Marketers now understand that content creation and distribution are not isolated initiatives. Crafting a successful content engagement strategy means understanding how consumers differ based on social platform and tailoring that content appropriately. For instance, Facebook is the best way to reach women between 18 and 29, and success requires instant responsiveness and availability. Tumblr and YouTube are where Millennials hang out, and they don’t rely as much on real-time engagement. Visual content gets more engagement on Pinterest and Instagram, and Twitter is where most people go to complain. How do brands optimize each channel and customize the distribution of content? This is the battleground that will heat up in 2014.

1. Content Marketing:
Mapping Content To
Social Platforms

2. PRESENTORS
Holly Hamann
Co-founder and CMO
TapInfluence
@HollyHamann
Brittney Cooper
Marketing Director
Havertys
@BrittkneeC
Lori Anderson
Social Marketing Manager
White Wave Foods
@LoriAnderson
Danielle Elliott Smith
Digital Corresponent
DanielleSmithMedia
@DanielleSmithTV

3. WHAT WE’LL COVER
THE CONTENT MARKETING
EXPLOSION
WHICH PLATFORMS ARE
RIGHT FOR YOUR BRAND?
CREATING THE RIGHT CONTENT
CASE STUDIESMAKING THE MOST OF YOUR
CONTENT

4. THE CONTENT EXPLOSION

5. 80%
OF PEOPLE CHECK THEIR PHONE
WITHIN 15 MINUTES OF WAKING UP
SOURE: IDC RESEARCH

6. 110X
A DAY
THEY WILL CHECK THEIR PHONE
AN AVERAGE OF
SOURE: IDC RESEARCH

8. THERE IS A CONSTANT FEED
OF SOCIAL CONTENT

9. YOU ARE COMPETING
FOR ATTENTION
AGAINST EVERYTHING

10. HOW DO YOU SUCCEED AGAINST
AN
INVITATION AVALANCHE?

11. DON’T JUST CREATE CONTENT -
CREATE CONTENT THAT
MATTERS

12. 30%More forwards for useful
New York Times articles
WE CRAVE
USEFUL
THINGS
Source: Contagious

13. THE DIFFERENCE BETWEEN
HELPING & SELLING
IS JUST 2
LETTERS

14. SOCIAL PLATFORMS: WHERE
IS YOUR AUDIENCE AND
WHAT DO THEY NEED?

15. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 1)
#1 Platform to Kill Time
=
PINTEREST
Pinterest is the #1
platform for killing
time.

16. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 2)
#1 Platform to Kill Time
=
PINTEREST
Blogs are the #1
platform for product
recommendations

17. WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 3)
#1 Platform to Kill Time
=
PINTEREST
Twitter is the #1
platform for
complaining.

18. What Time of Day To Post?
WHAT TIME
OF DAY IS
BEST?

19. DOMINANT
PLATFORM
FOR BRAND
FOLLOWERS
Facebook 86%
Twitter 10%
None 4%

21. KEYS TO IDENTIFYING
THE RIGHT PLATFORMB2B or B2C
RESPONSE NEEDS
PRODUCT OR
SERVICE?
REGULATED?
LOCATION
BASED?
VISUAL?
TRACKING NEEDS
CUSTOMER
DEMOGRAPHICS
GOALS - SEO,
LIKES, SALES..
TIME
1
2
3
4
5
6
7
8
9
10

22. CREATING THE RIGHT
CONTENT

23. SOCIAL CONTENT IS…
VISUAL VISCERAL VALUABLE VIRAL
It’s creative and
catches the consumer’s
attention
It evokes emotion and
creates a connection
with the consumer and
ultimately affinity for
your brand
It tells your brand story
with personal context to
add value to the target
customer’s life
It gets distributed more
naturally from person to
person via all social
channels

24. Add value to your
audience.
• Determine your audience’s
needs
• Help them solve pain
points and problems.
• Give them the tools to do
their jobs better
Use metrics that will
help your business.
• Reach and branding
• Leads for sales team
• Likes/Follows to increase long
term lead generation
• Engagement with content
• Revenue and customers

25. 3 WAYS TO CREATE GREAT CONTENT
Produce Curate Collaborate

27. CELEBRITY STATUS
QUALITY CONTENT
CREATORS
BUZZ BUILDERS &
PROMOTERS
ADVOCATES &
EMPLOYEES

28. 92%
of global consumers
trust UGC and WOM
more than advertising
WE TRUST
PEOPLE, NOT
LOGOS
Source: Nielsen

29. WHAT DO
THEY HAVE
THAT BRANDS
DON’T?
1. Trust
2. Very targeted audience
3. Authentic consumer experience
4. Bigger reach than brands
5. Better, faster, cheaper
6. Shareable

30. WHAT TO LOOK FOR IN
AN INFLUENCERLOOK AT CONTENT
RELEVANCE
POST FREQUENCY
AUDIENCE DATA
CONTENT QUALITY
AUDIENCE
ENGAGEMENT
LOOK FOR
PROFESSIONALISM
BUILD A RELATIONSHIP
BE RESPONSIVE
BE CLEAR ABOUT
EXPECTATIONS
COMPENSATE THEM
1
2
3
4
5
6
7
8
9
10

31. Let them tell authentic stories
Think of them as partners
Showcase content on various of
Facebook, Pinterest, Twitter,
YouTube
Give proper influencer attribution
Provide clarity on what actions you
want the audience to take
Be “always on”
Increase value (and exposure) of
content by using in ebooks, blog
posts, webinars, email marketing,
advertising, case studies
Compensation
THE KEYS
TO WORKING WITH
INFLUENCERS

32. INSPIRE THEM
TO TELL
GREAT STORIES

33. 4. MAKING THE MOST OF
YOUR CONTENT

34. GET THE
RIGHT
CONTENT
IN FRONT
OF THE
RIGHT
PEOPLE

35. HAVE A PLAN
PurposePersona Time PeriodPromotion

36.  Post on all appropriate platforms
 Make images pinnable
 Feed content to brand assets like microsites
 Make it easy to share, like, pin, tweet, vote
 Extend the value of content by using in ebooks,
blog posts, webinars, email marketing,
advertising, and case studies
 Go mobile

37. WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A
BRAND?

38. 5. CASE STUDIES

39. #socialcontentstream #SMMW14

40. 50 Bloggers
60 Days
Blogs, Facebook,
Twitter, Instagram,
Pinterest
“Always On” Social Content Hub

41. RESULTS
31%
Overall pages viewed per visit
increased 31% over the same
period last year.
56%
Overall time on site increased by
56% over the same period one year
before.
44%
Increase in "share of voice" in June
(due to the number of mentions of
BBX in blog posts)
223%
Increase in positive mentions of
BBX.

42. RESULTS
Reach
2.3M
Views
73k
Engagement
5k+
$246,361
TOTAL MEDIA
VALUE
348%
ROI

43. The power of pretty pictures…

45. #IScream4ID
40 Bloggers
30 Days
New Product Support
Drive Awareness and Trial
Establish ID Pinterest
Community Hub

46. NEW ID FLAVOR LAUNCH

47. RESULTS
Reach
2M
7M
Views
92k 1 month
621k 8 month
Engagement
8k+
20.9
k

48. ID PUMPKIN FRENZY SEPT 2013

49. RESULTS
Reach
2.9M
Content
7.7k
Entries
100k
SOV
91%
Visits
137k

53. QUESTIONS?
@HollyHamann
@BrittkneeC
@LoriAnderson
@DanielleSmithTV