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SALAMI & EGOS          The New Social Media Omelet                       Neil Glassman • WhizBangPowWow                 Ne...
SALAMI & EGOS                               Content Marketing                            & Brands’ Online PersonaTuesday, ...
CONTENT MARKETING                             & ONLINE PERSONATuesday, November 8, 2011
CONTENT MARKETING                             & ONLINE PERSONA    • Makes  it possible to market       smarter (versus mar...
CONTENT MARKETING                             & ONLINE PERSONA    • Makes  it possible to market       smarter (versus mar...
CONTENT MARKETING                             & ONLINE PERSONA    •A    part of — as opposed to apart from — your overall ...
CONTENT MARKETING BASICS                        Every brand is a publisherTuesday, November 8, 2011
CONTENT MARKETING BASICS                        Every brand is a publisherTuesday, November 8, 2011
CONTENT MARKETING BASICS                        Every brand is a publisherTuesday, November 8, 2011
CONTENT MARKETING BASICS    • Content               marketing is a technique, not an objective    • Brands   are widget ma...
CONTENT MARKETING BASICS    ✓ Always           be wowing    ✓ Drive         consumers to opt-in and seek       more    ✓ D...
CONTENT MARKETING BASICS    ✓Point           to top-level strategies   ✓It’s   OK not to get naked    ✓Be        consisten...
POINT TO YOUR TOP-LEVEL                            STRATEGIESTuesday, November 8, 2011
POINT TO YOUR TOP-LEVEL                            STRATEGIES    •   Make sales                         •   Raise the leve...
CONTENT IS ABOUT YOU                             & YOUR CUSTOMERS                                  You are                ...
CONTENT IS ABOUT YOU                             & YOUR CUSTOMERS                     • Your      content should be welcom...
GO TO YOUR CUSTOMERSTuesday, November 8, 2011
GO TO YOUR CUSTOMERS    • Be       multiplatform       • Be        platform appropriate       • Be        cautious of one-...
BEING GENUINE & HONEST ≠                    BEING TRANSPARENTTuesday, November 8, 2011
BEING GENUINE & HONEST ≠                    BEING TRANSPARENT    • Speak            in your own voice    • Be  as much fun...
CURATION IS NOT ENOUGH  • “Reheated” content        may not      be fresh, even if it is recent  • Curated    content bene...
KEEP YOUR TEAM WORKING                          TOGETHER    •   You must have policies    •   It’s essential to build trus...
THE MEDIUM IS PART OF THE                           MESSAGE    • Video            works    • Be       stylish, not garish ...
BE SMART ABOUT INFOGRAPHICS    • Graphics can make or break a       presentation, but…    • First have a compelling story ...
BEWARE THE SALES AUTOMATION                  MONSTER    • Don’t            be afraid to “sell”    • Create                ...
CONTENT MARKETING BASICS     ✓Point            to top-level strategies   ✓It’s   OK not to get naked     ✓Be         consi...
ADDITIONAL RESOURCES        • Content            Marketing 101 from copyblogger        • Content            Marketing Inst...
Neil Glassman • neil@neilglassman.com • WhizBangPowWow                Twitter • LinkedIn • Google+ • FacebookTuesday, Nove...
SALAMI & EGOS:              The New Social Media Omelet                                Neil Glassman • WhizBangPowWow     ...
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Chico staff training

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  • Transcript of "Chico staff training"

    1. 1. SALAMI & EGOS The New Social Media Omelet Neil Glassman • WhizBangPowWow New York Social Media Meetup • November 7, 2011Tuesday, November 8, 2011
    2. 2. SALAMI & EGOS Content Marketing & Brands’ Online PersonaTuesday, November 8, 2011
    3. 3. CONTENT MARKETING & ONLINE PERSONATuesday, November 8, 2011
    4. 4. CONTENT MARKETING & ONLINE PERSONA • Makes it possible to market smarter (versus market harder)Tuesday, November 8, 2011
    5. 5. CONTENT MARKETING & ONLINE PERSONA • Makes it possible to market smarter (versus market harder) • In the social media frontier of advice from strangers, content marketing can make your brand a true friendTuesday, November 8, 2011
    6. 6. CONTENT MARKETING & ONLINE PERSONA •A part of — as opposed to apart from — your overall brand strategy and programs • Best practices should be easily aligned • Especially important on social media platforms • Touches internal operations and corporate culture as well as all client-facing activitiesTuesday, November 8, 2011
    7. 7. CONTENT MARKETING BASICS Every brand is a publisherTuesday, November 8, 2011
    8. 8. CONTENT MARKETING BASICS Every brand is a publisherTuesday, November 8, 2011
