Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013

– Session 901: Publishing 302 –
Strategies for a Winning
Social Media Campaign
Deltina Hay Terry Doherty▪
Mary Agnes Antonopoulos

Mary Agnes Antonopoulos, Viral Integrity
●
Social media strategist with 25+ years as freelance writer
●
Designed 50+successful social media / branding campaigns for a
variety of clients
●
Sought after writer, Youtube Coach and BlogTalkRadio / Podcast
Producer.
Terry Doherty, The Reading Tub, Inc. and TjD Consulting
●
Nonprofit Executive, analyst, and life-long writer
●
Social media coach & trainer
●
Specialty is social media marketing for small businesses
Deltina Hay, Plumb Web Solutions
●
Author of The Bootstrapper’s Guide to the Mobile Web and The Social
Media Survival Guide
●
Web developer, publisher, and small business owner
●
Teaches many online courses on DeltinaU.com
Meet the Panelists

Real-World
Content Marketing
Real World Content
Marketing
with Deltina Hay
Plumb Web Solutions

The term “content marketing” is often misinterpreted.
I like to think of content marketing as “sucking every ounce of life from
every bit of content I produce.”
Seasoned marketers have been doing this for years – it all comes down to
good planning.
A Real-World Content Marketing Example

For me, the ultimate goal of content marketing is to get my content:
In as many different forms as possible
On as many different platforms as possible
In front of as many different eyes as possible
The Goal

With these ideas in mind, we can create our content with more
intentionality.
Rather than producing the content and applying a plan, consider drafting
a plan before delving too far into a project.
A little planning can save a lot of time and open new possibilities for
getting your content additional exposure.
The Plan

The following example demonstrates how we took this approach to the
marketing plan for my latest book, The Bootstrapper's Guide to the
Mobile Web, published by Quill Driver Books.
Right out of the gate, I knew I wanted to produce a book trailer and, since
the book has quite a few statistics and how-to elements, I also wanted to
develop an infographic.
But if I was going to invest the energy into producing these elements, I
wanted to make sure it was going to be worth the effort.
The Example

So before investing too much time into production, I drafted a rough
“content” plan:
Design a set of “infographic-style” graphics to be used or re-purposed
throughout the entire marketing campaign.
(Note: Infographics can be great storytelling vehicles for fiction, too)
Plan the graphic dimensions carefully so the images can be easily
customized for each use.
Produce edited copy that can be crafted into scripts, presentation copy,
blog posts, and articles.
The Bootstrapper's Guide Plan

Based on the proposed content, I drafted a specific “content
marketing” plan:
- Develop seven panels that summarize the main sections of the book.
- Create a book trailer video using the panels and scripted copy.
- Create an infographic using the panels.
- Integrate the panels and copy into the book's website.
- Create a Slideshare presentation from panels and embedded video.
- Add video and infographic to an optimized PRWeb press release.
- Contribute articles and blog posts that use panels and infographic.
- Develop an online course using the panels as and scripted copy.
- Market all of the above heavily on all social media channels.
- Cross promote everything!
Once I realized the potential of the plan; I moved forward with confidence...
The Bootstrapper's Guide Plan

Ongoing Marketing Efforts
In the interest of “sucking every ounce of life from each bit of content,”
ongoing marketing efforts are employed.
The goal is to keep the content fresh and to increase its reach as far –
and for as long - as possible...

Social Networking Platforms
Announce the freshest content (blog posts, videos, press releases,
infographic, presentation, online course, etc.) on Twitter several times a
day.
Share fresh content daily on Facebook, LinkedIn, Google Plus, and other
social media platforms.
Feature older content periodically to breathe new life into it – specifically
the video, infographic, and online course.

Pinterest
Pin graphics from each top level website page onto a Pinterest board
called “mobile web marketing.”
Pin the infographic from the website onto the “mobile web marketing”
board.
Pin the infographic onto an “Infographics” board.
Create a different board for pinning the infographic and panel images
from each guest post.

