Mike Lewis's ESM Toledo Presentation
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Transcript of Mike Lewis's ESM Toledo Presentation
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Mike LewisVP of Marketing & Sales, Awareness Inc@bostonmike / @awarenessinchttp://[email protected]
social marketing software
Making Sense of Social Content Marketing
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In the next 30 minutes you will...
• 5 Most Common Challenges facing Marketers
• Lessons from the experts
• Examples of Successful Content Strategies
• Simple Content Management Plan
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A Little About Me
• Boston native, New Dad, Entrepreneur and marketing guy
• Ran marketing & sales at several start-ups and have used more than social media alone
• Active blogger, tweeter, and social media enthusiast
• VP of Marketing & Sales at Awareness Inc.
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!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.
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!"#$%&'()(*+,+-.()(*.+&"/.()(.,-+-.
Adver&sing, Marke&ng, and PR Agencies
Telecommunica&ons
Educa&on & Non Profit
Retail/ E-‐Commerce
SoAware & Technology
Media & Entertainment
Hospitality & Leisure
Other
Financial Services
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• quickly takes a look at several aspects of social marketing - such as how you manage, publish and engage using social media - to determine where your social marketing efforts fall with respect to others.
• Webinar - Tomorrow at 2pm ET - http://tinyurl.com/SMIQ-webinar
• Take the SMIQ at http://tinyurl.com/SMIQ-test
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A personal story...
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ooops...wrong day
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The Next day...
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How’d they know that?
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It was this guy!!!
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My Experience =“Customer WOW
Moment”
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What I thought...
Just spoke with mike. Wants to head home to see his son. Booked him on earlier flight.
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What actually happened...
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Not as exciting, but a great story none the less
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It’s about the content I published & the brand’s
reaction to it.
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So, what’s it all about?
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The way we communicate has evolved
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Social Media represents the largestcommunications shift in history
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Businesses (and marketers)are struggling to figure it out
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Printing Press1400’s
Telegrpah/Telephone1800’s
Recordable MediaLate 1800’s
TV1900’s
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1) Many-to-Many Pattern
2) A single channel for all media types
3) Your audience is nowthe content producer
4) Savvy audience moved fromBroadcast to dialog
Source: clay shirky @cshirky
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• © 2009 Awareness CONFIDENTIAL
5TOP
Challenges
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Inability to Scale#1
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4 channels300K+ fans
Activegroups 1 Channel 3 Accts 1 page
15K fansX
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Security & Control#2
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Customer ServicePR
Marketing
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Customer ServicePR
Marketing
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Customer ServicePR
Marketing
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Lack of Resources& Buy-in
#3
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Reporting is Ad-Hoc#4
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Centralization#5
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all challenges are opportunities in disguise
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Brands with Social Content strategies to watch
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Demonstration often beats description
Multimedia conveys excitement
Bottom-up combined with top-down for maximum
impact Social media drives
ongoing engagement via e-mail
Principal Value
Ford’s Content Factory
“We use whatever channel we can to spread the message.”
-Scott Monty, head of social media
• Constantly delivers news about the company’s reinvention using every available media social channel.
• Press releases paired with video, images, audio whenever possible
• Everything is shareable, nearly all is tweeted• Key metrics: retweets, Facebook comments, media
coverage, awareness studies
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New viewers to history channel
"America The Story of US" became the most watched
and highest rated program in the network's history.
Principal Value“Teaming up with foursquare for the
AMERICA THE STORY OF US promotion reinforces the HISTORY
brand's 360 degree approach of aggressively reaching our viewers in
new platforms,"Chris Moseley, SVP of Marketing for
HISTORY.
HISTORY Sprinkles Tips... Everywhere• Tips placed at Historically significant locations around
the country• Tips are focused on location but serve to promote
the TV show “America: The Story of Us”• Users automatically entered into a sweepstakes, in
which 10 randomly selected users will win prizes each week from April 25 through June 6
Viral Buzz throughout the series
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So, what’s next?
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Take an inventory of what you have in place. Understand where the holes are and plan content
around what is missing
Perform a Content Audit
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Build out a content plan that includes an editorial calendar that defines channels to publish to
Develop a Content Plan
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Don’t be afraid to outsource and find
Build Content
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Deploy content to targeted sources, test effectiveness, modify when necessary and grow
Deploy, Test & Grow
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Mike LewisVP of Marketing, Awareness Inc@bostonmike / @awarenessinchttp://blog.socialepisodes.com