THE IMPORTANCE OF CONTENT MARKETING IN SOCIAL MEDIA July 2013
+MEET OUR TEAM Tansley Stearns @tansleys Patrick Rooney @patrick1rooney
FILENE S APPROACH THINK. DO. CHANGE.
TODAY S AGENDA +1 +2 +3 +4 +5 Content Marketing in Social Samples of Content Marketing Demo of QUEsocial Next Steps & Solutions Questions
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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
SOME BASIC TRUTHS 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
GIVE ME, GIVE ME! CONSUMERS WANT CONTENT 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
WHAT IS CONTENT? Articles Blogs Brand information Posts or updates Conversations Videos Webcasts / podcasts Events
WHAT MAKES GOOD CONTENT? Articles Blogs Brand information Posts or updates Conversations Videos Webcasts / podcasts Events Relevant Aligned Useful Quality Timely Targeted Sharable Scalable Healthy mix (70/30)
WHY IS CONTENT SO IMPORTANT? Drives sustained interaction Gives people a reason to keep coming back Elevates thought leadership Increases lead generation Improves SEO Drives website traffic 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
WHERE DO YOU FIND GOOD CONTENT? 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.
DEVELOPING A SOLID CONTENT MARKETING STRATEGY 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.
DEVELOPING A SOLID CONTENT MARKETING STRATEGY Plan Develop your story Define what you want to be known for. Define your tone of voice. Establish a story arc to guide content.
DEVELOPING A SOLID CONTENT MARKETING STRATEGY Plan Develop your story Understand your audience Develop archetypes to guide content. Know where your audience is. Understand how they interact. Listen and adjust.
DEVELOPING A SOLID CONTENT MARKETING STRATEGY Plan Develop your story Understand your audience Define a process Create a playbook for interaction. roles and responsibilities curation timing interaction resources protocol review
DEVELOPING A SOLID CONTENT MARKETING STRATEGY Plan Develop your story Understand your audience Define a process Interact Start conversations. Respond to comments. Comment on others content. Share content.
DEVELOPING A SOLID CONTENT MARKETING STRATEGY 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.
CONTENT MARKETING IN ACTION They Are Getting it Right!
COMMUNITY FOR THOSE THAT LOVE FOOD & ENTERTAINING GENERAL MILLS TABLESPOON
SECRET REACHES YOUNG WOMEN MEAN STINKS
DOING THE RIGHT THING LIBERTY MUTUAL
WIN SWAG 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.
CONTENT MARKETING DRIVES SUCCESS FILENE RESEARCH / QUESOCIAL PILOT 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
120 PEOPLE WITH PROFILES Track of participants Recruiting Customer Service 6% 15% 46% Sales 33% Product Development
REACH AND INFLUENCE HAVE EXPANDED PILOT ACTIVITY TOTALS 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
ARTICLES SHARED Average number of articles shared 172 29 5 7 < 500 500-1,999 2,000-9,999 10,000 +
AVERAGE NUMBER OF POSTS BY SOCIAL PLATFORM 764 TwiBer Facebook LinkedIn 253 3 1 0 22 6 8 137 23 36 96 < 500 500-1,999 2,000-9,999 10,000 +
TANGIBLE BUSINESS WINS We have definitely 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 :)
KEY FINDING The more users shared, the more successful they were in achieving business wins!
ABOUT QUESOCIAL QUEsocial operationalizes social media across the organization to activate employees to become brand ambassadors while converting their social activities into measurable business wins.
QUESOCIAL MAKES CONTENT MARKETING EASY, ACTIONABLE AND MEASURABLE. 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
QUESOCIAL EXTENDS REACH, SAVES TIME AND DRIVES OUTCOMES deliver sharable content to employee fingertips for one-touch sharing via email or SMS training to ensure consistent best practices and compliance gamification focused on converting social activity into business outcomes measurable ROI open APIs integrate with CRM, recruiting tools and other enterprise systems
LET S TAKE A LOOK
FILENE CAN HELP WANT MORE? 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
JOIN US FOR MORE! THE LEARNING NEVER ENDS WITH FILENE 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.
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THANK YOU! Tansley Stearns tansleys@filene.org 608.661.3753