    9. 9. CONTENT MARKETING BASICS Every brand is a publisherTuesday, November 8, 2011
    10. 10. CONTENT MARKETING BASICS • Content marketing is a technique, not an objective • Brands are widget makers/sellers that use content marketing to sell more widgets • Content marketing may change how you do business, but should not change your business coreTuesday, November 8, 2011
    11. 11. CONTENT MARKETING BASICS ✓ Always be wowing ✓ Drive consumers to opt-in and seek more ✓ Deliver information with value ✓ Create trust, credibility and authority ✓ Mix it up ✓ Point to more good stuffTuesday, November 8, 2011
    12. 12. CONTENT MARKETING BASICS ✓Point to top-level strategies ✓It’s OK not to get naked ✓Be consistent and persistent ✓Be original ✓To thine own self be true ✓Be creative ✓Be where your customers ✓Make the most of your are internal resources ✓Be true to your customers ✓Watch for trapsTuesday, November 8, 2011
    13. 13. POINT TO YOUR TOP-LEVEL STRATEGIESTuesday, November 8, 2011
    14. 14. POINT TO YOUR TOP-LEVEL STRATEGIES • Make sales • Raise the level of job applicants • Convert customers to brand • Awareness advocates • Education • Bolster brand • Customer service • Generate leads • Reputation management • Improve SEO • Things important to your brand • Reduce costs / increase resource efficiencyTuesday, November 8, 2011
    15. 15. CONTENT IS ABOUT YOU & YOUR CUSTOMERS You are not your tweepsTuesday, November 8, 2011
    16. 16. CONTENT IS ABOUT YOU & YOUR CUSTOMERS • Your content should be welcomed • Solves problem / provides benefit • Accessible • Recipients should be motivated to share • Recipients should be motivated to want more • Ask real questions and be open to criticismTuesday, November 8, 2011
    17. 17. GO TO YOUR CUSTOMERSTuesday, November 8, 2011
    18. 18. GO TO YOUR CUSTOMERS • Be multiplatform • Be platform appropriate • Be cautious of one-offs (such as webinars) • Consider blog and/or website section as reference room • Consider Slideshare, email and, for some, “go postal”Tuesday, November 8, 2011
    19. 19. BEING GENUINE & HONEST ≠ BEING TRANSPARENTTuesday, November 8, 2011
    20. 20. BEING GENUINE & HONEST ≠ BEING TRANSPARENT • Speak in your own voice • Be as much fun as you really are — but not much more • Shower and do your hair before you go out in public • Some secrets are OK to keepTuesday, November 8, 2011
    21. 21. CURATION IS NOT ENOUGH • “Reheated” content may not be fresh, even if it is recent • Curated content benefits from context and/or editing • Select content from others when the message reflects your personaTuesday, November 8, 2011
    22. 22. KEEP YOUR TEAM WORKING TOGETHER • You must have policies • It’s essential to build trust and earn acceptance/support within your team • Be prepared to lose some control • Broad definitions allow everyone at brand to contribute • It also allows team members to choose not to contributeTuesday, November 8, 2011
    23. 23. THE MEDIUM IS PART OF THE MESSAGE • Video works • Be stylish, not garish • Useful does not have to be boring • Entertaining is not necessarily useful • Consider outside agencies to create and promoteTuesday, November 8, 2011
    24. 24. BE SMART ABOUT INFOGRAPHICS • Graphics can make or break a presentation, but… • First have a compelling story and… • Be mindful that excessive and/or inappropriate graphics can attenuate the story • Choose an infographic only if • The information is more clearly communicated with graphics • Your design is well-executedTuesday, November 8, 2011
    25. 25. BEWARE THE SALES AUTOMATION MONSTER • Don’t be afraid to “sell” • Create a call to action • Keep consumer participation in perspective • You may feel every touch point creates a lead — your customer may notTuesday, November 8, 2011
    26. 26. CONTENT MARKETING BASICS ✓Point to top-level strategies ✓It’s OK not to get naked ✓Be consistent and persistent ✓Be original ✓To thine own self be true ✓Be creative ✓Be where your customers ✓Make the most of your are internal resources ✓Be true to your customers ✓Watch for trapsTuesday, November 8, 2011
    27. 27. ADDITIONAL RESOURCES • Content Marketing 101 from copyblogger • Content Marketing Institute • Eloqua’s Grande Guide to B2B Content Marketing • The Do’s And Don’t of Infographics via Smashing MagazineTuesday, November 8, 2011
    28. 28. Neil Glassman • neil@neilglassman.com • WhizBangPowWow Twitter • LinkedIn • Google+ • FacebookTuesday, November 8, 2011
    29. 29. SALAMI & EGOS: The New Social Media Omelet Neil Glassman • WhizBangPowWow Blog: http://www.whizbangpowwow.com Twitter • LinkedIn • Google+ • Facebook Tonight’s Twitter Stream: @NYSocialMeetup • #NYSM • @NeilGlassmanTuesday, November 8, 2011
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