0
/ COVARIO

HOW TO CREATE CONTENT DESIGNED
TO BE SHARED ON SOCIAL CHANNELS
By Mike Roberts
11.6.13
ABOUT ME
Mike Roberts

Covario

• Earned Media Strategist at Covario
– Develop content and strategy
for Fortune 500 and 10...
AGENDA
The Goal: Go through the whole development process from a high level and
provide a practical deck of insights to re...
THIS FRAMEWORK BOOSTS SHARING, NOT JUST POPULARITY
Even an Average Joe can spread a shareable message

Influencer
Large fo...
WE CAN OPTIMIZE THE
MESSAGE TO MAKE AVERAGE
PEOPLE THE INFLUENCERS.
THINK OF PERSONAL CONNECTIONS AS “LONG-TAIL” INFLUENCERS
Broadcast
“Influencers”

@MrobertsOnline

Friends/Colleagues/Pers...
A CAT THERAPIST...
A thought leader on… cats.

@MrobertsOnline

7 / ©2013 Covario, Inc. All rights reserved.
THE CAT THERAPIST WROTE A BOOK
You know he’s a big deal because he has a book too.

@MrobertsOnline

8 / ©2013 Covario, In...
HOW WE DRIVE WORD OF MOUTH
WORD OF MOUTH IS THE PRIMARY
INFLUENCER BEHIND 20-50% OF
ALL PURCHASING DECISIONS.
This isn’t new information any more.

*...
[POLL]: HOW MUCH WORD OF MOUTH HAPPENS ONLINE?

A

B

C
@MrobertsOnline

11 / ©2012 Covario, Inc. All rights reserved.
HOW MUCH WORD OF MOUTH HAPPENS ONLINE?

The actual number:

*Research by Keller Fay Group in 2011

@MrobertsOnline
CONSUMERS HAVE 16 PRODUCT CONVERSATIONS A DAY
The right message can impact these daily conversations.

@MrobertsOnline

13...
THE INTERNET IS THE 2ND LARGEST
DRIVER OF WORD OF MOUTH.
Online content is one of the most cost-effective ways to infiltra...
THE RIGHT MESSAGE WILL
IMPACT THAT 93%.
We use several frameworks to optimize content for word of
mouth; highlighted in th...
/ COVARIO

ADS VS. CONTENT

16 / ©2012 Covario, Inc. All rights reserved.
CONTENT INNOVATION S-CURVE: CONSTANTLY INNOVATE
TO PUSH THE BOUNDARIES
We have to rethink the process we use to create con...
@MrobertsOnline

18 / ©2012 Covario, Inc. All rights reserved.
@MrobertsOnline

19 / ©2012 Covario, Inc. All rights reserved.
@MrobertsOnline

20 / ©2012 Covario, Inc. All rights reserved.
@MrobertsOnline

21 / ©2012 Covario, Inc. All rights reserved.
ADS VERSUS CONTENT
Although similar, there are significant differences.

Advertisements
1.
2.

3.
4.
5.

Directly tries to...
ENTERTAINING ADS AREN’T CONTENT
Ads rely on paid distribution to be seen. Content must be even better to
capture attention...
THE SOCIAL SHARING CONVERSION FUNNEL
To get people to ‘convert’ and share our content, we have to make it really
interesti...
ADS VS. CONTENT - DON’T JUST TARGET THE SALES
DEMOGRAPHIC
Ads target the sales demographic. Content should target the broa...
BIGGER OPPORTUNITIES REQUIRE BIGGER THINKING
Content and social teams have to have a seat at the higher level strategy
mee...
PROCESS
The process can vary, but this is a good starting point.
•
•
•
•
•
•
•

Concept
Research (validate concept)
Write ...
/ COVARIO

TOPIC RESEARCH

28 / ©2012 Covario, Inc. All rights reserved.
RESEARCH
A list of content topic research opportunities.
•
•
•
•
•

Google keyword research
Social Mention, Topsy, Twitono...
FLIPBOARD: TRACK OF YOUR TWITTER LISTS
An easy way to keep up and keep in touch with those you’ve chosen to follow
with yo...
GOOGLE TRENDS: SEASONALITY
As we’d expect, we see spikes in search volume for these events close to when
they occur.

@Mro...
GOOGLE TRENDS: LOCATION BASED
Segmenting by country can provide additional regional, cultural, and
language insights.

@Mr...
GOOGLE TRENDS: TOPIC TREND OVER TIME
Tracking search volume over time can show larger trends. Building content
around a to...
GOOGLE TRENDS: LOCATION BASED
Search volume for “cancer” by region shows where people might be more
concerned

@MrobertsOn...
SOCIAL MENTION: “SEARCH” FOR SOCIAL
The social conversation about “Sony DSLR” is very positive and strong (people
are like...
SOCIAL MENTION: “SEARCH” FOR SOCIAL
When looking at the competitor, “Cannon DSLR” has much better
sentiment, but isn’t as ...
TWITTER.COM/SEARCH
Easily see who is talking about what topics, using what hashtags, located in
which area. Easily engage ...
/ COVARIO

CONTENT BRAINSTORMING

38 / ©2012 Covario, Inc. All rights reserved.
HAVE A DEBATE INSTEAD OF A BRAINSTORM
Every idea is NOT a good one.

Debates require you
to defend your good
ideas, improv...
BRAINSTORMING: THE ENVIRONMENT MATTERS
Rooms with glass walls invite participation and inspiration.

@MrobertsOnline

40 /...
BRAINSTORMING: THE ENVIRONMENT MATTERS
Whiteboards and post-its allow ideas to be put up and molded quickly and
easily. He...
BRAINSTORMING: THE ENVIRONMENT MATTERS
Chairs with backs cause people to go into ‘audience’ mode leading to not
feeling li...
/ COVARIO

CONTENT DEVELOPMENT

43 / ©2012 Covario, Inc. All rights reserved.
THE SHAREABLE CONTENT
FRAMEWORK

44 / ©2012 Covario, Inc. All rights reserved.
SHAREABLE CONTENT FRAMEWORK
Build at least one of these components into every piece of content you
produce.

Status

Exclu...
USE THE FRAMEWORK AS A CHECKLIST
Compare all of your content against this framework. Ensure that it hits one of
these at t...
REPLICATOR 1: STATUS
People share things that make them appear higher on the social hierarchy
than their peers.
Status

Ex...
AWARDS: PEOPLE LOVE WINNING AND BRAGGING
Create and give people an award that they can show off to their friends.

Winners...
RANK SOME AS BETTER THAN OTHERS
Create a ranking list. Those that do well will broadcast it to everyone and link
back to y...
EXPLAIN DIFFERENT LEVELS OF STATUS CLEARLY
Gold is clearly first at the Olympics, but is a Sapphire credit card better tha...
PUBLICLY SHOW WHAT PEOPLE HAVE ACCOMPLISHED
It is more effective and easier for people to send a link to where they are
be...
PEOPLE LOVE HAVING A GOOD SECRET TO TELL
Create a secret that people can find out about and then tell their friends.

