Breaking Down Your Content For the Social Web

Breaking Down Your Content for the Social Web


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WE GAVE THIS PRESENTATION AT BLOGWORLD LA

• You’ve taken the time to identify the type of content you will share through your blog and social networks, but now you need to think about how you’ll get that content in front of your audience.

• How content works on your blog will be different from how content works on Facebook.

• Each of your social networks will need to provide unique value if you hope to be successful on the social web.


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KEY TAKE AWAYS FROM THIS PRESENTION:

1. How to create several valuable sources of information from one piece of content.

2. How to provide unique value to your social networks that encourages sharing of your content.

3. How to position your business or brand as a trusted helpful resource.


Don’t Be Lazy On the Social Web


Stop Automating Your Content!


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SOCIAL NETWORKS ARE NOT XEROX MACHINES

• Don’t be lazy and auto post your content.

• Your content can be structured, but that doesn’t mean it should be lifeless.

• Your readers will recognize the minimal effort you put into your content.

• If you plan to just copy paste your content across the social web then don’t expect people to invest their time in your social networks.


Those Who Communicate, WinThose Who Communicate, Win


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COMMUNICATION THROUGH CONTENT

• Social Media is a ravenous beast that feeds off content. If you don’t have content, you’re dead - Jason Falls

• Social Media is all about communication. Not marketing.

• You need to communicate with your audience, and not just market at them. You will have a difficult time if you only try to market through Social Media.

• As you communicate with others you are building trust that will eventually lead to marketing opportunities.


Identify Your Content BubbleIdentify Your Content Bubble


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BUILDING YOUR CONTENT BUBBLE

This is an exercise we take our clients through. It helps us lay the foundation for a solid content and communication strategy.

1. Identify your core content: The one subject you know you can talk about forever, no matter how boring you may get!

2. Determine 2-3 related subjects to your core: These should extend your core subject so you are somewhat interesting

3. Identify 2-3 passion subjects that you can speak about. These are the “fun” subjects.

4. Identify shared content: Content already created and should relate very closely to your business or organization. It’s okay to share content already created!


FOR EXAMPLE…

Let’s say you owned a restaurant and needed some ideas of what kind of content to create.

1. Core content- this would most likely focus on your restaurant. Specials, staff spotlights, testimonials, etc.

2. Related subjects- is there any history to the food you serve? How about ingredients? What interesting subjects exist about the type of dishes you offer?

3. Passion subjects- What fun topics can you talk about that relate to your restaurant. Wine? Art? Music? Recipes?

4. Shared content- Search for meatloaf, and we guarantee you will find someone who made a video showing off their own recipe. Share that! What about all the pictures of the produce you use or local markets?

Now your content is becoming an interesting resource!

HELPFUL RESOURCE

Our Director of Social Media has been presenting on this subject for the past year.

Feel free to check out the Content Bubble presentation here atWordCamp Chicago.

http://wordpress.tv/2011/10/30/david-murray-building-your-content-bubble/


Why Would Anyone Follow You?Why Would Anyone Follow You?


Take A Position With Your ContentTake A Position With Your Content


Build Unique Value for Your Social NetworksBuild Unique Value for Your Social Networks


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GIVE PEOPLE A REASON TO “LIKE” YOU

• Would you follow all of your social networks? If the answer is no, then don’t expect your customers to do the same.

• Posting the same content on all your social networks devalues your social foot print.

• Stop asking people to like your Facebook page or Twitter account. Create value so that people will want to follow you.

• Better yet, give them something that they can take away and share with their network!


Facebook: Be Cool and Ask Questions Facebook: Be Cool and Ask Questions


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THINK OF FACEBOOK AS YOUR BACKYARD BBQ

• It is no surprise that the best Facebook Pages have an active community built off passion points.

• Every business or organization has a passion element that people can relate to. Tap into that and allow your audience to be participants of that passion.

• Facebook should be fun. A place to highlight culture and community. It is the ideal channel where you can humanize your business.

• This doesn’t mean the content you share can’t align with your overall business objectives.

HELPFUL RESOURCE

Take a look at CREE Lighting’s Facebook Page.

This is a B2B LED Lighting company championing what they call “The CREE Lighting Revolution” – a movement to eliminate poor office lighting.

