intro to shaping online content, the edge april 2013
DESCRIPTION
What does it take to stand out on the internet? Promoting events, a business, or yourself online has advantages; a potentially enormous audience, a multitude of free channels and the ability to share not only words, but images, video and sound. In this workshop, join a general discussion on current social media landscape. You will learn the basics of digital project management, knowing your audience and crafting the right messages and receive some tools for measuring success.TRANSCRIPT
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