A Ne...
CREATE A SECRET FOR PEOPLE TO TELL
The only way to get into the bar is to go into the hot dog shop next door and
use a pho...
“PLEASE DON’T TELL” THE SECRET
The bar’s name is “Please Don’t Tell” and it seems they don’t want you to tell
anyone becau...
CREATE A CONTEST FOR PEOPLE TO WIN
Accept content submissions for a contest, select a winner, and then publicly
share the ...
BREAK A PATTERN THAT PEOPLE EXPECT
Those who first find out about it will be an insider ‘in the know’ and tell
others abou...
EXERCISE: BRAINSTORM
Brainstorm 1-3 content ideas that incorporates Status that could be used by
your company.
• Work with...
REPLICATOR 2: EXCLUSIVITY
Content only available to a limited number of people or under limited
circumstances is perceived...
GIVE EXCLUSIVE CONTENT BASED ON PEOPLE’S ACTIONS
Release a new piece of content when 1000 people take a desired action and...
EXCLUSIVITY REQUIRES TURNING SOME PEOPLE AWAY
Turn people away very carefully and tactfully to ensure you don’t alienate
a...
SPREAD EXCLUSIVE CONTENT TO THE MASSES
Make content scarce early on and then reduce restrictions later. This will give
it ...
PEOPLE FEEL VERY SPECIAL WHEN THEY’RE INVITED
Create an invitation only system and share special content or opportunities
...
GIVE THE POWER AND ACCESS TO MODERATE A FORUM
Enable top contributors to a forum or other user-generated content platform
...
GIVE BEHIND-THE-SCENES ACCESS TO A FEW
Give special behind the scenes access or an invitation to a private event to
top co...
GIVE SUBSCRIBERS EXCLUSIVE OR EARLY ACCESS
Give subscribers, members, or frequent customers content that is only made
avai...
GET AN EXCLUSIVE STORY FROM A SOURCE
Create a story that a publisher or blogger would want to have an exclusive
for. …OR, ...
EXERCISE: BRAINSTORM
Brainstorm 1-3 content ideas that incorporate Exclusivity that could be used
by your company.
• Work ...
REPLICATOR 3: USEFULNESS
Help people to do the things they want to do or encourage them to do the
things they should do, f...
PEOPLE SEARCH FOR SPECIFIC CONTENT
Get as specific as possible. The narrower the niche, the more relevant it will
be to so...
NARROWER, SPECIFIC CONTENT IS SHARED MORE TOO
More specific content causes a specific person to come to mind that might fi...
BUILD A TOOL THAT SOLVES A PROBLEM
It will have a long shelf life and create a great impression on whoever uses it.

See h...
ADDRESS CURRENT CUSTOMER PROBLEMS
Look for and listen to customer pain points to find new content topics that will
be espe...
ENABLE CUSTOMERS TO HELP OTHER CUSTOMERS
Crowdsource customer advice, tips, reviews, and other feedback and make it
availa...
THE CHEAP CONTENT CROWDSOURCING FORUM
You can build a Google+ “Community” and still lead the
conversation, providing a res...
PRESENTATION AND PACKAGING MAKE IT CONSUMABLE
Consider the packaging of your content. Make it to the point, simple, and
ea...
HELP PEOPLE SAVE TIME AND MONEY
Do this, and they will love you for it.

You can find all of the
secret deals leaked here....
EXERCISE: BRAINSTORM
Brainstorm 1-3 content ideas that incorporates Usefulness that could be used
by your company.
• Work ...
REPLICATOR 4: CONTROVERSY
Pick ONE side of an issue and gain strong support from that niche, increase
your relevance, and ...
STAND UP FOR WHAT’S RIGHT, EVEN IF ALONE
Dove’s campaign for real beauty challenged the norms of the entire beauty
industr...
CHANGE THE ANGLE BASED ON THE AUDIENCE
Fight for an issue differently depending on who you are talking to.
Businessman, en...
PICK A SIDE FOR THE SHORT TERM ONLY
Pick an issue/side that you can change your stance on later to reduce risk.

They may ...
OTHER OPTION: COMMIT TO ONE SIDE FOREVER
Commit, then entrench, build a reputation, and become a foremost authority
in tha...
DON’T BE CONTROVERSIAL BY TREATING PEOPLE BADLY
Make sure the controversy come from your stance on the issue, not in how
y...
ALIGN WITH COMPANY VALUES, MISSION AND ETHOS
This game concept is controversial, but is choosing a side that aligns with
A...
EXERCISE: BRAINSTORM
Brainstorm 1-3 content ideas that incorporates Controversy that could be used
by your company.
• Work...
REPLICATOR 5: EMOTION
Instead of just providing more information, aim to make content that evokes
an emotion that causes p...
EVOKE POSITIVE INSTEAD OF NEGATIVE EMOTIONS?
Sharing content that evokes positive emotion strengthens the connection
peopl...
THE SCIENCE OF EMOTION
Evoke high arousal emotions rather than low arousal emotions.

High Arousal Emotions

Low Arousal E...
“AWE” (SURPRISE AND SHOCK) LEADS TO SHARING
Stand out from the norm, challenge what they’re expecting, and be the
Purple C...
INSPIRATION CAPTIVATES YOU
Most products are not inspiring by themselves. Many ecommerce sites, like
supermarkets just fac...
ANGER AND ANXIETY BOOSTS SHARING TOO
Research shows that evoking Anger and Anxiety does lead to more sharing
even though t...
USING ANGER AND ANXIETY EFFECTIVELY
Building “green” is now normal and anyone not doing so is killing the planet.
• We can...
EXERCISE: BRAINSTORM
Brainstorm 1-3 content ideas that incorporates Emotion that could be used by
your company.
• Work wit...
REPLICATOR 6: CAUSE
Content that is part of a greater purpose or mission that people believe in
will cause people to want ...
APPEAL TO A GREATER PURPOSE
Connecting your content or organization to advancing a bigger, more
meaningful goal will motiv...
ALIGN WITH SOMETHING THEY ALREADY BELIEVE
It is much easier and more effective to target people who already agree than
cha...
EVERYONE SUPPORTS SOME CAUSES
Sprint’s salute to Navy Day even gets support from people that are NOT
personally connected ...
DON’T ALIENATE THE OTHER SIDE UNKNOWINGLY
Research what the opposing causes might be and don’t flippantly push away
those ...
EXERCISE: BRAINSTORM
Brainstorm 1-3 content ideas that incorporates a Cause that could be used by
your company.
• Work wit...
THESE COMPONENTS CAN WORK WELL TOGETHER
Why not build a useful tool that can help you advance a cause while showing
the im...
EXERCISE: DEBATE YOUR IDEAS
Pick 1-2 content ideas from each partner to debate, poke holes in, refine and
improve.
• Work ...
BRAINSTORMING AND MOCKUP TOOLS

102 / ©2012 Covario, Inc. All rights reserved.
CONCEPT OVER POLISHED EXECUTION
The concept is oftentimes more important than polished execution.
Relatively poor quality ...
GOOGLE DOCS / HANGOUTS
Collaborate with dispersed teams easily and in real time. Really good for
version control too.

@Mr...
MURAL.LY
An online whiteboard with post-its. Collect photos, links, and ideas while
collaborating with others in real time...
MIND MAPS
Document ideas from a brainstorm here. Easily move everything around to
adapt to your ideation.

