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SOCIAL
                                      Inside
                                                            MEDIA
                                        the                  MIND

                                 @heidimiller
                              www.heidi-miller.com                                              summary

                WHAT      CONTENT     BORING       WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth   content strategy     marketing   we care about




Thursday, April 4, 13
SOCIAL
                                      Inside
                                                          MEDIA
                                        the                MIND

                                 @heidimiller
                              www.heidi-miller.com                                              summary

                WHAT      CONTENT     BORING       WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth   content strategy     marketing   we care about




Thursday, April 4, 13
@heidimiller
                    WHATit is.




                                                                                                summary

                WHAT      CONTENT     BORING       WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth   content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATit is.
                                                       MARKETING
                        Integrated to marketing/PR, not a separate
                        initiative.




                                                                                                                      summary

                WHAT                 CONTENT             BORING          WHY            OPEN SOURCE     WHAT
    is social marketing                marketing           truth     content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATit is.
                                                       MARKETING
                        Integrated to marketing/PR, not a separate
                        initiative.


                                                             SOCIAL
                        Markets are conversations. People trust
                        employees and passionate activists more than
                        business leaders or spokespeople.




                                                                                                                        summary

                WHAT                 CONTENT             BORING            WHY            OPEN SOURCE     WHAT
    is social marketing                marketing           truth       content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATit is.
                                                       MARKETING
                        Integrated to marketing/PR, not a separate
                        initiative.


                                                             SOCIAL
                        Markets are conversations. People trust
                        employees and passionate activists more than
                        business leaders or spokespeople.




                                                                                                                        summary

                WHAT                 CONTENT             BORING            WHY            OPEN SOURCE     WHAT
    is social marketing                marketing           truth       content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATit is.
                                                       MARKETING
                        Integrated to marketing/PR, not a separate
                        initiative.


                                                             SOCIAL
                        Markets are conversations. People trust
                        employees and passionate activists more than
                        business leaders or spokespeople.




                                                                                                                        summary

                WHAT                 CONTENT             BORING            WHY            OPEN SOURCE     WHAT
    is social marketing                marketing           truth       content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATit is.
                                                       MARKETING
                        Integrated to marketing/PR, not a separate
                        initiative.


                                                             SOCIAL
                        Markets are conversations. People trust
                        employees and passionate activists more than
                        business leaders or spokespeople.




                                                                                                                        summary

                WHAT                 CONTENT             BORING            WHY            OPEN SOURCE     WHAT
    is social marketing                marketing           truth       content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATit is.
                                                       MARKETING
                        Integrated to marketing/PR, not a separate
                        initiative.


                                                             SOCIAL
                        Markets are conversations. People trust
                        employees and passionate activists more than
                        business leaders or spokespeople.

                                                      MEASURABLE
                        Since social media happens online, it can and
                        should be measured against marketing goals.

                                                                                                                         summary

                WHAT                 CONTENT             BORING             WHY            OPEN SOURCE     WHAT
    is social marketing                marketing           truth        content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATit isn’t.




                                                                                                summary

                WHAT      CONTENT     BORING       WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth   content strategy     marketing   we care about




Thursday, April 4, 13
@heidimiller
                    WHATit isn’t.
                    SOCIAL MEDIA MARKETING




                                 one-way




                        Announcements and
                        commands don’t get as far as
                        questions, polls and
                        groundwork for user
                        generated content.
                                                                                                                 summary

                WHAT                CONTENT            BORING       WHY            OPEN SOURCE     WHAT
    is social marketing              marketing          truth   content strategy     marketing   we care about




Thursday, April 4, 13
@heidimiller
                    WHATit isn’t.
                    SOCIAL MEDIA MARKETING




                                 one-way                              just for youth




                        Announcements and                       People of all ages participate
                        commands don’t get as far as            in social media. Never assume
                        questions, polls and                    that only Gens Y and Z are
                        groundwork for user                     participating. Remember that
                        generated content.                      your mom is on Facebook.
                                                                                                                         summary

                WHAT                CONTENT            BORING               WHY            OPEN SOURCE     WHAT
    is social marketing              marketing          truth           content strategy     marketing   we care about




Thursday, April 4, 13
@heidimiller
                    WHATit isn’t.
                    SOCIAL MEDIA MARKETING




