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Real-Time Content in No Time

by Waggener Edstrom

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Eric Berto at Blog World LA on November 4th.

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IntroductionWho am I? I am a PR guy by trade but I am a story teller by nature. Connecting with people and interacting with those around me is what makes me feel at home. I have a background as a cops and crime reporter as well as a county government and education writer. I now work for the second-largest privately held PR firm as an integrated communications specialist. I help clients be the story they want to tell. I have won awards for blog strategy and I have generated more than six figures of sales pipeline through content strategies and digital media. We’re here today to talk about real-time content. How we connect with our audiences from a trade show floor. How we tell our stories while on the run. How we can write a blog post while in a conference room with a customer. Before I dive in, I’d like to know, how many people work for what they would call a small or mid-size business? How about a mid-size enterprise? And a large enterprise? My goal is to provide tactics and strategies that will work for any size business or team. I want you all to leave here with actionable ways to change the way you create content and I’ll even provide some materials you can use at your business. Here at blog world, you’ve learned about SEO, social media, monetizing your blog and even some technical skills. Now, it’s time to tie it all together.
Real-time is a myth. But it is possible to get to nearly real time. The only way to do that is through a well-maintained system that ties together the core elements of a successful real-time content creation strategy. That strategy: Content strategySEOTrends /MeasurementTools
Content Strategy: In this section, we’re going to talk about strategy, what it means to be strategic and why you should have a clear strategy before you begin moving forward. Audience. Know your audience, know your content. The blog is no longer a method for communicating personal or professional thoughts. It is possible for a company’s entire Web presence to now be a blog. It is a dynamic, engaging, action-inducing platform that enables you to tell a story. To tell your story. And it enables you to connect with your audience or customers in an interactive, nearly real-time matter. There are several ways to further segment your audience. One of the most effective ways to do this is to actually look at your referring traffic. Who is sending you readers? Chances are, those are pretty good indicators of what your audience is. Also look at how people are consuming your content. Are they on mobile devices? Are they on tablets? By adjusting the content you create to be consumed in the fashion your audience wants to consume it, you will empower the audience to interact with your content. Success. What does success look like? At Waggener Edstrom, one of our founders, Pam Edstrom, is known for having one of the first questions she’ll ask is “What is the business problem we’re trying to solve?” If your campaign does not accrue to a goal (revenue, new pipeline, downloads, messaging…) then what is the purpose and benefit to your business? Having a strategy means being able to propose a call to action in your content, regardless of the form your content is taking. By being able to introduce the call to action, you are marketing to your readers, but without being forceful. Being able to measure your success and track how your actions convert to your business goal is vital. If you can’t prove something’s working, then why do it? But we’ll talk a bit about metrics and measurement later.Style. Having a style guide and approved usage guideline is one of the most important things you can do for your blog’s success. A smart design tells a compelling story to influence audiences and influencers across business or organizational boundaries. A single design also can create an integrated experience across different parts of the organization without requiring central coordination of all content. Establish a diverse, but limited, set of dynamic storytelling packages and templates to guide content creators in producing compelling stories and news. The payoff: Communications team members can save time in story generation and refinement and can expand the range of content types for a better user experience. Templates and packages also enable content creators from other parts of the organization to submit content that will require minimal revision to meet quality standards.Ownership. What is the review process? Who has access to your CMS? How about other social networks? Who is responsible for the creation of the overall content? In most operations, this is one person. In cases where it is more than one person, The latest enterprise content management system (CMS) solutions reduce the effort needed to publish content and allow for additional outputs, such as social media, email newsletters and mobile applications. Use of a CMS also allows content to be easily aggregated and cross-linked through simple tagging methods. For smaller organizations, blogging platforms can be utilized as content management systemsIntegrated story telling. WE calls this the Social Influence System. As you can see, the blog is the hub and all of the content you produce from there supports that hub. At the end of the day, the goal is to send traffic back to the hub and use the other social channels to aggregate and market the content that is on the content hub. Empower your team to tell your stories. This is not about policing what the contributors do, but giving them the ability and the tools necessary to tell stories in real time. Waggener Edstrom calls this being a content guerilla. Taking the initiative to tell the story in real time, using the tools available to get it done. Not just what, but when: immediate = relevant. Having the content up and sparking