Social media and content marketingMarch 14, 2014#pointlesshashtag

SPEAKEASY

Here we go again...

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SPEAKEASY

Here we go again...

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US Newspaper readers US Facebook users

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Here we go again...

Ad buys (display, video and search) “Digital Services”

BORRELL LOCAL DIGITAL SERVICES

SURVEY, 10/12

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But fear not.

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You are positioned to win...

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But enough about you...

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About me:

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Social media marketing is...Using social media channels to market a brand (retail, auto, b2b, even a newspaper).

Multichannel.

SEO-enhancing.

Hybrid of sales and service.

Measurable.

Just another (BIG) channel where the rules still apply – The message matters.

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Social media marketing is NOT...Free.One-size fits all.SEO.Conversion mechanism (often).Just Facebook, Twitter andwhatever new launches this week.About “likes” and “follows” – or even “engagement.”Measurable*

*Yes, I realize the contradiction

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The o$ortunity

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IMAGE CREDIT: COPYBLOGGER

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CHEESY STOCKIMAGE

WAIT.LET THEFLASH LOAD

BLOG NOTUPDATED

KEYWORD,VERB,

KEYWORD GIBBERISH

NO VIDEO

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“MARKETING HAS BECOME A CONTENT WAR AND NOBODY IS BETTER-POSITIONED TO WIN A CONTENT WAR THAN A CONTENT COMPANY.”

JIM MORONEYPUBLISHER & CEO, THE DALLAS MORNING NEWSCHAIRMAN, SPEAKEASY

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But, he’s only half-right.

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Your secret weapons...

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The o$ortunity:

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What it takes...Great contentStrong ledes24-7 operationKnowing communityRelevanceNimblenessUnderstanding of crisis managementCustomer serviceSales relationshipsPromotions mindsetBully pulpit to amplify when Plan A fails

SPEAKEASY

What it takes...Great contentStrong ledes24-7 operationKnowing communityRelevanceNimblenessUnderstanding of crisis managementCustomer serviceSales relationshipsPromotions mindsetBully pulpit to amplify when Plan A fails

SPEAKEASY

Cha%enges:You probably suck at social media.You probably think it’s just advertorial.Gold rush of toolsDaily changeLocal is harder than national in social

ScaleTools

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Strate& drives:

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Who are the custome(?For self-serve tools – SMB’sFor service and content – Newspaper advertisers

B2B2%

Media3%

Nonprofit/Church/Cause6%

Home8%

Real Estate8%

Agency9%

Retail11% Auto

12%

Medical20%

National21%

Speakeasy sales and pending by revenue

National3%

Media3%

Real Estate9%

B2B9%

Home9%

Retail9%

Auto9%

Agency14%

Nonprofit/Church/Cause17%

Medical20%

Speakeasy sales and pending by volume

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Range of engagementsContent only:

Articles for $100-$250 each (minimum $25k buy)Video: $5k for one day; one location; as many videos as possible

Typical turnkey:$2k - $5k / monthBlog or other content siteManage multiple social netsPromotionsDeep metrics and competitive analysisSweet spot-- best margins

Specialist:Up to $250kUsing every tool in the box to solve a specific problemVery customized and time intensiveGenerally involves custom software and lots of content

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Proving it worksPromotions that convert

Fangated and share-encouragingContestsCouponsDeals

Metrics beyond likes“Edgerank”Listening metrics and demographicsCheck-insSEOReviews / testimonialsOh, and OK, sure, if you insist– “Likes” too

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Using your bu%y pulpit as a cha)el

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Leveraging your organization to create content

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Beware...

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What we’ve learned at Speakeasy...Longer sales cycle than expectedHigher AVO than expectedEvery deal is customContent really is king– about 1/3 of business is more content than socialWork is frontloadedHave to move quicklyDecision-maker must be looped inTools and metrics evolve daily

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QUESTIONS?

Mike O*enPRESIDENT

MIKEO@YOURSPEAKEASY.COMWWW.YOURSPEAKEASY.COM

@MIKEORRENFACEBOOK.COM/YOURSPEAKEASY