The keys to digital, social media and content marketing success

Shel Holtz

South West Corporate Communicators and the International Association of Business Communicators UK – 27 October 2014

SOCIAL MEDIA STRATEGY REBOOT

1999

38 million people hadbroadband Internet

2013

1.2 billion peoplehave broadband Interneton their mobile phones

(23.1% of U.S. Internet trafficcomes from mobile devices)

52%of the world’s population

is under 30 years old

Personalized

Mobile

Context

Trust

Collaboration

4 Keys to Digitaland Social Media

Success

Useful Content

Engagement

3rd –party reviews

Mobile/Context

USEFUL CONTENT

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

-- Content Marketing Institute

Every company must bea media company.

RECOMMENDATIONS

“If your social-media profile features positive consumer reviews, your friends and followers

will likely develop favorable impressions of your reputation…The rapid rise in social-media use among all demographics means that more people will be wanting to engage with your on

social media, thus presenting you with an excellent opportunity to use this platform

to improve your reputation.”

-- Stephanie E. Bor, Ph.D.

MOBILE & CONTEXT

Obligatory Statistics

• 6.8 billion people on Earth– 4 billion use a mobile phone– 3.5 billion use a toothbrush

• 91% of adults have a mobile phone within arm’s reach 24/7

• 71% of users access social media from a mobile device

• 90% of text messages are read within 3 minutes of arriving

More obligatory statistics

• 9 out of 10 mobile searches lead to action– Over half lead to a purchase

• Mobile coupons are redeemed at a rate 10x greater than print coupons

• 10% of American adults have texted a charitable contribution from their phones

The Law of Mobility(Russ McGuire)

The value of anyproduct or service

increaseswith its mobility

Mobilealters the conditions

under whichproducts and services

can be used

Mobile Messaging

Ephemeral Messaging

MOBILE MOMENTS

Building a Strategy

Source: The Altimeter Group

Digital and Social Media

The institutionalization of social software

Every employee engaged

Employees using social/digitalcommunication are more…

•Creative•Collaborative•Productive

Improved communication and collaboration through social technologies could raise the productivity of interaction workers by 20 to 25 percent.

Most professionals use professional social networks daily to inform their work

Subject Matter Experts

Employees asbrand ambassadors

Ambassador Programs

Shel Holtz, ABCwww.holtz.comshel@holtz.com

@shelholtz415.881.7435