the discussion is crucial. How to achieve this balance? Centralized content governance team, nimble review processes and having the team that is passionate about telling the stories that need to be told. Aggregate and amplifyEstablish a centralized destination for social content, for Microsoft, we’ve created the virtual presskit. More than a media resource center, there’s information here for the consumer as well as the media. Diversify content: photos, videos, infographics, slideshows, feature storiesEncourage content sharing across social channelsTag content elements for dynamic, multi-media story packagingWhat we’ve seen with the Microsoft News Center, the central VPK, direct-to-audience storytelling leads to increased content syndication by media and it also results in visitors spending more time on the site (an average of 5.5 minutes on MNC) and following through on CTAs that lead to sales conversions. (Whereas 1.5 percent is considered very good click-through, a whopping 40 percent clicked through to the download page during the IE9 launch, for example)We believe that every company can achieve successful digital interaction, but when we talk about how to be successful, it’s comes down to how you are structured as an organization – social media is not just a new way of communicating – it’s a new way of doing business. It’s about truly holistic campaigns – integrated influence - Through this direct-to-audience storytelling and content optimization, you build your brand credibility, your authenticity. You build trust with your audiences. And you don’t have to rely on third-party influencers to tell your story, and hope they tell the story you want them to tell.Part of the strategy should also be to consider how you get your content found. Part of the training you provide for your content creation team should be how to effectively use some basic SEO tactics (linking architecture, keywords, alt text on images, etc…)
Content Strategy: In this section, we’re going to talk about strategy, what it means to be strategic and why you should have a clear strategy before you begin moving forward. Audience. Know your audience, know your content. The blog is no longer a method for communicating personal or professional thoughts. It is possible for a company’s entire Web presence to now be a blog. It is a dynamic, engaging, action-inducing platform that enables you to tell a story. To tell your story. And it enables you to connect with your audience or customers in an interactive, nearly real-time matter. There are several ways to further segment your audience. One of the most effective I’ve found is actually looking at your referring traffic. Who is sending you readers? Chances are, those are pretty good indicators of what your audience is. Also look at how people are consuming your content. Are they on mobile devices? Are they on tablets? By adjusting the content you create to be consumed in the fashion your audience wants to consume it, you will empower the audience to interact with your content. Success. What does success look like? At Waggener Edstrom, one of our founders, Pam Edstrom, is known for having one of the first questions she’ll ask is “What is the business problem we’re trying to solve?” If your campaign does not accrue to a goal (revenue, new pipeline, downloads, messaging…) then what is the purpose and benefit to your business? Having a strategy means being able to propose a call to action in your content, regardless of the form your content is taking. By being able to introduce the call to action, you are marketing to your readers, but without being forceful. Being able to measure your success and track how your actions convert to your business goal is vital. If you can’t prove something’s working, then why do it? But we’ll talk a bit about metrics and measurement later.Style. Having a style guide and approved usage guideline is one of the most important things you can do for your blog’s success. A smart design tells a compelling story to influence audiences and influencers across business or organizational boundaries. A single design also can create an integrated experience across different parts of the organization without requiring central coordination of all content. Establish a diverse, but limited, set of dynamic storytelling packages and templates to guide content creators in producing compelling stories and news. The payoff: Communications team members can save time in story generation and refinement and can expand the range of content types for a better user experience. Templates and packages also enable content creators from other parts of the organization to submit content that will require minimal revision to meet quality standards.Ownership. What is the review process? Who has access to your CMS? How about other social networks? Who is responsible for the creation of the overall content? In most operations, this is one person. In cases where it is more than one person, The latest enterprise content management system (CMS) solutions reduce the effort needed to publish content and allow for additional outputs, such as social media, email newsletters and mobile applications. Use of a CMS also allows content to be easily aggregated and cross-linked through simple tagging methods. For smaller organizations, blogging platforms can be utilized as content management systemsIntegrated story telling. WE calls this the Social Influence System. As you can see, the blog is the hub and all of the content you produce from there supports that hub. At the end of the day, the goal is to send traffic back to the hub and use the other social channels to aggregate and market the content that is on the content hub. Empower your team to tell your stories. This is not about policing what the contributors do, but giving them the ability and the tools necessary to tell stories in real time. Waggener Edstrom calls this being a content guerilla. Taking the initiative to tell the story in real time, using the tools available to get it done. Not just what, but