Slides used in Workshop 3, 'Mastering Social Media Executive Programme' focusing on Content Marketing

1. ENERGISE2-0.COM
Mastering Social Media Workshop 3
Implementation:
Key Principles and Tools
Dr. Jim Hamill
Alan Stevenson
Vincent Hamill
www.energise2-0.com
Sept., 2012

2. Rethinking Marketing
Unlearn marketing
New ‘mindset’ required
Stop telling people how
good we are
A shift from Outbound Marketing to Inbound/Content
Based Marketing
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3. Inbound v. Outbound Marketing
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4. Old Marketing (Outbound)
• Propaganda marketing – this is how great our product/service
is, now buy it
• Interruption marketing –
direct mail, advertising
• One way shouting AT customers
• Short term sales/campaign driven
• Channels – Print Ads; TV/Radio Ads; Cold Calling; eMail Blasts;
Online Advertising; Web Sites that talk AT you
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5. Reality Check
• Declining effectiveness of traditional
approaches to sales and marketing –
does anyone listen any more?
• Power shift – we are no longer passive
recipients of sales messages
• Social Media – a revolution in online
customer behaviour and expectations
• Generation C
• Information overload and attention
deficit
• Need for new approaches/ new ‘mindsets’
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6. ENERGISE2-0.COM

7. Inbound Marketing
• Content is King! - But content is only ‘great’ if it adds value to
the customer so….
• Customer is King! Adopt a customer led approach
• Produce great content that is ‘Customer Led’; Authentic;
Compelling; Entertaining; Surprising; Valuable; Interesting
• Establish your company as a ‘thought leader’ – a ‘trusted
resource’
• Produce great content and your customers will come to you.
Produce really great content and they will share it
• Key channels are…………………..
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8. Inbound/Content Marketing
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9. Inbound/Content Marketing
• Overall objective is to ignite or elevate your business through
great content
• Sell without selling
• Build a quality online network – a quality customer base
through high value content and engagement
• Great content drives conversation. Conversation drives
engagement. Engagement drives sales
• Great, customer led, content is a Competitive Advantage
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10. The Elevation Principle
Great Content +
Other People –
Marketing
Messages =
Growth
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11. Great Content Ignites Your Business
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12. The Power of Words
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13. ENERGISE2-0.COM

14. The End of Business as Usual
‘Winners’ will be those organisations who fully utilise
the interactive power of Web 2.0 technology for
engaging with and energising customer and
network relationships
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15. Key Content Marketing Questions
• What are your Content Marketing goals?
• Who is your audience? Who are you?
• What is your ‘call to action’?
• What type of content do you need to produce?
• When and how are you going to produce it?
• Where will it be published?
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16. Make Music Not Noise
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17. ENERGISE2-0.COM

18. Tools
• Social Media Listening Tools
– Free to expensive: Topsy; Social Mention; Google Reader;
Hyperalerts
• Social Media Management Tools – Hootsuite; Tweetdeck;
SproutSocial; Bufferapp; Tweepi; Xobni; Rapportive
• Social Media Performance Measurement Tools
– Individual Channels
– Overall ‘Buzz’ (Social Media Listening Tools)
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19. Individual Channels
• Twitter – Twtrland; TwitterCounter; Tweetstats
• Facebook – Facebook Insights; SocialBakers;
SimplyMeasured (was export.ly); AllFacebookStats;
SocialDon
• Linkedin Stats
• Web Site - Google Analytics
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20. Overall ‘Buzz’
• Social Media Listening Tools
• Topsy
• Social Mention
• Kred
• Klout
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21. What road are we on?
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