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.

1. Creating A Content Ecosystem
June 2010, Greater Manchester Chamber of Commerce
Presented by Leslie Poston, Magnitude Media

2. Be Part Of The Social Content Network
1/2 of Beresford respondents said they
considered information shared on their
networks when making a decision—and
the proportion was higher among users
ages 18 to 24, at 65%.
~eMarketer, October 2009
Thanks to cool-tech.ca for the images

3. There were nearly 116 million US
user-generated content consumers
in 2008.
In 2008 there were 82.5 million
content creators.
Both numbers are set to climb
significantly by 2013
~eMarketer, February 2009

4. The Places Consumers of Content Visit Most Online
Blogs / RSS Readers

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. SEO: Only Part Of The Google Picture Now
Thanks to bravenewme.com for the images

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. 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. Facebook and Privacy

10. Content Ownership
Thanks to openlearn.open.ac.uk for the images

11. PAPER L AUDIO
A
N
D
I
N
G
VIDEO PAGE ONLINE

12. Know WHY You Are Generating
or Repurposing Content
To increase search To display knowledge
engine ranking or authority
To drive traffic to a site
To start a conversation

13. Be Aware Of Content Flow

14. The Nitty Gritty

15. RSS Filtering,
{
Merging & Yahoo Pipes
Embedding NetVibes
FriendFeed
RSS Filter
RSS Mesh
FeedRinse
BlastFeed
Google Reader
Search.Twitter

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. • Upload old newsletters as PDFs for
download on your site
• Use selections from old newsletters and
marketing materials to seed blog posts
• Scan in old photos and use them on
your site, blog or Flickr accounts
• Find old video and use it as “nostalgia”
content, or use it to launch new
conversations with updated video “replies”
• Use old audio content to start a podcast
or internet radio show
RECYCLE
“Old” Content

18. Convert Content
Text to Audio
Video + Transcription
Audio to Text
Paper to PDF
Paper to Blog
Photo + Text + Audio

19. CROSS
LINKING

20. When cross linking, never forget...
:
AND
AWARENESS

21. Time To Look At Some Of Your Real Time Content
And Learn How To Make It Rock!

22. Interactive Session:
Analyze, deconstruct, strategize and advise on
content in real time for attendees

23. (Q&A Session)

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