Intro to Customer Engagement Marketing and "Behavior Shaping"
Intro to Shaping Online Content, The Edge April 2013
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Transcript of Intro to Shaping Online Content, The Edge April 2013
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Nicole Jensen for The Edge, 19th April 2013
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Me Social media
consultant 75% volunteer +
consultant work
Reputation management Events + SME marketing Community growth
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You
Goals for today Existing knowledge Existing profiles Preferred social networks Thoughts
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The Content Marketing Process1. Content creation
2. Audience
3. Distribution
1. Importance and Possibilities
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Content Marketing
1. Content creation – what info will appeal? Customers Potential Customers
2. Audience
3. Distribution
1. Importance and Possibilities
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Content Marketing
1. Content creation
2. Audience – how can they get involved?DynamicsHabitsTech use
3. Distribution
1. Importance and Possibilities
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Content Marketing
1. Content creation
2. Audience
3. Distribution - how + where do people view my content?
Search Shared via networks Hardware
1. Importance and Possibilities
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Some Basics
Consistency is key Line between private + business
Team vs employee profiles
People > numbers Manual attention > automatic
1. Importance and Possibilities
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Branding
Thought leader or rogue? Introduce key contacts
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Writing Copy Static + dynamic information Informative profile bio/blurb Study your audience ‘We vs. I’? Spell-check
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Personalising Content Credibility + approachability
Show, don’t say
Interest mashup Do + Love
Use strengths, connections Introduce key individuals Keep content fresh
doctorpuppet.tumblr.com
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Personalising Content Tips (Margin Media):
1. Avoid industry jargon
2. Be yourself
3. Get in on conversation
4. Turn off the sales pitch once in a while
5. Humour builds priceless rapport – be tasteful
Pic: Anne Francis, Forbidden Planet, 1956
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Choosing Objectives Resources Audience
PlatformUISizeCultureLongevity
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Publishing Platforms Wordpress Blogger Tumblr Pinterest Slideshare Prezi Yelp
YouTube Vimeo Ustream Podcasts Email marketing RSS
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Social Networks Facebook Twitter Google+ LinkedIn Myspace Reddit
You Photos Events Status updates
Audience Comment Like/favourite Repost Attend
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The Worst Facebook Page Admin “Like/share if...” “Fill in the blank:...” Lacks variation Comments on irrelevant current events – badly! Snarky to complaints Blocks regularly
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A Good Facebook Page Admin Don’t ask for value, give it!
70-30
Variety of formats Don’t profit from misfortune Respectfully address feedback
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The Worst Twerp Poor follow/er ratio Ask for retweets or follows Use too many hashtags + apps Retweet about themselves Exist only for traffic
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A Good Twerp Follows slowly Grows organically Participates in conversation Knows relevant hashtags Collates praise privately Doesn’t only link elsewhere Responds well to criticism
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Mobile Instagram Snapchat Vine Foursquare Yelp
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Aggregation and Monitoring
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Publishing SchedulesActivity Frequency Days Completed
Blog Weekly Tuesday
Facebook Daily
Twitter 3x Daily
Google+ 2x Weekly
Email Monthly Tuesday
YouTube Monthly Wednesday
Podcast Monthly Thursday
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Mobile Since 2010, Aussies using mobile internet (1x
p/day) has increased from 71% to 81%.2011 = 45 minutesApril 2013 = 61 minutes
57% expect sites to be tailored to mobile use
campaignbrief.com
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Protecting IP
Link to your previous posts Mention or Google Alerts Google Authorship
Rel=author attribute
Contact any thieves
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Trolls, Haters and Others Legal obligation?
Keep watchKeep recordsRemoveInform community
Have a clear policy
Acknowledgment Resolution Don’t only tell them to
phone or emailPrivate messageUse like you would email
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Avoiding Pitfalls Know your privacy settings Site’s terms of use Contingency plans
Inappropriate mannersLeaks, thieves
Watch for negative resultsFOMO, alienationChange aversion
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The secret? Effort. Plan around your GOALS Choose platform/s wisely Build organically Be original, consistent and honest Manual > automatic Stay on target Show, don’t just tell
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Resources Web strategy planning template
By Bluewire Media and David Meerman Scott Creative Commons License, Attribution 3.0
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