WEBINAR: ClearEdge Marketing VP of Marketing & Digital Services, Michelle Krier, to Host Webinar with the TechServe Alliance on “Content is the Car, Social Media is the Gas.” Michelle discusses the strategy behind content creation as well as the importance of selecting the right social media channels, when and how to best position your content so you receive maximum exposure, and finding influencers to help promote your content.

1. www.clearedgemarketing.com
Content is the CAR, Social Media is the GAS
Put the Pedal to the Metal &
Rev Up Your Online Presence
Presented by:
Michelle Krier, VP Marketing & Digital Services

2. Your Presenter: Michelle Krier
VP, Marketing & Digital Services
• Spearheading ClearEdge Marketing’s Digital Services and
Social Media teams
• Designs and executes web, mobile and social media
marketing efforts
• Pioneer in combining social media with traditional recruiting
for an industry-leading RPO firm
• President, AMA-Milwaukee; co-chair, Social Media SIG
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3. Q&A on Twitter
• We want to hear from you during this webinar and after
 Send us a tweet with the following in front of the message:
@clearedgemktg
 It will show up on our Twitter profile, open for the public to
view
 We will reply during the webinar or after
• Follow us at twitter.com/clearedgemktg
• Also follow us on…
 Facebook: facebook.com/ClearEdgeMarketing
 LinkedIn: linkedin.com/company/clearedge-marketing
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4. Today’s Agenda
• A Quick Case for SOCIAL MARKETING
• Content as the CAR, Social Media as the GAS
• Why Content Matters
• 10 Tips for Content Development & Management
• Q&A
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5. A Quick Case for Social Media Marketing
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It’sWhere People Are
+ 27% of total U.S. internet time is spent on
social networking sites.
(Source: Experian)
Social Leads to Websites
+ Companies that generate more than 1,000
Facebook likes also receive nearly 1,400
website visits a day.
(Source: HubSpot)
Lead Generation
+ 43% of all marketers have found a customer
via LinkedIn in 2013.
(Source: HubSpot)
Smart Social Media
+ Social media produces almost double the
marketing leads of trade shows,
telemarketing, direct mail or PPC.
(Source: HubSpot)

6. Content Is the CAR
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Quality content drives quality
leads to your business.

7. Social Media Is the GAS
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Social media fuels and accelerates
networking and lead generation.

8. In social media marketing, which is most important when it
comes to the content you post?
A. Frequency – How often you post.
B. Quality – What you are posting.
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You Tell Me…

9. Frequency Is Important, Content Quality Is VITAL
• Superior content is the best way to grow your brand, connect with
prospective clients and candidates and increase revenue
• Let’s explore the many reasons quality social content is so critical:
 The self promotion pitfall
 The fight for audience attention
 Google’s got your number
 Content shelf life has expanded exponentially
 Quality content improves brand perception
 Great content has legs
 Content strength and value can overcome sales objections
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10. The Self Promotion Pitfall
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• You, You, YOU TALK Is a Problem
 If self promotion is all you post, you will lose
your audience
- DON’T: Focus exclusively on your
services, your products
- DON’T: Make your social sites a place for
unrelenting sales pitches
- DO: Sprinkle in job postings and
promotions amid other valuable content.
Variety and audience focus is the key.
 Social media audiences want more:
- Want to be engaged
- Want to learn
- Want to be entertained

