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Content is King: Selling the Story        Shaku SelvakumarWW Digital Marketing Strategist, WebSphere                  IBM
It’s personal  For more content from this speaker  Follow @shakus  Connect : www.linkedin.com/shakuselvakumar  Or Email: s...
“Content is the fuel of the social web”Changing landscape in sharing content:•93% of Internet users used email•89% used so...
It’s a loud, loud world                          #vue2011                          @shakus
1. Create the story C          Create the storyline. Understand the                plot and develop a strategyCREATE      ...
Finite time. Finite budget.                      #vue2011                      @shakus
2. Find your characters.           Building content takes a villageFR          Find the characters           Engage and de...
Engage the Audience      Key Constituents                            Why                                  Build credibilit...
3. Build a better story. Break it up         T         R                 Build Trust.                     Develop a strong...
Trust is a currency that doesn’t            fluctuate                               #vue2011                              ...
Blogging needs a strategy                                 Host a Blogger’s                                       call     ...
Credible and Unique Content is                  KingWhat makes for effective content? Unique content Useful content Cha...
4. Idle content is wasted content E R       Engage with the ecosystem         Share. Leverage networksENGAGE Content repu...
Making your content sweat      Content       Content                                Infographics    Repurposing   Syndicat...
5. Content on the go                Can you hear me now?  M  R                  Real time is mobile time.                M...
Not another app storyIf you build it they will come. Not true.Build it to serve a customer pain.          #vue2011Not to s...
6. ROI of good content  R  R           Refine and reinforce.            Continue the conversationREINFORCEPrevent event j...
Case Study: Award winning Social MediaCampaign: Impact 2011                    Winner of                                  ...
Measure and refine            1. How many people consumed your               content, measured as page               views...
For more content fromthisspeaker, follow/connect:Shaku SelvakumarTwitter: @shakusLinkedInwww.linkedin.com/shakuselvakumarO...
Interested in learning more?Join me in the Communication Lounge      now for a scheduled chat                             ...
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Greater Event ROI Through a Strong Content Marketing

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This presentation talks to the content marketing toolkit that will help you create demand for your campaigns and event.
-How do you create and integrate a robust content marketing plan to drive more awareness and interest?
-How to take created content and customize around different social channels?
-How do you measure the ROI of your content marketing strategy?

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Transcript of "Greater Event ROI Through a Strong Content Marketing"

  1. 1. Content is King: Selling the Story Shaku SelvakumarWW Digital Marketing Strategist, WebSphere IBM
  2. 2. It’s personal For more content from this speaker Follow @shakus Connect : www.linkedin.com/shakuselvakumar Or Email: shakus@us.ibm.com
  3. 3. “Content is the fuel of the social web”Changing landscape in sharing content:•93% of Internet users used email•89% used social networks•82% used blogs #vue2011 @shakus
  4. 4. It’s a loud, loud world #vue2011 @shakus
  5. 5. 1. Create the story C Create the storyline. Understand the plot and develop a strategyCREATE Identify your campaign/event Identify a social media resource What are the key elements of your campaign Identify and join key communities to understand trending topics Identify the content formats #vue2011 @shakus
  6. 6. Finite time. Finite budget. #vue2011 @shakus
  7. 7. 2. Find your characters. Building content takes a villageFR Find the characters Engage and developFIND RELATIONSHIPS Break the campaign/event into modules. Speakers Influencers Audience Partners Attendees #vue2011 @shakus
  8. 8. Engage the Audience Key Constituents Why Build credibility. Peer to peer Customers endorsement. Building trust. Win-Win. Leverage networks. Cross Business Partners promoteExternal Influencers (Analysts, Credible content. Building trust.Press, Speakers, Bloggers) Endorsement. Peer to peer endorsement. Attendees Energizers. Evangelists. Energizers. Evangelists. Subject Matter Experts Endorsement. Internal Energizers. Leverage networks #vue2011 @shakus
  9. 9. 3. Build a better story. Break it up T R Build Trust. Develop a strong content DEVELOP editorial calendar.Content atomization. Pull the smaller stories withinthe campaign/event.Content planning requires a project plan. Build aneditorial calendarRecruit writers, interviewers, asset makersTalk about sessions, speakers, preview agenda toincrease attendanceProvide micro blog story lines #vue2011Embed social media links in all your comms @shakus
  10. 10. Trust is a currency that doesn’t fluctuate #vue2011 @shakus
  11. 11. Blogging needs a strategy Host a Blogger’s call Post Event conversations Publish Speaker interviews Rich media. Blogosphere Guest bloggers Embed vblogs, podcasts Highlight Integrate your Subject Matter commentary social widgets Live blogging, at Leverage Event Over 44,500 page views from over Media partners 100 countries. 49.5% increase yty visits 33% organic search Source: IBM WebSphere Blog
  12. 12. Credible and Unique Content is KingWhat makes for effective content? Unique content Useful content Channel relevant content.What is good for Twitter, may not work for Facebook. #vue2011 @shakus
  13. 13. 4. Idle content is wasted content E R Engage with the ecosystem Share. Leverage networksENGAGE Content repurposing Content distribution Content communications #vue2011 @shakus
  14. 14. Making your content sweat Content Content Infographics Repurposing Syndication Visualize Adapt Distribute #vue2011 @shakus
  15. 15. 5. Content on the go Can you hear me now? M R Real time is mobile time. Mobile optimization equals relevantMOBILITY information at your finger tipsMobile strategy should be part of your event strategy.Not an after thought.Mobile optimized means right content for the rightenvironmentDifferentiate mobile for demand generation byproviding useful event information prior to the eventProvide mobile support during the event through realtime updatesDesign a socially integrated “share friendly” app #vue2011 @shakus
  16. 16. Not another app storyIf you build it they will come. Not true.Build it to serve a customer pain. #vue2011Not to serve a marketing checklist. @shakus
  17. 17. 6. ROI of good content R R Refine and reinforce. Continue the conversationREINFORCEPrevent event jet lag. Updateimmediately with post event conversationConverse about event highlightsCurate content and share immediatelyIdentify hot and warm leads and followup with a “thank you”Add social leads to the enurture stream #vue2011 @shakus
  18. 18. Case Study: Award winning Social MediaCampaign: Impact 2011 Winner of the Forrester Groundswell Award 2011 for B2B Talking Winner of the 2011 Hermes Platinum Award for Social Media
  19. 19. Measure and refine 1. How many people consumed your content, measured as page views, downloads, or views? 2. How often do consumers of your content share it with others? 3. How often do content consumers? turn into leads? 4. How often do content consumers turn into customers *Source: Jay Baer, Convince and Convert #vue2011 @shakus
  20. 20. For more content fromthisspeaker, follow/connect:Shaku SelvakumarTwitter: @shakusLinkedInwww.linkedin.com/shakuselvakumarOr Contact:Email:shakus@us.ibm.com
  21. 21. Interested in learning more?Join me in the Communication Lounge now for a scheduled chat #vue2011 @shakus
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