Cross Promotion
Feature the video, infographic, and online course prominently on the
website and blog.
Include links to website, video, and online course in the bios of guest
posts.
Cross-promote all social media platforms, blogs, and press releases.
Add video and panel images to supporting platforms such as Amazon
Author pages, Author's Den, and Goodreads.

Conclusion
Hopefully, this will help you uncover new possibilities for getting your own
content onto additional platforms and in front of a larger audience.
Keep in mind, however, that the specific platforms used in this example
(YouTube, SlideShare, Pinterest, etc.) were already in place, and
platforms that I use regularly.
I do not recommend over-extending for the sake of one content
marketing plan...

Where is the
Crowd?
And what are
the clouds?
All Access Group
http://MaryAgnes.com

B
L
O
G
Linkedin Groups & PPT
Newsletter Content
Meetup Groups Event Material
YouTubeVideos
BlogTalkRadio
Broadcasts
Facebook Notes

B
L
O
G
= Tweets
Newsletter Content
BlogTalkRadio Broadcasts
Linkedin Groups & PPT
Meetup Groups Event Material
YouTubeVideos
Facebook Notes

V
L
O
G
Linkedin Groups
Newsletter Content Transcriptions
Become
Blogs!
BlogTalkRadio
Broadcasts
Post to Facebook Notes
= Tweets

V
L
O
G
4 Places to ShareYourVlog
1. Post toYouTube
2. Post on your Website Blog
3. Share on FB with NetworkedBlogs
3.Ask your Linkedin Groups for Feedback
Places to ShareYourTranscribed BLOG
1. Post as a Written BLOG 
2. Post as a Facebook NOTE and TAG Friends
3. Share with Linkedin Groups as a discussion
3. Post it to EzineArticles.com to build your Brand

Keep it SHORT!
When I say 2-3 minutes, I’m not kidding.Time yourself from beginning to end. If
it’s 3.25, cut something out. If it’s less, is there something vital you could have
added?
Remember, this isn’t JUST for SEO, it’s also to add credibility, knowledge and
value. You want to build an audience for your product and / or services. So be
quick and be useful. One or two tips should do it.
Be Searchable!
It’s not JUST the tags, use your tags (and your name) in yourTITLES too.
It’s Indexable… Remember who ownsYouTube and how their company works!

4 ImportantYouTubeTips
1. Put up a Complete Profile
2. Keep your videos Short
3. Use old Blogs as your scripts / tips
4. In EVERYVIDEO ask viewers to SUBSCRIBE

5Ways Sharing to BUILD an Audience
1. Auto share with Facebook andTwitter - go to Settings and click Sharing
2. Click the Share Button to Send to Linkedin Groups
3. Share to your Blog - Click Share + Embed for HTML Code
4. Share with your Gmail Contacts. Click Share + Email
5. Send Invites onYouTube for FRIENDS

4Ways to Be SUREYou’re ENGAGINGYourYouTube Audience
1.Always allow Comments
2. Use Annotations to add Links
3. Check your Inbox – it’s hiding in your Settings
4. Create a Playlist and share a Bulletin

The 2-MinuteTip of the Day
KeepsYour Audience Coming Back over and over and
over….
Your name
Your company’s name
Your website
What you do / mission statement (in one or two sentences)
NOWYOUR 2-minute script (be interesting!)
End with your name, company, website again.
(If you have an EVENT or product, useTHAT instead of your website.)
End with a PHONE NUMBER

4Video Blogging Basics
1. VLOG once a week - no excuses!
2. Share Contact Info on every blog
3. Keep yourVlogs Short
4. Get yourVLOG Transcribed

BlogTalkRadio
Making itWork for ANYONE
BlogTalkRadio is one of the most effective and easy-to use
platforms out there to share your message and build your branded
recognition as an author and an expert in your field. Know that It
does take a little time to build a following for your live broadcasts,
but the fact that you can build a library of your calls online is great,
and remember that your shows can be easily heard and
downloaded later on.

