How to be social with micro content

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What is micro content and how can you use it effectively on social media to engage your audience with your long-form content?

What is micro content and how can you use it effectively on social media to engage your audience with your long-form content?

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  • 1. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Shrink, shred & share  How to be social with micro content   11 October 2013 Pieter Vereertbrugghen, Cypres twitter.com/PieterVereert
  • 2. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Towards a more social Internet 250.000 sites — 45 000 000 global users Published content User generated content WEB 1.0 The mostly read-only web 1996
  • 3. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Towards a more social Internet 250.000 sites — 45 000 000 global users Published content User generated content WEB 1.0 The mostly read-only web 1996 634.000.000 sites — 2 400 000 000 global users WEB 2.0 The widely read-write web Published content User generated content Collec've  intelligence   2012
  • 4. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Towards a more social Internet My feeling is that, although at this moment the amount of user generated content might be lower than the amount of published content, the impact of user generated content is higher then the impact of published content.   This impact is one of the reasons that companies without some kind of user generated content really should think twice.
  • 5. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM The use of social networking sites continues to rise on all devices
  • 6. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Time spent on Social Networks Sites June 2010 June 2013 50,434 19,850 70,284 59,237 96,360 15,320 170,917 +17% +385% N/A +143% Million of minutes  
  • 7. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM YOU CANNOT BE SOCIAL WITHOUT CONTENT
  • 8. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Source: The New York Times
  • 9. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Content comes in different formats Long-form content ⤫  Articles ⤫  Blog posts ⤫  Ebooks ⤫  Podcasts ⤫  Presentations ⤫  Press releases ⤫  Product information ⤫  Reviews ⤫  Videos ⤫  Webinars ⤫  White papers ⤫  … Micro content ⤫  Abstracts ⤫  Apps ⤫  Comments ⤫  Diggs ⤫  Infographics ⤫  Likes ⤫  Photos ⤫  Polls ⤫  Ratings ⤫  (Re)tweets ⤫  Short videos ⤫  SMS ⤫  Updates ⤫  Widgets ⤫  …
  • 10. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Web 1.0 meaning of micro content (Jakob Nielsen, 1998) Small phrases ⤫  to indicate the content of a web page (headlines, subheads, …)
  • 11. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Web 1.0 meaning of micro content (Jakob Nielsen, 1998) Small phrases ⤫  to indicate the content of a web page (headlines, subheads, … ⤫  for display ‘out of context’ in search result lists, bookmark lists, …
  • 12. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM MICRO CONTENT 1.0 WAS ABOUT INFORMATION ON PAGES
  • 13. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Web 2.0 meaning of micro content (Anil Dash) Small phrases with their length dictated by the constraint of ⤫  a single main topic (>a piece of information ,≠ pages) ⤫  the physical and technical limitations of software and devices
  • 14. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Web 2.0 meaning of micro content
  • 15. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM MICRO CONTENT 2.0 IS ABOUT PIECES OF INFORMATION
  • 16. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Why micro content now? Because we are living in a world of Information overload + ambient connectivity + microdevices
  • 17. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Why micro content now? Pa/  Maes  on  TED  Talk  —  6th  sense   h9p://www.ted.com/talks/pa/e_maes_demos_the_sixth_sense.html  
  • 18. ⤫  You don’t need to be a professional writer ⤫  It only takes 15 minutes a day ⤫  It can still drive inbound leads and benefits CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Why micro content now? Easy part of content marketing
  • 19. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM MICRO CONTENT & LONG-FORM CONTENT ARE COMPLEMENTARY
  • 20. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Long-form content is the main dish Great for: ⤫ offering deep value ⤫ establishing thought leadership ⤫ building a serious reputation
  • 21. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Micro content is the appetizer Great for: ⤫ grabbing attention ⤫ driving traffic to your long-form content ⤫ engaging and being agile ⤫ maintaining relationships ⤫ promoting utilities (not your company) ⤫ instant (short) information
  • 22. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Some ways to use micro content ⤫  Tweet my blog post headlines or subheads (with a call to action). I use it to:
  • 23. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Some ways to use micro content Post comments in business groups (f.e. LinkedIn) ⤫  Be part of Q&A groups ⤫  Give answers with my keywords and CT to our website I use it to:
  • 24. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Some ways to use micro content ⤫  Advertise on social sites f.e. LinkedIn I use it to:
  • 25. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Some ways to use micro content ⤫  Tweet tips for micro learning ⤫  Post images and links from your blog posts as status updates ⤫  Promote long-form (written) content or tweet tips with micro videos (vine.com, keek.com,…) You can also use it f.e.:
  • 26. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Some ways to use micro content There are a lot of tools that help you create and manage your micro content: ⤫  Use Buffer.com to schedule your tweets for the best possible time throughout the day They will help you…
  • 27. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Some ways to use micro content There are a lot of tools that help you create and manage your micro content: ⤫  Use Buffer.com to schedule your tweets for the best possible time throughout the day ⤫  Create and share quotes from your long-form content as images (using PushQuote, ShareAsImage,…) They will help you… Once you realise that content is a strategic asset, you’ll want to assess its quality.
  • 28. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Some ways to use micro content There are a lot of tools that help you create and manage your micro content: ⤫  Use BufferApp.com to schedule your tweets for the best possible time throughout the day ⤫  Create and share quotes from your long-form content as images (using PushQuote, ShareAsImage,…) ⤫  Use binkd.com to organize a Twitter polls, contests,… to build buzz and increase brand engagement ⤫  … They will help you…
  • 29. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM Go to Twitter Visit @TheContentRoom Click the promotion link. Fill in the details and Tweet before oct. 19th. NOW ON TWITTER
  • 30. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM We’re giving away 10 copies of Socialnomics: how social media transforms the way we live and do business. Just tweet to win. NOW ON TWITTER
  • 31. CYPRES 2013 CONTENT TO CONNECT THE CONTENT ROOM What is your micro content strategy? Some questions to ask yourself (or Cypres) ⤫ How will you use micro content to promote your long-form content? ⤫ Do you have macro content that you can unbundle? ⤫ Which micro content platforms are your audience members using? ⤫ Who in your organisation can create micro content (think outside communications departement, please) ⤫ What is your visual micro content strategy?
  • 32. THE CONTENT ROOM A CYPRES INITIATIVE www.cypres.com twitter.com/thecontentroom +32 16 29 77 37