Trojan Horse Content Strategy for Social Media Success Marketing Power of Social Media
Definition: Social Media <ul><li>Activities that integrate: </li></ul><ul><ul><li>Technology </li></ul></ul><ul><ul><li>Social Interaction </li></ul></ul><ul><ul><li>Construction of Words, Pictures & Video </li></ul></ul><ul><ul><li>Everyone as a publisher </li></ul></ul>What is Social Media?
Definition: Social Networking <ul><li>Applications that allow people to: </li></ul><ul><ul><li>Express their individuality </li></ul></ul><ul><ul><li>Meet people with similar interests </li></ul></ul>What is Social Networking?
Internet Usage 15+ hours / week 217 MM by 2012 (71%) 55% (90% by 2012) 35% year over year
By the Numbers: Facebook 400 million active users 50% log on every day 60 million updates, daily 3 billion photos, monthly 5 billion pieces, weekly
By the Numbers: YouTube 4th Largest Site on the Internet Largest video site on the web Largest “TV Station” on the planet 300MM Visitors a Month (worldwide) 5 Billion Video Streams Every month (40%) 15 Hours of video uploaded every minute
Gold It’s an investment with lasting value It’s an asset that builds value over time It’s currency – it’s traded, it’s shared It’s malleable – it can be shaped, molded into new forms It’s marketing “bling” – it adds luster your image The more you have, the more influence you gain How is Content like Gold?
Quality content Quality content is evergreen . Quality content can be repurposed.
Trust Agents Trust Agents : <ul><li>Avoid high pressure sales tactics </li></ul><ul><li>Are Non-high pressure marketers </li></ul><ul><li>Value authenticity </li></ul><ul><li>They humanize their businesses </li></ul><ul><li>They’re interested in people </li></ul>These traits, when combined with New Media communications tools, lead to more business opportunities.
Definitive Resource Become the trusted Definitive Resource about your product, service or cause.
Think like a publisher Think & act like a publisher.
People Don’t Care About You People don’t care about you.
People Don’t Care About You They care about their own problems, headaches, goals, concerns and Interests.
People Don’t Care About You Address their issues with content that is …
Creating a Content Strategy • Define Your Desired Outcomes • Define Your Target Audiences • Define Your Target Audience Needs • Map Content to Desired Outcomes • Define your authentic voice Creating a Content Strategy
Creating a Content Strategy • Plan holistically, multiplatform • Identify the “right” keywords • It’s not print, it’s multimedia Creating a Content Strategy • Become the Definitive Resource • Plan for measurement, analysis • Be relevant, compelling, educational
Vaynerchuk <ul><li>Did 5 videos / week for 17 months </li></ul><ul><li>Used Social Nets to Engage </li></ul><ul><li>Built a Personal Brand </li></ul><ul><li>From $5 M to $60 M: 5 years </li></ul><ul><li>A “Social Media” rock star </li></ul>Gary couldn’t have done it without a content strategy, first.
JFK “ Ask not what your social media tactics can do for you - ask what you can do for your social media tactics.”
Content Strategy Create your content strategy & content Identify the right Social Media, Social Networks for you Share your content on those sites Engage with your community Keep the conversation going Invite comments & listen Experiment, analyze & adjust Be passionate and have fun! Content Strategy for Social Media Success
Content Strategy for Social Media Success Workshop: April 29, 2010 Moderator: Joe Pulizzi, author Get Content, Get Customers Limited to 12 Participants Add’l 5% discount off Early Bird Tuition