Some free or ch...
MAKING A MOCK UP AND VISUALIZING YOUR IDEA
The goal is to cheaply and quickly visualize your concept to communicate it
cle...
IDEATING AND COMMUNICATING VISUAL STYLE
Use Google images and Pinterest to help share your vision with stakeholders
and de...
EXERCISE: DRAW A MOCKUP
Take your best idea and draw a rough visual idea of what you envision it to
look like.
• This is N...
EXERCISE: EXPLAIN AND SELL YOUR IDEA
Pair up with a new partner. Take the mockup you just made and use it to
explain your ...
/ COVARIO

HOW TO PROMOTE YOUR CONTENT

111 / ©2012 Covario, Inc. All rights reserved.
PRODUCE CONTENT WITH PARTNERS
Create piece of
content in
collaboration
with a partner
You and partner
promote content
to y...
USE YOUR RESEARCH TO REACH OUT
Rely on your quality research; you’ve created content people are talking
about. Let them kn...
PROMOTE TO ALREADY BUILT COMMUNITIES
A couple of places to look for already established communities.
•
•
•
•
•
•
•

Social...
/ COVARIO

INTERNAL WORKFLOW AND
APPROVALS

115 / ©2012 Covario, Inc. All rights reserved.
FAST PRODUCTION ENABLES REAL TIME CONTENT
The faster you can respond to real time events, the more relevant your
content b...
MAINTAIN CONSISTENT COMMUNICATION
As the production goes on and more people get involved, keeping everyone
on the same pag...
/ COVARIO

HOW TO MEASURE VALUE AND
EFFECTIVENESS

118 / ©2012 Covario, Inc. All rights reserved.
LOOK AT ENGAGEMENT PER POST
Focus on this and you’ll gain new insights into what your audience likes, be
able to compare y...
/ COVARIO

THANK YOU!
Any questions?

120 / ©2012 Covario, Inc. All rights reserved.
/ COVARIO

ADVANCED OPPORTUNITIES

121 / ©2012 Covario, Inc. All rights reserved.
NEED ADDITIONAL PEOPLE AND SKILLS
There are huge opportunities, but also more hurdles to get there.
• All of these advance...
INTERACTIVE INFOGRAPHIC AND STRESS QUIZ
Take the quiz an see how long you have till you lose it.
Results:

http://www.cele...
PERSONALIZED CONTENT
Content can now change based on who is viewing it.
• Hubspot has created an automated tool that evalu...
DYNAMIC CONTENT
Some new opportunities with content that refreshes and changes with realtime data.
• APIs, scrapers and ot...
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A Framework for How to Produce Highly Shareable Content - Social Media Strategies Summitt - San Francisco 2013

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  • This is an influencer. When they share something it can become popular. In other words, many people will be exposed to the message This is different than something going viral, or being passed from one person to another. Research shows that messages optimized for social sharing reach much farther when spread by the average joes and janes than by the influencers.
  • Trust is a huge reason why WOM is so huge.
  • [QUESTION]If you look at the trend: we don’t see any acceleration over the last several years of online WOM growing. You have to expand to a 10 year window to see that. The industry is optimizing for this 7% right now. Implications:Offline conversations seem to be much more impactful and deeper interactions than online. Only 10% of people respond to a friend’s comment on their own post. This is very shallow; imagine doing this in real life. Google Study: Google is the #1 place people turn to after WOM conversations for more information.
  • We over value what we can measure and undervalue what we can’t measure. How do you measure a cell phone recommendation over dinner? This is part of the deficiency of social signals. We don’t have share and like counts for offline conversations. WOM is only effective if people actually talk. Just posting on social channels doesn’t mean people will actually see it or spread it.
  • The internet is the second largest driver of this offline WOM, only just behind TV where spend is much larger. The brand website is the most frequent internet content source for WOM, followed by internet advertising and third-party websites.More than 40% of what people talk about is their personal experiences or personal relationships. Similarly, around half of tweets are “me” focused, covering what people are doing now or something that has happened to them. (p. 33) People were willing to forgo money to share their opinions. Overall, they were willing to take a 25% pay cut to share their thoughts.
  • We can deliver impact that we can’t measure. We should deliver it anyway.We should deliver content that influences that 93% of offline word of mouth.The industry is currently optimizing to impact the 7% of online sharing. - The physical, in person hangout where people gather around and watch YouTube videos.- We need to create awesome, remarkable content.This affects what people search for.
  • Not only is InkyBee being referenced AND linked to in a prominent place on their home page…PR Couture will also be much more likely to engage with and share InkyBee’s content as a Thank You.
  • Not only is InkyBee being referenced AND linked to in a prominent place on their home page…PR Couture will also be much more likely to engage with and share InkyBee’s content as a Thank You.
  • If you have subscribers, members, frequent customers, etc. this concept applies even though these examples aren’t directly content related.
  • Here Kevin Rose is interviewing Chad Hurley, the cofounder of YouTube.
  • Transcript of "A Framework for How to Produce Highly Shareable Content - Social Media Strategies Summitt - San Francisco 2013"

