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