Breaking Down Your Content for the Social Web
WE GAVE THIS PRESENTATION AT BLOGWORLD LA•   You’ve taken the time to identify the type of content you will    share throu...
KEY TAKE AWAYS FROM THIS PRESENTION:1.   How to create several valuable sources of information from     one piece of conte...
Don’t Be LazyOn the Social Web                    Breaking Down Your Content for the Social Web
Stop Automating Your Content!               Breaking Down Your Content for the Social Web
SOCIAL NETWORKS ARE NOT XEROX MACHINES•   Don’t be lazy and auto post your content.•   Your content can be structured, but...
Those Who Communicate, Win              Breaking Down Your Content for the Social Web
COMMUNICATION THROUGH CONTENT•   Social Media is a ravenous beast that feeds off content. If you    don’t have content, yo...
Identify Your Content Bubble                       Breaking Down Your Content for the Social Web
BUILDING YOUR CONTENT BUBBLEThis is an exercise we take our clients through. It helps us lay thefoundation for a solid con...
FOR EXAMPLE…Let’s say you owned a restaurant and needed some ideas of whatkind of content to create.                      ...
Why Would Anyone Follow You?                  Breaking Down Your Content for the Social Web
Take A Position With Your Content                      Breaking Down Your Content for the Social Web
Build Unique Value for       Your Social Networks                        Breaking Down Your Content for the Social Web
GIVE PEOPLE A REASON TO “LIKE” YOU•   Would you follow all of your social networks? If the answer is    no, then don’t exp...
Facebook:Be Cool and Ask Questions                   Breaking Down Your Content for the Social Web
THINK OF FACEBOOK AS YOUR BACKYARD BBQ•   It is no surprise that the best Facebook Pages have an active    community built...
Email Newsletter:Take Advantage of the Buy In                    Breaking Down Your Content for the Social Web
DON’T OVERLOOK THE CONNECTIVITY OF EMAIL•   If you do have an email newsletter, pay close attention to who    is subscribi...
Video:Highest Type of Shared Content                    Breaking Down Your Content for the Social Web
YOUTUBE – THE 2nd BIGGEST SEARCH ENGINE•   Video is interactive. People like watching stories. They like    being entertai...
Linkedin:Don’t Overlook Who Reads Content Here                        Breaking Down Your Content for the Social Web
DECISION MAKERS ARE FOUND ON LINKEDIN•   CEOs, CFOs, Hiring Managers, and business leaders are    here looking for experti...
What About Flickr?       Breaking Down Your Content for the Social Web
PEOPLE LIKE VISUAL STIMULI•   A picture says a thousand words, right?•   Hyou can visually represent your company. Give po...
Do You Have ExistingContent That WouldMake an Interestingand Helpful eBookor White Paper?                       Breaking D...
Put Your Presentations        On SlideShare         Breaking Down Your Content for the Social Web
Divide and Conquer     With Your Content                  Breaking Down Your Content for the Social Web
Example:The Press Release                    Breaking Down Your Content for the Social Web
A PRESS RELEASE CAN BE MULTIPURPOSED•   Press releases are fine and they work for their specific    channels.             ...
Take the Info andMake Some Content                    Breaking Down Your Content for the Social Web
BREAKING DOWN THE PRESS RELEASE•   Are there subjects, passion points, and areas of interest that    you can take from you...
A Helpful Video SeriesBreaking Down Your Content for the Social Web
BREAKING DOWN THE PRESS RELEASE - VIDEO•   Perhaps you identified a potential series of helpful videos you    can create b...
Industry Related News                        Breaking Down Your Content for the Social Web
BREAKING DOWN THE PRESS RELEASE - TWITTER•   Please don’t tweet this: “Check out our new press release!    www.link.com”• ...
Helpful Blog Post:Opinion Piece                     Breaking Down Your Content for the Social Web
BREAKING DOWN THE PRESS RELEASE - BLOG•   Don’t take the content from your press release and copy it    into a new blog po...
