PURPOSE

Solve a business problem

Answer a question

Provide insight

Support completion of a task

Sell something

PURPOSE

Impact perceptions and awareness

Win hearts and minds

Manage dialog

DEFINING SUCCESS

Conversions (sales)

Analytics Visitors Reach Influence Sentiment

CONTENT IS EVERYTHING

Content drives every single interaction on the internet.

Every single one.

CONTENT IS EVERYTHING

Mobile Device Content Web Video Content

Blog Content

Social Media Content

Email Content

SOLVING A BUSINESS PROBLEM

We don’t sell enough stuff.

No one knows who we are.

No one can find us online.

Our competitors are killing us.

SUPPORTING A TASK

Provide information

Provide insight

Complete a sale

WINNING HEARTS & MINDS

Be interesting

Be relevant

Be valuable

MANAGING DIALOG

Everyone else is making content about your brand, too.

Engage with your audience.

Respond to feedback.

Monitor and moderate online conversations.

THREE TYPES OF MEDIA

GETTING IT DONE

Make

Manage

Monitor

Moderate

Measure

make

manage

monitormoderate

measure

MAKE THE CONTENT

Blogs, email, web video, mobile devices, social media, and other online properties.

Long form and short form text, images, links, video, widgets, presentations, and other online media.

Developed based on the content plan, and designed to deliver on the goals of the initiative.

MANAGE THE CONTENT

Quality control for each platform, ensuring that all content is web optimized and published following best practices.

Governance of content across multiple teams: internal teams, agencies, PR firms, etc.

Ensures that all work is created, approved, and published on time and on strategy.

MONITOR DIALOG

Monitor the dialog on your platform, as well as the internet at large to identify risk and opportunity.

Monitors sentiment to stay informed about what people think about your brand in real time.

Identify influence, and build a list of relevant influencers in your space over time.

MODERATE DIALOGRespond to dialog as outlined in the content plan.

Evaluate and curate user generated content on our platforms.

Identify and evaluate brand dialog on external platforms.

Edit/approve incoming content from external sources.

Proactively promote brand content on external platforms.

MEASURE EFFECTIVENESS

Almost every measurement available for online platforms is actually a measurement of the content - not the platform.

Integrated multi-platform analytics reports and recommendations for each initiative.

This is an on-going science experiment whose goal is to get incremental growth in key metrics as defined in the initiative.

SETTING UP

Blog account

Google Docs account

ASSIGNMENT

Company Profile

Summary of business