3. Content Distribution Across Key Social Platforms
• Establishing KPI’s for your brand.
• Content is Key. Timing is Everything.
• Key aspects of content distribution.
• What next? Don’t let one interaction be the last
interaction.
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5. Establishing KPI’s For Your Brand
Brand Awareness
Interest
Desire
Action
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6. Examples of Key Measurements:
Audience Engagement = Comments + Shares + Trackbacks
Total Views
Conversation Reach =
Share of Voice =
Total People Participating
Total Audience Exposure
Brand Mentions
Total Mentions (Brand + Competitors)
*Models from Jeremiah Owyang of Silicon Valley, CA.
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8. Content Is Key
Define Target
Audience
•
•
25 – 60 years old
Household income
between $40,000$100,000
Define
Content Topic
Identify Best
Format to
Communicate
Message
•
•
Credit Repair
Identify Best
Channel to
Distribute
Message
Content
Creation
Video
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9. Timing Is Everything
Define The
Best Day
and Time
of Day to
Launch a
Campaign
Identify
Trending
Topics. Use
them to
your
advantage.
Distribute!
Follow-Up
(KPI’s)
Celebrate
and Move
on.
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10. Key Aspects of Content
Distribution
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12. Integrated Content Distribution
Define Audience:
PR, SEO, Social
Team
Idea
Content Creation
Team: Creative,
PR, SEO, Legal
Follow-Up
Distribution:
Internal Resources
Social Media
Press Release
Paid Traffic (Ads)
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13. Influencer Targeting
38 million 13-80
year olds in the
U.S. said their
purchasing
decisions were
influenced by social
media.
Consumers are
71% more likely to
make a purchase
based on social
media referrals.
-Hubspot
- Knowledge Networks
81% of US
respondents
indicated that
friends’ social
media posts directly
influenced their
purchase decision
-Forbes
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14. What Are Influencers?
Individuals who have the power to affect purchase decisions of
others because of their (real or perceived) authority, knowledge,
position, or relationship.
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16. Influencer Targeting
Identify Your
Brand’s
Current or
Potential
Influencer(s)
Introduce
Yourself
Research
Their Topics
of Interest
(fashion,
sports,
finance, etc.)
Create
Content
Specifically
Designed for
Your
Influencer(s)
Distribute!
Send Your
Content
Directly to
Them. Target
them, and
their audience
with ads.
Rinse and
Repeat for
best results.
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18. What Next? Keep It Up!
Brand
Awareness
Word of
Mouth
Website
Conversions
(Sales)
Fan Growth
Brand/
Content
Engagement
Clicks to the
Site
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19. Key Takeaways
• Establish KPI’s For Your Brand
• Coordinate Content and Timing
• Integrate Your Content Creation and Distribution
• Target Influencers
• Leverage Internal Resources
• Find What Works For You
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