Here is a copy of my slides from a social media workshop I ran recently in Shanghai. A 3 hour session that aimed to help social marketers improve their content & posting strategies

1. Improving Social Marketing
Workshop No. 2 - Improving content & engagement!
" " " " " "!

2. Sessions Agenda… buckle up, lets go!!
1. The Social Media Context
2. Reflecting on the ‘five step process”
3. Guides for improving our social media efforts
Note: You will need to use Tweeter/Weibo in this session so please make sure you have your accounts ready to use

3. Dr. Mathew McDougall…
" " " " " "First, a quick introduction!
• Founder & CEO
– SinoTech Group/ Digital Jungle
• Author – Chinese Social Media Universe
• Blogger – Digital Marketing Inner Circle
• Speaker – Adtech, PATA, SES… many more
• 9+ years in China doing digital marketing

4. Fact to remember…! Getting focused
60% of the sales
cycle is over
before a buyer
talks to a
salesperson.
CORPORATE EXECUTIVE BOARD: BIT.LY/ZUB2I7

5. This session will focus on
Content, Posting, & Sharing!

6. SOCIAL MEDIA is the
RELATIONSHIP MEDIUM!

7. Your goal shouldn't
be to buy leads.Your
goal should be to buy
customers.
@digitaljungle
Tweet This!

8. Warm Up Exercise
Lets get into the grove

9. Task #1
People & organizations can have different
understandings of what Social Media is.
In this task, each person should provide at least
one term that defines social media for them.
These words will be put on a white board to
form a keyword cloud around “Social Media
is….”

10. Task #2
Similar to the first task, this time each person
should provide at least one term that explains
why they think people use social media.
These words will be put on a white board to
form a keyword cloud around “People use Social
Media because….”

11. Time Limit
15-20 minutes for cloud tagging
10-15 minutes for observations/comments

12. The Digital Jungle Process
" " " "Reflecting on the 5 steps!

13. The Process….! Remember this ?
The Digital Jungle five-step process to inform the
development of social marketing programs.

14. Discovery Phase
These tasks will help you create good content
• Content Audit
• Key Themes & Messages
• Experience Paths
• Recommended Topics Content Strategy
• Reputation Management

15. Reflection Questions…
Just making sure you got it
• What is the stage for developing the ‘big idea’?
• Name 5 common KPI’s used in measurement
• Where is the content strategy addresses?
• Where do I define my target audience?

16. Content and Posting
" " " "Some Ideas & Suggestions!

17. First Key Point… Treat people online like you
do offline
People online and offline look for simular things when
making friends, listening to someone, contributing their
ideas, sharing.
Just because you are creating content for online don’t
push PR or company news at someone. You would
not get far in the ‘real world’ doing this so don’t try it
in the digital one.
.

18. Posting…! What time?
Content posted before noon gets 65% more
- The Social Influence Company
engagement that posts after noon
Source: Digital Jungle Social Insights Report, January 2012

19. BITLY, 9/2011
The shelf life of a social media link is
Source: Digital Jungle Social Insights Report, January 2012
3 hours.

20. Posting… What day?!
Friday posts generate the most engagement
while Saturday and Sunday posts have the
least engagement (Monday & Tuesday are only
slightly behind Friday in terms of engagement)
Source: Digital Jungle Social Insights Report, January 2012

21. Frequency … links and images!
Proposed posting ratios
Social Media Objective
Links
Images/Video
Brand Awareness
1:5
1:3
Traffic Generation
1:2
1:5
but don t forget: videos, graphics, infographics,
articles and Q/A s… phew!!
Source: Digital Jungle Social Insights Report, January 2012

22. Engagement ideas…!
• Contest
• Online game
• Special offer
• Mini series

23. Content ideas…!
• Start a post with a question
• Try “fill in the ……” posts
• Ask for comments and likes
• Humour… (but be careful as someone
humour maybe someone’s insult)

24. But why do people share?!
1) reinforces shared views & social bonds.
2) need to proselytize or desire to connect.
3) emotional, positive, interesting, anger inducing,
or sad are the most likely to be shared.
4) calm themselves or reduce uncertainty.
5) bolsters own sense of self

25. Role of Key opinion leaders
• Would purchasing a KOL help in achieving my specific social
media goal?
• Should I seek help of a KOL ‘superstar’ or use a ‘grass roots’
fan/fanatic?
• If I used a paid KOL, what is the cost/benefit? ($/re-tweets)
• Who provides the content for the paid KOL?
• Are there any KOL’s already engaged and if so, what are they
saying?
• Do the KOL’s differ in different sites/channels?

26. As marketers… it’s our job to..!
“Make our customers/fans look
like rock stars!”

27. Social Media can be used in lead generation!
Landing
Form
Tweet
Page
Lead
Blog
Landing
Like
Post
CTA
Page
Product
Landing
+1
Page
CTA
Page
Note: Call to action
Example 1. - CTA that drives someone to your Shopping Cart
Example 2 – CTA that drives someone to a landing page with an introductory offer

28. Today, I had an epiphany…
my fans/followers rock!
@digitaljungle
Tweet This!

29. Putting into Practice:
!
Time to play

30. Group Exercise
!
Time to get engaged

31. Task – Content Strategy
With your tablemates you will create some content
that will suit your assigned site/SMM objective. You
must have at least 15 example messages
Remember to include some ideas from this workshop.
Collect your messages on the flip chart so that you
can report back to the group at the end of the task.

32. Formulating the message…!
Consider the following:
• What is the culture/tribe engaging with the site you are posting on
• Is there a certain content restriction – no product mentions etc
• What tone of voice is appropriate?
• Do I use links or images?
• How does the content relate to my overall objective?

33. Time Limit
40 minutes for discussion
20 minutes for presentations

34. In todays SMM
workshop I learned
“……...”
@digitaljungle
Tweet This!

35. Thanks!
Follow on Twitter Company Email
@digitaljunglecn
info@digitaljungle.com.cn
Follow on Weibo:
Company Website
www.weibo.com/digitaljungle
www.digitaljungle.com.cn
Connect on Linkedin Presentations on SlideShare
www.linkedin.com/company/digital-jungle
www.slideshare.net/digitaljungle
Also, don t miss out on !
Dr. Mathew McDougall s new book!
The Chinese Social Media Universe !