11. You Are Competing for Audience Attention
• COMPETITION Is Stiff
 Your audience’s attention is greatly divided by
devices, destinations and endless opportunities
to consume content
 Content producers with higher value content
will win a larger, better audience
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12. Google’s Got Your Number
• Google PENGUIN 2.0
 What Is It?
- Latest build of Google’s ranking algorithms
- First release that factors in social signals: businesses
will see a direct correlation between social signals
and their rankings
- Quality and authority: Rankings will also be weighed
based on the quality of the content, the user’s
experience and the website’s authority (age, content,
backlinks and social signals)
 How to Work With It?
- Focus on increasing content quality and improving
user experience by adding compelling content to your
website and social media sites
- Backlink audit your website and remove useless links
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13. Expanded Content Shelf Life
• The SHELF LIFE of content has expanded
 Social media/internet keeps content alive for
years and years
 Content’s life and message is in control of the
marketplace in some part
 Ensuring the quality of content placed in the
marketplace is critical to reputation and
opportunity development
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14. Quality Content Improves Brand Perception
• Quality Content BUILDS BRAND
 Demonstrates why customers should buy
a particular product or service
 Shifts the conversation from price to the
overall value
 Elevates the company and its offers
above competitors.
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15. Great Content Has Legs
• Good Content Will TAKE YOU PLACES
 High-quality content that can be repurposed for
various mediums
- Articles
- Blog posts
- Infographics
- Webinars
- Seminars
- How-tos
- Marketing campaigns
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16. Great Content Can Improve Sales
• HIGH QUALITY content demonstrates
excellence
 Providing valuable, insightful content is a great way to
demonstrate the quality, culture and character of your
business
- Prospective clients on the fence can be persuaded with
strong content
 Great content is an effective way to combat the
commodity buying behavior that is especially strong in
IT services
- Can position a company as a consultative provider
 Great content can help overcome sales objections, such
as size or experience
- It makes a case for your expertise
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17. Content & Social Media: Can’t Have One Without the Other
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Just as a car needs effective gas to
perform, content needs fuel to
propel it forward. Today social
media offers a high-octane
opportunity to distribute valuable
business content and turbo charge
your marketing success.

18. 10 TIPS FOR MARRYING YOUR CONTENT TO
YOUR SOCIAL MEDIA EFFORTS
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19. TIP #1: SELECT THE RIGHT SOCIAL MEDIA CHANNELS
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20. Know Your Visitors
• Learn which social media sites are MOST
IMPORTANT to your visitors
• How and why are they using them?
 To find jobs?
 To find talent?
 To find services?
 To gain knowledge?
 To network?
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21. Tools to Discover Your Visitors
• Examples of FREE Analytics
 Google Analytics (google.com/analytics)
 Yahoo Web Analytics (web.analytics.yahoo.com)
 4Q by iPerceptions (4qsurvey.com)
 Twitalyzer (twitalyzer.com)
 Google Website Optimizer
• Examples of FEE-BASED Analytics
 Crazy Egg (crazyegg.com)
 Optimizely (optimizely.com)
 Kissinsights from Kiss Metrics (kissinsights.com)
 ClickTale (clicktale.com)
Analytic Tools insights from Inc.com article “11 BestWeb Analytics Tools,” December 2010:
http://www.inc.com/guides/12/2010/11-best-web-analytics-tools.html
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22. Select Social Media Based on Your Visitors
• Know your VISITORS
• Develop social media strategies and platforms that
will REACH THEM
• Select social media sites/tools based on:
 Your audiences
 Your culture
 Your geography
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23. TIP #2: IDENTIFY & EXPAND CONTENT PRODUCERS
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24. How many website and social media content producers does
your business have today?
A. 1
B. 2-4
C. 5-10
B. More than 10
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25. Identify & Expand Your Content Producers
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• EXPAND who is contributing
 SMEs
 Executives
 Recruiters
 Consultants
 PR/Communication staff/partners
• DEFINE their audience
 Who is speaking to clients?
 Who is speaking to candidates?
 Who is talking to the media?

26. CASE STUDY: CRI
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27. TechServe Alliance Content Resources
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• Ready to go content
 Quarterly client newsletter
 Quarterly consultant newsletter
 IT Employment Index
• Content to harvest & shape
 IT services white papers
 IT industry news and updates

28. Consider a Guest Blogger
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• GUEST Content Providers
 Offer outside perspective and
knowledge
 Increase your credibility with third-
party presence
 Can quid pro quo: Opportunity to
share/blog on partner site and
increase visibility
ClearEdge blogs
for a partner
A Partner blogs for
ClearEdge

29. TIP #3: DETERMINE FREQUENCY

30. How often is your business posting new, valuable content to its
social media sites?
A. Monthly
B. Weekly
C. Daily
B. Multiple times per day
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31. Good, Useful Content Posted Regularly Is a MUST
• How often the world’s leading consumer brands post on Facebook:
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Source: Socialbakers.com

