How to optimize Social Media engagement with Content Marketing

CONTENT MARKETING FOR SOCIAL MEDIA
HOW TO OPTIMIZE SOCIAL MEDIA
ENGAGEMENT WITH CONTENT MARKETING
STEPHANE LAGRANGE | REVSQUARE | MAY 21st, 2013

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Marketing is no longer
about the stuff that you
make, but about
the stories you tell.
Seth Godin

INTRODUCTION
DOES HE DO CONTENT MARKETING?
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Did Commander Chris Hadfield do Content
Marketing?
No. While extremely popular on social media, he
doesn’t intentionally market or sell anything.
Did NASA do Content Marketing?
No. While benefiting from Commander Hadfield’s
fame, they don’t intentionally market or sell
anything.
So was there any Content Marketing at play?
Yes, the social media platforms used by
Commander Chris Hadfield did intentionally
benefit from the published content.

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Content Marketing is the science
of publishing content with the
intent of creating a transaction.

AGENDA
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SESSION AGENDA
1. Content is fuel for Social Media success
2. Define personas to understand your audience
3. Define your content strategy & topics
4. Organize it all with an editorial calendar
5. Define and measure performance

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1. CONTENT IS FUEL FOR SOCIAL
MEDIA SUCCESS

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Why Social Media Marketing?
MEDIA SUCCESS

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Build an audience to leverage
Word of Mouth
(stay top of mind, generate referrals)

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Be part of the conversation
(extend customer service & manage
your reputation)

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To distribute your branded content
(SEO, Viral Marketing, Lead
generation)

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BUT don't loose track about
why you're doing this.

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Make sure you define
measurable goals
MEDIA SUCCESS

A FEW STATS ON SOCIAL MEDIA GOALS
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MEDIA SUCCESS
http://www.emarketer.com/Article/Which-Social-Media-Marketing-Tactics-Work-Best/1009756

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MEDIA SUCCESS
 Content
A FEW STATS ON SOCIAL MEDIA TACTICS

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2. DEFINE PERSONAS TO
UNDERSTAND YOUR AUDIENCE

CONTENT IS KING
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MEDIA SUCCESS
Content drives:
• Engagement from Social Media
• Traffic from Search Engines (SEO)
• Direct marketing from Emails & Newsletters
• Promotional campaigns
• Events
• Sales

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MEDIA SUCCESS
Your content
Social Media
sites
Sales!
Leads
Clients share
experiences
Visitors
Visitors convert
into leads
Leads convert
into sales
You distribute
content
Visitors share
content
Testimonials

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• Identifying your audiences enables you to better
understand what are the key triggers for your target
audience.
• At a high level, there is a strong difference in decision
making whether your audience is B2C, B2B or both.
• There can be a bias on demography whether your
audience is mostly male or female, or both.
• And then, you need to account for your audience’s
decision making process in order to be there when
they need you.

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http://market-by-numbers.com/2010/06/customer-development-funnel-image-v-4/
THE BUYER PROCESS

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Search Engines,
Social Media
Exploration
Website, Blog Decision making
eCommerce
Purchase /
Transaction
Social Media
Sharing the
experience

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Tailor your content according to your audience's:
• Buyer group (B2B or B2C)
• Demographics (Male, Female, Income)
• Level of interest in you product (Need/Pain point vs
Nice to Have)
• Decision making process
• Platforms they interact the most with

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THE BUYER PERSONA FORM [TOOL]

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3. DEFINE YOUR CONTENT
STRATEGY & TOPICS
THE 5 TYPES OF CONTENT
1. Original
Mostly used on your Blog
2. Curated
Mostly used on Social Media
3. From the community (UGC)
Blog & Social Media
4. Promotional (it’s all about you)
Mostly used on Social Media
5. Advertising
Other properties, usually not relevant for sharing.

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STRATEGY & TOPICS
1. Original (all about your audience)
• Informative (Did you know)
• Utility / Useful (How to)
• Exclusive (Behind de scenes)
• Questions (Answers to)
• Within daily life context (event, weather,
news, etc.)

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STRATEGY & TOPICS
2. Curated (keep the audience engaged)
• Articles from other sources (blogs,
news, etc.)
• Mention of other interesting websites
• Mention of interesting videos or photos
• Mention of interesting events
• Mention of interesting people
• Source for original content

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STRATEGY & TOPICS
3. From the community (UGC)
• Testimonials
• UGC photos & videos
• Polls
• Mentions from other blogs or social
media users

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STRATEGY & TOPICS
4. Promotional (it’s all about you & conversions)
• Contests & Sweepstakes
• Coupons & deals
• Exclusive channel promotions
• Sign up to our newsletter
• Register to our event
• Follow us on another social channel

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STRATEGY & TOPICS
5. Advertising
• Not relevant for sharing unless you have a
massive campaign running in traditional
media you want to talk about.
• Otherwise it’s just bragging.

