The strategy, science and art of social media delivered by Paul Maccabee, President, and Christina Milanowski, Social Media Director, of Maccabee Public Relations. Visit www.MaccaPR.com for even more PR and social media counsel on the MaccaPR blog. Originally presented to Minnesota Women in Marketing & Communications (MWMC) in November 2014.

1. Social Media Workshop
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November 19, 2014
11/18/2014
MACCABEE | A Strategic Public Relations & Online Marketing
Agency

2. Welcome to #MWMCSocial
Paul Maccabee
@MaccabeePR
Christina Milanowski
@ChristinaMila
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Agenda
Social Media Strategy
Secrets of Behavioral Psychology
What’s Your Content Marketing Call-To-Action?
Best Practices in the Art of Visual Content
Resources

4. 4
Harry Bliss, The New Yorker, 2012

5. Social Media Strategy
11/18/2014
MACCABEE | A Strategic Public Relations & Online Marketing
Agency
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6. 49.5M Views
65M Views
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MACCABEE | A Strategic Public Relations & Online Marketing
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Do Social Media Numbers Matter?
46.5M
Followers
76M Views 45M Fans

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MACCABEE | A Strategic Public Relations & Online Marketing
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OfficeMax Case Study
http://brinx.it/Akv

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Social Media = The Means, Not the End
• To increase awareness of your product or service and tell your brand
story.
• To acquire sales leads.
• To convince a consumer to walk into a store and buy your product.
• To create customer loyalty.
• To spark long-term back-and-forth conversations.
• To drive direct traffic to your website, microsite, landing page and other
web assets.
• To engage with consumer, business or trade media – editors,
producers, bloggers.
• To acquire an attendee at a tradeshow to visit your booth.
• To secure donations or volunteers for non-profit organizations.
• To connect with referral sources and other influencers.

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Proving the Value of Social Media

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Infrastructure

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MACCABEE | A Strategic Public Relations & Online Marketing
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How To Choose Social Media Channels
• Multiple Channels Conundrum
• SEO and Functionality Considerations
• Where to Build Your Content Ship
• Niche Social Channels
• Audience Demographics
http://brinx.it/w2d

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MACCABEE | A Strategic Public Relations & Online Marketing
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A New Way of Viewing Social Media
Social Media IS NOT IS
LinkedIn
Just a Resume and
Recruitment Social Media
Channel
A Content Distribution
Channel
YouTube
A Repository for Your Old
Videos
A Search Engine Crossed
with a Content Distribution
Channel
SlideShare
Just a Library of Old
PowerPoints
A Sales Lead Generating,
Web-Traffic Building
Content Vehicle

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MACCABEE | A Strategic Public Relations & Online Marketing
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Crash Course in Tools
Social Media Monitoring Tools
• Social Mention
• Hootsuite
• Twitter Analytics
• Google Analytics
Content Sharing Sites
• Digg
• Reddit
• StumbleUpon
• Niche article syndication sites
Marketing Automation Software
• HubSpot
• Marketo
• Eloqua
• Act-On
Influencer Tools
• Twitter
• Traackr
• Klout
• Kred
• IZEA
• SWAY! Group

14. Secrets of Behavioral
Psychology
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15. Goals for Your Social Media-Delivered Content
11/18/2014
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• Encourage social sharing of your content with others?
• Generate the most possible page views and readership?
• Maximize your click-thru rates?
• Spark more retweets?
• Generate more links back to your site?
• Spark engagement via comments attached to your content?
• Increase number of prospects who download content, such as your
white paper, e-book or infographic?
• Improve the findability of your brand and content on search engines
like Google?

