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Jeff Gibbard - Founder, President, & Chief Strategist at True Voice Media in Philadelphia, PA - walks you through just what makes content 'buzzworthy'? In this presentation, Jeff displays how funny, ...

Jeff Gibbard - Founder, President, & Chief Strategist at True Voice Media in Philadelphia, PA - walks you through just what makes content 'buzzworthy'? In this presentation, Jeff displays how funny, inspiring, controversial, educational, and interesting content, for the appropriate audience creates buzz - sometimes ever viral buzz - for your company's creations.

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Buzzworthy Content: Social Media's Secret Sauce Presentation Transcript

  • 1. True Voice Mediawww.truevoicemedia.com Buzzworthy Content215.948.2012@truevoicemedia ‘ Social Media s s The PhiladelphiaSocial Business Agency Secret Sauce
  • 2. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia Jeff Gibbard President & Chief Strategist at True Voice Media Speaker, Blogger & Coach The PhiladelphiaSocial Business Agency @jgibbard jeffgibbard.com/g
  • 3. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia The PhiladelphiaSocial Business Agency True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  • 4. True Voice Mediawww.truevoicemedia.com Social Business215.948.2012 Strategy@truevoicemedia Marketing Policy Collaboration Training Listening Measurement Content Creation The Philadelphia EngagementSocial Business Agency Customer Service True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  • 5. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia #tvmtalk The PhiladelphiaSocial Business Agency
  • 6. ResourcesTrue Voice Mediawww.truevoicemedia.com215.948.2012 Slides, Links and Tools Mentioned@truevoicemedia truevoicemedia.com/notes The PhiladelphiaSocial Business Agency True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  • 7. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia The PhiladelphiaSocial Business Agency True Voice Media // www.truevoicemedia.com // twitter: @truevoicemedia // 215-948-2012
  • 8. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia Death by Powerpoint The PhiladelphiaSocial Business Agency
  • 9. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia Death by Powerpoint The PhiladelphiaSocial Business Agency
  • 10. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia The PhiladelphiaSocial Business Agency Stay engaged my friends
  • 11. The Agenda SlideTrue Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia ★ We talk about buzzworthy content: why it’s important and how to make it. (about an hour) ★ We have an engaging question and answer session. (about 30 minutes) The PhiladelphiaSocial Business Agency
  • 12. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia What have you shared lately? The PhiladelphiaSocial Business Agency
  • 13. True Voice Media What makes somethingwww.truevoicemedia.com215.948.2012@truevoicemedia Buzzworthy? The PhiladelphiaSocial Business Agency
  • 14. True Voice Media Buzzworthy content is...www.truevoicemedia.com215.948.2012@truevoicemedia Funny Inspiring Controversial Educational Interesting The PhiladelphiaSocial Business Agency
  • 15. True Voice Media You don’t have to “go viral” to bewww.truevoicemedia.com215.948.2012@truevoicemedia Buzzworthy The PhiladelphiaSocial Business Agency
  • 16. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia The PhiladelphiaSocial Business Agency
  • 17. True Voice Media It “just” needs to be:www.truevoicemedia.com215.948.2012@truevoicemedia In the right place, at the right time, with the appropriate content, for the target people. The PhiladelphiaSocial Business Agency
  • 18. True Voice Mediawww.truevoicemedia.com Hey, look at this.215.948.2012@truevoicemedia Current Audience Potential Audience The PhiladelphiaSocial Business Agency
  • 19. True Voice Media How to makewww.truevoicemedia.com215.948.2012@truevoicemedia Buzzworthy Content The PhiladelphiaSocial Business Agency
  • 20. True Voice Media Step 1:www.truevoicemedia.com215.948.2012@truevoicemedia Understand your audience The PhiladelphiaSocial Business Agency
  • 21. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia Listening The PhiladelphiaSocial Business Agency
  • 22. Are you listening?True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia ★ Who is my target audience? ★ What is my audience talking about & sharing? ★ When is my audience online? ★ Where is my audience online? ★ How does my audience behave online? The PhiladelphiaSocial Business Agency
  • 23. True Voice Media Is this my target audience?www.truevoicemedia.com215.948.2012@truevoicemedia 35 year old single moms in the suburbs? 18-22 year old college males? 50-55 year old CEOs? 65+ retired and on a budget? The PhiladelphiaSocial Business Agency