The Wins.
#1 Build an
audience
#2 On Demand
#3 Easy MP3

Streaming radio is huge.
There are over 5,000
Individual Streaming Radio
Channels.
Within only ONE month,
my own channel,
All Access Radio had
3,000 Listens.

Trust me, you are an expert in your field.
It’s just all about finding your voice and your
audience. ~ Kelli Richards
Kelli Richards Coaching: I coach people every day
who are oriented toward growth, transformation
and expansion. Who have a vision for making a
meaningful difference in the world through their
work, their life, & their unique talents & gifts.

• Profile Page
• Fan Page
• Group
• Advertising

The Four Spaces on Facebook
1. Personal Profile
2. Fan or Business Page
3. A Group built around your brand or product.
4. Facebook Advertising

Four ImportantThings to Do on Facebook
1. Have a Group (whether or not you have a Fan Page)
2. Run events through your Group
3. Register your Blog with NetworkedBlogs
4. Set up your Tweets with SelectiveTweets

What is the MOST important thing to do on Facebook? ENGAGE!
1.Ask your audience Questions!
2. Respond to EVERY post!
3. Share Videos 3 times a week.
4. Load your blog as a Note and TAG appropriate people.

Fan or Business Page
The big win? No 5,000 Friend Limit

Start a Group: Once you go to the website, the button to start a group is on the top left
of Meetup.com. They’ll walk you through the whole process – it’s massively easy. But do
have your group description written before you get there, just so you can have it thought
out and effectively written with great keywords chosen. Meetup will pass along an invite to
anyone who’s used those keywords within your area. (There is a fee to own a group, but
you can do it for about $15 or less a month.)

Coolness and Flexibility: Meetup works a LOT like an online group. To begin
with, you can message all of your members with updates – and you can have
ONLINE meetings or teleseminars too – not just live meetings. So be sure to
invite your Meetup Group members to all of your events (whether you are a
member OR run the Meetup Group).
If a group you belong to doesn’t allow you to email the other members, ask the
owner if they’d be gracious enough to share your event with everyone.
Owning a Group: One thing you’ll want to do is set up an autoresponder
welcoming all new members – that’s a secondary place where you will provide
your basic bio, product and corporate info, and where to find you (ie, website,
book, social networks, etc., etc.).

11,000+ members.
Know what he
DOESN’T have?
A BOOK.

Meetup is an online social networking portal that facilitates offline group meetings
in various localities around the world. Meetup allows members to find and join
groups unified by a common interest, such as politics, books, games, movies, health,
pets, careers or hobbies. Users enter their ZIP code (or their city outside the
United States) and the topic they want to meet about, and the website helps them
arrange a place and time to meet.
NY Entrepreneurs Business Network (NYEBN)
Meetup Success Story #1

BLOGGING MADE EASY
Just a few tips from a writer.
#1. List 20 Teaching Points.
#2. Pick 4 and write 5 lines about each.
#3. Pick 1 of the 4 and write 1 more paragraph.
#4. Add an intro, an exit and PS Line.

Connect with Mary Agnes
Mary Agnes on Facebook Find MA on Google+
Follow Mary Agnes on Twitter Connect on LinkedIn
Listen to Mary Agnes’ Radio Show on Social Media and Right Writing
Contact Information:
Mary Agnes Antonopoulos, CEO of RockawayWriter.com
CMO ofViral Integrity
www.MaryAgnes.com / ma@Viralintegrity.com
Mobile: 845-238-0018
Learn more about my Private Social Media Class - By Invite Only
Class Outline:We meetTuesdays by phone or webinar for 45 minutes (fast). I send you back up notes and
how-to so you can implement everything I teach.We cover a different social network each month.
All classes are recorded and sent out with all notes.
Week 1. Overview of the Network and Navigation.
Week 2.What to DO to make it work for you,
Week 3. One-on-One Coaching!
Week 4. Live Q&A. If you can't be there, you simply email me your questions and I answer them on
the call.

