This document provides an overview of content marketing and social media best practices. It discusses the three steps of the content marketing process: content creation, audience, and distribution. It then gives tips for each social media platform, such as posting regularly but varying formats on Facebook, and participating in conversations rather than just sharing links on Twitter. The document emphasizes building communities organically over time, being consistent and original, and focusing on goals rather than just growth in followers/likes. It also warns about potential pitfalls like privacy issues and changing platforms or strategies too frequently.

1. Nicole Jensen for The Edge, 19th
April 2013

2. Me
 Social media
consultant
 75% volunteer +
consultant work
 Reputation management
 Events + SME marketing
 Community growth

3. You
 Goals for today
 Existing knowledge
 Existing profiles
 Preferred social networks
 Thoughts

6. The Content Marketing Process
1. Content creation
2. Audience
3. Distribution
1. Importance and Possibilities

7. Content Marketing
1. Content creation – what info will appeal?
 Customers
 Potential Customers
1. Audience
2. Distribution
1. Importance and Possibilities

8. Content Marketing
1. Content creation
2. Audience – how can they get involved?
Dynamics
Habits
Tech use
1. Distribution
1. Importance and Possibilities

9. Content Marketing
1. Content creation
2. Audience
3. Distribution - how + where do people view my
content?
 Search
 Shared via networks
 Hardware
1. Importance and Possibilities

11. Some Basics
 Consistency is key
 Line between private + business
 Team vs employee profiles
 People > numbers
 Manual attention > automatic
1. Importance and Possibilities

12. Branding
 Thought leader or rogue?
 Introduce key contacts

13. Writing Copy
 Static + dynamic information
 Informative profile bio/blurb
 Study your audience
 ‘We vs. I’?
 Spell-check

14. Personalising Content
 Credibility + approachability
 Show, don’t say
 Interest mashup
 Do + Love
 Use strengths, connections
 Introduce key individuals
 Keep content fresh
doctorpuppet.tumblr.com

15. Personalising Content
 Tips (Margin Media):
1. Avoid industry jargon
2. Be yourself
3. Get in on conversation
4. Turn off the sales pitch
once in a while
5. Humour builds priceless
rapport – be tasteful
Pic: Anne Francis, Forbidden Planet, 1956

17. Choosing
 Objectives
 Resources
 Audience
 Platform
UI
Size
Culture
Longevity

18. Publishing Platforms
 Wordpress
 Blogger
 Tumblr
 Pinterest
 Slideshare
 Prezi
 Yelp
 YouTube
 Vimeo
 Ustream
 Podcasts
 Email marketing
 RSS

19. Social Networks
 Facebook
 Twitter
 Google+
 LinkedIn
 Myspace
 Reddit
 You
 Photos
 Events
 Status updates
 Audience
 Comment
 Like/favourite
 Repost
 Attend

20. The Worst Facebook Page Admin
 “Like/share if...” “Fill in the blank:...”
 Lacks variation
 Comments on irrelevant current events – badly!
 Snarky to complaints
 Blocks regularly

21. A Good Facebook Page Admin
 Don’t ask for value, give it!
 70-30
 Variety of formats
 Don’t profit from misfortune
 Respectfully address feedback

22. The Worst Twerp
 Poor follow/er ratio
 Ask for retweets or follows
 Use too many hashtags + apps
 Retweet about themselves
 Exist only for traffic

23. A Good Twerp
 Follows slowly
 Grows organically
 Participates in conversation
 Knows relevant hashtags
 Collates praise privately
 Doesn’t only link elsewhere
 Responds well to criticism

25. Mobile
 Instagram
 Snapchat
 Vine
 Foursquare
 Yelp

26. Aggregation and Monitoring

28. Publishing Schedules
Activity Frequency Days Completed
Blog Weekly Tuesday
Facebook Daily
Twitter 3x Daily
Google+ 2x Weekly
Email Monthly Tuesday
YouTube Monthly Wednesday
Podcast Monthly Thursday

29. Mobile
 Since 2010, Aussies using mobile internet (1x
p/day) has increased from 71% to 81%.
2011 = 45 minutes
April 2013 = 61 minutes
 57% expect sites to be tailored to mobile use
campaignbrief.com

30. Protecting IP
 Link to your previous posts
 Mention or Google Alerts
 Google Authorship
Rel=author attribute
 Contact any thieves

31. Trolls, Haters and Others
 Legal obligation?
Keep watch
Keep records
Remove
Inform community
 Have a clear policy
 Acknowledgment
 Resolution
 Don’t only tell them to
phone or email
Private message
Use like you would email

32. Avoiding Pitfalls
 Know your privacy settings
 Site’s terms of use
 Contingency plans
Inappropriate manners
Leaks, thieves
 Watch for negative results
FOMO, alienation
Change aversion

33. The secret? Effort.
 Plan around your GOALS
 Choose platform/s wisely
 Build organically
 Be original, consistent and honest
 Manual > automatic
 Stay on target
 Show, don’t just tell

36. Resources
 Web strategy planning template
By Bluewire Media and David Meerman Scott
Creative Commons License, Attribution 3.0
 Tweet @nicolejensen