when: immediate = relevant. Having the content up and sparking the discussion is crucial. How to achieve this balance? Centralized content governance team, nimble review processes and having the team that is passionate about telling the stories that need to be told. Aggregate and amplifyEstablish a centralized destination for social content, for Microsoft, we’ve created the virtual presskit. More than a media resource center, there’s information here for the consumer as well as the media. Diversify content: photos, videos, infographics, slideshows, feature storiesEncourage content sharing across social channelsTag content elements for dynamic, multi-media story packagingWhat we’ve seen with the Microsoft News Center, the central VPK, direct-to-audience storytelling leads to increased content syndication by media and it also results in visitors spending more time on the site (an average of 5.5 minutes on MNC) and following through on CTAs that lead to sales conversions. (Whereas 1.5 percent is considered very good click-through, a whopping 40 percent clicked through to the download page during the IE9 launch, for example)We believe that every company can achieve successful digital interaction, but when we talk about how to be successful, it’s comes down to how you are structured as an organization – social media is not just a new way of communicating – it’s a new way of doing business. It’s about truly holistic campaigns – integrated influence - Through this direct-to-audience storytelling and content optimization, you build your brand credibility, your authenticity. You build trust with your audiences. And you don’t have to rely on third-party influencers to tell your story, and hope they tell the story you want them to tell.Part of the strategy should also be to consider how you get your content found. Part of the training you provide for your content creation team should be how to effectively use some basic SEO tactics (linking architecture, keywords, alt text on images, etc…)
Structured as a hub and spoke organization for achieving cross-organizational alignment and integration while maintaining nimblenessGovernance. The hub team oversees allocation of resources (money, people) and focus investment on the most important projects.Guidance and strategy. The hub team represents the standard-bearer and develops and rolls out methodologies, tools and knowledge repositories that can be accessed globally.Shared learning. The hub team is center of gravity for training and skill assessments, team-building and the formalization of roles.Content curation. The hub team influences the broader brand narrative and voice – by playing the role of curator across the enterprise, the hub team selects the most appropriate content and messages for distribution and amplification.Measurement. By centralizing measurement, the hub team can demonstrate value by mapping results against cross-enterprise business objectives and outcomes.
The way we as a collective society interface with data has fundamentally stayed the same through the generations: We have to search for it. In the past, this has meant opening an encyclopedia, learning the Dewey Decimal system or even running an experiment. But today, we have exabytes of information that a few select outlets have access to: Bing, Google, Ask.com and other niche websites.As public relations professionals, part of our job is to monitor and influence our clients’ reputation. All one needs to do is set up a news or blog alert for “Insert client name here” sucks. In no time you will see a constant flow of detractors, fanboys of competitors and the occasional piece of valuable feedback.Certain elements of SEO are important tactics for integrated communications professionals to keep in mind. SEO is not an overall problem that PR should try and tackle. It can affect ecommerce, reputation and, if not managed properly, can be detrimental.Real-time searchWe all tweet, facebook (yes, it’s a verb too), blog and text. We are surrounded by the real-time Web. It is alive and learning about us as fast as we learn about it. But to a search engine, it’s just data. The update before Panda, Google Caffeine waas essentially a real-time index of any document pushed live to the Web. If it is publicly viewable, the Google bot is poised to index it and list it in SERPs in near real-time.In addition, Bing (and soon Yahoo!) also cull social sites in real time. It has integrated the Twitter firehose to flow in public tweets. Remember, it’s available as soon as you hit send.Real-time ranking factorsThe real-time Web is all about content. Strong content published by authoritative users across active networks is content that search engines love. Search engines tend to skew toward relevancy over recency. Just because a post is new, it is not the best. With Google and Bing hooked directly into Twitter’s “firehose,” both are constantly evolving how they parse this data.Here, you can see how Google is handling tweets, blog posts and other recent content for SMX Advanced.The links on the right are dynamic and change to reflect not only current trends, but also authoritative pieces of content. Engagement does not appear to be a major factor in establishing authority for real-time ranking. For some accounts, it is able to rank high because people RT, click the links and otherwise interact with its content.Author quality, quality of the site being linked to and the “freshness” of the content on that site all have an effect on how links being shared rank.Other possible factors that affect real-time rankings:Recent activity: An active account is a crawled account. This means using it for more than just sending out your news. Sharing other content will keep it spider fresh.Keywords in user name: This can be hard for groups such as Education. But a possible best practice is to establish two accounts. One for engaging and one for broadcasting.Age: Well-established accounts tend to rank higher.Tweet quantity, ratio of follow/followed and lists: These appear to have limited