Think of the flickering office lights in the movie, Joe Vs. the Volcano. This is something most of us can relate to.

https://www.facebook.com/CreeLEDRevolution


Email Newsletter:Take Advantage of the Buy InEmail Newsletter:Take Advantage of the Buy In


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DON’T OVERLOOK THE CONNECTIVITY OF EMAIL

• If you do have an email newsletter, pay close attention to who is subscribing and what they are reading on it.

• Provide a call to action, and give your readers something they can take away. Give them a reason to read it.

• Remember, people who are subscribing to your newsletter are subscribing to you. This is a sales funnel you shouldn’t ignore.


Video:Highest Type of Shared ContentVideo:Highest Type of Shared Content


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YOUTUBE – THE 2nd BIGGEST SEARCH ENGINE

• Video is interactive. People like watching stories. They like being entertained.

• Your videos don’t have to be polished Hollywood productions, but shouldn’t all look like family home movies either.

• Quality of content is still important.

• Keep it concise. If you can effectively tell your story or communicate your point in 30 seconds, great. Don’t make your videos any longer than they need to be.

• People share videos. Give them a reason to share yours.


Linkedin:Don’t Overlook Who Reads Content HereLinkedin:Don’t Overlook Who Reads Content Here


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DECISION MAKERS ARE FOUND ON LINKEDIN

• CEOs, CFOs, Hiring Managers, and business leaders are here looking for expertise.

• 45% of Linkedin members make between 100k and 150k

• Linkedin is a one of the few social networks where it is a good idea to connect with just about everyone you can.

• Fully complete your profile, and make sure you have a call to action in your summary that communicates how you can help.

HELPFUL RESOURCE

Lewis Howes has an excellent email newsletter and helpful blog where he provides excellent Linkedin tips and suggestions.

You may also want to check out this list of articles of helpful Linkedin advice.

http://www.lewishowes.com/

http://linkedintelligence.com/smart-ways-to-use-linkedin/




What About Flickr?What About Flickr?


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PEOPLE LIKE VISUAL STIMULI

• A picture says a thousand words, right?

• Hyou can visually represent your company. Give potential customers insight into who you are.

• Capture pictures from events you attended or that your brand participates with.

• Aim to share only the best quality images on your Flickr channel.

• Allow people to share your pictures. Images are often sought for blogs and social network posts. Take advantage of the potential cross pollination the social web provides.


Do You Have Existing Content That Would Make an Interestingand Helpful eBook or White Paper?

Do You Have Existing Content That Would Make an Interestingand Helpful eBook or White Paper?


Put Your Presentations On SlideShare

Put Your Presentations On SlideShare


Divide and Conquer With Your Content

Divide and Conquer With Your Content


Example:The Press ReleaseExample:The Press Release


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A PRESS RELEASE CAN BE MULTIPURPOSED

• Press releases are fine and they work for their specific channels.

• Your individual social networks have separate rhythms that dictate how effectively certain types of content communicate to an audience.

• The goal here is to want to make your audience interested in following and participating with your different channels.

• People will follow multiple social networks from the same brand when the recognize there is individual value to be found.

• Pasting your press release across all your channels will not achieve the above objective.

HELPFUL RESOURCE

Take a look at these eBooks from David Meerman Scott. Some are a few years old, but still very relevant.

These provide helpful information in a concise and informative manner.

They encourage the leader to lead in and find out more about the company.

http://www.davidmeermanscott.com/products_ebooks.htm




Take the Info andMake Some ContentTake the Info andMake Some Content


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BREAKING DOWN THE PRESS RELEASE

• Are there subjects, passion points, and areas of interest that you can take from your press release and create additional content from?

• Knowing now how the different social networks flow, are there specific types of content you can begin to identify?

• Start brainstorming the various types of content and communications specific to each of your social networks.

• Make lists of the following - “fun content subjects” for Facebook, “news bites” for Twitter, “potential video series” for YouTube, etc.

• It is important to note that you don’t have to be on every social network. Focus on the ones pertinent to your audience.


A Helpful Video SeriesA Helpful Video Series


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BREAKING DOWN THE PRESS RELEASE - VIDEO

• Perhaps you identified a potential series of helpful videos you can create based of a need your product or service offers.

• Make this a series available on your YouTube channel.

• Provide a call to action in your videos.

• Point back to your press release when necessary, but you should focus on getting people back to your main site.