Ask SomeQuestions            Breaking Down Your Content for the Social Web
BREAKING DOWN THE PRESS RELEASE - FACEBOOK•   Don’t just link to your press release from your Facebook    Page.•   If you ...
Excess Information   Can Be an eBook   or White PaperBreaking Down Your Content for the Social Web
BREAKING DOWN THE PRESS RELEASE - EBOOK•   Your press release is not an eBook, a White Paper, or a    SlideShare presentat...
Rethink Your Email Newsletter.                     Other:                     Helpful eBookDo You Need One, or Will A Blog...
Ask and Answer Questions             Breaking Down Your Content for the Social Web
LINKEDIN ISN’T JUST A PLACE TO POST YOUR RESUMEThere are several ways you can share content on Linkedin andreach a broader...
A Bit On QR Codes        Breaking Down Your Content for the Social Web
YOUR QR CODE NEEDS TO PROVIDE UNIQUE VALUE TOO•   Please don’t create a QR code that points to your press    release.•   Q...
Good:Getting People Plugged In          to Your Content            Breaking Down Your Content for the Social Web
Better:Getting People to Interact       With Your Content          Breaking Down Your Content for the Social Web
Best:Getting People to Share Your Content!                         Breaking Down Your Content for the Social Web
The Social Web     Is Referral City           Breaking Down Your Content for the Social Web
Treat Your Content      As A Product    Breaking Down Your Content for the Social Web
AIM TO PUT AS MUCH CARE INTO YOUR CONTENT AS YOUDO WITH YOUR PRODUCTS OR SERVICES•   People refer products and services fr...
When People “Buy” Into YourContent, They Are That MuchCloser To Buying From You!                  Breaking Down Your Conte...
Your Content and Social Networks ShouldHelp Build The Big Word Below:                          Breaking Down Your Content ...
And That Is HowYou Stay Top ofMind                  Breaking Down Your Content for the Social Web
Thank You         Moncur Associates        Follow Us On Twitter       Like Us On Facebook    Read Up On Social Media and  ...
Photo Credits–   Pablo’s cubism period began at three – by WoodleyWonderWorks–   Hi Five Post it - by dominiekth–   Life I...
Photo Credits– Books - by shutterstacks– Cracker Jack Battleship - by puuikibeach– Print Press - by “Peter”– Sturated Writ...
Photo Credits–   Cross Country Festival - Scottsdale - by Dru Bloomfield–   Super Lead 2 - by Roadside Guitars–   On the P...
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Breaking Down Your Content For the Social Web

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You’ve taken the time to identify the type of content you will share through your blog and social networks, but now you need to think about how you’ll get that content in front of your audience.

Each of your social networks will need to provide unique value if you hope to be successful on the social web.

This is a presentation we gave at BlogWorld LA. During our session attendees learned how to create several valuable sources of information from one piece of content, and how to effectively share that content on their social networks.

