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Online Marketing Summit - Joe Pulizzi on Content and Social Media

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Presentation given as various locations on the Online Marketing Summit tour by Joe Pulizzi on the basics of Social Media. Joe's take is that without a content strategy first, successful social media …

Presentation given as various locations on the Online Marketing Summit tour by Joe Pulizzi on the basics of Social Media. Joe's take is that without a content strategy first, successful social media will be hard to come by.

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    • 1. Social Media – The Three Keys Content Marketing. Listening. Distribution. Joe Pulizzi Co-Author, Get Content Get Customers Founder, Junta42
    • 2. Hi! I’m Joe Pulizzi (@juntajoe)
      • Evangelist, speaker, author for content marketing – why marketers need to be publishers.
      • Founder and Chief Content Officer for Junta42
      • Co-author of Get Content Get Customers (McGraw-Hill)
      • Former Vice President at Penton Media, Inc., North America’s largest independent b-to-b media company
    • 3. Let’s Start Off with Some Questions
    • 4. Information Evolution CBS Fast Draw
    • 5. Information Evolution CBS Fast Draw
    • 6. Information Evolution CBS Fast Draw
    • 7. Buyers Used to Solve Problems…
      • Talking to Company Sales Reps
      • Distributors/Resellers
      • Product Literature
      • Seeing Ads in Magazines
    • 8. Educated Buyers Now Solve Problems…
      • Google searches.
      • Online portals and news sites.
      • Listening to bloggers’ advice and opinions.
      • Word-of-mouth & “Word-of-mouse”
      • Direct to company websites.
    • 9. Forrester Research
    • 10. Who’s Using Social Media?
    • 11.  
    • 12.  
    • 13. Social Media Spending
    • 14. FIRST For Social Media to work, it’s about Publishing.
    • 15. Marketer or Publisher?
    • 16. Everyone is a Publisher Today
      • Like it or not, everyone is a publisher, and you need to understand what that means.
      • Look at your marketing activities…starting to feel a lot more like publishing.
      Magazines Newsletters
    • 17. You Are the Publisher
      • A Blog
      • White Paper Series
      • eBooks     
      • Case Studies
      • Vertical Search
      • Content Microsites/Portals
      • Online Quizzes
      • Digital Magazines
      • Community Forums
      • eNewsletters
      • Variable eNewsletters
      • eZines
      • Podcasts
      • Wikis
      • Vodcasts
      • Video Portals  
      • Website RSS Feeds
      • Social Networking Sites
      • Webcasts/Webinars
      • Virtual Trade Shows
      • Online Games
      • Content Widgets
    • 18.  
    • 19.  
    • 20.  
    • 21. What this is all about…
      • The art of understanding what your customers need/want to know, and delivering it to them in a compelling way to create or change a behavior.
      Content Marketing Custom Publishing Branded Content Content Strategy Customer Media Information Marketing Custom Media
    • 22. Social Media does not work without having something valuable to say!
    • 23. Social Media = I Hear You I’m Listening to You I Understand How Can I Help? Brian Solis
    • 24. Social Media = Using Technology to Share Stories and Information with Others. Brian Solis
    • 25.  
    • 26. Giving Away the “Secret Sauce”
    • 27. How to Create Engagement
      • Give your customers relevant, compelling information or
      • Give them a good time…
    • 28. What this is all about…
      • The art of understanding what your customers need to know, and delivering it to them in a compelling way to create or change a behavior.
      This is BEST accomplished through PUBLISHING, not Marketing
    • 29. The Big Shift
      • Then…
      • A provider of XYZ products and services
    • 30. The Big Shift
      • Now…
      • The trusted, expert resource for something relevant to your customers (and your business)!
    • 31.  
    • 32.  
    • 33.  
    • 34. It’s Not about You!
      • Provide relevant content that gives solutions to some of the toughest problems customers are facing.
      • (and leave out the sales pitch!)
    • 35. Your Ideas Spread!
      • Should be the core of your marketing campaign.
      • Position yourself as the trusted solutions provider for your industry and help people spread the word!
    • 36.  
    • 37. When/Why Social Media Works
      • Content, if good, will be accepted and spread by your customers.
      • NO TECHNOLOGY BARRIERS.
      • Reach/Circulation no longer an issue (where are your customers and prospects?).
      • Transparency and immediate communication (most companies are not good at this).
    • 38. SECOND Are You Listening?
    • 39.
      • www.google.com/alerts
    • 40.  
    • 41.  
    • 42.  
    • 43. Blogs as Listening Posts
      • Where are your customers hanging out?
      • Find those blogs…read and participate
      • Listen – with goals
      • Then Blog…Clearly define the purpose
      • Connect & be human
      • Transparency/honesty
      • Frequency
    • 44.  
    • 45.  
    • 46.  
    • 47.  
    • 48. Twitter To Do’s
      • Never answer the question “What are you doing?”
      • Assign ownership
      • Be democratic
      • Be human
      • Have a strategy!
    • 49.  
    • 50. Twitter To Do’s
      • Then…use it as a distribution mechanism.
    • 51. THIRD Integrate content with distribution and start the conversation.
    • 52. Content Stages
      • Search Engine Optimization
      • Generating Qualified Leads
      • Being a Part of the Conversation
    • 53.
      • Storytellers Have the Advantage
    • 54. Find your social channels…
    • 55. Social media is about enabling lots of little stories to be created by lots of different people at the same time. “But, what is your story?” Seth Goldstein
    • 56. Telling Relevant Stories – Then Spread
      • A Blog
      • White Paper Series
      • eBooks     
      • Case Studies
      • Vertical Search
      • Content Microsites/Portals
      • Online Quizzes
      • Digital Magazines
      • Community Forums
      • eNewsletters
      • Variable eNewsletters
      • eZines
      • Podcasts
      • Audio Books
      • Vodcasts
      • Video Portals  
      • Website RSS Feeds
      • Social Networking Sites
      • Webcasts/Webinars
      • Virtual Trade Shows
      • Online Games
      • Content Widgets
    • 57. Seth Goldstein
    • 58. 7 Stages of Content and Social Media
      • Understand who your customer is and where the pain points are.
      • Develop consistent, relevant content in multiple channels.
      • Let go of all control. Let your idea spread.
      • People share your ideas, link to your content.
      • Content is found through social media and search engines.
      • Customers start relying on you for your expertise (relationship!)
      • You are the trusted solutions provider in your industry.
    • 59. Traditional Content and Social Media
    • 60. 15 BASIC Steps to Get Started
    • 61. 15 BASIC Steps to Get Started
      • Fresh Web Content (at minimum two/three updates per week)
      • Hire a Journalist
      • Set up at minimum basic tracking/analytics
    • 62. 15 BASIC Steps to Get Started
      • Set up RSS feeds to easily share your content.
      • Start a Blog.
      • Comment on Blogs.
    • 63. 15 BASIC Steps to Get Started
      • Site Newsroom
      • Online News Releases – one per month/minimum
      • Develop an EDUCATIONAL enewsletter
    • 64. 15 BASIC Steps to Get Started
      • The Free Content Giveaway (1 per Quarter)
      • Twitter Tips
      • A Facebook Movement
    • 65. 15 BASIC Steps to Get Started
      • Set Up Your Company on LinkedIn Maximize Your Profile
      • How’s Your Google Profile?
      • Listen, Learn, Monitor
    • 66.
      • Who is your Chief Conversation Officer ?
      One More for the Road
    • 67. Thanks! Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentgetcustomers.com Ways to Connect: LinkedIn: Joe Pulizzi Facebook: juntajoe Twitter: juntajoe