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– Behind the Scenes!

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– Behind the Scenes!


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Meet the Social Superheroes: #SocialSuperheroes


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Meet the Social Superheroes: #SocialSuperheroes


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Meet the Social Superheroes: #SocialSuperheroes


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Housekeeping Notes Slides and recording will be available after Technical issues – please use the chat panel Questions on Twitter: #SocialSuperheroes #SocialSuperheroes


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1 Research


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How did we know Superheroes would work?


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Get data before you create


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What’s already working for the topic? 1. Perform a topic search


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What’s working for big sites? 2. Perform a multiple domain search


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3. Figure out what format works best


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3. Figure out what format works best How To Articles, Lists, Infographics – let’s make something visual and helpful!


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4. Figure out what length it should be Longer wins, let’s create an ebook!


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Tip driven/how-to guide


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Tip driven/how-to guide Heroes/Avengers theme


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Tip driven/how-to guide Heroes/Avengers theme Longer form ebook


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Tip driven/how-to guide Heroes/Avengers theme Longer form ebook Visual element like infographic


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Research before you start: Popular topics What the big players are seeing success with Optimal length of content Most popular format


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2 The launch


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"A Great Content Brand is a brand that's famous for producing intelligent, useful and entertaining content that's always worth consuming.” Doug Kessler, Velocity Partners


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Share the content with your networks 1. Spark up the conversation


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"Tweets from businesses that contain images are 34% more likely to get Retweeted than Tweets from businesses with no image at all.” HubSpot & SocialBro Research


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Google + Share the content with ALL of your networks


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Google + Twitter


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Google + Facebook Event Twitter


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Make use of your profile cover photo space


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Pin Your posts to the top of your Profile


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Create a vine or instagram video


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2. Engage your audience


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Who should you engage with? Fans/Followers who: Shared the content Shared the assets created for the campaign Engaged with the ebook/content/brand


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Ask questions (Have you read it? Did you enjoy it?) How should you engage with them?


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Offer help/assistance


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Search for keywords


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Hijack trending topics


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2. Entertain your audience


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How do you entertain your audience? Use quotes that everyone knows and recognises


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Use images your audience can relate to


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Make it fun and fit it to your campaign’s theme


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3 Expanding Reach


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Just one influencer sharing can result in 30% more shares


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Not all influencers are equal


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Find who’s sharing quality content on your topic


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Sort by authority, RT ratio, type, location focus our outreach efforts


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Influencer search for social media marketing: our outreach list


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What does Jason Falls like to share?


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Can only ask …


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Influencer outreach is about building relationships


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Do influencers share landing pages?? Authority on the line Many won’t share pages asking for follower data A/B test with direct link rather than gated offer


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4 Measure


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Why measure? Define clear objectives Focuses the entire organisation on what is and isn’t important Agreed and transparent results can be used to justify associated budgets


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Don’t focus on the latest ‘vogue’ or ‘vanity’ metrics.


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What should you measure? Outputs – what you created Outtakes – how people reacted Outcomes – how people behave differently as a result


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It’s far more insightful to track conversation about a campaign in relation to a brand, rather than simply the campaign or the brand.


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Use boolean language to track the campaign


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The Social Superheroes dashboard


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Measure volume, reach, exposure, and amplification


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Measuring the buzz


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Get granular using social listening


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Measure website visits


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Measure Takeaways Measure positive and negative sentiment Measure buzz, reach and amplification Measure website visits & conversions


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THANK YOU! Questions? #SocialSuperheroes @Buzzsumo @LinkHumans @Brandwatch @HubSpot


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