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MACCABEE | A Strategic Public Relations & Online Marketing
Agency
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Psychology of Twitter
October, 2011
Source: buffersocial, August 2013

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MACCABEE | A Strategic Public Relations & Online Marketing
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Psychology of Facebook
Source: Buddy Media, 2011

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MACCABEE | A Strategic Public Relations & Online Marketing
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Psychology of Pinterest
Source: SYNECORE Technologies. August 2012

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MACCABEE | A Strategic Public Relations & Online Marketing
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Psychology of Instagram
Source: SimplyMeasured, August 2012

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MACCABEE | A Strategic Public Relations & Online Marketing
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Psychology of LinkedIn
Source: buffersocial, March 2014

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Psychology of Blog Engagement
Source: buffersocial, March
2014
, 2011

22. Breakout Session!
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23. What’s Your Content
Marketing Call-To-Action?
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What Is Content Marketing?
“Content marketing is a
marketing technique of creating
and distributing valuable,
relevant and consistent content
to attract and acquire a clearly
defined audience – with the
objective of driving profitable
customer action.”
-Content Marketing Institute

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Content Marketing 101

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Content Marketing Case Study
http://brinx.it/w51

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Quality Content Best Practices
• Relevant and shareable
• Sparks emotional reaction – laughter, mouth drops,
WTF!
• Content that’s about the viewer or reader and not
about you
• Visual
• Novel, bold and original

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It’s Not About You

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MACCABEE | A Strategic Public Relations & Online Marketing
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Shareable Content
Source: Buzzsumo, May 2014

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Landing Pages and Testing

32. Best Practices in the
Art of Visual Content
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13 Visual Content Best Practices
1. Stay “on brand”
2. Make it original
3. Leverage Pinterest
http://brinx.it/AJz

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13 Visual Content Best Practices
4. Use video effectively
5. Find ways to add humor
6. Ride the trends

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13 Visual Content Best Practices
7. Be snackable
8. Batch content
9. Marry content with context
10. Activate your passionate
advocates

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13 Visual Content Best Practices
11. Know the rules
12. SlideShare is a go-to network for
business info
13. Don’t forget about the press release

37. Thank You!
11/13/14
MACCABEE | A Strategic Public Relations & Online Marketing
Agency
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Paul Maccabee
paul@maccabee.com | @MaccabeePR
Christina Milanowski
christina@maccabee.com | @ChristinaMila
612-337-0087
A Strategic Public Relations
& Online Marketing Agency
Maccabee.com

38. Resources
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Online Resources
Mashable
Marketing Land
(especially CMO Zone)
Social Media Today
SocialFresh.com
Upworthy Insider blog
Content Marketing
Institute
HubSpot.com blog
Buffer.com blog
Ragan PR Daily
Social Media Examiner

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Maccabee’s Favorite Publications
“Epic Content Marketing” by Joe Pulizzi
“The Science of Marketing: When to
Tweet, What to Post, How to Blog” by Dan
Zarella
“Visual Marketing Revolution: 26 Rules to
Help Social Media Marketers Connect the
Dots” by Stephanie Diamond
“Inbound Marketing: Get Found using
Google, Social Media and Blogs” by Brian
Halligan and Dharmesh Shah
“The Power of Visual Storytelling: How to
Use Visuals, Videos, and Social Media to
Market Your Brand” by Ekaterina Walter
and Jessica Gioglio
“Webs of Influence: The Psychology of
Online Persuasion” by Nathalie Nahai

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MACCABEE | A Strategic Public Relations & Online Marketing
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Maccabee’s Favorite Publications, Cont.
“Return on Engagement:
Content, Strategy and Design
Techniques for Digital
Marketing” by Tim Frick
“BtoB Digital Marketing: Using
the Web to Market Directly To
Businesses” by Michael Miller
“Optimize: How To Attract and
Engage More Customers by
Integrating SEO, Social Media
and Content Marketing” by Lee
Odden
“YouTube Marketing Power:
How to Use Video to Find More
Prospects, Launch Your
Products, Reach a Massive
Audience” by Jason Miles
“Conversion Optimization: The
Art and Science of Converting
Prospects to Customers” by
Khalid Saleh and Ayat Shukairy
“Ultimate Guide to Link
Building” by Eric Ward and
Garrett French
“Renegades Write the Rules:
How the Digital Royalty Use
Social media to Innovate” by
Amy Jo Martin
“World Wide Rave: Creating
Triggers that get Millions of
People to Spread Your Ideas
and Share Your Stories” by
David Meerman Scott

42. Q&A
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Connect with Maccabee Public Relations