As social media strategies continue to evolve, finding the ability to relate to your customers and stay relevant remains top of mind. Whether it is being responsive with engaging content or providing clear purchase and services paths to each customer, extending brand love and trust is a key component to a successful social media content strategy. In this webinar we joined Al Sturgeon, Product Adoption Manager, ExactTarget Marketing Cloud and Dawn DeVirgilio, Global Social Media Manager, ExactTarget Marketing Cloud as they discussed how Radian6 Buddy Media Social Studio can help social marketers streamline and publish engaging content that resonates with customers. Watch the webinar recording and slides to learn how you can help invite your customers to respond and share your social content to expand reach.

1. Social in Action: Streamline Your
Social Content Marketing
Dawn DeVirgilio, Global Social Media Manager

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3. Your active participation is encouraged
Tweet to us using: #socialstudio

4. Questions?
Tweet to us using: #socialstudio

5. The Platform for 1:1 Customer Journeys
Build a Single View of the Customer
Plan and Optimize the Customer Journey
Deliver Personalized Content Across
Every Channel and Device
Measure the Impact on Your Business

6. Listen Engage Social Care /
Business Process
Publish
Customer View
Our Vision for Social Marketing

7. Introducing…
Collaborative Spaces for
Teams to Operate at
Social Speed & Agility
Plan, Source, and Publish
Compelling, Brand-Safe
Social Content
Enable Authentic
Interactions with Every
Consumer
Assess and Refine Your
Strategy Based on Results
and Data
Workspaces Social Content Marketing Engagement Analytics
Consumer Ease of Use + Enterprise Class Capabilities

8. Speakers
Dawn DeVirgilio
Global Social Media Manager
dawn@exacttarget.com
@dawndevirgilio

9. Agenda
• How is the ExactTarget Marketing Cloud Social Team structured?
• What does the content creation process look like?
• Messaging specific to Facebook vs Twitter
• Playbook & Rules of Engagement

10. ETMC Social Team
How are you structured?

11. Hub & Spoke

12. Focus on Collaboration
Customer Service Sales
Product Marketing
Public Relations
Deliverability Executives
Human Resources
Events
Partners
Legal

13. Social is Global

14. ETMC Social Team
What does your content
creation process look like?

15. 76% of Marketers
favor email as their
first online “check”
of the day.
(Subscribers, Fans & Followers, Marketers from Mars)
Check Twitter & Facebook

16. Curate Content
We use Rallyverse to curate
and scale our content
marketing efforts.

17. Schedule Content
Create and publish content,
at scale, across channels in
real time.

18. Engagement
Ongoing Monitoring of
Mentions, Brand Buzz and
routing of social
conversations within the
organization.

19. ETMC Social Team
Network Specific Messaging

22. PILLAR: ROLE: WEIGHT: DESCRIPTION:
Data Tells All Credibility 15%
Maintain the authority of the brand by demonstrating expertise through data. Content
ideas include data points relevant marketing communications from CMO to brand
marketer.
Be Inspired Motivation 20%
Provide inspiring ideas from social marketers. Content should spark inspiration for others
faced with similar challenges or questions. Content ideas include quotes or motivational
“posters,” video and blog posts
Personal
Development
Lifestyle 15%
Create content that caters to the personal side of the marketer. This would include
fashion, time management, and personal development.
Strategy How-To Education 25%
Build the value of the Marketing Cloud by providing strategy answers and ideas from
Cloud marketers.
Research
Thought
Leadership
25%
Create content that caters to the personal side of the marketer. This would include
fashion, time management, and personal development.
The content pillars act as guideposts when executing our strategy with
designated weights to use for content planning and development
Content Marketing: Pillars

23. Content Marketing: Pillar Modules
Current Pillars
Data Tells All Be Inspired Personal
Development
Strategy How-To Research
#MobileMondays ✓ ✓ ✓ ✓ ✓
#TipTuesdays ✓ ✓ ✓ ✓ ✓
#CrossChannel
Wednesdays
✓ ✓ ✓ ✓ ✓
#SocialThursdays ✓ ✓ ✓ ✓ ✓
#FunFriday ✓ ✓
Create content modules to plan for recurring content themes each week. The following list
includes a sampling of existing ideas – all of which ladder up to at least one content pillar, if
not multiple pillars:

24. ETMC Social Team
Playbook & Rules of
Engagement

25. Social Workflow
Assess Route Respond Complete

26. Guidelines for Social Engagement
• Respond at least once publically.
• Get background information including Social Bio and Salesforce details.
• Ask to provide confidential details via DM
• Keep broad helpful conversations public.
• When not to engage. We expect a basic level of civility; disagreements are
fine, but mutual respect is a must, and profanity or abusive language are
out-of-bounds.

27. Focus on how to be social
not on how to do social.
- @jaybaer

28. Succeed with
Social Media
Text “SOCIAL” to 38767
Tips | Strategies | Trends
*Msg&Data Rates Apply. Get 1msg/week. HELP for help. STOP
to Stop. T&Cs avail at http://pages.exacttarget.com/etsmshelp/

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