Social Media Marketing Exam 2

producing podcasts

-Choose an articulate moderator -Create talking points, not scripts -Brevity -Avoid over-editing -Include music

Ultimate marketing goal for marketing with articles, e-books and white papers

-Draw attention and develop a company's reputation for thought leadership and then use that expertise to generate sales. -In order to be successful, audience must not perceive the content to be overt marketing material

intimate

-Human nature to follow stories and personal drama experiences by peers -Video that tells a story is more appealing because it creates a connection with viewer

authentic

-Use real people in actual locations -Viewers frequently reward "homemade" feel in online video because the content appears more believable

engaging viewers with online videos

-Viewers become more vested in the content when a human face is attached to it -50-80% of meaning is conveyed through body language -video deepens communication experience, making the message more persuasive

large audience benefit from online videos

-Web video is further fueling this difference in time spent watching videos versus reading across all age groups (age 15-24) -More people choose to consume their information visually, and online video marketing taps into this growing trend

advantages of marketing with social networks

-finding new talent -build brand awareness -find new customers -help conduct brand intelligence -market research

creating a content strategy

strong social media marketing starts with a clear understanding of how the marketing objectives relate to the target audience or buyer persona. *specialized niche content is the best way to build blog audience

Tips for successful blogging

- use catchy titles - update frequently - keep posts focused - invite comments - cross promote - avoid negatively - engage with others - stand by your content

publishing and distributing articles

-First step is to produce article content that the target audience will be interested in reading. -Blogs vs. Articles oArticles have more research, blogs are more forgiving with mistakes oLength of the piece and depth of the content differ -Article marketing rewards: gives credibility, online article directories make further writings available to readers interested in particular author -Choose a good title, concise and descriptive, ask a question that a reader wants answered -Above all, the article should deliver on the promise made by the title; be sure that the content adequately addresses the question of issues being discussed

Marketing with Articles, E-Books and White Papers

-Identifies a marketing problem and supplies answer to that problem -Well-executed e-books have lots of white space, interesting graphics and images and the copy is written in a lighter style than a dense white paper -keeping a distinction between over and covert goals is critical -put valuable general info first, then specific details about a products advantages toward the end -do not include the product name in the description or title, instead describe the problem, some common solutions and finally discuss several benefits the producing being marketing is solving -White papers are more prestigious than e books -style has evolved over time, avoid over sales pitches in order to help distinguish less sophisticated white papers that confuse information delivery with direct marketing -5 factors need to be considered before deciding how many to publish

podcast content

-Instructional -Informative -Entertainment

benefits of marketing with social networks

-One consequence of online social networks has been to blue the lines been businesses and personal life. With contacts overlapping between business, family, school and so on, keeping private life out of the public eye is increasingly difficult. -All of this online sharing is important for social media marketing -Marketing with social networks has several advantages: o Finding new talent o Build brand awareness o Find new customers o Help conduct brand intelligence (Listening stage) - Info that brands can collect about their customers from basic demographics to topics of discussion to detailed feedback o Market research -Due to their information-sharing capacity, social networks can be used as a new distribution channel for marketing messages

entertaining

-People enjoy fun content -Focus less on company branding and more on entertainment value -Entertaining videos can spawn imitations and spinoffs, expanding the brand's influence

offbeat & unusual

-Video needs to be distinct and memorable to stand out among the millions uploaded regularly -Videos that challenge a taboo/strange and unlikely can be highly popular -Brand content must constantly innovate and find new ideas -Beyond AEIUO rule, keep in mind that brevity is important.

showcasing the product from online videos

-Viewers with no experience may watch video and become a customer because they are impressed and want to buy the product -Instructional videos are useful to those who already have the product -Providing value to an existing customer, may cause them to write a positive review or participate in social media campaign -This factor makes videos demonstrating a product's utility potentially highly profitable

hosting webinars

-Webinars more resemble a conference or seminar -Conducted live over the web and is designed to be interactive -Sometimes contain slideshow -Must schedule in advance in order to promote the live event -Webinar services: Adobe Connect Pro, WebEx, GoToWebinar *Webinars are terrible at audience interaction compared to podcast

invite comments

-ask questions in post -repsond to comments to help readers feel that they are apart of the blog, helps shape direction -interaction is essential -be informative, but also conversational/approachable -ask for opinions

how to create appealing video content (AEIOU rules)

-authentic -entertaining -intimate -offbeat -unusual

avoid negativity

-be kind, be a force for good -avoid accusatory or aggressive tones -do not make insulting comments or aggressive statements toward other people, brands or other companies -criticism can be given without being offensive -stick to positive and constructive comments

keep posts focused

-don't ramble/babble-people are looking for info that helps them -concise focused posts are easiest to read and will keep viewers coming back for more -updates should be long enough to cover topics in depth but avoid using fillers or putting several topics into one posts -use bullet points/graphics/video to support the post -must creatively convey the message to be interesting but also keep it focused

benefits of marketing with online videos

-engage viewers -large audiences -showcasing the product

5 factors to consider (when deciding how many white papers & e-books should be published)

-experience -market segments -problems solved -competition -budget

engage with others

-make thoughtful comments and respond to comments others make -developing an online personality is important for your blog to become successful -take advantage of the nature of two-way online communication by engaging those with related interests and companies with complementary products to yours -most valuable engagement comes from unplanned interactions

stand by your content

-not every blog post will be well received but deleting the affected blog post is not a solution -trying to hide the evidence may draw attention to the controversy and make dissatisfied viewers even more determined to spread the word -whenever possible, avoid compounding the situation by going back on what was said because it will make the mistake memorable and generate more negativity

3 ways to consume podcasts

-played directly off of website on a computer -downloaded on a computer and listened to offline -downloaded to phone/mp3 player for listening offline

cross promote

-post blog content on other social networks/provide links -guest posts -post blog content on other channels/submit to appropriate channels -blogs offer best opportunity for sharing info/thoughts, so use other less content heavy platforms to promote the deeper ideas found in blog posts

update frequently

-quality, consistent posts = great way to grow your brand and credibility -corporate blogs should post twice a week at least -online audiences lose interest if blog posts are too spaced out -- if updates are less than once a week expect to lose viewers -before creating make sure you have interesting posts

use catchy titles

-use title to communicate a benefit -ask question in the title -include keywords -catchy titles should NOT be overly long or vague

9 step process to writing white papers

1. Assess Needs 2. Plan 3. Acquire Information 4. Organize Content 5. Design the Look and Feel 6. Write 7. Illustrate 8. Review, Revise and Approve 9. Publish

creating & sharing podcasts (3 formats)

1. Presentation - record a live monologue or simple talk on subject 2. Q&A - question and answer session wit one or more individuals to give more info 3. Co-hosted - on-demand talk radio show. Conversational, organic and as unscripted as possible

global perspective on top social networking sites

U.S.-facebook/linkedin Brazil & India-Google's orkut China-renren Russia-Vkontakle Uk-bebo

white papers

a technical document that describes how technology or a product solves a particular problem. A good white paper defines a problem and offers a solution but it does not pitch a particular product or company. Writing white papers take strong writing skills and practice.

podcast

media files distributed via subscription on the internet, digital audio or video file, episodic, downloadable, program driven, host and themed, convenient, & automatic feed