                                 one-way                              just for youth                                  free




                        Announcements and                       People of all ages participate           Like any other business skill,
                        commands don’t get as far as            in social media. Never assume            it’s not expensive to do but
                        questions, polls and                    that only Gens Y and Z are               requires expertise. And
                        groundwork for user                     participating. Remember that             strategy, dedication and
                        generated content.                      your mom is on Facebook.                 consistency.
                                                                                                                              summary

                WHAT                CONTENT            BORING               WHY            OPEN SOURCE           WHAT
    is social marketing              marketing          truth           content strategy     marketing         we care about




Thursday, April 4, 13
@heidimiller
                                               CONTENTMARKTING.




                                                                                                 summary

                WHAT      CONTENT     BORING        WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth    content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                                                        CONTENTMARKTING.
                                                                                                          WHAT IS IT?
                                            media
                                            photos
                                            videos
                        CREATION             audio
                                           podcasts
                                         infographics




                                                                                                           summary

                WHAT         CONTENT         BORING          WHY            OPEN SOURCE     WHAT
    is social marketing      marketing         truth     content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                                                        CONTENTMARKTING.
                                                                                                          WHAT IS IT?
                                            media
                                            photos
                                            videos
                        CREATION             audio
                                           podcasts
                                         infographics



                                  +       publishing
                                           content
                                          blog posts
                        SHARING          white papers
                                         case studies
                                            Tweets                                                         summary
                                            ebooks
                WHAT         CONTENT         BORING          WHY            OPEN SOURCE     WHAT
    is social marketing      marketing         truth     content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                                                     CONTENTMARKTING.
                                                                              WHAT IS IT?
                                         media
                                         photos
                                         videos
                        CREATION          audio
                                        podcasts
                                      infographics



                                  +                  =
                                                                  • Michelin guides in 1900
                                                          ACQUIRE• 1904 Jell-O cookbook


                                       publishing
                                                         CUSTOMERS
                                                                 • 2013 free white papers
                                                                        and webinars
                                        content
                                       blog posts
                        SHARING       white papers
                                      case studies
                                         Tweets
                                         ebooks




Thursday, April 4, 13
@heidimiller
                    HOWit works.


                        EXPERT                     INFO LOCUS                    GOOGLE JUICE                OPPORTUNITY
                        Producing a plethora of    Providing consistent,         Providing frequent,         Tracking the
                        valuable content           relevant content              relevant new content with   conversation can
                        positions the person/      positions the person/         targeted keywords can       provide opportunities
                        brand as an expert.        brand as THE place to go.     improve Google ranking.     for development.

                                                                                                                             summary

                WHAT                  CONTENT          BORING              WHY            OPEN SOURCE          WHAT
    is social marketing                marketing         truth         content strategy      marketing       we care about



Thursday, April 4, 13
@heidimiller
                    HOWit works.
                    SOCIAL MEDIA MARKETING




                        EXPERT                     INFO LOCUS                    GOOGLE JUICE                OPPORTUNITY
                        Producing a plethora of    Providing consistent,         Providing frequent,         Tracking the
                        valuable content           relevant content              relevant new content with   conversation can
                        positions the person/      positions the person/         targeted keywords can       provide opportunities
                        brand as an expert.        brand as THE place to go.     improve Google ranking.     for development.

                                                                                                                             summary

                WHAT                  CONTENT          BORING              WHY            OPEN SOURCE          WHAT
    is social marketing                marketing         truth         content strategy      marketing       we care about



Thursday, April 4, 13
@heidimiller
                    HOWit works.
                    SOCIAL MEDIA MARKETING




                        EXPERT                    INFO LOCUS                  GOOGLE JUICE                OPPORTUNITY
                        Producing a plethora of   Providing consistent,       Providing frequent,         Tracking the
                        valuable content          relevant content            relevant new content with   conversation can
                        positions the person/     positions the person/       targeted keywords can       provide opportunities
                        brand as an expert.       brand as THE place to go.   improve Google ranking.     for development.




Thursday, April 4, 13
@heidimiller




                BORING TRUTH
                All social media “experts” do is to define their goals, develop content that matches those
                goals and measure success against them

Thursday, April 4, 13
@heidimiller
                    PROCESS.