influence on some algorithms but are important to consider.Real-time content strategiesThis is about getting your content found beyond when you have an announcement. We have been championing a digital strategy that utilizes multi-media content when pitching a story. But a blog should not just be a pitch vehicle.Based on this, it makes sense to counsel your clients to use their digital properties to generate discussion on their respective sites. Coverage is great, becoming an influencer is better. Unify your content and make your blog or your FaceBook page an on-going discussion hub.Accomplishing this requires one thing: Content. Well, not just content. Content that people want to read. Content that adds value. Content that solves a business problem. So, how do you make sure that you are creating quality content?Monitor hot trends. Tools such as Google Insights and Bing xRank can show evolving search trends, who is sending traffic to your site and even what site broke a story so you can be sure to link to those sites.Get your fans/customers to share your services. Using solutions such as ShareThis, visitors to a website can quickly share your your content across multiple networks. The discussion point here is, should higher emphasis be placed on niche sharing sites such as the Bing blog being shared on Sphinn?Employ content that appeals to social-savvy audiences. The adage “Brevity is Beautiful” applies here.Don’t update multiple accounts on Twitter. Instead, utilize the old method of “retweeting.” Establish a main account and let others RT that.Don’t create content that is keyword saturated. Some Web crawlers view this content as Spam. Also, spammy-looking tweet streams will be eliminated and using multiple hashtags will cause an account to be flaggedDon’t use same IP address for many accounts. This is a technical concern. I don’t know how it affects people in the same office using Tweetdeck as an example.The important part of all this is to keep in mind that this is OPTIMIZATION. It should not be the priority for your content campaign. Good content will be shared. Good content will be found. As you can see, there’s a lot of work involved in getting it found, but the hardest part is writing it. Creating real-time content is more than live-blogging an event or product launch. But, I'm a firm believer that the move toward instant indexing is a clear indicator that real-time content matters.As I mentioned earlier, the most successful corporate and business-focused blogs have the ability to be agile and tell a story as it happens. The ability to quickly connect emerging trends and buzz with your audience. But how do you track and measure those trends?
Author quality, quality of the site being linked to and the “freshness” of the content on that site all have an effect on how links being shared rank.Other possible factors that affect real-time rankings:Recent activity: An active account is a crawled account. This means using it for more than just sending out your news. Sharing other content will keep it spider fresh.Keywords in user name: This can be hard for groups such as Education. But a possible best practice is to establish two accounts. One for engaging and one for broadcasting.Age: Well-established accounts tend to rank higher.Tweet quantity, ratio of follow/followed and lists: These appear to have limited influence on some algorithms but are important to consider.Real-time content strategiesThis is about getting your content found beyond when you have an announcement. We have been championing a digital strategy that utilizes multi-media content when pitching a story. But a blog should not just be a pitch vehicle.Based on this, it makes sense to counsel your clients to use their digital properties to generate discussion on their respective sites. Coverage is great, becoming an influencer is better. Unify your content and make your blog or your FaceBook page an on-going discussion hub.Accomplishing this requires one thing: Content. Well, not just content. Content that people want to read. Content that adds value. Content that solves a business problem. So, how do you make sure that you are creating quality content?Monitor hot trends. Tools such as Google Insights and Bing xRank can show evolving search trends, who is sending traffic to your site and even what site broke a story so you can be sure to link to those sites.Get your fans/customers to share your services. Using solutions such as ShareThis, visitors to a website can quickly share your your content across multiple networks. The discussion point here is, should higher emphasis be placed on niche sharing sites such as the Bing blog being shared on Sphinn?Employ content that appeals to social-savvy audiences. The adage “Brevity is Beautiful” applies here.Don’t update multiple accounts on Twitter. Instead, utilize the old method of “retweeting.” Establish a main account and let others RT that.Don’t create content that is keyword saturated. Some Web crawlers view this content as Spam. Also, spammy-looking tweet streams will be eliminated and using multiple hashtags will cause an account to be flaggedDon’t use same IP address for many accounts. This is a technical concern. I don’t know how it affects people in the same office using Tweetdeck as an example.The important part of all this is to keep in mind that this is OPTIMIZATION. It should not be the priority for your content campaign. Good content will be shared. Good content will be found. As you can see, there’s a lot of work involved in getting it found, but the hardest part is writing it. Creating real-time content is more than live-blogging an event or product launch. But, I'm a firm believer that the move toward instant indexing is a clear indicator that real-time content matters.As I mentioned earlier, the most successful corporate and business-focused blogs have the ability to be agile and tell a story as it happens. The ability to quickly connect emerging trends and buzz with your audience. But how do you track and measure those trends?
