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This is a short presentation Lionel Menchaca, former Chief Blogger at Dell for 7 years and now Director of Content Engagement for W2O Group
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Content is Still King, But it Needs Your Help
Lionel Menchaca2014 IABC Southern Region Conference, Oct. 17
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It’s Noisy Out There
500M tweets
60MInstagram
photo uploads
30MFacebook small biz
pages
73MWordPress
blogs
100 Hours of video uploaded/ min
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Things to Remember
1.Align your social content efforts with your communications and marketing efforts
2. Traditional PR still matters; Social content is additive to the process
3. Build relationships internally and externally
4.Paid media is now a bigger part of the social content equation
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Being an Effective Communicator in 2014 and Beyond
50%
10%
20%
20%Relationship Builder
Content Creator
Internal SME Motivator
Hustler
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Align Social Content with Communications and Marketing Efforts
Google+ Updates
Facebook Status Updates
Blog Posts
TweetsYouTube Videos
Press Releases
Pinterest Board Topics
LinkedIn Status Updates
Global Editorial Calendar
• Aligning with Communications topics ensures social is augmenting strategic areas and corporate objectives.
• Aligning with Marketing pillars ensures strategic value; opens possibility for paid media in social.
Corporate Brand Themes
GBU Objectives
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Effective Content is About Balance
Will lead you here:
Starting with Credibility Builders…
What you want to promote
What matters to customers
What influencers are talking
about
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Social Content as Official Corporate Response Hub
1.Acknowledge (2 – 4 hours)
2.Confirm (24 – 48 hours)
3.Fix (2 days – several weeks)
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Connect with Reporters Online
Muckrack.com
Twitter Lists
Mediagazer.com
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Building Relationships on the Web
Read
ShareConnect
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Turn Employees Loose as Topic Experts and Advocates
10,000+ Certified
Practitioners
(50% active at least monthly for
Dell)
64% engaged in
Chatter community
(most active group)
800+ SMaC Champions (1:7 personal posts drive traffic to Dell)
200+ Social SMEs/Execs (Impact SEO, SOV, revenue, cost savings)
• Dell’s social training & activation program, SMaC University, launched in August 2010 (heralded as “best-in-class” by Forrester Research)
Networks:By function/region +
dedicated community for certified social practitioners
Advocates:Volunteer for specific tasks
to support business via social outside of role
Thought Leaders:Identify, train and support
internal experts to become active social thought leaders
Certification:Open to all employees; 3 foundational classes +
one platform elective
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Paid Media is now a bigger part of the equation
• Jay Baer is right: Shotguns Trump Rifles
• Besides so much content, many social networks are now (or soon will be) public companies
• When extra visibility is important (and budget allows), look to content syndication services; See Jordan Teicher’s Contently post for insights
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THANK YOU
Lionel Menchaca
Email: [email protected]
Phone: 512.298.1189
• @LionelGeek on Twitter
• My WCG Blog Posts
• My Dell Blog Posts
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