32. What’s the Right Frequency for IT Services Firms?
• Frequency should focus on QUALITY and on the CUSTOMER
 How many strong content producers do you have (business leaders, talented company
bloggers, partners, etc.)
 How often can those producers deliver fresh content:
- Article
- Blog post
- Webinar
- News/PR link
- Job listings
- Event notice
 A business with 3-4 content producers should be able to update social media at least weekly,
which is the minimum
 ClearEdge recommends a minimum of twice monthly content updates for IT services
businesses
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33. Case Study: Palo Alto Staffing Technology
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“I’m a firm believer in the
importance of generating
content that is relevant to the
issues that our candidates and
clients are facing. If the
content is optimized for SEO
and pushed out through the
appropriate channels –
including LinkedIn, Facebook
and Twitter, then we are sure
to hit our important target
audiences with valuable
information and create a
reputation as a thought leader
and go-to resource for staffing
services.”
- David Chie, President, Palo
Alto Staffing Technology

34. TIP #4: CREATE AN EDITORIAL CALENDAR

35. The Editorial Calendar
• What should an EDITORIAL
CALENDAR include?
 Who is developing what content
 When it’s submitted
 Who reviews and approves it
 Publication dates
 Where it will be published (website,
social communities, YouTube,
Slideshare, etc.)
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36. TIP #5: USE YOUR WEBSITE TO SHARE SOCIAL CONTENT

37. Tips for Integrating Social Media with Your Website
• PROMINENTLY feature social media
buttons
• Showcase social media forums where
your business is active
 Twitter feeds
 Facebook posts
• Use SHARE BUTTONS
 Make it easy for your visitors to share
content with others
• Analyze performance
 Use analytical tools (like Google Analytics)
to identify where social media is working
and where it’s not
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38. TIP #6: USE KEYWORDS

39. Use Keywords
• Identify phrases that DRIVE TRAFFIC to your site
 Google Analytics
 Social Mention
 Twitter list
• Provide the lists to content producers for inclusion in content when possible
• Include RELEVANT KEYWORDS and search phrases in content wherever
possible
 Social content now effects real-time search results (Google, Bing, etc.)
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40. TIP #7: VARY YOUR CONTENT

41. Vary Your Content
• GO BEYOND blog entries
 Video
 Pictures
 Webinars
 Hosted chats
 News
 Job listings
 Events
 Games
• BRAINSTORM: Use your resources
 Bring content producers and staff together to brainstorm ideas for
diversifying social content
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42. TIP #8: USE THIRD-PARTY CONTENT STRATEGICALLY

43. Use Third-Party Content Strategically
• Identify WORTHWHILE third-party content
 Partners
 Industry associations (TechServe Alliance!)
 Industry publications
 Industry news
• When leveraging third-party content ADD YOUR INSIGHTS
 Provide context and perspective on the content you are sharing to demonstrate thoughtful,
consultative content sharing
• Link outside SPARINGLY
 Too many external links can hurt SEO rankings
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44. TIP #9: LEVERAGE WHAT YOU HAVE

45. Use Existing Content Strategically
• You Already HAVE Content
 Case studies
 Client testimonials
 Surveys
 Events
 TechServe Alliance newsletters, industry updates, etc.
• Inventory & REPURPOSE Content
 Dive into content already housed within your business and find out how
it can be repurposed as social media content
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46. TIP #10: GET YOUR WHOLE TEAM ONBOARD

47. Use Your Entire Team to Promote & Share
• COMPANYWIDE Promotion
 Once you have great content, get
your whole team to promote it:
- Email signature links to tweets,
posts, etc.
- Social media posts of new
content
 Create pre-written posts and
tweets for staff to easily update
their own professional networking
sites with company news and ideas
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48. 48
It’sYour Turn…
Questions? Comments?

49. Need Help? Contact Us Any Time!
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Michelle Krier, VP Marketing
and Digital Services
Tel: 414.617.3103
Email: mkrier@clearedgemarketing.com
Twitter: @michellekrier
LinkedIn: www.linkedin.com/in/michellekrier
Company Twitter: @clearedgemktg
www.clearedgemarketing.com