    1. 1. / COVARIO HOW TO CREATE CONTENT DESIGNED TO BE SHARED ON SOCIAL CHANNELS By Mike Roberts 11.6.13
    2. 2. ABOUT ME Mike Roberts Covario • Earned Media Strategist at Covario – Develop content and strategy for Fortune 500 and 1000 brands. – Verticals range across consumer electronics, tourism, banking, education, entertainment, and medical among others. • Digital trends video blogger (AllegorieDesign.com) • Social Media Special Interest Group Co-Chair for CommNexus • Frequent Speaker and Writer • Twitter handle: @MrobertsOnline • Google+: +Mike Roberts • The nation’s leading independent search marketing agency. • Back-to-back winner of the OMMA Search Agency of the Year Award. • World-class SEO, SEM, Content Marketing, and Social Media services. @MrobertsOnline 2 / ©2012 Covario, Inc. All rights reserved.
    3. 3. AGENDA The Goal: Go through the whole development process from a high level and provide a practical deck of insights to reference when producing content to be shared on social media channels. • • • • • • • • Ads vs. Content Topic Research Content Brainstorming We’ll spend most Content Development of our time here. How to Promote your Content Internal Workflow and Approvals How to Measure Value and Effectiveness Advanced Opportunities to Consider @MrobertsOnline 3 / ©2012 Covario, Inc. All rights reserved.
    4. 4. THIS FRAMEWORK BOOSTS SHARING, NOT JUST POPULARITY Even an Average Joe can spread a shareable message Influencer Large followings don’t always distribute a message effectively (Popular) Average Person The right message will be passed from person to person (Viral) @MrobertsOnline
    5. 5. WE CAN OPTIMIZE THE MESSAGE TO MAKE AVERAGE PEOPLE THE INFLUENCERS.
    6. 6. THINK OF PERSONAL CONNECTIONS AS “LONG-TAIL” INFLUENCERS Broadcast “Influencers” @MrobertsOnline Friends/Colleagues/Personal Connections 6 / ©2013 Covario, Inc. All rights reserved.
    7. 7. A CAT THERAPIST... A thought leader on… cats. @MrobertsOnline 7 / ©2013 Covario, Inc. All rights reserved.
    8. 8. THE CAT THERAPIST WROTE A BOOK You know he’s a big deal because he has a book too. @MrobertsOnline 8 / ©2013 Covario, Inc. All rights reserved.
    9. 9. HOW WE DRIVE WORD OF MOUTH
    10. 10. WORD OF MOUTH IS THE PRIMARY INFLUENCER BEHIND 20-50% OF ALL PURCHASING DECISIONS. This isn’t new information any more. *Research by McKinsey & Company 10 / ©2012 Covario, Inc. All rights reserved.
    11. 11. [POLL]: HOW MUCH WORD OF MOUTH HAPPENS ONLINE? A B C @MrobertsOnline 11 / ©2012 Covario, Inc. All rights reserved.
    12. 12. HOW MUCH WORD OF MOUTH HAPPENS ONLINE? The actual number: *Research by Keller Fay Group in 2011 @MrobertsOnline
    13. 13. CONSUMERS HAVE 16 PRODUCT CONVERSATIONS A DAY The right message can impact these daily conversations. @MrobertsOnline 13 / ©2012 Covario, Inc. All rights reserved.
    14. 14. THE INTERNET IS THE 2ND LARGEST DRIVER OF WORD OF MOUTH. Online content is one of the most cost-effective ways to infiltrate a message into every day consumer conversations.
    15. 15. THE RIGHT MESSAGE WILL IMPACT THAT 93%. We use several frameworks to optimize content for word of mouth; highlighted in the appendix.
    16. 16. / COVARIO ADS VS. CONTENT 16 / ©2012 Covario, Inc. All rights reserved.
    17. 17. CONTENT INNOVATION S-CURVE: CONSTANTLY INNOVATE TO PUSH THE BOUNDARIES We have to rethink the process we use to create content to stand out, break through the clutter and earn the right for it to be shared. @MrobertsOnline 17 / ©2012 Covario, Inc. All rights reserved.
    18. 18. @MrobertsOnline 18 / ©2012 Covario, Inc. All rights reserved.
    19. 19. @MrobertsOnline 19 / ©2012 Covario, Inc. All rights reserved.
    20. 20. @MrobertsOnline 20 / ©2012 Covario, Inc. All rights reserved.
    21. 21. @MrobertsOnline 21 / ©2012 Covario, Inc. All rights reserved.
    22. 22. ADS VERSUS CONTENT Although similar, there are significant differences. Advertisements 1. 2. 3. 4. 5. Directly tries to sell something Pay to produce and to distribute the ad Only helps understand product features / benefits Interrupts people Run in campaigns with ending dates @MrobertsOnline Content Marketing 1. 2. 3. 4. 5. Doesn’t try to sell anything directly Pay to produce, but gets distributed by average people Provides real value without a catch People seek this out Ongoing with no ending
    23. 23. ENTERTAINING ADS AREN’T CONTENT Ads rely on paid distribution to be seen. Content must be even better to capture attention. That means we need even more pig and less brand. @MrobertsOnline 13 / ©2013 Covario, Inc. All rights reserved.
    24. 24. THE SOCIAL SHARING CONVERSION FUNNEL To get people to ‘convert’ and share our content, we have to make it really interesting to real people, not just optimize it for keywords. @MrobertsOnline 11 / ©2013 Covario, Inc. All rights reserved.
    25. 25. ADS VS. CONTENT - DON’T JUST TARGET THE SALES DEMOGRAPHIC Ads target the sales demographic. Content should target the broader audience who might share it. @MrobertsOnline 12 / ©2013 Covario, Inc. All rights reserved.
    26. 26. BIGGER OPPORTUNITIES REQUIRE BIGGER THINKING Content and social teams have to have a seat at the higher level strategy meetings to help shape the company to give them something worth talking about. @MrobertsOnline 26 / ©2012 Covario, Inc. All rights reserved.
    27. 27. PROCESS The process can vary, but this is a good starting point. • • • • • • • Concept Research (validate concept) Write copy / content Create visual mockup First draft Second Draft Final Draft @MrobertsOnline 27 / ©2012 Covario, Inc. All rights reserved.
    28. 28. / COVARIO TOPIC RESEARCH 28 / ©2012 Covario, Inc. All rights reserved.
    29. 29. RESEARCH A list of content topic research opportunities. • • • • • Google keyword research Social Mention, Topsy, Twitonomy, Google Trends Forums, Quora, product reviews Comments on related articles Twitter lists (Hootsuite, TweetDeck, Flip Board) – Keep track of niches • Analyze your current, popular content – What gets the most shares, comments, Likes, traffic, etc. – Look at page level data since keyword isn’t available anymore @MrobertsOnline 29 / ©2012 Covario, Inc. All rights reserved.
    30. 30. FLIPBOARD: TRACK OF YOUR TWITTER LISTS An easy way to keep up and keep in touch with those you’ve chosen to follow with your Twitter Lists. @MrobertsOnline 30 / ©2012 Covario, Inc. All rights reserved.
    31. 31. GOOGLE TRENDS: SEASONALITY As we’d expect, we see spikes in search volume for these events close to when they occur. @MrobertsOnline 31 / ©2012 Covario, Inc. All rights reserved.
    32. 32. GOOGLE TRENDS: LOCATION BASED Segmenting by country can provide additional regional, cultural, and language insights. @MrobertsOnline 32 / ©2012 Covario, Inc. All rights reserved.
    33. 33. GOOGLE TRENDS: TOPIC TREND OVER TIME Tracking search volume over time can show larger trends. Building content around a topic trending up can increase its value over time. @MrobertsOnline 33 / ©2012 Covario, Inc. All rights reserved.
    34. 34. GOOGLE TRENDS: LOCATION BASED Search volume for “cancer” by region shows where people might be more concerned @MrobertsOnline 34 / ©2012 Covario, Inc. All rights reserved.
    35. 35. SOCIAL MENTION: “SEARCH” FOR SOCIAL The social conversation about “Sony DSLR” is very positive and strong (people are likely to be talking about it). @MrobertsOnline 35 / ©2012 Covario, Inc. All rights reserved.
    36. 36. SOCIAL MENTION: “SEARCH” FOR SOCIAL When looking at the competitor, “Cannon DSLR” has much better sentiment, but isn’t as strong (likely to be talked about). @MrobertsOnline 36 / ©2012 Covario, Inc. All rights reserved.
