How to Create Valuable Social      Media Content             Bill
I love lamp.Who are we creating valuefor? (Who are we trying to        attract?)            I love white cloth.
Let’s take a walk in your customer’s               shoes        Empathy Map (WOW THIS IS FUN!)            From Business Mo...
Empathy Map REVISITEDToo manywords not                  • What do they think?enoughpictures                    • What do t...
Tip: Make up a fake customer profile and do thisexercise. Why? It will give you perspective. (Why are my customers my cust...
Now that you know what gets your customer’s       attention you can look within.    This man looked within and found out h...
What knowledge or expertise do you have            that applies?                                          I just know I le...
We like X, Y, and Z! We               CLEARLY DON’T LIKE R!                           I can only do Y and R. I            ...
The only equation Wikipedia ever needed                                  Some donations wouldn’t                          ...
Easy, Right?
Apparently Not!Law school it is.
• If the whole idea behind business is to bring  value to people, why are so many businesses            sucking on Social ...
Feed Value 101    This is someone’s social feed. It could be    a Facebook News    Feed, Twitter, Pinterest, Reddit.    Aa...
The only problem is…
THERE ARE A LOT OF    INTERESTSCOMPETING FOR THE SAME ATTENTION
Lovers               Family          DesiresFriends             Hobbies
Even after you get them on the page…
You have to stand out…????????
A few tips.                     • 1) Humour wins• 2) Relevance is always appreciated, but posting very     little irreleva...
Let’s Regroup The only thing you know for sure yourcustomers like is your product or service.
Relevance +Proper Navigation of Network Environment                = Success                         Getting’ a little tir...
EXAMPLE!                              Did someone say EGG?! HAHAHA!!!                                                  Egg...
Vera Wang: High End ClothingVera knows her fans like high end clothing. MAYBE, just maybe, they like fine crafted wooden  ...
Vera Wang Says….                   We paid a ludicrous amount of money to discover                   people actually like ...
Don’t forget about the most powerful        aspect of Social Media
Community:           We The PeopleUse me!!    Your success is in   I want to be              our hands!!        uuuuuused!
Whole Foods leveraged their community to become the greatestbrand to hit Pinterest yet. Look at all these group boards. Wo...
How do we get them to interact you              ask?
INTERACT!                    They didn’t even ask a                      question. Magic!?????
Your content isn’t limited to your  product (boooring). Apply you’reservice to major trends and different       settings f...
Coca Cola vs. Taco BellThe last two tweets from each feed as of the time I                 made this slide.
WEEEOOOOOOOO (Alarm sound)       Something must be wrong.
300,000 less followers, 8,000 more            ReTweets?        Hmmmmmmmmmmm…….notice anything?
It’s because Taco Bell didn’t let their reputation stop them from putting out unique content. Taco Bell became one of us. ...
Tip: Self-Deprecating Humour is A+++. People aren’t dumb. They  understand you’re taking a risk putting yourself out there...
You don’t have to be so
hehehehehehe Maybe one fan likes you    because you’re a funculture in a boring business                               Poo...
Traditional Advertising was sooooooooo                      boring.          Up here..look at                             ...
Create MANY options for MANY   different types of people.                          Look at all dem boards!                ...
Just make sure it aligns with the goal of thepage. We don’t want to me confusing people                now do we?!
Comedy on Twitter?                     Really?                     Really?                     Really?                    ...
This is comedy ON Twitter(maybe that explains why one comedian has 2x the followers of a comedy network)
Now that’s what I call consistent.That’s consistency if I’ve   ever seen it Bill!
Seriously this is getting ridiculous.                                        I’m going to help you,                       ...
(Sigh) Maybe, as a fan of many businesses I’m just not  meant to see interact with them. Maybe I really amsupposed to clic...
But…..         Huehuehuehuehue
What if a competitor said: “Hmmm…on second thought: let’swelcome people to critique us, talk with like minded people, give...
