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Justice Mitchell: Psychotic Cross Content Training #FLBlogCon13
 

Justice Mitchell: Psychotic Cross Content Training #FLBlogCon13

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Justice Mitchell's presentation slides from the Florida Blogger & Social Media Conference.

Justice Mitchell's presentation slides from the Florida Blogger & Social Media Conference.

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    Justice Mitchell: Psychotic Cross Content Training #FLBlogCon13 Justice Mitchell: Psychotic Cross Content Training #FLBlogCon13 Presentation Transcript

    • © 2013 • All Rights Reserved • Big Block Studios Inc. • JusticeMitchell.com Psychotic Cross-Content Training
    • Psychotic : an abnormal condition of the mind, and is a generic psychiatric term for a mental state often described as involving a "loss of contact with reality".
    • Reality=Boring Content
    • THIS SHOULD SUCK
    • Topic-Driven BlogPersonal Blog Business Blog
    • Personal Blog Journal Content Self Branding Monetized Content Main Menu Alt. Content
    • Journal Content - Foundations • Define mission and goals • Create a schedule • Make it personal • Key into goal growth • Participate “in real life” • Stay humble • Feedback IDEAS KILLERS
    • Journal Content - Ideas • Support your content with your history • Stories from your childhood • Make a timeline of your life • Write in third person looking in • Try using a story site like: • http://cowbird.com/ • https://storify.com/ • http://storyful.com/ IDEAS KILLERS
    • Journal Content - Killers • #1 Killer: Lack of attention to engagement • Inconsistent voice • Playing sides • Zombie apocalypse IDEAS KILLERS
    • Self Branding - Foundations • Identify your place (research) • Define your voice, tone and manner • Consistently brand all channels • Create content to support image • Defining your look • Create consistent • Be unique • Engage IDEAS KILLERS
    • Self Branding - Ideas • Daily videos, vines or instagram videos • Create a podcast or online radio show • Become a guest blogger • Become someone's pull quote: • http://www.responsesource.com/ • http://www.helpareporter.com/ • http://flacklist.com/ • http://muckrack.com/ IDEAS KILLERS
    • Self Branding - Killers • Weak content with little value to audience • Perception of “selling out” • Superiority in voice • Inconsistent posts • Pushing sales • Radioactive Fallout IDEAS KILLERS
    • Monetized Content - Foundations • Launch blog with content • Seek ad networks (or customer direct ads) that are appropriate for your demographic • If you’re seeking sponsorships or product be clear in your contextual intentions with the customer or brand. • Don’t seek advertisers until you have ample traffic, or subscribers • Be transparent with sponsorships, affiliation and ambassadorships IDEAS KILLERS
    • Monetized Content - Ideas • Use videos with rating and reviews • Give “pro” and “con” summaries every time • Support big post with an engagement email campaign • Create a ranking systems and leader-boards (makes additional content) • Reverse-engineer your competition’s most engaged posts • Recycle and refresh evolving topical content • Create surveys and ways to get feedback • Cultural “piggybacking” IDEAS KILLERS
    • Monetized Content - Killers • Getting caught selling sponsored content as genuine • Being “too much” of any one opinion • Not feeding your followers • Piranha Fish IDEAS KILLERS
    • Business Blog Online Business Brick & Mortar B2B Content Main Menu Alt. Content
    • Online Business - Foundations • Do a competitive content and social analysis • Create an ambassador program • Create a voice for the business • Create an assignment desk • Create a content calendar • Seek out SMEs for content • Track and optimize • Be consistent IDEAS KILLERS
    • Online Business - Ideas • Multi-part blog posts • Interview your customer • Map the production process of your product • Create a weekly content tradition “Behind the Scenes Tuesdays” • Pre, During and Post content for all new product launches • Produce basic video overviews of products (see: Zappos) • Create posts about the history of your product IDEAS KILLERS
    • Online Business - Killers • Getting too personal • Poor social engagement • Talking bad about competitors • Lack of engagement • Vampires IDEAS KILLERS
    • Brick & Mortar - Foundations • Cover/Own all location-based social networks to your location • Create ample content (photos & videos) of your location and culture • Give your online audience exclusivity before the general public • Cover the social channels appropriate for your demographic • Seek ways to make people part of the online content • Create and maintain an online communal extension • Favorite customers become ambassadors IDEAS KILLERS