Real-World
Content Marketing
Mapping Your Social
Media Campaigns
with Terry Doherty
The Reading Tub

Even if you don't like it, you need to do it
… consider it part of your business diet!
You want the most for your money
… think of it as an investment!
You want to spend the least amount of
time doing it
… just like exercise!Image Credit: Terra Nova Foundation on Flickr.com
Why Social Media Marketing is like Grocery Shopping

●
Finding the Right Tools
●
Matched to your goals
●
Fit with your style
●
Writing a Social Media Plan
●
Why you need one
●
How to start
●
SM Leveraging Tools
●
Work smarter not harder
●
Create opportunitiesImage Credit :Morguefile.com
Terry's THREE Step to Success

Twitter – a Marketer's Best Friend!
69% percent follow others based on
recommendations from friends
60% are mobile users
92% Retweet when they see
interesting content
26% Retweet just because you asked
“please”
#1 reason why followers leave:
too many updates
Twitter
verb: Tweet
born: July 2006
1 billion user accounts
Available in 20 languages
TOP FIVE COUNTRIES
US @ 100 million
Brazil 33.3 million
Japan, 29.9 million
UK 23.8 million
Indonesia 19.5 million

Why I am a Twitter Evangelist
Forces me to stay on message
Sense of Community
Looking OUTWARD
- trends in my industry
- business intelligence
- networking with peers
Looking INWARD
- protect my brand
- near-real-time customer service
- engage customers & loyalists

+1 Button is served > 5 billion times/ day
Sites with a Google +1 button across their site
generate 3.5 times more visits to their Google+
Page than those without
Establishes your Credibility
- Integrates Other Social Profiles
- Google Authorship
Comes with its own mobile platform
Communities built around specific interests
- Less linear = more sharing
Gaga for Google Plus
Google+
verb: Plus-1
born: June 2011
500 million user accounts
Available in 42 languages
TOP FIVE COUNTRIES
US @ 3,604,760
India @ 1,567,410
Brazil @ 621,590
UK @ 444,160
Canada @ 281,600

Google+ Makes Engagement Easy
Image Credit: Eli | Rose Social Media blog

Does [platform] fit into my EXISTING
marketing strategy?
Is this [platform] redundant with
another tool I'm using?
Will this [platform] add a necessary new
dimension to my marketing strategy?
A Guide to Help You Chart Your Course
Image Credit: Getty Images

- Cross-platform Campaigns
●
Re-purpose content
●
Recycle popular content (>6 months
old)
- Fresh Content
●
Plan for variety
●
Consider MEMEs
●
Host guests
- Engage with your Audience
●
“Talk” with followers & Friends
●
Use Listening Channels
●
Visit their sites
Social Media Care and Feeding
Image Credit: Grizzman86 on
Flickr.com
MUST
Feed the Bear!

Industry Expertise
Business Intelligence
Marketing Ideas
Content Ideas
A Social Media MUST: a Listening Channel
Hootsuite
Buffer
Tweetdeck
Social Oomph

IFTTT.com (If This Then That)
●
Multi-platform
●
Automates functions
●
Pushes information
TWERIOD.com
●
Analyzes Yours + Follower Tweets
●
Best time to Tweet
LIKEALYZER
●
Measures success of your FB pages
●
Analyzes potential of your FB pages
The Social Media Toolbox

●
Find the right tools for
Your Goals …
●
Best showcase your Brand |
Company | Product
●
Fit with your Strategy
●
Make marketing EASIER
●
Give you the best RoI
The Social Media Toolbox

– THANKS FOR JOINING US–
We're happy to answer your
questions!

Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013

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Strategies for a Winning Social Media Campaign: IBPA Publishing University 2013