The guy with a bunch of links might be                   in trouble.   Come get ya links fresh links    Coooome get ya con...
Conclusion There are a TON of different strategies on Social Media but the most important  thing is understand what it is ...
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How to Create Valuable Social Media Content

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How to Create Valuable Social Media Content

  1. 1. How to Create Valuable Social Media Content Bill
  2. 2. I love lamp.Who are we creating valuefor? (Who are we trying to attract?) I love white cloth.
  3. 3. Let’s take a walk in your customer’s shoes Empathy Map (WOW THIS IS FUN!) From Business Model Generation They probably want me to write that bigger But I won’t do it
  4. 4. Empathy Map REVISITEDToo manywords not • What do they think?enoughpictures • What do they feel?on thisslide • What do they see? • What do they say and do? • What do they value (Gain)? • What do they hate (Pain)? Here’s a link to a blank canvas. Fill it in using Google Docs or spit on your screen and send me a pic!! My self-esteem could use a beating!
  5. 5. Tip: Make up a fake customer profile and do thisexercise. Why? It will give you perspective. (Why are my customers my customers?) Be strong. WHHHHAAAAAT?!?
  6. 6. Now that you know what gets your customer’s attention you can look within. This man looked within and found out he was Christmas lights.
  7. 7. What knowledge or expertise do you have that applies? I just know I left some relevant knowledge in here. Aaaaand she’s dead.
  8. 8. We like X, Y, and Z! We CLEARLY DON’T LIKE R! I can only do Y and R. I don’t know anything about X or Z :( Do R!!!Give them Y!
  9. 9. The only equation Wikipedia ever needed Some donations wouldn’t hurt!Someone with Someone whoknowledge wants that knowledge THIS GUY is VALUABLE to THIS GUY WEEEE complementary value that-barely-takes-any-research-to-concoct-because-you – already-surround-yourself-with-this-stuff-day-in-and-day-out hooray!
  10. 10. Easy, Right?
  11. 11. Apparently Not!Law school it is.
  12. 12. • If the whole idea behind business is to bring value to people, why are so many businesses sucking on Social Media? YouMr. Rogers says… suck.
  13. 13. Feed Value 101 This is someone’s social feed. It could be a Facebook News Feed, Twitter, Pinterest, Reddit. Aaaaaaany site where the user chooses the curators. This is you. Your business represents one piece of a much larger group of someone’s interests. You’re representing one particular passion, interest or hobby of that user. Any and all awesome things related to that topic (and within your knowledge) are to be brought to this feed.
  14. 14. The only problem is…
  15. 15. THERE ARE A LOT OF INTERESTSCOMPETING FOR THE SAME ATTENTION
  16. 16. Lovers Family DesiresFriends Hobbies
  17. 17. Even after you get them on the page…
  18. 18. You have to stand out…????????
  19. 19. A few tips. • 1) Humour wins• 2) Relevance is always appreciated, but posting very little irrelevant material in the name of universal respect is ok. ( See:cute animal board on Studense Pinterest page. Animals are very popular on Pinterest, especially the cute ones. ) • 3) Relax would ya? I love you man but 20 tweets a day? Really? There’s a difference between standing out and sitting on my face.
  20. 20. Let’s Regroup The only thing you know for sure yourcustomers like is your product or service.
  21. 21. Relevance +Proper Navigation of Network Environment = Success Getting’ a little tired of the equations Bill mkay?
  22. 22. EXAMPLE! Did someone say EGG?! HAHAHA!!! Eggy…it was a damn honor serving with you…a damn honor.I thought he was eaten!!How is he aliiiiive?!
  23. 23. Vera Wang: High End ClothingVera knows her fans like high end clothing. MAYBE, just maybe, they like fine crafted wooden chairs too, but she’s not sure of that. Stick to what you know and what the network responds well to.
  24. 24. Vera Wang Says…. We paid a ludicrous amount of money to discover people actually like pictures on Facebook. Well, I have some pretty cool pics, so I threw them up on the feed!! Get these dogs off me before you’re fired! Haha!
