Social media has transformed the face of business by engaging customers. This session will explore social media and how to use it for your business. Developing a voice for your brand through social media helps engage customers online. It creates a unique opportunity for customers to interface and communicate with businesses directly, resulting in a strong community of fans and sustaining brand loyalty. Possessing an understanding of how to craft a social media strategy using Twitter, Facebook, YouTube, and others is crucial to increasing visibility and knowing what your customers want. This session will demonstrate how brands are leveraging these networks to maintain and grow their businesses.

1. NAVIGATING THE BIZ
OF SOCIAL MEDIA
#SAGESOCIAL!

2. MIKE DUNCAN
CEO / CREATIVE DIRECTOR
MDUNCAN@SAGEISLAND.COM!

6. DEVELOPING YOUR
CONTENT STRATEGY

7. CONTENT
ISN’T KING.
YOUR CONTENT
PLAN IS.!

8. SO,WHAT EXACTLY IS
CONTENT MARKETING?!

9. Our definition:
Content marketing is the creating
and sharing of published content with the intent of
acquiring customers—not through selling or
promotions, but by delivering consistent, relevant,
valuable, informative, inspirational, or entertaining
content for the purposes of building trust,
awareness, understanding,
and positive sentiment.

10. WHAT DOES
IT LOOK LIKE?

11. DEEP CONTENT

12. WEBISODES!

13. LONG-FORM VIDEO!

14. SOCIAL VIDEO!

15. APPS!

16. BLOGS!

17. MAGAZINES!

18. E-ZINES!

21. THEY’RE MAKING
CONNECTIONS.
NOT TRYING TO MAKE
A SALE.

22. 10 STEPS TO
CREATING
AN EFFECTIVE
CONTENT STRATEGY

23. STEP 1:
DETERMINE
YOUR OBJECTIVES.!

24. » Understand your organizational priorities
» Set S.M.A.R.T. marketing objectives (Specific,
Measurable, Achievable, Relevant, and Time-bound)
» Start thinking about measuring success
» Consumption metrics — views, downloads, time on page
» Share metrics — tweets, likes, shares, Diggs, etc.
» Lead generation metrics — click-throughs to your site,
newsletter sign ups, catalog requests, etc.
» Sales metrics — e-com funnel, brick & mortal sales

26. STEP 2:
IDENTIFY YOUR
AUDIENCE PERSONAS.!

27. » Go deeper than your traditional target audiences
» Look at buying behavior, social and technological
tendencies, leisure habits, needs and desires
» Focus on their content “watering holes”
» Use customer surveys or other basic demographic
and psychographic research
» Use your search data from site analytics tools to
identify themes
» Use your social media monitoring metrics!

28. WHO’S YOUR
CUSTOMER?

29. WAREHOUSE
SKATEBOARDS.COM

33. Joe
Customer
CUSTOMER PERSONA:!

36. STEP 3:
CONSIDERYOUR
AUDIENCES AND THEIR
STAGE IN THE BUYING CYCLE.!

37. » Develop key messages based on audience at the
different stages of the “consumer decision
journey” (sales funnel)!

38. CUSTOMER DECISION JOURNEY

39. STEP 4:
DEVELOP
THE STORIES.!

40. » Goal: create content that will be shared
» Gather a team with different perspectives on the
consumer and product (athletes, product, brand,
sales)
» Include your storytellers (agency, writer, videographer)
» Brainstorm the resonant stories
» Develop the storylines!

42. STEP 5:
NAIL DOWNYOUR
CHANNELS.!

43. Cross-reference story ideas against these channels:
» Owned: collateral, websites, social channels, etc.
» Earned: Brand-related conversations & user generated
content
» Shared: Open platforms or communities where
customers co-create and collaborate with brands
» Promoted: In-stream or social paid promotions
» Paid: advertising channels both off and online
- PPC, social ads but also content distribution
networks such as Outbrain!

45. » Set performance objectives/metrics for every channel
» Consumption metrics — views, downloads, time on
page
» Share metrics — tweets, likes, shares, Diggs, etc.
» Lead generation metrics — click-throughs to your site,
newsletter sign ups, catalog requests, etc.
» Sales metrics — e-com funnel or brick & mortar sales!

47. STEP 6:
CONFIRMYOUR RESOURCES
AND WORKFLOW.

48. » Don’t rush to start developing content yet
» The best laid plans are derailed by not having the
people or systems in place!

49. » Edit and direct all content production
» Ensure brand adherence and creative integrity
» Optimize for search
» Manage the distribution
» Measure its success and trigger necessary changes!
Identifying who will be creating your content is a good
start, but you should also think about who will:!

50. ARE WE EVER
GOING TO CREATE
ANYTHING?!

51. STEP 7:
CREATE.!

52. » This is the part you’ve been waiting
for, so knock yourself out!!

54. STEP 8:
OPTIMIZE FOR
SEARCH ENGINES.!

55. » Do your keyword research and use the relevant
search terms your business dominates
» Don’t forget keywords that are relevant to your brand
» Include those keywords in your content’s title tags
and meta descriptions
» Seriously consider engaging an SEO professional!
Optimizing content means giving search engines
required, essential data to determine what your
content and brand is all about:!

56. STEP 9:
DISTRIBUTE
YOUR CONTENT.!

57. » Create a distribution chart by channel, week, etc.
» Detail your owned, earned, paid, and partnered
channels and the appropriate timing for each
» Work your industry contacts for channel
opportunities and interesting partnerships that will
let your content shine!

58. SOCIAL MEDIA LANDSCAPE!

60. STEP 10:
LISTEN,RESPOND,
MONITOR,MEASURE,REACT.!

61. » Be ready to engage immediately
» Amp up and loop in your customer service,
quality assurance, and social media people
» Monitor channels and performance against
benchmarks
» Make small changes to content as necessary
» Be ready if big changes are needed!

63. 1.
2.
3.
4.
5.
6.
7.
8.
9.
10.!
Determine objectives
Identify personas
Develop key messages
Develop stories
Nail down channels
Confirm resources and workflows
Create content
Optimize for search engines
Distribute content
Listen, respond, monitor, measure, react!

64. MIKE DUNCAN
CEO / CREATIVE DIRECTOR
MDUNCAN@SAGEISLAND.COM!