8 Steps To Effective Social Content
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8 Steps To Effective Content For Social Media - Newscred Webinar PowerPoint PPT Presentation


How do you create effective content for social media? Join Me and Newscred to learn the 8 steps to creating and sharing content your customers need and want.

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8 Steps To Effective Social Content

Michael Brenner

SAP Vice President - Marketing & Content Strategy

@BrennerMichael


Our Speakers

Shafqat Islam is the Co-Founder and Chief Executive Officer

of NewsCred, the world’s leading content marketing and syndication

platform. As CEO, Shafqat manages the strategic growth of the

company, pioneering a new content ecosystem for brands and

publishers.

Follow him: @shafqatislam or @newscred.

Michael Brenner is the VP of Global Marketing and Content Strategy

for SAP. Michael developed an award winning inbound marketing

content destination for SAP called Business Innovation. He is the

author of B2B Marketing Insider blog, a contributor on Forbes an a

frequent speaker at many industry events. Michael started his career

nearly 20 years ago in sales, followed by field, product and corporate

marketing positions at the Nielsen company. He then led marketing

for 2 companies prior to joining SAP.

Follow him: @BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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@BrennerMichael


@BrennerMichael


@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Me, 20 pounds years ago

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Today we are all connected

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Content used to be easy . . . Today, YOU are the news!

50 years ago, Gallup released research that said delivering news

is the most effective way to attract people to your business…

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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What’s Wrong With Our Content? It’s Too Much Like This…

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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@BrennerMichael

© 2013 SAP AG. All rights reserved.

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@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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@BrennerMichael


And Not Enough Like This…

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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While Content Is Exploding

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Why Is Content Marketing Important?

From: Joe Pulizzi, Content Marketing Institute

Search Engine

Optimization

(Get Found)

Social Media

(Get Shared)

STORYTELLING

Lead

Generation

(Get Leads)

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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A Content Hub Run Like a Business

PAID

Converged

EARNED

Life

Awareness Ads

Social Communities:

- Twitter, Linked, facebook, G+

Business Innovation

Publish stories

Paid social promotion: Via

Twitter, Linked-In, Facebook,

YouTube

OWNED

SAP.com:

PR: Content promoted and

showcased via Press Releases

and PR initiatives

Demand Gen extensions:

E-mail, digital assets, mailers

Sales Demo Tools

Events

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Business Innovation

A “Content Hub” to earn traffic instead of buying it

http://blogs.sap.com/innovation

Design: “Subtly” Branded

Target: Business Execs+

Stage: Early- to Mid-stage

Editorial: Keyword-driven

Content:

No Budget

100s of authors (“Author Curation”)

~50% external

CTA: Subscribe, Offers, Explore

 Market examples: AMEX Open Forum, CMO.com, BCGPerspectives, AT&T Networking Exchange

© 2013 SAP AG. All rights reserved.

@BrennerMichael

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Created An Infographic to Report on Goals:

Reach, Engagement AND Conversions

Traffic and leads we

would’ve NEVER seen

•What content drives Unique

Visitors?

•How much traffic from

Social + Search?

•How much of our search

traffic is non-branded or

using product terms?

•Are we showing true ROI?

Recognized for customer-

centric content strategy by Fast

Company, Digiday, Content

Marketing Institute and more…

All language sites YTD through April 30, 2013

© 2013 SAP AG. All rights reserved.

@BrennerMichael

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Organic & Social Traffic “Up and To The Right”

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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8 Steps To Effective Social Content

1. Listen first

2. Stop creating crap

3. Engage

4. Find your voice

5. Be helpful

6. Rhythm: 4-1-1 rule of social sharing

7. Reject excuses for not using certain channels

8. Be entertaining

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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1. Listen:

2 Ears, 1 Mouth

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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The buyer journey starts with a search . . .

Top Customer Terms:

• What is real-time analytics?

• What is cloud computing?

• What is Big Data?

• What are mobile solutions?

• How are companies benefiting

from …?

• Who are the top vendors in…?

Terms SAP Ranked For:

• What is SAP?

• SAP Software?

• SAP HANA?

• SAP ERP?

• SAP Business

Intelligence?

• SAP Crystal Reports™?

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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2. Stop Creating…

http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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3. Engage:

Don’t Be That Guy

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Meet Lindsey @LindseyLaManna

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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4. Find Your Voice: It

Takes Practice

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Be Helpful

5. Always Be

Helpful!

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Most Popular Articles (10X average Pageviews)

•Top 50 Influencers for each topic

•Top 10 Blog Sites for each topic

•Terms You Need To Know

•Myths…Busted

•10 Predictions for…

•What is…?

•The First Step to Success in…

•How To Get Ahead With…

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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6. Find Your

Rhythm: 4-1-1?

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Social Rhythm: Each Channel Has One

Facebook

Twitter

Google+

Linkedin

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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7. Reject Excuses To

Not Use Any Channel

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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8. If you can…

Be Entertaining

http://www.youtube.com/watch?feature=player_embedded&v=3pffeMdDSoY

@BrennerMichael

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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8 Steps To Effective Social Content

1. Listen first

2. Stop creating crap

3. Engage

4. Find your voice

5. Be helpful

6. Rhythm: 4-1-1 rule of social sharing

7. Reject excuses for not using certain channels

8. Be entertaining

@BrennerMichael

© 2013 SAP AG. All rights reserved.

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Slides available on:

Slideshare.net/MichaelBrenner

Marketing Blog:

B2B Marketing Insider

SAP Content Hub:

Business Innovation

Questions?

Michael Brenner

Vice President,

SAP Marketing & Content Strategy

[email protected]

Connect with Me:

Twitter:

@brennermichael


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