Blogs And Beyond
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Blogs And Beyond

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Socially syndicating content, presented to SIPA June 2008

Socially syndicating content, presented to SIPA June 2008

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    Blogs And Beyond Blogs And Beyond Presentation Transcript

    • Blogs and Beyond
      Incorporating New Media Content
      Into Your Offerings
      Robyn Greenspan, Editor-in-Chief, ExecuNet
    • Content’s Intent
      To broadcast (or narrowcast) messages, opinions, information (one-dimensional)
      To start conversations (interactive)
      To drive to the web (traffic/engagement)
    • The Winning Hybrid
      Content + Marketing + Social Media = SOCIAL SYNDICATION
      Quality content has no value if it’s not being read.
      Bring your content to the party – but WHERE’S THE PARTY?
    • Content Delivery Channels/Drive to Content Strategies
      Blogs
      Mobile
      Twitter
      Widgets
      RSS Feeds
      Status Updates
      “Answers” Groups
      Audio, Video Podcasts
      Community, Comments
      Reader-Generated Loop
      Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us
    • Blogs
      Editors, CEO, staff – executive/expert presence
      Remnants – relevant content that doesn’t have a place in the publication/site
      Commentary, opinion – instead of news
      Personal – creating “story” around your product, people
    • Mobile Internet (“Weekend Web”)
      Americans spend more than 4.5 hours per month browsing on smartphones – M:Metrics
      58% of smartphone users have accessed news or information via their device – M:Metrics
      85% of iPhone users have accessed news or information via their device – M:Metrics
      Optimize web pages for mobile reading
    • Mobile Text Messaging
      2.3 trillion messages to be sent across major markets worldwide in 2008 (a 19.6 percent increase from the 2007 total of 1.9 trillion messages). – Gartner
      301 billion mobile messages to be sent in the U.S. in 2008 – Gartner
    • Twitter
      Twitter.com
      Micro-blogging, mass text messaging
      “Business casual” environment – messages must be under 140 characters
      Drive readers to twitter.com/yournamehere and have them “follow” you
      “Tweet” headline + URL
      Giving away the executive summary of the 16th annual Exec Job Market Intelligence Report: http://www.execunet.com/marketreport
    • Widgets
      Small pieces of code downloadable to desktop, website, task bar
      Push content
      Viral
    • RSS
      Subscription content read through aggregators (Bloglines, Google Reader, Yahoo!)
      Better than bookmarks
      All sections of the publication should carry an RSS subscription button
      Feedburner
    • Status Updates
      Informs network
      Drives to content
      Beware “UCD” = updating compulsively disorder
    • Answers
      LinkedIn, Yahoo!, Ask Metafilter
      You’re the expert -- respond to questions that subtly showcase your content/research
      Transparency is essential
    • Audio, Video Podcasts
      Commentary, interviews, news can be offered on your site
      Offered via iTunes by one-off or subscription
      YouTube channel
    • Community, Comments
      Interactive platform for readers
      Creates stickiness
      Inspire discussion with content, links
      Add comments to other communities/blogs
    • Reader-Generated Loop
      Capture member conversations
      Package and distribute
      Contributors will virally spread
    • Digg, StumbleUpon, Yahoo! Buzz, Del.icio.us
      Content sharing, social bookmarking
      Digg demographic
      Male, 18-49 years old, $30-$100k
      Compelling headlines
      Prepare for the “Digg Effect”
    • Just Because You Can…Should You?
      Hyper-distribution
      Can saturate a niche audience
      Message clarity, purpose
    • Measuring Success
      Traffic
      Views
      Comments
      Feedback
      Subscribers
      Clickthroughs
      Search ranking
    • Blogs and Beyond:
      Incorporation New Media Content Into Your Offerings
      Robyn Greenspan
      Editor-in-Chief, ExecuNet
      rgreenspan@execunet.com