    • Brick & Mortar - Ideas • Online contest for in-store rewards • Create #instagram and micro-video incentivized programs and discounts • Open your blog for external (moderated) submissions • Crowdsource customers on new product ideas • Rewards programs for blogger outreach • Make complaints real content IDEAS KILLERS
    • Brick & Mortar - Killers • Not glorifying contest winners • Inconsistent content deployment • Lack of content diversity • Rabid Packs of Dogs IDEAS KILLERS
    • B2B Content - Foundations • Deploy topical content first • Cover your competitor’s bases • Create new content not simply source it • Content should create “thought leadership” not bandwagon • Alignment with external blogging SME within category • Seek content from staff (incentivize) • Content calendars for posts and PR IDEAS KILLERS
    • B2B Content - Ideas • Create a community of SMEs for your business (also crisis) • Actively seek photos, videos and feedback from staff (run contests) • Develop communities and seed topics on boards for fresh perspectives • Support your industry vertical with a independent multi-author content blog • Seasonal, end-of-year and product launch based content • Pre-write content prior to live events IDEAS KILLERS
    • B2B Content - Killers • Lack of knowledge within category • Not responding to feedback • Slow customer service • Slow content distribution • Giant F-ing Meteor! IDEAS KILLERS
    • Topic-Driven Blog Education & Training Ratings & Reviews Category SME Main Menu Alt. Content
    • Education & Training - Foundations • Define all the tools before the techniques • Be sure to outline difficulties (create degrees) • Make sure you cross-link DIY items that relate • Multi-authors post work well to cover ancillary topics • When creating online education be sure to use ample content • Don’t get brand specific (unless promoting one) • Explain the process in more than one way IDEAS KILLERS
    • Education & Training - Ideas • Videos, vines and instagrams - make multistep processes video • Heavily tag your content so like-minded topics will live in the same place • Monetize your education: • Learning Management Systems (LMS) • http://www.mindflash.com • http://www.litmos.com/ • http://www.talentlms.com/ IDEAS KILLERS
    • Education & Training - Killers • Poor or inadequate content • Too basic/advanced for demo • Keeping current - version control • Killer Space Aliens IDEAS KILLERS
    • Rating & Reviews - Foundations • Create a defined rating model • Try to equally weight pros and cons • Progressively review your ranking process • Be transparent with sponsored reviews • Let your audience submit ratings • Create unique ranking criteria • Be topical — “don’t rate late!” IDEAS KILLERS
    • Rating & Reviews - Ideas • Do end-of-year reviews • Roll out new products • Seek content from the vendors • Seek supporting metrics from independents • Invites category SMEs to submit their ratings • Create “best of” and “worst of” categories • Create leader-boards IDEAS KILLERS
    • Rating & Reviews - Killers • One-sided reviews • Lack of integrity • Slow engagement • Killer Bees IDEAS KILLERS
    • Category SME - Foundations SME Blogs are a derivative of Personal Branding but usually more topic or subject matter driven. • SME content while topical adds credibility • Maintain topical status within vertical • Create “key differentiation” through opinion, research and strategies • “OWN” the category with supported content • Create content from resourced data • Publish external content such as eBooks and whitepapers IDEAS KILLERS
    • Category SME - Ideas • Respectfully challenge competitions’ content • Create quarterly reviews and year-end “wrap ups” • Prognosticate trends and changes in your vertical • Surround yourself with other SMEs you’re not in competition with • Posts should create a foundational understand with defined opinion • Create content where their is none – podcasts? Infographics? • Fertile soil for multi-part posts IDEAS KILLERS
    • Category SME - Killers • Don’t be a douche bag • Consistency in messaging and deployment • Don’t make up facts • Sharknados IDEAS KILLERS
    • This Is A Test ... Remain Calm.
    • Define The Social Graph What other marketing touch points are you using to get noticed?
    • Building Blocks For Ideation #POSTS COMMUNITIES WEBISODIC CONTENT VIDEOS PODCASTS DIRECT TWEETS WEBSITES THREADS FORUMS ARTICLES PRESS RELEASES EMAILS INTERNAL MESSAGING SPECIAL OFFERS POSTS THEN NOW
    • Content Litmus Test NCAs ENGAGEMENT RETENTION RECRUITMENT BRAND IMPRESSION ONLINE PURCHASES BUZZ CONTESTS PRESS & NEWS WEBINARS COMMUNITY EVENTS PRODUCT EDUCATION TREND SPOTTING Primary Directives: Secondary Directives:
    • Mapping Your Content Month 3Month 2Month 1 2 2 3 3 5
    • Your Special Magical Unicorn Person Thing Justice Mitchell: • Global Social Media Director — Kaseya • JusticeMitchell.com — Blogger Social Nerd: • twitter.com/justicemitchell • instagram.com/justicemitchell • facebook.com/justicewmitchell SPEAKER