New Marketing Paradigm… a Mindset Shift Relationship / Content Strategy Engagement 20
- 21. Content Strategy Persona Content Strategy Keywords 21
- 22. What is ContentMarketing? http://en.wikipedia.org/wiki/Content_marketing Content marketing is an umbrella term encompassing all marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases. Content marketing subscribes to the notion that delivering high-quality, relevant and valuable information to prospects and customers drives profitable consumer action. Content marketing has benefits in terms of retaining reader attention and improving brand loyalty.[1] 22
- 23. What is ContentMarketing? 23
- 24. What is ContentMarketing? 24
- 25. Content is Your MarketingFoundation
- 26. Content is YourCurrency!
- 27. Your Content CanSpread Online Re- Tweeted tweeted 10 on Twitter Times Share on Facebook Bookmark ed on “Stumble Your blog Upon is published
- 28. Focus on the audience
- 29. The 3 E’sof Content… Entertain Educate Enlighten Engagement
- 30. Understand Your TargetAudience Focus your content on “them”
- 31. Decision Influencers Promoters End-users Makers
- 32. Indentify Their Wantsand Needs
- 35. 1. Identify the“personas” of your target audience. 35
- 36. 2. Develop content that speaks to the pain points of each of your target personas. 36
- 37. 3. Identify the sources ofcontent in your organization. 37
- 38. 4. Develop content for each stage of your customer’s lifecycle. 38
- 39. 5. Create aneditorial calendar of your content plan. 39
- 40. 6. Assign contentproduction responsibilities to as many people as possible. Customer Sales Marketing Editorial Service 40
- 41. 7. Marketing departmentis traffic coordinator, not producer of all content. 41
- 42. 8. Develop adiversified portfolio of content across different media and formats. 42
- 43. 9. Leverage social mediaas communication and engagement channels for your content. 43
- 44. 10. Define manysuccess metrics and measure them to gauge impact of your content strategy. 44
- 45. 11. C Levelsupport is a must for resource allocation & alignment on success metrics. 45
- 46. 12. Produce contentthat has a measurable impact on sales to align with corporate goals. 46
- 47. 13. Focus oneducational content, not on sales-centric content (3 E’s). 47
- 48. 14. Be willing toexperiment with content. 48
- 49. 15. Study contentmarketing in and outside your industry for new ideas. 49
- 50. Skills Needed? SME Listening Writing Story-telling Authentic Responsive Analytical 50
- 51. Measuring Results Trust, Authority, Leads CTAs Engagement Sharing/S ocial Networks Content
- 52. Define Relevant SuccessMetrics Quantitative Qualitative Sales Sentiment New leads Loyalty New qualified Authority subscribers Interaction Reach Feedback
- 53. Measure Brand SearchFindings Brand Social media Influencer content Non-relevant
- 54. Measure Website TrafficSources Blog referral traffic was 508 visits* (down 7% from September) *less than 1% of website traffic in September even though in top 25 sources October 2011 54
- 55. Measure Leads: OrganicSearch
- 56.
- 57.
- 58. 100 Ways toMeasure Social Media http://www.marketersstudio.com/2009/11/100-ways-to-measure-social-media-.html
- 59. 100 Ways toMeasure Social Media http://www.tourismusdesign.com/wp-content/uploads/100-ways-to-measure-social-media-540x200.jpg
- 60. ROI of SocialMedia Summary Have a strategy
- 61. ROI of SocialMedia Summary Know your customer
- 62. ROI of SocialMedia Summary Measure KPIs
- 63. ROI of SocialMedia Summary Make it a family affair
- 64. ROI of SocialMedia Summary Invest in the right tools
- 65.
- 66.
- 67.
- 68.
- 69.
- 70. Be A Magnet 70
- 71. More conversation… Bernie Borges [email protected] Twitter: http://twitter.com/berniebay 727-234-0952 ext. 1001 LinkedIn: Websites: http://www.linkedin.com/in/berniebor ges http://www.findandconvert.com Facebook: http://www.bernieborges.com http://www.facebook.com/findandcon Blogs: vert http://www.findandconvert.com/blog Google+ http://www.bernieborges.com/blog gplus.to/BernieBorges
Editor's Notes
- #5 http://mashable.com/2011/03/03/social-media-roi-cycle/
- #14 http://www.clickz.com/clickz/column/2043696/forget-social-media-roi
- #16 Traditional Marketing Venues
- #55 direct(direct) / (none)Searchgoogle / organicSearchsearch / organicSearchbing / organicSearchyahoo / organicPPCgoogle / cpcPPCgoogleads.g.doubleclick.net / referralPPCGoogle / AdwordsCampaignmkto-a0047.com / referralCampaignmicrosoft / adcenterCampaignl1.dnpns.com / referralCampaignl2.dnpns.com / referralCampaignIT+Toolkit / BannerCampaignapp.marketo.com / referralCampaignrt8848.tv / referralKaseyacommunity.kaseya.com / referralKaseyaitcenter.kaseya.net / referralKaseyakaseya.nl / referralKaseyakaseya.cn / referralgoogle.com / referralhbk777.com / referralgoogle.co.in / referralBlog Contentblog.kaseya.com / referralSocial Medialinkedin.com / referralSocial Mediafacebook.com / referral
- #56 As you can see in this chart, we worked with this IT Productivity Software client a couple of years ago. Prior to September 2008, HubSpot was not in place, therefore there was no simple way to track organic leads correlating to our SEO plan. Starting in September 2008 HubSpot allowed us to track leads. As you can see, organic leads more than tripled from 40 per month to about 140 per month.
- #72 http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880