    37. 37. TWITTER.COM/SEARCH Easily see who is talking about what topics, using what hashtags, located in which area. Easily engage around relevant topics too. @MrobertsOnline 37 / ©2012 Covario, Inc. All rights reserved.
    38. 38. / COVARIO CONTENT BRAINSTORMING 38 / ©2012 Covario, Inc. All rights reserved.
    39. 39. HAVE A DEBATE INSTEAD OF A BRAINSTORM Every idea is NOT a good one. Debates require you to defend your good ideas, improve your bad ones and avoid execution problems at the beginning. @MrobertsOnline 39 / ©2012 Covario, Inc. All rights reserved.
    40. 40. BRAINSTORMING: THE ENVIRONMENT MATTERS Rooms with glass walls invite participation and inspiration. @MrobertsOnline 40 / ©2012 Covario, Inc. All rights reserved.
    41. 41. BRAINSTORMING: THE ENVIRONMENT MATTERS Whiteboards and post-its allow ideas to be put up and molded quickly and easily. Here, two different ideas side by side can spark a new direction. @MrobertsOnline 41 / ©2012 Covario, Inc. All rights reserved.
    42. 42. BRAINSTORMING: THE ENVIRONMENT MATTERS Chairs with backs cause people to go into ‘audience’ mode leading to not feeling like part of the solution and critiquing instead. Use stools or stand up instead. @MrobertsOnline 42 / ©2012 Covario, Inc. All rights reserved.
    43. 43. / COVARIO CONTENT DEVELOPMENT 43 / ©2012 Covario, Inc. All rights reserved.
    44. 44. THE SHAREABLE CONTENT FRAMEWORK 44 / ©2012 Covario, Inc. All rights reserved.
    45. 45. SHAREABLE CONTENT FRAMEWORK Build at least one of these components into every piece of content you produce. Status Exclusivity We share what makes us look good. Scarce content is more desirable. Cause We rally around a greater purpose. Shareable Content Framework Usefulness Things that are useful are hugely valuable. Emotion When we care, we share. @MrobertsOnline Controversy Pick a side to find a niche. 45 / ©2012 Covario, Inc. All rights reserved.
    46. 46. USE THE FRAMEWORK AS A CHECKLIST Compare all of your content against this framework. Ensure that it hits one of these at the beginning and double check throughout production. Message 1 Message 2 Message 3 Status - X - Exclusivity - - - Emotion - X - Controversial - - - Useful X - - Cause - - - @MrobertsOnline 46 / ©2012 Covario, Inc. All rights reserved. Message 1 and 2 are on track. Message 3 needs to be reshaped.
    47. 47. REPLICATOR 1: STATUS People share things that make them appear higher on the social hierarchy than their peers. Status Exclusivity We share what makes us look good. Scarce content is more desirable. Cause We rally around a greater purpose. Shareable Content Framework Usefulness Things that are useful are hugely valuable. Emotion When we care, we share. @MrobertsOnline Controversy Pick a side to find a niche. 47 / ©2012 Covario, Inc. All rights reserved.
    48. 48. AWARDS: PEOPLE LOVE WINNING AND BRAGGING Create and give people an award that they can show off to their friends. Winners can place this badge on their site WITH a link back to Social Media Examiner. @MrobertsOnline 48 / ©2012 Covario, Inc. All rights reserved.
    49. 49. RANK SOME AS BETTER THAN OTHERS Create a ranking list. Those that do well will broadcast it to everyone and link back to you. InkyBee highly ranked this fashion blog and is now linked to on their home page. PR Couture will also engage with and share InkyBee’s content more too. @MrobertsOnline 49 / ©2012 Covario, Inc. All rights reserved.
    50. 50. EXPLAIN DIFFERENT LEVELS OF STATUS CLEARLY Gold is clearly first at the Olympics, but is a Sapphire credit card better than the Platinum credit card or not? Olympics Credit Cards • EASY: Everyone knows which medal is better than the others. • HARD: No one really knows which credit card is a higher status level. VS. @MrobertsOnline 50 / ©2012 Covario, Inc. All rights reserved.
    51. 51. PUBLICLY SHOW WHAT PEOPLE HAVE ACCOMPLISHED It is more effective and easier for people to send a link to where they are being recognized than for them to just talk about it themselves. This is much easier and more credible to show off than PR Couture just saying she won. @MrobertsOnline 51 / ©2012 Covario, Inc. All rights reserved.
    52. 52. PEOPLE LOVE HAVING A GOOD SECRET TO TELL Create a secret that people can find out about and then tell their friends. A New York hot dog shop… AND a secret bar! @MrobertsOnline 52 / ©2012 Covario, Inc. All rights reserved.
    53. 53. CREATE A SECRET FOR PEOPLE TO TELL The only way to get into the bar is to go into the hot dog shop next door and use a phone booth to call and have them open the door from inside. @MrobertsOnline 53 / ©2012 Covario, Inc. All rights reserved.
    54. 54. “PLEASE DON’T TELL” THE SECRET The bar’s name is “Please Don’t Tell” and it seems they don’t want you to tell anyone because it’s a secret. Naturally, secrets don’t stay secrets for very long and it works. Word-of-mouth is their only advertising. Other ways to use secrets: - Release Black Friday deals ahead of time - A secret menu - Location based prize give-a-ways via Twitter @MrobertsOnline 54 / ©2012 Covario, Inc. All rights reserved.
    55. 55. CREATE A CONTEST FOR PEOPLE TO WIN Accept content submissions for a contest, select a winner, and then publicly share the winning content, giving credit to the creator. They will tell everyone. HuHot Mongolian Grill runs an annual recipe contest. They broadcast the winners on their brand’s Facebook and Pinterest channels. @MrobertsOnline 55 / ©2012 Covario, Inc. All rights reserved.
    56. 56. BREAK A PATTERN THAT PEOPLE EXPECT Those who first find out about it will be an insider ‘in the know’ and tell others about what has broken the rule. Most companies go all out for Black Friday… This e-commerce site closed on Black Friday in protest. @MrobertsOnline 56 / ©2012 Covario, Inc. All rights reserved.
    57. 57. EXERCISE: BRAINSTORM Brainstorm 1-3 content ideas that incorporates Status that could be used by your company. • Work with a partner • 8 minutes (4 minutes for each partner) Main considerations from this section: • Awards: People love winning and bragging • Rank some as better than others • Explain different levels of status clearly • Publicly show what people have accomplished • Create a secret for people to tell • Create a contest for people to win • Break a pattern that people expect @MrobertsOnline 57 / ©2012 Covario, Inc. All rights reserved.
    58. 58. REPLICATOR 2: EXCLUSIVITY Content only available to a limited number of people or under limited circumstances is perceived as more valuable. Status Exclusivity We share what makes us look good. Scarce content is more desirable. Cause We rally around a greater purpose. Shareable Content Framework Emotion When we care, we share. @MrobertsOnline Usefulness Things that are useful are hugely valuable. Controversy Pick a side to find a niche. 58 / ©2012 Covario, Inc. All rights reserved.
    59. 59. GIVE EXCLUSIVE CONTENT BASED ON PEOPLE’S ACTIONS Release a new piece of content when 1000 people take a desired action and only give those people access to it. Example: When 1000 people tweet the link to this page, this video will be unlocked. 850 @MrobertsOnline 59 / ©2012 Covario, Inc. All rights reserved. 1000
    60. 60. EXCLUSIVITY REQUIRES TURNING SOME PEOPLE AWAY Turn people away very carefully and tactfully to ensure you don’t alienate anyone. Instead of just saying “no,” offer an alternative and be kind about it. That will keep them wanting to get in instead of just being offended. @MrobertsOnline 60 / ©2012 Covario, Inc. All rights reserved.