www.moncurassociates.com
www.facebook.com/MoncurAssociates
www.twitter.com/thinkmoncur

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Breaking Down Your Content For the Social Web

  1. 1. Breaking Down Your Content for the Social Web
  2. 2. WE GAVE THIS PRESENTATION AT BLOGWORLD LA• You’ve taken the time to identify the type of content you will share through your blog and social networks, but now you need to think about how you’ll get that content in front of your audience.• How content works on your blog will be different from how content works on Facebook.• Each of your social networks will need to provide unique value if you hope to be successful on the social web. Breaking Down Your Content for the Social Web
  3. 3. KEY TAKE AWAYS FROM THIS PRESENTION:1. How to create several valuable sources of information from one piece of content.2. How to provide unique value to your social networks that encourages sharing of your content.3. How to position your business or brand as a trusted helpful resource. Breaking Down Your Content for the Social Web
  4. 4. Don’t Be LazyOn the Social Web Breaking Down Your Content for the Social Web
  5. 5. Stop Automating Your Content! Breaking Down Your Content for the Social Web
  6. 6. SOCIAL NETWORKS ARE NOT XEROX MACHINES• Don’t be lazy and auto post your content.• Your content can be structured, but that doesn’t mean it should be lifeless.• Your readers will recognize the minimal effort you put into your content.• If you plan to just copy paste your content across the social web then don’t expect people to invest their time in your social networks. Breaking Down Your Content for the Social Web
  7. 7. Those Who Communicate, Win Breaking Down Your Content for the Social Web
  8. 8. COMMUNICATION THROUGH CONTENT• Social Media is a ravenous beast that feeds off content. If you don’t have content, you’re dead - Jason Falls• Social Media is all about communication. Not marketing.• You need to communicate with your audience, and not just market at them. You will have a difficult time if you only try to market through Social Media.• As you communicate with others you are building trust that will eventually lead to marketing opportunities. Breaking Down Your Content for the Social Web
  9. 9. Identify Your Content Bubble Breaking Down Your Content for the Social Web
  10. 10. BUILDING YOUR CONTENT BUBBLEThis is an exercise we take our clients through. It helps us lay thefoundation for a solid content and communication strategy.1. Identify your core content: The one subject you know you can talk about forever, no matter how boring you may get!2. Determine 2-3 related subjects to your core: These should extend your core subject so you are somewhat interesting 3. Identify 2-3 passion subjects that you can speak about. These are the “fun” subjects.4. Identify shared content: Content already created and should relate very closely to your business or organization. It’s okay to share content already created! Breaking Down Your Content for the Social Web
  11. 11. FOR EXAMPLE…Let’s say you owned a restaurant and needed some ideas of whatkind of content to create. HELPFUL RESOURCE1. Core content- this would most likely focus on your restaurant. Our Director of Social Media has been Specials, staff spotlights, testimonials, etc. presenting on this subject for the past2. Related subjects- is there any history to the food you serve? year. How about ingredients? What interesting subjects exist about Feel free to check out the Content the type of dishes you offer? Bubble presentation here at3. Passion subjects- What fun topics can you talk about that WordCamp Chicago. relate to your restaurant. Wine? Art? Music? Recipes?4. Shared content- Search for meatloaf, and we guarantee you will find someone who made a video showing off their own recipe. Share that! What about all the pictures of the produce you use or local markets?Now your content is becoming an interesting resource! Breaking Down Your Content for the Social Web
  12. 12. Why Would Anyone Follow You? Breaking Down Your Content for the Social Web
  13. 13. Take A Position With Your Content Breaking Down Your Content for the Social Web
  14. 14. Build Unique Value for Your Social Networks Breaking Down Your Content for the Social Web
  15. 15. GIVE PEOPLE A REASON TO “LIKE” YOU• Would you follow all of your social networks? If the answer is no, then don’t expect your customers to do the same.• Posting the same content on all your social networks devalues your social foot print.• Stop asking people to like your Facebook page or Twitter account. Create value so that people will want to follow you.• Better yet, give them something that they can take away and share with their network! Breaking Down Your Content for the Social Web