Industry Related NewsIndustry Related News


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BREAKING DOWN THE PRESS RELEASE - TWITTER

• Please don’t tweet this: “Check out our new press release! www.link.com”

• See if you can identify news worthy statistics and bites of information that stem from your press release.

• Tweet out these bites of information linking to helpful resources. Be sure to take advantage of industry related hashtags.

• Point people to your helpful video series on YouTube.


Helpful Blog Post: Opinion PieceHelpful Blog Post: Opinion Piece


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BREAKING DOWN THE PRESS RELEASE - BLOG

• Don’t take the content from your press release and copy it into a new blog post. Also, don’t blog that you have a new press release.

• Instead, are there passion points that relate to your industry that you can use to create an opinion piece?

• Are there relevant resources that relate to your press release that you can discuss and point to in your blog?

• Point people to your Twitter account where they can get industry related news, and also share that you have a helpful video series on your YouTube channel.


Ask Some QuestionsAsk Some Questions


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BREAKING DOWN THE PRESS RELEASE - FACEBOOK

• Don’t just link to your press release from your Facebook Page.

• If you have been listening to your community here, you should be able to pull out questions you could ask your fans that relate to your press release.

• Perhaps your press release was created to answer specific questions your customers have. Show them where they can find those answers on your social networks.

• Share your blog post on your Facebook Wall. Maybe share one video from your helpful video series with a link where they can find the rest.

• Maybe your press release can set on a custom tab.


Excess Information Can Be an eBookor White Paper

Excess Information Can Be an eBookor White Paper


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BREAKING DOWN THE PRESS RELEASE - EBOOK

• Your press release is not an eBook, a White Paper, or a SlideShare presentation. It is a press release.

• If there is a lot to say, don’t try to cram it into your press release.

• Maybe you can take all that information and create a detailed White Paper or a helpful eBook. Both of which can sit on your main site.

• Don’t forget to point your audience to your blog post, helpful video series, news feed on Twitter, community on Facebook, and where they can find your press release.

Now you can see how all your individual social networks with their unique value can still support each other!


Other:Helpful eBookPresentationWhite PaperWebinar

Other:Helpful eBookPresentationWhite PaperWebinar

Rethink Your Email Newsletter.Do You Need One, or Will A Blog Do?

Rethink Your Email Newsletter.Do You Need One, or Will A Blog Do?


Ask and Answer QuestionsAsk and Answer Questions


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LINKEDIN ISN’T JUST A PLACE TO POST YOUR RESUME

There are several ways you can share content on Linkedin and reach a broader audience:

• People on Linkedin are looking for expertise. Share yours in a helpful manner and people will find you.

• Create a group and champion a cause that, again, relates to passion point relevant to your industry. Lead the discussion and allow others to participate.

• Don’t forget your can import your WordPress Blog and SlideShare account.

• If you have helpful and relevant industry eBooks or White Papers use the Box.net application.

• Take advantage of the Answers forum. Help people with their questions. Ask relevant questions of your own and thank those who take the time to answer.


A Bit On QR CodesA Bit On QR Codes


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YOUR QR CODE NEEDS TO PROVIDE UNIQUE VALUE TOO

• Please don’t create a QR code that points to your press release.

• QR codes are not new, and they are spreading like a rash. Few are effective. Fewer still are even scanned.

• Take the visitor somewhere or give them something they can not get anywhere else through your QR code.

• This could be a private invite to a free seminar, video greeting from your CEO, and link for samples of your product or services.

• Again, it all comes down to value.


Good:Getting People Plugged In

to Your Content

Good:Getting People Plugged In

to Your Content


Better:Getting People to Interact

With Your Content

Better:Getting People to Interact

With Your Content


Best: Getting People to Share Your Content!Best: Getting People to Share Your Content!


The Social Web Is Referral City

The Social Web Is Referral City


Treat Your Content As A Product

Treat Your Content As A Product


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AIM TO PUT AS MUCH CARE INTO YOUR CONTENT AS YOU DO WITH YOUR PRODUCTS OR SERVICES

• People refer products and services from companies that help them.

• Your content should aim to do the same thing – help.

• Your goal isn’t just to get people to read or participate with your content. Your goal should be to get people to want to share it.

• Sharing your content is a referral for you and your business.