    61. 61. SPREAD EXCLUSIVE CONTENT TO THE MASSES Make content scarce early on and then reduce restrictions later. This will give it an initial boost of social proof and then be able to spread to the masses. Likes, com ments, and shares. 90 80 70 60 50 40 30 20 10 0 Reduce restrictions here and reach the masses. Exclusive Message Exclussive Message that Scales Add restrictions here; build social proof. @MrobertsOnline Non-Exclusive Message 61 / ©2012 Covario, Inc. All rights reserved.
    62. 62. PEOPLE FEEL VERY SPECIAL WHEN THEY’RE INVITED Create an invitation only system and share special content or opportunities only with those who were invited. They will share that they’ve been invited. Pinterest Gmail @MrobertsOnline Rue La La 62 / ©2012 Covario, Inc. All rights reserved.
    63. 63. GIVE THE POWER AND ACCESS TO MODERATE A FORUM Enable top contributors to a forum or other user-generated content platform the power and access to moderate that community. A photographer would volunteer to moderate in exchange for recognition and credibility from peers. @MrobertsOnline 63 / ©2012 Covario, Inc. All rights reserved.
    64. 64. GIVE BEHIND-THE-SCENES ACCESS TO A FEW Give special behind the scenes access or an invitation to a private event to top contributors or content submissions. What they did: 7 Harry Potter bloggers were invited to get the inside scoop before the park was opened. Results: Reached estimated 350,000,000 targeted Harry Potter fans. Enabled more interesting content too. @MrobertsOnline 64 / ©2012 Covario, Inc. All rights reserved.
    65. 65. GIVE SUBSCRIBERS EXCLUSIVE OR EARLY ACCESS Give subscribers, members, or frequent customers content that is only made available to them or give them access before anyone else. Kevin Rose’s video blog includes interviews with tech stars. All videos are free. His subscribers still pay $3.99/month just to get them a week early. @MrobertsOnline 65 / ©2012 Covario, Inc. All rights reserved.
    66. 66. GET AN EXCLUSIVE STORY FROM A SOURCE Create a story that a publisher or blogger would want to have an exclusive for. …OR, create an exclusive experience that a blogger would want to blog about. LL Bean invited the fashion / lifestyle blogger, Ann Street Studio on a yacht sailing trip in exchange for documenting it. @MrobertsOnline 66 / ©2012 Covario, Inc. All rights reserved.
    67. 67. EXERCISE: BRAINSTORM Brainstorm 1-3 content ideas that incorporate Exclusivity that could be used by your company. • Work with a partner • 8 minutes (4 minutes for each partner) Main considerations from this section: • Give exclusive content based on people’s actions • Turn people away very carefully; don’t offend them • Reduce restrictions later to scale to the masses • People feel very special when they’re invited • Give the power and access to moderate a forum • Give behind-the-scenes access to a few • Give subscribers exclusive or early access • Create an exclusive experience for an influencer @MrobertsOnline 67 / ©2012 Covario, Inc. All rights reserved.
    68. 68. REPLICATOR 3: USEFULNESS Help people to do the things they want to do or encourage them to do the things they should do, faster, better, and easier. Status Exclusivity We share what makes us look good. Scarce content is more desirable. Cause We rally around a greater purpose. Shareable Content Framework Usefulness Things that are useful are hugely valuable. Emotion When we care, we share. @MrobertsOnline Controversy Pick a side to find a niche. 68 / ©2012 Covario, Inc. All rights reserved.
    69. 69. PEOPLE SEARCH FOR SPECIFIC CONTENT Get as specific as possible. The narrower the niche, the more relevant it will be to solve that particular problem and will be more helpful. How to do an oil change on a car. Not just any car though. Specifically a Toyota, a Prius, built in 2010, with a maintenance light on. @MrobertsOnline 69 / ©2012 Covario, Inc. All rights reserved.
    70. 70. NARROWER, SPECIFIC CONTENT IS SHARED MORE TOO More specific content causes a specific person to come to mind that might find it useful. Broad content doesn’t make anyone in particular come to mind. I only have 1 friend that works with E-Commerce in China so he is the only one I thought of when I saw this article. @MrobertsOnline 70 / ©2012 Covario, Inc. All rights reserved.
    71. 71. BUILD A TOOL THAT SOLVES A PROBLEM It will have a long shelf life and create a great impression on whoever uses it. See how many pints are in a gallon with this metric conversion calculator. @MrobertsOnline 71 / ©2012 Covario, Inc. All rights reserved.
    72. 72. ADDRESS CURRENT CUSTOMER PROBLEMS Look for and listen to customer pain points to find new content topics that will be especially helpful. • Look at product reviews, forums, comments and social media keyword mentions to see where improvements can be made. @MrobertsOnline 72 / ©2012 Covario, Inc. All rights reserved.
    73. 73. ENABLE CUSTOMERS TO HELP OTHER CUSTOMERS Crowdsource customer advice, tips, reviews, and other feedback and make it available to other customers to benefit. This can scale useful content. @MrobertsOnline 73 / ©2012 Covario, Inc. All rights reserved.
    74. 74. THE CHEAP CONTENT CROWDSOURCING FORUM You can build a Google+ “Community” and still lead the conversation, providing a resource for everyone that can scale. Other platforms like Wordpress could be good options too. @MrobertsOnline 74 / ©2012 Covario, Inc. All rights reserved.
    75. 75. PRESENTATION AND PACKAGING MAKE IT CONSUMABLE Consider the packaging of your content. Make it to the point, simple, and easy to follow. Thoughtful visuals help explain concepts clearly. Seth Godin’s blog is short and concise. This post is only 103 words long. @MrobertsOnline 75 / ©2012 Covario, Inc. All rights reserved.
    76. 76. HELP PEOPLE SAVE TIME AND MONEY Do this, and they will love you for it. You can find all of the secret deals leaked here. @MrobertsOnline 76 / ©2012 Covario, Inc. All rights reserved.
    77. 77. EXERCISE: BRAINSTORM Brainstorm 1-3 content ideas that incorporates Usefulness that could be used by your company. • Work with a partner • 8 minutes (4 minutes for each partner) Main considerations from this section: • People search for and share more specific content more • Build a tool that solves a problem • Address current customer problems • Enable customers to help other customers • Presentation and packaging make it consumable • Help people save time and money @MrobertsOnline 77 / ©2012 Covario, Inc. All rights reserved.
    78. 78. REPLICATOR 4: CONTROVERSY Pick ONE side of an issue and gain strong support from that niche, increase your relevance, and get your message to spread faster. Status Exclusivity We share what makes us look good. Scarce content is more desirable. Cause We rally around a greater purpose. Shareable Content Framework Usefulness Things that are useful are hugely valuable. Emotion When we care, we share. @MrobertsOnline Controversy Pick a side to find a niche. 78 / ©2012 Covario, Inc. All rights reserved.
    79. 79. STAND UP FOR WHAT’S RIGHT, EVEN IF ALONE Dove’s campaign for real beauty challenged the norms of the entire beauty industry. • Here you can see a video showing a woman before and after a makeover, making the point that even the models on billboards don’t look as the appear. Before makeover @MrobertsOnline After makeover “No wonder our perception of beauty is distorted.” 79 / ©2012 Covario, Inc. All rights reserved.
    80. 80. CHANGE THE ANGLE BASED ON THE AUDIENCE Fight for an issue differently depending on who you are talking to. Businessman, environmentalists, politicians, and stay-at-home moms are vastly different from one another. @MrobertsOnline 80 / ©2012 Covario, Inc. All rights reserved.
