The document discusses social content strategy and outlines 8 steps for effective social content: 1) listen first, 2) stop creating poor quality content, 3) engage with others, 4) find your voice, 5) be helpful, 6) understand the rhythm of different social channels, 7) don't make excuses to avoid certain channels, and 8) be entertaining if possible. It provides examples and suggestions for implementing each of the 8 steps for creating successful social media content.
32. Thank
you!
Michael Brenner
Vice President,
SAP Marketing & Content Strategy
Michael.Brenner@SAP.com
Connect with Me:
Slides available on:
Slideshare.net/MichaelBrenner
Marketing Blog:
B2B Marketing Insider
SAP Content Hub:
Business Innovation
Twitter:
@brennermichael
Hinweis der Redaktion
Storytelling is old as we are. Social media allows us to tell stories in exciting and challenging new ways.
And it’s not really about the stories, is it? It’s about the emotions.
These are my children.
This is me 20 pounds, I mean 20 years ago, at College Graduation. I went to school to study business but then changed my major to English Lit because I was fascinated by the art of storytelling. I still wanted to follow my career ambitions by working in the business field but felt even then that communications was the key to business success. It’s 1994 and a company named Mosaic changed it’s name to Netscape and released the first web browser. At this time, there were 1,000 connected computers in the early world wide web. In just a few short years, that number went from millions to the billions of connected devices we have today.
Fast forward to today. And it’s content and accessibility that is driving the world, not the Internet. Marketers, publishers and agencies are no longer in control. The consumer is…we have each become our own network hubs.
Simply because they don’t want to engage with this guy. The overly-promotional brand marketer.
And they are bored with the lack of interesting, helpful or entertaining content.
This is disrupting entire industries like print where the US newspaper industry is now down nearly $40 Billion dollars from it’s height.
Ignore banner ads
They are looking for brands who act like they care. Who touch their hearts and inspire their minds.
They are looking for brands who don’t just perform what is expected, but who go the extra distance. Dave Grohl from Foo Fighters doesn’t just write the lyrics, sing the songs, play the guitar, he also pours his fans a beer.
I used this slide a thousand times. Huge thanks to my friend Joe Pulizzi. Content marketing and effective storytelling are about getting found, getting shared and getting leads. It is about earning our audience’s attention vs buying it. That’s why content marketing is important
We run our content hub like a business and force ourselves to return a profit.
So we proposed the creation of a content hub. It is subtly branded so as not to feel too promotional. It’s keyword-driven. We seek to answer our customers top questions. We had no budget for content. So I went out and found volunteers in what I call “author curation.” Find those who are writing in your space and invite them to contribute on your platform. You get hopefully great content, a built-in social audience and the writers get additional exposure and inbound links to the their home sites. Finally, we seek to drive action! And so we are testing multiple methods for conversions. We also looked and many external sites like AMEX Open Forum, Adobe CMO.com and we’re trying to learn from them and emulate what works.
I also did some analysis of search patterns in our solution areas and found that in almost every one of our product categories, the number of unbranded searches far outweighs the number of branded search. Think of this as a litmus test for brand affinity. It’s more than a measure of awareness but a measure of how well people act on awareness.
Our most popular content tends to be practical tips on who to follow, terms you need to know, predictions and step-by-step guides. This content forms the foundation of our site.
So in conclusion: know your why? Before you start down the path of what and how. Be able to tell your own story. Look to create content that simply answers your customers key questions. Look at market examples for how to improve. Be clear with your goals. And know that you can only succeed with the help of your team.
I hope you found this informative, maybe a little entertaining? I know I had fun. I’m around later for questions. Thanks so much for your attention!