Everybody knows a strong social media presence requires relevant content for users to react to, engage with, and share. However, making this a reality is easier said than done, especially if your content strategy and social media teams aren’t working together to develop strategically calendared content and in-the-moment posts. Moderated by Jay Baer, New York Times Best-Selling Author of YouTility, and featuring Benjie Pressman, social director at ethology, and Anna Hrach, head of content strategy at ethology, “How to Integrate Social Media and Content Strategy” will help ensure your social media and content strategy efforts work in tandem to support business objectives, engage audiences, and produce more meaningful results.

1. #Contentandsocial

2. How to Integrate Content Strategy
& Social Media
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Thank You for Joining Us!
Benjie Pressman
@bpressman
Director of Social Media, Ethology
Anna Hrach
@annabananahrach
Content Strategy Manager, Ethology

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#Contentandsocial 4
Hello and Welcome!
Jay Baer
@jaybaer
President, Convince & Convert
Best-Selling Author, Youtility

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About Our Sponsors
The American Marketing Association is a professional association for individuals
and organizations leading the practice, teaching and development of marketing
knowledge worldwide. Our principle role is to serve as a forum to connect like-minded
individuals and foster knowledge sharing, provide resources, tools and
training and support marketing practice and thought leadership around the globe.
www.ama.org
Ethology is a digital marketing agency that’s changing the face of integrated
digital marketing. Our agency scientifically grows your business by understanding
your audience. We then craft authentic human experiences for your customers to
better engage with your brand. Our scientific approach uses metrics, analytics
and strategy. The human experiences we create require empathy, emotion and
grace. Ethology’s core service strengths lie within five distinct tactical categories
including: Digital Strategic Planning; Customer Experience: Content Strategy and
UX Design; Content Marketing; Search: Organic, Paid and Local; and Advanced
Analytics. www.ethology.com
Convince & Convert is a strategic consulting firm that works with leading
companies in North America to improve their social media and content marketing.
The company also produces the award-winning Convince & Convert blog (named
#1 content marketing blog in the world) and the popular Social Pros podcast.
www.convinceandconvert.com

6. Audit & Autographed Book Giveaway
Stay tuned until the end of the webcast, because today’s audience
members will be entered into a drawing to win:
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One free content & social media audit
#Contentandsocial 6
or
One of three autographed copies of
Youtility

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Content and Social Media can
transform your business.
But which one comes first?

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Why Content Strategy & Social Media?

9. “Content is now king! Create it now,
and create lots of it on every channel!”
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#Contentandsocial 9

10. “We need more ‘likes,’ shares and followers.
Oh, and more conversions too!”
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#Contentandsocial 10

11. “Remember Oreo’s ‘dunk in the dark’ tweet?
What’s our ‘Oreo moment’?”
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#Contentandsocial 11

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13. Stop Focusing on the Output.
Start with Strategy. Focus on the Process. Break the Silos.
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14. Social Media is the #1 Content Channel for Brands
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#Contentandsocial 14

15. No One Seems to Know if it’s Really Working
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#Contentandsocial 15

16. Yet, Content Marketing Spending Increases…
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…While Strategy is Lacking.

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Reality: Social Needs Content Strategy
Prolific Medium
Moves Fast
Fades Fast

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Reality: Social Needs Content Strategy
Without brand-level alignment and guidelines,
social can go very wrong, very fast.

20. Meaningful Connections
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Reality: Content Strategy Needs Social
Validate Strategy
Tie Back to Objectives
Produce Desired Outcomes

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Reality: Content Strategy Needs Social
Platforms constantly
innovating and
multiplying
Consumer behavior
changing rapidly

22. The Solution: Integrate Content Strategy & Social
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Audience
Intelligence
The “Who”
• Who are we
speaking to?
• Who is our
customer?
• Whose
needs do we
need to
consider?
1
2
3
Social
Strategy
The “How”
• How is
content to be
distributed?
• How are
channels
different?
• How will
customers
react?
Execution
Reporting
The “Where”
• Where did
we succeed?
• Where did
efforts fall
short?
• Where can
opportunities
be found?
Editorial
Execution
The “What”
• What are we
going to
create?
• What is the
posting
schedule?
• What gets
promoted?
Content
Strategy
The “Why”
• Why are we
creating
content in
the first
place?
• Why will
users care?

23. Integration Result: Customer-Centric Content
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Addressing customers’ needs and
pain points will pay off in content
quality, site performance, social
engagement & conversions.
Sounds a little like “Youtility” huh?
#Contentandsocial 23

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Audience Informed Programs Rule

25. How to Integrate: The Process & Deliverables
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Audience
Intelligence
The “Who”
1
2
3
Social
Strategy
The “How”
Execution
Reporting
The “Where”
Editorial
Execution
Content
Strategy
The “Why” The “What”

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How to Integrate: Audience Intelligence
Audience
Intelligence
The “Who”
Social Listening
Social Analytics
Usability Tests
Journey Mapping
Workshops
Interviews
Analytics/Data
Topical Demand
1
2
3
Social
Strategy
The “How”
Execution
Reporting
The “Where”
Editorial
Execution
Content
Strategy
The “Why” The “What”

27. Multiple Sources for Gaining Audience Intelligence
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Search
Intelligence
Audience
Research
Social
Intelligence
Audience
Intelligence

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How to Integrate: Content Strategy
Audience
Intelligence
The “Who”
Social Listening
Social Analytics
Usability Tests
Journey Mapping
Workshops
Interviews
Analytics/Data
Topical Demand
1
2
3
Social
Strategy
The “How”
Execution
Reporting
The “Where”
Editorial
Execution
Content
Strategy
The “Why” The “What”
Core Messaging
Strategy
Brand Strategy
Business Goals
User Needs
Voice/Tone Guide
Content Inventory
Content Audit
Editorial Calendar