    81. 81. PICK A SIDE FOR THE SHORT TERM ONLY Pick an issue/side that you can change your stance on later to reduce risk. They may want to revise or change their angle later… and they can if they want to. @MrobertsOnline 81 / ©2012 Covario, Inc. All rights reserved.
    82. 82. OTHER OPTION: COMMIT TO ONE SIDE FOREVER Commit, then entrench, build a reputation, and become a foremost authority in that area. VS. @MrobertsOnline 82 / ©2012 Covario, Inc. All rights reserved.
    83. 83. DON’T BE CONTROVERSIAL BY TREATING PEOPLE BADLY Make sure the controversy come from your stance on the issue, not in how you are treating people. Always treat people well. Mountain Dew created “the most racist commercial in history.” They pushed the boundaries at the expense of people. @MrobertsOnline 83 / ©2012 Covario, Inc. All rights reserved.
    84. 84. ALIGN WITH COMPANY VALUES, MISSION AND ETHOS This game concept is controversial, but is choosing a side that aligns with Axe’s brand persona. This would not work with Dove. A Game for mobile and PCs, in which you gather girls for a party and dodge aggressive guys. @MrobertsOnline 84 / ©2012 Covario, Inc. All rights reserved.
    85. 85. EXERCISE: BRAINSTORM Brainstorm 1-3 content ideas that incorporates Controversy that could be used by your company. • Work with a partner • 8 minutes (4 minutes for each partner) Main considerations from this section: • Stand up for what’s right if you’re the only one standing • Change the angle based on the audience • Pick a side for the short term only • Or commit to one side forever and entrench • Don’t be controversial by treating people badly • Align with company values, mission, and ehtos @MrobertsOnline 85 / ©2012 Covario, Inc. All rights reserved.
    86. 86. REPLICATOR 5: EMOTION Instead of just providing more information, aim to make content that evokes an emotion that causes people to take action. Status Exclusivity We share what makes us look good. Scarce content is more desirable. Cause We rally around a greater purpose. Shareable Content Framework Usefulness Things that are useful are hugely valuable. Emotion When we care, we share. @MrobertsOnline Controversy Pick a side to find a niche. 86 / ©2012 Covario, Inc. All rights reserved.
    87. 87. EVOKE POSITIVE INSTEAD OF NEGATIVE EMOTIONS? Sharing content that evokes positive emotion strengthens the connection people have with one another. Positive Content Negative Content • Positive articles were on average, 13% MORE likely to make the New York Times Most E-Mailed list than negative articles. • Sad articles were on average, 16% LESS likely to make the New York Times Most E-Mailed list. Does this apply to all Positive and all Negative emotions? …No, it doesn’t. @MrobertsOnline 87 / ©2012 Covario, Inc. All rights reserved.
    88. 88. THE SCIENCE OF EMOTION Evoke high arousal emotions rather than low arousal emotions. High Arousal Emotions Low Arousal Emotions • High Arousal emotions encourage and lead to action. • Low Arousal emotions stifle action – Contentment causes people to relax and deactivate – Sadness causes people to power down and disconnect High Arousal Low Arousal Positive Awe Excitement Amusement (Humor) Contentment Negative Anger Anxiety Sadness @MrobertsOnline 88 / ©2012 Covario, Inc. All rights reserved.
    89. 89. “AWE” (SURPRISE AND SHOCK) LEADS TO SHARING Stand out from the norm, challenge what they’re expecting, and be the Purple Cow. Once Purple becomes the norm, reinvent and come out with green. @MrobertsOnline 89 / ©2012 Covario, Inc. All rights reserved.
    90. 90. INSPIRATION CAPTIVATES YOU Most products are not inspiring by themselves. Many ecommerce sites, like supermarkets just facilitate transactions and don’t inspire at all. VS. @MrobertsOnline 90 / ©2012 Covario, Inc. All rights reserved.
    91. 91. ANGER AND ANXIETY BOOSTS SHARING TOO Research shows that evoking Anger and Anxiety does lead to more sharing even though they are negative emotions. • When trying to evoke emotion, don’t just point out the global warming statistics, make them angry that our planet is at risk. Make sure to get them fired up, not sad though. @MrobertsOnline 91 / ©2012 Covario, Inc. All rights reserved.
    92. 92. USING ANGER AND ANXIETY EFFECTIVELY Building “green” is now normal and anyone not doing so is killing the planet. • We can now get fired up and angry at any company that isn’t implementing “green” best practices. Instead of just presenting depressing stats, they built the largest green roof in the world for Ford. @MrobertsOnline 92 / ©2012 Covario, Inc. All rights reserved.
    93. 93. EXERCISE: BRAINSTORM Brainstorm 1-3 content ideas that incorporates Emotion that could be used by your company. • Work with a partner • 8 minutes (4 minutes for each partner) Main considerations from this section: • Incorporate Awe, Excitement, Humor, Anger, and Anxiety into content • Don’t incorporate Contentment or Sadness into your content • Surprise and Shock lead to sharing • Inspiring your viewers is powerful @MrobertsOnline 93 / ©2012 Covario, Inc. All rights reserved.
    94. 94. REPLICATOR 6: CAUSE Content that is part of a greater purpose or mission that people believe in will cause people to want to help share that message. Status Exclusivity We share what makes us look good. Scarce content is more desirable. Cause We rally around a greater purpose. Shareable Content Framework Useful Things that are useful are hugely valuable. Emotion When we care, we share. @MrobertsOnline Controversy Pick a side to find a niche. 94 / ©2012 Covario, Inc. All rights reserved.
    95. 95. APPEAL TO A GREATER PURPOSE Connecting your content or organization to advancing a bigger, more meaningful goal will motivate people to share to help further that goal. Southwest donated $1 to Make-aWish for every person that checked into one of their terminals. @MrobertsOnline Results: Their Facebook fan count grew from 991,200 to 1.2 Million. 95 / ©2012 Covario, Inc. All rights reserved.
    96. 96. ALIGN WITH SOMETHING THEY ALREADY BELIEVE It is much easier and more effective to target people who already agree than change the minds of those who don’t. They’re stating their values, not arguing what values you should have. @MrobertsOnline 96 / ©2012 Covario, Inc. All rights reserved.
    97. 97. EVERYONE SUPPORTS SOME CAUSES Sprint’s salute to Navy Day even gets support from people that are NOT personally connected or emotionally vested in the cause. @MrobertsOnline 97 / ©2012 Covario, Inc. All rights reserved.
    98. 98. DON’T ALIENATE THE OTHER SIDE UNKNOWINGLY Research what the opposing causes might be and don’t flippantly push away those groups. Instead, make a strategic decision. “The Tsunami killed 100 times more people than 9/11. The planet is brutally powerful. Respect it. Preserve it.” @MrobertsOnline 98 / ©2012 Covario, Inc. All rights reserved.
    99. 99. EXERCISE: BRAINSTORM Brainstorm 1-3 content ideas that incorporates a Cause that could be used by your company. • Work with a partner • 8 minutes (4 minutes for each partner) Main considerations from this section: • Appeal to a greater purpose • Align with something they already believe • Everyone supports some causes • Don’t alienate the other side unknowingly @MrobertsOnline 99 / ©2012 Covario, Inc. All rights reserved.
    100. 100. THESE COMPONENTS CAN WORK WELL TOGETHER Why not build a useful tool that can help you advance a cause while showing the impact you’re having on real people. Useful Cause Emotion @MrobertsOnline 100 / ©2012 Covario, Inc. All rights reserved.
