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Enough is enough!
Have you had enough of technical jargon and conflicting advice about how to generate sales through social media and content marketing? Are you a small to medium business looking for a step-by-step action plan to guide you right through the content marketing process - from idea to execution, measurement and delivery?
If so, you are not alone! De-mystifying content marketing in order to achieve a measurable return on investment is a huge pain point for many businesses. If this sounds familiar, then Rules of Social Engagement is for you. This step-by-step approach provides you with a no-fuss strategy for driving sales by creating, executing and tracking an easy to manage social content marketing plan.
Rules of Social Engagement is split into 9 sections. Each section is:
1. A chapter in the book
2. A video template explaining the chapter
3. A template to fill out for your own business
4. A Demo lecture showing you how to fill it out and what to look out for.
ROSE allows you to tailor the rules to your own businesses in REAL TIME through a series of online templates and tools. Most importantly, it will teach you how to connect with your audience by creating truly engaging content! By the time you put this book down, you will have all you need to know to develop a customized engagement plan to drive sales for your business.
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|Section 1: Welcome to Rules of Social Engagement!|
Navigating the social web and leveraging your social profile for business success can be an overwhelming task for any professional in today’s frenetic digital world. Creative Engagement Specialist Philippa Spork is passionate about teaching businesses and brands how to cut through the social clutter to build their professional profiles and position themselves as experts in their field.
After a 20-year career working for Australia’s two biggest media organisations; Nine Entertainment Group and Seven West Media, Philippa decided to share her experience and passion with Australian businesses by empowering them to thrive and profit in today’s social and digital world. So she created Rules of Social Engagement; a step-by-step guide for creating effective digital social content to drive sales, available as a book, eBook and a 10-module eLearning program. Rules of Social Engagement was awarded a Bronze Medal at the 2016 IPPY's - the Global Independent Publishers Awards. Philippa is B&T Magazine’s 2015 Women in Media National People’s Choice Winner, and National Digital Finalist
|Section 2: What is FAMED?|
FAMED is split into 5 sections; and so when you have finished FAMED you will know how to:
1. FIND YOUR INSPIRATION; learning lessons from local and global brands that have gone before us, being inspired from ideas that worked and learning from the ones that didn’t.
2. AUTHENTICATE the ideas that inspire you to your business by creating your Brand Content Statement.
3. MAP OUT a strategic content plan across all marketing assets based on realistic metrics for success
4. EVALUATE AND EVOLVE by Planning and monitoring to allow you to maximise tactics when they work, and changing course altogether when they don’t.
5. DELIVER analysis of your program to your stakeholders against a clear set of goals and measurement metrics, ensuring your content program has a fruitful future
At the heart of any great content marketing campaign is a central idea; an idea that is linked to the promise your product delivers. I like to start an idea brainstorm by looking to the experts for inspiration.In this section you'll learn what to look out for and how to glean inspiration from the lessons learned by others!
The easy part is scrolling the web looking for good ideas, but extracting valuable information from these ideas and applying them to your business takes some careful planning. This template helps you to determine which ideas are applicable to your business, and makes you think about how you could apply them.
The most important part of this template is that it guides you through the critical process of defining your brand content statement; which must underpin all of the content that you create from here on in.
Every great idea needs to represent your brand and be an authentic representation of what you actually deliver.
Many businesses get caught up in an idea or tactic, which in the end, doesn't drive sales because it isn't intrinsically linked to the product they sell.
The pain of your target audience must always be at the heart of the service that you provide – and it's critical that your customers can relate to the pain points, and that your business actually does deliver solutions to those problems.
This template guides you through the process of making sure that your brand content statement actually does align to your authentic brand, and importantly what your product or service provides.
So now that you’ve decided on a brand content statement, and you’ve considered contextually relevant places to place your content, you have to start putting together a plan.
The real reason we need a calendar in the first place is about our audience – not us! You may well get sick of hearing me say ‘it’s not about you’, but it's true. So I can’t help reiterating how important this is.
This is the most important part of the entire content marketing process! Without a plan, you simply have no control of your content.
In this lecture we learn about putting together your strategic plan – it's where we look at it from the perspective of your audience.
This calendar will become your roadmap for success and will be what you use to keep track of your content plan for the ENTIRE YEAR
Guess what? No marketer in the world can honestly tell you exactly how successful each marketing dollar spent has been! It's a well calculated series of risks that leads to success in content marketing and the good news is that because it is based on genuine engagement, you have some valuable insights about your audience when it comes to getting to know them and adapting content to suit.
This section is about tracking successes and failures and adapting to suit.
