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Social Content Flow Building Effective Tributaries from Strong Sources

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Page 1: Social Media Content Flow: Creating Social Media Content That's On Target

Social Content FlowBuilding Effective Tributaries from Strong Sources

Page 2: Social Media Content Flow: Creating Social Media Content That's On Target

Why Most Brand Social Media Is #Fail

Page 3: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

Page 4: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

So….what marketing trend should we pursue next?

Page 5: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

Billboards are hot!

Page 6: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

Page 7: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

Billboards!Billboards!Billboards!

Page 8: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

You’ve sold me! But which billboards should we be on?

Page 9: Social Media Content Flow: Creating Social Media Content That's On Target

Facebillboard has the most users…

Page 10: Social Media Content Flow: Creating Social Media Content That's On Target

Twitboard is good for posting links…

Page 11: Social Media Content Flow: Creating Social Media Content That's On Target

LinkedBoard if we’re B2B…

Page 12: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

Great. Now. Who wants to write up WHY we should be on

each of those billboards?

Page 13: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

Page 14: Social Media Content Flow: Creating Social Media Content That's On Target

State of Search 2014 @marktraphagen

Page 15: Social Media Content Flow: Creating Social Media Content That's On Target

Your Social Media Cart Is In Front of

Your Horses!

Page 16: Social Media Content Flow: Creating Social Media Content That's On Target

Strong Source = Strong Tributaries

Page 17: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Steps toward Social Media Flow

Page 18: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Page 19: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Content Targeting

Page 20: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Content Targeting

Social Promotion

Page 21: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Start With Your Brand Identity

Page 22: Social Media Content Flow: Creating Social Media Content That's On Target

1. Brand Values

Define Why Your Brand Matters

Page 23: Social Media Content Flow: Creating Social Media Content That's On Target

1. Brand Values2. Brand UVP

Express that in a Unique (Brand)

Value Proposition

Page 24: Social Media Content Flow: Creating Social Media Content That's On Target

1. Brand Values2. Brand UVP3. Brand Story

Write Out the Brand Story

You Want to Communicate

Page 25: Social Media Content Flow: Creating Social Media Content That's On Target

Be Able to State the

WHY of Your Brand

Page 26: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Next: Define Buyer Personas

Page 27: Social Media Content Flow: Creating Social Media Content That's On Target

Many Buyer Types =

Many Content Targets

Page 28: Social Media Content Flow: Creating Social Media Content That's On Target

Learn How to Construct Personas:

stonet.co/PersonaBible

Page 29: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Content Targeting

Build Targeted Content That Links

Your Brand Story to

Specific Buyer Types

Page 30: Social Media Content Flow: Creating Social Media Content That's On Target

Content Is Foundation of

All Your Marketing

Page 31: Social Media Content Flow: Creating Social Media Content That's On Target

Stone Temple Consulting

Content Marketing

Success By Design

Page 32: Social Media Content Flow: Creating Social Media Content That's On Target

1. Identify Target Personas

Page 33: Social Media Content Flow: Creating Social Media Content That's On Target

2. Establish Campaign Themes

Page 34: Social Media Content Flow: Creating Social Media Content That's On Target

3. Collect Message Keywords

Page 35: Social Media Content Flow: Creating Social Media Content That's On Target

4. Break KWs Into Topics

Page 36: Social Media Content Flow: Creating Social Media Content That's On Target

5. Find Outreach Targets (Publishers)

Page 37: Social Media Content Flow: Creating Social Media Content That's On Target

6. Identify Influencers

Page 38: Social Media Content Flow: Creating Social Media Content That's On Target

7. Identify SMEs

Page 39: Social Media Content Flow: Creating Social Media Content That's On Target

NOW Get Social!

Page 40: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Content Targeting

Social Promotion

Page 41: Social Media Content Flow: Creating Social Media Content That's On Target
Page 42: Social Media Content Flow: Creating Social Media Content That's On Target

Content Refraction(One way to expand and hyper-target your

content in social media)

Page 43: Social Media Content Flow: Creating Social Media Content That's On Target

Look for the “mini-content” in

each anchor content piece

Page 44: Social Media Content Flow: Creating Social Media Content That's On Target

Make Mini-Content Slices into

Individual Social Content Posts

Page 45: Social Media Content Flow: Creating Social Media Content That's On Target

Unique Title

Unique Content

Link to Full Content

Unique Image

Page 46: Social Media Content Flow: Creating Social Media Content That's On Target

Let’s Review

Page 47: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Page 48: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Page 49: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Content Targeting

Page 50: Social Media Content Flow: Creating Social Media Content That's On Target

Brand Identity

Buyer Personas

Content Targeting

Social Promotion

Page 51: Social Media Content Flow: Creating Social Media Content That's On Target

• Mark Traphagen• www.stonetemple.com• Sr. Dir. Online Marketing

Let’s connect!+MarkTraphagen@MarkTraphagen

THANKS!


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