  • 24. True Voice Media Are they talking about and sharing...www.truevoicemedia.com215.948.2012@truevoicemedia Status Updates about brands? Funny Videos? Informational Links? Blog Posts about technology? Funny Cat Pictures? The PhiladelphiaSocial Business Agency
  • 25. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia The PhiladelphiaSocial Business Agency
  • 26. True Voice Media When are they online?www.truevoicemedia.com215.948.2012@truevoicemedia Early morning? Right after lunch Happy Hour 2 a.m. The PhiladelphiaSocial Business Agency
  • 27. True Voice Media Where do they spend time online?www.truevoicemedia.com215.948.2012@truevoicemedia Facebook Twitter Linkedin YouTube ... The PhiladelphiaSocial Business Agency
  • 28. True Voice Media Where do they spend time online?www.truevoicemedia.com215.948.2012@truevoicemedia Facebook Twitter Linkedin YouTube ... The PhiladelphiaSocial Business Agency
  • 29. True Voice Media How do they behave online?www.truevoicemedia.com215.948.2012@truevoicemedia Writing blog & posting videos? Commenting on content? Collecting links & pictures? Quietly consuming content? The PhiladelphiaSocial Business Agency
  • 30. True Voice Media Remember when I said, it “just” needs to be:www.truevoicemedia.com215.948.2012@truevoicemedia In the right place, at the right time, with the appropriate content, for the target people. The PhiladelphiaSocial Business Agency
  • 31. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia Identify Trends to find those Insights The PhiladelphiaSocial Business Agency
  • 32. True Voice Media If you are listening you know...www.truevoicemedia.com215.948.2012@truevoicemedia What they like, where they are, when they are there, who they are and how they behave. The PhiladelphiaSocial Business Agency
  • 33. True Voice Media Step 2:www.truevoicemedia.com215.948.2012@truevoicemedia Have a relevant content strategy for your audience The PhiladelphiaSocial Business Agency
  • 34. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia Content Marketing The PhiladelphiaSocial Business Agency
  • 35. Content MarketingTrue Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia creation curation The PhiladelphiaSocial Business Agency
  • 36. ExampleTrue Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia ★ 35 year old, single mom from Wilmington, DE ★ Shares recipes and craft ideas for kids ★ On periodically throughout the day, with higher volume of posts at primetime (8pm - 10pm) ★ Spends time on Facebook and Pinterest ★ Engages in conversations with other moms The PhiladelphiaSocial Business Agency
  • 37. ExampleTrue Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia ★ 52 year old, male CEO, wealth advisory firm ★ Retweets articles about Entrepreneurship ★ Shares some videos about cycling ★ Sends all posts between 6am-8am ★ Primarily uses Linkedin, but also Twitter ★ Broadcaster, doesn’t interact much. The PhiladelphiaSocial Business Agency
  • 38. ExampleTrue Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia ★ 18 year old, male freshman at local college. ★ Postsabout being a math major, being a broke college kid, and talks to girls. ★ Posts all day long, sometimes into the night. ★ Uses Facebook and Instagram. ★ Comments on friends posts and re-shares other people’s posts. The PhiladelphiaSocial Business Agency
  • 39. True Voice Media Step 3:www.truevoicemedia.com215.948.2012@truevoicemedia Did it work? Did you get a buzz? The PhiladelphiaSocial Business Agency
  • 40. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia Measurement The PhiladelphiaSocial Business Agency
  • 41. True Voice Mediawww.truevoicemedia.com215.948.2012@truevoicemedia The PhiladelphiaSocial Business Agency
  • 42. True Voice Media Measurement 101 www.truevoicemedia.com215.948.2012@truevoicemedia Know your goals Identify your metrics Pick your tools Set a timeframe The PhiladelphiaSocial Business Agency
  • 43. True Voice Media Buzz is aboutwww.truevoicemedia.com215.948.2012@truevoicemedia Sharing and Reach The PhiladelphiaSocial Business Agency
  • 44. True Voice Media “Buzz” Metrics to watch:www.truevoicemedia.com215.948.2012@truevoicemedia Shares: Likes, Retweets, +1 Comments Blog Mentions How many people saw it? The PhiladelphiaSocial Business Agency
  • 45. True Voice Media Some handy-dandy tools:www.truevoicemedia.com215.948.2012@truevoicemedia Google Analytics Hootsuite Facebook Insights Goole+ Ripples Tweetreach The PhiladelphiaSocial Business Agency
  • 46. True Voice Media Summary: How to create Buzzworthy Contentwww.truevoicemedia.com215.948.2012@truevoicemedia The PhiladelphiaSocial Business Agency
  • 47. True Voice Media It’s Q & A Time!www.truevoicemedia.com215.948.2012 Thank you!@truevoicemedia Resources: Slides, Links and Tools Mentioned truevoicemedia.com/notes Submit a Testimonial jeffgibbard.com/feedback The PhiladelphiaSocial Business Agency @jgibbard jeffgibbard.com/g