Here is the part where you get to measure the fruits of your content labours.
It is critical to understand on an ongoing basis how your content marketing is being engaged with and evolving your approach to suit your audience if it's not. And as long as you are reaching the right audience for your product, this strategy will pay off in spades.
This section is all about measuring success, or not.
At the end of the day, your content marketing, or any marketing for that matter must deliver a result to your stakeholders or it will be ceremoniously deleted from the budget calendar. This section is about ensuring that you are positioned to best deliver those results!
This is the last step in FAMED - and it's all about DELIVERY - it's how we report our results to our stakeholders – against a clear set of goals and metrics
The most important part of any marketing campaign is keeping track of delivery so that you can be sure to catch trends and opportunities before its too late. This template provides you with the tool for doing just that.
|Section 3: What is Star|
STAR is the executional phase of your content management program which guides content creation through four easy steps:
c. Adding Value
I love the storytelling step - it's just such a shame it takes so long to get to it - but all of the set up is so important! Anyway, now that we're here we can to explore the story you are going to tell your customers – and it's where you come up with the hook that you use to draw them into your brand.
And the stories we tell have to feed right back into the pain the customer feels; so that our product or service can solve it for them!
As much as I love the storytelling stage, I have also seen many businesses struggle with this part! The most important part of the process is making sure that the story ties back into what you actually want your customers to DO once they've engaged with your story.
In this lecture I take you through the template, and guide you through my handy Think, Say, Do strategy; making sure you never lose sight of the bigger goal
A lot of targeting is actually about good old common sense! If you think about it, you already know a lot of about it already - you wouldn't market to your grandmother in the same way you would to your 18 year old sister - unless of course you had a really cool and funky young grandmother; but you get the idea. It's important to put yourself into the mindset of your target before you create your marketing plan.
In this video I take you through my five tips for tips for getting ahead with your targeting.
Consumers now expect only the information that relates to them - the Google algorithms have spoiled us all to receive only that which relates to US. But the good news for you is that if they are not interested in what you're selling then you don’t want to waste time or money trying to reach them.
The key is knowing WHO you are targeting WHAT they want, HOW they want to receive information and WHEN they are most likely to want to receive it! This template guides you through this process.
Most people first thing about money when they think about value, but value comes in many forms.
This section of the course invites you to explore the concept of value for your content, in direct relation to your target audience, your particular product or service and your competitive set.
This is a really important part of the content process, as there is no way that your content will ever resonate with your audience unless it adds something of value to them. And the problem is that not everyone sees the same things as valuable so you need to consider carefully what your value will be.
The onus is on you to determine what they need or want, and then create something that actually delivers value to cater to that need. This template takes you through the process of determining to the best of your ability what the broadest audience needs.
As we all know, creating cut through with your marketing is at the top of ever marketer's wish-list, but if the campaign isn't associated with your brand, or worse, is remembered for the wrong reasons, it hasn't done the job you set out to carry out in the first place.
There are plenty of tactics that the experts use to create cut-through and be remembered, and in this section I take you through some no fail strategies for being remembered that can be applied to any business.
It is critical, in today's cluttered marketing landscape the content that you create is associated with your brand and remembered as yours; in the context that you want to be remembered for!
This template guides you through the simple process of checking that you have used all possible assets to align your brand to the content you are promoting every time. It also makes you think about the possible outcomes of being remembered for the wrong things and what to do about it if you are.
Navigating the social web and leveraging your social profile for business success can be an overwhelming task for any professional in today’s frenetic digital world. Creative Engagement Specialist Philippa Spork teaches businesses and brands how to cut through the social clutter to build their professional profiles and position themselves as experts in their field.
After a 20-year career working for Australia’s two biggest media organisations; Nine Entertainment Group and Seven West Media, Philippa decided to share her experience and passion with Australian businesses by empowering them to thrive and profit in today’s social and digital world. So she created Rules of Social Engagement; a step-by-step guide for creating effective digital social content to drive sales, available as a book, eBook and a 10-module eLearning program.
Her book Rules of Social Engagement won a bronze medal at the 2016 Global IPPY Awards in the US - in the Business/Career/Sales category. (Independent Publishers Awards)
She is B&T Magazine’s 2015 National Women in Media People’s Choice Winner, and National Digital Finalist.
Philippa is an engaging public speaker who can speak across a range of social engagement topics, working with brands like Ray White QLD, Seven Network’s Integrated sales division RED and many other businesses around the country to leverage their brands in a digital landscape. She offers a series of ongoing support programs for individuals and brands wanting to leverage their social profiles.