                                                                                                summary

                WHAT      CONTENT     BORING       WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth   content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    PROCESS.
                    for content marketing




                                                                                                       summary

                WHAT            CONTENT      BORING       WHY            OPEN SOURCE     WHAT
    is social marketing          marketing    truth   content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    PROCESS.
                    for content marketing




                                   CRAFT
                                  mission
                                 statement




                                                                                                       summary

                WHAT            CONTENT      BORING       WHY            OPEN SOURCE     WHAT
    is social marketing          marketing    truth   content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    PROCESS.
                    for content marketing




                                               +
                                   CRAFT
                                  mission             SET goals
                                 statement




                                                                                                        summary

                WHAT            CONTENT      BORING        WHY            OPEN SOURCE     WHAT
    is social marketing          marketing    truth    content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    PROCESS.
                    for content marketing




                                               +                          +
                                   CRAFT                                            ENGAGE
                                  mission             SET goals                    your idols
                                 statement




                                                                                                        summary

                WHAT            CONTENT      BORING        WHY            OPEN SOURCE     WHAT
    is social marketing          marketing    truth    content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    PROCESS.
                    for content marketing




                                             +               +
                                   CRAFT                          ENGAGE
                                  mission        SET goals       your idols
                                 statement




                                                  DEFINE
                                                 CONTENT


Thursday, April 4, 13
FACEBOOK WALL                                                               @heidimiller




                                                                      YER DOIN IT WRONG
                WHY CONTENT MARKETING STRATEGY IS IMPORTANT
                Can you think of examples of people doin’ it wrong?


Thursday, April 4, 13
@heidimiller
                    WHYcontent strategy.


                        YELLING                    SELFISH DOUCHE                  SELLING
                        Yelling into the echo      Acting like a selfish jerk       Direct selling without
                        chamber doesn’t work.      who only wants to talk          establishing credibility,
                                                   but not listen doesn’t          familiarity and engagement
                                                   work.                           doesn’t work.

                                                                                                                        summary

                WHAT         CONTENT            BORING              WHY            OPEN SOURCE             WHAT
    is social marketing       marketing          truth          content strategy       marketing        we care about



Thursday, April 4, 13
@heidimiller
                    WHYcontent strategy.


                        YELLING                 SELFISH DOUCHE              SELLING
                        Yelling into the echo   Acting like a selfish jerk   Direct selling without
                        chamber doesn’t work.   who only wants to talk      establishing credibility,
                                                but not listen doesn’t      familiarity and engagement
                                                work.                       doesn’t work.




Thursday, April 4, 13
@heidimiller
                    HOWcontent marketing.




                                                                                                summary

                WHAT      CONTENT     BORING       WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth   content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    HOWcontent marketing.
                    Open source marketing




                                    poll




                        Blogger Aggie Sez used social
                        media to survey her audience
                        and crowdsourced a blog post
                        based on over 200 responses.

                                                                                                                  summary

                WHAT                CONTENT             BORING       WHY            OPEN SOURCE     WHAT
    is social marketing              marketing           truth   content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    HOWcontent marketing.
                    Open source marketing




                                                                           market
                                    poll                                  research




                        Blogger Aggie Sez used social            Use a Facebook poll to
                        media to survey her audience             determine: what kind of
                        and crowdsourced a blog post             podcast content, what prizes
                        based on over 200 responses.             to print, what the demand was
                                                                 for.
                                                                                                                          summary

                WHAT                CONTENT             BORING               WHY            OPEN SOURCE     WHAT
    is social marketing              marketing           truth           content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    HOWcontent marketing.
                    Open source marketing




                                                                           market
                                    poll                                                                           promote
                                                                          research




                        Blogger Aggie Sez used social            Use a Facebook poll to                   Knight News Challenge in
                        media to survey her audience             determine: what kind of                  2009 used social media to
                        and crowdsourced a blog post             podcast content, what prizes             attract and engage OS
                        based on over 200 responses.             to print, what the demand was            developers interested in
                                                                 for.                                     innovating digital news.
                                                                                                                               summary

                WHAT                CONTENT             BORING               WHY            OPEN SOURCE           WHAT
    is social marketing              marketing           truth           content strategy     marketing        we care about



Thursday, April 4, 13
@heidimiller
                    HOWcontent marketing.
                    Open source marketing




                                                                  market
                                    poll                                                         promote
                                                                 research




                        Blogger Aggie Sez used social   Use a Facebook poll to          Knight News Challenge in
                        media to survey her audience    determine: what kind of         2009 used social media to
                        and crowdsourced a blog post    podcast content, what prizes    attract and engage OS
                        based on over 200 responses.    to print, what the demand was   developers interested in
                                                        for.                            innovating digital news.




