social media content strategies - sm economy days munich 2011 - massimo burgio
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massimo burgioglobal search interactive / sempo
best content for social media
Global Search Interactive -- the agency
SEMPO Search Engine Marketing Professional Organization-- the industry
Burning Man-- the creative network
Asturias Paraiso Cultural -- cultural project
iPad4Africa -- gift economy charity fundraising
... and much more-- =)
who is massimo burgio?
the groove!let’s get into
best content?best content for which channel?
for which brand voice?
for which target audience?
for which cluster of target?
for which goal?
step back...we need to
web users engage everywhere
after all, social is better than porn
conversations happens everywhere
it’s really all about strategic goals
and social media performance by channel
and social media performance by channel
and social media performance by channel
source: cmo.com
and social media performance by channel
the black hole: time + resources
perseveranceproactivity
patiencepassion
4PSMM
procrastinatepanic pushpresume4PDON’T
to contentlet’s go back
manifestocluetrain
brands are conversations, and relationships too. it’s about talking to people with a human tone, being truly interested to their topics and helpful in the conversations. conversations must make sense, and be engaging (1999).
unmarketingmore reading
social media is about engagement. about time to stop using social media with immediate ROI in mind, or pressing sales goals.stop marketing. start engaging.(2011)
WEB 1.0
WEB 2.0
are you ready for interaction?
source: territorio creativo
what’s your social media messaging?
ADVERTISING
COMMUNICATION
PRODUCTDEVELOPMENT
CUSTOMERCARE
SOCIALMEDIA
MARKETING
source: territorio creativo
are you ready for conversations?
do you have the right tone and approach?
do you talk to the right people?
good contentthe 3Es of
1 - educational2 - entertaining 3 - enlightening
good contentthe 5Es of
1 - educational2 - entertaining 3 - enlightening4 - engaging5 - ethic
clients + prospectsyour target market
employees + stakeholdersyour business “family”
partners + suppliersyour business “ecosystem”
competitorsdon’t ask, just benchmark! =)
did you try to ask around?
findyourownsocialway
best social media content for your business?
dialogo assicurazioniblog, facebook, ciao, UGC, youtube, yahoo! answers, wikipedia
giovanni ranawebsite(s), facebook, youtube, UGC, press releases, bloggers
pitti immagine blog(s), youtube, flickr
european school of economics online magazine, facebook, twitter, youtube, online pr
telepass facebook, twitter, UGC, youtube, online pr, flash surveys
bea italia (oracle)surveymonkey, blog, facebook, linkedin groups
academia barillablog, youtube, facebook, twitter, online pr, newsletter
“this is how we do it” for our clients
THE content
there isn’tsuch thing as
sometimes the key is not even content
http://bit.ly/klm-surprise-socialmedia
strategiescontent
know your voiceknow your audiencetime your contentsolve problemsbe true
strategiescontent
know your voiceknow your audiencetime your content solve problemsbe true
everything you say on the social web should
“sound” like your brand.)(
strategiescontent
know your voiceknow your audiencetime your content solve problemsbe true
)( why do they follow/like you? it’s because your brand offers them something. make sure you deliver.
strategiescontent
know your voiceknow your audiencetime your content solve problemsbe true
)( create an editorial plan and make sure what you say and when is
relevant your target audience’s needs.
strategiescontent
know your voiceknow your audiencetime your content solve problemsbe true
)( help your audience, make sure you have the right information to share.
build trust, strengthens relationships.
strategiescontent
know your voiceknow your audiencetime your content solve problemsbe true
)(your audiences will sniff it out if you
are pretending. but if you are fun, honest and relevant, they’re going to
recommend you to their friends. isn’t that what social media is all about?
marketingcontent
1 - infographics2 - contests3 - videos 4 - articles
)(adopt series instead of one-shot content
always be coherent with messagingcontent in tune with conversion funnel
ask questions, seek feedback, promote UGCuse all social media channel to vehiculate
curationcontent
authoritySEO relevancycuration publishing
)(establish as an industry leader
use your social media feeds to curate contentshare other people’s relevant content (50/50)
use creative commons, optimize, shareblogs, social media, publishing tools
scoop.it, paper.li, storify.com, blip.tv, flipboard, itunes
do you have the right editorial team?
content creation vs. content syndication
digital rights vs. distributionfacebook TOScopyright issuescreative commons
privacy vs. communicationprivacy what?tone of communicationsocial media policy
ethics vs. spamtransparencyopt-in / no spamlisten, don’t shout
the dark side of content strategies
danke!thanks!
massimo burgioglobal search interactive / sempowww.globalsearchinteractive.net www.sempo.orgwww.massimoburgio.com
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