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STRATEGY & TOPICS
PURPOSE OF PLATFORMS
Your content
Social Media
sites
Sales!
Leads
Clients share
experiences
Visitors
Visitors convert
into leads
Leads convert
into sales
You distribute
content
Visitors share
content
Testimonials

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Do you have a blog?
STRATEGY & TOPICS

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In 2011, HubSpot data showed that there is a direct correlation of blogging
with traffic and lead generation.
Companies that blogged go once a week:
• 55% more Web site visitors,
• 97% more inbound links and
• 434% more indexed pages.
Insights from HubSpot's The 2011 State of Inbound Marketing² report found that:
• 57% of companies who blog have acquired a customer from a blog-generated
lead,
• 72% who blog weekly have acquired new customers and
• 76% have acquired customers while blogging 2-3 times a week.
STRATEGY & TOPICS
BLOGGING: DID YOU KNOW?
http://www.b2binbound.com/blog/?Tag=Buyer%20Persona

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http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-Blogging-
Performance-NEW-DATA.aspx
IN 2013: YOU NEED TO BLOG MORE…
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IN 2013: YOU NEED TO BLOG MORE…
http://blog.hubspot.com/blog/tabid/6307/bid/33742/12-Revealing-Charts-to-Help-You-Benchmark-Your-Business-Blogging-
Performance-NEW-DATA.aspx
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STRATEGY & TOPICS
OK this is great! But
what the heck am I
going to talk about?

A FEW STATS ON CONTENT CHALLENGES
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 Challenging
STRATEGY & TOPICS

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STRATEGY & TOPICS
FOCUS ON ORIGINAL CONTENT
Original content guidelines
• Informative (Did you know)
• Utility / Useful (How to)
• Exclusive (Behind de scenes)
• Questions (Answers to)
• Within daily life context (event, weather,
news, etc.)

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STRATEGY & TOPICS
NEVER RUN OUT OF IDEAS
Use a mind mapping tool to graph
content topics
• Define your main topic areas
• Define subtopics
• Define content subject ideas

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STRATEGY & TOPICS
MIND MAPPING EXERCISE

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STRATEGY & TOPICS
MIND MAPPING TOOLS

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STRATEGY & TOPICS
CONTENT CURATION FOR ENGAGEMENT
Curated content for social media
• Articles from other sources (blogs,
news, etc.)
• Mention of other interesting websites
• Mention of interesting videos or photos
• Mention of interesting events
• Mention of interesting people
• Source for original content

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STRATEGY & TOPICS
CONTENT CURATION TOOLS

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Common engagement tactics on Social Media:
• Be useful (a resource) and entertaining
• Use trivia and current events
• Share engaging curated content aligned with
your brand or product
• Polls and questions to receive feedback
• Contests & sweepstakes every 4-6 weeks
• Offer very limited time coupons and offers
exclusive to the channel you are promoting
YOUR GOAL: TO ENGAGE WITH CONTENT
STRATEGY & TOPICS

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4. ORGANIZE IT ALL WITH AN
EDITORIAL CALENDAR
BRINGING IT ALL TOGETHER
Content
Types
Content
Topics
Content
Formats
Content
Distribution
Original
Curated
Community
Promotional
Article
Video
Photo
Infographic
Contest
Website
Social Media
Newsletters
Informative
Useful
Entertaining
Business Goals (i.e. intent) & KPIs
Exclusive