  16. 16. Facebook:Be Cool and Ask Questions Breaking Down Your Content for the Social Web
  17. 17. THINK OF FACEBOOK AS YOUR BACKYARD BBQ• It is no surprise that the best Facebook Pages have an active community built off passion points. HELPFUL RESOURCE• Every business or organization has a passion element that Take a look at CREE Lighting’s people can relate to. Tap into that and allow your audience to Facebook Page. be participants of that passion. This is a B2B LED Lighting company championing what they call “The CREE• Facebook should be fun. A place to highlight culture and Lighting Revolution” – a movement to community. It is the ideal channel where you can humanize eliminate poor office lighting. your business. Think of the flickering office lights in the• This doesn’t mean the content you share can’t align with your movie, Joe Vs. the Volcano. This is something most of us can relate to. overall business objectives. Breaking Down Your Content for the Social Web
  18. 18. Email Newsletter:Take Advantage of the Buy In Breaking Down Your Content for the Social Web
  19. 19. DON’T OVERLOOK THE CONNECTIVITY OF EMAIL• If you do have an email newsletter, pay close attention to who is subscribing and what they are reading on it.• Provide a call to action, and give your readers something they can take away. Give them a reason to read it.• Remember, people who are subscribing to your newsletter are subscribing to you. This is a sales funnel you shouldn’t ignore. Breaking Down Your Content for the Social Web
  20. 20. Video:Highest Type of Shared Content Breaking Down Your Content for the Social Web
  21. 21. YOUTUBE – THE 2nd BIGGEST SEARCH ENGINE• Video is interactive. People like watching stories. They like being entertained.• Your videos don’t have to be polished Hollywood productions, but shouldn’t all look like family home movies either.• Quality of content is still important.• Keep it concise. If you can effectively tell your story or communicate your point in 30 seconds, great. Don’t make your videos any longer than they need to be.• People share videos. Give them a reason to share yours. Breaking Down Your Content for the Social Web
  22. 22. Linkedin:Don’t Overlook Who Reads Content Here Breaking Down Your Content for the Social Web
  23. 23. DECISION MAKERS ARE FOUND ON LINKEDIN• CEOs, CFOs, Hiring Managers, and business leaders are here looking for expertise. HELPFUL RESOURCE• 45% of Linkedin members make between 100k and 150k Lewis Howes has an excellent email newsletter and helpful blog where he• Linkedin is a one of the few social networks where it is a good provides excellent Linkedin tips and suggestions. idea to connect with just about everyone you can. You may also want to check out this list• Fully complete your profile, and make sure you have a call to of articles of helpful Linkedin advice. action in your summary that communicates how you can help. Breaking Down Your Content for the Social Web
  24. 24. What About Flickr? Breaking Down Your Content for the Social Web
  25. 25. PEOPLE LIKE VISUAL STIMULI• A picture says a thousand words, right?• Hyou can visually represent your company. Give potential customers insight into who you are.• Capture pictures from events you attended or that your brand participates with.• Aim to share only the best quality images on your Flickr channel.• Allow people to share your pictures. Images are often sought for blogs and social network posts. Take advantage of the potential cross pollination the social web provides. Breaking Down Your Content for the Social Web
  26. 26. Do You Have ExistingContent That WouldMake an Interestingand Helpful eBookor White Paper? Breaking Down Your Content for the Social Web
  27. 27. Put Your Presentations On SlideShare Breaking Down Your Content for the Social Web
  28. 28. Divide and Conquer With Your Content Breaking Down Your Content for the Social Web
  29. 29. Example:The Press Release Breaking Down Your Content for the Social Web
  30. 30. A PRESS RELEASE CAN BE MULTIPURPOSED• Press releases are fine and they work for their specific channels. HELPFUL RESOURCE• Your individual social networks have separate rhythms that Take a look at these eBooks from David dictate how effectively certain types of content communicate Meerman Scott. Some are a few years to an audience. old, but still very relevant. These provide helpful information in a• The goal here is to want to make your audience interested in concise and informative manner. following and participating with your different channels. They encourage the leader to lead in• People will follow multiple social networks from the same and find out more about the company. brand when the recognize there is individual value to be found.• Pasting your press release across all your channels will not achieve the above objective. Breaking Down Your Content for the Social Web
