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best content for  social media                  massimo burgioglobal search interactive / sempo
who is massimo burgio? Global Search Interactive -- the agency SEMPO Search Engine Marketing Professional Organization -- ...
let’s get intothe groove!
best content?best content for which channel?for which brand voice?for which target audience?for which cluster of target?fo...
we need tostep back...
web users engage everywhere
after all, social is better than porn
conversations happens everywhere
it’s really all about strategic goals
and social media performance by channel
and social media performance by channel
and social media performance by channel
and social media performance by channel                                     source: cmo.com
the black hole: time + resources
4PSMM passion patience perseverance proactivity
4PDON’Tpresumepanic pushprocrastinate
let’s go backto content
cluetrainmanifestobrands are conversations, andrelationships too. it’s about talking topeople with a human tone, being tru...
more readingunmarketingsocial media is about engagement.about time to stop using social mediawith immediate ROI in mind, o...
are you ready for interaction? WEB 1.0 WEB 2.0                                 source: territorio creativo
what’s your social media messaging?               COMMUNICATION                  SOCIAL   CUSTOMER        MEDIA         PR...
are you ready for conversations?
do you have the right tone and approach?
do you talk to the right people?
the 3Es ofgood content   1 - educational   2 - entertaining   3 - enlightening
the 5Es ofgood content   1   -   educational   2   -   entertaining   3   -   enlightening   4   -   engaging   5   -   et...
did you try to ask around? clients + prospects your target market employees + stakeholders your business “family” partners...
best social media content for your business?       find       your        own         social       way
“this is how we do it” for our clients dialogo assicurazioni blog, facebook, ciao, UGC, youtube, yahoo! answers, wikipedia...
there isn’tsuch thing asTHE content
sometimes the key is not even content        http://bit.ly/klm-surprise-socialmedia
contentstrategiesknow your voiceknow your audiencetime your contentsolve problemsbe true
contentstrategiesknow your voice                     (                      )know your audience    everything you say onti...
contentstrategiesknow your voice                     (                                 )know your audience       why do th...
contentstrategiesknow your voice                     (                                    )know your audience      create ...
contentstrategiesknow your voice                     (                                     )know your audience    help you...
contentstrategiesknow your voice                     (                                       )                       your ...
contentmarketing1   -   infographics    adopt series instead of one-shot content2   -   contests                       (  ...
contentcurationauthority                    establish as an industry leader                (                              ...
do you have the right editorial team?
content creation vs. content syndication
the dark side of content strategiesdigital rights vs. distributionfacebook TOScopyright issuescreative commonsprivacy vs. ...
danke!             thanks!massimo burgioglobal search interactive / sempowww.globalsearchinteractive.netwww.sempo.orgwww.m...
Social Media Content Strategies - SM Economy Days Munich 2011 - Massimo Burgio
Social Media Content Strategies - SM Economy Days Munich 2011 - Massimo Burgio
Social Media Content Strategies - SM Economy Days Munich 2011 - Massimo Burgio
Social Media Content Strategies - SM Economy Days Munich 2011 - Massimo Burgio
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Social Media Content Strategies - SM Economy Days Munich 2011 - Massimo Burgio

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My presentation on Social Media Content Strategies for the recent Social Media Economy Days, Munich (Germany) 2011. http://socialmediaeconomy.de/muenchen2011/

I was scheduled as speaker on day 1 but unfortunately I missed my flight and it was difficult fot the organizers to arrange a change in the agenda - so I ended up not giving the. presentation. But here it is for everybody to enjoy on SlideShare!

More Social Media Marketing presentations, videos and news at my website/blog Global Search Interactive http://www.globalsearchinteractive.net

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Transcript of "Social Media Content Strategies - SM Economy Days Munich 2011 - Massimo Burgio"