    101. 101. EXERCISE: DEBATE YOUR IDEAS Pick 1-2 content ideas from each partner to debate, poke holes in, refine and improve. • Work with a partner • 8 minutes (4 minutes for each partner) Consider these guidelines: • Defend your ideas. • Be constructive. Be part of the solution, not just a critic. • Think of solutions to the problems your partner points out. @MrobertsOnline 101 / ©2012 Covario, Inc. All rights reserved.
    102. 102. BRAINSTORMING AND MOCKUP TOOLS 102 / ©2012 Covario, Inc. All rights reserved.
    103. 103. CONCEPT OVER POLISHED EXECUTION The concept is oftentimes more important than polished execution. Relatively poor quality can actually humanize the brand sometimes. @MrobertsOnline 103 / ©2012 Covario, Inc. All rights reserved.
    104. 104. GOOGLE DOCS / HANGOUTS Collaborate with dispersed teams easily and in real time. Really good for version control too. @MrobertsOnline 104 / ©2012 Covario, Inc. All rights reserved.
    105. 105. MURAL.LY An online whiteboard with post-its. Collect photos, links, and ideas while collaborating with others in real time. A Standfor d. School tool. @MrobertsOnline 105 / ©2012 Covario, Inc. All rights reserved.
    106. 106. MIND MAPS Document ideas from a brainstorm here. Easily move everything around to adapt to your ideation. Some free or cheap tools: Mind Meister, Xmind, and The Brain. @MrobertsOnline 106 / ©2012 Covario, Inc. All rights reserved.
    107. 107. MAKING A MOCK UP AND VISUALIZING YOUR IDEA The goal is to cheaply and quickly visualize your concept to communicate it clearly. Kenotopia Balsamiq Sketch on paper. Take photo. @MrobertsOnline Sketch on white board. 107 / ©2012 Covario, Inc. All rights reserved.
    108. 108. IDEATING AND COMMUNICATING VISUAL STYLE Use Google images and Pinterest to help share your vision with stakeholders and designers. @MrobertsOnline 108 / ©2012 Covario, Inc. All rights reserved.
    109. 109. EXERCISE: DRAW A MOCKUP Take your best idea and draw a rough visual idea of what you envision it to look like. • This is NOT intended to be a final draft, but a tool to convey your vision and collect feedback from other decision makers. • 5 minutes Consider and include: • What is the main point and purpose? • Where will the facts/information to be included come from? • Will it support your main point or argument? • What will the headlines say? • How will all of the sections of the piece work together to tell a coherent story? @MrobertsOnline 109 / ©2012 Covario, Inc. All rights reserved.
    110. 110. EXERCISE: EXPLAIN AND SELL YOUR IDEA Pair up with a new partner. Take the mockup you just made and use it to explain your concept and convince them that it is good. • The Goal is for you recognize what kinds of visuals help add clarity and practice selling using a very rough mockup. • 8 minutes (4 minutes each) Consider: • You will likely feel rushed and ashamed of your mockup. That’s ok, fast iterations are crucial. • Good concepts that aren’t pitched well often don’t get approved • Someone not involved in the brainstorm doesn’t have the context that lead to the idea. Fill that in for them. • Collect feedback and notes from your partner; consider suggestions @MrobertsOnline 110 / ©2012 Covario, Inc. All rights reserved.
    111. 111. / COVARIO HOW TO PROMOTE YOUR CONTENT 111 / ©2012 Covario, Inc. All rights reserved.
    112. 112. PRODUCE CONTENT WITH PARTNERS Create piece of content in collaboration with a partner You and partner promote content to your followers, crosspromoting each other Create new partnerships to expand presence into new areas. Benefit: Gain new followers from your partner. @MrobertsOnline Benefit: Double the reach of your content to a new audience. 112 / ©2012 Covario, Inc. All rights reserved.
    113. 113. USE YOUR RESEARCH TO REACH OUT Rely on your quality research; you’ve created content people are talking about. Let them know in a natural way by keeping in touch through your Twitter lists. @MrobertsOnline 113 / ©2012 Covario, Inc. All rights reserved.
    114. 114. PROMOTE TO ALREADY BUILT COMMUNITIES A couple of places to look for already established communities. • • • • • • • Social Network Analysis Google+ Communities Twitter.com/Search Buzzsumo Social Mention Pre-built topic communities for Twitter and Google+ Target the influencers of your influencers (Google Ripples, social network analysis) • Competitor followers @MrobertsOnline 114 / ©2012 Covario, Inc. All rights reserved.
    115. 115. / COVARIO INTERNAL WORKFLOW AND APPROVALS 115 / ©2012 Covario, Inc. All rights reserved.
    116. 116. FAST PRODUCTION ENABLES REAL TIME CONTENT The faster you can respond to real time events, the more relevant your content becomes. Notice the spike and then decline for the Arab Spring. @MrobertsOnline 116 / ©2012 Covario, Inc. All rights reserved.
    117. 117. MAINTAIN CONSISTENT COMMUNICATION As the production goes on and more people get involved, keeping everyone on the same page is crucial. • To develop the content, we have to communicate the vision with designers, researchers, copywriters , and developers • Use the same visuals to execute as you used to sell it. – This helps ensure the designers will build the content the stakeholders approved. • Not everyone is an art director. Ensure everyone is only contributing to what their skill set is best at. @MrobertsOnline 117 / ©2012 Covario, Inc. All rights reserved.
    118. 118. / COVARIO HOW TO MEASURE VALUE AND EFFECTIVENESS 118 / ©2012 Covario, Inc. All rights reserved.
    119. 119. LOOK AT ENGAGEMENT PER POST Focus on this and you’ll gain new insights into what your audience likes, be able to compare your results month over month and compare yourself against competitors. 3 Tools that will help you measure this: • True Social Metrics.com • All My Plus.com • Simply Measured.com @MrobertsOnline 119 / ©2012 Covario, Inc. All rights reserved.
    120. 120. / COVARIO THANK YOU! Any questions? 120 / ©2012 Covario, Inc. All rights reserved.
    121. 121. / COVARIO ADVANCED OPPORTUNITIES 121 / ©2012 Covario, Inc. All rights reserved.
    122. 122. NEED ADDITIONAL PEOPLE AND SKILLS There are huge opportunities, but also more hurdles to get there. • All of these advanced opportunities require additional skill sets. – Front-end developer – User experience / interface designer (UX/UI) – Back-end developer – Copywriter – Graphic designer @MrobertsOnline 122 / ©2012 Covario, Inc. All rights reserved.
    123. 123. INTERACTIVE INFOGRAPHIC AND STRESS QUIZ Take the quiz an see how long you have till you lose it. Results: http://www.celebritycruises.com/genericHtmlTemplate.do?pagename=cruise_v acation_stress_quiz @MrobertsOnline 123 / ©2013 Covario, Inc. All rights reserved.
    124. 124. PERSONALIZED CONTENT Content can now change based on who is viewing it. • Hubspot has created an automated tool that evaluates how well your website is being marketed and gives you personalized feedback. • Very relevant and therefore valuable. @MrobertsOnline 124 / ©2012 Covario, Inc. All rights reserved.
    125. 125. DYNAMIC CONTENT Some new opportunities with content that refreshes and changes with realtime data. • APIs, scrapers and other live data feeds allow us to collect information and feed that into our content. • The content could be updated in real time based on activity on social channels, the weather, traffic patterns, or our geographic location. • Very relevant and constantly being refreshed. @MrobertsOnline 125 / ©2012 Covario, Inc. All rights reserved.
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