  25. 25. Don’t forget about the most powerful aspect of Social Media
  26. 26. Community: We The PeopleUse me!! Your success is in I want to be our hands!! uuuuuused!
  27. 27. Whole Foods leveraged their community to become the greatestbrand to hit Pinterest yet. Look at all these group boards. Wow! Yea! Haha!
  28. 28. How do we get them to interact you ask?
  29. 29. INTERACT! They didn’t even ask a question. Magic!?????
  30. 30. Your content isn’t limited to your product (boooring). Apply you’reservice to major trends and different settings for best results. Product Is small!! Ideas can be HUGE!!
  31. 31. Coca Cola vs. Taco BellThe last two tweets from each feed as of the time I made this slide.
  32. 32. WEEEOOOOOOOO (Alarm sound) Something must be wrong.
  33. 33. 300,000 less followers, 8,000 more ReTweets? Hmmmmmmmmmmm…….notice anything?
  34. 34. It’s because Taco Bell didn’t let their reputation stop them from putting out unique content. Taco Bell became one of us. Theyhumanized. Coca Cola? They’re like that popular kid in High School. Cool? Yea, but no personal relationship built. Hard to relate to someone who’s always so happy.
  35. 35. Tip: Self-Deprecating Humour is A+++. People aren’t dumb. They understand you’re taking a risk putting yourself out there like that. Regular Tweet Self-Deprecating Tweet after he was dunked on. (pictured left, Zeus be with him)
  36. 36. You don’t have to be so
  37. 37. hehehehehehe Maybe one fan likes you because you’re a funculture in a boring business Poop. And someone else just loves your Home Heating Systems
  38. 38. Traditional Advertising was sooooooooo boring. Up here..look at me! 1 message! I’m so weird you’ll just Maybe it’ll land have to look at me!! with you? No? Ok! Hell you can’t Right?! Guys?! Guys??understand mebut looky here!
  39. 39. Create MANY options for MANY different types of people. Look at all dem boards! Did You know? Of these Pinterest notifications in my inbox, no 2 repins are the same? And yet nearly all of my followers are from my target market. Yea! Woo! Alright! Great!
  40. 40. Just make sure it aligns with the goal of thepage. We don’t want to me confusing people now do we?!
  41. 41. Comedy on Twitter? Really? Really? Really? Really? Really?!?
  42. 42. This is comedy ON Twitter(maybe that explains why one comedian has 2x the followers of a comedy network)
  43. 43. Now that’s what I call consistent.That’s consistency if I’ve ever seen it Bill!
  44. 44. Seriously this is getting ridiculous. I’m going to help you, son. I’m going to try. I….can’t stop using Italics.
  45. 45. (Sigh) Maybe, as a fan of many businesses I’m just not meant to see interact with them. Maybe I really amsupposed to click a link, buy, read, click a link, buy. Fun. Wee.
  46. 46. But….. Huehuehuehuehue
  47. 47. What if a competitor said: “Hmmm…on second thought: let’swelcome people to critique us, talk with like minded people, give input to our business strategy, make marketing materials, and use us for our knowledge.” WEEEEEE!!
  48. 48. The guy with a bunch of links might be in trouble. Come get ya links fresh links Coooome get ya content fresh contentheeeyaa fresh links! Take ya away catered to the network. On Twitter? We from the site and into a place get the point across in 140 characters?you’ve never been coooome get Facebook? How’s a funny picture? em now hey now! Pinterest? Want some recipes? You got it cooome get it fresh content noow.
  49. 49. Conclusion There are a TON of different strategies on Social Media but the most important thing is understand what it is your customer values. The name of the game isgetting your customer’s attention and hopefully his or her desire to share. Before you create a strategy make sure you understand what kind of value you canconsistently bring to the table. There’s something for everyone (some people have it much easier though). Yoda Says… “Find creative people, you must.”

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