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Content Strategy: Benefits for Social
þ Develop overarching brand content strategy
þ Create one, unified voice, tone, style
þ Ensure on-brand content for every channel
þ Create repeatable content creation processes
þ Maximize impact for all marketing channels
þ Nurture a user’s brand experience from start to finish

30. Content Strategy: Balance Business & User Goals
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BRAND
USERS
Supports
Business
Objectives
Fulfills
Audience
Needs

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Too brand-focused =
Sounds like a brochure
Doesn’t meet user needs
#Contentandsocial 31
http://www.flickr.com/photos/34639903@N03/3439647651/

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Too user-focused =
No benefit for brand
Still doesn’t answer questions
http://www.flickr.com/photos/icathing/7353057/

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How to Integrate: Social Strategy
Audience
Intelligence
The “Who”
Social Listening
Social Analytics
Usability Tests
Journey Mapping
Workshops
Interviews
Analytics/Data
Topical Demand
1
2
3
Social
Strategy
The “How”
Channel Analysis
Audience Insights
Messaging
Alignment
Distribution
Strategy
Paid Media
Prospect Mining
Social Calendar
Execution
Reporting
The “Where”
Editorial
Execution
Content
Strategy
The “Why” The “What”
Core Messaging
Strategy
Brand Strategy
Business Goals
User Needs
Voice/Tone Guide
Content Inventory
Content Audit
Editorial Calendar

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Content is Fire. Social Media is Gasoline.
Social media was never intended to be the world’s shortest
press release

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Social Distribution Strategy
How do messages
resonate differently
on each platform?
Who are we talking
to?
Content Strategy
Where & when to
distribute the
content

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How to Integrate: Editorial Execution
Audience
Intelligence
The “Who”
Social Listening
Social Analytics
Usability Tests
Journey Mapping
Workshops
Interviews
Analytics/Data
Topical Demand
1
2
3
Social
Strategy
The “How”
Channel Analysis
Audience Insights
Messaging
Alignment
Distribution
Strategy
Paid Media
Prospect Mining
Social Calendar
Execution
Reporting
The “Where”
Editorial
Execution
The “What”
Create
Publish
Syndicate
Repurpose
Share
Promote
Content
Strategy
The “Why”
Core Messaging
Strategy
Brand Strategy
Business Goals
User Needs
Voice/Tone Guide
Content Inventory
Content Audit
Editorial Calendar

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Social Execution Strategy
Content Strategy Social Distribution Strategy
Social Execution Strategy
Content Type RTM Content 3rd Party Content

38. Content Strategy as Social Content Checklist
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1
• Is this what my audience needs/
expects from my brand?
2
• How does this align with our
brand goals?
3
• Does this fit within our defined
voice and tone?
4
• Are there potential negative
outcomes to posting this content?

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Content Strategy as Real-Time Filter
1
• What is this trend about?
2
• Is the current discussion around this
trend open to brands?
3
• Does my brand have any connection
to this trend?
4
• Does joining this trend help drive any
of my defined business objectives?
5
• Can my brand say something unique
in relation to this trend?

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How to Integrate: Execution Reporting
Audience
Intelligence
The “Who”
Social Listening
Social Analytics
Usability Tests
Journey Mapping
Workshops
Interviews
Analytics/Data
Topical Demand
1
2
3
Social
Strategy
The “How”
Channel Analysis
Audience Insights
Messaging
Alignment
Distribution
Strategy
Paid Media
Prospect Mining
Social Calendar
Execution
Reporting
The “Where”
Analytics
Conversions
Shares
Likes
Favorites
New Leads
Exposure
Web Traffic
Editorial
Execution
The “What”
Create
Publish
Syndicate
Repurpose
Share
Promote
Content
Strategy
The “Why”
Core Messaging
Strategy
Brand Strategy
Business Goals
User Needs
Voice/Tone Guide
Content Inventory
Content Audit
Editorial Calendar

41. Measuring and Optimizing Content Marketing
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Content Marketing
Barometer
• Immediate feedback
• Audience
confirmation
• Successful topics
Content Marketing
Optimizations
• Topic expansion
• Audience refinement
• Voice modulation

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Farmers Insurance
Case Study for Integration Success
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43. Farmers Insurance: Content Strategy & Social Media
Content
Strategy
Farmers
Groups
Centralized
Systems
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Content Goals + User Objectives + Brand Guidelines
Website Campaigns Social Media
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Ongoing
Strategy
Farmers Internal Teams & Groups
Execution + Reporting + Editorial Strategy
Channels
Calendars Strategy Docs Editorial Meetings

44. Effective Experiences: Content that Performs
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Farmers Users
Supports
Fulfills
Business
Audience
Objectives
Needs

45. Effective Experiences: Content that Performs
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Farmers Users
Supports
Fulfills
Business
Audience
Objectives
Needs
Audience
Intelligence

46. Effective Experiences: Content that Performs
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Farmers Users
Supports
Fulfills
Business
Audience
Objectives
Needs
Audience
Intelligence
Content Strategy

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Connecting Content Strategy & Social
Social
Strategy
Editorial
Execution
Reporting
þ Clicks to site
þ Engagement
þ Shares
þ Reach

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e Q&A Time

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Audit & Autographed Book Giveaway
Audience members will be randomly chosen to receive:
One free content & social media audit
or
One of three autographed copies of
Youtility

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#Contentandsocial 50
Thank You!
Ethology 1.800.284.1694
marketing@ethology.com ethology.com
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