Advertising Grad Student tapping into the trend of content marketing and how it is done on social media platforms.

1. Content
Marketing
on
Social
Media
Sarah Wang Apr.17th, 2014
@Sarah_021Wang #SMContentMKT

2. Introduction
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3. What’s
Content
Marketing?
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-­‐-­‐
Content
Marketing
Institute

4. Why
Content
Marketing?
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5. Content
is
King
Ê Differentiate
Yourself
from
Everybody
Else
Ê Audience’s
Distracted
Attention
Ê People
share
contents,
not
pr0motions
Ê Life
and
Value
of
Your
Brand
Ê Keep
Your
Brand
Relevant
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6. Content
Shock
Theory
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Ê “The
emerging
marketing
epoch
defined
when
exponentially
increasing
volumes
of
content
intersect
our
limited
human
capacity
to
consume
it.”
-- Mark
Schaefer

7. Ê Share
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8. So
combat
it!
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9. Why
Social
Media?
Ê Go
Where
Your
Consumers
Are
Ê Most
Bank
For
Your
Buck
Ê Two-­‐way
Communication
Ê No
Device
Switching
Ê Bring
WOM
To
A
New
Level
Ê Help
Your
Other
Methods
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10. Research
Question
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11. Research
Questions
Ê The
Role
of
Social
Media
in
Content
Marketing
Ê The
No.1
Rule
in
SMCM
Ê The
No.1
Mistake
to
Avoid
in
SMCM
Ê The
Challenges
Brought
by
Social
Media
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12. Interviews
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13. Robert
Rose
@Robert_Rose
Chief
Strategist
Content
Marketing
Institute
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14. Cathy
McPhillips
@cmcphillips
Marketing
Director
Content
Marketing
Instititute
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15. Chris
Makara
@ChrisMakara
Interactive
Marketing
& Social
Strategist
Ciked.com
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16. The
Role
of
Social
Media
Ê Robert
Rose:
It’s
the
gasoline
on
your
fire.
Set
a
fire
with
your
content
-­‐
and
use
social
as
gasoline
to
fuel
it.
Ê Cathy
McPhillips:
Social
Media
are
the
channels
to
distribute
your
content.
Without
social
media
and
other
distribution
points,
your
content
marketing
is
just
content.
Ê Chris
Makara:
Social
allows
you
to
promote
your
content
to
your
audience
in
just
a
few
clicks
and
see
instant
results/
success/failures.

17. The
Role
of
Social
Media
Ê Insight
Source
Ê Content
Source
Ê Display
Platform
Ê Distribute
Channel
Ê Amplifier
Ê Feedback
Ê Measurement
Ê Help
Fight
Content
Shock
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18. The
No.1
Rule
in
SMCM
Ê Robert
Rose:
Document
your
plan
and
understand
your
strategy
before
you
begin.
Ê Cathy
McPhillips:
You
don’t
need
to
be
everywhere.
Focus
on
channels
where
your
audience
spends
time.
Excel
in
these
channels
before
you
branch
out
to
others.
Ê Chris
Makara:
By
creating
content
and
messaging
that
avoids
jargon
and
industry
acronyms,
you
will
have
a
better
chance
at
relating
to
more
people.
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19. The
Biggest
Mistake
in
SMCM
Ê Robert
Rose:
Not
focused
on
building
an
audience,
but
rather
trying
to
draw
a
direct
line
from
content
to
sales.
Ê Cathy
McPhillips:
Don’t
just
broadcast
your
content
to
your
audience.
Give
your
customers
ways
to
engage
and
don’t
always
make
it
about
you.
Ê Chris
Makara:
To
think
that
posting
a
tweet
or
status
update
just
once
is
enough
to
drive
results.
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20. Challenge
Brought
by
Social
Media
Ê Robert
Rose:
It
is
becoming
a
destination
rather
than
as
a
way
to
draw
people
back
into
your
owned
platforms,
actually
making
it
harder
to
reach
the
community.
Ê Cathy
McPhillips:
It
is
important
to
remember
that
users
of
various
channels
consume
content
in
different
ways.
Ê Chris
Makara:
To
successfully
measure
the
success
of
your
efforts.
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21. Case
Studies
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22. Case
Study:
Lowe’s
Fix
in
Six
Social
Media
Platform:
Vine
By:
BBDO
New
York
Year:
2013
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23. Case
Study:
Lowe’s
Fix
in
Six
Social
Media
Platform:
Vine
By:
BBDO
New
York
Year:
2013
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#SMContentMKT

24. Case
Study:
Oreo
Daily
Twist
Social
Media
Platform:
Twitter,
Facebook
By:
360i
Year:
2012
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25. Case
Study:
Oreo
Daily
Twist
Social
Media
Platform:
Twitter,
Facebook
By:
360i
Year:
2012
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with
#SMContentMKT

26. Case
Study:
Oreo
Daily
Twist
Social
Media
Platform:
Twitter,
Facebook
By:
360i
Year:
2012
Ê Share
with
#SMContentMKT

27. Case
Study:
Oreo
Daily
Twist
Social
Media
Platform:
Twitter,
Facebook
By:
360i
Year:
2012
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#SMContentMKT

28. Summary
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Social
Content

30. Ø #SMContentMKT
Ø @Sarah_021Wang
Ø xwang87@syr.edu