Masterclass Programme
How to plan and execute successful Social Media Content and Digital Engagement Strategies
with Lee Odden, CEO, TopRank Online Marketing, USA
advising Fortune 500 companies on social media content strategies
Founder, TopRank Blog, Number Eight on Ad Age’s Power 150 Blogs
Wednesday, 17th November 2010
SkyCity Convention Centre, Auckland
9.00am: Introduction to Online Content Strategy (OCS)
This is a “masterclass” so the last thing you need is a fluffy introduction session.
For those that have no idea where to start with Online Content Strategy, Lee will spend this session bringing you up to speed.
9.15 am: Social Content Marketing Roadmap: Laying the foundation for social media success
Setting up accounts on Facebook, Twitter and publishing a blog isn’t a social media strategy. Understanding the who, what, when, where and why of your customers and industry influentials is essential for developing a strong social content plan that engages, persuades and converts. You’ll learn:
• Fundamentals of Social Media Listening
• Setting Objectives for Social Content Marketing
• 3 keys to developing an Audience profile
• Core components to successful Social Strategy
• Essential social media Tactics & Tools
• Which Measurement tools are right for you
10.15am: Cycle of Social Media Interaction
Social media and content marketing require ongoing adjustment and scale according to customer needs. The Cycle of Social Media Interaction provides an opportunity to develop useful content and grow social networks that will share that content and offer insights on refinement for even more effective social media marketing. You’ll learn:
• Essential social content development
• Social media optimization tips
• Social network development
• Social content promotion
• Link building through social media
• Mining social data for keywords and editorial
10.45am: Break
11.15am Blogging to Power Up Your Social Media Engagement
Business blogs can be incredibly effective publishing and customer engagement tools. They can also drain resources and lack effectiveness without the right approach. After nearly 7 years of blogging over 2,000 articles and being recognized as one of the top marketing blogs on the web, Lee Odden will share firsthand knowledge of successful business blogging. You’ll learn:
• How companies have successfully increased traffic, leads and sales through blogging
• Blog content planning, promotion and measurement
• How blogs can tie social media, SEO and Public Relations together
• How to leverage social media for blog marketing
11.45am: Social Media Marketing Tools
Now that you’ve decided to commit to social media content, where will you start? Is Facebook better than LinkedIn? How can you make the most of YouTube and Twitter? In this session you’ll learn:
• Pros and cons of the top social media platforms and tools: Facebook, YouTube, Twitter, LinkedIn, Blogging
• How to tie social media participation together
• Which tools & dashboards are most useful for managing participation and promotion
12.15pm: Networking Lunch
We’ll keep you nourished while you network with others and pick Lee’s brains.
1.00pm: Digital Asset Optimization
It’s no longer effective to solely optimize web pages for a competitive advantage in search. Social media content & media can engage customers directly. Like other types of content found on search engines, social media content can be optimized for better search visibility, attracting relevant customers looking for what your company has to offer. You’ll learn:
• Types of digital assets included in Universal search results
• How to optimize digital assets
• How to leverage digital assets for social media and SEO
2.45pm: Break
2.55pm: Essentials of Social SEO for 2011
In a recent poll on Online Marketing Blog, over 200 marketers voted SEO as the top online marketing tactic for 2011 followed by social media. The nature of customer information discovery, consumption and sharing is changing and rather than shifting marketing resources specifically to social media or SEO, marketers will find an amplified effect if they learn how to use Social Media, Content and SEO together. In this session you’ll learn:
• A model for incorporating strategic social media and SEO into online marketing plans
• Social and search focused Listening
• Buyer persona focused Content
• Social network Promotions that also attract links for SEO
• Essential social media and SEO Measurement
3.45pm: Social Media Measurement & ROI
Measuring short term and long term marketing effectiveness along with identifying real-time opportunities are essential for social media marketing success. There are a number of search and social media centric key performance indicators (KPIs) that can provide insight to social media marketing. In this session, you’ll learn:
• Essentials of social media monitoring for research, benchmarking, measuring performance and identifying on-demand marketing opportunities
• Which search and social media signals can lead to improved marketing success
• Models for associating monetary value on social media outcomes
• Insights into reporting social media & content marketing performance in your organization
4.45pm: Conclusions on What Works and What Doesn’t
Lee will finish by addressing the main takeaway points on online content strategies and then open up to questions.