Here, you can see how Google is handling tweets, blog posts and other recent content for SMX Advanced.The links on the right are dynamic and change to reflect not only current trends, but also authoritative pieces of content. Engagement does not appear to be a major factor in establishing authority for real-time ranking. For some accounts, it is able to rank high because people RT, click the links and otherwise interact with its content.Author quality, quality of the site being linked to and the “freshness” of the content on that site all have an effect on how links being shared rank.Other possible factors that affect real-time rankings:Recent activity: An active account is a crawled account. This means using it for more than just sending out your news. Sharing other content will keep it spider fresh.Keywords in user name: This can be hard for groups such as Education. But a possible best practice is to establish two accounts. One for engaging and one for broadcasting.Age: Well-established accounts tend to rank higher.Tweet quantity, ratio of follow/followed and lists: These appear to have limited influence on some algorithms but are important to consider.Real-time content strategiesThis is about getting your content found beyond when you have an announcement. We have been championing a digital strategy that utilizes multi-media content when pitching a story. But a blog should not just be a pitch vehicle.Based on this, it makes sense to counsel your clients to use their digital properties to generate discussion on their respective sites. Coverage is great, becoming an influencer is better. Unify your content and make your blog or your FaceBook page an on-going discussion hub.Accomplishing this requires one thing: Content. Well, not just content. Content that people want to read. Content that adds value. Content that solves a business problem. So, how do you make sure that you are creating quality content?Monitor hot trends. Tools such as Google Insights and Bing xRank can show evolving search trends, who is sending traffic to your site and even what site broke a story so you can be sure to link to those sites.Get your fans/customers to share your services. Using solutions such as ShareThis, visitors to a website can quickly share your your content across multiple networks. The discussion point here is, should higher emphasis be placed on niche sharing sites such as the Bing blog being shared on Sphinn?Employ content that appeals to social-savvy audiences. The adage “Brevity is Beautiful” applies here.Don’t update multiple accounts on Twitter. Instead, utilize the old method of “retweeting.” Establish a main account and let others RT that.Don’t create content that is keyword saturated. Some Web crawlers view this content as Spam. Also, spammy-looking tweet streams will be eliminated and using multiple hashtags will cause an account to be flaggedDon’t use same IP address for many accounts. This is a technical concern. I don’t know how it affects people in the same office using Tweetdeck as an example.The important part of all this is to keep in mind that this is OPTIMIZATION. It should not be the priority for your content campaign. Good content will be shared. Good content will be found. As you can see, there’s a lot of work involved in getting it found, but the hardest part is writing it. Creating real-time content is more than live-blogging an event or product launch. But, I'm a firm believer that the move toward instant indexing is a clear indicator that real-time content matters.As I mentioned earlier, the most successful corporate and business-focused blogs have the ability to be agile and tell a story as it happens. The ability to quickly connect emerging trends and buzz with your audience. But how do you track and measure those trends?
