Social Content MarketingSocial Content MarketingEric Rehl, Interactive, Robert W. Baird
Financial Services Social Communications Forum
Business Development Institute
April 14, 2011 – New York
Agenda
• A little about Baird
• Baird’s social presence, and why we did it
• What is social content marketing?
• Formalizing social content marketing
• 5 rules to live by• 5 rules to live by
• What’s next?
A Little About Baird
• Headquarters in Milwaukee, WI
• Founded in 1919
• Approximately 2,600 Associates worldwide
• Offices in USA, Europe and Asia
• $82 Billion in AUM• $82 Billion in AUM
• Complimentary business lines:
� Wealth management
� Capital markets
� Equity research
� Asset Management
� Private equity
• Employee owned – “fiercely independent”
Baird’s Social Presence
TODAY COMING SOON
Private
Communities
Why Did We Do It?
• Reputation management
• Brand awareness
• Market our capabilities
• Recruiting
BUT HOW DO YOU DO IT?
• Products?
• Pricing?
• People?• Recruiting
• DIFFERENTIATE
• People?
• Performance?
SOCIAL CONTENT MARKETING
Demonstrate Expertise, Prove Capabilities = Differentiate
What Is Social Content Marketing?
Content marketing is not a new concept, but SOCIAL MEDIA has changed it.
OLD
Creation and distribution of content to attract or retain customers.
• Website• Email
SOCIAL
Offering relevant content to the right audience where they are.
• Facebook• LinkedIn• Email
• Direct mail• Hand-to-hand• Press releases
• LinkedIn• Twitter• YouTube• Slideshare• Digg• Reddit• Share• Blogs• Communities• RSS• Mobile• And so on…
�Unexplored marketingopportunities
�Untapped content potential
Formalizing Social Content Marketing
Good News – You are probably doing some of this already.
• Establish social media strategy and presence
• Find and generate content
� Look internally – probably already being produced…and approved
�Research and analysis�Research and analysis
�Newsletters
�Videos, speeches, presentations
�Create new social initiatives
• Establish editorial management – must be someone’s job
• Tagging and metadata (SEO)
• Minimize PDFs…to an extent that’s realistic
• Partner with Compliance
�Help them understand the nature of social distribution
Social Content Marketing – 5 Rules to Live By
Rule 1: Tell…don’t sell.
• People don’t want to be sold to via social media…they are seeking content that adds value for them.
• Regardless of your content strategy (thought leadership, strategy (thought leadership, recruiting, etc.), your audience will see right through selling via social media…and will turn away.
• Let the story your content tells do the selling.
Social Content Marketing – 5 Rules to Live By
Rule 2: Just because you have a social presence…does not mean you are present.
• It’s not enough to just be out there.there.
• Audience needs to know you are active to continue visiting, stay engaged.
• Consistently publishing and sharing.
Social Content Marketing – 5 Rules to Live By
Rule 3: Be consistent. Be relevant.
• Consistency is key.
• Establishing a publishing schedule and stick to it.
• At Baird…• At Baird…
� Twitter: 2 tweets/day
� Facebook: 4-5 postings/week
� YouTube/LinkedIn: Ad hoc, as content is available
• Content must be relevant to audience to be of value.
• Publish selectively – what’s relevant for Twitter may not be relevant for Facebook.
Social Content Marketing – 5 Rules to Live By
Rule 4: Compliance corners…don’t cut them.
• Compliance corners are square…not round.
• Engage Compliance as a • Engage Compliance as a partner is social content marketing – make them part of publishing schedule.
• Best way to torpedo social content publishing is to introduce unnecessary Compliance risk.
Social Content Marketing – 5 Rules to Live By
Rule 5: Activate, activate, activate…repeat.
• Critical element that is often overlooked.
• This is not “Field of Dreams”…audience will not come just because you build it.it.
• Activate your social presence:
� Integrate into other online channels – websites, email signatures, online advertising, cross promote social.
� Integrate into traditional communications channels.
� Leverage employee networks.
� Drive traffic to social channels first.
� SEO
What’s Next for Social Content Marketing?
IT’S ALL ABOUT MOBILE
• You’ve seen the stats…
� By end of 2011, 50% of mobile devices in use will be smart phones
� Smart phones expected to out-� Smart phones expected to out-sell computers and laptops during 2011 holiday season
• I AM NOT talking about the social platforms going mobile. They are already there.
• I AM talking about your content being ready for mobile. Is it consummable via mobile devices?
� HTML as much as possible
� Optimize for mobile interfaces –mobile sites and apps
Thank You. Questions?
Eric Rehl
Robert W. Baird & Company
Vice President, Interactive
414-298-7465
[email protected]@rwbaird.com
@ericrehl
