Creating a Content Ecosystem

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I'm pleased to be part of an education series for Chamber members in Manchester. This is a class I taught on creating a content ecosystem. The slides took up the first hour, then we followed with a lengthy, real time analysis of the content and web presences of the attendees (not shown).

Note: In 2010 we changed the name of our company from Uptown Uncorked to Magnitude Media to better reflect the variety of clients we serve.

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  • Creating a Content Ecosystem

    1. 1. Creating A Content EcosystemJune 2010, Greater Manchester Chamber of Commerce Presented by Leslie Poston, Magnitude Media
    2. 2. Be Part Of The Social Content Network1/2 of Beresford respondents said theyconsidered information shared on theirnetworks when making a decision—andthe proportion was higher among usersages 18 to 24, at 65%.~eMarketer, October 2009 Thanks to cool-tech.ca for the images
    3. 3. There were nearly 116 million USuser-generated content consumersin 2008.In 2008 there were 82.5 millioncontent creators.Both numbers are set to climbsignificantly by 2013~eMarketer, February 2009
    4. 4. The Places Consumers of Content Visit Most Online Blogs / RSS Readers
    5. 5. The Elephant In The Room: Facebook • 91% of retailers have or plan to employ Facebook fan pages in the next year, 85% have or plan to add customer reviews and 80% have or plan to publish on Twitter. (E-tailing Group via Internet Retailer, April 2010) • Facebook is now the fourth most visited site in the world; two years ago it didn’t register in the top ten. (TechCrunch, 2009) From Facebook’s Own Statistics Tracking, 2010: • More than 400 million active users • 50% of our active users log on to Facebook in any given day • Average user has 130 friends • People spend over 500 billion minutes per month on Facebook • There are over 160 million objects that people interact with (pages, groups and events) • Average user is connected to 60 pages, groups and events • Average user creates 70 pieces of content each month • More than 25 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each month.
    6. 6. SEO: Only Part Of The Google Picture NowThanks to bravenewme.com for the images
    7. 7. YouTube: 3rd Largest Search Portal• YouTube will serve 75 billion video streams to 375 million unique visitors in 2009.• Every minute, ten hours of video is uploaded to You Tube.• User base is broad in age range, 18 – 55, evenly divided between males and females, and spanning all geographies.• Fifty-one percent of users go to YouTube weekly or more often• 91% of YouTube viewers have purchased something online• 35% have purchased something on Youtube that they have seen advertised on YouTube• You can’t force a video to “go viral”• Only 3.1% of videos uploaded to YouTube will reach 1000 views in one month• 0.3% will reach 10,000 views in one month• .001% will reach or exceed 500,000 views• It often takes months for videos to become “viral” at 1 Million+ views• The good news: even 50 views can drive excellent traffic to your brand or site
    8. 8. Blogs, Comments and RSS Feeds, Oh My Customer reviews are the most effective social tactic for driving sales, followed by question-and-answer features and a Facebook fan page where companies post information. ~Etailing survey of 117 companies, September 2009 86% of respondents say they have a Facebook fan page and allow interaction, and 10% more plan to launch in the next 12 months. 65% are communicating via Twitter, 55% publish customer product reviews, 55% have their own blogs, and 50% produce their own video or display videos submitted by consumers. ~Etailing survey of 117 companies, September 2009
    9. 9. Facebook and Privacy
    10. 10. Content OwnershipThanks to openlearn.open.ac.uk for the images
    11. 11. PAPER L AUDIO A N D I N GVIDEO PAGE ONLINE
    12. 12. Know WHY You Are Generating or Repurposing ContentTo increase search To display knowledge engine ranking or authority To drive traffic to a site To start a conversation
    13. 13. Be Aware Of Content Flow
    14. 14. The Nitty Gritty
    15. 15. RSS Filtering, { Merging & Yahoo Pipes Embedding NetVibes FriendFeed RSS Filter RSS Mesh FeedRinse BlastFeed Google Reader Search.Twitter
    16. 16. Scannable Text Writing Method ✓ keywords (bold, highlighted somehow) ✓ sub-headings (with meaning, not just wit) ✓ lists (the internet loves a bullet point) ✓ single idea paragraphs (users skim) ✓ conclusion as beginning (inverted pyramid style) ✓ less is more (when it comes to words online: use half what you’d normally use)
    17. 17. • Upload old newsletters as PDFs fordownload on your site• Use selections from old newsletters andmarketing materials to seed blog posts• Scan in old photos and use them onyour site, blog or Flickr accounts• Find old video and use it as “nostalgia”content, or use it to launch newconversations with updated video “replies”• Use old audio content to start a podcastor internet radio show RECYCLE “Old” Content
    18. 18. Convert Content Text to AudioVideo + Transcription Audio to Text Paper to PDF Paper to BlogPhoto + Text + Audio
    19. 19. CROSSLINKING
    20. 20. When cross linking, never forget... : AND AWARENESS
    21. 21. Time To Look At Some Of Your Real Time Content And Learn How To Make It Rock!
    22. 22. Interactive Session:Analyze, deconstruct, strategize and advise on content in real time for attendees
    23. 23. (Q&A Session)
    24. 24. Leslie Poston, Magnitude Media @leslie or @magnitudemedia on Twitter 800•501•4049 phone | 928•438•5038 fax leslie@magnitudemedia.net Co-Author: Twitter for Dummies (Wiley, 2009+) Contributor: Social Media ProBook (Eloqua) Author: Grande Guide to Social Advertising (Eloqua) Author: Social Media Metrics for Dummies (Wiley, 2012) If you enjoyed my presentation, won’t you recommend me on LinkedIn? http://linkedin.com/in/leslieposton Connect with Magnitude Media’s pages also: http://www.linkedin.com/company/magnitude-media http://facebook.com/magnitudemedia http://magnitudemedia.net©Leslie Poston, All Rights Reserved

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