  31. 31. Take the Info andMake Some Content Breaking Down Your Content for the Social Web
  32. 32. BREAKING DOWN THE PRESS RELEASE• Are there subjects, passion points, and areas of interest that you can take from your press release and create additional content from?• Knowing now how the different social networks flow, are there specific types of content you can begin to identify?• Start brainstorming the various types of content and communications specific to each of your social networks.• Make lists of the following - “fun content subjects” for Facebook, “news bites” for Twitter, “potential video series” for YouTube, etc.• It is important to note that you don’t have to be on every social network. Focus on the ones pertinent to your audience. Breaking Down Your Content for the Social Web
  33. 33. A Helpful Video SeriesBreaking Down Your Content for the Social Web
  34. 34. BREAKING DOWN THE PRESS RELEASE - VIDEO• Perhaps you identified a potential series of helpful videos you can create based of a need your product or service offers.• Make this a series available on your YouTube channel.• Provide a call to action in your videos.• Point back to your press release when necessary, but you should focus on getting people back to your main site. Breaking Down Your Content for the Social Web
  35. 35. Industry Related News Breaking Down Your Content for the Social Web
  36. 36. BREAKING DOWN THE PRESS RELEASE - TWITTER• Please don’t tweet this: “Check out our new press release! www.link.com”• See if you can identify news worthy statistics and bites of information that stem from your press release.• Tweet out these bites of information linking to helpful resources. Be sure to take advantage of industry related hashtags.• Point people to your helpful video series on YouTube. Breaking Down Your Content for the Social Web
  37. 37. Helpful Blog Post:Opinion Piece Breaking Down Your Content for the Social Web
  38. 38. BREAKING DOWN THE PRESS RELEASE - BLOG• Don’t take the content from your press release and copy it into a new blog post. Also, don’t blog that you have a new press release.• Instead, are there passion points that relate to your industry that you can use to create an opinion piece?• Are there relevant resources that relate to your press release that you can discuss and point to in your blog?• Point people to your Twitter account where they can get industry related news, and also share that you have a helpful video series on your YouTube channel. Breaking Down Your Content for the Social Web
  39. 39. Ask SomeQuestions Breaking Down Your Content for the Social Web
  40. 40. BREAKING DOWN THE PRESS RELEASE - FACEBOOK• Don’t just link to your press release from your Facebook Page.• If you have been listening to your community here, you should be able to pull out questions you could ask your fans that relate to your press release.• Perhaps your press release was created to answer specific questions your customers have. Show them where they can find those answers on your social networks.• Share your blog post on your Facebook Wall. Maybe share one video from your helpful video series with a link where they can find the rest.• Maybe your press release can set on a custom tab. Breaking Down Your Content for the Social Web
  41. 41. Excess Information Can Be an eBook or White PaperBreaking Down Your Content for the Social Web
  42. 42. BREAKING DOWN THE PRESS RELEASE - EBOOK• Your press release is not an eBook, a White Paper, or a SlideShare presentation. It is a press release.• If there is a lot to say, don’t try to cram it into your press release.• Maybe you can take all that information and create a detailed White Paper or a helpful eBook. Both of which can sit on your main site.• Don’t forget to point your audience to your blog post, helpful video series, news feed on Twitter, community on Facebook, and where they can find your press release.Now you can see how all your individual social networks withtheir unique value can still support each other! Breaking Down Your Content for the Social Web
  43. 43. Rethink Your Email Newsletter. Other: Helpful eBookDo You Need One, or Will A Blog Do? Presentation White Paper Webinar Breaking Down Your Content for the Social Web
