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Creating Great Content

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Val Lopez's presentation from the Exploring Social Media Business Summit in Toledo on May 18, 2011.

Val Lopez's presentation from the Exploring Social Media Business Summit in Toledo on May 18, 2011.

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  • 1. Creating Great ContentThe ESM Business SummitMay 18th, 2011Valerie Lopez, Director of Media ResearchCision North America@valerielopez
  • 2. Paid, Owned, Earned  Paid – Sponsorships, Display Ads, Paid Search  Owned – Corporate Sites, Blogs, Social Media Newsroom  Earned – Media coverage, WOM, BuzzSource:http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html 2 2
  • 3. Why should my business creategreat content?  To create a hub or home base for your news, opinion and content  To establish your brand as experts  To promote/raise awareness of your brand, products or services  To connect with your target community33
  • 4. Keeping blog content fresh Share tips & industry expertise by answering questions to common concerns Try multiple bloggers to keep content fresh Read, read, read! Aggregate • Interesting industry news • Top Lists44
  • 5. 1% of any population will be active content creators 9% will be participants 90% will simply "consume" that content online55
  • 6. 66
  • 7. A Social Hub Add content for the consumer or end-user Include multimedia features Make your content shareable! Be prepared, honest & open in a time of crisis
  • 8. The Essentials  Easy to Find  Usability  Key Contacts  Advanced Search Tool  News Release Archives  Shareable  Optimize!88
  • 9. http://now.tufts.edu  Launched in February 2011  Goal – To create a single destination for all audiences (internal & external); A way for them to connect and engage with Tufts.  Opportunity to feature and integrate social media channels  Collaboration of different departments  Mix of content aggregation  Created a dashboard for the site; Increase in unique visitors and returning visitors. Special thanks to Jean Ayers & Georgy Cohen of Tufts University99
  • 10. 1010
  • 11. http://socialmedia.tufts.edu1111
  • 12. http://socialmedia.tufts.edu1212
  • 13. http://socialmedia.tufts.edu1313
  • 14. http://socialmedia.tufts.edu1414
  • 15. The Social Media Release (SMR)  Best practices for  What’s different about an writing traditional SMR? releases apply to SMRs • Ability to share content as well: and engage in • More of a story, less discussions self-promotion • Ready for the end-reader • Well-written, includes • May include multimedia all relevant info content • Search engine optimized1515
  • 16. 1616
  • 17. Convergence of E-commerce & Content1717
  • 18. Recommended Reading1818
  • 19. Creating Great ContentThe ESM Business SummitMay 18th, 2011Valerie Lopez, Director of Media ResearchCision North America@valerielopez

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