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Cnfidential
SocialMediaMarke-ng:BrandedCommuni-es,NicheCommuni-es&BlogsInstructor:NataschaThomson@NaThomson
Cnfidential
Blog 101: Content
n TherightcontentwillaAracttherightaudiencen Tellastoryn Beapersonality=youn Becrea-ve(videos,podcasts,picturesetc.)n Demonstrateyourexper-sen Don’tpitchproductsn Listen:Whatisthetoneofthebloggingsite?n Createaclearandsimple-tlen Usekeywords(forSEO)in-tle&bodyn Createaneditorialcalendar(andpipeline)n Linktoyourown&otherblogsinyourcopyn Researchkeywordsbutdon’toverusen Haveacalltoac-on(CTA)Related:Theperfectlyop-mizedpage
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Defini-on:BlogviaWikipedia“Ablog(atrunca-onoftheexpressionweblog)isadiscussionorinforma-onalsitepublishedontheWorldWideWebconsis-ngofdiscreteentries("posts")typicallydisplayedinreversechronologicalorder.”
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Defini-on:MicrobloggingviaWikipediaMicrobloggingisabroadcastmediumthatexistsintheformofblogging.Amicroblogdiffersfromatradi-onalbloginthatitscontentistypicallysmallerinbothactualandaggregatedfilesize.Microblogs"allowuserstoexchangesmallelementsofcontentsuchasshortsentences,individualimages,orvideolinks”,whichmaybethemajorreasonfortheirpopularity.Thesesmallmessagesaresome-mescalledmicroposts.
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Defini-on:OnlineCommunityviaWikipedia• Anonlinecommunityisavirtualcommunitywhosemembersinteractwith
eachotherprimarilyviatheInternet.
• Formany,onlinecommuni-esmayfeellikehome,consis-ngofa“familyofinvisiblefriends.”
• Thosewhowishtobeapartofanonlinecommunityusuallyhavetobecome
amemberviaaspecificsiteandnecessarilyneedanInternetconnec-on.
• Anonlinecommunitycanactasaninforma-onsystemwherememberscanpost,commentondiscussions,giveadviceorcollaborate.
• Commonly,peoplecommunicatethroughsocialnetworkingsites,chatrooms,forums,e-maillistsanddiscussionboards.
• Peoplemayalsojoinonlinecommuni-esthroughvideogames,blogsandvirtualworlds.
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Impact:HowdoYougetYourmessagetoYouraudience?Createacampaignstrategy,includingobjec-ves&metrics:n Sharerelevantcontentn Engagetheaudiencen EntertainandDelightn Calls-To-Ac-on(CTA)n Convertn Createloyaltyloop(content&sharing)
Sharerelevantcontentwiththerightaudienceattheright-me.
The 3 Marketing Pillars
BrandYouProfile/Page CommunicateYourValue Reach/EngageYourAudience
Portray:Whoareyou/yourcompany?n Iden-tyn Promise/Differen-ator
Createandmaintainconsistentlookandfeel;berecognizable.
Convince:WhydoesitmaXer?n Clearunderstandingoftargetaudienceandneeds
n UniqueSellingPointn Differen-atorsn Products&Services
Createrelevantcontentinformatsthatyouraudiencelikestoconsume.
Awareness, Engagement, Conversion 41
Cnfidential 43
Defini-on:BlogviaWikipediaAblog(atrunca-onoftheexpressionweblog)isadiscussionorinforma-onalsitepublishedontheWorldWideWebconsis-ngofdiscreteentries("posts")typicallydisplayedinreversechronologicalorder(themostrecentpostappearsfirst).Un-l2009,blogswereusuallytheworkofasingleindividual,occasionallyofasmallgroup,andomencoveredasinglesubject.Morerecently,"mul--authorblogs"(MABs)havedeveloped,withpostswriAenbylargenumbersofauthorsandprofessionallyedited.MABsfromnewspapers,othermediaoutlets,universi-es,thinktanks,advocacygroups,andsimilarins-tu-onsaccountforanincreasingquan-tyofblogtraffic.Blogcanalsobeusedasaverb,meaningtomaintainoraddcontenttoablog.