Creating Awesome Content For
Social Campaigns
April 16th, 2014
#socialcontent

PRESENTORS
Holly Hamann
Co-founder and CMO
TapInfluence
@HollyHamann
Amanda Sibley
Amanda Sibley
Co-marketing Manager, HubSpot
@AmandaSibley
#socialcontent

WHAT WE’LL COVER
GETTING SOCIAL-READY SETTING GOALS IDENTIFYING SOCIAL
INFLUENCERS
MEASURE THE RIGHT WAYMAKING THE MOST OF YOUR
CONTENT
#socialcontent

80%
OF PEOPLE CHECK THEIR PHONE
WITHIN 15 MINUTES OF WAKING UP
SOURE: IDC RESEARCH

110X
A DAY
THEY WILL CHECK THEIR PHONE
AN AVERAGE OF
SOURE: IDC RESEARCH

#socialcontent

THERE IS A CONSTANT FEED
OF SOCIAL CONTENT

AND BRANDS NEED HELP TO
STAND OUT

REACH THEM VIA A TRUSTED
SOURCE AND ADD VALUE TO
THEIR LIVES

DISRUPT THEM
BY TRYING TO
SELL THEM
SOMTHING

#socialcontent

SOCIAL CONTENT DOES JUST THAT
VISUAL VISCERAL
VALUABL
E
VIRAL
It’s creative and
catches the consumer’s
attention
It evokes emotion and
creates a connection
with the consumer and
ultimately affinity for
your brand
It tells your brand story
with personal context to
add value to the target
customer’s life
It gets distributed more
naturally from person to
person via all social
channels
#socialcontent

GET SOCIAL-READY: WHERE
IS YOUR AUDIENCE AND
WHAT DO THEY NEED?

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 1)
#1 Platform to Kill Time
=
PINTEREST
Pinterest is the #1
platform for killing
time.
#socialcontent

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 2)
#1 Platform to Kill Time
=
PINTEREST
Blogs are the #1
platform for product
recommendations

WHAT TYPE OF CONTENT DO CONSUMERS WANT FROM SOCIAL
PLATFORMS? (part 3)
#1 Platform to Kill Time
=
PINTEREST
Twitter is the #1
platform for
complaining.

What Does All This Mean?

ALWAYS AB TEST
WHAT TO TEST ON SOCIAL:
• Timing
• Networks
• Images
• Copy
#socialcontent

SETTING GOALS

Goals are a Must!

Add value to your
audience.
• Determine your audience’s
needs
• Help them solve pain
points and problems.
• Give them the tools to do
their jobs better
Use metrics that will
help your business.
• Reach and branding
• Leads for sales team
• Likes/Follows to increase long
term lead generation
• Revenue and customers

YOU NEED CONTENT TO ADD VALUE

CREATING THE RIGHT
CONTENT

FIND CONTENT CREATORS
Internal Curate Collaborate

WHAT DO
THEY HAVE
THAT BRANDS
DON’T?
1. Trust
2. Very targeted audience
3. Authentic consumer experience
4. Bigger reach than brands
5. Better, faster, cheaper
6. Shareable

WHAT DO INFLUENCERS CARE ABOUT WHEN WORKING WITH A
BRAND?
Product fit is #1
consideration

WHAT TO LOOK FOR IN
AN INFLUENCERLOOK AT CONTENT
RELEVANCE
POST FREQUENCY
AUDIENCE DATA
CONTENT QUALITY
AUDIENCE
ENGAGEMENT
LOOK FOR
PROFESSIONALISM
BUILD A RELATIONSHIP
BE RESPONSIVE
BE CLEAR ABOUT
EXPECTATIONS
COMPENSATE THEM
1
2
3
4
5
6
7
8
9
10
#socialcontent

Let them tell authentic stories
Think of them as partners
Showcase content on various of
Facebook, Pinterest, Twitter,
YouTube
Give proper influencer attribution
Provide clarity on what actions you
want the audience to take
Be “always on”
Increase value (and exposure) of
content by using in ebooks, blog
posts, webinars, email marketing,
advertising, case studies
Compensation
THE KEYS
TO WORKING WITH
INFLUENCERS

4. GET THE MOST OUT OF
YOUR CONTENT

GET THE
RIGHT
CONTENT
IN FRONT
OF THE
RIGHT
PEOPLE

HAVE A PLAN
PurposePersona PeriodPromotion

ENCOURAGE SHARING

DON’T BE AFRAID OF LINKS
Links
Clicks
Views
Leads
Customers

KEEP MOBILE IN MIND

OPTIMIZE CONTENT AND IMAGES FOR PLATFORM

OPTIMIZE CONTENT AND IMAGES FOR PLATFORM

5. THE RIGHT WAY TO
MEASURE

GO BEYOND THE
LIKE

TRACK YOUR SUCCESS

TRACK HOLISTICALLY

Don’t add to
the
noise, add

QUESTIONS?
@HollyHamann
@AmandaSibley
#socialcontent