Intelligent content2011


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At Intelligent Content 2011 in Palm Springs, I presented about the importance of developing content strategies for your company's social media marketing initiatives.

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Intelligent content2011

  1. 1. Content Strategies for Social Media Marketing <ul><li>Marisa Peacock, Social Media Strategist </li></ul><ul><li>Sr. Reporter, CMSWire </li></ul><ul><li>Intelligent Content 2011 </li></ul>
  2. 2. Information Overload? <ul><li>The Rise of User-Generated Content </li></ul><ul><li>In 2010, approximately 65 million tweets were sent on Twitter each day. Source: Twitter CTO Dick Costolo at CM Summit </li></ul><ul><li>70% of the Digital Universe in 2010 was generated by users. That’s the equivalent of 880 billion gigabytes. Source: IDC Digital Universe Study, April 2010 </li></ul><ul><li>The average Facebook user creates 90 pieces of content each month Source: Facebook </li></ul>
  3. 3. Information Opportunity? <ul><li>Initiating Connections & Conversations </li></ul><ul><li>The average Facebook user is connected to 80 community pages, groups and events. Source: Facebook </li></ul><ul><li>29% of tweets receive any kind of reaction, either in the form of a reply or retweet. Source: Sysomos, September 2010 </li></ul><ul><li>In 2010, more people used tools like Twitter, Facebook, Instapaper, Flipboard, LazyWeb, Feedly and TweetDeck to track news. </li></ul>
  4. 4. The State of Corporate Content. <ul><li>Among Fortune 500 companies: </li></ul><ul><ul><ul><li>22% have blogs </li></ul></ul></ul><ul><ul><ul><li>90% of blogs have comments, RSS feeds and subscriptions </li></ul></ul></ul><ul><ul><ul><li>35% maintain Twitter accounts </li></ul></ul></ul><ul><li>Source: Center for Marketing Research at UMass Dartmouth, The Fortune 500 and Social Media, 2010 </li></ul>
  5. 5. <ul><li>There is opportunity for engagement -- so how do you create, review, publish, and share your content? </li></ul><ul><li>Source: 360i </li></ul>More than 90% of tweets come from consumers. 8% comes from marketers.
  6. 6. Look Forward by Working Backwards. <ul><li>“ The content strategist must work to define not only which content will be published, but why we’re publishing it in the first place.” </li></ul><ul><ul><ul><ul><ul><li>Kristina Halvorson </li></ul></ul></ul></ul></ul>
  7. 7. Assumptions <ul><li>You know your audience </li></ul><ul><li>You know where they are </li></ul><ul><li>You know what they want </li></ul><ul><li>You have content that meets their needs </li></ul>
  8. 8. Create Meaningful Workflows <ul><ul><li>How has social media changed the way we think about content and how we connect with our audience? </li></ul></ul><ul><ul><ul><li>Are you prepared to share news when it happens? or do you need advanced approval to post? </li></ul></ul></ul><ul><ul><ul><li>Is it easy for anyone to share information with your audience? </li></ul></ul></ul>
  9. 9. Create Meaningful Workflows Source: Dan McCarthy
  10. 10. Don’t work for your content. Get it to work for you. <ul><li>Does it promote customer engagement? </li></ul><ul><li>Is it streamlined and strategic? </li></ul><ul><li>Is it easy to update, manage and archive? </li></ul><ul><li>Is it integrated in project workflow? </li></ul>
  11. 11. Sharing is Influencing . <ul><li>27% of ‘frequent sharers’ are responsible for 87% of news shared online </li></ul><ul><li>create a “sharing workflow” </li></ul><ul><li>change the way you think about your audience </li></ul><ul><li>commitment to knowledge, communications and thinking </li></ul><ul><li>Source: CNN’s inaugural global research study into the power of news and recommendation (PONAR) </li></ul>
  12. 12. Create Meaningful Customer Engagement <ul><li>social media is about collaboration and conversations </li></ul><ul><li>initiate conversations with your users </li></ul><ul><li>ask strategic, meaningful questions </li></ul><ul><li>have a plan for positive & negative customer feedback </li></ul>
  13. 13. Encourage Empowered Behaviors <ul><li>Share what your users are saying with others in your company. </li></ul><ul><li>Make it a company-wide collaboration. </li></ul><ul><li>Incentivize. </li></ul><ul><li>Monitor, measure and evolve. </li></ul>
  14. 14. Create Effective Monitoring & Analysis <ul><li>What words are your followers, fans and customers using to talk about your brand? </li></ul><ul><li>Social media monitoring is a 24/7 operation </li></ul><ul><li>Evolve strategically alongside your audience. </li></ul>
  15. 15. Thank You! <ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>@marisacp51 @cmswire </li></ul>