TrendsBeing at the absolute bleeding edge of new trends isn’t necessary. Should you be tweeting about Tebowing or making a video about Klout violating the privacy of young children? Maybe you want to see how many people care about ZooeyDeschanel and Ben Gibbard (full disclosure, I had to Bing who they were) getting a divorce? Let’s explore a few ways you can watch real-time trends and extract topics, keywords and influencers to connect with. Rowfeeder is one of my favorite ways of connecting those dots. All you do is plug in your search term and voila, real-time tracking. The best part of this? Tracking in google Docs, Output to Excel and being able to manipulate and explore the data in front of you. The other great way to explore what’s happening in the real world is through Google trends. Bing social: http://www.bing.com/social/ allows you to watch what’s emerging on both Twitter and Facebook. Simply plug in your query and watch the data flow. But what do you do with this information? You create content that is optimized for it. You have your content guerrilla ready to tweet, vlog or podcast about the topics your community is seeking information on or discussing and you make it happen.
MeasurementBeing able to prove that what we’re doing is working is important. As I mentioned at the beginning, while in an internal role at an enterprise software company, I was able to tie together the blog, newsletter and marketing efforts and show that I was filling pipeline for our sales team. Having the tracking systems in place that show where traffic goes or the goals you have in place are accomplished is vital to the continued success of your content strategy. How many people have success metrics directly tied to revenue? Content and storytelling doesn’t have to be all for profit. Telling stories and communicating with an audience is great in and of itself. That being said, I am of the mindset that PR should be a revenue-producing unit. Being able to track performance and metrics, you can create actionable plans for future content strategies. Establishing KPIs. Defining what your success is. Maybe its revenue. Maybe it’s trial downloads. Maybe it’s I want to share a quick story about a content strategy that we created for the Imagine Cup. Imagine Cup is world’s premier student competition: over 300k students, spans over 140 countries. Amplification = building a publishing rhythm and creating dialog across the various Imagine Cup social properties. Content is integrated across Facebook, Twitter, Youtube, Flickr and the Imagine Cup blog; properties reinforce each other. Active engagement on social channels encourages a dialog which spans regions. Utilized facebook ads to drive voting traffic. Some content is designed to trigger engagement, other to trigger response. Content is tracked via bitly, analyzed and optimized against objectives and desired outcomesOne of my favorite ways of measuring in real time is analyzing social data with a company called Simply Measured. Who’s heard of Simply Measured? One of the reasons I’ve enjoyed using their tools is because they’ve smartly been able to tie into the APIs for each technology and build out the ability to track trends, monitor key words and track engagement by content type across multiple outlets. For example, in this post outlining their analysis of their own Facebook page (http://simplymeasured.com/wp-content/uploads/2011/09/1_engagementbyposttype.png) the team broke down the engagement by content type. For me personally, I love their Twitter analysis. I’ve watched in real time as trends at conferences happen or the spread of a press release as it crosses wires and gets coverage across multiple blogs. Being able to drill down based on keywords and see when those keywords are being uses as an example, gives me an idea of what content will resonate over time. If I want to put together a series on sharing photos, I could use Simply Measured to analyze not only which specific posts work well, but also how well they work, who’s talking about the content and where those conversations are happening.
At Waggener Edstrom, we have a few products we’ve built. I don’t want to pitch you guys, so if I’m skewing that way, raise your hand, cough, yell at me This one we call the Ripple Effect. What outlets are the most influential? Which influencers have the most impact? Which influencers create content that is likely to go viral or earn a trackback? Who is likely to say something favorable about my brand? What kind of online measurement can I do now that will improve future communications efforts? Ripple Effect enables content creators to efficiently measure key influencers who have the greatest impact in the digital channels that matter to your brand.WHAT IT SHOWSRipple charts show the impact of key influencers coverage in online channels.Velocity charts show the speed of digital engagement activity.Persistence charts show which influencers were the most active and created the most coverage for the longest amount of timeAfter a campaign runs its course, Ripple Effect provides actionable insights into how campaign strategies and tactics worked. It presents results in an intuitive visual graph that identifies who mentioned your brand, whether what they said was positive or negative, and what type of impact that content had on influencers in digital media channels. Ripple Effect then shows how influence flows in digital channels as the campaign spreads.
