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Social Media – The Three Keys Content Marketing. Listening. Distribution. Joe Pulizzi Co-Author,  Get Content Get Customer...
Hi! I’m Joe Pulizzi (@juntajoe) <ul><li>Evangelist, speaker, author for content marketing – why marketers need to be publi...
Let’s Start Off with Some Questions
Information Evolution CBS Fast Draw
Information Evolution CBS Fast Draw
Information Evolution CBS Fast Draw
Buyers Used to Solve Problems… <ul><li>Talking to Company Sales Reps </li></ul><ul><li>Distributors/Resellers </li></ul><u...
Educated Buyers Now Solve Problems… <ul><li>Google searches. </li></ul><ul><li>Online portals and news sites. </li></ul><u...
Forrester Research
Who’s Using Social Media?
 
 
Social Media Spending
FIRST For Social Media to work, it’s about Publishing.
Marketer or Publisher?
Everyone is a Publisher Today <ul><li>Like it or not, everyone is a publisher, and you need to understand what that means....
You Are the Publisher <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks       </li></ul><ul><li...
 
 
 
What this is all about… <ul><li>The art of understanding what your customers need/want to know,  and delivering it to them...
Social Media does not work without having something valuable to say!
Social Media = I Hear You I’m Listening to You I Understand How Can I Help? Brian Solis
Social Media = Using Technology to Share Stories and Information with Others. Brian Solis
 
Giving Away the “Secret Sauce”
How to Create Engagement <ul><li>Give your customers relevant, compelling information or </li></ul><ul><li>Give them a goo...
What this is all about… <ul><li>The art of understanding what your customers need to know,  and delivering it to them in a...
The Big Shift <ul><li>Then… </li></ul><ul><li>A provider of XYZ products and services </li></ul>
The Big Shift <ul><li>Now… </li></ul><ul><li>The trusted, expert resource for something relevant to your customers (and yo...
 
 
 
It’s Not about You! <ul><li>Provide relevant content that gives solutions to some of the toughest problems customers are f...
Your Ideas Spread! <ul><li>Should be the core of your marketing campaign. </li></ul><ul><li>Position yourself as the trust...
 
When/Why Social Media Works <ul><li>Content, if good, will be accepted and spread by your customers. </li></ul><ul><li>NO ...
SECOND Are You Listening?
<ul><li>www.google.com/alerts </li></ul>
 
 
 
Blogs as Listening Posts <ul><li>Where are your customers hanging out? </li></ul><ul><li>Find those blogs…read and partici...
 
 
 
 
Twitter To Do’s <ul><li>Never answer the question  “What are you doing?” </li></ul><ul><li>Assign ownership </li></ul><ul>...
 
Twitter To Do’s <ul><li>Then…use it as a distribution mechanism. </li></ul>
THIRD  Integrate content with distribution and start the conversation.
Content Stages <ul><li>Search Engine Optimization </li></ul><ul><li>Generating Qualified Leads </li></ul><ul><li>Being a P...
<ul><li>Storytellers Have the Advantage </li></ul>
Find your social channels…
Social media is about enabling lots of little stories to be created by lots of different people at the same time. “But, wh...
Telling Relevant Stories – Then Spread <ul><li>A Blog </li></ul><ul><li>White Paper Series </li></ul><ul><li>eBooks       ...
Seth Goldstein
7 Stages of Content and Social Media <ul><li>Understand who your customer is and where the pain points are. </li></ul><ul>...
Traditional Content and Social Media
15 BASIC Steps to Get Started
15 BASIC Steps to Get Started <ul><li>Fresh Web Content (at minimum two/three updates per week) </li></ul><ul><li>Hire a J...
15 BASIC Steps to Get Started <ul><li>Set up RSS feeds to easily share your content. </li></ul><ul><li>Start a Blog. </li>...
15 BASIC Steps to Get Started <ul><li>Site Newsroom </li></ul><ul><li>Online News Releases – one per month/minimum </li></...
15 BASIC Steps to Get Started <ul><li>The Free Content Giveaway (1 per Quarter) </li></ul><ul><li>Twitter Tips </li></ul><...
15 BASIC Steps to Get Started <ul><li>Set Up Your Company on LinkedIn  Maximize Your Profile </li></ul><ul><li>How’s Your ...
<ul><li>Who is your Chief Conversation Officer ? </li></ul>One More for the Road
Thanks! Joe Pulizzi [email_address] (216) 941-5842 Site: www.junta42.com Blog: blog.junta42.com Book Site: www.getcontentg...
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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 will be hard to come by.

Published in: Business, News & Politics

Transcript of "Online Marketing Summit - Joe Pulizzi on Content and Social Media"

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