  44. 44. Ask and Answer Questions Breaking Down Your Content for the Social Web
  45. 45. LINKEDIN ISN’T JUST A PLACE TO POST YOUR RESUMEThere are several ways you can share content on Linkedin andreach a broader audience:• People on Linkedin are looking for expertise. Share yours in a helpful manner and people will find you.• Create a group and champion a cause that, again, relates to passion point relevant to your industry. Lead the discussion and allow others to participate.• Don’t forget your can import your WordPress Blog and SlideShare account.• If you have helpful and relevant industry eBooks or White Papers use the Box.net application.• Take advantage of the Answers forum. Help people with their questions. Ask relevant questions of your own and thank those who take the time to answer. Breaking Down Your Content for the Social Web
  46. 46. A Bit On QR Codes Breaking Down Your Content for the Social Web
  47. 47. YOUR QR CODE NEEDS TO PROVIDE UNIQUE VALUE TOO• Please don’t create a QR code that points to your press release.• QR codes are not new, and they are spreading like a rash. Few are effective. Fewer still are even scanned.• Take the visitor somewhere or give them something they can not get anywhere else through your QR code.• This could be a private invite to a free seminar, video greeting from your CEO, and link for samples of your product or services.• Again, it all comes down to value. Breaking Down Your Content for the Social Web
  48. 48. Good:Getting People Plugged In to Your Content Breaking Down Your Content for the Social Web
  49. 49. Better:Getting People to Interact With Your Content Breaking Down Your Content for the Social Web
  50. 50. Best:Getting People to Share Your Content! Breaking Down Your Content for the Social Web
  51. 51. The Social Web Is Referral City Breaking Down Your Content for the Social Web
  52. 52. Treat Your Content As A Product Breaking Down Your Content for the Social Web
  53. 53. AIM TO PUT AS MUCH CARE INTO YOUR CONTENT AS YOUDO WITH YOUR PRODUCTS OR SERVICES• People refer products and services from companies that help them.• Your content should aim to do the same thing – help.• Your goal isn’t just to get people to read or participate with your content. Your goal should be to get people to want to share it.• Sharing your content is a referral for you and your business.• So your content and communications are just as important as your actual services. Maybe even more so.• Because… Breaking Down Your Content for the Social Web
  54. 54. When People “Buy” Into YourContent, They Are That MuchCloser To Buying From You! Breaking Down Your Content for the Social Web
  55. 55. Your Content and Social Networks ShouldHelp Build The Big Word Below: Breaking Down Your Content for the Social Web
  56. 56. And That Is HowYou Stay Top ofMind Breaking Down Your Content for the Social Web
  57. 57. Thank You Moncur Associates Follow Us On Twitter Like Us On Facebook Read Up On Social Media and Branding On Our Blog Have A Great Day!Breaking Down Your Content for the Social Web
  58. 58. Photo Credits– Pablo’s cubism period began at three – by WoodleyWonderWorks– Hi Five Post it - by dominiekth– Life Is Good - by Shellorz– We Like to Communicate In Our Own Way - by TedMurphy– Content Bubble - by David Murray, re:group– Follow the Leader - by Kieran Lynam– Great Value Peas - by Tony Crider– Food Porn Redux - Grilled Chicken - by Dneff– Mail Trucks - by Seth W.– Video: New Trick - Play Dead - by Jencu– Business Card Recycling - by System One Gang– Paintings On Display in Hanoi - by Eustaquio Santimano– Eric Myer, Keynote - by Sindre-Wimberger Breaking Down Your Content for the Social Web
  59. 59. Photo Credits– Books - by shutterstacks– Cracker Jack Battleship - by puuikibeach– Print Press - by “Peter”– Sturated Writing - by tnarik– Letters Never Send - by tnarik– Facebook - by - Coletivo Mambembe– The Twitter Bird - by eldh– YouTube Part 1 Part 4 - by pinboke_planet– Linkedin Centipede Participants in the 2010 ING Bay to Breakers - by smi23le– Onyx eBook Reader - by knuton– QR Code Cupcakes - by Clever Cupcakes Breaking Down Your Content for the Social Web
  60. 60. Photo Credits– Cross Country Festival - Scottsdale - by Dru Bloomfield– Super Lead 2 - by Roadside Guitars– On the Platform, Reading - by moriza– Sharing My Lunch (Again!) - by me’nthedogs– Sharing! - by Mr Empey– Hands In Motion - by Sklathill– Local Products - by Klearchos Kapoutsis– Burning Sky - Per Ola Wiberg– Sea Party - by jurvetson– Trust - by TerryJohnston Breaking Down Your Content for the Social Web
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