Thursday, April 4, 13
@heidimiller
                    WHATwe care about.




                                                                                                summary

                WHAT      CONTENT     BORING       WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth   content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATwe care about.
                                                  RELEVANT content
                        What is relevant to our audience? What moves
                        them to engage and participate.




                                                                                                                        summary

                WHAT                 CONTENT            BORING             WHY            OPEN SOURCE     WHAT
    is social marketing               marketing           truth        content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATwe care about.
                                                  RELEVANT content
                        What is relevant to our audience? What moves
                        them to engage and participate.


                                                      ENGAGEMENT
                        Engagement can be measure through CTRs,
                        comments, Likes, RTs, mentions, etc.




                                                                                                                        summary

                WHAT                 CONTENT            BORING             WHY            OPEN SOURCE     WHAT
    is social marketing               marketing           truth        content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATwe care about.
                                                  RELEVANT content
                        What is relevant to our audience? What moves
                        them to engage and participate.


                                                      ENGAGEMENT
                        Engagement can be measure through CTRs,
                        comments, Likes, RTs, mentions, etc.


                                             MEASURING SUCCESS
                        Content marketers measure success against
                        marketing goals.


                                                                                                                        summary

                WHAT                 CONTENT            BORING             WHY            OPEN SOURCE     WHAT
    is social marketing               marketing           truth        content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller
                    WHATwe care about.
                                               RELEVANT content
                        What is relevant to our audience? What moves
                        them to engage and participate.


                                                     ENGAGEMENT
                        Engagement can be measure through CTRs,
                        comments, Likes, RTs, mentions, etc.


                                             MEASURING SUCCESS
                        Content marketers measure success against
                        marketing goals.


                                                             CLIENT
                        We care about keeping the client happy.




Thursday, April 4, 13
@heidimiller
                                                                  www.heidi-miller.com
                    QUESTIONme.




                                                                                                summary

                WHAT      CONTENT     BORING       WHY            OPEN SOURCE     WHAT
    is social marketing   marketing    truth   content strategy     marketing   we care about



Thursday, April 4, 13
@heidimiller




                        Q&A
                                  www.heidi-miller.com
                    QUESTIONme.




Thursday, April 4, 13

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Inside the social media mind

