@allanschoenbergFinancial Services Social Media, 18 September, 2012

The New Marketplace - Creating & Maintaining Content for Social Media

@CMEGroup

Loyalty: Build on service; go to our customers

Advocacy: Educate and maintain support

Brand enthusiasm: Turn followers into “fans”

Monitor: Issues management in real time

How We Use Social Media

A History of Being Social

Private groups; corporate page; focused on customers, jobs

Discussions on timely topics

Search optimization with social bookmarking

Thought leadership

Repository of industry info; content provider

Real-time news aggregation; media/blogger relationships

What is Content?

Anything that is directly or indirectly linked to your company’s products or services – text, graphics, audio or video.

It can be newsworthy, educational and/or entertaining.

It can be positive or negative.

Discovery: How do we find valuable content?

Timeliness: Is it (still) relevant?

Verification: How do we make sure we can trust it?

Delivery: How do we turn that content into stories?

Value: How do we make it useful to our stakeholders?

Content Challenges

Discovery: Finding Content

News releases drive our discussions News media/bloggers add to our flow

of information R&D reports and analysis aid in our

consistency Content partners/influencers provide

context to our stories

Content Workflow

News

•Distributed via newswire•Media interviews; share positive stories via social channels•Posted to social channels

Social

•Social monitoring•Retweet relevant posts•Add discussions to LinkedIn•Add links to our blog

R&D

•Work with research team to create report•Reach out to relevant media and social sources•Promote research via social channels

Partners

•Work with product marketing to develop third-party research•Post to social channels

Be Relevant, Timely, Valuable

Value: Track Your Progress

Content Management Checklist

How does content define our brand?Strategy• Topics and ideas must always support your brand• Look outside your organization

Assign internal leadersLeadership• They must be authorities and have authority• They must be multi-disciplined

The 30, 60, 90 day rulePlan• Integrate ideas across platforms• Be flexible based on needs of the business

Know our internal requirementsUnderstand• Understand the risks• Connect internal resources and bridge gaps (website, marketing, PR, technology, legal)

Lessons Learned

• Treat content as an asset

• You cannot separate content from the brand

• This is not a one person job

• Repetition is not just okay but required

• Know your content influencers

• Maintain a consistent presence

• Leverage partners and vendors

• Internal collaboration is critical

• Measure your success (and failure)

Connections

Twitter: @allanschoenbergLinkedInwww.b2bvoices.com