session 5: how to curate content and create viral buzz · more variety in content types will...
TRANSCRIPT
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By: Nick Unsworth
NicksFanPage.com
Session 5: How to Curate Content AND
Create Viral Buzz
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What’s In It For You?
• Advanced “News Feed Optimization”
• How to curate content
• How to develop an editorial calendar
• Tracking / monitoring resources
• How to manage FB in less than 10 mins per day
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Macro View
Exhibit 1: Social Media
Marketing Strategy
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Macro View
Exhibit 2: Conversion
Strategy
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Why do you need excellent engagement?
• Without it your message won’t travel very far
• You can have 10,000 fans but with no
engagement you may only get a <1,000
impressions per status update
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How does it all work?
• Affinity – The relationship between the creator and recipient.
More variety in content types will increase your response
• Weight – More comments and likes = increased weight
Ask questions, Educate, Enlighten, and Entertain your audience
• Recency – How long ago the post was created…lose mojo after 48
hours
Never do back to back posts, post once / twice per day
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Where do you start?
• Listening first – socialmention.com, socialreport.com, Google alerts
• Google Reader – Top 5 Customer Focused Blogs, Top 5 COI
Focused Blogs
• Like – all of their pages
• What’s hot? Digg.com, Mashable.com, Alltop.com
• Twitter: www.search.twitter.com, Twellow.com
• Examples: Facebook Mastery Summit, Facebook Success Summit
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Where do you start?
• 90 / 10 - This is absolutely key…do not violate this!
• Selling is spamming, build your marketing funnel correctly
• Setting up your free offer, or free webinar
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Content Creation / Curation / Aggregation
• Content Creation – Excellent
• Content Curation – Good
• Content Aggregation – So / so
• Content Aggregation – RSS feed for 10 blogs to one
location
• Content Curation – It’s like being a Museum Curator…you
pick and choose the content that you are going to put in your
collection. Tailored to your audiences needs and wants
which has more value.
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Get more fans - Engaging Content • 3 E’s: Educate, Enlighten, Entertain
• Engagement = more impressions (edge rank) • Content creates fans!
• Timely industry & local news
• “Exclusive” only on FB updates
• Ask questions
• “Super Simple Stupid Questions” – Mario or Luigi?
• Weigh in on controversial industry topics
• Be an aggregator share high buzz relevant content
• Coupons, promos, contests
• Create editorial calendar – post daily – use Hootsuite.com
• Reply to each comment immediately (use first name)
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Engaging Content
• “Ask Frank Fridays” • Log on for 1 hour live and take questions etc
• Have a different type of content for diff days
• Upload pics on the reg
• Upload videos
• Your fans will eat it up
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“People Casting” Your Content
• Viral Actions:
Upload photos & tag others
Write “notes” and tag others
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Link to Twitter
http://apps.facebook.com/twitter/
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Viral Video Marketing
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Elevation Principle
• Great Content, Plus Other People, Minus Marketing
Messages Equals Growth
• GC + OP – MM = G
• Primary fuel – free content, blog posts, newsletters,
videos, and podcasts.
Meets needs of readers, answers their questions
• Nuclear fuel – free content but has a lasting impression
Free reports, white papers, webinars, contest,
expert interviews, livestream
Longer shelf life and gets people to share your
page and link to your blog
Respond to Comments
• The more comments there are the higher the
probability
of someone leaving a comment.
• Use first names
• Thank people
• Respond quick and engagement will snowball
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The Review Trick: Adjust Your Sales Cycle:
• Sell your product / service and ask for a
“review”
• Creates an automatic viral testimonial that
gets pushed out to your customers friends on
FB
• Post it out as a status update Posts to their wall!!
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The Review Trick: Adjust Your Sales Cycle:
• Run a sponsored Story Ad to your photo
• Live Demo
Ends up in
their
newsfeeds
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How to get the edge
• Have your Social Alliance share your content and get extra reach
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How to get the edge
• Status update trick
• Use a bit.ly link
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Must Have Apps
• RSS Graffiti
• Livestream
• Private Facebook Groups – great for customer service and
to create a mastermind community
• Exclusive
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What to outsource…Facebook <10 mins per day
• Birthdays
• 10 Likes per day
• Make a FB list and have your outsource like and comment as
your page
• Retweet content on Twitter
• Respond to some questions on the wall and messages
• Hootsuite management
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Developing Your Editorial Calendar
• McCue Example
• Schedule on Hootsuite
• Integrate LinkedIn and Twitter as well
• Hootsuite – it’s a powerful tool to help you stay organized and
manage your business but you’ll want to balance it with real time
updates
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Action Steps
• Make sure that you have your 5 customer websites & 5 COI sites
• Share other people’s content as a curator
• Set up your editorial calendar so that you have 30 days of status
updates
• Schedule on Hootsuite
• Time yourself when you log into Facebook