  1. 1. best content for social media massimo burgioglobal search interactive / sempo
  2. 2. who is massimo burgio? Global Search Interactive -- the agency SEMPO Search Engine Marketing Professional Organization -- the industry Burning Man -- the creative network Asturias Paraiso Cultural -- cultural project iPad4Africa -- gift economy charity fundraising ... and much more -- =)
  3. 3. let’s get intothe groove!
  4. 4. best content?best content for which channel?for which brand voice?for which target audience?for which cluster of target?for which goal?
  5. 5. we need tostep back...
  6. 6. web users engage everywhere
  7. 7. after all, social is better than porn
  8. 8. conversations happens everywhere
  9. 9. it’s really all about strategic goals
  10. 10. and social media performance by channel
  11. 11. and social media performance by channel
  12. 12. and social media performance by channel
  13. 13. and social media performance by channel source: cmo.com
  14. 14. the black hole: time + resources
  15. 15. 4PSMM passion patience perseverance proactivity
  16. 16. 4PDON’Tpresumepanic pushprocrastinate
  17. 17. let’s go backto content
  18. 18. cluetrainmanifestobrands are conversations, andrelationships too. it’s about talking topeople with a human tone, being trulyinterested to their topics and helpfulin the conversations. conversationsmust make sense, and be engaging(1999).
  19. 19. more readingunmarketingsocial media is about engagement.about time to stop using social mediawith immediate ROI in mind, orpressing sales goals.stop marketing. start engaging.(2011)
  20. 20. are you ready for interaction? WEB 1.0 WEB 2.0 source: territorio creativo
  21. 21. what’s your social media messaging? COMMUNICATION SOCIAL CUSTOMER MEDIA PRODUCT CARE MARKETING DEVELOPMENT ADVERTISING source: territorio creativo
  22. 22. are you ready for conversations?
  23. 23. do you have the right tone and approach?
  24. 24. do you talk to the right people?
  25. 25. the 3Es ofgood content 1 - educational 2 - entertaining 3 - enlightening
  26. 26. the 5Es ofgood content 1 - educational 2 - entertaining 3 - enlightening 4 - engaging 5 - ethic
  27. 27. did you try to ask around? clients + prospects your target market employees + stakeholders your business “family” partners + suppliers your business “ecosystem” competitors don’t ask, just benchmark! =)
  28. 28. best social media content for your business? find your own social way
  29. 29. “this is how we do it” for our clients dialogo assicurazioni blog, facebook, ciao, UGC, youtube, yahoo! answers, wikipedia giovanni rana website(s), facebook, youtube, UGC, press releases, bloggers pitti immagine blog(s), youtube, flickr european school of economics online magazine, facebook, twitter, youtube, online pr telepass facebook, twitter, UGC, youtube, online pr, flash surveys bea italia (oracle) surveymonkey, blog, facebook, linkedin groups academia barilla blog, youtube, facebook, twitter, online pr, newsletter
  30. 30. there isn’tsuch thing asTHE content
  31. 31. sometimes the key is not even content http://bit.ly/klm-surprise-socialmedia
  32. 32. contentstrategiesknow your voiceknow your audiencetime your contentsolve problemsbe true
  33. 33. contentstrategiesknow your voice ( )know your audience everything you say ontime your content the social web should “sound” like your brand.solve problemsbe true
  34. 34. contentstrategiesknow your voice ( )know your audience why do they follow/like you?time your content it’s because your brand offers them something. make sure you deliver.solve problemsbe true
  35. 35. contentstrategiesknow your voice ( )know your audience create an editorial plan and maketime your content sure what you say and when is relevant your target audience’s needs.solve problemsbe true
  36. 36. contentstrategiesknow your voice ( )know your audience help your audience, make sure youtime your content have the right information to share. build trust, strengthens relationships.solve problemsbe true
  37. 37. contentstrategiesknow your voice ( ) your audiences will sniff it out if youknow your audience are pretending. but if you are fun,time your content honest and relevant, they’re going to recommend you to their friends.solve problems isn’t that what social media is all about?be true
  38. 38. contentmarketing1 - infographics adopt series instead of one-shot content2 - contests ( ) always be coherent with messaging content in tune with conversion funnel3 - videos ask questions, seek feedback, promote UGC4 - articles use all social media channel to vehiculate
  39. 39. contentcurationauthority establish as an industry leader ( ) use your social media feeds to curate contentSEO relevancy share other people’s relevant content (50/50)curation use creative commons, optimize, share blogs, social media, publishing toolspublishing scoop.it, paper.li, storify.com, blip.tv, flipboard, itunes
  40. 40. do you have the right editorial team?
  41. 41. content creation vs. content syndication
  42. 42. the dark side of content strategiesdigital rights vs. distributionfacebook TOScopyright issuescreative commonsprivacy vs. communicationprivacy what?tone of communicationsocial media policyethics vs. spamtransparencyopt-in / no spamlisten, don’t shout
  43. 43. danke! thanks!massimo burgioglobal search interactive / sempowww.globalsearchinteractive.netwww.sempo.orgwww.massimoburgio.com
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