• So your content and communications are just as important as your actual services. Maybe even more so.

• Because…


When People “Buy” Into Your Content, They Are That Much Closer To Buying From You!

When People “Buy” Into Your Content, They Are That Much Closer To Buying From You!


Your Content and Social Networks Should Help Build The Big Word Below:Your Content and Social Networks Should Help Build The Big Word Below:


And That Is How You Stay Top of Mind

And That Is How You Stay Top of Mind


Thank You

Moncur AssociatesFollow Us On TwitterLike Us On Facebook

Read Up On Social Media and Branding On Our Blog

Have A Great Day!

http://www.moncurassociates.com/

https://twitter.com/thinkmoncur

https://www.facebook.com/MoncurAssociates

http://www.davidmoncur.com/

http://www.davidmoncur.com/


Photo Credits– Pablo’s cubism period began at three – by WoodleyWonderWorks– Hi Five Post it - by dominiekth– Life Is Good - by Shellorz– We Like to Communicate In Our Own Way - by TedMurphy– Content Bubble - by David Murray, re:group– Follow the Leader - by Kieran Lynam– Great Value Peas - by Tony Crider– Food Porn Redux - Grilled Chicken - by Dneff – Mail Trucks - by Seth W.– Video: New Trick - Play Dead - by Jencu– Business Card Recycling - by System One Gang– Paintings On Display in Hanoi - by Eustaquio Santimano– Eric Myer, Keynote - by Sindre-Wimberger

http://www.flickr.com/photos/wwworks/

http://www.flickr.com/photos/dominiekterheide/

http://www.flickr.com/photos/shellorz/

http://www.flickr.com/photos/tedmurphy/

http://www.slideshare.net/regroupinc/wordcamp-detroit-building-your-content-bubble

http://www.flickr.com/photos/kieranlynam/

http://www.flickr.com/photos/acrider/

http://www.flickr.com/photos/neff/

http://www.flickr.com/photos/sethw/

http://www.flickr.com/photos/jennycu/

http://www.flickr.com/photos/systemonegang/

http://www.flickr.com/photos/eustaquio/

http://www.flickr.com/photos/sindre-wimberger/


Photo Credits– Books - by shutterstacks – Cracker Jack Battleship - by puuikibeach– Print Press - by “Peter”– Sturated Writing - by tnarik– Letters Never Send - by tnarik– Facebook - by - Coletivo Mambembe– The Twitter Bird - by eldh– YouTube Part 1 Part 4 - by pinboke_planet– Linkedin Centipede Participants in the 2010 ING Bay to Breakers -

by smi23le– Onyx eBook Reader - by knuton– QR Code Cupcakes - by Clever Cupcakes

http://www.flickr.com/photos/shutterhacks/

http://www.flickr.com/photos/puuikibeach/

http://www.flickr.com/photos/hejog/

http://www.flickr.com/photos/tnarik/

http://www.flickr.com/photos/tnarik/

http://www.flickr.com/photos/coletivomambembe/

http://www.flickr.com/photos/eldh/

http://www.flickr.com/photos/pinboke/

http://www.flickr.com/photos/smi23le/

http://www.flickr.com/photos/7184189@N04/

http://www.flickr.com/photos/clevercupcakes/


Photo Credits– Cross Country Festival - Scottsdale - by Dru Bloomfield– Super Lead 2 - by Roadside Guitars– On the Platform, Reading - by moriza– Sharing My Lunch (Again!) - by me’nthedogs– Sharing! - by Mr Empey – Hands In Motion - by Sklathill – Local Products - by Klearchos Kapoutsis– Burning Sky - Per Ola Wiberg– Sea Party - by jurvetson– Trust - by TerryJohnston

http://www.flickr.com/photos/athomeinscottsdale/

http://www.flickr.com/photos/roadsideguitars/

http://www.flickr.com/photos/moriza/

http://www.flickr.com/photos/66176388@N00/

http://www.flickr.com/photos/emples/

http://www.flickr.com/photos/sklathill/

http://www.flickr.com/photos/klearchos/

http://www.flickr.com/photos/powi/

http://www.flickr.com/photos/jurvetson/

http://www.flickr.com/photos/powerbooktrance/

Breaking Down Your Content For the Social Web

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Transcript of Breaking Down Your Content For the Social Web