intro to shaping online content, the edge april 2013

Nicole Jensen for The Edge, 19th April 2013

Me Social media

consultant 75% volunteer +

consultant work

Reputation management Events + SME marketing Community growth

You

Goals for today Existing knowledge Existing profiles Preferred social networks Thoughts

The Content Marketing Process1. Content creation

2. Audience

3. Distribution

1. Importance and Possibilities

Content Marketing

1. Content creation – what info will appeal? Customers Potential Customers

2. Audience

3. Distribution

1. Importance and Possibilities

Content Marketing

1. Content creation

2. Audience – how can they get involved?DynamicsHabitsTech use

3. Distribution

1. Importance and Possibilities

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

Some Basics

Consistency is key Line between private + business

Team vs employee profiles

People > numbers Manual attention > automatic

1. Importance and Possibilities

Branding

Thought leader or rogue? Introduce key contacts

Writing Copy Static + dynamic information Informative profile bio/blurb Study your audience ‘We vs. I’? Spell-check

Personalising Content Credibility + approachability

Show, don’t say

Interest mashup Do + Love

Use strengths, connections Introduce key individuals Keep content fresh

doctorpuppet.tumblr.com

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

Choosing Objectives Resources Audience

PlatformUISizeCultureLongevity

Publishing Platforms Wordpress Blogger Tumblr Pinterest Slideshare Prezi Yelp

YouTube Vimeo Ustream Podcasts Email marketing RSS

Social Networks Facebook Twitter Google+ LinkedIn Myspace Reddit

You Photos Events Status updates

Audience Comment Like/favourite Repost Attend

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

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

The Worst Twerp Poor follow/er ratio Ask for retweets or follows Use too many hashtags + apps Retweet about themselves Exist only for traffic

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

Mobile Instagram Snapchat Vine Foursquare Yelp

Aggregation and Monitoring

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

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

Protecting IP

Link to your previous posts Mention or Google Alerts Google Authorship

Rel=author attribute

Contact any thieves

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

Avoiding Pitfalls Know your privacy settings Site’s terms of use Contingency plans

Inappropriate mannersLeaks, thieves

Watch for negative resultsFOMO, alienationChange aversion

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

Resources Web strategy planning template

By Bluewire Media and David Meerman Scott Creative Commons License, Attribution 3.0

Tweet @nicolejensen