  • 1. SOCIAL Inside MEDIA the MIND @heidimiller www.heidi-miller.com summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 2. SOCIAL Inside MEDIA the MIND @heidimiller www.heidi-miller.com summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 3. @heidimiller WHATit is. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 4. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 5. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 6. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 7. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 8. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 9. @heidimiller WHATit is. MARKETING Integrated to marketing/PR, not a separate initiative. SOCIAL Markets are conversations. People trust employees and passionate activists more than business leaders or spokespeople. MEASURABLE Since social media happens online, it can and should be measured against marketing goals. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 10. @heidimiller WHATit isn’t. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 11. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way Announcements and commands don’t get as far as questions, polls and groundwork for user generated content. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 12. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way just for youth Announcements and People of all ages participate commands don’t get as far as in social media. Never assume questions, polls and that only Gens Y and Z are groundwork for user participating. Remember that generated content. your mom is on Facebook. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 13. @heidimiller WHATit isn’t. SOCIAL MEDIA MARKETING one-way just for youth free Announcements and People of all ages participate Like any other business skill, commands don’t get as far as in social media. Never assume it’s not expensive to do but questions, polls and that only Gens Y and Z are requires expertise. And groundwork for user participating. Remember that strategy, dedication and generated content. your mom is on Facebook. consistency. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 14. @heidimiller CONTENTMARKTING. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 15. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 16. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics + publishing content blog posts SHARING white papers case studies Tweets summary ebooks WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 17. @heidimiller CONTENTMARKTING. WHAT IS IT? media photos videos CREATION audio podcasts infographics + = • Michelin guides in 1900 ACQUIRE• 1904 Jell-O cookbook publishing CUSTOMERS • 2013 free white papers and webinars content blog posts SHARING white papers case studies Tweets ebooks Thursday, April 4, 13
  • 18. @heidimiller HOWit works. EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 19. @heidimiller HOWit works. SOCIAL MEDIA MARKETING EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 20. @heidimiller HOWit works. SOCIAL MEDIA MARKETING EXPERT INFO LOCUS GOOGLE JUICE OPPORTUNITY Producing a plethora of Providing consistent, Providing frequent, Tracking the valuable content relevant content relevant new content with conversation can positions the person/ positions the person/ targeted keywords can provide opportunities brand as an expert. brand as THE place to go. improve Google ranking. for development. Thursday, April 4, 13
  • 21. @heidimiller BORING TRUTH All social media “experts” do is to define their goals, develop content that matches those goals and measure success against them Thursday, April 4, 13
  • 22. @heidimiller PROCESS. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 23. @heidimiller PROCESS. for content marketing summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 24. @heidimiller PROCESS. for content marketing CRAFT mission statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 25. @heidimiller PROCESS. for content marketing + CRAFT mission SET goals statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 26. @heidimiller PROCESS. for content marketing + + CRAFT ENGAGE mission SET goals your idols statement summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 27. @heidimiller PROCESS. for content marketing + + CRAFT ENGAGE mission SET goals your idols statement DEFINE CONTENT Thursday, April 4, 13
  • 28. FACEBOOK WALL @heidimiller YER DOIN IT WRONG WHY CONTENT MARKETING STRATEGY IS IMPORTANT Can you think of examples of people doin’ it wrong? Thursday, April 4, 13
  • 29. @heidimiller WHYcontent strategy. YELLING SELFISH DOUCHE SELLING Yelling into the echo Acting like a selfish jerk Direct selling without chamber doesn’t work. who only wants to talk establishing credibility, but not listen doesn’t familiarity and engagement work. doesn’t work. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 30. @heidimiller WHYcontent strategy. YELLING SELFISH DOUCHE SELLING Yelling into the echo Acting like a selfish jerk Direct selling without chamber doesn’t work. who only wants to talk establishing credibility, but not listen doesn’t familiarity and engagement work. doesn’t work. Thursday, April 4, 13
  • 31. @heidimiller HOWcontent marketing. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 32. @heidimiller HOWcontent marketing. Open source marketing poll Blogger Aggie Sez used social media to survey her audience and crowdsourced a blog post based on over 200 responses. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 33. @heidimiller HOWcontent marketing. Open source marketing market poll research Blogger Aggie Sez used social Use a Facebook poll to media to survey her audience determine: what kind of and crowdsourced a blog post podcast content, what prizes based on over 200 responses. to print, what the demand was for. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 34. @heidimiller HOWcontent marketing. Open source marketing market poll promote research Blogger Aggie Sez used social Use a Facebook poll to Knight News Challenge in media to survey her audience determine: what kind of 2009 used social media to and crowdsourced a blog post podcast content, what prizes attract and engage OS based on over 200 responses. to print, what the demand was developers interested in for. innovating digital news. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 35. @heidimiller HOWcontent marketing. Open source marketing market poll promote research Blogger Aggie Sez used social Use a Facebook poll to Knight News Challenge in media to survey her audience determine: what kind of 2009 used social media to and crowdsourced a blog post podcast content, what prizes attract and engage OS based on over 200 responses. to print, what the demand was developers interested in for. innovating digital news. Thursday, April 4, 13
  • 36. @heidimiller WHATwe care about. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 37. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 38. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 39. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. MEASURING SUCCESS Content marketers measure success against marketing goals. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 40. @heidimiller WHATwe care about. RELEVANT content What is relevant to our audience? What moves them to engage and participate. ENGAGEMENT Engagement can be measure through CTRs, comments, Likes, RTs, mentions, etc. MEASURING SUCCESS Content marketers measure success against marketing goals. CLIENT We care about keeping the client happy. Thursday, April 4, 13
  • 41. @heidimiller www.heidi-miller.com QUESTIONme. summary WHAT CONTENT BORING WHY OPEN SOURCE WHAT is social marketing marketing truth content strategy marketing we care about Thursday, April 4, 13
  • 42. @heidimiller Q&A www.heidi-miller.com QUESTIONme. Thursday, April 4, 13