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EDITORIAL CALENDAR
EDITORIAL CALENDAR TEMPLATE

All rights reserved © 2012
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Channel Frequency Month 1
Week 1 Week 2 Week 3 Week 4 Week 5
Blog 1x/week Blog post introducing the Aigle
Brand and its long
international history OR a blog
post focusing on Aigle's latest
contest. What are the choices
of prizes? Use images and
suggest other products that
could be upsold with the prize.
Blog post describing
one of this season's
collection with photos
OR a blog focusing
on outdoor pursuits in
the Montreal area.
Pursuits that would be
suited to Aigle's
apparel and footwear
offering.
Blog post describing a
recent outdoor event
that Aigle has
sponsored that has
allowed people to get
out in nature OR a
blog post describing
the upcoming grand
opening event, or
other event, and any
deals that are being
offered
Blog post introducing
the store staff at Aigle
and their involvement
with the fashion
industry OR a blog
post focusing on the
best fashion or
outdoor blogs in
Montreal. Compile a
list and describe what
each blog has to
offer. A mention of
other blogs can result
in reciprocation.
Blog post on an
employee profile.
Who designs Aigle
clothing and apparel?
Who chooses
materials? What type
of philosophy does
Aigle keep in mind
when it designs its
apparel and footwear.
How is it tested?
Contest 1x/mth Change social media contest
every 4-6 weeks
Change social media
contest every 4-6
weeks
Change social media
contest every 4-6
weeks
Change social media
contest every 4-6
weeks
Newsletter 1-2x/mth Offer a discount coupon deal
exclusive to Aigle. Focus on
one new collection. Include
key points from blog and
selected Facebook posts.
Focus on one new
collection or sale.
Include key points
from blog and
selected Facebook
posts.
Focus on one new
collection or
promotion. Include
key points from blog
and selected
Facebook posts.
Focus on one new
collection or sale.
Include key points
from blog and
selected Facebook
posts.
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EDITORIAL CALENDAR
EXAMPLE OF DETAILED EDITORIAL CALENDAR

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Channel Frequency Month 1
Week 1 Week 2 Week 3 Week 4
Facebook & Twitter 5-7x/week Promote a current
contest.
Promote current contest. Talk about the
ecological properties of
Aigle's collection.
Anything organic, made
with organic dyes etc.
Post a photo of an outfit
that would be perfect for
today's weather.
Post photos of new
product arrivals.
Ask fans which style of
Aigle boots they like best.
Talk about Aigle's
children's collections.
What's new and
adorable for kids?
Draw attention to the
online store. Where it
ships etc.
Post link to weekly blog. Solicit feedback on this
season's collection
including what new types
of product Aigle could
carry that they aren't
currently carrying.
Post link to weekly blog. Post an interesting fact
about Aigle's story
Encourage fans to sign
up for newsletter. What
are the benefit? What is
the last coupon or offer
than was sent out?
Tempt fans to sign up for
the newsletter by letting
them know the latest offer
that was sent out
Invite fans to a 5 a 7
shopping event where
everyone gets 10% off.
Encourage fans to get
out into nature by
promoting an outdoor
event happening close
to Montreal
Hold a Facebook poll
asking questions about
Aigle's brand.
Post link to weekly blog. Hold a Facebook poll:
Are rainboots just for
rainy days?
Post link to weekly blog
Promote an event
happening at Aigle's
store.
Respond to a fan wall
post.
Promote the latest
contest.
Post photos of a shoe
that is perfect for today.
Encourage fans to get
out into nature by
promoting an outdoor
event happening close to
Montreal.
Promote your online store.
Are there special offers
such as free shipping
above a specific purchase
value?
Respond to a fan wall
post.
Promote Aigle Gift
Cards.
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MOST COMMON KEY PERFORMANCE INDICATORS
(KPI) ON SOCIAL MEDIA
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5. DEFINE AND MEASURE
PERFORMANCE
• Likes, Followers, Fans, etc
• Shares, Retweets, Repins, Mentions, etc.
• Localization check ins
• Most engaging content types
• Most engaging content topics

MOST IMPORTANT KPIs FOR YOUR BUSINESS
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5. DEFINE AND MEASURE
PERFORMANCE
• Referral traffic to website from Social Media
• Conversions/sales that were referred by
Social Media
• Newsletter subscription from Social Media
• Registered contest participants from Social
Media
• Coupon redemptions from Social Media

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Social Media Engagement:
Facebook Insights, LinkedIn
Groups & Hootsuite
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Facebook Insights 62

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Facebook Insights 63

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Hootsuite Analytics 64

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LinkedIn Group Activity 65

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Bit.ly – URL shortner 70

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http://bit.ly/cmlnkin
Join us on our LinkedIn group on Content Marketing:
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Stéphane Lagrange, CMO RevSquare
stephanelagrange@revsquare.com
@stf_lagrange / +Stephane Lagrange
http://linkedin.com/in/slagrange/
www.webtarget.com / @revsquare
STAY IN TOUCH

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Interactive agency specializing
in content marketing and digital
innovation
Started in 2002, Revsquare is an interactive agency based in
New York with offices in Paris (France), Montréal (Canada),
Sydney (Australie), Warsaw (Poland), and in Singapore.
Revsquare serves leading Fortune 500 media and retail
companies, small & medium companies around the world, as
well as start-ups trying to establish a name for themselves.
www.revsquare.com
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