The other product I want to tell you about is the Narrative NetworkThe Challenge: With the explosion of user-generated content, it’s difficult to manage your brand story across traditional and social media. If a gulf exists between what is meant and what is heard, your brand narrative suffers. Unexpected headlines, weak story pickup or inaccurate blog posts can distort your media brand image and jeopardize your bottom line. The Solution: Waggener Edstrom Worldwide’s Narrative Network paints a word picture of a brand’s storytelling landscape. This unique text mining and media mapping software tracks key brand messages and trends across communication channels. By harvesting content from traditional media, social media and websites, Narrative Network also exposes a brand’s potential to influence and shape coverage. Our consulting and Insight & Analytics services help marketers seize these opportunities and maximize engagement.A leading energy provider used the Narrative Network to learn more about its media impact. The resulting word map showed that two competitors — and a handful of public agencies — were outranking the company’s position. Data also indicated a gap between perceived and real brand perception. To buoy influence, the company used insights to refine its brand narrative and bolster communications effectiveness.There’s perpetual discussion about the ROI of social media. The person that tries to claim that social media doesn’t have an ROI is full of shit. If you can’t track, test or convert on the content you’re creating, you need to rethink your strategy. Everything has a metric. ROI means being able to track the outs of what you’re putting in. It may not have a dollar sign in front of it, but it does have action.
Eric’s Real-Time Content ToolkitThe editorial calendarSimply MeasuredTwitter client of choice/TwendzCover it LiveWindows live Writer (Disclaimer: #client). Sorry Mac guys, us PCs get to have all the fun with this one. Manage multiple blogs, manage formatting offline and draft posts when you have spotty Internet coverage. The guide to all things searchThe real-time toolboxOf course, these tips, tricks and hints would be useless if I didn’t give you the methods to use them, right? Below is a huge list of some great apps and tools for monitoring various social networks, social sharing sites and even forums (yes, forums).List of apps for monitoring and interacting:Google Insights: Custom search trendsRowfeeder: monitor Twitter and Facebook conversations based on keywords. Import into a Google SpreadsheetSocial Mention: pull out mentions and other metricsScoutLabs: Paid solution that combines Social CRM with tracking/monitoring.Twitter widgets: Customizable Twitter widgets that can be embedded on any website.Friendorfollow: Establishes your follwers/followees for mutual relationships.Klout: A standardized measure of a Twitter account’s influenceWildfire: manage contests and promotions. Can track the FaceBook fan ID and allow you to followup.Knowem: Username check across multiple social networksDigg Alerter: Notifies you when you get votes or hit the Digg front page.di66.net: Digg statsBig Boards: monitor message boards and forums.OMGILI: bulletin board and forum search engine.We’ve covered a lot today. We talked about the importance of having a system in place to tell your story. This can be in the form of a centralized content hub, with a team in place dedicated to functioning as your content guerillas. Or, it can be one person with a mobile device or tablet computer taking quick pictures and populating a social media presence. It all starts with content creation. Being able to tell that story and getting the content out there. We talked a lot about SEO and how to not only get your content found, but how to find new ideas and topics to create content for. Search is much more than results. Search is also what people are typing into the query box. How are you looking for trends and how are you identifying what people are saying about your brand. Your story. We talked about measurement. What’s important? Who is amplifying your story and influencing your audience. Ideally the number one influencer of your brand is your brand. Being able to connect customers, shoppers and ardent supporters through the content you create should be a goal. And we covered the tools and toolkit necessary to make it all happen. Now, who’s got some water and a twitter account? Questions? Points of discussion? Wanna tweet about it?

Real-Time Content in No Time Presentation Transcript

REAL-TIMECONTENTIN NO TIME #RealTalk 11/04/2011
ERIC BERTO@GEEKGIANTPR, DIGITALCOMMUNICATIONS,STORY TELLER 2
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EDITORIAL CONTENT CALENDAR#RealTalk 5
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REAL-TIME INDEXING OF SOCIAL FEEDS#RealTalk 8
REAL-TIME INDEXING OF SOCIAL FEEDS#RealTalk 9
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#RealTalk11
TOTAL POSTS & CONVERSATION DRIVERS#RealTalk 12
WAGGENER EDSTROM RIPPLE EFFECT#RealTalk 13
NARRATIVE NETWORK#RealTalk 14
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Real-Time Content in No Time

by Waggener Edstrom

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Real-Time Content in No Time Presentation Transcript

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